Goldilocks will guide you through the process of composing a Nonfiction Book Marketing Plan which is an integral component of your Nonfiction Book Proposal submission package.
Before We Begin
In order to have the information needed to fill out your Nonfiction Book Marketing Plan, it will require you to do some homework.
Here is what Goldilocks has shown you so far about compiling the necessary components of your Nonfiction Book Proposal…
First, you have identified your target audiences and can conjure up an image of what typical people in these audiences look like from gender, to type of work they do, their religious affiliations, their economic situation and so forth.
Review the following component of the Nonfiction Book Proposal that Goldilocks has shown you beforehand…
Next, you searched and found several books that would be your competition in the marketplace, compared them to yours, highlighted the differences and have shown why your book is needed. Once again Goldilocks has previously shown you guidelines to help you create this analysis…
From here, you should have looked at the following Webpage to understand what an Author Platform is and why you need one even if you choose to self-publish.
Finally, you have visited…
Where she has posted several documents to help you define your Author Platform and you have taken notes on which promotions you feel would work for you and your particular book.
As a reminder your Marketing Plan will answer these three crucial questions…
- What positive results does your book create for your readers?
- Who needs those results the most?
- Where do people who need this help the most congregate in large numbers?
Take a deep breath, Goldilocks will now walk you through the typical components that make up your Nonfiction Book Marketing Plan.
NOTE: All components are in “italics” while guidelines will be sometimes bolded.
Components of Your Nonfiction Book Marketing Plan
Simply click/tap on each of the links below and be taken further down the page where you can focus directly on each one individually. Keep in mind, that the parts and pieces of your Marketing Plan are developed over time.
- Book Details Title, Author, Publisher, Publication Date, Book Pricing, Promotion Budget Distribution Strategy
- Marketing Goals and Objectives
- Brief Book Description
- Author Biography
- Author Background Story
- 30-Second Marketing Summary
- Target Audiences Description
- Audience Locations
- Sales Points and Media Angles
- Public Relations Strategy and Execution
- Competing/Comparative Titles
- Endorsements from Personal and Professional Contacts
- Author’s Personal Marketing Efforts
- Author’s Sales Leads, Contacts, and Platform Power
- Marketing Timeline to Reach Target Audience
* * * *
Nonfiction Book Marketing Plan
(long form to be submitted as part of your Nonfiction Book Proposal)
- Author name (of course that is you)
- Publication date
NOTE: You may not know who will publish your book and the expected publishing date at the time that you are compiling your Nonfiction Book Proposal.
- Book pricing
-Recommended retail price (RRP)
–Lowest discount price
- Promotion budget
- Distribution Strategy
Pricing Guidelines: Additional Notes
The price at which you will sell your book could determine your total sales, profit line, and opportunities for long-term growth. Your final choice will be determined by your costs, distribution method, and competitive prices. Be strategic in your decisions. Choose a lower-than-average price if you…
-Intend to sell directly to target buyers rather than through a distribution network to retailers
-Plan to limit your promotional expenditures
-Want to make your book more competitive against other market options
-Seek a long-term profit potential
-Choose a higher-than-average price if your content will be quickly outdated, is highly specialized or has very little competition
For example, EBooks are typically priced lower than printed books because of the limited production and distribution costs. Lower-priced eBooks also tend to attract more potential buyers.
You want to have a coherent book pricing plan in place so you can react quickly and adjust it without under- or overpricing yourself.
Do some research and find out…
–What is the price point for other books that are similar to yours?
-Is there a need to think about deep discounting?
-Is the sales price you have chosen too cheap?
This situation does exist when pricing high value Nonfiction titles.
Promotion Budget: Additional Information
You need to answer the following question…
How much money do you have available (or the ability to finance) to spend on your book marketing?
Distribution Strategy: A Closer Look
Summarize the channels you will implement to sell your book, will you…
-Send buyers to Amazon.com or iTunes
-Sell off your book dedicated Landing Page
-Put a shopping cart on your author website
Marketing Goals and Objectives
Describe what your book is about in 100 words or less. Think of it from your readers’ points of view…
How can your information help them reach their goals?
Will the information that you teach them change their lives?
(Estimates should be based on what you want to accomplish in one year)
- Will you make it available as a printed book, an E-Book, or an audio edition?
(if possible you should strive to offer your book in as many formats as possible)
- How many reviews do you want to harvest for your book?
- Decide the number of guest appearances you plan to make to market your book
- Are you considering broadcast interviews, if so when and how many?
Here is a little template to help you write the marketing part of this component…
By (date) _____ I will sell (number) _____ books and make $____ by getting ___ reviews, ___ awards and ___ media appearances.
Brief Book Description
Provide a short summary (100 words or less) of your book’s premise and the positive results that it can create for your readers.
- How can your information help them reach their goals?
- Will the teaching that you offer change their lives for the better?
Goldilocks has presented ideas for this blurb in the following Nonfiction Book Proposal Section
Write your professional Author Bio in 150 words or less. In many marketing situations, you will be limited to this amount.
Potential buyers of nonfiction books want to know…
Why are you qualified to write this book?
What are your qualifications for teaching them about this particular topic?
Give your readers a sense of who you are. Be careful to make your bio engaging, not dry and boring.
Goldilocks has provided this information earlier in the Nonfiction Book Proposal Section…
Author Background Story
In 500 words or less, explain the background that led you to write this book.
What challenges, research, or special circumstances prepared you to write this message?
Again refer to the above Book proposal section for the information to include here.
30-Second Marketing Summary
Readers buy books based on the question…
“What’s in it for me?”
Therefore, summarize the reason why your book answers this question in 2 – 3 sentences. Then, list 3 – 5 bulleted statements that explain the specific type of positive results that readers will get from your book. In other words…
How does your book improve the condition of the readers?
Take a look back at the following Nonfiction Book Proposal Section to help you to compose this part of your Marketing Plan.
Target Audiences Description
You will be including the following…
- Primary Book Purchasers
- Secondary markets for your book
Describe the types of people who would need your book’s value the MOST. Don’t say your book is for everyone. Distinguish the specific problems or needs that these people face. Furthermore, focus on the emotions they feel. Then, use statistics to show the size and demographics of these groups, such as age, gender, geographic location, etc.
How large is your primary target audience?
For example, if you are writing a book about preparing people for retirement, your target reader description might include people in these categories…
Employed males and females, age 50 – 65, and middle to upper-middle income bracket
Example of primary and secondary target markets…
Primary: young adults living in Florida
Secondary: female tennis players
List at least 10 places where your primary target audience congregates in large numbers either Online or offline.
- What Websites, blogs, or E-Zines do they read?
- Do they listen to radio or TV programs and if so which ones?
- Can you identify which events they attend?
Provide the following information for each Online source…
-Type of Website (Blog / Forum / Social / Other)
-Key Contributor / Owner
-Contact email address
-Web address (URL)
For more in depth information about target audiences for your book, visit the following Section which is the previous component that Goldilocks showed you when constructing your Nonfiction Book Proposal…
Sales Points and Media Angles
Why will your book sell?
List at least 3 clear ways that prove the sales validity of your book. Show how your Author Platform will help generate book sales.
For example, describe any groups who’ve agreed to use your book as a resource. List any special features of your book that would create extra sales.
Plan to get reviews, testimonials or quotes and list all the people who might have agreed to provide these important blurbs. One good quote from a person of authority in your field can make a big difference to the success of your marketing campaign. Write down their names and how you are going to get your work to them.
E-Mail List Schedule
- Overview of timing.
- What incentives are you going to provide to your E-Mail list?
- What content will appeal to them?
Visit the Goldilocks Author Resource Center for help determining what your platform would look like.
Public Relations Strategy and Execution
Why is your book worth discussing in the media?
List at least 3 reasons why a radio or TV producer would want you as a guest on their show. Describe any current trends, headlines, statistics, and needs that your book addresses.
Here you will list recent Releases in your Genre that you have determined are your competitors writing about your topic. Choose at least three other books published in recent years similar to your book, including any bestsellers.
Provide the following for each book…
- Publication Date
- ISBN #
- Sales statistics
Briefly explain how your book is different
To help you better understand how to fill out this component of your Book Marketing Plan see the Section you have already composed for your Nonfiction Book Proposal…
Endorsements from Personal and Professional Contacts
List at least three or more endorsements you have from well-recognized leaders in your field, such as business experts, celebrities, musicians, pastors, athletes, etc. Keep each endorsement to four sentences. If someone has agreed to give an endorsement that you’re waiting on, list their name.
Author’s Personal Marketing Efforts
List at least 10 ways that you specifically plan to market your book yourself. Provide details for each point. Even if you traditionally publish your manuscript, after the initial launch, promotion effort will have to come from your corner. The common belief by lots of authors is that once their book is published by a named house that they can just sit back and relax and the money will pour in, and that is just not so!
If you send out newsletters, list the frequency and number of contacts.
If you speak, list how many events you already have scheduled showing timeline
Include all promotional areas, such as contests, media campaigns, advertising blog tours, book signings, direct mail, social media, magazine articles, major alliances, bulk purchases of your own book, etc.
Consult the Goldilocks Author Resource Center for many promotion sources that you can choose from to promote your nonfiction book. Each of you can decide which platform elements suit your personality and the extent to which you will involve yourself personally to further the sales of your book.
Author’s Sales Leads, Contacts, and Platform Power
Describe all aspects of your current author platform that would help create immediate book sales, such as a personal database of leaders or newsletter subscribers, monthly Website visitors, Blog visitors, professional affiliations, alliances, leadership positions, author awards, past book sales history, social networking connections, upcoming speaking calendar, etc.
Again visit the Author Resource Center to help you with this Section of your Book Marketing Plan.
Marketing Timeline to Reach Target Audience
List specific action steps under each category to show how you intend to connect with your target audience where they congregate in large numbers. Use this Section as a timeline to keep your Marketing Plan on schedule.
Develop a Timeline
Once you have put together a list of promotional activities to pursue, you will need to prioritize and assign dates to implement them. Some things, like social networking, you may do on a daily basis, while other activities can be scheduled for specific days, weeks or months in the year. Remember to give priority to things that you feel will have the highest success rate in generating sales.
- Manage Personal Newsletters, Blogging, and Social Media: (Ongoing activities)
- Setup Speaking Events: (3 – 6 months in advance of your book launch)
- Contact Key Alliances, Book Reviewers, and Organizations: (3 – 6 months in advance)
- Pursue Print Media and Magazines: (3 – 6 months in advance)
Interviews Can Make a Huge Difference
Compile a list of potential interviews you can arrange and those you can reach out to.
Do you have people in your network who do relevant podcasts?
Do you listen to podcasts that would be a good fit?
Your Book Marketing Plan needs to include who they are and how you can get a hold of them.
Make a list of any conferences or events where you could speak about your book topic. Scheduling these can be especially useful around the time you launch your book. Do some research and write a list of conferences you can target. This is especially powerful if you are seen as being an expert in your field.
* * *
Goldilocks has created her Methodology/Process for the next component in the Nonfiction Book Proposal process and you can go there now…
Previously Goldilocks presented her Methodology/Process for composing the Nonfiction Proposal Book Components that should have been compiled up until this point. You can revisit them now…
Goldilocks welcomes any questions you may have compiling your Nonfiction Book Proposal and if you feel that you need help writing this most important document, just reach out to her…
E-Mail her: email@example.com
Pick up the phone: 914-944-1474
Goldilocks Wishes You Good Luck with Your Nonfiction Book Proposal Submission!