With Book Expo less than a month away, I thought this would be a good question to answer. I have been going to trade shows for the past 30 years or so. Over that time, I can think of a single show, covering three different industries, where I sold anything of substance during the show.

If you’re heading off to Book Expo America this month, you already know that it’s the largest book trade event held in the U.S. and second only to the Frankfurt Book Fair internationally. And whether you’re exhibiting a self-published book at the show, signing autographs in your publisher’s booth, or just planning to walk the floor, you can make it a more profitable experience. Here’s how:

Your telephone can be a valuable asset to help you sell more books, especially in non-bookstore markets where you have to do the selling. Yet many people feel apprehensive about using the telephone to talk with strangers. If you can learn to use the telephone in spite of your fear, you could experience increased sales and profitability. There are techniques you can use to overcome your dread and improve your oral-communication skills. Remember these points, and you won’t miss your calling.

Publishing is not for the faint of heart, the short-sighted or the introvert. It’s a commitment that demands courage, risk-taking, planning, energy, creativity and assertiveness. Note: I’m speaking here of true self-publishing—establishing your own publishing company.

If you’re crafting a press release to fax or email to the media – stop! This is a colossal waste of your time. Why? Because the old way of doing press releases no longer works. Press releases, the old way, are useless. And here’s another tidbit: by posting your release online you can circumvent: gatekeepers, spam filters, or your press release disappearing in the glut of emails a reporter or producer gets each day.

Blogging is a relatively easy way for you to publicize your book and even improve your writing while you’re at it. If you can write an e-mail, you can write a blog—it’s the easiest, cheapest, and perhaps best way for authors to find an audience and connect with readers. Blogging is an informal, intimate form of communication that inspires trust among your readers.

One surefire way to spread the word about a book is for the author to embark on a public speaking campaign. Authors who pursue speaking engagements gain more attention for their books. Some authors have single-handedly propelled their books to bestseller status through traveling and speaking nationwide on a continual basis.