Winter 2019-2020

Developing a Marketing Plan: For Writers Bill Arnott

Here’s a timeless and effective outline every writer and entrepreneur should know.

Four Components of a Marketing Plan: 1. Situation Analysis—identify your SWOT—Strengths, Weaknesses, Opportunities and Threats. Be specific to your personal situation, as a writer and a business entity. Know your market, your competition, and your customers. Here’s where knowing your creative voice is imperative. Don’t let others pull you off task to pursue the latest trend—if you’re chasing, you’re already too late.

2. Marketing Strategy—have a Mission and/or a Vision Statement—Strategic (big picture) and Tactical (shorter term). Plan dreamily, implement specifically. Know what’s driving your writing, where you stand (or sit) in this wonderful, weird, supportive, competitive community.

24 winter 2019–2020 bcwriters.ca

3. Sales Forecasts—utilize SMART goals—targets must be Specific, Measurable, Attainable (with stretch), Relevant and Time-Bounded. If you can’t articulate each of these facets of your goals, your goals aren’t real.

4. Expense Budget—know your numbers; know your costs—don’t forget some of the less obvious expenses, such as shipping, buy-backs, potential product removal, getting to and from all those readings and workshops, courses, software and hardware updates, and keeping yourself in coffee, tea, A4 paper, and ink.

Think of these components as essentials, minimal requirements to ensure you’re running a thriving business as a writer. Even with a publishing team—editor, publicist, distributor—know what needs doing and how to do it.

It’s up to you. Marketing success is yours for the making.