In marketing your self-published book it is important to create a marketing plan. This plan addresses by what means your book will be sold and outlines the promotion you will need to promote the book's sales. Most self-publishing authors sell their books through personal contacts, local book retailers, online booksellers, and independent booksellers throughout North America. On line booksellers such as Amazon and Barnes & Noble can provide world wide exposure for your book. You should promote your book using a variety of methods, such as creating a press release (a notice to the media that your book is for sale), an online web page, book signings, radio and television appearances, and through newspaper and magazine advertising and articles.

Personal contacts

Get business cards made for your publishing company (the publishing name you choose when ordering your ISBN number from Bowker). Give a card to your friends, your business associates, and leave it with every business you can. Many supermarkets, laundromats and fast printing stores have notice boards where you can place a business card.

Online

The internet has become one of the most effective way to market a self-published book. These days, you can create a personalized web page for little more than the time to set it up, and set it up with information about yourself, the contents of your book and a large picture of the book cover. Another online marketing tool is Amazon. The best information about marketing your book with online book sellers is Aiming At Amazon by Aaron Shepard. It is available on Amazon.com. To list your book with Amazon you need to go through the Amazon Advantage page to register.

Book signings

Call every bookstore, local or national that you have listed in your marketing plan. Ask if your book signing can be promoted through their internal mailing list. Book signings generate excitement in the book store but they usually like to hear that you will be promoting your appearance also. It is important that you know that you will be paying for the travel and all expenses related to your visit to the bookstore, so if you are planning to do book signings nationally you should coordinate these signings with personal appearances on television, interviews on the radio as well as newspaper articles about you and your book.

Newspapers

Call the newspaper and send your press release to a specific person rather than to the "editor". Most newspapers have editors for almost every subject they cover so find the right person. For local newspapers, in addition to the press release, you should add a personal story about yourself and call the editor to let him/her know that your package is coming.

Radio and Television

Radio and television programming covers many topics and the chances are good that someone will be interested in covering you and your book. To find the right person mail or fax as many stations as you can find. With all the forms of media, it is good to persue both local and national shows as well as public and private media. Local media is always happy to put the spotlight on a hometown author.

Magazines

No matter the topic of your book, there is sure to be a magazine that targets the same audience. Contact these magazines and find out the name of the editor who covers the subject you've written about. Mail your press release to this person and add a short personal story about yourself. Getting a review in a niche publication is good because the people who read that magazine are predisposed to buy your book.