Monday, June 20, 2022

Increase Marketing by Building Publishing Relationships

by Karen Whiting @KarenHWhiting

Getting to know people in the publishing industry widens your horizons and broadens your marketing reach. Build awareness of the roles and people in the industry and how to network in ways that are mutually beneficial.

Editors and acquisition editors 
Editors are key decision makers in magazines and books. They also work to keep up with trends and what’s selling within their publishing houses. It’s beneficial to build relationships with editors and realize they often move around. I had a book editor call me when he switched to a new publishing house, and we chatted to come up with something I could write for him. 

Editors observe authors rise up and succeed while others floundere They have good advice that comes from experience. You may be able to connect an editor with someone who can fill a need This is particularly true with magazine editors. Network over the love of books to see what they like and hope to publish in the future. Editors looking for authors in specific appreciate help in making the right connections. One of my first contracts came from a writer who introduced me to an editor looking for an author to write a book for families. 

Literary agents represent authors in the quest to get published. They will get behind authors and books they believe in. They don’t get paid until a book is contracted, so they are motivated to make deals. Agents will guide the author in polishing their proposal and book to be sure it is ready to submit. They look at many manuscripts and can scan and quickly decide what’s ready and what needs work. Ask their opinion of your work and advice on steps to take to move forward in writing. Ask them what they’ve seen authors do in marketing that worked. If they are looking for a specific genre, connect them with writers who can deliver great writing in that area. One of my agent friends asks me for thoughts on where to submit books that she hasn’t placed and also passes on trends in the market she’s noticed

Digital Content Managers
These savvy people find writers to provide content for websites, especially high traffic sites. It’s good to be in touch to see if they need articles or posts on topics related to your books. One friend moved to a new website and had introduced me to his assistant who filled his vacancy. I contacted each separately and pitched different ideas. They both asked for me to submit the articles I pitched.

Content managers understand what topics become hot and what gets the most hits. They also notice what lengths work and what styles of articles hit home with their readers It’s great to exchange ideas of what you can write with what they see thatreaders need. That helps you better approach you audience..

PR people who help authors get booked for interviews may also coach those authors in how to present themselves and help shape their press releases and press kits. A good publicist can help you spread the word about your books. Traditional publishers may have an in-house publicist. If so, be sure to schedule a call to discuss your passion and ideas of how to reach your audience. They understand how to present you as a guest and remain connected with media that grabs the attention of their readers.

Conference Directors and Conference Faculty
Conference directors talk to people all year long. They book a variety of guest speakers. They can help you connect to influencers, editors who accept submissions in your genre, and even authors from your area. They have such a heart for writers and encourage writers who feel discouraged. You can also connect directors to people in your network from promoting the event to bring in more attendees to introducing them to editors and high-profile authors you know. I’ve helped connect a number of conference directors to new people they added to their faculty. 

Broaden your perspective with more than great writer conference. If you have an idea for a film or documentary look at events in that industry such as the International Christian Visual Media (ICVM) or film festivals. Consider conferences that focus on marketing, your specific genre, or speaking. These directors and their programs open new doors to increase your network and marketing abilities.

Service Providers
This group includes freelance editors, coaches, consultants, and companies that provide services from book covers, content writing, training, to full indie publishing. These are generally for various fees depending on the expertise and scope of the need. It’s good to find out the prices and compare the service providers. Investigate to be sure it’s not a scam. The more pressure used, the more likely it is a scam, or a place that overcharges..

Service oriented professionals understand what’s happening in the publishing world. Listen to them and ask questions about their topic of expertise. They can often help you identify your specific needs and where to find the help. They may also be able to connect you with other people in the industry. Watch them and how they market their business as examples of what works that you can apply to your marketing plans.

Be open to growing your network in ways that benefit everyone and realize there are many people who are part of the publishing industry.


Karen Whiting (WWW.KARENWHITING.COM) is an international speaker, former television host of Puppets on Parade, certified writing and marketing coach, and award-winning author of twenty-seven books for women, children, and families. Her newest book, The Gift of Bread: Recipes for the Heart and the Table reflects her passion for bread and growing up helping at her grandparent’s restaurant. Check out her newest book Growing a Mother’s Heart: Devotions of Faith, Hope, and Love from Mothers Past, Present, and Future. It's full of heartwarming and teary-eyed stories of moms.

Karen has a heart to grow tomorrow’s wholesome families today. She has written more than eight hundred articles for more than sixty publications and loves to let creativity splash over the pages of what she writes. She writes for Crosswalk. Connect with Karen on Twitter @KarenHWhiting Pinterest KarenWhiting FB KarenHWhiting.

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