For many authors, the idea of writing and publishing a book is an exciting prospect but rarely does the idea of marketing a book hold the same appeal. Well, it’s time to get excited! Over the next three days, Self-Publishing News is going to discuss three different phases of successful book marketing that you can explore before, during, or after your publication is complete.
Let’s begin with PHASE ONE: PLANNING.
Regardless of where you are in the publication process, it’s not a bad idea to make a plan, and then to revisit and (if necessary) fine-tune it multiple times throughout the process. In fact, it is not a bad idea to have a planning session with yourself while (or before, even!) writing the book. Yes, writing a book is exciting, fulfilling, and life-affirming (and sometimes life-changing), but doing it well (i.e., successfully) also requires viewing it like a business. And what do all successful business begin with? A business plan.
Begin by asking yourself the following questions before, during, and/or after the writing/publishing/marketing process:
a) What do you want to accomplish by writing and publishing your book? Are you writing an autobiography to leave your legacy for your children and your family? Or are you writing an autobiography to make gobs and gobs of money? Depending upon your goals, your marketing efforts (and your expectations) will be drastically different. Clearly identify all your goals as early into the process as you can.
b) What is your competition? Every business plan includes a section about the competition. If you are writing a non-fiction book, research how saturated your niche is. If you are writing a fiction book, become familiar with other authors in that genre, how successful they are, and what THEY do to market their books.
c) How will you and your book stand-out? Once you identify your competition, you can identify your own USP (unique selling proposition). In other words, why would a potential reader choose your book over your competition? Does your background offer an exclusive level of insight? Is your book going to be less expensive, more award-winning, more entertaining, humorous, or educational?
d) What is your “platform?” Companies often call this concept their “brand,” which is an accurate term when discussing authors, too. Nike is a brand. Stephen King is a brand. Gucci is a brand. Tony Robbins is a brand. What do all these businesses/authors/speakers have in common? They have identified their unique platform, and everything they do builds upon that platform. What is your platform? How will you build upon it?
e) What are your strengths and weakness? Focus your energy and effort into your strengths and plan on seeking professional help where your weaknesses may hinder you. Nike, Stephen, Gucci, and Tony all have professional help in the areas where they are “weak.” You don’t think they got to where they are by themselves, do you? Everyone needs and deserves professional help.
Stay tuned for part two tomorrow where we continue to discuss book marketing…
Those are good points to ponder. I took several marketing classes in college, including Direct Marketing where I came up with a business plan. I also marketed my last book but feel I have a better product this time around. Danny D.
Thank you. The marketing of self-published books is a huge challenge and even more so now with so many businesses shuttered.