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Presented By:Ramzi S. Hajj, CoFounder of Storiad, Inc.
[email protected]© 2015 Storiad, Inc.
Bookselling: A Practical Guide
Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
Your Presenter - Ramzi S. Hajj
2
Co-Founder of Storiad Economist by professional trade Writing as the proverbial labor of love
Why Build Storiad? ALL my author-friends worked YEARS to write, edit, and bring
books to market à GREAT news … Selling virtually no books à BAD news Solve the “bad book sale” dilemma with better technology,
access to information & actionable industry knowledge
Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
Presentation Outline
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① The Basics: The “5/95 Rule”② Bookselling Market Realities③ What Bookselling is All About④ Planning & Doing⑤ Your Networking Plan⑥ Your Marketing Plan⑦ Your Publicity Plan⑧ Your Plans in Action⑨ Let’s Talk Videos with Aqua83
Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
Wisdom in Numbers: The “5/95 Rule”
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Bookselling Conventional Wisdom Achieving Publishing Success
Writing Marketing
Book publishing success is 5%
writing a book and 95% marketing
“Writing a book is just a prologue to more work.” - The Economist (Schumpeter | Authorpreneurship) 2/14/2015
Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
Bookselling Market Fundamentals
The Greatest Obstacle to Book Sales is Lack of Market Awareness
Some reasons why:① The number of books being published every year has exploded② No other industry has so many new product introductions③ Average book sales are shockingly small, and falling fast④ A book has less than a 1% chance of being stocked in an average
bookstore⑤ It is getting harder and harder every year to sell books⑥ Most books today are selling only to the authors’ and publishers’
communities⑦ Most book marketing today is done by authors, not by publishers
* Source: Steven Piersanti, President, Berrett-Koehler Publishers. February 22, 2013
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Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
The Short & Sweet of Bookselling
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It’s ALL About Connections & Communication
Sorry, NO:q Ifs;q Ands; orq Buts.
Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
Your Connections, Your Network
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And by Connections, we mean:þ Friends & Familyþ Other Authorsþ Editorsþ Publishersþ Lit Agentsþ Book Clubsþ Reading Groups
þ Writing Programsþ Interest Groupsþ Bookstoresþ Lit Magsþ Book Bloggersþ Book Reviewsþ Vloggers
þ New Media Peopleþ Film Peopleþ Social Media
“Influencers”þ Radio Peopleþ … And Many more
Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
Our Destination
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As Published Authors, we need to do everything we can to stand out in a crowded bookselling field
“Readers these days want to get to know the creators of the books they buy.” - The Economist (Schumpeter | Authorpreneurship) 2/14/2015
Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
Bookselling Goal à Strategy à Tactics
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þ Your Bookselling Goal: to sell as many books as possible
þ Your Bookselling Strategy: to implement interconnected Networking, Marketing, and Publicity Plans to find and connect with the right people, at the right time, with the right messages
þ Your Bookselling Tactics: to position a well-balanced portfolio of book marketing assets in support of the interconnected Networking, Marketing, and Publicity Plans
Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
Your Bookselling Strategy
Your Bookselling Strategy entails building three interconnected plans:
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• attract & engage your audience with compelling content
• content reflects “who you are, how you write, why you write, what you’ve written”
Networking
• research your readership base
• develop smart & interactive marketing materials
• actively market to that base
Marketing • identify relevant industry influencers
• get your marketing materials to these influencers
Publicity
Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
Tools of the Bookselling Trade
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Your Portfolio of Marketing Tools Include:þ Networking
platformþ Marketing
platformþ Your book
(excerpts)þ Book trailerþ Author reading
(video)þ Video book
reviews
þ Audioþ Online reviewsþ Social mediaþ Bloggingþ Virtual author
eventsþ Partnershipsþ Co-marketing w/
publisherþ Discount codesþ Offline events
þ Visualsþ Marketing opt-in
formsþ Giveawaysþ Linksþ Adsþ Messaging
templatesþ … And SO MUCH
MORE
Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
Your Networking Plan Development
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Your Networking Plan addresses the quantity, quality, and relevancy of the connections you make.
① Time Allocation② Connections③ Third Party Content Discovery & Sharing④ Blogging & Original Content Creation⑤ Network Engagement
Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
Your Marketing Plan Development
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Your Marketing Plan determines who your target audience members are, what interests them, and how best to reach them in the compelling and memorable ways needed to induce them to consider, buy, read, then recommend your book to others.
① Time Allocation② Budgeting③ Target Audience Determination ④ Market Research⑤ Marketing Materials Development⑥ Marketing Material Packaging⑦ Marketing Material Distribution
Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
Your Publicity Plan Development
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Your Publicity Plan determines how you get your book’s marketing information onto the screens of those industry influencers in the business of reading, reviewing, recommending, and/or buying books.
① Time Allocation② Budgeting③ Outreach Messaging④ Tracking
Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
Author’s Decision Point
With prevailing market challenges in mind, we authors have one of two choices:
q Remain Passive: Do little (or nothing) and don’t sell many books
Or; q Get Proactive: Develop integrated Networking,
Marketing, and Publicity plans to build the market awareness that sells books
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So …
And Please Remember: If people don’t know your book exists, there is a 0% chance
they will read it, review it, recommend it, or buy it.
Bookselling: A Practical Guidestoriad.com
© 2015 Storiad, Inc.
Author’s Decision Point
We KNOW you’ll choose the Proactive approach
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And Finally …
Happy Book Marketing!
Woof!
Presented By:Ramzi S. Hajj, CoFounder Storiad, Inc.
© 2015 Storiad, Inc.
Thank You!
Questions?Email: [email protected]
Twitter: @storiad
Virtual Author Event Reach More. Save More.
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Storiad and Aqua83 Presents
Sha’Dona Brewer @aqua83consult #VirtualAuthorEvent
• Marke?ng and Communica?ons
• Industries
• Events
• Aqua83 Consul?ng
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Author Event Setbacks
• Budgets
• AJendance
• Technology
• Change in marke?ng dynamics
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Author Event Solu?on
• Go digital
• Reach more
• Create brand
• Save ?me and money
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What is a VAE?
• Online webinar
• Interac?ve
• Opt-‐in marke?ng
• Market data collec?on
• Branding
• Content piece
• Drive sales
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What’s included in a VAE?
• Consulta?on
• Full planning
• Management
• Marke?ng
• Event execu?on
• Post marke?ng
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Thank you!
So what are you wai?ng for?
hJp://learn.storiad.com/Virtual-‐Author-‐Event
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Presented By:Ramzi S. Hajj, CoFounder Storiad, Inc.
© 2015 Storiad, Inc.
Thank You!
Questions?Email: [email protected]
@storiad @aqua83consult #Bookselling #VirtualAuthorEvent