Whether you are self-publishing or working with a major publisher, you will need to actively promote your textbooks and encourage faculty to adopt them, says Janet Salmons, an independent researcher, writer and consultant with Vision2Lead, Inc.

In the April 13 TAA Webinar, “Go on the (Virtual) Road to Promote Your Book”, Salmons shared steps authors can take to launch their own virtual tour as a way to interact with present and future readers. Here are 6 key takeaways from the presentation:

1. 1. Consider utilizing asynchronous and synchronous events. Asynchronous events include blog guest posts or podcasts, contests or giveaways, serving as a guest in an online class, or offering a question and answer session. Synchronous events include webinars and online meetings where you can present material from and about the book and answer questions. If you only have time do one type, choose synchronous events because you can record and post them for further discussion. This gives you the ability to combine elements of both and provides more opportunity to interact with your audience.
   2. Set clear goals and identify key audiences. Determine what you are trying to accomplish and who you are trying to reach, such as students, scholars and academics, professors or practitioners, or the general public. Look for opportunities to partner with professional associations or communities of practice that attract your audience. Being clear with goals will prevent you from wasting your time or others’ time.
   3. Look for “high touch” options. Identify opportunities where you can really interact with people and let them get to know who you are. Share your life story and why you wrote your book. Think about how you can create a rich exchange in the events you hold.
   4. Avoid a sales pitch. Be more subtle about the fact that you are selling a book. Get them interested in reading the book instead. Offer incentives such as discount coupons that allow you to track sales associated with the book tour.
   5. Offer resources that align with your goals. For example, if you want to attract faculty who will adopt your book, offer exercises, activities, and a sample syllabus that illustrate what faculty can do with the book.
   6. Have fun! If you’re having fun and creating a sense of excitement that will come across to your audience.

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Keep the conversation going!

Join a discussion with Janet in the Textbook Writing & Publishing Circle in TAA’s online member community, CONNECT. What strategies have you used? What has worked– or not? If you can link to examples, we’d love to see them! What challenges have you encountered with book promotion?