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Venture cafe 10.27.2016

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Using Self Publishing to drive your business

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Venture cafe 10.27.2016

  1. 1. Self-Publishing Your Book Your book is a business card that doesn’t get thrown away
  2. 2. Talking Points • Self Publishing vs. Traditional Publishing • Changing landscape presents opportunities • Why write ? • Putting a book together • Must Haves • Raising your personal and professional Brand • Promoting your book to drive your business • Focus on practical issues • Spent 18 months servicing self-published authors • This is just a glimpse of a dynamic and changing environment Anchor Points
  3. 3. Publishing has changed Source: Forbes
  4. 4. Self-publishing has exploded Source: Bowker, Inc
  5. 5. Strong Growth Trends Source: Smashwords
  6. 6. A lot of competition ….
  7. 7. So why write a book ?
  8. 8. Source: Digital Book World
  9. 9. Premise 1. Only a small percentage of people will buy your book 2. Of those who buy, only a percentage of people will read it 3. Of those who read your book, only a small percentage will believe, remember and tell others about the content of the book. You are writing a book to raise your brand and drive your business. In order to drive your business, you need a sophisticated and professional product You may be the next Malcolm Gladwell, but until that happens, assume: This does not matter
  10. 10. Why write a Professional book? • Shows you are serious enough about the topic to write a book • The business card that does not get thrown away • People won’t likely need your services when you hand them your calling card • The spine becomes the most important part of the book
  11. 11. Different Levels of Engagement • Level 1: Write a book • Level 2: Write a competent book about a topic • Level 3: Write a competent book that solves a problem • Level 4: Write a competent book that solves a complex series of problems and changes how people think • Level 5: Write a competent book that solves a problem and changes how people live
  12. 12. Must Haves • Editor • Book Cover Artist • Graphic Designer • ISBN • Website • Print Your Book • Public Relations • Typos, grammar, flow • People judge a book by the cover • Font, Margins, Layout • Necessary to sell • Discoverable, Tie-in w Social Media • 100 – 200 Copies to start • Raise awareness, Speaking, etc
  13. 13. Price of entry • Editor • Book Cover Artist • Graphic Designer • ISBN • Public Relations • Website • Print Your Book $1,000 - $1,500 $ 100 - $ 500 $ 500 - $1,000 $ 150 $ 750 - $2,000 + $1,000 - $2,000 $ 750 - $1,500 + Total $4,000 - $8,000 + Although expensive for an individual, this cost can be absorbed by most businesses – if there is a payoff
  14. 14. Other Options • LionCrest “Book-in-a-box” • Green Leaf • Advantage Media You can collaborate on a book Find A Ghost Writer $10,000 + …. But you are more likely to get a finished, salable product ….
  15. 15. Milestones 1. Find a topic that you are knowledgeable about that relates to your business (directly or indirectly) Round-table with peers to establish the focus 2. The more useful the topic, the better Solve someone’s problem that has money to pay you for the solution 3. Establish hard (& soft) deadlines and appoint an enforcer 4. Write, rewrite – and then rewrite again 5. Don’t skimp on the “must-haves” 6. Don’t print too many books (100 – 200 at a time) 7. Don’t worry about how many books you sell
  16. 16. Driving your business 1. The book is your business card that isn’t thrown away 2. It raises your personal and professional brand 3. It establishes you as an expert 4. It will drive traffic to your website (blogs, posts, tweets) 5. It will lead to speaking engagements All of this will raise awareness, add to confidence and help to close sales
  17. 17. Books 1. E-books have their place, but the demise of printed books has been greatly exaggerated 2. There is no better software/hardware archiving tool than a book 3. Authorship makes you more interesting 4. It connects you with people 5. Books make unique and personal gifts
  18. 18. Questions/Comments ? johnb@starlake.biz www.rarecompanybook.com @berglund_stl http://www.slideshare.net/JohnBerglund/venture-café-1027 John Berglund

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