Let’s move on to the next step in drawing up your pre-publication plan:

Step Three – Draw up a budget you know you can stick to

This is where most people make their mistake. If you don’t look at the bigger picture, you can’t possibly know how much money you need and where it should be allocated. Prioritization and organization are incredibly important so make sure you get some estimates and quotes on absolutely everything – and don’t be surprised if there are one or two costs you don’t expect:

Printing – both for galleys and the finished works

Press kits, including all the supplies and the postage

Flyers, including the design, printing and the distribution

Publicity – work out what is needed and how long for

Distribution centers

Print advertising – how long the ad will run for, whether it will be a color ad or black and white

ISBN number – check if this is in with your publishing price or not

Website – registering, designing, hosting, domain name, maintenance, etc.

Email and postal address purchasing for the booksellers

Postcards, posters, bookmarks for events, etc.

As a general rule, blind submissions will do you no favors. You should never, ever send material out without solicitation first. There are some people who sell lists and suggest that authors should practice like this; it really isn’t the way to go. Always send in a query first; otherwise your ARC is likely to destined for the used booksellers and your press materials will go in file thirteen – to the uninitiated, that’s the bin!

This is where many authors throw their budgets away. Keep yours intact by only sending to parties who are genuinely interested. Obviously, there will be exceptions to this; for example, if the guidelines for a publication or a reviewer database states that you don’t need to query first then go ahead and send your material anyway – if it suits your requirements.

Gosh, there are so many other points you should consider when you draw up a pre-publication marketing plan. The most important thing to keep in mind is that these plans are not solely defined as what you must do before you release your book; it is your entire marketing plan, drawn up to take every eventuality into account, before publication and after.  Some of the other points you should consider include:

Don’t forget the internet; it is one of the most valuable tools you have. Try to get yourself profiled or interviewed for websites about writing in general and the subjects your book covers. Build your own website; it's another form of marketing and an avenue for orders to be placed.  Make sure your book is positioned with online booksellers and get some link partners established.

Make sure your book has been listed on Books-In-Print – don’t just assume it will be.

Both electronic and print publications can help prolong a marketing campaign because you have a tangible product to reference. Radio and tv shows are ideal for the early release phase but many people forget them when they are done. The key thing is to focus your attention and time on an enduring effort.

Remember; your book will only be as successful as your efforts, especially with self-publishing.