“The best way to start planning your marketing is to develop a well-thought-out marketing plan. Normally a publishing house creates a formal marketing plan only for the top books on its list. Your written marketing plan will help your publisher focus on your book, will prove your own commitment, and will become a valuable reference tool throughout the publishing process. If your publisher elects not to use your marketing plan, then you have created a blueprint to promote the book yourself, or to turn over to a freelance publicist.”
- Book title, your name, and contact information
- Book description
- Target Audience
- A positioning statement or pitch — the one of two sentences that capture the essence and appeal of your book
- Why you wrote the book — the background story
- Marketing strategy and campaign
- Sales handles and media angles
- Competitive titles/comparative sales
- Personal and professional contacts (who might help in the book launch or who might give you a “blurb” or endorsement)
- Prior public speaking and media experience
More on what each of these mean in future posts.
It bears mentioning that your in-house publicist might want to take your book on a different route than what you’ve planned. Maybe the only thing to come out of your marketing plan will be an intentional way to answer the questions: “You’re an author? So what do you write?” Whatever happens, the process is a wonderful way to re-learn your story, your intent, your audience, and your book’s appeal.