So you've got a novel coming out? If you are with one of the Big Five publishers - Penguin Random House, HarperCollins, Macmillan, Simon & Schuster, or Hachette - there will be a publicity machine at work for you. Your editor, or the publicity department, will let you know what they want your role to be. They may ask you to update your website, open social media accounts, or to provide a mailing list of friends, family, and fans.
If you are with a smaller press, say a university press or a small independent publisher - you should inquire, when you are offered a contract, what your role will be in gaining publicity for your book. Most small presses welcome your involvement and will be delighted if you submit your work to reviewers, arrange for readings and signings on your own, and so forth. But check! You do not want to overstep, duplicate their efforts, or - eek - embarrass your publisher.
I'm not familiar with every aspect of self-publishing, but I'd imagine the tips I'm about to offer will apply nicely to self-published authors as well.
If you are about to release a book, be reachable via a website. The primary purpose of publicity is to sell your book, and the secondary purpose is to get your name out there so that you can be contacted by fans, publishers, agents, and sponsors of events and projects you may find appealing.
Your website can be extremely simple - your name, your picture, your book cover, a release date, and a contact form so people can reach you (don't post your personal email address). A fuller website with lots of pictures and info about all of your publications is better, but at least have the minimum. You can hire someone to do a bang-up website, but that costs. Or you can do it yourself, nearly for free. My website is perpetually under construction and is never up-to-date, so don't come at me after you take a peek - but the point is I am findable. I do get a lot of spam. I also get fan letters, invitations to paid speaking engagements, requests for interviews, offers to contribute to journals and anthologies, and - since my novel-in-stories It's Not Even Past was orphaned last year when the publisher closed - inquiries from publishers.
You need some kind of social media. Something. Facebook has developed a reputation for being mostly for seniors, but their largest demographic (worldwide) is actually young adults 25 - 35. So you can reach young readers with a facebook page (and paid ads, if you want to go that route). But don't be too quick to write off the oldsters, either - seniors buy a lot of books! If you are already on Facebook, open a separate author page you are comfortable setting to "public." Keep this page for business. No pictures of lunch, cats, craft cocktails, precocious toddlers, thrifting expeditions or politics - unless applicable to your book.
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| Yes, cute. No, website. |
A lot of writers promote their work on Instagram. Since the mass exodus from X (formerly Twitter), many use Threads. Bluesky is also popular. My advice is go to the websites of authors you like and admire, whose work is in some way similar to your own, and see what social media platforms they use. If you are new to all this, choose one - you don't have time to manage them all. (If you have that much time on your hands, you should spend more of it writing.)
Reviews on Goodreads and Amazon can be critical to a book's success. They are primary platforms for "book discovery." However, these platforms can be frustrating. Trolls may give your books bad reviews just for fun, or because they don't like you. If you do see negative reviews of your work - legit or troll-generated - ignore them. Remember the adage Never wrestle with a pig. You get dirty, and besides, the pig likes it.
Next up: go after publicity opportunities, large and small. Ask friends and family to help spread the word about your book by putting the book cover on their social media, and by mentioning it to their book club, local librarian, and local bookstore. Include a purchase link to make it easy for them to buy your book! Consider pushing your publisher's site and bookshop.org, which allows readers to purchase online while supporting local bookstores!
If you live in L.A. or New York, it's nearly impossible to get a reading or signing at a bookstore - there are just so many writers, most more famous than you (or I). But if you live in a smaller city or town, you've got a good shot. Walk into bookstores and greet the manager. Buy a book. Tell them you're available for a signing or a reading and that you can "fill the room." If you have a friend in college, ask them to mention your book to their English professor. But don't put people on the spot - ask once, and take no - or no answer - for an answer. No everyone will want to read your book, and not everyone who does read it will enjoy it. That's life.
Your college alumni newsletter is a great place to publicize your work. Your local newspaper editor might be interested, too. Again, highly unlikely if you live in New York or LA, but far more promising if you live in Smallburg, North Dakota or Tiny Town, Georgia. Ask!
Your publisher should provide you with ARCs, or "Advance Review Copies." These are typically electronic (PDF or epub). Some publishers will also provide hard copies, but these are expensive and must be distributed judiciously. Electronic ARCs increase the likelihood that your work will be "pirated" – that is, circulated to unauthorized readers for free… but there are worse things. No one wants to be pirated, but the truth is all circulation builds word of mouth and it could result in your finding paying readers. It's important that you discuss distribution of ARCs with your publisher. They may have a do and don't list to help control unauthorized access.
These days, when writers talk about "reviews," they are often referring to individual reader reviews on Amazon, Goodreads, or on reviewer platforms like NetGalley or Booksprout. But "real" reviews - those written by professionals that appear in journals and newspapers - are the Holy Grail, and you should go after them. Thirteen million people read The New York Times each day. You probably won't get reviewed there. But a small-town newspaper, even a freebie, can easily have 5,000 daily readers, up to as many as 13,000. That's a lot of potential to sell books!
Think about books you like that are similar in some way (e.g. genre) to your own. Figure out where the books have been reviewed using your good friend google. Then contact the reviewer and ask if you can send them an ARC. Nota Bene: the more prestigious the periodical, as a rule, the earlier they want your ARCs. Many will request them four or five months ahead of publication, and your small publisher simply may not have them ready that far in advance. Wing it! If an editor agrees to read an ARC, send them a meticulously edited PDF - along with information like release date, cover price, ISBN, and whether bookstores will carry your book.
Your publisher will probably ask you for an email list - and even if not, you should have one for your own use. Way, way ahead of time, prepare a list of every single person you know who might conceivably be interested in you or your book. Have names and email addresses current, proofread and up to date. Be sure there is a purchase link (preferably, a pre-purchase link) included so that people can order your book on impulse, while they are thinking of it. If you end up sending out the email yourself, include a request that readers review you on Amazon or Goodreads.
Go after the little guys - and the medium-sized guys, too. Before It's Not Even Past was released, I hit up everyone I could think of to run a review or at least a mention. A lot of folks ignored my request, a few said no - and quite a few said yes! My alma mater asked me to teach a class. Ellery Queen Mystery Magazine (where many of the stories first appeared) invited me to blog for Something Is Going to Happen. Art Taylor asked me to blog for The First Two Pages, too! Dru's Book Musing ran a cover reveal and A Day in the Life feature, Victoria Leigh reviewed, and Roger Johns ran an interview on Murder Books.
Paul O'Connor interviewed me for Hourglass Author, and Bonnar Spring invited me to an interview on Crime Wave Podcast (mine aired right after Anthony Horowitz's!). And there were more.
John Loyd posted a comprehensive review of the collection. Book blogger Anne Van Doorn ran a terrific review, and Ashley-Ruth M. Bernier included It's Not Even Past in a round-up of crime short story collections published on Crime Reads. Jeremy Black of The Critic accepted a review copy and gave it a stellar review! Then he passed the book along to David Brown, a book blogger who loves mysteries, and David ran a review and invited me to an interview!
Janet Rudolph of The Mystery Readers Journal offered me a spot in Mystery Fanfare, and King's River Life, a magazine that really supports mystery writers, told me they no longer run reviews of collections – but asked me to do a guest blog! Crime Fiction Lover ran a nice mention, and Killer Nashville and International Thriller Writers both invited me to contribute to their journals! Some of these outlets are small and some are huge. But they all have readers who love mysteries and buy books, and I went after every single opportunity I could. And then…
Down&Out Books closed and my book went out of print, right after it was released. So all that work was a big waste of time, right?
No! Decidedly not! Because a couple of months later, I got an email from a guy who'd tracked me down via my website. He had heard about the book but couldn't find a copy online (of course). Seemed like a nice guy, so I offered to sell him one of the six remaining author copies I'd been hoarding for posterity. That night, I sat bolt upright in bed in the middle of the night, struck by an epiphany. Doug Greene. Douglas Greene. I know that name.
Sure enough. Mr. Greene is the (semi-retired) founder of Crippen&Landru, a highly respected publisher of mystery collections, classic and contemporary. And he loved my book! I asked him to put in a good word for me with the editor-in-chief, Jeff Marks, and a couple of weeks later, we had a deal! Crippen & Landru will release It's Not Even Past with a new cover and a new introduction in October, and are currently negotiating foreign rights for the book on my behalf! They'll release a second collection, They Look Like Angels, early in the new year. This happy ending would absolutely not have happened had I not gone all out to get publicity for my book. That is how Doug Greene found me, and it's how the foreign publishers found me, too.
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| Christian Gibson's cover! |
So you spent a year – maybe more – writing your book, and you worked hard to get it out to potential publishers. Now spend some time ensuring that your book reaches the fullest complement of readers possible! Good luck!
Anna Scotti is delighted to have the next in her "librarian-on-the-run" series, When Bright Angels Beckon, included in the 85th anniversary issue of Ellery Queen Mystery Magazine (September-October '26), along with a personal essay, Sisters Reading Sisters. Bright Angels is the thirteenth story in the librarian series, and the eleventh to appear in EQMM. The next in the series, I Shall Wear Purple, will appear in an upcoming issue. Learn more at AnnaKScotti.com . Purchase It's Not Even Past direct from the publisher, at your local bookstore, or online. It will be available from bookshop.org soon!
Everyone - Big Five kahunas, small press authors, self-published writers and "gettin' there" authors - is invited to post comments, questions, corrections and additions in the comments. Please do!
