The following guidance focuses on big-picture strategy.

• 4 Pillars of Book Marketing, or How to Sell More Books in Less Time by Matt Holmes
• I write in Publishers Weekly about setting goals and assessing your resources before you get overly into the tactics.
• Find your marketing sweet spot by Ricardo Fayet: https://www.janefriedman.com/the-importance-of-finding-your-marketing-sweet-spot/
• Barbara Linn Probst offers advice on a three-tiered approach to book launches: marathons, sprints, and pounces
• How to develop a marketing and promotion plan as an indie author, by Emma Lombard: https://www.janefriedman.com/marketing-and-promotion-plan-indie-author/
• Niche versus general book marketing, a Business Clinic session: https://youtu.be/NtHp7yJebB8?si=ikn3ZdgQYuBM3Vvl
• How some self-published books thrive without viral marketing (or other tricks)