Adapt your book cover into promotional materials: Some ideas

This is a post by Novel Publicity PR Campaign Manager, Pavarti K Tyler

You’ve come far, grasshopper! When we first started this series, you were just mulling the idea of designing your own book cover. Now you’ve got the tools, a sense of design, a process to evaluate the cover and eventually, as you keep working and reworking and redesigning you’ll have a cover you love. But that’s not the end is it?

Before moving on to the final part of the series, let me just remind you of where we’ve been.

Today, I’m proud to bring you part 3…

When you publish a book you can’t just put it on a shelf and hope folks buy it. It’s all about marketing, baby. What, you may ask, does this have to do with my book cover? It has EVERYTHING to do with it. If you’ve done this correctly, either on your own or with a designer you have a beautiful, evocative and mesmerizing book cover. Let me give you some examples:







These books have very little in common. The art, the content, even the publishing style. Two are self published and two are traditional. Without looking at the names can you guess which is which? Bet you can’t.

Now in addition to an excellent book cover you now have your number one marketing tool. With this cover – or elements of the cover – you are now in a position to create swag, banners, ads and a ton of other invaluable tools. Here are some ideas:

In preparing for the Two Moons of Sera release, I needed to make paper copies available. This allowed me to gather reviews from bloggers and others who do not read ebooks. Even though the book will only be released in e-format for now, those reviews have immense value. To do that, I needed a good old-fashioned paperback cover. Because it’s less than 20,000 words there is no spine text, it’s just too small, but using the same guidelines I followed for the cover I was able to pull together a back which tied to the theme, style and message of the book:

Now I not only have attractive and engaging images for Advanced Readers Copies, but I can use these paperbacks as collectables and giveaways.

Another marketing tool is banners, signature images and advertisements. For this, the cover of 2MOS didn’t work very well. The image just got too small to have an impact. So instead of using the full cover, I pulled again from what I’d learned about my story to create something evocative, vivid, but easier to look at:

Here I have the same font, the pertinent information and a tease of the image. By keeping the cover in the background it doesn’t crowd out the whole point of the ad: BUY MY BOOK!

For Shadow on the Wall, one of the fun things I’ve done is use the images that didn’t work for the cover for advertising. I’ve made a series of magnets as giveaways and freebees that have been gathering momentum. People get one and they want the other. They are different, evocative and completely appropriate to the story.




Art sells books. Use it for everything you do. If you have something of value, maximize what it can accomplish. Bookmarks, business cards, posters, websites and more can be branded with your design, creating a consistent and recognizable product people will want to buy.


About this post’s author:

Pavarti K Tyler is an artist, wife, mother and number-cruncher and has been committed to causing trouble since her first moment on this Earth. Her eclectic career has flirted with Broadway, teaching, law Firms and the IRS. She is currently consulting with Novel Publicity while hard at work establishing her Indie Publishing Company Fighting Monkey Press. Pavarti’s debut novel, Two Moons of Sera is a Fantasy/Romance and will be released in serial format beginning November 2011. Her next novel, Shadow on the Wall, is a work of literary fiction and is scheduled for release in early 2012. You can follow her on Facebook, Twitter, or her website.

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