NEW YORK, March 20, 2015 /PRNewswire/ — Ask any small business owner turned author how they plan on promoting their book, and chances are, they won’t be relying on word-of-mouth- tactics. A third-party endorsement of your book, particularly one from an influential person in your respective industry, is not only a great way to sway potential purchasers to choose your book, but should also be considered an ongoing tactic for your marketing efforts moving forward.

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In her latest article posted to PR Newswire’s Small Business PR Toolkit, contributing author Penny Sansevieri offers numerous way to track down potential websites and social networkers that matter the most to your readers.

Research. You want to target those that care about your topic the most, but in order to determine who that is, you’ll want to do your research first. Don’t seek an endorsement of your book from an influencer who isn’t in your area of expertise.

Troubleshoot.  Look to see if the influencers you are targeting have new books or products that will be coming out soon. This won’t eliminate them as a prospect, but they might not have the bandwidth at the time to assist.

Return the favor. The key to building successful relationships with influencers is to look at these relationships as long-term and not a one-time deal. Offer to reciprocate with product promotion – even if your audience is smaller – they should still appreciate the gesture.

Email etiquette. Keep your email, short, sweet and to the point. Include a targeted subject line and ensure your content is one paragraph max.  The easier it is to read — chances are — it will be.

Authors who are looking to expand audience reach would do well to embrace industry influencers as a key marketing tactic in their book publishing efforts.  For further discussion on how and where to pitch industry influencers, read the latest article here: http://bit.ly/1BBUSkP

PR Newswire’s Small Business PR Toolkit is a comprehensive resource that provides small businesses and entrepreneurs the tools to develop an affordable public relations and marketing plan that helps generate interest from potential customers, engage with key audiences and grow their businesses. The toolkit features relevant content such as informative white papers, interactive webinars and how-to articles and premium access to educational resources, as well as the opportunity to take advantage of special offers designed specifically for small businesses. To request information on how PR Newswire can help your small business, click here. You can receive updates on new Small Business PR Toolkit content by following @prnsmallbiz on Twitter.

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