Marketing your book may be more work than writing it. Before writing, identify your audience and the goal of your book, which will help target your marketing. As an author you should have a clear marketing plan before you write, which includes ideas for lining up and creating marketing opportunities months before publication and implementing marketing strategies post-publication.
Plan Your Marketing Strategy
Once you have pinpointed your audience, identify their interests, where they go and the types of publications they read so you can target places to promote your book. Prepare a marketing plan which includes a list of places, both online and in stores, where you intend to promote your book and a list of ways to do it.
Marketing ideas are limited only by your imagination, but can include: writing and distributing press releases, creating pre-order forms, identifying appropriate reviewers, identifying potential speaking engagements and creating a blog and web page to generate interest. Find support by joining the self-publishing community with its online discussion forums, including three relevant Yahoo! Groups. The Independent Book Publishers Association (pma-online.org) or a publishing mentor can also provide knowledge and support. Read books and articles about marketing self-published books. Research special interest media that appeals to your readers so you can send them book reviews and press releases.
Pre-Publication but Post-Writing
Write a press release that gives your potential reader a reason to want your book. Line up speaking engagements. Prepare to discuss a topic that appeals to your intended audience. If you are not comfortable speaking, join a nonprofit Toastmasters club, which will help you practice speaking and provide the opportunity to receive member feedback or enroll in a public speaking class. Practice speaking about the topic in your book so you are prepared for media and on-site appearances. Send pre-publication copies to potential reviewers knowledgeable in the topic and follow up with phone calls.
After Publication
Although local bookstores may carry your book, most self-published books are sold online or elsewhere. Let your subject matter help you identify markets. For example, if your readership is parents, convince toy stores to stock your book. Ask local merchants to carry your book on consignment. Attend your speaking engagements, speak about a topic pertaining to the book, establish your expertise and have copies available.
Carry copies of the book with you and talk about it. You never know when people may be bored waiting for a restaurant or stuck in an airport. Send published copies to post-publication reviewers.
Market your book on your existing blog or website or create a marketing website. Focus on generating publicity online, since you can reach many potential purchasers inexpensively. Find websites to discuss your book or post its availability or join communities that appeal to your target audience. Some communities may let you post your book on their website. At home and when traveling, continually arrange book signings in advance by contacting libraries, bookstores and special interest groups.
