Whether you have a new book coming out this year or are just concentrating on marketing your already published backlist, now is actually a great time to ponder your end of year sales campaign. I know that some authors keep at it all the time, but I find that three or four times a year is a good way to give your books a bit of publicity without irritating the daylights out of your followers. It’s also always a good idea to have a comfortable plan in place for the event all ready to go in plenty of time. Get as many goodies in your Christmas bag as you can.

First decide on a budget. It is very, very hard to sell books with a zero advertising budget, but even a little will help. When it comes to presents and bookmarks though, I’ve seen some fabulous homemade ones, so you…