Companies spent north of 140 billion dollars in the United States in 2014 on advertising. Someone thinks it has a pay-off. It really depends on what you want to accomplish with your advertising. If your goal is to sell a product, event, or service, the advertising needs to more than pay for itself. But if the advertising also is used for branding purposes and laying the groundwork for something bigger, the value of such a thing as advertising will be hard to define initially – but possibly worth the expenditure.
Second, explore the possibilities. Are you doing billboards, infomercials, radio commercials, event sponsorships, pay per click ads, newspaper ads, or something else? What’s the cost and reach of each method?
Third, gut-check if your book is really worthy of an ad campaign – does it have enough going for it that the selling of the book via some kind of ad will be successful?
- Buy air time on a local radio station or TV show – and use it to launch your own show. Perhaps you split the cost with another author or expert.
- See if you can get the media to agree not to collect a straight ad fee but to share in the profits of all sales that are generated as a result of the ad.
- Trade books or a service for free or discounted ad time/space with other media.