Writers receive so much conflicting advice when it comes to promoting their novels. Get out there and flog that book, some advise, while others say nothing works unless the publisher is solidly behind you. For some time I have conducted an informal survey, asking promotion experts at various publishing houses where I sell my authors’ books. Here’s what they tell me:

What are the most effective things an author can do to help promote her/his career?

• Go to every single bookstore in your local area.
• Hold signings and other events and invite everyone you know; make these events special. Joint events with other authors are often quite effective. Locally is an extremely effective way to begin promotional efforts.
• Attend writers conferences, both local and national, to get your name out there.
• If possible, get quotes and endorsements from more established authors.

Are there things writers do for promotion that you don’t feel are effective?
Pins and bookmarks are cute, but authors should realize that they don’t translate directly into sales or reviews. They are more for name recognition.

What is the best way for a new or midlist author to work with his or her publisher effectively for promotion?

The key is to understand the goal and to work together, to work with the publisher, not at cross-purposes. Find out what your publisher’s vision is for your book. Work through your ideas with your publicist or editor. Keep your publisher aware of your plans and what you’re doing. The most successful campaigns come from true author-publisher partnerships.

Voice to your publisher your expectations as an author. Let the publisher know about any special abilities or assets you might have that could be utilized in promotion.

Can an author’s efforts be effective in increasing sales and the author’s visibility if the publisher isn’t pushing that author?

Yes, absolutely. If an author is personable, it can be helpful to go around to local booksellers and meet and greet. It can also be helpful to use media and quote connections.

What do you feel booksellers most like to receive about author’s upcoming books?

It depends on the book. Think about what the bookstore can really use. When visiting stores in your local area, point out to booksellers what kinds of promotion might be appropriate. A generic package not tailored to a store won’t stand out or make a connection. Bring in advance reading copies, which can excite booksellers and get them to hand sell your book.

Do you feel advertising is an effective promotional tool?

Traditionally, advertising hasn’t had much of an impact in terms of sales, but it can make the public aware of an author’s name.