Marketing and Publicity starts now
The work of successfully launching your book starts years before the book ever comes out.
Not So Secret Agent is an email newsletter all about the inside scoop on cookbook publishing from senior literary agent, Sally Ekus. Make sure you never miss an email. Subscribe!
Dear Not So Secret Agent readers,
As many of you know, the last few months year has been one big health roller coaster. This past summer, I spent a week in the hospital, which was the culmination of off and on pain I had been experiencing since last March.
Fast forward. Two surgeries and lots of working from home later, I am thrilled to say that when people ask me how I am feeling, I can finally say “MUCH BETTER!”
One way I know I am finally getting better is that I actually put on pants with a button, grabbed a train ticket, and left my house on a work trip. Last week, I went on a whirlwind 24-hour voyage to NYC to connect IRL with my team at JVNLA. We celebrated the deals we closed last year and connected about all the new and exciting manuscripts our authors are working on right now.
Spending time with other agents gets me fired up like nothing else. This is one of many the reasons I adore the relationships forged with my team and across the industry as a member of The Association of American Literary Agents, or AALA.
Here’s the thing: My clients are spread across the globe and marketing and publicity are happening all the time. Thus, when it comes to supporting my authors, I rarely get to be in all the places I want to be.
I didn’t exclusively coordinate the trip to NYC to coincide with an author event. But I didn’t not exclusively coordinate it that way when I offered up possible dates for Maybelline to hang back with super grandma while I went out of town.
You can imagine my delight when I headed to Platform by JBF, where We The Pizza: Slangin’ Pies & Savin’ Lives author Muhammad Abdul-Hadi was in conversation with the incomparable Dawn Davis. Sure, they covered why the recipe for red sauce is called Norf Sauce (this is Philly style pizza after all) and how beloved the pizza with jerk lamb, ricotta, za’atar, and garlic honey drizzle is.
But it was listening to Muhammad, the owner of Down North Pizza and the 2024 recipient of the James Beard Foundation’s Leadership Award, discuss why he exclusively employs previously-incarcerated individuals as a means of addressing systemic recidivism, that had the room nodding.
Have you ever read a cookbook that has vegan wings, square pies, and a timeline of the history of incarceration in this country? No? Well, I got you.
And for those wondering what a place looks like that has served over 10,000 pies with purpose and mission, you simply must take your time with the photojournalistic images shot by the wildly talented Amurri Lauren.
When it comes to launching a book, there are two primary ways that all the coverage of a book is categorized. 1. Marketing. 2.Publicity. You may be familiar with how you want your book launch to go because two years ago (or more!), when you wrote your proposal, you mapped out all the things you said you were going to do when it came time.
Let’s take a minute to break down the difference between marketing and publicity.
For my international readers, please keep in mind that the info below is based off my expertise in the US market. Feel free to comment with insight on the market overseas!
Marketing = action of promoting, including but not limited to (paid) advertising. When you hear people say “Omg, I am hearing about this XX book everywhere!”— that’s marketing.
Publicity = earned public attention by the media. When you see a book named in an article you are reading, or you see a recipe featured in a digital publication — that’s publicity.
***Not So Secret Agent Side Note: if you’re still scratching your head wondering what the difference between marketing and publicity is, you’re not alone. Now more than ever the lines are blurred and both play crucial roles in a book’s success. A great example of these blurred lines are VIP mailers, influencer boxes, or “big mouth” mailings (these are actually all slightly different things btw). What’s a VIP mailer and should you do one? I don’t know if it’s the right call for your book but I did have fun doing an unboxing for a client recently (I didn’t know my client was including her agent on the VIP list. Look ma, I’m famous!)***
*** EXTRA Not So Secret Agent Side Note: For those of you wanting to devour as much M&P insight as possible, head here to read a guest interview with Publishing Confidential’ s Kathleen Schmidt in the early days of NSSA.***
We The Pizza, which launched Tuesday February 11th, is already being met with great success on both the M&P front. Here is Muhammad being interviewed on New York Public radio. This is an example of publicity.
The event at the Platform, where people are snapping IG pics and which is being promoted in the JBF newsletter, is an example of marketing.
If you want to get super meta about it, this very newsletter that you are reading is a publicity hit. Okay, it’s small in comparison to say, this, but every placement matters though amiright?!
***Not So Secret Agent Side Note: certain marketing or publicity hits drive book sales more than others. Years ago it was an appearance on The Today Show that would cause a big sales spike, now it is usually more likely a CBS Saturday morning segment or IRL events for creators meeting their fans. What will it be in two years? I can’t wait to find out! (also no one is turning down The Today Show, it is just an example people, calm down)***
In terms of how to get copies of books at an event, there is never one clear answer. Sometimes authors bring their own books to sell. Sometimes a venue has a preferred bookseller. Sometimes the book is included in the cost of the ticket, sometimes it is not.
Shoutout to BEM Brooklyn! They were on-site at The Platform selling books. If you’re not familiar with BEM Books & More founders and sisters Gabrielle & Danielle Davenport, I encourage you to check out this dynamic duo.
*** Not So Secret Agent Side Note: If it is anyone’s other than YOUR responsibility to ensure books are at an event (this includes your publisher, book seller, etc.) ALWAYS follow up to make sure books are going to be there. Never just assume things are handled. For instance, just recently, I had a publisher warehouse close down for two days (yes, the whole warehouse for two full days!) due a security situation. Oh, and you should always carry at least one copy of your book with you. Yes, at all times. Even have one in your car when you go to pick up groceries (hello conversation over shared love of radicchio!) or if you are out for a haircut (sharp scissors are great for cutting hair, and herbs—just not at the same time!).***
When authors ask how much they should expect their publisher to invest in PR (like covering the cost for an author to go on a national media show) or marketing (bookshop and amazon advertising), I can very rarely give them a clear answer. In the history of hundreds of books I have represented, the author has been told the budget only a handful of times. I do not agree with this but alas, no one asked this Not So Secret Agent.
“We will review each opportunity on a case-by-case basis,” the publicity department usually tells you. This means they will cover travel and expenses for a major national outlet, but probably not much else. Marketing will usually say something like: “We are investing in digital ads and social marketing and we will adjust ad spend in real time based on campaign results.” Translation: “We know where we want to spend our dollars.” Recently I pushed back after a first time author was left feeling confused and unsure of how much their publisher was really doing. The marketing manager ended up listing all the various ad spends and it was super helpful (and a relief to the author to see the details). It’s also a ton of work for constant reportage to authors.
M&P departments have about as much extra time as they do extra money.
Some publishers provide more transparency than others. Just because you don’t know where the ad spend is allocated doesn’t mean it isn’t happening. Publishers want their books to do well and be in front of the right book buying audience.
***Not So Secret Agent Side Note: Of the many projects my authors are working on currently, just one has a specified/named marketing budget. It’s $25k, which I bet Kathleen Schmidt would say is a solid budget and definitely not common.***
On my train ride back home from NYC, the universe decided to drive home how top of mind marketing and publicity is for authors.
I found myself sitting next to a Pulitzer nominated author/journalist. NBD.
Was it a great act of divine publishing intervention that we happened to be in the same train car among the hundreds of travelers on this day? Maybe so, or maybe it was just a packed train car leaving a known epicenter of the industry. Whatever it was, this inquisitive human’s curiosity is what really got us chatting. Well that and their hutzpah for starting a conversation with a stranger which led to a fast and furious new friendship.
“I wish my book was coming out this summer instead of June 2026,” they said to me upon learning I am a literary agent.
My freshly-caffeinated brain gears started churning. “May I offer my barrage of questions unsolicited opinion?” I asked.
“Of course,” they replied.
“What would you be doing if your book was coming out this summer? Who would you be reaching out to as conversation partners? What cities would you be traveling to for events? What media would you be pitching? Which podcasts would you be pitching? How do you plan to drive new discoverability to this book building off the other books you have written?” I finally took a breath. “The roadmap for your book’s promotion should already be happening. You can should start now!”
Authors are often so eager to get their book out in the world that they forget how much work it takes to get the on ramp ready for its launch.
Ultimately, my advice to this author was to act as if their book WAS coming out in summer 2025 (phew, we bought you some time!!) and to start laying the groundwork for the launch plan. I recommend tapping into the foundation already in place, which is part of what warranted the book deal in the first place.
The work of successfully launching a book starts years before the book ever comes out.
Brianne Sperber, associate marketing director at Clarkson Potter and Ten Speed, and one of my all-time favorite humans in book publishing, recently reinforced this sentiment when she said:
“I firmly believe that marketing begins before you even sell a book. Marketing a book doesn’t start when the book is being published. It starts the minute you sign your contract. Frankly, before. At every stage of the publishing experience, you are basically setting yourself up to be your own marketer. Think now about what your publishing strategy is going to be. Marketing is a community initiative. Ask yourself, where is your community and how can those connections work for you to help your book become a success?”
Focus on diversifying your outlets. Think about social media accounts, newsletters, podcasts, and online and IRL groups who should know about you and your book. Make sure these are places that actually energize you –– start connecting with these communities. And start now no matter what stage of the book publishing process you are in.
What works for one author might not work for you. Do what feels true to you and your book.
All that said, here are some best practices across the board for my checklist-loving readers.
Marketing & Promotion Preparation Checklist:
Update your bio (My new friend on the train’s bio on their website didn’t even include the first two books they published!)
Update your media kit
Review your website and make any updates (Check all links, your bio, add all media from previous books or recent coverage.)
Identify 3-5 key selling points about your book to be ready for M&P kick off call with your publisher (This call should happen a minimum of 6 months out from pub.)
Identify 5-10 recipes (or stories or whatever bite sized shareable assets your book is made of) that are “mediagenic” and get approval from publicity team or work with the team on which recipes should be ready for the media to share. Think across seasons, holidays, themes, varietals, ingredients, colors, etc.
Map your network/community of people. Look at your book’s acknowledgement section to get started and go as far back as your book proposal to review what you said you would be doing when marketing and promotion time rolls around.
As the train pulled into my station stop, I hugged my newfound friend (yes, that’s how much we bonded in 2 hours) and smiled knowing that the to-do list we had co-created would keep them busy well into when they get on that initial M&P planning call.
Maybe when their book launches in summer 2026 I will, once again, put on pants with a button and venture to one of their book events.
I can already picture the Q&A section at the end when I raise my hand to ask a probing question about their incredible work and they call on the girl from the train, who is now so grateful to be part of their community.
Thank you for being part of mine,
~Sally~
Shoutout to a few other newsletters that write about book publishing and have M&P info that I enjoy. I hope you like it too:
Before and After the Book Deal
Book Publishing Brick by Brick
Just Reading all Day (an agent who is open to queries. so do your research)
Publishing Confidential (I did a guest interview with Kathleen which you can read here)
UPCOMING NOT SO SECRET AGENT ways for us to cross paths:
VIRTUAL WORKSHOP: March 5-8th, Women in Publishing Summit. Where to Begin: How to Start a Non-Fiction Book Proposal, on the 5th at 1pm ET! Please note that the link I just shared is an affiliate link.
IN PERSON WORKSHOP April 4-5 in Nashville, Tennessee M.F.K. Fisher Symposium for Women in Food & Storytelling. This weekend is designed to be specific and practical professional development for food writers.
IN PERSON April 12th in NYC Cherry Bombe’s Jubilee.
IN PERSON in NYC September 17th: The AALA People of Publishing Conference (this is an industry event for agents, editors, and publishing professionals).
You amaze me every day with your vast knowledge and generous spot-on advice of my favorite world and industry. The student has soared long past the master, and I’m mighty proud and impressed. Lucky clients! Super proud ex-moss. (Mom/boss)
I really appreciate all the time you take to give us this BTS look at what goes into getting a book on a shelf. Something I think is interesting is the idea that we are probably not seeing the best writing because I would posit the very best writers are terrible at selling themselves. Online anyway. In the 70s, my mom would look forward to the Pen Women conference every year to network and to give Judy Blume whatever my yearly letter was. Daily bragging about ‘getting your brand bag’ on social media isn’t the same thing. At least not for this 57 year-old. The Easter egg takeaway is that someone is named Maybelline which is cool as hell, the phrase ‘marketing and publicity’ isn’t very sparkly and I start dissociating. Kim should have packed her suitcase full of books for that event. Grubstack is a terrible social club. I hope somebody gives Emily Nunn her Chrissy Teigen for mature ladies book deal because she has the goods. Just a ramble of a comment really but I did want you to know that people are reading.