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Marketing Plan Outline and Services for Authors

We highly recommend The Strommer Group, with whom we contract for marketing communications and PR services.

Here’s how Linda Strommer describes what she does: “The Strommer Group specializes in providing buzz for authors and their books. A believer in the philosophy that the author is the expert, Linda customizes a strategy designed to generate visibility for the author and the book via reviews, media communications, web presence, signing events, appearances, interviews, articles, and more. Her individualized approach and expertise successfully guides authors in maximizing opportunities to reach the right audience and generate book sales. Linda also produces a national monthly newsletter for Beaver's Pond Press on book marketing tips and tools.”

Linda’s number is 651-208-5574.

Here’s an outline for a marketing plan, should you decide to create a plan yourself:

Elements of a PR and Marketing Plan

Your plan document should include the following kinds of information, which you can include with 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 where you have already appeared on topics related to your book.

3. Include media lists: specific persons you intend to contact about your book

4. Describe your target audiences: specific characteristics of your readers, by profession or background or experience or interests, and gender, age, race or other characteristics if they are relevant.

• Which associations, organizations, and institutions have members who would be interested in your book? Find their contact information.
• What geographic area can you reach? Exploit local opportunities first; build a list of events, articles, signings locally so you can talk about your successes when it's time to branch out.
• How will you attract and keep readers? Describe the type of promotion and advertising you will use. Determine the value of specific parts of your book to specific audiences.
• How have you priced your book? Make it competitive with other in the same subject categories.
• Will you offer credit to your customers (that is, how will you make buying your book directly from you as easy as possible?) Does your Web site enable easy purchases and order fulfillment?

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

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

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

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

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

10. Describe your sales methods. Cold calls? Do you have a list of warm calls to start with? How will you get in front of large groups? Name business organizations 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.

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

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

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

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

15. Television & radio coverage you have had and are trying to attract.