If you’re an author publishing a book independently, there are many details to manage, including interviewing book marketing companies. Once those decisions are made, the real excitement begins: planning your launch and marketing strategy, which requires thoughtful preparation well ahead of your publication date. When it comes to publicity, many authors gravitate toward traditional media outlets like television, newspapers, and social media platforms, as well as engaging with bloggers. While these aspects are undeniably significant, one often-overlooked resource is your professional network.

People who know you personally can play a pivotal role in spreading the word about your book. The impact of a professional network is noticeable for non-fiction authors, but fiction writers can benefit as well. Start by compiling a list of email addresses from your professional contacts, which may include current colleagues, former coworkers, alums from your university, family, friends, and anyone else you’ve encountered who might be interested in your book’s subject matter. The goal is to kickstart word-of-mouth promotion by sharing information about your upcoming book launch with this network.

It’s advisable to reach out to your contact list several months before your book’s release. You can tactfully request their support, or simply initiate a conversation without immediately mentioning your book. Once the dialogue is flowing naturally, you can introduce your book at the right moment. Offering help to your contacts in return can also be beneficial—if you’re aware of someone they’d like to connect with professionally, an introduction from you could go a long way. When curating your email list, think expansively. It’s more effective to err on the side of contacting too many people than too few.

Don’t hesitate to reach out to new contacts, especially if you sense they might be interested in your book. The worst that could happen is that someone might ignore your email, but that poses minimal risk and can lead to unexpected opportunities. Book marketing is a multifaceted journey, and by leveraging your network, you set a foundation for broader promotional efforts. In a landscape where thousands of books hit the shelves each week, capturing people’s attention is a challenge. To increase your chances of success, rallying your network for support is essential in getting the word out about your work.