July's Tips & Tricks for Self-Publishers

What to avoid in marketing

• Sloppy packaging: Do not send out poor reproductions or marketing tools with spelling errors and other mistakes; handwritten correspondence; damaged review copies; “cute” design elements; and unprotected mailers (use snug, padded mailing envelopes, or boxes).
• Long Delays: Do not put off what you promised for today. If you must delay, let your contact know why, and stay in touch.
• Snail Mail: Do not send any important package or promotional kit through regular US Postal Service. There are a surprising number of contacts who will not open a package that was not sent by overnight or next-day delivery. If you are on a tight budget, as least use priority mail, which, for a small extra charge, now has delivery verification.
• Industry Bias: Avoid broadcasting the fact you are a self-publisher or single-title press.
• Improper Behavior: You must assume that your contacts are important professionals, and treat them as such. Never act as though you are doing them a favor and never criticize them for failing to follow up or not choosing to review your title.
• Inadequate Organization: If you are going to be handling your own publicity and marketing, invest in a contact manager program for your computer. This is software that combines database, spreadsheet, and calendar functions. It is specifically design to help track analyze, and record customer contacts and remind you of appointments.