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Professional Development – Book Marketing for Busy Authors

8 June @ 10:00 - 11:30 BST

Virtual Event

How can authors fit marketing into their routine? How can you capitalise on success at the start of your career? How can you push your second or third – or even fourth – book with as much oomph as a debut?

Many authors now have to contribute to or manage the marketing and promotion of their books – on top of writing them – as well as finding time for all the other demands and commitments in life. Some even find themselves winning an award before they’ve had their first book deal – such as the Eric Gregory Awards or ALCS Tom-Gallon Trust Award. So what can you do to capitalise on this success and push your book even further?

Communications specialist Anna Caig will equip you with an understanding of useful strategic marketing principles to improve the efficiency and the effectiveness of your promotional activity, as well as lots of practical ideas for how to fit your book marketing into a busy life. Anna will also look at ways you can bring creativity and passion into this work, reducing the ‘chore’ factor and transforming it from one more thing on that endless ‘to do’ list, to something you enjoy doing.

Read the SoA Awards 2021 shortlist announcement here. This year’s SoA Award winners will be announced online on Wednesday 9 June 2021. Find out more.

This event is part of SoA Awards @ Home – ongoing virtual celebrations for this year’s Society of Authors’ Awards. The event will take place on online via Zoom Webinar and a link will be sent to registered attendees.

What will this workshop cover?

  • How a marketing strategy improves your efficiency

  • Exploring marketing activity you will enjoy and avoiding the ‘chore’ factor

  • Focusing on the activity that will have the biggest impact and how to prioritise

  • Ideas for relatively quick content

  • How to make your marketing activity work harder for you.

Send us your questions in advance

If you would like to send questions in advance, email Francesca Howell with ‘Book Marketing – Question’ in the subject header. We will prioritise questions sent in advance and answer as many questions on the day as possible.

SoA Awards @ Home Fundraising Bookshop

Browse our virtual Bookshop.org and Blackwell’s stores featuring books by authors and speakers taking part in SoA Awards @ Home. When you make a purchase using our affiliate link a percentage will go to the Authors’ Contingency Fund, providing hardship grants to authors in financial difficulty.


The line-up

Anna Caig – Communications specialist

Anna Caig has worked in communications for 17 years, specialising in media relations, reputation management and strategic marketing campaigns. She now works with traditional, indie and self-published writers, as well as helping creatives in any discipline find a wider audience. Since setting up Anna Caig Communications, she has worked with over 250 authors to help them spread the word about their work in a way that is authentic to why they write in the first place.

Anna tutors on the MA Journalism course at the University of Sheffield and is the former Head of Communications at Sheffield City Council. She writes crime and historical fiction, and reviews books for the Sheffield Telegraph and on her blog Murder Underground Broke The Camel’s Back.

Website: annacaigcomms.co.uk | Twitter: @AnnaCaig

Watch previous Anna Caig workshops via SoA @ Home:


Book your place using the registration form below.

All SoA Awards @ Home events are free for members but, if you can afford it, we recommend a minimum £5 donation to the Authors’ Contingency Fund to help us support authors facing financial hardship during the health crisis. DONATE HERE

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Financial support for authors in need through the health crisis and beyond

Since March 2020, the Authors’ Contingency Fund has distributed over £1 million in small grants to authors facing financial hardship due to COVID-19.

With at least 57% of authors facing financial losses during the pandemic, we have helped people struggling financially due to contractual, employment and event cancellations, others who have lost income due to illness, and others prevented from working because of caring responsibilities.

As the health crisis continues, applications for grants continue to come in, and our emergency funds are running low.

So, if you are in a position to help, please donate via the link below. If you are an author facing financial hardship, please click here to see if we can help.


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20% off your first year with discount code SOAFESTIVAL20

The Society of Authors is the UK’s biggest trade union for authors – representing more than 11,300 writers, illustrators, translators and other creative practitioners.

Our standard subscription rate is just £26.25 per quarter (£18.50 for students).

As an SoA member, you’ll get:

  • Access to all our SoA @ Home Festival events for free
  • Unlimited one-to-one professional advice
  • Membership of our online and real-world professional networks
  • A range of member-only discounts, including books, insurance and travel
  • And much more.




8 June
10:00 - 11:30 BST
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Sophia A Jackson