Do you want to call the tune instead of paying the fiddler? Then you'd better be prepared to monitor the progress of your projects. While diligent follow through increases your odds for success in all aspects of publishing, it's especially crucial in promotion and sales. Many sound marketing plans flounder for lack of follow up.

Let's start at the beginning. Many publishers solicit advance comments for cover blurbs by sending copies of the manuscript to notables in the field. These are busy people. If you got their permission to send the manuscript in the first place, however, a gentle inquiry about "how are you coming on the book?" usually shakes loose the desired quote.

Of course, you've sent galleys to all the right places. But did you know you could call Library Journal, for instance, about three weeks later to inquire about your book's status? The person to check with is Bebe Thompson, their traffic manager.

What about re-contacting serial/excerpt rights buyers? Be prepared to offer them something new, such as specific reasons why their readers would enjoy a certain section of the book. And be sensitive to items in the news that give you a logical reason to get back in touch with the book clubs to whom you submitted early copies of the book.

Many wholesalers and distributors will place advance orders if you alert them to new titles. (And other times they seem inordinately stubborn about stocking a book at all.) But don't give up. Keep in front of them with clips of reviews, articles about the author and subject, plus copies of large purchase orders that come directly to you.

Speaking of reviews, be sure to follow up on magazines, newsletters, and newspaper editors who reach your target audience. A review here can mean hundredseven thousandsof full price orders.

By all means show appreciation when someone compliments your book. Those who provide advance comments, write kind reviews or articles, or give you electronic exposure deserve a prompt thank you. While we advocate results-oriented assertiveness, we also believe in gracious acknowledgments of good deeds.

Perhaps the busiest of all recipients are the media, particularly radio and TV producers. They are inundated with literature about prospective guests. No news isn't necessarily bad news. We've had things go astray here more than anywhere else. Follow up calls, though time consuming, often net big dividendsespecially if you're talented about verbally pitching the benefits of having your author on the show. Be persistent. We've send as many as four review copies of the book before it landed in the hands of the right person and a booking resulted.

Stay in touch with the contacts you make at major conventions, regional shows, and book fairs. I'm sure you've reinforced what developed for you at the ABA. Be sure to send announcements, catalogs, letters, complimentary books, etc. to appropriate new contacts. Are thank you notes, phone calls, emails, or other networking communications a regular part of your marketing mix? Properly worked, connections made at these events can impact your publishing program for years to come.

No matter what facet of marketing you explore, the squeaky wheel gets more attention. We encourage clients to be politely persistent. Stopping before you get resultsor a firm "no"is like ordering an ice cream cone, then letting it melt onto the floor. Remember the three bywords of meticulous follow through: trace, chase, and place. With this philosophy, your marketing plans are sure to be on a firmer foundation.

Copyright 2005 Marilyn Ross