How does one promote a book in an age when even large mainstream publishers are cutting back on promotional dollars, allowing even excellent books to sink to the midlist? In an age when people self-publish eBooks or use POD, the question of promotion is important for all authors.
First, I can tell you what not to do. There are many Print-on-Demand companies and ghostwriting firms (really POD companies) that will try to upsell you on "package deals," such as promotional kits. The promotional services amount to a company sending out press releases, securing reviews for the book, and making the book available online. The press releases and reviews are ineffectual and usually result in no sales at all since they are sent to people around the country who have no real interest in your book's topic or genre. They're just on the payroll of the company and get some money tossed their way for a quick review or a mention at the bottom of some obscure publication. And anyone can put a book on Amazon or Barnes and Noble for free.
You need to take matters into your own hands. Make an email list to announce your book, making sure you don't spam anyone. It's crucial to have a website for your book, a personal author website, or both. Creating a blog to talk about your book and its topic or genre is also mandatory if you expect people to notice your title. Interact with other bloggers. The above sites should all be linked so people can navigate from one to the other.
It's also imperative that you use social media to promote your book. Talk about the title on your Facebook page and create a separate Facebook "author fan page." Create a twitter account and send out tweets about your book and your other promotional activities. Give away free copies of your book, and, if possible, get endorsements from other authors (or celebrities). Make sure you have an online presence on appropriate sites, such as Goodreads.
If possible, arrange book signings at local and indie bookstores. These days, your book's success is pretty much in your hands. And that's not such a bad thing.
~ William Hammett
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