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Market! Market! Market! There are many services both online and off that will help you create a specific book marketing plan. "On Target: The Book on Marketing Plans" by Tim Berry and Doug Wilson can be downloaded free at: http://www.mplans.com/ot/. If you like what you see, you can also purchase the book with marketing plan software to help you create your own dynamic marketing plan for your book.
*You need a specific book marketing plan to help you target your markets and make sure you don't overlook any market that is right for your book.