If you have a marketing plan, then you’re one step closer to being able to market your work effectively. If it’s a good plan, then you have work to do before your book hits the market. But having the plan won’t get the work done. You actually have to work the plan to succeed.
It seems simple and, in a way, it is. But the reality of your plan may not be as clear-cut as your plan-on-paper.
Some things will work just as you expect them to. Others won’t work nearly so well. Still others will exceed your wildest dreams for them. And some won’t work at all.
This is the nature of any plan. What’s that they say about mice and men?
It’s important to have a marketing plan, but it’s also important to realize that a marketing plan is a “living document,” which means it is subject to change. It’s not rigid. It’s not an iron-clad prediction. It’s a guide. It can help keep you on track. But when life changes the track, you need to change with it. You need to stay flexible.
If a change is big enough, then you need to modify your document and start the planning process over. Even if the change is small, you need to take some time to think about how the change will affect your plan—sometimes a seemingly small change has huge consequences.