That seems obvious, right? For you, it certainly is. But how do you go about making it a big deal for others?
In the best of worlds, publishing a book is big news that garners you a lot of attention. All this attention helps you reach out to your audience. You win the hearts and minds of readers. You sell those books!
But, for most of us, that doesn’t just happen. It takes planning and a lot of hard work.
See, a lot of work goes into making a successful book. If you don’t plan that work well, you’re either not going to get the results you want or you’re going to burn out before you’re done or both. Probably both.
This is where a marketing plan comes in.
“But wait,” you say, “I already have a marketing plan!”
You see, there are two kinds of marketing plans in the publishing business. First, there’s the plan you create for your publisher, which shows the publisher that you (and your book) are a viable candidate for publication. This is the plan you used to get your book published. You also need a marketing plan that you create for yourself, to help keep you on track with your activities, to help you build your marketing storm step by step, to put your viable candidacy into action. These plans should be strongly related, but they’re not the same plan.
If you’re a savvy marketer, then the marketing plan you used to get your book published is a great tool to help you build the marketing plan for yourself. I call this transformation process “drilling it down.” Basically, you take the actionable marketing goal you created for your publisher (reach X amount of bloggers to write reviews of my book) and drill it down into steps that you can do (write letter template to bloggers, find XX amount of bloggers, reach out to Y amount of bloggers per week, ect.). The publisher doesn’t need to know all these small steps, but you do. If you don’t think about it, if you don’t plan it out, then you just might find yourself scrambling to accomplish one of your goals without the time it takes to get it done. That’s never fun. On the off chance you pull it off and achieve the impossible, you’ll be so stressed and so tired from the effort that you won’t have the energy you need to devote to other activities.
What your publisher needs to know is what you’re going to do to get the job done. What you need to do is what you’re going to have to do to get the job done. Seems the same, right? But, it’s not. See, the publisher wants a big, actionable picture. You need to drill it down for yourself into small, actionable steps. Together, these two plans can help you get the attention your book deserves. But remember, a plan isn’t worth much unless you act on it!!!