Creating buzz successfully is related less to the amount of your promotional budget and more to the way your communication program is implemented. Heavy promotion to the wrong target market will have little impact on sales. Communicating the wrong message to the right audience will increase sales minimally. Improper execution of the proper strategy will have only slight positive effect. The best way to increase the velocity of your books is to communicate an informative and motivating message to a select group of customers.
Some publishers believe the key to increased income and profits is to publish more titles.
However, the quest for a revolving front list can actually limit your profitability as its creation and maintenance depletes your limited resources of time, energy, creativity, attitude and money. Substantial net income depends upon your ability to maintain a topical frontlist while you continue to market your backlist aggressively. The answer is found in the difference between the words book and title . Authors create titles that are published as physical books. Publishers make money when people buy books, so the key is increasing the number of books sold, not titles created.