Build your brand with a book   laura lowell - marketing camp
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Build your brand with a book laura lowell - marketing camp

on

  • 270 views

 

Statistics

Views

Total Views
270
Views on SlideShare
270
Embed Views
0

Actions

Likes
0
Downloads
3
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Build your brand with a book laura lowell - marketing camp Presentation Transcript

  • 1. 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
  • 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 Page 2 Nov 5, 2010
  • 3. The Rules Have Changed; The Process Hasn’t Write Publish Market Solo Traditional Online Collaborate Independent Crowd Offline Self SourceCopyright © 2012, Impact Marketing Group Page 3 Nov 5, 2010
  • 4. “Writing” Your Book •  Find a partner(s) •  Record and transcribe •  Get a ghostwriter •  Blog to book •  Ask a question •  Interviews •  Existing materialsCopyright © 2012, Impact Marketing Group Page 4 Nov 5, 2010
  • 5. Some examples Partners Contributed Interviews Crowd SourceCopyright © 2012, Impact Marketing Group Page 5 Nov 5, 2010
  • 6. Your Book Outline   Title Page   Copyright page   Testimonials   Dedication   Epigraph   Preface/Foreword /Introduction   Chapters   Back Matter Copyright © 2012, Impact Marketing Group Page 6 Nov 5, 2010
  • 7. The Book Process Cover Meta Head Start up design Data Shot Pre- Websites Media kit Marketing promotion created 1st draft Dev. 1st draft Feedback 2nd draft Feedback Final to Final to Writing of sample feedback to Editor to Author to Editor to Author Editor Author chapters Input & Peer Endorse Foreword Signed Praise review ments (optional) Releases Final Author Author Final Author Editing Copy edit 1st layout Jacket Author revision 1 revision 2 layout revision 3 approval Printed Production E-book Shipping books Baker & Distribution Amazon Ingram Other Taylor Marketing Plan LaunchCopyright © 2012, Impact Marketing Group Page 7 Nov 5, 2010
  • 8. The Process Write Publish Market Solo Traditional Online Collaborate Independent Crowd Offline Self SourceCopyright © 2012, Impact Marketing Group Page 8 Nov 5, 2010
  • 9. The Publishing Landscape Independent Traditional Do-It-YourselfCopyright © 2012, Impact Marketing Group Page 9 Nov 5, 2010
  • 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, ePubCopyright © 2012, Impact Marketing Group Page 10 Nov 5, 2010
  • 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 ~ 25% 100% fees) Distribution Broad Broad Narrow Marketing Brand Infrastructure Do It YourselfCopyright © 2012, Impact Marketing Group Page 11 Nov 5, 2010
  • 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 Page 12 Nov 5, 2010
  • 13. The Process Write Publish Market Solo Traditional Online Collaborate Independent Crowd Offline Self SourceCopyright © 2012, Impact Marketing Group Page 13 Nov 5, 2010
  • 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 Page 14 Nov 5, 2010
  • 15. What Do You Enjoy Doing? •  Speaking •  Being quoted as an expert in the media •  Email campaigns •  Blogging •  Social media •  In-person networkingCopyright © 2012, Impact Marketing Group Page 15 Nov 5, 2010
  • 16. What should you do? •  Workbooks •  Corporate •  Syndicated •  Keynote speaking training columns •  Breakout sessions•  Train-the-Trainer •  Articles •  Seminars •  Boot Camps •  Blogs •  Teleseminars •  Direct mail •  Spokesperson •  Webinars •  Coaching •  Media expert •  Podcasts •  Consulting •  White papers •  Videos •  Newsletters •  Position papers •  E-Newsletters •  E-zinesCopyright © 2012, Impact Marketing Group Page 16 Nov 5, 2010
  • 17. How do you market your book? Good Better Best •  Amazon.com •  Good +... •  Better +... •  Author Central •  Book page on your site •  Amazon Launch •  Online profiles •  Register for sample •  Social media •  Email signature chapters campaigns (Like, •  Direct mail to prospects •  Promote in newsletter Share, Refer) •  Social media presence •  Video book trailer (fan page, G+, etc.) •  Proactive PR •  Book giveaways •  Webcasts/podcasts •  Reactive PR •  Email marketing campaigns •  Book reviewsCopyright © 2012, Impact Marketing Group Page 17 Nov 5, 2010
  • 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 Page 18 Nov 5, 2010
  • 19. Lessons Learned Write Publish Market Research Don’t give Go where your away rights audience is Write don’t edit Know the Do what you market like Peer Review Focus on your Get help with Endorsements objectives the restCopyright © 2012, Impact Marketing Group Page 19 Nov 5, 2010
  • 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 doCopyright © 2012, Impact Marketing Group Page 20 Nov 5, 2010
  • 21. Copyright © 2012, Impact Marketing Group Page 21 Nov 5, 2010
  • 22. http://bookmarketingmojo.com /marketingcampers laura@impact-mg.comCopyright © 2012, Impact Marketing Group Page 22 Nov 5, 2010
  • 23. THANKS! Laura Lowell laura@impact-mg.com www.bookmarketingmojo.comCopyright © 2012, Impact Marketing Group Page 23 Nov 5, 2010