How Long Is Too Long To Market A Book

How Long Is Too Long To Market A Book?

So how long is too long to market a book? According to some studies (both formal and informal) marketing (and seeing the results in the form of book sales) can take anywhere from six months to two years, it all depends on what you want to get out of it.

Ideally though, you should plan to market your book ongoing -- if, that is, being an author is a career choice and not a hobby. If it's a hobby then don't put any more time into it than you have to, or you might not choose to market it at all. For some, having the finished book is sufficient. But generally authors don't write and publish a book just to see it "done;" they publish it to further dreams of seeing their careers flourish. If that's the case then your marketing plan should last as long as your career does and hopefully, that's a really long time.

But how long should you stick to marketing one book before moving onto the next? The answer depends on a lot of things. Topic, for one, will often drive the wheels of a campaign and it's often said that the best way to market your first book is with your second and third and forth and well, you get the idea. But now comes the most challenging question: if you're extending a marketing campaign beyond what you originally had on your marketing outline, what on earth will you do to promote it?

If your book is new and your promotional wheels are just hitting full steam the answer to how you might promote your book should be easy. But if it's a year down the road and you feel you've done everything you can do to market your book you might be asking yourself: what's next? This is a great time to assess what you've done, what's worked and what hasn't. It's often in our nature to stare at a closed door begging for it to open, but if the doors you're knocking on still aren't opening, then perhaps it's time to move on to marketing items better suited to your book.

By this I mean that when you go through and evaluate all you've done, it might be easy to say, "You know, I spent a lot of time on this and it's still not doing anything for me, I'll think I'll invest more time on it and see what happens." This might seem like a good idea. Certainly the folks at Oprah might not want to hear from you the first 20 times you pitched but on 21, you could strike gold. The likelihood is, however, that you're just barking up the wrong tree and need to move onto greener pastures.

For example, let's say you've done some speaking engagements in the past year and every time you do them you get tons of new sign-ups for your newsletter, you sell lots of books and best of all, you get asked back! So why don't you do more of them? Well, probably because the rest of your book marketing is taking up so much time that you're unable to devote as much time to this as you can. Now you're in a perfect position. Why? Because you can dump the stuff that's not working so well and focus on the things that are working well, like your speaking engagements. The same is true for media, if you get a lot of it when you're pitching it, then why not pitch more?

For many of us, deciding what to do and when to do it can be confusing, but after you've spent months doing everything you've ever read or heard about, the obvious successes start to clarify themselves and then, what you need to do becomes crystal clear.

If you've only got one book to promote, here are a few tips that might help extend the life of a campaign and give you more ways to market:

* Creating spin-off products: special reports, eBooks and audio product are a all a great way to get some additional mileage out of your book. Creating products that lead to a product line can help leverage more sales. Often when consumers buy one product in a line, they'll buy all of them.

* Speaking events: speaking on your book's topic can really lengthen a campaign. By setting up speaking engagements you're getting the message out there on your book, selling books to the audience and keeping the wheels on your campaign turning.

* Gather your evergreens: an "evergreen" is a topic that's consistently viable from year to year. This means that if you have a news peg on the topic of Labor Day, you can trot this pitch out year after year and the media will love it. Understanding and building these evergreens into your campaign will greatly help extend your marketing campaign.

* Updating your book: with the exception of fiction, most books could stand a refresher every so often. For some books it's yearly, while others can wait a bit longer. The updated version is a great way to capture additional promotion. I update my books yearly and provided that I've added new content (and not just changed a few URL's) I will re-promote each of these as they come out -- just like I would a new title.

BONUS : How Much Money Is Enough: Thoughts From Conduct In Question, The First In The Osgoode Trilogy

Ever had your moral convictions put to the test? Most of us think we know what we’d do in any given situation. But do we really? Maybe another unknown part of us surfaces and takes over—leaving us in a confusion of questions. But the deed is done and we cannot take it back.

This is the predicament, Harry Jenkins, protagonist/lawyer of The Osgoode Trilogy finds himself in, at the beginning of the first novel, Conduct in Question. Harry longs for freedom and love, but has been trapped under his senior partner's thumb and in a dead marriage for years. He's always been certain of his own moral convictions, but when his partner drops dead in the office, Harry is free to make his own mistakes.
He and his wife Laura often argue about money.

—a topic fraught with land mines. Her hardened face floated up in his mind.
"Law practice is more than just making money," Harry had insisted.
"Of course!" she said in wearily impatient tones. "But it certainly doesn't hurt to set the right value on your services."
"So I'm not making enough. Is that it?"
"No. But if you didn't get so personally involved with your clients, maybe you'd do better."
Harry was astonished. "So I care too much about them? I care about what I'm doing?"… "Clients trust me! I've earned that. I can't turn around and fleece them."

Although not satisfied with life, Harry—

had learned his lessons well. He had kept his part of the bargain. But where was his reward? Flashy cars and grandiose houses were the supposed perks of his profession. His Ford was surrounded by Audis. Playing by the rules had not gotten him far. Of course, he wasn't poor. Laura and he were comfortable. Yet, there was a yearning, a sense that the time for making real money was passing. But it wasn't just the money. A dull emptiness nagged at his spirit.

And so, he is ripe for the picking! Almost immediately, he is swept into a massive money-laundering scheme by the enigmatic Mr. Chin — land developer — thereby putting him in direct conflict with his oldest and wealthiest client, Marjorie Deighton. With Albert Chin's huge retainer check for work to be done, Harry senses something is amiss. When he deposits the check in the bank, the manager demands he make a payment on his deceased partner's very substantial and overdue bank loan. Otherwise, he will freeze the Chin money. In a dilemma, Harry is forced to use the Chin retainer to make a payment.

Harry was scrupulous about client funds, and would fret if the bookkeeper missed a penny. Snatching up his check book, he saw in his mind the bright and trusting faces of a hundred clients. He saw those faces turn gray in disbelief when he uncapped his pen.
Petty triumph gleamed in Mudhali's eyes.
Despite years of circumspection and care, Harry was driven by a new and reckless fury. Either he made a payment, or the bank would freeze his accounts. Mudhali had nailed him to the wall.

Like most of us, Harry is good at justifying his actions.

Albert Chin had said that money was no problem, and after all, there was lots of work in preparing those offers. He would search the titles to the properties, do the corporate searches, and prepare six offers and submit them. Surely that would add up to twenty-five grand. Besides, Chin would not have given him such a munificent retainer had he not expected a sizable bill. And Harry knew that he was not the only lawyer guilty of such an infraction.

What does Harry do? After all, he may be our hero, but he's a pretty human guy. Despite his instincts and better judgment, he turns a blind eye to obvious signs of danger and accepts Mr. Chin's gifts.

Harry withdrew two first-class tickets for flights and a voucher for a three-night stay in a luxury suite in Nassau. "The Atlantis Resort," he whispered. Shimmering blue waters danced before his mind's eye.
After a moment, he said, "This is more than kind of you, sir, but—"
Mr. Chin held up his hand. "Please. The conglomerate wishes to express its gratitude for your most timely service. We know you have made room for us in your busy schedule."
"But surely not. The retainer is very substantial, and…" He fingered the brochure, which featured a photograph of sunny beaches and gently lapping water.

And so, much of Conduct in Question is about Harry trying to extricate himself from the clutches of Mr. Chin. But Harry has lots of other problems to contend with when he comes face to face with the nature of evil in tracking down the Florist, a sadistic killer with an artistic flair who believes he is called to judge the worthiness of his victims. But that story is for another day!