Have you ever thought, “There are so many things to do to market my book, and I’m not sure where to start or when to do them?” If so, you may be so overwhelmed that you don’t do anything.
You can avoid this analysis paralysis and keep yourself moving productively toward the attainment of your goals. Creating a business plan is the best way to begin. But this can be a daunting task, one easy to put off. That can perpetuate one’s sense of futility and actually encourage procrastination.
Instead, try this simple technique. Make a list of all the things you have to do, organized in categories of similar actions, put a deadline on each, and start doing them one at a time. Use your pub date as the ending point, then work back to the present day. Here is a list of some actions to take – by no means exhaustive -- organized into five phases, and the approximate time it should be started so you reach your pub date, ready to sell.
1) The Planning Phase (26 weeks before your pub date). Prepare a complete business plan, or at least set the general direction in which you intend to move and the basic steps you will take to get there.
• Join the Association of Publishers for Special Sales at http://pro.bookapss.org/join-application
• Define your target reader, the typical person who is most likely to be interested enough in the content of your book to purchase it. How many of them are there? Where are they located? What are their buying habits? Think about non-bookstore buyers in corporations, associations, schools and government agencies.
• Plan distribution options. How can you get your books in the places your target readers shop? Will you distribute your books through the traditional distributor wholesaler retailer channels? What special markets -- associations, government agencies, book clubs or schools -- are suited to your title?
• Decide on the price of your book, based upon the value your content brings to your target readers. Consider distribution discounts.
• What are your plans for your physical product? Will it be a book? If so, how many pages will it have, and what size should it be? What type of binding? Produce an ebook, too?
• Start/continue building your platform
2) The Production Phase. The next month or two (four to five months before pub date) are devoted to the production process. Finish all re-writes and editing. Complete the front cover design and internal layout, which presupposes you have complied with all registration information (ISBN, LCCN/CIP, bar code).
|
Action Step
|
Weeks before Pub Date
|
|---|
| Copyright your manuscript |
20 |
| Decide on title |
20 |
| Seek endorsements |
20 |
| Manuscript to editor |
16 |
| Illustrations/photographs completed |
16 |
| Arrange for cover design |
16 |
| Arrange for text layout |
16 |
| Request for quotation (RFQ) to printers |
16 |
| Obtain ISBN from Bowker |
12 |
| Send for Library of Congress Catalog Number/CIP info |
12 |
| Write rear cover copy |
12 |
| Complete bound galleys |
12 |
3) The Promotion Phase. Promotion begins three to four months before publication date. List the general promotion strategies you intend to implement – online and offline. Think in terms of the four parts of the promotion mix: publicity, advertising, sales promotion and personal selling. Create and place prepublication announcement advertisements (some magazines have 90-day deadlines). Produce sales-promotional items. Decide upon the trade shows at which you will exhibit. What direct-mail letters and sales literature must be written and printed?
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Action Step
|
Weeks before Pub Date
|
|---|
| Contact book clubs and catalogs |
16 |
| Develop a list of appropriate publications/reviewers |
12 |
| Prepare and send media releases |
12 |
| Develop your brochure and literature |
12 |
| Prepare a press kit |
12 |
| ARCs to pre-pub reviewers |
12 |
| Prepare and place prepublication announcement ads |
12 |
| Send announcements to key buyers |
8 |
| Take media training |
8 |
| Contact major television and radio shows |
8 |
| Send your press kit to interested shows |
8 |
| Phone call or email follow-up media |
* |
| Final changes to printer |
8 |
| Participate in co-op niche mailings (APSS, etc) |
* |
| Participate in book fairs and trade shows (BookExpo, ALA, etc) |
* |
| Contact magazines about periodical rights for excerpts |
8 |
| Contact magazines about serial rights |
8 |
* Denotes tasks that are performed regularly
4) The Distribution Phase. During the two to three months prior to publication, your objective is to create distribution. Research and contact relevant wholesalers and distributors. Do not forget that separate channels may be required for marketing to libraries, bookstores and non-bookstore retailers. When you contact a prospective distribution partner, describe the marketing plan you have in place and how your promotional efforts will support their sales efforts.
|
Action Step
|
Weeks before Pub Date
|
|---|
| Contact wholesalers and distributors for traditional and special channels (gift shops, discount stores, airport stores, libraries, supermarkets, etc.) |
8 |
| Contact relevant associations, corporations, academic markets |
8 |
| Look into government buyers, military options, niche markets |
8 |
| Send targeted mailing to specialty bookstores/outlets |
6 |
5) The Introduction Phase. The final month before publication is devoted to following up and catching up. Follow up with your printer, editors, producers, buyers and reviewers to implement your programs. Catch up by doing all the miscellaneous tasks that are required to meet your ultimate deadlines.
When your book is finally released, the real work of sustaining its momentum begins. However, the publishing process is more rewarding and productive if it begins well enough in advance, building steadily upon a strong foundation of strategic planning and effort.
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Action Steps
|
|---|
| Send review copies to post-pub reviewers and major media |
| Target mailings to library/book trade publications |
| Send your press kits to targeted media |
| Sell books directly to appropriate niche markets, corporate buyers, academic buyers, and others as appropriate to your title |
| Arrange local media promotion and store events |
| Research/develop co-op promotion with bookstores |
| Promote, promote, promote … |
Is all of this still too much to do? Email Brian Jud at brianjud@bookmarketing.com and ask for his free automated timeline. This Excel file will allow you to insert your pub date, and all the steps and deadlines will be filled in for you. Or, just set up your own checklist, using the examples above as a guideline. Then take action and stop procrastinating.
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Brian Jud is a book-marketing consultant, Executive Director of the Association of Publishers for Special Sales (APSS – www.bookapss.org) and author of How to Make Real Money Selling Books and Beyond the Bookstore. Contact Brian at brianjud@bookmarketing.com or www.premiumbookcompany.com and twitter @bookmarketing
