Slow January as book marketing strategy

Planning + Rest=Success

January is a difficult marketing month. This is true of most industries, not just books. Most businesses depend on the surplus of December sales to get through the January slump. Indeed—it is because of December that sales peter off for the beginning of the new year. People overspent over the holidays, they are setting New Year’s resolutions to be more frugal, they are just too tired from the rush of December to even think about shopping…

Never sweat January sales. Instead, embrace the gift of a guilt-free break. Does that mean January has no marketing role? No! Think of January as your organization month. Just as many people set personal goals this time of year, this is your month to set yearly goals for your author career and make moves towards reaching them.

In January, you can:

• Research places where you could be a guest speaker this year. Note any application deadlines you need to be aware of.

• Compile a media list of podcasts, radio, TV, magazine, newsletters, etc. where you would like to be featured. Be sure to write down the appropriate contact email for each place as you find them.

• Find awards that your book would qualify for. Didn’t have a book recently release? Not all awards require a book to be published in the last calendar year. Spend some time finding a few with a wider publishing window.

• Pre-write some newsletter or blog content, or even important social media posts. It’s SO helpful to have a cache of pre-written material to pull out throughout the year!

• Write down goals or thresholds you want to reach by certain points throughout the year. Want a certain number of book sales by June, and another specific chunk by October? Want to have made it onto three nationally-syndicated radio programs by September? Want your social media ads to have a specific reach by March? Write down all of these goals so you can focus on them in the coming months.

I love January. Maybe it’s just the list-writing nerd in me. (Seriously, who doesn’t get a satisfying hit of endorphins when they check something off a list?!) But this period of planning, dreaming, and goal-setting is one of my favorites. I could spend all day sitting with a spiral notepad and pen, thinking about the future. (I mean, often I do…!) But I know that is not true of everyone, and I hope this “January Planning Period” doesn’t sound too intimidating to you. If it does, this is your friendly reminder that I have created a tool to help walk authors through all the above bullet points and more!

The Minimalist Book Marketing Planner

A physical (not digital email), spiral-bound planner (YAY for flat-lay and writing by hand!) This 39-page, simple calendar + workbook has everything you need to spend January prepping for a GREAT, focused 2025.

Any old notebook will work for jotting down dreams that come to you. But this planner gets you to take the next step to determine HOW you will try fulfill that goal for your book this year.

Happy New Year and Cheers to 2025, Friends!