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The Fast Path to Getting Published


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The route to monetization for authors is more accessible today than ever before. Today’s bloggers are tomorrow’s authors and the gap between reader & author is squeezing the traditional publisher out of the equation.

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The Fast Path to Getting Published

  1. 1. The fast (& profitable) <br />path to publishing<br />Brian Schwartz •<br /> • 970-215-1078<br />
  2. 2. Agenda short break from 7:15-7:20<br />Uncover your true unique niche<br />The movie exercise<br /> Exercise : 4-UP<br />Still stuck? Try 8-UP!<br />Make it impersonal / A foundation of community<br />An Obligation<br />Your online identity / Your future self<br />From pixels-to-print / The fast path to publishing<br />Author workflow / The 4 phases of a writer<br />An author’s marketing mindset<br />Generating traffic<br />
  3. 3. Agenda short break from 7:15-7:20<br /><ul><li>Converting Traffic to Leads
  4. 4. Offering relevant content
  5. 5. Titles & Taglines
  6. 6. Covers & Banners
  7. 7. eBook Distribution / Multiple routes to monetization
  8. 8. Fast path to e-publishing
  9. 9. Fast path to print publishing
  10. 10. Getting your blog on Kindle
  11. 11. Getting your book on Kindle
  12. 12. More channels to sell your eBook
  13. 13. From blogger to author (Emulate to Learn Segment):
  14. 14. Leo Babautu / ZenHabits blog</li></li></ul><li>Agenda short break from 7:15-7:20<br /><ul><li>From blogger to author (Emulate to Learn Segment):
  15. 15. Josh Kaufman / Personal
  16. 16. Scott Belsky /
  17. 17. Brian Halligan & Dharmesh Shah/ &
  18. 18. Laura Bradenburg /
  19. 19. Impact Lab /
  20. 20. Twitter to best selling author
  21. 21.
  22. 22. Millionaire Mommy Next Door</li></li></ul><li>Agenda short break from 7:15-7:20<br /><ul><li>New age journalists
  23. 23. Building it all on Google & doing it all for free!
  24. 24. Publishing 1 tweet-at-a-time
  25. 25. Publishing 1 tweet-at-a-time ( Justin Halpern Model )
  26. 26. Ideas to action
  27. 27. Exploring New Markets</li></li></ul><li>“What looks complex is really just the accumulation of simple ideas added over time.”<br />-Gary Keller<br />
  28. 28. Uncover your true unique niche<br /><ul><li>The more you share, the more powerful it becomes.
  29. 29. It’s worth more to you than a million bucks.
  30. 30. You’d be doing it whether or not you were getting paid to do it.
  31. 31. When you are doing it, you lose track of time.
  32. 32. It feels like an addiction (you truly miss it when it’s not there).
  33. 33. You wake up early to do it before anything else and it gives you energy, it doesn’t drain you.
  34. 34. You notice things in the world others don’t.</li></li></ul><li>The movie exerciseYour unique view of the world<br />Your favorite movie, TV show, or play<br />Your favorite character<br />The challenges that character was facing or purpose of their role:<br />The characteristics, distinctions, and attributes that character exhibited, which you most admired?<br />Identify those you admire (& who probably share traits with the movie character).<br />
  35. 35. Exercise : 4-UP<br /><ul><li> It gives you energy when you do it, and you could do it for hours on end.
  36. 36. When it’s not present, you miss it and it might even feel like it’s an addiction.</li></li></ul><li>Still stuck? Try 8-UP<br />
  37. 37. Make it impersonalA foundation of community<br />It’s not about you.<br />You are serving a purpose greater than yourself and others know it.<br />Teachers and pastors are great examples.<br />Others join you despite the money.<br />It gives you the strength to overcome adversity.<br />It’s more exciting to see the benefit to others (It’s all about the IMPACT you can have).<br />
  38. 38. An Obligation<br />“There is vitality, life force, energy that is translated through you into action, and because there is only one of you, your expression is unique. If you block it, it will never exist through any other medium and be lost forever. It is not your business to determine how good or valuable it compares with other expressions, it is your business to keep the channel open.”<br />- Martha Graham<br />
  39. 39. Your online identityYour future self<br />Make yourself easy to find and connect with<br />Facebook / Linked In / Twitter<br />Sharing your passion, showcasing your expertise, & inviting others to join you!<br />YouTube & Podcasting<br />Wordpress & a personal URL<br />Squidoo & Hub Pages<br /> &<br />Focus your touch points.<br />
  40. 40. From pixels-to-printThe fast path to publishing<br />First create your content online. Blog, Linked In, Facebook, Twitter, etc.<br />Second, create a manifesto or downloadable ebook (does anybody else care?)<br />*If nobody is willing to download your book for free, what makes you think you will be able to get them to pay for it?<br />Third, create your ebook for sale. The reasons to create an ebook instead of print have to do with freedom of endless revisions and ease of rapid distribution.<br />
  41. 41. Author workflowThe 4 phases of a writer<br /><ul><li>Speaking / Teaching
  42. 42. Social Media
  43. 43. Traditional Media
  44. 44. Workshops
  45. 45. Webinars
  46. 46. Interviews
  47. 47. Reading
  48. 48. Classes / Workshops
  49. 49. Conferences
  50. 50. Internet (podcasts, etc.)
  51. 51. Blogging
  52. 52. Editorials
  53. 53. Guest articles
  54. 54. White papers / Manifestos
  55. 55. Commenting
  56. 56. Publishing
  57. 57. Revising
  58. 58. Presentations
  59. 59. Creating Class Materials
  60. 60. Reorganizing ideas</li></li></ul><li>Constant & Never Ending Improvement<br />Find the Muse<br />Monitor<br />Analytics<br />Research<br />Write/Edit<br />Easy as P.I.E.<br />Implement<br />Evaluate<br />Plan<br />
  61. 61. An author’s marketing mindset<br /><ul><li> Seek to build TRUST.
  62. 62. It can take up to 7 impressions to get noticed.</li></li></ul><li>Generating traffic<br />YouTube<br />Facebook<br />LinkedIn<br />Squidoo/Hubpages<br />Commenting on others blogs<br /> community<br />Forums<br />Affiliates<br />Adwords / Facebook Ads<br />
  63. 63. Converting Traffic to Leads<br />Free offer<br />Free subscription (value)<br />Free membership<br />Free trial<br />Low cost product<br />Reason to act now<br />Don’t make me think<br />
  64. 64. Offering relevant content<br />Free offer / discount coupon<br />Free subscription (value)<br />Free membership<br />Free trial<br />Low cost product<br />Reason to act now<br />Don’t make me think<br />
  65. 65. Titles & Taglines<br />Does the title offer a benefit to the reader?<br />If your book title was the title of a workshop, would it pull in attendees? Would they be willing to PAY?<br />It must benefit the reader. Consider we want to be:<br />Entertained<br />Educated<br />Offered more to buy<br />
  66. 66. Titles & Taglines<br />
  67. 67. Covers & Banners<br /><ul><li>Less words. More art.
  68. 68. Will it look good as a thumbnail?
  69. 69. 3D or Shadow = Subtle but powerful</li></li></ul><li>eBook DistributionMultiple routes to monetization<br />Amazon<br />Others<br />Other eReaders<br />(B&N / Borders)<br />Apple & Droid<br /><ul><li>*iPad/iTunes
  70. 70. Google Books (coming soon)
  71. 71. Nook
  72. 72. Kobo
  73. 73. Sony Reader
  74. 74. Print books
  75. 75. Kindle books
  76. 76. Kindle Blogs
  77. 77. Straight from your site! (Clickbank, PayDotCom, e-junkie)
  78. 78. Smashwords
  79. 79. Scribd
  80. 80. LuLu Marketplace (WeRead)
  81. 81. Feedbooks
  82. 82. Diesel eBooks (via Ingram)</li></ul>Two paths:<br />Direct OR Indirect (aggregators )<br />
  83. 83. Fast path to e-publishing<br />
  84. 84. Fast path to print publishing<br />
  85. 85. Getting your blog on Kindle<br />1<br />2<br />3<br />4<br />Polish the look & feel<br />Set your account Amazon & Publish!<br />Setup a wordpress blog & setup RSS feed<br />Write some great content!<br />Go back to your 4 up & 8 up worksheets.<br />1. Create Blog<br />2. Create Feedburner<br />Account<br /><br />Get professional looking banner & cover<br />
  86. 86. Getting your book on KindleThe largest ebook marketplace<br />1<br />2<br />3<br />4<br />Start with a well formatted Word Doc.<br />Create an account & upload<br />Promote your book!<br />Create a good cover. Polish the look & feel.<br />Go back to your 4 up & 8 up worksheets.<br />1. Create Blog<br />2. Create Feedburner<br />Account<br /><ul><li>Dtp.amazoncom
  87. 87. Confirm clean conversion with preview.
  88. 88. Consider hiring a professional if the formatting is wrong.</li></ul>Drive traffic through<br />Social media & your blog.<br />
  89. 89. More channels to sell your eBook<br />1<br />2<br />3<br />4<br />ClickBank<br />E-Junkie<br />Payloadz<br />Apple<br />iBookstore<br />PayDotCom<br />$49 setup fee.<br />Largest affiliate network.<br />Doesn’t offer a secure download page.<br />First product free.<br />$29 setup for more than 1 product.<br />Provides secure download page.<br />E-Junkie is only $5/mo.<br />Try<br />$49 setup fee.<br />Payloadz is free (up to $50/mo.) then $14.95/mo.<br />B&N and Google are both due to release a publishing platform this summer. Until then, you can get your content on the nook when you publish to<br />
  90. 90. From blogger to author<br />Amazon Rankings:<br />#12,086 <br />#36,421<br /> #47,943<br />Began blogging in 2002.<br />Amazon Ranking:<br />Steffan #47,361<br />Creator #210,009<br />…From marketer to author:<br />
  91. 91. Emulate to LearnLeo Babautu<br />ZenHabits blog (top 100 blogger)<br />Zen To Done $9.50 ebook sold through affiliates (e-Junkie)<br />Self-published via CreateSpace<br />Book deal with Hyperion (The Power of Less)<br />Keys to success:<br /><ul><li> Had a following (top 100 blogger)
  92. 92. Created great content.
  93. 93. Great cover art.
  94. 94. Great Endorsements (Seth Godin & Tim Ferriss)
  95. 95. Simple site.
  96. 96. Uses ‘Uncopyright’ for all posts & now applies to his book as well!
  97. 97. Great artwork for affiliates (widgets)
  98. 98. Easy transaction (e-junkie).
  99. 99. Leveraged affiliates</li></li></ul><li>Emulate to LearnJosh Kaufman<br />Personal<br />Started blog in Apr-2005<br />1st book (Portfolio) – Dec ’10<br />Keys to success:<br /><ul><li> Built loyal community on NING
  100. 100. Offers one-on-one coaching
  101. 101. Notice how the URL become the title of his book? Lesson: Pick you URL carefully!</li></li></ul><li>Emulate to LearnScott Belsky<br /><br />1st book (Portfolio/Penguin Group) – 2010<br /><ul><li> Built upon a methodology & online tool.</li></li></ul><li>Emulate to LearnBrian Halligan & Dharmesh Shah<br /> & launched June-2006<br /> 1st book (Wiley) – Oct ‘09<br /><ul><li> Amazon Ranking: 1,212</li></li></ul><li>Emulate to LearnLaura Bradenburg<br /><br />Averaging 5 sales/week (eBook: How to Start a BA Career)<br />Keys to success:<br /><ul><li> Relevant blog posts
  102. 102. eMail marketing
  103. 103. Builds brand through volunteering for a professional organization</li></li></ul><li>Emulate to LearnImpact Lab<br /><br />Generates $2,000/mo.<br />Launched in 2001<br />Keys to success:<br /><ul><li> 23,000 posts
  104. 104. 600,000 page views/mo.
  105. 105. 10,000 subscribers
  106. 106. Tom & Deb</li></li></ul><li>Emulate to Learn ?? Twitter to best selling author<br /><br />#9 top paid kindle book (as of 7/21/10)<br />#11 hardcover (as of 7/21/10)<br /> - nearly 1.5 millilon followers on twitter!<br />First tweet – 8/3/09<br />Mentioned on the daily show within 1 month<br />Mentioned on Laughing Squid<br />#followfriday (started by Boulderite Micah Baldwin) got him his first wave of followers.<br />Published by HarperCollins – 5/4/10<br />
  107. 107. Emulate to<br />Started writing for in Jan ’05<br />805,000 - 1mil page views/mo.<br />$800-$2,000/mo. ($250-$650 base)<br />Payouts based on YTY growth<br />Tight alignment with the Food Channel<br />Killer perks!!<br />Keys to success<br /><ul><li>Writing about something she enjoys
  108. 108. Ongoing back link building</li></ul>* has 853 subdomains (as of July-2010)<br />
  109. 109. Emulate to LearnMillionaire Mommy Next Door<br /><ul><li>Started on
  110. 110. Site Hacked
  111. 111. Google shut it down
  112. 112. Moved to Wordpress
  113. 113. Day she posted my video was one of the my highest traffic days…</li></ul>Keys to success<br /><ul><li>Writing about something she’s passionate about (it’s not about the $)</li></ul>…And still my highest traffic videos to date!<br />
  114. 114. New age journalists<br />Traditional media is motivated to find ‘in house’ experts first (case in point, this morning on the Today show, an iVillage blogger was the expert featured.<br />iVillage is owned by NBC<br /> is owned by the NY Times<br />Examiner (A Denver based company) is owned by The Anschutz Co.<br />
  115. 115. Source:<br />
  116. 116. Building it all on Google& doing it all for free!<br />CREATE: <br />Upload your book to Google Books<br />Create site on<br />Setup Google analytics<br />SELL<br />Use Google Checkout to sell your print books or use Google Editions to sell your eBooks!<br />PROMOTE<br />Run Adwords campaigns<br />Create a opt-in newsletter with Feedburner.<br />Use Google Calendar for event marketing<br />Create videos on Youtube to drive taffic<br />Use Google Groups to create readers groups<br />
  117. 117. Publishing 1 tweet-at-a-time<br />Create a twitter account for your book title<br />(ie.<br />Add twitter widget (from within twitter) to your blogspot or wordpress page<br />You can either select ‘profile widget’ to include all your posts or just ‘Favs’ to list specific tweets (that you ‘star’) – can also be tweets from other twitter users.<br />Recommended: Install ‘Twitter Tools by Alex King ’ plug in to automatically generate a tweet for each post.<br />
  118. 118. Publishing 1 tweet-at-a-timeJustin Halpern Model<br />Create an account on<br />Create a twitter account for your book title<br />(ie.<br />Link the two. Your posts from go to your twitter page.<br />
  119. 119. Ideas to action<br />An idea without a deadline is just a dream.<br />Tools<br /><ul><li>The Merlin Principle
  120. 120. The Pomodoro Technique
  121. 121. Mission Control
  122. 122.
  123. 123.</li></ul>List of resources mentioned at<br /><br />(click on resources)<br />Do just 1 thing each day.<br />
  124. 124. Exploring New Markets<br /><br />Other ideas?<br />