2. The Overview
4 Steps to Marketing Plan
Step-1 Target Setting
Step-2 Execution essentials (Traditional)
Coverage of Books on Other Media (TV, Radio)
Step-2 Execution essentials (Digital)
Social Book Cataloguing & Mobile
Step-4- Periodic Review
3. 4 Steps towards an effective Marketing Plan
4. Step 1
Book Sales = X no of copies to be sold in the next 180 days
Author Brand will be built from X to Y in the next 180 days
5. DEFINE OBJECTIVES
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)
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.
Setting Milestones – Obj 1 (Sales)
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:
Fans on your Facebook Page
Subscribers to your Blog
Fan mail received from readers per week
Consumer Reviews on Amazon.com / Flipkart.com / Google Play
Setting Milestones – Obj 2 (Brand BuildingSetting Milestones – Obj 2 (Brand Building)
8. Setting Milestones – Obj 2 (Brand Building)
You need to tabulate the key performance indicators of growth in your popularity
and track them
9. Step 2
Coverage of Books on Other Media (TV, Radio)
10. Media Reviews
Book Review Snippet of
“India in Shambles” by Millennium Post
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’.
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.
11. Press Release
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
Press Release Format Sample
12. Book Events
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
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
13. TV & Radio
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:
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
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
14. EXECUTE PLAN
Social Book Cataloguing and Mobile
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 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)
16. Video Trailer
Images. Graphics. Music.
A very innovative Book Trailer on Youtube with
over 250K views
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
17. Author Website
Blog. Pictures. Videos.
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
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
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.
19. Social Book Cataloguing and Mobile
GoodReads. Whatsapp. BBM
Goodreads.com (Now A Mobile App)
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.
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.
20. Step 3
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.
21. Step 4
A weekly or monthly review of the marketing activities needs to be conducted
Deviations need to be course corrected to ensure achievement of the objectives.
PERIODIC REVIEW OF PLAN
22. Marketing Solutions For Authors
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
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.
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.
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.
Let the video trailer of your book
catch the reader’s attention.
Specialist AV professionals create
Book Trailers at most competitive
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
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
An efficient marketing strategy is executed to
build the Author’s Brand Image and reach the
target group of readers.
We also work with the best in class digital
agencies to make the best use of the digital
medium to promote our books.
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
We diligently follow and track over 200
successful authors worldwide and monitor
their best practices to market their books
24. Get in touch with our Marketing Consultant
Send your full name, address, contact information along
with details about your book to hello@becomeshake-
We will send you an agreement (including non-disclosure
Make the payment & we will send you a project activation