Continuing on from "So you've sold a book..." (see below), there are a number of details you'll want to take care of before your book actually hits the shelves, and this pertains to both new authors and established ones.

1. Website and blog: Many aspiring writers already have a website, or at least a blog site, or if you're smart, both. It's never too soon to create a presence on the web.

Your "home on the web" should be both professional and artistic in appearance, and should capture the tone of your writing. It should be easy to read and to navigate, and offer several options for readers to buy your books. While you should always come across as a professional, personal touches in the right places (i.e., your bio page and/or a "fun stuff" page) are a plus. Articles and writing tips are always a welcome addition. Readers also enjoy "extras" like character bios, character blogs, and any other material not included in your books but that provide readers with insight into the stories (this is something I really need to do for my upcoming series). Ongoing drawings for giveaways are a great way to create traffic on your site.  

2. Networking: You should definitely have Facebook and Myspace pages, and then there's Shelfari, Plaxo, Twitter and a host of other networking sites. Yes, these can all be time-suckers that can take you away from your writing. Pick the ones you're most comfortable with and set aside time each day to post updates, read and comment on some of your friend's updates and then SIGN OUT! It's about self-discipline and using internet networking as a tool, not an addiction. These sites are great for announcing releases, book signings, chats, contests, etc.

3. Online Readers Sites: Contact sites like Romance Junkies, Eye on Romance, Fresh Fiction, The Romance Club and Manic Readers to name a few of my favorites, to arrange for reviews, interviews, author listings, posting articles you've written, participating in contests, etc. These are great places to connect with readers, get your name out and create a buzz. 

4. Promos: Have bookmarks and other promo items made and start handing them out. If your publisher provides cover flats, hand those out too. You'll also want promos on hand for booksignings once your book is released. A great promo you can make yourself is a "teaser"
booklet with your cover art, blurb, review quotes if you have any yet and the opening pages of your story.

5. Contact book clubs and independent book stores with information about your upcoming release, and include ARCs (advanced reading copies), bookmarks and other promos they can pass on to their readers.

6. Local media: a lot of local papers and magazines like stories about town residents. Can't you just picture the headlines? Soccer Mom by Day, Romance Author by Night. So send out a press release about your latest sales and see if they bite. You might also try local radio stations, who might be interested in having you on as a guest.

That's a short list so far and by no means exhaustive, but each is an essential part of promoting yourself as an author. Most of these are not particularly expensive, and some are even free (chats, interviews, reviews, articles, author listings). Establish a budget and stick to it. Even your website shouldn't put you into hock - get several quotes until you find one that suits your needs.

Cross promoting is a great way to alleviate costs and attract a wider circle of readers. Join with other authors who write in the same subgenre as you and/or have books coming out at about the same time, and create a group blog, share the cost of an ad, run a contest together, chat together, etc. You can ask your editor to suggest other authors who might be interested. That's how Silk & Shadows was formed. 

Important: always let your publisher know everything you're doing to promote yourself. They want to see that you're helping to increase your sales, so don't be shy about sending them periodic updates.

For next time: REVIEWS.