Do you want to know what works better than a press release? If you answered no, you are probably on the wrong website. For everyone else, keep reading.

Press releases are okay. Sometimes, when you have something that captures people’s interest, they are amazing. Mose of the time they are more fizzle than sizzle.

You have the power

As authors we have tools no other industry does. We can write.

Take, for example, my home district of Thanet. In addition to the last surviving local paper, there are fringe independent titles usually with a political perspective, there are blogs – one written by an ex-editor of a newspaper (who I have written for), and there are local PTA newsletters. All of them have one thing in common. They all need a lot of writing done every single day, week, or month.

You, as an author, are gold dust. By fostering a few local relationships, you could find yourself in high demand. Especially if they discover that you might be willing to write for free.

Wait, what?

For free? Well, yes and no. While you are not going to want to ask for cash, what you are going to ask for is a boilerplate under each article.

In print, include a single shortened URL and/or a QR code with a link to your blog. For websites, link to your blog, your book’s sales page, and your back catalogue.

Think about it. Each week, or month (or quarter) you write an interesting and captivating column. What will people do when they find they enjoy reading your writing? Chances are, they will go looking for more. With your link in the boilerplate, they will go right to the source.

When your new book comes out, you will have an audience that knows who you are. If you are wise, you will have used the trials and tribulations of getting to book launch day as source material for your column. Which means you have been priming the audience with anticipation.

Author band recognition is priceless

I will admit that the chances of a single niche column in a local paper is unlikely to put you at number one in the bestseller list, but it will shift books. think of each well-received article as one more fan that will see your book and think, “I know who that is”. That might not seem like much but it is a huge step up from, “never heard of them, I wonder what’s for tea.”

It is this reason that “guest blogging” became so popular. The host got a free post, and the writer got free publicity. It was a mutual win. An article by you is, most of the time, better than a press release.

That’s not the same as “writing for the exposure”. Exposure does not pay the rent. It does not do much other than taking advantage of you. Huff Po, we’re looking at you. If they can afford to pay competitively they should get at most one free article from you ever. Respect yourself and demand fair payment.

We are, I must stress, talking about working with small outlets. Groups that will never be able to afford an author. A group for whom this is most definitely a donation in kind.

Give and take

Now your book is out it is time to cash in on the good will you have earned. It is time to ask for a return favour. One that costs the outlet little or nothing and yet is very good for you.

I am talking, of course, about a prized sidebar advert location. For the low, low price of keeping you writing for them. Depending on how you ask, how much they value your work ethic, and how popular your work has been, they may be delighted to advertise the living daylights out of their patron writer. Or they may huff and give you a tiny spot. It is all still advertising paid for in kind.

I may go with something like, “I need to show my editor that this is time well spent. A big splashy advert for my new book would help convince him/her”. Have a ready to run advert to give them. Graphics, copy, link, the whole lot. At the very least have a copy of the front cover ready to go.

One shot: Writer’s articles

Another avenue better than a press release is to offer a single article to a writing blog or magazine. I would not make a habit of it as publications need to be ready to pay a fair wage. That said a one-shot deal from a newly released author (with links in the boilerplate) might be a way to boost your reach.

Make sure you lead readers back to your site and get them involved in commenting, discussing and signing up for mailings. This is, after all, platform building. The pay is in traffic (visitors) not cash.

Writing blogs are everywhere so the chances are, you should find one that is small enough to be grateful but big enough to give you new readers.

Skip the really big sites. Not only will the competition be much stiffer but your article will quickly get lost. Focus on smaller relevant sites where you can contribute something that will stand out. Look for places where your contribution will be valued.

Some group blogs, like Say, you can just show up and write something. No need to ask – just write. Likewise, if you think you have something truly remarkable you might put it on Medium. Some people find that works for them.

Prune the dead wood

Your book is out and now you need to focus on your own blog (to keep readers hanging about) and your next book. It is time to prune the dead wood.

If you use WordPress or have any kind of traffic analysis system (you should have that), use it. Find out which sites, which shortened links, which adverts are sending you the best traffic. Traffic means people coming to your site.

Anything that is not either a joy to write for or a good supply of visitors has to go. Be honest with your publishing partner. Explain that you are over extended and need to cut back. Thank them for working with you and make it known you may be willing to do more in the future.

Most people understand that you can only do so much. Very few may offer money to keep you. If it is good money, you say, “yes”. Writers need to eat too. Most will thank you and wish you well.

Keep them on file

You have invest time and effort in building that relationship. You might not write for them any more but you can be sure they will remember what you did and how you did it. If you leave them feeling good about you, when you send out your press releases, send it to them.

A press release where there is an existing relationship is much more likely to make it to “print” (or whatever the digital equivalent is). Goodwill is better than a cold press release.