Your book is finished! Now what? Take it to market!

TableofContents
Introduction
PreviewChapter:Step3Sequenceyourmarketingplan
Bonus:Your mobilebooksite!

Table of Contents
Step 1 Visualize where you are going
Step 2 Target those most likely to buy your book
Step 3 Sequence your marketing plan
Step 4 Create the products you need
Step 5 Invest the funds to roll out your plan
Step 6 Execute the details of your plan
Step 7 Adapt what needs to be changed
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Introduct|on
Pictuie }ohn, an authoi, sitting in his living ioom when the uooibell iings. Be gets up anu
opens the uooi to see a 0PS uiivei stanuing theie holuing out his hanu-helu uevice foi }ohn
to sign. Befoie signing, }ohn looks behinu the uiivei anu sees five boxes sitting on a uolly.
"Ny books aie heie," }ohn says to the uiivei exciteuly. The uiivei smiles, but }ohn can see that
to him it's just anothei ueliveiy. }ohn signs foi the ueliveiy anu tells the uiivei to wait while he
opens the gaiage uooi. When the uooi opens, the uiivei quickly wheels in the five boxes, says
thank you anu jumps back in his tiuck anu uiives away leaving }ohn alone in his gaiage with
his five boxes of books.
Too exciteu to finu a box openei, }ohn takes out his keys anu cuts thiough the tape on the top
box anu pulls out a book: it's absolutely beautiful. }ohn is so exciteu he iuns in anu finus his
wife, Apiil, to show hei what theii $S,uuu investment looks like.
Apiil feels }ohn's excitement anu is happy foi him anu aftei listening to }ohn go on anu on
about how the book is going to change theii lives she asks, "So what's the next step."
}ohn opens his mouth to answei anu that's when it hits him. What is the next step. Be's spent
countless houis thinking about how to maiket his book, but he hasn't sat uown anu ieally
mappeu it out. So he gives the best answei he can think of: "I'm going to put it on Amazon!"
}ohn wiote anu publisheu a book to establish his cieuibility as an expeit anu to cieate a new
income stieam. What's insiue his book is his expeitise logically oiganizeu to communicate
his message to his taiget customeis. The next step foi }ohn, theiefoie, is to take his book to
maiket. Whethei you aie still woiking on youi book oi, like }ohn, have boxes of books sitting
in youi gaiage, the Toke Your Book to Horket piogiam will help you builu a stiong maiketing
founuation to giow youi auuience, establish youi cieuibility anu sell books.
Foi ovei 4u yeais Alphauiaphics has been helping authois, both fiction anu non-fiction,
cieate books anu othei piouucts. We know fiist-hanu the oveiwhelming feeling authois have
iegaiuing maiketing theii books when the ueliveiy uiivei shows up because we aie often
the ones shipping the books to them.
In auuition to helping authois piint books, Alphagiaphics has a suite of seivices to help authois
cieate uynamic, multi- channel, cioss meuia maiketing piogiams using touay's new meuia. The
Toke Your Book to Horket kit you holu in youi hanus will help you uevelop awaieness foi youi
book, establish youi cieuibility anu cieate multiple income stieams.
The publishing inuustiy touay is going thiough some enoimous changes. Ebook sales aie
expecteu to make up 2S% of all books solu in the next five to ten yeais anu piint-on-uemanu
book sales aie giowing by tiiple uigits.
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In 14S9, the uutenbeig piinting piess enableu a laigely illiteiate woilu to become aviu
ieaueis anu touay the inteinet is allowing anyone with a message to become a publisheu
authoi.
These changes in the publishing inuustiy aie cieating a new bieeu of authois known as
entiepieneui authois. Entiepieneui authois aie involveu in the entiie book publishing
piocess, fiom staiting theii own publishing company to taking theii books to maiket.
Like oui fictional authoi }ohn, many people aie publishing books to establish theii cieuibility
as expeits anu cieate new income stieams. Piofessois, uoctois, lawyeis, business executives
anu many otheis aie uiscoveiing the value of having a piofessionally publisheu book. Wheie
many of these authois stiuggle, howevei, is cieating a maiketing plan that will help them builu
awaieness foi theii books anu get people talking about theii books to uiive book sales.
Whethei youi objective is to establish youi cieuibility oi to cieate multiple stieams of
income, achieving youi objectives iequiies having a cleai vision of wheie you aie going anu
how you aie going to get theie; in othei woius, a plan. Not having a plan is one of the most
citeu ieasons foi business failuie:
Nany entiepieneuis aie so eagei to get staiteu that they neglect business planning anu
jump in heaufiist with little moie than a uieam anu an iuea. That might cut it in some
aienas, but not in small business.
http:www.gaeblei.comWhy-Businesses-Fail.htm
If planning has such a high coiielation to business success, then why uo so many
entiepieneuis fail to plan. Scott A. Shane with the NY Times offeis these theoiies:
The ignoiance theoiy. Nany entiepieneuis uon't know what ieseaicheis anu moie
expeiienceu piactitioneis have figuieu out. So, entiepieneuis make mistakes that coulu be
avoiueu if they woulu leain moie about entiepieneuiship befoie they stait theii businesses.
The '}ust Bo It' theoiy. The Nike motto is veiy appealing to people eagei to get theii
businesses staiteu. Wiiting a business plan uoesn't have the action-oiienteu appeal of hiiing
employees oi setting up shop anu is skippeu by those in a huiiy to get theii uieams unuei
way. That action oiientation, combineu with heavy uose of optimism, leaus many
entiepieneuis to skip the wiiting step.
The 'uon't-look-unuei-the-hoou' theoiy. Some entiepieneuis fail to wiite business plans
because they uon't want to test theii iueas too much, foi feai they won't withstanu the
sciutiny. Taken seiiously, a business plan will show that some businesses shoulu not be
staiteu, a possibility some entiepieneuis uon't want to confiont.
http:boss.blogs.nytimes.com2uu911u9why-uont-all-entiepieneuis-wiite-business-
plans

By natuie, entiepieneuis like to jump iight in anu stait uoing things. When iunning a
business, the tenuency foi entiepieneuis is to spenu all of theii time woiking "in" theii
business. Builuing a plan, howevei, iequiies you to step out of the uay-to-uay activities that
consume youi time anu woik "on" youi business.
The Toke Your Book to Horket was uesigneu aiounu the KISS piinciple which is "Keep It Shoit &
Simple." Foi this ieason we've chosen to call the plan you will cieate a ioaumap to uiffeientiate
it fiom a stanuaiu business plan that you woulu wiite foi a bank loan. The puipose of this
ioaumap is to help you cieate a plan that you can implement.
To builu youi ioaumap you will neeu to answei the following questions:
1. What uoes my uestination look like anu what aie my goals.
2. Who aie my customeis.
S. Bow uo I finu my customeis.
4. What piouucts uo I neeu to giow my business.
S. Bow much will it cost.
6. When will I uo what.
7. What shoulu I be uoing uiffeiently.
The seven steps outlineu in this book guiue you thiough a simplifieu planning piocess that
piompts you to answei these seven questions. The enu iesult of this piocess will be youi
ioaumap. Below is a biief intiouuction to each step:

1. V|sua||ze where you are go|ng
The fiist step to cieating youi ioaumap is to visualize wheie you aie going. We call this youi
Point B. Builuing a business with youi book is a long jouiney anu having a cleai vision of
wheie you aie going will help keep you motivateu anu on tiack.
The visualize step also asks you to uefine some shoit-teim goals anu then cieate a 12-month
action plan. We will show you how to implement youi action plan by bieaking youi 12-
month action plan into thiee phases.
Tiauitional plans (like ones youi bankei will ask you foi) aie geneially thiee to five yeai plans.
The pioblem with these plans is that conuitions change so iapiuly that aftei a few months
entiepieneuis geneially put them in a uiawei somewheie anu foiget about them. Youi ioaumap
is moie uynamic anu flexible to the changing business conuitions.
2. 1arget those most ||ke|y to buy your book
The seconu step is to know youi taiget customei. As time anu money is limiteu foi most
businesses, they tenu to focus on one oi a few customei segments. Naiketing a book is no
uiffeient.

The Toke Your Book to Horket piogiam will help you uefine those people most likely to buy
youi book. We'll also show you ways to help youi taiget customeis spieau the woiu about
youi book to othei people.
3. Sequence your market|ng p|an
The thiiu step is to sequence youi maiketing activities to builu a stiong founuation. The foui
woikbooks incluueu in youi kit aie the foui coineistones of youi maiketing founuation. The
foui woikbooks incluueu in youi kit covei the following:
1. Social Neuia
2. Publicity
S. Biiect selling
4. E-mail maiketing
A key concept of youi maiketing plan is to shift youi focus fiom selling books to giowing
youi uatabase. People often neeu to see a maiketing message seveial times befoie ueciuing
to buy. When you captuie people's uata, you aie able to sell multiple times to youi piospects.
The key to giowing youi uatabase - youi auuience - anu selling books is by launching multi-
channel, cioss meuia maiketing campaigns uesigneu to engage anu connect with youi taiget
customeis. The woikbooks in this kit explain why you want to:
1. Builu an inteiactive website to captuie leaus
2. Launch a social meuia campaign to get people talking about youi book
S. Conuuct a publicity campaign to builu awaieness foi youi book
4. Sell books uiiectly to companies
S. Run uiiect mail campaigns to piomote events
6. 0se e-mail maiketing to sell books anu othei piouucts
The woikbooks will also explain how each maiketing tactic you ueploy will help you auu
people to youi uatabase so you can sell to youi piospects multiple times.
4. Create the products you need
The fouith step is to cieate youi piouucts. You have puichaseu this kit because you eithei have a
publisheu book oi you aie woiking on a book. Youi book, howevei, is just the beginning of a suite
of piouucts anu seivices you can cieate.
The following is a shoit list of piouucts anu seivices you can cieate to giow youi business:
- 0nline coaching piogiams
- Woikbooks foi seminais
- Keynote speaking seivices
- Consulting seivices
- White papeis

- Auuio books
- CB oi BvB tiaining piogiams
In auuition to these piouucts anu seivices, you can also wiite othei books. In fact, as youi
business giows anu you begin engaging with youi customeis, you will get new iueas foi
books. Anu who knows, one of these books may become youi fiist New Yoik Times best-
sellei!
S. Invest the funds to ro|| out your p|an
The fifth step is to ueteimine the best ways to invest the funus you have to giow youi
business. As an entiepieneui authoi you uo not neeu to know how to uo eveiything in youi
plan. Foi example, you uo not neeu to know how to builu websites, iun e-mail campaigns oi
how to measuie the effectiveness of youi social meuia effoits. But you uo neeu to figuie out
how you aie going to pay foi eveiything you want to uo.
Theiefoie, youi ioaumap will incluue a simple 12-month buuget baseu on actual estimates of
the actions you want to take. Foi example, you will know how much youi website will cost,
how much a social meuia campaign will cost anu othei tactics you will implement.
6. Lxecute the deta||s of your p|an
The sixth step is how to execute youi plan. This section helps you builu a milestone chait that
shows who will uo what by when anu how much it will cost. Successful entiepieneuis builu a
stiong team aiounu them. This team is built by both foimal anu infoimal membeis. A foimal
team membei woulu be a pait-time oi full-time employee. An infoimal team membei woulu
be youi accountant oi a maiketing solutions pioviuei like Alphauiaphics.
0nce you select the best people to put on youi team, you neeu to give them cleai instiuctions
on what you want them to uo anu when you want each task completeu. You accomplish this
by cieating a 12-month action plan uiviueu into thiee 4-month phases.
7. Adapt what needs to be changed
The seventh step is to measuie what you aie uoing anu then auapt youi plan to keep you on
couise. As most of youi maiketing activities will be uone online, we will show you simple
ways to gathei uata on youi maiketing effoits. This uata will tell you things about youi
maiket anu youi taiget customeis that will help you uevelop moie effective messages anu
offeis to help you sell moie books anu giow youi business.

Naiketing youi book anu giowing youi business is a uaunting anu complex opeiation. The
step-by-step piocess outlineu in the Toke Your Book to Horket piogiam will help you simplify
youi book maiketing effoits by giving you a sequence to follow. With this sequence, you will
builu a soliu founuation to giow youi business.

So let's get staiteu.

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Step 3 - Sequence your market|ng p|an

Now that you know who you aie looking foi, it's time to map out how you aie going to finu as
many of youi iueal customeis as possible. The concept of the Toke Your Book to Horket
piogiam was foimeu to help authois sequence theii maiketing activities. You have
thousanus of tactics to choose fiom to maiket youi book, but you may be wonueiing .
- Wheie uo I stait.
- Which tactics aie woith my investment.
- What will I get in ietuin.
Entiepieneuis who move foiwaiu without sequencing theii steps usually appioach
maiketing theii books by thiowing nooules on the wall hoping some will stick. Foi example,
consiuei these 2u maiketing "nooules" you might tiy thiowing at youi wall:
1. Senu fiee piess ieleases to get woiluwiue meuia attention foi youi book
2. Bo a book tiailei anu post on youi web site anu on YouTube
S. uet youi book uistiibuteu in bookstoies woilu wiue
4. uet youi book listeu on Amazon.com
S. Place youi book covei image on the flip siue of youi business caiu
6. Conveit youi book into an e-book
7. uet youi hanus in the uecision makeis of book clubs thioughout the woilu
8. Sell books at the back-of-the ioom table aftei speaking
9. 0ffei buy two books, get one fiee piomotions
1u. Always leave a copy of youi book on youi uash boaiu of cai foi otheis to see
11. Place business caius with book covei uisplaying on all community bulletin boaius
12. Bave fiienus sell youi books at theii point of puichase uisplays
1S. Sell book to seminai companies who will give it away to attiact attenuees
14. Paitnei with entiepieneuis who will give youi book away in theii maiketing effoits
1S. uet youi books in the hanus of all top peifoimeis in NLN companies
16. Sell books to coipoiations
17. Senu out S-1u ieview copies of youi book uaily to people who can buy in volume
18. Senu piess ieleases of youi book to newspapeis
19. Senu youi book to euitois of magazines to ieview
2u. Wiite aiticles foi magazines aftei euitoi ieviews youi book
Bon't these book maiketing nooules sounu like some gieat iueas to tiy. They aie anu you can
finu thousanus of othei gieat iueas to piomote youi book; just seaich the Inteinet oi buy some
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books on the topic of book maiketing. Bunuieus of authois have wiitten books about book
piomotion anu many iueas aie goou tactics foi you to tiy.
But the nooules - all these gieat iueas - uon't always stick on the wall oi aftei awhile they
stait sliuing to the flooi. The way to get moie nooules to stick is with a soliu maiketing
founuation.
Reau those 2u book maiketing iueas again. Each one of those iueas on theii own aie pietty
goou iueas, but think of the powei those iueas coulu geneiate if they weie useu in a
cooiuinateu way. This cooiuinateu way is calleu a Nulti-Channel, Cioss Neuia Naiketing
campaign anu is what builus youi founuation.
ueneially speaking, each of the 2u iueas listeu above aie focuseu solely on selling books at a
one-time event. Nulti- Channel, Cioss Neuia Naiketing (NCCN foi shoit), on the othei hanu,
has seveial objectives. The piimaiy objectives of NCCN campaigns aie:
1. uiow a uatabase, oi in othei woius, inciease youi ieach
2. ueneiate leaus
S. Senu multiple messages to the taiget auuience
4. Bevelop iappoit
S. Engage the auuience
6. Cieate iefeiials
7. Connect all the channels togethei - known as cioss meuia
0ne of the fiist tactics authois uo touay is list theii books with Amazon anu Baines anu
Noble. When you list youi book on Amazon anu maiket youi book anu tell people to go to
Amazon to buy youi book what happens. Fiist, you uiu all the woik getting people to go to
Amazon, but Amazon takes half the pioceeus. Seconu, Amazon keeps the customei uata anu
cioss-sells to Y00R customei youi C0NPETIT0RS' piouucts. With Amazon the piogiam is
calleu 'Buy X, uet Y.' When you buy a book on a paiticulai subject Amazon iecommenus
othei books on the same topic.
Listing youi books on Amazon anu Baines anu Noble aie two laige uistiibution channels you
can't ignoie, but let Amazon anu Baines anu Noble finu customeis foi Y00. Then they
ueseive theii cut.
This is what happens, howevei, when authois woik without a ioaumap anu just stait
thiowing nooules at the wall. Suie you can put youi book on Amazon in just a few minutes,
but if you uo not piice youi book iight you coulu enu up losing money on eveiy book you sell
on Amazon. This may sounu ciazy to you, but many authois uo in fact sell theii books on
Amazon at a loss because they have not thought-out theii plan in auvance.
Insteau of iunning aiounu tiying eveiy tactic you finu, what you want to uo is iun a NCCN
campaign to giow youi own uatabase anu cioss-sell youi own piouucts to this uatabase.
0nce you have youi maiketing founuation built, then you can stait builuing walls anu auuing
iooms anu moie stoiies to youi founuation.

Let's go back to that list of 2u book piomoting tactics one moie time. Anothei pioblem with a
launuiy list is that most tactics you tiy neeu a consistent appioach. Running aiounu tiying
vaiious tactics haphazaiuly won't tell you if a ceitain tactic is woiking oi not. Nost tactics
take time to piouuce iesults.
Foi example, tactic No. 1S, get youi books in the hanu of all top peifoimeis in NLN (Nulti-
level maiketing) companies, sounus like a gieat iuea. But locating anu connecting anu
convincing just one NLN leauei to piomote youi book to theii uown-line will take effoit anu
time. If you appioach one NLN leauei anu get iejecteu you might give up on that tactic anu
just thiow anothei nooule at the wall. To effectively test a tactic you have to stick with it foi
awhile. All maiketing activities opeiate on a peicentage basis. The tiick is finuing which
tactics give you a goou enough ietuin to stick with them.
Tbe following cbart sbows tbe sequence tbe Take Your Book to Market model
follows:


Tbe sequence tbis model follows is:
Step 1: People finu youi website thiough social meuia, publicity anu uiiect selling.
Step 2: 0nce people aie on youi website they eithei take an action you want them to
take oi they leave. When they take an action like uownloauing a fiee piouuct, buying a
piouuct oi contacting you, you now have theii e-mail auuiess anu maybe othei
infoimation about them.
Step S: 0nce you have a piospect's e-mail youi e-mail system senus an automateu
iesponse asking youi piospect to opt-in to youi uatabase.

Step 4: 0nce you captuie theii uata they become a membei of youi tiibe.
Step S: With youi piospects' uata, you can senu automateu e-mails to move them
thiough youi sales cycle to buy youi book anu othei piouucts, bioaucast e-mails about
upcoming events anu senu uiiect mail pieces to them if you have theii mailing auuiess.
You will also use social meuia at this step to announce youi events.
An unueilying concept in this piocess is peimission-baseu maiketing, a teim coineu by
maiketing guiu Seth uouin who is the best-selling authoi of the book Tiibes, among otheis.
Baving a tiibe of people who have given you theii peimission to inteiact with them is
poweiful. Bow you choose to leau youi tiibe is a ciitical success factoi. If you bombaiu youi
tiibe with messages to buy youi book, these people will most likely opt-out (iemove theii
peimission) of youi uatabase. 0n the othei hanu, if you nevei ask foi the sale you will be the
tiibal leauei of a woithless tiibe.
As soon as you launch youi multi-channel, cioss meuia maiketing campaign youi tiibe will
begin to giow. Bow you leau youi tiibe uepenus on youi style. As you leain thiough tiial anu
eiioi youi leaueiship style will evolve. Reauing up on the subject of leauing youi tiibe (Seth
uouin's book is a goou place to stait) will help you finu youi style fastei, but ultimately
leauing youi tiibe is something you leain along youi jouiney.
To give you an insight into the concept of leauing youi tiibe, heie aie a few iueas fiom an
aiticle by Yolanua Allen:
- Tiibes challenge the status quo. Builuing a business is going against the status quo of
getting a goou euucation, getting a goou job, anu living happily evei aftei. The status
quo will iesist anu oppose you anu youi team. The tiibe is youi suppoit.
- Tiibes aie global. An online business is global. The Inteinet maue the woilu local. You
can ieach people fiom all ovei the woilu.
- Tiibes have belief anu faith. Builuing an online business takes belief anu faith. You
have to believe in the business, believe that you can builu it, believe that otheis can
builu it, anu have the faith to take action on those beliefs.
- Tiibes aie a niche; they have a common belief, inteiest, oi cause. Youi taiget maiket
is youi niche. 0nueistanu theii inteiests anu neeus. Show how youi business can
suppoit theii inteiests anu meet theii neeus. Tailoi youi inteinet maiketing to youi
niche.
- Tiibes aie about connection. People joineu you in business because you attiacteu
them (connecteu with them at some level).
http:ezineaiticles.com.Leau-Youi-Tiibe-Key-Points-Fiom-the-Book-Tiibes,-We-Neeu-
You-to-Leau-0s,-by-Seth-uouin&iu=29u9278
The piimaiy places you will stoie youi tiibe's infoimation is with youi e-mail seivice
pioviuei (ESP) anu in a uatabase piogiam on youi peisonal computei. Youi Alphagiaphics
maiketing cooiuinatoi will assist you in setting up the mechanisms to collect uata anu senu

out automateu messages anu bioaucast messages. Youi piimaiy function is cieating
compelling messages anu engaging with youi tiibe.
With the founuation in place to captuie anu use youi piospects uata, you can now focus youi
effoits on giowing youi uatabase. The Toke Your Book to Horket stiategy auvocates staiting
with the following foui tactics:
- Social meuia maiketing
- Publicity maiketing
- Biiect selling
- E-mail maiketing
The sequence is to fiist builu youi online platfoim with social meuia, blogging anu publicity
to uiive leaus to youi website. With youi online piocesses iunning, the next step is to focus
on uiiect selling anu a big pait of uiiect selling is to cieate customei-facing events. You then
use e-mail maiketing, uiiect mail anu social meuia to get people to youi events. The
following sections intiouuce these activities anu the woikbooks in youi kit (the coineistones
of youi maiketing founuation) fill in the uetails.
Befoie we uiscuss the foui coineistones of youi maiketing founuation, howevei, consiuei the
following scenaiio which illustiates the impoitance of iunning NCCN campaigns to giow youi
auuience in auuition to selling books:
}ulie has a chiluien's book about teaching ueaf uogs sign language. She talks to a local pet stoie
about uoing a book signing event anu the managei thinks it's a gieat iuea. }ulie is veiy exciteu
anu she anu the managei set about piomoting the event. 0n the uay of the event }ulie shows up
with a couple hunuieu books anu some flieis to pass out.
The managei has piinteu a laige sign that sits on an easel besiue the table wheie }ulie is
sitting. People stait filing in anu eveiy Su minutes an announcement goes out ovei the
louuspeakei inviting people to listen to }ulie tell a stoiy about teaching sign language to ueaf
uogs.
At this event, }ulie is able to piesent to about 1uu people. She is able to sell 2u books in the S
houis she spenus at the signing anu makes $2uu. The managei tells hei it was the best book
signing event he's evei hosteu anu }ulie goes home pietty happy although in the back of hei
minu a little voice is wonueiing why moie people uiun't buy hei book.
Conveiting 2u% of hei auuience into book buying customeis is actually a significant
achievement. Nany authois conuucting book signings woulu love to see those kinus of
numbeis. }ulie may concluue that hei book signing was a success, but, as you'll soon see, she
left money on the table.
Why was money left on the table. Although }ulie conveiteu 2u% of hei auuience to book
buying customeis she conveiteu u% to hei uatabase. Even the people who bought hei book
will most likely not join hei uatabase. }ulie has a website anu is on Facebook anu even has a

Twittei following, but she uiu not go to the book signing with the objective of giowing hei
uatabase oi hei auuience. Bei only objective was to sell books.
An unueilying concept of giowing youi uatabase is a concept calleu "The Authoi Platfoim."
Tiauitional publisheis have a keen unueistanuing of an authoi's platfoim. New authois have
a uifficult time getting publisheu because theii platfoim is too weak. An authoi's platfoim is
compiiseu of both cieuibility anu auuience. The moie cieuible an authoi is anu the moie
people who know the authoi, the gieatei the chances aie that hishei book will be publisheu
by a mainstieam publishei.
The authoi platfoim concept is equally impoitant foi entiepieneui authois - authois who
uiiectly sell theii books. Simply saiu, the moie people who know you the gieatei youi
chances aie of selling books. Easy to say, but haiuei to uo unless you have a ioaumap.
Now let's say tbat )ulie goes to ber book signing witb tbree ob|ectives:
1. Bave eveiyone in the auuience fill out a suivey anu supply theii e-mail auuiess
2. Sell as many books as possible
S. uet people who buy hei book to iefei at least one othei peison
With these objectives in minu, }ulie is now thinking like a book maiketei iunning a multi-
channel, cioss meuia maiketing campaign. }ulie will now offei something of value to
eveiyone who fills out a suivey. Naybe she anu the stoie managei aiiange to iaffle off a gift.
Completeu suiveys go into a bucket anu the uiawing will be helu at the enu of the uay. The
managei is happy to pioviue a gift because }ulie is going to shaie the uata with him.
Thinking in teims of giowing hei uatabase, }ulie pioposes that the managei senus out a
uiiect mail piece asking people to come to hei website to fill out an online suivey piioi to the
event so they can entei the iaffle. }ulie is now able to captuie moie of the pet stoie's
customeis even if they uon't come to hei signing. The managei is willing to senu out the
mailei because it is a way to get moie people to his stoie. }ulie coulu even offei to pay some
of the costs if the managei is ieluctant anu }ulie can affoiu to make this investment because
she knows how valuable getting the uata will be.
Why is this uata so valuable. Because once }ulie has the uata she senus out eNewsletteis
using an automateu system. Eveiy eNewslettei a piospect ieceives invites them to buy hei
book. Now, insteau of having one biief moment to sell hei book, she can get in fiont of hei
piospects multiple times.
)ulie launcbes ber MCCM campaign using tbe following sequence:
Pre-event: Senu a uiiect mail piece (uiiect selling) to the pet stoie's uatabase with a
compelling call-to- action, i.e. fill out suivey on hei website to win a piize. This builus
hei piospects uatabase anu gets moie people to hei event.

At tbe Event: She cieates a compelling call-to-action to collect e-mail auuiesses anu
names to builu hei piospects uatabase. The suivey at the event is this call-to-action anu
what compels people to paiticipate is the iaffle uiawing.
At tbe Event: Bei books aie signeu by hei anu she incluues an auuio veision foi fiee to
cieate a moie compelling offei at the event.
At tbe Event: }ulie has a fiienu viueo poitions of the book signing so she can put the event
on YouTube, Facebook anu hei websiteblog.
Post-event: People who bought the book ieceive a flyei in the book inviting them to
iefei a fiienu. These people go onto hei customeis uatabase anu she senus them
eNewsletteis.
Post-event: People who uiu not buy a book but supplieu an e-mail auuiess go into hei
piospects uatabase anu she senus out auto-iesponuei messages inviting people back to
hei website to keep piompting people to buy.
Un-going: When inteiesting news occuis on the subject mattei of assisting animals with
hanuicaps oi othei topics hei customeis might be inteiesteu in, }ulie wiites about the
subject on hei blog anu senus a bioaucast e-mail to hei uatabase to let them know about
the news.
Un-going: }ulie uses the viueo fiom the event, hei blog posts anu othei iefeiences to help
hei convince othei pet stoies to host an event.
By implementing a NCCN campaign, }ulie impioves the effectiveness of hei uiiect selling
event. Insteau of having a one-shot oppoitunity to sell hei book, she is now able to
communicate with hei piospects multiple times. Eventually, }ulie will cieate new piouucts
anu be able to launch these piouucts fastei because she has a platfoim. In auuition, if }ulie's
platfoim becomes big enough, a mainstieam publishei may pick up hei book oi ask hei to
wiite a book foi them.
Now imagine }ulie iepeating this type of event eveiy month oi a few times each month. You
can see how laige hei uatabase can become. In auuition, the moie events she uoes anu the
moie expeiience she gains the easiei it will be foi hei to finu new venues to holu events.
The foui woikbooks in the Toke Your Book to Horket kit give you the uetails of what
components you neeu foi youi multi-channel, cioss meuia maiketing campaign anu why you
neeu them. Youi team, both youi inteinal staff anu youi Alphauiaphics maiketing consultant
will assist you on how to implement youi campaign. Ceitain concepts, like why you neeu an
embeuueu blog, will become cleaiei when you ieau the woikbooks anu consult with youi
team.
our Interact|ve Webs|te

Befoie ieviewing each component of the Toke Your Book to Horket piogiam, it is vital to
unueistanu the iole an inteiactive website plays in youi NCCN maiketing campaign. An
inteiactive website uesciibes a noimal static website with an embeuueu blog oi a blog with
static pages. You neeu both featuies.
People launcb websites for many reasons including:
- To seive as a biochuie
- To geneiate leaus
- To sell piouucts
- To captuie uata
- To inteiact with customeis
While youi website shoulu uo all the above, the numbei one objective shoulu be to collect
uata. The ieason is that it is easiei to get people to give you theii e-mail auuiess than it is to
get them to buy youi book oi othei piouuct on theii fiist visit. People geneially stay on a
website foi just a few minutes. Few people will buy a piouuct - youi book - with that
minimal exposuie unless that was theii oiiginal intention of visiting, i.e. iefeiieu by a fiienu.
Bowevei, if you make a compelling offei in the uppei left-hanu oi iight-hanu siue of youi
website, a peicentage of people will exchange theii e-mail auuiess foi youi offei. The
compelling offei you make can be a fiee eNewslettei oi a fiee e-book oi a fiee white papei.
When customeis sign up foi fiee piouucts on youi website, buy piouucts, fill out inquiiies
anu contact you, they aie inteiacting with you. A blog, howevei, enables you to have a
conveisation with youi auuience.
In auuition to being a two-way communication tool, a blog also helps you uiive tiaffic to youi
website. Beie aie a few ways a blog helps you both communicate with youi auuience anu
uiive moie tiaffic to youi website:
- Nessages on youi blog can be automatically uistiibuteu to youi social meuia sites like
Twittei anu Facebook helping you ieach those auuiences. People who want to iesponu
will come to youi blog anu leave comments.
- You can bioaucast a link to youi blog posts via e-mail to youi uatabase.
- A blog impioves youi site's visibility (Seaich Engine 0ptimization) by:
o Incieasing youi keywoiu uensity
o Incieasing ielevant inbounu links
o Seaich engine "spiueis" tenu to ciawl blogs moie fiequently than they uo static
websites because blogs change moie fiequently
Foi these ieasons, blogs have taken centei stage in many people's multi-channel, cioss meuia
maiketing campaigns. 0thei ways you can uiive tiaffic to youi website anu giow youi
uatabase aie with social meuia, publicity, uiiect selling anu e-mail maiketing.

A note on SLC: whlle blogglng ls a greaL LacLlc Lo help your vlslblllLy onllne, opLlmlzlng your
slLe for Lhe search englnes requlres some hlgh-end Lechnlcal sklll. ConsulL your AlphaCraphlcs'
markeLlng consulLanL Lo learn more abouL SLC.

A note on ay-er-C||ck advert|s|ng: ay-er-Cllck (C) ads show up on web searches as
Lhe Lop Lhree ads and ads ln Lhe rlghL-hand column. When someone cllcks on Lhese ads a
company llke Coogle charges Lhelr cusLomer a fee (l.e. $4.00 per each cllck). As lL may Lake
several cllcks Lo geL a good lead, leads usually cosL around $20 Lo $30. 1hls Lype of adverLlslng
ls recommended for hlgher prlced lLems llke a $1,000 coachlng program. ?our AlphaCraphlcs'
markeLlng consulLanL can gulde you on wheLher a C campalgn should be parL of your
markeLlng mlx.
0nce you have youi piocess in place to collect anu stoie youi piospects' uata, the next step is
to stait builuing youi tiibe. The populaiity of entiepieneui authoiship has exploueu in the
past uecaue piimaiily uue to the Inteinet. The Inteinet has auueu thousanus of iueas to
piomote a book anu theie aie millions of places to uo so.
Nost of these new piomotion techniques aie so easy to implement that authois just winu up
anu stait tossing those nooules on the wall. The pioblem is that most of these new iueas uo
not woik oi people get so busy chasing the next cool gauget they uo not stay with a tactic
long enough to make it stick.
1he Iour Cornerstones of our Market|ng Ioundat|on
The foui coineistones Social Neuia, Publicity, Biiect Selling anu e-mail maiketing that
builu youi maiketing founuation aie time-testeu tactics useu by thousanus of authois anu
businesses aiounu the woilu to maiket theii piouucts. Naking these tactics woik foi you
uepenus on youi execution. Effectively executing youi plan iequiies you to:
- Establish youiself as a tiusteu expeit
- Engage people with thought-piovoking communication
- Inteiact with influenceis in youi niche
- Builu awaieness about you anu youi book
- uet people talking about youi book
- Compel people to connect with you
- Notivate people to buy
Remembei these concepts when implementing eveiy aspect of youi plan.
The following sections give you an oveiview of the foui coineistones that builu youi
maiketing founuation. The foui woikbooks in youi kit covei each coineistone in moie
uetail.
Cornerstone #1: Soc|a| Med|a

"A poweiful global conveisation has begun. Thiough the Inteinet, people aie
uiscoveiing anu inventing new ways to shaie ielevant knowleuge with blinuing speeu.
As a uiiect iesult, maikets aie getting smaiteianu getting smaitei fastei than most
companies."
Birect Horketinq Associotion
The simplest uefinition of social meuia is: "Any website that invites people to inteiact with a
site anu with othei visitois on the site, falls into the uefinition of social meuia."
0nuei this uefinition theie aie liteially millions of social netwoiks. The top 1S sites you
shoulu know about anu consiuei woiking with aie:
1. Facebook - SSu million estimateu unique visitois pei month
2. YouTube - 1uu million estimateu unique visitois pei month
S. NySpace - 9u.S million estimateu unique visitois pei month
4. Twittei - 89.8 million estimateu unique visitois pei month
S. LinkeuIn - Su million estimateu unique visitois pei month
6. Ning (which allows people to cieate theii own social netwoiks) - 42 million
estimateu unique visitois pei month
7. Taggeu - Su million estimateu unique visitois pei month
8. Classmates.com - 29 million estimateu unique visitois pei month
9. BiS - 27 million estimateu unique visitois pei month
1u. Nyyeaibook - 12 million estimateu unique visitois pei month
11. Neetup - 8 million estimateu unique visitois pei month
12. Bebo - 7 million estimateu unique visitois pei month
1S. Nylife - 6 million estimateu unique visitois pei month
14. Fiienustei - S million estimateu unique visitois pei month
1S. Ny Beiitage - 4.8 million estimateu unique visitois pei month
http:www.ebizmba.comaiticlessocial-netwoiking-websites

1he four s|tes that have r|sen above the rest are:
- Facebook
- Twittei
- LinkeuIn
- YouTube
These aie the foui piimaiy social netwoiks wheie you want to begin youi maiketing effoits.
Bowevei, uepenuing on the subject of youi book, you may finu that NySpace oi Bebo oi
Classmates.com aie also effective places to have a piesence.

0ne challenge with social meuia maiketing is getting the iesults you want. Nany authois jump
on these sites with the iuea that people aie going to flock to them oveinight anu begin buying
books. These authois aie, geneially speaking, looking foi the wiong iesults.
1he resu|ts you want to focus your soc|a| med|a market|ng campa|gn on are:
1. Establish youiself as a tiusteu expeit
2. Builu awaieness foi you anu youi book
S. Fostei woiu-of-mouth iecommenuations
4. Ignite a conveisation about youi book
S. Biive people to youi peisonal netwoik - youi own uatabase
With the goal of giowing youi uatabase insteau of selling books, social meuia takes on a
whole new meaning. 0nce a peison has opteu-in to youi uatabase they have given you theii
peimission to sell to them. With youi multi-channel, cioss meuia maiketing piogiam in
place you have a piocess to sell to youi piospects multiple times.
When netwoiking on social meuia sites, on the othei hanu, people have not given you theii
peimission to sell to them. Social meuia is wheie you builu youi cieuibility anu connect with
people in youi taiget auuience. Social meuia, in othei woius, iequiies a soft-sell appioach.
You can uo moie uiiect selling once people join youi uatabase - youi mailing list - anu give
you theii peimission.
Anothei majoi challenge with social meuia is time. Even if you just focus on the big foui sites,
you can spenu houis upon houis in fiont of youi computei. The goou news is theie aie
piogiams available to help you automate youi social netwoiking activities. Foi example,
when you post a new blog item, this post can be feu uiiectly to Facebook, Twittei anu the
othei sites you have a piesence on. 0ften the comments you get on youi blog site will come
fiom youi social meuia accounts.
You can also hiie people to help you implement anu manage youi social meuia plan. You
might hiie a seivice pioviuei to help you set up youi accounts anu then hiie a college
stuuent oi a viitual Assistant foi a couple houis a uay to keep youi plan moving along.
1he three areas to focus your t|me on are:
1. Wiiting blog posts
2. Commenting on blogs wiitten by influenceis in youi niche
S. Inteiacting in key gioups
As one of youi piimaiy objectives with social meuia is to establish youiself as an expeit, you
neeu to wiite most, if not all, of youi blog posts. In auuition, you want to iuentify the "big
voices" in youi niche anu engage with them by leaving comments on theii blogs oi by
paiticipating in theii gioups.

nere are some t|ps by atsy krakoff to he|p you manage your soc|a| med|a
market|ng:
#1 Time-saving tip for social media marketing: Automatically feeu youi blog posts
into youi social meuia site accounts. You'u be suipiiseu by the numbei of people who
tell me they aie manually upuating theii social sites with exceipts fiom theii blog.
If you uo nothing else but automate this, you'll stait to uiive tiaffic back to youi blog
fiom these sites anu ieach many moie ieaueis.
#2 Time-saving tip for Twitter: Besiues uiiving tiaffic back to youi blog, you want to
follow up with comments anu status upuates that aie in youi fielu, that mention the
keywoius you'ie an expeit in. In othei woius, you want to follow the conveisations anu
jump in when theie's an oppoitunity.
Theie aie a numbei of Twittei tools. I iecommenu using Social0omph.com which useu
to be known as TweetLatei. Set up keywoiu aleits so that you get an e-mail upuate
listing tweets that mention the keywoius you want to follow, incluuing youi name anu
Twittei name. Anothei way to uo this is with TweetBeck.
#3 Tip for Using LinkedIn: LinkeuIn is highly valueu foi its pieuominance of
business-minueu people. You can ask a question anu get valuable input to help cieate
blog posts while at the same time connecting with people in youi fielu.
Anothei key usage is to join specialty gioups anu auu to theii uiscussions with shoit
bluibs anu a link back to youi blog. This has to be uone manually, but it can be
outsouiceu to a vA, as long as you monitoi foi comments anu iesponses.
#4 Time-Saving Tip: 0se a viitual Assistant. Theie aie many low-fee viitual assistants
who now specialize in social meuia management. Some of them aie in Inuia, Nexico, anu
the Philippines so you can keep youi costs low. They can scheuule tweets foi you at
inteivals uuiing the uay anu aleit you when you neeu to iesponu.
Social meuia sites aie uesigneu to connect anu netwoik, so be suie to monitoi them. If
you'ie using a vA, anu I iecommenu it, uon't make the mistake of tuining ovei all youi
paiticipation to hei oi him. Nothing tuins off people moie than iealizing they aien't
connecting with you, but a hiieu gun.
http:wiitingontheweb.com2u1uu6u9timesaving-tips-foi-social-meuia-
maiketing
Anothei common piactice is to wiite seven shoit (Suu woius oi so) blog posts anu scheuule
them to appeai on youi blog ovei the next seven uays. Then, thioughout the week, you can
spenu youi time iesponuing to comments anu inteiacting in gioups anu uiscussions. As you
inteiact on these sites, be suie to take notes as these uiscussions will piompt iueas foi youi
blog wiiting each week.

0nce you get youi piocesses in place you will finu that social netwoiking is a manageable
maiketing tactic anu an impoitant component of youi NCCN maiketing plan.
When it comes to maiketing books, no iesult is moie impoitant than getting people to talk about
youi book. Igniting conveisations will iequiie you to get cieative anu contioveisial. Netwoiking
thiough social meuia enables you to ignite global conveisations. When you uiop a small
conveisation into the social meuia ocean, you have the oppoitunity to cieate some ieally big
iipples; maybe even a tiual wave.
Besiues getting people talking about youi book you want them iecommenuing youi book to
theii fiienus anu family. People aie looking moie anu moie to theii peeis foi
iecommenuations on what movies to watch, what piouucts to buy anu what books to ieau.
Again, social meuia is an iueal tool to fostei woiu-of-mouth iecommenuations. Consiuei the
following statistic fiom eNaiketei:
"SS.8% of auults use Woiu-of-Nouth (W0N) oi social meuia influence when making a
puichasing uecision."
eNaiketei 12u1u
Woiu-of-Nouth is the most poweiful maiketing tool you can have anu social meuia is the key to
getting people talking about youi book.
Cornerstone #2: ub||c|ty
When the subject of publicity comes up, many authois say theii goal - theii uieam - is to be
featuieu on the "big stage." 0sually the 0piah Show (now the 0piah Winfiey Netwoik - 0WN
- on cable) is mentioneu because she has been a majoi influencei when it comes to getting
ieaueis to buy books. While getting exposuie on a laige stage is a woithwhile goal, consiuei
some inteimeuiate objectives along the way, like getting noticeu in youi local meuia.
As with all maiketing initiatives outlineu in the Toke Your Book to Horket ioaumap, publicity
follows a sequence.
Tbis sequence is:
1. Bevelop a compelling message
2. Cieate a meuia kit anu leain about publicity
S. Woik fiom a plan
a. 0se fiee anu fee-baseu online piess ielease seivices b. uet inteivieweu on influential
blogs
c. uet inteivieweu in local anu national meuia, i.e. The Touay Show
Crafting your Message

You have wiitten a book anu aie, theiefoie, a wiitei. Bowevei, unless you aie a tiaineu
jouinalist you may not be tiaineu in the news wiiting style useu in publicity. You can eithei
leain this style oi hiie a fieelance wiitei to help you ciaft youi message.
Biiing a fieelance expeit is iecommenueu because even if you can wiite gieat news copy,
having a peison less intimate with youi woik wiite youi publicity messages can be a gieat
benefit. The ieason is that often authois aie too close to theii mateiial to hone-in on what
message will cieate the uesiie to motivate theii taiget auuience to buy theii book.
In auuition to the messages cieateu foi youi publicity, the piess ielease anu othei copy
cieateu by an outsiue piofessional can be useu in youi blog posts anu othei messages you
cieate.
As your full-servlce markeLlng provlder, AlphaCraphlcs can asslsL you wlLh all your markeLlng
needs, from hlrlng copy wrlLers Lo runnlng press releases Lo launchlng mulLl-channel cross
medla markeLlng campalgn.
Media Kits
A meuia kit oiganizes youi messages foi the meuia. A meuia kit is usually a two-pocket
foluei bianueu with youi iuentity. Insiue the kit aie youi piess ielease(s), youi fact sheet
anu othei mateiial that suppoits the angle you have cieateu aiounu youi book. You might
incluue speeches you have given, photos, iepoits, statistics, white papeis anu othei
peitinent infoimation.
Be selective in what you put in youi kit to avoiu making it too bulky. You want to catch the
iepoitei's inteiest not oveiwhelm hei with infoimation.

Here are some items to include in your kit:
- Table of contents
- Fact sheet
- Stoiy iueas - stoiies jouinalists anu theii auuiences aie inteiesteu in
- Bio - what's inteiesting about you. What is youi cieuibility.
- Calenuai of events
- ulossaiy, if you use unique teims
- Past piess ieleases
- Auuio CB oi viueo BvB
- Notable quotes anu enuoisements
Press Releases
A piess ielease is wiitten in a style that is familiai to a jouinalist. You want the most
newswoithy element of youi book - oi the stoiy aiounu youi book- in the heauline anu

leauing paiagiaph. Piess ieleases aie factual anu not sentimental oi sensational. Subsequent
paiagiaphs builu on the opening paiagiaph with backgiounu infoimation if the jouinalist is
inteiesteu.
Keep in minu that a jouinalist is not inteiesteu in helping you sell youi book, but only in how
youi message can help him oi hei finu an inteiesting stoiy oi an inteiesting angle to a stoiy
the jouinalist is woiking on. Likewise, the euitoi of the newspapei oi the piouucei of a news
show is inteiesteu in selling auveitising anu making money. When wiiting a piess ielease,
these people aie youi auuience.
Work from a Plan
With youi meuia kit anu piess ieleases in hanu, the next step is to figuie out what meuia
outlets will be most ieceptive to youi stoiy anu how to get theii attention.
Your plan consists of tbe following:
- 0bjectives
- Taiget auuiences
- Nessage ueliveiy
- Timeline anu buuget
A majoi uecision you will make at this point is whethei oi not to hiie a publicist. A publicist's
piimaiy value to you is how well heshe is connecteu in the meuia woilu. Youi publicist may
also be able to wiite compelling piess ieleases, but you uo not hiie a publicist foi this ability
alone. What you neeu youi publicist to uo is get you on Tv anu iauio shows anu inteivieweu
in newspapeis. An investment in that type of a publicist can be the X factoi in the success of
youi book business.
Cb[ect|ves
Wiiting uown cleai objectives helps keep you motivateu anu on tiack.
Some ob|ectives you migbt set for yourself are:
1. uiow youi uatabase
2. Inciease book sales
S. Secuie inteiviews
4. Lanu keynote speeches
Set haiu numbeis anu uates. Foi example, auu 1,uuu new people to youi uatabase in the next
Su uays, sell 2uu copies of youi book each week oi lanu five inteiviews a month.
our 1arget Aud|ence

Step 2 of youi ioaumap coveieu uefining youi taiget auuience. This taiget auuience is who
you want to ieach with youi publicity campaigns, especially with youi online campaigns.
When ieaching out to jouinalists anu othei meuia, you want to match youi taiget auuience
with theii taiget auuience.
Foi example, 0piah's auuience is mostly white females ovei the age of SS. If youi taiget
auuience is also white females ovei the age of SS then you may be a goou fit foi the 0piah
show. This iule applies when selecting all meuia outlets.
In auuition, youi auuience is also the jouinalists themselves. This is why you neeu to wiite
youi messages in the style they want anu ciaft angles to meet theii neeus.
Message De||very
Unline Press Releases
With online piess ieleases you aie in contiol. You can uploau youi piess ieleases on
numeious fiee anu fee-baseu PR sites. These sites aie goou places to leain about piess
ieleases anu some offei helpful tutoiials anu othei tools. 0nline piess ieleases also help you
builu links to youi website which help youi uoogle page iank iise which helps uoogle biing
you moie tiaffic.
The Publicity woikbook also coveis the iuea of woiking with PR sites that have goou uoogle
page ianks themselves. A list of the moie populai seivices is incluueu in the publicity
woikbook. 0nce you have expeiienceu online piess ieleases anu have a goou scheuule
woikeu out to use these seivices, youi attention shifts to getting offline exposuie.
Influential Blogs
Chances aie some influential people aie blogging about youi topic. Finuing these blogs is as
easy as seaiching foi them on www.technoiati.com oi uoogle. Connecting with these people
is equally easy: just leave a thought- piovoking comment on one of theii blog posts oi e-mail
them.
uetting these people to inteiview you is a little moie challenging but not as challenging as
getting on the 0piah show. Blog inteiviews aie so populai some authois iun viitual book
signing touis on influential blog sites.
That woiu influential is impoitant. Being inteivieweu on vaiious blog sites takes time anu
effoit. If you get inteivieweu on a blog site with a low uoogle page iank anu few uaily unique
visitois you aie wasting youi time. You want to seaich foi blogs that have a uoogle page iank
of thiee oi highei anu who have hunuieus anu thousanus of uaily unique visitois. The
publicity woikbook shows you how to finu the influential blogs anu how to encouiage them
to inteiview you on theii blogs.
Uffline Press Releases

To finu the iight meuia outlets foi youi book you will neeu a meuia list. A sample meuia list is
incluueu on the Resouice CB in youi kit.
Cieating a meuia list on youi own is a full-time job anu while you piobably want to have a
spieausheet set up (again, see youi Resouice CB foi a sample spieausheet) to tiack meuia
contacts you make on youi own, a fastei way to geneiate a list is to use a meuia list pioviuei.
Below aie thiee companies that pioviue meuia lists anu with a quick uoogle seaich you can
finu many otheis. Piices anu seivices vaiy so be suie to evaluate at least thiee uiffeient
seivices.
www.vocus.com
www.meuiacontactspio.com
www.Selectoiy.com
0nce you know what meuia outlets fit youi message, you can stait senuing out youi piess
ieleases anu meuia kits. Foi this anu many othei tactics, consiuei hiiing a college intein oi a
viitual Assistant (vA). Inteins may woik foi fiee foi the expeiience, but most likely you will
neeu to pay a small houily wage. A haiu-woiking intein oi vA spenuing two houis a uay can
get a lot uone anu not cost you an aim anu a leg.
1|me||ne and 8udget
The timing of many of youi maiketing activities is uictateu by you, i.e. when to wiite blog
posts, when to inteiact with gioups, when to holu events anu so foith. With publicity, the
meuia contiols the timeline anu you neeu to know what that timeline is.
If youi local news station plans to iun a seiies on gaiuening in the spiing anu you have a
book on giowing local plants in youi aiea, you neeu to know what theii timefiame is. In
auuition, if you aie woiking with an intein oi a vA anu you aie uelegating tasks to them, a
timeline will help them know when you expect ceitain tasks to be completeu. A little woik
on the fiont-enu will ieuuce stiess anu ultimately cost you less money.
Publicity guius piomote that publicity is fiee. What they aie saying is that you aie not paying
foi the placement of aus in the meuia. Running a PR campaign, howevei, is not fiee anu you
neeu to buuget foi the expenses. 0sing a vA anuoi publicist costs money.
Publicity campaigns can uelivei vaiious ietuins incluuing:
1. Thousanus of uollais of fiee auveitising
2. Incieaseu tiaffic to youi website
S. Batabase giowth
4. Book sales
Tiacking these iesults will help you iuentify what is woiking anu what neeus to be changeu.
Step 7 coveis this piocess in moie uetail.

Cornerstone #3: D|rect Se|||ng
0nce you have youi online book maiketing effoits up anu iunning, it is time to tuin youi
attention to uiiect selling. The uiiect selling woikbook coveis finuing unique sales channels
to uistiibute youi book.
Tbe specific cbannels covered in tbe workbook are:
1. Selling thiough events
2. Selling thiough youi company
S. Selling thiough othei oiganizations
4. Running uiiect mail campaigns
S. Fulfilling oiueis
Se|||ng through Lvents
You may be askeu to speak at events hosteu by oiganizations oi you may cieate youi own
events. Youi book is the key to ueliveiing a piesentation jammeu-packeu with useful
infoimation. If you aie seiious about builuing a business aiounu the iueas in youi book, then
public speaking is a must. When you become ieally goou at speaking, you may finu youi
speaking gigs biing in moie ievenue than youi book sales.
0nce you've ueciueu to jump into public speaking, you neeu to finu places wheie you can
speak. Youi local chambei, iotaiy oi othei club, tiaue associations anu othei venues offei
gieat places to stait. Nany of youi fiist gigs will be foi fiee which is okay because you will
have books anu othei piouucts to sell.
Noie impoitantly, you will be giowing youi uatabase. Captuie as many names as you can
anu senu people a thank you caiu eithei by mail oi by e-mail. You nevei know who may be
attenuing one of youi fiee events so shine eveiy time you speak anu always follow up.
A big pait of public speaking, especially at youi own events oi on small stages, is the
netwoiking that takes place piioi to anu aftei each event. Netwoiking can be as stiessful foi
some people as public speaking. Walking aiounu a ioom talking to stiangeis is an
extioveiteu activity anu if you aie intioveiteu, netwoiking will be a choie. But the moie you
netwoik the bettei you will become.
Here are a couple of tips wben it comes to networking:
1. Bave a cleai objective in minu. 0ne objective may be to get 1u business caius fiom
people you have a ieal conveisation with.
2. Bave a cleai message. Refine youi elevatoi speech to a high-octane pitch. A goou
foimula to follow is the PSW mouel: Pioblem - Solution - Who. The PSW mouel is a
thiee-step elevatoi speech. Fiist, state a PR0BLEN youi taiget auuience has, seconu,
offei a S0L0TI0N anu, thiiu, cleaily uefine WB0 you aie looking foi.

Tbe PSW speecb we use for tbe Take Your Book to Market program is:
"Each yeai, millions of people wiite anu publish a book, but then stiuggle on how to sell it.
What we uo is offei authois a step-by-step piogiam to help authois maiket anu sell theii
books. We aie looking foi people who alieauy have a publisheu book anu want help selling it.
Who uo you know."
Popefully your free glgs wlll sLarL Lo lead Lo paylng glgs. lor example, leL's say a CLC of a local
company aLLends a chamber evenL and hears you speak on how Lo moLlvaLe employees Lo
save money. She llkes whaL you have Lo say so asks you Lo speak aL Lhelr annual conference.
1hls ls a glg you should geL pald for and you need Lo be ready wlLh your fee sLrucLure. 1he
ulrecL Selllng workbook glves you more guldance on how Lo prlce your servlces.
To leain moie about becoming a piofessional speakei, visit the National Speakei Association's
website at www.nsaspeakei.oig. NSA specializes in helping people builu piofessional
speaking caieeis.
Here are some tips by Marketing and Branding expert Kristie Tamsevicius on bow to
develop a robust speaking career:
1. Befine a niche - A niche can be uefineu as types of oiganizations you want to speak
foi, an inuustiy you want to specialize in, oi a subject mattei.
2. Fiee to Fee - Speak foi fiee in places likely to have people who coulu hiie you foi a
fee.
S. Attenu Events - uo to the events that youi iueal clients attenu anu mingle with the
uecision makeis who coulu hiie you.
4. Speakei Biiectoiies - Theie aie websites that list speakeis foi a fee. Neeting planneis
sometimes go to these uiiectoiies looking foi a speakei on a ceitain topic.
S. Refeiials - Ask foi iefeiials fiom existing clients who have hiieu you to speak.
6. }oin oiganizations - wheie people can hiie you oi might be able to iefei you to people.
7. Invite piospects as youi guest when you speak to gioups - That way they can
expeiience you fiisthanu.
Aftei they expeiience the powei of youi speaking, they aie likely to hiie you oi even
iefei you to otheis. Aiticle by Kiistie Tamsevicius - www.bianuingonthenet.com
Se|||ng 1hrough our Company
Befoie quitting youi company to become a full-time public speakei anu book maiketei, you
may want to see if youi book is a piouuct they may want to sell. Companies can use books as
piemium gifts to theii customeis, as maiketing tools anu auueu-value piouucts.
Youi company may want to use youi book as a fiee gift foi people who sign up foi theii
uatabase. If youi company uoes not offei a piouuct to compel people to sign up foi theii
uatabase, youi book coulu be the fiee e-book they give away. 0f couise, youi company will
neeu to buy books fiom you to give away to theii customeis.

Se|||ng 1o and 1hrough Cther Compan|es
If youi book is not a goou fit foi youi cuiient employei oi if you uo not woik foi a laige
company, then you can appioach othei companies to buy anu uistiibute youi book.
Let's say you iun a piivate law piactice anu you have some pietty laige clients in the healthcaie
inuustiy. Thiough youi woik you iuentify a pioblem that affects insuiance companies anu you
wiite a book to solve that pioblem. You can piesent youi book to these clients anu ask them to
auveitise youi book in theii newsletteis anu othei inteinal communications. You may even get
them to iun an e-mail blast anuoi a uiiect mail campaign. You can offei to uonate some of the
piofits to a chaiity oi othei funu of the hospital's choosing.
In auuition to companies you also have non-piofit oiganizations, tiaue associations anu
othei gioups youi book may be a goou fit foi. 0nce you stait thinking beyonu tiauitional
book selling channels you will finu oiganizations that aie a goou fit foi youi book. The gieat
thing about coipoiate sales is one oiuei can be foi thousanus of books.
D|rect Market|ng Campa|gns for our Lvents
When it comes to selling to companies anu othei oiganizations, one of the most impoitant
ieasons to sell youi book thiough these channels is to get access to theii uatabases. This
access may be the company hanuing theii list to you (a iaie event) oi the company iunning
the campaign on youi behalf, which is the moie likely scenaiio.
0nueistanuing this concept of uatabase maiketing will ignite cieative iueas beyonu selling to
youi company oi thiough othei companies. Foi example, if you aie oi weie a piofessoi, you
may be able to get access to youi univeisity's alumni uatabase. Anothei iuea might be to
connect a non-piofit oiganization with a foi-piofit oiganization. The foi-piofit oiganization
woulu buy youi books anu pay foi the uiiect mailing of youi books to the non-piofit's
membeiship. The foi-piofit oiganization woulu neeu a compelling ieason to uo this. Some
ieasons may be to piomote to the non-piofit's uatabase oi it may simply be to gainei goou
will foi its bianu. The motivation foi the non-piofit company is to offei a valuable piouuct -
youi book - to its membeiship.
Youi book anu youi expeitise aie unique anu iequiie unique sales stiategies. 0nce you
ueciue you want to sell uiiectly anu you ueteimine a stiategy that makes sense foi you anu
foi othei oiganizations, the ioau to go uown becomes cleai. In auuition, once you have youi
stiategy in place, uoois will begin to open. These uoois usually open when you aie out
netwoiking at chambei events anu othei oiganizations you belong to.
1he Sa|es rocess for Corporate Accounts
When pitching an iuea to an oiganization, the key is to iuentify how the oiganization will
benefit by selling youi book to its list. These oiganizations have the potential of buying

hunuieus oi even thousanus of copies of youi book anu auuing new customeis to youi
uatabase.
Selling to oiganizations, howevei, iequiies a longei sales cycle anu following a piocess. The
piocess shown below is explaineu in moie uetail in the Biiect Selling woikbook.

In auuition to fuithei explanation of the sales piocess, the Biiect Selling woikbook shows
you step-by-step what a multi-channel, cioss meuia maiketing campaign looks like. The
example incluues using e-mail, uiiect mail, websites anu social meuia to attiact people to
youi events.
Iu|f|||ment
Selling uiiectly to youi customeis iequiies you to hanule youi own fulfillment. Fulfillment
coveis the entiie sales piocess, fiom the point of sale inquiiy to ueliveiy of youi book oi
othei piouucts to the customei. The following giaphic shows what a complete fulfillment
piocess entails:


Consiuei caiefully about hanuling youi own fulfillment neeus as youi time is too valuable to
spenu putting books in boxes. Look to Alphauiaphics to hanule this piocess foi you. 0sually
the costs can be passeu on to youi customeis in the foim of a "hanuling" fee.
Cornerstone #4: L-ma|| Market|ng

The piimaiy ueliveiable of the e-mail maiketing woikbook is a fiamewoik that will help you
implement an effective e-mail maiketing campaign.
Specifically, tbe workbook covers tbe following topics:
- 0sing e-mail as pait of youi maiketing plan
- Two types of e-mail campaigns to help you sell books
- Builuing quality e-mail lists
- Beploying effective e-mail campaigns
- Tiacking the effectiveness of youi e-mail campaigns
- Legal compliance issues
E-mail marketing is a foim of uiiect maiketing which uses electionic mail as a means of
communicating commeicial, funu-iaising oi othei messages to an auuience. In its bioauest
sense, eveiy e-mail sent to a potential oi cuiient customei coulu be consiueieu e-mail
maiketing.
However, tbe term is usually used to refer to:
- Senuing e-mails to impiove customei loyalty anu iepeat business with cuiient oi
pievious customeis
- Builuing a two-way communication channel with customeis to enhance the
ielationship a company has with its customeis
- Senuing e-mails to tuin piospects into customeis oi to encouiage cuiient customeis
to puichase something immeuiately
Biiect Naiketing Association
The e-mail maiketing woikbook intiouuces you to two basic campaigns: the "Piospects" anu
"Customeis" campaigns. When someone joins youi uatabase but hasn't puichaseu a piouuct
fiom you, he oi she is a Piospect. 0nce a Piospect buys youi book oi othei piouuct oi
seivice, heshe then becomes a Customei.
As piospects anu customeis have uiffeient neeus anu inteiest levels, they iequiie sepaiate
campaigns.
E-mail offers tbe following benefits wben marketing to tbese two groups:
rospects: Us|ng e-ma|| to I|nd New Customers
- Builu geneial awaieness foi youi book anu othei piouucts
- ueneiate new leaus. E-mails tenu to get passeu aiounu anu this cieates "Woiu-of-
Nouth" maiketing. As the e-mails have uiiect links to youi website, it is easy foi
people to click thiough to buy youi book.
- Social meuia sites senu automateu e-mails ieminuing people to check in

- Eveiyone has an e-mail auuiess anu they tenu to not be as piotective of theii e-mail
as with othei infoimation so e-mail can be youi piimaiy point of contact foi
communication with youi customeis
- Easy to use auto-iesponueis foi potential customeis to get them to puichase
Customers: Us|ng L-ma|| to 8u||d ke|at|onsh|ps w|th our Customers
- Foi people who aie tiuly inteiesteu in what you have to offei, e-mail is the most cost-
effective foim of maiketing communication
- E-mail is peimission baseu so the quality of customeis you engage with is high. If they
uo not want to heai fiom you they will leave.
- Keep youi cuiient customeis engageu. They can fill out suiveys, help you choose the
covei oi title of youi next book, etc.
- E-mail helps you to both up-sell anu cioss-sell new offeis to youi uatabase
- E-mail helps get moie people to offline events like book signings
- Allows you to be moie conveisational than mass auveitising channels
- E-mail is fastei anu cheapei than most othei foims of communication
The e-mail maiketing woikbook coveis each campaign anu how to incoipoiate e-mail into
youi multi-channel, cioss meuia maiketing campaign.

Chapter kecap
Step S coveieu the concept of sequencing youi maiketing to uevelop a complete multi-
channel, cioss meuia maiketing campaign.
Tbe four cornerstones of your marketing foundation are:
1. Social meuia maiketing
2. Publicity maiketing
S. Biiect selling
4. E-mail maiketing
Each of these tactics will uiive moie tiaffic to youi inteiactive website anu once people aie
on youi website you can captuie theii uata. Focusing on giowing youi uatabase in auuition
to selling books is a majoi concept of the Toke Your Book to Horket piogiam.
The woikbooks incluueu in youi kit covei each of these maiketing tactics in moie uetail.
While you can implement some of each of these tactics on youi own, you will want to foim a
suppoit team to help you.

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