Whether your book is published by a traditional publisher or you are working with a 
subsidy or self-publishing company, it is important to remember that no one knows your 
book as well or cares about its message as much as you do.

Publishers have many books they want and need to promote, while you have only your 
own. Publishers have a window of opportunity when they can concentrate on your book, 
while you have a more limitless period of time during which your book will remain of 
utmost importance to you. And you are willing to devote your ongoing creative energy to 
its success. You are the best person to promote your book, to make it stand out from the 
other tens of thousands of works published annually.

You may not have the resources to hire a national sales force or place expensive ads, but 
energy, creativity, and commitment in doing effective publicity and promotion for your 
book can be just as important and implemented for much less money. You will have to 
invest your time and some money, but mostly you will need to have a well thought-out 
plan and to stay focused on the many ways available to you to connect with readers and 
make them eager to buy your book.

Your aim is to create interest and awareness about your book among local bookstores and 
media, libraries, and the reading public naturally interested in the subject your book 
addresses. Many of the latter can be identified and contacted through the Internet. First 
you should make a list of everyone you think may be interested in your book. Next you 
should draw up a marketing plan: a step-by-step action plan of how you believe you can 
reach the folks who will want to buy or promote your book. Then you should work the 
plan. Go through each step and analyze your success.

Some ideas to consider are:
* Work with local and independent bookstores to create visibility for your book; ask 
if they would host an autograph party for you
* Create a newsletter about the subject of your book and make it available for free
* Become known as an expert on your subject – make yourself a resource through 
newspaper op eds, press releases, speaking engagements
* Work with local media to appear on TV or radio shows featuring your topic or 
items of interest to the community
* Publish your own web site, which could include a shopping cart for purchasing 
your book or links to your publisher or other online retailers
* Become known to online communities interested in your subject through chat 
rooms, newsgroups, forums, and online media
* Publish your own blog and engage potential readers in the subject of your book or 
areas of interest related to your book
* Post on other blogs so that you become known as an expert on your subject area 
and draw attention to your own blog by frequently mentioning the name of your 
site
* Use an online service to send postcards about your book to everyone you know
* Employ viral marketing efforts, such as sending emails to all your contacts about 
your book and ask them to pass the message on to everyone they know 
* Look for every opportunity that comes up to call attention to yourself and your 
book

Two wonderful books that provide real help for marketing are The New Rules of 
Marketing and PR by David Meerman Scott and ProBlogger by Darren Rowse and Chris 
Garrett. These resources offer concrete guidelines for how to use news releases, blogs, 
podcasts, viral marketing, and online media to reach buyers directly.

Remember that to promote your book successfully takes commitment, investment, 
patience, creativity, and ongoing involvement. The personal rewards for all this work can 
be great.