Sample Marketing Plan Outline

This guide will provide a general outline of things you may want to consider including in a book’s marketing plan, should you choose to complete one. A marketing plan is a great tool to give to a reviewer, manager, blogger, media outlet, or anyone else who might request additional details about your book. A few basics you’ll want to include:

• Your defined goals • Book basics (title, description, categories, keywords) • Details (trim size, pages/word count, available formats) • ISBN & pricing for each format available • Publication date (when your book first became available for purchase) • Retailers/Distributor (where your book is available) • Promotion strategies you are considering

Introduction/Summary This section should be a brief summary of more detailed information in your marketing plan. If it makes things easier, write this section last. Remember this is just the introduction, so there is no need to go overboard here. • Describe your book. • Describe current book market conditions. • Briefly summarize your target buyers and readers/audience. • Briefly summarize your goals or objectives for your book. • Summarize your marketing plan for your book. Ask yourself, “What are my goals as an author?” (Do you want to publish a series? Get your book noticed on blogs? Get additional press for your book? Increase audience?) Your marketing strategy will depend on your goals.

Your Target Market This section should describe the ideal buyers of your book. • What are the demographics of your ideal readers (age, gender, education, location, etc.)? • What are the primary needs of your target audience (and how does your book satisfy those needs)? • What factors and emotions are likely to influence buying decisions within your target audience? You will want your marketing messages to appeal to those factors and emotions.

Market Analysis This section is where you explore larger market trends and issues that could influence your book sales. • What are some of the critical issues you might face in reaching readers with your book? • What are your keys to success (where do you have the greatest opportunity to succeed)? • What distribution channels will you use? (All Page Publishing authors utilize Ingram as their means of distribution, which is a great selling point.)

Competitive Analysis This section of your marketing plan is where you evaluate the competition. • Who is your competition? • Is your book priced competitively in comparison to others in the market? • How is the competition promoting and distributing their books? • What are your competitors doing well, or better than you? • Where are your competitors struggling (where can you do better than them)?

Marketing Objectives This section is where you want to list your marketing goals or objectives. Feel free to add to the sample list below, but these should help get you started: • How many books do you want to sell? (In your first month, 3 months, 6 months, a year, etc.) • How many royalties do you have to earn to be profitable (to cover the cost of the project), and by when do you want to hit that target? • How many reviews would you like, and by when?

Marketing Strategy – The 4 Ps of Marketing PRODUCT: Provide a description of your book (blurb) as well as a physical description (page count, b/w interior vs. color interior, dimensions, formats, etc.). PRICE: What is your book’s retail price? Will you offer discounts or sales from time to time? PROMOTION: Summarize key marketing tactics/tools (focus on public events/signings, social media, etc.). PLACEMENT: What specific marketplaces will carry your book? Will you sell directly in-person too? Where? In other words, how and where will your book be accessible to readers?

Marketing Tactics/Action Plan This section is where you get into the detailed aspects of meeting your goals. List all specific marketing tactics, tools, or actions that will help you successfully execute your plan. • What print tactics will you use (will you use bookmarks, business cards, sell sheets, posters, etc.)? • Will you use speaking engagements or book signings to promote your book? • What about webinars or online courses (if applicable)? • What social networks will you use, and what will you do to promote your books on each of them?