| > | | | | 4. Getting and staying current. What's going on in |
| It's one thing to write a book, it's an entirely | | | | your industry today? What are some hot |
| different thing to write one that's a saleable, | | | | buttons? What are people looking for? What's |
| viable, marketable product. Ensuring the success | | | | next on the horizon for this topic/audience? If |
| of a book is something even the biggest | | | | you can't seem to gather this information through |
| publishers have never been able to guarantee. | | | | traditional channels, why not survey your target |
| Mitigating circumstances, flash trends, and world | | | | audience? There are a number of places to run |
| events will all affect buyer preferences. That said, | | | | free surveys, Survey Monkey is one of them: |
| there are still ways to leverage the sales-factor in | | | | 5. Follow the media. What's the media talking |
| your favor and here's how you do it. | | | | about these days (besides the California election |
| 1. Know your readers. We're not just talking about | | | | & Ben-lo)? Keep track of media buzz--what |
| whether your readers are male or female. You'll | | | | they're paying attention to and what they're |
| want to know myriad factors about your | | | | writing about. Delve beyond the front page of |
| audience. How old are your readers (age range)? | | | | your paper to the second or third page and see |
| Are readers married, single, or divorced? Where | | | | what's filling the pages. If you can get your hands |
| do your readers reader live (generally)? What do | | | | on out-of-state papers, do a comparative review. |
| your readers do for a living? What other books | | | | Do you see a trend in coverage? Is there |
| publications do they read? Develop a profile that | | | | something that seems to be getting more buzz |
| includes where they shop, what clubs do they | | | | even if it's on page six? |
| belong to, etc. | | | | 6. Talk, teach, listen. One of the best ways I've |
| These elements will help you incorporate these | | | | found to get in touch with my audience was to |
| aspects into your book *and* help you unearth | | | | teach a class and do speaking engagements. |
| salient marketing opportunities (i.e., publications and | | | | When I was putting together my book, Get |
| stores). | | | | Published Today, I found that the classes I taught |
| 2. Know your market. What's the market like for | | | | provided valuable information for creating a great |
| your book? Is there a trend out there you're | | | | book because they put me directly in touch with |
| positioning yourself towards. Are you reading all | | | | my audience! |
| the publications related to this topic rend? Are | | | | 7. Timing is everything. When do you plan to |
| there any "holes" out there your book could fill? | | | | release your tome? Are you releasing around a |
| What's the future for this market opic? For | | | | holiday or anniversary? Could you take advantage |
| example, let's say you're a fiction writer looking to | | | | of any upcoming event and/or holiday for your |
| publish chick lit. Go to any bookstore and you | | | | book launch? |
| can't help but spot the cutsie, pink, cartoonish | | | | Penny C. Sansevieri |
| covers. Many thought this trend was dying out, | | | | The Cliffhanger was published in June of 2000. |
| but it has recently seen another surge. What do | | | | After a strategic marketing campaign it quickly |
| you know about trends related to your book opic | | | | climbedthe ranks at to the #1 best selling book in |
| audience? | | | | San Diego. Her most recent book: No More |
| 3. Similar books. What else has been published on | | | | Rejections. Get Published Today! was released in |
| your topic? Have you read all ten books in your | | | | July of 2002 to rave reviews. Penny is a book |
| category? If you haven't, you should. You'll want | | | | marketing and media relations specialist. She also |
| to know everything you can about what's out | | | | coaches authors on projects, manuscripts and |
| there and how it's being perceived in the | | | | marketing plans and instructs a variety of |
| marketplace. It's never a problem having a similar | | | | coursing on publishing and promotion. To learn |
| topic. When I published No More Rejections - Get | | | | more about her books or her promotional |
| Published Today, I knew there were other books | | | | services, you can visit her web site at To |
| out there on marketing. I read them all--then | | | | subscribe to her free ezine, send a blank email to: |
| angled my book differently. | | | | Copyright 2004 Penny C. |