"It's so much harder to publicize a novel."

Such is the lament of many fiction authors. Harder, maybe — but not impossible. Try these methods of novel publicity:

Pepper Your Book With Nonfiction Hooks
The reason most authors find nonfiction easier to publicize than fiction is that nonfiction, almost by definition, contains "hooks" around which you can leverage publicity. How-to books on golfing, for example, can lend themselves to doing talk radio shows where you share your golfing techniques; nonfiction guides to golden retrievers can become print articles on caring for your golden retriever. But novels can enjoy the same sorts of hooks, if you consciously insert them. So think carefully about your passions — hobbies, pastimes, collections, pets — and then integrate your favorites into your novel. If you're an avid golfer, make one of your characters a golf nut. If you love your golden retriever, put one in your novel. That way, you can get the same broadcast and print coverage for your novel that you would for a nonfiction book with the same hook.

Cast Marketing Lines Based on Those Hooks
Once you've got a few good nonfiction hooks in your novel, plan your marketing efforts around them. If your character is an avid golfer, you can try to get coverage of your book in golf-related publications, and sell your novel at golf conventions and shows, as well as golf pro shops and golf courses. If your novel centers around golden retrievers, you can target and market to the vast dog-loving audience. Golfers like to read books about golfers, and dog-lovers like to read books about dogs, so be sure you're working your hooks to seize upon your additional topic-related audience.

Real Locations Mean Real Marketing Opportunities
The more actual, existing elements you can include in your novel, the broader your marketing options. So include real locations, authentic corporations, and actual associations. (Of course, be sure you use these real venues and groups just as colorful background detail; be careful not to say anything libelous and don't violate trademarks.) Once your book includes real locations and groups, you can try to sell your books in those locations, and make quantity sales to those corporations and associations. (And if anyone can figure out a subtle way for me to include Canyon Ranch in my next book, please let me know.)

Forget Traditional Readings; Take Your Show on the (Thematic) Road
Sadly, not that many people attend book readings unless the author is already famous. So what can you do if you're a good, but not-yet-marquee-name novelist? Design an alternative to the traditional reading. Again, follow your niche: If your book features a knitter, create a knitting event; if your novel showcases a chef, organize a cooking demonstration. Your target audience will be interested in a nonfiction presentation or event just as much as—if not more than—a reading, and you'll likely sell more books as a result.

Offer Novel Incentives
Finally, capitalize on all the clever creative tricks only you can maneuver as a writer of novels. For example, invite visitors to your Web site to compete for a cameo role in your next novel — a sure-fire way to increase your ability to harvest readers' email addresses. Or print up t-shirts with cartoons or caricature based on your novel. (One writer I consulted with ended up creating a whole set of body tattoos based on her novel.)

Another idea is to walk around a busy resort town dressed as a character from your novel, handing out promotional postcards. Think out of the proverbial box, and work some novel ideas that nonfiction writers really can't touch.

By following these suggestions, you'll be able to simply and effectively publicize your novel. Please let me know how it goes!

Fern Reiss, CEO of PublishingGame.com and Expertizing.com, publishes a complimentary newsletter on how to get more media attention for yourself, your book, and your business.