1. Identify and define the target audiences for your book
2. Work
out how you can reach your target audiences and how much it is
going to cost you to do so
3. Register your book with the UK bibliographic services (Nielsen
Book Data and Bibliographic Data Services) and ensure correct
database entries for Waterstones, WH Smiths, and other booksellers
4. Enhance your entry on the highstreet and online booksellers'
databases by adding jpeg/tif cover images and expanding the book
blurb
5. Prepare an 'Advance Information' sheet containing the essential
bibliographic information for promotion to the main wholesalers
(including Gardners and Bertrams)
6. Brief your representatives for their visits to all the relevant
trade outlets and library suppliers
7. Back up your reps' visits with mailings, especially to the
specialist bookshops and libraries
8. Send complimentary copies to influential people for testimonials
and quotes
9. Negotiate inclusion of your book on booklists of special interest
groups
10. Negotiate promotion and sales through relevant websites
11. Identify relevant media for reviews and advertising. Acquire
rates and data for each.
12. Prepare and distribute a press release, press packs and review
copies
13. Telephone journal and newspaper editors to follow up review
mailings
14. Research mailing lists for your target audiences
15. Prepare sales letters, leaflets, order forms, etc. in two
or three versions
16. Test your mailing lists and mailing items
17. Analyse your responses and finalise your mailings
18. Carry out your mailings
19. Analyse your responses and plan follow-up
20. Buy advertising space and submit advertisements
21. Explore book promotion opportunities through special events
and conferences
22. Don't
forget to monitor the effectiveness of your campaign throughout
and be prepared to modify it constantly depending on results.
