Promos and packaging have been centre stage for me this week as I’ve wrestled with writing a tag-line (helped by Claret Press) for Opera, received the cover (with thanks to brilliant in-house designer, Petya Tsankova) and helped design a new social media banner and video. Never, it seems, has the wrapping of a book and its accompanying promotional images been more important than now. I’ve only just finished writing the book (and still await more edits) yet already we move on to what it’s wrapped in.
Given the arrival of social media an author has to feature their latest book on their Facebook and Twitter banners, plus have some items to post on Instagram (and I haven’t even scratched the surface of TikTok, Snapchat and all those newer media). GIFs are the latest ‘must have’ Claret tells me and I’ve been exploring exactly what those are (technologically) and how they are created.
Here’s my banner, set out in the same format as those for Plague and Oracle, with the book cover and two other images set against an atmospheric background and with the tag-line in bold. This was the tenth version! Others were rejected as ‘too feminine’ and ‘insufficiently threatening’ (see the images below). I had to choose between the Downing Street sign and Big Ben too, because both weren’t needed, so I went for night and the Christmas tree, with the addition of a smoking gun! Readers of Plague and Oracle will know that each book takes places over a fixed period of time and they follow one after another, with about a month in between. Opera does the same, so its events happen during the fortnight before the Christmas holiday. It was only when we were playing around with the designs that the tag-line ‘Truth Never Dies’ finally emerged, though it seems particularly appropriate at the moment. GIFs will be my next challenge, but a couple of mini-MP4 videos have already been produced, building on the ‘smoking gun’ imagery (these are being kept under wraps, but see below for my Instagram post). All part of the package pre-release of the book and for distribution to the book bloggers who will review it and post reviews on social media. Animated pictures, whether on Instagram or other SM have been shown to have greater impact and attract more attention than non-animated content – including the attention of the algorithms which determine which posts get shown first when a hashtag is used. Good news therefore for publicists.
Claret and I will sit down in the New Year and agree a full publicity strategy, including pre-release publicity, whether or not to use NetGalley again (probably not), whether or not to have an online book tour (probably) and, COVID permitting, a schedule of actual bookshop signings. Publication date has been agreed as 5th September and both ebook and paperback versions will be available for pre-order in Spring. The author events with libraries, online and in person, are already being arranged. And, with Claret Press about to sign with a new distributor, this time my book will be launched into bookshops across the UK. All good news. So here is the design for my Instagram feed. Maybe next week I’ll be back to editing.