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. For example, a magazine with an October 2006 issue date

often hits newsstands and is mailed to subscribers in early September.Why use a Web site to market your book?

Using the Internet as a powerful marketing tool has many benefits:

-

 You have the ability to carefully target your marketing efforts and focus

exclusively on reaching your book’s intended audience. For more about

steering target readers to your site, see “If You Build It, Will They Come?

Generating Traffic to Your Web Site,” later in this chapter.

-

 The various online marketing tools available are inexpensive, easy to uti-

lize, and require a very short lead time (unlike paid advertising or other

types of marketing). For example, when you send out an e-mail message

to dozens, hundreds, or even thousands of targeted recipients, it’s

received within seconds.

-

 You’re able to distribute your book’s marketing message using text,

graphics, photographs, animation, sound effects, spoken audio, and

even video when you use a Web site, free downloads, e-mail, a blog,

and/or a Podcast as a marketing tool (see “Adding Extra Bells and

Whistles” later in this chapter for details).

-

 Your message can be changed instantly. It’s possible to make edits to a

Web site and publish it in minutes

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