1. Start a Blog – Do not wait until the book is in print to start building your 
audience. Write about topics of interest to your target audience and update your blog at least twice each week.
2. Write a Marketing Plan – If you want to sell books, you need a plan that includes ongoing marketing efforts. There should be many tasks from the plan that you can also begin tackling before the book is in print. Jenny Blake developed a fabulous spreadsheet with book marketing tactics that you can use as a reference for getting started.
3. Build a Social Media Platform – Sites like Facebook, LinkedIn and Twitter are ideal for authors because they allow you to share content and interact with potential readers. Start by sharing your blog posts. Also ask questions, share other people’s content, and engage your audience. Engage daily and develop your social media “voice.”
4. Develop a Launch Plan – Know how you’re going to introduce your book to the world. Strategies might include email marketing to your lists, social media promotion, PR campaign, a contest, partnering with other writers, etc.
5. Invest in High Quality Publishing Services – If you’re self-publishing, don’t make the mistake of skimping on services. The two most important elements of book production are editing and cover design. A homemade cover will tell everyone that your book is self-published, and sub-standard editing will leave readers disappointed (which can lead to poor book reviews).
6. Prepare Your Marketing Collateral – From printing bookmarks and business cards to writing promotional copy and announcements for colleagues, make sure you prepare all of your marketing materials in advance. Start by making a list of what you will need and then get those ready before publication time.
7. Choose a Great Title – For many authors, selecting a book title can be challenging. Brainstorm as many options as you can and then test them. Start by sending choices to a trusted group of peers. You can also survey people on a larger scale with a tool like Survey Monkey. And if you narrow it down to two or three, consider testing titles by buying a Google Ad for each and seeing which one gets the most clicks.
8. Know Your Audience – It’s essential to be crystal clear about who your book is for and how it will benefit them. Next, make a list of traits your audience has in common and where they spend their time. Are there trade associations where they congregate? Online communities where they spend their time? Identify all of the opportunities where you can reach them.
9. Develop a Presentation – Most authors conduct speaking engagements and you should too. Develop one or more presentations that you can give based on the subject matter of your book. Add a “Speaker” page to your website and develop a one-page speaker sheet that you can give to prospects. If you need an example, you can view my speaker page here.
10. Acquire Media Lists – You should plan to pursue every opportunity to conduct an interview about your book or have a book review written. You can purchase media lists or if you’re budget-conscious, create your own. Look for producers and editors of publications, radio shows, television shows, blogs and websites that reach your target audience.
11. Get Testimonials – Book endorsements are a great way to add credibility to your work and get the attention of readers. Testimonials should come from other authors who write in a similar genre (not friends and family!). Make a list of all the authors you want to approach, and don’t be afraid to aim big. Smart authors know that endorsements are good marketing for them too. Reach out via e-mail, keep it short and sweet, and ask if they would consider reviewing your work. Most will ask for a table of contents and a couple sample chapters.
12. Plan to Give Away at Least 100 Copies – The goal with any book is to get people talking about it and build buzz. Make sure you have plenty of books to give away to reporters, reviewers, bloggers, and anyone else who may be influential in helping you reach your target audience. Start making your list of who you will send review copies too so that you’re ready to go as soon as your books are complete.
I am currently working on a book.I stumbled unto your 12 steps taken by author before publishing a book.I learnt a great deal from it and i am gona put them to use.thanks
Thanks for your note. I’m glad you found this helpful. Best of luck on your writing journey!
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Thanks for a great list for book publishers. My audience is ebook authors in particular and this is very relevant for them… I think it is easy to make the mistake of concentrating only on writing the book and how to get it into the various ebook formats for the various stores. Authors need a good marketing plan and the ideas above are well worth consideration if you want your book to sell!
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Thank you so much for all of this information. There is so much to learn and I am always so appreciative of vital information such as this. Best wishes always!
A great article. Thanks for the tips! I just set up a website and will be starting a blog. I was interested in knowing how often to post on a blog, because I want enough time to write and teach too.
Mary Ann
Hi Mary Ann, I recommend blogging at least once each week, though more is better. Google likes fresh content so the more often you update your site, the better. Also, remember that the more content you add, the more reasons you give Google to find your site. I know it can be challenging to juggle all of the other priorities in life, but blogging can be a great creative outlet for writers! I love the fact that I GET to write every day! Best of luck to you.
I would also add: Invest in professional interior design as well as cover design. Too many people who don’t know what they’re talking about will tell you it’s OK to lay out a book in Word. Your book’s interior will look much better if you hire a professional book designer, who has the tools…and the experience…to make you book look like a “real” book from a major publisher.
Michele DeFilippo, owner
See cover and interior samples at: http://1106Design.com
Book design and self-publishing advice. With hand-holding.
Thanks for the clear guidelines for authors about the steps that should be taken before writtingyour book.
Thanks Stephanie, I am really enjoying your articles on book marketing. I have been on this website for the last 3-4 hrs just reading and learning from your articles. Speaking of point Number 7, I am self publishing my book and wanted to know what you think about this title. ” From Dreaming To Becoming” Sub title 10 Essential Principle for living the Life of your dreams”.
Thank you for the compliment. The title is fine, though you may want to incorporate your target audience into the title. Books that attempt to reach a really broad audience are harder to sell than those that reach a specific niche audience. Good luck to you!
Dear Stephanie,
I am 72 and just “finished” writing a book, and am ready for editing.The 12 steps you have presented excite me and have expanded my outlook, making me think bigger. My book is 69,500 words and is a treasure to me already. Now I want it to be a treasure to a target audience. I believe I know who they are. I have written for them, to hopefully inspire, strengthen, and motivate their involvement in ministry where I have spent fifty years of my life. It may seem strange that I have not yet decided on a title, but that is where I am. It is my next project and I would love any insight on where to start. Thanks so much for your challenge!
Hi Claire, Congratulations on your book! I’m not sure I understand your question. What insights are you looking for? Strategies to choose a title? Please clarify. Thanks!