Sell No Book Before Its Time, (Continued)

5) The Introduction Phase

The final month before publication is devoted to following up and catching up. You must follow up with your printer, editors, producers, buyers and reviewers to consummate your programs. And make final arrangements for your media tour and book signings.

At the same time you must implement last-minute promotional programs. This may entail mailing literature to buyers at major chains and independent stores, sending book covers to distributors, participating in cooperative mailings with SPAN, and getting your web site up and running.

When your book is finally released, the real work of sustaining its momentum begins. However, the publishing process is more rewarding and productive if it begins well enough in advance, building steadily upon a strong foundation of strategic planning and effort.

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Brian Jud is the author of Beyond the Bookstore (a Publishers Weekly book) and The Marketing Planning CD. He also wrote the series of booklets, Proven Tips for Publishing Success. Contact Brian at P. O. Box 715, Avon, CT 06001; (800) 562-4357; brianjud@bookmarketing.com or visit http://www.bookmarketing.com.