Writers are often taken by surprise when they’re asked for a “detailed marketing plan” before a publisher has even taken them on.

It’s a skill worth developing – as many successful authors write their marketing plans before they even set pen to paper.

In Part 1 of my article, you learned how to get started with a marketing plan for your book. Today, you’ll be finding out how to complete it.

Add this extra information to the plan you’ve already created:

Target Readers

List the people most likely to buy your book. (eg. women aged 18-25).
List the types of organizations, associations and clubs that might be interested in your book.
List schools, colleges, universities, charities and specialist libraries, etc.

Potential buyers:

List the types of organizations, clubs and associations that might bulk-buy your book.
List business websites; membership sites; clubs.
List retail outlets (such as Waterstones or Barnes & Noble) and book clubs.
List schools, colleges, universities, charities and specialist libraries.

Reaching target readers:

Suggest ideas for bookshop promotion. (eg. End-of-shelf posters).
Suggest a targeted PR campaign. (eg. a press release for local and national media.)
Suggest a public event you could hold to tie in with your book. (eg. a quiz, a seminar, an awareness day.)
Suggest promotion via social media. (eg. YouTube; Twitter, Facebook, LinkedIn, MySpace, etc.)

PR/Awareness Raising:

Offer a free incentive to promote your book. (eg. An MP3; an online interview with the author, etc).
List seasonal events or anniversaries that could tie in with your book. (eg. Halloween; Mother’s Day; Remembrance Day, etc.)

Offer audio extracts or free books for the many sites that offer services and content to your target readers – in return for a link to publisher’s shopping cart.

List some of the organizations, clubs or magazines that may be interested in your book.

Brainstorm ideas for publicizing and promoting your book with a couple of friends. Write down anything and everything you can think of. Try not to censor the ideas or rule anything out. When you’ve finished, set your list to one side for a couple of days before going back to it. You’ll be surprised at the number of great ideas you can come up with when you combine creative energy.

Increasingly, agents and publishers are asking authors to help with the marketing of their books.

Many writers are taken by surprise when they receive a request for a “detailed marketing plan” – often before an agent has even taken them on.

Don’t be daunted. Treat this as an opportunity rather than a hurdle. Many successful authors draw up a marketing plan before they even start work on their book.

Your Marketing Plan requires research and creative energy – skills you already possess in abundance!

To get started, list your Marketing Plan under the following headings:

Book Category:

What genre/s does your book fall under? Choose books similar to yours at Amazon and see which category they are listed under.

Sub Categories:

What are its sub-categories? Again, use Amazon for this.

Market Summary:

Provide a convincing argument that there is room for a new entrant in the market.
If you can, obtain sales figures for your particular genre or subject area. (eg. 10 million romance novels were sold in the UK last year).

Is there a book similar to yours that has sold well? (eg. My book is aimed at the same market as xxx by yyy which sold zzz copies last year). Often, you can find this information using Google, as well as authors’ and publishers’ websites.

Closest competitors:

List your ‘competitors’ (in terms of content, focus & title) giving title, author, publisher, year, price.

Unique selling points:

Identify what is unique and different about your book.

In Part 2, I’ll show you how to add more detail to your marketing plan. Don’t be daunted. Break down the plan into simple steps and you’ll find it much easier than you expected.

The business of publishing requires consideration of everything from:

• Choosing a publishing company name for yourself
• Filing sales and income taxes for books sold
• Creating the door of credibility
• Opening further opportunities
• The possibility of branching off of a current business and/or setting up a completely new business

You must intentionally plan how all of this and more can tie together to become your total business presence, one that truly represents who you are and where you want to go – and  to grow.

How to choose your identity and when to do it:

• Many authors that do not already have a business will think of branding after their book is published, but if you are thinking about publishing 100% independently (or subsidy or even vanity), consider branding first.
• Remember that branding is how you represent your image to the world.
• Your logo, colors, tag line, and book covers should all contribute to your brand.
• Branding is the glue that holds together everything business-oriented that you do and will do in the future. Think of food companies that branch out into toys, t-shirts, books, and other products when they originally started out just making cereal.

My Personal Branding Tips:

• Start with your favorite colors. Do you like calm colors like blues or greens? Are you sophisticated and prefer black, white, silver, and grey? Do you like neutrals with a splash of something bold like red? What fits your personality?
• Start with a logo, photograph, object, or even an element to represent your company, your books, your brand.
• Consider the psychology of color: how you look and feel effects how people “see” you.
• Your brand should be something you will be happy with for a long time, so think big! You will see it everywhere and it represents who you are and what your company is all about.
• Consider the feelings you want people to have when they see your books or marketing material.
• Use your branding on everything you can: business cards, letterhead, envelopes, postcards, email announcements, your website, your blog, social media, signs on the side of your vehicle, bookmarks, labels – not just your book cover!

Remember, branding is not just a simple label you place on the back of your book. You get to decide how your written voice – your company – is presented to the world. You have options, so take the time and consideration to decide. You are a creative, growing, living being – make sure your choice of brand can make the journey with you. Remember that your book is not just some childhood fantasy or dream finally come true. It is a catalyst for you to go to amazing heights, and branding is your best friend!

So without further ado here is a recipe for making money from twitter.

Ingredients

To run this strategy you will need a site where you can post an article that can include links directly to your products. I use my own blog site but I suspect any article site will work just as well.

You will also need a niche following on Twitter, you can 2000 followers in about two to three weeks. After 2000  twitter places some restrictions on you so growth is a little slower, but this strategy works with these numbers, but obviously the more the merrier. If you want to know how to do this read the previous articles.

The third thing you need is a spark of creativity, a smidgen of research and the ability to write tweets and blog posts quickly.

The Pure Recipe

When you see this you will be amazed at how simple this is to implement. You will be even more amazed at the results it produces. But after this I will show you how you can automate the process that is even more phenomenal. So here is the pure form of the strategy:

Look for trending topics on Twitter. There are a whole lot of tools that can help you do this, but you could just look in the right hand column of your twitter profile to see the strongest trending topics. You then write a blog post linking the topic to your product and a call to action to click through to your sales page. You then write a tweet about the trending topic and a link to your post. How simple is that?

Adding Some Spice

Want to know how to write compelling tweets? Just have a scan through all those tweets that get retweeted. Ignore the ones from the famous and influential, these are retweeted because of who they are and because they have large followings.  Look for the ones that just seem to catch a following. Look at half a dozen and you will start seeing what tweets people respond to… that is how you write your tweet.

Do some basic research by using a url shortener like bit.ly. Url shorteners record the number of people that link through from that particular link. By sending out tweets with links you are starting to find out which of your tweets people respond to the most. Again you are finding out how to write tweets that people respond to.

Finally on twitter, when done well, more is better. On twitter you need to get your message to stand out from the noise. It is easy for people to miss your tweet when there is always a huge amount going on. If you have a trending topic and you can write multiple tweets about it then releasing several tweets over the course of a day or two will stand you in good stead, especially if you can get the url in all of them and it leads to a great article.

The Automated Version

In previous articles we have discussed automated tweets. Wouldn’t it be amazing if you could operate the above strategy automatically? Well you can…here is how.

Firstly write a few compelling blog posts that are hot topics for your audience. Hot topics are those that you know are always going to come up for your subject. Make sure these lead to a compelling call to action for your book.

You don’t have to do all the posts all at once, if you are a regular blogger you will probably already know which of your posts have the best response rates. If you are just starting out blogging it might take a few weeks of blogs before you start noticing the trends. The important thing is getting really good articles that draw people in and have a call to action.

You then just look for the structure of compelling tweets, embed the url into it and watch the money come in every time the tweet is posted. On that note I would only repeat this a week at a time and if not a little longer, you don’t want your audience to get blind to your best messages.

Here is one I prepared Earlier

Just to get you started here is one of my best responding tweets.

7 Reasons you must   Learn Embedded Commands   http://bit.ly/8L0OLd Laugh out loud persuasion skills #persuasion

Getting a celebrity endorsement for your book is one of the easiest ways to promote it.

Readers are much more likely to listen to a well-known expert or media personality saying they can’t put your book down. Not only this but a little ‘celebrity’ magic tends to rub off on you.

I’m not saying that you should write to every celebrity or expert you can think of willy-nilly. However, if there is a tie-in with your book, however tenuous, then go for it.

Many authors are reluctant to approach celebrities for testimonials. Don’t make the same mistake!

Celebrities have egos the same as everyone else. And if your book is getting publicity and media attention, this is also going to benefit them.

You may have to approach 100, even 500, celebrities. But you only need ONE to make a massive difference to your book sales. Does it really matter if 499 tell you to get lost, if you get the one testimonial you’re after? What do you stand to lose? Hurt pride and the time it took to write the letter or email!

It’s never been easier to access celebrities via the Internet. Not only can you use search engines like Google to track them down. Many of them also have Facebook and Twitter accounts. Make it easy for them by writing 5 of your own testimonials. When you contact them, point out that they can choose one of your templates if they wish. Anything that saves them time or having to wade through loads of material, will persuade them of your professionalism.

If you’re feeling daunted, then focus on the positive benefits for you and your book. Quotes will boost your book sales and credibility. And think how great you’ll feel when you see those endorsements printed on your book cover.

Writing a blog is one of the best ways to promote your book and get your message out to readers. But there’s a ‘right’ way and a ‘wrong’ way to do it.

Many authors make a fatal mistake when they write a blog… and don’t host their blog on their own website.

Here’s why it’s important for you to host your blog on your own website:

1. You Don’t Own Your Content

If you don’t have the blog on your own website, you don’t own the content. If you’re a writer, then your content is what you are selling and it’s important that it belongs to you and no one else!

(Read the terms of service with your provider! It’ll be there in the small print!)

2. You Can’t Sell Anything

You can’t sell anything. What’s more, if you do, you can be shut down without warning. So if you want to sell your book, or your workshops, coaching or talks, then you won’t be able to.

(Again, read the small print!)

The solution is to host your blog on your own site rather than the site of a blogging provider – or any other site that isn’t your own.

As a writer, you can’t afford to be shut down or to lose your content. Your words and message are valuable – so make sure you protect it.

This will give you complete control over your blog, and the freedom to sell whatever you want.

Remember also to use lots of ‘key words’ in your blog. Use the words that your readers are most likely to type into search engines – so that they can quickly and easily find you!

Marketing your book can really be as easy as one, two, three.

ONE:

Jump on the social media bandwagon. One of the first things that you will want to do is get listed on social media sites. Facebook, LinkedIn, and Twitter (hook up with me by clicking on any of the site links) are some of the top social media sites I recommend to start with. With the power of social media you can literally be your own promotional tool, allowing you to spread the word about your book quickly and easily to a larger audience than ever before. That is the power of social media.

TWO:

Build your web presence with a website or blog. In days past you might have purchased and distributed business cards when promoting a book or your business, however in today’s society a website or blog is your “digital” business card. It is a necessity no author should be without. A website or blog will be the place for you to showcase your book and you will use it to link to every other outlet that you utilize to spread the word about your book. For example, link to your website or blog from Facebook, Twitter and all other social media sites as well as from articles that you write or that others write about you and your book. You can also include your URL (website address) on any press releases that you send out as a place for them to learn more about you and your book.

THREE:

Hire a team. We aren’t all experts at everything. You are an expert on the topic you wrote your book about, but you are not likely an expert at everything. That is why you should hire a team, specifically a PR team. A PR team has the skills and knows what it takes to promote your book to create the biggest buzz and to sell the more books. After all, that’s what you want, right? So, why not get the professionals to help you make it happen!

I told you that it was going to be easier than you thought. Just work the steps: one, two, three, and watch where it takes your book! I’ll bet you go straight to the top!

You can create your author fan page on Facebook in three easy steps.

Step 1: Sign In or Sign Up! If you’re already a member of Facebook with a personal profile, all you’ll have to do is sign in to your Facebook profile and begin the fan page process. If not you’ll have to first go to Facebook.com and sign up for your Facebook account. They make it super simple, so don’t be scared.

Step 2: Build it so they can come! Next, you’re simply going to build your fan page. Once signed in or signed up on Facebook, you will need to go to http://www.facebook.com/pages/create.php to set up your page. You will want to be sure to include a professional picture of yourself and links to your official website, and of course info about your book.

Step 3: Promote, promote, promote! After you’ve built the page, you’ll want to put it to work for you. Promote it, share it, tell everyone about it. Share it on your blog, put a link to it in your sidebar, share it on message boards, on Twitter, and even offline. You can always put the URL to it on your business cards or any fliers or bookmarks you make to promote your book. And Facebook makes that easy with their “vanity” URLs. Once you have your fan page set up and 100 fans, go to http://www.facebook.com/username and create a custom URL that is easy to advertise. And while you’re at it, check out http://www.facebook.com/writingfan and become a fan of writing!

Studies show that it take a person eight times of seeing something before they take action on what they have seen. That means a person may have to see you and your book eight times before they’ll buy it. You want to help contribute to those eight times and a Facebook fan page can help. It will help give you yet another place to communicate with those interested in your topic, allowing you to send them updates and information. It will also drive traffic to your website or any other social media site you are on. So, what are you waiting for? Go sign up, build and promote! Ready! Set! Go!

The Pros

Argument #1: I can exercise my writing skills.

Blogging every week, or even once a month, is an exercise in writing. Whether you’re writing an article or posting a few thoughts, it gets you into the process of writing. It improves your typing speed and accuracy, helps you become more creative, and regular blogging will help you create your writer’s “voice.”

Argument #2: It is free promotion for my book.

If you write an article and post it to your blog, you can include a link for readers to purchase your book. You can also include links to your website and other social media sites (such as Facebook), drawing more attention to your work. Through your blog’s comments section, you can post a piece you are working on and gain feedback from readers. It’s like having your own private critique room and editing staff. The main con to the free promotion is you need to keep your blog updated and the content of good quality. There are a lot of blogs that are not accurate or up-to-date. If you are promoting your book, keeping it updated will not only draw readers back, but show them you are active in your own promotion on an ongoing basis.

Argument #3: A blog will improve my website’s search engine ratings.

This statement is both true and false. A blog can be like a newsletter, but unlike a newsletter it can be indexed by search engines, thus helping your search engine ratings. If you embed your blog in your domain name (very technical process), it will directly affect how your website is rated by search engines. However, if your blog stands on its own (not a part of your domain name), your blog may get good ratings but it won’t affect your website very much. If you link to your website from your blog, or to an order page for your book from your blog, it doesn’t matter how search engines find your website. Your blog will point buyers to your book, and that is all that matters.

Argument #4: A blog will help my writing become popular.

Your blog will help you create relationships with your readers, engage new potential book buyers, and even be a connection for mainstream media. It does help improve how others see you and your book, if you use personal experiences to connect with your readers. By tying in your blog’s topics with current events, you stay connected and keep the content fresh. These are all things that will help you sell books.

So if you have decided to start a blog, or have one you haven’t visited in a while, how should you use it? First off, give your professional opinion on topics you write about. You are an expert in your field, so present yourself as such. Review other books and products related to your book’s topic and share information with your readership. Write about topics others are interested in, such as current events, finances, or writing in general. And most of all, don’t start a blog to make money. It is a promotional tool, but if money is your primary objective your writings will come across as superficial and you will lose readers and potential book buyers.

This can be directly applied to your books.  Books succeed because of high sales, they fail because of low sales.  If you want a bestselling book then you need to do some selling!

If you think bestselling books happen by accident then think again!  Most bestselling books achieve their status as a result of a focused and concentrated selling effort.

Therefore the most important thing you can do if you want your book to be a big success is to learn to sell.  Selling is a skill that can be learned by anyone.  You just have to follow some simple procedures and obey three simple rules.

Here are those three simple rules.  If you follow them then your success in selling is guaranteed.

Rule 1: Your readers (and readers to be) are not stupid.

In today’s world people are more educated and informed than ever before.  People are more sophisticated and discerning.  People just don’t fall for blatant and manipulative tactics.  I get a little frustrated when I am told that “the sale ends on Friday”.  I know, and you know, that it is immediately replaced with a new sale that starts on Saturday!
People know that there is no such thing as a free lunch.  No-one is very surprised when they get selected to enter the Reader’s Digest free prize draw.  The successful author will treat their readers and readers to be with respect.

Rule 2: Sell how you like to be sold to.

When I ask people how they like to be sold to, I always get some very similar responses.  People like to be treated with respect and courtesy.  People like to be listened to.  People like you to be interested in finding out what they want.  People want you to put their interests first.  People want to be helped to make a decision that is right for them.  Why then would anyone attempt to sell any differently?  To a certain extent you already know what good selling is!

Rule 3: People are convinced that you want to sell them something.  They are right, so tell them!

Perhaps because of previous encounters, people can be rather suspicious if they think people want to sell them something.  In the back of their mind they are worried that you will try to push them into buying something.  To overcome this fear, just tell people what you are doing.

Tell them that you are interested in selling your books.  You provide books that benefit people and they pay money for them.  However, what you do first is to understand what is important to the prospective reader.  When you understand this, you will see if your books can help them.  If they can, then you will recommend an appropriate title.  The person can then decide to say “yes” or “no”.  By being up front with people you remove any fears they may have and establish trust with them.

As a sales author I am very upfront and blatant with people about my objective – selling my books.  I am also equally upfront that I am only interested in selling my books to people who will benefit from them.  If I don’t think you will benefit from my books then I don’t want your money.  Satisfied readers provide positive testimonials that bring me more readers and that is what I want.

Mastering the art and science of selling is one of the best investments you can ever make to ensure your book succeeds in today’s competitive modern marketplace.

Secure your future prosperity and become a master of selling.