Make Friends With An Advertising Specialties Executive

Publishers won't, or can't afford to, promote most of the books they create.

That's bad news for authors who don't have huge name recognition or a platform like Snooki (Jersey Shore, check your local day and time). Like anything else, you have to do it yourself.

Chances are, if you're the average writer, you aren't wealthy and you won't be giving away free copies of your debut novel already downloaded on an iPad. But there are other ways to entice potential clients.

They're called advertising specialties, all those little bits and pieces that are handed out at seminars and conventions.

The first thing you'd think of as a writer would be to include a custom-printed bookmark with every purchase, but that may not be enough.

How about a keychain with a plastic replica of your book cover? Perhaps you could make friends with someone in the business and get a discount, which would allow you to afford something more substantial, like a drawstring book bag with your name and title emblazoned.

Once you've got your give-away, it's time to blast away on Facebook, Twitter or maybe even mass e-mail to get out the word. Buy the book, get something unique that you won't see coming and going on the street. Buy the book and just plain get something, like the goodie bags given out to children at parties.

Authors don't get much of an advance these days, and now they're expected to invest a portion of the pittance to promote themselves. If the marketing scheme works, of course, it's money well spent and the author earns a greater return that more than makes up for the initial outlay.

However, it can go the other way as well, with an author spending like mad, only to find that they're further behind than when they began.

I suppose it wouldn't hurt to make friends with a marketing executive who could help you tailor your approach. At least you wouldn't have to get yourself cast in a reality show and then be expected to make a complete fool of yourself.