The Publishing Performance Show Cathy Lewis - The 26-Year Publicity Veteran: Why Amazon Killed the Old Book Marketing Playbook
Cathy Lewis is the president of C.S. Lewis Publicists, a boutique publicity firm that has been specializing in nonfiction book promotion for 26 years. With seven years of prior experience in traditional publishing, Cathy brings deep industry knowledge to helping authors navigate the dramatically changed media landscape. Her firm has worked with bestselling authors like John Perkins ("Confessions of an Economic Hit Man") and Judith Orloff, generating millions in book sales through strategic media outreach. As a small team of five specialists, C.S. Lewis Publicists provides personalized, one-on-one service that focuses on building thought leadership and author brands rather than just securing individual media placements.
In this episode:
- The evolution of book publicity from traditional bookstore distribution to the Amazon-dominated marketplace
- Why building thought leadership and personal branding has become essential for nonfiction authors
- The critical difference between publicity (exposure) and marketing (direct sales tactics)
- How to develop core messaging that resonates across different media outlets and audiences
- The importance of having a professional website, active blog, and strategic social media presence before launching publicity campaigns
- Platform-specific strategies for LinkedIn (business), Facebook (health/community topics), Instagram (visual content), and TikTok (video engagement)
- Why the "stumble upon factor" in physical bookstores created more predictable sales patterns than current online browsing
- How successful campaigns combine multiple touchpoints: media coverage, social media amplification, and speaking engagements
Book recommendations:
- Media Darlings by Joanne McCall: https://www.amazon.com/Media-Darling-Shine-Through-Interview/dp/1736095005
- Confessions of an Economic Hitman by John Perkins: https://www.amazon.com/Confessions-Economic-Hit-John-Perkins/dp/0452287081
- The Genius of Empathy by Judith Orloff: https://www.amazon.com/Genius-Empathy-Practical-Sensitive-Relationships/dp/1683649710
Connect with Cathy:
- Website: https://www.cslewispublicity.com/
- DIY Publicity blog: https://www.cslewispublicity.com/blog/
- Contact: https://www.cslewispublicity.com/contact-us/
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