Book Marketing 101- Book Publicity for Authors -- Creating a Book Publicity Campaign

Publicity is that elusive thing that can make or break your book - in all sorts of ways! Learning to promote you and your book is something that can take a bit of "re-training" for most new authors (and many old-timers too). Publicity is really all about selling your idea (and you), but all too often the word "selling" brings up images of polyester clad used-car salesmen, telemarketers, and strong-arm sales strategies that do nothing but alienate your intended customer.

Nothing could be further from the truth.

True "salesmanship" is all about creating a deep connection with your intended reader or reviewer by providing unique, useful and rewarding information about your book. It's all about creating a relationship that you will both benefit from and to which you can return time and again. It's about creating the awareness that you are an EXPERT about the topic of your book.

Book Marketing 101- Book Publicity for Authors -- Creating a Book Publicity Campaign

Good publicity is also regular and consistent publicity - there really is no such thing as an overnight success. Remember that you never know who is reading or listening -- it just might have been someone who could lead you to bigger and better things.

Here's some ways to create a great relationship with the editors and reporters that can provide your book the long term exposure it needs to succeed:

1) It's ALL about your intended audience - and very little about you. You might be brilliant, but the editor only cares about their audience. As a matter of fact, more often than not if you come across as thinking you are too wonderful, you'll most likely turn out to be a turn off to the editor or reporter. This is where "blanket" press releases that go to thousands of outlets fail - they typically focus on you the author, and unless you are already a household name, guess what? No one cares.

You MUST tailor your release to the intended audience - and it must be unique. Focus on the benefits you will provide their audience. Think about the publication or program you are trying to approach - what do they provide to their audience and does your book contribute to their goals? Don't under any circumstances make your pitch sound like an ad for your book - if you have a good fit, and have good information inside your book, then it will generate interest in the book. The goal here is to make the editors, reporters, and audience understand that you are an expert on your topic, and that your book contains lots of good information - by PRESENTING some of the information... not by TELLING them you are an expert.

2) Target your pitch. Be confident knowing that reporters and editors have lots of need for information. But also understand the one of the quickest ways to get rejected is to pitch the wrong person - you'll waste both of your time (and probably annoy the editor or reporter) - do you homework and find out who is the correct contact for your book. Once you've found the right person - ask them what they want. Only pitch your idea if it's a fit. Be sure to respect his or her time - everyone in the media industry works on unbelievably tight deadlines. Ask if they are under a deadline and if so, could you call back at a better time.

Be short, sweet, and to the point - which means get to the point quickly. The audience will eventually want more detail than the reporter or editor - but for your reviewer, be able to sum up your book in 30 seconds or less. "Talk less, listen more" - let the editor or reporter drive the conversation after you have them interested. They will have specific needs and questions - so stop talking and answer them explicitly.

3) Approach ALL types and sizes of publications and media. Don't be afraid to contact the "big guys" and don't neglect the smaller ones. Any one in the media has to aggressively pursue getting new and fresh content for their shows, magazines, and newspapers. This is especially true of anyone who needs to fill space on a daily basis. They are almost always on the search for people who can present information on exciting and interesting topics and trends. The biggest outlets are always on the search for an unknown that they can highlight.

The smaller journals and outlets often have a very focused and influential audience - and you never know who might be reading them or listening to their show . The smaller publications can also be "gateways" into the larger ones . Almost every single size of publication has value in your publicity campaign. Your chances of getting into smaller publications is probably higher than the larger ones, so set your time and effort accordingly.

4) Treat your contacts with unfailing respect and politeness. Yes, you are very busy - you might even be far busier than the publicist or producer that you are trying to approach. But you need them to help you out - and being constantly aware that they are very busy themselves will keep you focused on getting your materials to them in a timely manner. Never ever be late in submitting materials for a review or interview.

5) Understand that publicity isn't a "one shot success" effort. It is all about sustained and consistent awareness of your product. Marketing research indicates that a consumer will need to see your name about 7 times before they will remember it. Try to keep your interviews and reviews spaced out a little bit - frequency and consistency are critical. Don't ever let up on your publicity campaigns - even the most successful product lines in the world (think Nike and McDonalds) continue to consistently spend millions on awareness campaigns for their products. Very rarely is anyone an "overnight success" - even the best-selling authors spent years building their reputations.

Follow these 5 steps while conducting your publicity campaigns, and your level of success will be far greater than those who have either ignored or never learned these basic steps.

If you like this information (and found it helpful) please feel free to post it on your site, put it in a blog, toss it in your newsletter, or in general spread it around. Please just give us credit here at www.dogearpublishing.net

May you have success in your creative efforts!

Book Marketing 101- Book Publicity for Authors -- Creating a Book Publicity Campaign
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Ray Robinson is a partner in Dog Ear Publishing http://www.dogearpublishing.net a self publishing services company specializing in delivering "high touch" services to the author community. His company provides a full range of services to authors, from editorial to page layout to marketing and fulfillment.

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Article Writing & Copywriting Secret - How To Make Your Article TITLE Sell

Most authors are wasting their time producing dozens to hundreds of high quality articles that never reach a fraction of their traffic potential. It's a darn shame.

When I review the behind-the-scenes traffic statistics on millions of articles that have produced millions of monthly page views in my article content lab...ONE thing is clear: All articles are not created equal even when everything about them is identical except for the TITLE.

The reason is probably not what you think.

Article Writing & Copywriting Secret - How To Make Your Article TITLE Sell

If you've been schooled on traditional copywriting, you know that in the offline world, the headline determines as much as 95% of the success of the book or article. This statistic takes into consideration what makes the book title successful: Whether a human buys it or not.

Article Writing on the Internet is a whole different story because of the way your articles reach humans who have an interest in them.

MYTH: Most people will read your articles because they came to a website and started browsing just like they do if they were to have gone to a local book store to find a book of personal interest.

FACT: Wrong! Most people will search the Internet using one of the major search engines and they will be putting in between 1 to 5 keywords that are related to the topic of the article or information they are looking to locate. The search engines will then deliver results that best match the human's interest.

YOUR GOAL: To have your articles show up in the search engine results for the keywords and topics that are most related to the content of your article.

HOW?

You must embrace this TITLE creation & traffic-building truth:

The first 3-5 words of your TITLE determine the success of your article in terms of how much traffic your article will generate back to your website. Success can only be had when you create keyword rich titles for your articles that match the most commonly searched keywords for your topic.

How to determine which keywords are rich and the right ones to use for your article?

You'll need a keyword research tool. Some are free and some are fee-based. Overture.com has a popular keyword research tool that shows you the most common search results from the Yahoo search engines directory. If you want to see what's on "Google's Mind" you can try one of their current beta tools called "Google Suggest":
http://www.google.com/webhp?hl=en&complete=1

Whether you use a web-based keyword research tool or invest in one of the more advanced application level software keyword research tools, it's critical that you learn know how to do keyword research.

A "Good" vs. "Bad" TITLE Example:

Here is an example of the difference between a non-keyword rich TITLE vs. a very keyword rich TITLE that is proven to perform better in terms of traffic creation:

Bad TITLE Example:

"Top 9 Ways You Can Acquire Fractional Jet Ownership"

Excellent Keyword Rich Title Example:

Fractional Jet Ownership - 9 Strategies to Help You Acquire Your Private Jet

Why is it more effective?

Because it does not waste the first 3 words of the title with meaningless garbage words like "top" or the number "9" or "ways"...and gets right to the important words that might be found when someone is using a search engine to research a topic related to your article.

You'll also notice in my example that I included the word "Private" Jet. Why? Because my keyword research said that people who search for fractional jet also search for the word "private jet" and therefore I wanted to boost the chances that my title would be found by a larger number of potential visitors to the article.

Two recommendations on what NOT to do:

1) Don't include garbage characters in your TITLE such as quotes, tildes, asterisks or anything else that a search engines has to work hard to discard in order to understand the TITLE of your article.

2) Do not engage in any search engine spam technique by having keyword rich TITLES that have nothing to do with the topic of your article. You'll only be hurting yourself as the search engines already aggressively filter out bad behavior like this.

YOUR INTELLIGENT KEYWORD RICH TITLE COPYWRITING CONCLUSION:

If you want to maximize your results from any article writing strategy, you must master keyword research so that you can create keyword rich and intelligent article TITLES. Your pay off will be massive amounts of traffic to your articles and website thanks to the search engines who love smart keyword rich TITLES!

Article Writing & Copywriting Secret - How To Make Your Article TITLE Sell
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Christopher M. Knight invites you to submit your best quality original articles for massive exposure to the high-traffic http://EzineArticles.com/ expert author community. When you submit your articles to EzineArticles.com, your articles will be picked up by ezine publishers who will reprint your articles with your content and links intact giving you traffic surges to help you increase your sales. To submit your article, setup a membership account today: http://EzineArticles.com/submit/

(c) Copyright - Christopher M. Knight. All Rights Reserved Worldwide.

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4Ps & 6Ps - Marketing Mix

Marketing mix is one of the major concepts of marketing. According to the traditional base, there are 4Ps of marketing. These are referred to as the marketing mix. But in the modern use of the term, many more Ps have been coined. People have found six, seven even eleven Ps of marketing. In this article we will talk about the 4Ps and 6Ps.

Four Ps

The four Ps of marketing mix consist of Product, Price, Place and Promotion. Product means the thing that you are selling. It can also be a service like the tourism industry.

4Ps & 6Ps - Marketing Mix

Price means the rate at which the product is being sold. A number of factors are involved in determining the price of a product. These include competition, market share, product identity, material costs and the value customers perceive of a product. In fact prices are also determined by competitor's products. If the competitors have the same product, then the price of a product will go down.

Place refers to the real or virtual place from where a product can be bought by a consumer. Another name used for place is called "distribution channel". Promotion is the way that a product will be communicated to the general public. There are four distinct ways in which this might be done- 'point of sale', 'word of mouth', public relations and advertising.

Somewhere down the line people felt that four Ps were not enough for marketing mix. It had to face a lot of criticism mainly on the grounds that it was extremely product focused. This was not enough for the economy which is based a lot on services as well nowadays.

Another criticism that marketing mix has to face is that it does not have a 'purpose'. So it should be looked upon as a tool that sets marketing strategy. Another criticism of marketing mix is that it does not discuss customers. This is why the concept of Six Ps of Marketing mix has achieved relevance.

Six Ps

The six Ps contain all the four Ps of marketing - product, price, place and promotion. In addition, it contains, two new Ps, namely People and Performance.

People include the potential and current customers of the business and how they make their purchase decisions. Market segmentation is also a part of this. It contains the features of market segmentation and the most attractive segments of this market.

The next P is Performance. This implies the performance of the business. The financial and strategic objectives of the business are dealt with here. It is also seen whether these objectives are achievable and realistic or not. The metrics of financial performance are also seen and appropriated in this division.

The six Ps of marketing mix help to overcome the criticisms of the four Ps. Hence the 6Ps serve to be a better alternative as compared to the 4Ps of marketing mix.

4Ps & 6Ps - Marketing Mix
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more articles at CITYOFMARKETING.COM [http://cityofmarketing.com].

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SWOT Analysis -- Strengths, Weaknesses, Opportunities, and Threats

When conducting strategic planning for any company -- online and/or offline -- it is useful to complete an analysis that takes into account not only your own business, but your competitors' activities and current industry happenings as well. A SWOT is one such analysis.

Completing a SWOT analysis helps you identify ways to minimize the affect of weaknesses in your business while maximizing your strengths. Ideally, you will match your strengths against market opportunities that result from voids in your competitors' products and/or services.

Traditionally, a SWOT confines strengths and weaknesses to your company's internal workings while opportunities and threats refer only to the external environment. Here, I suggest a twist to the "text book" approach. To get a better look at the big picture, consider both internal *and* external forces when uncovering opportunities and threats.

SWOT Analysis -- Strengths, Weaknesses, Opportunities, and Threats

A Basic SWOT Analysis

You can develop the basic analysis in a brainstorming session with members of your company, or by yourself if you are a one-person shop. To begin the analysis create a four- cell grid or four lists, one for each component:

| Strengths | Weaknesses | Opportunities | Threats |

Then, begin filling in the lists.

Strengths. Think about what your company does well. Some questions to help you get started are: What makes you stand out from your competitors? What advantages do you have over other businesses?

Weaknesses. List the areas that are a struggle for your company. Some questions to help you get started are: What do your customers complain about? What are the unmet needs of your sales force?

Opportunities. Traditionally, a SWOT looks only at the external environment for opportunities. I suggest you look externally for areas your competitors are not fully covering, then go a step further and think how to match these to your internal strengths.

Try to uncover areas where your strengths are not being fully utilized. Are there emerging trends that fit with your company's strengths? Is there a product/service area that others have not yet covered?

Threats. As with opportunities, threats in a traditional SWOT analysis are considered an external force. By looking both inside and outside of your company for things that could damage your business, however, you may be better able to see the big picture.

Some questions to get you started: Are your competitors becoming stronger? Are there emerging trends that amplify one of your weaknesses? Do you see other external threats to your company's success? Internally, do you have financial, development, or other problems?

Expanded SWOT Analysis

You can take an additional step beyond a traditional "text book" SWOT analysis by delving deeper into industry dynamics. A more in-depth SWOT analysis can help you better understand your company's competitive situation.

One way to step beyond a traditional SWOT analysis is to include more detailed competitor information in the analysis. Note Internet-related activities such as trade organization participation, search engine inclusion, and outside links to the sites. This will better help you spot opportunities for and threats to your company.

You can also take a closer look at the business environment. Often, opportunities arise as a result of a changing business environment. Some examples are:

A new trend develops for which demand outstrips the supply of quality options. Early on, the trend toward healthy eating coupled with an insistence on good-tasting food produced a shortage of acceptable natural food alternatives, for example.

A customer segment is becoming more predominant, but their specific needs are not being fully met by your competitors. The U.S. Hispanic population experienced this phenomenon in the late 1990's and early 2000's.

A customer, competitor, or supplier goes out of business or merges with another company. With the demise of many pure- play "dot coms", examples of this abound. As each went out of business, opportunities arise to gain the defunct business' customers.

You can also expand the reach of a SWOT analysis through surveys. You can learn more about your own as well as competitor's sites and businesses. Areas to consider researching include 1) customer awareness, interest, trial, and usage levels, 2) brand, site, and/or company image, 3) importance of different site or product attributes to your customers, and 4) product and/or site performance.

Whether using a basic or more advanced approach to SWOT analysis, you are sure to come away with newfound insights. Use these to increase your company's effectiveness and as input into your business or marketing plan.

SWOT Analysis -- Strengths, Weaknesses, Opportunities, and Threats
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Bobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network http://www.WebSiteMarketingPlan.com and author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business," ( [http://www.HowMuchForSpider.com/TOC.htm] ).

Copyright 2002, 2004 Bobette Kyle. All rights reserved.

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Cost Of Publishing a Book - Evaluating the Costs Associated With Book Publishing

Many aspiring authors don't understand the real cost of publishing a book. Most people think you can just write your novel, get someone to edit it for a few dollars, and get it published through a self-publishing company. The truth is that there are many other costs associated with book publishing that you need to calculate if you want to have a successful launch.

In today's digital age, there are many new ways to promote your products. The first cost associated with printing your own book is the time associated with writing the book. How much time do you want to spend writing everything? What is your opportunity cost? If you write a book and have a business, will your business lose money while you are away writing it? Do you have time to write your book? It is very difficult to write this when you are working 60 hours a week and have young children at home. Don't neglect your family time while you are writing your book. When you are determining the cost of publishing a book, you will need to calculate the costs of designing a front cover for your new book. Most authors are not graphic designers, so this is a cost that you should calculate in your publishing expenses. They say that you should never judge a book by its cover, but the truth is that people will judge it by the cover. The front cover is the first impression people get when they see your book. A great front cover could increase sales of your book. A bad cover implies your book is cheap or not worth reading.

The upfront cost of publishing a book is also influenced by many smaller factors. You should definitely pay a professional editor to review your book. No one is going to take your book seriously if there are lots of spelling and grammar errors in your work. Good editors are going to cost you money, but a great editor is worth every penny.

Cost Of Publishing a Book - Evaluating the Costs Associated With Book Publishing

The cost of publishing a book is often underestimated when it comes to marketing. You should spend a lot of time and money in marketing your book. Do not assume people are just going to buy it. If you are not someone who is already well known, you need to consider spending money on advertising costs.

There are many ways to advertise your book. If you are writing a Christian book, you could publish it through a Christian self-publishing company. Self-publishing companies have the expertise to advertise your book in places where you can get the most exposure. They can advertise it on various online websites, and they have the clout to get your book in traditional bookstores too. You could advertise your work on various online niche forums that are related to your book. If you have written a novel, there are various websites where you can share your novel with other readers. Most people never sell many copies of their book because they don't understand the power of advertising. The largest cost of publishing a book should be your advertising and marketing expenses.

Cost Of Publishing a Book - Evaluating the Costs Associated With Book Publishing
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How to Write a Book Using a Simple Template

There are many strategies to writing a book. You can sit down at your desk and just begin writing. This works well for very few people because at some point in the writing process - you could be halfway through the book before this happens - you are going to hit a roadblock and not know how to continue. Worse, you can lose track of your focus quite easily and go off on tangents that have absolutely no relevance with the rest of the chapter you are working on.

Another frequent writing approach is to jot down a few ideas, maybe even a list of chapters and their subject matter and to start writing. This can actually be worse than writing without any structure because you end up with very large chapters of more than 50 pages and then extremely small chapters of only a couple pages. That does not make sense and it does not result in a book that reads or flows well.

A better way to write your book, albeit still not the easiest way, is to draft an outline. I know, an outline feels too structured for many writers. Please bear with me. Writing an outline, a detailed outline, will not only help you organize your thoughts in a clear and concise manner, it will create a better book. Your book, when organized in an outline will be balanced. You would not have 50 page chapters and 5 page chapters, you will have equal chapters, they will all have a point, and you would not be as likely to go off on tangents.

How to Write a Book Using a Simple Template

Additionally, when you use an outline, your book will be written faster because you can approach it in a systematic way.

Now we are going to talk about the easiest approach to writing a book using a template or blueprint. The secret to this is that you are going to create much of the blueprint yourself. Why? Because only you know exactly what needs to be contained in your book. Here is the template part ready?

Remember the outline that we discussed? Go ahead and write that outline but make sure you have 1 chapter for every 10 pages of content. This means if you have a section you think will take 20 pages; find a way to break it into two parts. Now create 20 chapters if you want a 200 page book, 30 chapter titles if you want a 300 page book and so on. There is more...

Under each chapter title, you will want to create 10 points you want to express in your chapter. Each point will cover approximately one page, maybe a little more and maybe a little less but you will end up with 10 pages for each chapter.

Why does this work? It gives you a clear structure to write, so when you are not feeling up to it you really do not have any excuse to not get at least one page done. It also makes it really easy to write your book. Simply turn each point into a question, sit down and answer it. You will have your page written in less than five minutes... really! This means that if it takes you 5 minutes to write a page, you could write a chapter each day, right? That would mean you could have your 20 chapter book, your 200 page book, written in 20 days. Now that is fast and that is why using a template works so well.

How to Write a Book Using a Simple Template
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How To Make A 6 Figure Income Writing & Publishing Your Own Book
Go To: Become A Writer

Bob Burnham
Entrepreneur, Consultant and # 1 Amazon Best Selling Author of "101 Reasons Why You Must Write A Book"

For Information on How to Write and Publish your Own Book go to Expert Author - http://www.expertauthorpublishing.com
Read More On: How To Write A Book

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Marketing Strategy: 7 Steps to Market Segmentation

Market segmentation is widely defined as being a complex process consisting in two main phases:

- identification of broad, large markets

- segmentation of these markets in order to select the most appropriate target markets and develop Marketing mixes accordingly.

Marketing Strategy: 7 Steps to Market Segmentation

Everyone within the Marketing world knows and speaks of segmentation yet not many truly understand its underlying mechanics, thus failure is just around the corner. What causes this? It has been documented that most marketers fail the segmentation exam and start with a narrow mind and a bunch of misconceptions such as "all teenagers are rebels", "all elderly women buy the same cosmetics brands" and so on. There are many dimensions to be considered, and uncovering them is certainly an exercise of creativity.

The most widely employed model of market segmentation comprises 7 steps, each of them designed to encourage the marketer to come with a creative approach.

STEP 1: Identify and name the broad market

You have to have figured out by this moment what broad market your business aims at. If your company is already on a market, this can be a starting point; more options are available for a new business but resources would normally be a little limited.

The biggest challenge is to find the right balance for your business: use your experience, knowledge and common sense to estimate if the market you have just identified earlier is not too narrow or too broad for you.

STEP 2: Identify and make an inventory of potential customers' needs

This step pushes the creativity challenge even farther, since it can be compared to a brainstorming session.

What you have to figure out is what needs the consumers from the broad market identified earlier might have. The more possible needs you can come up with, the better.

Got yourself stuck in this stage of segmentation? Try to put yourself into the shoes of your potential customers: why would they buy your product, what could possibly trigger a buying decision? Answering these questions can help you list most needs of potential customers on a given product market.

STEP 3: Formulate narrower markets

McCarthy and Perreault suggest forming sub-markets around what you would call your "typical customer", then aggregate similar people into this segment, on the condition to be able to satisfy their needs using the same Marketing mix.
Start building a column with dimensions of the major need you try to cover: this will make it easier for you to decide if a given person should be included in the first segment or you should form a new segment. Also create a list of people-related features, demographics included, for each narrow market you form - a further step will ask you to name them.

There is no exact formula on how to form narrow markets: use your best judgement and experience. Do not avoid asking opinions even from non-Marketing professionals, as different people can have different opinions and you can usually count on at least those items most people agree on.

STEP 4: Identify the determining dimensions
Carefully review the list resulted form the previous step. You should have by now a list of need dimensions for each market segment: try to identify those that carry a determining power.

Reviewing the needs and attitudes of those you included within each market segment can help you figure out the determining dimensions.

STEP 5: Name possible segment markets
You have identified the determining dimensions of your market segments, now review them one by one and give them an appropriate name.

A good way of naming these markets is to rely on the most important determining dimension.

STEP 6: Evaluate the behavior of market segments

Once you are done naming each market segment, allow time to consider what other aspects you know about them. It is important for a marketer to understand market behavior and what triggers it. You might notice that, while most segments have similar needs, they're still different needs: understanding the difference and acting upon it is the key to achieve success using competitive offerings.

STEP 7: Estimate the size of each market segment

Each segment identified, named and studied during the previous stages should finally be given an estimate size, even if, for lack of data, it is only a rough estimate.

Estimates of market segments will come in handy later, by offering a support for sales forecasts and help plan the Marketing mix: the more data we can gather at this moment, the easier further planning and strategy will be.

These were the steps to segment a market, briefly presented. If performed correctly and thoroughly, you should now be able to have a glimpse of how to build Marketing mixes for each market segment.

This 7 steps approach to market segmentation is very simple and practical and works for most marketers. However, if you are curious about other methods and want to experiment, you should take a look at computer-aided techniques, such as clustering and positioning.

Marketing Strategy: 7 Steps to Market Segmentation
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Otilia Otlacan is a young certified professional with expertise in e-Marketing and e-Business, currently working as independent consultant and e-publisher. She developed and teach her own online course in Principles of e-Marketing and is also a volunteer Economics teacher. Contact Otilia through TeaWithEdge.com, her e-Marketing articles and resources portal.

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