When launching a new book, it is very important to consider the necessary steps for both getting a book onto the bookstore shelves, then getting it off the shelves and into the hands of eager readers. Marketing and publicity are both necessary, but each needs to be seen as a separate, yet coordinated effort that must be performed in conjunction with the other. Doing this creates both awareness and interest in a book.
It is important to clarify the difference between marketing and publicity in order to appreciate each process and understand its significance. Book publicity would be anything that an author, publisher, publicist, or anyone affiliated with the book does to promote the book to the public. In the case of books, the “public” would be defined as consumers as well as the book industry. You would target the book industry first to get the books onto the shelves, then target consumers to get them off the shelves. Publicity is all about influencing people’s opinions by providing relevant information (through press releases or other materials) and/or direct contact. You should never pay anyone to endorse or support the book. If you do, it is then considered marketing. It is only publicity if, by your own efforts, someone willingly chooses to review a book, write editorial content on your book or company, host a book signing, interview an author, etc. Publicity will generate a sense of trust from the consumer that you can’t achieve through marketing. For example, the consumer may feel that since Publishers Weekly chose to review it, it must be a good book. Or, if Allure magazine chose to feature the book in this article, it must be a good book.
Marketing encompasses all activities that promote your book to the consumer or buyer including advertising, shipping, storing, and selling. Marketing will generate awareness about your title through repetitious efforts that will ideally brand the image of the product into someone’s head. The repetition from the marketing in conjunction with the trust garnered from publicity efforts is what makes a successful book launch.
