Literary agent Steve Hutson recommends authors pretend that if they get a publishing deal with a traditional house, the publisher will not put any time or money behind the book's marketing efforts. Like most businesses, publishers have tight budgets and have to invest their money wisely. Hutson suggests that authors work closely with their agent to strategize a marketing plan that can be pitched to publishers. Work on getting reviews and endorsements, and understand who your target reader is and how you can reach them. Presenting this plan to a publisher can greatly increase your book's chances of getting a deal. Per Hutson, what the publisher will ultimately do to help promote the book can be negotiated.