How Marketing a Book is Like a Week at the Beach: Three Keys to a Winning Book Marketing Strategy

As you plan an upcoming vacation, you probably give it a lot of forethought. First, given your budget and schedule, you would choose the destination and dates. Then you would decide the price range for the hotels, restaurants and attractions you would prefer. Then you would make reservations at specific places and be on your way.

That is the same sequence of events you incur when planning to sell your book. First, decide on your overall objective, then determine your marketing strategies, and finally take specific action. You can create your plan by asking yourself a series of questions. Here are examples.

What is your destination?

How many books do you want to sell and in what time period?

Define your strategies.

Next, what do you have to do in order to sell that many books? How will you publish (royalty, self- or independent publishing)? Will you sell books only through major chain bookstores and online, or also through non-bookstore buyers? To what target markets will they be directed? Will you charge a high or low price? Will you publish as a printed book, an ebook or both? How will you promote your books? Will your Internet strategy include a website, blogging and social marketing?

Plan your actions.

Answer the questions you addressed in your strategies and describe how you will implement each. Who will edit your book? Who will do the cover design and page layout? Who will do the ebook conversion? Who will you choose to print your books? Which distributors will you contact? What is the final list price for your book? Describe your publicity actions, such as sending press releases and conducting media performances. Will you use direct marketing through snail mail or email? Which trade shows will you attend or exhibit? Who will create your website?