Budgeting for Marketing

As an author you are responsible for publicizing and promoting your book. Here are some ideas to help you plan your marketing budget.

An experienced book publicist can help you develop a publicity plan. Hourly rates for a professional book publicist begin at $75. Although you will send an initial press release to targeted media for broadcast and print interviews, feature stories, and book reviews, be sure to allocate funds to publicize your book throughout the year.

Publicity is usually more effective than paid advertising. However, there may be opportunities to advertise in publications that reach your target audience. Consider bundling your advertising with other promotional activities such as events, presentations, publicity, direct mail, etc.

Direct mail campaigns such as sending letters, postcards, newsletters, announcements, or prepublication order forms, are more successful if done on a regular basis. Rather than buy a mailing list, it is cheaper and more effective to create your own. Also, consider printing promotional materials at the same time to get the best rates.

Hire a professional web designer to plan your website. Begin with basic information about your book, and then later add more services such as e-commerce, blogs, pod casts, etc. Standard rates for a 10 page website with email can start at $3000.

Spread the word about your book by first promoting it to clients, friends, neighbors, colleagues, and small segments of your target market. The feedback will be instructional and your budget will last longer.