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Authorpreneur Summit 2023-Jen Lancaster.pptx
The Authorpreneur Summit Down Under focuses on empowering authors through marketing strategies, personal branding, and effective book promotion techniques. The summit consists of various sessions aimed at increasing authors' confidence and visibility in the marketplace, emphasizing the importance of aligning one's book with their expertise and audience needs. Key topics include podcasting, building author brands, and enhancing marketing strategies to overcome common barriers faced by self-published authors.
Authorpreneur Summit 2023-Jen Lancaster.pptx
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- 2. Mentored or editorfor 25+ authors Editing books/self-publishing Experienced course creator Book Author, money and marketing About Jen at Business Author Academy 2 Jennifer Lancaster Where are you based? What kind of books do you write?
- 3. Author Royalties Traditional authors earn$18,200 per year from creative work, on average* Low Sales 90% of self- published books sell less than 100 copies. Lifestyle Barriers Carer responsibilities Business or career 40 - 50 hour weeks Tech Barriers Many authors have little knowledge of: Social media marketing Personal Branding Websites & EMS 3 The Problem with Indie Publishing Books *Source: ASA, 2022 survey
- 4. All E-Learning Globally:2022 Australian hybrid self-publishers focus on book promotion, not higher revenue activities Non-Fiction Self-Publishing $1.18B Allied Market Research, 2021 $221B Online Education: $9.1B in Australia Blue Ocean Future Opportunity Online Course Revenues will continue to outstrip Self-Publishing Non-Fiction Books 4
- 5. 5 Three aims of thisSummit: • Know the options about higher- level marketing – such as podcasting • Increase clarity and confidence in marketing • Understand the steps to increase visibility online
- 6. 6 Book Creation Success • 55-lessoncourse on Self-Publishing • Templates & Guides
- 7. 9:30 AM –PODCASTING – by host of the Indy Author podcast. o Determining your destination/goals o Choosing your topic, format (e.g., solo, interview, panel, live or recorded), and medium o What technology will be needed? o Preparing your space o Finding Guests and Interviewing
- 8. 10:20 – 11:00am You have Written a Book, Now What? (Marketing) Book sales lie in executing effective marketing strategies for your book and this is what we are going to dive into with Ideas and Marketing Strategist, Linda Reed-Enever. Linda is a course creation expert, authored‘My Book of PR Tips, and created the 5-minute marketing ideas deck. Innovation is her middle name! 8
- 9. 9 •A personal brandhub website – why it works better •You can’t sell steak to a vegetarian! Targeting niche interests. •Using curiosity in your uniqueness statement •Two kinds of stories to build trust and show vulnerability Jen has just completed a concise book, My Personal Brand. 11:05 – 11:35 AM Personal Brand as a Basis
- 10. 10 Explore the importanceof author branding, social media presence, website creation, and effective marketing strategies to help authors establish and grow their audience. Vicki is a partner in Two Four One, an agency for entrepreneurs, host of The Resilient Entrepreneur, and more! 11:45 – 12:20 PM Building an Author Brand and Platform
- 11. 11 Stay Committed andMotivated throughout the Publishing and Marketing Process, with proven tips on creative author confidence strategies. Anne is a published author and professional speaker who coaches others to step up, speak up and show up with confidence in business and life. 1:15 PM Positive Mindset / Overcome Writer’s Block
- 12. 12 Adding a uniqueflavour to your non-fiction book by incorporating your own personal stories. By Writing Coach & Editor, Belinda. Nothing communicates quite like story, and your personal story will elevate your non- fiction book, making it unique in the crowd. We will look at which stories to tell, how to "research" your own life, and how to tell stories with warmth and depth. We will also look at some of the pitfalls to avoid. 1:45 PM Writing from Life
- 13. Support and advicefor authors that goes beyond the basics. The key to resonating with an audience is listening and meeting their needs in a comprehensive way. 13 Book Funnel Flow Don’t be a stony broke author or invisible online! Summary
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- 15. First, identify andrefine book concepts that align with your expertise One mistake writing novices make is: Not aligning their career or business with their book. Secondly, they fail to expand on the book’s thesis … to reach new viewers online 15
- 16. • What dothey fear? • What frustrates them? • What causes them the most stress? Think about their greatest desires: • What do they want in their lives? • What are they trying to get done? What are your selected audience’s greatest problems and desires?
- 17. Researching problems • Youmight investigate problems of readers and increase your knowledge of desired outcomes. • When you investigate and create a blueprint (or sector solution or historic find), it gives your book a distinction in the market and helps to explain the deeper concepts. • The more you care about solutions for your audience, the more they will care about you and your causes.
- 18. • From thepain point… come up with how your book’s main argument can overcome that. • Writing a summary of what the book is about and who it is for can help gain clarity. Name life benefits. , Idea generation Idea Generation
- 19. Is your specificidea sought after - spreadable? • The main idea may relate to your cause, a controversial message or a phrase you made. • Message + meaning spreads the desire for the book, not just the title. • Consider a hook – how is this book saying something different? Get an unknown fact.
- 20. • Books witha good ‘hook’, specificity in the blurb, and dedicated marketing can sell easier… Licensed under CC BY-NC
- 21. How to determinethe best book type for ourselves? • One reason to write a book is to create credibility – to be an expert on a topic. A Thought leader book. Example: A behavioural psychologist, Jurie Rossouw, published Executive Resilience.
- 22. What makes athought leadership model effective? • A thought leader or blueprint book is specific and memorable, it can go further - shared by the media and on social media. • The key is being memorable through novel words and drawing on your own stories.
- 23. Thought leader bookexamples. • Alignment of book to newsworthiness and a strategic alliance with media – Gigsters & The Good Husband. • Targets include Men’s health month and Men’s Health magazine.
- 24. • Step-by-step book– suited for a professional with a practical side to write. • Blueprint (or model) book – gives authority and uses mnemonic methods of: Acronym or Rhyming or Alliteration or Analogy. • Interview Book – where you gather answers to the same questions all on a set theme. • Insider viewpoint – more story-driven, giving inside access to an industry or experience. Other popular book types
- 25. Repurpose your book •Building a book into a course – earning opportunities. • Create a live program – keep modules as chapters and maintain a theme. • The niche angle will keep it fresh.
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- 27. 27 Book Funnel Flow • Acourse on Author Value Creation • Set-up of a simple Author Platform, set-up of landing page and email list • 6 Live coaching sessions • Mega Book & Course Planning workbook • 7 hours’ copywriting & tech support Program to solve the problems
- 28. THANK YOU Jennifer Lancaster 0403125 038 Jennifer@jenniferlancaster.com.au www.jenniferlancaster.com.au www.businessauthoracademy.com.au 28
Editor's Notes
- #16 What do they fear… what frustrates them or causes them stress? Rather than blast out ads to all, we need to test these ideas with real data, like polls and social listening.
- #17 You thoroughly investigate problems of readers and increase your knowledge of a specific desired outcome. When you investigate and create a blueprint (or sector solution or historic find), it gives your book a distinction in the market and helps to explain the deeper concepts. The more genuinely you care about solutions for your audience, the more they will start to care about you and your causes.
- #18 Find a pain point of the reader… and come up with how your book’s main argument can overcome that. Writing a summary of what the book is about and who it is for can help gain clarity. Name life benefits.
- #19 Making original messages and vocabulary is useful for helping a specific idea spread. If you write memoirs and life lessons, this might not be as broad as you think – rather than simply being strong, it might be that women who have been in poverty and violence can rise up and create an inspiring life. Message and meaning spreads the desire for the book, not simply the title. A hook, a meaningful line, is important. How is the book going to stand out in the marketplace and reveal a fact or ugly truth? My book How to Kick Bad Spending Habits – revealed that we often justify overspending to ourselves while creating a bad habit.
- #20 A book hook can be outside the book, to gauge people’s reactions to the book’s core idea… or it can be the literary technique of creating an enticing beginning—designed to capture readers' interest. It will help with selling the concept
- #24 You see, most of my clients successfully created and published their book on IngramSpark and had available on their website. But the power of this is limited to how many times they can promote the book themselves. Building a media presence by doing market research and concept work can help sales.
- #25 To further make some professional type money from your hot-selling book concept, you can repurpose it into a short course or live group training program. Live as in real-time on Zoom.