Principles for Book Marketing

by Karen Whiting @KarenHWhiting

The American Marketing Association (AMA) defines marketing as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Let's consider how we can apply them to marketing our books, webinars, and courses from a Christian perspective. The marketing world looks first at 4 principles of marketing as product, price, place, and promotion. What then are the principles of our writing?

Product for us is our book, but really it is the purpose behind the book, the message we want to share with readers. Underlying our writing is God's Word, the most treasured product. 

The Word of the Lord is worth more than gold, even more than much fine gold. They are sweeter than honey, even honey straight from the comb. Psalm 19:10 NLV

Through our writing we want readers to find eternal purpose, the real product we offer.

Price of our books are in dollars but what we offer is priceless. We need to invest time and often money into producing the books. We want to be sure there's value for readers in the purchase. 

For which one of you, when he wants to build a tower, does not first sit down and calculate the cost, to see if he has enough to complete it? Luke 14:28

We need to consider the cost to make it and the value we offer so people will buy it. We need to develop books that are worth it for the reader with great action steps and takeaways. We need to design books and invest time in what will make a difference in lives. We need readers to want to recommend the book and buy copies as gifts. That means planning well, knowing the progression of the book's concept, and weaving in the message so it is clear and engaging.

Place refers to distributions, strategies, and ways to reach our target audience, our readers. Peter realized while in Joppa (Jaffa) healing a Jewish woman Dorcas that God was calling him to more places. His dream while there showed him a new view of what is clean and opened his eyes and heart to go to Caesarea when Cornelius asked for him to come. He met this gentile and saw his faith and that of his friends. That opened the door for Peter to go on to Antioch and preach to gentiles. We cannot limit the place or the ways we engage readers, for the call is too great.

But just as it is written: “Things which eye has not seen and ear has not heard, And which have not entered the human heart, All that God has prepared for those who love Him.” 1 Corinthians 2:9

For us place and distribution channels are the opportunities God gives us whether online or in person or through publishers. 

Promotion involves many tactics including sales, advertising, events, marketing channels, and even opportunities for presales. Jesus showed us the focus on reaching our audince matters when he said, “I must preach the Good News of the Kingdom of God in other towns, too, because that is why I was sent.” [Luke 4:43].

When we are called to write we are also called to promote what we write. Paul never passed up an opportunity and never held back from fear. Many people asked if I was afraid to go to Israel when the Ministry of Tourism chose me as one of four journalists they took for a tour of the Holy Land. I was not afraid and explained that I would not turn down an opportunity God gave me and that I trust any outcome and safety to Him.

We must believe the message and product God inspired us to create is worth all effort to promote it. 

For we are not like many, peddling the word of God, but as from sincerity, but as from God, we speak in Christ in the sight of God. 2 Corinthians 2:17

We must apply ourselves to promote matching the available methods with our talents and choose what will work best for us and our audience.

Three More Book Marketing Principles

Beyond the four main principles, are three more labeled people, process, and packaging or physical evidence.

• People and that means developing real connections both with our supporters, those helping on the publishing side, and our readers. 

• Process or Positioning which involves the delivery, added value, and service. That's seen in Paul where he positioned himself by a statue of an unknown god as the place to deliver the message of the real God they could know. That's offering freebies of value so people will want more and engaging online to serve readers.

• Physical evidence or packaging is the evidence we offer of business cards, tip sheets, and more that reveals or advertises the product whether it be a physical or eBook, online course or webinar, or coaching. They need something to make them visible to readers.

Embrace the principles that will inspire you to write and market your best. Remember the real product is God's Word and eternal life. For that we should never be ashamed to promote. Instead we should be eager to share the words God called us to write as the product that in reality shares God's love.

For I am not ashamed of the gospel, for it is the power of God for salvation to everyone who believes, to the Jew first and also to the Greek. Romans 1:17

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Principles for Book Marketing from expert @KarenHWhiting on @EdieMelson (Click to Tweet)

Karen Whiting (WWW.KARENWHITING.COM) is an international speaker, former television host of Puppets on Parade, certified writing and marketing coach, and award-winning author of twenty-seven books for women, children, and families. Her newest book, The Gift of Bread: Recipes for the Heart and the Table reflects her passion for bread and growing up helping at her grandparent’s restaurant. Check out her newest book Growing a Mother’s Heart: Devotions of Faith, Hope, and Love from Mothers Past, Present, and Future. It's full of heartwarming and teary-eyed stories of moms.

Karen has a heart to grow tomorrow’s wholesome families today. She has written more than eight hundred articles for more than sixty publications and loves to let creativity splash over the pages of what she writes. She writes for Crosswalk. Connect with Karen on Twitter @KarenHWhiting Pinterest KarenWhiting FB KarenHWhiting.