Book Marketing Plan: Just Mercy

A hypothetical book marketing plan for Bryan Stevenson’s memoir Just Mercy is linked below. Documents include a contact list, tip sheet, author touring schedule, publicity and advertising plans, and a press release. All page design is my own, created for print.

The linked PDF includes tip sheet, advertising copy, social media and website plans. Please note: some quotes attributed to well known authors are not actually theirs and were created for the purposes of this school project. The  following is a sample of ARC copy that I’ve created, which is content crafted for salespeople and publishing professionals who will be helping to promote the book.

Just Mercy ARC Copy Excerpt

Just Mercy: A Story of Justice and Redemption

By Bryan Stevenson

A call for change to our criminal justice system from one of today’s most influential voices.

Part memoir and part exposé, civil rights lawyer Bryan Stevenson shines a light on the state of the justice system in the United States in Just Mercy: A Story of Justice and Redemption. Establishing a nonprofit to help inmates that can’t afford lawyers, Stevenson represents people whose stories embody a multitude of problems in the American justice system. From his first client, Walter McMillian, who was falsely accused of murder and sent to death row without a lack of physical evidence, the stakes in Stevenson’s cases are high. Through his eyes, readers encounter divided communities, racist law enforcement practices, devastating poverty and astonishing incarceration rates.

Stevenson combines this enthralling justice-denied storyline with an unflinching examination of how race affects institutions in the United States. Just Mercy is perfect for fans of readers of TaNehisi Coates’ Between the World and Me as well as those who follow true crime narratives like “Serial” or “Making a Murderer.” Through individual stories and little-known facts and statistics, readers learn how our courts have grown increasingly punitive toward the society’s weakest members. Stevenson’s clear voice highlights the humanity of the most marginalized people in
American society and encourages readers to consider mercy as a means to heal broken people and our broken system.

BRYAN STEVENSON is the founder and executive director of the Equal Justice Initiative in Montgomery, Alabama and a professor of law at New York University. Stevenson has spent the past several decades fighting for relief for prisoners and arguing cases in front of the Supreme Court. He is a winner of the MacArthur “Genius” Grant and numerous other accolades.


  • National speaking tour by author
  • Print ads in Publisher’s Weekly and Library Journal
  • Digital ads and email blasts on Shelf Awareness Pro
  • National radio and television appearances
  • Author appearances at legal and social activist oriented conferences and fairs

Trade Paperback | $12.99
Ships: 9/1/16 | Pub Date: 9/9/16
5.2 x 8.1 | 368 pages

Just Mercy Full Marketing Plan