I strongly prefer it when authors decide to do their own marketing and promotions. Too often, authors pay for marketing and promotional programs that do not offer a strong return on their investment. Some programs make sense and some do not. How to tell the difference? Here are a few things to keep in mind:

Does the program you are considering include follow up? Pitches to ANYONE do not work the first time. The secret to successful sales or PR pitches is in the follow-up. Paying for a one-shot mailing or a onetime push will most likely not result in the sales you are looking for. In addition, the amount of money that you spend on a program can easily be saved if you are willing to spend time instead of money. YOU can get reviews for your book. YOU can pitch newspapers and magazines. YOU can approach libraries and bookstores. Consider spending a little time each day learning how to promote and participate in an active outreach plan. You might find that investing your TIME gets you a LOT more than investing your money.

That having been said, a great number of wonderful online and “real life” programs exist out there. I buy marketing, ads, and promotions all the time. I am just smart about which ones and never assume that my checkbook can completely replace my elbow grease.