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Promoting your business, your book, even yourself, takes time to plan. All the time I hear comments like “I tried using a publicist, he didn’t do a thing for me!” Or “I’ve tried advertising it just doesn’t work.” Most people consider one marketing tool at a time. In other words, they try putting an ad on a website. If that doesn’t work, they try a press release. If that doesn’t work, maybe they’ll hire someone to do email marketing. And so on.