Build a book promotion plan you can be proud of

Writer Abroad recently got an e-mail from a writer who self-published a novel set in Switzerland. How should he promote it?

Since Writer Abroad is in the process of determining this for her own essay book about Switzerland, here are five things to consider:

Appear at an expo in the country your book is set in: For instance, in Switzerland, Writer Abroad would probably consider renting a table at an Expat Expo, since she believes expats in Switzerland will make up a big part of her readership.

Tap into a blog network. In Writer Abroad’s case, it makes sense to ask fellow expat bloggers to review the book or allow her to write a guest post for their blog. This strategy is best if you already have a relationship with certain bloggers versus contacting them cold once you have something to sell.

Get reviews on amazon and Goodreads. The more (and better) the reviews, the better chances your book will show up in the search results and therefore be considered for purchase. For more info on this, check out book marketing master Joanna Penn’s blog.

Connect with publications. Write an article or press release about your book (or offer up an excerpt) and send it to editors you already have a relationship with. For instance, Writer Abroad has written for almost all of the English-language magazines and radio stations in Switzerland. She plans to contact them when her book is ready.

Teach a workshop. Two years ago, Writer Abroad taught a workshop at the American Women’s Club called “Make a living as a writer abroad.” She would consider doing something like this again, or perhaps teaching a course through her own Zurich Writers Workshop. A more subtle approach, maybe, but one that will still get your name out there as an author.

Anyone have book promotion ideas that have worked for them?