Beyond The Launch

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Presented at Publishing University, May, 2009, New York City

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Beyond The Launch

  1. 1. Beyond the Launch: Sink or Swim? Carol White RLI Press Live Your Road Trip Dream www.roadtripdream.com
  2. 2. Adrift at Sea <ul><li>No writing background </li></ul><ul><li>No publishing background </li></ul><ul><li>No common sense! </li></ul><ul><li>Only a marketing background </li></ul><ul><li>Only a dream of what could be </li></ul>
  3. 3. Swimming with the Sharks <ul><li>Wrote Query Letters </li></ul><ul><li>Found a traditional publisher </li></ul><ul><li>10 months of work </li></ul><ul><li>Threw me back! </li></ul>
  4. 4. Steering my own Ship <ul><li>Bought some books </li></ul><ul><li>Joined some organizations </li></ul><ul><li>Developed a marketing plan </li></ul><ul><li>Wrote the book </li></ul><ul><li>Found a coach </li></ul><ul><li>Listened and learned </li></ul><ul><li>Launched July, 2004 </li></ul>
  5. 5. Throw me a life ring! <ul><li>Pre-pub reviews </li></ul><ul><li>Pre-pub orders </li></ul><ul><li>Pre-pub articles/interviews </li></ul><ul><li>Website up early –working </li></ul><ul><li>Links & search engines </li></ul>
  6. 6. Bobbing Along in a Sea of Books <ul><li>Working my Plan! </li></ul><ul><li>Launch Events </li></ul><ul><li>Live Presentations </li></ul><ul><li>Radio Interviews </li></ul><ul><li>Website reviews </li></ul><ul><li>Sales are happening, but… </li></ul>
  7. 7. Getting Your Plan out of Idle <ul><li>An Unknown, single-book author </li></ul><ul><li>+ a Well-targeted, professional book </li></ul><ul><li>+ a good marketing plan </li></ul><ul><li>Still = </li></ul><ul><li>A NOBODY! </li></ul><ul><li>If you want national recognition/sales, you need a “speedboat” </li></ul>
  8. 8. How to Get Onboard a “Speedboat” <ul><li>Have lots of money to buy advertising </li></ul><ul><li>Know someone famous who will attach their star to your book </li></ul><ul><li>Go on a 45-day nationwide book tour with all the “bells and whistles” blaring </li></ul><ul><li>OR </li></ul><ul><li>Hire a good publicist to help you get free publicity - everywhere </li></ul>
  9. 9. Why you could sink <ul><li>Book not right for your intended market </li></ul><ul><li>Marketing plan not right or well-executed </li></ul><ul><li>No one knows you or your book </li></ul><ul><li>You can’t make money based upon costs </li></ul><ul><li>You don’t have “people” who know “people” </li></ul><ul><li>You can’t get distribution without success </li></ul><ul><li>You give up too easily </li></ul>
  10. 10. Choosing to Swim <ul><li>Find people who know people </li></ul><ul><li>Network incessantly </li></ul><ul><li>Ask for what you want </li></ul><ul><li>Follow-up, follow-up, follow-up </li></ul><ul><li>Make one thing lead to the next </li></ul>
  11. 11. What’s Landed in my Pool <ul><li>15+ National Publications </li></ul><ul><li>100+ Regional Publications </li></ul><ul><li>50+ Live Appearances </li></ul><ul><li>7 TV shows </li></ul><ul><li>50+ radio interviews </li></ul><ul><li>100+ Internet articles/reviews </li></ul><ul><li>2 Finalists Book Awards – ForeWord / Ben Franklin </li></ul><ul><li>National Distribution – Midpoint Trade </li></ul><ul><li>5 Educational conferences - Speaker </li></ul><ul><li>AAA, Camping World and other special markets </li></ul>
  12. 12. How does this “Splash” continue to happen? <ul><li>Three marketing activities every day - minimum! </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>Keep your content fresh and new </li></ul><ul><li>Invest your dollars wisely </li></ul><ul><li>Use the multiplier effect </li></ul>
  13. 13. Case Study #1 Use Your “Book Hooks” <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>Seminars </li></ul></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Paid Writing for them </li></ul></ul><ul><li>More profitable sales </li></ul>
  14. 14. Case Study #2 You’ve got to spend some money to make money <ul><li>Publicist – KSB Promotions </li></ul><ul><li>50 review copies </li></ul><ul><li>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>Multipliers </li></ul><ul><ul><li>– CBC Radio – 14 shows </li></ul></ul><ul><ul><li>– National Distribution </li></ul></ul><ul><ul><li>– More coverage later </li></ul></ul>
  15. 15. Case Study #3 The lowly link – make it pay <ul><li>Traded links </li></ul><ul><li>Developed relationship </li></ul><ul><li>Multiplier effect </li></ul><ul><li>– “ Circle of Trust” RV Lotto </li></ul><ul><li>– Sell DVD’s/VHS on my site </li></ul><ul><li>– Sell book on their site </li></ul><ul><li>– RVTV </li></ul>Learning RVs the Easy Way – RV Education 101, Everything you need to know about RVs
  16. 16. Case Study #4 When it works – do it some more! <ul><li>Started with an email </li></ul><ul><li>Demo travel log </li></ul><ul><li>Scavenger Hunt </li></ul><ul><li>Joint Booth/Speaking </li></ul><ul><li>Testimonial </li></ul><ul><li>Introduced each other to more people </li></ul><ul><li>Joint articles </li></ul><ul><li>Regular Column </li></ul><ul><li>More Shows </li></ul>www.MyTripJournal.com
  17. 17. Case Study #5 Set “Google Alerts” for everything! <ul><li>Set “alerts” for your name, book name, industry terms, other relevant information you want to track </li></ul><ul><li>Find places where you are mentioned </li></ul><ul><li>See what websites are selling your book via Amazon </li></ul><ul><li>Find articles about your industry </li></ul><ul><li>Find reporters names who write about your genre – add them to your list </li></ul><ul><li>Find discussion boards that you can post to </li></ul><ul><li>Find blogs of interest or that mentioned your book </li></ul><ul><li>See your “results” (mentions) increase over time </li></ul>
  18. 18. Things that will have you heading for a “life raft” <ul><li>Doing book signings / seminars without print media support </li></ul><ul><li>Not being prepared for media interviews – know your “stuff” </li></ul><ul><li>Not having an adequate marketing budget for your goals </li></ul><ul><li>Not capitalizing on each piece of publicity </li></ul><ul><li>Not following up and not saying “thank you” </li></ul>
  19. 19. Will You Sink or Swim? Have the right product, priced correctly, targeted correctly, produced well Maintain a thorough marketing plan Have the tools of the business – website, 800#, collateral materials, press kits, give-aways, and more Get in the Game – NETWORK, join organizations in your industry & publishing Use the “ Seven Habits of Highly Successful Publishers” every day Never give up Keep following your successes
  20. 20. Thanks for coming today Live Your Dreams!

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