by Sherrie Wilkolaski

Professional golfers rely on their golf caddies, like authors should rely on their book publicists.  You don’t have to be a fan of the sport to appreciate what goes into a great game of golf.  It is a mental game, blended with the same repetitive training that every writer experiences, working towards becoming a better at their craft.  You have an incredible vocabulary. How you string your words together is conducive to how a golfer makes his way through 18 holes.

When it’s all said and done, a book publicist and a golf caddy have a lot in common.  Let’s take a look at the similarities.


Caddies are the behind the scenes (so to speak) voice of wisdom for their golfer. Guiding them through the course…one hole at a time. They know the golfers strengths and weaknesses. Which club to use, when to offer advice and when to hold back. It’s all about knowing the athlete, where they are playing, in what conditions, and what is best for them.  Every shot is an opportunity.  The caddy has both the short-term and long-term goals on their mind.  Get through the current hole in as few strokes as possible, while keeping the eye on the prize…winning the tournament.

Golfer Phil Mickleson was collaborating with his caddy when his ball made its way into the bushes. There was virtually no way to gracefully get it out of the brush.  He attempted to lob it out and ended up adding more strokes to that hole than was necessary.  He should have taken a penalty stroke and started back at the tee box.  His decision, whether prompted by his caddy or not, caused him to double bogie, during the 2012 Masters.  The rest of his game went downhill from there.  For those who are not up on the golfing lingo, double bogie is not good.  Did the caddy make the right recommendations and Mr. Mickleson didn’t listen?  We’ll never know.

Book Publicist.

Like caddies, book publicists are the behind the scenes masters that help to excel an author to success. A publicist is there to guide the author down the right path. One that will help to build their platform as a writer while creating exposure and awareness for their book.  There are short-term and long-term PR goals for every author and a book publicist plans and navigates.  A book publicist knows the author’s goal, their niche and where they should focus for the biggest return on exposure and results.  The author needs to be willing to listen and take advice accordingly.

If you’re watching the 2012 Masters Tournament, take a deeper look at the winners’ caddies.   Do you think they were an integral part of the success?  What about your book publicist?  Are they helping you to move to the next level in your career as an author?  Keep in mind that both golfers and authors are artists in their own rights. Many times determined to do it “their own way” and realizing after the fact, they should have listened to their professional guides.

Both caddies and book publicists are authorities at what they do.  Caddies are typically paid a salary, plus bonus on tournament winnings.  Book publicists are paid for their PR work, either on retainer or set-fee for a defined project term, with an option for bonus on results.

Watch out if your book publicist or your caddy is interested in taking on more of the spotlight than what they can offer you, golfer or author.  Caddies should know the golf courses and book publicists, media contacts and opportunities.

Looking for book publicity campaign for your title?  Please contact us, our team has taken many authors to the “masters” of publishing, the bestsellers list.  If you need a good caddy, there may be a few unemployed caddies looking for work after this 2012 Masters Tournament.  Best of luck to all the golfers and their caddies in this amazing tournament!

Tell us what you thought about the 2012 Masters…

Image courtesy of Revati Upadhya.


Sherrie Wilkolaski

About Sherrie Wilkolaski

As the founder and president of Author’s Boutique and PubSmart Sherrie Wilkolaski is a Renaissance woman of the publishing industry. She brings to the writer’s table an effective fusion of marketing proficiency, best-selling accolades and a background in journalism. Her international public speaking credentials and social media savvy provide independent authors and traditional publishers a multifaceted strategy to achieving success. Sherrie’s specialized insight into the mechanics of the publishing process resulted in the formation of her distinctive boutique publishing house style, which bridges a client’s status from aspiring writer to published author. As a best-selling author, Sherrie has first-hand knowledge of the creative writing experience and the challenges involved in printing, packaging, marketing, and selling books. She has effectively harnessed the benefits of social media and site promotion to maximize an independent author’s circulation and public readership. In 2011, Sherrie co-founded traditional publishing house Pressque Publishing and is a consultant and publishing services broker for a number of small to mid-sized publishers and printers, including HP, and Infinity Publishing. She is columnist for Press Pass, Publisher and Editor of Luxe Beat Magazine and a featured blogger on a variety of industry publications. She is the former Director of Publishing Services at Lulu. Sherrie’s new radio program, PubSmart, is launching later this year. Sherrie sits on the board of the International Food, Wine and Travel Writers Association and was a featured speaker at the 2013 Annual Conference in Hawaii presenting, “The Power of a Book”: How to Use a Book to Enhance Your Career/Credibility as a Journalist”. A global conference speaker, she addressed members of the HP Dscoop Graphic Arts Asia Conference in Beijing, China in 2013. Sherrie is the author of best-selling book, “How to Start a Wedding Planning Business” and the popular coffee table book series, “Cookies and Cocktails”. Her much-anticipated book “How to Bulletproof Your Book” is scheduled to launch in the fall of 2013. Sherrie is a broadcast journalism alumnus of SUNY College at Buffalo and is a 2012 graduate of the Yale Publishing Course.