Where does the marketing money go?

Bob wrote to ask, "If publishers aren't going to spend much marketing my book, in what areas DO they allocate most of their marketing dollars?"

They're going to provide review copies to some media outlets and reviewers. They're going to include you in the catalog. They're going to assign it to a publicist who will maybe let some media know about the book. But I suppose the answer to the question of "where does the marketing money go" is probably, "It goes toward bestselling books -- so if you're not already a bestselling author, you won't see much. "

Look, one of the little secrets of marketing is that there's basically ONE marketing plan, and it's used for nearly everybody's book. It's true -- sometimes I think some publishers take the same plan and just keep changing the cover page before passing the document around to authors. Maybe there are only a handful of copies of the same plan, and publishers share them... So if you're hoping to see your marketing plan, your publisher is probably waiting for the people at another house to get done with it and send it to them.

Okay, that's a bit of an exaggeration. But here's the plan I keep seeing: "We're going to send a half-dozen copies to some magazines you don't read. Then we're going to send another half-dozen to some TV shows you don't watch -- the ones where the people all have great hair and talk a lot. We'll have a handful of copies to use as giveaways on various blogs. Then we might send out review copies, if we deem your book reviewable, and ask if you can provide us with friends who love you and are sure to say something nice. Next, we're going to try and set you up to do a blog tour, so the same 300 people can see you on different sites. If you're good at speaking, we'll contact some radio talk shows, so they can fill the early morning drive-time slot in every city of less than 30,000 people between Twin Falls and Grand Forks. We may send out copies of entire chapters to print magazines, so they've got something to fill up their recycling bins. And we'll create a cool press kit that has an actual color image of your book cover, as well as generic author questions any moron can parrot so that he doesn't have to actually read your book. We'll ask if you've got a Facebook page and a blog. Oh -- and we'll talk to you about other internet stuff, 'cuz we heard the phrase social media, though we're not sure it really exists, since we don't use it for much of anything besides forwarding those cutesy inspirational stories my aunt sends us. At that point, we're done, except for claiming the whole schlamozzle cost us tens of thousands of dollars."

And the best news of all? This is what they're going to do whether you've written a novel, a self-help book, a memoir, a parenting book, a joke book for teenage boys, or a commentary on Habakkuk. Try not to get too excited.

Hey, those in the industry are welcome to stop by and correct this, but that's the basic plan, isn't it? Now hear me when I say this: I'm not being critical of publishers here. Honest. They're trying to do the best they can with limited resources. The publicist is working on maybe 30 titles at any one time, and you can bet the bulk of her time will be spent on the bestselling author she's been handed, since that generates the most income. The publishing house is trying to find some simple things to do, to try and help you and maybe reach some people you can't reach on your own. So you can stop worrying about how little they're doing, appreciate the things they do that help, and take charge of your own marketing. 

So send a thank-you note to your publicist for every good bit of work they do. Learn to say thanks for them spending ANYTHING to try and help you sell books. But have your own plan in place, so that the publisher's work is not the only marketing that gets done on your book. 

 

Comments

[Laura Droege]

I have mixed emotions about this. On the one hand, I want the publisher to do so much more than they probably will. My self-centered nature is indignant that the publishers won't think the world revolves around me and my book.

On the other hand, it's good to know this, especially at my point in the publishing game. I'm still in the query stage, so I have time to build my platform and find my audience without the pressure of a release date hanging over my head. And having a great platform and a marketing plan helps the prospects of being published, right?

[Livia Blackburne]

ROFL. I'm glad you're back, Chip.

[Nicole O'Dell]

True. And I'm not complaining--I've been very blessed to work with really hard-working folks.

But here's my question:

As self-publishing and e-books continue to rise, will marketing be the one dangling carrot that will keep publishers afloat? If so, then shouldn't it become more of a focus now?

And, another thing, if bookstores continue to step aside for online retailers, what role will a sales department have in a publishing house?

[Shannon]

So glad you are back to blogging, Chip, really. Nah, of course, you aren't being critical of publishers. You are just saying, a) they aren't honest about investments, b) they don't distinguish between books they choose to publish, suggesting a level of apathy, c) they are too dumb to understand social media, something anyone with opposable thumbs can manage, d) they will reassign the budget planned for your book toward something deemed more worthy (but isn't you) and commit other crimes against authors.

Despite all that, you'll concede that publishers might be stretched a bit thin. How decent of you.

What is true is that no one has a surefire million dollar marketing budget handy in their front pocket guaranteed to make your book a best-seller. Even if your budget is huge, you are booked on The Today Show tomorrow, print advertising is purchased in USA TODAY, etc. - it is not a slam dunk. Publishing houses are staffed by marketers, who, like everyone else in the book business, are trying to navigate a rapidly shifting landscape. Getting on The 700 Club doesn't yield the same results as it once did. Dr. Dobson retired. They try some things that don't work, sure, and the Christian universe in the USA is only so big so these outlets and promotional venues will be sought after for the same projects - but they are looking for new opportunities all the time. So, yes, Chip, I will disagree with you about the nature of the cookie cutter marketing plan.

[Chip]

Really? Well, you're welcome to disagree, Shannon. I don't believe I said publishers were dishonest or apathetic. On the contrary -- I believe publishers want to do well and sell books, just like authors do. As for reassigning budgets... well, I'd say the budgets are flexible. And yes, budgets are stretched thin. So yes, there's one basic marketing plan for most books (not all, but most). There's certainly no ironclad guarantee for a marketing plan, sorry to say. I think the publishers try -- but they don't have much money, and they have more titles than people available. The fact I'm trying to point out is that marketing is HARD, and the author has to get involved and do it, because if he or she waits for the publisher to do it all, they'll be disappointed.

[Gina Holmes]

So if you're hoping to see your marketing plan, your publisher is probably waiting for the people at another house to get done with it and send it to them.

Okay, that was just funny. I've said it before, I'm one of the lucky ones who actually gets great marketing but on the publicity end, you really do have to bust your butt. Publicity-wise, your publisher should get you reviewed by the big guys--PW, LJ, etc but in the end, fiction isn't a very publicity-friendly genre. Publicize Your Book is a great resource for writers. I've found that book to be the best I've seen so far (in my humble opinion.)

[Stevie Rey]

Marketin plans are like fruitcakes at Christmas, Chip!...just one keeps gittin passed around to ever'body!

[Les Edgerton]

I've had various degrees of marketing with all of my publishers--from little or minimal to maximum efforts. However, even the best efforts can do little in terms of sales many times. Books are just a different commodity than other products and are an extremely hard sale in many cases. Point in fact: A few years ago Taylor Publishing's marketing pro (a gem!), booked me and my son for a sports book we co-wrote on over 60 radio sports talk shows from coast-to-coast, from Pittsburgh to San Francisco. Big shows with tons of listeners. We had two appearances on MSNBC-News and a national A.P. article. We had a blast and got lots of exposure. But, the result was little sales compared to the effort. Part of it was while sports talk shows would seem to be a natural market for such a book, upon reflection it wasn't. Those audiences are traditionally composed of middle-aged and older sports fans and since our book was aimed at a much younger audience, while on the surface this audience looked like our buyers, it really wasn't. We'd probably have been better served by utilizing the budget in magazines like Sports Illustrated for Kids. We appreciated the effort to get us booked on all these shows--not an inconsiderable feat! Upshot was we sold tons of copies ourselves by contacting individual Little Leagues and offering to donate 10% of proceeds to their association by letting us sell books at a booth at their sign-ups. Like Chip says, it's important to find where your market is and stand in front of them. Sometimes, that market isn't what you first think it is. Takes some creativity to find it at times.

[Michelle D Keyes]

Awesome article. I'm going to be sharing you with all my twitter followers. Love your helpful posts - thanks so much for sharing your knowledge!

[Eric Grimm]

Just a note to let folks know that Christian stores will be selling e-books. Berean, Christian Supply and The Covenant Group (marketing group) have launched and The Parable Group, and Mardel will be launching e-book sales soon. Marketing is more about discovery and bookstores will continue to add value by connecting readers with books. Two other companies, Signature Websites and Integra Interactive, also will be enabling digital sales through stores. Barnes & Noble has taken 30% of the digital market from Apple and Amazon because they have stores that enable discoverability.

[John Barnes]

Publisher marketing is a haven (one could hardly call anything connected with it a hotbed) of what I call "prom committee marketing" at http://www.thecmosite.com/author.asp?section_id=1266&doc_id=205303 As a fiction writer and marketing intel analyst, so that I've seen what marketing is in publishing and what it is elsewhere, I'm hard-pressed to call what publishers do "marketing." Recently I experimented with doing some real-life marketing (as it is understood in other industries) on one of my own books, with very pleasant (so far) results (chronicled at http://www.thecmosite.com/author.asp?section_id=1266&doc_id=234473)

My guess is that the traditional publishers trying to hang on in the rising tide of self-pub are going to find their marketing departments are a hindrance, not a selling point, because basic "real" marketing is not that hard, the techniques for doing it will be dispersed pretty quickly, and it will be the people with desks at BigStuffy House who can't keep up while the people at MyGarageBooks will be learning and applying the new marketing techniques.

[Daniel Decker]

I've been on the marketing side of books and several bestselling authors for 10 years now and this by far is the most honest assessment of the process that I have seen. : ) It's all about starting with the right expectations, sadly too many authors have a false set.

[Chip]

Thanks very much, Daniel. That means a lot to me. -Chip

[Nery Freiler]

People have different perspectives when it comes to handling money. When it comes to business, one should hire a trusted bookkeeper or accountant. They know how to handle your resources properly.

[Bachelor of Health and Movement (sport)]

Despite all that, you'll concede that publishers might be stretched a bit thin. How decent of you.