Guest Post: Penn Wallace Classes at San Diego Writers, Ink

SDWEG member and past presenter, Penn Wallace, shared the following information about a series of presentations he will give at San Diego Writers, Ink, beginning Thursday, July 13. The presentations will expand on his Marketing Pyramid presentation last April. Penn's message follows.

Over the years I’ve attended lots of classes, seminars, and webinars on book marketing. They all have one thing in common. They tell you what to do, not how to do it. Then, at the end of the session, for only $495 or $3795 they will tell you how to do it.

I hate that.

I’m teaching a series of classes on book marketing for San Diego Writers Ink. I’ll go into detail showing you the steps to complete each phase of the marketing pyramid. You will walk away from each class with actionable items that you can put into effect tomorrow to increase your book sales.

The cost is $23 for members and $27 for non-members. All classes will be held on Thursday nights from 6 p.m. to 8:30 p.m. starting on July 13, 2017. If you sign-up for three of the classes at one time, you’ll save 12%.

Over the years, through trial and error, and after spending a lot of money on what doesn’t work, I discovered what does work. Being a process-oriented person, I’ve developed a marketing process for my writing business I call the Marketing Pyramid.

The pyramid is built of fifteen layers. Each layer builds on the work done on the previous layer. You have to build the foundation before you can put on the roof. I will start out with four classes and if they are well received, then we will schedule classes for the remaining layers.

The first class will be an overview of the marketing pyramid. We’ll discuss such things as defining your target audience, building your mailing list, Amazon Marketing Services promotions, free giveaways, and building your brand. To sign up go to

The subsequent classes drill deep into each step in the pyramid.

The second class deals with defining your target audience. Who are you writing for? What do they want to read? How do you get reader feedback to tell if you’re one the right course? Registration for this class is at

Class number three is about building your author brand. As soon as you publish your first book, you are a celebrity. How can you build on that to convince readers to buy your books? We’ll talk about everything from how to dress to how to coordinate all of your marketing efforts. Go to to register.

The fourth class is Join the Writers Community and Connect with your Audience. Topics will include finding a writers group, attending conferences, building your mailing list, and how to connect with fans. Sign up at

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