Start your marketing program the minute you decide to write a book. It can take a year or two to build a platform, your tribe of fans. Start now.
Blog. Write three times a week: once about your content, once about the process of writing, publishing, etc., and once about yourself: something personal which, of course, should tie into the other two categories.
Comment on other blogs. Go where your ideal prospective reader is, and make meaningful generous non-spammy non-selly comments. Give first. You have to make deposits in your trust account with others before you’re allowed to make withdrawals.
Ideal prospective reader? Yeah, that. Write out, in exhaustive excruciating detail, a description of the person who is your most perfectest reader. Give them a name, gender, age, job, hobby. Know them well enough that if I asked you what flavor ice cream they want, you’ll know.
When you write your marketing, write specifically and directly to that person, and that person only. Powerful pointed prose which your perfect reader will love. You’ll attract others just like her (yeah, mine is a woman.)
Create outsiders by creating insiders. Writing for your perfect reader will annoy some people. Fine. Your insiders, your 1,000 true fans, can’t know they’re insiders unless they also see that there are outsiders. Your job in marketing is to get people off the fence. Inside or out, let them choose. But get them off the fence. Be polarizing. If your marketing doesn’t make some people unsubscribe from your newsletter, you’re not speaking clearly enough to the insiders.