Getting traditional articles published online and in print, linked to the theme of the book, is a time and cost-effective means of promotion. They do not necessarily translate directly into any sales, but it is a good way of establishing your name, building up a reputation as an "expert" in the field, and can lead to further openings, even regular columns.
What we do
In the Publicity section of your Marketing Page you will see "+upload an article". If you enter one there before the publicist starts work (two to three months before publication) they will send it to some appropriate magazines. Success here varies, sometimes it's not what they're looking for, they might be full for some months ahead. We had 700 articles appearing last year, in magazines around the world, out of 1500 submissions.
What you can do
Do follow on with contacting magazines that the publicist hasn't got around to.
We have only entered on the website, as a general rule, the major subscription magazines, unless there are ones closely targeted to our constituency (around 3500 in total). There are ten times this if you count magazines with press runs of hundreds rather than thousands, and a hundred times this many if you count various newsletters, e-zines and blogs. If your chosen field for instance is more creative writing, whether in essay form, fiction or poetry, invest in a book like Poet’s Market, published by Writers Digest Books, which lists 2000 smaller magazines. Alternatively, most literary magazines in particular are moving online – there's a list of several thousand at Duotrope.
LinkedIn is a business-oriented social-networking service, it is mainly used for professional networking.
Join the social network LinkedIn and post an article making sure it follows the style and content of other LinkedIn articles. And always mention your book clearly at the end of the article. Your article may get picked by the editor and reach tens of thousands of potential book readers. Always submit an article to your college alumni magazine editor. This is a surefire way to reach a friendly readership.
For instance, the most recent example of something good happening here, one of our authors, Louis Profeta, used LinkedIn to post some articles around his book, The Patient in Room Nine Says He's God, published in 2010. Sales had trickled down to single figures per month, with occasional boosts if the author had been active with TV or Radio. So he used the LinkedIn site to post some articles and this put him in front of the blogging community and the editors there. He chose a topic that was hot news in October 2014 – Ebola, and wrote a great article. His sales in the month following jumped to three figures. Although the sales dropped afterwards they didn’t disappear and Louis followed this article with a second in June 2014, https://www.linkedin.com/pulse/were-living-age-cell-phone-cowards-louis-m-profeta-md?trk=prof-post which went viral and again the sales of the book rose to hundreds. The editor of LinkedIn then decided that he would publish all of Louis’ articles. The latest such offering was January 2016, https://www.linkedin.com/pulse/i-know-you-love-me-now-let-die-louis-m-profeta-md?trk=prof-post and the sales are now in five figures.
So if your title is appropriate, join the social network LinkedIn (there are many others) and post an article making sure it follows the style and content of other LinkedIn articles. And always mention your book clearly at the end of the article. Your article may get picked by the editor and reach tens of thousands of potential book readers.
I saw the Ho'oponopono article in Soul and Spirit Magazine (UK), which looks wonderful. Thank you for your continuous support. Your co-operation is highly valued. Bruno R Cignacco, author of How to Become a Miracle-Worker with Your Life and How to Manifest Money Effortlessly.
Judy Hall is a world renowned author/expert in the Mind Body Spirit field. Her articles appear regularly in the UK Spirituality media, including Kindred Spirit and Spirit and Destiny magazine. So there was little that we could do to build Judy’s profile with the British MBS press. Instead we looked to the USA. Judy’s sales are strong across the pond, so introducing her to specific MBS press was not difficult. Pitching blog/articles to a variety of MBS magazines and blogs, allowed us to place a number of them in smaller sites, Bellésprit Magazine, subscription magazine Crystal Resonance and a mention in Fountain International Magazine. I have to say that in this particular PR push, the publicist contacted over 35 editors of magazines and blogs. We did secure a regular column for Judy, in a new blog site OtherSide Press, which this year is going to print. This is a start, and as more books come though from Judy and her titles continue to sell another 500 copies, every couple of weeks, we keep this kind of promotion activity going.
Writing the article
Tailor the approach and length to the position of the magazine. Concentrate on a central theme; make it short, sweet, meaty; give it a beginning, middle and end. The most popular articles identify readers’ problems and help solve them. Mention your book if it fits the piece, but do not focus on it too much or it will come across as a sales piece, and be rejected.
Top and tailing: start with "An extract from title by author". End your piece with a short biography, where you can list your published books, and your online links. Add ISBNs for ebook and print, price, page extent, and publication date if that is still ahead. The magazine editor may not include it all, but leave it to them to edit down rather than add it in – or the book itself might not get a mention.
Do not put copyright notices on the manuscript. To editors, it signals the work of amateurs distrustful and paranoid about having work stolen. Copyright notices are not necessary for protection. There is more in the Appendices on copyright.
Every local newspaper in the country has a reporter covering local people and events. Provide them with a good story, and say something of interest about the book that will prompt your locality to buy it, get your local bookshop to feature the article. Always submit an article to your college alumni magazine editor. This is a surefire way to reach a friendly readership.
There’s more on writing a promotional letter further along in this chapter.
Sending the article
You can upload articles/extracts to the Marketing page. In Publicity there is a place for uploading articles.
If you want the publicist to offer this article to particular magazines, then please add a note in the “Promotional Plans” section. We offer this in our initial press-release mailing.
If you are sending the article then enter the article as an “Activity” on the Marketing page. If you are submitting an article speculatively, enter the stage as “Offered”; however if the magazine editor has approached you, then enter it as “Requested.” And when publication has been confirmed, enter it as “Completed/printed” with an estimated or known date and a link and some copy for the trade and publicists. Some national magazines won’t accept submissions direct from authors but will from the publisher. The publicist working on your title will contact these about two months before publication, and contact you. More generally the majority of articles accepted for publication tend to be negotiated directly between the magazine and the author.
The vast majority of articles written for papers, or extracts taken from books, involve no payment. Academics write to get known amongst their peers and improve their career prospects with citations, popular authors write to promote their books. In the middle, there is a tiny cadre of journalists who can earn decent money from writing for national magazines. Which can be substantial, but you need to be in that kind of loop already. It never hurts to ask if there is payment though, and an average rate for most non-nationals is around $100 for every 1000 words.