By Adam Cothes

Advertising is one way to connect your message to your reader. With so many advertising options, it can feel daunting to consider. I suggest starting early and taking it slow. Make any advertising you do part of your larger promotion plan.

If used in a targeted way, with repetition, advertising can be an effective tool to reach readers. Its natural downside is price since advertising tends to be expensive. That can be overcome by careful selection or through co-op advertising.

Co-op advertising

Co-op advertising is where multiple authors share the cost of a large ad in a prominent publication. WinePress puts co-op advertising to good use throughout the year by picking high-profile publications, and helping our authors share the costs. By working together our authors reach more people for less.

Targeted Advertising

If you’re on your own be selective in your ad choices. Pin down what your budget is, who your target market is, and where they can be found. This exercise will help you decide where to place your valuable advertising dollars.

• What’s your advertising budget?
• What magazines do your readers subscribe to?
• What websites do they visit?
• What radio stations do they listen to?
• Where do they hang out?
• Do they have children?
• What are their children reading?

For example:

• You may find that your reader is a 20-year-old male who lives on the computer playing video games. Perhaps you could advertise on those game websites, in gaming magazines that interest young men, or through social networking.

• If your reader is a middle age Christian mother she’ll be on completely different websites reading completely different magazines. In fact, you’ll probably have choices to make since you could advertise to her in many different ways.

Repetition = Response

Each time you make a decision on adverting, ask yourself if that ad will reach your target reader. If you’ve placed one ad and seen no results, don’t give up so soon. Try again; repetition will increase your chances of response. As busy Americans we can be a little slow to get the message – even if it’s perfect for us.

Adam Cothes works in various aspects of publicity, advertising and marketing in the WinePress Publicity department. He also helps new authors get started with the publishing process.