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RE: [GWL]: Agent or no agent?

Carol Wrote
Now you raise a question that has always interested me. How does one go
about publicizing a book?
My own is still in outline form so I'm not overly panicked just yet - but it
will be a good thing
to know when the time comes.
Carol
Carol, I think of the task in terms of a marketing plan vs. a publicity
plan.  I think the concept of marketing is broader and includes more
activities.  I am working with Lone Pine Publishing in developing a
marketing plan for Nancy's first book that will hit the streets on March 1;
Perennials in Michigan.  The plan involves direct mail activity to garden
writers, master gardeners, garden clubs, etc.  It involves public
appearances at home shows and flower shows.  It involves book signing
appearances in book stores and garden centers.  It involves working with
garden centers to stock the book and public libraries to buy the book.  It
involves finding outlets in farmers markets to sell her book.  It involves
arranging for reviews in newspapers and magazines.  It involves appearance
on radio shows and television programs.  It includes some advertising in
garden related or Michigan related publications.  It involves establishing
Internet vehicles for selling the book.
The basic objective is to get Nancy in front of as many groups as we can in
the first year. At every appearance you try to get as much press coverage,
radio backup, etc. as you can to increase the impact of the appearance.  She
is a great speaker so will effect sales in two ways - develop referrals from
folks hearing her speak and sell books directly at each appearance. We do a
lot of the work but the publisher covers all expenses, an item that was
included in the contract.  In many public appearances, Nancy can get a fee
from the organization, sell books, and have her expenses covered by the
publisher.
So there is a little advertising, some direct sales, some marketing, some
publicity, some public relations, and a whole lot of energy.  I'm sure other
members of the list can add other components to a book's marketing plan.  A
book with a national audience is much more difficult, expensive, and time
consuming.

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