One of the most over-looked aspects of writing a book seems to be the dreaded Marketing Plan. I say “dreaded” because I’ve noticed this often comes as a surprise to authors who are eagerly working on their books, but don’t have a clue that the book writing is only part of the equation.

It’s hard enough to write the book, but now there is this added burden of writing a proposal that includes the all important marketing plan. When I mention this to authors I’m interviewing, many of them balk. Hairball! “That’s a lot of work,” they say. My answer is, “Well—yes, it is. But without a plan, you’ll be getting nowhere fast.”

Let’s remember the old proverbial saying: “He who fails to plan, plans to fail.” When it comes to books and book marketing, all I can say about that is, “You’ve got that right buddy!”

Here’s the deal, if you’re writing a book, or even thinking about writing a book—let’s say you’re planning it, you’ve got an outline going, or a list of chapters you want to include. That’s great! But guess what? Before you go much further into the writing, you need to take a deep breath, STOP, and begin considering how you are going to market your book.

Trust me. There are no agents or publishers out there worth their weight that will entertain your book without a book proposal that has a “full-blown” marketing plan in it. What do I mean by full-blown? Keep reading and I’ll gladly show you. But before I do that, let’s get several key points very straight:

1. Your book will not sell itself
2. A publisher is not going to do all the work
3. A publisher or literary agent will not speak with you about your book if you don’t have a marketing plan
4. Your book doesn’t know your “goals and objectives”
5. Books are inanimate objects—they don’t jump off of shelves
6. Everyone does not want to buy your book
7. Selling books requires a strategic effort—that means from you

Is that enough to convince you? OK, I’m going to go over items 1, 4, and 7 in this article. We can talk about how to work with book publishers and literary agents at another time. All you need to know right now is that they will not give you the time of day without the plan, and the information I’m going to share with you now will help to point you in the right direction to deal with the powers that be later. So let’s get started!

Your Book Will Not Sell Itself

No matter how wonderful you think your book is going to be, it will not sell itself. Especially, and I emphasize this, especially if you are a new author. Books need help to make it off the shelves in the book store. Even seasoned authors need a plan. Remember, celebrities who write books have probably had years of press and media hype to help them along. The buying public already knows and loves them, so it is much easier for them to sell books.

This is a sad but true situation that we find ourselves in. Yes, we get information at the speed of light because of the internet, but when it comes to book sales, the internet really only helps those who are established, have a platform, and have a following and an online presence. As a new author without an established reputation, you must have a plan. That’s why it is crucial for the “newbie” to have a detailed book marketing plan, which is equally as important as the writing of the book, your design, the actual publication, and the distribution.

Just as each author is unique, each book proposal and marketing plan will be unique. There are specific items the book proposal and marketing plan must contain, but they will be completely tailored to the book, author, author’s goals, the book’s market and the budget. So take into consideration what you want to achieve with your book. Do you want a best seller? Are you an expert in your field? Do you have a personal experience you know could help others? Are you writing a family history? You see what I’m getting at, right? Each author and story is different, and each plan will be different. That’s why it requires your special thought and attention to detail.

Your Book Doesn’t Know Your Goals and Objectives

If you want to make money with your book, and I’m going to assume that you do, you must identify where that money is going to come from. First you must decide—WHY you are writing the book, and WHO will it help? Is there a NEED? If there is a need, you need to prove it! Once you determine that, you will have identified your target market and you’ve given yourself a reason to write the book. You now have a GOAL.

Be very specific with your targets. Your target or targets should be laser-focused. It is more powerful, and you’ll be more successful if you target a niche market, than try to be everything to everyone. So give this some serious thought. And remember—it’s your job to figure out HOW you’ll reach your readers.

Now—you may have more than one target market, and that is fine. But they must be identified so you can figure out HOW you will market the book to them. Generalizations won’t work here. I’ll say it again—be specific. Try to target each market in great detail. More than likely, each target market will require a different strategy, which means you will have a different list of tasks to get the job done.

WHAT are your sales goals? Do you know? Just saying “I want to sell a lot of books” is not going to cut it. So to get your sales goals defined, you’ll need to identify the specific markets and revenue streams you intend to target. Once you’ve done that you can determine “HOW” this will be done.

Whether you want to write a best-seller or you just want to raise funds to buy a new building for your church, club or organization, each book needs some sort of marketing plan. Your plan will capture in writing what the expectations are. This gives you something on which to create the goals for your project. Once that is done, you can create that task list to get the job done.

WHAT defines success for you? WHAT does it look like? You need to be able to answer these questions so you can write a marketing plan that matches your goals.

Yes—this is a lot of work….Are you still with me? I hope so because once you’ve done all that work, you’ll be able to determine your OBJECTIVES. And this is where it gets powerful!

For the sake of example, let’s say your objective is to sell 10,000 books in the next year. You’ve now given this a ‘number” so you’ve taken the important step of making your goal MEASURABLE! That’s a good thing, because now you have a way to measure your success. But be sure that the 10,000 is a reasonable goal for you. You’ll get a feel for this once you start to try to figure out how you are going to sell 10,000. If it seems impossible based on what you plan, then you may want to rethink the number.

Make sure you can achieve the objective. If you’re good with the number, plan away. And if at the end of the year you miss your goal, you can go back and look at your plan and make some corrections to make improvement. But you have to start somewhere. And remember, plans can be revised, and should be if something is not functioning. That’s why you should constantly be reviewing your progress. Don’t hold onto something if it’s not working! Change it!

Selling Books Requires a Strategic Effort—That Means From You!

Now that you have determined your objectives you’ll need to create PLANS that support the OBJECTIVES, and ACTIONS that support the PLANS. Believe me, it’s not that hard, you just have to give it some thought and be organized. Approach this very strategically. It’s just a matter of continuing to break things down, so they can get done. Break it down into bite-sized chunks and be prepared to take little steps to reach the big picture.

What’s important to remember is that all of your efforts need to broken down so you can understand them, achieve them, and be able to measure your success. The key is to not give up. Also, breaking things down into small pieces give you the ability to really “see” what you are doing as you make progress. You’ll get a great sense of satisfaction as you work on your plan, and little by little you can check items off the list!

Let’s take a look at how this plays out for one item of the PLAN using the objective, plan, and action format. We’ll use the example of ‘personal appearances” because that is one that seems to be the most important to all authors, and makes the biggest impact. Being face to face is the best way to reach an audience! So let’s break down “personal appearances” and see a little bit of what it’s made of.

Personal Appearances:

• Book signings
• Seminars/workshops
• Media/TV interviews
• Newspapers
• Radio interviews
• Classes
• Speeches
• Organizations
• Trade shows
• Book fairs
• Schools
• Clubs
• Special events

These are just some of the possibilities for one item in the PLAN, and I just came up with those off the top of my head. The next thing would be to take each one of those items on your list and drill down into it. Start to make another list of what you can do to make each one happen. Those items are your ACTIONS. Who do you know? Who can you call? What clubs are you a member of? What events are taking place in your area?

Do you get the picture? You have to constantly be thinking about where and when you can market your book.

Here’s what you need to remember…marketing, publicity, and the success that can comes with it is due to a long-term, strategically planned effort that is continuous, consistent and concentrated—period. Very few people are truly “over-night successes.” It may seem that way, but usually it is not. We have all heard of the overnight success that was 10 years in the making—right? I don’t say this to discourage you, but the encourage you to create a very powerful plan that can shave years off your trajectory when properly executed.

Conclusion

So I think I have made my point, and I’m sure you’re convinced that books do not sell themselves! This has been a brief overview about book marketing plans, why you need them, and how they can help you. If I can be of service to you, please contact me with your book marketing and book proposal or marketing plan questions. I create marketing plans and book proposals for books in many non-fiction genres including culinary and chef’s memoirs, cookbooks, gardening, pets, animals, gardening, self-help, and inspirational topics.

From the office of Chef Franco Lania, New York, New York

I met Laura Denktash while I was surfing the web looking for guides to writing a cook book. I came across Laura’s site “Rose Diva” and began reading the information. I liked what I was reading and felt she would be extremely knowledgeable.

I looked for a contact number and there was none, I went deeper into the site and could only find and email contact. I wanted to talk to a live person. I went further into her pages and found a number at the bottom of one of the pages.

I called the number from my fax phone since it was the closest phone to me. I was sent to a voice mail, and so I hung up. I proceeded to shut down Laura’s pages when the fax phone rang back. It was Laura Denktash, asking if I had just called her. I said yes and I’m also just closing out of your web site. We both laughed and then proceeded to talk business.

Since that conversation Laura has been a dynamo and a true positive force on helping me get started on my journey of organizing myself, and focusing my ideas and energy on my cook book ideas.

Laura has helped me build my personalized blog which has already been admired by many. The time and effort Laura put into the blog was amazing, it was as if she were building her own personalized blog, this is the kind of dedication and one-on-one involvement one gets from Laura Denktash. Laura is always accessible and easy to reach. Communication is never a problem.

I feel blessed that Laura called me back that day, because her positive energy and bright outlook of the future has caused a tremendous shift of energy in my life, all for the better.

Laura gets two thumbs up from me and I highly recommend her to anyone looking to recreate themselves and move up to the next level in their life.

Rock on Laura!

Chef Franco Lania

Visit Chef Franco Lania’s site

Do you love to cook?

Have you been dreaming about writing and publishing a cookbook?

Is writing a cookbook on your “bucket list?”

Are you a resident and/or business owner in community where you know you could spark interest for a community-based cookbook?

Are you a restaurant owner, professional chef, personal chef, or nutritionist?

A compilation community-based cookbook project can give you the opportunity to have one or more of your favorite recipes published in a high-quality book! And with a lot less work on your part than what is normally required to write and publish a complete cookbook.

This project-model is the brainchild of Laura Denktash – author, writing coach, speaker, and most recently, founder and publisher of Balanced Rock Press.

Balanced Rock Press is a new and growing independent publisher of traditional books, eBooks, and audio books. One of our specialties is cookbooks. We presently have 7 cookbooks scheduled for release during 2012, with several more in negotiation, and additional titles in developmental stages.

Part of the Balanced Rock business plan includes at least one project per year that’s based on the “compilation” model.

Compilation books are written by a number of co-authors on a subject. And in case you are not familiar, participants pay a modest fee to be published in the book. The fee covers the production costs of editing and printing. For someone with a business, It’s’ like an advertising fee paid to a newspaper or magazine to promote your business, only the book lasts much longer, and is not discarded in the recycle bin!

For Balanced Rock Press, the compilation model also includes giving a portion of the sales to a worthy cause. A typical amount donated would be 10% of the sales. For the group putting the cookbook together, this donation mechanism is a wonderful way to donate to a worthy cause of their choice. This also works well if the group compiling the cookbook is a non-profit organization. Schools, churches and clubs have been using this model of fund-raising for years with much success.

The participating authors will be writing recipes, not whole chapters, so the fee structure is very reasonable. And the value of being published in a book far outweighs the small investment involved!

You can say forever that you have been published in a book!

Each person or business featured will have a short bio and their resource information listed along with their recipe and a photo. They’ll also be able to list their website, business information, or product name.

Participation in a compilation book offers the writers a great opportunity for self promotion! And, there will also be opportunities to purchase full-pages in the book. This sponsorship opportunity is a great way to advertise your business and help a worthy cause in your community.

So why are compilation books so good for authors?

1. You promote yourself! You can get your website and name in front of a whole new audience by being in a compilation book. You can catch their interest with your story. You will also most likely be able to participate in future books if there is a series.
2. Other people promote you. Each of the authors will generally have bought copies of the book at wholesale prices in order to resell them for a profit. Or they will be giving books away to clients and friends. As people read the book, they come across you and check out your site.
3. Compilation Books promote community! Being a part of a group cookbook is fun, especially when an entire community takes part. It’s a great way to make new connections, whether you are a business owner or a private citizen.

Everyone in the community can take advantage of this wonderful way to promote their town , its quality businesses, and the talented people that make up their beautiful community.

For further information regarding a compilation cookbook project or other compilation book projects please contact Laura Denktash at publisher@balancedrockpress.com

Are you a pro chef, personal chef, nutritionist, or caterer who wants to showcase your great recipes and create some additional income with a cookbook for your customers?

If the answer is YES…Read on.

Are you excited about the idea of having your own cookbook but don’t know the first thing about putting a cookbook together? Have people told you they want copies of your recipes but you don’t know where to begin? If writing a cookbook is something you have considered, think about this: What could be more exhilarating than the enjoyment of selling your very own cookbook and making money at the same time?

Consider the following questions.

• Is writing a cookbook one of your burning heart’s desires?
• Have your family and friends raved about your cooking and asked, no, begged you for your recipes?
• Have they mentioned that if you had a cookbook, they would buy it?
• Do you have an idea for a cookbook, but don’t know how to get it going?
• Do you want to preserve your family heirloom recipes?
• Do you own a restaurant, Bed & Breakfast, cafe, or tea house?
• Have you always thought it would be fun and profitable to have your own cookbook?
• Are you part of association or a non-profit organization looking for a way to raise money?

If you answered YES to any of the above questions, you must join me Laura Denktash, AKA ‘The Cookbook Coach’, and Alicia Dunams on our upcoming monthly teleseminar coaching program where you’ll learn…

How to produce a cookbook from A-Z with seamless effort and ease

How to use your ‘kitchen knowledge’ to create new income from information and customers you already have

How to avoid the most costly mistakes people make when they publish and market their first cookbook and what to do instead

How you can add an extra 1,000-5,000 each month after doing the work only once

How to leverage your cookbook to book speaking engagements and TV appearances

Plus much, much more!

Join me and Alicia and learn the most essential keys to publishing and profiting from your first cookbook (and selling tons of it). Are you ready to finally start making some money with your kitchen know-how? Reserve your space on the call now (before all the slots are taken)…

Sign up by May 31, 2010 and receive absolutely FREE, a BONUS 30 minute personal coaching call with me and Alicia (a $500.00 value!)

Contact me below for class details to reserve your spot now!

Comments or questions are welcome.

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For those of you who are familiar with my proprietary system ” The 7 Secrets of a Successful Self-Published Cookbook,”  you know that that the “book proposal” is the foundation of the system.

Why? A book proposal, when properly written, is the business plan for your book. The book proposal will be the key to your success whether you self-publish your work, or you submit your work to a traditional publisher.

Either way, you need it.

You must have a winning book proposal to stand out amoungst the piles of manuscripts sitting on the publisher’s desk.

There cannot be a successful book launch without a plan.

That’s why I’ve built the book proposal exercise into my 7 Secrets system. It works wonders for those who want to self publish.

And, if you want to go the publishing route, it will prepare you to submit your work to a traditional publisher.

I want you to be prepared for both, so you have choices. One good method is to go ahead and self-publish first, making sure all of the steps are skillfully executed.

That way, you will be a complete package. A publisher will see that the work has been done, and you and your book will be more attractive to a publisher.

Especially if you’ve already self-published your book and are working your business plan!

Publishers want to know how you are going to market your book. That’s why there is no getting around the book proposal. The book proposal forces you to write your marketing plan.

And through the book proposal template that I use, you’ll be guaranteed that your marketing plan is written in the way the publishers expect. The bottom line here is—you owe it to yourself first.

So through the power of the book proposal, this is what I’d like to help you with. Here’s the scenario:

1. We’ve created your book proposal including your dynamic marketing plan

2. We’ve crafted your unique “personal brand”

3. We’ve set the foundation for your “author’s platform”

4. We’ve identified your ideal customer

5. You’ve written your cookbook

Now, you’ll be ready to go.

If this sounds like a good plan, please contact me. I’m available for a 30-minute consultation at no charge to you.

Here’s to your success!