Self-publishing is the hottest trend in books, as it provides creative thinkers turned authors with a fast and easy way to get their work on the market. With the added option of “print on demand”, and desktop publishing and design software, the initial cost to get your book out can be very minimal.

Self-publishing is also the most profitable since you get to keep all the profits for yourself. IF you are committed to the work it is going to take to sell your books that is.

One of the most difficult challenges a self-published author faces is getting their book into the hands of people that will appreciate it enough to pay their hard earned money. I recall reading an article on the self-publishing industry that reported the average number of self-published books sold per author is about 100 copies!

With that horrifying number in mind, you need to roll up your sleeves and prepare to launch a focused marketing and promotion program that will have you doing at least 3 things per day every day for the next 6 months to promote your book. Remember, no one can dream your dream but you, and ultimately, you are the only one responsible for the success or failure of your book.

Start by arming yourself with as much knowledge on the subject as possible. Check out these books and websites on marketing and promoting for self-published authors:

THE SELF-PUBLISHING MANUAL by Dan Poynter is I think hands down, the best promotional book and guide to successful self-publishing for a first time author. It is easy to read and understand, and organized in a fashion that make it a valuable reference as you go through the writing and publishing process.

GUERILLA MARKETING FOR WRITERS by Jay Conrad Levinson is another easy to follow guide with more than 100 ideas for marketing and promoting your book. There are like a zillion Guerilla Marketing books covering a wide range of markets.

THE COMPLETE GUIDE TO SELF-PUBLISHING by Tom & Marilyn Ross guides authors through the entire self-publishing process from writing the first word to wildly creative ways to market the finished product.

1001 WAYS TO MARKET YOUR BOOK by John Kremer is top notch. John Kremer is a legend in the book marketing field. But there are SO many ideas presented this 3″ thick book that I found it to be somewhat overwhelming. His websites are much easier to go through for people that are A.D.D. like me!

Leveraging the power and global reach of the Internet is the next step you must take.

Every author needs a web page. Do you have one set up for your book or books yet? This site will serve as the foundation of your marketing campaign and is a step you cannot afford to skip. Your website will be used as a vehicle to promote both yourself and your work 24 hours per day. It will also display or link to book reviews, to provide the media and press with an avenue for contacting you for interviews, and will of course help you sell your product.

Your website does not have to be fancy and expensive. As a matter of fact, it is better if it’s rather non-dynamic. You want the key focus to be on your book and YOU, not your fancy FLASH intro.

After that, you need to get your book reviewed. There are mainstream book reviewers, and there are many niche market reviewers as well. Check out John Kremer’s list of newspaper reviewers at BookMarket.Com.

Authors of Black books have many options available.

When seeking reviews, be prepared to send out a copy of your book along with a headshot photograph, author contact information, and information on where your book can be purchased. This is when you would mention your wonderful new website! Here is a list of Black book reviewers and sites:

QBR The Black Book Review

QBR is a reliable source for what is current in Black books. QBR also produces the Harlem Book Fair, the largest African American book Fair nationally, held annually in New York City.

Felicia Pride’s Black Books Blog – More Than Words

Felicia reviews and blogs about Black books on AOL’s Black Voices channel.

African American Literature Book Club (AALBC)

The largest site on the web focusing on Black books.

The RawSistaz

This group of ladies provides casual reviews of a wide variety of books, all written by African American authors.

Let’s Talk Honestly with George Cook

George provides free interviews with Black authors which are posted as pod casts each week on this popular website.

The Black Issues Book Review

This the only nationally distributed magazine devoted exclusively to covering the latest news and reviews on black books.

Now you have a published book and a couple of great reviews. It’s time to contact Black bookstores in your area. Go visit them with your book in hand, introduce yourself, and ask if they will either carry your book or allow you to have a book signing in their store.

Book retailers usually receive a rather large discount from the cover price (as much as 60%). Since each independent retailer has its own sales agreement and terms, all I can tell you is to be sure to read each carefully.

Make sure the terms regarding book returns, payment dates, and merchandise delivery are spelled out clearly and to your satisfaction before signing on the dotted line.

Writing, researching and editing your book is certainly a lot of hard work, but that is just the beginning. All that work pales in comparison to the long hours and the effort you must put into getting your name out there and your book noticed every single day until you reach your sales and financial goals.

I cannot describe with words the deep sense of satisfaction one gets when you open up a package from your publisher and find the first copy of a real book that has your name on it. And selling thousands of those books is certain validation that what you have to say has value and is important to others.

Get busy making it happen!

Time and time again we’ve seen articles that give tips to helping self-published authors gain exposure after their book is completed. But by this time it’s way too late. Traditionally published authors have a leg up. They receive help from publishers and in-house publicists to promote their books. Self-published authors do not have this luxury. Waiting too late to promote a self-published book could lead the author to defeat before the book is even available for purchase.

Being a traditionally published author, I still do most of my own promotion. This has helped me learn a lot. Self-published authors look to me for advice and I go out of my way not to offer the generic tips for promotion. The old fashioned tips of yesterday barely work for traditional authors and they do nothing for self-published authors. Self-published authors have to put a lot of blood, sweat and tears into promotion. Not only did they write the book, but also they published it. They should begin to think of themselves as true publishers and no longer as authors. It doesn’t matter if a book is good, if no one knows it’s out there, it will not sell.

I’d like to share some tips that should give self-published authors more understanding about how crucial the right amount of promotion is for a self-published book.

It’s Never Too Early

Traditional publishers begin marketing their authors’ books months before the books come out. While this is the usual time frame for pre-promotion, this will not do squat for a self-published book. Self-published authors should begin promoting themselves before the book is even completed. Self-published authors need to create a solid buzz and make sure people know they’ve written a book before it goes to print. A good amount of pre-promotion buzz for a self-published book would be a year before the book is released. That’s right, a year before you publish it. Remember it’s hard to promote a self-published book. It’s even harder if you expect to be able to compete with new books on the market that are traditionally published. And that, is whom you’ll be competing with. Promotion should begin as soon as you officially decide to publish your own book.

Promote Yourself to the Industry Not Just Your Potential Audience

While beginning the promotional process, do not ignore the industry itself. Promote yourself to other writers, journalists, media outlets and book reviewers during pre-promotion. Join writing groups and author groups that allow the membership of self-published authors. Join social networks and scream from the sky that you’re an author. Have a killer web site. Become friends with independent bookstores (you’re gonna need them), and online bookstores such as Amazon. You are not only an author but also a publisher. Act like it! Authors do not have to build a relationship with bookstores but publishers do. If you sign on to be your own publisher, you must do the things real publishers do. You need to build up a presence and knowledge within the industry. You also need to build up a strong partnership with booksellers. This will be your bread and butter. Also, establish as many media contacts as you can. You not only have to be the author and publisher, but also the publicist. Self-publishing a book causes you to wear many hats. It’s time to get down to business.

Do Not Ignore Book Clubs When You’re Self-Published

Book clubs can bring you exposure, especially if they liked your book. But book clubs have to be aware of your book to take interest. Traditional publishers will often ask their authors for a list of book clubs an author would like for the publisher to contact. Authors also contact book clubs themselves to bring awareness. One thing I’ve noticed is that self-published authors never seem to promote to book clubs. Book clubs can bring you tons of exposure and reviews. They not only read and discuss your book but they also share information with organizations, libraries and other book clubs.

The good part is that book clubs don’t seem to be as prejudice against self-published authors as other options. Self-published authors should begin contacting book club leaders months before publication. Email them or call them if there is a number. Pitch your book to them as if you were pitching it to a bookstore. If they seem uninterested, offer them something to change their mind. If you live in the area of a particular club, offer to come and speak to the club. Offer to order the books for the club members for them to read and review. Most times it’s a long wait to receive a self-published title once you’ve ordered it. Give them autographed copies. Help the group out and they will be more willing to help you. Get the ball rolling the best way you can. You can sell tons of books through book clubs alone. This is another time you need to remember that you’re also the publisher and publicist. Act like it.

Promote Through Other Self-Published Authors And Visa Versa

Okay so you’re struggling to sell your self-published book. The odds are that you’re not the only one in this predicament. Cross promotion can be very effective if used correctly. Self-published authors can promote each other faster than promoting themselves alone. Review books of other self-published authors and post your reviews (honest reviews), on sites such as Amazon. If you didn’t like the book, you can always tell the author and give them the chance to reject your opportunity to review or not, but this is great promotion. Most book reviewers will not touch a self-published book, so this may be the best option. The trick is to pick the best author to review your work. Don’t just pick anyone. Pick someone who’s gaining respect in the industry as a self-published author. You want someone who is popular and whose blurb or review will get you some readership.

Getting reviews from just any self-published author will not do. In return, review their books or promote them on your web site. You can start a little review service site (do not charge), where you’ll review other authors’ books and display the info on your site. This way, you’ll not only bring them attention, but you’ll be seen as a literary influence and you’ll gain exposure through helping others. This will bring you attention and bring more visitors to your site. Make sure you are selling books directly from your site as well. Whatever you do, do not result to spamming. This will only turn people off. Remember, you’re no longer just an author. You’re the entire package.

You Can Never Do Too Much Promotion

As a self-published author, your book’s audience is limited. No one knows who you are. Self-published books are not available in bookstores or libraries. Self-published authors’ entire audience depends on their ability to self-promote online. Self-published authors waste too much time on conventional methods that do not work. Why have a book signing if your book isn’t available in stores? Why spend money to put ads in magazines if your book isn’t available in stores? The truth is that if a book isn’t available by conventional methods, why advertise it in conventional ways? Most people buy books out the stores, contrary to popular belief. You have to make them want to order yours. You gotta have a good pitch to audiences and a good hook for reviewers. Be creative. Use the Internet as your primary source for exposure. Keep in mind that this is for long-term sales. Don’t expect results overnight. It takes months and years to sell books. The object of the game is to keep promoting and keep your book on everyone’s mind.

You must remember that long-term promotion is what sells whether a book is self-published or not.