While proceeding through the final stages of the Publishing Process (editing cycle, layout and cover design) for your book product, the 4Ps (product, promotion, price, and place) are a simplistic but useful way to organize the other key elements of your plan. Authors who self-qualify for the Empowered plan will want to read this next section in detail.
(1) Product
This is where you identify the various additional ways you might also deliver your message to your audience(s).
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Examples: Books, PDFs, eBooks, Kindle, Free Talks, Speaking Tour, Recitals, Classes, Seminars, Video Clips/Seminars, Audio Blogs, Blogs, Superhero Toy, CSpan's Book Review, Consulting Services, etc
note - some of these listed above are also forms of promotion.
(2) Price
This variable may be viewed as both revenues and expenses; the task here is to gain an understanding and manage the related mathematical equation in your favor - and this necessity applies to each of the Ps.
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Selecting a printer, a service provided by the publisher, for example, involves lots of comparison shopping and part of that challenge is comparing apples to apples.
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Marketing your written products through a web site is a growing and effective process. Web site development charges can vary considerably depending on your goals, technology used, and the development team selected. We use and encourage Joomla because of its rapid development time, scalability, and ease of use for novices. What this means is that you, the author, will be in the content management control seat regarding your own web site with comparatively minimal expenditure and as quickly as possible.
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Finding the right Publicist might also be a feature of your marketing plan with a potentially significant financial investment.
The over-arching objective is to develop an optimal strategy that limits expenses, while utilizing as many available resources to the fullest. Understanding these variables will, of course, influence the actual price of the book and/or any accompanying product.
(3) Promotion
Here the target audiences and related marketing channels are defined. This means assuming who might be your typical reader and then developing plans to advertise your book, your message, etc to reach that person or group.
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A Web Presence, for example, is planned and developed - this can include an internet storefront where traffic is directed - but, the meaning here also includes finding, joining, and becoming a contributing member of various online communities.
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Social networking through Facebook or the Ning networks can open multiple channels for exposure as well.
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Local-Regional-National-International Exposure might be considered, developed and pursued (a publicist may be a real help with this). In addition to pitching your story to media people, a publicist may also provide viral web campaigns.
The idea is to find as many related venues for yourself that connect you with your audience(s).
(4) Place
Here we plan and develop the access points to the book - literally answering the question - how will an individual, wholesaler, retailer, or other institution acquire the book?
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One of our access points is this web site. Wholesalers and Retailers contact us through our website with purchase inquiries as to any book we display.
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Within our Empowered plan, authors are encouraged to build their own web site. We will assist you with this step in a manner that minimizes costs and quickly places you in control of the site.
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Another access point we provide utilizes the distribution network and related retail outlets associated with our printer.
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Amazon is a popular internet storefront available through our distribution network.
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Fulfillment simply means who will receive the order, package and mail the book. Fulfillment could be you, the author, your friend, or your publisher. Yes, we provide fullfillment - meaning both you, the author, and the wholesale and retail public may purchase books through us.
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A key feature of our Empowered plan is that you may develop and provide your own marketing and fulfillment plan within which retaining 100% of your royalties less the near-cost purchase price of the books. Books are purchased from Emergent Awareness Press.
At the completion of this task, you'll know where your book is accessible for purchase by the public and what the accompanying profits are with each location.
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