 A guest column by Herta Feely. These days, whether published by a traditional press, a hybrid press or you’ve self-published, you will inevitably need to do some book promotion. I’m sure you’ve heard this before, but I’m here to tell you that while it can be wearying (and even costly), it can also be fun, and costs can be contained. I’m sure you’re also aware that it’s important to plan your book’s promotional efforts starting at least three months in advance of the release date. Most presses provide some guidance and support, and there are countless webinars, books, and podcasts on the subject. Hiring a publicist can also be immensely helpful. If you decide to add a publicist to your promotional team, make sure to do your due diligence before hiring him or her to help you create and execute a plan. Contests: Before your book is published, and maybe even while you’re still polishing the manuscript, be sure to keep an eye out for contests of unpublished manuscript excerpts (this applies to fiction, memoir and poetry). They require some of your time and a submission fee, which ranges in price, but generally affordable. Winning or placing can bolster not only your ego but also your query letter, your book description (on Amazon and elsewhere), and give you an advantage in your search for an agent or publisher. The other type of contest is for published books. Same process – search for contests that fit your book’s genre, read the rules, then submit. Winning, or placing can affirm you’ve written a bestseller (!), be used in your social media and your emails to readers and can enhance people’s interest in the book (i.e, buying it). Most publicists will help you set up a virtual book tour that consists of Facebook, Instagram and TikTok book bloggers and influencers posting reviews on social media. Some influencers do an interview, ask you to respond to a Q&A, or invite you to write something special just for their blog or Substack. Getting on a podcast can also be worth the effort. One obvious benefit is that you don’t need to spend money on travel.  This leads me to a couple of my favorite aspects of book promotion: the live book tour and attending book groups! I know that most authors published by independent presses receive little if any financial support for book promotion, let alone an actual trip, but I was able to keep costs low by visiting cities where friends live and staying with them. Some were within driving distance. The sales of my book at friends’ house parties subsidized and even covered travel expenses. In each city, I visited several bookstores to introduce them to my novel, offer a free copy, and ask them to stock it. Many independent bookstores use a consignment method to shelve books published by small presses, hybrid presses or are self-published. (Consignment is often offered with a 60/40 split—author 60/store 40.) You know your book’s message and content. Nevertheless, in advance of an event (live or virtual) you need to refresh your memory and think about what you might discuss with your audience, jot down some notes or make an outline, and practice beforehand. Do it out loud in front of a mirror and time yourself. If I’m doing a live event, I usually start by doing a brief reading, then talking about the inspiration for the story and anything else that might be pertinent and of interest to my audience. (Make sure you know your audience!) I found it incredibly motivating to engage with audiences in different parts of the country and discuss my novel. In this case, the very subject matter of “sextortion,” also known as “revenge porn,” intrigued audiences, and we had lively discussions. This has also been true with book groups and on podcasts. Inevitably, during the Q&A, some people were eager to learn more about the writing process, plot and character development, how I got published, and even the landscape of the publishing world. With Strange Shape of Love, we discussed news stories about people whose lives had been damaged and even destroyed by online harassment. I was able to share some of my research, including the limits of law enforcement, and a recent positive development, called the Take It Down Act, which allows victims to demand their nude photos be removed from the internet. (Once requested, the relevant platform must remove them within 48 hours.) Make sure to take photos at your events, and don’t forget to ask others to do it for you. (More than once, I’ve forgotten.) When I’ve remembered, I used photos in my social media posts and reels, another critical aspect of book promotion these days. Quite honestly, I’m not a huge fan of social media (Facebook and Instagram) and often must force myself to get online and “just do it.” It might seem hypocritical since both of my novels focus on the dark side of social media and the internet. But I have also been fortunate to find a college student willing to help me create and post on Instagram and Facebook author page for a fee that’s within my budget! Everything I’ve mentioned here applies equally to readings, book groups and any other live event. When you can’t attend in person, these days it’s equally possible to attend via Zoom. I have found that many book groups prefer you to attend only a portion of their meeting, usually at the end, so they have a chance to socialize and discuss your book before they meet you. Zoom makes this easy to do. Don’t be shy. At the end of every event (live and virtual) ask your audience to: post about your book on social media and give you a review on Amazon or Goodreads. Reviews can be critical to the success of your book. Finally, once your book has been out for a while, it’s helpful to create extra material, like writing a discussion guide and posting it on your website, sometimes resources (pertitnent to your subject matter) can be useful or even writing a short story that can be used to add new readers to your email lists. While book promotion is work, and essential for your book’s success, not all promotion is drudgery. It can be invigorating and make the long hours of having written your book feel worthwhile. Maybe you’ll even embark on another!  Herta Feely is the award-winning author of Saving Phoebe Murrow, a gripping debut published in the US and UK that examines the dark undercurrents of social media and modern parenting. Her novel, Strange Shape of Love, continues her exploration of digital culture’s influence on our most intimate relationships. Her short stories and memoirs have appeared in The Sun, The Potomac Review, Big Muddy, and other literary journals and anthologies, including Enhanced Gravity and She Can Find Her Way. Her personal essay, “The Wall,” a poignant reflection on immigration, received the American Independent Writer’s Award for Best Published Essay. Herta is the recipient of fellowships from both the James Jones Literary Society and the DC Commission on the Arts and Humanities. She also co-edited the anthology Confessions: Fact or Fiction?, which investigates the blurred lines between truth and imagination in memoir and fiction. Born in Yugoslavia, raised in Germany, and immigrating to the United States at age seven, Herta brings a global perspective and deep empathy to both her storytelling and editorial work. Her passion for cultural identity, social issues, and emotional truth infuse every project she takes on. When she’s not immersed in words, Herta can be found nurturing orchids, chasing butterflies, or planning her next journey abroad. She lives in Washington, DC, with her husband. Herta loves connecting with readers and welcomes opportunities to speak at book clubs, literary salons, and author events—whether in person or virtually. If your group is reading one of her books or you're planning an event, she encourages you to reach out and start the conversation. You can find out more at: https://www.hertafeely.com/  Pitch Agents at a Writers Conference in 2026:
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