Don't spray and pray -- set a marketing objective

You can “pants” all you want when it comes to writing, but on the marketing side, you really ought to be a plotter.

(If you have oodles of discretionary money and a shortage or total inability to plan, by all means, spend as you go along ... but also realize how rare you are!)

Boni Wagner-Stafford, an author and nonfiction writing coach, shares how to set objectives for your marketing and how to determine them in a guest post on Jane Friedman’s blog.