How strategic book marketing turned a debut romance into a global success

How far will strategic book marketing take you? It might be around the world, as Monica Saigal explains in this in-depth Q&A.

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I’ve known author and freelance writer Monica Saigal so long that I can’t remember not knowing her. Our connection was initially professional—we run in the same writer circles—but soon turned personal as we became close friends.

When Monica mentioned her debut romance novel, A Kiss in Kashmir, on social media, I knew it would be a hit. It has everything required–a storyline with broad appeal, beautiful storytelling, and Monica as its book marketing advocate.

Monica consistently works harder than almost any author I know to make sure her books get in front of the right people.

So…when she announced the book’s publication date, I grabbed a party-size bag of SkinnyPop and sat back to watch. I knew it would be a good show.

Monica did not disappoint.

Meet Monica Saigal, debut romance novelist

Monica Saigal is an award-winning author and storyteller who brings love, culture, and food to life in her writing.

With 13 books to her name, including the acclaimed A Kiss in Kashmir, Monica’s stories transport readers to enchanting worlds filled with romance and flavor.

When she’s not crafting tales, you’ll find her savoring butter chicken with her kids or dreaming up her next culinary-inspired love story.

Monica lives in the greater Washington, DC area. Learn more about her on her website and enjoy her book marketing successes chronicled on Instagram.

How Monica used strategic book marketing to create global exposure

Monica’s book marketing was thoughtful, strategic, imaginative, collaborative, and intense. (Probably also: exhausting.)

There’s a lot here to absorb and enjoy, so make another mug of coffee or tea and settle in to enjoy her inspirational story.

You have done such an amazing job of generating global visibility for your book. It ranges from media interviews to book club appearances to a “Kiss in Kashmir” dish at acclaimed chef Vikas Khanna’s restaurant. Please provide a summary of this exposure for your book so readers can understand the breadth and depth of it.

Thank you so much! Generating global visibility for A Kiss in Kashmir has been such a rewarding journey. The press coverage for the book is extensive, with significant features in the Indian media during its release. The buzz spread across the internet, amplifying awareness of the book globally.

One highlight was partnering with Vikas Khanna, a Michelin-starred chef and filmmaker.

After reading the book, he not only provided a heartfelt blurb but also named a dish at his restaurant, Bungalow, after the book—a unique and generous gesture that added a culinary connection to the story. He even gave the book to Anne Hathaway, an act that went viral and garnered millions of views on my Instagram post.

Additionally, the book gained attention through media interviews, such as being featured on WAMU’s “All Things Considered,” and through local book clubs, where readers shared deeply moving insights.

Participating in literary festivals like the DC South Asian Literary Festival allowed me to connect directly with diverse audiences. Each of these efforts celebrated the book’s cultural richness and universal themes, helping it resonate with readers worldwide.

This book also marked a significant personal milestone—my name change from Monica Bhide to Monica Saigal.

To ensure a smooth transition, I organized a major media launch event hosted by DC’s superstar radio host Kojo Nnamdi at the Hilton in Alexandria, Va. With more than 100 attendees, most of them journalists, this event not only introduced the book but also helped establish my new name.

When did you start promoting your book—how long before your publication date did you start planning and executing?

Planning began about six months before publication.

I started by identifying key themes in the book that could connect with specific audiences, such as the rich setting in Kashmir and the romantic, heartfelt story. Then I created a detailed marketing plan that included reaching out to influential voices, scheduling events and blog tours, and planning social media campaigns.

I also made a conscious effort to engage with readers early by building anticipation through sneak peeks and behind-the-scenes updates on the writing process.

Partnering with local book clubs and securing media interviews were part of the early promotional activities to ensure momentum leading up to the launch.

This must have taken a lot of time. How much time did you spend on promotion each week, on average?

Promoting this book was a labor of love, and I devoted around 10 to 15 hours each week on average. This included everything from engaging with readers on social media to collaborating with individuals and businesses connected to the story’s setting.

For book research, I had reached out to various vendors, resort owners, and local experts in Kashmir who not only provided invaluable insights but also became enthusiastic partners in promoting the book.

A wonderful example is Altaf Chapri, whose stunning resorts and houseboat are featured in the story. Altaf generously gave copies of the book to all his Valentine’s Day guests as a promotion. He even created a breathtaking video showcasing the book in the magical setting of Kashmir.

These collaborations made the promotion process both meaningful and immersive, bringing the essence of the book to life for readers.

Reviews are so important for books. You have 77 reviews on Amazon and 78 on Goodreads, plus 111 ratings on Goodreads. What’s your best tip for getting reader reviews—what worked especially well for you?

Reviews are indeed crucial for a book’s success, and I’m deeply grateful to everyone who took the time to share their thoughts on A Kiss in Kashmir.

One of the most effective strategies I used was engaging directly with book clubs. After each book club discussion, I gently asked attendees to leave a review if they enjoyed the book. This personal connection made readers feel more invested in sharing their feedback.

The key was creating an authentic connection—I focused on building relationships rather than just asking for reviews.

Another tip is to make the process easy for readers by providing direct links to review platforms like Amazon and Goodreads.

Did you spend money on book marketing/publicity/promotion for ads, review copy distribution services like BookFunnel or NetGalley, publicists or social media specialists, etc.? If yes, please tell us more about that. If not, why not?

I hired a publicist in India for the first three months after the book’s release. Their focus was solely on securing media coverage in Indian newspapers and magazines. This approach worked wonderfully, given the book’s deep cultural and geographical connection to India.

In addition to the publicist, I invested time and effort into organic outreach.

I prioritized connecting directly with readers, book clubs, and literary communities, which provided both meaningful engagement and visibility without requiring additional spending on ads or specialized services.

This combination of targeted professional help and grassroots promotion allowed me to maximize the book’s reach.

You put a lot of work into promoting this book. If you’re comfortable being specific, please tell us how many books you’ve sold so readers can gauge the return on investment.

While I prefer not to disclose exact numbers, I’m proud to share that the book has exceeded expectations, especially considering it was my debut romance in an incredibly competitive market. The response from readers, both in the U.S. and internationally, has been heartwarming.

Recently, A Kiss in Kashmir was photographed with the Chief Minister of Jammu and Kashmir, bringing even more limelight to the region.

This recognition is deeply gratifying, as one of my goals with the book was to highlight the beauty, culture, and magic of Kashmir. Seeing that goal being accomplished, along with the meaningful connections I’ve made with readers and partners, has been an incredibly rewarding experience.

This book also came with the unique challenge of introducing readers to my new author name, Monica Saigal, while helping them connect it to my earlier works published under Monica Bhide.

The media launch event played a significant role in addressing this, but it remains an ongoing journey to ensure all my books are discoverable under both names.

What was the most effective book marketing tactic you used?

It was leveraging authentic partnerships and creating experiential connections tied to the book’s themes. Collaborations like the one with Altaf Chapri, where he gave copies of the book to Valentine’s Day guests at his resorts in Kashmir, created a unique buzz.

These partnerships, combined with direct engagement with readers through book clubs and literary events, deepened the emotional bond with readers and drove word-of-mouth promotion, which continues to be one of the most powerful tools for this book’s success.

I would also add that the book trailer we created really helped. So many book clubs told me they saw the trailer and it made them want to read the book.

What was your least effective book marketing tactic?

While most of my marketing efforts were fruitful, one area that didn’t yield the results I had hoped for was running paid social media ads.

The ads brought some traffic to my website and social media platforms, but they didn’t translate into significant book sales or long-term engagement.

Based on your experience with this book and your earlier successes, what advice can you offer our readers about DIY book marketing and promotion? What do you think they must do to help sell books?

Lean into authenticity and build genuine relationships.

Readers can tell when your efforts are heartfelt, and that connection is what ultimately sells books.
Start by identifying the unique aspects of your book—its themes, setting, or emotional resonance—and craft your marketing strategy around them.

Also, don’t be afraid to ask for help or to collaborate. For this book, partnering with people who connected with its cultural and geographical roots elevated its visibility. These partnerships added depth and authenticity to the promotions.

Another key is starting early.

Build momentum months before publication by engaging with your audience through sneak peeks, behind-the-scenes content, and early reader outreach.

Book clubs, literary events, and media interviews are invaluable for creating lasting buzz, too.

Lastly, don’t underestimate the power of luck and serendipity.

Sometimes, unexpected moments, like a viral post or a celebrity connection, can work wonders. Be ready to embrace these opportunities when they arise, and keep showing up for your book with passion and dedication.

Would you like to add anything else?

Yes! Given the success of this book, I’m thrilled to share that I have a collection of romantic novellas with a strong food component coming out this fall.

These stories weave together love, culture, and the universal connection of food in ways that I hope readers will find both heartwarming and delicious. I’m so excited about this upcoming release and can’t wait to share it with everyone!

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Reader reviews are important to Monica’s novel’s success. Make it easy for your fans to review your books by giving them a “Build Book Buzz Reader Book Review Form.” It takes the guesswork out of writing short, honest, and meaningful reviews that help others decide if they’ll like the book. There’s a form for fiction and another for nonfiction. Learn more about what some authors describe as “the missing link for book reviews” here.

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Do you have a question for Monica Saigal about how she made this happen? Please ask it in a comment.