How I plan the marketing of my book, Part 1

A Series of Blog Posts Leading to Release Day

On January 23, 2020, my publisher, Black Rose Writing, will release Book 4 in my Monastery Valley series, Standing Our Ground. Here’s a short blurb from the back cover:

A cold-blooded murder. The victim: a fourteen-year-old boy. The shooter waits patiently for the cops and calmly explains his right to kill the boy. “I was defending my property.” Can Deputy Andi Pelton find the evidence to break the killer’s stand-your-ground defense? As she searches, Sheriff Ben Stewart almost dies and cannot campaign for re-election. Andi knows she must take his place—her nemesis, Deputy Brad Ordrew, runs unopposed – and he’s promised to fire her when he’s sheriff. Can she stand her own ground—to stay in Monastery Valley—while she solving the murder and defending herself against scurrilous political ads paid for by a mysterious stranger?

Folks are always interested in how I write my stories, but lately some have asked how I plan for marketing the books. I thought a brief series of blog posts describing how I’ve planned the marketing campaign for Standing Our Ground might be interesting (let me know!). I’ll toss in some juicy background about the book’s premise and theme as we go along.

What is a “Hybrid” Model of Book Publishing?

It’s a cliché to say that the days of the publisher doing most or all of the marketing are over. They’re not just over, they’re as over as the rotary phone and the party line. Even the big publishing conglomerates, such as Penguin Random House or Simon & Schuster, require their authors to participate actively in marketing. Sure, they offer support, but unless your name is Stephen King or Salman Rushdie, you can expect to do a lot of marketing events or activities. 

My publisher, Reagan Rothe, has created a hybrid independent publishing company named Black Rose Writing (BRW). Hybrid means that Reagan assumes the cost—and the risk—for preparing the manuscript for publication, for producing the physical books, and for basic marketing services. BRW maintains a large portfolio of relationships with various marketing providers and services, and promotes books through these services. For these, I pay nothing (compared with self-publishing, where I would pay for all marketing that is done).

For example, on Jan. 1-3 of this new year, BRW ran a giveaway promotion of the first book in my Monastery Valley series, Climbing the Coliseum. I paid nothing for this marketing. But over and above BRW’s services, I can choose to share in marketing services and activities that I can purchase through BRW. (And I can find outside marketing help on my own if I wish.)  BRW maintains an online catalog of marketing packages tailored to individual budgets that authors can purchase. Economies of scale—BRW publishes many authors—allow the house to negotiate reduced rates with many marketing services, so the cost to me is less than I would pay by dealing individually with those outside services. The hybrid model allows me to purchase more quality marketing (e.g., submission to a larger number of eBook promotional venues or custom paid advertising boost on Facebook, among many other services), than I could afford on my own.

So, What Marketing Services and Activities Will I Utilize?

Excellent question, thanks for asking! 

Not being Ernest Hemingway or J.K. Rowling, I have a limited marketing budget, as most authors do. Let’s say I can afford $1200.00 for marketing this year. The “BRW Cooperative Marketing 2019” has a variety of packages starting at $100.00 and going up to $3000.00. It turns out that the “White Rose” promotional package is, wait for it, $1200.00 on the nose. For this, I would receive the following:

  • The eBook of Standing Our Ground will be enrolled in Kindle Direct Publishing Select, with expected results including new organic reviews, new eBook sales, and royalties earned from Kindle Unlimited Pages Read;
  • The eBook will be submitted to up to 34 promotional venues (companies that put on free or reduced price giveaways, for example);
  • On Facebook, a custom paid advertising boost will be launched; 
  • An ad on BookBub will run for the length of the promotion.

I may or may not want exactly those services, or I may not consider them worth the investment. In that case I can purchase fewer—or more. Or none. The first question I must answer is which services and marketing activities I want. After that, the question becomes which ones do I want to buy from others and which ones do I want to create myself. 

These two questions are the first round I go through in planning my marketing campaign. My next blog will describe how I’m thinking about them for Standing Our Ground, and what my answers are. Stay tuned!

Author: Bill Percy

I'm an award-winning Idaho author, my "second chapter" after 40 years as a Minnesota psychologist.During my Minnesota years, I wrote for and taught graduate students, switching to fiction in 2009. My 2014 novel, "Climbing the Coliseum," was a Finalist for the 2014 Foreword Reviews' Book of the Year Award, and in 2017 won the "Distinguished Favorite" (second-place) award in the New York City BIG BOOK Awards. My second novel, "Nobody's Safe Here," won the Distinguished Favorite award in the two separate competitions: The Independent Press Award contest and the New York City BIG BOOK Award, both in 2017. "The Bishop Burned the Lady" won the Indendent Press Award's Distinguished Favorite. Check out my website at www.BillPercyBooks.com.

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