Keeping things straightforward and clear is often the best approach in marketing. However, with the competition in the publishing industry today, book promotion services are becoming increasingly creative. The effectiveness of a strategy depends on the book and its author, but unique programs are gaining traction more frequently. Readers now engage with media, including books, in diverse ways, which is why multi-faceted promotional campaigns are becoming essential. Considering print audiences is crucial, just as you should remember digital readers; a comprehensive approach is vital.

For instance, when promoting your eBook, creativity is key. Feedback indicates that eBook readers respond well to discounts and special offers. At the outset, you want to entice readers to download your work, which helps gain visibility with algorithms and climb suggested reading lists—vital for success on major bookselling platforms. While traditional publishers typically manage these promotional efforts, self-published authors must take the initiative to strategize. If you partner with a promotional agency, they can provide guidance or use their capabilities to handle the campaign on your behalf.

As mentioned, creative strategies can help set your book promotions apart from the competition. Tying your writing to current news can be an effective way to gain additional publicity. This approach works well for nonfiction authors, whose content often lends itself to media coverage. Nevertheless, fiction writers can also attract attention with the right promotional planning. It's beneficial to consider what the media needs before pitching your book to increase your chances of coverage. The pitch for your book will arrive with many others and needs to stand out from the pack.

Building an author brand and a strong platform—comprising a website, a network of contacts, and a social media presence—can be a solid foundation for your promotional efforts. Use this platform to announce news, run contests, share media coverage, and more. Readers are scattered across various channels, and reaching them in multiple ways is essential. Marketing principles suggest that people take action only after numerous exposure to a message. With consistent effort, you can help potential readers experience that "aha" moment regarding your work and want to buy your book.