Marketing Plan Outline

 

Elements of a PR and Marketing Plan

Use the following types of information in your marketing plan. Include this information in sell sheets or sample books when you appeal to resellers to schedule signings or when asking reviewers to review your book.

1. Create a press kit

  • Book overview.

  • Endorsements from credible readers.

  • Table of contents of your book.

  • About the author, focusing on your credentials as author of your book.

  • Key messages you want to convey to readers about the value of your book.

2. Name events & signings: list locations or events where you have already promoted your book. Engage local opportunities first so you can talk about your successes when it's time to branch out.

3. Include media lists: specific persons you intend to contact about your book. Which associations, organizations, and institutions would be interested in your book?

4. List by-lined articles or other materials you have published in addition to your book—to show the depth and breadth of your credibility.

5. Include print media coverage you have had and are trying to get.

6. List television & radio interviews you have had or are working on arranging.

7. Name Web sites where you have received Web coverage and are trying to attract attention.

8. Create a blog where readers can interact with you and other readers about topics related to your book; include the blog title and URL.

9. Include awards and contests you have won or intend to enter in the next twelve months.

10. Name the speeches you have given in the past six months and the speakers’ bureaus where you are listed.

11. Describe specific characteristics of your target audiences: by profession, background experience, interests, gender, age, race or other relevant characteristics.

12. Describe the type of promotion and advertising you will use.How will you attract and keep readers?

13. Describe your sales methods. Cold calls, speaking engagements, business and community service organizations.

  • Identify seasonal influences on book sales (challenges and opportunities): think 3-4 months ahead for publicity opportunities.

  • Describe the web site promotions: special offers, e-mail newsletters from you to your readership.

14. Measurement: how you plan to measure the success of your marketing plan?

15. Include contact information so resellers and reviewers can reach you.