So you’ve written a book. That’s no small thing. Whether it took years or months, whether it came easily or fought every step of the way, completing a manuscript is a genuine achievement. But there is a question many authors don’t spend enough time on early enough:

How are you planning to market it?
Not the publisher. You. The author.

One of the most common misconceptions among authors — across fiction and non-fiction, debut and experienced — is the belief that once a publisher is involved, marketing becomes someone else’s responsibility. That hasn’t been the reality of publishing for a long time.

Publishers absolutely invest in books. They commit editorial time, production resources, sales representation, distribution, and marketing support. But they also invest selectively. Part of that decision-making process involves assessing the author.

What publishers are really looking at
Before a contract is signed, publishers are already thinking ahead. They are considering:

• How visible is this author?
• How connected are they to readers and the industry?
• Will they actively support the book once it is published?
• Are they building something longer term, or is this a one-off project?

This does not mean authors need to be well known or have large followings. What it does mean is that publishers are looking for intent, professionalism, and a willingness to participate in the life of the book. These are the same questions that underpin effective author coaching and marketing planning.

The questions authors should be able to answer:

• Who already knows you — and who could come to know you? This extends beyond friends and family. Readers, writers, librarians, booksellers, educators, book clubs and festival audiences all matter. Publishers are interested in where an author already has visibility and where it could realistically be developed.
• How will you connect with potential readers and the publishing industry? Connection might be online, in person, or both. Events, talks, festivals, school visits, writing communities and professional networks all play a role. Visibility is built through participation, not by accident.
• What does your platform look like right now — and how will you build it? “Platform” is publishing shorthand and often misunderstood. It is not about scale at the beginning. It is about presence and direction. A simple website, active social media accounts that make sense for the author, and plans for a mailing list all indicate readiness and intent.
• How will people engage with you over time? This is not about follower numbers or reach at this stage. Publishers are looking for consistency, willingness, and an understanding that engagement develops gradually through showing up and contributing.
• Are you ready to support the book once it is published? That includes interviews, events, promotion and ongoing visibility. Marketing does not end at publication — it's only realling getting started! 

Being taken seriously in the Australian context
In Australia, one practical indicator of professional engagement is membership of the Australian Society of Authors. Membership signals commitment to the craft and the industry, as well as access to professional support, advice and advocacy.

Publishers also notice whether authors are connected to other writing organisations, centres, festivals and communities.  Writers support writers, and the Australian writing community plays a significant role in word of mouth, events and long-term visibility.

Preparation, not pressure
None of this is about instant success or becoming a bestseller in a chosen genre. It is about preparation, realism and professionalism.

Publishers want to work with authors who understand that publishing is collaborative and that a book’s success is built through visibility, engagement and sustained effort over time. Authors who understand this early are better placed to navigate traditional, hybrid and independent publishing pathways.

Author coaching and marketing support

RM Marketing Services specialises in outsourced sales, marketing and publicity services for publishers and book distributors. Through this work, we engage with authors every day across a wide range of publishing programs and markets.

Authors can also draw directly on the experience and knowledge of Director Rachael McDiarmid, who brings more than 35 years of senior industry experience across trade, academic and professional publishing. Rachael offers author coaching in book marketing and sales, grounded in real-world publishing practice.

Marketing plays a central role in the success of any book. Understanding how book marketing works — and how publishers approach it — allows authors to actively support their books and make informed decisions about promotion. Done well, marketing not only helps a single title reach readers; it builds visibility over time and strengthens an author’s profile and brand across retail, libraries, media and events.

The focus is not on turning authors into full-time book marketers. It is on helping them understand the publishing landscape, take an active role in marketing their books, and make informed decisions about promotion at each stage of the publishing process.

Our author consultations mirror the questions publishers ask and translate them into practical, achievable promotional plans suited to the author, the book and the Australian market. You can get in contact with us here to find out more.

At the end of the day the bottom line is simple:

Publishers invest in books.
Authors who invest in themselves are better prepared for what comes next.

As the end of the year rolls around, a lot of authors start thinking about their 2026 goals. One of the most common things I hear is:

"I need to get on social media—or get back on it—but I have no idea where to start."

If that’s you, you're not alone. Whether your last post was three months ago or you’ve never posted at all, it is possible to show up online in a way that feels manageable and real. You don’t need to go viral. You don’t need to be everywhere. You just need to be present.

This post is for authors who want to:

• Start fresh with a new online presence
• Reconnect after letting their socials go quiet
• Move beyond "Buy my book" posts
• ​Build a rhythm that supports their writing, not competes with it

Social media doesn’t need to take over your life. Let’s get you started — or restarted -- with content ideas that actually work.

What Should Authors Post That Isn’t “Buy My Book”?

Every author asks this eventually. Here’s the short version: don’t just promote—connect. Readers follow authors because they want more than just marketing. They want insight into your world, your process, your interests—even if that’s just one or two posts a week.

Below are simple, flexible ideas for fiction, non-fiction and poetry authors. Pick the ones that suit your tone and comfort level, and start there.

For Fiction Authors

You write stories. Let your social media reflect that in small, authentic ways.

Easy Photo Ideas

• Your writing desk or editing setup
• Notebooks, index cards or plot maps
• A place that inspired your setting
• ​Favourite coffee mug with a page of notes
  
  

Short Caption Ideas

• “This line changed everything in the story.”
• “This character wasn’t planned—she just appeared.”
• ​“I nearly cut this chapter. Glad I didn’t.”

Engagement Prompts

• “Do you finish books you’re not enjoying?”
• “What was the first book that truly stayed with you?”
• “Paperback or hardback—what’s your preference?” or one of our personal favourites "does the audiobook count as reading?"
• “What makes you try a new author?”
• “Do you judge a book by its cover?”
• "How many books are on your TBR pile?"

Other Content Ideas

• Share review quotes (even short ones)
• Thank a bookseller who’s stocked your book
• Repost a reader photo or comment
• ​Recommend another author’s book you’ve enjoyed

For Non-Fiction Authors

You’ve written about something that matters to you. Use your social media to keep that conversation going.

Easy Photo Ideas

• A research stack or annotated article
• Your workspace or planning wall
• A headline or stat that connects to your topic
• A book that shaped your thinking
  
  

Caption Starters

• “This stat changed how I approached Chapter 3.”
• “I couldn’t fit this in the book, but I keep thinking about it.”
• “This is the question I get asked most often…”
  
  

Engagement Prompts

• “What’s a misconception you’ve come across in this space?”
• “What’s one book that shaped how you see this topic?”
• “Who deserves more attention in this field?”
• “What’s an idea you’ve changed your mind about recently?”

Other Content Ideas

• Break the book into small insights—one idea per post
• Share recent articles, interviews or podcasts
• Reflect on a key learning moment from your research
• ​Ask your audience what they want to know more about
  
  

For Poets
Poetry lends itself beautifully to short, visual or audio posts. You don’t need to explain it—just share it.

Visual Ideas

• A handwritten or typed poem
• A short stanza paired with a still image
• Your writing notebook, open to a half-finished line

Audio and Video Ideas

• Record a 20-second reading of one of your poems
• Share a clip from a recent event or reading
• Post a Story with your voice reading over a background image

Engagement Prompts

• “Do you read poems aloud or in your head?”
• “What’s a poem you’ve never forgotten?”
• "If you could invite any poet over for dinner, who would it be and why?"
• "Do you have a favourite word and why?"
• ​“What’s a moment from your life that felt like a poem?”

Other Content Ideas

• Recommend a poetry collection or fellow poet
• Reflect on the inspiration for a specific piece
• Talk briefly about rhythm, revision or voice
  
  

Not Posting Daily? That’s Fine! Start with once a week. Two if you can manage it. You don’t need to post constantly—just consistently. Keep it real, keep it simple, and remember that your feed is an extension of your writing life, not a replacement for it.

Catch Up On What You’ve Missed! If you’ve been away from your account for a while, spend some time checking:

• Goodreads, TikTok, Instagram or X for reviews and mentions 
• Reader tags or bookstore posts
• Hashtags like #bookstagram or #[YourBookTitle] or #[YourName]

Repost these with thanks. A kind review, a bookseller shelfie or a librarian’s pick is always worth revisiting. It keeps you in the conversation and shows your appreciation.

How Do I Actually Do This?
If this feels a bit overwhelming, start here.

Canva is an easy-to-use tool that lets you create visuals like quote cards, event promos, or “coming soon” posts. The paid version allows you to schedule directly to social platforms, saving time and effort.

You can also use:

• Meta Business Suite for Facebook and Instagram
• LinkedIn’s native scheduler
• X’s scheduler (if you’re still posting there!)

Not sure how to create a post, add a caption or schedule content? Just Google your question. YouTube is full of short, helpful tutorials. Once you’ve done it once or twice, it gets easier. You don’t need to be a tech expert—just open to trying.

Don’t Be Afraid to Use AI for Content Ideas
If you're feeling stuck on what to post or how to word something, try using a tool like ChatGPT or Microsoft Copilot to help you get started. You can use these tools to:

• Generate social media post ideas
• Draft caption options
• Brainstorm reader questions or engagement prompts
• Rework a review quote into a post
• Break down your book into shareable themes

Start simply by giving the AI a few key details—your name, the title of your book, your genre or topic, and who your readers are. Then ask it to suggest 5 to 10 content ideas, or draft a sample post in your tone. You can always tweak the results, but it’s a great way to build momentum.

Final Thought: Just Show Up! 
You don’t need to have the perfect post, the best lighting, or the most polished feed. You just need to start.

A little consistency and a little personality go a long way.
​

The publishing world is busy. Whether you're running a university press, small trade house, specialist imprint, or juggling multiple roles across departments with limited capacity—it’s easy for things to pile up.

​You’re not alone—and you’re not failing. You just need someone who can step in and get the work done.
That’s where we come in.

RM Marketing Services provides experienced, flexible support for publishing businesses—without the overheads of a full-time or part-time hire.

Led by Rachael McDiarmid, RM Marketing Services brings 35+ years of senior-level experience across trade, academic, scholarly, and professional publishing. Her background spans product development, sales, marketing, library supply, distribution, metadata, and content acquisition. If you’re in the publishing industry, she’s probably worked in your world—or closely alongside it.

Since 2014, the business has supported publishers, distributors, authors, and book-adjacent organisations both locally and internationally. Whether you need extra capacity, specialist skills, or help clearing the backlog, we work inside your systems and alongside your team to get results—quickly, professionally, and with minimal fuss.

What outsourcing looks like
Outsourcing with RM Marketing Services means engaging us for a set number of hours each week to deliver clearly defined tasks or projects. Some clients need 4–5 hours on a regular basis; others require 10. Special projects can extend to 15–20 hours per week when the business can accommodate it (and we do our best to say yes when we can!).

We’re not staff, but we operate like part of your team. In fact, we’re often included in team meetings or invited to attend events and planning sessions. We represent your organisation professionally, work with minimal supervision, and quickly adapt to your systems and workflows.

To keep everything on track, we use Clockify for time tracking, Asana for task management, and Less Annoying CRM for project pipelines and contacts. We’re familiar with most platforms used in the publishing industry and are fast learners—whether it’s legacy systems or the latest digital tools. We’ll work with what you’ve got, plug into your processes, and keep momentum going.

We’re also used to working under contractor agreements and NDAs for multinationals, or with just a clear brief via email for smaller presses. Once we’re set up and connected to the right contact, we’re good to go—no time wasted.

What we actually do
Our core services cover all aspects of sales, marketing, publicity, and book distribution. This includes:

• Campaign management – strategy, implementation, and tracking
• Author communications and care – consistent, professional engagement
• Publicity and promotions – pitching, follow-ups, and documenting campaigns
• Social media & EDMs – content creation, scheduling, and delivery
• Website & catalogue updates – keeping information current and aligned
• Special projects – typically focused on distribution (print and ebook), platform/vendor research, ERP support, Australian market strategy, or content acquisition

💡 Need ideas or examples? We’ve pulled together a list of practical suggestions based on real-world projects we’ve delivered—everything from campaign management and distribution support to author mentoring and special sales.
👉 Explore ideas for publishers here

Not a publisher—but published a book?
If you’re not in publishing full time but you’ve released a book as part of your business—think executive coaches, mediators, policy consultants—we’ve got you covered too. We offer tailored services to manage your book’s social media, email marketing, website presence or design needs. While we typically work in 4+ hour weekly blocks, we’re happy to consider 2-hour packages for select clients, subject to availability. A corporate rate applies for businesses outside the traditional book industry.

Why publishers and organisations trust us
We’re not an agency. We’re not a generic admin service. And we’re not here to take on your leftovers.

RM Marketing Services focuses on the work that matters—supporting your campaigns, communications, strategy and sales.

If something’s been sitting untouched in your inbox or keeps slipping down the list, we’ll help shift it into the “done and dusted” column.

Clients value our ability to:

• Deliver results with minimal supervision
• Work seamlessly with existing teams and systems
• Handle confidential or strategic work with professionalism
• Offer flexible, no-fuss arrangements tailored to your business

What you get

✅ 35+ years’ senior publishing experience
✅ No on-costs (no leave, super, payroll tax, or tech setups)
✅ Fast onboarding and flexible availability
✅ Clear communication and defined deliverables
✅ A strong industry reputation (just check Rachael’s LinkedIn)

If you're at capacity, stuck on something important, or just need experienced support to keep things moving—we’d love to help.

📩 Get in contact and let’s talk about what outsourcing could look like for your business.

Whether you’re an author, publicist or small publisher trying to get media attention for a book, it all starts with one thing: the hook.

Let’s be honest: not every book is going to get a feature in Good Weekend or land a primetime radio interview. Media outlets aren’t hanging around waiting for your press release to drop. They’re looking for stories—and not just any stories, but ones that hit a nerve, tap into the cultural mood, offer a surprising insight, or speak to a news moment already on the boil.

So how do you make sure your pitch doesn’t fall flat? And how do you find the hook in your book—the one that makes a journalist pause and say, “Hmm, there’s something here”?

Let’s talk about developing a great pitch, making your book matter, and using tools like ChatGPT to help you dig into the angles that media actually want.

Why Your Pitch Might Be Failing (Don’t Take It Personally)
First, the truth: most book pitches to media fail. Not because the book is bad, but because:

• The hook’s not strong enough
• The pitch doesn’t connect to current conversations
• It sounds like an ad, not a story
• It’s too generic, too niche, or just not timely

The good news? All of this is fixable. But only if you stop thinking like a marketer and start thinking like a journalist.

What Is a Hook Anyway?
The hook is not your book’s topic. It’s the angle that makes it interesting now. It’s what makes your story part of a bigger conversation or controversy.

It’s “Women over 50 quitting corporate life to start again” — not “memoir about leaving my job.”
It’s “how Aussie men are learning to talk about grief” — not “book about losing my dad.”
It’s “what burnout really means for high-functioning execs” — not “leadership and wellbeing tips.”
The hook gets you in the door. Your book can come later.

Types of Hooks That Work (Especially in Australia)
Journalists and producers want ideas that plug into bigger issues, including:

• Timely news links (economic downturns, climate anxiety, cultural moments)
• Social issues (mental health, gender equity, multicultural identity, housing)
• Personal stories that reflect wider challenges
• First-person insight or expertise on something topical
• Contrarian takes (“Why remote work is making us miserable” etc.)
• Visual, quirky or unusual stories for TV or digital
• Seasonal or event tie-ins (Christmas lists, school holidays, awareness weeks)

If your book touches on any of these, there’s your door.

Using ChatGPT to Find Your Angle
Let’s say you’re stuck. You know your book has something valuable to say, but you’re not sure how to shape it into a story that media will care about.

Here are three ChatGPT prompts to help:

Prompt 1:
“Act like an Australian journalist. What are five current media angles or headlines that could be inspired by this book: [insert short book description here]?”
→ This gives you potential hooks based on current media trends.

Prompt 2:
“What are some talking points from this book that link to current issues in Australian society?”
→ Great for tying your book to newsworthy themes.

Prompt 3:
“I’m pitching a non-fiction book to ABC Radio. Give me five segment ideas or interview titles that would make a compelling on-air discussion.”
→ This can help you shape your pitch their way, not yours.
You can also ask ChatGPT to roleplay a hostile producer and see where your pitch falls flat. It’s confronting—but helpful.

Developing Talking Points that Stick
Once you’ve got your hook, it’s time to nail your talking points. These aren’t summaries of your book. They’re short, sharp, quotable insights that show:

• Why this topic
• Why now
• Why you

If you’ve written a memoir, pull out the wider social commentary. If you’ve written about leadership, say what’s changing right now for leaders. If your novel reflects real-world trauma, connect it to something we’re seeing in the news.

And please, don’t just say “this book is for everyone.” It’s not. Be specific.

What Media Actually Want
Producers and editors aren’t doing you a favour. They need good stories that speak to their audience. You’re there to help them do their job. Respect that.

Your job is to:

• Pitch them a story
• Show why their audience will care
• Be ready with clear messaging, interview skills, and supporting content
• Follow up once, then leave it alone (they are under-resourced and drowning in emails)

The Hook is Your Key. Don’t Pitch Without It.
If you haven’t found the hook, don’t send the pitch yet. You’ll burn the contact and waste your shot. Use AI to help you dig deeper. Ask colleagues. Ask a friend who listens to the ABC religiously.

And yes, ask AI. It's a godsend for these sort of tasks. And even as a highly experienced marketer, ChatGPT and I are BFFs when it comes to this sort of stuff. Don't be afraid of it. Utilise it and embrace it.

Struggling to Pitch Fiction, Poetry or Children’s Books?
Still having problems with it? That’s okay.

Not every book lends itself easily to a media hook—particularly fiction, poetry, or children's books. The news angle might be light, the themes subtle, or the author unknown. In those cases, you might need to pivot the pitch: focus on a personal story, a unique setting, a writing journey, or even the book’s visual appeal. Sometimes, the best you can do is make it charming, brief, and well-timed.

For example, a children’s book on kindness might connect to World Kindness Day or school wellbeing programs. A novel set in a fictional coastal town could draw on the author’s regional ties or inspire a travel feature.

And yes, there are times when publicists will pitch without a strong hook—because the author is Elizabeth Gilbert, or Sarah J. Maas has just breathed in a different direction and the fandom’s in meltdown. In those cases, media want the story before you even send the email.

But for the rest of us, it pays to do the work—especially for non-fiction.

The hook still matters. Even when it’s not obvious.

RM Marketing Services provides outsourced marketing, sales and consulting support to publishers, distributors, and other organisations across the book industry.

Authors can also book a one-hour consultation for practical, professional advice on every aspect of book marketing and sales—from advertising and campaign planning to digital strategy, websites, social media, publicity, and events. We offer discounted options for referrals and pre-payment of 5+ sessions.

Take advantage of Rachael McDiarmid’s 35+ years of experience in publishing sales, marketing and management today! 

​Contact us to find out more.

If you’ve tried to get your book into distribution—whether through a trade distributor, library supplier, or aggregator—you’ll know this question by heart:

“What publicity do you have planned?”

It’s a question that, frankly, drives many publishers and authors to distraction.

Yes, publicity is important. But it’s also one of the most unpredictable and least controllable aspects of any marketing plan. Even well-funded, carefully crafted campaigns can be knocked sideways when news cycles shift, review editors are overwhelmed, or your topic simply isn’t in the spotlight. Meanwhile, the success of a book depends on much more than whether you can secure a handful of media mentions.

Why This Narrow Focus on Publicity Falls Short
Here’s why this question is becoming outdated:

• Publicity is just one part of the equation. A complete marketing plan also includes advertising, social media, events, partnerships, retailer engagement, special sales, and more. When distributors only ask about media coverage, they ignore the many ways books actually find their readers.
• Most books don’t get widespread traditional media coverage. Thousands of new titles are released every month in Australia alone. Only a fraction will be reviewed in major outlets. A fixation on mainstream reviews overlooks the reality of a crowded market.
• Publicity doesn’t guarantee sales. Even glowing coverage sometimes fails to translate into purchases—especially without clear calls to action, retailer support, or a strong online presence.
• Other factors often matter more. Distributors often don’t ask about the author’s network, any niche audiences, or whether the publisher has a strategy for special sales—yet these can drive much of a book’s success.

Start With a Clear, Holistic Plan

Before you even think about pitching distributors, it’s worth stepping back and thinking carefully about all the factors that drive demand.

One of the most effective ways to do this is by answering practical questions about your book, your readers, and your goals. For example:

• Who exactly is this book for? What groups, professions, or communities will care?
• Are there special sales opportunities—bulk orders, associations, conferences, or corporate gifts?
• Do you have an author platform—social media, newsletter, website—that can support discovery?
• What comparable titles have sold well, and how are you positioned against them?
• What marketing activities beyond publicity will you use to generate awareness?
• What formats are you offering, and what sales channels will you pursue?
  
  

This process isn’t just about marketing—it’s about clarity. The more you know about where your sales are likely to come from, the more realistic and effective your plan will be.

Before you start imagining bestseller lists, spend some time understanding the actual sales data for your genre. Knowing what’s realistic helps you set achievable goals and focus your energy on strategies with the highest chance of success.

Why Sales Strategy Deserves as Much Attention as Publicity
One reason this publicity question can be so frustrating is that it implies media mentions alone drive success. In reality, many books don’t primarily sell through retail bookshops or thanks to reviews.

Books are also sold:

• Direct from the author’s website  
• As incentives, gifts, or in bulk to organisations
• At conferences, events, or professional gatherings
• Through speaking engagements and workshops
• To libraries and institutional buyers (although preference for them is to buy from a distributor)
• To specialist audiences that traditional media rarely reaches

If your distributor only wants to hear about newspaper coverage but isn’t interested in how you’ll reach niche buyers or drive direct sales, they’re missing a huge part of the picture. 

It’s also worth remembering: most books—especially in Australia’s relatively small market—sell in modest quantities. Even with a fantastic marketing plan, success takes time, patience, and consistent effort.

What You Can Control (And What You Can’t)
One reason it helps to think beyond publicity is that media coverage is inherently unpredictable. No matter how strong your pitch, you can’t guarantee an editor will pick up your story.

But you can control:

• How you position your book in the market
• The quality of your metadata and online listings
• Your pricing, formats, and availability
• Your advertising and social media strategy
• The relationships you build with communities and organisations
• Your direct sales and email marketing efforts

Publicity is wonderful when it comes—but it’s just one part of the mix.

A Final Thought
Distributors asking about publicity isn’t going away anytime soon. But by broadening the conversation—and coming prepared with a well-rounded marketing and sales strategy—you’ll be in a much stronger position to show your book’s potential.

Publishing is a demanding business, and the landscape is only getting more crowded. But if you approach it with clear-eyed realism, creativity, and persistence, you’re far better placed to make your work stand out. 

​Focus on what you can influence, stay realistic about the challenges, and remember: a professional approach and a multi-layered strategy will always take you further than relying on luck and a newspaper clipping.

In the rapidly evolving world of book marketing, artificial intelligence (AI) is no longer a futuristic concept but a present reality reshaping the landscape. For book marketers and independently published authors, embracing AI can unlock new opportunities for growth, efficiency, and creativity. While the idea of AI may seem daunting, its applications can be highly beneficial, making the book marketing process more streamlined and effective. This blog post explores the benefits of using AI in book marketing and provides practical examples of how tools like ChatGPT can assist in your marketing efforts.

As many in the publishing industry know, I teach Book Marketing & Sales at the University of Sydney. As part of that course we look at innovation in the industry - particularly in marketing - so I can't ignore AI even if I tried! Personally, I find the concept of AI scary (and yes, along the lines of "Skynet is definitely here" scary - for those that understand The Terminator reference).

I also work with the team at Monash University Publishing who released Campbell Wilson's Living with AI, part of their In The National Interest series which was an excellent summary of what we are up against. With AI being constantly in the news, I had to work out where I stood on AI especially regarding personal data, AI training and copyright while at the same time trying to understand its benefits for marketing.

I've talked to many publishers about how they are using AI (and the positive effect it had on time management and work pressures) but when a student mentioned she used it to write marketing copy to get campaigns out quicker, I started to take notice. Was I behind the eight ball? And if I was, did I care?! I found out that I did.

So instead of going to Google, I asked ChatGPT to give me some information about the benefits of AI in Book Marketing and to summarise it for this blog post. ChatGPT is a versatile AI language model known for generating human-like text. It excels at content generation, idea brainstorming, and customer engagement. ChatGPT can assist marketers by creating engaging social media posts, drafting newsletters, and even brainstorming ideas for marketing campaigns. However, it may occasionally produce responses that lack nuance or context, requiring human oversight to ensure accuracy and relevance. I asked it to list the Top 5 benefits of using AI for Authors and Book Publishers. A second later it spat out: 

The cons of AI

• Dependence on Data Quality: AI's effectiveness depends on the quality and quantity of data available; poor data can lead to inaccurate predictions and recommendations.
• Lack of Human Touch: While AI can mimic human interactions, it may lack the emotional nuance and creativity that a human marketer can provide.
• Privacy Concerns: The use of AI in marketing often involves collecting and analysing personal data, which can raise privacy issues and require careful handling.
• Cost of Implementation: Initial setup and ongoing maintenance of AI tools can be costly, particularly for small publishers and independent authors.
• Risk of Over-Reliance: Over-relying on AI can lead to a lack of critical thinking and innovation in marketing strategies.

So while we need to be aware of the above, it seems the big key takeaways for marketers is that AI can assist with content creation and generating engaging content for various platforms. This can be especially useful for authors who may struggle with self-promotion or for busy marketers juggling multiple projects. ChatGPT can be a valuable brainstorming partner. Marketers can use it to generate ideas for book launch events, promotional campaigns, or even potential book titles. By providing diverse perspectives and creative suggestions, ChatGPT can inspire new approaches and innovative marketing strategies. However, it's essential to refine these ideas to align with the brand's voice and goals. 

Embracing AI with Confidence

The thought of incorporating AI into book marketing may seem intimidating, especially for those unfamiliar with the technology. However, the benefits far outweigh the challenges. AI tools can simplify complex tasks, provide valuable insights, and enhance creativity. By leveraging these technologies, book marketers and independent authors can reach new audiences, streamline their workflows, and elevate their marketing efforts.

Remember AI is not here to replace human creativity and intuition but to complement them. It's a powerful tool that, when used wisely, can unlock new possibilities and help you stay ahead in a competitive market. So, don't be afraid to explore and experiment with AI in your book marketing journey. Embrace the potential of AI and let it help you share your stories with the world. 

This blog post was written by
Rachael McDiarmid + ChatGPT

​A website acts as a central hub for your work, providing a platform to showcase your books, share updates, and connect with readers. For small presses, a well-designed website can enhance visibility and sales. Here, we’ll explore why every author should have a website, key landing pages and design tips, and how platforms like Squarespace and Shopify can help create a website quickly and affordably. We’ll also cover ways to maximise search engine optimisation to ensure your website reaches the widest audience possible.
 
A Central Hub for Your Work
 
First and foremost, a website serves as a one-stop-shop for everything related to your work. Readers, journalists, and potential collaborators can easily find information about your books, upcoming events, and media coverage. It’s your digital business card, available to anyone, anywhere, at any time. Other benefits include:

• Control Over Your Brand. With a website, you have complete control over your brand and how you present yourself to the world. Social media profiles are important, but they’re subject to changes in platform policies and algorithms. A website, however, is entirely yours. You can customise it to reflect your personality and the essence of your work.
• Improved Credibility. A professional website enhances your credibility as an author. It signals to readers and industry professionals that you’re serious about your writing career. This can be particularly important for independently published authors who are building their reputation from the ground up.
• Direct Sales and Mailing List Growth. Your website can function as a direct sales channel, allowing you to sell books and merchandise without relying solely on third-party retailers*. Additionally, it’s a prime tool for growing your mailing list, enabling you to keep in touch with your audience and inform them about new releases and events.   *we’ll look at e-commerce tips and considerations in a future post

 
Preparing Your Website
 
When setting up your website make sure you’ve got these pages at a minimum:

• Home page. Your home page is the first impression visitors will have of your site. It should be visually appealing and clearly convey who you are and what you do. Include a brief introduction, your latest news or releases, and a clear call-to-action (CTA) such as “Sign Up for My Newsletter”.
• About Page. The about page is where you tell your story. Share your background, your journey as a writer, and what inspires your work. This helps readers connect with you on a personal level. Ensure you have a photo of you that can be downloaded in high res and used for media purposes or by event organisers.
• Books Page. Create a dedicated page for your books, with each title having its own sub-page. Include book covers, synopses, purchase links, and reviews. If you have several books, consider organising them by series or genre. Ensure your covers can also be downloaded (right click) in high res and for the love of God, put the ISBN, format, page count, and price on them. You wouldn’t believe how many people don’t put basic metadata on the book pages!
• Blog. A blog is an excellent way to keep your site dynamic and engage with readers. Share writing tips, behind-the-scenes insights, book reviews, and more. Regular updates can also improve your site’s SEO.
• Contact Page. Make it easy for readers and industry professionals to reach you. Include a contact form, your email address, and links to your social media profiles.

 
Maximising Search Engine Optimisation
 
A few more things to note:

• Keywords. Research relevant keywords for your genre and incorporate them into your website content. Tools like Google Keyword Planner can help you identify high-traffic keywords.
• Quality Content. Regularly update your site with high-quality, relevant content. This could be blog posts, book excerpts, or author updates. Search engines favour sites that are frequently updated with fresh content.
• Meta Descriptions. Use meta descriptions for each page on your site. These are the snippets of text that appear under your page title in search engine results. A compelling meta description can increase click-through rates.
• Internal Linking. Link to other pages on your site within your content. This helps search engines understand the structure of your site and can improve your SEO.
• Mobile Optimisation. Ensure your site is optimised for mobile devices. Google prioritises mobile-friendly sites in its search results, so this is crucial for your SEO strategy.

 
Some Basic Design Tips

• Keep It Simple. A clean, uncluttered design is often the most effective. Use a cohesive colour scheme and easy-to-read fonts. Ensure your site is mobile-friendly, as many users will access it on their smartphones. Sites like Weebly, Wix, Squarespace, Shopify etc have ready-to-use templates that can also be customised. Find what you like and structure your site accordingly.
• High-Quality Images. Use high-quality images for book covers and author photos. Poor quality images can make your site look unprofessional.
• Navigation. Ensure your site is easy to navigate. A clear menu structure helps visitors find what they’re looking for without frustration. An author’s website shouldn’t be overly complicated anyway.
• Calls to Action. Include CTAs throughout your site. Encourage visitors to sign up for your newsletter (if you have one), follow you on social media, or buy your books. Some of the online sites mentioned above have integrations with Mailchimp or inbuilt marketing apps that can make newsletters relatively easy to run.

 
A well-designed website is a powerful tool for authors and small presses. It serves as a central hub for your work, enhances your credibility, and provides opportunities for direct sales and reader engagement. Online platforms like Squarespace, Wix, Weebly, Shopify and others make it really easy to create a professional site quickly and affordably. By focusing on key landing pages, effective design, and strong SEO practices, you can maximise the impact of your website and reach a wider audience. Embrace the digital age and let your website be a testament to your dedication and passion for your craft.

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NOTE: Here at RM Marketing Services, we do websites for authors, small presses and industry organisations. We prefer Squarespace because it has a  user-friendly interface and elegant design templates. It offers a range of features including blogging tools, e-commerce functionality, and analytics. Squarespace also provides hosting and a custom domain, making it a comprehensive solution for building your author website. If you plan to sell books directly from your site, Shopify is an excellent option. It’s primarily an e-commerce platform, but it also offers a variety of website design tools. Shopify’s integration with payment processors and shipping services can streamline your sales process. We also have experience with Wix and Weebly so if you are looking to launch a new website, get in touch with us to discuss your project and our availability.

We have a running joke about social media in that we're too busy doing other people's social media channels that we don't pay much attention to our own! And we rarely market our business because we don't need to. Word of mouth from existing clients and recommendations from others in the global publishing industry keep us busy with our outsourcing solutions and consulting services. But for authors, small and specialist publishers, having a social media content strategy is important.

And we can help with that.

In fact, we are always being asked about social media as part of the marketing mix! We've been invited to do multiple presentations on it - from small presses to university students through to Writers' Festivals and writing centres. And it's great to watch the audience work through their marketing strategy and determine the social media channels they want to work with.

Social media is an important channel for book marketing but many authors still don't know what to post or feel uncomfortable about what they share. For some people it is extremely important, others have very little understanding of how social media works, and there are authors who just aren't right for this form of marketing. Trust us, social media is not for everyone.

That comes down to these key points about social media platforms which are there to: 

• drive engagement
• encourage discussion
• share consumer information and news
• build virtual networks and communities
• have a conversation
• build an online connection

And authors and small presses, need a content strategy in line with their overall marketing strategy.

There's plenty of content ideas - share behind the scenes content, excerpts from your books, endorsements, reviews, events, launches, customer visits, industry news & awards etc. Engage with readers by consistently posting and interacting - you'll increase your book's visibility and build a community around your work. Don't forget to use hashtags and collaborate with others (booksellers, librarians, influencers) to help reach a wider audience and drive more sales.

Remember:  it's not the quantity but the quality that counts. it's about having an engaged audience. Engagement figures are much more important than impressions but everyone gets lost in the higher numbers of those 'eyeballing' their posts, particularly when advertising/boosting their content.

Need help with social media? We can help you build a content plan for your social media channels. Book in an author marketing and coaching session with us and take advantage of 34 years experience in the book publishing industry. We'll guide you through the process but more than that - our services cover everything from distribution to publicity, social media to websites. Depending on availability, we can also look after your social channels as well. Our online author consulting services are reasonably priced and we offer flexible "out-of-office" hours for one hour meetings. 

In addition to providing outsourcing solutions for publishers, distributors and others in the book industry, we also have a consulting and coaching arm. Some projects we work on are related to sales, operations, distribution and business development. Many are for organisations and publishing companies based overseas and often in partnership with larger consulting firms to the book industry.

We've recently we've been doing more and more book marketing and industry *coaching* work. Clients are asking for custom services, particularly around digital marketing and social media - for their authors. We already provide outsourced marketing services that include managing websites, digital marketing campaigns, social media and digital advertising so this is taking it directly to authors who want to create a brand, who want helpful advice and guidance on marketing that is specific to them. One size does not fit all, as we know only too well.

Most of the work we do here at RM Marketing Services is with professional, scholarly and university presses. We're more than happy to extend these services to publishers of all sizes who have authors who are uncomfortable with the online world, don't understand social media, and who need some hand-holding and one-on-one coaching with digital and social media marketing.

As an added bonus, this is a flexible service which can be done out of "normal" business hours. We offer a discounted hourly rate for publishers with regular bookings as part of their author care approach. Indie authors are also welcome and we're happy to do a workshop with a small press or writing group.

There are plenty of books and websites available on how to market books and how to maximise social media and digital marketing efforts but the authors we work with, particularly those working in corporate, professional and university markets, don't have the time to read them all. They are looking for tips and tricks and how to raise their profile in the channels in which they work - and more importantly, a social media and marketing strategy that works for them.

Publishers! Get in contact with us to see how we can support the work you do with your authors. Another string to your author care bow.

#yourewelcome