With careful planning you can market, promote, and get (free) publicity (publicity is always free) on a limited budget; you can take the cheap and easy way. Your book selling, book marketing, and book promotion planning should begin before the manuscript is completed. Whether you've just published a book or have a book that isn't selling, now is the time to get to it; start promoting and marketing today!

Your book press release should not be written as you would a sales letter or flier, it should be written for the editor and tell about your book in a factual way, no opinion or glowing remarks. Press releases can generate thousands of dollars in sales when picked up by national trade or print media. Invest in press release submitting software and set aside time every week to send out a press release online to the press directories.

Mail a press release to at least 1000 print and broadcast contacts just prior to publishing your title and again and again after you publish; you can never send too many. Make sure you have at least one good press release, written in AP style, which you can send out for the lifetime of your book. Don't underestimate the value of a good press release for making book sales.

Make sure your press release spells out the 'who, what, where, when, and why.' Send out at least 10 press releases to the print and broadcast media in your area every month.

Build a web site that provides another avenue for ordering, a virtual online press kit and link exchanges with sites that relate to your topic. Be your own publicist and send a press release along with a review copy of your book to publications in your book's genre and to book review magazines. It's important to publish a website that focuses on your title; you'll be able to refer editors and customers and all interested parties to your book information with the click of a mouse.

Offer to trade writing a monthly column in a trade publication in your books' genre, in trade for display ads on the same page. I've not found that book signings sell many books for publishers and are often a waste of time; better to spend it elsewhere. Print and online publications provide longevity to your marketing campaign in terms of having something tangible for people to reference ongoing.

If your book fits a specialty market, find a store that fits the genre and offer to leave books on consignment; many publishers have sold thousands of books this way. Remember to make sure your book is listed in Books-in-Print; don't assume it's already listed. Find a non-exclusive distributor with a good reputation to carry your book for the book store trade, as well as for other retailers.

Arrange to speak at local, regional and national events that relate to your book topic; bring books along and have an associate sell them at the back of the room. Local radio shows and television appearances are good but are often forgotten within hours of the broadcast; make sure to make or get a copy of any television broadcast for future promotions. Contact non-bookstore booksellers and offer to leave books on consignment.

Your sales letter or flier should include an eye-grabbing headline, the benefits to the buyer, the book features, book sales information and testimonials. Contact any companies, corporations or organizations that might use your book for promotions; offer significant discounts for volume orders or for thousands of copies offer a specified amount above book production costs.

Get as many testimonials about your book, as possible, from experts in the field relating to your title, not customers; use on your fliers and back of books. You can giveaway your book in a raffle at a local function to promote your book and get more book recognition; look for these opportunities.

The success of any book marketing effort depends on a good book and just plain hard work; its been done many times before and you can do it too. Use your book promotion and book marketing dollars wisely; go after the free and cheap resources daily. Now promote, promote, and promote your book some more!