Book Marketing vs. Book Publicity

What should authors be doing to market their books, and when? Book marketing expert Jeffrey Yamaguchi, a writer and poet with 25+ years in publishing, joins Sarah Russo on “The Publishing Playbook” to explain why book marketing and book publicity aren’t the same thing, and why a successful campaign needs both.

In this episode:
• Book marketing vs. publicity: what you earn and what you pay for
• Why your book campaign timeline should start a year or more before pub day
• Why every author needs a newsletter, and when to start a Substack
• Red flags for pay-to-play and AI scams in publishing
• Bouncing back when a book campaign hits a setback
• What vinyl record stores can teach authors about promotion
• What Jeff is reading right now

For more information on Jeff’s work, please visit his website, or check out his Substack, Book Publishing Brick by Brick

Books mentioned in this episode:

“Ten Visits: Brief Accounts of Our Visits to All Ten Japanese American Relocation Centers of World War II,” by Frank and Joanne Iritani

“The Dog Stars,” by Peter Heller

Key Moments

02:19 - Book Marketing vs. Book Publicity 📣
Jeffrey and Sarah untangle the two jobs, what’s earned vs. what’s paid for, and the behind-the-scenes spending authors don’t see.

06:29 - Spotting Pay-to-Play and AI Scams 🚩
Fake podcast and festival invitations are flooding authors’ inboxes. Sarah and Jeffrey share the red flags to watch for.

11:52 - When to Start a Substack ✍️
Jeffrey explains why authors should start a newsletter early, and how to make the most of one even if your book is almost out.

14:34 - “What Should I Be Doing Right Now?”: The Book Campaign Timeline 🗓️
Jeffrey walks through his timeline and why the cover reveal is when a book becomes real.

16:41 - “You Still May Get a No”: How to Make the Case to Your Publisher 🤝
Be strategic with your asks. Jeffrey shares how to lobby for opportunities like regional indie bookseller shows.

19:51 - Bouncing Back from a Campaign Letdown 🌅
Every campaign hits a roadblock. Jeffrey and Sarah discuss regrouping, and why marketing holds steady when breaking news derails publicity.

21:39 - Marketing Lessons from Outside Publishing 🎶
Jeffrey explains why authors should look beyond books, from movie campaigns to how record stores run their social media.