There are three basic ways to market your book: through publicity, promotions, and advertising. This article provides a brief overview of each. Future IndyPublish articles will deal with these topics in greater detail.

Publicity is free. Further, local publicity often proves to be the best marketing strategy for beginning writers. Examples of publicity include newspaper or magazine articles written about you and your book, or a radio or television interview in which you get an opportunity to discuss you book. If your book is fiction, articles and interviews will tend to focus on you. If your book is non-fiction, the focus will be on you and the subject your book discusses. Publicity can be generated by such actions as sending a well-crafted press release to various media organizations or through personal contacts. Publicity can also be generated on the web through chatrooms, book sites, and any other website in which word of mouth marketing can occur.

Promotions are more expensive than publicity. They include book signings and tours, speaking engagements, counter displays, general or specific kiosks that contain your book (general kiosks are usually a cardboard stand with the bookstore name on it, whereas specific kiosks are custom designed for your book). Promotions usually are done at bookstores because they are designed to create an immediate sale. Promotions also include sending book drafts or galleys to publishing trade journals and other relevant magazines so that they can write advance reviews. Promotions also can be generated on the web through book review, bookseller, and book club sites that invite readers to write reviews and critiques of your book.

Advertising is easily the most expensive way to market your book and usually provides the least return on investment. Ads can be in the form of newspaper or magazine placements of all shapes, sizes, and colors (the more fancy, the more expensive). You also can create radio and television ads (unless you're rich, stick with local cable ads!). You also can create online ads and banners that link to various websites.

Local publicity is probably your best bet as a beginning author as it is the cheapest and often the most effective. Most people in business will tell you that their greatest marketing tool is recognition and "word of mouth." Publicity is likely your best to achieve this.