This document provides an overview of marketing strategies for authors. It discusses case studies of authors who failed to properly market their books, highlighting the importance of marketing. The document then outlines the six key steps in an author's marketing plan: 1) defining the book, audience and milestones, 2) building an online platform, 3) understanding distribution, 4) public relations and publicity strategies, 5) monetizing the book, and 6) structuring a long-term marketing plan. Authors are encouraged to develop comprehensive marketing strategies that will support book sales over an extended period.

1. The Bestseller Incubator:
An Insider's Guide to
Successfully Marketing Your Book
That's Me!
The Insider...
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2. Globally, the way we read, write
& buy is changing...
Early Adopters to Early Majority:
Is Self Publishing a Phase, Fad
or a Smart Business Decision?
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3. The statistics tell an interesting tale...
Only 10% of Self-Published Authors are responsible for
75% of the income*.
More than half of the respondents stated that their
earnings were $500 or less!*
* Source: Taliest Self Publishing Survey 2012
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4. Whether traditionally published or
Self-Published
an Author's reality is the same...
Marketing Sells Books!
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5. Your Formula For Success =
Quality Content
+
Strong Editorial Support
+
Visually Engaging Design
+
Professional Printing
Kick-Arse Marketing Plan
(plus a hint of patience and persistence)
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6. So Who Am I – The Insider
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7. Back in Publishing –
A number of realisations quickly dawned on me...
Marketing is REALLY scary
Marketing is rarely thought about until after launch
What works for one – doesn't work for another
Misconception – Publishers & Distributors
are responsible for ALL the marketing
No correlation is drawn between
marketing & book sales
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8. (Horror) Case Study #1
Geoff – In his favour had...
Strong franchise based business,
with a referral network of clients.
Strong book title.
Local profile within his coastal town community.
Occasional speaking engagements.
Spent 6 months developing the content.
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9. (Horror) Case Study #1 continued...
Geoff – The odds stacked against him...
Proofed but not edited manuscript.
Printed locally, high $/unit.
Marketing limited to small speaking engagements.
Result
No Marketing & Low Quality Product
= No Sales & Minus ROI
barefootbasics.com

10. (Horror) Case Study #2
Gina – In her favour had...
Well written, edited and designed book.
Niche but solid market.
Well-built website.
Growing speaker profile.
Strong seminar structure.
Great bulk sales opportunity.
Multiple PR angles.
Aust Based Distributor.
barefootbasics.com

11. (Horror) Case Study #2 continued...
Gina – Backlist title gathering dust... WHY?
Saddle Stitch Journal – limited interest by retailers.
Limited initative to seek bulk sales.
Unexecuted marketing plan.
Cancelled seminars leading to both the target audience
and Author moving on.
Result
Missed Opportunities &
Limited Book Sales
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12. (Horror) Case Study #3
Lisa – In her favour had...
Previous success as a Self-Published Author.
Contract with a Speciality Publisher for her new book.
Solid Audience that will follow new venture.
Top product development team.
Possible opportunities for sponsorship.
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13. (Horror) Case Study #3 continued...
Lisa – Failure to launch... WHY?
Drop in projected sales forecasts.
Breakdown in communication.
Marketing, what marketing?
Result
Let the finger pointing begin!
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14. The Underlying Message
in each of these cases...
Marketing Sells Books!
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15. The Bestseller Incubator Webinar
One: Define Your Book, Audience and Milestones
Two: Building Your Online Platform
Three: What is Distribution?
Four: Building Your Platform with PR & Publicity
Five: How to Monetise Your Book
Six: Structuring Your Marketing Plan
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16. How to this information:
Traditionally Published Author -
Build a marketing plan that will support the activity being
undertaken by your Publisher.
Self Published Author -
Build a campaign that will take you
beyond your first year as an Author.
Understand that YOU are truly accountable for your own success!
Just Put Pen to Paper -
Plan how to turn your investment
into a profitable income.
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17. One: Define – Marketing
Marketing isn't a dirty word,
nor are the processes as daunting as they seem.
Most Authors already understand the basic
concepts of marketing and branding.
The importance is in the consistency of voice
and focusing on the longevity of activity.
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18. One: Define – Vision & Goals
Target Audience – Create a Dossier
What keeps them up at 2am in the morning?
What 5 solutions will your book offer your
Target Audience?
Define the 7 key things that you wish to
achieve through publishing your book?
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19. Two: Build Your Online Platform
Your platform will be a fundamental key
in your marketing plan.
It is the #1 means to developing your database, one of
the earliest steps into your sales funnel and is a visual
tool that will attract further opportunities such as new
clients, partnerships or media alliances.
The key is to keep your message
and branding streamlined through
frequently delivering relevant content.
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20. Two: The Foundation Pieces
Blog-Based Website
Social Media Accounts
90-Day Content Strategy
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21. Two: Social Media
It's not all about you!
Engage & add value
Find a balance
Make valuable connections
Streamline your branding
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22. Three: Distributors
Distributors act as a buffer between
the Author and the Retail trade.
Their focus is trade marketing and sales.
The Author's focus is creating
the need for supply & demand.
Books don't sell themselves.
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23. Three: Distributors – Your Research
What genres do they represent?
What are their sales channels?
Reputation – Good, Bad or Ugly?
Do they have a strong online presence?
Are they members of the relevant associations?
Do they have affiliations with Ingrams?
Are they listed with Titlepage?
What are their success stories and why?
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24. Three: Distributors – Secure a Contract
What makes you an attractive prospect
to potential Distributors?
Rule #1 – You are in the business of selling books.
Rule #2 – They need to know that they can sell your title.
Rule #3 - Respect.
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25. Three: Sell Even More Books
- Take Pre-Orders - Affiliate Partners
- Speciality Retailers - Trade Shows
- Corporate Sales - Event Sales
- Promotional Copies - Book Clubs
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26. Four: Publicity & PR
Important Tips Before You Begin:
1. Remember that not everyone is going to be interested.
2. Send your press release in the body of your email.
3. Tailor each submission.
4. Treat the journalist and bloggers with respect.
5. Practise, practise, practise.
6. Timely response.
7. Allocate promotional copies in your initial print run.
8. Organisation & Preparation.
9. Build PR into your marketing plan.
10. Follow Up.
11. Include a call to action.
12. Create clear and specific goals.
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27. Four: Build Your Media Kit
What to Include:
1. Press Release
2. Book Synopsis Sheet
3. Author Bio
4. Author Information (AI) Sheet
5. Testimonials and Endorsements Sheet
6. Media Mentions
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28. Five: Monetising Your Book
- Seminars & Webinars - Bulk Sales
- Professional Speaking - Sponsorship
- Networking - Compilation Books
- Package Deals - Trade Shows & Expos
- Licensing - Coaching Programs
- Give Back (Charities)
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29. Six: Creating Your Marketing Plan
How will you build your profile and structure your marketing plan
over the coming weeks, months, years
to ensure that you achieve maximum book sales
and create new business opportunities?
Start your journey now by grabbing your diary,
some butcher paper and coloured pens.
Begin to mindmap the areas of activity and actions
that you will undertake bringing you towards your
7 key milestones and goals that you wish to achieve
from publishing a book.
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30. To begin your
Self-Publishing journey
as part of
The Bestseller Incubator
join us now at
www.barefootbasics.com
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