The challenge of putting together a creative and appropriate ad campaign has been in the back of my mind for years, however, and the final piece fell into place recently for me. I realized that, if I had an audience in the thousands, I was obliged to forgo personal interaction (which I was used to with zines) in favour of mass communication. And I could either allow someone else to do this for me, or I could do it myself.

Doing it yourself doesn't necessarily mean you'll be represented accurately or fairly, but it does mean one less filter between you and the media and/or the public. The great thing about promoting books is that it's hardly done at all in Canada (see The Economic Argument for some reasons why) so a little goes a long way. Here's your basic mix of how I like to get the word out…

Media Package

A copy of the book accompanied by a press release-y letter with some basic hooks. Why should the writer/reviewer care about the book? Is there something timely/topical in there? Is the author controversial or cute? You're dealing with people who are numb to over-the-top superlatives and grandiose comparisons but who would secretly love to be intrigued and delighted.

Promotional Material

This can be fun. Rule of thumb: everyone loves stickers, everyone hates ads. Make something cool that you'd want to have, something appropriate to the book. The more time spent thinking laterally usually correlates to less money spent.

Website

I've found it especially useful for providing material to reporters -- they can quote me without ever talking to me, which suits me fine. Other uses: well, look around. You're soaking in it.

Launch

This is your bestest friend. Not only a great excuse for a party, they're easy and cheap to organize and make a great focal point for media attention. Talk to the owner of a bar and they'll be only too happy to allow you to pack their establishment with potential drinkers, especially on a day that's not Friday or Saturday. Media can talk about you now outside the context of a review, because you're having an event. Make a flyer and give them to your friends, make a poster and put 'em where you put posters. Sell your books. If you're not having a launch, I'll expect a very good reason why not on my desk on Monday.

Well, don't quote me on that.