Book Marketing on a Budget: Planning a Book Marketing Campaign that Works

Seven Secrets of Writing a Book that Sells

by: Penny C. Sansevieri

It's one thing to write a book, it's an entirely different thing to write one that's a saleable, viable, marketable product. Ensuring the success of a book is something even the biggest publishers have never been able to guarantee. Mitigating circumstances, flash trends, and world events will all affect buyer preferences. That said, there are still ways to leverage the sales-factor in your favor and here's how you do it.

1. Know your readers. We're not just talking about whether your readers are male or female. You'll want to know myriad factors about your audience. How old are your readers (age range)? Are readers married, single, or divorced? Where do your readers reader live (generally)? What do your readers do for a living? What other books/publications do they read? Develop a profile that includes where they shop, what clubs do they belong to, etc.

These elements will help you incorporate these aspects into your book *and* help you unearth salient marketing opportunities (i.e., publications and stores).

2. Know your market. What's the market like for your book? Is there a trend out there you're positioning yourself towards. Are you reading all the publications related to this topic/trend? Are there any "holes" out there your book could fill? What's the future for this market/topic? For example, let's say you're a fiction writer looking to publish chick lit. Go to any bookstore and you can't help but spot the cutsie, pink, cartoonish covers. Many thought this trend was dying out, but it has recently seen another surge. What do you know about trends related to your book/topic/audience?

3. Similar books. What else has been published on your topic? Have you read all ten books in your category? If you haven't, you should. You'll want to know everything you can about what's out there and how it's being perceived in the marketplace. It's never a problem having a similar topic. When I published No More Rejections - Get Published Today, I knew there were other books out there on marketing. I read them all--then angled my book differently.







4. Getting and staying current. What's going on in your industry today? What are some hot buttons? What are people looking for? What's next on the horizon for this topic/audience? If you can't seem to gather this information through traditional channels, why not survey your target audience? There are a number of places to run free surveys, Survey Monkey is one of them: http://www.surveymonkey.com

5. Follow the media. What's the media talking about these days (besides the California election & Ben-lo)? Keep track of media buzz--what they're paying attention to and what they're writing about. Delve beyond the front page of your paper to the second or third page and see what's filling the pages. If you can get your hands on out-of-state papers, do a comparative review. Do you see a trend in coverage? Is there something that seems to be getting more buzz even if it's on page six?

6. Talk, teach, listen. One of the best ways I've found to get in touch with my audience was to teach a class and do speaking engagements. When I was putting together my book, Get Published Today, I found that the classes I taught provided valuable information for creating a great book because they put me directly in touch with my audience!

7. Timing is everything. When do you plan to release your tome? Are you releasing around a holiday or anniversary? Could you take advantage of any upcoming event and/or holiday for your book launch?

How to Create a Media Frenzy for Your Book

by: Dr. Jamie Fettig

Learn to use the media to create free exposure for yourself and to sell your books. And most importantly, how to be a great guest once you get on the air.
Prepare talking points before making media appearances.
Many new authors spend so much time and energy trying to get in the newspaper or on radio that when they get there, they don't know what to say. But if you take an hour to prepare concise, compelling comments about your book, you'll come off as a real pro, increase sales, and maybe even be asked back!
The average radio interview lasts five minutes, of which three might be broadcast, and on average you might get six inches of coverage in your local newspaper. You don't have a lot of time to waste hemming and hawing about your book, and the journalist interviewing you doesn't want to waste his or her time either. So before you even start soliciting press coverage, write down and memorize your talking points.
You say you know your book? I'm sure you do. But when you're under the gun of a timed interview, or an interviewer hits you with a surprise question, it's easy to stammer or get confused. Talking points are your lifeline. I suggest preparing a list that looks like this:
a. What's the "elevator pitch" (a 10-second summary) of my book?
b. Who is my book targeted to?
c. How did I decide to write it?
d. What are three passages in my book that I want to quote?
e. What can people get out of my book?
f. Where can people buy my book?
Write those down on note cards and memorize them, but keep the cards with you when you do interviews, just in case. That way, you'll come off more professional and make the most of the time you get.
Focus heavily on PR.
If you don't believe in the power of public relations and the media to turn an unknown book into a bestseller, I have two words for you: Oprah Winfrey. Get your book 15 minutes on her show and you'll sell a million copies. That's the power of the media.
Of course, getting on Oprah is the Holy Grail of book marketing, and while you shouldn't NOT try to get on her show, you shouldn't focus only on that. PR is your most powerful tool for creating awareness and selling books. So early on, while you're still in final editing, start making lists of media outlets, cashing in on contacts, making calls and sending out e-mails.
PR works because it's got credibility. Instead of a paid ad, people see an objective journalist reviewing your book, or a talk show host who's chosen to have you on her show because she liked your book. Media exposure carries tremendous weight with book buyers. Ask your friends how many books they've bought after hearing about them on "Fresh Air" on National Public Radio.
These are some of the PR avenues you can pursue:

• Reviews in any and all publications, print and online especially.
• Features in print and online publications.
• Radio interviews.
• Television interviews.
• A regular column in a magazine or newspaper or online.
• Speaking engagements.
• A role as an "expert source" for one or more journalists.
• Creating press events.
• Tying your book to a charity or cause.

It all begins with your press kit. That's a snazzy folder that contains the press release about your book's publication, a bio of you, a black and white photo of you (professionally done) and any press coverage you may have already received. Once you've identified your media list, send that kit to the key contacts at each paper, magazine, TV or radio station.
But don't stop there. PR is about relationships, and you've got to strike the right balance of "eager to help" and "respecting your time." Follow up your press kit with an e-mail in a week or so, and stay in touch. Offer story ideas or to be quoted for a feature. Make yourself an asset to journalists and editors and you'll be surprised at the results.
Two final tips:

• Always include your Web address in your PR, stories, interviews, etc.
• Always get reprints, videotapes, etc. of your press coverage to use later.

Learn to use the media to create free exposure for yourself and to sell your books. And most importantly, how to be a great guest once you get on the air.
Prepare talking points before making media appearances.
Many new authors spend so much time and energy trying to get in the newspaper or on radio that when they get there, they don't know what to say. But if you take an hour to prepare concise, compelling comments about your book, you'll come off as a real pro, increase sales, and maybe even be asked back!
The average radio interview lasts five minutes, of which three might be broadcast, and on average you might get six inches of coverage in your local newspaper. You don't have a lot of time to waste hemming and hawing about your book, and the journalist interviewing you doesn't want to waste his or her time either. So before you even start soliciting press coverage, write down and memorize your talking points.
You say you know your book? I'm sure you do. But when you're under the gun of a timed interview, or an interviewer hits you with a surprise question, it's easy to stammer or get confused. Talking points are your lifeline. I suggest preparing a list that looks like this:
g. What's the "elevator pitch" (a 10-second summary) of my book?
h. Who is my book targeted to?
i. How did I decide to write it?
j. What are three passages in my book that I want to quote?
k. What can people get out of my book?
l. Where can people buy my book?
Write those down on note cards and memorize them, but keep the cards with you when you do interviews, just in case. That way, you'll come off more professional and make the most of the time you get.
Focus heavily on PR.
If you don't believe in the power of public relations and the media to turn an unknown book into a bestseller, I have two words for you: Oprah Winfrey. Get your book 15 minutes on her show and you'll sell a million copies. That's the power of the media.
Of course, getting on Oprah is the Holy Grail of book marketing, and while you shouldn't NOT try to get on her show, you shouldn't focus only on that. PR is your most powerful tool for creating awareness and selling books. So early on, while you're still in final editing, start making lists of media outlets, cashing in on contacts, making calls and sending out e-mails.
PR works because it's got credibility. Instead of a paid ad, people see an objective journalist reviewing your book, or a talk show host who's chosen to have you on her show because she liked your book. Media exposure carries tremendous weight with book buyers. Ask your friends how many books they've bought after hearing about them on "Fresh Air" on National Public Radio.
These are some of the PR avenues you can pursue:

• Reviews in any and all publications, print and online especially.
• Features in print and online publications.
• Radio interviews.
• Television interviews.
• A regular column in a magazine or newspaper or online.
• Speaking engagements.
• A role as an "expert source" for one or more journalists.
• Creating press events.
• Tying your book to a charity or cause.

It all begins with your press kit. That's a snazzy folder that contains the press release about your book's publication, a bio of you, a black and white photo of you (professionally done) and any press coverage you may have already received. Once you've identified your media list, send that kit to the key contacts at each paper, magazine, TV or radio station.
But don't stop there. PR is about relationships, and you've got to strike the right balance of "eager to help" and "respecting your time." Follow up your press kit with an e-mail in a week or so, and stay in touch. Offer story ideas or to be quoted for a feature. Make yourself an asset to journalists and editors and you'll be surprised at the results.
Two final tips:

• Always include your Web address in your PR, stories, interviews, etc.
• Always get reprints, videotapes, etc. of your press coverage to use later.