For book/ebook authors, publishers, & self-publishers
How Much Should be Budgeted for Marketing a Book?
Although much publicity/marketing can be done freely through avenues like social networking, much publicity costs something. Examples:
1. For a targeted, effective press release, you should probably hire a company that puts out releases that the press actually reads.
2. By hiring an effective publicist who has relationships with the media, you get more radio spots and articles accepted.
3. Book marketing experts recommend sending out between 400 and 800 free books to reviewers and other media. Let's see, if the cost of each printed book and shipping comes to $5.00, then you spend $2000 to $4000 on that.
So, is there any rule of thumb that publishers have come up with on a reasonable amount to budget for marketing a book? How much do traditional publishers spend marketing their average book that's not by an established, best-selling author? What should someone planning to self-publish her first novel or first non-fiction book plan to spend?
1. For a targeted, effective press release, you should probably hire a company that puts out releases that the press actually reads.
2. By hiring an effective publicist who has relationships with the media, you get more radio spots and articles accepted.
3. Book marketing experts recommend sending out between 400 and 800 free books to reviewers and other media. Let's see, if the cost of each printed book and shipping comes to $5.00, then you spend $2000 to $4000 on that.
So, is there any rule of thumb that publishers have come up with on a reasonable amount to budget for marketing a book? How much do traditional publishers spend marketing their average book that's not by an established, best-selling author? What should someone planning to self-publish her first novel or first non-fiction book plan to spend?
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Replies to This Discussion
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Permalink Reply by Stacy-Deanne on
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Hi Steve,
As a traditional author, I can tell you that big publishers seem to promote their authors less and less each year. Some think that most authors who get a lot of promotion get it from the pubs but in actuality, these authors have hired publicists. Traditional publishers do not even pay authors to go to events anymore and some even whine about authors doing booksignings because they act like it's too much of a cost for them to send the books to the store. These days most authors (me included) no longer do events or appearances if we have to pay out of pocket. There is no sense in going broke just to promote a book. I don't get how publisher's think. They expect authors to sell many copies but do not help with decent marketing anymore. It's a catch-22.
When it comes to spending money, the best advice is to always go with publicity and promotion you can afford. There are TONS of free promotion that an author doesn't have to spend a dime to promote their book. Some authors choose to pay for advertisement but most will tell you that this is no guarantee for sales. If you are going to go that route I suggest you pay for advertising you can afford and pick sites that you know your readers will find your work.
About the "book marketing experts", don't believe everything you hear from so-called experts. Some people think that authors have to spend tons of money when this can backfire. Most authors cannot afford to spend a lot of money on promotion so they must be realistic. If you make less than 20,000 a year (we'll say), then spending 10,000 dollars on promotion isn't smart is it? Nope but you'd be surprised at how many first-time authors (especially self-published ones) go bankrupt trying to sell a book only to realize that they didn't have to spend so much money.
No one can decide how you want to promote or what will work for you. I'd say the only surefire thing that would work for an author and the only thing I believe worth paying for is for your book to be advertised in the New York Times but that costs THOUSANDS, so unless an author has that much money to spare, don't even worry about it. I, including most of the authors I know spend NO money on promotion. Every piece of promotion I've gotten has been free. It's about establishing contacts and through that you will get more publicity. I am with a big pub (simon and schuster), but I did most of my own promotion. They got my work in one or two magazines but everything else I did on my own. I've heard too many horror stories from authors who went broke just to sell a book. Spending a lot of money doesn't matter, it's word of mouth that counts and if you do it right, you don't have to pay for it.
People can't compare their situations to other authors. We're all different and we must remember, it doesn't matter what we do or do not do in terms of promotion, there is NEVER a guarantee. I've known authors who didn't do a lick of promotion on their own and sold THOUSANDS of copies. I've known authors who went to every event, had radio/tv interviews, booksignings, had their books in the paper and magazine and didn't even get close to breaking even with sales. It has a lot to do with fate. Some books just aren't going to sell no matter what you do. Some books will become so popular right off the gate that the authors' success will soar. This can happen whether or not you spend tons of money. Don't go by what people say because some people's advice is generic and only fits a certain situation. Remember, going broke to promote a book is NEVER smart and spending money doesn't bring any guarantees. Authors should do research and they will find endless free promotional opportunities.
Another thing to remember is that good marketing and promotion pays off but it may take a few years to see big results. It doesn't come fast for most authors. Especially if the publisher isn't actively pushing your books.
Best Wishes!
http://www.stacy-deanne.net
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Permalink Reply by J. Steve Miller on
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Thanks for your forthright reply, Stacy-Deanne. I think these forums are a great way to find out "what's really going on out there." I think too that novels are very different to market than nonfiction. I can see that many press releases, etc., would fall on deaf ears it they were announcing that a new novel's out. Unless you were already hugely popular (Steven King), who would write and article about it or want to interview you?
But for non-fiction, which I write, I can sent out a targeted press release about my topic and get a good response. As long as the response pays off in sales, then it makes sense. But if avenues like this don't pay off, why do them?
I agree with you that some people get all caught up in paying thousands for publicity that doesn't pay off. I heard one person share at a seminar about all her marketing for her book, and how it got her on a big-time show in New York, etc. But toward the end of the seminar she mentioned, I think in answer to a question, that although she'd sold about 20,000 copies, that she probably just broke even monetarily. That was rather depressing. Of course, she may start making a profit on future books because of the following she created from the first, but I do think this says something about how people should watch their budgets. I was on large TV stations twice, but sold no books as a result of these interviews. If someone spends a lot of money thinking that a TV appearance will surely sell thousands of copies, they're probably dreaming unless they're on Oprah.
I have a friend who wrote his first novel and put it in local, non-bookstore outlets like local (not chain) restaurants. He's sold hundreds there. Don't think it's cost him anything but the gas and time to go restock.
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Permalink Reply by Skeeze Whitlow on
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