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Marketing, Then Manuscript
 

Marketing, Then Manuscript

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

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

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    Marketing, Then Manuscript Marketing, Then Manuscript Presentation Transcript

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