What to Do When: A Book Marketing and Production Timeline

November 2007
by Brian Jud

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What to Do When: A Book Marketing and Production Timeline

by Brian Jud

Did you ever watch experienced workers build a house? They create and consult their blueprints to direct the sequence and timing of events, beginning with the foundation. Without a plan, the process would take longer than necessary, cost more than anticipated, and require duplication of effort to correct mistakes and oversights. There is a direct analogy to the book-publishing process. Failure to plan and perform certain actions in the proper sequence and at the right time could cost you time, money, and wasted effort.

Do not think of the word plan as a noun—that is, a document. Instead, think of it as a verb, a technique to help you organize and direct your thinking and your actions.

The process of planning begins by asking—and answering—questions that stimulate your strategic thinking. What form will the final product take? When will it be published? At what price will it be sold? How will it be distributed? How can we use publicity, advertising, sales promotion, and personal selling techniques, online and otherwise, to promote it through various outlets and mediums? What will all this cost, and how much money can we expect to make? How will all this position us for future growth?

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