In today's guest post, book publishing and marketing expert Lynne Klippel shares her terrific advice for developing a book marketing plan.
Using the Before, During, and After Technique to Market Your Book
One of the biggest challenges facing every writer is knowing how and when to market her book. Many new authors mistakenly wait too long to start marketing, thinking they can deal with the marketing after the book writing and publishing is completed.
That’s understandable. Few of us have taken classes in how to become a successful author, so we simply don’t know what we don’t know.
In my ten years of publishing and working with authors, I’ve discovered that the best book marketing comes from a solid written marketing plan. Here’s an exercise that will help you create a marketing plan for your book.
Grab a piece of paper and turn it lengthwise, or create a new document on your computer in landscape orientation. Draw three columns and label them ‘Before, During and After’.
In the Before column, brainstorm all the things a potential reader needs to know before they decide to buy your book. Consider things like:
- When the book is available
- Where it can be purchased
- Who you are
- What you offer
- Why the topic is important
- How the information is unique and fresh
- Where to purchase it
- A book description or back cover copy
- Format - print book, e-book or both
Finally, list all the things readers should know after they finish your book. Readers who love your message will want to know:
- If you’ve written other books
- Where to connect with you on social media sites
- If you write a blog
- How to learn more about you and your work
- If you provide any classes, workshops or special event related to your book
Now that you have your three lists, start with the Before column and create ways to provide that information to readers just as soon as possible. Before your book is written, you want to reach as many people as possible and start to build a tribe of folks who are interested in your and your topic.
You can do this in several ways including:
- Facebook groups
- LinkedIn groups
- Writing and publishing articles
- Teleclasses or speaking
One of the most important things you can do in the before stage is to build an opt in email list so for all your efforts to introduce people to you and your future book, direct people to your website where you offer them a free gift in exchange for their name and email address.
This list will become a valuable asset as it contains the people who are most likely to be the first buyers of your book.
Once you’ve decided on how you will reach people before your book is written, you can create some preliminary plans for the During and After stages of your book marketing. This Before, During and After exercise will help you streamline your book marketing and make it easier to plan it successfully.
If you have already written your book, take time now to do this exercise and get your book marketing plans solidified before you go to print. If you have already printed your book, you can still catch up. Just remember that this exercise is not about you writing your book, it focuses on what readers need before, during and after they buy it.
Remember, you can do this! You’ve planned the content of your book already. Now you’re just going to plan how to tell people about it.
About the Author
Lynne Klippel is a best-selling author, publisher, and book strategist who is famous for removing the stress and overwhelm from the process of becoming a successful author. For a free Author Quick Start Kit with some of Lynne’s best resources see BusinessBuildingBooks.com