Here is a question publicists sometimes struggle to answer candidly: do you actually need us right now?
I have spent years on both sides of this, first at Simon & Schuster and now leading campaigns at Inkfox. I will tell you plainly that publicity is either right, or not right, depending on if your book is ready to be found. Investing into a campaign is a big decision for all authors, and they’re not always handed a map.
Here is where the confusion can start. A lot of authors think publicity offers a direct path to sales. It does not. Publicity earns you attention, credibility, and reach: interviews, reviews, features, podcast appearances, the kind of coverage that makes a reader trust you enough to click. Sales come from what happens after that attention lands. If your book page, your bio, and your platform are not ready to catch it, you are paying to send readers to a locked door.
A few things to gut-check: you are probably ready if your book is professionally edited and designed, your metadata and retail pages are set up, you have somewhere for new readers to land like a simple site or a newsletter, and you can give a campaign real runway, several weeks before launch and several weeks after. You are ready if you’re willing to commit to the adventure; authors today need to nurture their brand in this fast-shifting world of publishing and media consumption.
You are probably not ready if the book is still in progress, or you are hoping a publicist will manufacture demand for a book that has not been positioned for anyone in particular. Publicity amplifies the story ready to be told, and the storyteller’s unique journey there.
One more thing, something many authors have already been exposed to: the indie space attracts predators. If a firm guarantees bestseller status, promises you a specific number of placements, or quotes an expensive package in an unsolicited email that praises your book without asking a single question, walk away. Real publicity never comes with a guarantee. Ask any firm for recent, verifiable coverage, real team experience and proof of best business practices.
If you are ready, the right campaign can be the difference between a quiet release and a book that finds its readers. And if you’re not quite ready, that’s investment and time saved for a stronger launch ahead of you.
At Inkfox, every author relationship starts with a free thirty-minute consultation, and we will tell you honestly where you stand; for us, that honesty is the whole point.
A strong writer with a master’s degree in journalism from NYU, she leads LAVIDGE's author and book publicity division, manages a staff of publicity professionals, and serves clients and authors across the industry.