Marketing
planning is simply deciding what you want to accomplish with your
book, setting an objective to keep you on target, and then asking
yourself a few questions about what you need to do to reach your goal.
Organize these questions and your answers to them in two parts. Part
one sets your direction, during which you'll ask the following
questions: What do you want to accomplish by writing your book? Who
will buy it? What's in it for you? Part two answers the following
questions: What information do people want that is not already
available? Where will you sell your book? At what price? How will you
let people know that it exists? What Should be in a Marketing Plan?
Part One:
Direction
Your initial marketing plan is a
wish list
of what you would do if you had sufficient resources. You might
consider developing this list in a creative brainstorming session with
a group of people, which could include friends, family members, or
fellow writers, to name a few. Initially, focus on
quantity of ideas, not
quality,
and include some that may at first seem illogical. Such big ideas may
stimulate better ones as you get started with your marketing. So, wait
until later to apply judgment and eliminate any programs you determine
are not currently feasible.
Begin
your marketing plan with a sentence stating your overall objective for
the upcoming period. Next, make a list of your strategies that outline
your general game plan. Finally, describe your tactics that are the
specific actions you will take to fulfill your go to market strategy and achieve your objective.
Before
planning your specific marketing actions, think about your product,
potential readers, goals, and objectives for the next year.
he
information below provides ideas, examples, and instructions that will
help you create a quick, practical marketing plan for a business book.
This plan is meant to get you started, but effective marketing
requires flexibility. If something is not working for you after you
have given it a concerted effort, try another tactic to reach the
realistic goals you establish.
Part One: Before
planning your specific marketing actions, think about your product,
potential readers, goals, and objectives for the next year.
1. Product Description
The
entire marketing process is based on having a good book to sell. Was
it well written and properly edited? Does the cover and page layout
look professionally designed? Will you make it available as a printed
book, an eBook, or both? Before you price your book or begin
distributing or promoting it, describe what your book is about in 100
words or less. Think of it from your readers' points of view. How can
your information help them become more successful, make money, or start
a new business?
Identify
books that are similar to yours, and describe how yours is different
from and better than competitive titles. A good description may be
started by completing this sentence: My book helps________ who want
________ get _________. Then, add your competitive advantage. For
example "My book helps small businesspeople who want increased profits
get more sales from existing and new customers. Its unique advantage is
that it was based on the author's actual successful experience."
Finally,
develop a strong mission statement. Your mission statement is a one or
two sentence description of why you wrote your book. Reading this
regularly will help keep you focused and motivated. For example, a good
mission statement for a book about finding a job would be "Help
unemployed people develop their job search and networking skills in a
supportive environment so they find a new, well-compensated career
position quickly."
2. Author Biography
As
an author, you are also selling yourself as a product, so it is
important to start making the right brand impressions early. Think of
who you know, and also about your background in terms of how it can
help you sell more books. What makes you the expert on this topic?
Where did you go to school? In what clubs and associations are you (or
could you be) a member? What are you good (or not good) at doing, and
what do you like (or dislike) doing? Who are your current and previous
employers? Your answers will give you ideas for how to target and
present yourself to potential readers.
3. Target Readers
You
cannot market to everybody, so think about who will buy your books.
Who is the typical reader you had in mind when you wrote your book? Is
the person male or female? In what age group would you categorize your
reader? For example, if you are writing a book about preparing people
for retirement, your target reader description might include people in
these categories: Employed males and females, age 50 - 65, and middle
to upper-middle income bracket. Give consideration to increasing the
font size in the page layout a point or two to help people with poor
eyesight see it better.
4. Marketing Goals and Objectives
Write
a specific statement of what you want to accomplish in the next year.
Some of your goals may be hard to quantify, but do so where you can. Do
you want more reviews? How many more? Do you want more media
attention? How many print articles and broadcast appearances will you
seek? How many books do you want to sell? How much money do you want to
make? Be realistic in your estimation.
By (date) _____ I will sell (number) _____ books and make $____ by getting ___ reviews, ___ awards and ___ media appearances.
Part Two:
Action Plan.
Given your descriptions in Part One, what specific things must you do
to reach your objectives? It is helpful to group these activities under
three major topics: 1) How you will price your book, 2) Where you will
sell it, and 3) How you will promote it. The sections below include
examples to help you get started. Your actions will vary according to
your own content and target readers.
1. Pricing Your Book. The
price at which you will sell your book could determine your sales,
profits, and opportunities for long-term growth. Your final choice will
be determined by your costs, distribution method, and competitive
prices. Be strategic in your decisions.
Choose
a lower-than-average price if you 1) intend to sell directly to
corporate buyers rather than through a distribution network to
retailers, 2) plan to limit your promotional expenditures, 3) want to
make your book more competitive against other market options, or 4)
seek a long-term profit potential. You might choose a
higher-than-average price if your content will be quickly outdated or
is highly specialized, or if you have little competition. Another
consideration is the format in which you deliver your content. For
example, eBooks are typically priced lower than printed books because
of the lower production and distribution costs. Lower-priced eBooks
also tend to attract more potential buyers.
2. Sales Outlet Options.
Sales outlets will vary according to each individual title. Be sure to
conduct research and think about where your content will have the best
sales opportunities when deciding what works best for your book. Some ideas for sales outlet options include:
1)
Ask where your typical reader will shop for business books; that is
where you will want to sell it. For instance, CreateSpace offers wide
distribution on Amazon.com, your own eStore, and through the Expanded Distribution Channel, as well as a Kindle file conversion service
to provide you with Kindle-ready eBook files. You may also want to
consider sales opportunities to non-retail buyers, such as corporations
or schools, for your book. Approach local, independent retail stores
to see if they'd be interested in stocking a title by a local author.
2)
Think about which retail outlets may consider stocking business books.
Examples of retail outlets for business books would include bookstores
(your book is listed with Ingram and Baker & Taylor through
CreateSpace's Expanded Distribution Channel), business stores (such as
Staples through Select Media Services), airport stores (such as Hudson News Co.), warehouse clubs (Costco or BJs through Anderson Merchandisers), and college bookstores (through Follett).
3)
Examples of non-retail buyers could include corporate buyers, schools,
associations, clubs for entrepreneurs, alumni associations, and
home-based businesses. These opportunities require direct selling since
there are no distributors that sell books to non-retail buyers. Find
prospects through online searches after reviewing the following:
a.
What companies could use the information in your book? For example,
for a book about sales techniques, you may want to reach out to sales
managers, career coaches, and networks of sales representatives. Find
names of companies and contact information at Manta.com.
b.
What associations could use the information in your book? For example,
for a book about how to communicate in writing, you may want to reach
out to the International Association of Business Communicators. Find
names of associations and contact information for each at Weddles.com.
c.
Books on many business topics are popular in libraries and on military
bases. You can reach libraries through Baker & Taylor and sell
books through military exchanges such as AAFES.com.
d.
What other organizations could use the information in your book? For
example, if your book is targeted to executive women, you'd want to
contact the National Association of Women Business Owners or the National Association of Female Executives. If you target small-business people, reach out to the International Council for Small Business.
3. Promotion Actions.
How will you reach and tell your target buyers about your book so they
can buy it? Use a variety of promotion tools as described below, and
promote regularly. Prospective buyers may need to see or hear your
message multiple times before it drives them to purchase your book.
Also, choose the promotional techniques that are consistent with your
personality. For example, if you are not comfortable performing on
television, deliver your message through radio, print, or the internet.
There
are promotional tools to fit any budget. Most public relations actions
are free or low cost, while advertising, trade shows, and sending
direct mail packages are more expensive. Finally, there are even some
promotional actions for which you could be paid, such as public
speaking or conducting webinars. Find the best combination of those
listed below that fit your target audience and your goals, personality,
and budget.
3.1 Publicity.
Public relations activities entail reaching the most people in your
target markets as frequently and inexpensively as possible. Most media
exposure is free so you can get maximum coverage on a limited budget.
Examples include TV and radio appearances, letters to the editor,
publishing informative articles in magazines, producing a newsletter,
or reading/speaking at schools. Here are some things to try or
consider:
1)
Write a one-page press release, focusing on what makes you and your
book unique and important to readers. Begin your press release with a
simple statement or question (your hook) that will get the attention of
the reader. Your hook is the key concept that makes you or your book
unique and beneficial to your audience. Your press release should fit
on one page, be double-spaced and written in a way that is interesting
and informative to the recipient. What can you say that will get the
readers' attention quickly, help them understand how your information
can benefit them, and get them to take some action to buy your book at
the designated sales outlet? For a free analysis of your press release,
go to PressReleaseGrader.com.
2)
On what TV and radio shows could you be a guest? Choose shows that
people in your target audience will listen to or watch. For example,
target shows such as The Dave Ramsey Show, The Ray Lucia Show, Business Talk Radio Network, or Your Money Matters! for a book about money or personal finances. Visit Radio-locator.com for a simple means of contacting radio stations. Check out Kidon Media Link
for a list of TV outlets and other media. Keep in mind that your
broadcast media opportunities will be greater for local, regional, or
niche shows rather than those at a national level.
3) What newspapers could write about your book? What newspapers does your target reader read? For example, choose Financial Times, Barrons or The Wall Street Journal for books relating to finance. Visit Bizmove for a list of local newspapers.
4) What magazines could write about your book? For example, seek exposure in publications like Entrepreneur and Fast Company
for a book about entrepreneurship. Remember, getting media coverage
online is just as good, if not better, than coverage in print. Check for lists of national media organizations and magazines.
5) Who could review your book?
b.
Media outlets and bloggers. For media reviewers, search Literary
Marketplace and trade publications for those with an interest in your
niche.
c. Post-publication reviewers such as Midwest Book Review, Computer Book Review, Education Review, Military Book Review
6)
What award competitions would be right for your book? Considering a
business book, some examples include Axiom Business Book Awards, Small
Business Book Awards and the National Business Book Award. For more
ideas, read the Resources article 2011 Competitions for Self-Published & Independently Published Books. Search online for award competitions for books on your topic.
7) Seek advance sales through corporate buyers or by conducting pre-publication promotion. Consider arranging a launch party.
8)
Time the introduction of your book with special marketing periods (key
dates, anniversaries, etc.) relevant to your title. Find examples of
these at
HolidayInsights.com.
9)
Get testimonials and endorsements. Sometimes called "blurbs," these
are statements by people attesting to the quality of writing and the
value of the content in your book. A site with free background
information about celebrities you may want to target for your book is
Who2.com.
10)
Consider executive services that summarize business books such as
Soundview Executive Book Summaries or Business Book Review.
3.2 Internet Actions.
In today's internet world, it's important to market your book online
to reach the widest possible audience. Websites, blogs, social media,
and online forums are all important channels for promotion and building
your brand.
1)
Consider purchasing the website address with your name or book title
and build a website. Search for websites that you like and then go to
Web.com or
Wordpress
for step-by-step instructions for creating your site. Or, you can have
someone design it for you. Once created, for a free analysis of your
website, go to
WebsiteGrader.com.
2) Start blogging to build an audience and your personal brand. You can create your own blog for free at sites such as
Wordpress.com or
Blogger.com. You may also want to make connections with other bloggers to see if you can write guests posts for them. Go to
Blogtoplist.com to find appropriate blogs for your topic.
3)
Create an author page on Amazon.com, Facebook and Twitter where you
can highlight your current and future books and build your image as an
expert. Also, join LinkedIn to network with like-minded people and
prospects. Join groups relevant to your subject matter to start
building awareness. Participate in the conversation, but don't overtly
promote your title.
4)
Join other online websites and forums relevant to your title. You can
find them by searching for those about your topic, such as Conservation
Commons, Open Access of Economics, Open Access Health Informatics
Community, or Men in Child Care.
5) Check out
MeetUp.com to find relevant groups to network within your area.
6) Record a podcast or consider hosting a webinar on your topic. Visit
BlogTalkRadio.com for instructions to do it yourself, or have them create it for you.
7)
When internet users search for your book, you want your website to be
the first one they find. SEO (Search Engine Optimization) helps the
search engines, such as Google, Yahoo!, and Bing, recognize your
relevance to specific keywords that people search for online. This
process includes researching keywords, creating content, building
links, and making sure your website is visible in search engines.
3.3 Personal Selling Actions.
As an independent author, you aren't just selling your book - you're
selling yourself. You might find in-person selling and networking
beneficial for connecting with potential readers face-to-face.
1)
In what bookstores or other retail outlets could you conduct an
in-store event or book signing? Focus especially on local retailers and
businesses, airport stores, high schools, and colleges.
2)
Are there association meetings at which you could speak? Rotary clubs,
Chambers of Commerce, business schools, corporate outings, trade
shows, and meeting planners seek speakers for their events and
meetings. Go to their websites and search for local chapter meetings.
3)
Is your book appropriate for speaking events at educational
institutions, or do you have the opportunity to provide training for a
company's employees?
4) Attend or exhibit at trade shows, conferences, or appropriate events
5) Throw a launch party,
inviting local media, friends, family, and people in your target
market. Have copies of your book available to sign, as well as print
materials with your website and social media information. Get the
emails of attendees to start building out a targeted email list.
3.4 Direct Marketing Actions.
These give you targeted and personalized contact with potential
buyers. You can reach many more people through a mail or email campaign
than through personal calls. You may find that the U.S. Mail (letter
or postcard) may deliver to more people than email with the likes of
SPAM filters. In either case, your results will be better if you
conduct tests before you send to an entire list. Test the creative
offer, the timing and the list itself before sending your package. The
package you send (or email) should include a cover letter, descriptive
flyer, and some response mechanism (business reply card). Consider some
of these direct marketing actions:
1) Send a postcard or letter and brochure to potential buyers. Visit
DirectMail.com or
InfoUSA.com for one-stop places to purchase a list or have them produce and mail your package for you.
2)
Purchase the subscription list for magazines reaching your target
buyers and mail to them. For example, if you want to reach home-based
business owners, get the subscription list for Home Business Magazine.
3)
Purchase opt-in email lists and send email blasts. For example, if you
want to reach small business owners, purchase a list for a trade
magazine targeted at small businesses.
4) Order bookmarks, stationery, and business cards to present a professional and consistent image among your target buyers.
3.5 Advertising Actions.
Advertising can be costly, but some authors may choose to pay for ad
placements in online and print channels relevant to their titles.
1)
Advertise in local newspapers or on radio shows if appropriate. Offer
to provide your content in exchange for free ad space. Contact the
advertising departments of your target outlets directly to examine your
options.
4. Evaluation. Every
few months after you begin marketing your book, compare your actual
sales results with your objectives. Are you on target to reach them? If
not, what changes can you make to meet your goals?
For
sales goals, create a simple Excel spreadsheet with your forecasted
sales for any period in one column. Then, insert your actual sales
figures and automatically calculate the difference. Have a line for
retail sales, library sales, corporate sales, etc. to point out where
your revenue may be below that which you projected.
Have
a means to objectively evaluate progress toward all your goals. If you
planned to get a certain number of reviews or media appearances, keep
tack of your progress toward them. The important thing is to think
about why you are above or below forecast, and make necessary changes
in time to reach your annual objectives.
(C) Fourquadrant
Sam. O. Salau
(Africa's Leading Author On Campus Issues)
Twitter: @samosalau
Facebook: Sam. O. Salau
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