SlideShare a Scribd company logo
THE AGENCY BOOK. 
FROM IDEA TO 
PUBLISHED IN 
6 MONTHS.
This presentation was designed for 
HubSpot’s 2014 Inbound Conference. 
The audience was comprised of 
advertising and marketing geniuses. 
While advertising folks have design and 
copy skills that might accelerate their 
ability to write and publish a book, I 
believe that anyone, in any industry, can 
write a B2B non-fiction book in six 
months.
16 years at Saatchi & Saatchi 
7 at 2 Internet Start Ups 
9 at my own agency citrus 
3 at Peter Levitan & Co. 
I help marketing communications agencies win more new accounts 
peterlevitan.com
FROM IDEA TO 
PUBLISHED IN 
6 MONTHS. 
Really?
NOT. 
I’VE 
DONE IT 
TWICE.
FEEL BETTER? 
HERE’S YOUR 
AGENCY’S HOW TO.
Agency Means: All marketing 
communications companies 
Book Means: eBook, POD, Audio Book & 
Hard Cover 
Idea Means: I want to write a book 
about… 
6 Months Means: 6 Months
How Agencies Win New Clients 
Reputation 
Positioning 
Specialization 
Creativity 
Location(s) 
Chemistry 
Culture
That’s Nice But, There Are… 
10,000 agencies in the world 
4,000 in the USA 
(Dozens down the block)
HOW TO STAND OUT?
HOW TO STAND OUT? 
WRITE A BOOK.
IT WORKS
Contrary To My Book’s Advice About Presentation 
Mistakes, I Am Gonna Talk About ME Not You
1. I Established Clear Objectives 
I want to grow my agency client 
base by adding outbound marketing 
to my successful inbound programs 
I want more content to repurpose
2. I Established My Audience 
It’s you… 
Agency CEO’s and managers that 
want to improve their business 
development success rate
3. I Picked A Relevant Subject 
How to win more pitches
4. I Add Value 
People buy business books for a 
reason – they want value 
Be smart. But, I didn’t have to 
completely reinvent the wheel 
Recognize that I have 
competition… That’s an 
understatement!
LOL
5. I Have A Brilliant Title & Angle 
Pitch Perfect 
The Art of Pitching 
THE LEVITAN PITCH. 
BUY THIS BOOK. 
WIN MORE PITCHES.
WIN MORE PITCHES. 
AN OFFER YOU CAN’T REFUSE
6. I Just Started Writing 
Writing is a muscle, work it 
Create an outline - it will evolve 
Do your research: Go to Google, 
bookstores & Amazon 
Talk with your contacts & readers
7. I Designed The Cover For Digital 
Think small. Think mobile first.
7. I Designed The Cover For Digital 
Think small. Think mobile first.
YOU MUST 
STAND OUT
8. I Got Experts To Edit 
Agency friends reviewed early 
drafts 
A content editor reviewed subject 
matter and sentence structure 
A copy editor helped with style, 
formatting & those pesky comas
8. I Reviewed Publication & 
Distribution Options 
I decided to go all digital
Why Digital? 
Pros: 
Broad distribution: eBook, 
paperback & audio book 
Speed to market + personal control 
Works for my tech savvy market
Digital Ties Print Sales in 2016
Why Digital? 
Cons: 
Reduced gravitas – still not as 
credible as a traditional publisher 
No hardcover 
Limited bookstore distribution
8. Publication & Distribution 
Published using CreateSpace, KDP, 
ePUB, iTunes Producer and ACX 
Oh, and… there’s the instant 
gratification Espresso machine
ESPRESSO TAKES 30 MINUTES
8. My Marketing 
Look good on Amazon, etc. 
Alert my industry friends & ask 
for reviews 
Stimulate my book’s 30 expert 
interviewees to hype the book
8. My Marketing 
Drive awareness via my database 
of 3,500 ad agency execs 
Alert my 1K+ 1st degree LinkedIn 
connections & 681,536 LinkedIn 
Group members 
Excite 2,000+ Twitter Followers, PL 
newsletter subs and Google+
8. My Marketing 
Guest post on sites like Agency 
Post (i.e. HubSpot) 
Work PR – publications / blogs 
Speak at industry events (like today) 
And, I’ve got freebees for y’all…
8. My Marketing 
Free chapters & micro eBooks 
50+ blog posts c/o the book 
SlideShare presentations 
Posters of the cartoons
8. My Marketing 
Publish LinkedIn Updates, etc. 
Lots’O Tweets 
Webinars (offer pitch critiques?) 
White papers & articles
OK, Enough About Me 
Here’s Your Agency’s Path 
To Getting Published
Nail Your Objectives 
Agency Awareness 
Brand Distinction 
Expert Positioning 
Credibility 
Mucho Content 
Event Marketing 
Socialness 
Physical 
Branding 
Feel Good
Write For Your Audience 
Current clients 
Prospective clients 
Partners 
Staff & future employees 
Trade press 
Sneezers
Use Your Agency’s Free Juice 
Use your own writers 
Art directors & designers 
Production team 
Digital team 
Use your marketing chops 
Go all digital
Use Content Multipliers 
Every expert at the agency is a writer 
Repurpose existing blog content 
Outsource if necessary 
Add art
Use Content Multipliers 
Bulk up with expert interviews… 
they make up about ½ of my book
Lots Of Potential Subjects 
Write a How To book 
Pontificate on marketing strategy 
Go expert in a client category
Lots Of Potential Subjects
Lots Of Potential Subjects 
Define creativity 
Act local
Yes…Your Agency Can Go From 
Idea To Published In 6 Months 
1. Have a business objective 
2. Select a target market 
3. Add value 
4. Use agency resources
Yes…Your Agency Can Go From 
Idea To Published In 6 Months 
5. Use content multipliers 
6. Go digital 
7. Manage the book like a client job
Thanks. 
peter@peterlevitan.com
Yes, You Can Write and Publish A Business Book in 6 Months

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Yes, You Can Write and Publish A Business Book in 6 Months

  • 1. THE AGENCY BOOK. FROM IDEA TO PUBLISHED IN 6 MONTHS.
  • 2. This presentation was designed for HubSpot’s 2014 Inbound Conference. The audience was comprised of advertising and marketing geniuses. While advertising folks have design and copy skills that might accelerate their ability to write and publish a book, I believe that anyone, in any industry, can write a B2B non-fiction book in six months.
  • 3. 16 years at Saatchi & Saatchi 7 at 2 Internet Start Ups 9 at my own agency citrus 3 at Peter Levitan & Co. I help marketing communications agencies win more new accounts peterlevitan.com
  • 4. FROM IDEA TO PUBLISHED IN 6 MONTHS. Really?
  • 5.
  • 6. NOT. I’VE DONE IT TWICE.
  • 7.
  • 8.
  • 9. FEEL BETTER? HERE’S YOUR AGENCY’S HOW TO.
  • 10. Agency Means: All marketing communications companies Book Means: eBook, POD, Audio Book & Hard Cover Idea Means: I want to write a book about… 6 Months Means: 6 Months
  • 11. How Agencies Win New Clients Reputation Positioning Specialization Creativity Location(s) Chemistry Culture
  • 12. That’s Nice But, There Are… 10,000 agencies in the world 4,000 in the USA (Dozens down the block)
  • 13. HOW TO STAND OUT?
  • 14. HOW TO STAND OUT? WRITE A BOOK.
  • 16.
  • 17. Contrary To My Book’s Advice About Presentation Mistakes, I Am Gonna Talk About ME Not You
  • 18.
  • 19.
  • 20. 1. I Established Clear Objectives I want to grow my agency client base by adding outbound marketing to my successful inbound programs I want more content to repurpose
  • 21. 2. I Established My Audience It’s you… Agency CEO’s and managers that want to improve their business development success rate
  • 22. 3. I Picked A Relevant Subject How to win more pitches
  • 23. 4. I Add Value People buy business books for a reason – they want value Be smart. But, I didn’t have to completely reinvent the wheel Recognize that I have competition… That’s an understatement!
  • 24. LOL
  • 25. 5. I Have A Brilliant Title & Angle Pitch Perfect The Art of Pitching THE LEVITAN PITCH. BUY THIS BOOK. WIN MORE PITCHES.
  • 26. WIN MORE PITCHES. AN OFFER YOU CAN’T REFUSE
  • 27. 6. I Just Started Writing Writing is a muscle, work it Create an outline - it will evolve Do your research: Go to Google, bookstores & Amazon Talk with your contacts & readers
  • 28. 7. I Designed The Cover For Digital Think small. Think mobile first.
  • 29. 7. I Designed The Cover For Digital Think small. Think mobile first.
  • 31. 8. I Got Experts To Edit Agency friends reviewed early drafts A content editor reviewed subject matter and sentence structure A copy editor helped with style, formatting & those pesky comas
  • 32. 8. I Reviewed Publication & Distribution Options I decided to go all digital
  • 33. Why Digital? Pros: Broad distribution: eBook, paperback & audio book Speed to market + personal control Works for my tech savvy market
  • 34. Digital Ties Print Sales in 2016
  • 35. Why Digital? Cons: Reduced gravitas – still not as credible as a traditional publisher No hardcover Limited bookstore distribution
  • 36. 8. Publication & Distribution Published using CreateSpace, KDP, ePUB, iTunes Producer and ACX Oh, and… there’s the instant gratification Espresso machine
  • 37. ESPRESSO TAKES 30 MINUTES
  • 38. 8. My Marketing Look good on Amazon, etc. Alert my industry friends & ask for reviews Stimulate my book’s 30 expert interviewees to hype the book
  • 39. 8. My Marketing Drive awareness via my database of 3,500 ad agency execs Alert my 1K+ 1st degree LinkedIn connections & 681,536 LinkedIn Group members Excite 2,000+ Twitter Followers, PL newsletter subs and Google+
  • 40. 8. My Marketing Guest post on sites like Agency Post (i.e. HubSpot) Work PR – publications / blogs Speak at industry events (like today) And, I’ve got freebees for y’all…
  • 41. 8. My Marketing Free chapters & micro eBooks 50+ blog posts c/o the book SlideShare presentations Posters of the cartoons
  • 42. 8. My Marketing Publish LinkedIn Updates, etc. Lots’O Tweets Webinars (offer pitch critiques?) White papers & articles
  • 43. OK, Enough About Me Here’s Your Agency’s Path To Getting Published
  • 44. Nail Your Objectives Agency Awareness Brand Distinction Expert Positioning Credibility Mucho Content Event Marketing Socialness Physical Branding Feel Good
  • 45. Write For Your Audience Current clients Prospective clients Partners Staff & future employees Trade press Sneezers
  • 46. Use Your Agency’s Free Juice Use your own writers Art directors & designers Production team Digital team Use your marketing chops Go all digital
  • 47. Use Content Multipliers Every expert at the agency is a writer Repurpose existing blog content Outsource if necessary Add art
  • 48. Use Content Multipliers Bulk up with expert interviews… they make up about ½ of my book
  • 49. Lots Of Potential Subjects Write a How To book Pontificate on marketing strategy Go expert in a client category
  • 50. Lots Of Potential Subjects
  • 51. Lots Of Potential Subjects Define creativity Act local
  • 52. Yes…Your Agency Can Go From Idea To Published In 6 Months 1. Have a business objective 2. Select a target market 3. Add value 4. Use agency resources
  • 53. Yes…Your Agency Can Go From Idea To Published In 6 Months 5. Use content multipliers 6. Go digital 7. Manage the book like a client job