If you create any sales materials to promote your book, here's a rule you need to remember: They must be quick and to the point. In short, they must have "punch." To begin, start noticing those ads that grab your attention. We'll bet it isn't just the full-page spread or the full-minute spot on radio or television. You may discover that short, well-done ads pull. They can often draw attention better that a long ineffective one.
The key is not length, but rather quality and repetition. You'll get more bang for your buck by investing in twelve identical small ads than from one large, full page spread. Stay in front of your prospects with punchy sales material, and you will make sales.
Some of your sales material can be created in parallel with your book's dust jacket or cover. Often a jacket or cover can easily become a one-page flier telling about your book. Such a piece can play an important role in promoting your book to libraries, bookstores, wholesalers and educational systems. It's straightforward, low-key, to the point and quickly communicates your message. Combined with a salesy cover letter and a few book reviews, you can develop a powerful book promotion package.
Use both your imagination and those beautiful third-party accolades that drift in from reviewers, columnists, educators, experts, and media personalities. Third-party endorsements carry much more weight that anything you can say on your own behalf.
Remember, sales materials do not have to be expensive, they just need to "pack a punch."
[This post was created, with permission, from excerpts taken from The Complete Guide to Self-Publishtin, 5th Edition, co-authored by Marilyn Ross and Sue Collier.]