Overview They say, “don’t kill the messenger”, yet many people face the debilitating challenges that come with creating a marketing plan for their business. Finding access to people’s innermost drive is at the heart of marketing. It’s the marketer’s burden to know what makes people tick and to provide the answer to their needs. The goal is to produce the perfect message, but what about the messenger? How do you deal with the stress and anxiety that surfaces when trying to create the “perfect” strategy, campaign, or ad, especially as a small business owner or entrepreneur?
This masterfully designed workbook, “Zen Mind for the Creative Business Owner” offers insight into balancing the demands of marketing your business while maintaining inner peace and harmony during the process. Traditional marketing can become a complex process that can lead to discouragement or even decision paralysis. Using therapeutic art design and behavioral discovery, this book helps move people from an anxious state to create a marketing plan with ease.
Target Audience The core audience for this book is women between the ages of 25-45 who own a small business. They have some college-level education and use tools like content management systems, email, word processing, and social media to do their job. According to the US Census, Arts, Entertainment, and Recreation sector rose 10.5%, from 22,219 in 2017 to 24,542 in 2018 (2021).
Forbes.com states that self-employed women are at high risk for poor mental health increasing from 6% to 26% after the pandemic (Broster, 2020). There is a niche market for small business owners in the entertainment industry. Other readers who are dealing with the stress of self-employment and operating a business will also be interested in the contents of this workbook.
About the Author As a student in Full Sail University’s Entertainment Business Master of Science degree program, Devonna Harrison has mastered skills in digital marketing, branding, and business management. She received a Bachelor of Science degree in Communications Media at the Indiana University of Pennsylvania. In addition to her academic accomplishments, Devonna has 10 years of experience in marketing and media production for a host of small businesses and non-profit organizations.
Being directly responsible for the daily operations of the marketing research, strategy, brand development, and data analysis has developed in her a keen understanding of the digital marketing process. She brings empathy and knowledge of the stress that the average small business has in creating comprehensive marketing plans. The tools she’s developed in this book will help alleviate the burden that comes from handling traditional marketing alone or with limited help.
Competitive Titles
Below is a list of competitive tiles that have garnered success in the marketing self-help book industry. The comparison offers insight into the potential audience reach.
Book Title | Summary | Competitive Difference |
| Created as a book for an easy fast way to create a marketing plan. Focuses on a one-page plan to save time. | While the result of having a marketing plan is important, our focus is on making sure it is a stress-free process. This will meet the need of the customer who feels overwhelmed and unsure if they can tackle marketing alone. |
2. Marketing for Dummies | A traditional guide to setting up marketing plans. The reader is led through the “four P’s of marketing” | The focus of our book is not just about educating our readers, but also empowering them. This competitor lacks artist design to make the reader feel engaged and explorative of the different methods introduced. |
3. MarketingMade Simple: A Step-by- Step Story Brand Guide for Any Business | The principle of sales and brand building are highlighted in this | In addition to step-by-step guides, our workbook will provide the reader with insight into personal roadblocks. We differ from this competitor because we add an element of self-introspection and problem solving |
4. Self-LoveWorkbook for Women: Release Self-Doubt, Build Self-Compassion, and Embrace Who You Are (Self-Help Workbooks for Women) | This workbook helps women embark on a self-love/ self- discovery journey. | This competitor offers a beautiful perception of the work of self- discovery. Our book will contain aspects of this philosophy applied to small business owners and entrepreneurs. |
5. Marketing and Promotions Our marketing strategy will focus on 4 channels:
Website
Social Media
Podcast Interviews
Book Ads
Website The website for “Zen Mind for the Creative Business Owner” will be the main our main hub for book sales and lead generation. We will link all our digital marketing efforts to the website for customers to purchase the book. There will also be an option to sign up for our mailing list so we can generate future sales and communication to include bundle offers and promotions. SEO optimization will be used to increase audience reach through organic search results.
Social Media Our marketing campaign for the different social media channels will consider the specific audience and content needed for each platform. The main platforms will be TikTok, Facebook, Instagram, and Twitter. Each platform varies in the execution where some posts will be 10-15 sec ads to promote brand awareness and other posts will be questionnaires to promote engagement. Additionally, we will partner with social media influencers for book reviews and product features.
Podcast Interviews In addition to social media influencers, the author will collaborate will podcasters to appear in interviews. The podcasts will be in the same target market as our readers. This includes podcasts about entrepreneurship, small business owners, the entertainment industry, psychology, anxiety, and mental health advocates. Each interview will have an agreement for a designated time to promote the workbook. This channel not only offers the potential for brand awareness but also gives opportunities for blurbs to be placed on the website and social media content.
Book Ads Paid advertisement will be the largest investment and most impactful marketing channel. This will be accomplished through paid search ads and display ads on websites. For paid search, we will use Google Ads to create campaigns for specific keyword searches. The display ads will also come from Google but will appear on websites that cater to our target audience. These can be blogs, news articles, and specialty sites. Additionally, Amazon offers ad services for sellers on the marketplace.
There will additionally be a launch team dedicated to making the initial sales of the book successful. The task of this team will be to generate a buzz before the book is available for purchase. The team will be a community of 100-250 members who are interested in what is being shared and who are rallied together on a Facebook group. Incentives to join will come in the form of Pre-Launch Sales and giveaways.
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