How to Say It: Business Writing That Works.
Book promotion is a strange business. Here you are an expert in whatever you wrote your book about – in my case, how to structure a piece of business writing – and suddenly, you need to become an expert in marketing.
Like many first-time authors, I had a lot of false notions about book promotion flying ‘round in my head when I got started. I imagined a book signing or two, and certainly thought people who had already benefited from my writing seminars would buy the book, but I didn’t think much beyond that. Focused on writing the manuscript, and on my own teaching and work as an editor and writer’s coach, it didn’t occur to me to wonder how people learn about a book once it’s “out there.” In part, that was because I’d always written directly for publications – newspapers or magazines – that found the audience for me. I discovered quickly that book-marketing is a world unto itself.
Even though I had a large publishing house behind me – Prentice Hall, which is a part of Penguin – I discovered that after the initial publication, it’s primarily the writer’s job to get the word out. And so beyond my own personal contacts, through teaching and coaching, I learned that the Internet is the newest and possibly the best way to market a book.
As a book-buyer myself, I know the web is the first place I go to learn about a book, and usually to purchase it. And my primary audience – people writing for work – don’t have time to browse bookstore shelves. They’re much more likely to browse the net. So that’s where I turned.
I began by building up my page on Amazon.com, and writing about my book, How to Say It: Business Writing That Works. I added a few of the positive reviews I had gotten there, and linked my website directly to my book’s page on Amazon. I also began writing a blog, at www.thewritersroadmap.blogspot.com, and joined several book marketing websites, like the book marketing network at bookmarket.ning.com. I began making contact with people interested in good business writing, people looking for a system to make writing everything from a letter to a performance review to a proposal a lot easier. I wrote to Grammar Girl, and was featured in a giveaway on her popular podcast.
Most of all, I continue to try to reach out to people who need what my book offers: solid, easy to follow advice about how to get through the writing process; how to understand your audience, research your topic, organize your thoughts, know what you plan to say, and then get it all down in a coherent draft. To that end, through my website, I offer writing coaching. That again leads back to the book itself, because even those who want personal writing help benefit when they read about the system and understand it in advance.
So while I’m not yet an expert at book marketing, I’m happy to say I’m beginning to understand the incredible power of the net, this nearly infinite marketplace where people looking for ideas, books, and yes – business writing advice – can find help just by searching for something like “Adina Gewirtz” or, even better, “writing coach.”
Adina Rishe Gewirtz is the author of the business book, How to Say It: Business Writing That Works.

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