DIY Blog Tours

Today’s guest post comes from author, Ines Johnson. Her debut, serialized novel, The Pleasure Hound: Part One, is available for purchase on Amazon.

If You Publish It, They Will Come

This was my plan. Hit the PUBLISH button on Amazon’s KDP and then sit back and watch the sales roll in.

I happened to mention something to this effect one day while hanging out with my dear friend Leslye. You should know this about my friend Leslye: she has this way of calling you crazy without using words. She’ll blink, look away from you, and then cut her eyes back to you with an inaudible sigh.

Luckily, we’re friends so she used her words. “Are you crazy?” Well, maybe she didn’t say that exactly. But she did make it plain that the days of indies throwing their book up on Amazon and expecting readers to seek them out were over. In fact, that idea had never had a start date. Readers don’t know you, so you have to do something to get their attention.

Do Something

Okay, but what something? I’d only budgeted for my book covers (three covers because I wrote a serialized novel) and copyediting. By the time Leslye eye-flinched me, I’d already reached my budget limit for this book. So, what to do?

I did what every modern person who doesn’t have the answers does. I went to Google. I saw suggestions for blog tours. I looked up how to run a blog tour. I went to listservs and chat rooms for authors and asked questions. Established authors said a blog tour was a waste of time. But new and indie authors said to go for it. I had nothing to lose, and no money to spend, so I did it myself. Here’s how I did it.

1. Build a MEDIA KIT

Honestly, this wasn’t the first thing I did. I realized I needed it as responses started rolling in with bloggers requesting the same materials over and again. But I recommend it be the first thing you do.

A media kit is everything a blogger could possibly want or need in order to host you on their webpage. Include in your Media Kit the following:

  • Your book blurb. I included different lengths of my blurb, including the full blurb that’s up on Amazon. A shorter three sentence blurb. And a one sentence blurb. My book is erotic romance, so I also had to be sure and include a PG version of my blurb for bloggers who also showcased YA books.
  • Book excerpts. Choose one to two scenes that you feel would get readers engaged in your story. I recommend the excerpt should start somewhere in the middle of the scene and end before the scene is over at a high point of tension. If you choose well, this tactic would naturally lead a reader to push the ‘buy now’ link so they can find out what happens next. Again, make sure you have a PG excerpt for bloggers who showcase YA books.
  • Guest Posts. I wrote three guests posts for my tour. I found that bloggers liked craft pieces, writing tips, and social commentary. So, I wrote one of each. I also found that some bloggers wanted you to answer their list of questions instead of using your posts. I complied, and then saved each question and answer. I included these Q&A’s in my media kit and made them available to all subsequent bloggers.
  • Author biography. Be sure to include the bio you’ve written for yourself and posted on your website. I found that some bloggers preferred a one sentence bio, called a tagline. So, I paired my long bio down and included two options in my kit.
  • Links. Be sure to include your store purchase links, your website URL, and all social media links and handles. In my ebook, I have fancy graphic links. I assumed the bloggers would do something graphical with my link, but few did. Instead they just left the entire URL up under my name. I didn’t like that, but I had to realize that many of these bloggers weren’t graphic artists or any more tech savvy than your average person. Moving forward, I’ll need to think of a better way to list these links.
  • Images. Attach images separately, as well as in the body of the kit. If you have a lot of images, make them available upon request.

That was a lot of information, but I suggest you get started on that before contacting bloggers. Many get back to you straight away and begin making requests.


Once your media kit is assembled, you need to start finding blogs to host your amazing information.

I began my search at the Book Blogger Directory:

I made certain to check for bloggers who were in my genre.

I also checked their sites to see when their last activity happened. You don’t want to spend time querying a blogger whose last post was in 2013. 


Once I had my list of vetted bloggers in my genre, I began to contact them. Be aware that some of these bloggers have handy Google Docs. They’d prefer you use these instead of emailing them directly.

For those I emailed directly, I made a form email, but I sent each blogger an individual email with their name in the salutation. I also tailored the form email to each blogger where possible. For example, if I saw that a blogger was only interested in author interviews, I didn’t mention that I had blog posts and excerpts because I knew they wouldn’t be interested in those items.

Here’s the basic form email that I sent out: 

Dear [Book Blogger],

I write erotic romance, paranormal romance, and fairytale retellings under the pen name, Ines Johnson. My debut novel, a dystopian, erotic romance will hit the virtual shelves on December 9th. I’ve planned a book tour throughout the month of December to create some buzz and garner a bigger audience for my book. I’d love to make a stop at your site. 

I’m happy to do a Q&A, a blog posting, submit my book for your review, an author interview or any combination of the these. I’ve prepared three blog posts for the occasion. If you feel that one of the topics might interest your readers, I would be happy to make it available to you any day during the month of December. Attached you’ll find my Media Kit for your convenience.


It looks bad to contact the same person over and again. Or to forget that you agreed to give this blogger that post this day. I kept a spreadsheet in Google Docs so that I had access to it at all times.

On the list I listed the blog title, the blog URL, the contact person’s name and email address. In other columns, I placed what each blog looked for from guest bloggers, when I contacted them, if they responded, if they said yes and what they wanted, when the post would be live, and when they needed the information by. You should also note if they want exclusive content, and if they want you to provide them a giveaway.

Review Interview BlogPost Promo NOTES CONTACT EMAIL RESPONSE DATE Requested

* a note about giveaways: try where possible to offer your book as a giveaway. I got my highest sales on the day I offered my book as a free giveaway. I didn’t want to offer a gift card, remember I was broke by this time. 


As the blog tour began, I made a fancy banner announcing the tour for my webpage. I linked to each blog that hosted me.

On the day of each tour stop, I tweeted and posted each blog. And I visited each site to try and interact with any commenters and responded where appropriate. 


But the most important thing I did was mind my manners. After each post I wrote a personalized thank you note to each blogger. I told them how they affected my sales rank that day. Each one invited me back!


I had phenomenal success with my tour! I was on thirty blogs over the course of my launch week. As soon as those posts went live, my debut novel was launched into the Top 100 where it’s stayed for a week after my launch. I could see the effects in real-time. When a tour stop went live, an hour or so later, I’d see sales. I didn’t see much of a blip on social media (ie, my newsletter or Facebook Likes). My twitter followers did see some of an uptick, but mostly from the bloggers themselves as they tweeted about the post. 

So, would I do this all again?


It took up so much of my time where I could’ve been writing. I’ll still create my Media Kit and work with the bloggers who helped launch me. But next time I will hire someone to do this for me.


Ines Johnson writes books for strong women who suck at love. If you rocked out to the twisted triangle of Jem, Jericha, and Rio as a girl; if you were slayed by vampires with souls alongside Buffy; if you need your scandalous fix from Olivia Pope each week, then you’ll love her books!

Aside from being a writer, professional reader, and teacher, Ines is a very bad Buddhist. She sits in sangha each week, and while others are meditating and getting their zen on, she’s contemplating how to use the teachings to strengthen her plots and character motivations.

Ines lives outside Washington, DC with her two little sidekicks who are growing up way too fast.


9 thoughts on “DIY Blog Tours

  1. Yay! I was one of the bloggers! However, Ines, you didn’t mention that your guest posts were awesome and very original. Frankly, as The Pleasure Hound pushes the envelope for my PG-13 readers, if the blog post you pitched was below par, I might have passed… Happy holidays!

    Liked by 1 person

  2. Very Informative. i am a new author looking for blogs that will showcase my media kit. Anyone who sees this I would like to connect. I have checked out the directory and written down some sites. However I am not finding sign up forms as readily as I thought. This blog is great! Thanks!


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