Build your brand with a book laura lowell - marketing camp
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BUILD YOUR BRAND WITH A BOOK!�
WRITE, PUBLISH AND MARKET YOUR WAY TO AN AMAZING
CAREER�
Laura Lowell President, Impact Marketing Group
Founder, Executive Editor, 42Rules™ www.lauralowell.com
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 2
The Rules Have Changed...thank goodness!
The new rules make it easier than ever to write, publish and market YOUR book.
Books are the best marketing investment ever...but only if YOU write one.
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 3
The Rules Have Changed;�The Process Hasn’t
Write Solo
Collaborate
Crowd Source
Publish Traditional
Independent
Self
Market
Online
Offline
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 4
“Writing” Your Book
• Find a partner(s) • Record and transcribe • Get a ghostwriter • Blog to book • Ask a question • Interviews • Existing materials
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 5
Some examples
Partners
Crowd Source
Contributed
Interviews
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 6
Your Book Outline
Title Page Copyright page Testimonials Dedication Epigraph Preface/Foreword
/Introduction Chapters Back Matter
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 7
The Book Process
Start up Cover design
Meta Data
Head Shot
Pre-promotion
Websites created Media kit Marketing
Writing 1st draft
of sample chapters
Dev. feedback
1st draft to Editor
Feedback to Author
2nd draft to Editor
Feedback to Author
Final to Editor
Final to Author
Input & Praise
Peer review
Endorse ments
Foreword (optional)
Signed Releases
Editing Copy edit Author revision 1 1st layout Author
revision 2 Final layout
Author revision 3 Jacket
Final Author
approval
Production E-book Printed books Shipping
Distribution Amazon Baker & Taylor Ingram Other
Marketing Plan Launch
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 8
The Process
Write Solo
Collaborate
Crowd Source
Publish Traditional
Independent
Self
Market
Online
Offline
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 9
The Publishing Landscape
Traditional
Independent
Do-It-Yourself
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 10
E-book Industry Stats
2010 Gross Revenue by brick-and-mortar bookstores $16.5b Store sales have been declining since 2007 when they peaked at
$17.4b 2011 Gross Revenue eBook sales was $3.2b
2016 eBook sales expected to be $9.7b eBook sales at typical publishers are ~20% of overall sales
At Happy About, eBook sales are ~40% of overall sales There are many eBook formats, but 3 will do…
PDF, PRC, ePub
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 11
Your Publishing Options
Traditional Independent Self Access Agent Direct n/a
Expertise Print & Disti POD, E-books, Disti n/a
Lead Time 18-24 months 3-6 months 6-12 months
Copyrights Negotiated Yours Yours
Royalties <15% (-agent fees)
~ 25% 100%
Distribution Broad Broad Narrow
Marketing Brand Infrastructure Do It Yourself
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 12
Evaluating Your Options
• Rights • Copyright, extensions, global
• Timing • How time-sensitive is your topic?
• Control • Are you a control freak?
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 13
The Process
Write Solo
Collaborate
Crowd Source
Publish Traditional
Independent
Self
Market
Online
Offline
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 14
How do you market your book?
• What do you want to accomplish?
• What do you like to do? • Who is your target
audience? • How do they gather
information?
Use to identify and prioritize your marketing activities
and campaigns.
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 15
What Do You Enjoy Doing?
• Speaking • Being quoted as an expert in
the media • Email campaigns • Blogging • Social media • In-person networking
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 16
What should you do?
• Workbooks • Keynote speaking • Breakout sessions • Seminars • Teleseminars • Webinars • Podcasts • Videos
• Corporate training
• Train-the-Trainer • Boot Camps • Direct mail • Coaching • Consulting • Newsletters • E-Newsletters
• Syndicated columns
• Articles • Blogs • Spokesperson • Media expert • White papers • Position papers • E-zines
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 17
How do you market your book?
Good Better Best • Amazon.com • Author Central • Online profiles • Email signature • Direct mail to prospects
• Good +... • Book page on your site • Register for sample
chapters • Promote in newsletter • Social media presence
(fan page, G+, etc.) • Book giveaways • Reactive PR
• Better +... • Amazon Launch • Social media
campaigns (Like, Share, Refer)
• Video book trailer • Proactive PR • Webcasts/podcasts • Email marketing
campaigns • Book reviews
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 18
How do you market your book...�before it is even published!
• “How are you?” • Email signature
• Elevator pitch • Online profiles • Bios, introductions
• Website • Customer outreach
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 19
Lessons Learned
Write Research
Write don’t edit
Peer Review
Endorsements
Publish Don’t give
away rights
Know the market
Focus on your objectives
Market Go where your
audience is
Do what you like
Get help with the rest
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 20
Common mistakes you can avoid
• Forgetting who you are writing for • Assuming you can do it all yourself • If I write it...they will buy it • Balancing “the forest and the trees” • Every author is also a marketer • Publishers don’t sell books, authors do
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 21
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 22
http://bookmarketingmojo.com/marketingcampers
laura@impact-mg.com
Copyright © 2012, Impact Marketing Group Nov 5, 2010 Page 23
THANKS!�Laura Lowell
laura@impact-mg.com www.bookmarketingmojo.com
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