By Linda Lavid  »  Every book published should have a press kit, a.k.a. marketing kit. A press kit is presented to any venue that sells, advertises, or has the potential to create a buzz about you and your book. Venues can include: media outlets, bookstores, libraries, writer groups, reader groups, community centers, senior citizen groups, book clubs, schools, gift shops. When thinking of groups to contact, put a spin on your book that would interest that potential pool of readers. For instance, if you're approaching senior citizens and your protagonist is a retired school teacher, make it known.

The items that make up a press kit can be used throughout the life of the book, so it's advisable to make one for every book published. A press kit is inexpensive and only demands a little bit of your time and energy to create. Each item in a press kit can also be used separately. A press kit includes a press release, flyer, Q&A, promotional material and, if requested, a book.

Press release. A press release is an article of around 400 words that announces the who, what, where, why of your book. Start out with a headline that leads to something catchy that then guides a reader to the bulk of the story. Often a city and state are identified for local media feeds. A date is not necessary. At the end, identifying information is given, including how you can be contacted. A press release is news and not the place to be overly dramatic. Let quotes do that for you. To read more examples of press releases, go to PRWeb and search books. A press release is used for many reasons. Besides being sent to media outlets and groups, it can be tucked inside books when they are sent out for review and handed out at book signings, book fairs, or any other promotional event. A press release is a marketing staple.

Flyer. A flyer, a.k.a. sell sheet, is a page that can be scanned quickly. Instead of a narrative, bullets are used. A picture of the book can be included. Depending who you want to reach, the information on a flyer may change. For instance a flyer sent to a bookstore is different from one passed out to a potential reader. A sell sheet to a bookstore should include the trade discount if it is generous, how the book is presently being marketed and how it can be ordered. Selling to a reader would include where the book is sold, reviews, cost and a short bio. On the other hand if you just want the opportunity to speak to a group, topics to be discussed would be included. Always indicate how you can be reached. When thinking about a flyer put yourself in the place of that group or person whose attention you want to snag. What would he want to know? What makes you the perfect person to contact? Then say it succinctly in bold, readable print.

Q&A. A question and answer sheet is a self interview. It's commonly sent along with a press release to media outlets, i.e., television, radio, print, online. A Q&A sheet is useful for two reasons. First, disclosing information about yourself, may intrigue a reporter to do a story on you. The other advantage is to make it easier for whomever's interviewing you. Not everyone's Charlie Rose, y'know? To get started, consider the following: When did you begin writing? Why do you write fiction? Who are your favorite authors? Have you ever had writer's block? How do you write? What is this book about? As you answer these, other questions and answers may come to mind.

Promotional Material. Promotional material can be brochures, business cards, bookmarks, pens, magnets. Promotional material should be colorful and, if possible, useful - something that won't be tossed out. Consider adding text that may be of interest to a reader, i.e., a quote from a famous book or writer. Contact information, such as your website, should be branded onto every item. Promotional material doesn't have to cost a lot of money. Tips: I upload designs to fit on templates at business card sites and am able to get lots of stuff for a fraction of the cost, especially during their free promotions. Bookmarks can be designed on a computer then mounted and presented in many unique ways. To avoid the cost of color printing, use colored paper.

Once your press kit is complete, mail or present it to a specific person. After a couple of weeks, a follow up call should be made. At this time, ask if they'd be interested in seeing the book. Responses may vary, but each and every contact is important. Self-publishing is about getting your work out there and making connections. Good Luck!