Marketing

What separates an aspirational brand from a commodity brand, explained through a Maserati direct mail piece that made a luxury car feel within reach.

A practical guide for authors to Amazon keyword research: think like your reader, weigh search volume and difficulty, and match searcher intent.

A practical guide to author marketing: build an author platform, use social media, email, ads, ARCs, and events, and plan a book marketing timeline.

How authors can write a book launch press release that earns media coverage, with the elements every release needs and tips for fiction and nonfiction.

A book launch press release example for authors: what to include, how to find a news angle, and how one press release put Keith Harrell in the WSJ.

Five practical steps for getting consumer book reviews on Amazon, from building a reviewer list to offering advance copies at launch.

Bryan Heathman weighs whether book signings pay off for authors, with two author stories showing the sales, bookstore and media benefits.

Bryan Heathman explains how authors can compete with big-budget brands for attention, with five tips covering content, articles, images, bookstores and media.

You can build real buzz for a book launch without hiring a PR firm. Here is how to run your own podcast and blog tour on a Main Street budget.

Bryan Heathman explains what branding is and why it builds trust, drawing on a story from his years selling Kodak film across remote Alaska.

Why your home town is the best place to launch a book: how to book local signings and events, and how to work with local media to build buzz.

AI is a lever for the busywork of book marketing. Used carelessly, it sands off the voice that made your book worth reading. Here is where the line sits.

Book clubs are the most trusted recommendation engine in publishing, and almost nobody markets to them on purpose. Here is how to do it deliberately.