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Every book and author is unique, and there's no one-size-fits-all approach to successfully promoting a book. As experienced book publicity pros know, creativity often trumps convention, and in a competitive landscape, having a solid plan is essential. While there are budget-friendly or even free methods to promote books, having some financial resources can be beneficial, and relying solely on the Internet won't suffice. Traditional media outlets—like television, radio, and newspapers (and their associated websites)—still reach significant audiences and can influence potential viewers and readers. 

Earning an interview or media coverage can greatly enhance your visibility and credibility as an author. Gathering endorsements can also provide a competitive edge. For nonfiction authors, one effective strategy is engaging with current news topics. Don't hesitate to comment on relevant issues where your expertise shines. The media often favors knowledgeable guests for interviews, and as you establish your authority, readers are more likely to take your book seriously. Savvy authors leverage these opportunities to earn coveted interviews and increase their visibility. 

If you're offering an eBook version, be proactive with promotions. Evidence shows that eBook buyers respond well to price promotions, especially at launch. Initial price cuts can drive sales and encourage readers to discuss your book, generating valuable word-of-mouth buzz. Once sales pick up, you can gradually raise prices to enhance your profit margin. Many in the book marketing field agree on the effectiveness of well-structured price promotions; forgoing them could jeopardize your overall sales. 

As you work to promote your book, adopt a long-term perspective on your identity as a brand. Author branding is crucial in the realm of book publicity. Readers often connect you with a particular genre and are likely to be interested in your future works, giving subsequent books a jumpstart by nurturing a loyal fanbase. Before you write your book, think about your target reader groups. When you're ready to plan and execute your marketing strategy, keeping these readers in mind will help you craft key messages and choose the right media outlets. Audience targeting increases your promotional effectiveness.