By Scott Lorenz
Westwind Book Marketing

Authors often ask me, “Should I spend money on ads or focus on publicity?” It’s a fair question—after all, both can get your book in front of readers. But here’s the truth: advertising may give you a quick bump in sales, while publicity creates a long-lasting buzz that keeps paying off long after the campaign ends. Readers are smart; they know an ad is an ad. But when your book is featured in a magazine, spotlighted on a podcast, or recommended by a trusted reviewer, that’s credibility you simply can’t buy.

Find out how to generate this kind of buzz in an article I wrote here.

Publicity: The Gift That Keeps on Giving

Publicity is all about earned attention. When a journalist, blogger, or podcast host talks about your book, it carries weight because it’s not something you paid them to say—it’s their genuine endorsement. A feature in the local paper, a radio interview, or even a well-placed guest blog post can live online for years, continuing to attract new readers. That’s the magic of publicity: it builds credibility and trust. People are far more likely to buy a book that’s been talked about than one that’s simply advertised to them.

Advertising: The Quick Fix

Advertising, on the other hand, is more like flipping a switch: once you stop paying, the lights go out. Sure, a Facebook or Amazon ad might drive some immediate sales, but the results usually vanish as soon as the budget runs dry. And let’s be honest—most readers scroll right past ads these days. They’re used to being sold to, and it shows. Advertising can work, especially for launch week promotions or limited time offers, but it rarely creates the long-term buzz authors need to keep a book alive.

Publicity For the Win

Advertising buys attention, while publicity earns it- and readers know the difference. A paid ad might get your book in front of someone once. But an enthusiastic book blogger? A thoughtful podcast interview? Those create authentic connections that ripple outward- leading to more shares, more conversations, and ultimately more sales. Publicity gives your book staying power in a way ads simply can’t match.

The Bottom Line

If you want your book to stand out, be talked about, and remembered long after the ads stop running, invest in publicity. It’s the smartest move an author can make.

About Book Publicist Scott Lorenz

Book publicist Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it’s their first book or their 15th book. He’s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman’s World, & Howard Stern to name a few.

Learn more about Westwind Book Marketing at https://www.WestwindBookMarketing.com or contact Lorenz at scottlorenz@westwindcos.com or 734-667-2090. Follow Lorenz on Twitter @aBookPublicist. Want help titling a book? Check out Scott Lorenz’s new award-winning, bestselling book: Book Title Generator- A Proven System in Naming Your Book www.BookTitleGenerator.net