“Marketing” Basics & Fundamentals for Christian Authors & Publishers
December 21st, 2009 by J A Heinlein
With all of the changes, emerging technologies, and new things to learn in our publishing world and in communications media as a whole, it is important to always have the “basics” in mind.
Vince Lombardi – Basics of Football
There is a legendary “fundamentals” story that is often retold about Coach Lombardi’s approach to football and leading his players.
Vince Lombardi, one of the most successful coaches in the history of football, started every new season with a standard speech to veterans and the rookies alike. He would hold up a football and say, “This is a football!” He would roll it around in his hands and talk about the size and shape of the football, and the many ways that it could be handled on the football field including carrying, passing, kicking. He would then take the team out onto the football field and say, “This is a football field!” He would describe the measurements of the field, and the rules of the game. He did it every year – even after the Green Bay Packers a previously losing team became the NFL Champions and Super Bowl Winners. He is said to have even repeated the speech at half-time during a particularly tough game…
The “secret” to Vince Lombardi’s success was clearly that he always helped his players to focus on what was fundamental and basic to the game of football -and, to do those elementary things very, very well.
Marketing Basics
Most everyone has heard of the “Basics P’s- Practices of Marketing” – usually summarized by 3-5 “P’s” including:
Product, Price, Place(ment), Promotion, People
I encourage you to make these “P’s” a part of your regular “fundamentals of marketing” study and as part of every strategic plan.
Outlined below are what I believe to be the “4 Foundational P’s”- Practices for Christian Authors & Publishers.
As Coach Lombardi did with his players, these practices should be continually revisited and reviewed throughout the publishing process and for each new project.
Prayer
We need to start every project with a commitment of that project into God’s hands. And, then we must spend time in prayer thoughtfully pondering the “why’s and how’s” and asking for God’s direction.
“I have so much to do that I spend several hours in prayer before I am able to do it.” —John Wesley
Purpose
Prayer and thoughtful pondering also helps us to focus our objectives and goals. What are our own intentions. Are those intentions aligned with God’s purposes and His particular purposes for us personally? A clearly defined purpose creates great courage and resolve.
“What’s in your heart? … What disturbs you?” -Rick Warren, author Purpose Driven Life
“Success demands singleness of purpose.” –Vince Lombardi
Plan
A book project must always be approached as a business enterprise. A well developed strategic plan is critical to success. The plan is the purposed “vision” of the project.
“Good plans shape good decision. That’s why good planning helps to make elusive dreams come true.” -unknown
“Our goals can be reached through a vehicle of a plan, in which we must fervently believe, and upon which we must vigorously act. There is no other route to success.” -Stephen A. Brennan
Perform
Performance is where all the work gets done. It is about Implementation – Execution – Accomplishing intended objectives.
This part is where many unfortunately fall short. To take the words of James a bit out of context (Jas 2:20), “Faith without works is dead.” The author will always be the best “marketer” for their book, just as parents are the greatest champions for their children. The author must likewise be the champion for their work and a tireless marketer working in partnership with associates and in vigorously developing and expanding their author platform.
John Wesley famously said, “Pray like it depends on God, work like it depends on you.” It certainly applies to our work and callings in practical application.
“I firmly believe that any man’s finest hour, the greatest fulfillment of all that he holds dear, is the moment when he has worked his heart out in a good cause and lies exhausted on the field of battle-victorious.” – Vince Lombardi
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J A Heinlein
Heinlein Publishing Services
My burning passion and objective for you as a client, is to enable and facilitate bringing your message to life, and your unique insight to readers. My key core competency and talent is working hand-in-hand with inspired communicators to creatively identify their unique vision, insights, offerings, objectives, and solutions and, to strategically design, create, implement, and execute plans that will bring those unique insights, offerings and solutions to our world! We will work with you to determine which publishing path and marketing approach is best suited for you, your manuscript, your budget and your objectives. My service experience includes working with some of the country’s leading churches, ministries, and Christian Publishers. For over 20 years, I have served in executive and consulting roles in the publishing industry with an emphasis on creative ideation, sales, marketing, promotions, and event management.
Instead of laying down a list of expectations of what your life should be, you can participate in the ongoing discovery of what God has designed your life to be.
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