1.Marketing, 2.Writing

Author Marketing: Are You As Strong As Your Writing?

Author Marketing - Part 5

Author Marketing - Part 5

So you think your writing’s tough do you? You think you have what it takes to be a best seller and be the biggest fish around?

Wait… you do?

Oh, well that’s great, come on in and join me for Part-5 of The Millionaire Plan: author marketing for those aspiring to become published. I hope everyone had a great festive period, as I for one am back in the game and ready to blog and tweet until my hearts content. If this is the first time you’ve across this series please SEE HERE for the other 4-parts, trust me it’ll make a great deal more sense to go through each step one by one.

In the previous post we completed the Brand Identity, and today we shall look at giving the entire strategy some direction by considering the Aims & Objectives. This is an essential part of your author platform, whereas previously we’ve considered the ideals and what we as individuals are all about, this is where we create some actual plans that can be measured and adhered to. If you’re author marketing is going to have some spice to it then you need to know exactly what you’re reaching for.

This section is once again quite large so is split into two sections. This one will look at our internal and external analysis, whereas the next part will look at the actual Aims & Objectives themselves. Before jumping right in though, let me explain the terms often confused in this area of the strategy. These are:

Aims = What you hope to achieve

Objectives = The plan in how you’re going to achieve it

Tactics = The elements you’ll use to make this happen

The tactics used will play a very important role further down the line, but for now let’s focus on the Aims & Objectives. To do this we need to complete our internal analysis and consider the external world too. You may be thinking the previous section covered everything there is to do with us, but the previous elements looked our ideals and values. This part of the internal analysis considers your actual strengths and weaknesses, and how these can be utilised and improved. Therefore I’ll be using a tried and tested method that’s always served me well: A SWOT analysis:


–       Marketing

–       Creativity

–       Creative writing

–       Design

–       Communication

–       Eagerness and determination

–       Quick to learn


–       Knowledge on publishing industry

–       Know experience in author marketing

–       Writing technique

–       Stubborn

–       Taking criticism

–       Lack of contacts in writing world

–       No author platform


–       Social Media

–       This Blog

–       Opportunity to build a big author platform

–       Writing conferences/seminars

–       Writing groups

–       Book clubs

–       Reading

–       Networking


–       Time

–       Social activity (girlfriends, friends etc)

–       Full time job

–       Criticism

–       Losing my sanity

The key here is to be honest about yourself, which is much harder than many think. As such you may want to go to someone close to you and ask them for some opinions about what you’re good at and not so great at. If you do ask somebody though approach with caution. Try to look at things impartially, and if you find yourself agreeing then great, if not, it maybe best to disregard (very similar to a Beta reader commenting about your book).

I can’t really comment what your strengths, weaknesses, opportunities and threats will uncover, as I don’t know you so they could be anything. The whole point of this exercise is to better understand YOU, and in doing so it will help us leverage your aims and objectives, and also help further down the line when choosing tactics and all the really fun stuff of author marketing. We’re looking to build on strengths and improve on weaknesses, so everything noted here could become vitally important further down the line.

With regards to analysing the external world I considered models such as PEST and Porters 5 Forces, but to be honest I feel it’s not specific enough for what we want to achieve. This is the part where we need to look at our market and determine where we fit in it, which quite frankly takes a good amount of research. This will again change from person to person, but there are certain things that will be relevant for most of us. Therefore I’ve created a list of headings, your aim of which is to fill in the blanks and create a list that will help you clarify your Aims & Objectives more clearly.

Genre (for me Contemporary Fiction/Mainstream/Commercial)

–       Huge market

–       Varied demographic

–       Big competition (largest section on Amazon with nearly half a million)

–       Creative licence (doesn’t pigeon hole me for future books)

–       Worldwide appeal

–       Popular genre still for agents and publishers


–       Growth of Social Media

–       Growth of E-Books

–       Cheap/Free advertising tools to build an author platform

–       Interactive communications

–       Mobile marketing/smart phones

–       Growth of e-readers, tablets and smart phones

–       Great deal of chaos/noise

–       Great deal of choice, not just books, but formats too

–       Cheaper price means less valuable (poor perception for books)

Distribution Channels

–       E-Books is on the up

–       Traditional print is on the way down

–       Intense competition for publication

–       Easier to self publish

–       Tough climate to get an agent

–       Easy to publish but still just as hard to create quality

–       Increasing number of online distributers


–       In the UK

–       Stuttering economy

–       Potential Double Dip recession

–       People/families looking for cheap entertainment alternatives

–       Price is a huge indicator

A great deal of this will again depend on your genre, the country you live in, and whether you’re looking to self publish or not. However there are certain things that are constant for most of us, mainly the uprising of social media, e-books, and just the general dominance of the Internet.

Through these two lists alone I can now create certain links and come up with certain points that I feel are important for me, not only for my Aims & Objectives, but further down the line when I begin to consider the tactics too. These 5 key observations are:

  1.     My strength in marketing and communications will help me utilise the cheap/free advertising opportunities available to build a strong author platform
  2.     My creative writing and communications skills will allow me to interact with a potentially very large audience
  3.    With such large competition I need to improve upon my writing technique and improve my knowledge of the publishing industry
  4.    Self-publishing is a viable option in the current climate, paired with the technological advances available.
  5.    The current economy could be prime for cheap e-books as people look for cheaper entertainment options

Chances are these are things you already knew, just like you probably knew about your strengths, weaknesses, and general state of your genre. However, have you ever written them down before, and have you ever organised them in such a way?

I could have probably gone into this process in much more detail, but I’ve always believed in overkill. In doing this exercise though I feel I’ve come up with some key observations that will let me create some specific Aims & Objectives (as well as the work done earlier on my Brand Identity) that will not only help me place my author marketing activities better, but help improve my writing and knowledge of the writing community as a whole. I strongly urge you to do the same, so carefully consider:

– Your own internal self

– The market you wish to get in to

– How these things link together.

The more you know about your market, your customers, and your rivals the better, and if you don’t know enough yet, then get ready to learn because to stand a chance of making it big you’ll need to.

In the next part we will look at the actual Aims & Objectives, so keep an eye out soon for the next part of The Millionaire Plan

Turndog Millionaire – @turndog_million

Author Marketing Part 1: An Aspiring Authors Marketing Strategy

Author Marketing Part 2: It Begins With You & Only You

Author Marketing Part 3: Your Picture Says a Thousand Words

Author Marketing Part 4: Finalise Your Brand With A Character Bio


About Turndog Millionaire

Strategic Marketing Consultant and Author of Fiction & Non-Fiction. Here to share my love for modern day marketing & writing. Can I Help?


2 thoughts on “Author Marketing: Are You As Strong As Your Writing?

  1. Thank you Matt!
    Things are really falling into place, now that I have a plan in the make. I can’t begin to tell you how desperately I needed some direction.

    Nothing motivates like a plan.

    Posted by OL Shepp | March 3, 2012, 4:03 pm
    • I love strategy so my life is basically one big plan 🙂 I’m glad it’s helping you along your way, and really appreciate your comments along the way.

      Make sure you send me some of your ideas, would love to hear what you have planned.

      Matt (Turndog Millionaire)

      Posted by Turndog Millionaire | March 3, 2012, 5:47 pm

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

Turndog Millionaire

Interact With Me

author marketing
author marketing
author marketing
author marketing
author marketing


Google Analytics Alternative


wordpress visitors
author marketing png
%d bloggers like this: