Brian Godawa continues his instructional series with How to Market Your Self-Published Novel. Don’t let the title mislead you, however. Regardless of how you publish your novel, much of the marketing is up to the author. Until you earn the auto-selling reputation of a Tom Clancy or J.R.R. Tolkien, an author’s effort at marketing their book is critical. Many new authors are surprised at this, expecting book ads and radio spots, but such things have become the exception rather than the rule. The quantity of books being published also makes it impossible for every new book to receive the red carpet treatment. So once that book is done, your work isn’t.