Despite Hollywood’s version, most new book authors have to participate
in marketing their books, A LOT. Even when the publisher provides money towards
the book launch and promotional efforts, unless you are some big name star or
such, you will have to lay a lot of the groundwork. And not all publishers
cover the costs of the effort. Also if you are like hundreds, thousands, of
self-published authors, it will be entirely on your own shoulders.
So whether you are going with a traditional publisher or
self-pubbing, make up a plan to launch and market your book; many publishers
will ask for this if they are considering representing you and your book.
It doesn’t have to be incredibly detailed, but you should
certainly have the answers to the following:
·
Who
is your target audience? (actually this is a good thing to know while you are
writing the book as well). Knowing who would be interested in the content will
help you reach the right people to try to sell your book to. If your audience
is the newly retired, then advertising in magazines or posting on blogs who
cater to the 55 and over crowd will help you reach more relevant readers. Also
make a list of other potential readers — for instance, the book for newly
retired may also be of interest to investment counselors?
·
Make
a list of “places” where you will find members of your first and second target
audience. What magazines do they read? What Facebook groups do they frequent?
What stores or cafes do they frequent (for in-person appearances)? Include
contact information for each including contact directions when available.
·
What
is your budget? How much money AND time do you have to invest? Time is just as
important (some might say more) as the amount of funds; there are many things
you can’t just pay someone else to do for you.
·
Make
a list of promotional materials and the cost of each that will help to raise
interest in your book. There are companies who will print bookmarks, trading
cards, book cover look-alikes to autograph, postcards and mailing services, or
little novelties that are relevant to your book’s subject and preferably can be
personalized. Be aware of your budget before you begin investing in SWAG (Stuff We All Get) to hand out.
·
If
possible (affordability) have a book trailer made and posted online. Prepare
flyers. Compose and send press releases. Start the hype for your book. This
ideally will be started BEFORE the book is actually available. If you already
have an author web-site then be sure to update it ideally with a page devoted
to the book; if you don’t have a web-site, do it NOW (there are free,
inexpensive and very expensive sites; inexpensive can be less than $20/yearly
and probably will look more professional than the completely free)
·
Prepare
a book discussion packet which can be mailed/e-mailed to libraries, book clubs,
relevant social organizations to be used by any book discussion facilitator —
or by you in any love setting.
·
List
the highlights of your marketing plan and approximate a time schedule to
accomplish this. In other words, don’t keep putting off getting yourself and
your book out there.
·
Finally
leave room to record your results. Keep track of which activities seem to get
the best results.
Writing Exercise: Write
a short story about a new author showing up for her first author event, only
NOBODY shows up. The only people there are the establishment staff members.
Write a short-short about how she still keeps her chin up, remains there for
the entire time scheduled, and remains totally professional. (by the way, don’t
let this scare you, prepare for it and everything else will be easy!)
Writing Prompt: Make
a list of the things you would like to ask another author at a book signing
event.
Challenge Assignment:
Write a complete Book Marketing Plan for your WIP (work in progress) or for the book you PLAN to write. Do actual
research about venues, advertising sources, and promo materials; include the
actual costs.
