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Next, work local media. Newspapers, radio, and signings at local bookstores. Once that's generated enough interest -- and again I assume your novel delivers goods -- you can take a shot at national coverage.
My next suggestion involves writing contests. I don't know about you, but I usually buy every book on Booker Prize Short List. Likewise, first ebook I ever read was an EPPIE winner. I don't know how many people do same, but certainly more than enough to justify effort. Some contests even offer cash prizes.
It stands to reason that some awards are more prestigious than` others. Winning "Bubba's Book Award" probably won't help sales.
Entering contests is something that you should coordinate with your publisher. Some contests don't allow author entries, and certainly you don't both want to enter same book. If there's an entry fee, be realistic about your chances of winning, and consider how many sales you must generate to pay that entry fee.
I keep a small but growing list of book contests at http://free_reads.tripod.com/bookcontests.html
I also believe that anyone selling anything should have, at very least, a free website. As I started with ebooks, I consider it mandatory. As an author, of course I also write a newsletter.
To receive my article on strategy involved in setting up your website, send a blank email to firstname.lastname@example.org.
To receive my article on mechanics of it, send a blank email to email@example.com.
Michael LaRocca is the author of four published novels and an EPPIE 2002 Award finalist. His website is designed to help you find the best free and low-cost quality reads, and to help you improve/publish/promote your own writing free and avoid scams. http://free_reads.tripod.com