Unfortunately, unless the publisher has thrown a lot of money into an advance, they don’t do much to push the book. That’s where we come in - on top of the publisher’s meager attempts to promote your book, we get in touch with your local audience, bookstores, radio and television stations and let them know that you’re an interesting person with an interesting book. Hit libraries, local colleges, etc. and get your name in people’s minds. It seems hokey to promote on the local level, but it boosts sales and gets you set up for going regional.
In most publisher’s minds, books sell or they don’t. We let them know what we’re up to and we might get them to kick in some promotional money or get the vendors to push the books harder in the stores. In short, if you sit back and wait for the money to come pouring in, it probably won’t. And the publisher won’t shed a tear, they’ll just be less interested in your future work. Are you beginning to understand that the first book is only a foot in the door and not a guarantee for a contract on your next book? Everything to come depends on the sales of the first book.
(Actually, your future depends on the book’s return rates and sell-through, not just on sales. 20,000 copies sold looks great, but not when 50,000 copies get shipped back to the publisher!)
I don’t recommend ads in magazines, unless they’re local mags with an artsy flair. Too much money and too few sales generated. You’re better served with a book signing at a local retailer or a library. It’s also much cheaper and provides customers with autographed copies.
