One of the questions writers often ask me is: Where do I start with my marketing?

SMART goals

In marketing school, you’re taught that a crucial first step in a marketing plan is clear goals. (There’s actually the ‘audit’ before that, but we’ll return to that on another day). These objectives should be SMART. This stands for goals which are:

  • Specific
  • Measurable
  • Achievable
  • Realistic
  • Timed

Using this achronym, a firm’s goals might be about how much market share they will gain, the number of products they will sell, the amount of awareness they will create, the number of new customers they will gain. All by a certain deadline.

When SMART goals aren't clever

When SMART goals aren’t clever

The power of goal-setting

This is essential for any business but it’s not always a helpful mindset for a writer. Here’s why. Having worked as a marketing consultant for nearly 20 years, I know that the principles of marketing work. I also know that writers need to:

  • see themselves as a ‘business’
  • view their book as a ‘product’
  • decide to be strategic with their marketing

So, they should embrace SMART goals, shouldn’t they?

I do believe writers need to set goals. They need to be methodical. I don’t buy into the idea that being a creative means you just go where the wind blows. When we don’t set goals for our marketing we risk:

  • choosing the wrong marketing methods
  • wasting time and money
  • losing momentum and motivation
  • getting distracted and discouraged

However, when it comes to publishing (be it self-publishing or traditional) there is so much that is unpredictable, so much we can’t control as writers.

Dreams vs. goals

For several years I had what I thought was a SMART goal: for my manuscript to be traditionally published and picked up by kids and schools around the world. Every January I set a deadline too – December 31st. It was specific, measurable, timed. It just wasn’t very achievable or realistic. After not achieving my goal for a few years I realised something was wrong with my goal. That’s because it was a DREAM, not a goal. There were elements to the publishing process I couldn’t control: a literary agent, the editor, the publisher, the book shops, the schools. Eventually I realised that actually what I really wanted was to become a better writer and enjoy the process so I changed that year’s goal to: producing a ms I am proud of and submitting it to tons of agents. And you know what? I achieved my goal! Now, I haven’t quite achieved my dream yet (though several agents and publishers have asked to read my ms) but it felt good to fulfil my goal.

Contrary to most business advice, my goal became an ACTION rather than an end result, because I couldn’t fully control the result. “So,” I hear you ask, “you’re telling me not to set SMART goals, but you’re telling me I’ve got to get grown-up and strategic with my marketing and that I’ve got to set goals. What is the solution then?”

Mind the gap

One of the problems with goal-setting is that we put a stake in the place we want to arrive, but sometimes we fail to work backwards to see the gap between where we are & where we want to be.

My solution is two-fold.

1. Start by asking yourself the right question. What do you really want? Is it really about publication? Sales? In a years’ time, what one thing would look different in your life? You might be surprised by the answer.

2. Pinpoint the SKILLS you need to get where you want to go. Then work out the HABITS which will grow those skills.

Write down your GOAL(S). They don’t have to be SMART but focus on things you can change. Make sure you’re not mistaking a dream for a goal. Then break these goals into MILESTONES which you can check off on a quarterly, monthly, weekly or daily basis.

[bctt tweet=”Habits lead to skills. Milestones lead to goals.” username=”SarahSambles”]

In what way would you like your writing or marketing to look different in a year? Drop me a line to let me know your answer. I’d love to offer personalised coaching to help you on that journey.