I often remind my clients and students that a publisher is more interested in his bottom line than in their excellent writing. He would rather see a strong marketing plan than impressive writing credentials. So when you put together the marketing section of your book proposal, be sure to focus on those things that will most likely result in large quantities of book sales.
What are your marketing strengths, your connections, your great ideas for promoting your book? Do you have the time, energy, talent and, perhaps, some disposable cash to use in promotion? Your willingness to commit to your project both personally and financially will impress any publisher.
But you want to go beyond the ordinary laundry list one sees in a typical marketing section. You want to shine above those who write, “I will send press releases, write articles, do speeches, attend book festivals and do book signings.” You want to present a plan that includes at least a few specific projects or opportunities that are unique to you and your book.
Your Niche Book
If your book is for a specialized audience, demonstrate your special links or relationships within the niche market and through which you can successfully promote your book. Perhaps your book is on how to prevent sleep disorders from ruining your marriage. Show the publisher that you have experience in this field. Either you are a doctor, psychologist, therapist or someone who lives with a sleep disorder, for example. Flaunt your credentials, experience and connections. Explain exactly how you will use all of these advantages to promote your book. Maybe you speak every year at major hospitals across the U.S., for example, or you are on the planning committee for an annual sleep disorder convention. Wow the publisher with these facts, and explain specifically how you will use these opportunities to promote your book. Consider devising a specific program or project around your book that will facilitate sales.
Start a public radio segment or syndicate a newspaper or magazine column for folks with sleep disorders and other problems related to sleep (allergies, babies in the home, pets interrupting sleep, and so forth). Start it before you approach publishers and you’re bound to attract positive attention from one or more.
Your Mainstream Book
Part of your job in the marketing section of the book proposal is to show the publisher that you have an audience and exactly who it is. Maybe your book features inspiration for women, an adventure story for young adults or recipes for lean economic times for anyone who is struggling financially. Of course, you will pursue book reviews (name a few of the magazines that relate to your topic and that publish book reviews), you’ll write articles/offer excerpts to promote your book (list some of the major magazines that you will approach and their circulation numbers) and you will go out and speak to your audience (tell the publisher which groups, how many people and where).
Your Self-Help or Inspirational Book
Include all of the above in your book proposal for promoting a self-help or inspirational book. But you might also consider creating a workshop locally for the groups of people who would be interested in the theme of your book. Eventually franchise the workshops to be presented nationwide—much as Julia Cameron did with The Artist’s Way. Don’t just tell the publisher about your idea—set the plan in motion. Conduct a workshop before approaching publishers so you can present facts and figures demonstrating its success.
Your Novel
Most novelists don’t think much about promotion. And, if a publisher asks them for their marketing plan, they either scribble out something quite vague or they are at a complete loss. In the case of a novel, you can use many of the promotional ideas above. Sure, you can offer excerpts to magazines, do speaking gigs and readings, send press releases to newspapers nationwide, get book reviews and even set up workshops. These might be novel-writing workshops or workshops related to the theme of your story.
How about introducing your book as a selection for book clubs nationwide. If it is a children’s book, get it into the school districts in each state. You can possibly get some commitments from some of these entities even before you approach publishers. In fact, it would behoove you to do so, don’t you think? Publishers get promises and ideas all day long. What they really need from you is proof–evidence.
Writing a book is definitely a long and intense process. Getting it published, no matter which publishing option you choose, can be a time-consuming, grueling experience. And promoting it can be over-the-top, humongously intense mental and physical work. But this is the only way you will land a publisher or sell books.
Publishers are looking beyond good writing and a good storyline. If that good story comes with an energetic marketer, he will definitely be more interested in the whole package. And just saying that you will promote your book and that you are okay in front of groups is a start. But, in today’s competitive publishing climate, you really must come up with a few things that will put your project far ahead of the others.
For those of you who think you can get away without going to all of the trouble outlined above because you are going to self-publish, please think again. With or without a publisher, if you want to sell books, you must have a marketing plan in place. It’s as much a requirement of successful authorship as is hiring a professional editor to help you fine-tune your manuscript.
For more about writing a book proposal and devising a marketing plan, read The Right Way to Write, Publish and Sell Your Book http://www.matilijapress.com/rightway.html
If you like cats and enjoy meeting cats who make a difference in people’s lives, visit my Catscapades Blog. Guest blogger, Sandra Murphy has posted a delightful article about Crystal, the Persian beauty who devotes her time to hanging out with the elderly. http://www.matilijapress.com/catscapades