What Makes Authors Good Marketing Partners

May 2007
by PMA Roundtable

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We recently launched an author marketing initiative that has met with



What Makes Authors Good
Marketing Partners


By now, the consensus is clear:
When authors help with marketing, books are much more likely to succeed.


But how do you get authors to
play their marketing roles enthusiastically, intelligently, and effectively?


In the reports that follow,
seven PMA members explain what works for them. In upcoming issues, we?ll
present other members? tactics for making authors effective marketers, and
we?ll provide selections from author questionnaires that elicit powerful
marketing material.


Thanks to all of you who shared
your experiences.




The Equal-Effort Arrangement


Both in our submission guidelines
and in initial contacts, we make it abundantly clear that any author working
with us must accept responsibility for half the marketing effort—not the
cost, but the effort. We expect authors to work as hard as we do to promote
their books.


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