07/22/2010 03:11 pm ET Updated May 25, 2011

What's an Author to Do?

With all of the modes of communication available, authors have so many ways to connect with (and sometimes saturate) their potential reader. So how do you capitalize on all of them without cannibalizing your individual efforts? That's a tough one.

Many authors have done well to use email campaigns to broadcast book launch announcements. These marketing efforts can increase their sales on particular days which will increase their rankings on book distribution sites like Amazon. However, if you receive a minimum of five promotional emails a week, you are not alone. The open rates of these types of sales emails are dropping.

The sheer volume of emails we all receive is one of the reasons why social media has become even more popular for expanding an author's brand. If you can get someone's attention on Facebook or Twitter and drive them to your desired site or sales page, you have a better chance of engaging a sale.

You need all of it. In order to be a successful author you need to participate in traditional public relations, create an online presence through blogging, etc., communicate with emails and use social media. You have to integrate them all and you need to track your progress and see what is giving you the best results for your efforts.

I realize this is all new and overwhelming to anyone just entering the publishing arena. I have been in the industry for many years and I still find myself challenged by keeping track of it all. That is why I sought out the advice of experts in every facet of book marketing. You always hear that success leaves clues. Well that is what I wanted to know. I went out looking for who was being successful at navigating each of these avenues and what could I learn from them.

What I found was amazing information and so I wanted to share it with as many authors as possible, in a lively and engaging way. From my many light bulb moments was born the 21st Century Book Marketing Event. It is a two-day live program with experts who represent an extraordinary collection of talent in the fields of marketing, social media, publishing and book promotion. I can't wait to share all of this current information with you.

Arielle Ford has launched the careers of many NY Times bestselling authors including Deepak Chopra, Jack Canfield, Mark Victor Hansen, Neale Donald Walsch & Debbie Ford. She is a former book publicist, literary agent and the author of seven books. To learn how to get started writing a book please visit:

Subscribe to the Culture Shift email.
Get your weekly dose of books, film and culture.