Given the competition in today's bookselling marketplace, authors and publishers face significant headwinds when promoting new titles. If you ask a book publicist, they'll tell you a well-rounded promotional campaign is your best bet. The goal is to reach target audiences with news about the book and its launch. It can happen online and in traditional media – ideally, both working together. Doing it successfully takes both skill and patience (and time). While some authors handle things DIY and go it alone, most benefit from the services of a professional book marketing firm with extensive experience.

eBooks are a category to look at when you're planning a book promotion campaign. Experience so far shows that their readers are highly responsive to promotions. It often means selling downloads at a reduced price. While they may not be your most profitable sales, the downloads will show sales activity and move your book higher on the recommendation charts of large online booksellers. When you're on those charts, and more shoppers find out about your book, it can help sales. Therefore, what starts as promotion ends up being a sales-building program. Marketing pros can help you decide on a discount.

In all aspects of your book promotion effort, eBook discounts and otherwise, creativity reigns supreme. Your campaign needs unique elements to stand out. If you are seeking media coverage, make sure you're current with what's in the news. If you're a nonfiction author, you can be an expert source talking about what's making headlines. It's easier to become a part of the news than to make it yourself. It's okay to branch out even if topics aren't directly mentioned in your book. The media constantly have deadlines, and if you provide needed information and are a credible source, you'll be included.

You being quoted and covered in the media contributes to author branding, which is one of the essential elements of book PR. You can also brand your book (some authors chafe at the suggestion, but in many ways, books are products) with your title, subtitle, cover colors, and catchy hashtags on social media. The purpose of branding is to help people associate you and your book with its genre and value in the marketplace. Given today's information overload, you need every possible advantage working for you to sell copies. Writing your book is only half the battle. Selling it is the other crucial component.