Principles of effective communication messages.
1. Know your audience
2. Tell an authentically true story
3. Positive in tone
4. Minimalist
5. Contrasts the status quo vs. the reward is the call to action is taken
Includes:
* How Jane Goodall became the woman who redefined Man.
* How technology changed how businesses interact online.
* What neuroscience and the study of chimps can tell us about behaviour, motivations and persuasion.
* Class dates and general overview
* Readings
* Publishing process and marketing communications touchpoints
* Assignment details
14. s Are Dead
Six P ublisher ture
The Big cal Factors for the Fu
6 Criti
Sadly, the six big houses of traditional publishing are fatally wounded,
but have yet to realize they are the living dead. Inertia will drive them
forward until the life force leaves them and they become dust. Their
history will reside with the buggy whip maker, the horse drawn carriage
manufacturer, and the outhouse builder. Unfortunately, their glorious
names will only live in the pantheon of companies like Packard and
Polaroid. Why are these companies the living dead? They lack leadership.
20. Pub 600: Marketing
1. Sept 5: Defining Your Audience (Persona)
2. Sept 12: Marketing Playbook (Mini-Plan)
3. Sept 18: Measuring Success (KPIs)
4. Sept 25: Wrap-Up (Test)
* Class is not always in this room.
21. Read before Next Class Wed, Sept 12
• The Cluetrain Manifesto: Just read homepage, in particular the
95 Theses
http://cluetrain.com/
• Eloqua Social Media Playbook: It’s not the tools, it’s how you
use them. Some are outdated (2009), read it anyway.
http://media.eloqua.com/documents/
Eloqua_Social_Media_Playbook_Public.pdf
• Boxcar Marketing, "Defining Your Target Audience with
Personas,"
http://www.boxcarmarketing.com/blog/defining-your-target-
audience-with-personas/
26. If yes, then ...
Reviewed by Agent/Publisher
Reviewed by Media, Stores
Reviewed by Editorial Board
Presented to Sales & Marketing Reviewed by Readers: GoodReads, Amazon, www
MS b/w ED and AU
Reviewed by Award Boards
MS to Design
Cover & Layout to ED, AU, Sales & Marketing WOM (Author to Reader, Reader to Reader,
Bookstore to Reader, Book Clubs, SMM, Email)
Cover & Layout, Catalogue Copy
presented to Reps, Key Buyers
Recommendation Engines
Cover, cat copy to vendors, pub www
Galleys or review copies to Sales & Community Discussion, UGC, FanFiction
Marketing, Key Buyers, Media
Final book to Stores
S
27. Marketing Is ...
I just read this great
book ...
What makes it great?
Do I like that?
Do we share the same tastes?
Do I like this enough to do X?
28. Principles of an Effective Communications Message
1. Audience
2. Truth
3. Positive Tone
4. Minimalist
5.Contrast (What is, What could be)
29. Planning Your Marketing Message
I just read this great book ...
1. Audience: Who is it for?
2. Hook: What makes it great? (elevator pitch)
3. So What: Why should people care?
4. Goals: Will they care enough to do X?
S
5. Strategy: How will I nudge them to do X?
6. Tools: What tactics, technology or tools will I use?
7. Metrics: How will I know if it is working?
30. Assignments: email to monique@boxcarmarketing.com
1. In groups: Review the persona worksheet and create a
persona for Louise Penny’s new novel The Beautiful Mystery.
http://bit.ly/persona-worksheet
2.Remember to look at the Amazon.ca copy for this title and
Louise Penny’s website. DUE end of class
3.Individually: Based on your persona worksheet, a) pitch this
title to Monique at SoMisguided.com. Imagine I do not already
know about this book, but have read A Trick of Light, the
previous title in this series. b) Provide a list of 5 other Canadian
literary bloggers who you’d pitch. Include their website, URL
and 1 sentence about how you’d pitch them, what’s the angle?
Why should they check out this title? DUE 5 pm Sunday