Question: How to Market a Physical Book (paperback | hardcover) Online?

6 replies
Hi,

I have a possible client that wants me to market two books of his online. They are both Christian books. These books are on Amazon as well, although I think sales are low (hence his problem). They have a decent website, 2 Youtube clips which are very professionally done, etc. So, he looks like he's got the bases covered...sort off. Oh, one book is his life story and the other is an instructional book on coping with addiction.

Not sure I can say more than this about the client without his permission.

Anyway...my question is:

What approach would you take with your IM strategy for this type of client?

I do believe he's got a decent budget to work with if he knows the return is worth it.

I suggested things like starting a blog and since he's a writer with extensive knowledge in a certain field, he could easily ensure a steady stream of decent quality content.

I also mentioned that we could look at optimizing his website more, both on-page and off-page.

I wonder if we could look at turning his books into PDF & MP3. Maybe even Video. What do you guys think?

Thanks for your suggestions

John
#book #hardcover #howquestion #market #online #paperback #physical #question
  • Profile picture of the author Thomas Wilkinson
    Is there anyone out there who hasn't heard of Amazon's "Create Space" program? We all get so busy talking about Kindle and Nook its easy to forget "real" books.
    I have three books on there under my long deceased Grandmother's name that sell a few copies a week each. Once its on Amazon there are any number of Christian sites that would be more than happy to link to it. (You have to go find them, they won't come looking.)

    Thomas
    Signature
    When you hear someone telling you what YOU can't do, they are usually talking about what THEY can't do.
    {{ DiscussionBoard.errors[4934472].message }}
    • Profile picture of the author JohnRowe
      Originally Posted by Thomas Wilkinson View Post

      Is there anyone out there who hasn't heard of Amazon's "Create Space" program? We all get so busy talking about Kindle and Nook its easy to forget "real" books.
      I have three books on there under my long deceased Grandmother's name that sell a few copies a week each. Once its on Amazon there are any number of Christian sites that would be more than happy to link to it. (You have to go find them, they won't come looking.)
      Thanks for the tip Thomas. I've heard of Amazon's "Create Space" program before but never really looked at it until you mentioned it here. Looks very interesting & just looking there gave me some additional ideas. It is something I will definitely add to my proposal.
      {{ DiscussionBoard.errors[4938084].message }}
  • Profile picture of the author Aaron Doud
    I agree with Thomas.

    I'd find major Christian blogs and websites and get them to do interviews with him about the books. Beyond that you would want to find will follow Christian blogs to do some commenting. Maybe have yourself or him join a few Christian forums and have the link in the signature.

    Next I would do the same for addiction. Only here he could really offer some great advice for people in forums. It would be a natural lead in to get his name and book out there.

    Also since I always try to offer one piece of outside the box marketing advice if I can here is my outside the box idea. Why not have him start up a christian charity that helps with addiction. He can use press releases and hopefully get interviews in main stream media to push both the charity and his book. Also add a disclaimer that 10% of author's proceeds go to the charity.
    {{ DiscussionBoard.errors[4934532].message }}
    • Profile picture of the author JohnRowe
      Originally Posted by lordauric View Post

      Also since I always try to offer one piece of outside the box marketing advice if I can here is my outside the box idea. Why not have him start up a christian charity that helps with addiction. He can use press releases and hopefully get interviews in main stream media to push both the charity and his book. Also add a disclaimer that 10% of author's proceeds go to the charity.
      Thank you so much for your outside the box marketing idea. I think a charity could work really well. He actually works with individuals that is trying to overcome addiction and tying in a charity to the work he already does is great.

      One thing is clear to me so far and that is that I would need a list of the top sites we could approach for interviews, blog commenting, backlinking, etc. Perhaps get him to do a few guest posts here and there.
      {{ DiscussionBoard.errors[4938124].message }}
  • Profile picture of the author angela99
    Regarding marketing the books, John, you say "Oh, one book is his life story and the other is an instructional book on coping with addiction."

    That sounds like two products you'd market to two different audiences, unless his life story includes his overcoming his addictions, and using his experiences to help others.

    I say this, because when you're marketing anything, the MARKET (the audience) comes first.

    In an ideal situation, you'd think: "OK, we have this market, and they desperately need ______ (fill in the blank.)" Then you'd create the product.

    But he's giving you two books to market, so you need to shoehorn these books into the needs of their respective audiences.

    You MUST get the market nailed down first, so I suggest:

    1. Read the books.

    2. Think about the market(s) for those books. Since the books are on Amazon, are there any reviews? If there are, read them.

    I don't have a clue about the life story book. Life stories are impossible to sell unless the person's already famous or infamous.

    The market for the addiction book might be: healthcare professionals, coaches, teachers...

    3. Talk to the client about the books, and where he thinks the market would be. (Most writers haven't a clue, which is why publishers ask writers to include a "market" section in their book proposals...)

    4. Ask the client about his competition. Who's competing in his chosen market(s)?

    Everyone has competition. Checking out his competition might give you some clues about markets.

    You asked: "What approach would you take with your IM strategy for this type of client? I do believe he's got a decent budget to work with if he knows the return is worth it."

    John, the market comes FIRST.

    You'll have to nail down the market, as I suggested above.

    If I were in your situation, I'd charge the client to read the books, check out the market, and write a detailed report, with some marketing advice.

    I wouldn't charge an hourly rate, I'd decide how it would take me to read/ research/ think/ write, and would base the fee on that.

    Depending on how fast you read and research, it would take upwards of ten hours just to do the above.

    There's no point in doing anything else, until you know exactly WHO the market is... Then you can think about reaching the market -- that is, marketing to that audience.

    Bottom line: get some money up front from the client (half), then sort out the audience/ market.
    {{ DiscussionBoard.errors[4934633].message }}
    • Profile picture of the author JohnRowe
      Originally Posted by angela99 View Post

      Regarding marketing the books, John, you say "Oh, one book is his life story and the other is an instructional book on coping with addiction."

      That sounds like two products you'd market to two different audiences, unless his life story includes his overcoming his addictions, and using his experiences to help others.

      I say this, because when you're marketing anything, the MARKET (the audience) comes first.

      In an ideal situation, you'd think: "OK, we have this market, and they desperately need ______ (fill in the blank.)" Then you'd create the product.

      But he's giving you two books to market, so you need to shoehorn these books into the needs of their respective audiences.

      You MUST get the market nailed down first, so I suggest:

      1. Read the books.

      2. Think about the market(s) for those books. Since the books are on Amazon, are there any reviews? If there are, read them.

      I don't have a clue about the life story book. Life stories are impossible to sell unless the person's already famous or infamous.

      The market for the addiction book might be: healthcare professionals, coaches, teachers...

      3. Talk to the client about the books, and where he thinks the market would be. (Most writers haven't a clue, which is why publishers ask writers to include a "market" section in their book proposals...)

      4. Ask the client about his competition. Who's competing in his chosen market(s)?

      Everyone has competition. Checking out his competition might give you some clues about markets.

      You asked: "What approach would you take with your IM strategy for this type of client? I do believe he's got a decent budget to work with if he knows the return is worth it."

      John, the market comes FIRST.

      You'll have to nail down the market, as I suggested above.

      If I were in your situation, I'd charge the client to read the books, check out the market, and write a detailed report, with some marketing advice.

      I wouldn't charge an hourly rate, I'd decide how it would take me to read/ research/ think/ write, and would base the fee on that.

      Depending on how fast you read and research, it would take upwards of ten hours just to do the above.

      There's no point in doing anything else, until you know exactly WHO the market is... Then you can think about reaching the market -- that is, marketing to that audience.

      Bottom line: get some money up front from the client (half), then sort out the audience/ market.
      Thanks for the very helpful advice & a very important reminder that the market comes first. I am actually reading both books now which is helping allot to visualize the direction I could take.

      His own story is, in part, overcoming addiction and helping others overcoming their own similar issues.

      Asking him about his competition is a very good idea because I have a suspicion that he's not really thought about that at all, but you're correct, there is always competition.

      As for charging him to come up with a plan of attack is something I actually mentioned to my brother right before you mentioned it here. My thinking is that I would do all the research and if I share it with him for free, it would be quite easy for him to take this report to someone else. Not saying he will, but I guess it's always good to take precaution.

      Just a question though; how much would you say is a fair amount to bill for this part of the project specifically?
      {{ DiscussionBoard.errors[4938254].message }}

Trending Topics