Publishing veteran Carl Lennertz discusses the difference between between book marketing and publicity and where self-published authors should spend their money.

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You’ve written an amazing book. You’ve gone through a thorough editing process. Your book cover has been designed and it looks amazing. You have spent months, even years to get to this point, and you are probably experiencing a combination of elation and exhaustion. Well, take a deep breath and get ready for round two, because now you are ready for the next steps: publishing and promoting your book.

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Think you're missing out on the Christmas rush? Maybe not. Self-published authors stand a better chance of sales in January and February. So get ready!

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Think of your book description as the most important sales pitch of your life. Every word must count, every idea must serve to rope readers in. Too often, indie authors fall short and lose readers to a book with better promo copy.

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Jacket copy is never going to be “perfect.” It’ll never capture everything you want readers to know about your book or your achievements as an author. So give up on trying to pack it all in and just accept the fact that this is supposed to be, much like the descriptions on a menu, a teaser. First throw your hands in the air, and then use them to karate chop all the extraneous elements into submission. What’s left over will be in fighting trim.

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Jacket copy: that briefest of descriptions which must, at quick glance, convey to a potential reader all the brilliance and complexity of your book. Yeah, no pressure!

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Many new self-published authors think they need to have a book launch with lots of fanfare right after they hit the publish button. Actually, you can “launch” your book in the first few months after its official release date.

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