by Joanna Penn on the Creative Penn site:
Book marketing is not a monolithic thing, it doesn’t happen at one single time, and your marketing activities will change over your career as a writer.
There is no magic bullet, only a number of different options that you can utilize along your author journey.
Here are some of the opposite polarities on the marketing scale that, along with your definition of success, will help shape your marketing activities. You will move up and down on these scales with every book and as you change over time. There is no ‘right’ way, just a series of choices that can result in multiple combinations of book marketing approaches.
This is an excerpt from How to Market a Book – Third Edition, available now in ebook, print and audiobook formats.