Seasonal Success Strategies: Make Every Occasion a Book-Selling Opportunity
This is somewhat of a continuation of Tom’s blog post, Flod Planning, from last week.
I was talking with a client last week, and the question of “How much time do I need to give folks before submitting my book for review?” came up. We were talking about book promotions and how much lead time a media outlet (magazine, blog, online publication, gift guides, etc.) requires.
It inspired me to write this week’s newsletter about ‘lede’ or ‘lead’ time, given that it’s almost August, and that means preparing for the holiday season. Every minute you wait to connect with a media outlet that could help promote your book this holiday season puts you at a disadvantage.
So, how much lead time do you need to give a media outlet (and even blogs are considered media these days) if they have gift guides and manage book fairs, or they just like to write about books, and you want them to promote your book for the holidays?
Fun fact from Grammarphobia:
“The noun ‘lead’ was originally spelled ‘lede’ when it entered English some time before 1300 with the meaning of “leading, direction, guidance,” according to the OED. The ‘lead’ spelling showed up in the 1600s.”
Often, the lead time is six months. Oops! We’re already too late for Christmas and the surrounding holidays, if that’s true. Today, however, because much of the work is digital, your lead time could be as short as three months. Of course, it depends on the publication.
This is why you need to start planning for all holidays leading up to next summer right now!
I know you’re at the beach. I know you’re in the mountains. I know we’re all on vacation, having fun doing water sports and getting sand in our shoes, or we’re out hiking and camping and telling stories over the fire pit.
It’s summer. Time to relax and let life slow down.
That’s what’s happening everywhere, right?
No, not right.
Media outlets, all the places you want to promote your book, are planning for snow. And for mistletoe. And for all the color and joy that comes with celebrating the winter holidays all over the country (and the world, if your book is something that could appeal to those in other countries, and it is, right?).
That means Halloween, Thanksgiving, Christmas, Hanukkah, New Year’s, Samhain (Wiccan new year), Kwanzaa, all the way to Valentine’s Day, St. Patrick’s Day, and Easter. (Your holiday not listed here? Please share it in the comments.)
Think about these things:
▶️ Your mailing list. Get them excited about offering your book as a gift suggestion to all their friends and family, or to their colleagues. If your book is directly related to a specific holiday, this should be easy-peasy.
If your book is not about or related to a holiday, it’s still a fine product to offer people looking for a unique gift. Offer a signed copy or add an interview with the author as a teaser.
▶️ Think about other people’s mailing lists and websites. Who can you collaborate with to cross-promote each other’s work?
▶️ Think about your website. Get that promotional landing page ready now! Showcase the best parts of your book on it, with incentives to buy now! Give folks a sneak peek at what’s coming up next year, whether that is a prime speaking engagement or a new book you’re writing.
Book Fairs and Book Clubs
How many of you are submitting to book clubs? Many book clubs (according to my research, MOST book clubs) choose books by having members vote on the book they want to read. If you don’t get in this month, try again next month. Submitting now guarantees attention for the winter season or for the New Year and beyond.
I’m not talking summer sales, yet. That’s for January and February. I’m talking about the holidays that come between November and February.
Start with BookBrowse – this post provides a list of book clubs to consider and outlines the process for joining them.
NOTE: All the places I looked for book clubs included Goodreads at the top of their list, so that is where I’d start if I were looking for a book club.
What about book fairs online? Not that familiar with online book fairs? Here’s what you need to know: Book fairs are websites that offer writers a place to showcase their book among many others.
If you remember book fairs from grade school, where your Mom or Dad gave you $10 and you went to the fair that was hosted in the gym, usually, where hundreds of books were on display and you got to choose however many you could buy for your $10, you will have the right idea of online book fairs.
At ebookfairs.com, they offer authors a way to set up a book fair of their own. And gather other authors to participate. We have not done this yet, but I find it intriguing enough to mention here, for your review.
Also, the Community of Literary Magazines and Presses offers a list of literary and magazine fairs by date (month) that I think you should check out. This is who they are:
“small publishers creating print and digital books, magazines, online publications, chapbooks, and zines, who have come together to do our work as publishers better and to organize around a shared set of beliefs:
- We believe that small literary publishers play a vital role in our culture by connecting the greatest diversity of distinctive writers to equally diverse communities of readers.
- We believe that literary publishing is an artistic practice that helps writers realize their artistic vision and readers discover their work.
- We believe that by increasing the organizational capacity of small literary publishers, we contribute significantly to the vitality and vibrancy of our literary culture.
- We believe that being a member of our community means participating in an environment of mutual support with both rights and responsibilities.
- We believe in actively engaging those who share our passion for literature—readers, writers, booksellers, librarians, students, educators, funders, business leaders, and others—to ensure that small literary publishers, and the work they help shape and make public, will continue to thrive.”
With the help of Perplexity, an AI tool that I often use to take my ideas and organize them into coherent thoughts, especially on a Monday when I wake up thinking it was still Saturday, I created a template you might use to reach out to book fairs and bloggers, keeping in mind they are looking for holiday content right now. This template could be used any time, however.
Gift Guide Pitch Template for Authors
Subject: Book Submission for Your [Holiday] Gift Guide: [Book Title]
Hi [Editor’s/Influencer’s Name], (yes, you should know the name of the person you’re pitching)
I’m reaching out to submit my book for consideration in your holiday promotions [or gift guide; you’ll know how to phrase this after you visit their blog or website] .
About the Book:
- Title: [Book Title]
- Author: [Your Name]
- Genre: [Nonfiction category/business, memoir, expert advice, etc.]
- Brief Description: Have a good blurb ready for this. One or two sentences at the most.
- Formats Available: [Paperback/eBook/audiobook/hardcover]
Why It’s Ideal for Your Guide:
- Appeals to [target demographic: e.g., business professionals, readers of memoirs, gift buyers].
- Promotes holiday themes of [resilience, growth, inspiration, etc.].
- Has received strong reviews from [notable reviewers, industry awards, Amazon/Goodreads].
I’d be happy to provide:
- A complimentary review copy (print or digital)
- High-resolution cover images
- Media kit or author Q&A
- Exclusive discounts or promotions for your readers
- Purchase Links: [Amazon, Bookshop, direct site, etc.]
Please let me know if you need more information or materials.
Best wishes,
[Your Name]
[Contact Info]
[Author Website]
Since this will be an email, please include a 3D image of your book somewhere in the note. You may also want to create an annotated table of contents. This is a document that describes each chapter in one sentence, below the chapter’s title. For more information on how to do this, visit Manuscriptworks.com here.
And for book fairs: (some book fairs may have a form to fill out, in which case you would not need this template)
Book Fair/Event Application Template
Subject: Holiday Book Fair Submission: [Book Title] by [Your Name]
Hello [Event Organizer Name],
I’d like to apply to participate in the upcoming holiday Book Fair. After reviewing some of your other book choices, I believe my book, [Book Title], aligns well with your parameters.
About Me & My Book:
- Book: [Book Title]
- Author: [Your Name]
- Brief Synopsis: [your blurb showcasing key themes and appeal]
- Target Audience: [Business readers, memoir enthusiasts, etc.]
Why I’m Interested:
- Opportunity to connect with readers and fellow authors
- Share my book’s [unique feature, e.g., business insights, inspiring memoir, signed editions] as a special gift for the holiday season
I can provide:
- Author bio and headshot
- Book cover images
- Copies for sale/signing
I am willing to participate in panels, Q&A, or workshops, and can provide additional materials in handouts.
Please let me know if there is an application process or if you require any additional information. I look forward to the chance to celebrate the holidays—and books—with your audience!
Thank you,
[Your Name]
[Contact Info]
[Author Website]
Many of the media outlets you explore will tell you their lead time. However, I promise that most of them are already thinking about snow and mistletoe. They will be planning their promotional materials, their promotional messages, and looking for great products to include in their book club, book fair, or gift guide. Remember, it’s not about you, it’s about them and their audience.
How does your book serve their purposes?
My post from March 2023, ‘Money Making Opportunities from Your Published Book,’ has another list of great ideas and inspiration for approaching your holiday promotions in July.
Whatever you do, do it now. Make your plan. Strategize with your team. And get to work. I can feel the chill of cold weather and snow coming already ….BRRRRR!
Need extra help with any of this? We can help. If we can’t, we know who can. Share your thoughts in the comments or on LinkedIn.
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