A press release for Elizabeth Eagan-Cox’s cozy paranormal mystery series touts that the books are “green” and “environmentally friendly.” The majority of the press release is taken up by statistics like:
When it comes to the traditional paper-printed publishing industry, before the wood pulp is made into paper, 62.7% of the negative ecological footprint comes from getting the timber to the mill. Another 26.6% happens during the paper production at the paper mill. Another 8.2% comes from the landfill release of the methane gas from the paper-printed books that are not purchased. The energy used in transporting and storing printed books is another 12.7%.Keep in mind, this is a press release. PR is meant to provide a new angle on a product that will attract buyers. And the angle of this PR release is “green.” Still, for me, it didn’t work. I came away knowing very little about the series except that it comes out in e-book before it appears in print. That sounds like a good press release for the publishers. But it doesn’t make me want to go buy the book.
When you release a promotional piece about your book, think about the message. What is your hook? I think it’s a good angle to remind people that e-books are environmentally friendly, but don’t forget to sell your book, as well.