Leveraging Your Reputation: A few more tips for publicizing your book

Tom Ciesielka is president of TC Public Relations (www.tcpr.net). Tom has over 25 years of marketing and public relations experience, working with individual lawyers and midsize law firms. He is also a former board member of the Legal Marketing Association in Chicago and has spoken at The Chicago Bar Association’s CLE programs. Reach him at tc@tcpr.net.

Last year, I shared a few tips for publicizing your book, which included targeting the appropriate media, finding speaking opportunities and joining an organization that has your target audience. I said that I’d share some more tips, so here are a few that will help you boost your promotional efforts:

Use your book cover. Create a small image of your book cover and put it everywhere you spend time online. That includes any instant messenger programs you use, your social media networks, your newsletter and more. For instance, if you’re on LinkedIn, Facebook, Twitter, Pinterest, Google Plus or any other online network, replace the current icon or photo that you use for your profile image with your book cover. It will serve as a mini-billboard and give you a bit of unobtrusive “advertising” opportunities. Also find out if you can make your image a link so that when people click on it, it goes to your book’s website. That leads to my next tip…

Link to your book. When you send out any online communication, link to your book’s website, publisher or sales outlet. For instance, if you’ve written a book called “Law in Chicago,” write a simple sentence in your e-mail signature such as “New book out: Law in Chicago” and make the “Law in Chicago” part a hyperlink that goes to lawinchicago.net/book so that people just have to click it to find out more about your book. (Actually, I just made that link up, and coincidentally, that domain is still available.) You can also use that simple hyperlinked statement anywhere you are online as a part of your status, such as in Gmail or Facebook chat, or in your LinkedIn status.

Join up. In addition to promoting your book on blogs and other websites, you should join the author programs at Goodreads.com and Amazon.com because you can expand your audience and find out who’s interested in your topic and niche. They also allow you to share more information about yourself, so you can create an effective profile for dedicated readers. Also make sure that your publisher’s site has a page that features your book. Sometimes publishers are too busy to create a page or section for an author, so you have to take a more active role in how they’re promoting your book. However, it’s worth the extra effort because you never know who will find out about you and your book through an online search, and you want to make sure all your bases are covered.

If you have any other tips to share, let me know.

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