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Posts tagged ‘authors’
Traditional business plans have seven components:
1. Executive summary
2. Business description
3. Market strategies
4. Competitive analysis
5. Design and development plan
6. Operations and management plan
7. Financial factors
The business plan for a book parallels this structure, with a few changes.
First of all, the business plan is not a book proposal. The proposal is a tool non-fiction and some fiction authors use to sell a book “on spec”, before the book is written. By contrast, a business plan is the author’s personal, often private, “road map” for writing, marketing, publishing and promoting a work.
Each section of a successful one-book business plan should contain:
Traditional “Executive Summaries” contain a half-page synopsis and summary of a business plan. In many cases, they’re written last, or written first and revised when the rest of the business plan is complete. In the author’s one-book business plan, the executive summary will contain a one-paragraph description of the book itself, along with a description of its genre, target audience, current status and other “at-a-glance” relevant facts.
The Business Description (perhaps better renamed “book description”) contains a longer synopsis of the work – one page, or possibly two.
Marketing Strategies will normally contain three sub-sections or components: pre-release marketing, release week (or “around release”), and marketing efforts after the initial release publicity push.
A Competitive Analysis requires the author to look at competing or similar works in the marketplace, analyze why readers will (or should) want the author’s book instead, examine strategies the author can use to maximize advantages and minimize weaknesses, and acknowledge and address potential weaknesses in the work and the marketing plan.
The Development Timeline (a change from the traditional “design and development” label) includes multiple timelines. The first development timeline covers the writing process: the deadlines (contractual or self-imposed) for writing the book. Authors pursuing traditional publication but not yet represented by agents will want a plan and timeline for obtaining representation, whereas independent authors will need a timeline for the production and publishing process. Marketing and appearance timelines may also prove useful, especially for authors with complicated or busy schedules.
In an author’s business plan, the Operations and Management Plan may be simple or very complex, depending on the level of organization the author needs and the amount of assistance he or she anticipates.
Finally, the author’s business plan must consider various Financial Factors. As with Operations and Management, this may be simple or may be very complex. This is a good place to assemble information about the costs of publishing – traditional or independent – and to create a marketing and travel budget. Solid research here can help the author put valuable marketing dollars into places where they make a positive difference, rather than simply throwing money into a project without knowing whether or not results will follow.
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Thanks to all who participated in the Author TakeOver Event
- Make your introduction brief. Like less than 30 seconds. If someone introduces you, skip the introduction completely, because you were just introduced. There’s nothing that stalls a presentation or performance more than a two or three minute monologue before getting into the “meat” of things.
- Use the podium. If there is a podium or table, use it to hold your materials. Sometimes we shake when we read (even if we’re not nervous, though especially if we are), and we shake more if we become conscious of our own shaking.
- Use the microphone. If there’s a mic, use it. Sure your voice might carry without one, or you may have to fiddle with it a moment to adjust for your height, but people in the back can hear better when your voice is amplified. Trust me on this.
- Encourage audience interaction. When performing poetry, this means you can allow an audience to clap if they choose to clap. When giving a presentation, let the audience know whether it’s appropriate to ask questions as you present or if you’ll have a Q&A after the presentation is complete. Then, make sure there is a Q&A.
- Act confident. You might be terrified, but try not to let it show on the outside. To accomplish this, stand tall. Speak with conviction. Make eye contact. Most importantly, don’t apologize. While you may know when you’re making mistakes in front of an audience, many of them are probably unaware.
- Be organized. If you’re giving a presentation, have talking points ready to go before the presentation. If you’re reading poems (or from a fiction/nonfiction book), have your selections planned out before you hit the stage. The audience will be uncomfortable and frustrated if you spend time paging through your book to find the correct passage.Organization goes a long way in how the audience perceives you and how you perceive yourself.
- Slow down. This is an important tip, because many people automatically start talking fast, especially if they know they’re on the clock. I try to remember to breathe and pause in appropriate places. Nothing awkward, just long enough to allow my audience to digest what I just said. A pregnant pause may be useful but use sparingly.
- Make personal, add humor. Be careful with humor. Sometimes your jokes will not be personal. Sometimes your personal stories will not be humorous. Sometimes the stars will align and both will coincide, and that’s when you’ll engage your audience the most. While I advise humor and personal anecdotes, make sure they have context in your presentation.
- Stop before you’re asked to leave. There’s something to the thought of leaving the audience wanting more. Know your time. Wear a watch. And end a little early (like a minute or two). If the audience feels like the presentation or performance went by fast, they’ll attribute it to your great speaking skills. Don’t drone on…
- Provide next steps and/or a conclusion. Depending on why you’re speaking, you should have some kind of suggestion for your audience. Maybe it’s to buy your chapbook or applaud the hosts. Maybe it’s to put some of your advice into action immediately. If you’re presenting a topic, it’s a good idea to sum up all the main points before sending your audience back out into the world.
One bonus tip: Provide handouts. Whether you’re reading poetry or leading a workshop on business management, handouts are a great way to let your audience have something tangible to take away with them. Your handouts should be helpful and relevant. They should also include your name and contact information, including your website or blog url. (Yes, it’s a sneaky good marketing tool.)
Just remember, speaking is an activity. Most activities are hard to master unless you practice. So get out there and speak and realize that you’re going to make mistakes early on. That’s part of the learning process. Just dust yourself off and get out there again.