Publishers' FAQ > Sales and Distribution > With limited time and money, how should we prioritize our marketing efforts for our books?

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One way to focus your planning is to be clear and realistic about your book's target audience. If you only have money to make ten preview copies, pick the ten review outlets that will reach your readers most effectively. If you only have time to organize five events, pick the locations that will be most attractive to the audience you know will love the book. Putting together a sales tip sheet, even if you don't have a distributor to give it to, is a good way to organize your thoughts on audience. You should also consult with your author through an author's questionnaire.

Make sure to use the book itself as a sales tool: you're already spending the money on a cover so make absolutely sure it's compelling and gives all the information it needs to. Circulate drafts of cover designs to your distributor or anyone else who has a balanced perspective on aesthetics and sales. Lastly, use email to drum up free buzz on your book. Seek out email lists read by your audience.