| janfields |
Join us today in the
AUDITORIUM-Scheduled Events Room for our afternoon OPEN FORUM.
Today's topic for discussion is "Writing the Marketing Plan." Come
and join in five minutes from now.
|
| janfields |
Today's Open Forum on
"Writing a Marketing Plan" will begin shortly. While you wait for
chat to begin, feel free to use your ASK A QUESTION button RIGHT
BETWEEN THE YELLOW “MAP” AND THE RED QUESTION MARK IN ICHAT to post
some questions or comments on marketing plans, or judging what books
will be competing with yours, or any element of the submission
package! Chat will begin two minutes from now.
|
| janfields |
Hi, and welcome to
today's OPEN FORUM: "Creating a Marketing Plan." I'm your
host/moderator, Jan Fields. If you want to ask a question and be
sure it has a chance to be posted and answered, you'll need to use
either the "ask a question" button on the bar across the middle of
your screen. OR type /ask...then space once and type your question.
That passes the question to me and I can post it to
answer.
|
| janfields |
Good afternoon, we're
online for another hour of "pontificating with
Jan."
|
| janfields |
Today's topic is
"Creating a Marketing Plan."
|
| janfields |
Marketing Plans are one
of the new, not very fun, additions to
submissions...
|
| janfields |
In the past, writers
had to state who the target audience was...
|
| janfields |
and what genre you were
writing in and that was about it.
|
| janfields |
In the past, the only
folks who asked for marketing plans were start-up publishers and
university presses...
|
| janfields |
and that was mostly
because they had so little experience with selling that they relied
heavily on the author.
|
| janfields |
And marketing plans
have been around a bit longer for nonfiction.
|
| janfields |
But they are creeping
into the guidelines for a number of agents...
|
| janfields |
and a growing number of
publishers, so it's worth knowing what the odious things consist
of.
|
| janfields |
They really aren't that
hard.
|
| janfields |
But before I really hit
mid stride on pontification...I want to take a moment for GOOD
NEWS!
|
| janfields |
GOOD NEWS: PEGGY: Well,
it's done! My website has a new look. Please stop by at your
convenience and take a look at www.peggyborel.com .
|
| janfields |
Creating a website is
tough...so CONGRATULATIONS on getting yours done.
|
| janfields |
We'll have to give it a
peek.
|
| janfields |
We're actually going to
mention websites in the marketing plan stuff...
|
| janfields |
agents say editors
increasingly need a web presence.
|
| janfields |
Excuse my typing...I
mean WRITERS increasingly need a web presence.
|
| janfields |
Now, the other good
news.
|
| janfields |
GOOD NEWS: DIANA:
Wanted to let you know that Highlights for Children recently
purchased my article "The Harvey Girls: Women Who Settled the
West."
|
| janfields |
An article sale to
Highlights is a serious WOO HOO...good job, Diana.
|
| janfields |
Now, on to marketing
plans...first, a question...
|
| janfields |
Cheryl: If I have a
story with strong appeal in a niche market, should I mention that in
the cover letter? Is it presumptuous or stepping on toes to say
something like, "In addition to traditional markets, this book may
have
|
| at zoos. The
xxxxxxxxx Zoo Association lists xxxx such organizations nationwide."
(Haven't done the research yet, so am making up the details
here. |
|
| janfields |
One of the things folks
WANT to see in cover letter is specialty markets for
books.
|
| janfields |
So if your book could
be a big seller in zoo stores or museums, it's well worth it to
mention that.
|
| janfields |
If your book has a
strong tie to school curriculum -- mention that.
|
| janfields |
If your book would make
nice baby shower gifts -- mention that it might be sold where gift
books are sold.
|
| janfields |
Now, one thing to know
though, is if you are pitching to a publisher who doesn't like
marketing plans...
|
| janfields |
Not all
do...
|
| janfields |
so it is VERY
worthwhile to read the publishers guidelines.
|
| janfields |
VERY
worthwhile.
|
| janfields |
Small to medium
publishers (say up to the size of Cricket books) are usually open to
marketing plans.
|
| janfields |
Scholastic...really
isn't open to MOST of the marketing plan stuff.
|
| janfields |
Agents are very mixed
on it...some want to see a plan.
|
| janfields |
Some say it's jumping
the gun.
|
| janfields |
So again, know what an
agent wants.
|
| janfields |
And if you don't see a
specific request for a marketing plan, don't send
it.
|
| janfields |
It really does annoy
some folks who feel like it's jumping the gun
|
| cris |
are publisher guidelines
the same as editors' in guides?
|
| janfields |
I assume you mean in
the market guides?
|
| janfields |
Many (if not most)
publishers actually have a writer's guidelines
|
| janfields |
that you can request
and it will generally tell you what they want to see in a
submission.
|
| janfields |
You can also just ask
around.
|
| janfields |
This is one way that
it's good to network, if you ask a writer with a book at
Charlesbridge, that writer would generally know if they like to see
a market ing plan.
|
| janfields |
Marketing plans still
haven't reached the level of "common" in children's
publishing.
|
| janfields |
But some elements of a
marketing plan are welcome.
|
| janfields |
So, anyway, most of
time the market guide won't mention marketing plans...if it does,
that means they REALLY want one.
|
| janfields |
Otherwise, you'll have
to either send for the guildelines or ask around on mailing lists
and discussion boards.
|
| janfields |
In general though, the
larger the house, the less likely they want to see
one.
|
| janfields |
EXCEPT in
nonfiction...nonfiction marketing plans are ALWAYS
welcome.
|
| janfields |
AND never considered
jumping the gun.
|
| janfields |
So if you have a
nonfiction book on the ancient Incas, for example, it would be fine
to mention right in the proposal that it would be a good book to
sell in museum stores and for supplementing school
curriculum.
|
| teriabc |
if new to this: in
general, what is a good marketing plan?
|
| janfields |
Okay, the "marketing
plan" has three parts.
|
| janfields |
Part One: Who is the
audience for this book?
|
| janfields |
We've always had to
include this.
|
| janfields |
You tell what age group
would enjoy the book.
|
| janfields |
You tell if the book
ties into school curriculum (which would add teachers to your
audience)
|
| janfields |
You can mention if the
book ties to a particulur holiday or event.
|
| janfields |
That sort of thing.
That's part one.
|
| janfields |
In an expanded
marketing plan, you would also mention any unusual selling venues
you see for this book like museum stories, zoos, associations,
etc...but except for nonfiction, that is not required most of the
time.
|
| janfields |
PART TWO: This is where
you look at the competition.
|
| janfields |
What books on the
market today are similar to yours and how are they
selling?
|
| janfields |
What makes you believe
there is "room" for your book?
|
| janfields |
What will make your
book a stand out?
|
| janfields |
Is there anything about
YOU that makes your book unusually competitive -- such as a book
about eating disorders from an eating disorder
therapist.
|
| janfields |
This part two is not
required for MOST fiction submissions unless a marketing plan has
been specifically asked for.
|
| janfields |
But preparing for this
is not a bad idea.
|
| janfields |
Look at your
competition and gauge your book's chances.
|
| janfields |
Make sure your book
doesn't look derrivative...like "just another Harry Potter" or
whatever.
|
| janfields |
But it does help if
your book "fits" somewhere.
|
| janfields |
It's easier to
shelve...and it's easier to sell.
|
| janfields |
Though certainly some
books have carved out their own spot.
|
| janfields |
PART THREE: Your plan
for involvement.
|
| janfields |
This is the one that
REALLY doesn't belong in a submission unless a marketing plan is
asked for.
|
| janfields |
But it basically tells
what you intend to do to sell your book.
|
| janfields |
Do you have
platform?
|
| janfields |
Do you, for example,
have a website with content that drives reader to
it?
|
| janfields |
Do you have a
newsletter?
|
| janfields |
Do you have web journal
or similar interactive spot online?
|
| janfields |
Are you a speaker as
any functions -- such as conferences?
|
| janfields |
Are you a teacher or a
librarian?
|
| janfields |
Do you have any unusual
promotional ideas -- Brian Lies, for example, painted his SUV up as
a BAT MOBILE to do a book signing/speaking tour for Bats on the
Beach, his new book.
|
| janfields |
That would be a
promotional attention getter...and he's gotten a lot of attention
with it.
|
| cris |
is the mkting plan
incorporated into the query or separate?
|
| janfields |
If the guidelines say
-- INCLUDE MARKETING PLAN --
|
| janfields |
then I would make it a
clear section with a subheading for either my query letter (if
short)
|
| janfields |
or it's own
page.
|
| janfields |
But if the guidelines
don't ask for one.
|
| janfields |
Then I would simply
slip short...very short remarks right into the
query.
|
| janfields |
Such as mentioning in
my query that I am a frequent speaker at SCBWI events, and write a
newsletter for ICL -- that's my "platform" but it would simply be
slipped in with my bio bit at the end.
|
| janfields |
The agent/editor would
recognize it as a marketing op without my pointing big arrows at
it.
|
| janfields |
And you always tell who
your target audience is during the query so that just slips
in...doesn't need to be separate unless you have had a marketing
plan specifically requested.
|
| janfields |
It's not a bad idea to
do one of these things for yourself though/
|
| janfields |
If the book sells --
what do you intend to do to sell it?
|
| janfields |
Do you see yourself
doing school visits? -- Quite honestly, those things scare me to
death!
|
| janfields |
But I like doing
library talks...so that would go in my plan.
|
| janfields |
I also have a website
of my own with decent traffic, but I would create a site just for my
book.
|
| janfields |
And the two would
link...so that's something I would do.
|
| janfields |
You could ask
yourself...what would I do?
|
| janfields |
Be sure you don't
choose big expensive things.
|
| janfields |
It doesn't make sense
to spend a boatload of money on promotion.
|
| janfields |
Author side promotion
really only generates a relatively few sales so keep it to things
you are comfortable with.
|
| janfields |
And with things you can
afford.
|
| jolie |
Isn't this why we hire
agents? To do the marketing, selling, etc.
|
| janfields |
Agents put your
manuscript in front of editors.
|
| janfields |
Editors who know the
agent, editors who trust the agent's tastes.
|
| janfields |
Agents then get you the
best possible deal.
|
| janfields |
And agents will handle
sub-rights such as foreign editions and movie deals should these
things be possible.
|
| janfields |
Agents will not sell
your book to the public
|
| janfields |
Or have ANYTHING to do
with getting your face before the public.
|
| janfields |
Except to say things
like...hey, nice website.
|
| janfields |
Or nudge you to do more
so that you sell more books and they make more
money.
|
| janfields |
One the book is in the
hands of the publisher, the BULK of all marketing of the
book
|
| janfields |
will be done by the
publisher.
|
| janfields |
THE BULK...as in almost
all...of the sales will be the result of what the publisher
does.
|
| janfields |
But you can increase
your name recognition among your target audience
|
| janfields |
through school visits
(which also bring in money_
|
| janfields |
public speaking (more
money)
|
| janfields |
conference speaking
(more money...I love promotional ops that pay me instead of
them)
|
| janfields |
and in a tiny tiny
way...through book signings.
|
| janfields |
Book signings are
actually the poorest kind of promotion.
|
| coloradokate |
Does book-promoting
involve much travelling, or is that just for the
hotshots?
|
| janfields |
Your publisher won't
send you many places on their dime.
|
| janfields |
Not until you get
rich.
|
| janfields |
They will line stuff up
for you if you show a willingness to attend.
|
| janfields |
But you still pay your
own travel.
|
| janfields |
So most promotion tends
to be local.
|
| janfields |
And book signings tend
to be very local (which is one reason why they generate so few
sales...they don't really build buzz).
|
| janfields |
You'll get more promo
by writing an article for a magazine that also mentions your book
then you would from a month of signings.
|
| jolie |
where do you find these
avenues to push your book sales?
|
| janfields |
One thing you can
do...once you sell the book and it's coming out...
|
| janfields |
is to create a nice
website AND a nice mailer about the topics you can speak publically
on.
|
| janfields |
For example, if you
wanted to give talks on some element of the research you did to
write your book.
|
| janfields |
Or you wanted to give
talks on the publishing road...how you got
published.
|
| janfields |
Or a humorous talk on
the glamorous life of a writer.
|
| janfields |
You would write up a
description of these...make a pamphlet and mail it to every library
you would be willing to drive to.
|
| janfields |
And all the community
colleges continuing ed departments.
|
| janfields |
Schools.
|
| janfields |
Women's
clubs
|
| janfields |
Anywhere you could
imagine someone might like to hear your spiel
|
| janfields |
You can also write
articles on the writing process, again, mentioning your specific
book.
|
| janfields |
You can write an essay
for your local paper about not giving up on your
dreams.
|
| janfields |
There are many possible
opportunities...one of the keys is to think outside of an
"advertising" idea and ask youself...what would I want to hear a
writer talk about?
|
| janfields |
Then talk about
that.
|
| janfields |
And mention your book
...often...during the talk.
|
| caq |
If you live in a highly
populated area or do a book signing in highly populated area,
wouldn't that build "buzz"?
|
| janfields |
Sure, if you can get
people to attend.
|
| janfields |
Book signings can be
wonderful or incredibly crushing failures.
|
| janfields |
A lot of it depends on
how enthusiastic the book store people are.
|
| janfields |
If they don't care and
don't promote the signing...you're going to end up talking to
yourself a lot.
|
| janfields |
Plus, they can stick
you in some horrible horrible spots where no one notices
you.
|
| janfields |
Even with a bookstore,
you're better off if you can get them to schedule an "AUTHOR TALK"
where you talk about the process, read from your book, then
sell.
|
| janfields |
More people will attend
if they see somethign in it for them
|
| janfields |
rather than just
getting a book signed by someone they don't know.
|
| jolie |
Are there agents who
specialize in this area of promotion?
|
| janfields |
Nope, agents really
don't do promotion other than to nag you to do
more.
|
| janfields |
You
CAN
|
| janfields |
CAN
|
| janfields |
hire a person skilled
in promotion.
|
| janfields |
The company I know well
is called RAAB ASSOCIATES
|
| janfields |
They handle a lot of
well-known authors
|
| janfields |
Include, I am pretty
sure, Jane Yolen
|
| janfields |
Anyway, Susan Raab is
really a nifty person and knows scads about
promotion.
|
| janfields |
And it would cost you
much much more than you will EVER EVER see in advance/royalities to
hire her.
|
| janfields |
That's why she reps
really well known writers.
|
| janfields |
They need to get
someone else to do their promotion
|
| janfields |
Because they don't have
time and they are so in demand.
|
| janfields |
Basically we tiny folks
can book our own promo events.
|
| janfields |
And make money instead
of losing it.
|
| cris |
would RAAB handle an
unknown writer?
|
| janfields |
Yes, but I know Susan
and she would try to talk you out of hiring her.
|
| janfields |
Because an unknown
writer doesn't NEED her
|
| janfields |
and she is very
expensive.
|
| janfields |
Her website though
includes great promotion tips.
|
| janfields |
Hold on and let me get
that URL for you
|
| janfields |
because she's such a
generous person and she had tons and tons of article on promotion on
her site.
|
| janfields |
http://www.raabassociates.com/tomarket/tomarket.htm
|
| janfields |
That's the link to her
question and answer stuff
|
| janfields |
Mostly on
promotion.
|
| janfields |
From there you can find
your way around the rest of her site.
|
| gladys1 |
but what about the not so
well-known authors? Where do they get the skilled in
promotion?
|
| janfields |
You do a lot of
creative thinking.
|
| janfields |
You read a lot...I know
the SCBWI national newsletter runs many many articles on
promotion.
|
| janfields |
In fact, SCBWI is a
great resource for lots of stuff about promoting
|
| janfields |
and school
visits
|
| janfields |
and all manner of stuff
that will help.
|
| janfields |
Joining mailing lists
where writers hang out and visting message boards with published
writers
|
| janfields |
also let people trade
ideas.
|
| janfields |
I personally think
there needs to be a book with promo ideas JUST for children's
writers
|
| janfields |
because so many things
writers for adults do just aren't relevent.
|
| janfields |
And of course we have
extra options like school visits.
|
| jolie |
Do you hang out in any
message board site, Jan?
|
| janfields |
I visit here at the
Writers Retreat, of course...which is great and
also...
|
| janfields |
I recommend the message
boards as SCBWI
|
| janfields |
And for anyone at
all...you can visit the message boards at
http://www.verlakay.com
|
| janfields |
There are a number of
published children's writers who hang out there
|
| janfields |
and they are very
generous people with time, suggestions, and ideas.
|
| jolie |
It sounds like more work
for the writer AFTER the book is published. Don't the publishers do
promotion?
|
| janfields |
The publisher will get
your book into stores...a HUGE HUGE thing all by itself, if it isn't
in stores, forget about selling more than a hundred or
so.
|
| janfields |
The publisher will send
out hundreds of reviews copies.
|
| janfields |
Book reviews DRIVE this
industry.
|
| janfields |
Because if you can get
libraries and schools to buy your book, you are walking in tall
cotton.
|
| janfields |
And we, as writers,
cannot do either of those two things.
|
| janfields |
But, we can work on
building out name recognition.
|
| janfields |
The publisher is trying
to sell a product -- your book.
|
| janfields |
You are trying to build
a career -- so you need to sell your name
|
| janfields |
Your
expertise
|
| janfields |
You want to be
recognized so that NOT ONLY will this "product" sell but your next
one and your next one.
|
| janfields |
Publishers are
delighted by your efforts to get your name out
there
|
| janfields |
Because it helps sell
their single interest -- the product
|
| janfields |
But they don't so much
care about your long-term career.
|
| janfields |
Because so few writers
build a career with one publisher any more.
|
| janfields |
So they focus on one
product...you focus on getting people to know who you are in
relation to your work.
|
| caq |
If the bulk of the sales
comes as a result of what the publisher does, can we ask for a
marketing plan from the publisher before signing a contract? Don't
we need to know what they will do?
|
| janfields |
No, because they don't
decide the marketing plan at the time of purchase.
|
| janfields |
And sometimes (too
often in fact) what they tell your editor they plan to
do..
|
| janfields |
is different from what
they actually do.
|
| janfields |
You can count on them
to (1) put the book in stores and (2) get reviews.
|
| janfields |
But you MAY also get
fancy store displays...or not.
|
| janfields |
You may get your book's
cover prominately displayed in their Publisher's Weekly ad (a big
bonus) or your book may be one of the blurry ones at the
bottom.
|
| shellgo |
Are libraries etc, open
to having unknown authors visit?
|
| janfields |
Oh yeah...especially if
you're willing to speak.
|
| janfields |
AND DOUBLY TOTALLY
WILDLY especially if you're willing to speak about writing and
getitig published.
|
| janfields |
Any author talk on
"getting published" get packed out.
|
| janfields |
Any of
them.
|
| janfields |
I've given them...they
get packed out.
|
| janfields |
It's absolutely magical
to watch.
|
| janfields |
So...yes, they are...if
you offer something they know their patrons want.
|
| cris |
does the publisher
arrange book signings or is it volunteer?
|
| janfields |
You can turn down
anything.
|
| janfields |
When your book nears
it's publishing date.
|
| janfields |
You will be assigned a
publicity person at the publisher.
|
| janfields |
That person also has a
huge number of other books...but one of them is
yours.
|
| janfields |
You can then tell that
person all your ideas.
|
| janfields |
And that person will
cheerfully book signings for you.
|
| janfields |
And often they will
work with you on postcards or other mailings (depending on the size
of your publisher)
|
| janfields |
I've known of first
time authors where the publisher produced ALL that promo
material
|
| janfields |
And I've known of first
time authors where the publisher just contributed to the
cost.
|
| janfields |
And i
|
| janfields |
I've known of some
where the publisher said -- Go, Girl! and that's about
all.
|
| janfields |
Oh, it's 3 already and
my wee girlie is begging for food.
|
| janfields |
I'm stunned...y'all
really liked this topic.
|
| janfields |
I promise to answer ALL
the leftover questions in the Monday newsletter.
|
| janfields |
Oh...I need to tell you
something.
|
| janfields |
There will be NO OPEN
FORUM on July 4th.
|
| janfields |
I was actually going to
do it.
|
| janfields |
But my husband pitched
a fit...it's bar-b-que and relatives day.
|
| janfields |
YAWN.
|
| janfields |
Anyway...I have to be
nice.
|
| janfields |
So the next open forum
will be on JULY 11th and will be on STORY IDEAS.
|
| janfields |
And the next NIGHT
FORUM is this FRIDAY night on SELF PUBLISHING
|
| janfields |
Thanks for coming...I
had fun...always do.
|
| janfields |
See y'all Friday night
and then again July 11.
|
| janfields |
Happy Mosquito
Day!
|
