timeline

Setting Up a Marketing Timeline

home>marketing tips>setting up a timeline

Large Runs Small Runs Print-On-Demand

Using a large desk calendar, begin dividing each month into weekly and daily objectives and goals. Feel free to adjust your publication date if you need more time or the press schedule is moved back. Remember that your time line is a flexible guide. Up until the time you begin sending out review copies for pre-publication reviews, your publication date can be flexible. It is more important that you set specific goals, anticipate time-sensitive opportunities, and coordinate your efforts to build sustainable momentum with your promotions and marketing than it is to have a set-in-concrete publication date.

6	months before publication
	Decide on primary audience, key media, and publicity angles Research competitive books Draft press release and cover letter Prepare an author's biography Send manuscript to well-known people for testimonials


5	months before publication
	Create lists and materials needed for review and publicity mailings Make up lists of national and local TV shows to contact Call distributors and wholesalers

4	months before publication
	Make sure all testimonials have been returned Prepare complete media kits, including grabber sheet, question and answer page, media release, and biography Complete cover letter Send review copies to trade reviewers Send review copies to major magazines, newspapers, catalogs, and book clubs


3	Months before publication
	Send review copies to radio, print media, and other contacts Contact bookstores for signings Write direct mail letters Make travel reservations for author tour

2	Months before publication
	Research deadlines for trade display, book awards, and special listings Plan publication date activities and events Arrange local book signings

1	Month before publication
	Confirm all interviews, appearances, book signings Make sure books are ordered by bookstores in time for signings Begin mailing invitations, direct mail, etc. Review over-all plan

P	ublication Date
	Launch author tour and media blitz Keep scheduling interviews Draft and send vendor updates to distributors and wholesalers Stage publication day events Make sure books are in stores


1	Month after publication
	Keep sending review copies of book to small magazines and appropriate newsletters Keep scheduling interviews and book signings Write new and updated press releases and other marketing tools

2	Months after publication
	Review goals and evaluate responses received Begin direct marketing, advertising, and postcard mailings Review wholesaler, distributor, and bookstore sales and encourage reorders

3	Months after publication
	Compile promotional sheet with reviews and press clippings. Begin second round of media contact, radio and TV bookings Offer to excerpt chapters to small and mid-sized periodicals

4	Months after publication
	Explore cross-marketing possibilities Shop for foreign and subsidiary rights Send review copies with media release to smaller magazines and newspapers Book author appearances, talk shows, and book store signings Implement new campaign, building on momentum generated

back to marketing tips

Many self-published authors mistake the publication date for the date that they receive finished copies of the book. Actually, the publication date is the month in which you expect to introduce the book to the book trade and when you have set up the proper sales channels to make the book available to the end-user. It would do little good to have a major book review or article appear about your book and then not have the book in the stores available to the public. A good rule of thumb is to set your publication date at least three to four months after you expect to have the finished books delivered.

HOME PRODUCTION TIPS MARKETING TIPS PRICE LIST BOOKSTORE
E-BOOKS SPECIAL REQUESTS PUBLISHING A COOKBOOK AUTHORWARE
CLIENT COMMENTS EVANSTON PROFILES CONTACT US

We help authors and companies self-publish books.