(Excerpt from "Write Your First Book" by Peter Biadasz – Available on Amazon.com)
Many of the authors I meet with want to have an immediate plan to conquer the world. Reality and experience dictate that one first creates a marketing plan for the local audience and then grows regionally and finally nationally. Any marketing plan for your book (or any product or service) should include the following elements:
1. Identifying your local target audience(s)
Factors to explore for each target audience include, to begin with: age group, gender, education, background, income level, geographic location, race, occupation, life circumstances, hobbies, reading habits, buying habits, entertainment habits, TV. and radio viewing/listening preferences, business/social organization membership, and website preferences. Any additional information obtained could also be useful.
2. Position your book for success
After you have identified and educated yourself on your target audience, learn about your competition and strategize how to beat them. Understand why your audience will buy your book instead of theirs.
3. Write a marketing campaign – local, regional national, international
Strategize on how you want you and your book to be branded for marketing purposes. I enjoy talking with authors about marketing ideas. When creative minds meet great things can occur.
4. Your website
When designing your website remember two simple axioms:
- Make it easy for them to buy, and
- Make it easy for them to give you their e-mail address.
Number 1 is self-explanatory - you want to sell books. Number 2 gives you a vehicle in which to market you, your book, and maybe future projects. It allows you to gather a following and communicate with them.
When you get your book idea is a good time to register a domain name for the book. Why wait for someone else to acquire it?
5. On-line marketing
Because nearly 8 out of 10 books are bought on-line, it is a good idea to develop a strong on-line marketing plan. This plan could include: your website, a blog, involvement with on-line social and business communities , posting articles on-line, and an e-mail campaign (non-spam only). Seek the assistance of internet experts to learn which method(s) will be most effective in reaching your target audience(s.)
6. Book Signings
A book signing is not about selling books, it is about marketing. Be amongst your public, create some buzz, and plant seeds for the future. If you are fortunate, you may sell 5-15 books in the process in a 2-3 hour period.
Most bookstores have a Community Relations Manager, or someone similar, who schedules authors for book signings. When you schedule an event be sure to ask who is buying the books and what they do to promote the author. You can then market to compliment their efforts. Be sure to contact the media as you are comfortable.
Contact everyone you know, even if they are not in your target audience and let them know about your book signing. All it takes is a person having a birthday, etc. to have a gift bought for them. Receiving an author autographed book puts a smile on the face of most people.
You may find that someone will dismiss your work during a book signing. Never take this type of rejection personally. Not every book is for everyone.
7. Establish Yourself as an Expert
Hopefully, you already did this in your book. If not, go back and add to your book why you are the person people should turn too to receive the information they desire. Items to keep in mind are things such as your education, career and life experiences, or associations/organizations you belong too; anything that identifies you as an expert.
If, after you have taken inventory of your life you realize you may lack certain credentials, go get or earn them as appropriate. It is never too late to start!
8. Awards, Writing Contests, Etc.
There are many competitive venues for you to display your work. Seek them out as you want. As you win, you can market the victory. Publicity like this is always good.
9. Other Venues
When researching your target audience you will discover where they spend their money. If you learn they go to certain stores, make sure your books are there for them to purchase. Maybe they attend certain conferences, or belong to particular organizations. If they work together approach their employer for a special presentation in which your books are available for sale. It also may not hurt to know where you competitor places their books. You may learn much in the process.
10. Publicity Versus Advertising
There is a distinct difference between publicity and advertising.
Publicity is free, advertising costs money.
A balance between publicity and advertising is probably the desired course. Publicity can be obtained as you position your work as an asset to you target audience. The media will give you exposure as long as you are serving a purpose that is not only self-fulfilling. You can also gain publicity on the web via blogs, writing articles, and writing reviews for the works of others. Publicity can also be gained as you obtain sponsorships for companies or individuals in your target audience.
Advertising can take many forms. Be sure to spend your advertising dollars wisely. Measure the long and short-term results of each advertising effort. Also, understand that some advertising produces immediate sales, while other forms produce longer term branding effects.
Marketing Services Worth Paying For
Because the approach I take as a publisher is that I am an author first, Total Publishing offers a wide variety of marketing services. Sometimes, to achieve top results, it is better to leave certain aspects of marketing to the professionals. To learn more regarding services available to market your book feel free to go to www.TotalPublishingAndMedia.com
