If my book targets a primary market, how do I go about promoting it to others?

When marketing a book the writer effectively becomes his own publicist and this is where publications like the Writers’ & Artists’ Yearbook become an essential tool for giving all writers contact names, phone numbers and emails.

The internet also allows a writer to get the message out there to every social group including Facebook, Twitter, Reddit and Google+.

However, it would be wise to exercise caution because marketing, like writing, must be planned in a structured way. A scatter-gun approach is of little use and could be the difference between a press release being read or deleted.