From the Nonfiction Authors Association:
When an author snail-mails me a new book, whether or not I’ve asked for it, I page through it to see if I can find a press release that will help me decide if I want to read it.
Nine times out of 10, the release is missing.
But if I find one and it includes seven tips from your nonfiction topic that interests me, or tells me about the wild adventure thriller your novel is going to take me on, chances are good I’ll set it aside to read later.
Seldom does a press release perform that important duty.
Too often, author press releases land with a thud. They’re boring. They lack the important details that explain what the book is about. Almost always, the author or publicist fails to include information that helps make the author make money aside from selling the book.
. . . .
Not taking advantage of the many opportunities to write releases.
Your book launch is just one of many events that warrant a press release. Others include book awards you’ve won, speaking engagements and book signings, a second edition of your book, getting a celebrity endorsement, convincing a celebrity or influencer to write the foreword to your book, library appearances and classes you’re teaching.
. . . .
Cutesy headlines that offer no clue what the release and book are about.
The writer relies on a pun or bad alliteration to be clever but only confuses the reader. A confused reader does one thing. Leaves.
Don’t worry about writing headlines that are too long. One of the new rules of today’s press releases is that we can bypass the media gatekeepers and write for consumers, not only journalists.
. . . .
No links to high-resolution photos of the book cover and the author.
Magazine editors are practically begging for high-resolution (300 dpi) images of book covers. Editors have told me that they’d love to feature books in their “New Products” section but can’t if they don’t have an image that will reproduce well. Again, a missed opportunity!
Link to the rest at the Nonfiction Authors Association