Welcome Packet

Step #2–Create Your Marketing Plan
A marketing plan is the process of picking and choosing marketing tactics that will get you the
desired result: more book sales. To do this, you first need to know what marketing tactics are
available to you and what the tactic entails. Some rules before you begin building your plan.
Only select events for your plan that you will enjoy. Marketing should be enjoyable. You
will want something that you are passionate about. If you choose something you hate,
people will know. If live conventions aren’t your thing, don’t do them! If role playing
and cosplay are your thing, do that instead! Tap into your likes, your dislikes, your
talents! You will be amazed at what you can do once you start thinking outside the box.
Only select events that you can afford. Do not buy advertising unless you have more than
$2,000 to spend. $4,000 to $5,000 is a better place to start. Marketing does not require
expensive advertising, nor is marketing and advertising the same thing. Advertising alone
does not work. If you are paying for advertising without a plan, chances are you will see
no results.
When designing a marketing plan, you will follow a flow sheet. Here it is in black and white:
1. Define your product. Know what you’re selling. Your answer is most likely, a book.
2. Define your demographic. This will require some trial and error. Tap into a handful of
targeted audiences and watch which ones respond the most to your product. That is your
demographic. Study your demographic. Learn how to sell to your demographic (More on
this later). You will want to design your marketing plan to meet their selling habits.
3. Price your product to competition standards. Too high will result in little to no sales. Too
low will raise suspicion. “What’s wrong with this product?” If it’s cheap it’s probably
going to be viewed as defective or refurbished. Research the going price for your product
and price accordingly.
4. Decide how best to sell you product using trial and error. Here is where things get tricky.
I am going to give you a list of options after this flow sheet. Pick and choose what you
think you will enjoy. If this is your first marketing plan, you’re most likely flying blind
with a clean slate. Don’t worry. You can always go back and change your plan. Select
something. Start small. Compare results and try again. Repeat the events that get you the
best results. Ditch the events that yielded the least results and pick something else. After
a few trials, you’ll have a good idea what works and what doesn’t. Give your plan a
proper amount of time to yield results.
5. Execute: Here is where the Brain to Books Cyber Convention comes into your plan. You
have an event filled with readers. We are providing you with the audience. Now review
your plan and execute accordingly. We will walk you through that too in just a moment.