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Message Congratulations,You're aPublished Author!Now What?(Here's How to Get Your Book Working for You Immediately.)
Congratulations,You’re aPublished Author!Now What?(Here’s How to Get Your Book Working for You Immediately.)Written byYour Lunch Break Books Team
Published byLunch Break Books®1460 BroadwayNew York NY 10036www.LunchBreakBooks.com No part of this publication may be reproduced without the written permission of the authors of this book.For more information on Lunch Break Books® including to nd out how you can become a published author, visit www.LunchBreakBooks.com© Copyright 2023All rights reserved.
5Table of ContentsIntro .................................................................................... 7Section One: LAUNCHChapter OneBuild an Eye-Catching Book Display ........................... 11Chapter TwoIt Takes a Village ............................................................. 15Chapter ThreeHouston, We’re Go for Launch ..................................... 19Section: Two GROWChapter FourPlanning Makes Perfect: e Art of Systems .............. 25Chapter FiveIt’s All in Who You Know .............................................. 29Chapter SixBaby, You’re a Star! Writing the Perfect Pitch to Get You Seen ..................................................... 33
Congratulations, You’re a Published Author! Now What?6Chapter SevenBe a Good Host: e Art of Creating and Hosting the Perfect Webinar ................................. 41Chapter EightPlanning Makes Perfect: Steps to Create Your Yearlong Marketing Plan ......................... 43Section Three: MAINTAINChapter NineSpread the Love: Using Your Book to Show Client Appreciation ............................................. 49Chapter TenYou Oughta Audit ........................................................... 53Section Four: AMPLIFYChapter ElevenIs It Time to Write Your Sequel? ................................... 57Chapter TwelveReect and Repeat .......................................................... 59Resources ......................................................................... 61Julie Guest ........................................................................ 77
7INTROHello there! Congratulations on becoming a published author (and subsequently positioning yourself as an expert in your eld)! You are holding in your hand an evergreen marketing tool that is going to help you do great things for your business. We have compiled some valuable information to help you best use this new marketing tool. ere are two kinds of promotion strategies you can use—“minimal” or “go big.” You decide how much new business you want to attract on this continuum. is book oers options for both. e goal is to get your book working for you immediately so you can start attracting new clients on day one. Both options oered in this book will get you results; you pick your path.Remember to treat your book like your new business card or oce brochure—get as many copies of your book as possible out into the world and working for you on an evergreen basis. Your book is now your most powerful referral tool! Give a copy to anyone who could possibly refer you. en, think of THIS book as your marketing textbook. We give you permission to write in this book. Record what works, highlight what you nd interesting, use this as a resource to help you achieve your goals!
Congratulations, You’re a Published Author! Now What?8Our launch guide is for those of you who just want to jump right in and get started. You can read the launch guide and then skim the checklists for each month, located at the back of this book. Using just those resources will get you results, or you can choose the more detailed route and read the grow, maintain, and amplify sections of the book.is book lays out a twelve-month marketing plan for you to use your book to your advantage. You can pick and choose which activities you would like to do. e more you do, the more successful this marketing tool will be. We realize that you probably didn’t go to school for marketing (it’s ok, we did) and may not have a lot of marketing experience (it’s ok, we do). is book contains a very brief overview of what a marketing plan should look like using tools from our sister companies. If you are bitten by the marketing bug and want to delve deeper, we highly suggest you visit www.bolderlouder.com and www.clientstampede.com for TONS of marketing resources. Congrats again on your book—we cannot wait to hear your success stories!All the best, Your Lunch Break Books Team
Section OneLAUNCH“T .” ~ Walt Disney
Congratulations, You’re a Published Author! Now What?10We understand that you may not have the time or the bandwidth to take on a full twelve-month plan from the start. Don’t worry—we have compiled a quick launch guide for you to get your book working for you ASAP. However, we do recommend that you use this section and skim through the checklists we have provided at the end of this book to get the most out of your new resource.
11Chapter OneBuild an Eye-Catching Book Displaye rst and most important step is to get your book on display in your oce as soon as possible. You will want to create an eye-catching and professional set up to spotlight your new book. In addition to this display, you should always keep plenty of books on hand. We suggest you have twenty copies in each display and always have at least 100 books in inventory.How do you set up an eye-catching book display?Look around your oce, practice, or business area and nd the space in which you would like to create your book display. We suggest on a counter or wall near where your clients will be walking. For example, in a medical practice, we suggest the reception desk. Remember, you want as many of your clients to see your new resource and take or request a copy.Once you have decided where you want to set up your display, choose the style and display size that best ts your area. It can be as simple as an acrylic yer holder
Congratulations, You’re a Published Author! Now What?12with your signage and the books laid next to it. It can also be as elaborate as a book display case that holds the signage and physical copies of your book. Luckily, we live in an age where almost everything is easily accessible online. In the resources section of this book, we have listed websites where you can purchase the tools you will need to display your book properly. Remember, the more eye-catching and dynamic the display, the more interest it will generate for your book.Simple display example – an acrylic book display with a yer holder. Straightforward and inexpensive, but very e ective and good for small spaces. Both items can be found on Amazon. is type of display can be purchased for $15-$30.Premium book display – these are best for larger spaces and produce an aesthetically pleasing e ect. is type of display can be purchased for $40-$100 on Amazon. You can use the print resources listed at the back of this book (or your favorite local printer) to print and attach a banner to your display.
Build an Eye-Catching Book Display 13
Congratulations, You’re a Published Author! Now What?14Wall display example – is type of display is best for businesses that do not have a large amount of counter space at their checkout area. ese items are available on Amazon. e below display costs between $12-$40. Make sure to purchase a frame for your promotional yer to hang next to the display.
15Chapter 2It Takes a VillageYour book is the most important tool in your marketing toolbox. Make sure that you put together a book promotion team that will help you accelerate the success of your book in a way that feels right to you. Before your book launch, gather your team together and decide who will be in charge of the following:- Creating processes for book distribution (see GROW section for a guide to creating these processes)- Managing media requests, posting social media, and inventory management- Website developmentBook Process Managementis employee will be in charge of ensuring the promotion of your book is handled in a systematic manner that both reects the brand feel of your business and tracks to whom your book is being sent/given.
Congratulations, You’re a Published Author! Now What?16is should be a trusted employee with great organizational skills, as they will be managing your mailing list as well as following the book promotion processes that you put into place. Managing the mailing list is a key component in the success of your book. We go into more depth on the creation and management of your mailing list in the GROW section.Media Managementis is the employee that will be responsible for taking charge of any media requests you receive. ey will be the liaison for your oce with news outlets, podcast requests, etc. ey will also be responsible for executing the social media calendar when it comes to book related posts. In addition, they will manage your book inventory. We recommend that you always have 150 physical copies of your book in inventory. Due to the length of time it takes to receive re-order shipments, we suggest ordering copies when your inventory reaches seventy-ve books. To reorder, email us at Hello@lunchbreakbooks.com.Website DevelopmentIt is important to add your book to your website, as it will help to establish your authority and start building your mailing list. ese are the following items to ask your web design team to put in place as soon as possible:
It Takes a Village 17Get your Book on Your Website1. Put the 3-D image of your book on your website along with a book description (use the blurb on the back of the book) and a link to the landing page to download the image. You will receive a link to your landing page that we created for you. Get Your "As Seen In" Media Banner Put on Your Homepage2. We sent you the image to showcase the media in which you and your book have been featured. Get your web designer to add this to your website on the homepage to add to your expert credibility.Get Your Book on Your Products Page3. If you have a products page, have your web designer ad your 3-D cover as a product with a link to your landing page that we have created for you.
19Chapter ThreeHouston, We’re Go for LaunchOnce you have your display created and your team in place, it is time to launch your book. e following are the four most valuable steps you need to take during the rst two months of your book launch. 1. Display your book in your oce reception area where people check-in/check-out and always have plenty of copies on hand.2. Mail a physical copy of your book to your high-value existing clients who refer business to you—or ideally all your clients, especially if you work remotely or don’t have trac ow through your oce.3. Mail two copies of your book to key inuencers and referral partners.4. Put copies in your waiting room and every consult room (if you have them) and make sure to keep this stock replenished.
Congratulations, You’re a Published Author! Now What?20In addition to the automatic “pass it along” benet, here are thirty of the most creative ways you can use your book to grow your practice and client base:1. Use it to secure speaking engagements at local events2. Use it to secure media placement in local newspapers and magazines3. Use it as an employee handbook4. Use it in place of a business card5. Use it as a folder if you are dealing with hard copies of proposals, receipts, invoices6. Use bits of the book to create a social media campaign7. Secure your place on expert panels for high school clubs like Distributive Education Clubs of America (“DECA”)8. Create in-depth webinars or podcasts for each chapter of the book9. Use it as a thank you card (write your thanks and autograph inner cover)10. Partner with a local real estate agency to use it in their welcome package for new homebuyers11. Partner with local apartment complexes to use in a welcome package for new tenants
Houston, We’re Go for Launch 2112. Drop o copies at your local community college, oer to speak at the college, maximize press coverage of the event13. Contact local women’s, men’s, or other interest groups that may benet from your book, have interested parties sign up for a book party via Zoom, send a download of the book to each participant using their sign-up info14. Oer copies to your Uber drivers to keep in pockets of their front seats15. Put copies in Little Free Libraries. ese are located around the world—just download the Little Free Library App to nd locations near you.16. Contact local race events (5k, 10k, mud runs, marathons, etc.) to include a virtual or physical copy in race bags17. Sponsor a trivia night at a local brewery, restaurant, pub, etc. Capture email addresses of those signing up for trivia, send copy as a thank you for participating.18. Sponsor an adult recreational sports team, give copies to your players.19. Partner with local businesses where parents may be waiting for children and leave copies for parents to read20. Use it to secure a guest spot on a podcast related to your topic, give a copy away to one listener21. Leave copies of book in airport lounges
Congratulations, You’re a Published Author! Now What?2222. Leave copies in hotel lobbies23. Join groups on Facebook that would benet from your product, introduce yourself and interact, add the download link in comment threads that are relevant to your content24. Send copies to popular bloggers25. Find an up-and-coming complementary business to yours, partner with them to recommend each other’s services, have the business use the book when recommending your business26. Have someone turn your book into an audio book for those who may need assistance reading. Advertise this on your site and social media pages27. Start a brand ambassador program, give book away as part of ambassador kit28. Leave copies of your book at beauty salons (the average person receiving a color process on their hair spends on average one and a half hours in the chair…just enough time to read a Lunch Break Book)29. Have someone translate your book into languages that are prevalent in your area, advertise this on your website and socials30. Contact local news stations about your book, oer to do a segment on the morning show pertaining to the subject of your expertise
Section TwoGROW“O .” ~ T.S. Eliot
24You have launched your book into the universe! at is an important rst step and will start working for you immediately. However, if you are ready to really grow your business, we have created some “how-to” guides to get your book (and the information in it) out to a greater percentage of your target market. Your book contains so much information. You can use bits and pieces of it to create bonus content that will grow your business at an even faster rate. Hosting guests on podcasts and news outlets, writing articles for publications, creating webinars, and starting a podcast or blog are all ways you can use your book to create an innite number of opportunities for growth. In this section, we will help you identify your key inuencers, write a pitch for guest appearances, pitch print publications, create a webinar, and start a blog.
25Chapter FourPlanning Makes Perfect: The Art of SystemsIt’s all about systems! Your book has positioned you as an expert in your eld. It is time to create processes to reect that positioning—your brand if you will. Create a book promotion binder that lives on your front desk and includes information that your sta can use when promoting you book, such as:1. Logo2. Reverse logo3. Monochrome logo4. Logo usage and guidelines5. Typeface6. Typeface usage and guidelines7. Color palette and pantone colors8. Designs and guidelines for all promotional processes you and your team have identied (new client folders, existing client notecards, media requests, etc.)9. Information regarding your website designer
Congratulations, You’re a Published Author! Now What?26Aesthetics are important. Invest in branded packaging. e welcome folder that your new client receives containing your book, the bag you give to existing clients with their aercare and a copy of your book, bubble mailers for direct mail campaigns—anything including a copy of your book inside should have branded packaging. It can be as easy as a sticker or as premium as a custom designed welcome folder. We have provided links to various packaging vendors in the resources section located at the back of this book. Make sure you have systems in place so that none of your clients fall through the cracks. Everything your business does—every touchpoint, every product, every experience—is marketing. So, what should you consider when creating processes for your book marketing? We have broken it down into three simple units:1. Attraction – All the things you do to get someone to express interest in your services. Digital marketing, billboards, podcasts, prints ads, etc. 2. Conversion – e process you use to turn interested readers into paying customers. Phone calls, in-person consultations, online experiences.3. Retention – Activities for keeping customers loyal, engaged, happy, and buying more. Direct mail campaigns, email campaigns, celebration campaigns.
Planning Makes Perfect: The Art of Systems 27Processes that should be identified are:- What goes into the new client welcome folder? (a copy of the book, a welcome letter, a small promotion, a business card)- What do existing clients receive? (a copy of the book, a thank you note, a small promotion)- What do media requests receive (a copy of the book, a copy of your pitch, a handwritten note)Once you have identied the processes, a detailed “how-to” should be created and added to your binder so that each request is given the same treatment in accordance with the guidelines. is provides a uniform and united look and feel to your business, your book, and your brand.Note for your digital marketing team—processes should be created for digital marketing as well, since you will likely also be sending out book downloads. ese processes should mirror your in-house processes. Use a template for email newsletters, automations, and promotions.ere are two fundamentals for having a successful book marketing system:1. Build a quality house mailing list.a. Collect email address, physical address, and phone number of every person you or your sta speak with.
Congratulations, You’re a Published Author! Now What?28b. Make sure you update the list based on how responsive the recipients are (yes, there are still things you can do with cold leads, but make sure they are not on the same level as active leads).c. Make sure that a high-level employee is in charge of monitoring this list, as it will become the foundation of a successful marketing engine.2. Keep the three-legged stool in mind when you advertise.a. Keep your target market in mind whenever you make a marketing decision. Be clear and concise about whom you are speaking to and do not be afraid to focus on a niche.b. Use your message that you developed in month two to reach your target audience. Use your list of irresistible oers to keep clients wanting more.c. Use both your audience and messaging to make decisions regarding the types of media you use to advertise your business.
29Chapter FiveIt’s All in Who You Know Once you have established your in-house book marketing guidelines, you can then begin to focus on reaching out to a broader scope of potential clientele using key inuencers to help promote your book (and therefore your business). Here are some tips on how to identify the key inuencers in your industry.Every business should strive to build relationships with key inuencers in their industry. Properly identifying and engaging with these inuencers can help to bolster relationships, establish thought leadership, create more brand visibility, and ultimately drive higher conversions for your business. e question is, how do you go about nding and connecting with the right inuencers in your industry?What is a key inuencer? A key inuencer is an individual or group of people who has the ability to aect the opinions and behaviors of an audience. Key inuencers are oen thought-leaders in their eld, whose words and actions can have a signicant impact on their followers’ beliefs and activities.
Congratulations, You’re a Published Author! Now What?30rough the book writing process, you discovered your target market. Use what you learned and identify what type of inuencers will best match the preferences of this target audience. For example, are you looking to reach tech-savvy millennials or Baby Boomers? Knowing this will help you narrow your focus to look for the appropriate inuencers in your industry.Once you have an idea of what type of inuencers you’re looking for, the most important step is to nd the right ones. To do so, there are a few key strategies you can use:1. Leverage existing relationships: Start with people you already know. Check in with and mail copies of you book to your current partners, customers, and team members to see if they know any inuencers or can point you in the right direction.2. Search social media: Social media networks are a great way to quickly identify inuencers in your industry. Utilize platforms like Twitter, Instagram, and LinkedIn for your search. Popular hashtags, relevant content, and trending topics can all help you nd inuencers who frequently write or talk about the topics in your industry.3. Monitor discussions: Keep your eyes open to nd inuential individuals who are engaged in industry-related conversations. Following relevant discussion boards, online forums, and industry publications, as well as joining professional organizations, are all great ways to better understand who the key inuencers in your industry are.
It’s All in Who You Know 314. Look for industry awards: Key inuencers in your industry will oen be recognized and rewarded for their work. us, it's a good idea to keep track of awards, grants, and accolades in order to identify potential inuencers or potential partners.5. Research inuencer databases: ere are a number of free databases to help you locate specic inuencers by their preferred topics or niches. Simply enter criteria relevant to your business and you can nd potential inuencers in a matter of minutes.Once you have identied your potential inuencers, you can begin to build relationships with them. Reach out to them through direct messages, comments on their posts, or emails. Comment and engage with their content, participate in industry conversations, and show them the value of your business. As you continue to engage, you might even nd yourself working with these inuencers to promote your business and bring in more leads!So, to summarize, if you’re looking to identify and engage with key inuencers in your industry, look no further. Leverage existing relationships, explore social media networks and industry publications, keep an eye out for awards and accolades, and don’t forget to research inuencer databases. Keep in mind that building relationships takes time, but the eort and work you put in can pay o in the end.
Congratulations, You’re a Published Author! Now What?32QUICK START GUIDEHow to find podcasts to appear on and blogs to guest write on:1. Identify your industry influencers.a. Every industry has influencers that stand out. Identify the ones that overlap with your area of expertise.b. Look for podcasts and blogs that they appear on or in—not that they host or write. These are the outlets that may be a good fit for you.2. Research relevant keywords.a. Put together a list of five to ten keywords (words that you use often in your industry, writing, and business) that are relevant to your business.b. Search podcasts and blogs that use these keywords.3. Utilize lists that have already been curated.a. Look through your professional newsletters, publications, websites. Chances are there is a list of media associated with your area of expertise.4. Send a pitch to the podcasters you identify as potential guest appearance options.
33Chapter SixBaby, You’re A Star: Writing the Perfect Pitch to Get You SeenWriting pitches for guest appearances:Writing a good pitch to become a guest on podcasts and news outlets can be a daunting task, but it doesn’t have to be. By following a few simple steps, you can cra an eective pitch that will help you get the attention of the right people. First, consider the type of podcast or news outlet you’re targeting. Dierent shows have dierent audiences and needs, so make sure your pitch reects the kind of content they produce. Second, research the hosts and producers of the show you’re interested in. Knowing who you’re pitching to will help you tailor your message to make it more relevant and personal.
Congratulations, You’re a Published Author! Now What?34ird, cra a strong message that will grab their attention. Explain why you’re a great t for their show and why their audience should care about you and your topic. Make sure your pitch is concise and to the point. Fourth, provide evidence that you’re an expert in your eld. Include relevant clips, articles, or other materials that highlight your expertise.Finally, be sure to follow up. Podcast producers and news outlets receive hundreds of pitches every day, so it’s important to follow up to make sure yours stands out. By following these steps, you can cra an eective pitch that will help you land a spot as a guest on podcasts and news outlets. Good luck!Writing pitches to be a guest author in a print or web publication:When you’re pitching to become a guest contributor for a print publication, there are a few things you need to keep in mind. First, you want to make sure you’re pitching to the right person. Many publications have specic editors who handle pitches for guest contributors. If you’re not sure who to pitch to, do a quick Google search or look through the publication’s website.Once you have the right person’s contact information, you need to cra a pitch that is personal, professional, and relevant to the publication. Your pitch should be no more than one or two paragraphs, and it should include the following information:
Baby, You’re A Star: Writing the Perfect Pitch to Get You Seen 35Who you areWhat you doWhat you’re pitchingWhy you’re the perfect person to write this articleFor example, here’s a pitch that might work for an aesthetic procedures publication: Hello [Editor Name], My name is Sarah and I am an aesthetic physician at Aesthetics of Ballantyne. I am interested in writing a piece about actions your readers can take before arriving at your rst Botox appointment. I am the perfect person to write this article because I am a published author and expert on this topic. Please nd enclosed a copy of my book Seven ings You Can Do to Make Your Botox Appointment A Success, which lays out the premise of the article I would write for you. If you are interested in my pitch, please let me know and I can send you some more information. ank you for your time. Sincerely, Dr. Sarah Sanchez
Congratulations, You’re a Published Author! Now What?36Bonus ContentHow to write a great pitch headline that will convert into article publication and guest appearances.Irrespective of whether you’re pitching to be a guest on the news, radio, or a podcast, or whether you hope to be published in a magazine, newspaper, blog, or professional publication, your headline will determine the lion’s share of any pitch’s success.A stronger headline means substantially more people will notice your work. A weak headline, on the other hand, means people will ignore your work, regardless of how good your offer might be.This means the selection of your seven-to-ten-word headline is absolutely critical. It’s also why, when we’re creating new content for clients, at least 50 percent of our creative time is spent brainstorming and testing new headlines. In fact, for a single project, we typically generate at least 100 different headline ideas and then whittle the list down, choosing only the strongest to launch. Fortunately, we know a few shortcuts. Here’s an insider marketing secret to writing great headlines.The highest converting headlines are actually formulaic, meaning they follow a common formula for success. All you have to do is take an already successful headline and adapt it for your own business.
Baby, You’re A Star: Writing the Perfect Pitch to Get You Seen 37Here are some examples of powerful headline formulas:1. The X Best Ways to Get ____ without ____The 7 Best Ways to Get New Clients without Increasing CostsThe 101 Ways to Get Ripped without a Gym MembershipThe 27 Ways to Get Investors without a Boring PitchThis formula headline incorporates two key elements—a desire (the first part) and a pain point (the second part). The trick with this formula headline is that you have to make sure you deliver what you promise. You can’t just make a big bold promise and not deliver substantial value, otherwise it will erode trust and damage your brand.2. Are You Still ____? You Might Regret It.Examples:Are You Still Posting on Instagram? You Might Regret It.Are You Still Using Cold Prospecting to Generate New Business? You Might Regret It.This headline formula is much more definitive. If you do X, the consequences could be dire. This might seem like a doomsday-style headline, but it doesn’t need to be. Examples:Are You Still Posting to Instagram? Get out While You Still Can.
Congratulations, You’re a Published Author! Now What?38Are You Still Cold Prospecting? Here’s a Better, Easier Way.3. How to [accomplish something] in [a short amount of time].This headline formula is instructional. A guide. It also centers around saving time— another important buying trigger. Examples:How to Land a High-Dollar Client in the Next 24 Hours.How to Craft High-Converting Headlines in Less Than 60 Seconds.4. Here’s What You Don’t Know about _____ That Could ______. Example: Here’s What You Don’t Know about Digital Marketing That Could Waste Your Marketing Budget)5. How to [accomplish something] Like [famous example] Example:How to Brand Your Business Like Apple.When using big, bold headlines in your advertising, you must deliver on whatever it is that the headline promises. Otherwise, your prospects will feel cheated, and they won’t pay attention to your future ads, no matter how enticing the headline.
Baby, You’re A Star: Writing the Perfect Pitch to Get You Seen 39A Checklist for Great Headlines1. Start with a promise. What do you want your prospective reader to take away from the content?2. Add interesting verbs and adjectives. This adds richness to your headline and makes it jump out.3. Ask a question or make a comparison. 4. Use a pain point—knowing your target market is critical.5. Deliver on what you promise.6. Brainstorm as many different headline ideas as possible.Use these headline tips to improve the visibility of your pitch.
41Chapter SevenBe A Good Host: The Art of Creating and Hosting the Perfect WebinarHosting a webinar is a great way to reach a large audience, share information, and engage with your audience in a meaningful way. We suggest that you use your book to create webinars based on the information about the book imparts. Each chapter could be turned into a webinar.Here is a simple guide for creating and hosting a successful webinar:1. Plan your webinar: e rst step to hosting a successful webinar is planning. Dene your target audience (you’ve already done this), what topic you will cover (you have a lot of topics in your book), and how long the webinar should be. Once you have a topic and length, create an outline that summarizes the main points you want to cover.2. Choose a webinar platform: ere are many webinar platforms available, each with its own features and
Congratulations, You’re a Published Author! Now What?42pricing. Choose a platform that meets your needs and budget. Consider features such as screen sharing, polls, and chat functions.3. Promote your webinar: Once you have your webinar platform and outline ready, it’s time to start promoting. Use social media, email marketing, and other channels to get the word out about your webinar and encourage people to register.4. Prepare the webinar: Once you have your webinar platform and promotion ready, it’s time to prepare the webinar itself. Make sure you have all the slides, videos, and other resources ready to go. Practice the webinar a few times so that you know what to expect.5. Host the webinar: Now it’s time to host the webinar. Make sure you have all the necessary equipment such as a microphone, webcam, and a reliable internet connection. Make sure you introduce yourself, explain the topic and objectives of the webinar, and provide any necessary background information.6. Engage your audience: During the webinar, make sure you engage your audience by asking questions and encouraging them to participate. You can also use polls, chat features, and other interactive elements to keep your audience engaged.7. Follow up: Aer your webinar, make sure you follow up with your audience. Send a thank you message and any additional resources they may nd useful.
43Chapter EightPlanning Makes Perfect: Steps to Create Your Yearlong Marketing PlanCreating a 12-month marketing plan can be a daunting task, but it’s essential for any business looking to stay competitive and grow. Here are a few steps to help guide you in creating an eective marketing plan for the next year.Step 1: Set Your GoalsThe first step in creating a marketing plan is to set your goals. Start by identifying your company’s overall objectives for the year, such as increasing sales or improving brand awareness. Once you have your overarching goals in place, break them down into specific marketing objectives. For example, if your goal is to increase sales by 10%, your marketing objective might be to generate more leads through social media advertising.
Congratulations, You’re a Published Author! Now What?44Step 2: Know Your AudienceIt’s essential to understand your target audience when developing a marketing plan. Consider factors such as age, gender, income, interests, and buying habits. Once you’ve identied your audience, you can tailor your messaging and marketing tactics to best appeal to them.Step 3: Analyze Your CompetitionAnalyzing your competition will help you understand their strengths and weaknesses and how you can dierentiate yourself. Conduct a thorough analysis of your competitors’ marketing strategies, including their messaging, target audience, and tactics. Look for gaps in their strategy that you can ll with your own unique approach.Step 4: Develop Your Marketing TacticsOnce you have a good understanding of your goals, audience, and competition, it’s time to develop your marketing tactics. is includes determining which channels you will use to reach your target audience, such as social media, email marketing, paid advertising, or events. Identify your key messages and creative assets needed to communicate those messages, like images, videos, or infographics.Step 5: Monitor and AdjustYour marketing plan is not set in stone. It is important to monitor its eectiveness throughout the year and make adjustments as needed. Review your progress on
Planning Makes Perfect:Steps to Create Your Yearlong Marketing Plan 45a regular basis and make changes based on your results. is could mean adjusting your messaging or tactics, or even altering your goals if necessary.In conclusion, creating a 12-month marketing plan requires careful planning, research, and strategic thinking. By following these steps, any business can develop an eective plan that will help them reach their goals, connect with their audience, and stay ahead of their competition.
Section ThreeMAINTAIN“S ’ . I’ . C . G .” ~Dwayne “e Rock” Johnson
49Chapter NineSpread the Love: Using Your Book to Show Client AppreciationWe have focused heavily on steps you can take to bring in new clients, but you also need to maintain your current customers—the folks who have been loyal to you since before you became an author. Here are some tips on how to use your book to retain your most loyal clients.Host a customer appreciation month—Here is where you can use your book to build your sales ascension ladder. Receiving the first dollar from a prospective client is a lot harder than getting a current client to re-purchase. Create packages of products and services for your existing clients and send a copy of your book with a newsletter that includes customer appreciation packages. Write a dedication inside each book thanking them for their business and asking them to take advantage of the special packages you have created just for them.
Congratulations, You’re a Published Author! Now What?50Showing your appreciation for your customers’ loyalty and support will help aid you in facilitating the purchase of more services.Personalization is what will set your practice miles above your competition. What can you do so that each client who walks through your door says, “not only am I coming back, but I am also bringing friends?”Oering a complimentary bottle of water (branded of course), creating a relaxation room where clients are seated aer checking in (an upscale waiting room like at a spa that includes copies of your book), oering a
Spread the Love: Using Your Book to Show Client Appreciation 51branded lip balm at checkout with a whitepaper for a service they may be interested in (all derived from your book of course), mailing a handwritten card on birthdays and anniversaries, and creating a VIP client/ambassador group are all very inexpensive ideas that will set you above your competition. Host a book club (your book being the book of choice of course), ask your clients what they found helpful about the book, ask if there is anything they would like to learn more about (ahem, ideas for a new book), and perhaps have a sampling of new and upcoming products and services.Everyone wants to be a V.I.P.!
53Chapter TenYou Oughta AuditOver the past months you have put many strategies into play to improve your business and position yourself as a published author and expert. is month, a marketing audit can help you stay ahead of the competition and continue building a successful brand. A marketing audit is an in-depth review of your business's marketing activities, techniques and strategies. is can include an analysis of your target audience, branding, current campaigns, messaging, pricing, and positioning. By understanding your current marketing activities, you can make strategic decisions that will help your business achieve maximum success.A marketing audit can identify areas where your current strategies might be limited or ineective. It also helps you gain a clearer picture of where you are succeeding, which strategies are working, and where you need to improve. By understanding the current landscape and tracking your progress, you can ensure the success of your new marketing initiatives (like a new book).
Congratulations, You’re a Published Author! Now What?54Key benefits to a marketing audit include:1. Understanding customer behaviors and preferences: You have collected a lot of data and feedback over the last eight months. An audit will help you piece all of that together to determine what you need to do moving forward.2. Identifying strengths and weaknesses: is will help you identify where your processes are strong and where they need work. 3. Finding opportunities and improving eciency: is process could help you discover the topic of your next book or promotion. It will also help you discover areas of ineciency that you can correct so you may continue to grow.We highly recommend you bring in a third party for this audit as it oers a fresh eye on the situation. Most humans are hesitant to change, so if something “looks” to be working, they will leave it that way. With a third party conducting the audit, you will be less likely to take the “tried and true” path. We can help—just let us know when!
Section FourAMPLIFY“G . N .” ~ Kobe Bryant
57Chapter ElevenIs it Time to Write Your Sequel?If you are considering authoring another book, start brainstorming ideas as to what you may want to write about next. We have made a list of tips to assist you in your brainstorming. Once you have narrowed down your ideas, we will be here to help you create your next book!1. Make a list of topics that interest you: ink about what fascinates you as a professional, what grabs your attention, or what do you think your clients would like to learn more about. is is an excellent starting point for discovering potential book topics.2. Do basic research: Look at the information you collected from your audit. Reach out to your clients and ask what they would like to learn more about. What developing trends are you identifying?3. Collect data: Use material you receive from professional groups you belong to, use client feedback, develop an outline of trends that you may want to write about.
Congratulations, You’re a Published Author! Now What?584. Brainstorm with others: Talk to your mastermind groups, colleagues, and peers and see if anyone has ideas to contribute. is can oen bring a fresh perspective to the ideas you’ve been exploring.5. Look at pop culture and the news: Stay on top of the news and current events in your area of interest and nd ideas and angles you can explore. Also, keep tabs on popular television shows, movies, and books. is can be a great source of book topics. BONUS – Ready to author your next book? Use the info you have collected this month to write about a specic niche, new product, or service. Contact us for a 10 percent returning expert discount!Use this month to start planning for the following year. If you are writing a new book, start back at month one of this book and prepare early for your book launch. If you have decided not to write another book yet, you can run a re-launch of your book using the information we have provided you as well as your own notes. You can also visit www.bolderlouder.com or www.premierphysicanmarketing.com for helpful tools that will move you forward.
59Chapter TwelveReflect and RepeatYou have almost completed a full year of using your book as an evergreen marketing tool. Take some time and reect, how do you feel about the process? What do you feel you have done well? What did you struggle with? Marketing is always changing and evolving; use these questions and thoughts to your advantage to avoid falling into the “business as usual” loop. Marketing should never be business as usual because the world is ever-changing and technology is advancing rapidly. Businesses that stay static or engage in marketing the same way they always have will be at a competitive disadvantage. In order to stay competitive, you must keep up with the latest trends or create your own innovative way to promote your products and services.You should also stay informed of emerging channels to communicate with target audiences, such as social media and emerging technologies. You should experiment with innovative ways to engage target markets and reach your goals. Additionally, you should stay abreast
Congratulations, You’re a Published Author! Now What?60of the latest developments in marketing automation, content marketing, and inuencer marketing, as these provide opportunities to connect with target audiences.Consumer needs and desires are constantly changing. Businesses must recognize the changes and adapt quickly in order to stay competitive. You should conduct constant research as to where your target markets are and customize/adjust your marketing messages to what matters most to your clients. Finally, you should always use data for informed decision making. Data helps to track the performance and success of your campaigns and also helps to understand consumer behaviors. Using a data-driven approach to marketing, you can get an understanding of the marketing eectiveness of your campaigns and be able to tweak strategies as needed.By taking these considerations moving forward, you can stay competitive and ensure that your marketing strategy is never business as usual. is book covers a year in the life of your business, but marketing is forever. Use what you learned this year to adapt your marketing strategies in the future.
61ResourcesShipping ResourcesStickermule.comVistaprint.comUprinting.comMailing ResourcesPirateship.comShipstation.comUps.com
Congratulations, You’re a Published Author! Now What?62Monthly ChecklistsChecklist Month One Announce on your social channels. Make sure to drive viewers to your Amazon link. Brag about any national media attention you have received. Don’t forget to use the As Seen On banner we have created for you! Send copies to professional colleagues. Create an o ce display. Host a book launch party (advertise party on social pages and places where your target market will be). Create one piece of bonus content: With your team, brainstorm ideas for a webinar using topics from your book. Pick the topic that will resonate with your target market and create a webinar to o er at a later date. Post on your social media sites at least twice a week with the link to your landing page for the book. Bonus: Contact us for an opportunity to advertise your book in Times Square. Bonus: Contact us for an opportunity to advertise on a local billboard in your area.Checklist Month OneAnnounce on your social channels. Make sure to drive viewers to your Amazon link. Brag about any national media attention you have received. Don’t forget to use the As Seen On banner we have created for you!Send copies to professional colleagues.Create an o ce display.Host a book launch party (advertise party on social pages and places where your target market will be).Create one piece of bonus content: With your team, brainstorm ideas for a webinar using topics from your book. Pick the topic that will resonate with your target market and create a webinar to o er at a later date.Post on your social media sites at least twice a week with the link to your landing page for the book.Bonus: Contact us for an opportunity to advertise your book in Times Square.Bonus: Contact us for an opportunity to advertise on a local billboard in your area.
Resources 63Checklist Month Two Use content from the book to create blog posts/email blasts/podcasts. Promote your landing link in each of these. Include a copy of your book in your new customer welcome pack. Send an automated email blast to emails you have captured to disperse a free download of your book. Join local groups on Facebook and other outlets that may bene t from the information in your book. Interact with members, o er copies of the book to interested parties. Email your Alma Mater (include image of your book) and ask them to include your book in the Alumni newsletter/website post/etc. Create a social media calendar for posts regarding your book and practice (you have started to create content in the email blasts, messaging document, webinar, blog posts, and so on that you can repurpose for your social media). Create one piece of bonus content:Whitepaper—take a topic from your book more in depth.Checklist Month TwoUse content from the book to create blog posts/email blasts/podcasts. Promote your landing link in each of these.Include a copy of your book in your new customer welcome pack.Send an automated email blast to emails you have captured to disperse a free download of your book.Join local groups on Facebook and other outlets that may bene t from the information in your book. Interact with members, o er copies of the book to interested parties.Email your Alma Mater (include image of your book) and ask them to include your book in the Alumni newsletter/website post/etc.Create a social media calendar for posts regarding your book and practice (you have started to create content in the email blasts, messaging document, webinar, blog posts, and so on that you can repurpose for your social media).Create one piece of bonus content:Whitepaper—take a topic from your book more in depth.
Congratulations, You’re a Published Author! Now What?64Checklist Month Three Continue posting content and engaging with the audience on social media. Contact individuals who may be willing to endorse your book (piggyback marketing). Compile a list of media outlets (blogs, podcasts, newspapers, radio/tv stations) that may be interested in having you as a guest (please see the resource guide at the end of this book for suggestions on how to identify and connect with these outlets). Create one piece of bonus content:Podcast/blog post/article.Checklist Month ThreeContinue posting content and engaging with the audience on social media.Contact individuals who may be willing to endorse your book (piggyback marketing).Compile a list of media outlets (blogs, podcasts, newspapers, radio/tv stations) that may be interested in having you as a guest (please see the resource guide at the end of this book for suggestions on how to identify and connect with these outlets).Create one piece of bonus content:Podcast/blog post/article.
Resources 65Checklist Month Four Search for professional publications that coincide with your book’s topics and themes. Submit your book to their editors and pitch a guest writing article (using the bonus content you have already created). Release your webinar from month one. Continue to engage on social media (promote webinar, promote any media attention you have received, possibly host a live Q&A). Contact one or two “out of the box” outlets about the possibility of leaving your book at their place of business (local real estate agents who would be willing to put your book in their new homeowner welcome packet, beauty salons, local gyms). Refresh your book display in your front desk/waiting room area. Bonus: Turn your book into an audiobook for those who may need assistance reading and promote that you have done so. Create one piece of bonus content:Podcast/blog post/article.Checklist Month FourSearch for professional publications that coincide with your book’s topics and themes. Submit your book to their editors and pitch a guest writing article (using the bonus content you have already created).Release your webinar from month one.Continue to engage on social media (promote webinar, promote any media attention you have received, possibly host a live Q&A).Contact one or two “out of the box” outlets about the possibility of leaving your book at their place of business (local real estate agents who would be willing to put your book in their new homeowner welcome packet, beauty salons, local gyms).Refresh your book display in your front desk/waiting room area.Bonus: Turn your book into an audiobook for those who may need assistance reading and promote that you have done so.Create one piece of bonus content:Podcast/blog post/article.
Congratulations, You’re a Published Author! Now What?66Checklist Month Five Send a copy of your book to your clients who have been with you the longest. Include a handwritten thank you note. Autograph all copies of your book. Personalization goes a long way. People love to feel appreciated and in a digital world, a handwritten note breaks through the automation. Host a client appreciation open house and give book away in the swag bag. Have trial products or services at the event. Post messages of thanks to your social media sites, include testimonials from existing clients. Don’t be afraid to o er a special for existing clients. Create one piece of bonus content: Create a whitepaper, use a topic from your book and dive in deeper.Checklist Month FiveSend a copy of your book to your clients who have been with you the longest. Include a handwritten thank you note.Autograph all copies of your book. Personalization goes a long way. People love to feel appreciated and in a digital world, a handwritten note breaks through the automation.Host a client appreciation open house and give book away in the swag bag. Have trial products or services at the event.Post messages of thanks to your social media sites, include testimonials from existing clients. Don’t be afraid to o er a special for existing clients.Create one piece of bonus content: Create a whitepaper, use a topic from your book and dive in deeper.
Resources 67Checklist Month Six Pursue local speaking opportunities (see the resources guide for ideas on how to accomplish this task). Continue to engage on your social media platforms (use some of your bonus content to create social media). Create an email newsletter that highlights items from your book, upcoming events and schedules, and maybe a celebration section for current client birthdays and other milestones. Create one piece of bonus content:Webinar. Check in: Do you need to order more books? Checklist Month SixPursue local speaking opportunities (see the resources guide for ideas on how to accomplish this task).Continue to engage on your social media platforms (use some of your bonus content to create social media).Create an email newsletter that highlights items from your book, upcoming events and schedules, and maybe a celebration section for current client birthdays and other milestones.Create one piece of bonus content:Webinar.Check in: Do you need to order more books?
Congratulations, You’re a Published Author! Now What?68Checklist Month Seven Create a VIP group that will receive specials, bonus content (which you already have), and updates before the general clientele. ese ambassadors should be clients who are extremely loyal and will recommend your practice to others (you can even give them copies of your book to hand out to their friends). Reach out to media/publications for the opportunity to write another article or for a recurring guest spot. Send copies of books out to cold leads (this is why managing your mailing list by engagement is so important). Start brainstorming for your next book. Refresh the book display in your waiting room/front desk area. Create one piece of bonus content:Podcast episode, blog post, article.Checklist Month SevenCreate a VIP group that will receive specials, bonus content (which you already have), and updates before the general clientele. ese ambassadors should be clients who are extremely loyal and will recommend your practice to others (you can even give them copies of your book to hand out to their friends).Reach out to media/publications for the opportunity to write another article or for a recurring guest spot.Send copies of books out to cold leads (this is why managing your mailing list by engagement is so important).Start brainstorming for your next book.Refresh the book display in your waiting room/front desk area.Create one piece of bonus content:Podcast episode, blog post, article.
Resources 69Checklist Month Eight Host a giveaway. Conduct your audit (you won’t regret it, we promise). Release the webinar from month four. Create one piece of bonus content – Webinar.Checklist Month Nine Use completed interviews, articles, and awards, to create social media posts. Conduct a direct mail-a-thon to send your book to any leads you have collected but to whom you have not yet sent a copy. Announce that you are working on a second book (Coming Soon!). Create one piece of bonus content:Podcast/blog post/article.Checklist Month EightHost a giveaway.Conduct your audit (you won’t regret it, we promise).Release the webinar from month four.Create one piece of bonus content – Webinar.Checklist Month NineUse completed interviews, articles, and awards, to create social media posts.Conduct a direct mail-a-thon to send your book to any leads you have collected but to whom you have not yet sent a copy.Announce that you are working on a second book (Coming Soon!).Create one piece of bonus content:Podcast/blog post/article.
Congratulations, You’re a Published Author! Now What?70Checklist Month Ten Eliminate all issues identi ed in your marketing audit. Meet with sta to make sure all new promotions and strategies are moving forward. Clean up or refresh any advertising that included your book, add testimonials and reviews to keep the information fresh. Continue to engage on social media. Refresh your book display in your front room/waiting room area. Contact professional organizations for opportunities at upcoming events. Create one piece of bonus content:Whitepaper—take a topic from your book and explore more in depth.Checklist Month TenEliminate all issues identi ed in your marketing audit. Meet with sta to make sure all new promotions and strategies are moving forward.Clean up or refresh any advertising that included your book, add testimonials and reviews to keep the information fresh.Continue to engage on social media.Refresh your book display in your front room/waiting room area.Contact professional organizations for opportunities at upcoming events.Create one piece of bonus content:Whitepaper—take a topic from your book and explore more in depth.
Resources 71Checklist Month Eleven If you have chosen to write a new book, send a teaser out that announces the subject of your adventure. Release your webinar from month eight. ank your clients for their support during your inaugural year as an author and expert. Create one piece of bonus content: Webinar.Checklist Month Twelve Celebrate your anniversary through email blasts, social media posts, and o ce décor. Host an open house/customer appreciation party. Release your webinar from month eleven. Create a VIP folder of all the bonus content you have created to use for new clients moving forward. Create one piece of bonus content:Podcast/blog post/article. If you have chosen to write a new book, launch it at the end of this month.Checklist Month ElevenIf you have chosen to write a new book, send a teaser out that announces the subject of your adventure.Release your webinar from month eight. ank your clients for their support during your inaugural year as an author and expert.Create one piece of bonus content: Webinar.Checklist Month TwelveCelebrate your anniversary through email blasts, social media posts, and o ce décor.Host an open house/customer appreciation party.Release your webinar from month eleven.Create a VIP folder of all the bonus content you have created to use for new clients moving forward.Create one piece of bonus content:Podcast/blog post/article.If you have chosen to write a new book, launch it at the end of this month.
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76ABOUT LUNCH BREAK BOOKSLunch Break Books is an independent book authoring and publishing company dedicated to trailblazing entrepreneurs. Our unique Capture Your Genius Methodology makes authoring a book easy, fast, and fun so you can get the expert recognition you deserve and your book can work as a powerful marketing tool for your company.