12: The 6 Ps of Successful Book Marketing Pt.2

by Sue Richardson with Dave Harries

In the last podcast of the current series, we’re continuing our look at the Six Ps of Successful Book Marketing.

From proposal to publication and beyond, The Six Ps of Successful Book Marketing has been specially created to walk you through every aspect of marketing your book so you can plan, prepare and tick every box like an expert.

In this episode, Paul East talks to Sue and Dave about the second three ‘Ps’ in the successful book marketing formula: Profile, Promotion and Planning.

with thanks to Dave Harries of CommunicateTV: www.communicatetv.co.uk

Join us now in the Right Book Project Facebook Group

Podcast Transcript

Transcript provided by Copysure Editorial Services: www.copysure.co.uk

Dave Harries: [00:00:00] Welcome to episode 12 of the Right Book Project, a Right Book Company radio production. My name’s Dave Harries. I’m here with my co-presenter, Sue Richardson, to explore the whys and wherefores of book publishing and how writing a book can enhance your business and personal profile. Sue, you may remember, is a publishing expert who’s been in the book business for many years and has written her own book – The Authority Guide to Publishing your Business Book. This podcast is all about you and your journey to writing a book, so, please get involved by joining our Facebook group, The Right Book Project, or tweet @therightbookco. You’ll find notes, links, recordings and transcripts of these podcasts on therightbookcompany.com. Now, you may remember in our last episode, in episode 11, we started talking about the six Ps of book marketing with our special guest, Paul East. And Paul has joined us again for this episode. Hello Paul.

 

Paul East: [00:00:50] Hello again.

 

Dave Harries: [00:00:51] And we are going to discuss P number four, five and six. So, just remind us Paul what the six Ps are and then we’ll sort of talk a bit more about the final three.

 

Paul East: [00:01:03] Okay. So, the six Ps, the first three went through in the last episode. So, the first three are positioning, people and platform. And then in this episode we’re going to be doing four, five and six, which are profile, promotion and planning.

 

Dave Harries: [00:01:17] Good. Well remembered, by the way.

 

Paul East: [00:01:19] Thank you.

 

Dave Harries: [00:01:19] I know you invented it but it’s…

 

Paul East: [00:01:20] Yes!

 

Dave Harries: [00:01:23] Everything begins with P in this industry, have you noticed that? Sue, welcome.

 

Sue Richardson: [00:01:28] Thank you.

 

Dave Harries: [00:01:28] Nice to see you again. And profile, promotion and planning. Obviously, they’re sort of the latter half of the six Ps. Does that mean that they have to come at the end? I mean, are they in that order for a reason? Or you know, are these things interchangeable? Or you know, did Paul think about this stuff really carefully?

 

Sue Richardson: [00:01:48] I think Paul thought about this VERY carefully. I think the order is quite important.

 

Dave Harries: [00:01:54] It’s not an accident?

 

Sue Richardson: [00:01:54] No. No accident here.

 

Dave Harries: [00:01:56] Good. Excellent. Okay. Well, let’s start talking about them properly now. Obviously, we established the importance of positioning, people and platform in the last episode, and I would urge you to listen to that episode if you haven’t already. So, now tell me Paul quickly about profile before we get a bit more detail. What is a profile and why does it matter?

 

Paul East: [00:02:14] So, profile is actually quite closely connected to the platform part and they can work quite interchangeably. But profile is about how visible you are. So, it’s somehow ‘out there’ you are; about how easily you can be found; how searchable you are in your online visibility or social visibility; the speaking gigs you do; all that kind of stuff. Basically, your visibility, how visible you are.

 

Dave Harries: [00:02:39] So, Sue from your point of view, as a publisher when particularly a new author or would-be author comes to you, is that something you kind of think: well, how well-known is this person? You know, is that something that’s sort of up there near the front of your mind, as it were; on your radar when you first start talking to someone?

 

Sue Richardson: [00:02:58] I think it is in a sense, but not perhaps in quite in a sense, in that kind of judgmental sort of way. I think an awful lot of the people that come to us are looking to build profile. You know, one of the things we know about books is that they have this, if you do it right, it has the most incredible potential to raise your profile and increase the visibility of you and your business and your brand and what you do. So, for me it’s not so much about…obviously, everybody is at different stages, you know, that comes. But it’s like, wherever you are, you can become better known; you can become more visible from whatever point you are. And you know, unlike with a very commercial publisher who, perhaps nowadays many of them feel that it’s too risky to publish people who don’t have any… who are a bit hidden at the moment, actually that’s no reason NOT to publish somebody. And for the smaller publisher, or indeed for an author to fund their own publishing, because it will help you to build that profile.

 

Dave Harries: [00:04:12] Paul is there a danger with considering profile that, you know, maybe this has already happened, I don’t know. But we’re sort of slightly celebrity-obsessed culture now, aren’t we? And there’s all sorts of celebrities being kind of minted all the time on reality TV and that sort of thing. And some of those reality TV programmes, I’m thinking of The Apprentice now, are actually about business. So, you’ve been on a few episodes of The Apprentice before you get booted off and then you immediately write your book and you’ve got a profile, haven’t you? And you’ve got a platform as well to go back to the previous P? That doesn’t mean you’re going to write a good book, does it?

 

Paul East: [00:04:45] And it doesn’t mean you’re going to sell books either. I mean, I’ve seen…I’m not going to be able to come up with an example now, but I’ve seen quite famous people write books and not sell them because the book doesn’t tally with what people expect them to be writing about. And even celebrity autobiographies, you see a lot of those coming out and some of them do just dive and you see them in the bargain bins literally a couple of weeks after. So, just because you’ve got a profile doesn’t mean you’re going to write a great book. And it doesn’t mean you’re going to sell lots of books either. And this is…profile for me is actually more, not just about how well-known you are, it’s about how findable you are. And if we take, for example once your book is published and you do a nice piece of PR and you get a piece, I don’t know, in a newspaper; reaches a wide audience which is fantastic. You know, think about how someone that’s read that piece is then going to go on and find you and find your book. And you need to think about how easy you’re going to make that for them. So, if you’ve got a website that’s got a name that doesn’t match the book or doesn’t match your name, is abstract the name, abstract everything that you’ve been talking about in the in your press article, you just going to make it really difficult for people to find you. You need to be on Amazon. So, if they read the article and they’ve seen the name of your book there, possibly or probably the first thing they’re going to do if they’re interested is go onto Amazon, pop the name of the book in; it needs to come up. Needs to be there; needs to have a buy button. You know, they may think: Oh, he sounds like an interesting person. I’m going to pop on social media and see what he’s got, to see what his last tweet was about or see what her opinions are on this, that or the other. You need to be on social media and you need to be findable on social media for people to be able to do that. So, it’s the ease and the efficiency by which people can locate you once they found you interesting, as well as how well-known you are. If that makes sense.

 

Dave Harries: [00:06:48] OK. So, it does make sense. And I think maybe I got the wrong stick and I was celebrity-obsessed myself, thinking about contestants from The Apprentice. But from what you’re saying, what’s far more important is that you kind of put yourself out there.

 

Paul East: [00:07:02] Yeah.

 

Dave Harries: [00:07:02] Even if you’re not a celebrity and you’re not well-known, and let’s face it, most of us aren’t. So, therefore it is about just making sure you are visible; you do have social media accounts; you do have that presence on Amazon once your book is published and so on.

 

Paul East: [00:07:15] It’s exactly that, Dave, and you know, I see quite a lot of authors, business authors, who have a website already for their business, which is fantastic. And when they publish their book, or just before they publish their book, they put a page on their website for their book, which is also fantastic, and it should be there. My argument is, you know, why don’t you go one step further and create a website for your book. [It] doesn’t cost a huge amount of money, you’re talking about a couple of quid a year for the URL and then some hosting fees. It just makes it that much more findable. And also, you know, if people are talking about your book or talking about you as an author, they’re not necessarily going to go onto the Internet and search for your business name, if your business name doesn’t have your name in it, if that makes sense, because it’s just not what people are going to do. So, you know, it’s worth thinking about the different ways that people are going to encounter you, come across you, search for you, try to find you and making sure you do something along each of those different avenues that means that they’re going to come to you at the end of it. And you know, it’s also about making sure you’ve got the right keywords and SEOs set up on your website and your book pages; that your author biography on your Amazon page is complete and is selling the benefits of you and what you’re offering to your reader and not just telling them how brilliant you are. It’s all of that picture, that piece of the jigsaw, being brought together to create a complete picture whereby people can easily identify you, find you if they’ve got an interest.

 

Dave Harries: [00:08:42] OK. You’re listening to the Right Book Project podcast. We’re discussing the six Ps of book marketing that Paul East has thought very carefully about and come up with. He’s laughing, but I know he has. And in our last episode, episode 11, we discussed positioning, people and platform, as the first three. In this episode we’re discussing profile, which we’ve just been discussing, promotion and planning. So, before we move on to number five, promotion. Paul quickly again, just sum up profile for me.

 

Paul East: [00:09:09] Basically, it’s how visible you are. How visible you are; how easily findable you are; how searchable you are; discoverable you are.

 

Dave Harries: [00:09:16] Okay, Sue, let me turn to you. Promotion is number five on Paul’s list. I know it’s Paul’s list but I’m going come to you first, because you as a publisher, as somebody’s been publishing for a long time, promotion to me as a layman if you like, that sounds like marketing. You know, all that other stuff is very interesting, but promotion really does to me, that is marketing, you know, because that’s adverts and all that sort of thing. Is that what we mean here? Is it how you push out the message?

 

Sue Richardson: [00:09:44] Yes, it’s telling this story, isn’t it? It’s telling the story, it’s broadcasting the message, if you like. You can’t do it well unless you’ve done all those things that in Paul’s wonderful process here. You know you see this a lot, I think. You see people promoting, advertising, broadcasting where they haven’t done the background work, the earlier work and it falls on deaf ears or, you know, it doesn’t work out for them. It has to be done as part of… you have to know what you’re doing in order to promote books correctly and I think, well Paul will talk more about this, but as a publisher I have to say that sometimes it doesn’t work. Promotion is a difficult thing to get right. And this is why you need the experts to work with and you need to understand what you’re doing before you get there. But yes, it’s the telling the world all about your book.

 

Dave Harries: [00:10:44] So, Paul, the positioning, people, platform and profile, one could argue are the foundation stones.

 

Paul East: [00:10:50] Yes.

 

Dave Harries: [00:10:52] That promotion, number five can then be built on.

 

Paul East: [00:10:53] You’re getting it, Dave.

 

Dave Harries: [00:10:54] I really am, aren’t I? I’ve read your book! So, talk to me a bit more about promotion. Why those first four things matter and what promotion typically might be for a business book.

 

Paul East: [00:11:06] Well, I don’t…until you’ve done the four things before, I don’t think, we are on five are we? Yeah. Until you’ve done the four things before, you can’t…I don’t think you can go into this with your eyes open and understand what it is you want to do and have to do and is going to work best. And I think one of the biggest mistakes that people make and, as Sue was saying, not all promotion always works, one of the biggest mistakes that authors tend to make is that they go after trying to do promotion that’s going to be about selling the biggest number of books in the shortest amount of time. And that’s not really what this should be about. It needs to be more strategic than that. Otherwise you’re going to be spending an awful lot of time and an awful lot of money on doing activities and campaigns and things like that, that fundamentally aren’t going to deliver what you want them to.

 

Dave Harries: [00:11:50] You’re wasting your money.

 

Paul East: [00:11:51] You’re wasting your time and your money because you need to have thought through much more carefully and strategically. And you know most people that are in publishing business books, if you recognise that the book is a conduit, it’s a part of your marketing machine and not the core of your business, you can start to look at it as a slightly different thing or in slightly different way and realise that it’s not necessarily about selling huge volumes of books in the shortest possible time. So, you know, there are lots of different ways of promoting your book, and we won’t go into them all here, but this is the point really where you start thinking about the price offers you’re going to do, and the lead-gen offers that you’re going to do. It’s about when you start thinking about your PR, you know, if you’re going to have PR, publicity. It’s the launch events that you’re going to do. You know, do you need to sign up to e-book promotion aggregators like BookBub, Goodreads, it’s Amazon promotions? All of that kind of stuff really you need to start thinking about: what are the things I need to do, when do I need to do them to have the best outcome for my book?

 

Dave Harries: [00:12:56] And presumably the decisions you make about those promotions. Because from what you’ve just said there are many avenues that you could choose. So, the decisions you make, because obviously you’re not going to do all of them, or I doubt you are, so that you choose that based on the learning that you’ve got from positioning, people, platform and profile is going to inform the type of promotion, where you spend that money.

 

Paul East: [00:13:18] Yes, spot on!

 

Dave Harries: [00:13:19] And Sue, in your experience is that what happens in reality? I mean, do people spend enough time thinking about these things so that they do get the promotion right?

 

Sue Richardson: [00:13:28] I don’t think they do. And one of the things that still staggers me is this insistence that many authors have, and goodness knows where they’re getting it from, that they want to go straight to creating bestseller status in some very kind of small category somewhere on Amazon. Now you can understand it from the point of view of this: I’m a hero, I’m a bestseller on Amazon. I want to be able to put bestseller on my book and somehow that’s going to create magic for me. To be honest, I’ve seen many, many very disappointed authors spend a lot of money on campaigns like that. Then actually for one day and one day only they got visibility for their book. And actually, it’s got to be so much richer and deeper than that, this work. Because you can only do that if you do put the effort into really thinking through, as Paul said, in a very strategic way. What are the benefits? I know of authors who have sent…one book has been sent to one CEO of one company and it’s landed on the desk and it’s earned them twenty-five grand in probably 10 minutes. This is a much, much greater way of getting your book, and that was a gift book to one person. Okay, you know, you might send 200 of them out carefully and strategically to get one those, but that result is so much greater than you will ever get from selling maybe 25 books in one day on Amazon and getting so-called bestsellers.

 

Dave Harries: [00:15:09] It’s not even often 25 books, to be honest. I mean I read a thing about a man who set out to disprove the value of this Amazon Bestseller thing. You know, he took a picture of his left foot, made that the jacket for his book, wrote about five or six pages about his left foot, self-published it, put it on Amazon, sold two copies and he chose a very niche category, sold two copies and he was a bestseller. But what’s the value?

 

Dave Harries: [00:15:36] I have to say that was a great book, actually! I learned a lot!

 

Paul East: [00:15:39] Yes . Okay, it’s great to have it, you know, that kind of…again you’re just lying to yourself about what you’ve really achieved.

 

Dave Harries: [00:15:47] So, there’s a lot of smoke and mirrors, is what you’re saying?

 

Paul East: [00:15:48] A huge amount of smoke, that’s easily manipulated, and it does not secure the long-term success of your book, ultimately. You know, you talked on a previous podcast about Kate Mercer, who just through the virtue of inviting the right people to her launch event, secured new business as a result of her book. And that’s got to be more valuable surely for the long-term success of your business, which is what this is all about, it’s got to be much more valuable than having a meaningless bestseller.

 

Dave Harries: [00:16:15] So, you’ve obviously got to be on Amazon.

 

Paul East: [00:16:17] Of course you have.

 

Dave Harries: [00:16:21] There’s no question about that. Because that’s the go-to platform. But you shouldn’t get obsessed by this bestseller status thing.

 

Paul East: [00:16:25] No definitely not. It’s meaningless unless it means something. And if you know that you’ve done it because you’ve manipulated the process, or then again, you know, as far as I’m concerned, you’re simply just lying to yourself about how successful that book really is. And also misleading your audience, because you’re saying this book has more value than it does. That seems unfair on everybody. And this is all about making sure you’re doing the right promotions and the right things are going to do the right business, right job for your business. And all the work that we’ve done before, through the positioning, the people and the platform; and the profile piece will help you to understand where you should be doing your marketing and who you should be focusing on. No point paying loads of money for Facebook marketing, if your audience is on Instagram. No point doing lots of Instagram marketing, if your audience is CEOs and you need to get the book on their desk.

 

Dave Harries: [00:17:15] It’s interesting as well that in talking about promotion, my first reaction was promotion is, I don’t know, advertising of some sort: TV posters, magazines, whatever it might be. But in fact, that’s a tiny bit of it, isn’t it? I mean, you talked about getting a book on the desk of an important CEO, that is promotion, isn’t it?

 

Sue Richardson: [00:17:35] Absolutely.

 

Dave Harries: [00:17:37] And however you choose to do that and achieve that. So, that’s very interesting. Are there any other any other sorts of more unusual promotional techniques that you might occasionally employ? That you wouldn’t naturally think are promotion? Putting you on the spot a bit here, but you know I’m asking for the tricks of the trade really.

 

Paul East: [00:17:54] I guess you could talk about things like creating posters and flyers and promotional merchandise around your book which can be useful. You know, kind of free gifts, that kind of thing. You know, how you use your book as a lead-generation tool. We talked about Bryony and how she gives away her book for free as an electronic download. There’s a lead generation opportunity there. But then you know, there are all kinds of stunts and things that you could think about doing. But the important thing is making sure you do the right thing for your book and not just kind of throw things at the wall and hope some of it sticks.

 

Sue Richardson: [00:18:24] There was a very interesting speaker at the, just recently I’ve been at the Inspire, which is the annual Professional Speaking Association convention, and a fantastic speaker there, a guy called Fredrik Haren, who is again a big international speaker. And he did a really nice thing which, he thought this through I’m sure, but it just worked so beautifully. He announced to the audience that he was happy to give away a copy of his book to everybody and this wouldn’t be a download, it would be a physical copy of the book, but he did not have the books at the back of the room. He didn’t hand out physical copies of the book. He put up on the screen behind him an email address, which we were invited to email to ask for our free copy of the book. What had he done there? He had immediately got actually in touch with everybody in that room going forward. So, we didn’t just go to the back of the room, pick up a book, take it away. Maybe value it, maybe not. Maybe read it, maybe not. Maybe be in touch with him, maybe not. He touched every person that went: oh, I want that book, I’m going to get that book. He gave it a value simply by saying: just ask me for it directly by email. Those of us that did were then sent a jolly nice personal email from Fred saying: Hi. Lovely to connect with you. Lovely to meet you. Can we be connected on LinkedIn? We’re in touch. We’re connected, we’re part of his network. We’re part of his platform. What a lovely promotion.

 

Dave Harries: [00:20:00] Very nice. Okay. So, before we move on to the last P, Paul, quickly again sum up promotion, number five, for me.

 

Paul East: [00:20:06] So, these are the techniques, the campaigns, the things you’re going to do to let the world know about your book.

 

Dave Harries: [00:20:13] All right. Last one. Number six is planning. On the face of it, when I read the list, I thought planning? Surely planning should be the number one not number six. So, explain that to me, Paul.

 

Paul East: [00:20:24] Well, this is the marketing plan. So, I don’t think that you can, and you can disagree me if you like.

 

Dave Harries: [00:20:29] I wouldn’t dream of it.

 

Paul East: [00:20:31] Of course not. Because this has been very well thought through. I don’t think you can do the marketing plan until you’ve gone through all of these previous five Ps. What they do really is lead you to a point where you can bring together everything that you’ve learned to create your marketing plan. And there are four key areas, or four key times or four key periods, if you like, of promotion that you need to consider when you’re preparing a plan. There’s the pre-awareness thing. So, this is the time up to about three months before publication. So, this is all through the point where you’re thinking about writing a book; whilst you’re writing the book; while it’s in production; when you’re doing the copy-editing and all of those backwards-and-forwards bits, up until about three months before it publishes. So, that’s the pre-awareness phase. There’s the pre-launch phase. That’s after you’ve handed your book over, your manuscript over, and it’s in production. So, you’ve got about three [or] four months there, a pre-publication period. And that’s when you need to shift your marketing plan a little bit there and you might be thinking about things like pre-order offers; sharing sample content; your PR plan all of that kind of stuff. Then there’s a launch period comes from the point of publication for about three months after that. And again, your marketing needs to make another shift and you changed the emphasis. The book’s out there now. So, it’s when it’s going to be most interesting to the media, for example. So, that’s when you really need to hone in on the kind of PR side. And then the post-launch period, and this is a bit where a lot of authors don’t really bother. They kind of focus on the first three months and then it kind of just fizzles out. But you know this is when you start settling into a routine around your marketing. It’s the things you’re going to be doing; the activities you’re establishing that you’re going to do again and again and again, [that] you’ve proven have worked for you; that you know can deliver the results that you need them to deliver, so you keep doing them. Whilst also developing other things on the side, of course. Because anything you do over and over again is going to stop having an effect. But the three months plus is where you start sort of developing a routine and a kind of established process for marketing.

 

Dave Harries: [00:22:36] So, would it be fair to call this the marketing plan?

 

Paul East: [00:22:39] It is the marketing plan.

 

Dave Harries: [00:22:40] It is the marketing plan. So, Sue, is it is that something that you and your authors would kind of come up with together? You know, you would have a marketing plan and hopefully everybody sticks to it, and it’s based on obviously all the research you’ve done before and all the other Ps. Is that a normal process for you guys?

 

Sue Richardson: [00:22:57] Absolutely. And Paul works with us to help our authors create that plan with every book that we do. It’s crucial. In fact, I think that, also you know thinking about our series – The Authority Guides, and how we get authors to start to think about their marketing plan as part of their pitch, their proposal to us when we’re considering the book. You know, it goes back to what Paul was saying in the last episode, you start thinking about these things right back at the beginning of the whole thing before you’ve even necessarily started writing, you start to put the bones of this together and it will benefit you. But yes, indeed when authors come to The Right Book Company too, Paul and I sit down with them. As early as we possibly can, to make sure they have a marketing plan that they can go on and implement.

 

Dave Harries: [00:23:55] Can I just clarify something in my mind here about the six Ps and particularly the planning, number six? It’s tempting to think of these six Ps as stretching out over a long time, almost the lifetime of the book from conception through to selling it. But actually, that’s not right, is it? This stuff all has to happen early on, in this order but early on.

 

Paul East: [00:24:17] Definitely in this order and I think that, yes it has to happen quite soon in the process. And I’m on a bit of a mission, if I’m honest, to try and get authors to understand that the marketing has to start probably before you start writing the book and it doesn’t happen very often. I understand why it doesn’t happen. And I also understand when authors are writing, that it’s difficult to try and focus on the marketing. But you know, if you want this to work well, you’ve got to have one eye on the marketing side of this. And as I said in the very beginning of this, is that marketing isn’t just about the adverts that you do and the PR that you do. It’s about the whole package. It’s about how your book looks, feels, exists, it’s everything. You know, it has to be an integral part of everything you do. You know the other part of the planning stage as well, Dave, is thinking about your budget for marketing. Because that’s also something that a lot of authors forget that, you know, marketing does cost money. It’s rarely for free. And you need to decide how much you want to spend on marketing your book. You know, and if you do recognise that your book is part of your business marketing machine not the core of your business, and presumably you’re going to be using the book to grow your business, then this is also an investment in the marketing of your business as well. And as we said before you know if you’re looking for a return on investment through book sales, you’re probably going to be disappointed. But as a return on investment for your business as a whole, you know, publishing a book could be really valuable.

 

Dave Harries: [00:25:46] Okay. So, what’s been really interesting for me in this whole discussion over the past two episodes is to think about how all of this stuff, these first five certainly, positioning, people, platform, profile and promotion, all feed into this planning piece. And that because, as I said before you know, for me instinctively I’d say: surely I’ve got to sit down and plan it all first. But what you’re saying is no, if you analyse all this stuff and you think about all this stuff, then the planning becomes a bit more, probably becomes simpler because you’re…

 

Paul East: [00:26:16] Simpler and more meaningful. I mean it’s done from a place of knowledge and experience rather than I think this might work. And of course, when you execute the plan you can tweak it and change it. It’s not set in stone, but you know at least the plan you come up with…you know, if you look at the first five as planning for the plan, maybe that helps. But yeah, you do have to go through the process.

 

Dave Harries: [00:26:39] It’s preparation for the plan, isn’t it?

 

Paul East: [00:26:40] You know, Dave, it doesn’t have to take months or weeks. You know, this is something that you could probably put a day to, you know, to go through the first four or five of these Ps and then kind of bring the plan together later on.

 

Dave Harries: [00:26:53] And presumably Sue, you’d have to be flexible anyway because it might be that as things go on and the book gets written and so on and so forth and you get a publisher on board, some of this stuff might alter, change, be influenced by outside factors. So, I mean it’s kind of not set in stone, is what I’m saying. You’ve got to be flexible sometimes?

 

Sue Richardson: [00:27:10] Definitely. In fact, Paul and I have discovered recently, and had an experience recently, where you know authors can get quite detailed about it. In some cases, some authors the marketing is the fun bit for them. And so, they can get very kind get buried into the detail and start buying domain names and all sorts. And actually, you know, I’ve actually witnessed Paul with one author go: just hang on a second. You know, because actually, you’ve not written the book yet and things might change. And so, yes, you know, of course things do change and there has to be a level of flexibility built in. Which is why I think that Paul’s planning coming at the end is really sound, because the detailed plan needs to come perhaps a little bit later on in the process, but these other bits that are going towards it, and particularly the first four, I would say, are things that need to be thought about really early on and then things like the detail of promotion, the detail of the plan might be something that we would work on a little bit later on with the author.

 

Dave Harries: [00:28:17] Sorry, to interrupt you there. We’re nearly out of time, Paul, so, just for the sake of consistency just sum up that number six for us: planning again please.

 

Paul East: [00:28:25] Well, it’s kind of self-explanatory, but it’s the marketing plan. It’s the bringing together of all the stuff that you’ve learned through the other five Ps into an executable plan over the course of probably four to six months.

 

Dave Harries: [00:28:38] Thank you Paul. That’s Paul East, our book marketing expert and his six Ps that we’ve been discussing over the last two episodes: positioning, people, platform, profile, promotion and planning. Thank you very much to Sue Richardson as well for her expertise and input as well as Paul East. If you’d like to comment on anything you’ve heard, or you have specific questions you’d like answered or even an idea for a future show. Please join our Facebook group, The Right Book Project, or go to therightbookcompany.com. You can also go over to iTunes to subscribe, download and even leave a review or give us a star rating. We’ll be back soon with our next episode, so please join us then. In the meantime, keep writing.