Interview with Smith Publicity’s CEO Sandy Poirier Smith

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I recently had the pleasure of picking the brain behind Smith Publicity's CEO, Sandy Poirier Smith. Smith Publicity stands as one of the foremost book marketing and publicity agencies globally. Established by Dan Smith in 1997, their track record includes the successful promotion of numerous books and authors, collaborating with major publishers of all sizes, hybrid publishers, and self-published authors alike. They are credited with introducing groundbreaking concepts such as the book-as-a-business-card approach, advancing the utilization of bylined articles as a book PR strategy, and pioneering author and expert branding. These innovations have since become industry benchmarks, widely adopted throughout the field today.

Q: Can you provide an overview of the current landscape of book marketing and publicity?

A: The book market is thriving, with predictions of substantial growth. Future Marketing Insights anticipates the book publishers’ market to reach nearly $96.1 Billion in 2023 and a projected growth to $141.7 Billion by 2033. Authors, however, face the challenge of actively participating in book discoverability strategies, emphasizing the need to build strong author-reader connections.

Q: How has the industry evolved since Smith Publicity’s founding in 1997, and what trends do you foresee in the near future?

A: In 1997, digital platforms like blogs, podcasts, and social media were in their infancy. Today, self-published authors coexist with traditionally published ones on major retail sites. Book publicity now focuses on longer-format podcasts, author-written articles, expert commentary, and influencer mentions. Authors benefit from niche communities, making it crucial to develop tailored strategies for building visibility.

Q: What are some essential strategies that authors, especially new and self-published ones, should consider for effective book promotion?

A: New and self-published authors should learn from industry experts, understanding that each author’s journey is unique. Initiatives include early planning, website creation, social media engagement, newsletter creation, and strategic timing for book launches. Authors should also consider working with book promotion experts, starting the process well in advance to understand options, timing, and strategy.

Q: Can you share examples of successful book marketing campaigns that stood out in recent times?

• Traditionally Published Example: Selena Rezvani’s “Quick Confidence” achieved bestseller status with a robust campaign, including a national TV interview, coverage in prestigious outlets, and a spot-on bestseller list.
• Hybrid Example: Joe Mull’s “Employalty” gained media highlights in Healthline, Fox Business, and other major platforms.
• Self-Published Example: Peet Montizingo’s “Little Imperfections” received coverage in Huffington Post, MSN.com, and various other outlets.

Q: How crucial is author branding in today’s competitive literary market, and what steps can authors take to establish a strong personal brand?

A: Building a solid author brand is essential. It allows readers to connect with the author’s personality, background, and expertise. Authors should share content regularly, not relying solely on social media. Establishing a personal brand is like a long-term investment that helps authors differentiate themselves in the market.

Q: Can you elaborate on the concept of the book-as-a-business card and its impact on an author’s overall brand?

A: Authors, especially subject matter experts, use books as business cards to showcase their ideas and build credibility. The goal is often not just book sales but to position the author as an expert, attracting new audiences to their core offerings. The success metric is more about influence and growth in their network.

Q: Smith Publicity has worked with various types of publishers. What advice do you have for authors when navigating relationships with publishers, whether traditional, hybrid, or self-publishing?

A: Authors should ask questions when exploring publishing options, considering factors like financial commitments, editorial support, marketing, and distribution strategies. Research the publisher’s experience in similar genres and talk to other authors under their umbrella. There’s no one-size-fits-all path, so finding a team that aligns with the author’s goals is crucial.

Q: How can authors effectively use bylined articles to enhance their book publicity?

A: Bylined articles, written by the author, offer a great PR tactic. These articles, when published, showcase the author’s expertise, attract new readers, and can help with SEO. Authors should pitch these articles to various media outlets, share them on their platforms, and leverage them for increased visibility.

Q: Based on your experience, what are common pitfalls that authors should avoid when it comes to book marketing and publicity?

A: Common pitfalls include delaying the development of a marketing strategy, relying too heavily on publishers for promotion, and neglecting the long-term impact of building and nurturing an author brand. Authors should be proactive, strategic, and think beyond the immediate launch date.

Q: Considering the ever-changing landscape, what do you believe is the future of book promotion, and how should authors prepare for it?

A: The future of book promotion lies in understanding and engaging with the target audience well before book promotion activities begin. Authors should actively become part of relevant communities, offering valuable content and building relationships. This groundwork will lead to a more realistic and authentic plan for promoting their book to a community of engaged readers.