From author M.J. Rose:
Sometimes what you mustn’t do is just as just as important as what you must do.
. . . .
This list contains just a few my “must nots” inspired by the much longer list of “must dos” from What To Do Before Your Book Launch that just launched last week.
1. Don’t assume everyone will wake up the day your book comes out and rush out to buy it . (No one can buy a book they have never heard of.)
2. Don’t spend more than 10% of your marketing/pr budget on a trailer. Trailers have to be marketed too. So far too many authors wind up marketing their trailers instead of their books.
Link to the rest at Buzz, Balls and Hype