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Congratulations, You Got a Publishing Contract. Now What?
Our Purpose
Signing a publishing contract is a major accomplishment. Take a moment, celebrate, tell your friends, dramatically stare out a window like a successful author in a movie—and then remember that readers still need to find out your book exists.
Our role is to help turn your completed manuscript into a professionally published and printed book. We handle the publishing and production side of the process, but we do not operate full-scale marketing campaigns for every title. That means authors must be active participants in promoting their work.
A publisher can produce your book. We cannot personally knock on every door in America and ask people to buy it. Apparently, there are laws against that.
The authors who give their books the best chance of success are the ones who consistently talk about them, build relationships with readers, create useful content, and remain involved long after publication day.
Start Building an Audience Early
Do not wait until the book is released to suddenly announce that you have written one.
Begin introducing yourself as an author while the book is still being edited, designed, and prepared for publication. Share appropriate behind-the-scenes updates such as:
- Why you wrote the book
- What inspired the characters or subject
- Progress updates
- Cover reveals
- Short excerpts
- Illustrations
- Research discoveries
- Writing challenges
- Release-date announcements
- Preorder information
You do not need a million followers. A small, interested audience is far more valuable than a large group of people who followed you because of one video involving a dancing raccoon.
Choose the Right Social Platforms
You do not need to be everywhere. Select the platforms where your likely readers already spend time.
Depending on your book, this may include:
- TikTok
- YouTube
- Goodreads
- Book-focused groups and online communities
- Genre-specific forums
- Local community pages
A business or leadership author may benefit from LinkedIn. A picture-book author may find parents, teachers, and librarians through Facebook, Instagram, and Pinterest. A fantasy author may connect with readers through TikTok, YouTube, Goodreads, and genre communities.
Focus on two or three platforms you can use consistently instead of opening eight accounts and abandoning seven of them before lunch.
Create Content That Is Not Just “Buy My Book”
Repeatedly posting a photograph of your book with the words “Available now” is not a complete marketing strategy. It is a digital version of standing in a parking lot holding a sign.
Give people reasons to follow you.
Useful content may include:
- Short readings from the book
- Character introductions
- Educational tips connected to the subject
- Videos explaining the writing process
- Book recommendations
- Author interviews
- Reader questions
- Polls and contests
- Illustrations or artwork
- Deleted scenes
- Research facts
- Personal stories connected to the book
- Posts discussing the book’s message or themes
The goal is to build interest, not to turn every post into a hostage negotiation involving a purchase link.
Know Who Your Readers Are
“Everyone” is not a target audience.
Think carefully about the readers most likely to connect with your book. Consider:
- Age range
- Interests
- Reading habits
- Profession
- Parenting status
- Hobbies
- Genre preferences
- Problems they want solved
- Communities they participate in
For a children’s book, your customer is usually not the child carrying the allowance money. Your marketing may need to reach parents, grandparents, teachers, librarians, schools, daycare centers, gift shops, and organizations that serve families.
Knowing your audience helps you decide where to promote, what to post, and who to contact.
Create a Simple Author Website
An author website gives readers, reviewers, bookstores, schools, and media contacts one reliable place to learn about you and your work.
Your site should include:
- A professional author biography
- Book descriptions
- Cover images
- Purchase links
- Contact information
- Upcoming appearances
- Media or press information
- Reviews
- Social-media links
- An email-list signup form
Keep it clean and easy to navigate. Your website should not look like it was designed during a power outage in 1997.
Build an Email List
Social-media platforms can change their rules, reduce your reach, suspend accounts, or disappear into the internet attic without warning.
An email list gives you a direct way to communicate with interested readers.
Invite people to join your list through your website, events, social pages, and printed materials. Give subscribers something worthwhile, such as:
- Release updates
- Exclusive excerpts
- Behind-the-scenes material
- Event announcements
- Giveaways
- Early access to new books
- Bonus content
- Special offers
Do not buy email lists. Nothing says “future loyal reader” quite like an unsolicited message from someone they have never heard of.
Ask for Reviews
Reviews help potential readers decide whether a book is worth their time and money.
Ask readers to leave honest reviews on the websites where the book is sold or discussed. You can include a polite review request in:
- Your email newsletter
- Social-media posts
- Bookmarks
- Thank-you cards
- Your website
- Follow-up messages to early readers
Never demand a positive review. Ask for an honest one.
Do not write fake reviews, ask relatives to create fifteen suspicious new accounts, or trade misleading reviews with other authors. Readers are smarter than people often assume, and retail platforms generally do not enjoy review shenanigans.
Create an Advance Reader Team
Before release, consider providing early copies to a small group of readers who are interested in your genre or subject.
Advance readers may include:
- Bloggers
- Book reviewers
- Teachers
- Librarians
- Industry professionals
- Community leaders
- Influencers
- Fellow authors
- Enthusiastic readers
They may be willing to provide an honest review, share the book, recommend it, or help create early awareness.
Make sure everyone understands that receiving a complimentary copy does not require a positive review.
Contact Local Bookstores
Independent bookstores may consider stocking local authors, hosting signings, or offering books through consignment arrangements.
When contacting a bookstore, be professional and prepared. Include:
- A short introduction
- Book title and genre
- Intended audience
- Publication date
- ISBN
- Retail price
- Wholesale or ordering information
- A brief description
- Any local connection
- Links to your website or media materials
Do not walk into a busy bookstore on Saturday afternoon, place a box of books on the counter, and announce that you are there to make everyone rich.
Contact the appropriate buyer or events coordinator first.
Reach Out to Libraries
Libraries support authors, readers, families, and local communities. Depending on the book, you may be able to arrange:
- Author talks
- Readings
- Workshops
- Children’s story times
- Local-author events
- Book-club discussions
- Educational presentations
Provide libraries with complete ordering information and explain why the book may interest their patrons.
For children’s books, make sure your presentation is engaging, age-appropriate, and not simply thirty minutes of asking children whether their parents brought wallets.
Approach Schools and Educational Groups
Authors of children’s books, educational books, history books, inspirational titles, and certain nonfiction works may find opportunities through:
- Public schools
- Private schools
- Home school groups
- Daycare centers
- Parent organizations
- Colleges
- Community education programs
- Literacy organizations
Offer something useful in addition to selling books. This might include a reading, writing exercise, classroom discussion, demonstration, presentation, or activity sheet.
Always follow the organization’s rules regarding visitor approval, content, pricing, and communication with students.
Attend Events
In-person appearances can help readers connect with both the author and the book.
Look for opportunities such as:
- Book fairs
- Craft fairs
- Literary festivals
- Comic conventions
- Local markets
- Library events
- School events
- Conferences
- Community festivals
- Business expos
- Genre-specific gatherings
- Holiday markets
Choose events that match your audience. A technical leadership book may not sell particularly well beside homemade soap at a medieval goat festival. Then again, publishing is strange, so never say never.
Carry Books and Promotional Materials
Authors should be prepared to discuss their book wherever appropriate.
Consider keeping the following available:
- A few copies of the book
- Bookmarks
- Business cards
- Postcards
- Flyers
- A QR code linking to purchase information
- A short verbal description of the book
Practice explaining the book in one or two sentences. This is sometimes called an elevator pitch, although cornering strangers inside elevators is generally discouraged.
Develop a Media Kit
A basic author media kit makes it easier for reviewers, journalists, event organizers, bookstores, schools, and podcasters to feature you.
Your media kit may include:
- Author biography
- Professional headshot
- Book cover
- Book description
- Publication details
- ISBN
- Suggested interview questions
- Contact information
- Website and social links
- Sample reviews
- Press releases
- High-resolution images
Keep these materials accurate, organized, and easy to download.
Contact Podcasts, Blogs, and Local Media
Look for media outlets that cover your subject, genre, community, or intended readers.
Potential contacts include:
- Local newspapers
- Community magazines
- Radio programs
- Podcasts
- Book blogs
- Parenting websites
- Industry publications
- Alumni newsletters
- Neighborhood publications
- YouTube channels
Send a personalized message explaining why your book may interest their audience.
Do not send a generic email beginning with “Dear Influencer” to 800 people and then wonder why the literary world has failed to recognize your genius.
Collaborate With Other Authors
Other authors are not automatically your competition. Readers routinely purchase more than one book. Some even own shelves.
Consider working with other authors on:
- Joint events
- Giveaways
- Interviews
- Newsletter swaps
- Panel discussions
- Livestreams
- Social-media features
- Book bundles
- Genre promotions
Choose collaborators whose books, audiences, and professional standards complement your own.
Consider Paid Advertising Carefully
Paid advertising can help, but it is not magic.
Before spending money, make sure you understand:
- Who you are targeting
- Where the advertisement will appear
- What action you want readers to take
- How much you can afford
- How results will be measured
- Whether your sales page is ready
- Whether the book description and cover are strong
Begin with a modest budget, test different approaches, and track results.
Throwing $500 at an advertisement without a plan is not marketing. It is simply a creative way to turn $500 into a graph.
Ask Businesses and Organizations About Partnerships
A book may connect naturally with businesses, nonprofits, clubs, museums, community organizations, professional groups, or special-interest associations.
For example:
- A children’s book about animals may fit with shelters or pet organizations.
- A local-history book may interest museums and historical societies.
- A cookbook may connect with restaurants or culinary groups.
- A leadership book may fit professional organizations or conferences.
- An automotive book may interest car clubs, shops, or events.
Look beyond traditional bookstores. Readers have been known to leave their homes occasionally.
Plan a Strong Release
Your book launch does not need fireworks, a marching band, and a celebrity who mispronounces your title. It does need planning.
A release plan may include:
- A cover reveal
- Preorder announcements
- Countdown posts
- Email updates
- Advance reviews
- A launch event
- Live readings
- Interviews
- Giveaways
- Signed copies
- Limited merchandise
- Local media outreach
- Social-media videos
Spread promotional activity over several weeks rather than trying to do everything on publication day.
Keep Promoting After Launch
Many authors promote heavily for one week and then vanish as though the book entered witness protection.
Books do not expire after release day.
Continue creating opportunities through:
- Seasonal promotions
- Anniversaries
- Holidays
- Relevant news or events
- Speaking engagements
- New reviews
- Reader photographs
- Book-club features
- Educational content
- Bundles
- Signed editions
- New formats
- Related merchandise
A book can continue finding readers for years, but only when people continue hearing about it.
Be Professional
Every interaction can affect your reputation.
Respond professionally to:
- Readers
- Booksellers
- Reviewers
- Event organizers
- Teachers
- Librarians
- Media contacts
- Other authors
- Your publisher
Meet deadlines. Provide requested information. Show up prepared. Follow event rules. Be gracious when someone helps you.
Do not argue publicly with reviewers, including the one who clearly misunderstood the brilliance of Chapter Seven.
Understand That Marketing Takes Time
Book promotion is usually the result of steady effort rather than one enormous breakthrough.
Some posts will receive little attention. Some events will be slow. Some emails will go unanswered. This is normal.
Continue learning, improving, and trying new approaches. Pay attention to what produces actual reader interest rather than chasing every new trend.
Consistency beats occasional panic.
Your Author Marketing Checklist
Once your publishing agreement is signed, begin working through the following:
- Define your target audience.
- Choose your primary social platforms.
- Create or update your author website.
- Begin building an email list.
- Prepare an author biography and headshot.
- Create a media kit.
- Develop a short book pitch.
- Plan cover-reveal and release content.
- Identify advance readers.
- Contact suitable reviewers.
- Research bookstores and libraries.
- Look for schools, clubs, and community groups.
- Identify relevant podcasts and media outlets.
- Research events and speaking opportunities.
- Prepare bookmarks, postcards, or business cards.
- Create a launch plan.
- Request honest reviews.
- Continue promoting after publication.
The Bottom Line
A publishing contract opens the door, but it does not carry the author through it, seat them at a table, hand them a crowd, and sell the books while they sip coffee.
We will do our part to publish and produce a professional book. Authors must do their part by building awareness, connecting with readers, and consistently promoting their work.
Nobody knows your book better than you. Nobody can speak about your reason for writing it with the same authenticity, enthusiasm, or personal connection.
Be proud of the book. Talk about it. Share it. Show up for it.
You worked hard to become a published author. Now make sure people know one exists.
