“I guarantee a debut novelist WITH a marketing plan is much more impressive than a debut novelist without.” ~Amanda Luedeke, literary agent
Melissa Tagg here. Before we get started today, I have to confess that I began a blog series about proposal marketing plans here at MBT months ago. But then I was hit by deadline after deadline and, let’s face it, I kinda fell apart organization-wise. Which happens at some point or another to most authors, I would guess. At least that’s what I tell myself to make me feel better. 🙂
But we’re going to give this important topic another go starting now. Today and for a few weeks to come, I’d like to talk about the components of the marketing plan you include in your novel’s proposal. And make no mistake, you NEED to include one.
Here’s the thing about marketing plans: It’s easy to mumble and grumble about how we’re writers and we shouldn’t have to worry about this marketing / platform / numbers stuff. But little hint: Complaining is a waste of time.
The fact is, agents and publishers are looking not just at our writing, but at us. And if they’ve got three or four equally stellar proposals representing equally amazing books sitting in front of them, then it’s practically a certainty that at the end of the day, if they can only choose one, they’ll pick the author with the best platform and the best marketing plan.
In other words, they’re going to go with the author who is willing to work the hardest…not just at the writing of the book, but at the marketing of it.
As fiction authors, it’s hard to build a great platform when we’re pre-published, but that doesn’t mean we can’t WOW agents and editors with our marketing expertise. Which is why I’m all about creating a marketing plan that goes beyond a few paragraphs about social media numbers and actually presents a solid marketing strategy that lets your prospective agent or publisher know you mean business.
So for my next five posts, we’re going to look at the various components of a good marketing plan. The goal is to put together a plan that isn’t just impressive—but doable. That reflects both your book and your personality. And that proves you truly want to partner with the publisher when it comes to getting your book out there.
If you follow along and maybe even do the work as we go, by the end you just might find yourself with a robust plan of your own. The pieces we’ll be discussing include:
Media
Speaking Engagements
Internet Presence (social media, website, blog tours, web appearances)
Libraries
Launch Team
Cross-promotional opportunities
Book-signing and Events
Printed Materials
Bonus Material
Endorsements
For now, since I’ve gotten a bit long-winded today, I’ll leave you with some thoughts from both an agent and an editor on why marketing plans matter:
Amanda Luedeke, literary agent with MacGregor Literary
“Fiction authors rarely include a marketing plan. The ones who do really stand out. Even if an author doesn’t have much of a platform to work with, by having a marketing plan they’re showing that they aren’t just in this to write stories. They’re showing that they’ve thought about ways to leverage what small platform they do have, and that they understand the way the industry works. They’re also showing their marketing creativity. I guarantee a debut novelist WITH a marketing plan is much more impressive than a debut novelist without.”
Raela Schoenherr, fiction acquisitions editor with Bethany House Publishers
“An author who is savvy enough to know that they should be brainstorming marketing ideas is an author who cares enough about being published to have researched the industry and the expectations of being published. Authors who are ready to dive right in to do what they can to market their books from the get-go are appealing because they’re taking ownership for that aspect of their career. Of course, we don’t have expectations that every author will be involved in every form of social media or that they’ll do every possible kind of marketing out there and our goal is always to support and partner with authors on what they’re doing while we also pursue our own marketing strategies, but it’s helpful to know that an author is already aware of this partnership and has her own ideas on how to do her part. If there’s a project I have fallen in love with and see really strong potential for, a less-developed marketing plan likely wouldn’t hold me back from pursuing the project. But an author whose writing I love, who has a high-potential story idea, AND who has a thoughtful, creative marketing plan makes it that much easier for me to pitch that author to the Publishing Board.”
Join us in two weeks as we look at the first two components of an awesome marketing plan–media and speaking engagements.
Until then, do you have any early questions about building a novel proposal’s marketing plan?
Comments 4
Thanks for tackling this subject. I am a tween fantasy writer but my platform is broad enough to reach into moms groups, MOPS and I’ve been advised to approach the military market. What is the best way to research blogging opportunities for tween/teen on line resources, Moms groups, military families, disaster support groups (we are survivors), bullying forums. I am branded well but want to explore using these resources more fully. Thank you!
Author
Ooh, great question. Honestly, I think the best place to start researching those kinds of opportunities is simply to Google. Google, for instance, “Mom blogs” and start reading. Identify those that really pique your interest, have a broad readership and the kicker, the ones who welcome guest posts. A lot of times bloggers are hungry for guest posters–it’s one less piece they have to write. So if you find a blog that seems to frequently have guest posts, then I’d look for a contact button and shoot the blog owner a message…same for military families, disaster support groups, etc. Also, I’d suggest becoming active on blogs you’d be interested in guest-posting on. Leave comments, get to know some of the other frequent commenters…simply become a part of that community. The more recognizable your name becomes on those blogs, the more chances you’ll have of a) landing a guest posting spot and b) drawing people to YOUR website/blog/books. 🙂
I hope this is somewhat helpful!
Do you have tips for unpublished authors? A lot of advice isn’t applicable to me (and a lot of writers like me) because 1. we don’t have a book to promote yet, and 2. we don’t write about history or cooking or anything like that, so we can’t become recognized experts on a topic. I do have a blog where I write about God, but ever after doing a lot of guest posts, its reach is limited.
Any thoughts?
Author
Oh yes, good question! It can be tough to think about and attempt to market when you’re pre-published because, well, there’s not a book to market yet. But what can you market? YOU. 🙂 And honestly, marketing you is actually a better long-term strategy than solely focusing on one book anyway…because our real goal is to get readers to follow and like US so they keep buying all our books…not just the one we happen to be marketing at the moment.
So I would say, think about the things that make you and your writing unique. Think about your personality and what you bring to the table. What makes you interesting and fun and someone people want to engage with? Are you funny? Insightful? Do you have special interests that will click with others? What kind of writing do you do and how can you play off that?
By way of example, when I was pre-published I really struggled to know what to blog about because, like you, I didn’t have a niche–nothing I could be an expert in. But along the way I realized that I loved writing random posts that made people laugh. They didn’t have much point, but they made people laugh…so I let myself have fun with that and steadily, my blog gained a bigger audience. I discovered what made me unique and I went with it. You might try asking close friends or family members, what they think of when they think of you…what things make you unique…and then play off those things. For instance, I love classic movies…love em and they end playing a role in all my books. So I made that part of my marketing strategy…I’ve done blog posts, vlogs, podcasts, you name it, all having to do with classic movies. It helps tie me, my personality and my writing all together.
As far as extending your blog’s reach, things like visiting other people’s blogs and leaving comments can be helpful. In general, I think it’s harder and harder to grow a blog because, well, there are so many of them these days and people are busy. You mentioned guest posts–have you guested on other people’s blogs or have you had others come guest on yours? Both of those can be really helpful.
But blogging doesn’t have to be your main focus. I’d also suggest picking your favorite social media platform or two and putting your focus there. Don’t just post things on your own page, but find people with common interests and connect with them. It’s a slow process, but it’s possible to really see your engagement grow with effort.
And then I’d also say, really work hard on creating an awesome marketing plan for the book you (I’m guessing) eventually plan to propose to agents or publishers. It’s your way of saying to the publisher, here’s where I’m at now…but here are all the things I’m going to do when you contract me. 🙂 It’s showing that you’re forward thinking.