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At AuthorCrossing, we know that literary works are published for a variety of purposes,
and we strive to satisfy the various DIY self-publishing needs of all of our writers.
If you are an author who desires to sell copies of your book to those other than
family and friends, then you need a plan of action – a marketing plan. If you're already a BookCrossing member, then you're ahead of the game, because you've got a built-in network of booklovers and writers from around the globe by your side. But, you'll still need to get organized in your promotional efforts; without
an effective plan, you could waste time, money and effort in a frenzied attempt to sell your books. Here’s how to create a marketing plan
to successfully launch your book after you've self-published it with AuthorCrossing.
A marketing plan documents the actions necessary to achieve your marketing goals
by defining your market, identifying your customers or target audience, identifying
your competitors and outlining a strategy to attract customers. The first step is
to conduct market research to familiarize yourself with the condition of the market
and learn how best to approach the situation. If you have not already written your
book, or are thinking of writing in the future, you can conduct research on the
types of books that are currently selling well. Is there a market for your type
or genre of book? Start networking and making connections with other authors to
gain knowledge and advice and connect with media members for future promotional
opportunities. If you have already finished writing your book, don’t worry;
you still have plenty of time to conduct research and analyze your manuscript from
a marketing perspective.
There are a few basic decisions that must be clarified and defined regarding your
book.
1. First, clearly identify your target audience, or the people
who are most likely going to purchase your book. Some aspects to consider about
this group include: age, gender, career, income, residence/location and education.
2. Second, identify the competition. The book market is a large
and highly competitive market, but you can use this to your advantage. Find out
what books are selling the most within your genre, experts in the field, your competitors’
strengths and weaknesses, the selling price and market demand.
3. Third, find out how best to reach your targeted audience, whether
it is through a particular magazine, Web site or geographic location.
4. Fourth, develop a statement to position your book within your
targeted audience. This statement should highlight what separates your book from
the crowd in a bustling book market.
5. Fifth, develop a budget for your marketing plan. How much can
you realistically spend on marketing over the next year? Over the next two years?
Consider the type of media you will use, promotional services and all other costs
associated with marketing. Once you have examined these important questions, the
next step is to develop your marketing strategy based on theses fundamental distinctions.
Marketing Strategies: The Four “P’s” of Marketing
Marketing strategies are the ways in which you will accomplish your marketing goals
and concern the “Four P’s of Marketing”: product,
price, place and promotion.
PRODUCT
First, when thinking about “product,” construct a persuasive
and impressive product description to emphasize the special features, selling points
and uniqueness of your book. How do you wish to position your book within the targeted
market? Try to shape how the customer will view your book. How will the front cover
look? Remember, a book’s cover is like the packaging of any other product
and highly impacts how customers perceive a product. AuthorCrossing has professional cover
designers and illustrators ready to help you will this extremely important decision.
Also, make sure to include material to meet today’s book standards, such as
an ISBN, which you can obtain through AuthorCrossing’s Services Store, and neat and professional formatting
in the interior of the book. AuthorCrossing’s book layout specialists can design
and format your book’s interior to ensure your book meets
and exceeds standards of modern design.
PRICE
The second “P,” “price,” involves developing a
general pricing strategy. Look at the price of other comparative books in the market.
AuthorCrossing allows you to select the royalty amount and final selling price of your
book, which is based on the book size and page count. You’ll need to find
the balance between a high royalty earning and a low selling cost to maximize profits.
For example, if your royalty is too low, you might sell a lot of copies because
the cost is low, but you may not earn your goal income because of the low royalty.
On the other hand, if your royalty is too high, you might make a lot on each sale,
but you won’t sell as many copies because the selling price will also be high.
PLACE
“Place” is the third “P” in marketing. Consider
where the best locations are to reach your targeted audience. This includes cities
and the types of selling channels. Describe the advantages and disadvantages of
the locations you choose. For example, choosing New York City might be advantageous
if it’s your hometown because of your local connection. However, it is disadvantageous
because the area is overly saturated with publications and releases, so your efforts
could be lost in the crowd. Also remember your targeted audience and where to find
them when choosing locations. Consider if you want to reach customers through AuthorCrossing’s
Bookstore channel only, online channels only, or brick-and-mortar retail sales.
AuthorCrossing offers Retail Distribution through the Ingram Book Network, which
will allow your book to be available through thousands of online and brick-and-mortar
retail outlets. We also offer the Retail Return Insurance, which is extremely beneficial if
you desire to sell your book through physical bookstores. It enables retailers to
return your book if it doesn’t sell, so they feel more comfortable taking
a chance on a lesser known title or author.
PROMOTION
“Promotion” is the fourth “P,”
and involves specifying the advertising platforms, forms of media, promotional efforts,
marketing products and networking that you will use to spread the word about your
book. Your promotional efforts should encompass various forms of media utilizing
all kinds of avenues and efforts. As a BookCrossing member, use BookCrossing's already established network of booklovers as a boost to promote your book; release your book for others to read and enjoy, and share your self-publishing experiences with other members.
In addition to BookCrossing's network of readers, there are tons of different options to consider to promote your book.
You could run an ad in a local newspaper, magazine or newsletter, or convince the
media to print a review of your book or an interview with you. AuthorCrossing offers various
services that can help you get more review and interview requests, such as the Book Marketing or Expanded Book Marketing press release services. Try
networking with leaders or other experts in the field or fellow authors in order
to gain endorsements for use on promotional items, such as Web sites, posters, flyers and postcards. Organize a tour or make contacts with news media outside your community including
bookstore appearances in selected cities or radio interviews. Get involved with
your community with professional organizations at conventions, organize a fund raiser,
volunteer in a local literacy program, or have a booth at a local market or fair.
Lectures and events are possibilities, such as speaking at a subject-specific convention,
professional or personally organized lecture, or a personal “press party” with community involvement. The Internet is an easy and inexpensive way to reach
your customers through a Web site, Blogs, online advertising, or a domain name,
which AuthorCrossing can supply for you through our Services Store. A domain name and Web site are both an easy ways for potential
customers to find more information about you and your book.
You should also have promotional material at your finger tips when networking and
to assist with sending out impressive mailings or invitations to book signings and
events. You can order customized business cards, bookmarks and postcards through AuthorCrossing. We also offer a ready-to-go
kit for book signing or events, including full-color posters
to put up in the store, flyers to raise awareness and postcards to mail.
After you have compiled your marketing plan, review it to ensure that you have clearly
defined your goals and know what needs to be done. The performance of your plan
should be defined in a quantified amount so you have an actual way to judge the
progress and success. Remember, your plan can change as it develops and you learn
what is working and what is not. Make sure your plan is focused and remember your
specific targeted market. Finally, and importantly, make sure your plan is achievable.
A goal of selling one-million copies or appearing on Oprah or Larry King, although
grand, is not very realistic; neither is affording various television and newspaper
ads if you have a small budget. Set goals that you can conceivably achieve with
the resources and time you have.
When dealing with media, retailers, and anyone else in the market, always remember
to be professional. Also, always follow-up with your contacts. If you distribute
a press release to the media, contact them within a week or two. Do not expect results
without a follow-up effort. Of course, making a follow-up connection is much different
than being overly harassing. Be considerate of an organization’s right to
turn you down, and simply move on to the next one. You can consider following up
90 days later, unless told otherwise, with those who initially were not interested
in an interview, book signing or review.
Now that you have the basics of how to create a marketing plan, it’s time
to sit down and get started brainstorming ideas. By setting goals, staying focused,
and utilizing the resources available to you through AuthorCrossing, you will surely find
success through your efforts.
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