Create a Fascinating Marketing Plan

Many would-be authors are surprised to see this element in the component of an excellent book proposal. They think to themselves (and some of them verbalize), “I’m not self-publishing my book. Isn’t the publisher supposed to be putting together a market plan with a specific commitment of dollars?”

Here’s the problem

Every publisher has limited marketing and publicity dollars to promote their list of books. The bulk of the money will go to the top authors, and if you are a new author, you can expect that your book will receive minimal treatment—unless you show the publisher that you deserve something different.

I met Jacqueline Deval, publisher at Hearst Books, who has also been a director of publicity at several publishing houses. One of the best resources for authors is Deval’s book called Publicize Your Book!, An Insider’s Guide to Getting Your Book the Attention It Deserves (Perigee Books). From the opening paragraph in the introduction, Deval provides authors with the following realistic expectation:

The reality of book publishing is that there are too few resources to support every book.

This means that some books will get publicity campaigns and budgets while others will go without. Additionally, most publishing houses are not staffed with enough publicists to mount a full-fledged campaign for every book. Because of this, editors must compete with one another to lobby the publisher, and the marketing and publicity departments, for the funds and staff attention to promote their books.

What type of marketing ammunition can you include in your book proposal so your editor can champion your cause? Because of the expense of publishing a book, a publisher will expect you to actively work at marketing your book to your connections. Many writers are stumped about what to include in this section of their proposals, so they write, “I’m willing to do radio, television and print interviews to promote my book.” Of course, you will be willing to do these interviews. If not, you have no business even taking the steps of creating a book proposal and writing a book. Publicizing your book comes with the territory after the book is published.

Other authors will write, “My book should be featured on The Today Show.” Every publisher long for their books to be featured on The Today Show because these appearances help drive books to the bestseller list. The reality is few authors get this opportunity—even though their publisher may try. The producers at The Today Show (or Good Morning America or any other talk show) are bombarded with literally thousands of new books. It’s not realistic to include such plans in your proposal.

To achieve success in your marketing plan, you need to get into a different mind-set.

As Deval says in the first chapter, “An author who thinks like a marketer, and who starts thinking about marketing before the book is even completed, will help the book toward a successful publication. The author is in the best position to offer suggestions for marketing that the house might have overlooked and sometimes to help bridge any difficult internal relationships among the publishing team that might impede the book’s success. (In-house squabbles do happen in business, and while in a just world they shouldn’t interfere with a book’s progress, sometimes they do.) Most important, the author can be the catalyst to motivate a house’s enthusiasm about a book (page 4).”

Deval’s perspective in her book is valuable to anyone writing a book proposal or with a book to be published. As an insider, she understands the stresses and limitations within a publisher. She helps the author come alongside the publisher with creative and cost-effective ideas without being a pushy, high maintenance author (yes, they exist).

Take some time to creatively think about the topic and the book that you propose.

Which specialty groups are potential targets for this book? Do you have a connection to these markets through an organization or network to reach them with your book? If you don’t presently have a connection with the target group, how can you acquire one? You have the passion and drive for your particular topic, and you need to pass this passion on to the publisher. Through the marketing section of your proposal, show the publisher that you understand the marketing for your book and your willingness to be involved.

W. Terry Whalin, a writer and acquisitions editor lives in California. A former magazine editor and former literary agent, Terry is an acquisitions editor at Morgan James Publishing. He has written more than 60 nonfiction books including Jumpstart Your Publishing Dreams and Billy Graham. To help writers catch the attention of editors and agents, Terry wrote his bestselling Book Proposals That $ell, 21 Secrets To Speed Your Success. Get a free copy of his proposal book (follow the link). Check out his free Ebook, Platform Building Ideas for Every Author. His website is located at: www.terrywhalin.com. Connect with Terry on Twitter, Facebook, his blog and LinkedIn.