When planning your self-published book's marketing campaign, strongly considering outreach to appropriate book clubs can be an excellent idea. It can be done in conjunction with online promotion and traditional book publicity programs. Winning over club members and encouraging them to buy and read your book can spark sales and the all-important "word-of-mouth" promotion you need. It's a given that club members are active readers, love books, and are excited to talk about them, which means it's a win-win-win for you. Veteran marketers often advise authors to do a few easy things to attract clubs.

Before you directly reach out to clubs, make your book friendly to them. One way is to develop a reader's guide with suggested discussion questions. The guide doesn't need to be overly long, but the questions do need to be carefully formulated to reflect your book and its content. If you stay too general, you may ask things readers have already discussed, possibly more than once. Focusing carefully on your work helps people think about and appreciate it more, leading to livelier discussions. It's slightly different for novels and other fiction works than for no-fiction books, so think it through.

Your author's website is another place to have information and helpful content for book clubs. For example, many writers include a specific page with club discussion questions and tag it in the home page navigation bar. Again, the page can be simply laid out but make it visually appealing. You can include a thumbnail of your book's cover or other visual elements that tie back to it and its design. As with all parts of your book marketing process, know your target readers their interests, likes, dislikes, etc. When you demonstrate an understanding of them, the content will spark interest.

Develop a well-planned presentation if you or your publicist will make direct pitches to book clubs. For example, it must easily grab people's attention and include a bit about your book. It's excellent to pique people's interest, but anything challenging to understand might cost you lost opportunities. It's also good form to explain a bit about yourself as the author in your pitch. A short version of your bio can be a nice touch, especially if you're a first-time author. Lastly, you need to clearly explain what makes your book different and exciting in the pitch. Success will hinge on how well you do it.

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