Here are a few marketing tips to keep in mind when you're considering launching a new campaign to support that new title!

DO NOTS
Do not spend a lot on paid ads. I've yet to see it pay off. The only ads I'm paying for now is a online, and that's an inexpensive gamble.

Do not spend a lot on paid tables at conventions. Maybe it's just me, but I haven't found them to be a break-even proposition. You can argue that the exposure is good regardless, but you also can argue for spending the same time firing off materials to reviewers or potential outlets.

DOs
Do get as much free publicity as you can.

Do create a slogan or catch-phrase or theme for your titles and repeat it constantly. Keep it simple, silly.

Do hype all the unique features of your titles, whatever they may be.

Do post messages to newsgroups and mailing lists about your titles and related subjects. If your messages are interesting or informative, people will pass them along.

Do print extra copies for review purposes and send them out unstintingly. Creating word of mouth or "buzz" should be your long-term goal. Good reviews won't guarantee "buzz," but they're one key building block.

Do create a professional image with polished press releases, stationery, and other materials.

Do establish a website and refer people to it constantly. It's infinitely easier than mailing or faxing them information.

Do collect all the positive reviews you get and use them in your marketing materials and on your website. Do not neglect to gather comments from readers, even one-sentence comments. Plaster the positive comments everywhere you can.

Do try to auction your titles on eBay. Most of my auctions have been successful, and the bids often top the cover price. Even if your titles Do not sell, you're essentially posting an ad for thousands to see for $0.25 a week.

Do put out a quality titles that's worth all the trouble. Something fresh and innovative may not pay off, but you can bet the hundredth me-too product isn't going to pay off.

Bonus tips!
Build traffic on your website and thus interest in your titles. As someone once said, content is king. Do keep people coming back to your website with fresh content. In this case, people will visit to enter the contest and to see who won each month.

Do link everything on your site to everything else, as much as possible. Your goal should be to get people to stay awhile and become familiar with you. The more they browse your site, the more they'll become committed. It probably won't translate to a sale-at least not right away-but it'll make an impression. Studies show you have to expose people to your message an average of seven times before they become comfortable enough to buy.

Do consider using a tool like Google Analytics (www.goog.com/analytics) to monitor visitors to your site. This lets you see who's visiting your site, how long they stay, and where they came from. It also lets you chat with them if they're so inclined. Again, the basic service is free.

Do take advantage of the many mailing lists that exist just to announce lists, sites, and promotional freebies. Again, Yahoo probably has the biggest collection of them.

Do put your name, your titles' name, and an e-mail link on every page. People may visit a page without knowing its ultimate purpose.