I once spoke with a woman who had written a Christian book and I asked her what plans she had to promote it. She said, "I don't intend to promote it, that's the publisher's responsibility."
Wrong answer.
Bookstore
There used to be a time when publishers promoted books, now about all they do is issue catalogs and put them in the hands of overworked traveling bookstore reps. Once upon a time publishers had big publicity departments which set up author tours, book signings and radio and television interviews. That day is largely gone. Sure, the big name authors can get the celebrity medicine from publishers, but that's only after they have sold a million books and there is some evidence that they're going to sell a few million more.
Some authors who are new to the publishing firm are under the impression that bookstores are in the firm of promoting their inventory. That's not true either. You seldom see Christian bookstores placing print ads in local newspapers or having Tv spots highlighting the availability of particular books. The Christian bookstore firm is rather archaic because they sell on consignment, and they are able to return unsold books to the publisher. They have puny motivation to advertise your book.
So who has the accountability for promoting the Christian book you have written? You! Before you sign a ageement with a publishing company, they're going to want to know if you have a platform. What is the platform? It is a base of followers who are likely to buy your book. Church pastors have the people who attend their church as a platform, speakers have their audiences, and bloggers have their readers. Each follower constitutes a plank in your platform and they are the core buyers of your book. If you have no platform it is much harder to get public visibility and get book sales rolling.
Everyone hopes this core platform group will spread news of your book by word-of-mouth and that it becomes a bestseller straight through that means. Word-of-mouth is the cheapest and most effective book promotion recipe available. Authors and publishers love it when a book catches fire by that method, and when it does publishers come to be willing to spend money to fan the flames.
If you're reasoning about writing a book, you need to think about building your platform now. When you gift your book to a publisher, you need to tell them how many people attend your church or your seminars, or who read your blog. Information like that helps them make the financial decision to publish your book. A great platform means there is a ready-made market for your book.
In increasing to having an initial platform, you need to think about the other ways that you can promote your book. The most coarse ways are by keeping book signings, seminars, news articles, and doing radio and television interviews.
You may get some book promotion maintain from your publisher. However, in most cases it's going to be your accountability to promote your book yourself. You will have to pay for it out of your own pocket, but it is an investment which could reap huge rewards.
Christian Books Do Not Fly Off the Shelves, someone Has to Push Them
