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Lisa Orrell, The Promote U Guru 
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Archive for the ‘book marketing’ CategoryA Very Interesting Way to Learn Financial Planning TipsNovember 13th, 2011
Hi All! As small business owners, entrepreneurs or solo-practitioners, it’s critical for you (us!) to be smart with our finances…not only for security now, but for our retirement futures. Because of my new book on Amazon, Boomers into Business: How Anyone Over 50 Can Turn What They Know into Dough Before and After Retirement, I’ve been sharing a lot of shocking stats lately pertaining to the dire financial situation Boomers are facing. Here’s one worth repeating: 47.2% of Boomers are at risk of outliving their retirement savings! Based on shocking facts like that, I was very interested in Jonathan Chevreau’s book, Findependence Day. It’s an interesting twist on a typical financial tips books. Why? Because it’s actually a novel, based on a love story, and throughout the book Jonathan shares financial tips, advice and strategies! So, if you’re looking for a book to help you get a grip on your finances, but are bored with the standard “dry” financial advice non-fiction books out there, this is a terrific alternative to check out! But why is Jonathan qualified to provide us with financial advice? Here’s a brief snapshot: Jonathan Chevreau has been the personal finance columnist for the Financial Post since 1996 and for the National Post since its debut in 1998. Previously, he has authored or co-authored seven non-fiction financial books, including The Wealthy Boomer. In September 2011, Jonathan was named by the OSC’s Investor Education Fund as one of five “Masters of Money,” where he contributes a weekly blog. Also, here is a fun interview with Jonathan that will provide you with more info about his book and how he came up with the interesting concept: Back in 2008, when Findependence Day was originally launched, I conducted an “Interview with Myself” posted on the Wealthy Boomer blog. This is a little trick I learned from British writer Malcolm Muggeridge when he was the writer in residence at Western’s Journalism School in 1978-1979. I’d planned simply to repost that interview here but couldn’t find it on the web. Then I thought it was probably time for a followup interview anyway. So here goes: Interviewer Jon [IJ henceforth]. So, Jon, isn’t it a bit late to launch a web site three years after the book was originally published? Author Jon [AJ henceforth]. Always with the muckraking, aren’t you journalists? IJ: It seems a logical question. AJ: There was a web site associated with the then-publisher, Power Publishers, which was also available as part of FinancialPost.com. But it was a static site and not much changed from month to month. This one is much more dynamic and of course you can buy books from it directly via PayPal, which means most major credit cards. IJ: That’s about the only way you can get it now? AJ: Almost. It used to be in Chapters, its web site and Amazon.com. You may still be able to get used copies via those sites but not new ones like this site is making available. The other way is a special offer from the Financial Post, which is giving the book to new and lapsed subscribers if they sign up for a certain period of time. IJ: What happened to Power Publishers? AJ: They withdrew from book publishing around February of this year. That’s when I bought the remaining inventory. IJ: How many? AJ: Enough to make a decent dent in the financial literacy of our children and young adults if they were all sold and distributed across the country. Want to buy a case? IJ: I was about to ask you the same thing! I notice on the back cover of David Chilton’s The Wealthy Barber Returns that you say it’s the kind of book the Task Force on Financial Literacy should distribute. Did you mean his book specifically, or yours? AJ: Well, both. I don’t view sales of competing financial books as a zero-sum game. Take a look at the Reviews elsewhere on this site and you’ll see several comparisons to The Wealthy Barber. IJ: Except his sequel is non-fiction. AJ: Right, but he really started something with the financial fiction format of the original. It’s been widely imitated. IJ: Including by you. AJ: I don’t consider Findependence Day yet another Barber knockoff. I tried to advance the art in a way that’s never really been done before, to my knowledge. IJ: How so? AJ: Take a look at Jim Daw’s review flagged in the review section or in the book itself. He talked about the “twig of literature” of the personal finance novel. IJ: Twig, as opposed to branch? AJ: Right, that was very witty on Jim’s part and almost went over my head the first time I read it. But his point was that all those Chilton knock0ffs had what he termed “an aggravating sameness” to them. Most were “financial dumps” with a thin storyline and characterization. I agree with Jim: those kind of books are still coming out and I really had no intention of adding to them. IJ: But you did. AJ: With a significant new twist. I’d come up with the title and for a year was considering making it non-fiction. But like many journalists, there’s part of me that always wanted to try what I’d call a “real novel.” I’d written a practice novel right to the end and know more or less how it works: protagonists and villains, constant setbacks along the path to an overarching goal, setting, description, all of that. So I tried to weave the financial information into what I call “classic fictional structure.” IJ: So you’d term Findependence Day a “real” novel? AJ: I wouldn’t go that far. It’s a hybrid of a real novel and a financial primer. In effect, it’s a financial love story. There’s conflict between the saver, Jamie, and his spender wife, Sheena. They disagree about having a monster home in the burbs or an affordable one downtown. Sheena wants investment real estate, Jamie wants to build a business. Eventually Sheena serves Jamie with divorce papers and he’s challenged with trying to reconcile these conflicting goals and desperately trying to save their marriage. IJ: Does he? AJ: If I told you, I’d have to kill us. IJ: You feel that financial conflict is a major cause of marital breakups? AJ: Sadly, yes, as Patricia Lovett Reid writes in the foreword. IJ: It must have been challenging mixing genres. AJ: Yes, which is why most traditional publishers avoid it. In fact, David Chilton himself told me he thought my story was “too good” in the sense that it took away from the financial content. But he’s been very supportive, as he generally is with other authors. IJ: What do you mean by “classic fiction structure?” AJ: Conflict is what keeps readers reading a regular novel. You have a protagonist, in this case Jamie, who has a long-range goal: his Findependence Day which is 22 years away when the book begins. IJ: That’s a long time horizon for a novel. AJ: Yes, which is why one reviewer called it a “Financial Pilgrim’s Progress.” But instead of being weighed down by sin like Bunyan’s character, Christian, Jamie and Sheena are weighed down by debt. IJ: And you have a bad guy, Al Peters. AJ: That too is demanded by traditional fiction structure. Because the hero can’t just get what he wants every time a scene opens or the reader would stop reading. So Al frequently thwarts Jamie, especially when they become business partners. When you break down the book, you’ll find maybe 60 sections. In each one, someone has to have a goal and — here’s the key — he or she must FAIL to achieve that mini-goal by the end of the section. Then they have to have a new goal in the next section. IJ: Give us an example. AJ: Sure. Early in the book, right after the TV show where the host badgers Sheena into tearing up her credit cards, there’s a scene where Jamie goes down the elevator with the financial advisor he met during the show, Theo. Jamie’s goal in that scene is to convince Theo to help him by becoming their financial advisor. But the fiction format demands that Theo refuse his request, which is what he does. He says “come back in a few years when you’ve eliminated your debt.” IJ: And so his next goal is to find someone else who will be his advisor while he’s still in debt. AJ: Right, which is how he comes upon the old hippie in the vinyl record store, which ultimately sets the plot moving in a new direction. IJ: All this while trying to insert financial tips. AJ: Yes, which is why the financial bits are always short: the moment I feel the reader may get bored, or myself as the writer, it’s time to move away from the financial instruction and on to the next aspect of the story. The result is that even if you’re already pretty financially literate, you may keep reading. Check the review from financial blogger Michael James, who could probably write all the financial bits himself in his blog. But even he admits the story got him “hooked” after the first third, and then he read the last two thirds all at one sitting some lazy Sunday morning. IJ: There’s room for a sequel? AJ: Maybe. I’d thought of following the daughter, Michaela, by doing a “next generation” followup. But I won’t attempt it while I’m still working full time. IJ: So when you reach your own Findependence Day? AJ: Precisely. IJ: Guess that’s all the time and space we have, Jon. AJ: I know the drill, JC. Always a pleasure.  9 Tips Authors Can Use for Marketing Their First BookAugust 26th, 2011Hi All! I came across these great tips in a post on The Creative Penn blog and wanted to share them with you. Whether you’re a new book author, or a seasoned author, and regardless of whether you self-published or have a traditional publishing deal, these tips can help you. They are from an article written by Graham Storrs, author of “Timesplash”. Many of these tips are ones I’ve personally used to market my books, and I also advise my author clients on them, as well. Ready for Graham’s tips??? Here ya go: 1. Get an audience before the release. When you announce your newly-published book to the world, it would be nice if someone was there to hear you. So how many people read your blog? How many friends do you have on Twitter or Facebook? Are you using LinkedIn groups, Goodreads, LibraryThing? Unless you are being followed (friended, or whatever) by hundreds, if not thousands of people, you probably need to put some time into building up your profile on these sites. When you make that announcement, you will feel as if you are standing on the stage in an empty theatre, unless you’ve managed to drag a few people in off the streets first. 2. Create a brand. In writing, the author is the brand. And that means you. You need to present yourself in your communications with potential readers in a way you are comfortable with and which is related to the boks you expect to be promoting. An important part of this is to know which genre you are working in. It’s invidious, I know, but received wisdom is that if you work in more than one genre, you probably need two different names and two different brands. When you are putting yourself out there and finding ways to talk about your book, don’t forget what your brand is – who you want people to see you as. Stay focused. 3. Know what you are going to say. Marketing is about message. Your brand is part of it but the rest is all content. What is your book about? Who will it appeal to? What groups should be interested in it, discussing it, recommending it, and what will catch their attention? Work it all out, find the wording you need to convey the message succinctly and clearly, then, in everything you say, stay on that message. It’s probably not all that hard. You probably write the kind of books you also love to read. Mostly, your target audience is people rather like yourself. Take a while to understand what it is that attracts you to new, unknown writers in your genre and you are half-way there. 4. Understand where your interests lie. You will be selling your book through a variety of channels (book shops, online, as ebooks and as print – possibly POD) and in a number of ‘geographies’ – defined in your publishing contract – to a number of audiences (‘market segments’ in the jargon.) Some channels and geographies will earn you more money than others. If your royalties on net, vs on retail price, it is of critical importance to you personally how big a cut various middlemen are taking. (Remember it can be quite hard to know which channel is best since while apparently high-paying channels like direct sales from your publisher’s own website may earn you a bigger royalty than online stores like Amazon, the latter is likely to out-sell the publisher’s own shop by many times and deliver a much bigger return for your effort. The same goes for audiences. Some are more likely to be interested than others, some more likely to buy, some more likely to spread the word. You are likely to be overwhelmed with work and you need to know where to put your marketing efforts. 5. Keep it rolling. With online sales and ebook editions, publicising a book is not the one-shot event it used to be. Market dynamics have changed since the days when bricks and mortar book shops were all that there was and you had three to six weeks during which your book would be on the shelf before it was returned to make way for the new batch of hopefuls. Now your book will stay in online catalogues for as long as your publishing agreement lasts – and longer if you act to keep it there. You probably have a few months now, after the launch, while your book is fairly new, when you can actively promote it and try to keep people’s attention on it. Even beyond that point, you can run occasional refresher campaigns to lift its profile again. This is all good news for the writer. The bad news is that the marketing need never end! 6. Engage. Talk to your readers and your potential readers. Talk about your book if they’re interested. Talk about the genre. Talk about writing and publishing. Talk about yourself. People are interested. It’s hard to grasp at first. You do interviews, you write blog pieces, you twitter about your life, your opinions, and your book, and you you think, “What the hell is so fascinating about me? Aren’t people going to think I’m a complete ego-maniac?” Well, maybe some will, but an awful lot won’t. They have read your book and liked it and they’re curious about who wrote it, or why you wrote it, or how you wrote it. Even if they haven’t read the book, there are plenty of people with common interests – in the genre, or in writing – who see you as someone who has contributed, or has special knowledge of the journey. You could ignore them all, sit quietly at your desk and write your next book, but it is a deeper, richer experience for everybody – you included – if you engage with them. 7. Keep your pipeline filled. This is more jargon from the sales world. Like it or not, you are selling a product. It’s a business. Your readers are consumers of that product. If they like it, they will want more. The only way they will get more is if you write it. So don’t stop work on that next book, no matter how much extra work the last one has created. A book takes a long time to write, revise, edit and polish. Then you have to sell it to a publisher (oh yes, there are no free rides, each new book can be just as hard to sell as the last one.) Then edit it and then market it. It’s a long pipeline. You keep putting words in at one end and there will be more books to sell at the other. If you stop, there will be a gap. 8. Prepare to work your socks off. You may think you were busy when you wrote the book – what with the day job and family commitments – but once you shave signed that contract, you will shift into overdrive. Now, as well as the day job, the family, and writing the next book, you also have to work with your publisher on edits, and you have to work on your marketing campaign. Your social networking will escalate, your blogging and website content writing will increase, you’ll be trawling the blogsphere working with your communities of interest, and you’ll be pestering reviewers the world over to just please take a look at your book. That’s why I say it’s writing an iceberg – seven tenths of the work comes after the book is finished. 9. Don’t forget to have some fun, or you’ll go nuts. Sometimes, you should even take a holiday! I hope you found those helpful! Marketing a new book can be very challenging, but by implementing tips like those, combined with effectively marketing your book on Amazon, adding PR and writing press releases, and implementing other marketing strategies to your mix, you can ramp your book sales and build a fan base! Cheers & Happy Marketing! Lisa Lisa Orrell Voted “Top 30 Brand Gurus in the World”June 01st, 2011Hi All! Okay, so I have some cool news to share, therefore this post is a bit self-serving…but I can occasionally share news about me, and not just helpful tips, on my own blog…right??? Here’s the news I wanted to tell you about…it’s the actual Press Release that was deployed on PRWeb.com: Lisa Orrell, Branding Expert and Marketing Consultant, Recently Voted “Top 30 Most Influential Brand Gurus in the World” Voted on by over 22,000 industry peers and business professionals, Lisa Orrell makes BrandGurus.net’s prestigious Top 30 Brand Gurus List along with other globally known marketing experts, such as: Stephen Denny, Martin Roll, Sally Hogshead and Dan Schawbel. Lisa Orrell, The Promote U Guru, is a well-known 20-year Branding Expert, Marketing Consultant and Certified Success Coach who works with small business owners, entrepreneurs, entertainers, professional and aspiring speakers, and book authors. And, based on her track record, she was recently included on BrandGurus.net’s “Top 30 Most Influential Brand Gurus in the World” List. According to BrandGurus.net, the winners who made their final Top 30 list were voted on by more than 22,000 industry and business professionals around the globe. “I didn’t even know I had been nominated to be considered for this list. Apparently they had a rather large list of candidates and then put it out to their industry database and social media networks for voting,” explains Lisa Orrell. “I wasn’t notified until the Top 30 List had been selected, so it was a total surprise! And, after looking at the experts who were on there with me, I realized I was in great company. I actually know some of them personally or I have read their popular business and branding books.” Aside from coaching and consulting with clients, Lisa is also the author of 3 business books: “Millennials Incorporated”, “Millennials into Leadership”, and of her highly anticipated new one coming out in August 2011, “Boomers into Business: How Anyone Over 50 Can Turn What They Know into Dough Before and After Retirement”. And, as a professional speaker herself, Lisa conducts popular workshops and seminars on Personal and Business Branding, Marketing, PR, Publicity, Social Media, Book Marketing and Publishing, and launching a Speaker Platform. “I think Lisa totally deserves to be on that list,” says one of Orrell’s clients, Stacey Vulakh, a Time Management Coach, founder of the Timestyle Time Management Approach, aspiring author, and professional speaker. “She has been amazing at helping me create my branding and positioning, launching my coaching and consulting business, building my speaker platform, and helping me develop the concept for my first book. Lisa is so good at what she does…it’s what she’s done her entire professional life!” Because of her vast business experience and notoriety, Orrell has been interviewed by, or written articles for, a wide variety of media, including: ABC, MSNBC, NPR, The Wall Street Journal, NY Times, U.S. News & World Report, Cosmo, China’s Her World Magazine, BNET.com, WomenEntrepreneur.com, and countless others. Plus, aside from being selected for The Top 30 Brand Guru’s List, Lisa is also the recipient of over 75 national and international awards for marketing, creative and strategic excellence. People follow Lisa’s business insights, tips and advice on Twitter @PromoteUGuru, through her Promote U Guru blog, and on her Facebook Fan Page: Facebook.com/PromoteUGuru. For media inquiries, to contact Lisa about her services, or to have her speak at your next Professional Association event, contact her at: Lisa@PromoteUGuru.com, phone: 408-340-8789, website: PromoteUGuru.com OKAY! So that’s the cool news I wanted to share! Cheers & Happy Marketing! Lisa How I’m Celebrating 2011 National Small Business WeekMay 16th, 2011Hi All! This week, May 16-May 20, is National Small Business Week! It’s an annual event, mandated by the President of the United States, and was started in 1963 to pay tribute to all the small businesses across America each year (now totaling 27.2 million in 2011!). Other quick factoids: More than half of Americans either own or work for a small business, and small businesses also create 60-80 percent of new jobs in the country…so we contribute to the economy big time! And, because I coach and consult with small business owners, coaches, consultants, speakers and authors, and I see how much they struggle with their branding, marketing, PR, sales, book marketing, and/or social media strategies (prior to hiring me, of course!), I wanted to celebrate this annual event by providing you with a special offer to help your business succeed. Special Offer Details: – Receive a 15% discount on ANY consulting package that I offer. I provide a wide variety of package options ranging in cost so you are sure to find one that fits your budget! – In addition to the special savings, I will also ADD one “bonus” consulting session to any package you choose! – This is limited to the first 5 people who contact me by the end of this national event (by Friday, May 20th). So if you are struggling with your branding, marketing, PR, social media, sales and/or book marketing efforts, contact me right away. I can also help you develop a “topic expert” personal brand platform to attract paid public speaking opportunities and media interviews…I help most of my clients with that! Again, this is limited to 5 people and you need to contact me by May 20th. Just send me an email or give me a call and I will email you my complete Services & Options Overview Package. Contact info: Lisa@PromoteUGuru.com or call 408-340-8789. Let’s get your brand, business and bottom-line booming in 2011! Cheers & Happy Marketing! Lisa How to Write Articles for Branding and Web Traffic: Part TwoMarch 22nd, 2011Hi All! This is Part Two of a 2-part series, so hopefully you read Part One and are ready to continue with learning more about article writing for brand building! Okay! So, you’ve outlined a list of article topics your target audience will benefit from, and you’ve written your first article. Now what? There are a wide variety of online article submission and distribution services available that operate in different ways and that serve different purposes. Here is a brief overview of the types that you’ll encounter. They will: Require you to pay a minimal fee, or not charge anything, to distribute your article online and will create a web page for your article that can be found in search results; or, they will have subscribers who pay a monthly fee to access fresh content (i.e. articles submitted by experts like you) and those people will use your article in their blogs, ezines, websites, publications or newsletters; or, the service will pay you a minimal fee if they approve your article and choose to offer it on their website for others to publish; or, they will charge you a minimal fee to distribute your articles to targeted outlets (not just distribute it online) interested in your topic matter. You can find examples of services that match the variety I just provided by performing online searches using phrases like: Free services to submit articles; online article submission; getting paid to write or submit articles; and services to distribute articles online. You will quickly see there are hundreds of options to get your article distributed and found by your target audience! It can be a bit overwhelming, so start by picking a few and try them out. Another option, if you have the budget, is to hire a VA (Virtual Assistant) or a freelance article submission expert, and they can do all of this for you. You can find people who can help you by posting a request on a service like eLance.com and you’ll receive responses from many individuals who offer this type of support. Plus, you can also find article ghostwriters on eLance.com who are reasonably priced! But, if you plan to get your articles out to the masses by yourself, here is a link to a compiled list of article submission services…it’s very comprehensive and many of them are FREE!!! But before I conclude this 2-part series, I’d like to share one more strategy you can implement for getting your articles distributed: Contact publications and blogs directly that reach your target audience. No matter what your area of expertise is, there are going to be tons of magazines, ezines, newsletters (print and online), websites, social media community websites, and blogs seeking content from outside authors. You can do online searches to find the ones who reach your target audience and then create a targeted hit-list to inquire if they accept guest articles. You will find that some of them will even have article submission guidelines available on their websites! If they find your topic ideas interesting, feel their audience will benefit from your information, and find your articles to be well-written, there’s a very good chance they will publish your content. And, even better, you will begin to establish a relationship with these targeted contacts and that can lead to their accepting your articles on a regular basis. This is a fabulous scenario because their audience will become more familiar with you and that is a key factor for building your topic expert brand! Cheers & Happy Marketing! Lisa How to Sell, or Make Your Free e-Book Available, on AmazonJanuary 28th, 2011Hi All! Recently, this question has been posed to me a lot: “I want to sell my e-book on Amazon, or I have a free e-book that I want to make available on Amazon. How do I do it?” So, I decided to write a quick blog post to answer this question for authors. This isn’t intended to give you the step-by-step instructions! It’s intended to give you the general info you need to get started: TIP ONE: Amazon’s Digital Text Platform (DTP) Service: This enables you to self-publish ebooks for Kindle downloads: https://dtp.amazon.com/mn/signin Note: This is for whether your ebook is free or you plan to sell it. It also has directions for getting your ISBN and provides that info once you’ve logged in to your account (IBSN info is also provided in the 2 article links below). Directions for log in/account set-up are provided on the link above. This page also provides info about Amazon’s DTP compensation program when you’re selling an ebook. Also, read this short “how to” article. It says that in order for your ebook to be SOLD on Amazon for download on a Kindle an ISBN IS REQUIRED: http://www.ehow.com/how_5740131_sell-ebook-amazon_s-kindle.html TIP TWO: Here’s a good “how to” article about creating and distributing your ebook through Amazon. It states this info is for whether your ebook is FREE or to be sold. According to this article, an ISBN number is NOT required for FREE ebooks on Amazon (but I’d get an ISBN for an ebook even if the ebook is free): http://www.ehow.com/how_4489551_sell-book-kindle-format.html TIP THREE: If you’d prefer NOT to do all of this yourself, here’s a turnkey service that will layout/format your ebooks, get your ISBN numbers, and set-up your ebook with major online retailers. They handle all of it for $149 per title (plus 15% commission of net per sale): http://www.ebookit.com/ Okay! That should take some of the mystery out of this process for you, and hopefully saved you time in researching the answers on your own. Good luck! Cheers & Happy Marketing! Lisa 4 Steps to Leveraging Other People’s Audiences for Big ExposureJanuary 14th, 2011Hi All! I saw the following blog post on ByBloggers.net (an amazing resource for learning effective strategies to create and market digital products), and received permission from them, and the article’s author, to share it here. It’s loaded with great information to help you expand your brand to the followers of other bloggers and online broadcasters (ie: People with podcast shows) who have large audiences. No need for me to go on about this topic…author, Mike Tiojanco, does a fine job on his own! But before you dive into his info-packed article, here’s some info about Mike: He is an entrepreneur, blogger, and partner at BlogcastFM Premium. In January, he is launching his new project, 8 Hour Rebellion, aimed at helping people break out of the 9-5 and live a life free from the chains of an office desk (so he can spend more time with his wife, two kids, and Xbox360). And you can follow him on twitter: @mtio. So, without further delay…here is what Mike has to say about:Leveraging Other People’s AudiencesMost entrepreneurs are familiar with the concept of using leverage to make money. Use other people’s time (OPT) or, more commonly, other people’s money (OPM) to push your business. However, when I launched a membership site, it wasn’t OPT or OPM that made it a success. It was OPA. Other People’s Audiences. Anatomy of a PartnershipLast November, I helped launch BlogcastFM Premium – a membership site that helps people take their blogs to the next level. None of that would have happened without a partnership between myself and the BlogcastFM founders, Srini Rao and Sid Savara. Let’s go step-by-step through the partnership/joint venture (JV) process as I experienced it: 1. Build Your NetworkWay back in February I heard about a new podcast series that was launching – BlogcastFM. I had been reading Sid’s personal development blog and following him on twitter. I was just starting my own blog at the time, so the podcast content was perfect for me. I ended up following Srini on twitter and reading his blog. A couple posts into my blog I shot him an email asking him to take a look. He was kind enough to take few minutes to check it out and give me some feedback. I kept in contact with him via twitter, and eventually pitched him on my very first guest post. At the time I had no clue that these initial contacts would turn into a partnership, but at the time I was just looking to connect with people who were doing what I wanted to be doing. The takeaway: Work on building your network early and often. Many successful bloggers advise that you spend 50% of your time writing content and 50% of your time networking. 2. Listen to People’s NeedsLike I mentioned before, I am a devoted listener of BlogcastFM. I listen to just about every episode the day it comes out, sometimes more than once (I’ve got a 45 min. commute). After listening to that many episodes, a common theme appeared. In just about every episode, Srini commented, “If I could put into action the ideas I get from every interview, my blog would be way more successful than it is.” So even Srini, the host of the podcast… the interviewer himself… needed help pulling the best tips out of every interview and figuring out how to implement them. Surely their audience was having the same issues. I could help with that. The Takeaway: Find something that someone’s audience needs that the blogger doesn’t have time to create (or has no interest in creating). Dave Navarro did this with Naomi Dunford’s audience. Her audience at ittybiz.com consists of small online business owners. She offers marketing and business development advice – a lot of which is focused on creating ebooks and other digital products. However, her material didn’t really focus on how to launch the ebook once it was created – Dave’s specialty. Before partnering on “How to Launch the **** of Your eBook,” Dave Navarro was mostly unknown. It was the partnership with Naomi that put him on the map. 3. Pitch the IdeaBack in September, I approached them with an idea for the product – a membership site offering action worksheets for each of their 100+ interviews on BlogcastFM. They said yes. I think what really put them over the edge is that I provided a sample of the product – an action worksheet for the interview with Sean Ogle. This let them see exactly what I had in mind, as opposed to an abstract description in an email. The Takeaway: Don’t be afraid to pitch the idea. After my pitch, the feedback the guys gave to me was that this was something they really wanted to create for their audience, but they didn’t have the time to do it themselves. Worst case scenario, they pass, but now you’re really on their radar. The last step: 4. Make Them Love You.This is something I’m still working on, and will continue to work on as long as BlogcastFM is around. Do the best work you can. Make them feel lucky to have you on their team. Remember, your work is a reflection on their reputation. The Takeaway: After someone says yes, provide the best work you can so that they feel that the partnership was the best business decision they ever made. Like I said, I’m still working on this one. I had some family issues that prevented me from doing this over the past month or so, but you better believe I’m going to work my tail off showing them that this was the right decision for them. That said, I’ve got some interviews to listen to and some worksheets to create… BIG thanks to Mike, and to Jonathan, founder of ByBloggers.net, for allowing me to share this! GREAT ADVICE and useful info! Cheers & Happy Marketing! Lisa Cool Service For Publishing A Book and Product DevelopmentDecember 15th, 2010Hi All! I’m certainly behind on my blogging the past couple of weeks. My Father has been very sick so I’ve been away from work quite a bit to be with him. The good news is that it looks like he’ll be released from the hospital in time for Christmas! Go, Dad, go!!! OK…onto the topic of this post…a question I get a lot is,”How do I publish a book (or develop products)??”. There are many ways to do this, and here’s one solution that’s worth looking into. And, no, they don’t know that I’m writing a blog post about them! So I’m not receiving anything from them for posting this. The service is called FastPencil.com. They are ideal for self-publishers of ANY type of book. BUT, if you don’t want to write a book, they also create products like: ebooks, small how-to guides, picture books, etc. And they can be developed in printed and electronic formats. Plus, they offer a turnkey solution where they’ll upload to all the major online retailers for you, AND provide distribution services (meaning they’ll print and ship the orders for you). Another cool thing is that they provide templates, so you can design and layout your own book, guide, booklet, ebook, etc. This can save you money on having to hire a graphic designer. AND, they even offer book writing software to make the process easier for you! I also noticed on their website that they offer a service called “Premiere”, which appears to be a publishing imprint service for established authors. That’s worth looking into more for publishing your future books. Here’s a brief blurb from the About Us page on their website: FastPencil is book publishing without the pain. The traditional book publishing process can take many months of effort and more money than most writers anticipate. It’s no wonder authors get discouraged. You shouldn’t have to ask anyone’s permission to write and publish your own book! We have removed the hurdles inherent in traditional book publishing by combining amazing advances in print on demand technology with a sophisticated online workflow system. While powerful technology makes it possible for anyone to publish a high-quality book, our collaboration capabilities make FastPencil the easiest, fastest, and most exciting way to write and publish. Regardless of the type of book they’re writing, most writers need feedback as they create. When authors have ready access to friends and collaborators, the writing and editing process is faster and easier. At any point in the writing process you can connect with like-minded people, share knowledge, chat, gather feedback from reviewers and editors, and collaborate with other authors, all without leaving FastPencil. OKAY! Take a look at their website for more info…I’m interested in using them for e-books and short guide development, so I’ll be learning more about them soon, too! Cheers & Happy Marketing! Lisa P.S. If you have used their service, please post a comment about your experience! Literary Agent vs Publicist: What Is the Difference?November 27th, 2010Many new authors are confused by the different roles of support professionals in the publishing world. It can be a very overwhelming world! So the goal of this article is to shed some light on the basic differences between 2 support professionals who often cause new authors to scratch their heads: Literary Agents and Publicists. Literary Agent Overview: You’ve written a book manuscript and you don’t want to self-publish it…your dream is to land a publishing deal with a major publishing house. Great goal, but what many new authors don’t realize is that nowadays you typically need to land a Literary Agent to represent you FIRST, and then they’ll shop your manuscript to Publishers. Most Publishers won’t even accept a manuscript unless a legitimate Literary Agent delivers it to them. And, quite honestly, finding a Literary Agent to represent you can take quite some time – months and even years. This is a big reason many authors choose the self-publishing route…out of total frustration! But, for the sake of this article, let’s say you are totally determined to land a publishing deal with a traditional publishing house. Here is some general info you need to know about Literary Agents. What exactly is a Literary Agent and what do they do? In general, they are marketing and sales experts who know how to give your manuscript pizzazz. Their purpose is to determine the compelling pitch that (they hope) will make Publishers want to review your manuscript and offer you a publishing deal. Literary Agents also negotiate the book deals for their clients (often with an attorney involved). How do they charge? Like a Talent Agent, they work on commission based on the deal they get for you. So if you contact an agent and they say they will charge a fee to represent you, RUN! That’s a scam. Legitimate agents only get paid if they land you a publishing contract. Here’s a bit more detail from AgentQuery.com about this: Literary Agents charge a commission whenever they sell the publishing rights (and various sub-rights) of a book. Standard commissions range from 10-15% for the sale of domestic rights and 15-20% for foreign rights. Major Publishers pay authors an advance against royalties. A Literary Agent negotiates the terms of the sale, and then collects a commission for their hard work. Publicist Overview: Whether you are self-published or traditionally published, you can hire a Publicist. And their main purpose is to get you, and your book, mass exposure. So a Publicist typically comes into the picture when your book is close to being published (or after it is) and assists with the book marketing. What exactly is a Publicist and what do they do? Basically, a good Publicist comes up with strategic ideas for event promotions, tries to get book reviews, finds opportunities where you and/or you book would fit nicely (like speaking at an event or coordinating a virtual book tour), contacts the media on your behalf to land interviews, and also “cooks up” interesting story angles to grab the media’s attention. Plus, if you’re “famous” and run into trouble that becomes public, your Publicist is there to protect you from bad press OR (try to) address the issue with a positive spin…think Lindsay Lohan, Charlie Sheen and Tiger Woods! How do they charge? Unlike Literary Agents, Publicists do not work on commission. Most of them have an hourly rate or monthly retainer fee. However, there are some who charge based on “pay for placement” (i.e. charging $3000 if they secure you 10 radio interviews), but under those placement arrangements they are not helping with all the other services I mentioned above. And you typically have to come up with the “story angle” yourself to pitch the media and then they contact the media they think will be interested. But, most authors I work with need help with more than just landing a few media interviews. They need help with Marketing, PR, Branding, and Social Media strategies, too. So I assess and strategize all of the elements needed to market the book and the author – and I consider “publicity” just one piece of the big puzzle. Therefore, I don’t just limit my services to being a “Publicist”. I bring this up so you know what to ask a Publicist before hiring one! I know one author who was pitched by a Publicist and for $2500 a month all she was going to do was contact the media. This so-called “Publicist” had no experience with all of the other puzzle pieces needed to successfully market the author or their book, and my (now) client, who was new to the “publicity” world, came close to signing a contract with her. That could have been a very expensive lesson with very little return! Bottom line? If you contact a Publicist and they don’t mention strategies beyond contacting the media (such as conducting a Virtual Book Tour, or assessing your marketing materials, website and positioning), don’t waste your money on their services. In terms of retainer fees, they vary greatly. You’ll see some Publicists who charge $1,000 per month (for a limited amount of hours), and others who charge $25,000+ per month. Most of the “bigger” well-known Publicists I’m aware of won’t take on clients for less than $10,000 per month, and they require 6-month contracts – a pretty hefty price tag for most authors I know. So, there you have it. I hope this snapshot of differences between Literary Agents and Publicists has given you some clarity. They each play very different roles in the publishing world, and (the good ones) can often make a big difference in your quest for publishing greatness! Cheers & Happy Marketing! Lisa How to Conduct A Virtual Book Tour to Increase Your SalesNovember 13th, 2010Hi All! Book authors are on a never-ending quest to promote their books, sell their books, and increase awareness for them. Yet, many authors struggle with this. I know this first hand because I have a lot of clients who are authors and seek my help with their book marketing. One effective book marketing strategy that most authors do not use is conducting a Virtual Book Tour; using blogs as the vehicle. There are many ways to do one, so this post will give you some general guidelines to follow and you can adjust, alter and brainstorm additional ideas for your tour. And the great thing about Virtual Book Tours is that it doesn’t matter if your book is new or not! There are many authors who have books that are several years old and their Virtual Book Tour brings the book back-to-life, generates interest for the book amongst people who didn’t know about it when it first came out, and ramps sales again. So don’t think this strategy is just for NEW books! And, it doesn’t matter whether you self-publish or not! I know authors who get hung-up on the self-published status of their book, but it’s NOT an issue! 1.) Establish a timeframe for your tour. This can range from one week to one month. And you’ll want to start organizing it 1-2 months ahead of time for effective planning. 2.) Find blogs that reach the audience you want to target for your book, and contact the owners of those blogs. This can range anywhere from 10 to a million blogs! How many blogs involved on your tour just depends on the time you have to do this outreach and how many blogs are the right fit for your book’s topic. 3.) Tell each blogger the tour’s timeframe and what your expectations are when they participate in the tour. This may include: During the tour, they need to write a review of your book that includes the book’s cover linked to your Amazon page or wherever your book is sold; and you’ll provide them with 1-3 articles that pertain to your book’s topic that they will run during the tour as “guest blog posts” (from you) on their blog. And in the articles you provide them, they’ll include your short bio, pic of your book (or of you), and link to your website. You’ll provide EACH of the blogs that participate the same articles and each of them can run the articles in any order they want during the tour. 4.) Send each participating blogger an organized “kit” for the tour (via email). This should include: General tour info (restate expectations, tour timeframe, roll-out schedule, etc.); file of your book cover; file of your headshot; and the articles you wrote for them to use as “guest posts” (as Word docs with links embedded to your website, Amazon page, etc.). Don’t rely on the bloggers to find the correct links to YOUR stuff! 5.) Mail each blogger a copy of your book. Obviously you need to do this so they can read it BEFORE the book tour launches. And, no, don’t ask them buy it! Mail them a free copy! 6.) Offer several copies of your book to each blogger who participates to use as a giveaway item for a contest they can create (or use it as a free gift for something the blogger wants to promote). You may not want to do this with every blogger who participates (if you have TONS of blogs on the tour), but you’ll want to offer it to the ones who have a lot of traffic. This is a good strategy because aside from them writing a review for your book and running the articles you provide to them during the tour, they can create a contest (or promotion) “around your book” which will be additional exposure for your book. 7.) Thank and mention the blogs who participate on YOUR blog throughout the tour, on Twitter tweet the links to the blog posts they do about (and from) you, mention them on your Facebook Fan Page, etc. Doing all of this is critical because you are giving the participating blogs exposure to YOUR social networks, and that’s good business. The bloggers who participate on your tour are doing YOU a favor so giving them some “link love” and exposure is only right. 8.) Consider sending each blogger who participated in your tour a Thank You gift when it’s over. Again, show them gratitude for their time, effort and help in promoting YOUR book! Okay! That’s a general overview of how to do a Virtual Book Tour. Yes, I could go on & on with more ideas for conducting a successful tour, and ways to make it more elaborate (but that can get costly), so this gives you a good starting point. The “basic” approach I provided can get you great results as long as you PLAN ahead of time and connect with enthusiastic bloggers who are excited to participate in your Virtual Book Tour. And if you want help with ideas, planning, and execution of your tour, or need other book marketing strategies, you know where to find me… Cheers & Happy Marketing! Lisa
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