But let’s stop and think about the realities of the marketplace. If you consider the total number of titles published every year it means an average of about 3400 every week or over 14,000 every month. Bookstore managers are flooded with lists of new titles from distributors and publishers and must make decisions which books to order. Your book is only one of those titles showing up on some lists a few times a year. Unless there is a demand for it from the buying public the bookstore may not even notice it.

All this means that you, the author, must promote your book and bring it to the attention of the bookstore, or any other buying organization. These include book clubs, mail order catalogs, associations, display retailers, conferences, shopping malls, corporations, service clubs, foundations, newspaper chains, and even gas retailers. All such organizations are volume buyers of books for use as gifts, incentives and assorted guides in their own marketing programs.

Your book publisher is well aware of this but not all books are suitable for sale to all those markets. This leads us to the basic question of why you are writing. Once you can answer that it is possible to determine what you are writing about, who is likely to be interested in reading your book, and where and how it can be marketed in the most efficient manner.

If you are one of the lucky authors who has a contract with a traditional publisher, you may feel that all those marketing activities are part of the deal. They are, but your book is one of many being promoted and there is a limited budget for each. The author can assist by being available for book signings but this is not the most efficient way to sell books. Book sales average only 4 to 7 copies during such events. When travel expenses are taken into account it is seldom a profitable venture for the publisher.

The author basically has no control over the promotion and marketing programs of a traditional publisher. If the author generates interest through independent action the publisher must be brought into the picture, provide press releases, review copies, and respond to inquiries. The author can only pray that all this will take place in a timely and efficient manner.

This is where self-publishing authors have a significant advantage. Print-on-demand (POD) services can produce a new book quickly and for a relatively small sum of money. Most do not require the author to sign an exclusive contract. This provides the freedom to pick and choose the most appropriate and efficient promotion and marketing methods for your book.

National TV and radio show appearances are the most desirable. They deliver the largest audiences and can be handled through a local studio. The trick is to get their producers interested in your book.