Build New Business
The article addressed booksellers but I was instantly interested in the topic: Booksellers: Tips for Building New Business by Janet Switzer in the February 5th issue of Publishers Weekly. I knew Switzer's name associated with marketing Chicken Soup for the Soul.
While this article is addresses to booksellers, much of the information can easily be applied to writers--at least writers who are working at their craft more like a business than a hobby. Switzer is a skilled marketer who has sold millions of books. Next month she has a new McGraw-Hill book, Instant Income. Notice the planning that went into this article. It's targeted to a niche audience for Publishers Weekly and it appears immediately following one of the most read sections of the magazine (the various bestseller lists).
The online version of the article includes an active link at the end of the first paragraph along with this sentence: Switzer also has developed an entire book signing promotion kit for bookstores, at http://www.instantincomebooksigning.com/. I clicked the link and when I reached this landing page, I signed up for her Instant Income Book Promotion Kit. It is a fascinating study in a smart campaign with great tools for any retailer to use and promote her book which releases next month. Notice how each item in the package considers her audience (retailers) and is targeted to them with useful tools.
I've seen too many book authors not enter the process until too late or with too little energy. Then they are surprised with the lack luster sales results. It will take consistent work on your part--just like you've had to work at learning to write a book proposal or other parts of the writing business. I appreciated this post from John Jantsch, the author of Duct Tape Marketing who asks, "How Long Should It Take For My Marketing To Work?" It's not a one time event but something you work at for the long haul.
Let's return to Janet Switzer's article for the writer and I’m going to ask a few probing questions for you. Are you targeting your book proposal to a specific category and niche of buyer? Are you working to create media events around the launch of your books or your travel plans to other places? In Switzer's materials, she's open to scheduling a teleseminar for a "informative virtual booksigning." I'm sure she qualifies these teleseminars to make sure the audience is going to be substantial.
The other key points of her article can also be developed for writers with a little creative spin. Are you working to open new doors and build new business for your writing? It's more of a lifestyle mentality than a one time event.