by Jeff Tanner
The Business of Writing
My debut has been on the market for six weeks and it’s not number one. I need a publicist! Where do I begin?
First: Set goals. Most books sell a few hundred copies or less – how many do you want to sell? Or do you want readers, and if so, how would you consider yourself successful? Be specific.
Second: Identify holes you need to plug. You want a partner who can explode your success with what you already do well by finding gaps that are holding you back. You don’t need someone to fill your time and sap your energy with activities that aren’t right for you. There are many channels to help you reach your goals. Choose those that play to your strengths. Then look for someone who can deliver the right opportunities to you, given your strengths and your goals.
I look at the publicist’s website. Many book publicists focus on nonfiction, a totally different market. Look on Goodreads and Amazon to see how their novelists have done. Visit their websites and click on their media page to see how many interviews, media placements, podcasts, and blogs that they’ve gotten. Contact them for comments.
Avoid marketing agencies that say they want to build your brand. That’s more important early for nonfiction writers – for fiction writers, branding comes later. Danielle Steel, David Baldacci, Jacqueline Winspear, and Louise Penny’s novels are their brand. But note that their ancillary materials support their brand. It’s just not the reason for picking an agency.
Look instead for agencies that can help you build a platform. I think of my platform as my stage or my auditorium, and it enables me to be heard. Mine consists of LinkedIn, Facebook, and Instagram followers, and my email list. A growing platform is one metric for an agency. You’re hiring a partner, not a butler. You still have to do those things you do well.
Moreover, with every opportunity you get, think of another author who would benefit from that opportunity, then make the introduction. When you see a friend’s post on an opportunity, ask for an introduction.
Finally, don’t overlook the value of the team you probably already have. A friend who can make reels for your Instagram page. Someone who can research podcasters or influencers for you. You may not need a publicist after all – but you do need marketing. Hannah Tonsor, Koehler Books marketing VP, said, “Most books sell a few hundred copies in the first few months, but then the marketing stops.” Don’t stop. Keep marketing.
About Jeff Tanner
Jeff Tanner’s debut novel, The King’s Collar, published June 30, 2026, and his second, Dolls, publishes December 8, 2026 (Koehler Books). He’s also the author of fifteen books on sales and marketing, including best-selling textbooks used in universities worldwide.
For More Information
Website: https://www.authorjefftanner.com/
Instagram: @authorjefftanner
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