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How To Market, By Writing
And Presenting, And Get Paid
For It!
Dr. Chris Stout
Dr Chris Stout Writing and Presenting
Before I Started Writing…
…And After.
Books, Books, Books….
Amazon Best Sellers Rank
Getting Started
 Reviewing (nice way to start)
 Scientific Articles – Publish or Perish
• Highly ranked, peer reviewed journals are the
(academic) gold standard
• Dr. Kremer
 Presentations => Publications
• APS chapter, papers…
 Professional Magazines
• Modern Healthcare
• Division 42
• Illinois Psychologist
 Freelance
 Columnist
Getting Started
 What I CANNOT tell you about
• Getting an agent
• Pitching a manuscript
 Non-fiction
• Never write first
• Always contract first!
 Scientific first => pop book
 Editing vs. Writing
 Novels/fiction/screenplays
• Agent
• Kellerman/Mayer
Contracts a-go-go or a-no-go?
 Advances/Royalties
 Wiley vs. APA
 Ownership
 Right of first refusal 
 Contracts are negotiable
 Control (ha, ha)
• Cover art
• Ink color
• Font style
• Size/cut
 Sell by the chapter
Marketing Ideas
 Get “Names” to write your
•Foreword
•Afterword
•“Early Praise”
 Surprisingly not hard
 Past APA Presidents
 WEF Founder
 The trick?
•Ask!
The New Humanitarians
Oprah On Line 1
 You may believe that once your book is
published, your work is done. It’s not.
 It’s only the beginning. Here are 10 ways to get
started:
• Participate in online forums about your
book’s subject.
• Ask colleagues, friends and book bloggers if
they would review your book. Don’t forget
to offer them a free copy of your book.
• Create a mailing list composed of people
who have shown interest in your work.
Keep them informed about anything new
that you’ve written.
• Go to Amazon Central to create an author
profile so readers can learn more about you.
Amazon Author Central Page
Oprah On Line 2
 Join social media sites and groups within
those sites that might be interested in your
book.
 Join APA’s media referral services. Be ready
to define your specific expertise. Then, be
prompt in returning journalists’ phone calls
and helping them develop their stories.
 Issue press releases about your work. Don’t
make the press release promotional. Instead,
orient it toward stimulating the interest of a
reporter or producer. You can write your
own press release or purchase them from
services that will also distribute them to the
media (e.g., PR Newswire).
Website Marketing: Hard Core
Website Marketing: Soft Core
Website Marketing: Medium Core
Self-Publishing: Blog
 Blogging
• Aim for keywords that solve
problems (“How to deal with a
passive-aggressive husband”)
• Provide tips that deliver (“10
tips for helping your kid get better
grades”), or
• Answer intriguing questions
(“Why don’t men live as long as
women?”)
Dr Chris Stout Writing and Presenting
Dr Chris Stout Writing and Presenting
Dr Chris Stout Writing and Presenting
Dr Chris Stout Writing and Presenting
Blogging on Other Sites
Self-Publishing: Books
 Print-on-demand (POD) technology,
copies of a book are not printed until an
order is received.
• Services: proofread and edit your
manuscript,
• index and design your book,
• create a book jacket,
• provide you with an ISBN (International
Standard Book Number),
• put your book into distribution,
• take care of order fulfillment, publicity and
marketing services.
Self-Publishing: Words of Caution
 They frequently overcharge
 Sell unnecessary services and
 Overstate what they will do.
 You may be seduced into spending many thousands
of dollars to get your book printed and distributed.
And that’s without any marketing or publicity
services.
 So, be an educated consumer:
 know what services you need and know what
those services should cost.
 Then you need to comparison shop.
 There are lots of companies out there and the
pricing of their packaged plans frequently
change.
Amazon's CreateSpace
Self-Publishing: Amazon's CreateSpace
 Their printing costs are the lowest,
 There are no initial set-up fees, and
 They offer a non-exclusive agreement that keeps
your future publishing and distribution options
open.
 They have Kindle distribution so your book,
once converted, can be published as an e-Book
as well.
 ProPlan is $39
• Larger royalty, receive reduced printing costs and gain
access to an expanded distribution channel.
• Almost all authors need some self-publishing services
(editing, formatting, book design, cover design,
marketing and publicity) and Create Space offers them -
for additional fees or you can do them your self and
then use CreateSpace to publish and distribute your
book.
Your book is also your…
 New “brochure”
 Promotional tool/give-away
 Edit and update as often as you
like
 Have you bio and kind
words/endorsements
 Add web-links (maybe tiny.url)
 Buy in bulk
 ~$3.00/book.
Dr Chris Stout Writing and Presenting
Dr Chris Stout Writing and Presenting
Dr Chris Stout Writing and Presenting
Dr Chris Stout Writing and Presenting
Contemporary Psychology
Talks
 Venues for Sales
• Public Libraries ($ )
• Barnes & Noble (No $ )
• Colleges (you’re what that activity fee was for)
• Organizations
Div 42 @ APA
 Venues for Opportunities
• Schools/PTAs (consults/referrals)
• Houses of Worship (referrals)
• Professional (academic currency)
So You Want To Be In Show Biz…?
Talks, aka $peaking Engagements
 Have a Prepared Agreement Form*
• Who is the audience?
• Free or fee?
• Value to you even if free?
• If fee, how much…?
• Expenses
Actual costs incurred or per diem?
What’s covered? And not…?
• Basically clarity on all the details
makes everyone happy.
Dr Chris Stout Writing and Presenting
Be Relevant:
Piggy-back on the Calendar
 New Year’s - Goal planning, growth,
renewal, drinking
 Valentine’s Day - Love, relationships,
sexuality
 Ides of March - Anger management,
dealing with betrayal
 April/Spring - Goals, growth, renewal
 May - Natl. Anxiety Screening Day,
Anxiety and related spectrum
disorders
 June – Marriage, love, relationships,
sexuality, family
 July/August/Summer - Vacation, time
management, parenting
Be Relevant:
Piggy-back on the Calendar
 September/back to School/
Grandparents’ Day/ 9-11 - Parenting,
trauma, school/education issues
 October/breast cancer and MH
Awareness Weeks - Stigma, support
 Thanksgiving, Christmas, Hanukkah,
Kwanzaa - Families, overeating,
managing expectations
Be Relevant:
Piggy-back on the Calendar
Your Publicity Action Plan*
 Media Outlet
 Reasons To Contact
 Deadline
 Publicity Idea
 Ways To Make My Work Stand Out
 What I need To Do To Make It Happen
Dr Chris Stout Writing and Presenting
Dr Chris Stout Writing and Presenting
Media Kits*
 Make Various “Kits”
 Different Biographical Emphasis
 Time Of Year
 Topic
 Audience
 Qs (and As)
Dr Chris Stout Writing and Presenting
Dr Chris Stout Writing and Presenting
Dr Chris Stout Writing and Presenting
Dr Chris Stout Writing and Presenting
Dr Chris Stout Writing and Presenting
Dr Chris Stout Writing and Presenting

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Dr Chris Stout Writing and Presenting

  • 1. How To Market, By Writing And Presenting, And Get Paid For It! Dr. Chris Stout
  • 3. Before I Started Writing…
  • 7. Getting Started  Reviewing (nice way to start)  Scientific Articles – Publish or Perish • Highly ranked, peer reviewed journals are the (academic) gold standard • Dr. Kremer  Presentations => Publications • APS chapter, papers…  Professional Magazines • Modern Healthcare • Division 42 • Illinois Psychologist  Freelance  Columnist
  • 8. Getting Started  What I CANNOT tell you about • Getting an agent • Pitching a manuscript  Non-fiction • Never write first • Always contract first!  Scientific first => pop book  Editing vs. Writing  Novels/fiction/screenplays • Agent • Kellerman/Mayer
  • 9. Contracts a-go-go or a-no-go?  Advances/Royalties  Wiley vs. APA  Ownership  Right of first refusal   Contracts are negotiable  Control (ha, ha) • Cover art • Ink color • Font style • Size/cut  Sell by the chapter
  • 10. Marketing Ideas  Get “Names” to write your •Foreword •Afterword •“Early Praise”  Surprisingly not hard  Past APA Presidents  WEF Founder  The trick? •Ask!
  • 12. Oprah On Line 1  You may believe that once your book is published, your work is done. It’s not.  It’s only the beginning. Here are 10 ways to get started: • Participate in online forums about your book’s subject. • Ask colleagues, friends and book bloggers if they would review your book. Don’t forget to offer them a free copy of your book. • Create a mailing list composed of people who have shown interest in your work. Keep them informed about anything new that you’ve written. • Go to Amazon Central to create an author profile so readers can learn more about you.
  • 14. Oprah On Line 2  Join social media sites and groups within those sites that might be interested in your book.  Join APA’s media referral services. Be ready to define your specific expertise. Then, be prompt in returning journalists’ phone calls and helping them develop their stories.  Issue press releases about your work. Don’t make the press release promotional. Instead, orient it toward stimulating the interest of a reporter or producer. You can write your own press release or purchase them from services that will also distribute them to the media (e.g., PR Newswire).
  • 18. Self-Publishing: Blog  Blogging • Aim for keywords that solve problems (“How to deal with a passive-aggressive husband”) • Provide tips that deliver (“10 tips for helping your kid get better grades”), or • Answer intriguing questions (“Why don’t men live as long as women?”)
  • 24. Self-Publishing: Books  Print-on-demand (POD) technology, copies of a book are not printed until an order is received. • Services: proofread and edit your manuscript, • index and design your book, • create a book jacket, • provide you with an ISBN (International Standard Book Number), • put your book into distribution, • take care of order fulfillment, publicity and marketing services.
  • 25. Self-Publishing: Words of Caution  They frequently overcharge  Sell unnecessary services and  Overstate what they will do.  You may be seduced into spending many thousands of dollars to get your book printed and distributed. And that’s without any marketing or publicity services.  So, be an educated consumer:  know what services you need and know what those services should cost.  Then you need to comparison shop.  There are lots of companies out there and the pricing of their packaged plans frequently change.
  • 27. Self-Publishing: Amazon's CreateSpace  Their printing costs are the lowest,  There are no initial set-up fees, and  They offer a non-exclusive agreement that keeps your future publishing and distribution options open.  They have Kindle distribution so your book, once converted, can be published as an e-Book as well.  ProPlan is $39 • Larger royalty, receive reduced printing costs and gain access to an expanded distribution channel. • Almost all authors need some self-publishing services (editing, formatting, book design, cover design, marketing and publicity) and Create Space offers them - for additional fees or you can do them your self and then use CreateSpace to publish and distribute your book.
  • 28. Your book is also your…  New “brochure”  Promotional tool/give-away  Edit and update as often as you like  Have you bio and kind words/endorsements  Add web-links (maybe tiny.url)  Buy in bulk  ~$3.00/book.
  • 34. Talks  Venues for Sales • Public Libraries ($ ) • Barnes & Noble (No $ ) • Colleges (you’re what that activity fee was for) • Organizations Div 42 @ APA  Venues for Opportunities • Schools/PTAs (consults/referrals) • Houses of Worship (referrals) • Professional (academic currency)
  • 35. So You Want To Be In Show Biz…?
  • 36. Talks, aka $peaking Engagements  Have a Prepared Agreement Form* • Who is the audience? • Free or fee? • Value to you even if free? • If fee, how much…? • Expenses Actual costs incurred or per diem? What’s covered? And not…? • Basically clarity on all the details makes everyone happy.
  • 38. Be Relevant: Piggy-back on the Calendar  New Year’s - Goal planning, growth, renewal, drinking  Valentine’s Day - Love, relationships, sexuality  Ides of March - Anger management, dealing with betrayal  April/Spring - Goals, growth, renewal
  • 39.  May - Natl. Anxiety Screening Day, Anxiety and related spectrum disorders  June – Marriage, love, relationships, sexuality, family  July/August/Summer - Vacation, time management, parenting Be Relevant: Piggy-back on the Calendar
  • 40.  September/back to School/ Grandparents’ Day/ 9-11 - Parenting, trauma, school/education issues  October/breast cancer and MH Awareness Weeks - Stigma, support  Thanksgiving, Christmas, Hanukkah, Kwanzaa - Families, overeating, managing expectations Be Relevant: Piggy-back on the Calendar
  • 41. Your Publicity Action Plan*  Media Outlet  Reasons To Contact  Deadline  Publicity Idea  Ways To Make My Work Stand Out  What I need To Do To Make It Happen
  • 44. Media Kits*  Make Various “Kits”  Different Biographical Emphasis  Time Of Year  Topic  Audience  Qs (and As)