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Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
Marketing Practices for Authors
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Marketing Practices for Authors

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Master the essentials to better share, engage and market your book to your audience. Download this free guide to know more. …

Master the essentials to better share, engage and market your book to your audience. Download this free guide to know more.

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  • 1. Marketing Practices For Authors
  • 2. The Overview 4 Steps to Marketing Plan Step-1 Target Setting Step-2 Execution essentials (Traditional) Media Reviews Press Release Book Events Coverage of Books on Other Media (TV, Radio) Step-2 Execution essentials (Digital) Social Media Video Trailer Author Website Email Social Book Cataloguing & Mobile Step-3- Measurement Step-4- Periodic Review Contact Us 2 3 8 9 10 11 12 13 14 15 16 17 18 19 20 24 1
  • 3. 4 Steps towards an effective Marketing Plan       2
  • 4. Step 1 Target Setting Objective 1: Book Sales = X no of copies to be sold in the next 180 days Objective 2: Author Brand will be built from X to Y in the next 180 days 3 DEFINE OBJECTIVES SET MILESTONES
  • 5. DEFINE OBJECTIVES SET MILESTONES A standard industry figure says, general sales conversion ratio for a book from a first time author is 1000:1 i.e. out of every 1000 people in the target group who are aware of the book, 1 person buys a book. This ratio does not apply to the people in the author’s circle of family and friends. Also, this conversion ratio of 1000:1 keeps reducing, as more people read the book and recommend it to others. For well known authors the ratio is much lower, maybe 100:1 or 10:1. Let’s assume you need to sell 1000 copies in the next 180 days. You will need 1 Million people to be aware of the book. Out of the 1000 copies, how many can be sold to people in our network? Your network will help the book find it’s initial readership and if people like it they may recommend it to others Setting Milestones – Obj 1 (Sales) Step 1 4
  • 6. You need to tabulate how much exposure you are likely to receive from which media. The following is an example; you need to create a detailed sheet using a similar format. Step 1 Setting Milestones – Obj 1 (Sales) Media   Media  Vehicle   Overall  Reach   Achieved   Reach   Email   Your  email  id   3000   300   Email   Spouse’s  email  id   Facebook   Your  fan  page   1000  fans   Facebook   Your  profile   1500  friends   News  Paper   Times  of  India   Youtube   Your  Channel   500  subscribers   300  views   Poster  at   bookstore   Landmark   Bookstore   2000  people/   day   5 DEFINE OBJECTIVES SET MILESTONES
  • 7. This is not as easy to tabulate as sales, yet you need to define a measurement scale to track growth in your popularity. Few commonly used indicators which can be measured: Twitter Followers Fans on your Facebook Page Subscribers to your Blog Fan mail received from readers per week Website visitors Consumer Reviews on Amazon.com / Flipkart.com / Google Play Blogger Reviews Media Reviews Setting Milestones – Obj 2 (Brand BuildingSetting Milestones – Obj 2 (Brand Building) Step 1 6 DEFINE OBJECTIVES SET MILESTONES
  • 8. Setting Milestones – Obj 2 (Brand Building) You need to tabulate the key performance indicators of growth in your popularity and track them Element   Current   Target   Twi$er   followers   Facebook  Likes   Website  Visitors   Blog  Subscribers   Book  reviews     Awards   Bestseller   posi=on  on  AC   Nielsen     Step 1 7 DEFINE OBJECTIVES SET MILESTONES
  • 9. Step 2 EXECUTE PLAN Execution Essentials Traditional Media Reviews Book Events Press Release Coverage of Books on Other Media (TV, Radio) 8
  • 10. Media Reviews Newspapers. Magazines. Book Review Snippet of “India in Shambles” by Millennium Post Print Media Book Reviews from the Media dailies adds credibility to your book. Having your book review distributed widely can get it seen by hundreds of thousands of people. When people read a review that interests them, they tend to pass the word to friends, family and associates. The possible coverage opportunities you can get for your book are as follows: Review of the book Being a part of a story covered by the newspaper, e.g. Authors of alternate mythology, young authors under 25 years, etc. Event pictures in the print media If you contribute as a columnist or if freelance articles by you are published in the newspaper, you can use the tag line of ‘ABC is the author of XYZ’. Proven Efficient Just like sports fans head to the last pages of the newspaper every day, book buyers check out the book review columns of newspapers and magazines to get a list of the recommended books. 9
  • 11. Press Release Global. Local. Online Press Release Your book’s announcement via a press release is “content” that generates links to your site and other e-commerce sites due to it’s widespread distribution. This kind of an exposure can introduce you to journalists who wouldn’t reach you on their own. How to issue a release: The release will include the cover image of the book along with up to three links to e-commerce sites for the reader to purchase if interested. A press release announcing the launch of the book is distributed to hundreds of news agencies, media houses and journalists. A powerful press release can take the author communication to new channels, reach new readers and immensely increase the author presence online. Opens New Doors. Press release should be issued on the most optimum day and time, using presses MIS from Partners to get maximum attention for the release and as a result it can open doors to author interviews and book reviews. Press Release Format Sample 10
  • 12. Book Events Readings. Launches. Book Launch and Reading Events One of the best ways to announce the release of your title is by having a book launch or book reading event at a popular bookstore (that’s where your readers will be). How to plan and execute an event: The ideal way to go about it would be to plan the event well in advance, get in touch with a celebrity to attend the event to get more media coverage and attract your readers and get your publisher’s help to help in organizing the event. You could make use of digital media to promote/ advertise your event, send invites via email and social media. A successful event will also result in the sale of your books. Word of Mouth This event will be more about your fans and readers. This is the most effective method to get the word out about your book because it wills stay in your readers’ mind for long and they will talk about the event to their friends and family hence leading them to buy your book. Book Event Invite Sample 11
  • 13. TV & Radio Readings. Launches. Coverage on TV & Radio You should develop a relationship with the local media, including radio and television connections. Find a story that will get reporters and journalists interested and benefit reader. The possible coverage opportunities for the book and author are as follows: RADIO Being a part of a program in an interview format Giving away free copies for contests on Radio Radio channels charge a high amount for such support, which may or may not always be feasible to all authors. TV Book Events which feature media friendly celebrities do get TV coverage Being a part of an author story on news channels. Being a part of news-led discussions. This is something which happens mostly if the book is controversial or the author is a leading one. Reaches the mass. Media attention creates awareness, enthusiasm and support towards your work and getting coverage on the TV/Radio is an achievement in itself. Chetan Bhagat at Jaipur Litfest 12
  • 14. EXECUTE PLAN Digital Social Media Video Trailer Author Website Email Social Book Cataloguing and Mobile Step 2 Execution Essentials 13
  • 15. Social Media Facebook. Twitter. More Salman Rushdie’s Twitter Handle : 723K followers The Social Network It is very important to decide beforehand what posts you would like to share on Social Media Platforms with regards to your book. Sharing valuable, engaging posts that have the potential to go viral by way of likes and shares is the only way to get maximum viewership. Don’t be afraid to think outside the box. Social Media is so much more than Facebook! According to Jonah Peretti, founder and CEO of BuzzFeed, creating content people love to share is the key to success on digital media. Social Media Social media can help you boost website traffic, sell more books, build brand recognition, and get you a ready fan base for your next book. For first time authors, to established authors, Facebook represents one of the best mediums to find new readers from all across the world Twitter is a platform, where you can connect with (by following) editors, publishers, bloggers & readers and other authors. Build Your Fan Base This is where all your fans are. Start interacting with your readers on Social Media to get feedback on your work, keep them engaged and entertained by sharing your views with them constantly. *(To know more about managing your social media, download our next E-book coming up on Social Media exclusively for Authors) 14
  • 16. Video Trailer Images. Graphics. Music. A very innovative Book Trailer on Youtube with over 250K views Audio-Visual If you have invested the time and effort into creating a great book trailer, you want it to get noticed. Make the trailer worth it’s while by posting it on your website, add it to all your social media pages and ask friends to share, include it in your press release, send it to your email contacts, upload it on video sharing platforms with appropriate keywords, show it at your book events. But before you do all that – make sure it is a riveting one and lasts not for more than 60 – 90 seconds! A few quick tips: A book trailer is all about making the readers relate to the story and suggesting various emotions that will allow the reader to better understand what the book is all about. Book trailers are a new concept of marketing the author’s book, but they work well, especially when they are designed in a professional way. The book trailer’s ability to bring out the essence of the book in a short and entertaining manner can help boost the author sales. Reach the Non - Readers A fairly new trend with a vast reach over book blogs and social media reaching readers and non readers. 15
  • 17. Author Website Blog. Pictures. Videos. Easy Reach Creating a website will increase exposure to more people inside and outside of your current target readers. Take a look at other websites of authors, bloggers, photographers, musicians, designers.  After registering some of these ideas, start looking for themes, content and the structure for your website.  Refine, tighten and simplify what truly represents you and your writing in the best way.   Having an author website benefits you: It provides links to the author’s Social Media Pages for people to connect with the Author Apart from your books, you can showcase your other work on the website through a blog It helps online search results and makes you accessible to your readers A website can be created (easily and economically) with the help of any web vendor or your own self with options from yahoo / Google / GoDaddy. Connect to your readers Apart from selling your books through the website, show some love to your readers ; encourage feedback, address concerns and be appreciative.  Homepage of an Author’s Website 16
  • 18. Email Conversations. Networking. Sample Chapter Author’s Brand Image Most authors are so wound up in writing their which is of course understandable, and so busy in trying to finish their book- that they spend little time thinking about how to market them and reach them to their readers. Why spend all that effort for nothing? But luckily for authors, email marketing is a quick, effective and mainly an inexpensive way to market their books! Get tech savvy: Emails can be effectively used to build your brand as an author and improve sales. As the author’s brand develops, the author needs to keep in touch via Email with her/ his fans, fol- lowers, critiques, bloggers and media. Developing such a base is a necessity. Segregate your groups as ‘Lists’. Example: friends, co-workers, ex-colleagues, my book club, media contacts, my fans, etc. Try not to hard sell to your friends, family, etc. You may end up without any sales and irritating a lot of people. Sample Chapter You may not sell but you could send a couple of chapters of the book in a PDF/word file with links on the last page of the chapters leading to e-commerce sites, where they can buy the book if they like the read. 17
  • 19. Social Book Cataloguing and Mobile GoodReads. Whatsapp. BBM Goodreads.com (Now A Mobile App) Book Recommendations Every author today needs a platform. By signing up with Goodreads you become part of the Goodreads community, which allows readers to easily check out the latest information about you, see a photo of you, and browse which books you have written. Free Smartphone mobile messaging applications like Whatsapp and BBM can be used to send announcements about your book. Get reviews: Use your free membership to promote yourself and your books. Reviews are essential and reviews on Goodreads site help your book to really stand out to millions of visitors. Author can organize a Goodreads giveaway to promote his/her novel. On the other hand SMS, Whatsapp and other applications like BBM are the latest communication tools that can be used for promotion about the book amongst friends and other circles. You could promote your book pictures, quotes & book event updates and also hold contests on Whatsapp/BBM groups etc. Share your book Goodreads features top rated books, top talent spotters. Author can join the forums, upload their books and read reviews they have got. Using mobile apps you can join groups of readers or your own groups or personal chats and share and promote your book and try to divert them to buy the book. 18
  • 20. Step 3 Measurement MEASURE DELIVERY Measurable goals is the key to a well executed strategy Data needs to be generated and tabulated to determine reasons for gaps in the marketing plan and ensure best practices are repeated and poor practices removed from the execution. All parts of the plan need to be measured diligently against the set milestones. 19
  • 21. Step 4 Periodic Review A weekly or monthly review of the marketing activities needs to be conducted systematically Deviations need to be course corrected to ensure achievement of the objectives.   PERIODIC REVIEW OF PLAN AND MILESTONES 20
  • 22. Marketing Solutions For Authors Author Website An author website is a unique platform to showcase books, to blog, to interact with readers/fans and to be accessible to the media and other publishers. We will help you create a professional looking website. The content for this website will need to be provided by the author. Social Media Package Let us manage your Social Media pages to ensure a growing audience, higher engagement with your readers with interesting content your audience and engage them with interesting content. Consumer Reviews Get your books to 20 relevant Book Bloggers for their review. Reach genuine readers via GoodReads. Enhance Consumer feedback on your book on the web. Press Release: Use our professionally scripted press releases announcing the launch of your book, its key milestones and get it mentioned on websites of newspapers and magazines and prominent blogs. Video trailer Let the video trailer of your book catch the reader’s attention. Specialist AV professionals create Book Trailers at most competitive costs. Media Reviews With our Media Review pack, get access to Mainstream media. We enable the process of reaching leading newspapers and magazines, for book reviews, do the required follow ups, track the published book reviews and report the media mentions back to you. 21
  • 23. Research: We  keep up on the latest marketing trends and excel at putting them to work for books so as to achieve perfection in the art of book promotion. Brand Building: An efficient marketing strategy is executed to build the Author’s Brand Image and reach the target group of readers. Reach: We also work with the best in class digital agencies to make the best use of the digital medium to promote our books.  Projects: Each service follows a specially crafted process and adheres to strict timelines .With each activation you get a dedicated project window to see the work of team that is managing your projects. Tracking: We diligently follow and track over 200 successful authors worldwide and monitor their best practices to market their books Benefits 22
  • 24. Get in touch with our Marketing Consultant Details Send your full name, address, contact information along with details about your book to hello@becomeshake- speare.com Documentation We will send you an agreement (including non-disclosure clauses). Payment Make the payment & we will send you a project activation email. 23
  • 25. Contact Address Wordit Content Design & Editing Services Pvt Ltd,Newbridge Business Centre,C – 38 & 39, Parinee Crescenzo,G Block, Bandra Kurla Complex,Bandra East, Mumbai–400 051 Write to hello@becomeshakespeare.com Contact No: +91 80 80 22 66 99 24

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