It's Time Again for Book Tours

[Smith Publicity]

With the pandemic ever farther in the rearview mirror, book marketing companies are getting their authors back out on tour. The COVID-related pause was a setback that momentarily drove everything online. There's no doubt that virtual touring is here to stay in an expanded form, but in-person stops can make an excellent impression on local (and regional) media and booksellers. Touring has long been a mainstay of book PR campaigns and, before the pandemic, had never been curtailed. It's a question of budget and time, and for authors who can, it's an asset. It helps build buzz about your book launch. 

Author tours can be planned with many aspects. They include meetings with media in the area, interviews, often on local TV, speeches and presentations, and bookstore events, including signings. Each provides unique opportunities to raise your visibility. It's also essential to be clear about the goals for your book project. The classic purpose is to sell books and earn income from writing. But an increasing number of professionals and business people are becoming authors for different reasons. Many of them have companies and professional practices to promote. They've learned books give marketing a boost. 

Many businesses need significant PR programs to introduce themselves to prospective clients. But it takes a lot of work to get the media's attention. When you have a book to spark coverage, the results improve suddenly. Newsworthiness is a prerequisite for coverage; becoming an author makes you more qualified. If you're a businessperson seeking coverage with nothing but a desire to discuss your company's products or services, it's met with disinterest – you seem too promotional. But when you present similar information in the content of a book, the dynamics change, and it sparks interest. 

When you combine a book tour with a well-planned marketing program, you'll be giving your book excellent launch support. The competition level in today's marketplace is unprecedented, and most successful titles today have marketing support. You can be sure competing authors will work to market their books, and meeting the competition is essential. You'll also want to consider initiatives to spark sales around your launch time. When copies and eBook downloads begin to sell, they will help you gain the attention of algorithms that recommend your book -- you'll reach many more people browsing.