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Home::Book Marketing

Publicity From Thirty Thousand Feet

Author : Penny C. Sansevieri
We all know that marketing a book is a process. But sometimes the process takes longer than weÂ’d anticipated. ThatÂ’s why itÂ’s nice every now and again to hop aboard the publicity jet and get a look-see at what youÂ’ve been doing from the thirty-thousand foot level. Why? Well, first off this birds-eye view will reveal to you areas you might be overlooking or other options for marketing you hadnÂ’t considered.



To accomplish this bird-eye view youÂ’ll want to get yourself a big white board, or something else big enough to chart your flight plan on. Then, once youÂ’ve gotten that start charting the course youÂ’ve taken so far. DonÂ’t leave a single thing out; it doesnÂ’t matter what it is. What you want to end up with is a serious list of everything youÂ’ve done from the time you held your first proof book in your hands.



One of the things this type of a project will do is give you a new perspective on what youÂ’re doing. It will show you areas that youÂ’ve possibly been spending too much time on or potential holes in your campaign. Sketching out your marketing campaign will also give you a chance to see whatÂ’s been leveraging you results and what hasnÂ’t. Keep in mind that some things like bulk sales and national media might take longer than other items so youÂ’ll want to keep putting forth effort toward those long-term goals. But letÂ’s say youÂ’ve been spending tons of time doing radio but nothing really seems to be happening in that area. You then look over to your speaking engagement section and realize you havenÂ’t done a lot with that recently. Perhaps itÂ’s time to pull back on radio and start pushing speaking events.



Once youÂ’ve spent a good long time in this birds-eye view mode, start developing a to-do list of items or add to an existing list to help reinvigorate your campaign. One of the many things youÂ’ll learn from doing this thirty-thousand foot perspective is that we often become myopic in our campaigns, focusing too hard in one area and not hard enough in another. Stepping back from your work will allow you the breathing room you need to regroup and reset your goals. Then you can focus in on particular areas or tasks that might need a boost.



ItÂ’s been said that a plane flying from Hawaii to Los Angeles is always off by three percent. If left to fly without any adjustments to the course, however slight, the plane would land up in Seattle instead (a difference of almost 1,200 miles!). But through corrections and readjustments the pilot eventually reaches his destination. As you pilot your own campaign, remember: donÂ’t leave your marketing on autopilot. Realign, readjust, and refocus and eventually you too will reach your destination, wherever that might be.



Happy flying!


Article Source: http://www.articledashboard.com





Penny C. Sansevieri:
The Cliffhanger was published in June of 2000. After a strategic marketing campaign it quickly climbed the ranks at Amazon.com to the #1 best selling book in San Diego. Her most recent book: From Book to Bestseller was released in 2005 to rave reviews and is being called the “roadmap to publishing success.� Penny is a book marketing and media relations specialist. She also coaches authors on projects, manuscripts and marketing plans and instructs a variety of coursing on publishing and promotion. To learn more about her books or her promotional services, you can visit her web site at www.amarketingexpert.com





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