Creating & launching a successful business book
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Creating and launching a successful business book to grow your sales & reputation. Slides from Kelso Consulting's recent webinar: http://www.kelsopr.com/seminars

Creating and launching a successful business book to grow your sales & reputation. Slides from Kelso Consulting's recent webinar: http://www.kelsopr.com/seminars

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Creating & launching a successful business book Presentation Transcript

  • 1. Creating and launching aSUCCESSFULbusiness book
  • 2. GROW YOUR BUSINESS BY CREATING ASUCCESSFUL BUSINESS BOOKLID PUBLISHINGMartin Liu
  • 3. Introduction to LID Publishing• Books & publications = strong platform forbusiness development, brand enhancement,reputation building & thought leadership.• LID Publishing works with authors and theirorganizations to achieve these objectives.
  • 4. Books are authoritative & influential
  • 5. Books bring credibility
  • 6. Books enable you to stand apart
  • 7. Who should consider a book?• Virtually any business sector – but especiallyprofessional services, knowledge-based, client-oriented.• Executives, partners, entrepreneurs, businessowners – as potential “authors”.• Marketing and communications professionals –who want a strong tool/platform for their work.
  • 8. What makes a successful author?• The ability to offer something unique andrelevant.• The ability to write engagingly.• The ability to anticipate the reader’s viewpoint.• And when the book is released, the commitmentto promote it – extensively.
  • 9. What subjects work well?• In theory, all subjectsare relevant – it’s aquestion of how youpresent and promoteit.• But the bestsubjects/books arethose that cancompete in themarketplace.
  • 10. The practicalities of writing• How long does it take? On average, six months.• What support will you get? The publisher’s role.• Too busy and don’t have time? Consider a ghostwriter.
  • 11. Justifying the costs• Books take time, effort and even cash resourcesto write and promote. However, in terms ofROI…• Books = excellent tool for businessdevelopment.• Books = excellent tool for reinforcement ofcurrent relationships.• Books = generate royalty payments.
  • 12. Which publisher for success?• Traditional commercial publisher – certainprestige, but lack of focus.• Self-publishing route – easy to access, but lacksquality editorial, distribution and promotionsupport.• Tailored publishing route – client-focused anddesigned to achieve specific communicationgoals.
  • 13. How does LID work?• Boutique publisher, which treats its authors asclients.• Offers and charges for a service – to createbooks as platforms for achieving communicationgoals.• Typical fee charged per project £10-15k,depending on nature of project.• PR is key to the success of the project.
  • 14. April 2013Creating & launching asuccessful business book14Kelso Consulting
  • 15. • Kelso Consulting – boutique PR agency• Particularly specialises in professional,consultancy and business technology firms• Headline thinking and hardline results• Involved in the launch of numerous businessbooks – technical, advisory and visionaryTim Prizeman, Kelso Consulting15Kelso Consulting
  • 16. A book is a big deal for you• A lot of time, sweat and tears• Money and sacrifice• Ego and vanity• Your hopes and aspirations are riding on it• Your legacy???Kelso Consulting 16
  • 17. Success – you have written it !Kelso Consulting 17
  • 18. In fact it is just the startKelso Consulting 18
  • 19. The competition• Established authors• Celebrity authors• Books by journalists on topical stories• Books by:– Academics– Business people– Anyone….Kelso Consulting 19
  • 20. 10,000 each yearKelso Consulting 20
  • 21. How will the book help you achieveyour goals• How is the book going to create business for you(specifically, not vaguely)• Who do you want to read the book• Have a business marketing plan that leveragesthe bookKelso Consulting 21
  • 22. How will the book help you achieveyour goals• How is the book going to create business for you(specifically, not vaguely)• Who do you want to read the book• Have a business marketing plan that leveragesthe bookRemember: you are now an AUTHORITYKelso Consulting 22
  • 23. Why media coverage importantFor the book:•Create sales•Impress distributorsFor you and your business:•Build your brand – personal and business•SEO•Creates speaking opportunities•Creates business opportunitiesKelso Consulting 23
  • 24. A successful launchKeeping the campaign goingCase study – The Commando Way24Kelso Consulting
  • 25. The groundwork• Make sure your online profile is fantastic• Get forewords and comments from people &brands who are as famous as possible• Have a website for your book– Wordpress.com– Blogger.comKelso Consulting 25
  • 26. Example business author website –Stephen BungayKelso Consulting 26
  • 27. The groundwork…continued• Make sure your online profile is fantastic• Get forewords and comments from people &brands who are as famous as possible• Have a website for your book• Have an electronic version of the book• Have an electronic / pdf give-away chapter• Press kit (photos, cover images, biog)• Podcasts and videosKelso Consulting 27
  • 28. A great launch• Have a launch party (for everyone you know, notjust journalists)Kelso Consulting 28
  • 29. Book reviewersKelso Consulting 29
  • 30. Utilising the book for PRHow do I keep the coverage going?•Initial launch•On-going article placing•Interviews & speaking opportunitiesHow to keep the campaign going for 18 months?Kelso Consulting 30
  • 31. Utilising the book for PRHow do I keep the coverage going?•Initial launch•On-going article placing•Interviews & speaking opportunitiesRemember: as an author on the subject, youare an authority and much better able to getinterviewsKelso Consulting 31
  • 32. Maximising the media impactThink broadly about the media•Your sector and nationals•Your local press•Niche business publications & websites•FreelancersKelso Consulting 32
  • 33. Think social media• Bloggers• Online radio and webcasters• Twitter, LinkedIn, Facebook page• Wikipedia• Reviews on Amazons• Integrate with your website/blog and mailing listKelso Consulting 33
  • 34. Case study –The Commando WayPublished September 2012Kelso Consulting 34
  • 35. Kelso Consulting 35
  • 36. Factors that helped• Launch in distinctive venue (Special ForcesClub)• Distinctive angle (application of military know-how to business)• Author “walked the talk”• Built on past PR activity• Could link book to topical events• Two months after launch, could toannouncement with client WalmartKelso Consulting 36
  • 37. Coverage gainedThe launch campaign on ongoing PR over the next 8months (so far…) created unprecedented coverage forMcKinney Rogers, including:•Major interviews in The Wall St Journal and FinancialTimes•Other high impact coverage including: appearingadditionally in the FT’s weekly management column;interview in The Economist; and an authored article in theSunday Telegraph•Widespread coverage across a broad range of businessmanagement and HR titles.Kelso Consulting 37
  • 38. Questions????Kelso Consulting 38
  • 39. Next seminars:Summer 2013:Using LinkedIn & social media for business developmentSuccessful thought leadershipAutumn 2013:The Perfect PitchMaximising your ranking in legal directoriesThought leadershipLinkedIn & Social mediaOther themes TBCwww.kelsopr.com/seminarsKelso Consulting 39
  • 40. London21 Bloomsbury WayLondonWC1A 2TH020 7242 228640Kelso Consultingtimp@kelsopr.comwww.kelsopr.comKelso Consulting