Marketing a book is a journey, and sometimes it takes longer than expected. Periodically, it’s beneficial to take a step back and assess your strategy from a higher altitude. This “30,000-foot view” can reveal overlooked opportunities and alternative marketing avenues you haven’t yet considered.
To gain this perspective, use a whiteboard or large surface to map out your marketing flight plan. Document everything you’ve done since receiving your first author’s copy. The goal is to create a comprehensive list of all your efforts.
This exercise offers a fresh perspective, highlighting areas where you might be overspending time or identifying gaps in your campaign. By sketching out your complete marketing efforts, you can analyze what’s yielding results and what isn’t. While long-term strategies like bulk sales and national media require sustained effort, evaluate whether your time allocation aligns with your results. For example, if radio promotion isn’t producing desired outcomes, consider shifting focus to speaking engagements.
After thoroughly evaluating your campaign from this elevated perspective, develop a to-do list to revitalize your efforts. A common pitfall is becoming too focused on one area and neglecting others. Stepping back provides the breathing room to regroup, reset goals, and refocus on areas needing a boost.
Consider this: a plane flying from Hawaii to Los Angeles is consistently off course by a small percentage. Without corrections, it could end up far from its intended destination. Similarly, don’t leave your marketing on autopilot. Regularly realign, readjust, and refocus your efforts to reach your goals.
Happy marketing!