Market your book like a business - Executing a plan - article

Marketing a book is like marketing a business. Creating a marketing plan is the first step. If you haven’t done so yet, read the article “Your Book is a Business Plan, so Market it Like One”, here on the Author Learning Center. Then, read the tips below to help as you implement that plan.

Know your product:

We have all experienced the awful sales pitch of someone who knows nothing about what they are selling; many times, you actually know more about the product than they do. This is a sure path to a failed marketing plan. If you don’t fully intend to know your product like the back of your hand, then stop here, because without product knowledge there is no product. Know your product and be comfortable talking about it and selling it. The book market is extremely competitive so you have to be aggressive – your book won’t sell itself that’s why companies have marketing departments. If you want to move copies, you have to market your book.

Keep it short:

Have you heard the term “elevator speech?” Do you know why it is called that? It’s because people don’t have time for you to tell your life story when pitching something to them – so keep it brief. Everyone knows a friend or an acquaintance who is a poor story teller and you know how unbearable it is as they just drag on and on; let that be a lesson. Many people have difficulty with summarizing something they are extremely passionate about, but you must stay on track, keep it short, and stick to the key points. If you can do this, then there will be light at the end of the tunnel, but be warned that it may be a long and dark tunnel.

Tell your story:

People love stories, so know your story and tell it every chance you get. Stories are what can make or break a marketing campaign. Your product needs to illustrate or tell a story to its audience. The key to effective story telling is something that has evaded many for centuries, but a well crafted and well versed story, your story and your book, can be the best marketing tool you will ever use.

Stay persistent:

If it were easy everyone would be on the best-sellers list, but it’s not easy and many give up to soon. That’s where you can have an advantage over your competition – by being persistent. Rome wasn’t built in a day and you won’t sell 1,000 copies in the first day. It will take some serious effort on your part, but if you put in the effort you will find success in persistence.

Take advantage of free publicity:

Do you remember a time when you read something in a newspaper about someone who got into trouble and what it did to their career? They were on the wrong end of free publicity. However, you can use free publicity to market your product and yourself. Ads are expensive and often overlooked by consumers, but everyone likes a front page article about the author who lost it all only to find hope in their faith and perseverance. So why not shop your story around for some free publicity. Many newspapers, magazines, news stations, and Internet venues may take interest in your story and your new product.

Whatever your purpose for writing your book, following these steps will start you in the right direction to a successful marketing campaign and hopefully get you one step closer to the best-sellers list. The key is to tell your story often and to be persistent. With those tools in your belt, you will stay one step ahead of the competition. Marketing isn’t easy, but looking at your book as a business will do wonders for your book. If you have a great product and you work at it, success will find you.

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