With many people writing and self-publishing books these days, there is unprecedented demand for information of all kinds. It ranges from how to get an ISBN number to how to market a book. Many factors figure into a book's success, so all of them are important – but the publicity campaign can be a deciding factor. It's why wise authors plan for the marketing program long before their book publication date and take all aspects of it seriously. It all begins with knowing the audience who will be interested in the topic and want to buy copies—both the book and its marketing must appeal to them.

Many successful books have more than one audience, some in the mainstream and others with niche interests. Often the niche crowd will buy books at higher rates because their interest is more intense. That said, the mainstream group is more extensive and can also contribute meaningfully to sales over time. When thinking about publicity, it's crucial to pitch media that have audiences who will be interested. The case for niche media (podcasts, blogs, trade publications, etc.) says that smaller but highly interested audiences can be more valuable than those who consume mass media. Ideally, you will reach both types.

When you're planning a book marketing campaign, especially if you're working with a publicist, be clear about your intentions and expectations. There are varying goals for book promotion, and not all have to do with sales. A business executive who has written a book, for example, might be much more interested in using the book PR to gain new clients. Other authors may be more traditionally focused on selling copies of the book, especially true for anyone wanting to make writing a full-time career. When you're clear in your objectives, the marketing campaign can do more to accomplish them.

It's also common and reasonable to have short- and long-term goals for book publicity efforts. The short-term goal is often selling copies of the book, and the longer-term goal can be author branding. When you develop a following and become well known, it earns you the opportunity to write future books with a better chance of success. It can also have spill-over effects on your business or professional practice. Books confer stature on their authors, and when you go against a competitor, they can give you an advantage. You can get a lot out of a well-planned publicity campaign for your work.