Marketing, Then Manuscript

467
-1

Published on

This presentation is about when and how to begin marketing your book - before you have even written it.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
467
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Marketing, Then Manuscript

  1. 1. Marketing, then Manuscript? or… what am I doing in this crazy business? © 2005 RLI Press
  2. 2. How did we get here? <ul><li>Long-held dream </li></ul><ul><li>Retired ’99 </li></ul><ul><li>Life still complicated </li></ul><ul><li>Now or never! </li></ul><ul><li>Same questions along the way </li></ul><ul><li>Notebook? </li></ul><ul><li>Got carried away… </li></ul>
  3. 3. In the beginning… <ul><li>What would it contain? </li></ul><ul><li>Research other titles </li></ul><ul><li>Market research – who would buy it? </li></ul><ul><li>Bingo! A huge unserved market! </li></ul><ul><li>&quot;Mid-life and older adults want to expand their experiences of this country by visiting the famous attractions as well as the hidden treasures of our rural byways.&quot; says Hal Norvell of the American Association of Retired Persons (AARP). (from the AARP website, 2001) </li></ul><ul><li>Despite the sluggish US economy, 2002 RV sales increased by 17% through August and more RVs are now owned by baby boomers than any other segment. (from RVIA, 2003). </li></ul><ul><li>Boomers rank travel as a leading goal in retirement and predict their adventures will be their No. 1 expenditure. (from the Houston Business Journal, 1-7-2000- from a Del Webb study) </li></ul>
  4. 4. So now what? <ul><li>More research – publishing </li></ul><ul><li>Queries and book proposals </li></ul><ul><li>Got a bite – major publisher! woo-hoo!! </li></ul><ul><li>Ten months later </li></ul><ul><li>Started again… </li></ul><ul><li>More of the same </li></ul><ul><li>Book? Outline and sample chapter </li></ul>
  5. 5. Independent Publishing? <ul><li>More research… </li></ul><ul><li>Subsidy & vanity revealed </li></ul><ul><ul><li>No major reviews </li></ul></ul><ul><ul><li>Cost structure such that you can’t use traditional distribution & make money </li></ul></ul><ul><ul><li>You don’t “own” your book – their ISBN – they are the publisher of record and control what you can do </li></ul></ul><ul><ul><li>Limited marketing – hand selling & back-of-the-room </li></ul></ul><ul><li>True Self-Publishing seemed a perfect fit! </li></ul>
  6. 6. How we got published <ul><li>Networking </li></ul><ul><li>Gannett Design – book “shepherd” or consultant </li></ul><ul><li>Agreed on cost, division of labor, and timeline </li></ul><ul><li>Put team together </li></ul><ul><li>Rechecked my competition and market analysis – over a year old </li></ul><ul><li>PRODUCTION-MARKETING – FEB. </li></ul><ul><li>Have cover completed? </li></ul><ul><li>Get PO box </li></ul><ul><li>Join SPAN </li></ul><ul><li>File for ISBN (isbn.org) $225 pg 143 </li></ul><ul><li>ABI form to bowkerlink.com </li></ul><ul><li>Get bookland EAN (fote1.com) </li></ul><ul><li>Get LCCN # pg 150 </li></ul><ul><li>Notify Pub Weekly, Library Journal and Forward pg 153 </li></ul><ul><li>Get book cover blurbs /endorsements pg 152 </li></ul><ul><li>Apply for copyright pg 215 </li></ul><ul><li>Get toll free # </li></ul><ul><li>Talk to KC about Villager cover story </li></ul><ul><li>Develop &quot;tips&quot; sheet for giveaways pg 273 </li></ul><ul><li>Develop one sentence &quot;book handle&quot; 20-30 words pg 292 </li></ul><ul><li>Have new letterhead, labels & bus cards done </li></ul>
  7. 7. Now, write the book? <ul><li>Not quite yet … a few more things to do </li></ul><ul><li>What marketing opportunities are “in the book?” </li></ul><ul><ul><li>Should I include them? </li></ul></ul><ul><ul><li>Which ones? </li></ul></ul><ul><ul><li>What “hooks” will get them to buy? </li></ul></ul><ul><ul><li>How will these “hooks” help me market later? </li></ul></ul><ul><li>Now wrote marketing plan… not the book </li></ul>
  8. 8. Finally, “the book” <ul><li>Now , I wrote the book </li></ul><ul><li>About 180 hours to write – then came… </li></ul><ul><li>Editing </li></ul><ul><li>Inside/outside design </li></ul><ul><li>Typesetting </li></ul><ul><li>Printing </li></ul><ul><li>Storage </li></ul><ul><li>And so, the fun begins </li></ul>
  9. 9. Making the 4 “P”s of Marketing work for you <ul><li>Product – What are you selling? </li></ul><ul><li>Place – Where will you sell it? </li></ul><ul><li>Price – What will you charge for it? </li></ul><ul><li>Promotion – How will people know about it? </li></ul>PRODUCT PLACE TARGET MARKET PRICE PROMOTION
  10. 10. PRODUCT <ul><li>Quality and organization of writing </li></ul><ul><li>Functionality </li></ul><ul><ul><li>Is it designed for easy reading? </li></ul></ul><ul><ul><li>Does it provide a unique viewpoint? </li></ul></ul><ul><li>Design & Packaging – Martha’s bailiwick! </li></ul><ul><ul><li>Front & back covers – look and content </li></ul></ul><ul><ul><li>Spine </li></ul></ul><ul><ul><li>Size, fonts, type of paper, inks, binding </li></ul></ul><ul><ul><li>Paper or hardback, shrink-wrapped </li></ul></ul><ul><li>Branding </li></ul><ul><li>Service Policies </li></ul>
  11. 11. PRICE <ul><li>Cost does not determine price </li></ul><ul><li>the market determines price </li></ul><ul><li>DO YOUR RESEARCH! </li></ul>
  12. 12. PRICE <ul><li>Discounts </li></ul><ul><ul><li>55% wholesalers & Amazon Advantage </li></ul></ul><ul><ul><li>62-70% distributors </li></ul></ul><ul><ul><li>40% bookstores </li></ul></ul><ul><ul><li>50% gift stores, catalogs, etc. (non-returnable) </li></ul></ul><ul><li>Review copies – plan on 50-100 at least - FREE </li></ul><ul><li>Gifts and give-aways – radio shows, auctions </li></ul><ul><li>Can you make money considering your costs? </li></ul>
  13. 13. PRICE <ul><li>Can you afford to not “play the game”? </li></ul>
  14. 14. PLACE <ul><li>How much product will you sell? (goals) </li></ul><ul><li>Where will you sell it? (channel mix) </li></ul><ul><li>Where will you store and distribute from? (distribution) </li></ul>
  15. 15. SALES PLAN <ul><li>How much will I sell and when </li></ul><ul><li>How many will I sell at various prices, depending upon the buyer? </li></ul><ul><li>Which channels will I use? </li></ul><ul><li>How will the marketing “hooks” I put in the book help me? </li></ul><ul><li>How will I finance the plan? (You won’t get all the money right away.) </li></ul>
  16. 16. Projected Book Sales by Channel $34,230 TOTAL (3,000 copies ) 100% $3,635 $8.08 Baker & Taylor 15% $4,840 $10.75 Special Marketing Programs (“hooks”) 15% $3,225 $10.75 Other retail – bookstores, gift stores, catalogs 10% $10,770 $17.95 Personal appearances 20% $6,375 $8.50 Amazon & other online 25% $5,385 $17.95 My Website (www.roadtripdream.com) 10% $0 $0 Review Copies, Prizes, Gifts 5%
  17. 17. PROMOTION (MARKETING MIX) <ul><li>Tradeshows </li></ul><ul><li>Press Releases </li></ul><ul><li>Media Kits </li></ul><ul><li>Website – sell, info . </li></ul><ul><li>Newsletters </li></ul><ul><li>Book Reviews </li></ul><ul><li>News articles </li></ul><ul><li>Testimonials </li></ul><ul><li>Industry Shows </li></ul><ul><li>Review Copies </li></ul><ul><li>Paid Advertising </li></ul><ul><li>Speaking </li></ul><ul><li>Writing articles </li></ul><ul><li>Award Contests </li></ul><ul><li>Posting to discussion groups </li></ul><ul><li>Branding/message consistency </li></ul><ul><li>Link exchanges </li></ul><ul><li>Promotional Products </li></ul><ul><li>Networking </li></ul>
  18. 18. PROMOTION <ul><li>To the Trade (push) </li></ul><ul><ul><li>Tradeshows, press releases, reading copies, advertising, contests, media web pages </li></ul></ul><ul><li>To the consumer (pull) </li></ul><ul><ul><li>Articles, reviews, newsletters, speaking, testimonials, interviews, discussion groups, advertising specialties, paid advertising </li></ul></ul><ul><li>Institutional (branding) </li></ul><ul><ul><li>Website, letterhead, business cards, media kits, postcards, labels, banners, advertising specialties </li></ul></ul><ul><ul><li>Develop a “logo” or memorable item </li></ul></ul>
  19. 19. MY MEDIA COVERAGE <ul><li>10 National Publications </li></ul><ul><li>20 Regional Publications </li></ul><ul><li>24 Live Appearances (500+ people) </li></ul><ul><li>2 TV shows </li></ul><ul><li>30+ radio interviews </li></ul><ul><li>22 Internet articles/reviews </li></ul><ul><li>4 Contests – 1 Finalist </li></ul><ul><li>2 Educational conferences </li></ul><ul><li>SPAN, PMA, TPA, NWABP </li></ul><ul><li>AAA, Good Sams, Circle of Trust </li></ul><ul><li>BEA next month </li></ul>
  20. 20. HOW IT HAPPENED <ul><li>Three marketing activities every day! </li></ul><ul><li>NETWORK constantly, establish relationships </li></ul><ul><li>Follow-up, follow-up, follow-up </li></ul><ul><li>80/20 rule – the “low-hanging fruit” </li></ul><ul><li>Good calendar – pack it with activities </li></ul><ul><li>Research additional ideas – file folder </li></ul><ul><li>Invest your dollars wisely </li></ul><ul><li>Use the multiplier effect </li></ul>
  21. 21. CASE STUDY #1 Using your “hooks in the book” <ul><li>Target from book </li></ul><ul><li>“ low hanging fruit” </li></ul><ul><li>Follow-up, follow-up </li></ul><ul><li>Establish relationship </li></ul><ul><li>Multiplier effect </li></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Oregonian </li></ul></ul><ul><li>More profitable sales </li></ul>
  22. 22. CASE STUDY #2 You’ve got to spend some money to make money <ul><li>Publicist – KSB Promotions </li></ul><ul><li>Sent 50 review copies </li></ul><ul><li>Sent 100 covers with inserts </li></ul><ul><li>Followed up each one until “yes” or “no” </li></ul><ul><li>Provided everything asked for quickly </li></ul><ul><li>Website media page </li></ul><ul><li>Multiplier – CBC Radio – 14 shows </li></ul>2 articles hundreds of newspapers hundreds of book sales
  23. 23. CASE STUDY #3 The lowly link – develop the relationship <ul><li>Traded links </li></ul><ul><li>Sell book on their site </li></ul><ul><li>Sell their products on my site </li></ul><ul><li>Invited to “Circle of Trust” and RV Lotto </li></ul><ul><li>Multiplier effect – meeting about segments on RVTV </li></ul>Learning RVs the Easy Way – RV Education 101, Everything you need to know about RVs
  24. 24. CASE STUDY #4 Build relationships - NETWORK <ul><li>Met publisher at SPAN conference </li></ul><ul><li>Established relationship (network) </li></ul><ul><li>Submitted for Travel article – included </li></ul><ul><li>Submitted for Book of the Year – finalist </li></ul>
  25. 25. CASE STUDY #5 Follow the trail <ul><li>PCC Seminars </li></ul><ul><li>Contact told Tualatin Library coordinator </li></ul><ul><li>Library got Oregonian interested in article </li></ul><ul><li>Reporter introduced me to Tribune </li></ul><ul><li>Meeting with reporter for lunch – more ideas </li></ul>
  26. 26. OUT OF IDEAS? <ul><li>Come to this meeting </li></ul><ul><li>Network with others </li></ul><ul><li>Google yourself / your book! </li></ul><ul><li>Get a marketing book </li></ul><ul><li>Troll the internet for ideas </li></ul><ul><li>Investigate a new audience </li></ul><ul><li>Review your marketing ideas folder </li></ul><ul><li>Go do something else for awhile! </li></ul>
  27. 27. WHAT’S NEXT? <ul><li>BEA & PMA-U </li></ul><ul><li>Book of the Year? </li></ul><ul><li>RVIA meeting – possible spokespeople in 2006 </li></ul><ul><li>Another round of AAA seminars in fall </li></ul><ul><li>Get more book signings & presentations scheduled </li></ul><ul><li>Pleasure-Ways – co-promotion with dealers </li></ul><ul><li>Great North American RV Rally – joint promotion with Good Sam Club & MyTripJournal.com </li></ul><ul><li>Follow-up on latest review copies </li></ul><ul><li>Start Newsletter </li></ul><ul><li>Develop new story angles </li></ul><ul><li>Work on paid seminars & coaching </li></ul><ul><li>Develop additional products </li></ul><ul><li>Meet with the RVTV (Outdoor channel) people in July – two segments </li></ul><ul><li>Evaluate each new sales effort </li></ul><ul><li>FEND OFF PUBLISHERS WITH MILLION DOLLAR OFFERS! </li></ul><ul><li>-- IN MY DREAMS! </li></ul>
  28. 28. THANKS FOR INVITING ME! Make your dreams happen
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×