The Phenix & Phenix blog asks, When Should I Start Thinking about Publicity for My Book? According to the blog’s author, “Ideally, once you’ve found a publisher and the publication date is set.”
Here’s a thought: you must think about the marketing of your book before you even write the thing.
To quote Russel Howcroft from George Pattison Y&R, “If you can’t afford to market your product, should you even create it?”
A real (read ‘actionable’) marketing plan differentiates hobbyists from serious writers, musicians, chefs, entrepreneurs, et cetera. Hobbyists never have an actionable plan. And they’re rarely in control.