Every Author Needs a
Marketing Plan
Your
marketing plan provides an opportunity for you to consider the strategy
you will take to get your book to your audience. Regardless
of who publishes your book, the primary responsibility for marketing it
successfully falls to you as the author. Generating your marketing plan
before you write your book will help ensure that your book content,
cover, publishing, and distribution all work together and support your
marketing efforts.
Simply stated, your book marketing plan is your road map to success as
an author. Don’t make the mistake of waiting until
your book goes to press before thinking about who will read
it. By developing a marketing plan as soon as you have a
preliminary concept and outline in place, you will be able to
automatically build
marketing awareness into every element of your book by:
• Targeting the specific
audience most interested in your topic
• Developing content that meets
their exact needs
• Creating a book that offers a
unique approach or solution
• Knowing where and how to sell
the most books at the lowest selling price
Potential publishers will require that you include a strong marketing
plan as part of your book proposal if they are to give your manuscript
serious consideration.
The depth of your marketing team and the activities you can afford will
depend on your abilities, time, budget, and goals. Your plan needs to include:
• Clear strategies and
promotional activities to reach your target market(s)
• Compelling printed and
electronic sales materials that speak clearly and directly to your
audience(s)
It is critical that your book marketing become an integral part of
marketing your core business to help you sell other products and
services. Take advantage of the contacts and activities to promote and
sell books. In turn, this will bring added credibility and
visibility to your core business.
Here
are some questions to consider about marketing your book:
1. Who is my target audience?
2. How can I create a book that resonates
with my audience?
3. How can I reach my markets within
budget?
Specific answers to this question will require in-depth planning, but
keep in mind that selling one book at a time is slow and
expensive. Instead, look for strategic alliances and other
cost-effective activities to sell in volume to the places where your
audience clusters. And remember to assign definitive
deadlines, budget, and personnel to help turn your dreams into
reality.
By developing your plan early, you can have all of your marketing
activities ready to roll out before your book comes off the
press. You will be able to make a great first impression and
take full advantage of your all-important publication year.
Your marketing plan will start with an audience and competitive
analysis. Then it will go on to consider your positioning, your author
platform, and the place where you’ll sell your book. The plan
finishes with focused activities along with a budget and timetable.
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