My new book, The Digital Handshake, hit the stores shelves earlier than I anticipated, the result being that my plans to market the book are having to expedited.
You might be surprised to know that publishers don't do the marketing for an author, not like they used to. Don't get me wrong, they do a lot…sell the book into stores, provide collateral materials, contact trade press, etc. But, the real "guts" of the marketing is done by the author.
I'm doing a number of things to promote the book: Setting up a virtual book tour, getting speaking and interview opportunities, syndicating chapter excerpts (even a free chapter) via a couple of Internet marketing sites and holding drawings for free copies. I've developed a Facebook Fan Page and am even doing a video contest to come up with the "official" digital handshake. All this and much more.
Still, I know the way this book is going to sell is not through my own efforts, but through the kindness of my friends. Unlike several of my fellow authors who've recently released books, I've not built a great deal of social capital in terms of popularity. Where I have built capital is with a number of people I've known for a number of years in social media (and before that via business blogging). They know I hold them in high regard and care deeply about them and I believe the feeling is mutual.
It's now time for me to ask them for help in promoting the book and I know they will do all they can within reason. It's their efforts (and yours) that will make the difference between The Digital Handshake being an "also ran" and a popular volume. Whatever the outcome, I hope they know how much I appreciate them.