by Sophfronia Scott
Just in case you missed it, one of the major New York City publishing houses last week announced a massive reorganization. Random House totally dismantled its Doubleday and Bantam divisions and reassigned the publishers who ran them. CEO Markus Dohle noted in a company-wide memo, "Because of the current economic crisis, our industry is facing some of the most difficult times in publishing history." Too true. It was tricky to be signed by a publishing house even in the best of times. Now it will only get harder.
Does that mean you should give up your dream of a major house purchasing your book? No. But it does mean that now more than ever you must do the work to build a powerful author's platform that will help sell your book. Remember, when a publisher wants to buy they're not just buying your book or your idea, they're buying you and the many ways you reach people. Some new authors focus solely on writing their books, thinking they can work on their platform after the book is published. Unfortunately, the business doesn't work that way. You can't wait to sell your book to build a platform, because the platform is what helps sell your book. So get started now, even if you're still in the writing stage. Now is a great time to sit down and plan your strategy for next year. These tips will get you going.
Decide On a Target Market
It's tempting to skip this step, especially if you feel your book or story speaks to everyone. That may be, but it's awfully difficult-and expensive-to market to everyone. It doesn't mean you're shutting out potential customers, it just means you're focusing your laser to greatest effect. So if you survived two back surgeries and your story is about dealing with chronic pain, you may target people with back injuries, but that doesn't mean other sufferers of chronic pain (people with arthritis, for instance) will miss out on your message.
How Will You Talk to Your Market?
Thanks to the internet you have many free and low cost ways to communicate with your audience. Why is this important? Because this is how you establish yourself as an expert in your subject area. For instance, you may consider yourself an expert in back pain if you've developed ways to cope after having two surgeries. But you're a more visible expert, with loads more credibility if you have a television show, newsletter or radio show where you discuss ways of dealing with chronic pain. And here's the best part-your show doesn't have to be on one of the big networks or even on cable. You can post your own show on the web! Likewise you can have your own radio show or podcast on the web. And blogs get tons of attention as well. This is especially important if you're not known in your field.
Send Out Press Releases
Don't keep it a secret. Let the media know you're an expert available to comment on relevant news stories. You don't want to send releases out without reason, though. For instance, if you're writing a book about integrity in politics, you could be sending out press releases commenting on the arrest of Illinois Governor Rod Blagojevich. Or if you're writing a book on team building you could send out press releases connecting your book to the quick work of President-Elect Barack Obama's transition team. Reporters love it when you can give them a fresh angle on a story they're already covering. And when you write your query letter or book proposal to sell your book, you get to say that you're "a political expert quoted in magazines and newspapers". These days you can send a press release out via email or use free distribution sites such as http://www.prfree.com, http://www.free-press-release.com or http://www.i-newswire.com/submit.php.
Speak Your Mind
Speaking is a great way to get people familiar with you. If you fear speaking think of it this way-pretend you are already on book tour and this is just another forum where you get to talk about your subject! You can start out speaking locally and doing it for free. If you're writing a memoir on your experiences in World War II, there may be high school history classes interested in hearing your story. Or, if you've learned how to cope with chronic pain, you could address support groups who deal with the same struggles. Speaking is also a great opportunity for adding people to your list so that you can let them know when your book comes out. Your list will always be an important marketing tool.
You don't have to have an elaborate PowerPoint presentation or music or flashing lights to be a speaker. Just choose one or two aspects of your story or subject (you don't want to give away your whole book!) and start presenting them. Groups such as local Rotary clubs are always looking for speakers. If you feel you need to polish your skills, join a Toastmasters group. Bottom line, if you have a compelling story, some group large or small will want to hear it.
You don't have to send a bunch of letters out to editors trying to get an assignment to write an article. You can write a meaty, content-filled article and distribute it on the web. This is another way to establish your expertise. As with the press releases, there are many sites where you can make your articles (usually 800-1,000 words in length) available for use in other websites, newsletters and blogs. It's an excellent way to get your name in front of new audience members. Two popular distribution sites are http://www.ezinearticles.com and http://www.isnare.com.
Will You Pass the Test?
How does this all sound to you? If you're excited by these ideas and see them as opportunities to talk and write more about something you're deeply interested in, that's fantastic. It means you're on the right track-you've chosen a topic or story you're passionate about. If you aren't interested or motivated enough to want to speak and write articles or press releases connected to your topic, you may want to reconsider your book. After all, this is the kind of stuff you'll have to do at some point to sell your book. If you don't want to do it now, how will you sell your book later? Even more to the point, if you're not willing or interested enough to put this kind of activity behind your book, why should a publisher be interested in working with you? You build your platform, you build your book's future. So give it your best shot. If you feel you need help brainstorming ideas or developing your plan, hire a coach or consultant to support you. Often it's easier to move forward when you can better see the road ahead.
© 2008 Sophfronia Scott
Sophfronia Scott is Executive Editor of the Done For You Writing & Publishing Company. Learn what a difference being a published author can make for your business. Get your FREE audio CD, "How to Succeed in Business By Becoming a Bestselling Author" and your FREE online writing and book publishing tips at www.DoneForYouWriting.com