Build your brand with a book laura lowell - marketing camp

BUILD YOUR BRAND
WITH A BOOK!
WRITE, PUBLISH AND MARKET
YOUR WAY TO AN AMAZING
CAREER

  Laura Lowell
  President, Impact Marketing Group
  Founder, Executive Editor, 42Rules™
  www.lauralowell.com

The Rules Have Changed...thank goodness!

The new rules make it easier than ever to
write, publish and market YOUR book.

Books are the best marketing investment
ever...but only if YOU write one.

Copyright © 2012, Impact Marketing Group Page 2 Nov 5, 2010

The Rules Have Changed;
The Process Hasn’t

Write Publish Market

Solo Traditional
Online

Collaborate Independent

Crowd Offline
Self
Source


“Writing” Your Book

•  Find a partner(s)
•  Record and transcribe
•  Get a ghostwriter
•  Blog to book
•  Ask a question
•  Interviews
•  Existing materials


Some examples

Partners Contributed

Interviews
Crowd Source


Your Book Outline

  Title Page
  Copyright page
  Testimonials
  Dedication
  Epigraph
  Preface/Foreword
/Introduction
  Chapters
  Back Matter


The Book Process
Cover Meta Head
Start up
design Data Shot

Pre- Websites
Media kit Marketing
promotion created

1st draft
Dev. 1st draft Feedback 2nd draft Feedback Final to Final to
Writing of sample
feedback to Editor to Author to Editor to Author Editor Author
chapters

Input & Peer Endorse Foreword Signed
Praise review ments (optional) Releases

Final
Author Author Final Author
Editing Copy edit 1st layout Jacket Author
revision 1 revision 2 layout revision 3
approval

Printed
Production E-book Shipping
books

Baker &
Distribution Amazon Ingram Other
Taylor

Marketing Plan Launch


The Process


Solo Traditional
Online


Crowd Offline
Self
Source


The Publishing Landscape
Independent

Traditional Do-It-Yourself


E-book Industry Stats

  2010 Gross Revenue by brick-and-mortar bookstores
$16.5b
  Store sales have been declining since 2007 when they peaked at
$17.4b
  2011 Gross Revenue eBook sales was $3.2b
  2016 eBook sales expected to be $9.7b
  eBook sales at typical publishers are ~20% of overall sales
  At Happy About, eBook sales are ~40% of overall sales
  There are many eBook formats, but 3 will do…
  PDF, PRC, ePub


Your Publishing Options

Traditional Independent Self
Access Agent Direct n/a

Expertise Print & Disti POD, E-books, Disti n/a

Lead Time 18-24 months 3-6 months 6-12 months

Copyrights Negotiated Yours Yours

Royalties <15% (-agent ~ 25% 100%
fees)
Distribution Broad Broad Narrow

Marketing Brand Infrastructure Do It Yourself


Evaluating Your Options

•  Rights
•  Copyright, extensions, global
•  Timing
•  How time-sensitive is your topic?
•  Control
•  Are you a control freak?


The Process


Solo Traditional
Online


Crowd Offline
Self
Source


How do you market your book?

•  What do you want to
accomplish?
•  What do you like to do?
•  Who is your target
audience?
•  How do they gather
information?

Use to identify and prioritize
your marketing activities
and campaigns.

What Do You Enjoy Doing?

•  Speaking
•  Being quoted as an expert in
the media
•  Email campaigns
•  Blogging
•  Social media
•  In-person networking


What should you do?

•  Workbooks
•  Corporate •  Syndicated
•  Keynote speaking
training
columns
•  Breakout sessions
•  Train-the-Trainer
•  Articles
•  Seminars
•  Boot Camps
•  Blogs
•  Teleseminars
•  Direct mail
•  Spokesperson
•  Webinars
•  Coaching
•  Media expert
•  Podcasts
•  Consulting
•  White papers
•  Videos
•  Newsletters
•  Position papers
•  E-Newsletters
•  E-zines


How do you market your book?

Good Better Best
•  Amazon.com •  Good +... •  Better +...
•  Author Central •  Book page on your site •  Amazon Launch
•  Online profiles •  Register for sample •  Social media
•  Email signature chapters campaigns (Like,
•  Direct mail to prospects •  Promote in newsletter Share, Refer)
•  Social media presence •  Video book trailer
(fan page, G+, etc.) •  Proactive PR
•  Book giveaways •  Webcasts/podcasts
•  Reactive PR •  Email marketing
campaigns
•  Book reviews


How do you market your book...
before it is even published!
•  “How are you?”

•  Email signature

•  Elevator pitch

•  Online proﬁles

•  Bios, introductions

•  Website

•  Customer outreach


Lessons Learned


Research Don’t give Go where your
away rights audience is
Write don’t edit
Know the Do what you
market like
Peer Review
Focus on your Get help with
Endorsements objectives the rest


Common mistakes you can avoid

•  Forgetting who you are writing for
•  Assuming you can do it all yourself
•  If I write it...they will buy it
•  Balancing “the forest and the trees”
•  Every author is also a marketer
•  Publishers don’t sell books, authors do


http://bookmarketingmojo.com
/marketingcampers

laura@impact-mg.com


THANKS!
Laura Lowell
laura@impact-mg.com
www.bookmarketingmojo.com


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