Episode 277 - Book Promotion and How to Break through the Noise with Leah Paulos
04 March 2025
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Leah Paulos discusses BOOK PROMOTION AND HOW TO BREAK THROUGH THE NOISE, including the importance of early marketing planning, crafting concise and compelling pitches, and understanding the specific needs of different recipients. Leah also delves into leveraging email lists, using AI tools for crafting pitches, building relationships with influencers, and the long-tail approach to post-publication promotion. Leah provides practical tips for authors to maximize their promotional efforts and connect effectively with their target audience.
Leah Paulos is the Founder and Director of Publicity at Press Shop PR and Book Publicity School, and has worked at the intersection of books and media for over 25 years. Twice named a top PR firm by the Observer, Press Shop PR has worked on many notable books and #1 bestsellers including MARCH by Rep. John Lewis and ON TYRANNY by Timothy Snyder, as well as books by Ruth Bader Ginsburg, Neil deGrasse Tyson, James Kirchick, and Pulitzer-finalists Samuel Freedman and Louise Aronson. She lives in Brooklyn with her husband and two sons.
Leah Paulos is the Founder and Director of Publicity at Press Shop PR and Book Publicity School, and has worked at the intersection of books and media for over 25 years. Twice named a top PR firm by the Observer, Press Shop PR has worked on many notable books and #1 bestsellers including MARCH by Rep. John Lewis and ON TYRANNY by Timothy Snyder, as well as books by Ruth Bader Ginsburg, Neil deGrasse Tyson, James Kirchick, and Pulitzer-finalists Samuel Freedman and Louise Aronson. She lives in Brooklyn with her husband and two sons.
Episode Links
www.PressShopPR.com
www.BookPublicityScool.com
https://www.linkedin.com/in/leahpaulos/
https://www.facebook.com/PressShopPR
https://x.com/PressShopPR
www.BookPublicityScool.com
https://www.linkedin.com/in/leahpaulos/
https://www.facebook.com/PressShopPR
https://x.com/PressShopPR
Summary
This week on The Indy Author Podcast, Matty Dalrymple talks with Leah Paulos about effective strategies for authors to break through the noise in a saturated market. Leah, drawing from her extensive experience at Press Shop PR and Book Publicity School, provides valuable insights into how authors can effectively promote their books and connect with their target readers.
The conversation begins with Matty highlighting the many roles that indie authors have to play—not only are they the creative force behind their books, but they also need to manage publicity and marketing. Leah agrees, emphasizing how crucial it is for authors to start thinking about their promotion strategy early in the writing process. By keeping a document or spreadsheet of promotional ideas and contacts, authors can better position themselves when the time comes to market their book.
Leah stresses the importance of understanding one's audience and tailoring messages to fit different recipients, whether they are readers, media, or event coordinators. It's crucial to consider what the other party needs to know and how your approach should differ depending on who you are addressing. For example, the back cover copy of a book should capture a reader's interest and remain timeless, whereas a pitch to media should be timely, demonstrating the book's relevance to current discussions or trends.
A significant part of the conversation centers around the creation of effective pitch materials. According to Leah, every book campaign requires two key elements: a compelling pitch and an accurate recipient list. Authors need to craft pitches that are concise and snappy, avoiding excessive details and focusing on inviting the recipient to learn more. One of Leah's recommendations for pitch material is the "bar test," where authors think about how they would describe their book to someone in a noisy setting in just a few attention-grabbing words.
Matty and Leah also discuss building relationships with influencers and media. It's not about sending out mass emails but rather about connecting meaningfully with select individuals who can help promote your book. This involves engaging with them genuinely and understanding how your book might provide value to their audience.
They touch on the role of influencers in an author's promotional strategy. Leah advises that while influencer marketing can be highly effective, it is important for authors to engage with influencers who align well with their target audience. This involves participating actively in the community where these influencers operate and finding ways to offer value in the relationship.
The podcast episode ends with Leah suggesting several long-term strategies for book promotion. She emphasizes the importance of leveraging any media attention post-publication and using new information about reader reception to refine marketing strategies. Authors should remain adaptable, using feedback and reviews to tweak their pitches and focus on angles that resonate with their audience.
This episode of The Indy Author Podcast offers practical advice for authors navigating the complex world of book publicity. Whether you are just starting out or looking to boost an existing campaign, the insights shared by Matty and Leah provide a solid foundation for promoting books effectively in a crowded market.
The conversation begins with Matty highlighting the many roles that indie authors have to play—not only are they the creative force behind their books, but they also need to manage publicity and marketing. Leah agrees, emphasizing how crucial it is for authors to start thinking about their promotion strategy early in the writing process. By keeping a document or spreadsheet of promotional ideas and contacts, authors can better position themselves when the time comes to market their book.
Leah stresses the importance of understanding one's audience and tailoring messages to fit different recipients, whether they are readers, media, or event coordinators. It's crucial to consider what the other party needs to know and how your approach should differ depending on who you are addressing. For example, the back cover copy of a book should capture a reader's interest and remain timeless, whereas a pitch to media should be timely, demonstrating the book's relevance to current discussions or trends.
A significant part of the conversation centers around the creation of effective pitch materials. According to Leah, every book campaign requires two key elements: a compelling pitch and an accurate recipient list. Authors need to craft pitches that are concise and snappy, avoiding excessive details and focusing on inviting the recipient to learn more. One of Leah's recommendations for pitch material is the "bar test," where authors think about how they would describe their book to someone in a noisy setting in just a few attention-grabbing words.
Matty and Leah also discuss building relationships with influencers and media. It's not about sending out mass emails but rather about connecting meaningfully with select individuals who can help promote your book. This involves engaging with them genuinely and understanding how your book might provide value to their audience.
They touch on the role of influencers in an author's promotional strategy. Leah advises that while influencer marketing can be highly effective, it is important for authors to engage with influencers who align well with their target audience. This involves participating actively in the community where these influencers operate and finding ways to offer value in the relationship.
The podcast episode ends with Leah suggesting several long-term strategies for book promotion. She emphasizes the importance of leveraging any media attention post-publication and using new information about reader reception to refine marketing strategies. Authors should remain adaptable, using feedback and reviews to tweak their pitches and focus on angles that resonate with their audience.
This episode of The Indy Author Podcast offers practical advice for authors navigating the complex world of book publicity. Whether you are just starting out or looking to boost an existing campaign, the insights shared by Matty and Leah provide a solid foundation for promoting books effectively in a crowded market.
