Teach through adult education programs Throughout the country, community colleges and other organizations spon- sor hundreds of organized adult education and continuing education pro- grams. These programs hire experts, authors, and industry leaders to teach a wide range of classes, workshops, and seminars. Students register and pay for your class, which can be a one-time seminar or a class that spans three to eight weeks (based on your topic). In addition to being paid to teach the class, you can sell your book to students who use that book in the class, and you benefit from the exposure you receive by being promoted as an instructor in the course catalog, promotional mailings, and advertising done by the adult education program. Some authors even create one course or workshop curriculum based on their book, and then they work as an instructor for multiple adult education pro- grams in various regions, ensuring an ongoing income stream. To become an instructor for an adult educat...
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Timing your campaign Timing is a critical component for any ad campaign. If your ads start running too early, before the book is published and readily available, people won’t be able to find it right away and could forget about it. Ideally, you want ads for your book to run at the same time the book is available, so when readers order a copy, they can expect to receive it quickly, or they can go to the book- store and purchase a copy right away. Proper timing of your paid advertising campaign means coordinating the ads to run around the same time as the free publicity you generate (see Chapters 18 and 19 for more about publicity), as well as in conjunction with any other marketing and promotional activities you’re planning. Ideally, readers should be exposed to as many impressions of your book as possible. As you decide where to place your ads, consider lead times carefully. In terms of print publications, don’t get caught up on issue dates. Focus on the street date for each issue...
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Answering important questions about your book Whichever advertising medium you ultimately use, the advertising message you convey must quickly and powerfully answer the questions: who, what, where, when, why, and how. At the same time, the message needs to focus on the potential reader’s wants and needs. While making sure that your ad appeals to your target audience, the ad must also quickly answer a number of questions. Here are some of those questions: - What are you offering? In this case, you’re offering a book. People need to know that. - What’s the book about? In one sentence or less, successfully and suc- cinctly summarize what your book is all about. - Who will be interested in reading it and why? Focus on what your book’s target audience will want to know about your book. - What does the book offer to its readers? Does your book offer exclu- sive or valuable content? If so, your ad needs to bring this fact to the attention of potential readers. - ...
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Throw me a pitch: Hiring an advertising agency Creating an effective advertising campaign requires an understanding of how advertising works, an intimate understanding of what you’re trying to sell, and a strong knowledge about the people you’re trying to reach. Working with a rep- utable advertising agency to help you advertise your book could be an extremely good investment. An advertising agency has the following roles: - Helps you determine the target audience for your book - Figures out how to reach your audience - Creates an advertising campaign that fits within your budget - Deals with each media outlet directly to coordinate your advertising - Handles the creation or production of your actual ads Advertising agencies charge different fee struc- tures, depending on the types of services offered. Your best bet is to sit down with several advertising agencies in your area and hear their pitches. In those pitches, you need to look for an understan...
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Matching potential readers to specific media outlets Paid advertising can be used effectively by a self-published author or publish- ing company if you focus your advertising dollars and resources on niche advertising: finding media outlets that specifically target only those people you believe are potential readers for your book. Sure, it would be a great boost to your ego to see a full-page ad for your book in the New York Times, Time, or People, but for many self-published authors, this isn’t cost-effective or practical. Niche advertising may include advertising on specific (local or regional) radio or television shows, in special interest magazines and newspapers, and/or within specialized newsletters or Web sites. See the previous section for details on different outlets for advertising. For example: If you’ve written a cookbook that teaches the art of Italian cook- ing, advertising in Time magazine or Business Week will be expensive and not allow you to reach your intended ...
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Deciding Where to Advertise to Reach Your Target Audience Before launching an advertising campaign for your book, determine exactly who the target audience is for your book, and then figure out the best adver- tising vehicles to potentially use to reach that audience. To successfully make this determination, you need to understand the daily habits of your audience, know what media they’re exposed to, and then determine how you can best spend your advertising dollars to reach those people using the appropriate forms of media. There is no such thing as an all-in-one solution for creating an advertising campaign or even a single effective ad. Every situation is different, based on the type of book you’re trying to sell, the audience you’re trying to reach, your budget, the geographic area(s) you’re planning to target, and your time frame. If you choose to use paid advertising, focus on what you’re trying to accomplish, and then research the best ways to achieve those objectives. In ...
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Your ad may be lost in the crowd An ad can get easily lost in the bombardment of advertising people are con- stantly exposed to. Every day, you’re flooded with advertising. It’s literally everywhere. Companies do just about anything to capture your attention, even for a split second, to promote its message. Because you’re exposed to so much daily advertising, many of you may automatically phase it out of your minds. Imagine yourself reading a magazine or newspaper and skipping over the ads or pulling out those little insert cards and throwing them into the trash. When you listen to the radio or watch TV, do you switch the sta- tion/channel when the ads come on? Because of these habits, advertisers have an even harder job of promoting their products. When the roles are reversed and you become the advertiser, you have to find innovative ways to communicate your message so people pay attention to when it’s seen or heard. For paid advertising to work, you need to - Create a high...