Promoting your book is your responsibility, whether you’re lucky enough to get a publisher, or doing print-on-demand (POD). Boo-hoo. But, true.

As the author of five non-fiction books (publisher-published) and two Nancy-published, here are my five favorite ways to market your work:

1. Create your website.

As “duh” as this sounds, you’d be surprised how many authors still don’t have sites, OR use free (and amateur-hour) looking sites.  Your site doesn’t have to be expensive or Flash-y, but it does need to look professional, based on your genre. (Mystery writers, knock yourself out with a gun here and there!)

2. Send advance readers’ copies (ARCs).

After finishing, but before publishing, send bound galleys to book review but not yet published, send bound copies of galley proofs to book reviewers at print and electronic media. Be sure to stamp them “Reader’s Copy” or “Galley Proof.” You want to time the reviews to coincide with the publication and availability of your book. Reviewers want to read it before it hits the shelves. Timing is everything.

2. Brainstorm ideas.

Gather a group of your most creative friends to generate as many ideas as you can (It’s a good idea to feed them). Break your reading audience into subgroups, and list all the places to find them. Where do they hang out? What organizations do they belong to? Where do they shop? What are their passions, hobbies, and vocations? The spreadsheet you create is the beginning of your promotional plan.

4. Submit articles.

Your book is a goldmine of article ideas. Every major point is an article ready to be excerpted or paraphrased. Once you know what your target audience is reading, you have a list of potential publications, print and electronic. Write a 25- and 50-word author’s blurb to be printed at the end of every article. When you submit to an online article Website, indicate that the article may be reprinted at no charge, as long as it includes the author’s blurb. 5. Take part in book fairs.

Share a table or booth with other writers or with members of an association of which you are a member, if it is relevant to your topic. Book fairs can mean long hours on your feet if you go it alone; but, when you share the workload, the experience can be fun and rewarding. You’ll meet new people, reach readers directly, and become personally involved in selling your book.

6. Share what you know.

Offer to give free presentations at bookstores and other venues that carry your book. This is a great way to build your reputation as an expert in your field, provide value to the bookseller and the book buyer, and connect directly with your readers. It’s good for your ego to be asked to sign your own book. One caveat: if you don’t feel comfortable speaking in front of a group, join Toastmasters or hire a speaking coach. Don’t muddle through your presentation.

7. Assemble a sales package.

Put together a press kit to send to local radio and TV stations. Include a news release with pertinent information about the book and future scheduled appearances, an author’s bio, talking points to use in an on-air interview, a sample book cover, background information, and favorable reviews and testimonials. A press kit is like a resume; it gets you in the door. Once you get there, the rest is up to you.

Promoting your book is an ongoing project. It isn’t something you do once and then move on. As long as your book is available and there are potential readers who could enjoy it and benefit from reading it, you have a job to do. This is, after all, why you wrote it.

Tina Nocera, founder of the Parental Wisdom blog, and the author of Because Kids Don’t Come With Manuals: Contemporary Advice for Parents, recently shared her experience of using her blog to promote her book.  

NH: Why did you start blogging?

TN: Interestingly, the book is a conversation on parenting; something I mention in the introduction. A blog seemed like a natural progression to continue that conversation and have a more interactive discussion with parents on current issues.

To listen to what people have to say. Example, in a post from yesterday – - very interesting situation. I have something in my book called a "Stupid Ticket" and a mom received one and was rather upset. I used the blog as a way to explain it from her point of view and also soften and explain the message. I would not have had any other opportunity to reach others if not for the blog.

NH: How did you build your readership?

TN: I connected it to my website and I also host a parents daily inspirational phone message where I often mention that they can visit the blog and write a comment as the blog and daily message are often the same.

 I periodically offer free information which requires readers to sign up to my site. Once on my site, I offer a weekly email message – always with a very catchy title so it gets opened (running at nearly 50% opening the message). Shortly I plan to offer very unique content (I have 2 U.S. Patents on Child Development for my website and database) and will run EzineArticles on that as well.

NH: Have you submitted your blog to blog directories?

TN: I haven’t but it is something I should do. Like everything else – this is a constant learning process.

NH: Do you post on other blogs?

TN: Yes, I would recommend it, but haven’t done very much of it. It’s great exposure.

NH:  Is there something about blogging to promote your book that you’d like to share with other authors?

TN: I suppose it’s the David vs. Goliath theory. You know the story about David and Goliath, right. Everyone said the little boy couldn’t possibly beat the giant. They told David, "Look at him and look at you, you can’t possibly win." David said, "Yeah, look at me and look at him. I can’t possibly miss!" I see blogging as evening up the odds for attention.

Authors – do you need help with your book project, blogging strategies, or social media marketing? Contact me for information about my coaching programs. Get started today and get that book out into the marketplace.