Building a road to the better mousetrap – part 1 (a Tuesday Talk)

Post 3 in the series Mari Christie and I are writing on marketing in a bazillion book marketplace.

mouseIn the bazillion book marketplace…

So you’ve written a book. You’ve done all the right things. You’ve learned your craft. The book has been edited, copyedited, proofread. It has a marvellous cover.

Now all you have to do is stick it up on Amazon, and wait to grow rich?

Right?

If only it were that easy.

…those who fail to plan, plan to fail

You need a good book. You need persistence. You need a healthy dose of luck. Above all, you need a plan.

In this post (and the next) in the Bazillion Book Marketplace series, Mari and I are going to talk about what needs to be in a marketing plan for a book. (You might also want a marketing plan for Brand You, but that’s another post.)

To write a plan, you need to know who you want to sell to, what they want to buy, how much they’re prepared to pay, and where they expect to find it. (In marketing parlance, the 4 Ps–Product, Place, Price, and Promotion.)

This week’s post looks at your reader, your book, and your price. Next week, we’ll talk about where books are sold, where they are promoted, and what marketing materials you might need.

Know your reader

Your marketing plan should start with your reader. Can you describe your typical reader? Do you know how old they are? What sort of education they have? What they do when they’re not reading? What other genres they read?

Do you know what they like about the kind of book you write? What they don’t like? What will make them keep reading and what will cause them to shut the book and hurl it across the room?

What are their hobbies, interests, passions?

Where can you meet them (online or in person or both)?

The better you can describe your typical readers, the better you can put yourself (and your book) in front of them.

Know your book

No one knows your book better than you do, right? But can you capture the essence of your book in a couple of compelling sentences that grab that typical reader by the imagination and drag them to the bookstore?

In your marketing plan, describe what about your book will appeal to your reader, then write your compelling description–your story’s tagline (some call it a logline).

Know your price

What do your readers think they should pay for a book like yours? What are they prepared to pay? Do some research. Also think about the best price points to give you a good return. Pricing ebooks is a contentious topic, and a post I wrote on this several weeks ago has been the most viewed and commented on more than any I’ve written since I started this blog.

Should you give one or more of your books away free (permanently or for a short period)? Should you put the book on a special price for a limited time? Will pricing low help you sell more books, or will it make them less valued? How does your genre affect your price? (For instance, novels are most often seen in the $2.99 – 3.99 price range, but self-help averages about $7.99.)

Next steps

Knowing who you want to sell to, what they want to buy, and how much they will spend is a good start. In our next road to a better mouse trap post, we’ll talk about putting that knowledge to good use when deciding where and how to promote your book.

Cross posted to Mari’s blog.

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