We all know that marketing a book is a process. But sometimes the process takes longer than weíd anticipated. Thatís why itís nice every now and again to hop aboard the publicity jet and get a look-see at what youíve been doing from the thirty-thousand foot level. Why? Well, first off this birds-eye view will reveal to you areas you might be overlooking or other options for marketing you hadnít considered.
To accomplish this bird-eye view youíll want to get yourself a big white board, or something else big enough to chart your flight plan on. Then, once youíve gotten that start charting the course youíve taken so far. Donít leave a single thing out; it doesnít matter what it is. What you want to end up with is a serious list of everything youíve done from the time you held your first proof book in your hands.
One of the things this type of a project will do is give you a new perspective on what youíre doing. It will show you areas that youíve possibly been spending too much time on or potential holes in your campaign. Sketching out your marketing campaign will also give you a chance to see whatís been leveraging you results and what hasnít. Keep in mind that some things like bulk sales and national media might take longer than other items so youíll want to keep putting forth effort toward those long-term goals. But letís say youíve been spending tons of time doing radio but nothing really seems to be happening in that area. You then look over to your speaking engagement section and realize you havenít done a lot with that recently. Perhaps itís time to pull back on radio and start pushing speaking events.
Once youíve spent a good long time in this birds-eye view mode, start developing a to-do list of items or add to an existing list to help reinvigorate your campaign. One of the many things youíll learn from doing this thirty-thousand foot perspective is that we often become myopic in our campaigns, focusing too hard in one area and not hard enough in another. Stepping back from your work will allow you the breathing room you need to regroup and reset your goals. Then you can focus in on particular areas or tasks that might need a boost.
Itís been said that a plane flying from Hawaii to Los Angeles is always off by three percent. If left to fly without any adjustments to the course, however slight, the plane would land up in Seattle instead (a difference of almost 1,200 miles!). But through corrections and readjustments the pilot eventually reaches his destination. As you pilot your own campaign, remember: donít leave your marketing on autopilot. Realign, readjust, and refocus and eventually you too will reach your destination, wherever that might be.