How to: Make a Sound Marketing Plan

Happy Monday, good people of the blogosphere! Today, I'm going to talk about that thing we all hate the most (besides blurb writing), marketing. Scary word, eh? It's not when you get into the nuts and bolts of it all. Why? I'll tell you below. So, grab your drink of choice (yes, it's too early for those drinks), and let's get going!

Let's begin with timing.
I always hear folks asking when the best time is to start marketing. Ideally, it's a year out, but who writes a book and waits a year to publish it nowadays? Not me.
You can start six months out, three months out, or one month out, depending on what kind of traffic you're wanting to get.
A six month plan would include teasers and things being shared that far out first. Get people excited about the release so they're foaming at the mouth by the time the book hits the shelves.
My last successful Facebook event, and my bestselling book on release, was planned six months before the book went live. I had over 1k attendees, and a ton of interaction leading up to the release day. It was a LOT of work, but the results were well worth it.
Will I ever start that far out again? I'm not sure. I think a lot of folks were weary of hearing about the book by the time it went live. Do what works best for you. You'll have to test things, play around with dates, and dive in head-first if you want to see results. A failure is just a learning opportunity, after all.

ARC reviewers.
Start looking for them at least three months out, and deliver the book at least a month (some prefer two) ahead of time. They need those hours to get your book read. Why? Well, they have lives, too.
A gentle reminder sent two weeks out is best for getting follow-through.
Sign up more of these than you need reviews. Not everyone will do what they say.
Protect yourself! I give some handy hints on how to nail a pirate here.

Finding your audience.
Let's be honest, my horror and thriller books have a MUCH different audience than my historical fiction or fantasy novels. While some may cross over, chances are most of them won't. I've found my target thriller audience, and I love them to pieces. None of them read other genres. So, where the folks who read erotica hang out, you likely won't have good luck with a gory horror novel.
Where are they hiding? Keep looking. You'll find them!

Cross promotion.
This goes hand-in-hand with the item directly above. Find authors who write in the same genre to do this with. Backmatter inclusions in a YA sci-fi novel of your NA contemporary romance won't do jack. Ask those authors in your genre to also share your stuff on their pages.
RETURN THE FAVOR. Put their previews in YOUR book and share on YOUR page, too. I cannot stress this enough. Be sure and get it all out there a good month in advance.

Now that you have all the things you need to think about, make a list. Start however far out you want, but remember to include tasks and dates for each of the above. Don't rely on social media alone. Go where the readers of your genre are and interact (organically--not just "buy my book" posts).

A sound marketing plan might look like this (you should've already found your readers by this point):
24 Weeks out -

• Schedule author interviews with blogs
• Start posting to social media about what's coming
• Blog about writing the book
• Schedule Facebook party 
• Make a landing page for the book on your website

16 Weeks out -

• Finalize list of bloggers willing to help (yeah, they schedule way ahead of time)
• Add the book to Goodreads with a release date
• Find ARC reviewers

8 Weeks out -

• Have cover designed
• Order swag and vehicle imagery (I drive around ATL with huge magnets on my car)
• Contact radio station and local papers
• Contact authors in your genre willing to swap materials

6 Weeks out -

• Send book to ARC reviewers
• Send book to editor
• Schedule other marketing venues (I love NetGalley)

4 Weeks out -

• Prep posts and send HTML to bloggers
• Get book formatted and print book ready to upload

and so on.

Keep up with this stuff in something like Asana, so you get emails to remind you what's about to happen or what needs doing. I wrote a post on navigating that platform here.

What do you think? Have anything to add? Questions?

Well, that's all for today, folks! Until next time, WRITE ON!

Jo

PA vs PR vs MA - What's the Difference and Why it Matters

Happy Friday, everyone! Well, today's post is going to be a long one, so strap in and get ready to go! Today, I'm talking about Personal Assistant vs Public Relations vs Marketing Assistant. Yes, there's a difference, and not a lot of folks know what it is.

Personal Assistant: A secretary or administrative assistant working exclusively for one particular person.
Basically, this person is there to keep you on track, schedule things for you, and remind you when you have something coming. They handle what you can't. Think of a CEO and his secretary. Those are the things this person does for you.
Average cost (for authors): $150 per month 
 
Public Relations: Is the practice of managing the spread of information between an individual or an organization (such as a business, government agency, or a nonprofit organization) and the public. Public relations is the idea of creating coverage for clients for free, rather than marketing or advertising. 
These people are the ones who keep your public image out there. They spread the word that you're a thing and that you have books for sale.
Average cost (for authors): $150 per month

Marketing Assistant: A person who helps to promote and sell products or services, including market research and advertising.
These are the folks who pimp books, do market research to see where/how your book will sell best, and suggest advertising strategies based on their findings.
Average cost (for authors): $500 per month average (could be plus marketing fees for promotions and such as well but may be included--every MA is different)

To sum up:

• If you need someone to keep you on track, organize your life, and help you remember when things are due, you need a PA.
• If you're looking for someone to help you with getting your face/name out there, let you know about opportunities to attend events, etc... then you need a PR firm.
• If you're looking for creative marketing solutions that get you results sales-wise, you want an MA. Most of them focus on your target market, and that's what's important.

No matter which option you go with, what you need to ask yourself (honestly) is: "How much money can I make back in return for my investment?" Pay close attention to your ROI. It's all that matters.

A bonus bit of information:

When you do your own promos, keep track of what works and what doesn't. Use one series as a Guinea pig. Do a promotion on book one and send it to one or two places with links you can track clickthroughs and sales on. Write down how many books you sold throughout that promo. Do the same with book two, and so on and so forth.

Then, when you're ready to release that next book/series, you'll know exactly where to put your hard-earned money.

I hope this post helps you make some decisions. As always, hit me up in the comments with questions or thoughts. Remember to play nice!!

Well, that's all for today, folks! Until next time, WRITE ON!

Jo

Whatever Jo Wants Wednesday #3 - Tips and Tricks on Writing, Marketing, and Much More

Happy hump-day, everyone! Today, I'm talking about my little tips and tricks page here on the blog. I spend one month a year organizing it, adding alllll the posts from the year prior, and giving little descriptions so you can find what you're looking for quickly and easily. Let's dive into what's there, shall we? Get your clicking fingers ready, grab your coffee, and let's roll!

Here are the topics:

WRITING TIPS
This is broken down into Characters, Plot, Craft, and Tips and Tricks (like using MS Word to measure pacing, how to use Google Drive to collaborate, and more).

ADVICE ON EVERYTHING
Where to write, things to do to help you write, book swag, and other stuff. All clearly defined for your reading and browsing pleasure.

EDITING TIPS
If you're in the self-editing stage of your novel, this is where you want to be. Broken down into Punctuation, Dialogue, Pronouns, Variation, and Word Usage, you'll find everything you need to help your editor help you.

ORGANIZATION TIPS
Tips to help you organize yourself, your book, AND your files.

WRITING EXERCISES
Things to help you practice your writing. Games you can play with the family and dialogue exercises, too!

BOOK FORMATTING
What should be there, how you can get your novel ready to publish, and a few warnings.

EDITORS AND CONTRACTS
About the different kinds of editors and a breakdown of several contracts.

BRANDING YOUR AUTHOR SELF
Genres, look and feel, and why how you behave matters.

SERIES POSTS 
All the series posts I've written: Human Nature, Enneagram Types, Branding, Look at your xXx, Becoming a Book Blogger, and Punctuation (that one is fun).

FREE PDFS
All the PDFs I've created here for you to download, keep, and share for FREE!

BLOGGING AND BLOG TOURS
There's one on branding and one is a workbook to help you check your novel and fix holes (THIS IS A NEW TOPIC FOR 2016).

MARKETING TIPS  
Tools you can use to help you navigate the online waters and marketing ideas I've had.

I hope you find useful stuff on these pages. Every now and then, I throw archived posts out there into the ether and hope someone finds them when they're needed. I'm seriously considering focusing on social media how to this year.

Which one is your favorite?

Well, that's all for today, folks! Until next time, WRITE ON!

Jo