1-marketing plan for pdf

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MARKETING PLANMARKETING PLANMARKETING PLANMARKETING PLANMARKETING PLAN

�The number one time saver in any undertaking isplanning and goal setting�

� Paul J. Meyer

This Section of MXcorresponds with the

TeleConference / Tape:

Ready, Set, Market!TC / Tape #1

If you need moreinformation about theTeleConference and/or

Audio Tapego to our website

www.marketability.comor call

1-888-55-TWIST.

MAXIMUM EXPOSURE MARKETING SYSTEM

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♦1-2

© 2000 / 4th MarketAbility, Inc. 6275 Simms St. #207 Arvada, CO 80004 ♦ (303) 279-4349 ♦ [email protected] granted for copies to be made ONLY by original purchaser of this system strictly for in-house use.

BLANK PAGEHERE

MARKETING PLAN

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♦1-3


DO NOTDO NOTDO NOTDO NOTDO NOTBEGINBEGINBEGINBEGINBEGINPROMOTINGPROMOTINGPROMOTINGPROMOTINGPROMOTINGUNTIL YOUUNTIL YOUUNTIL YOUUNTIL YOUUNTIL YOUREAD THISREAD THISREAD THISREAD THISREAD THIS

DO NOT BEGIN PROMOTING YOUR BOOK UNTILYOUR DISTRIBUTION IS HANDLED!

THE MISSING AUDIENCETHE MISSING AUDIENCETHE MISSING AUDIENCETHE MISSING AUDIENCETHE MISSING AUDIENCEA major motion picture company runs ads in newspapers across thecountry, arranges for interviews of a particular movie�s stars andencourages people to go see a movie ... that is NOT available intheaters or on video, and no specific plans are set for getting it there.Do you think movie patrons will go into theaters and/or video storesand request the movie?

No! This does NOT happen in the movie industry because it does notwork. Movie producers would go broke. Movie goers would befrustrated. Is the world of publishing any different?

This scenario does happen every day in the book industry. Excited-to-get-going authors and publishers launch their public relationscampaigns without a solid and effective distribution system,expecting their promotion efforts to pull their books through thesystem.

This does NOT work.

The end result is frustration on the part of everyone concerned. Thepublisher makes no sales because interested readers cannot buy thebook in any bookstore. Print media rarely include 800#�s or publishercontact information. The potential readers are frustrated because abook that caught their interest is not really available to them or sothey are told by the (you guessed it) frustrated clerk at the bookstore.The media is frustrated when the publisher tries to get another storyplaced after the distribution has been coordinated correctly. By then,the book is old news.

All the tools, strategies, techniques and ideas in MAXIMUMEXPOSURE Marketing System will do nothing for you if your book isnot available to your target market.

Print media rarely include800#�s or publisher contactinformation in their reviews

or feature articles. Theynaturally assume a book is

available to their audiences inbook stores and other

seemingly obvious places. Thejob of a reporter is not to be

your sales person. It is toprovide their audience with

an interesting story.

1001 Ways to Market Your BookAdded Touches

see pages 183-190

Getting Distributionsee pages 399-442

Jump Start Your Book SalesMastering Your Marketing Plan

see page 328


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♦1-4


DON�T WDON�T WDON�T WDON�T WDON�T WANT TO SIT AROUND WANT TO SIT AROUND WANT TO SIT AROUND WANT TO SIT AROUND WANT TO SIT AROUND WAITING?AITING?AITING?AITING?AITING?Good, there is plenty to do:

♦ Plan, plan, plan all you can (Section 1).

♦ Write your promotional copy for your media kit. Send to your pre-publication list including trade magazines, book clubs andconsumer magazines (Section 3).

♦ Make direct and special sales all you want (Sections 5 and 7).

♦ Set up and launch your Internet attack! (Section 6).

♦ Search out great opportunities, join groups, read more about how topromote your book (Resources at end of each section).

But, DO NOT begin your public relations campaign to the mainstreammedia until it will coincide with your publication date.

If you still are not convinced, call any distributor, bookstore,wholesaler or media person and ask them if you should begin yourpublic relations before your book is available to your audience.

Better yet, try to order your book at a few bookstores. Pretend afriend told you about it and you want to buy it. The answer you getwill be the same answer any of your potential buyers will get.

WHAWHAWHAWHAWHAT ABOUT BOOKS THAT ABOUT BOOKS THAT ABOUT BOOKS THAT ABOUT BOOKS THAT ABOUT BOOKS THAT ARE NOTT ARE NOTT ARE NOTT ARE NOTT ARE NOTACCEPTED BY A DISTRIBUTOR, WHOLESALERACCEPTED BY A DISTRIBUTOR, WHOLESALERACCEPTED BY A DISTRIBUTOR, WHOLESALERACCEPTED BY A DISTRIBUTOR, WHOLESALERACCEPTED BY A DISTRIBUTOR, WHOLESALEROR SALES REP?OR SALES REP?OR SALES REP?OR SALES REP?OR SALES REP?You can still have a book that sells very well, but not in bookstores.Focus more on direct sales through mail campaigns, an effectiveInternet attack and other non-trade outlets. See Sections 5, 6 and 7for more information.

THE DIFFERENCE BETWEEN A WHOLESALER AND ATHE DIFFERENCE BETWEEN A WHOLESALER AND ATHE DIFFERENCE BETWEEN A WHOLESALER AND ATHE DIFFERENCE BETWEEN A WHOLESALER AND ATHE DIFFERENCE BETWEEN A WHOLESALER AND ADISTRIBUTORDISTRIBUTORDISTRIBUTORDISTRIBUTORDISTRIBUTORDistributors market the books to book stores and libraries throughsales reps, trade shows, direct mail, catalogs, etc. In addition, theystock and ship books they sell. Examples of distributors areIndependent Publisher�s Group (IPG), Midpoint Trade Books, andNational Book Network (NBN).

Wholesalers stock, pack, ship and collect books, and essentially waitfor orders. Their outgoing sales to bookstores are limited, non-existent, or available at an additional cost to the publisher. Examplesof wholesalers are Ingram, Baker and Taylor.

MARKETING PLAN

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♦1-5


UNRAUNRAUNRAUNRAUNRAVEL THE MYSTERVEL THE MYSTERVEL THE MYSTERVEL THE MYSTERVEL THE MYSTERYYYYYOF PUBLICAOF PUBLICAOF PUBLICAOF PUBLICAOF PUBLICATION DATION DATION DATION DATION DATETETETETEYour publication date is NOT when your books are printed.

Your publication date is the point in time when your books will bereadily available through distribution channels AND when your targetaudience is most aware of the book�s existence through your mediacampaign.

The two major selling seasons for bookstore sales occur in the fall andthe spring. Your publication date must agree not only with printingand promotion, but with your distributor�s schedule as well.

Distributors design their catalogs months before publication date. Ifthey do not have your artwork and book information, they cannotpresent you to buyers and your books will not make it to the bookshelves. Select your distributor and be familiar with their calendarearly enough to fulfill their deadlines � four to six months beforeyour publication date.

If you distribute and do not promote, you are dependent uponsomeone wandering upon your book in the store and deciding to buyit.

Much like the motion picture without a venue, if your books arepromoted but not available, you are creating an awareness ofsomething that no one can purchase.

Here�s an overly simplified sequence of events involving book storedistribution and promotion in regards to publication date: A moredetailed version is included in the Book Marketing Plan at the end ofthis section.

1. Begin marketing planning.

2. Write the book.

3. Design the book.

4. Begin production.

5. Develop distribution strategy.

6. Book is printed.

7. Send out marketing materials.

8. Distribution presents to bookstores.

9. Bookstores order books.

10. Media begins to schedule interviews for future dates.

11. Book stores get books on shelves.

12. Publication date.

13. Author is now doing interviews, reviews are in paper, etc.

14. Books sell because they are available when readers hearabout them and want to purchase them.

For more details aboutPublication Date, refer to thebooks listed in the Resourcesat the end of this section. It is

critical to understand thispoint before moving on.

1001 Ways to Market Your BooksScheduling the Publication

of Your Bookssee page 35


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♦1-6


COMMON MYTHSABOUT PUBLICATION

DATE:�My books are printed, so thepublisher must have moved

up my publication date.�

�I�ll drive people to the storesto buy my book with mymedia coverage. Then the

bookstores will have to buymy book.�

�I can change my PublicationDate whenever I want at any

stage of the process.�

�I have to wait for my book tobe printed before I can start

my marketing.�

The most common error in this process is promoting too soon (doingstep #13 in conjunction with step #6) and wasting the promotion�bang� when the books are not yet available. The other big mistakepublishers make is beginning their marketing planning too late.(Doing #1 after #6.)

WHAWHAWHAWHAWHAT TO DO IF YOU�VE MADE ONE OF THET TO DO IF YOU�VE MADE ONE OF THET TO DO IF YOU�VE MADE ONE OF THET TO DO IF YOU�VE MADE ONE OF THET TO DO IF YOU�VE MADE ONE OF THECOMMON ERRORSCOMMON ERRORSCOMMON ERRORSCOMMON ERRORSCOMMON ERRORSError #1: If you have already promoted your book, and yourdistribution was not in place, you have a couple of choices to help sellyour book.

♦ Figure out your distribution and continue promoting using newstory angles tied to your book. (more on this in Section 4)

♦ Focus now on direct sales and use your media clippings as amarketing tool. (See Sections 4 and 5)

♦ Edit the book, add more information, update it and issue a 2ndEdition with distribution in place. Most pre-publication reviewerswill not review it, but the mainstream media might.

Error #2: If you have not started your marketing planning, butalready have the book printed, you must:

Do your planning quickly and catch up with the process.

Error #3: If you are really far behind and it is not possible to getcaught up, then you can change your Publication Date in Books inPrint. It will not solve the problem entirely (especially if yourcopyright date will go into the next year), but it will be a stop-gapmeasure you can try.

The importance of timing everything around a Publication Datecannot be stressed too highly. Everyone involved in the book industrymust time their piece of the puzzle around the Publication Date:

♦ Publicists organize the entire Marketing Plan and its deadlinesaround the Publication Date to be sure any and all excitementabout the book is generated when the book is available topurchase.

♦ Distributors make their sales calls on bookstores and encourageorders in time to have the books on the shelves at Publication Date.

♦ Book store owners / clerks, upon looking a title up in Books-in-Print,tell their customers that a book is �not available until ______.� (Fillin the blank with your Publication Date.)

♦ Media will print / run stories about books as near to PublicationDate as they can. This way they know their audience will be mostsatisfied if they can find the book that has recently been covered.

MARKETING PLAN

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♦1-7


READY TO PROMOTEREADY TO PROMOTEREADY TO PROMOTEREADY TO PROMOTEREADY TO PROMOTECHECKLISTCHECKLISTCHECKLISTCHECKLISTCHECKLIST

Beginning promotion without the following things handled wastes your money. If you are going topromote your title on a large scale, your customers must be able to find it and like what they seewhen they do. Ignore this at your own risk.

# The book overall is a marketable product:

# Book is well written (in a professional�s point of view, not friends and family).# The author has expertise in the subject of the book.# The subject will generate interest with the media and the buying public.# The book title is catchy.# The subtitle describes what the book is about.

Notes on areas to improve:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

# Book design is up to the standards required for the book to be marketable to the book trade:

# Cover reproduces well in black and white in postage stamp size.# Front cover type is easily legible from a distance of 10 feet.# The cover image and design makes a good poster or post card.# The spine is distinctive, easily legible and the same color as cover.# The title of the book is given clear visual priority over the subtitle.# Back cover is full of information but does not look too uncluttered.# Brief statement of the book�s content is presented to entice the reader to pick up

the book and purchase it. (Back cover or front flap)# Endorsements from reviewers and outside readers are included.# Author biography and photo is included.# Barcode with ISBN and price is on back cover (soft cover) or on upper left

corner of inside front flap of jacket (hard cover).# Country of manufacture is printed on inside back flap of jacket (hard cover).# Subject category is on upper left corner of back cover.

Notes on areas to improve:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________


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♦1-8


READY TO PROMOTE CHECKLIST CONTINUEDREADY TO PROMOTE CHECKLIST CONTINUEDREADY TO PROMOTE CHECKLIST CONTINUEDREADY TO PROMOTE CHECKLIST CONTINUEDREADY TO PROMOTE CHECKLIST CONTINUED

# An adequate distribution plan is in place to support marketing efforts.

# Any book carried by an exclusive distributor has their support and enthusiasm.# If nationwide promotion is planned, at the very least, book must be carried by Ingram.# For regional promotion, a regional distributor (not wholesaler) must be in place.# For direct sales, a sufficient fulfillment system must be arranged.# An easy to remember 800#, web address, and/or fulfillment service is arranged.

Notes on areas to improve:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

# Marketing budget has been estimated and sufficient money is available to implement the plan thatis designed to meet the goals of the book. (Don�t count on sales of the book to pay for marketing.The marketing must be done in order for sales to happen.)

# You have clearly outlined your resources to support marketing for the next 6 months in the areas ofmoney, time and people.

# Publication date has been set preferably with at least 3-4 months of time available to handle pre-publication promotion effectively.

Notes:

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MARKETING PLAN

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♦1-9


TARGET MARKETINGTARGET MARKETINGTARGET MARKETINGTARGET MARKETINGTARGET MARKETING

DEFINE YOUR TDEFINE YOUR TDEFINE YOUR TDEFINE YOUR TDEFINE YOUR TARGET MARKETARGET MARKETARGET MARKETARGET MARKETARGET MARKETPINPOINT THE PEOPLEPINPOINT THE PEOPLEPINPOINT THE PEOPLEPINPOINT THE PEOPLEPINPOINT THE PEOPLEWHO WILL BUY YOUR BOOKWHO WILL BUY YOUR BOOKWHO WILL BUY YOUR BOOKWHO WILL BUY YOUR BOOKWHO WILL BUY YOUR BOOKEven the biggest companies with enormous marketing budgetspinpoint who they want to receive their promotional messages. Whileeveryone may love McDonald�s for their hamburgers, salads orbreakfast choices, McDonald�s has skillfully targeted their primarymarket. Just look at their Happy Meals and their gargantuanplaygrounds. Plenty of 50-year-olds drink Pepsi, but the softdrinkmaker focuses its marketing efforts (and budgets) on the Pepsigeneration, the new generation, generation next. This does not meanthat McDonald�s expects no adults to eat at their restaurants, or olderadults won�t drink Pepsi. Marketing efforts are simply focused on themarkets that generate the most sales.

The big guys have learned to target their market and so must you. Atarget market, or niche, is a group of people with similarcharacteristics, demographics or interests. They often reside in certainlocations and watch the same shows on television. Clearly definingyour target market saves you time and money, both of which arecrucial as you sell your book. You cannot effectively market toeveryone � remember, even McDonald�s and Pepsi choose toadvertise to a smaller target market of the population.

Identifying your target market(s) doesn�t mean that nobody elsewould ever think of buying your book. It is simply a starting point tofocus your efforts and your money. When your primary targetmarkets are either self-supporting or saturated, you may then moveon to market to secondary markets.

Knowing your target market allows you to use this information tomarket your book more effectively for less money. For instance, youwill be able to buy a mail list with similar demographics as your targetmarket and spend more time following-up with the media whoseaudience most closely matches your target market. In turn, this willbring in more book sales.

"EVERYONE" IS"EVERYONE" IS"EVERYONE" IS"EVERYONE" IS"EVERYONE" ISNOT YOUR TARGETNOT YOUR TARGETNOT YOUR TARGETNOT YOUR TARGETNOT YOUR TARGET

MARKETMARKETMARKETMARKETMARKETAlthough everyone may

potentially be interested inyour book, or your book may

be helpful to everyone,everyone is not going to buyyour book. You cannot afford

to market to everyone.

1001 Ways to Market Your BooksSpotting New Markets

How to Open New Marketssee pages 39-48, 109-120


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♦1-10


NOTES:NOTES:NOTES:NOTES:NOTES:_________________________________________________________________________

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MARKETING PLAN

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♦1-11


PINPOINT YOUR BUYERS WORKSHEETPINPOINT YOUR BUYERS WORKSHEETPINPOINT YOUR BUYERS WORKSHEETPINPOINT YOUR BUYERS WORKSHEETPINPOINT YOUR BUYERS WORKSHEET

EXERCISE: IMAGINE THE WORLDEXERCISE: IMAGINE THE WORLDEXERCISE: IMAGINE THE WORLDEXERCISE: IMAGINE THE WORLDEXERCISE: IMAGINE THE WORLDImagine you are standing in a huge bookstore filled with books. It is so gigantic that a copy of everysingle book available in the world is in this store. Each title is displayed face out and located in itsproper category section. The store is filled with thousands of people who are gathering around theone book that they are going to buy. Obviously, everyone in the world is not standing in front of yourbook, but you do have a large crowd of people who are excited to buy your book. Who is standing infront of your book? Why?

To figure out what they have in common with each other that defines them as a target market,answer these questions as completely as possible:

Is your crowd made up of men, women or children or some of each? What is the ratio if mixed?

___________________________________________________________________________________

How old are they? ! 1-5 ! 17-20 ! 50-59! 6-10 ! 21-29 ! 60-69! 10-13 ! 30-39 ! 70-79! 14-16 ! 40-49 ! 80+

Do they have children/grandchildren? ! Yes ! No

How do they dress?_______________________________________________________________

____________________________________________________________________________________

Where do they live?___________________________________________________________________

___________________________________________________________________________________

What do they do in their spare time?______________________________________________________

____________________________________________________________________________________

_____________________________________________________________________________________

Where do they work?__________________________________________________________________

________________________________________________________________________________________

How much money do they make?________________________________________________________

______________________________________________________________________________________

To what clubs or associations do they belong? ______________________________________________

_______________________________________________________________________________________________________


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♦1-12


PINPOINT YOUR BUYERS WORKSHEET / CONTINUEDPINPOINT YOUR BUYERS WORKSHEET / CONTINUEDPINPOINT YOUR BUYERS WORKSHEET / CONTINUEDPINPOINT YOUR BUYERS WORKSHEET / CONTINUEDPINPOINT YOUR BUYERS WORKSHEET / CONTINUEDAre they all doing something at this time in their life (getting married, retiring, etc.)? What?______________________________________________________________________________________

_____________________________________________________________________________________

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What are they talking about with each other? ______________________________________________

______________________________________________________________________________________

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What magazines do they read?__________________________________________________________

________________________________________________________________________________________

____________________________________________________________________________________

What newspapers do they get?__________________________________________________________

_____________________________________________________________________________________

______________________________________________________________________________________

What TV shows do they watch?__________________________________________________________

__________________________________________________________________________________________

__________________________________________________________________________________________

What other books have they already bought?____________________________________________

________________________________________________________________________________________

____________________________________________________________________________________

____________________________________________________________________________________

Do they use the Internet to gather information? ! Yes ! No

Do they use the Internet to purchase your type of information? ! Yes ! No

COMPILE YOUR ANSWERS INTO 10-15 WORD DESCRIPTION.COMPILE YOUR ANSWERS INTO 10-15 WORD DESCRIPTION.COMPILE YOUR ANSWERS INTO 10-15 WORD DESCRIPTION.COMPILE YOUR ANSWERS INTO 10-15 WORD DESCRIPTION.COMPILE YOUR ANSWERS INTO 10-15 WORD DESCRIPTION.Write it here and copy this information into your Marketing Action Plan.

___________________________________________________________________________________

____________________________________________________________________________________

__________________________________________________________________________________________

MARKETING PLAN

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♦1-13


HOW TO HAHOW TO HAHOW TO HAHOW TO HAHOW TO HAVE YOURVE YOURVE YOURVE YOURVE YOUROWN CREAOWN CREAOWN CREAOWN CREAOWN CREATIVE SESSIONTIVE SESSIONTIVE SESSIONTIVE SESSIONTIVE SESSIONWHAWHAWHAWHAWHAT IS A CREAT IS A CREAT IS A CREAT IS A CREAT IS A CREATIVE SESSION?TIVE SESSION?TIVE SESSION?TIVE SESSION?TIVE SESSION?What you may know as a brainstorm, we call a Creative Session. Youwill use Creative Sessions often in the promotion cycle: defining yourtarget market, developing your marketing plan, beginning your directsales campaign, writing your marketing materials. There is no hardand fast rule about when to use Creative Sessions; have one when youneed some energy, new ideas, or when you�re launching a newcomponent of promotion.

Here are some guidelines to make your Creative Sessions powerful,information-packed, fun and "with a twist."

♦ Set a goal for your Creative Session before you start. Know clearlywhat you want to have accomplished by the end of your gathering.

♦ Set the stage by explaining the goal and the rules. Bring up the firstidea yourself to get the ball rolling.

♦ Set aside uninterrupted time, 30 to 45 minutes is perfect.

♦ Agree to not judge ideas as they are presented. Do not think aboutor discuss the logistics of how to carry out an idea, just think of asmany ideas as you can. Banish phrases like �Yes, but...� and �Wecan�t...� from your vocabulary for the duration of the CreativeSession.

♦ Go on tangents if they seem at all productive.

♦ Think "outside the box." Cross those lines of creativity. Don't beafraid to say silly and unusual things. Few great marketing ideasstem from the ordinary.

♦ Bring lots of paper to record ideas. Have one person responsible forcapturing the ideas on paper. Allowing all others free thinking. Ifnecessary, go over your notes later in more detail.

♦ Tape record your Creative Session to avoid losing ideas.

♦ Avoid interrupting. If you have a good idea while someone else istalking, write it down quickly so the idea is not lost.

♦ Get a fresh perspective. Have your Creative Session in an unusuallocation. Meet outside, go into a different person�s office thanusual, sit on the floor, stand up in the conference room or at thevery least, sit in a different chair than you usually do.


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♦1-14


♦ Before you start, do a brief creative activity to get your creativethoughts flowing. Write a news article about a crime sceneincluding all the people in your creative session and anyone elseyou want to make a victim, criminal or hero. Or select 15-20random words � like tiger, tattoo, Adam's apple, sardine, flower,petri dish � pair up and write a greeting card using the words.

♦ Bring out a selection of toys to stimulate creativity. Toys, puzzles,building blocks and clay are all good.

♦ If the Creative Session is not productive or the energy level is downafter 20-30 minutes, stop and reschedule the session.

♦ Bring chocolate. (OK, it can be another kind of treat, but chocolateis superior in our humble opinion.)

♦ Do not consider the budget while you are being creative, just thinkof the ideas. You can rule out options that are too expensive later,but now is not the time to do so. Better yet, challenge yourself tothink up less expensive methods of execution of your idea.

♦ Play music in the background � something fun and different,stimulating or soothing. Try to avoid music with lyrics.

♦ Before starting the Session, do a jigsaw puzzle.

♦ The morning of a scheduled Creative Session, drive a different wayto work to get your brain thinking differently.

CREACREACREACREACREATIVE SESSION RESOURCESTIVE SESSION RESOURCESTIVE SESSION RESOURCESTIVE SESSION RESOURCESTIVE SESSION RESOURCESTo stimulate your brain try some of these books or videos:

Visual Thinking, Crazy People, Disney videos such as Alice inWonderland.

A Whack on the Side of the Head and A Kick in the Seat of thePants Roger von Oech, Harper & Row, 1986These two books will get your creative juices flowing at all stages ofyour book promotion. Each includes exercises, stories and tips thatare much gentler, but just as effective as their titles.

Writing From Within: A Guide to Creativity and Life Story Writing,Bernard Selling, Hunter House Publishers, Third EditionDesigned to help writers get in touch with their inner voice and betterexpress their feelings in writing. Includes a new chapter on creativity,exploring ways to positively utilize self-criticism, ways to maintainbalance between the creative process and the demands of daily life.

PO Box 2914Alameda, CA 945011-800-266-5592

MARKETING PLAN

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♦1-15


SET YOUR GOALSSET YOUR GOALSSET YOUR GOALSSET YOUR GOALSSET YOUR GOALSHOW MANY BOOKSHOW MANY BOOKSHOW MANY BOOKSHOW MANY BOOKSHOW MANY BOOKSDO YOU WDO YOU WDO YOU WDO YOU WDO YOU WANT TO SELL?ANT TO SELL?ANT TO SELL?ANT TO SELL?ANT TO SELL?

Set goals for your publicity and promotion or you will never feelsatisfied with any of your accomplishments � no matter how great.(OK, if you get in Oprah's O Magazine, you�ll feel great; but it�sunlikely to happen without setting it as a specific goal.)

Goals are your roadmap to success. Decide where you want to go andwith determination and dedication you will find a way to get there. Ifyou just get started and decide later where you want to be, you mightalready be on the path to somewhere else! Who knows where you�llend up and what it will take to get back on track.

Many people are afraid that if they write down their goals and thendon�t achieve them, they will have failed. But not writing anythingdown is a sure step towards failure.

The key to setting goals for your book�s promotion and publicity is toanswer the right questions. Use your Book Destiny Worksheet (nextpage) to give your book direction and purpose.

GOAL SETTING RESOURCESGOAL SETTING RESOURCESGOAL SETTING RESOURCESGOAL SETTING RESOURCESGOAL SETTING RESOURCESWhat Are Your GoalsPowerful Questions to Discover What You Want Out of Life

GoalsGuy Learning Systems1201 East Fayette StreetSyracuse, NY 13210(315) 474-5628Fax: (315) 474-6954www.goalsguy.com

You Were Born RichThe Keys to Maximizing the Awesome Potential You Were Born With

Bob ProctorLifeSuccess ProductionsPO Box 3070Cartersville, GA 301201-800-856-7632Fax: (770) 386-9196

�Would you tell me, please,which way to go from here?�

asked Alice.

�That depends a good deal onwhere you want to get,�

said the Chesire Cat.

�I don't care where,�said Alice.

�Then it doesn't matterwhich way you go,�

replied the cat.

� Lewis Carroll

Alice's Adventures inWonderland


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♦1-16


BOOK DESTINY WORKSHEETBOOK DESTINY WORKSHEETBOOK DESTINY WORKSHEETBOOK DESTINY WORKSHEETBOOK DESTINY WORKSHEETSALES GOALSSALES GOALSSALES GOALSSALES GOALSSALES GOALSHow many books do you want to sell? ____________________________________________________

In what time frame?__________________________________________________________________

How much income do you have to generate to break even? ___________________________________

PUBLISHING GOALSPUBLISHING GOALSPUBLISHING GOALSPUBLISHING GOALSPUBLISHING GOALSHow many times do you want to reprint? __________________________________________________

How many books per print run?__________________________________________________________

In what amount of time? ______________________________________________________________

If this is a self-published title, is your goal to:

! Remain self-published

! Be picked up by a publisher

! If this book is a complement to your other business services, is your goal to:

! Establish credibility of the author

! Increase awareness of an issue, what issue?

! Use this book as a marketing tool for other business services.

MEDIA GOALSMEDIA GOALSMEDIA GOALSMEDIA GOALSMEDIA GOALSNumber of Media Placements. Also list specific media targets. Refer to your database to help youdecide which ones are of highest priority to you.

Newspaper ___________________________________________________________________

Radio _______________________________________________________________________

Television ____________________________________________________________________

Magazine/Trade Journals ________________________________________________________

Internet ____________________________________________________________________

DISTRIBUTOR GOALSDISTRIBUTOR GOALSDISTRIBUTOR GOALSDISTRIBUTOR GOALSDISTRIBUTOR GOALSExclusive Distributor__________________________________________________________________

National Wholesaler__________________________________________________________________

Library Distributor___________________________________________________________________

Note: Refer to this page everyday. Keep it updated. Focus on your goals.

MARKETING PLAN

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♦1-17


DISTRIBUTORS/DISTRIBUTORS/DISTRIBUTORS/DISTRIBUTORS/DISTRIBUTORS/WHOLESALERSWHOLESALERSWHOLESALERSWHOLESALERSWHOLESALERS

Since distribution is a criticalcomponent of marketing,work heavily in Section 2

during yourplanning stages.

KEY MARKETING PLAN RESOURCESKEY MARKETING PLAN RESOURCESKEY MARKETING PLAN RESOURCESKEY MARKETING PLAN RESOURCESKEY MARKETING PLAN RESOURCES

1001 Ways to Market Your Books, John Kremer, Open HorizonPublishing, Fifth Edition1001 tips and techniques to effectively market your book. Refer tothis book, again and again, during every stage of your book�s life.Every time you open it, you will get another promotional idea. Makesure you have a solid Marketing Plan to tie all these ideas together,and that each one fulfills the goals of your book promotion. This bookis truly the resource section to end all resource sections!

Celebrate Today!, John Kremer, Open Horizon PublishingFeatures 4,400 special days, weeks, months, and anniversaries thatyou can use to promote your book, uncover story ideas, or find anexcuse to take the day off. An indispensable almanac!

Open Horizon PublishingJohn KremerP. O. Box 205Fairfield IA 52556-0205.(515) 472-6130Fax (515) 472-1560www.BookMarket.com

One of your best sources for fresh, exciting marketing ideas on aregular basis is through John Kremer. He makes it his business to seekout marketing opportunities. John�s web site shares ideas, informationand tons of free reports.

If you�d like to receive John Kremer�s Book Marketing Tip of the Weekand his Internet Marketing Tip of the Week, subscribe by sending amessage to: [email protected]. Message: subscribe bmu.

Jump Start Your Book Sales A Money-Making Guide for Authors,Independent Publishers and Small Presses, Tom and Marilyn Ross,Communication Creativity, 1999

P.O. Box 909Buena Vista, CO 81211-0909Toll-free Order Line: 1-800-331-8355(719) 395-8659Fax: (719) [email protected]

Para PublishingDan Poynter


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♦1-18


PO Box 8206-222Santa Barbara, CA 93118-8206(805) 968-7277Fax (805) 968-1379www.ParaPublishing.com

There is no way to list everything that Para Publishing offers. Be sureto see Publishing Poynters, the newsletter filled with book marketingnews, tips and ideas.

Wherever you are in the development of your book (thinking,planning, writing, producing or promoting stage), Dan has the tools tomake your venture faster, easier and more successful. His website hashundreds of pages of information and FREE documents plus books(both theirs and those from other publishers), reports, disks andtapes.

Literary Market PlacePublished by R.R. Bowker, this directory costs $189.95, but you canfind it in the reference section at the library. (SPAN members can getit at 15% off.) LMP includes e-mail and Internet addresses and coverssuch prime marketing sources as book clubs, book review syndicates,book review journals, book lists and catalogs, magazines andnewspapers for publicity, plus radio and TV programs that featurebooks and authors, and tons more.

www.literarymarketplace.com

OTHER MARKETING PLAN RESOURCESOTHER MARKETING PLAN RESOURCESOTHER MARKETING PLAN RESOURCESOTHER MARKETING PLAN RESOURCESOTHER MARKETING PLAN RESOURCESAmerican Book Buyers StudyBook Industry Study GroupBill Raggio(212) 929-1393www.bisg.org

The American Directory of Writer�s Guidelines What Editors Want,What Editors Buy, compiled and edited by John C. Mutchler, 1997

This compilation of over 450 periodical and book publisher�sguidelines is a one-of-a-kind source. Will save you weeks of waiting toget SASEs back and pay for itself in stamps alone.

Quill Driver Books950 N. Van Ness AvenueFresno, CA 93728(209) 497-0809Orders: (800) 497-4909Fax: (209) 497-9266DirectoriesYou can find these directories at the library. Plan to spend the day.

MARKETING PLAN

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♦1-19


Take lots of change to copy pages, bring your laptop or plan on takingtons of notes. Of course, much of your research can now be doneonline as well. Check out Section 7 for tons of directories and theirURL's or use your favorite search engine and dive in.

Business Organizations, Agencies & Publications DirectoryGale International Directory of PublicationsNewsletters in PrintTrade Shows Worldwide

www.iUniverse.comiUniverse.com is a new kind of book publisher, working as a partnerwith authors to publish and sell their books. They have changed thepublishing world by harnessing technology and the power of theInternet to give everyone the opportunity to get published. Be sure tocheck out their Author Toolkit online. It is filled with tons of trulyuseful promotion and marketing ideas.

Laughing Bear NewsletterTom PersonPO Box 613322Dallas, TX 75261-3322(817) [email protected] inside the industry newsletter. $12 for 12 issues

New Marketing OpportunitiesThe Business and Trade Directory for the New Age/MetaphysicalMarketplace, New Editions International, Sixth EditionComprehensive trade directory of the New Age / Metaphysicalmarketplace. New Age Retailers, Mail Order Catalogs, Publishers,Publications, marketing tips.

PO Box 2578Sedona, AZ 86339(520) 282-9574Fax: (520) [email protected] Self-Improvement Market LetterMarketdata Enterprises, Inc.


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♦1-20


2807 West Busch Blvd, Suite 110Tampa, FL 33618(813) 931-3900Fax: (813) 931-3802www.mkt-data-ent.com

This publication tracks the self-improvement market giving you salesand details about the self-improvement market. Subscription price is$129 and comes with an unconditional money back guarantee.

Writer�s MarketA staple item in any writer�s pantry. Use it for finding magazines tosubmit articles to and for more detailed information about mediacontacts. Inside the Writer�s Market you�ll find more than 4,000 up-to-date contacts, featuring consumer and trade magazines, bookpublishers, script buyers and more. Since 1921, Writer�s Market hasearned the reputation as �The Writer�s Bible� for its comprehensiveand up-to-date market information, as well as insider interviews, tipsfrom editors, payment policies and exact submission guidelines.

Now also available, affordable and easy-to-use on CD ROM. There arespecialized editions including Poet�s Market. Find this at your localbookstore or reference section of your library.

zapdata.comCompiles data from industry-leading B2B sources to provide you withcomplete firmographic and geographic data on 11 million U.S.businesses. Their base data is obtained from Dun & Bradstreet and isenhanced with industry-specific data elements provided by dozens ofspecialty data partners covering industries such as energy, financialservices, health care, manufacturing, technology, and many more.Instant access to top-quality, targeted business leads complete withthe contact names you need. Whether it�s 25 names to call this week,or 25,000 for your next direct mail campaign, zapleads delivers.

zapdata.com460 Totten Pond RoadWaltham, MA 02451www.zapdata.com

INDEPENDENT PUBLISHING RESOURCESINDEPENDENT PUBLISHING RESOURCESINDEPENDENT PUBLISHING RESOURCESINDEPENDENT PUBLISHING RESOURCESINDEPENDENT PUBLISHING RESOURCESBookPublishing.com (formerly The Jenkins Group)121 E. Front St., 4th Floor

MARKETING PLAN

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♦1-21


Traverse City, MI 49684(231) 933-0445Fax: (231) 933-0448www.bookpublishing.com

Publisher of Independent Publisher online magazine. They areexcellent book packagers, sponsor book awards, generate largequantity special sales and offer book consulting as well.

Guide to Self Publishing, Tom and Marilyn Ross, Writer�s DigestBooks, 1994Before you can promote your book, you have to have a sellableproduct. This book will guide you through the process just like havingan �in-the-know� friend by your side.

Communication CreativityP.O. Box 909Buena Vista, CO 81211-0909Toll-free Order Line: 1-800-331-8355(719) 395-8659Fax: [email protected]

The Self-Publishing Manual - How to Write, Print and Sell Your OwnBook, Dan Poynter Para Publishing, several revised editionsThis is acknowledged as the most authoritative guide to self-publishing from start to finish. Lets you know what to look forward toin the publishing process: How to write a book that will sell, thebasics of running a publishing business, pricing, printing, distribution,and promotion. (See Para Publishing contact information eariler inthis section for ordering information.)

The Economical Guide to Self-Publishing, Linda Foster Radke,Five Star Publications4696 West Tyson StreetChandler, AZ 85226(480) 940-81821-800-545-7827Fax: (480) 940-8787

ASSOCIAASSOCIAASSOCIAASSOCIAASSOCIATIONSTIONSTIONSTIONSTIONSSPAN and PMA are two key associations that you should join inaddition to your regional and genre-specific associations.


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♦1-22


Small Publishers Association of North America (SPAN)Marilyn and Tom RossPO Box 1306Buena Vista, CO 81211-1306(719) 395-4790Fax: (719) [email protected]

Tom and Marilyn Ross, the unofficial �Mom and Pop� of selfpublishing, are known for their willingness to help out and their keeninsights into the industry. Membership in SPAN is worth it for theirnewsletter alone, but there are tons more benefits including aninformation filled annual conference.

Publishers Marketing Association (PMA)The largest non-profit trade association representing independentpublishers of books, audio, video and CDs. Call to request a samplenewsletter and ask to receive their information packet.

627 Aviation WayManhattan Beach, CA 90266(310) 372-2732Fax: (310) [email protected]

REGIONAL, GENRE-SPECIFIC ANDREGIONAL, GENRE-SPECIFIC ANDREGIONAL, GENRE-SPECIFIC ANDREGIONAL, GENRE-SPECIFIC ANDREGIONAL, GENRE-SPECIFIC ANDOTHER ASSOCIAOTHER ASSOCIAOTHER ASSOCIAOTHER ASSOCIAOTHER ASSOCIATIONSTIONSTIONSTIONSTIONS

Arizona Book Publishing Association957 E. Guadalupe Rd., Box 20Tempe, AZ 85283Phone: (602) [email protected]

Meeting dates: Last business day of the month, unless it is a Friday. Thenmeetings are moved to Thursday. They alternate between lunch meetingsat 11:30 a.m. and dinner meetings at 5:30 p.m.

Association of Authors and Publishers (AAP)P.O. Box 35038Houston, TX 77235-5038

MARKETING PLAN

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♦1-23


Phone/fax: (713) 937-9184Fax: (713) [email protected]

Audio Publishers AssociationRepresenting all categories of spoken audio publishing.627 Aviation WayManhattan Beach, CA 90266(310) 372-0546Fax: (310) [email protected]

Austin Writers� League1501 W. Fifth Street, Suite E-2Austin, TX 78703(512) 499-8914Fax: (512) [email protected]

Bay Area Independent Publishers AssociationBAIPA (formerly MSPA)P.O. Box ECorte Madera, CA 94976(415) [email protected]

Book Publishers NorthwestP.O. Box 732Bellevue, WA 98005(425) 885-3173Fax: (425) [email protected]

Monthly meetings, usually the third Thursday of the month. Mostmeetings have a featured speaker with topics covering issues inpublishing.

Book Publishers of Texas1629 Junior DriveDallas, TX 75208(214) 948-7700Fax: 214/[email protected]

Carolina Association of Publishersc/o John SimoneThree Pyramids Publishing


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♦1-24


201 Kenwood Meadows DriveRaleigh, NC 27603(919) 773-2080

Catholic Book Publishers Association2 Park AvenueManhasset, New York 11030(516) 869-0122Fax: (516) [email protected]

Colorado Independent Publishers Association (CIPA)P.O. Box 4008Boulder, CO 80306(303) 629-3080www.cipabooks.com

Motto: Do it yourself without doing it alone. Accelerate your publishingdreams with CIPA.

Community Writers AssociationP.O. Box 312Providence, RI 02901-0312(401) 751-9300Fax: (916) [email protected]

CWA�s website features a bookstore, chat room, education, employmentopportunities, gift shop, helpful articles and hundreds of writers resourcelinks.

Connecticut Authors and Publishers AssociationP.O. Box 715Avon, CT 06001(203) 729-5335Fax: (860) [email protected]/caa.html

Meetings: 1st Tuesday, Third Saturday - Weekday meetings: 7:00 pm -9:00 pm, Saturday meetings: 10:30 am - 12:30 pm

Consortium of Northern PublishersPO Box 60529Fairbanks, AK 99706(907) 474-4969

Directory Publishers� Forum North AmericaP.O. Box 0894Planetarium StationNew York, NY 10024-0546

MARKETING PLAN

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♦1-25


(212) 877-4110

Florida Publishers Association, Inc.P.O. Box 430Highland City, FL 33846-0430Phone/Fax: (941) [email protected]/fpabooks

Georgia Independent Publishers AssociationP.O. Box 108Redan, GA 30074-0108(770) 808-0793Fax: (770) [email protected]

Open to publishers, writers, illustrators and anyone else with an interestin independent publishing. Meetings are held one Saturday morning eachmonth featuring a speaker discussing a topic of specific interest topublishers.

Hawaii Book Publishers AssociationP.O. Box 235736Honolulu, Hawaii 96823-3512(808) 734-7159 ext. 23Fax: (808) [email protected]

Houston Council of WritersP.O. Box 441381Houston, TX [email protected]

Independent Publishers Association CanadaBankers Hall P.O. Box 22184Calgary, Alberta T2P 4J1CANADA(403) 254-0160www.trickster.com/ipac/

Independent Publishers for ChristP.O. Box 280349Lakewood, CO 80228(303) 456-9166Fax: (303) 422-5226

Independent Publishers of New EnglandP.O. Box 1164Northampton, MA 01061(413) [email protected]


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♦1-26


Mid-America Publishers Association(310) 372-2732

MidAtlantic Publishers Associationc/o Summit Crossroads Press126 Camp Harmison Dr.Berkeley Springs, WV 25411(304) 258-8653(304) [email protected]

Midwest Independent Publishers AssociationPO Box 581432Minneapolis, MN 55458-1432Voice Mail: (651) 917-0021(612) 827-2074Fax: (same as above; call first)[email protected]

Multicultural Publishing & Education Council177 South Kihei RoadKihei, Maui, HI [email protected]/

National Writers Association3140 S. Peoria, #295Aurora, CO 80014(303) 841-0246

New Age Publishers and Retailing Alliance (NAPRA)PO Box 96 Eastsound SquareEastsound, WA 98245(360) 376-2702New Mexico Book AssociationP.O. Box 1285Santa Fe, NM 87504(505) 983-1412Fax: (505) [email protected]

MARKETING PLAN

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♦1-27


www.nmbook.org

NMBA holds monthly networking luncheons, usually 2nd Friday eachmonth in Santa Fe. NMBA publishes Libro monthly for its members.

Northwest Association of Book PublishersP.O. Box 3786Wilsonville, OR 97070-378624-Hour NWABP Information Line (503) 223-9055(503) [email protected] dates: Last Thursday of each month from January throughOctober, 9 a.m. to Noon; November meeting replaced by NWABP BookAwards Banquet

Organization of Book Publishers of OntarioSuite 301720 Batherst St.Toronto, Ontario M5S 2R4(416) 536-7584Fax: (416) 536-7692

Publishers Association of the South4412 Fletcher StreetPanama City, FL 32405-1017(850) 914-0766Fax: (850) [email protected]

Sacramento Publishers AssociationP.O. Box 60954Sacramento, CA 95860(916) 974-0764Fax: (916) [email protected]/spa/916/488-1830916/488-1863 (fax)

San Diego Publishers Alliance4070 Goldfinch St., Ste. CSan Diego, CA 92103(916) [email protected] Publishers, Artists, and Writers Network (SPAWN)P.O. Box 2653Ventura, CA 93002-2653(805) 643-2403Fax: (805) 643-2403www.spawn.org


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♦1-28


Southern Independent Publishers12610 Hwy. 90 WestGrand Bay, AL 36541(334) 865-1500Fax: (334) [email protected]/sips.htm

St. Louis Publishers Association24 Sunbeam CourtSt. Peters, MO [email protected]. Box 9451St. Louis, MO 63117314-721-7131 (phone or fax)Meeting Time: 2nd Wednesday of each month 7:00-9:30 p.m.

Upper Peninsula Publishers and Authors Association (UPPAA)Rt 1, Box 52Cooks, MI [email protected](906) [email protected]/~manytrac/uppaa

Wisconsin Regional Writers� Association, Inc.P.O. Box 334Two Rivers, WI 54241(920) [email protected]/WRWA

Writer�s Roundtable ConferencesP.O. Box 461572Garland, TX 75046-1572(800) 473-2538 (US)(972) 495-7388 x5 (Dallas)Fax: (972) [email protected]

THE BUSINESS OF PUBLISHING RESOURCESTHE BUSINESS OF PUBLISHING RESOURCESTHE BUSINESS OF PUBLISHING RESOURCESTHE BUSINESS OF PUBLISHING RESOURCESTHE BUSINESS OF PUBLISHING RESOURCESPublishing for Profit � Successful Bottom-Line Management forBook Publishers, Thomas Woll, Fisher Books,

4239 West Ina Road, Suite 101Tucson, AZ 85741

MARKETING PLAN

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♦1-29


1-800-255-1514Fax: 1-800-324-3791

PROFESSIONAL SPEAKER RESOURCESPROFESSIONAL SPEAKER RESOURCESPROFESSIONAL SPEAKER RESOURCESPROFESSIONAL SPEAKER RESOURCESPROFESSIONAL SPEAKER RESOURCESWalters Speaker ServicesThey help speakers and those who wish to hire speakers. WaltersInternational is the source for information on speakers, and speaking,seminar leaders, humorists and experts. At their website you can findarticles from SHARING IDEAS, the largest newsmagazine in the worldfor professional speakers with all the issues, tips, news and trends.See the top products available on how to market yourself as aspeaker, including the entire line of Speak and Grow Rich products.Also find some of top products on enhancing your presentation andmotivating an audience, by Dottie and Lilly Walters.

Speaking Industry Report 2000, by Lilly WaltersSurvey Results from 80 questions about: THE SPEAKING INDUSTRYTRENDS 2000 AND BEYOND A Report on Professional Speakers,Speakers Bureaus and Meeting Planners. Where We Were, Where WeAre, Where We Are Going! The full report, over 140 pages, is availablefor $49, plus $5 shipping & handling.

PO Box 398Glendora, CA 91740-0398(6260 335-8069Fax: [email protected]

ReDecisions InstituteA Blueprint for Success in the Professional Speaking Business �The Nuts & Bolts of the Business of Professional Speaking comes inhard copy, an easy to use 3-ring binder and on disk, all kinds ofbusiness forms ready for printing, or duplication, directly from thebook for your immediate use. Call for a complete brochure.The Nuts & Bolts has been developed by Kim Wolinski, MSW, founderof ReDecisions Institute based in Denver, CO. She is a Self-Management Consultant, speaker, author, therapist, song writer andsinger, and past President of the Colorado Chapter of the NationalSpeakers Association.

ReDecisions Institute(303) 744-8076

MISCELLANEOUSMISCELLANEOUSMISCELLANEOUSMISCELLANEOUSMISCELLANEOUSBooklover�s Guide - A Collection of Tips, Techniques, Anecdotes,Controversies & Suggestions for the Home Library, Patricia JeanWagner, The Bloomsbury Review

If you love books, and we know you do, enjoy this celebration ofbooks and literature. History, art and preservation of books, book


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♦1-30


collecting.

MARKETING PLAN

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♦1-31


BACK OFBACK OFBACK OFBACK OFBACK OFTHE SECTIONTHE SECTIONTHE SECTIONTHE SECTIONTHE SECTION

BOOK MARKETING PLANBOOK MARKETING PLANBOOK MARKETING PLANBOOK MARKETING PLANBOOK MARKETING PLAN

ESTIMAESTIMAESTIMAESTIMAESTIMATED EXPENSESTED EXPENSESTED EXPENSESTED EXPENSESTED EXPENSES

SAMPLE MEDIA STSAMPLE MEDIA STSAMPLE MEDIA STSAMPLE MEDIA STSAMPLE MEDIA STAAAAATUS REPORTUS REPORTUS REPORTUS REPORTUS REPORTTTTT

All the files above can be purchased ondisk as Word or Excel files for only $49.Just call our office. This disk is regularlypriced at $99, but since you havepurchased MX Section 1, it is discountedfor you.

1-marketing plan for pdf

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