If you haven’t begun writing your book yet, now is the perfect time to begin planning your book promotion strategy. That’s right: you must begin thinking about how you’re going to market your book before you even write it.

1. Determine your target reader

The critical first step is to determine what individuals and groups will be most interested in your topic.

Picture your target reader. Now find an old magazine and cut out a couple of pictures of people who “look” like your target reader. Tape those pictures next to your writing space, so you always keep your reader at the forefront of your mind. Every word in your book should speak directly to your targeted reader.

2. Ask for referrals

Before, during, and after writing your book, you’ll want to make meaningful connections with your target readers. Here’s one method many authors use successfully:

Ask for referrals from everyone you know and/or meet.

Let’s say your expertise is in the area of adoption. Most people you meet won’t be actively considering adoption, but almost everyone knows someone who is.

Perhaps you’ve written an inspirational book for women in ministry. Most people you run into aren’t in charge of a women’s ministry or are on the planning committee for a retreat, but they might know someone who is.

Asking for referrals is a non-threatening way to build a list of names of key influencers in your target market.

As you build your list, get phone numbers, addresses, or e-mails, and document the name and number of the person who referred you. Don’t forget to thank them for the support (a hand-written thank-you card is always a nice gesture).

3. Follow through

Next comes the important, but scary part: follow through. Introduce yourself to the prospective influencer via a brief phone call or an introductory letter/e-mail. Follow up a couple of weeks later.

Open by explaining that so-and-so gave you their contact information and suggested you contact them about your book. Ask the contact for permission to send them some information.

Remember: you want to become a resource for that person, so don’t be pushy, and be considerate of their time. Ask when would be the best time for you to chat. Verify their address and then follow up a week or two after you send the information.

Whatever you do, don’t neglect to follow up! All the work to develop a list of contacts is wasted if you don’t follow up.