Create the Buzz

Marketing Has Always Mattered

Some of the greatest creatives and authors had to use marketing to reach their readers — Charles Dickens, for one. In a book recounted by his sister, he was constantly on the go, promoting his work.

Back then, literary journals were the go-to strategy. Writers would promote their style and message in essays, or push their books for reviews — much like a blog, Zoom, podcast, or vlog today. The only difference now is that a reading tour can reach dozens or even thousands through webinars or promotional materials. Today’s media is faster and, in many ways, offers more visual bang and creative range.

Publishing Without a Publisher

Old-timers like Walt Whitman and Edgar Allan Poe were also self-published. It was rare back then — but doable. Today, self-published works are part of a multi-billion dollar industry.

But self-publishing also means the author must take control of the promotional process — tasks that traditional publishing houses would normally manage. This includes:

• Media outreach

• Support for website development

• Sending out press releases

• Announcing speaking engagements or book signings

• Engaging in social media campaigns to attract the target audience

The ISBN Number Still Matters

The International Standard Book Number (ISBN) isn’t mandatory to self-publish — and yes, it may cost a little more — but it’s absolutely worth it. Retail outlets and bookstores typically require authors to have an ISBN to make the sale, and it’s essential for getting your book into libraries and recognized by retailers.

Tip: Get the ISBN. It’s a small investment that signals professionalism and opens doors for broader distribution.