You can research, write and publish a business book in 6 months. I've done it twice. This presentation was written for an advertising industry audience at HubSpot's 2014 Inbound Conference. But the learning and tips are relevant to every marketer. Here is one example of what I call content multipliers that will help you create a powerful book on virtually any subject... add expert interviews. I did this for my book The Levitan Pitch. Buy This Book. Win More Pitches. It is up on Amazon.

1. THE AGENCY BOOK.
FROM IDEA TO
PUBLISHED IN
6 MONTHS.

2. This presentation was designed for
HubSpot’s 2014 Inbound Conference.
The audience was comprised of
advertising and marketing geniuses.
While advertising folks have design and
copy skills that might accelerate their
ability to write and publish a book, I
believe that anyone, in any industry, can
write a B2B non-fiction book in six
months.

3. 16 years at Saatchi & Saatchi
7 at 2 Internet Start Ups
9 at my own agency citrus
3 at Peter Levitan & Co.
I help marketing communications agencies win more new accounts
peterlevitan.com

4. FROM IDEA TO
PUBLISHED IN
6 MONTHS.
Really?

6. NOT.
I’VE
DONE IT
TWICE.

9. FEEL BETTER?
HERE’S YOUR
AGENCY’S HOW TO.

10. Agency Means: All marketing
communications companies
Book Means: eBook, POD, Audio Book &
Hard Cover
Idea Means: I want to write a book
about…
6 Months Means: 6 Months

11. How Agencies Win New Clients
Reputation
Positioning
Specialization
Creativity
Location(s)
Chemistry
Culture

12. That’s Nice But, There Are…
10,000 agencies in the world
4,000 in the USA
(Dozens down the block)

13. HOW TO STAND OUT?

14. HOW TO STAND OUT?
WRITE A BOOK.

15. IT WORKS

17. Contrary To My Book’s Advice About Presentation
Mistakes, I Am Gonna Talk About ME Not You

20. 1. I Established Clear Objectives
I want to grow my agency client
base by adding outbound marketing
to my successful inbound programs
I want more content to repurpose

21. 2. I Established My Audience
It’s you…
Agency CEO’s and managers that
want to improve their business
development success rate

22. 3. I Picked A Relevant Subject
How to win more pitches

23. 4. I Add Value
People buy business books for a
reason – they want value
Be smart. But, I didn’t have to
completely reinvent the wheel
Recognize that I have
competition… That’s an
understatement!

24. LOL

25. 5. I Have A Brilliant Title & Angle
Pitch Perfect
The Art of Pitching
THE LEVITAN PITCH.
BUY THIS BOOK.
WIN MORE PITCHES.

26. WIN MORE PITCHES.
AN OFFER YOU CAN’T REFUSE

27. 6. I Just Started Writing
Writing is a muscle, work it
Create an outline - it will evolve
Do your research: Go to Google,
bookstores & Amazon
Talk with your contacts & readers

28. 7. I Designed The Cover For Digital
Think small. Think mobile first.

29. 7. I Designed The Cover For Digital
Think small. Think mobile first.

30. YOU MUST
STAND OUT

31. 8. I Got Experts To Edit
Agency friends reviewed early
drafts
A content editor reviewed subject
matter and sentence structure
A copy editor helped with style,
formatting & those pesky comas

32. 8. I Reviewed Publication &
Distribution Options
I decided to go all digital

33. Why Digital?
Pros:
Broad distribution: eBook,
paperback & audio book
Speed to market + personal control
Works for my tech savvy market

34. Digital Ties Print Sales in 2016

35. Why Digital?
Cons:
Reduced gravitas – still not as
credible as a traditional publisher
No hardcover
Limited bookstore distribution

36. 8. Publication & Distribution
Published using CreateSpace, KDP,
ePUB, iTunes Producer and ACX
Oh, and… there’s the instant
gratification Espresso machine

37. ESPRESSO TAKES 30 MINUTES

38. 8. My Marketing
Look good on Amazon, etc.
Alert my industry friends & ask
for reviews
Stimulate my book’s 30 expert
interviewees to hype the book

39. 8. My Marketing
Drive awareness via my database
of 3,500 ad agency execs
Alert my 1K+ 1st degree LinkedIn
connections & 681,536 LinkedIn
Group members
Excite 2,000+ Twitter Followers, PL
newsletter subs and Google+

40. 8. My Marketing
Guest post on sites like Agency
Post (i.e. HubSpot)
Work PR – publications / blogs
Speak at industry events (like today)
And, I’ve got freebees for y’all…

41. 8. My Marketing
Free chapters & micro eBooks
50+ blog posts c/o the book
SlideShare presentations
Posters of the cartoons

42. 8. My Marketing
Publish LinkedIn Updates, etc.
Lots’O Tweets
Webinars (offer pitch critiques?)
White papers & articles

43. OK, Enough About Me
Here’s Your Agency’s Path
To Getting Published

44. Nail Your Objectives
Agency Awareness
Brand Distinction
Expert Positioning
Credibility
Mucho Content
Event Marketing
Socialness
Physical
Branding
Feel Good

45. Write For Your Audience
Current clients
Prospective clients
Partners
Staff & future employees
Trade press
Sneezers

46. Use Your Agency’s Free Juice
Use your own writers
Art directors & designers
Production team
Digital team
Use your marketing chops
Go all digital

47. Use Content Multipliers
Every expert at the agency is a writer
Repurpose existing blog content
Outsource if necessary
Add art

48. Use Content Multipliers
Bulk up with expert interviews…
they make up about ½ of my book

49. Lots Of Potential Subjects
Write a How To book
Pontificate on marketing strategy
Go expert in a client category

50. Lots Of Potential Subjects

51. Lots Of Potential Subjects
Define creativity
Act local

52. Yes…Your Agency Can Go From
Idea To Published In 6 Months
1. Have a business objective
2. Select a target market
3. Add value
4. Use agency resources

53. Yes…Your Agency Can Go From
Idea To Published In 6 Months
5. Use content multipliers
6. Go digital
7. Manage the book like a client job

54. Thanks.
peter@peterlevitan.com