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Marketing Plan
SectionsThe What: Objectives & ImperativesThe How: Sellout Strategic PlanThe When: Launch Plan/PhasingThe How Much is it Gonna Cost: Resource
Requirements
YOUR BOOK: Objectives & imperatives
Imperative 1:
Imperative 3:
Imperative 2:
What’s your goal? Crystallize it here in one sentence. Should be something
quantifiable.
What’s your goal? Crystallize it here in one sentence. Should be something
quantifiable.Strategic Imperatives are things you must doto achieve your overarching objective. Don’tOverwhelm yourself.
Pick 3 and drive them forward.
Adjust as necessary.
5 P’s of Marketing
Product Positioning
Price & Place
Promotion
1 23
4
5
5 P’s of Marketing
Product1
Maximizing the product profile What are you selling?
YourselfYour book
What is the link between your personal story and your book?
Your Author ProfileWho are you?What activities are
you involved in?What are you
passionate about?
Sum yourself up in three words
Sum yourself up in three words
Your Picture goes here
Your book’s ProfileUse single words to
describe your book:ProvacativeTitillatingAmazingPage-turnerThrilling
Sum your book up in 5 words – this is like
your pitch
Sum your book up in 5 words – this is like
your pitch
Your Book cover goes here
The story: what led you to write this book?Interview yourself
What made you write the book?Why are you the best person to tell this story?Why should others read the book?What makes this book/story unique?How does it compare to other books like it in
the genre?Who do you look up to in the genre? Why?
5 P’s of Marketing
Positioning
2
Positioning definedUnique place for product in customer’s mind,
relative to the competitionWho is the customer?Who is the competition?What’s unique about your book?How do you break-through?
Customer analysisWho are they? Who would you like them to
be? Why?Where are they located?Who are they reading?Why do they read?How will you position the book for each
customer group you are targeting?Does your cover and back cover copy speak to
them?Are your blurbs from writer’s they buy?
5 P’s of Marketing
Price & Place
3
4
Pricing comparison By Sales channelFormat Sales
ChannelsList Price Sales price Discount (%)
Hardcover Bookstores, Amazon
Paperback Bookstores, Amazon
Kindle, Ipad, Nook, eReader
Amazon, Apple, B&N, Sony
Audiobook Bookstores, Amazon
Pick a well-selling recently launched book in your genre and find out prices across various channels
Pricing comparison By Sales channel
Format Sales Channels
List Price Sales price Discount (%)
Paperback Bookstores, Amazon
Kindle, Ipad, Nook, eReader
Amazon, Apple, B&N, Sony
•Based on this comparison will you use the same channels? •Will you price the book the same? Regardless of channel? Why?
Your book
5 P’s of Marketing
Promotion
5
YOUR BOOK: Objectives & imperatives
Imperative 1:
Imperative 3:
Imperative 2:
What’s your goal? Crystallize it here in one sentence. Should be something
quantifiable.
What’s your goal? Crystallize it here in one sentence. Should be something
quantifiable.Strategic Imperatives are things you must doto achieve your overarching objective. Don’tOverwhelm yourself.
Pick 3 and drive them forward.
Adjust as necessary.
Buy this book and put down ideas you think will help you reach your target audience
Buy this book and put down ideas you think will help you drive word of mouth
Discover your break-even pointFormula:
# of books sold x net/book = printing/promotion investment
X= Break-Even
Implement a phased approach
Pre-launch
How many copies ?
Launch
How many copies?
Post-Launch
How many copies?
Pre-Launch Activities & expensesActivity Cost Sales
TargetROI (Projected)
ROI (Actual)
ROI stands for return on investment. You divide actual sales by your investment to create this ratio. A 1:1 ROI means that for every dollar you Invested you made a dollar. A good ROI is anything above 2:1
Launch Activities & expensesActivity Cost Sales
TargetROI (Projected)
ROI (Actual)
ROI stands for return on investment. You divide actual sales by your investment to create this ratio. A 1:1 ROI means that for every dollar you Invested you made a dollar. A good ROI is anything above 2:1
Post-Launch Activities & expensesActivity Cost Sales Target ROI
(Projected)ROI (Actual)
ROI stands for return on investment. You divide actual sales by your investment to create this ratio. A 1:1 ROI means that for every dollar you Invested you made a dollar. A good ROI is anything above 2:1
How much do you need to invest in the pre-launch phase to sell the requisite # of books?
P&L Pre-Launch Phase Investment $
Gross SalesCost of Goods SoldRoyalties
Net SalesPromotion
Gross ProfitGross Margin
ReinvestRemainder
Copy this spreadsheet into excel and populate with your info
How much do you need to invest in the launch phase to sell the requisite # of books?
P&L Pre-Launch Phase Investment $
Gross SalesCost of Goods SoldRoyalties
Net SalesPromotion
Gross ProfitGross Margin
ReinvestRemainder
Copy this spreadsheet into excel and populate with your info
How much do you need to invest in the post-launch phase to sell the requisite # of books?
P&L Pre-Launch Phase Investment $
Gross SalesCost of Goods SoldRoyalties
Net SalesPromotion
Gross ProfitGross Margin
ReinvestRemainder
Copy this spreadsheet into excel and populate with your info
