Four Simple Ways to Promote Your Book Long After Its Release

By Sweta Vikram

Remember the joy and pain of writing your novel or memoir or poetry book or short story collection or set of essays? Remember the pride, the emotional exhaustion, the enthrallment, and the physical pain of bringing your book in this world? The rush, the celebrations, the book events, the sleepless nights, the book tour, burning the midnight oil, the reviews, the media bytes, the interviews, the social media attention and all of that? But a few weeks or months later, everything begins to grow quiet. Initially, there might be gratitude for the breather but slowly the realization hits: the big day is over and there is an emptiness that envelops the author. Not everyone has a book come out every year, so how do you channel the creative energy in that moment of winding down?

My novel, Louisiana Catch was published by Modern History Press in April 2018. The book has gone on to win laurels and made home in many hearts. But let’s get real; while the book might exist forever in the literary ether, people’s minds only have so much bandwidth. Most of our books, unless you are Jane Austen or Ernest Hemingway, are “forgotten” a few months after the book release day. And, if you work with a small to mid-size press, you don’t get a separate paperback release a year or 18 months after your hardcover book comes out.

But the creative heart feels restless. How do you keep your words, characters, story, and efforts alive long after the book birthday? No one but you can bring your book back to life.

Here are some possible ways to do so:

Collaborate: I recently went on a culinary and literary date with the characters in my novel Louisiana Catch. How did I do that? Well, I partnered up with culinary queen and chef Kulinary Karma. She read through the novel thoroughly and picked up on dishes and spices and herbs integral to the story—no, Louisiana Catch isn’t a cookbook. Kulinary Karma went on to create a fabulous spread based on what was mentioned in my novel Louisiana Catch. She hosted an elegant dinner party while I read from the book and talked about what each dish meant to the characters in the novel.

Innovate: I think it was Carrie Bradshaw in the popular television show Sex and the City, who said (I am paraphrasing here) that every fourth person in New York City is a writer. If you are doing what everyone else is doing, how does your book stand out? Create a niche. Not everything that we writers write is a tell-all tale about our lives unless you are writing nonfiction. But, even with fiction, there might be aspects of your writing that mirror your life choices and beliefs. What if they become your “signature” or professional identifier? For instance, having a daily meditation, yoga, and workout practice is key to my creativity. Both the female protagonist, Ahana, and male protagonist, Rohan Brady, in Louisiana Catch happen to be tuned into fitness. Mindfulness and wellness are integral to my work and teachings, which is something that my colleagues, peers, readers, and networks know. In early 2020, I will be teaching a creative and mindfulness writing workshop at an indie bookstore in NYC and creative-wellness workshops at a yoga studio in NYC. These are all opportunities for me to both directly and indirectly reintroduce Louisiana Catch to a room full of strangers.

Infiltrate: Indeed, it’s important to host literary events at bookstores and support both small businesses and your readers who shop from indie stores. Social media partnerships with book reviewers along with participating in book clubs and speaking at literary festivals are all integral to book promotions. But most of these aforementioned opportunities cross paths when your book is out. What happens a year later? You have to pay attention to the other markets your book addresses. What do I mean by that? Because the story in Louisiana Catch addresses impact of social media, women in leadership, violence against women, world cuisine, health and wellness, and women’s empowerment, I have partnered with yoga studios, organizations that empower women in leadership, restaurants, and nonprofits that fight to end violence against women to do innovative and informative events. Your readers could be in so many spaces, don’t forget that for one moment.

Educate: For the one-year anniversary celebrations of Louisiana Catch, a restaurant in Chicago hosted a party and created the signature drink—Sazerac—integral to the novel. We talked about why this drink is important to the male protagonist from New Orleans and the history behind it. I also highlighted the similarities between New Orleans and New Delhi—two out of the three cities I write about in Louisiana Catch. I have done Skype chat with book club members in Boston, Seattle, and the Bay Area 7-8 months after the book launch. Seattle Book Club organized a delicious dinner in honor of both the cultures. Yes, we talked about Louisiana Catch. But we mostly talked about current issues that were relevant to the book. Be it conversations around mental health, diversity, women’s safety, or wellness. The statistics and updates were startling to many. As a writer, having done your primary and secondary research on topics that pertain to your book, you can position yourself as a thought leader.

Honestly, you don’t have to do any of these things. But, I can promise you that your book being forgotten isn’t an easy feeling. Reviving it, every now and then, is encouraging. It takes work, but it’s worth it. Think of all the years you spent creating each sentence, section, and pages. No amount of work can be too much to reintroduce your work to the world. It can be on a small scale, but every bit helps keep your words alive. You need to do what works for you and feels authentic to you.
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Sweta Srivastava Vikram is an international speaker, best-selling author of 12 books, and Ayurveda and mindset coach who is committed to helping people thrive on their own terms. As a trusted source on health and wellness, most recently appearing on NBC and Radio Lifeforce, Sweta has dedicated her career to writing about and teaching a more holistic approach to creativity, productivity, health, and nutrition. Her work has appeared in The New York Times and other publications across nine countries on three continents. Sweta is a trained yogi, is on the board of Fly Female Founders, and holds a Master’s in Strategic Communications from Columbia University. Voted as “One of the Most Influential Asians of Our Times” and winner of the “Voices of the Year” award (past recipients have been Chelsea Clinton), she lives in New York City with her husband and works with clients across the globe.