What to Do When: A Book Marketing and Production Timeline
By Brian Jud
Did you ever watch experienced workers build a house? They create and consult their blueprints to direct the sequence and timing of events, beginning with the foundation. Without a plan, the process would take longer than necessary, cost more than anticipated, and require duplication of effort to correct mistakes and oversights. There is a direct analogy to the book publishing process. Failure to plan and perform certain actions in the proper sequence and at the right time could cost you time, money and wasted effort.
Do not think of the word plan as a noun — i.e., a document. Instead, think of it as a verb, a technique to help you organize and direct your thinking and your actions.
The process of planning begins by asking — and answering — questions that stimulate your strategic thinking. What form will the final product take? When will it be published? At what price will it be sold? How will it be distributed? How can we use publicity, advertising, sales promotion, your website and personal selling techniques to promote it through various outlets and mediums? What will all this cost and how much money can we expect to make? How will all this position us for future growth?
What follows is an example of a book-production and marketing timeline you can use to make planning a creative process that guides your actions as you launch a title. As you follow the steps in order, you will be establishing a foundation on which you can methodically build momentum so that your title is released on time, on budget and with legs.
Brian Jud is the author of Beyond the Bookstore (a Publishers Weekly book) The Marketing Planning CD, a series of booklets, Proven Tips for Publishing Success, and the Marketing Wizards. You can reach him at P.O. Box 715, Avon, CT 06001; (800) 562-4357; brianjud@bookmarketing.com and http://www.bookmarketing.com