Book Marketing Plan Template - Nonfiction Writers

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1Book Marketing Plan TemplateA marketing plan is your blueprint for success. It will guide your book promotionactivities.PART 1: Your Book Marketing Plan ElementsIt helps to understand the seven book marketing plan elements before using your fill-inthe-blanks template on page 5. Read each element description before filling in yourform. (Note: Underlined text links to more detailed information online.)1. Situation/OverviewIn one or two paragraphs, describe your book and what makes it different from the competition.What makes it marketable? And what makes you marketable as its author? Do you have uniquecredentials? Include your publication date, whether it’s in the past or the future.2. Target AudienceWho will buy the book? What media outlets do they read, watch, or listen to? If you want toreach “married women with no children and a household income greater than 50,000,” say so.The more focused you are, the more likely you are to reach the right audience efficiently. (Needhelp with this? See “Who Will Buy Your Book: How to Figure Out and Find Your TargetAudience.”) List as many target audiences as you need.3. GoalsA goal is a broad statement of direction that is determined by your needs. In this case, yourgoals are related to marketing your book. With good goals in place, you can look at eachmarketing tactic and ask, “Does this step help me achieve my goals?” If the answer isn’t “yes,”the tactic should be removed from the plan. Goals are well-defined. They tell you which directionyou want to go.Use these sample book marketing plan goals to jumpstart your thinking: To become an Amazon category best-seller within two months of my book’s publicationdate. (Note: That link is an affiliate link for a free how-to e-book.)To develop a fan base that will lead to increased sales of more books in my fictionseries.To generate book sales through increased visibility in city business journals coast-tocoast.To use book publicity to generate paid speaking engagements.To help position me as an expert in a way that will generate more clients.Get free tips every week! Subscribe to the Build Book Buzz newsletter at https://buildbookbuzz.com/gift.

24. StrategyA strategy is your over-arching approach to promoting your book. It’s a “big picture” view thatsummarizes the thinking behind your efforts. What’s your strategy for getting exposure for yourbook? Record it with a bullet point or two.Here are a few strategy examples to get you thinking: To generate great word-of-mouth by distributing free copies in exchange for reviews,and to give free copies to people who influence my target audience.To focus on public speaking because I’ve learned that I sell a lot of books after peoplehear me speak.To do as much marketing online as possible because I’m shy and don’t want to dointerviews or in-person events.Your strategy will set the stage for your tactics selection.5. TacticsTactics are the “meat and potatoes” of your plan. The tactics are the things you’re going to do toget exposure for your book.Tactics vary from book to book – it’s not a “one-size-fits-all” situation – but tactics to consider(among others!) include: Getting pre-publication endorsements (blurbs)Seeking reader reviewsWriting and distributing a book announcement press releaseWriting and distributing tip sheet-type press releasesCreating a Facebook pageUsing Facebook advertisingUsing Twitter effectivelyCreating a Facebook groupDoing podcast interviewsPursuing local, regional, or national media attentionWriting bylined articles for trade magazinesPitching article ideas to the pressDoing radio interviewsBuilding an email list and sending a regular newsletterGoing on a virtual book tourScheduling book signingsCreating an image quote campaignTactics are the tangibles. The tactics you select are those that will help you achieve your goals.To select the right tactics, go back to your goals and ask yourself, “What do I need to do tomake this happen?”Get free tips every week! Subscribe to the Build Book Buzz newsletter at https://buildbookbuzz.com/gift.

3Think in terms of specific activities, such as “Write a New Year’s resolution tip sheet providingadvice on how to organize your office for greater efficiency and productivity,” or “Identify thoughtleaders on my topic and contact them about writing a pre-publication endorsement for thecover.”Caution: Don’t try to implement too many tactics, especially if you haven’t done this type of workbefore. In the beginning, pick two or three that will help you reach your target audience andlearn to do them really well. When you’ve mastered them, add in another solid tactic.6. BudgetAfter you create a list of tactics you believe will work, pull out the calculator to determine whatthey will cost (if anything) and which or how many of them you can afford. If your budget islimited, select those you believe will have the most impact for the least amount of money.7. TimelineA timeline will help you manage the tasks and tactics included in your plan. For example, if youwant to get pre-publication endorsements, make sure you do that far enough out from yourpublication date so that you can get any stellar endorsements onto the cover and sales page.Planning a virtual book tour? Start building relationships with key bloggers at least six monthsbefore your publication date.Once you’ve created your marketing plan, incorporate the tasks and deadlines into your dailycalendar so that you make certain you follow through on your assignments. Remember toreward yourself when you complete a task, particularly if it’s one you dislike.Pulling It All TogetherTo create your book marketing plan – your blueprint – transfer the information you record on thefollowing form to a new document with the same headings:1.2.3.4.5.6.7.Situation/OverviewTarget AudienceGoalsStrategyTacticsBudgetTimelineYou can use bullet points – there’s no need to agonize over the language.Finally, track your activities and outcomes. If you’re self-published, you have access to yourbook’s dashboard on retail sites so you can see how many copies you’ve sold and when theywere purchased. Use that information to guide your activities.If you’re traditionally published, you’ll have to rely on less specific metrics, such as changes inyour sales rank on Amazon. When it goes down (the lower the number, the better you’re sellingon Amazon), you’ll know you sold books. Here’s a great clue you’re doing things right: You’vesold out and your publisher has to do another press run!Get free tips every week! Subscribe to the Build Book Buzz newsletter at https://buildbookbuzz.com/gift.

4Set up an Excel file that has a column for a tactic and the date you used that tactic plus acolumn for book sales or Amazon sales rank during that period. If you do this faithfully, you’llstart to see patterns – you’ll see which virtual book tour “appearances” sold books and whichones didn’t, whether your Twitter strategy led to sales, if that Facebook ad paid off, and so on.Your fill-in-the-blanks book marketing plan templateis on the next page!Get free tips every week! Subscribe to the Build Book Buzz newsletter at https://buildbookbuzz.com/gift.

5PART 2: Your Book Marketing Plan Template1. Situation/Overview2. Target Audience Audience 1 Audience 2 Audience 33. Goals Goal 1 Goal 2 Goal 34. StrategyGet free tips every week! Subscribe to the Build Book Buzz newsletter at https://buildbookbuzz.com/gift.

65. Tactics Tactic 1: Tactic 2: Tactic 3: Tactic 4: Tactic 5: Tactic 6:6. Budget 7. TimelineWeek/Month for ActivityActivityGet free tips every week! Subscribe to the Build Book Buzz newsletter at https://buildbookbuzz.com/gift.

Book Marketing Plan Template A marketing plan is your blueprint for success. It will guide your book promotion activities. PART 1: Your Book Marketing Plan Elements It helps to understand the seven book marketing plan elements before using your fill-in-the-blanks template on page 5. Read each element description before filling in your form.

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