Not every aspiring novelist can get themselves on Richard and Judy's Book Club. Photograph: Ian West/PA.
In an overpopulated market, how do you compete with known writers and celebrities whose work is promoted at every bookshop, website, magazine, television show and newspaper?
A publisher doesn't invest that much PR in first-time writers unless you've been recommended on Richard and Judy's Book Club or been hailed as the next best thing. However, there are options available that can help dramatically increase sales.
Depending where you live, anywhere up to 50,000 people read the local papers, which are desperate for interesting stories, especially if there's a local interest. In addition to London, my debut novel was set in Belfast, Southampton, Harrow and Milton Keynes The publicity generated from these local papers was invaluable in shifting hundreds of copies. Same applies for local radio (lots of fun) and the town websites.
Acclaimed author of ten novels, Carole Matthews, hosts a fun website and monthly newsletter promoting her hilarious novels to new and established readers. Include a biography, sample chapter, contact details, reviews and photos of yourself. Too many authors cram their website full of material and excessive colour. Simple and straightforward is best. Check out the websites of Stephen King, Anthony Horowitz, Sarah Webb and Carole Matthews.
Adrian Magson, crime writer and author of No Sleep For The Dead, sells many books courtesy of book signings. His novels are displayed at the entrance of the bookshop and he gently approaches customers, asking if they enjoy crime writing. If it's a "yes," he talks about his work and often sells a copy. If they're interested in another genre, he thanks them and moves on. Book readers enjoy meeting authors in their favourite genre.
If you are nervous or shy about selling, Chris Cardell offers advice on how to sell your business. His coaching tips are highly recommended and free, although if you have the money, he's worth hiring for advice.
Bookmarks, pens, mugs. Bookstore managers appreciate these items, especially independent bookshops, who've placed my work at the front of their shop alongside John Grisham and Eoin Colfer, when they received complimentary promotional mugs. Bookmarks are universal and more cost-effective.
Donating a portion of your sales to good causes helps raise your profile. I gave 50 copies to my daughter's school. £3 to raise money. £4.99 to yours truly. Teachers and parents talked about it for weeks and valuable publicity ensured more copies were sold.
For romantic comedy novels, have a valentines day competition. For horror, take advantage of Halloween. Crime - well, anytime in winter. Local press appreciates and supports competitions.
Although you will experience some jealously from others, most friends, family and work colleagues happily buy copies. People love claiming that they know authors that have actually produced books rather than those who simply talk about it.
Using the above methods, I've sold 1455 copies of my romantic comedy, Heaven's Delight, in the first two months. To read the opening chapter, go to my website.
• Since this piece was published, it has been brought to our attention that, in April 2010, the Advertising Standards Authority upheld a complaint against Cardell Media Ltd
