- Always have a toll-free 800 number people can call to
order your book.
- Always have the ability to take major credit card
orders by phone.
- Mailers to the trade should always have your stated
retail price, retail structure, terms including return charges, shipping costs
(if not included) and a full description of the book.
- Publicity releases should always effectively describe
the book contents and offer a brief biography of the author.
- Self-mailers should be readable, attractive, and
offer other services to the bookstore, including book signings.
- Mailing lists should be detailed and accurate,
stating the name of the individual, as necessary, or the person's title.
Follow-up telephone call always prove practical.
- The front and back cover of your book can be an
excellent Point-of-Purchase display.
- Accept the fact it will take one to three years to
sell your first edition unless you are remarkably good or lucky.
- As a rule of thumb, the cost of promotion should
roughly equal two to three times the cost of producing your book, depending on
the initial quantity. The promotion cost would be extended over a far greater
time period of course.