When first-time authors in the business genre think about book marketing, they often focus on media interviews, news coverage, blog posts, and social media presence. While those avenues are important, one key resource is frequently overlooked: your professional network of colleagues. A significant amount of effective book publicity happens through word of mouth, and the people who know you are more likely to help kickstart your efforts. Publicity builds over time, so starting with your network can be a great first step. Don't hesitate to start small; you'll gain momentum at each subsequent step.

The most successful book marketing campaigns are thoughtfully planned and begin long before the book's release. Aim to create a contact list well in advance of your publication date. When reaching out, offer something valuable in return. By helping others, they are more likely to assist you down the line. Instead of pushing directly for sales three to five months before your book launch, casually mention your upcoming project and express your desire to keep them updated. Posing questions can motivate your contacts to help you. It also lets them give you feedback on your book and its content.

For example, ask if they can recommend others who might be interested in your book. If you've nurtured a mutually beneficial relationship, you may be surprised by the support you receive. Remember, if not everyone responds to your outreach, don't take it personally; not everyone prioritizes networking, even if it can be beneficial. Trying different versions of your email at first, a common direct marketing strategy to see which resonates best, can be effective. Once you've decided on the optimal one, you can send it to a broader list. It's also okay to resend it once to those who don't reply initially.

People generally respond well to genuine enthusiasm. Craft your message thoughtfully, take a break, and revisit it to refine your words. After launching your marketing campaign, you can ask your business contacts for social media shares and posts. If some have extensive networks, a few shares could significantly boost your visibility, especially if their followers are genuinely interested in your book's subject matter. They'll be more inclined to purchase copies if it resonates with them. Once someone has read your book and is familiar with its content, they can become informal ambassadors to others.