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Publication Marketing For Victory
There are several different things you can do to help sell your book/periodical. Below are several sales strategies that you can use for any type of book/periodical.
Paid
Advertising |
"Free" Advertising/Networking| Direct Mailing
Low cost/no cost suggestions on how to keep subscribers to periodicals.
Marketing via Website or Page
See Also Electronic Marketing and
E-Zine Archives
When marketing a book, try to keep all of your author produced material to a general theme concerning format. This might include choosing a paper/card stock color, keeping the major amount of your fonts the same (many even make sure it matches the book). You may even choose a "theme" (ready made design - often involving graphics) from a website, word processor and/or publishing program and carry it throughout. Like any large retailer, this "small stuff" will help build what is called Name Brand Recognition. When they see the envelope or postcard in the mail, they know without even looking it's from you. If they see a flyer they know it's about the book without reading it. Many "repeat authors" even carry the first book design marketing format over to other projects. Some keep the exact same design format, others change one or two elements such as color or headline font.
Marketing is promotion! To promote a book, many things should be pointed out such as:
-
any good news having to do with the book
-
information about the book contents
-
info on the author (you)
-
information about your family (if genealogy)
-
information about the knowledge or geographical area (if research tool)
-
book genesis/history
-
information on the physical form the book takes
-
etc.
These are all selling points. Don't overlook something that is positive because it wasn't the main publishing focus. For instance, archival quality (permanent paper) is a much talked about and sought after element in reference book publishing. Even if this was not a high priority for the author personally, it may contribute to sales - but only if it is publicized.
Get the word out...Options to include in your publishing plan that will let people know the book is available include formal copyright registration, obtaining a library of congress number, and getting an ISBN. These are more things that are sometimes overlooked, or even considered unnecessary in genealogy.
Paid Advertising: If you have other suggestions, please feel free to contact us.
Display advertising can
work to ones advantage. National
advertising is well worth the effort and cost. A one column, one inch long
display advertisement in a genealogical magazine that is circulated nationally
or internationally will usually bring a good response. Depending on your
target audience, display advertisement has been known to bring more interest
than the same information placed in the classifieds or even marketplaces.
Advertising rates are usually published in each issue and can vary greatly from
publication to publication. The same advertisement may be placed in target
newspapers and topical (genealogy, Civil War, hobby, geographically targeted,
etc.) magazines.
When the book is completed, advertisements which state the total number of pages and an increase over the pre-publication price should be placed in target media. Price setting is entirely up to the writer and may be noted in later advertisements.
Some newspapers may still have “personal” columns which are usually widely read. Sunday editions are the most popular. They are usually sold on a “per word” basis and are more reasonable than the display type advertising. Depending on the type of book you publish, this can be an effective avenue.
Direct Mailing: If you have other suggestions, please feel free to contact us.
Sales letters (and/or
flyers,
brochures, sell sheets, tear
sheets) and postal cards can be an important part of
the advertising campaign. Tear sheets work best as part of a mailing, not the
only element. We now offer limited free tear sheets on request to aid you in marketing.
Additionally we now offer Specialty
Items (apparel, 4-color work, etc.) online ordering to aid in your marketing
plan.
Perhaps important data from some of these persons will be included in the manuscript and they will be a potential buyer. A mailing list may be prepared in many ways and the writer must choose a method most efficient for his sales campaign. Some authors prefer to hand address each mailing. However, a proven time saving method is the use of pre-addressed self-adhesive labels, either copied or computer generated.
The sales letter, flyer/brochure, or postal card is usually the prime source of sales for genealogical and historical books. Several sales tools may be used in the sales campaign. The author’s choice as to exactly which tool(s) to use will be influenced by many things such as postage, design expertise, any printer/publisher assistance, and personal preference, just to name a few.
Write your sales tool
to fit your needs.
You may try several before you feel you have written and/or
designed the “perfect” one(s).
The sales postal card may have a unique place in your sales campaign. It is the least costly of all your sale efforts. It is also the hardest to write because of it’s size. Write whatever it is you wish to advertise. Then, edit down the material to the size of a postal card.
Library and society sales require special
attention and consideration. When libraries and societies
purchase the book, it eventually becomes available to many
interested persons and may increase sales. Most libraries
and societies order with a request for two copies of the
invoice. Payment may be delayed several weeks due to
necessary processing required by most tax supported and non-taxed
organizations.
If you are planning a
softbound book, check to see if your publisher can produce a few hardbound
(preferably ALA certified). Then offer this option as a "special
order" feature to libraries. Many will prefer to spend more on a
hardbound book then have to get it hardbound once it has been purchased.
You may choose to have matching stationery - including cards, invoices, inserts, etc. This provides you and your project(s) visibility and product recognition. If you incorporate your project(s) into your stationery and add a card or bookmark to all correspondence, you never know what interest you may pick up.
Branch out in your PR efforts! Case study (Carrie Cook, VP/Webmaster Gregath Publishing): In the summer of 2007 I attended Conestoga (Oklahoma's largest SF&F Literary convention - www.sftulsa.org). This was my vacation. I enjoy reading science fiction and fantasy and several of my favorite authors would be presenting. This is not considered a "professional" event, but a fan convention. For the "gate fee"(2007 membership), they had a full writer's workshop as well as classes on marketing, cover art, e-publishing, as well as lots of other fun stuff. I really enjoyed the weekend, petted the wild animals (convention charity), met authors, editors, and other publishers as well as doing the "fan thing". After all of the positive vibes I soaked up over the weekend I came home ready to try lots of new things, including maybe even trying writing in this fun genera for periodicals - yes, they pay as well!
Several methods of advertising have been
discussed here.
To recap, magazines and newspapers, paid display and classified advertising; magazine and newspaper coverage, non-paid newspaper personal columns, news releases, letters to specific columns and editors; Postal Sales Tools, postal cards, flyers (sell sheets), tear sheets, letters, brochures, etc., have been mentioned.
The writer must choose his advertising campaign(s) wisely. The author must select the type of advertising, which will net the most sales for the least amount of expense.
A well planned sales campaign must be flexible to the extent that if one method of advertising is not successful, there are finances available for another method to be attempted. If advertising placement is well selected, the results in sales should outweigh the cost.
Paid
Advertising |
"Free" Advertising/Networking|
Direct Mailing
Low cost/no cost suggestions on how to keep subscribers to periodicals.
See Also Electronic Marketing and
E-Zine Archives
For more suggestions
on this subject and more, order our book:
G550-$10.00 WRITING Family
History Or Genealogy For Pleasure and Profit, by The Gregath
Publishing Company, *updated* 2007. ISBN: 0-944619-00-2, 8˝x11",
softbound book, 126 pages, suggestions & examples of all facets of your project
for the typist and/or computer user.
Also available on disk. | SCL
Note: All G prefix books 100 pages or more, this one included,
that are SB can be special ordered in Library Oversewn Hardbound version -
contact
for details.
Also we suggest:
Guerrilla
Marketing for Writers - 100 Weapons for Selling Your Work
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