Once you have a basic marketing plan and have clearly outlined how you intend to fulfill your publishing goals, the next step is to consider your strategies, namely the "Four P's of Marketing": (1) product, (2) price, (3) place and (4) promotion. Due to the flexible and confessional nature of memoirs, there are a significant number of options available to self-published writers as well as some marketing avenues that may even surprise you.
1) PRODUCT: It's All About Presentation
Before you begin marketing, you want to make certain you have a well-constructed and organized product. Obviously, you want your chapters to flow organically from one to the next – these are segments from your life after all – and you don't want your memoir printed in a font too small to feasibly read. For various layouts, sizes and fonts that Wordclay's professional designers believe represent the best quality and functionality for a memoir, you can always access our free memoir templates (located on the memoir spot main page). But always keep in mind that you are in control of your product – only you know what your target audience wants.
TIP: Know your product inside and out. Practice reciting an enticing 30-second description of your book in the best and most persuasive way possible. This will come in handy when bumping into friends and associates. Casual word of mouth marketing can be extremely effective, and it will help you stay focused on your marketing goals.
Here are some standard tips that may help you design a presentable and professional collection that will make your product easily accessible:
- Avoid Awkward Transitions. You never have to smash your chapters together. Always begin a new chapter on a separate page. Don't be afraid to use white space either. Start every chapter halfway down the page to allow for clarity and elegant layout – your readers will thank you later. The alternative is a huge blob of intimidating prose and a clutter of tiny words on a single page. Make certain all your transitions, textual and design-wise, are smooth, artful and consistent, including the headers and footers. As a reader, think about what you would prefer seeing when you first open a story collection.
- Size matters. Most readers want convenient memoirs, sized to take up little space in their bags or purses, usually as 6"x9" books. Not many people can imagine lugging around an 8"x11" memoir, nor would they consider buying one.
- Clear, elegant fonts can do wonders. Readers are drawn to fonts that disarm as opposed to rigid ones that aggravate them, especially with memoir. The last thing you want is your story to annoy your readers, and even something as insignificant as the font style can send a message. Think of invitations you've received in the mail. The more elegant and sparse the text, the more inviting the event seems. The same is true with your book. A visually appealing layout and, ultimately, a more pleasant read is a necessary ingredient in any successful memoir.
- Don't judge a book by its cover. But of course, sadly, we all do. Whether supplying your own cover artwork (an option now available through the Wordclay Service Store) or designing one yourself through the publishing wizard, a well-designed cover could give a browser the added push they need to order your book. Remember that cover text can also go a long way. Articulate back cover blurbs and biographical information can greatly substantiate your literary authority in the eyes of readers.
- Mind your manners and say hello. Introductory text by you, an established writer or literary authority is yet another way to convince your audience of your memoir's merit. Or, have a peer or colleague read your manuscript and write a short introduction. In addition, you can always supplement your work with an author's note, stating your vision for your memoir and your experiences writing. This could be just the personal touch that connects your readers to your work.
- How you remembered it. Controversies and heated discussions around the "truth" of certain memoirs have been escalating in recent years. Avoid being bogged down by this debate and always remain true to your memory. Do your research if there are gaps or fuzzy patches in your memory as well. Cover all your bases. If you're concerned about issues of libel, you might consider contacting a lawyer. But nevertheless, don't fabricate to sell books, you'll only lose in the long run.
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2) PRICE: Finding the "Sweet Spot"
When it comes to memoirs, price is difficult to nail down. Generally speaking, there are three major factors that need to be considered, the first two being 1) page count and 2) photos. A memoir with a high page count as well as pictures –– may sell for a higher price. But if perhaps these photos are never-before-seen photos. This introduces the third factor that can drastically affect your price, namely 3) your celebrity.
Of course, no matter what your book entails, the more recognized you are publicly, the more likely you are to sell copies of your book. Hence, the real need for marketing. But not everyone is Tom Cruise, Hillary Clinton or John Waters. While it is easier for celebrities to sell books simply by soaking up the spotlight, they still have to put forth substantial marketing efforts if they expect their book to sell. And for all you "normal" writers out there, you may have to lace up your boots, strap on your helmet and climb your way to the top.
But don't get down. By pricing your book fairly and successfully employing your marketing plan, you, too, can catch the eyes and ears of readers.
The price of the memoirs fluctuates based primarily on current trends. Basic, non-picture memoirs might sell anywhere from $10.00 to $16.99, depending on their relevancy. If you're an emerging writer, however, you may consider pricing your first memoir closer to lower end of the price spectrum, if only to appeal to browsers and potential buyers as you earn your celebrity.
Successful marketing depends heavily on price. Say you're browsing a bookstore shelf and you come across two memoirs you're considering for purchase. One costs $10.99, and the other costs $14.99 – which are you more likely to buy? These lower priced memoirs are going to be your major competitors, and as a result, you must sell your book at a competitive price. If you're certain you'll publish a second book, you may want to underbid the hottest sellers, and incrementally raise the price of your subsequent publications as interest piques.
To determine what you should price your book, research some emerging memoir writers and visit the non-fiction section in your local bookstores. While browsing, study the prices of similar publications (i.e. similar in size, subject matter, style and voice). This should give you a reasonable range for the sales price for your book. Browse online retailers such as Amazon.com and the Wordclay Bookstore for prices as well. Who knows? You may discover niche markets and retailers that perfectly fit your title's mood and marketing scheme.
It's true – lowering the price of your collection will ultimately lower the royalties you earn with each sale. Bear in mind, though, that the more attractive the price of your book, the more copies you're likely to sell. And the more copies you sell, the larger your readership will become, not only increasing the prestige your name will invoke when mentioned, but also paving the way for your future publications.
TIP: Although you cannot change the Web or retail price of your book through Wordclay after your book is published, you can always purchase copies of your book at the author-discounted price and then resell the books at any price. This allows you to experiment with the price and find the "sweet spot" on pricing your book when selling at events.
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3) PLACE: Where Oh Where Has My Audience Gone
Next, you should consider where you'll market your particular memoir. Only you know the best places and locales that will work for you and your title, so make a list of all the possible platforms that can successfully showcase your book. When you're pondering where your book will sell, remember that there are two levels of "place" you should examine, namely geographic locations as well as other meeting places, both online and offline.
Geographic Locations: Start Locally.
When launching a promotional campaign, especially if you're new to the literary scene, it's best to start with a local readership and eventually spread out into a regional demographic. As a local author, you'll have a clear advantage over the faceless, distant writers who just send e-mails and letters. Local bookstores and literary centers are always looking for ways to make money and promote their organizations, and local authors can help them greatly. Plus, the near-by location is not only more convenient for you to arrange that local retailers feature your book, but it's much easier to host signings, readings and other events as well.
After a few events, you can reference these valuable experiences when contacting media outlets in your area to suggest an interview, paving the way for future promotion of your title. After a few successful open mic nights, neighborhood coffeehouses may even agree to sell your memoir at the counter.
TIP: If part of your marketing plan is to convince bookstore managers to physically stock your book on their shelves, you should consider purchasing Retail Return Insurance . It enables retailers to return your book if it doesn't sell, so they feel more comfortable taking a chance on a lesser known title or author, and, at many stores, they will not even consider shelving a book unless it is returnable. If you can work it into your budget, you won't regret it.
For the memoirist, local is particularly important. Your book is a segment from your life, and your local area (or your primary region) will more than likely be mentioned. People like reading stories they can connect to, and locals around town will want to know about you and your adventures, and as curiosity about your life spreads, you can expect more people reading your book.
Undoubtedly, your local connections and efforts will have a much greater impact initially as a jumping-off point to spread to regional or national levels.
Of course, every rule has its exception. If you live in New York City, you may already be marketing on a national level. Due to the significant chunk of media outlets, publishing houses and literary institutions located in New York, your exposure has the potential to reach around the world. Whether local or national, however, always remember that you still need to put in the hours and constantly apprise the media as well as your future readers of your publication. Your memoir doesn't sell itself – you do!
Your Demographic: A Cultural Space.
In addition to your local connections, including any cities where you lived previously, lived while attending college, hometowns, etc., you can also play on any locations mentioned within your memoir. Obviously, this will be of particular importance when you're marketing your book.
If your memoir recounts your time as a miner, then you would have worked in a mining area. If your memoir recounts your experience as a Chinese immigrant living in New York , you will undoubtedly mention China and perhaps even Chinatown . If all of your memoir takes place in Los Angeles , then of course, target Los Angeles . But always remember that the motive (and the memory) behind your memoir is very specifically bound to place (and your market).
Identify the kind of regional demographic your memoir targets, namely the atmosphere where you lead your daily life. Do you live in the Southwest, and does your writing have a Southwestern tone? Does your story examine or deal with a specific culture unique to you? As mentioned earlier, perhaps your work examines the Chinese-American experience – then you may already have a vast niche market just waiting for your memoir. As a result, if your book contains cultural content or styles, you should definitely list (and engage) these veins when you broaden your marketing focus.
Once you've established your place within your local and regional spheres, you may want to take your memoir to the next level. But penetrating and remaining active within the national market is probably the most difficult of the "Place" hierarchy, and can typically only be done after all other local and regional outlets have been completely saturated. Again, remember your audience and be specific. "Everyone" is not specific enough; neither is "memoir readers."
Next, evaluate target cities and institutions you want to visit for promotional efforts. For example, with a memoir that reveals your time as a blues musician, you may organize a book tour that takes you through many proclaimed blues communities, such as New York, Chicago, New Orleans, Memphis and others. Whatever locations you choose, now's not the time to relax. You may think that by reaching a national audience, your book should sell itself. But national or not, markets are markets, and the national one behaves no differently than the regional or the local. If anything, storming the national market is the time to double your efforts. Envision the venues, months of the year and trends that best fit your memoir, and then seek them out sooner rather than later.
Long Distance Relationships: What Occupies Your Audience's Time?
Once you've identified geographic locations where you will market your book, you then need to identify the places where you can actually find your audience members. Finding places where your audience gathers on a regular basis, both online and offline, is key to planning your marketing strategy.
Consider platforms such as literary forums, memoir book clubs, creative writing seminars, book fairs and publishing conferences, where you might meet new readers. Another "place" aspect to consider is where your potential fans are spending their time. Do they subscribe to certain journals, newsletters, online communities or daily blogs? Do they publish or participate in any of these organizations? Do they regularly listen to a particular radio station? These places where distance can be folded between you and your audience can make for invaluable resources once you begin to actively promote your book.
TIP: Brainstorm a list of keywords associated with your book and your audience. Use tools like Google's Adwords Keyword Tool to test your hypothesis. Once keywords are found, use them to search the Web to find specific Web sites and social networks that fit your niche audience.
Consider some of these general places (and organizations) where your audience resides:
- Local Universities and Neighboring Libraries
- Artistic Organizations (i.e. Art Galleries , Literary Centers and Magazines)
- Conferences and Literary Events (i.e. AWP Conference and Bread Loaf )
- Bookstores (i.e. Borders, Barnes & Noble and independent bookstores)
- Cultural Institutions and Centers (varies depending on ethnicity, background and style)
Shopping Habits: The Convenience of Ordering Your Book.
In addition to the venues you're considering for your future promotions, you also need to think about where your audience shops. Generally speaking, people (especially writers) are creatures of habit and will continue shopping where they've always shopped. On the national level, most readers order books online, and it's likely they're not going to step outside their comfort zone and radically change venders for you. Besides, nobody wants to hunt for your book into obscurity, and you already want them to find it easily, so why not make it easier for everyone?
Fortunately, Wordclay has anticipated such situations, and now offers a variety of distribution packages, including Wordclay ISBN and Single ISBN: Be Your Own Publisher, through our Services Store that will make your title available at more than 25,000 online retailers, including Amazon.com, Borders.com and Barnes & Noble. Fiction enthusiasts will want to conveniently order your book, and the last thing you want are buyers who are unable to order your title. An ISBN and Channel Distribution can make you secure with the knowledge that readers worldwide can easily order your book from their home, office or local bookstore.
Another package to consider if you want bookstores to stock your book on their shelves is Wordclay's Retail Return Insurance, which allows booksellers to return unsold copies of your book. Retailers are hesitant to take on new authors, especially if they are self-published because most self-published books are not returnable. But, by purchasing Retail Return Insurance, you remove the risk for retailers. Knowing that they're covered whether or not your book sells will definitely increase your chances of being picked up by brick-and-mortar bookstores. The best part about this package is that you keep the royalties for each book the retailer orders, whether they return copies or not. Say a bookstore manager orders 10 copies of your book, sells six and returns four, you get paid for all 10 – it's just smart business.
To view the packages in greater detail and review prices, use the quick links below:
Of course, you have to stop into their bookstore and convince them that your memoir belongs on their shelves. Bring a copy of your book and documentation of your previous sales. Mention the past, present and future events you have booked. Retailers want to believe in you, and it's your job to present (and build) the facts that will make your case.
All in all, think bigger. Always book your time wisely as well as effectively, and always consider new, untapped marketing methods.
Remember, there are other writers just like you, waiting for their fifteen minutes, so remain active within your scene, build your celebrity, continue to write and strive to maintain a loyal readership base. The more enthusiastically and consistently you inhabit the spotlight, the more your readers will remember you and expect your newest memoir in the future.
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4) PROMOTION: Reaching Out and Touching Readers
"Promotion" is the fourth "P," and involves selecting the specific advertising platforms, forms of media, promotional efforts, marketing products and networking avenues that you will use to spread the word about your book. Promotion is always ongoing, and your marketing plan should examine a number of different angles. Your promotional efforts should encompass various forms of media and utilize all kinds of channels, avenues and efforts, known as a "Marketing Mix." There are traditional methods and promotional events you can arrange, but there are also many non-traditional areas just waiting for your memoir.
When it comes to promotion, you've got options galore. But when planning, don't forget about the basics, such as: Who is your target audience? Where can you find them? What is your budget? These fundamental points should guide you when choosing your promotional strategies.
Consider all your promotional options, from traditional elements such as seminars, book signings, readings and press releases to new marketing elements, such as online social networking, pay-per-click ads and e-zine article publishing. With a little research, you're sure to find a combination of strategies that works for you.
For an extensive list of promotional possibilities, read the article "Fundamental Promotion Techniques for Your Memoir" on the Memoir Genre Spot.
Plot Your Marketing Strategies and Launch Your Plan into Action
The Four P's of Marketing are essential in any marketing plan, but new ideas are always evolving, so keep your eyes open. Don't forget to sketch out a basic timeframe in which you will accomplish these tasks. Marketing and promotional efforts take time – time to arrange, time to manage and time to complete. Be aware of how much time you have available to devote to your efforts, and remember that things don't happen overnight. Through patience and persistence, you will see ever-increasing, tangible results.
Now that you know the basics of how to create a marketing plan and strategy, it's time to sit down and start brainstorming ideas. By setting goals, staying focused and utilizing the resources available to you through Wordclay, you're sure to find success in your book marketing goals.
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