Avoid Publicity Scams by Marketing Your Book Yourself

If you've self-published a book you are an author and you've probably already received offers to publicize your book. Take care before you sign up for a publicity package. It could, and probably is either an outright scam or an outrageously overpriced service for something you just might be able to do yourself.

I am author with over two dozen published books, While over half of these books were published by established publishers, many of my books are self-published, often for a niche market. Besides being an author, I have also worked as an editor, first reader for a publisher and have my own book and movie review web site. I am not a novice. Yet who isn't flattered when the mail is opened and the author finds a well written letter with a professional letterhead. We don't expect a scam. Here's a letter I recently received.

Dear Ms. Scheidies,

Bookstore owners buy for the holidays in August and September The Heart of Christmas (which I love!)....

The letter goes on to tell me what this publicity company (which claims to be a publishing company) can do for me including direct mail, follow up and designing a full page promotion. They even promise to take my book to a book festival and feature my book on multiple web sites.

They'll do this publicity for the paltry sum of $1225. That's right. They promise a full promotional package. To clinch the deal, they tell me how one of their books was optioned for a movie. The letter certainly strokes the ego. Very flattering to know this company loves my book. But should I, as a self-published author, shell out money for this publicity? Probably not. Is it a scam? Maybe. Maybe not, but the signs of a scam are evident in the flattery, in approaching me instead me seeking them out, in the cost.

I've been an author for a long time and these letters, different self-published books, different letterheads, similar enticements, have arrived for many of my self-published books. As I researched many of these companies, I discovered many were outright frauds and scams. Others gave minimal publicity, totally out of line with their claims. Most have been scams. Very few have been genuine.

Why these companies are successful is because we authors want to, need to, believe someone sees value in our book. These scams prey on our vulnerabiltiy. Many authors have also discovered marketing is much different from what they thought it would be and their book sales languish.

What these publicity companies (and scams) don't tell the self-published author is that much of what they claim they will do for you, you can do for yourself. You can market your book yourself. Call stores and set up book signings. You can have business cards made up and give them out to everyone you meet. You can network with other authors and together purchase advertising-or at least get word out about your book. You can set up a simple web site.

Even better, you can write up a press release, send it to local outlets, follow up with phone calls and often get publicity free with articles in the paper. Hometown papers usually like writing about the home-town citizen makes good angle. Most media outlets, and don't be intimidated by radio or television media, like interviewing authors-even if self-published.

You can also agree to book readings and offer yourself for speaking engagements. (Contact your local library and other local organizations.) Marketing your self-published book is something you can do, though it does take time and effort.

If a more formal publicity effort is needed, forget those flattering letters that may be a scam, and check out reputable publicists. Often joining local, state or national author organizations will give you access to publishers, agents and publicists as well as other authors.

As for the publicity scams and overpriced services, check them out at Editors & Predators. I checked for the publishing company that sent this latest letter to me and found a warning. That was enough for me.

If you've become an author and have self-published a book, expect to receive mail and email pumping up your ego and seeking to pick your pocket. Be alert for scams. Be careful. Be prudent. And remember, you just may be able to do what they promise yourself or for much less than quoted...and with more books sold and a greater sense of satisfaction.