Thursday, June 26, 2008

Million Dollar eBook Marketing Plan

Lots of people have made a million dollars and then told you how they did it. But how many people tell you how they're going to make a million dollars and then show you? That's what I will to attempt to do.
My product will be an eBook that is tentatively scheduled to go on sale October 1, 2008. I don't know if you can make a million dollars selling an eBook, but I believe in aiming high. For the purposes of this experiment, we will also include any income from speaking fees, consulting fees, or other ancillary income that results from the sale and promotion of the eBook.
Let's explore some potential avenues for marketing the eBook:

Television Advertising and Promotion

I'm not an expert on infomercials or TV spots, so I'm not likely to go that route initially. If were going to run commercials, though, I would definitely explore the options offered through Spotrunner and Google TV Ads. I will, however, be pursuing guest appearances on TV talk shows, either directly or through a publicist.

Radio Advertising and Promotion

Radio advertising is not in my current plans, but radio promotion will be one of the key components of my marketing plan. I have retained the services of the top morning radio show promoter in the country. In the past, I have gone the do-it-yourself route. It worked well, but I just don't have the time to handle of the scheduling and logistics myself. The cost for the radio promotion will be around $3,000.

Print Advertising

I'm considering running display ads in industry-targeted magazines, but there are no plans for newspaper ads at this point. The display ads under consideration run $1,000-2,000 for 1/4 page slots, in addition to the design costs for the ads.

Press Releases

I do plan to send press releases through either PRNewswire or Business Wire. My goal with press releases is to land articles in newspapers and magazines. A release sent over the "features wire" with PRNewswire costs $680 plus a $200 membership fee.

Search Engine Optimization

What kind of search engine optimization trainer would I be if I didn't practice what I preach? I've done my keyword research, built a content rich site, and am pursuing inbound links and reputable directory listings. I have or will buy directory listings at Yahoo! ($299), Business.com ($199), and Best of the Web ($79). DMOZ remains elusive. A blog is under consideration.

Pay-Per-Click Advertising

I'm definitely going to pursue PPC advertising through Google AdWords and Yahoo Search Marketing. My early tests haven't shown great results for my  niche, but I'll keep making refinements to hopefully hit on the winning formula. If I can produce a positive ROI, I'll spend an unlimited amount.

Viral Internet Marketing

I've got plans to write and produce some funny videos that should have the potential to spread around the Net. I'm building up my social networks and using bookmarking tools like Del.icio.us. I will leverage my networks of friends and colleagues to help spread the word.

Affiliate Marketing

Affiliate marketing is pretty new to me, but I'm learning as much as I can. The idea behind affiliate marketing is to have others promote and sell your eBook for a percentage of the revenue. I like the idea a lot, and would appreciate any advice.

Email Marketing

Over the years I've amassed a pretty large email list through my comedy performances and professional contacts. I'm currently using Constant Contact, and will send at least one good email to everyone. I don't plan to acquire any email lists, but I haven't ruled it out.

Direct Mail

Yep, I'll be using good old, fashioned direct mail. I'm particularly a big fan of postcard mailers, and use PrintingForLess for all my printing needs. I've acquired mailing lists for potential targets and am considering how large of a mailing to send. I may do a small test mailing of 250-500 contacts, with the option of quickly sending out a larger mailing if the test is successful.

International Marketing

Why stop in the U.S.? I may use elance.com to help find people who can promote the eBook overseas. In particular, I'll be seeking someone to help with SEO and viral marketing in the United Kingdom.

Publicist

If you know a good publicist, I will definitely consider hiring them.

Other...

This eBook marketing plan is still under development, so what am I forgetting?

1 comment:

Mark Shaw said...

Hi Larry, great idea and I wish you the vey best with it. I have written an eBook called - The eBook Master-Class. I would refer you to that.. Loads of great tips and information on how to make the million dollars that you are after.

You can download it for free at...http://www.mediafire.com/?uymdy1jctnt

You may also want to check out.. eBook Place..A community that is totally focussed on eBooks and other digital products. This community is ideal for people that have never written an eBook, all the way through to the seasoned eBook expert.

You can explore eBook marketing ideas, share your eBook experiences, demonstrate your eBook knowledge, take part in eBook discussions, and if you are new to eBooks, ask all those eBook related questions that you were dying to ask.

http://ebookplace.ning.com

Good Luck

Mark