Guerrilla marketing for writers

Packed with proven insights and techniques, this practical manual shows writers 100 ways to sell their books, before and after they're published. Learn a wide range of low-cost, effective marketing techniques, including networking, using the media to generate free publicity, using the internet, getting the most from conferences and festivals, and more. Each is presented in a short, easy-to-master format so that readers can target the techniques that are best suited to their needs. Additional information on how the publishing industry works and instructions on how to create a complete plan will help writers gain the insight they need to market their work efficiently and successfully.

Introduction: Why You Need This Book and How to Get the Most Out of It	p. 1
Part I Guerrilla Marketing: The Right Idea at the Right Time
Chapter 1 Why You Have to Be a Guerrilla Marketer	p. 7
Chapter 2 A Writer's Guide to an Industry on the Edge of Tomorrow	p. 24
Part II Weapons that Make You a Guerrilla
Chapter 3 The Most Powerful Weapons in Your Arsenal	p. 38
1. The Most Powerful Guerrilla Marketing Weapon: You (Free)	p. 38
2. Your Books (Expensive)	p. 40
3. Your Networks (Free)	p. 40
4. Word of Mouth (Free)	p. 43
Chapter 4 The Most Powerful Weapons for Selling Your Books	p. 48
5. Your Platform (Free)	p. 51
6. Your Talks (Free or you get paid!)	p. 53
7. Your Grand Tours (Free or you get paid!)	p. 54
8. Publicity (Low cost)	p. 57
Chapter 5 The Most Powerful Weapons Inside You	p. 64
9. Your Objectives (Free)	p. 65
10. Nichecraft (Free)	p. 68
11. Your Ideas (Free)	p. 69
12. Your Creativity (Free)	p. 71
Chapter 6 Weapons That Make You a Guerrilla	p. 74
13. Your Promotion Plan: The First Version (Free)	p. 74
14. Your Promotion Budget (Free)	p. 78
15. Your Guerrilla Greenbacks (Free)	p. 81
16. Your Promotion Plan: The Final Version (Free)	p. 85
Part III Weapons Galore to Help You Sell More
Chapter 7 More Powerful Publicity Weapons	p. 91
17. Your Elevator Speech (Free)	p. 91
18. Your Television Interviews (Free)	p. 92
19. Your Radio Interviews (Free)	p. 93
20. Your Print Interviews (Free)	p. 94
21. MDRTs, TPCs and SMTs (Expensive)	p. 96
Chapter 8 Weapons That Prove You're a Guerrilla	p. 98
22. Your Media/Speaker's Kit (Expensive)	p. 98
23. Your Press Release (Free or low cost)	p. 101
24. Your Web Site (Low cost)	p. 103
25. Your Knowledge of Publishing and Promotion (Low cost)	p. 108
26. Follow-ups (Free)	p. 109
27. Your Evaluation Form (Free)	p. 111
28. Your Publisher's Publicity Questionnaire (Free)	p. 112
Chapter 9 Fusion Marketing Weapons	p. 114
29. Your Strategic Alliances (Free)	p. 114
30. Window and In-store Displays (Free)	p. 116
31. Fundraisers (Free)	p. 117
32. Your Annual Awards (Free)	p. 118
Chapter 10 Weapons That Use Technology to Help You	p. 120
33. Your Tip of the Day (Expensive but you get paid!)	p. 121
34. Online Booksellers (You get paid!)	p. 122
35. Your Links and Directory Listings (Free)	p. 123
36. Your Self-Writing Sequels (You get paid!)	p. 123
37. Your Webcasts (Low cost)	p. 124
38. Your Giveaways (Low cost)	p. 125
39. Your Surveys (Free)	p. 126
40. Your Discussion Groups (Free)	p. 127
41. Your E-mail Signature (Free)	p. 127
42. Your Snail- and E-mailing Lists (Free)	p. 127
Chapter 11 Weapons That Involve Your Books	p. 130
43. Excerpts From Your Books (You get paid!)	p. 131
44. New Editions of Your Books (You get paid!)	p. 134
45. Reading Groups You Attend (You get paid!)	p. 135
46. Promotional Copies (Free)	p. 135
47. Your Titles (Free)	p. 136
48. The Covers of Your Books (Expensive)	p. 138
49. Illustrations (Low cost)	p. 142
50. Your Acknowledgments (Free)	p. 143
51. Your Bibliographies (Free and you get paid!)	p. 145
52. Raffle Prizes (Free or low cost)	p. 146
53. Merchandising (You get paid!)	p. 146
54. Your Money-Back Guarantee (Low cost)	p. 147
Chapter 12 Weapons Made Possible by Your Ability to Write	p. 148
55. Your Brochure (Low cost)	p. 148
56. A Newsletter or 'Zine (Free or you get paid!)	p. 150
57. Your Articles and Short Stories (You get paid!)	p. 152
58. Your Column (You get paid!)	p. 154
59. Your E-mail Chain Letter (Free)	p. 155
60. Your Book Reviews (You get paid [very little]!)	p. 156
61. Op-ed Pieces and Letters to the Editor (Free)	p. 158
62. Thank-you Notes (Free)	p. 159
63. Handouts (Free or low cost)	p. 161
Chapter 13 Weapons Made Possible by Your Ability to Enlist Allies	p. 162
64. Book Signings (Free)	p. 162
65. Book Festivals (Free)	p. 168
66. Your Special Events (Free)	p. 168
67. Your Contests (Free)	p. 170
68. Cooperation With Your Peers (Free)	p. 171
69. Your Promotion Potlucks (Low cost)	p. 171
70. Your Broken-in Walking Shoes (Low cost)	p. 172
Chapter 14 Weapons That Deliver Free Advertising	p. 174
71. The Last Pages of Your Books (Free)	p. 174
72. Bartering Stories for Space (Free)	p. 175
73. Per-order Ads (Free)	p. 175
74. Catalogs (Free)	p. 177
Part IV Weapons That Are all About You
Chapter 15 Weapons That Prove You're a Pro	p. 179
75. Your Professionalism (Free)	p. 179
76. Trade Shows (Expensive)	p. 180
77. Professional Conferences (Expensive)	p. 184
78. Your Memberships in Business Organizations (Low cost)	p. 185
79. Your Memberships in Community-Service Groups (Free)	p. 185
Chapter 16 Weapons to Make Part of Your Identity	p. 189
80. Your Passion for Books (Free and you get paid!)	p. 190
81. Your Enthusiasm (Free)	p. 191
82. Your Sense of Humor (Free)	p. 192
83. Your Sense of Balance (Free)	p. 193
84. Your Courage (Free)	p. 195
85. Your Competitiveness (Free)	p. 196
86. Your Speed (Free)	p. 197
87. Your Flexibility (Free)	p. 198
88. Your Smiles (Free)	p. 200
89. Your Optimism (Free)	p. 201
Chapter 17 Weapons for Communicating Your Identity	p. 203
90. Your Audiocassettes (Low cost)	p. 203
91. Your Videocasettes (Low cost)	p. 205
92. Your Stationery (Free or low cost)	p. 205
93. Your Business Cards (Low cost)	p. 210
94. Your Bookmarks (Low cost)	p. 210
Chapter 18 Weapons for Building Your Invincible Marketing Machine	p. 212
95. Your Identity (Free)	p. 213
96. Your Slogan (Free)	p. 216
97. Your Logo (Free)	p. 217
98. Your Package (Free)	p. 218
99. Branding Your Books (Free)	p. 219
100. Your Promotion Calendar (Free)	p. 223
Chapter 19 The Great Adventure: Giving Yourself a Promotion	p. 225
Resource Directory	p. 232
Appendix I The Guerrilla Marketing Weapons for Fiction and Nonfiction Listed in Order of Importance	p. 248
Appendix II How to Find the Publicist You Need	p. 253
Appendix III How Your Networks Can Help You	p. 258
Appendix IV Sample Media Kit	p. 260
Appendix V The Timeline for a Publicity Campaign	p. 267
Appendix VI Writer's Digest Publicity Questionnaire	p. 269
Appendix VII The Top 100 Markets in the United States	p. 276
Appendix VIII Mike's Evaluation Form	p. 279
About the Authors	p. 281
Index	p. 287

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