The purpose of book publicity campaigns can vary, but many are intended to help spark sales. It's why many writers try to become authors – hoping to earn extra income. Other authors today are business professionals using their books as promotional vehicles, which is increasingly popular. Regardless of your reasons, everyone who writes a book wants it to serve a purpose and read the intended readers and the media. Therefore, working with a publicist and planning a well-rounded marketing campaign makes sense. The opportunities are significant when your program is a success.

One of the things to keep in mind about most successful book marketing is that it comes as publicity—specifically, media and online coverage from people interested in the book. Unlike advertising, where you buy media (at significant expense) and say whatever you choose. As a result, publicity is much more potent because it represents people's genuine interest in your work. A well-designed ad will catch some attention but lacks the endorsement factor that comes from PR. Books and authors are often regarded as newsworthy, especially on nonfiction topics. It gives books a natural PR boost.

If you can commit to the budget, it's also why you want to work with publishing professionals to edit your text, design the cover, and handle marketing. The simple fact is your book will compete with all others in the marketplace, including titles from large, traditional publishers. When your book holds up well against the competition, it has a much better chance for success. There is no substitute for experience; as you see what works best for you and your book, you can build on it. If self-publishing, consider a book distributor to improve your visibility in stores.

Also, pay attention to online book retail listings. Most large bookselling websites give you significant opportunities to add information to their pages. When you do and include keywords, their algorithms, and search engines will bring people to the pages where your book is for sale. Your pricing strategy for physical copies and eBooks also matters. Talk to your book distributor and check the competition. In the beginning, especially with eBook downloads, you might try low prices to spark sales. Once they begin to be brisk, you can gently increase the prices. Sometimes it takes offering a deal to get the ball rolling.