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Frequently Asked Questions
Authors, both fiction and non-fiction, contacting Veritas often have a lot of questions regarding
publicity. We have compiled a comprehensive list of questions and answers here in the hope it
will assist you.
Authors, both fiction and non-fiction, contacting Veritas often have a lot of questions regarding
publicity. We have compiled a comprehensive list of questions and answers here in the hope it
will assist you.
What’s the difference between book buzz and a marketing campaign?
A media campaign is designed to create exposure in the marketplace for a book. Book
buzz comes when other people talk about a book they have read. This creates a
momentum of its own. A media campaign is really designed to help jump start a book – to
get the buzz going and to create an appetite for the book.
Dollar for dollar, what is the benefit of a private publicist?
Some in-house publicists are often distracted with too many other duties or too many
titles. I like to say a freelance publicist is only as good as his last job. I tell people, we
have three bosses: the publisher, the author and the media. If we mess up the
relationship with any of these, we are in trouble. A freelance publicist has a built-in
incentive to produce; and by produce, I mean stir up as much media exposure as
possible. If he does well, he will get another chance to shine.
At what point in the publication process should a writer begin promotion, marketing,
seeking a publicist?
If an author has a publisher, the decision is based on the marketing budget for the book.
I suggest that authors ask publishers right up front, before they sign the contract. You
can ask a publisher to provide a plan. Some publishers may resist this or give a
boilerplate plan that looks good but that is used for most of their titles. If you are a
nonfiction author, ask for a publicist. You can even ask for a specific freelance publicist as
part of the deal. It can make the difference between the success and failure for a book.
You have to look at fiction on a case-by-case basis. Not all radio or television programs
will consider fiction. In fact, many won’t. As a fiction writer, you have to revise your
expectations for the quantity of interviews. This is when blogs or print reviews can make
a difference in getting the word out.
Of all the creative author marketing and publicity you have encountered what effort
has provided the most effective results for both the publisher and the author?
The media is efficacious. I have seen one media campaign that elicited 11,000 phone calls
in a three-day period after a 700 Club interview. These viewers were desperate for the
book that was offered – a book about marriage. These kinds of results are rare but it
does show the power of the media. The key is to tap into the felt needs of the listeners or
viewers. To the extent that an author can connect with their audience, sales will follow. In
such instances, the publisher, the author, and the viewers/listeners all benefit. This type
of quid pro quo relationship is what you hope to achieve.
Of all the marketing and publicity angles you’ve seen – what would you suggest that
an author not do or not invest in?
First, you have to see marketing as a whole pie. Publicity is a slice of that pie. An author
or publisher can spend scarce marketing dollars in many ways – direct mail, print
advertising, publicity, etc. I have rarely seen print advertising make a significant
difference. It is expensive and the cost-to-return ratios are low. I prefer to give authors
an opportunity to talk about their own material and interviews afford this chance.
Second, the closer you are to direct contact with your potential buyer, the better chance
you have to make a sale. Personal encounters and public speaking are usually superior to
other forms of communication. Publicity is next in line because potential buyers have a
visual or auditory connection. This simply can’t happen in print.
Do you see a measurable difference in book success between authors who let the
house publicity department handle the detail of promotion versus an author who
works to make their own book known?
I am going to generalize here. Some publishing houses have terrific in-house people who
do excellent work. Nevertheless, this is rare. Why? Most in-house publicists are pulled in
too many directions. They may have conferences to schedule, meetings to attend, or staff
to manage. They are often distracted and overwhelmed by too many details and too
many titles.
In my experience working with hundreds of authors, a handful, probably less than 1 in
100, has the time, knowledge or contacts to do their own publicity. The reason is that
reputable publicity firms spend thousands of dollars each year to keep updated records,
nurture relationships, and invest in the latest directories.
Are there any personal touches that you can recommend to authors who might be
introverted and begin palpitating at the thoughts of crowds?
The reality is that some authors are great writers but lousy speakers and vice versa.
Nevertheless, a writer can learn to speak. Radio and television are very different. Most
authors do phone interviews and these are easier. The key is to see the interview as a
conversation with the host. On television, it is tough to focus on the interviewer and
ignore the cameras and lights. My advice is to compartmentalize the experience by
focusing entirely on the host and questions. You are always communicating to one person
at a time and that’s how you have to see it. A good interview is conversational. For
television, don’t be afraid to smile, to move your hands, or to lean forward. The tendency
for novices is to be too stiff because that’s what fear does to us.
One way to help allay your fear is to be prepared. Re-read your book, skim your interview
questions, memorize a few quotes. There is nothing like being prepared to offset the fear
of the unknown.
What kind of results do you see from Internet promotion versus traditional?
The jury is still out on the overall effect of Internet promotion. Again, you can’t lump
everything together here anymore than you can for radio or television or print. A
publication like Focus on the Family magazine is going to have far more readers than a
smaller denominational publication. Likewise, a multi-market show like Prime Time
America, Janet Parshall’s America or Point of View will yield better results than a small non-
commercial radio station. So far, I have yet to see significant quantifiable results from
Internet promotion. I think this is changing but we’re not there yet.
What changes have you noticed in publishing recently? Do you find these changes
good or not so good?
Without a doubt, the advent of printing on demand has enabled more people to be
published quicker and at a lower cost. While self-published and POD books still carry a
stigma, I see this beginning to change as the quality, design, and editing improves.
Another change is the proliferation of secular publishers buying Christian publishers –
Zondervan, Multnomah, WaterBrook, and Howard are examples. These publishers are
looking for the next big winner – the next superstar or blockbuster book. I was pleased
when Don Piper’s book written with Cec Murphey – 90 Minutes in Heaven (Revell) took off
to become a New York Times bestseller. When we did PR on the book, we had no idea it
would become such a hit. We can’t eliminate the providential aspects of marketing and I
think 90 Minutes both had a Divine push.
I have also seen authors become more perceptive about marketing – speaking, blogging,
and networking. This has become an increasingly necessary component. If you don’t have
a platform, some publishers won’t consider publishing your writing. In other words, the
publisher-author partnership is definitely bigger than it has been in the past.
The good news for publishers and authors is that when there is an economic downturn
like we have seen recently, book sales tend to do well.
Finally, one change that is not good is that Christian bookstores continue to struggle as
superstores and online retailers gobble up profits. Only the best selling books get rack
space in airports, WalMart or Target stores.
Describe today’s reader based on your own observations.
Not much has changed in recent years. Women still purchase more books, read more, and
spend more on new titles. Men are visual so I don’t think we will ever catch up. I also see
a trend toward shorter books and shorter sermons. We live in a fast-paced world and
most people want the Cliff Notes version of almost everything.
What one or two things that might surprise authors regarding book promotion?
There is no science to this. There are no guarantees. A good publicist knows this, works
the angles, and is always looking for creative ways to get coverage for an author.
Second, it is not really about book promotion as much as it is promoting ideas. Think of
your book, especially if it is fiction, in terms of the connection to current events or real life
issues. You must position yourself as an expert, or as someone who can talk about real-
world issues that you address in your novel.
If you could say one thing to aspiring authors, what would it be?
If God has given you a gift, don’t give up on it. Be patient, learn from others, and ask
questions. I also believe that we tend to ignore the favor of God in our marketing efforts
– expecting that we can make it all happen on our own. We need to pray for His favor, His
wisdom, His direction.
A media campaign is designed to create exposure in the marketplace for a book. Book
buzz comes when other people talk about a book they have read. This creates a
momentum of its own. A media campaign is really designed to help jump start a book – to
get the buzz going and to create an appetite for the book.
Dollar for dollar, what is the benefit of a private publicist?
Some in-house publicists are often distracted with too many other duties or too many
titles. I like to say a freelance publicist is only as good as his last job. I tell people, we
have three bosses: the publisher, the author and the media. If we mess up the
relationship with any of these, we are in trouble. A freelance publicist has a built-in
incentive to produce; and by produce, I mean stir up as much media exposure as
possible. If he does well, he will get another chance to shine.
At what point in the publication process should a writer begin promotion, marketing,
seeking a publicist?
If an author has a publisher, the decision is based on the marketing budget for the book.
I suggest that authors ask publishers right up front, before they sign the contract. You
can ask a publisher to provide a plan. Some publishers may resist this or give a
boilerplate plan that looks good but that is used for most of their titles. If you are a
nonfiction author, ask for a publicist. You can even ask for a specific freelance publicist as
part of the deal. It can make the difference between the success and failure for a book.
You have to look at fiction on a case-by-case basis. Not all radio or television programs
will consider fiction. In fact, many won’t. As a fiction writer, you have to revise your
expectations for the quantity of interviews. This is when blogs or print reviews can make
a difference in getting the word out.
Of all the creative author marketing and publicity you have encountered what effort
has provided the most effective results for both the publisher and the author?
The media is efficacious. I have seen one media campaign that elicited 11,000 phone calls
in a three-day period after a 700 Club interview. These viewers were desperate for the
book that was offered – a book about marriage. These kinds of results are rare but it
does show the power of the media. The key is to tap into the felt needs of the listeners or
viewers. To the extent that an author can connect with their audience, sales will follow. In
such instances, the publisher, the author, and the viewers/listeners all benefit. This type
of quid pro quo relationship is what you hope to achieve.
Of all the marketing and publicity angles you’ve seen – what would you suggest that
an author not do or not invest in?
First, you have to see marketing as a whole pie. Publicity is a slice of that pie. An author
or publisher can spend scarce marketing dollars in many ways – direct mail, print
advertising, publicity, etc. I have rarely seen print advertising make a significant
difference. It is expensive and the cost-to-return ratios are low. I prefer to give authors
an opportunity to talk about their own material and interviews afford this chance.
Second, the closer you are to direct contact with your potential buyer, the better chance
you have to make a sale. Personal encounters and public speaking are usually superior to
other forms of communication. Publicity is next in line because potential buyers have a
visual or auditory connection. This simply can’t happen in print.
Do you see a measurable difference in book success between authors who let the
house publicity department handle the detail of promotion versus an author who
works to make their own book known?
I am going to generalize here. Some publishing houses have terrific in-house people who
do excellent work. Nevertheless, this is rare. Why? Most in-house publicists are pulled in
too many directions. They may have conferences to schedule, meetings to attend, or staff
to manage. They are often distracted and overwhelmed by too many details and too
many titles.
In my experience working with hundreds of authors, a handful, probably less than 1 in
100, has the time, knowledge or contacts to do their own publicity. The reason is that
reputable publicity firms spend thousands of dollars each year to keep updated records,
nurture relationships, and invest in the latest directories.
Are there any personal touches that you can recommend to authors who might be
introverted and begin palpitating at the thoughts of crowds?
The reality is that some authors are great writers but lousy speakers and vice versa.
Nevertheless, a writer can learn to speak. Radio and television are very different. Most
authors do phone interviews and these are easier. The key is to see the interview as a
conversation with the host. On television, it is tough to focus on the interviewer and
ignore the cameras and lights. My advice is to compartmentalize the experience by
focusing entirely on the host and questions. You are always communicating to one person
at a time and that’s how you have to see it. A good interview is conversational. For
television, don’t be afraid to smile, to move your hands, or to lean forward. The tendency
for novices is to be too stiff because that’s what fear does to us.
One way to help allay your fear is to be prepared. Re-read your book, skim your interview
questions, memorize a few quotes. There is nothing like being prepared to offset the fear
of the unknown.
What kind of results do you see from Internet promotion versus traditional?
The jury is still out on the overall effect of Internet promotion. Again, you can’t lump
everything together here anymore than you can for radio or television or print. A
publication like Focus on the Family magazine is going to have far more readers than a
smaller denominational publication. Likewise, a multi-market show like Prime Time
America, Janet Parshall’s America or Point of View will yield better results than a small non-
commercial radio station. So far, I have yet to see significant quantifiable results from
Internet promotion. I think this is changing but we’re not there yet.
What changes have you noticed in publishing recently? Do you find these changes
good or not so good?
Without a doubt, the advent of printing on demand has enabled more people to be
published quicker and at a lower cost. While self-published and POD books still carry a
stigma, I see this beginning to change as the quality, design, and editing improves.
Another change is the proliferation of secular publishers buying Christian publishers –
Zondervan, Multnomah, WaterBrook, and Howard are examples. These publishers are
looking for the next big winner – the next superstar or blockbuster book. I was pleased
when Don Piper’s book written with Cec Murphey – 90 Minutes in Heaven (Revell) took off
to become a New York Times bestseller. When we did PR on the book, we had no idea it
would become such a hit. We can’t eliminate the providential aspects of marketing and I
think 90 Minutes both had a Divine push.
I have also seen authors become more perceptive about marketing – speaking, blogging,
and networking. This has become an increasingly necessary component. If you don’t have
a platform, some publishers won’t consider publishing your writing. In other words, the
publisher-author partnership is definitely bigger than it has been in the past.
The good news for publishers and authors is that when there is an economic downturn
like we have seen recently, book sales tend to do well.
Finally, one change that is not good is that Christian bookstores continue to struggle as
superstores and online retailers gobble up profits. Only the best selling books get rack
space in airports, WalMart or Target stores.
Describe today’s reader based on your own observations.
Not much has changed in recent years. Women still purchase more books, read more, and
spend more on new titles. Men are visual so I don’t think we will ever catch up. I also see
a trend toward shorter books and shorter sermons. We live in a fast-paced world and
most people want the Cliff Notes version of almost everything.
What one or two things that might surprise authors regarding book promotion?
There is no science to this. There are no guarantees. A good publicist knows this, works
the angles, and is always looking for creative ways to get coverage for an author.
Second, it is not really about book promotion as much as it is promoting ideas. Think of
your book, especially if it is fiction, in terms of the connection to current events or real life
issues. You must position yourself as an expert, or as someone who can talk about real-
world issues that you address in your novel.
If you could say one thing to aspiring authors, what would it be?
If God has given you a gift, don’t give up on it. Be patient, learn from others, and ask
questions. I also believe that we tend to ignore the favor of God in our marketing efforts
– expecting that we can make it all happen on our own. We need to pray for His favor, His
wisdom, His direction.