Marketing 101 for Self-Published Authors

Here's a short video covering what this section is all about. The goal is to define the terms that marketing professionals use so that you can start to understand the basics and think the way marketing professionals do.

How should you define "Marketing"? Many people get this wrong. Defining "Marketing" will transform the way you think about it...

In this section we want to answer the question: What is the objective of Marketing?

In this section, we'll take a look at some goals that we might develop for our Marketing. This is just a brief overview, so don't get too caught up in trying to figure out what goals you need to start putting down on paper. Instead, just make sure that you understand the "categories" of goals and how they're meant to help you.

So... what are the 4 Ps of Marketing? In this video, I'll give you a brief overview.

In this video, I'll explain the first of the 4 Ps of Marketing: Product!

In this video, I explain the basics of Pricing as it pertains to the 4 Ps of Marketing.

In this video, I explain what "Place" means and why it's one of the 4 Ps of Marketing.

Promotion! The last of the 4 Ps. And maybe the most obvious one. Let's talk about it.

The importance of identifying a target market (or "target audience" or "avid audience") cannot be overstated. Why? Because if you don't, you'll waste time, money, and get really bad reviews (this has happened to me personally). Watch the video for more.

A brief introduction to this section on the first of the 4 Ps of Marketing: Product.

This lecture will cover the overarching objective of Product as it pertains to the 4 Ps of Marketing. What is the objective of Product?

In this section, I'll explain what Product Benefits are and why they're important to marketing professionals.

In this lecture, I'll talk more specifically about the Product Benefits of books.

Why are Product Features so important to Product? We'll take a look at how Product Features can differentiate your Product from your competition.

Now that we've covered Product Features, let's get into the specific Product Features of books.

Why is it so important to think about Product Benefits and Product Features as you're working on your Product? Here are my thoughts.

Let's talk some more about Product Benefits and Product Features. I'll even give more examples to get you thinking about how you can add them to your product!

In this short video, I'll go over all the key takeaways from this section on Product.

In this short intro, I'll explain where we're going with Pricing, the second of the 4Ps of Marketing.

What is the objective of Pricing? I'll explain what you're trying to accomplish when you think about Price.

Most people get Pricing wrong. Here's the truth: Your customer sets the Price.

Understanding Expenses is critical to self-published authors. Why? Because it has a huge impact on profitability, which in turn has a giant impact on the sustainability of a self-published author's career.

Wanted to make sure I define "Acquisition Cost" for you. It's a type of expense related to "acquiring" customers. Generally speaking, it's a promotional cost.

You get to choose the amount to charge customers. That's the suggested retail price. But, be warned, distributors and retailers can offer discounts, which means customers may pay less than your suggested retail price.

Revenue is a big deal. It refers to the money we bring home after a book is sold. Let's take a look at how it works.

At the end of the day, Profit is the Revenue you get to KEEP after you spend money to promote your book. Let's take a look.

Should you offer discounts? Let's talk about discounts as it pertains to pricing.

Maximizing revenue is of critical importance. Here are some ideas on how to do that (the first of a couple videos focused on Maximizing revenue!

This is VERY similar to the last video, but with a slightly different angle. What are the drivers of book pricing? It's worth taking a look!

In this video, I'll briefly go over some of the more common pricing options with books. BUT, the real truth is that you need to ask your target market/avid audience and research the competition!

Here are the key takeaways from the second of 4 Ps... Pricing!

We're already halfway through! The 3rd P of the 4 Ps of Marketing: Place.

What's the objective of Place as it pertains to our marketing? I'll talk about that in this video.

What are the options available to self-published authors? I'll cover the basics in this video.

What are the advantages and disadvantages of self-publishing direct to your audience?

What are the advantages and disadvantages of publishing through a retailer? We'll cover those here.

What are the advantages and disadvantages of using a distributor? I'll cover the basics.

Here are the key takeaways from Place.

In this video, I give a very brief introduction to this section on Promotion.

What is the basic objective of Promotion as it pertains to the 4 Ps of Marketing and selling your self-published book?

The science of Promotion is key to successful promotional efforts. But what is the science of Promotion? Let's talk about it.

What is the art of Promotion and why should self-published authors be interested in it?

What are the promotional options available to self-published authors? We'll take a high-level view of them here.

I almost forgot to talk about email marketing! I'll give you a brief overview of this core tactic in this short video.

In this lecture, I'll talk some more about a basic promotional strategy that most self-published authors can pursue.

In this video, I'll recap the key takeaways from this section on Promotion!

Let's tie all the 4 Ps of Marketing together in this final video!