Marketing Plan

SectionsThe What: Objectives & ImperativesThe How: Your Strategic PlanThe When: Launch Plan/PhasingThe How Much is it Gonna Cost: Resource

Requirements

YOUR BOOK: What’s your goal?

Crystallize it here in one sentence. Should be something quantifiable like sell 1,000 copies of my book.

YOUR BOOK: What do you have to do to reach this

goal?1. Build Awareness of your book and

brandPeople can’t buy what they know nothing

about2. Drive Word of Mouth

Get people engaged and talking about your book…this doesn’t happen by itself

3. Activate TrialTransform interest into actual purchases.

5 P’s of Marketing

Product Positioning

Price & Place

Promotion

1 2 3

4

5

5 P’s of Marketing

Product1

Maximizing the product profile What are you selling?

YourselfYour book

What is the link between your personal story and your book?

Your Author ProfileWho are you?What activities are

you involved in?What are you

passionate about?

Sum yourself up in three words

Your Picture goes here

Your book’s ProfileUse single words to

describe your book:ProvacativeTitillatingAmazingPage-turnerThrilling

Sum your book up in 5 words – this is like

your pitch

Your Book cover goes here

The story: what led you to write this book?Interview yourself

What made you write the book?Why are you the best person to tell this story?Why should others read the book?What makes this book/story unique?How does it compare to other books like it in

the genre?Who do you look up to in the genre? Why?

5 P’s of Marketing

Positioning

2

Positioning definedUnique place for product in customer’s mind,

relative to the competitionWho is the customer?Who is the competition?What’s unique about your book?How do you break-through?

Customer analysisWho are they? Who would you like them to

be? Why?Where are they located?Who are they reading?Why do they read?How will you position the book for each

customer group you are targeting?Does your cover and back cover copy speak to

them?Are your blurbs from writer’s they buy?

5 P’s of Marketing

Price & Place

3

4

Pricing comparison By Sales channelFormat Sales

ChannelsList Price Sales price Discount (%)

Hardcover Bookstores, Amazon

Paperback Bookstores, Amazon

Kindle, Ipad, Nook, eReader

Amazon, Apple, B&N, Sony

Audiobook Bookstores, Amazon

Pick a well-selling recently launched book in your genre and find out prices across various channels

Pre-launch Pricing (1st six weeks)Format Sales

ChannelsList Price Sales

priceDiscount (%)

Paperback Amazon, BN

Paperback In-person

Paperback Facebook

ebookAmazon,

BN, smashwor

ds, etc

Launch Pricing (next 6 months)Format Sales

ChannelsList Price Sales

priceDiscount (%)

Paperback Amazon, BN

Paperback In-person

Paperback Facebook

ebookAmazon,

BN, smashwor

ds, etc

Post-launch Pricing (next 12 months)Format Sales

ChannelsList Price Sales

priceDiscount (%)

Paperback Amazon, BN

Paperback Facebook

Paperback In-person

ebookAmazon,

BN, smashwor

ds, etc

5 P’s of Marketing

Promotion

5

Building Brand Awareness for Your Book

Blog and guest blogCreate a facebook fanpageStart tweetingLeverage other social media platforms (youtube, slideshare,

etc)Create author profiles all over the web (goodreads, shelfari,

authornation, etc)Invest in a booktrailerE-mail marketingPartner with authors who already have a platform Comment in online forumsAdvertise

Driving Word of Mouth for your Book

Incentivize reviews (i.e. give away a certain number of Free or significantly reduced books with the caveat you are looking for a quick turnaround on reviews)

Engage bookclubsConduct contests and promotions where you

get reviews or fanpage likes and the audience gets something as well

Bookmarks, flyers, cards and other printed material that are easy to distribute

Activating Trial – the key is to make it easy…

Targeted advertising linked to buy pagesCreation of buy pages on social media sites

and your own blog or websiteExhibiting at book fairs, book conferences,

and the likeConduct book signings, book toursPricing promotions across your sales

platforms to drive sales

Check out these online resources on book marketing and promotionwww.pantheoncollective.com/resources/mark

eting-101www.bookmarket.comwww.bookmarketingmaven.typepad.comwww.bethemedia.orgwww.thebookmarketingnetwork.com

Buy this book and put down ideas you think will help you reach your target audience

Buy this book and put down ideas you think will help you drive word of mouth

Buy this book and leverage your own power to promote yourself!

Implement a phased approach

Pre-launchHow many copies

?

LaunchHow many

copies?

Post-LaunchHow many

copies?

Pre-Launch Activities & expensesActivity Cost Sales

TargetROI (Projected)

ROI (Actual)

ROI stands for return on investment. You divide actual sales by your investment to create this ratio. A 1:1 ROI means that for every dollar you Invested you made a dollar. A good ROI is anything above 2:1

Launch Activities & expensesActivity Cost Sales

TargetROI (Projected)

ROI (Actual)

ROI stands for return on investment. You divide actual sales by your investment to create this ratio. A 1:1 ROI means that for every dollar you Invested you made a dollar. A good ROI is anything above 2:1

Post-Launch Activities & expensesActivity Cost Sales Target ROI

(Projected)ROI (Actual)

ROI stands for return on investment. You divide actual sales by your investment to create this ratio. A 1:1 ROI means that for every dollar you Invested you made a dollar. A good ROI is anything above 2:1

How much do you need to invest in the pre-launch phase to sell the requisite # of books?

P&L Pre-Launch Phase Investment $

Gross SalesCost of Goods SoldRoyalties

Net SalesPromotion

Gross ProfitGross Margin

ReinvestRemainder

Copy this spreadsheet into excel and populate with your info

How much do you need to invest in the launch phase to sell the requisite # of books?

P&L Pre-Launch Phase Investment $

Gross SalesCost of Goods SoldRoyalties

Net SalesPromotion

Gross ProfitGross Margin

ReinvestRemainder

Copy this spreadsheet into excel and populate with your info

How much do you need to invest in the post-launch phase to sell the requisite # of books?

P&L Pre-Launch Phase Investment $

Gross SalesCost of Goods SoldRoyalties

Net SalesPromotion

Gross ProfitGross Margin

ReinvestRemainder

Copy this spreadsheet into excel and populate with your info

Questions? Contact us!www.pantheoncollective.com

pantheoncollective@gmail.com