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Book Marketing - The Author's Perspective By Ardy Roberto Rev2 Final

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This is a presentation at the Littworld event in Kenya for Christian Authors and Publishers.

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Book Marketing - The Author's Perspective By Ardy Roberto Rev2 Final

  1. 1. Book Marketing – The Author's Role & Perspective Or How to be a shining author with beautiful, salty feet Ardy Roberto (Author, Philippines)
  2. 2. Diagnostic Test
  3. 3. Diagnostic Test: Stare at each of the following patterns for 5 seconds each.   If the patterns are moving even slightly raise your hand.   If they are perfectly still don’t raise your hand. MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  4. 4. MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  5. 5. MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  6. 6. MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  7. 7. <ul><li>The patterns are used to test the level of stress a person can handle. </li></ul><ul><li>None of these images are animated - they are perfectly still.   </li></ul><ul><li>The slower the pictures move, the better your ability of handling stress.     </li></ul><ul><li>Senior citizens and kids see them standing still. </li></ul><ul><li>Alleged criminals (and publishers) that were tested see them moving/spinning around very fast. </li></ul><ul><li>How well do you handle stress? </li></ul>MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  8. 8. Marketing a book you authored can be confusing and stressful.
  9. 9. <ul><li>What’s in this presentation for you? </li></ul><ul><li>Share the Marketing Plan of my publisher for my latest book – The Heart of Healing </li></ul><ul><li>Share Case Study : My Marketing Plan and Strategy as an author </li></ul><ul><li>Share PDL Case Study as benchmark </li></ul>
  10. 10. What’s in this presentation for you? 4. Insights/Hindsight Realizations 5. The author’s challenge – developing the marketing mindset. Paradigm shift? 6. Resources 7. Marketing Brainstorming session with MindMapping
  11. 11. <ul><li>Case Study: </li></ul><ul><li>The Heart of Healing </li></ul><ul><li>Published in August of 2008 – just in time for Manila International Bookfair. </li></ul>
  12. 12. <ul><li>Case Study: </li></ul><ul><li>Background: </li></ul><ul><li>The Heart of Healing </li></ul>
  13. 13. “ God has a purpose behind every problem . …He uses circumstances to develop our character .” - Rick Warren, The Purpose Driven Life
  14. 14. “ God has a purpose behind every problem . …He uses a writer’s circumstances to develop new books .” - Ardy Roberto (paraphrasing Rick Warren)
  15. 15. Case Study: My wife. 1995 - 1999 MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  16. 16. Dec ‘99-May 2000 Crisis situation – Very ill, suspected to have bone cancer or leukemia MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  17. 17. MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com “ Missed diagnosis”
  18. 18. June 2000 “ SLE” Systemic Lupus: Attacked multiple organs, esp kidneys, nervous system, etc Very bad prognosis.. MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  19. 19. October <ul><li>My “Miracle”: </li></ul><ul><li>Patient </li></ul><ul><li>Kidney damage reversed </li></ul><ul><li>No chemotherapy </li></ul><ul><li>No Dialysis </li></ul><ul><li>Minimal medication </li></ul><ul><li>Lupus quiet since 2000 </li></ul>MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  20. 20. 2001 onwards My “Miracle” Patient MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  21. 21. Living...second life MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  22. 22. Dream trips My “Miracle” Patient @ Sea of Galilee MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  23. 23. Dream trips – Egypt/ Israel 2005 My “Miracle” Patient @ Sea of Galilee MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  24. 24. 2006 onwards My “Miracle” Patient @ Sea of Galilee MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com Miracle: From bankrupt to giving back
  25. 25. Raising Funds by Producing, Organizing and Promoting Events (c) Ardy Roberto 2008
  26. 26. How did “exhibit A” go from....? MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  27. 27. H ope, E ncouragement, L ove, and P rayer MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  28. 28. Conclusion... “ Can anything ever separate us from Christ’s love? Does it mean He no longer loves us if we have trouble or calamity, or are persecuted, or are hungry or cold or in danger or threatened with death?…No, despite all these things, overwhelming victory is ours through Christ, who loved us. MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  29. 29. Nothing can separate you... And I am convinced that nothing can ever separate us from His love . Death can’t , and life can’t. The angels can’t, and the demons can’t. Our fears for today, our worries about tomorrow, and even the powers of hell can’t keep God’s love away. Whether we are high above the sky or in the deepest ocean, nothing in all creation will ever be able to separate us from the love of God that is revealed in Christ Jesus our Lord.” Romans 8: 35–39 (NLT) MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  30. 30. Raising Funds by Producing, Organizing and Promoting Events (c) Ardy Roberto 2008
  31. 31. Complete Healing “ For God so loved the world that he gave his only Son, so that everyone who believes in him will not perish but have eternal life. ” John 3:16 ( New Living Translation ) MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  32. 32. Raising Funds by Producing, Organizing and Promoting Events (c) Ardy Roberto 2008
  33. 33. Raising Funds by Producing, Organizing and Promoting Events (c) Ardy Roberto 2008
  34. 34. Raising Funds by Producing, Organizing and Promoting Events (c) Ardy Roberto 2008
  35. 35. My Marketing Plan as the Author of The Heart of Healing Honestly...
  36. 36. Be a submissive author  To do and submit to whatever the publisher (mostly the marketing manager and promotions officer) asked me to do, (e.g. make myself available to...)
  37. 37. My Marketing Plan as an Author: submit to publisher a. Do their scheduled Radio Interviews
  38. 38. b. Do TV Interviews/shows
  39. 39. My Marketing Plan as an Author c. Speak at events/seminars
  40. 40. My Marketing Plan as an Author d. Sign books at BookFair and events
  41. 41. On my own...outside of OMF Publishers Try to do at least three things a day or per week to promote the book. (This was main lesson of Mark Victor Hansen as their key to success for Chicken Soup for the Soul.)
  42. 42. My Marketing Plan as an Author a. Sampling Sending of promo copies to influencers and media (including bloggers)
  43. 43. My Marketing Plan as an Author a. Sampling Sending of promo copies to influencers and media (including bloggers)
  44. 45. My Marketing Plan as an Author a. Sampling Sending of promo copies to influencers and media (including bloggers)
  45. 46. My Marketing Plan as an Author b. Guerrilla Marketing Tactics and Weapons Guerrilla tactic/weapon is something that can be done creatively at low, or no cost with maximum impact and ROI. – email marketing, blog, etc.
  46. 47. My Marketing Plan as an Author c. Speak at Conferences
  47. 49. What did the author, Rick Warren, do to complement his publisher's marketing plan? 
  48. 50. How Rick Warren Did It (circa 2002) <ul><li>Database-driven Digital Marketing </li></ul><ul><li>a. Used his existing Pastors.com to reach 100,000+ pastors worldwide each week. Used this database to launch PDL and invite churches to participate in a “40 Days of Purpose” event (to correspond with the book’s 40 chapters). </li></ul>
  49. 53. How Rick Warren Did It <ul><li>Database-driven Digital Marketing: </li></ul><ul><li>b. Free weekly newsletter </li></ul><ul><li>- Rick Warren's Ministry Toolbox </li></ul>
  50. 55. How Rick Warren Did It 2. Event 40 Days Campaign simulcast broadcast to 1,562 churches .
  51. 57. How Rick Warren Did It 3. Radio 267 Radio stations ran simultaneous campaign.
  52. 58. How Rick Warren Did It 4. CD &quot;Songs for a Purpose Driven Life“ which features well-known Christian artists was released.
  53. 60. How Rick Warren Did It PDL Publisher helped create buzz through Pyro Marketing (the marketing manager, Greg Stielstra, of the PDL publisher later wrote his own book based on his experience with the PDL marketing success called Pyro Marketing).
  54. 62. Stielstra has also co-authored a book called Faith Based Marketing (how to market to the Christian market). We should have invited him~!  Next time...
  55. 64. Results of Rick Warren’s efforts with his publisher... Result of synergy - Quickly became NY Times Bestseller. 5.8 million sold in first year. To date has sold more than 30 million copies .
  56. 65. My – Insight-Hindsight with my marketing plan. And in Reality
  57. 66. In Hindsight and In Reality Should have asked OMF for a copy of their marketing plan and synchronized with them. Create synergy by adding on and checking on them what activities we could do together ...
  58. 67. Raising Funds by Producing, Organizing and Promoting Events (c) Ardy Roberto 2008
  59. 68. Raising Funds by Producing, Organizing and Promoting Events (c) Ardy Roberto 2008
  60. 69. Raising Funds by Producing, Organizing and Promoting Events (c) Ardy Roberto 2008
  61. 70. Look at the plan What is missing?
  62. 71. Measure! Test! So you know what is working and what isn't
  63. 74. In Hindsight and In Reality So, what did I do?
  64. 75. In Hindsight and In Reality <ul><li>Did not come up with extensive marketing plan on my own. But should I have done this? </li></ul><ul><li>I do marketing plans for our big events and when we bring in authors like John Maxwell to the Phillippines, we promote them and their books like crazy. But why didn’t I do the same for my own book? </li></ul>
  65. 76.
  66. 77. Guerrila Marketing case study Results: Araneta 14,000+
  67. 78. PICC 4,000 people Total for 2 days: 18,000 people vs target of 11,500
  68. 81. Salt & Light Ventures, Inc. Salt & Light Ventures, Inc . was founded in May 2001 by the husband and wife team of Ardy Roberto and Tingting Roberto. The company was envisioned to provide BEST Programs ™. B ooks – publishing, indent & importation, sales & distribution, editorial consultancy through its subsidiary, LifeCycle Press Books. E vents – Conceptualization and management of conferences, exhibits, launches, etc. S eminars – Organizing of public & in-house seminars on management, marketing, sales, publishing. T raining – Sourcing of world-class speakers, trainers and consultants for your corporate training programs .
  69. 82. Salt & Light Ventures
  70. 83. LifeCycle Press Books 2002 BookFair Philippine Book Fair 2002. Public Intro Launching of How To Make Local Governance Work
  71. 84. “ Dr. Ned ’ s hands-on, practical approach brings benefits quickly! ” – Peter Weldon, AC Nielsen, Hong Kong “ This book makes excellent points about how to segment the market. ” – Philip Kotler “ A must-read for the serious marketers. ” – Jose Roces, President, PMA
  72. 85. “ A must-read for all who wish to know what good local governance is all about. ” – Sen. Nene Pimentel
  73. 86. TURNING POINT AS A WRITER – MEETING PETER TSUKAHIRA AND MY TRIP TO ISRAEL
  74. 87. Achievers & Leaders Seminar (ALS) The 3 rd Achievers & Leaders Seminar held last Feb 10, 2005 had such an overwhelming reception that two more Achievers & Leaders Seminar had to be scheduled within 2 months. The 4 th Achievers & Leaders Seminar last March 16 was also a sold-out event.
  75. 88. Author, Brain Smart Leader, Mind Mapping (+98 books) Editor, MENSA Journal Founder, Brain Trust Charity and World Memory Championships Mental Literacy campaign Proponent – Intellectual Capital
  76. 91. Guerilla Marketing series
  77. 92. EVERY FRIDAY – PHIL DAILY INQUIRER BUSINESS SECTION
  78. 93. Raising Funds by Producing, Organizing and Promoting Events (c) Ardy Roberto 2008
  79. 94. My insight... That is the challenge. To look at yourself not just as an author but also as a marketer.
  80. 95. For some Christians, that can be doubly challenging because many view the practise of marketing with distrust or disdain.
  81. 96. Do you agree with this book’s title?
  82. 97. But what is a marketer? According to Godin. A marketer is a story teller. The best marketers know how to tell a story.
  83. 98. Recommended blog (19 tips for authors):
  84. 99. Recommended blog (19 tips for authors): #1. Lower your expectations. The happiest authors are the ones that don't expect much.
  85. 100. #2. The best time to start promoting your book is three years before it comes out . Three years to build a reputation, build a permission asset, build a blog, build a following, build credibility and build the connections you'll need later.
  86. 101. Seth Godin's 19 tips for authors: #5. Don't try to sell your book to everyone. First, consider  this:  &quot; 58% of the US adult population never reads another book after high school.&quot; Then, consider the fact that among people even willing to buy a book, yours is just a tiny little needle in a very big haystack. Far better to obsess about a little subset of the market--that subset that you have permission to talk with, that subset where you have credibility, and most important, that subset where people just can't live without your book .
  87. 102. Seth Godin's 19 tips for authors: #8.Your  cover  matters . Way more than you think. If it didn't, you wouldn't need a book... you could just email people the text.
  88. 104. Approved cover of Heart of Healing by the publisher
  89. 105. The author diplomatically challenges them to come up with something better....
  90. 106. #8.Your  cover  matters. Way more than you think. If it didn't, you wouldn't need a book... you could just email people the text.
  91. 107. #8.Your  cover  matters. Way more than you think. If it didn't, you wouldn't need a book... you could just email people the text.
  92. 108. #8.Your  cover  matters. Way more than you think. If it didn't, you wouldn't need a book... you could just email people the text.
  93. 109. Result: From this...
  94. 110. Raising Funds by Producing, Organizing and Promoting Events (c) Ardy Roberto 2008
  95. 111. Seth Godin's 19 tips for authors: #9 . If you have a 'real' publisher , it's worth investing in a few things to help them do a better job for you . Like pre-editing the book before you submit it. Like putting the right to work on the cover with them in the contract . And most of all, getting the ability to buy hundreds of books at cost that you can use as samples and promotional pieces . In case you skipped it, please check #2 again. That's the most important one, by far.
  96. 112. Seth Godin's 19 tips for authors: #11. Blurbs are overrated, imho. #12. Blog mentions, on the other hand, matter a lot. #13. If you've got the patience, bookstore signings and talking to book clubs by phone are the two lowest-paid but most guaranteed to work methods you have for promoting a really really good book. If you do it 200 times a year, it will pay. #14. Consider the free PDF alternative . Some have gotten millions of downloads. No hassles, no time wasted, no trying to make a living on it. All the joy, in other words, without debating whether you should quit your day job (you shouldn't!)
  97. 113. Recommended blog (19 tips for authors): #16. Most books that sell by the truckload sell by the caseload. In other words, sell to organizations that buy on behalf of their members/employees.
  98. 114. “ 14 How, then, can they call on the one they have not believed in? And how can they believe in the one of whom they have not heard ? And how can they hear without someone preaching to them?   15 And how can they preach unless they are sent? As it is written, &quot;How beautiful are the feet of those who bring good news!&quot; — Romans 10:14-15
  99. 115. Paraphrased version for authors: “ And how can they buy your book without someone selling to them?   15 And how can they sell unless they are sent? As it is written, &quot;How beautiful are the feet of those who bring good books!&quot;
  100. 116. “ Your books bring good news and cheer and encouragement. So bring it on! Tell people about it!” — Ardy Roberto
  101. 117. “ That I may publish with the voice of thanksgiving and tell of all your wondrous works!” Psalms 26:7 (NEV)
  102. 118. Why do marketing? “Let your light shine bright...” 13 &quot;Let me tell you why you are here. You're here to be salt-seasoning that brings out the God-flavors of this earth. If you lose your saltiness, how will people taste godliness? You've lost your usefulness and will end up in the garbage.     Matthew 5;13, The Message
  103. 119. Why do marketing?       Here's another way to put it: You're here to be light, bringing out the God-colors in the world. ... I'm putting you on a light stand. Now that I've put you there on a hilltop, on a light stand—shine! . Matthew 5;14a-15 The Message
  104. 120. In Hindsight and In Reality Authors are realizing the importance of marketing... “ Marketing is an essential enterprise for any professional writer.” - Andrea Campbell
  105. 121. In Hindsight and In Reality <ul><li>“ Marketing is much more important today than it was when I began my writing career more than 30 years ago.” </li></ul><ul><li>Elaine Shimberg, </li></ul><ul><li>author of Write Where You Live </li></ul>
  106. 122. In Hindsight and In Reality <ul><li>“ Marketing is the key to the career. If I don't market, I don't write.&quot; </li></ul><ul><li>Timothy Perrin, </li></ul><ul><li>author of 5 books and over 150 articles </li></ul>
  107. 123. In Hindsight and In Reality Learn how to market: Marketing Strategies for Writers by Michael Sedge
  108. 129. Recommended feel-good mushy reading...
  109. 130. Gone are the days of Shakespeare when talent alone would get you going. Why? Media clutter~! Ave person exposed to 3,000 messages per day. Author clutter! More than 75,000 books published every year.
  110. 131. In Hindsight and In Reality As an author, use whatever resources you have to promote your book. Be a guerrilla marketer.
  111. 132. Guerrilla Marketing For Authors
  112. 133. Guerrilla Marketing for Authors Create a database or fanbase through online blog or landing page. Create a landing page where people can get a sample chapter. Resource: MasterListBuilder.com
  113. 134. Guerrilla Marketing for Authors Create a database or fanbase through online blog or landing page. Create a landing page where people can get a sample chapter. Resource: MasterListBuilder.com
  114. 136. MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com End of talk promotion:
  115. 137. MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com
  116. 138. Guerrilla Marketing for Authors Email Marketing Get an opt-in permission based marketing dbase. Sell the book or drive traffic to an event/book launch.
  117. 139. Guerrilla Marketing for Authors Email Marketing
  118. 140. Guerrilla Marketing for Authors Email Marketing
  119. 141. Guerrilla Marketing for Authors Email Marketing
  120. 142. Guerrilla Marketing for Authors Event Marketing – GO AND SPEAK! Offer yourself to conference organizers or a speaker’s bureau. Don't wait to be discovered. Send complimentary copies to target market.
  121. 143. “ You know, I sold the first five hundred thousand books all from a platform . I didn’t have any publisher.” —Mark Victor Hansen
  122. 144. Guerrilla Marketing for Authors Book Sales at Events: CASE STUDY A self-service book table at the Hospital Management Asia conference in Saigon (800 delegates)
  123. 152. Guerrilla Marketing for Authors Guerrilla Book Sales at Events: CASE STUDY - A self-service book table Results: +-150 books “sold”/given away. Donations @ $3 - $20 per book in diff currencies. No hassles, no handling of money or staff! Able to speak and network.
  124. 157. Guerrilla Marketing for Authors T-shirts And other Promo items
  125. 158. Guerrilla Marketing for Authors <ul><li>SMS Mobile marketing promos </li></ul><ul><li>Phils is text capital of the world. </li></ul><ul><li>Telcos offer digital books/articles via sms </li></ul><ul><li>Offer your book/content to be serialized </li></ul>
  126. 160. Guerrilla Marketing for Authors TIP: PR. Have good pictures for press releases using the photographers of publications who interview you.Always have a laptop/netbook/USB with you.
  127. 161. In summary and review: <ul><li>Submit to your publisher </li></ul><ul><li>Ask your publisher for a copy of the marketing plan and create your own plan to supplement it and create synergy </li></ul><ul><li>Benchmark and learn from other book marketing campaigns </li></ul><ul><li>Learn how to use Guerrilla Marketing </li></ul><ul><li>Mindset/ paradigm shift – every author has to be a marketer as well. </li></ul>
  128. 162. In summary and review:
  129. 163. Let’s BrainStorm and learn how to Mindmap!
  130. 164. MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com Ardy, Tingting & Joshua...

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