One of the most through, frustrating, rewarding, and intense marketing plans you can undertake is a plan that promotes a book. Like Realtors, there are thousands of new titles being introduced to the public every year. According to publisher Dan Poynter’s Para Publishing reference source bookstatistics.com roughly 190,000 new books are minted in the US every year.
And like a large number of Realtors, many of these new books are not properly introduced to their target audience, unprepared to go to market, lacking in the substance factor of knowledge or experience, and have no organized marketing plan.
If you are a Realtor and you believe that marketing is difficult, too time consuming, a necessary evil that should be governed by costs, or a task that an underling can perform for you then consider my latest endeavor–bring an author’s work to market.
For the next eight weeks I will chronicle my efforts to market author Susan Hanshaw’s upcoming book “Inner Architect: How To Build The Life You Were Designed To Live.” Within this series, I will document the steps that media-publishers take to bring books to market through a comprehensive Marketing Plan. This plan can easily be implemented in part or whole to support a Realtor’s current plan or act as an outline.
In order to become a successful Realtor you need a plan-a marketing plan. Accept this as fact and you are about to begin to take the steps necessary to bring your “brand” to market successfully. In the book world the publisher does very little to market your book (a shocking surprise to me last year). It is up to the author and representative to create the buzz leading to an audience for the product–sound familiar?
The first step is to create a list of benefit statements about your business. Very successful Silicon Valley Realtor Andy Wong calls his business his “practice.” Why is your business different? Why is it better? Why would consumers want to spend time learning more about you? How will consumers benefit from hiring you? Write short, consise, statements no more than 25 words–create impact.
Outline your marketing plan with the first two steps in our formula:
1. What Are You Selling? : Write an two paragraph autobiographical profile since you are the product. What are you selling about you? Include your experience, achievements, and your niche
2. What Is Your Market? : Who will want to hire you? Do you work best with new home buyers or the luxury market? If you are a tech savvy person, MarketingVox.com is a great source of ideas to utilize for that consumer market.