Behind the Scenes of Marketing my Cookbook & What I Made Last Week

Preorders, book tour, and more; pumpkin spice snack cake; one-skillet baked ziti; chicken pho; tomato ricotta pasta

Hi everyone,

Hope you’re having a great week! We had such a fun Halloween with friends! Doug, Laz, and I dressed up as Sims, my favorite computer game from the 90s.

The only pic we got of the three of us on Halloween 🤪!

I can’t believe we’re only four months away from the publication of my cookbook, Maxi’s Kitchen. It’s officially off to the printer and basically done, except for a few short QR code videos I still need to film. (You’ll find these QR codes in some of the trickier recipes, because it’s so important to me that every single recipe feels doable. I want you to feel confident that you can master any skill!)

In just a few weeks, I should be getting a finished copy of the book and I just can’t wait. I’ve looked at the digital proofs countless times and printed low-res layouts at home, but I still haven’t held the book in my hands. I hope it feels as special as I’ve imagined.

Now the focus is shifting to marketing and publicity, which feels like a whole new adventure and so different from the recipe and writing process. Below I’ll share what this next phase looks like: working with an outside publicist, planning a book tour, why preorders make such a difference, and a few fun ideas I have for spreading the word as we get closer to launch.

First, here’s a recipe for chicken pho I made last week. It’s actually so easy to make from scratch. The key is to char aromatics and spices in some oil and simmer them with a whole chicken to create a flavorful broth. Then you’ll cook the rice noodles and add your toppings and it’s ready to go! I hope you give it a try.

What I Cooked Last Week! ↓

Chicken Pho

It’s so much easier than you think to make incredible pho at home. For a broth with an insane depth of flavor, just simmer a whole chicken with charred aromatics and spices.

Chicken Pho

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You can download the PDF recipe above and watch the video here :)

Behind the Scenes of Marketing my Cookbook

There are so many moving parts when it comes to publicizing and marketing a cookbook. I’ll start with a quick overview before getting into some of the plans for my own.

My publisher, Clarkson Potter, has an incredible in-house publicity team focused entirely on this stage, but I also decided to hire an outside publicist for extra support. They’re working together to pitch the book to print and digital outlets, podcasts, radio shows, and TV segments, like a Today Show cooking segment (my dream!).

Cookbook sneak peek: Jammy Eggs with Lemon-Garlic Yogurt and Chili Oil

The publicists handle the press release, which includes all the key details: the publication date, what the book’s about, sample recipes, and so on. It’s sent widely to editors, producers, and journalists, who can then request advance copies. We’ve already shared PDFs of the manuscript, and once the physical books arrive, we’ll mail those out too. The goal is to have most of the coverage go live on publication week in early March.

Since my publisher is super experienced with book launches, they’ve been guiding me through every step. Their advice has been to wait until we’re a little closer to pub month to ramp up promotion. I’ve already shared a few things, like the cover, but soon I’ll start talking more about what’s inside the book and cooking recipes from different chapters. There are so many unique and special details I can’t wait to show you.

We’ve also been brainstorming ways to encourage preorders. You’ve probably heard me say this before, but preorders are crucial, especially for debut authors. They determine how many copies retailers order, whether you go on tour, and even your chances of making the New York Times bestseller list. All preorder sales count toward the book’s first week.

Cookbook sneak peek: Mom’s Healthy Rice Paper Dumplings (My photographer, Amy, used this vintage plate for the photo. After we wrapped, I noticed it had my mom’s initials on the left side. It gave me chills! Funny how things align sometimes.)

Since the book doesn’t come out until next year, I’ve been thinking of creative ways to turn preorders into holiday gifts. One idea I have is a beautiful, printed gift card you could give someone, letting them know you’ve preordered the book for them. Then in March, they’ll receive it in the mail! I always love when that happens with books I’ve preordered because it feels like a gift to my future self. If you’ve already ordered a copy, thank you so much. Your support truly means the world ❤️

I’m also considering other preorder incentives, like a virtual cooking class, mini audio book add-on, or a booklet of bonus recipes. If you have ideas for how I can make preordering extra fun, I’d love to hear them.

Another part I’m especially excited about is creator collabs. I’ve started inviting friends over to cook recipes from the book together, and it’s been so much fun. Cooking solo can feel lonely at times, so collaborating brings fresh energy to my work, and I always learn new things from watching how someone else cooks.

So much fun collabing with my friend Kylie @nutritionbykylie on the Sheet Pan Mediterranean Chicken Plate from the book 🤍!

And of course, there’s the book tour! When I think about the launch, what excites me most is meeting you all in person. It truly makes my day when someone stops me to say they cook my recipes. It makes my work feel concrete and reminds me that all the videos I film actually reach people. If you’ve ever said hi, thank you! It means more than you know.

The good news is, it looks like I’ll be going on tour! We’re planning for a handful of cities across the U.S., and I’ll share details as soon as they’re confirmed.

I keep thinking about something Giada told me when we cooked together last year. She’s published eleven books and gave me the best advice: “It’ll never feel like the first one, so just try to enjoy it.” That’s what I keep reminding myself. I’ve cycled through excitement, stress, being overwhelmed, and back to excitement again. Mostly, I just want to enjoy it and be proud, no matter the outcome. The only thing I can control is how I feel when the book finally comes out into the world.

Cookbook sneak peek: Creamy Lemon Spinach and Ricotta Stuffed Shells. (This was for the Saturday chapter and Amy really wanted it to look like these people had time to relax on their hands. I love how she put the dice and bottle cap on the table! She did such an amazing job of making every shot feel so lived in and real.)

One thing I am sure of: when you do get the book, you’re going to love it. I worked so hard to make it textured and unique, with illustrated guides, menu pairings, and, of course, my very best recipes. If a dish wasn’t a total A+ 10/10, it didn’t make the cut. I can’t wait for you to cook from it in just a few months.

I hope this was interesting and gave you a little behind-the-scenes look at what I’ve been working on lately! Sending lots of love and wishing you a cozy, relaxing weekend.

Love,

Maxine