The chronic, widespread paralysis is caused either by a lack of information or information overload -- either you're clueless about what you should be doing, or you've read so much about book promotion that you can't sort out what does and doesn't apply to you. The "tactic of the month" approach comes from a lack of information about the best strategy to use -- and every book deserves its own strategy.
Here are a few questions to ask yourself when starting the book publicity and promotion process:
- Who did I write the book for?
- Where do I need to be to reach them? What do they read, watch, or listen to? Are they online, offline, or both?
- What's the best strategy for reaching them? Should I leverage my networks, tap into the research I did for the book, or focus on a specific tactic?
- How much time do I have for book promotion?
- What are the most cost-effective tactics, and will they help me get my book title in front of my target audience?
- What promotional activities do I enjoy the most, and are they the types of things that will help me reach the right people for this book?
- Is there anything I should outsource to someone who's better suited for the task?
- What are the one or two things I have time for that will have an impact?