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" A comprehensive marketing plan involves both online and offline efforts to use and broaden your existing platform to promote your book. "

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" I know some authors who have gotten $25,000 advances and put it all into marketing, others who allocate $5,000 or $1,000. "

" I'm realistic about my career as a novelist. I'm certainly not a superstar and far, far from a household name, but I feel successful. "

" You can write the best book you can, and that might still not be enough. Appeal isn't something that most writers can't strive for or identify. It's something even the best agents and editors can't always identify. "

" Ask your editor or ask your agent to find out what the house's goals are for your book before it comes out. Get some sense of expectations so you are prepared. "

" Sometimes what you mustn't do is just as just as important as what you must do. "

" Recognize that the great majority of us aren't trained actors and entertainers. Usually, it's not our faces, our bodies, our personas or our stage presence that sells our books. It's our stories, our visions and our voices. "

" Smart authors, faced with storms, chose to create umbrellas. That's why a diverse group of authors banded together to create The Fiction Writer's Co-op, which will work to find innovative ways to promote each other's work and cheer each other on in a very competitive field. "

" It's so easy to look foolish online. "

" One Tweet can be heard 'round the world if the right people retweet it and the right people notice it on their feeds. "

" Don't send out a newsletter just to send out a newsletter. One newsletter a year that is really interesting is more beneficial than 12 that are boring. If you write two or three boring newsletters in a row, your readers will start to think you write boring books. "

" A mystery is a whodunit. You know what happened, but not how or who's behind it. A thriller, or a suspense, is a howdunit. You know what happened, and you usually know who did it, but you keep reading because you want to know how they pulled it off. "

" When writers stop to sharpen pencils or get up and make coffee to procrastinate, they still stay in their heads with their characters. But when you zip over to read email or check your Facebook page, you get zapped out of the fictive dream. It's brutal on my writing. "

" The one thing I am now sure of is that if there is such a thing as destiny, it is a result of our passion, be that for money, power, or love. Passion, for better or worse. "

" Save yourself some grief. Check with the publicist you hire to see what other books he/she has coming out at the same time as yours. "

" There was an ingredient used in perfumes and remedies in the Middle Ages called 'momie' that is certainly one of the most fascinating I've come across. "

" Don't spend more than 10% of your marketing/PR budget on a trailer. Trailers have to be marketed, too. So, far too many authors wind up marketing their trailers instead of their books. "

" From 1999 on - until 2003 - I covered publishing in a weekly column for Wired.com and wrote for several other publications - altogether writing over 150 articles. "

" The Fiction Writer's Co-op has 51 members, from celebrated NYT bestsellers to promising newcomers, and a waiting list. "

" The biggest mistake is to assume that another writer's successful strategy will work for you, too. Publishers' marketers - and even freelance publicists who cost mega bucks - tend to do the same basic things for all books. "

" Don't use your advance to buy an antique sports car, diamonds by the yard, or a bottle of wine from Thomas Jefferson's cellar instead of investing in your book. "

" With so many millions of titles available, the books that will get talked about are the books that make readers talk about them. "

" A curious mind is the most important attribute any man or woman can possess. "

" I think the most important thing we as writers can do is figure out how we define what success will mean to us and focus on that. "

" I have favorite authors from a lifetime of reading, so there are some I'll automatically read every time they have a new novel. Included in them: Robert Goddard, Jeffery Deaver, Sophie Kinsella, Katherine Neville, Greg Isle, Laurie King, Lee Child, Lisa Tucker, Susan Howatch, Paul Auster. Barry Eisler, David Hewson, Tracy Chevalier. "

" They say every writer really just writes about one thing over and over. I guess my one thing is how the past impacts the present. "

" Don't hire anyone - no matter what they offer - who promises you they'll sell 'X' copies of your book. Every book is different. The best any marketing company or PR firm can do for your book is make potential readers aware of it. "

" As a self-published author, you have the choice. Embrace the power to create a book that is truly yours. Don't be a whiner or a copycat. "

" There are many traditionally published authors who have hated the cover their publisher's decided on. Or the title or the marketing or the advertising. But there was nothing they could do about it. "

" I grew up in New York, and for the first ten years of my life, we lived across from the Metropolitan Museum. When I was an adult, I moved back to that neighborhood and lived there again. "

" It's easy to fall into the trap of thinking our careers will come to a standstill, or worse, crash and burn if we aren't social media butterflies. "