Marketing 105 - Guerrilla Marketing
We all do not have the marketing budgets and resources of Nora Roberts or Sherrilyn Kenyon, but we do have a way to make inroads. Guerrilla marketing is about promoting without a big budget.
But Guerrilla marketing does not work unless you concentrate your efforts on a specific message. Without a clear understanding of the readers you want to attract, you will spread your resources too thin. Instead of focusing on a specific reader base, you will get the occasional purchase instead of building reader loyalty.
Your guerrilla marketing strategy must coordinate all your efforts to support positioning your book to a specific reader base. Without this clear objective, it is difficult to tell the readers why they should buy your book instead of all the others out there. The temptation is to tell the readers everything good about your book instead of picking out something interesting or distinctive and generating a buzz about it.
Your guerrilla marketing strategy should look something like this:
© What readers do we want? – romance readers (Target Market)
© Who specifically do we want to target? – fantasy, sci-fi, historical, contemporary, etc.(Target decision making reader)
© What segment do we want to eclipse? – vampires, , immortals, Camelot knights(Target competition)
© Why should readers buy my book? – Unique twist, new area – (Benefit Advantage - innovative plots, new themes
© Why will they? – personal interest in the theme of the book (Competitive Advantage)
Guerrilla promotions
© Hand out inexpensive items that connect to you book.
© Use contests
© Develop reader groups and send out ezines or newsletters to those on your mailing list
Guerrilla PR
© Develop a relationship with your local paper.
© Write short content-rich press releases for new books and appearances
© Be part of the community,. Donate copies of your book for inclusion in give-away baskets. Contribute to auctions for non-profits.
© Give talks at local organizations – libraries, schools, rec groups,. Senior readers, book clubs
© Join local organizations, but do not appear to join strictly for sales
Guerrilla Internet
© Make sure your website communicates your message
© Use promotions and/or limited offers
© Email a newsletter to your readers
© Use blogs
© Get listed on links
© Manage your search engine placement
- Marketing does not have to be expensive to he effective, but it foes have to he targeted, Know your readers and know the reason they buy your books. Target the uniqueness of your genre, series or storyline.
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