Publicizing a book (or getting buyers excited about a product or service) when it is not yet on sale and is unavailable is a waste.
6. The USP (Unique Selling Proposition)
Regnery does not publish books. Its authors make news. A Regnery press release never-oh-never has a headline that says, “So-and-so wrote a book.” Instead it tells people that this is news and here is how you get it. The book is incidental to the author and news being made.
7. Get samples to influencers
Get advance copies into the hands of those who will give you free media coverage. This is the backdoor to a successful launch. (The front door is paid advertising and—in the book world—frequently ineffective.)
Of course review copies must go out to key book reviewers. But book review pages are the least-read sections of newspapers and magazines.
Regnery’s news-driven books by celebrity conservative authors will get coverage on cable news television and radio talk shows nationwide. This is the marketplace. Here is where people start talking.
For example, a Regnery author was featured on the “Today Show” with five times to 10 times the viewership of cable. Sales as a result of the appearance were negligible. Matt Lauer & Co. simply do not grill guests and rivet audiences with the same fierce animation as cable TV news anchors and conservative talk-radio hosts.
Get advance copies into the hands of relevant bloggers, but be sure to specify that discussion is embargoed until the pub date. Bloggers are influencers and can be an enormous help in viral marketing, but they may be out of the mainstream media and not aware of book publishing protocol.
8. Collect e-mail addresses
Regnery has the e-mail addresses of 800,000 conservative readers. Does the author have such a list? If not, it should be assembled and readied for an e-mail blast the day after publication.