While traditional marketing can work for the book author or publisher, the return is dim for the huge effort it takes. You must promote 90% of the time to even get a milligram of attention. While you may have a success or two, most of your efforts will bring poor book sales. Ask yourself right now, what is working for me? What is not?

The Press Release

Sure, press releases can bring you attention, but it takes a lot of time to gather specific media or radio/TV producers' names. When I wrote "The San Diego Media Resource Directory" that took 50 hours to research, I had to also keep the media list up- to-date, ask editors and radio producers by phone how they wanted their releases. Some prefer fax, others email or snail mail.

You waste your efforts if your release doesn't go the right person. Many authors make the mistake of sending the release to the book editor. He gets hundreds each month, and will pay no attention if you are self-published. Like agents and traditional publishers, only 1-2% are chosen.

Another problem is the sheer numbers of releases you send out. Don't relax after you send one or two releases. Think in terms of at least five a month. Ninety-five percent releases are ignored and tossed into the round file. Why? For many reasons, but check to see if you include a compelling heading, a human- interest story, a list of how-tos, or a present-time news analogy.Ask yourself, " Is it under one page, double-spaced? Did I construct. organize and freely give the solutions that my book or service offer for my readers' problems?

Your news release should not be about your book, but give actual solutions the media readers and radio audiences can use. My first published press release responded to an article on the editorial page about the "Three R's." My headline was "School Need to Teach the Fourth R