The Big-6 publishers ask every new author to present a book marketing
plan, it doesn't matter who is paying for it, they want to see if you (or your
agent) have thought things through. Many small press publishers are also
requesting marketing plans. And if you are a self-pubbed author, you better
have a book marketing plan in place before you start investing your hard earned
dollars or effort in promoting your work.
Your marketing (or business) plan involves a lot more than
simply saying I am going to write a book, get it published and sell it to the
masses. Maybe that would work – most likely it won’t. And don’t wait until your
book is already printed and ready for sale to start implementing your business
plan.
Answer these questions to help you build your book marketing
plan:
1) Who is going to read your book? Is it written for a select
group (gender, age, profession, etc)? It’s important to target your audience
while you are writing the book and while you are marketing it for potential
sales. How will you reach your target group? What websites, social networks,
print magazines, clubs, and demographics are frequented by this group? Don’t
try to target everyone, be select and appeal to the group that your book was
written for.
2) What would you like to see happen for your book? Do you
want the book shared among family members, used as a “textbook” for a cause,
or sold in the marketplace? What kind of success would you be happy with and
how important to you is that success (do you want money, fame, recognition of a
skill)?
3) What actions can you can take to achieve your definition
of success? How can you plan each of these happenings? If appearances or book
signings are part of your plan, who do you have to contact to arrange an
appearance?
4) How much time and money do you have to invest in
marketing your book? Be realistic and don’t go over budget. There are several
inexpensive ways of promoting your book, you don’t need to be wealthy. Make a
list of costs associated with marketing options so you know what you are able
to do and what you should avoid (figure in the cost of sample and giveaway
books, travel costs to appearances, postage, and any ad placement)
5) Write and mail out press releases. Depending on your
financial budget, you can write the release yourself or have it done
professionally (but as a writer you are a professional). Design and purchase
promotional materials; look for low cost methods to produce items (ie: VistaPrint,
UPS Store) like business cards, bookmarks (large postcards and cut them apart
yourself), brochures, etc.
6) What can you do to market YOURSELF (aka The Brand)?
Consider your book as a product and the author as the brand (Rice Krispies and
Kelloggs). Promote your personality, your authority as an expert if it applies,
your style, and your “human-ness”. Make the public interested in the next “Chelle
Cordero (your name of course)” book and not just a single title. Develop the
image you want your public to see and live it at your appearances, in your
blogging, and in your interviews.
Set your goals, decide what time and money you have to
spend, plan you actions and how you will get there, and promote yourself.
Writing Exercise: Choose
5 to 10 colors. Write a brief paragraph beginning with each color and about
each color. For example, use the color RED and write about the screaming fire
truck heading to the fire scene.
Writing Prompt: Write
as many excuses as possible for a student not to complete his homework
assignment. Make the excuses original and believable.
