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Q: When do I begin working on promotion?
A: When you start the book.

In the Beginning:

Make lists. You can take down "buzz words" as you are writing.  These can be used in the blurbs that you might submit with the book.  You can also be writing these blurbs as you go along.  You can also be creating an identity for yourself within certain groups.  Or you can start making a list of potential groups that might be interested in your material.  Those might be online groups or blogs, to which you would post regularly.  You don't need to post about your book but simply begin to identify yourself and what you are doing.  If your book contains certain elements that might appeal to a charity, collectors of any sort, dogs in any sort, athletics, whatever, you might also began an identity of some sort in those fields.  CAUTION: do not take over these loops and push your book at this time.  You are only laying groundwork.  I've been in loops where people have come in and have pushed themselves/their work so hard that it is an actual turn off.

You can also start collecting contact information for those reviewers who might be reviewing your book.

You can also write a short and the long bio, which will come in handy when time is tight.  You can also research how you want to be presented in your PR photo.  To find a photographer is also time-consuming, and you can be researching that as you go along.

When your book is accepted, and sales and covers are pretty well determined, you're going to be very busy.  This is when you ask for a JPEG of the cover, and you start a professional blog or website.  You have something in hand, ready to start promoting.  One of the true disasters that I have seen, is promoting too much, too early.  If the writer goes into promotion about their story too soon, that first fresh take, the positive impact that you want to make on potential buyers is gone.  In the worst scenario and that book does not sell, the writer has wasted energy.  **They have also wasted what might be an important first impression, one that cannot be redone.

If you are absolutely certain that book is going to come out at a certain time, you can also start stacking up articles or posts, or news releases.  You can update them with specific information later, but to warehouse those items really helps when you are pressed for time.

It's all about the calendar: When you are certain of a pub date, this is the time to notify your local groups, or where you will be speaking, and definitely contacting prospective places to sign books and gain attention.  If you are in anything but the newsletter, that is a time to start writing articles about how you got your idea for a book that is coming out in XXX.  When the book comes out, you have what is called a "hot spot".  Lining up for that hotspot takes time and preparation to pull off right.

CLOTHING: this is also a time to start working over your wardrobe and get a good reach-in-the-closet outfit, both business and casual.  If you know you will be traveling, watch what best goes in a bag.  One thing that is out of style now is carrying overloaded, bulging briefcases.  Sometimes that may be necessary, but with all the electronic aids we have today, we can cut down.
 
BUSINESS CARDS: you'll need business cards.  Sometimes you can get these answering these as freebies, i.e. VistaPrint.com there are a lot of freebies out there when you are watching for the materials.  You'll need one set of business cards listing your e-mail and your URL. You'll need another set for people you wish to contact you, including all contact information possible.  To save confusion, place the cards separately, but conveniently in whatever you are carrying.  You might also get an ink stamp that contains your name, address, and URL.

Sometimes I miss the boat on this one: having a quick soundbite that best describes my book.  For me this is one of the most difficult things to do.  Preparing a soundbite, about yourself, or your work, or one particular book can come in very handy.  Practice it over and over.

If you are at peace with pretending talks, or workshops, seminars, this is also a time to prearrange speaking dates.  You might also start preparing handouts or stuffers, to include in your mailings.  If you decide that you are going to be fee- or honorarium-based, be prepared as to the amounts should you get invitations to speak/present.

When galleys/page proofs are in your hot little hand:
Very important: as soon as you have review copies start contacting reviewers, or ask your publisher where they are sending copies.  When you have a set of galley proofs in your hand, take them to the printer and get copies. Or just one copy that you can use later to print more. Do this before you start marking the original.  Additional copies that you may send, allows for the places your publisher does not send.  You may also ask your publisher to send review copies to one of your favorite places offering reviews.  Or if you are seeking a quote from a reviewer, you can send copies very early, allowing them more time. 

If you are set to do a book signing there are several things that you can ask (always ask, but ye may not always receive) before you arrive:

• If there is a PA system, you might ask that information on you and your book be announced every so often.
• In addition, before you come in, you might prepare a brief bio and something of your book. They may use it or not, but I found that some bookstores actually appreciate this.  Don't forget to add information on the group or the store.  It's important to notice their ad work also.
• If you have a friend who is willing to take snapshots of your presentations or booksignings, you can use those shots later on your website or blog.  This is something that writers frequently forget, that those photos can be really useful later on.

Preparing for the book signing, speaking engagement, etc.:

• You will need something to hand out, such as bookmarks or postcards with your URL included.  If you are using older bookmarks and postcards, and you have a future release, take the time to update those promotional materials with labels.  This can be a real savings.
• You may also wish to print and info sheet on yourself and your work to hand out.  I think this is really important to do in all instances, to have that information available, and at hand.
• Always carry some kind of a small notebook to take down assorted information.  This is good for keeping driving directions in a new city, quick telephone numbers, contacts etc.
• See above.  You will also need those business cards, some without your telephone numbers and some with.  The Withs would be for those potential contacts.

At the signing:
ALWAYS have a list on the table where the interested can add their e-mail addresses for information about your upcoming books.  This may be no more than a small notebook with E-MAIL at the top of the page.  Or it may be a printed list with blanks.  However, I have noticed that the small notebook makes people more at ease.  A reluctance to "sign on the dotted line" may come from all the petitions etc., that we are asked to sign in our regular lives.

CLOTHING AGAIN: The situation differs, but generally I have noticed that more casual gear is in mode now.  Business casual seems to make the author more approachable from readers.  Pockets are great, if your outfit allows for them.  This is a handy place to stuff contact cards, and perhaps any ID or cards you wish to keep on your person.  Always take your own pen or marker.

The speaking engagement specifics:

• As above, determined the fee/honorarium first, when making the arrangement.  If you are traveling a great distance, or flying, don't forget to think about the incidentals incurred while in transit.  So do some preparation/thinking as to what this appearance is going to do for you, and what you will require. Sometimes the appearance's benefits are intangible and can result in goodwill, or good promotion, and you may wish to appear free gratis. However, you might ask what media is being contacted about your appearance.
• Also, you can ask your host if they will print copies of the material you need.  You may need copies out of handouts or perhaps your personal information.  This can be expensive if the group is large.
• You can also ask that you be introduced in a certain way.  You can also ask that information about where your books may be sold can be included.
• IF where you are appearing does not allow book sales, (and don't forget it is all about the book sales) such as a library may not permit, you may ask if there is a bookseller who would be willing to come to be meeting/seminar/etc. to sell books.  Often in small groups, a bookseller may not want to take the time away from their workplace.  In that case, you might ask the group if they have a bookseller who would be willing to lead a member of their group sign out and amount of your books, and later return any monies.

If speaking to a group in an unfamiliar city:
If the author is familiar with the city, one of the best things a hosting group can do is to offer escort services.  When an author is on tour, publishers may pay professional escorts to take the writer around to various bookstores. To help appearance/author fees, the hosting group can call the bookstores in advance and ask if the author's books are on the shelves; they are pre-arranging, which is so helpful.  If the author's books are on the shelves, then the group can make arrangements for one of the members to take the author around to sign those books.  Or to introduce them to bookstores that might be important to them in the future.  A member of a hosting group can also arrange media appearances.  All of these guest-author services are very important, and often overlooked when bartering for the author services can be practical for both sides.  That author is there to do business and the group can help them to do it exactly that. IMHO, every writers group should have one member or a rotating group of available to help a guest author promote their books.

MAILINGS:

• With postage rising, mailings will probably become less.  Many writers have never done them.  And some hire professional mailing services.  THIS IS WHY it is important to keep that ever important very small notebook at hand, and to collect every booksellers/contact e-mail possible.  If a bookseller is put onto your bookseller's only elist, you can readily inform them in advance of upcoming sales, or possible promotions.  Or you can email them individually.
• Collecting mailing addresses for true-blue readers of your work is also important.  Their mailing address is very important, should you want to visit a specific area, you can notify those readers of your appearances.  Their e-mail addresses make that easy.  You can also ask them, the residents of a certain area, if there is a particular bookstore that is their favorite and why.  If you are traveling, this lets you use your time more effectively.
• At the time of this writing, I usually mail postcards/bookmarks to those readers/bookstores who have continually supported me.

LAST and BEST WORDS:
Do not exceed your dollar budget, energy, or proportion time so heavily upon promotion that you lose the quality of your work or possible future contracts. 

Hopefully, the following information will help, but as always, this comes with a disclaimer. Promotion is very individual, and what best suits the individual ease, time, energy, and budget.
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