NMX Publishing 101 For Content Creators - From Decision to Market, A Guide For Anyone Who Wants To Write a Book
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The document provides an overview of publishing 101 for content creators. It discusses deciding whether to write a book and how it fits with one's goals and platform. It covers conceptualizing the reader, writing a book proposal, finding competition and differentiating one's book. Tips are provided on marketing a book through one's online presence and speaking engagements. The last section discusses building awareness for a book through a crescendo marketing approach using social media.
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NMX Publishing 101 For Content Creators - From Decision to Market, A Guide For Anyone Who Wants To Write a Book
- 1. Publishing 101 for Content Creators: From Decision to Market By: Ellen Gerstein, Amy Fandrei, Peter Knox #nmxpub101
- 2. Who we are* *in order of presentation, not importance #nmxpub101
- 3. @elleinthecity #nmxpub101 @grandcentralpub
- 5. @peterknox @wileybiz #nmxpub101
- 6. Our experiences relate to our publishing houses, but don’t confuse that with “schilling” #nmxpub101
- 7. The First Steps… Understand how writing a book fits in with your mission, vision and platform Conceptualize your reader Get ready to write a proposal #nmxpub101
- 8. Why do you want to write a book? A. “Fame! Fortune! Babes!” B. “I want to quit my day job” C. “My friends say I’m a good writer.” D. “I think a book would be a good compliment to everything else I am doing.” #nmxpub101
- 9. Books make a great addition to your platform, but shouldn’t define it #nmxpub101
- 10. Blogging… Writing a Book • You’re creating posts on • You’re writing chapters, on your own schedule, a deadline set by an editor, averaging 400 words, on a averaging 1,000 words a day deadline you’re probably • Your writing can be edited setting for yourself but you reach a point of no • You can correct or change return in terms of changes your post at any time • You get feedback from your • You get immediate feedback editor from your community • Requires HELLA discipline • Requires discipline #nmxpub101
- 11. What do YOU bring to the party? Not necessarily FIRST OR BEST… I’m better than most at… I was among the first adopters of… I have experiences most others haven’t… #nmxpub101
- 12. Take Inventory & Find Your Value Your most popular posts? What people come to you for advice on? What pain points do you solve for your customers, clients and readers? #nmxpub101
- 13. “Planting an organic “Building and Growing garden in your Online Community” backyard” “Parenting a Special Needs “Monetizing your blog Teen” content” #nmxpub101
- 14. DO YOUR HOMEWORK! #nmxpub101 Flickr: DAHstra
- 15. Ahem… THERE IS ALWAYS COMPETITION! #nmxpub101
- 16. #nmxpub101
- 17. #nmxpub101
- 18. #nmxpub101
- 19. Now that you have an idea about what you want to write, you need to figure out who is going to read it. #nmxpub101
- 20. The question is not “what is your book about” but rather “why will someone buy your book”? #nmxpub101
- 21. Think about your reader… Where do they go online? What magazines do they read? What organizations are they a member of? What TV shows do they watch? What other books have they read? What are their pain points? #nmxpub101
- 22. Envision Your Reader #nmxpub101
- 23. Doug Preston and Lincoln Child https://www.facebook.com/PrestonandChild #nmxpub101
- 24. #nmxpub101
- 25. Andy F., age 46 College graduate Married, 2 kids CFO Reads little except for fun Never misses an episode of Big Bang Theory Wants to understand the metrics behind the social media marketing spend #nmxpub101
- 26. Susan, age 45 Single mom Works in real estate Reads Vanity Fair but never The New Yorker PTA member Wants to build a web site for her agency #nmxpub101
- 27. Do you need an agent? Maybe…. #nmxpub101
- 28. An Agent… • Helps brainstorm and conceptualize your proposal • Gives you someone in the process working for you • May be necessary depending upon what house you pitching and your genre • Has your back…but for a fee • Is another person in the process, for better or worse #nmxpub101
- 29. Tips to find an agent • Publishers Marketplace deals • Publishers Weekly • Reach out to other authors • Acknowledgements – EVERY author thanks his or her agent #nmxpub101
- 30. How Fiction is Different • Almost always need an agent • You write some or all of the book, in addition to a proposal and outline • The process is extremely subjective • http://www.prestonchild.com/faq/writing/S o-you-want-to-become-a-published-writer- ;art140,175 #nmxpub101
- 31. #nmxpub101
- 32. What about self publishing? • Many platforms, many options • Hire experts to make your work better • Romance genre case studies #nmxpub101
- 33. TRANSITION STRETCH #nmxpub101
- 34. Book Proposal Template • Download the blank book proposal template: http://bit.ly/nmxpub #nmxpub101
- 35. All About You – The Basics • Full name, address, phone number, e-mail address. • Information on your other books, including self-published works. #nmxpub101
- 36. All About You – Your Bio • Write it as if it were appearing in the front matter of your book. • Remember - editors and marketers are going to use the bio in your proposal to put together all kinds of materials. #nmxpub101
- 37. About the Book Describe the book that you envision. • Intended scope • Understanding of subject matter • Recognition of publishing goals #nmxpub101
- 38. About the Book – The Elevator Pitch • Help me help you sell your book. • An editor has 2 minutes or less to pitch a book to marketing. The sales person has even less. #nmxpub101
- 39. About the Book – The Elevator Pitch This book is for the millions of website owners who pay for hosting but don’t know how to use what they are paying for. Breaking down all the functions of web hosting, this book teaches readers everything they need to know to get the most from their hosting plan. #nmxpub101
- 40. About the Book – The Big Idea • State your case. Why this book and why now? • Affirm your goals for the reader. • Make the editor excited to read your book. #nmxpub101
- 41. About the Book – The Big Idea Food Blogging For Dummies is first and foremost a go-to resource that will enable you to take an idea from a ketchup-stained 3-by-5 card to a beautifully designed, easily navigated, one-of-a-kind online journal that can serve any number of functions. From preserving your family’s legacy through food to dreaming up the next iteration of cake pops, motivations and inspirations for why anyone chooses to start a food blog can be endless. Such variety is only matched by the ways in which a person views their blog’s success, be it in pageviews, comments, ad revenue, or even a resulting cookbook deal. #nmxpub101
- 42. About the Book – Why It Will Sell • 3-5 reasons why people will click “buy.” • “There’s nothing else like it” is not the answer the editor or agent is looking for. There’s always something like it. #nmxpub101
- 43. About the Book – Why It Will Sell Why It Will Sell *Please list 3-5 things that you think will make this book stand out in the marketplace and give people a reason to click on the buy button. 1. This is not a technical book on design. As I mentioned, most bloggers are NOT designers, nor are they coders. This book will help bloggers improve their blog without knowing lots of code as well as help them gain an understanding of design and why it matters. 2. This book is for bloggers who are already established. Many books on blogging start at the very beginning with things like choosing a blog platform. This book will provide existing bloggers more value because it won’t cover the aspects of blogging that are needed to get set up. 3. This book goes beyond what people think of when they think of design. Many people leave out user interface when it comes to design. The colors, fonts and imagery are the fun stuff. But how easy a site is to use is just as important. This book will drive home that point and offer many ways to ensure site ease-of-use. #nmxpub101
- 44. About the Book – The Product & Target Audience • Who, what, where, when, how much. • Think outside the box. • Use statistics whenever possible. #nmxpub101
- 45. About the Book – The Product & Target Audience Food blogging is to the 2010s what MTV was to the 80s. It represents an explosion of popular culture, and in this case, popular cuisine. From Bakerella’s cake pops to Hungry Girl’s Fiber One-Fried Chicken Strips, food blogs have not only become the source of culinary trends, but they have also become the driving force behind them. Where else can one look to see the latest craze in the form of Oreo-Stuffed Chocolate Chip Cookies than their RSS feed full of tens, if not hundreds, of their favorite food blogs. #nmxpub101
- 46. About the Competition – Competitive Titles • There is always competition. • Think books, ebooks, online resources, videos, etc. • Knowing how other writers present information, as well as the strengths and weaknesses of other resources, can benefit you in your planning. #nmxpub101
- 47. About the Competition – Why Your Book is Better • Why is your approach is better? • What features do you intend to include that will differentiate it from the others? • Features can include your marketing plan. #nmxpub101
- 48. About the Competition – Why Your Book is Better This book is different because it tackles blog design from a non-technical standpoint. This approach is better because most bloggers do NOT have experience in design or coding. With the information in this book, they can make adjustments to their existing blog design right away. If they want to take their blog design adjustments beyond their knowledge of design or coding, this book will equip them with the knowledge to make good choices in order to improve their blogs. In addition, many books on the market only cover one blog platform like Blogger or Wordpress. The majority of this book will be platform-neutral, meaning it will benefit bloggers on any platform. #nmxpub101
- 49. Beyond the Book It’s no longer just about a printed book. • Publishers put together packages of products to support printed books. • The publisher may want you to write extra articles, do a webinar, or participate in putting together a video that can be used to support the book. #nmxpub101
- 50. Beyond the Book – Articles/Blog Posts • Take a look at the publisher’s website. • What content are they missing that you could provide? • What types of content do they feature? • Showcase your unique voice. #nmxpub101
- 51. Beyond the Book – Corporate Contacts • Publishers will work with you to leverage your contact lists for promotion and sales. • Talk to your editor about custom publishing opportunities. #nmxpub101
- 52. Beyond the Book – Webinars & Video • Talk to your editor or review the publishers website to determine the types of video they feature. • If you have platforms to produce these, let the editor know that. #nmxpub101
- 53. About Your Platform No one is more committed to your book’s success than you. • While your publisher will use all of the available resources to make your book as successful as possible, you, as the author, can help make an impact on reaching the target audience and the media, and ultimately on increasing sales of your book. #nmxpub101
- 54. About Your Platform – Online Presence • Don’t fudge the numbers. • Do include niche social networks that are relevant to your book’s audience. #nmxpub101
- 55. About Your Platform – Membership Organizations • Membership organizations are great promotional opportunities. • Alumni associations, college magazines, professional societies, etc. #nmxpub101
- 56. About Your Platform – Conferences and Speaking Engagements • Past, present, and future. • Gives publishers a chance to see if there will be any selling opportunities and if they can connect with you at events. #nmxpub101
- 57. The Table of Contents • Talk to you editor about the preferred format for your TOC. • If you are writing for a series, review a few TOCs before setting out to write your own. • Can’t get your hands on a book to compare to? Ask your editor for examples. • Page count estimates are important. #nmxpub101
- 58. Remember • Don’t leave something out because there isn’t a space for it on the form. #nmxpub101
- 59. TRANSITION STRETCH #nmxpub101
- 60. Why Books? Content in a Convenient & Trusted Form #nmxpub101 Flickr: Jellaluna Flickr: sskennel
- 61. #nmxpub101 Image from: Esquire.com
- 62. • 347,178 traditionally published books in US in 2011 • 1.1 million ISBNs of non-traditionally published • 50% increase year over year in online searches for books from 2010 to 2011 • 200 million book queries a month on Google, 16% for first time authors (each month) • 123 million (53% of internet users) bought a book online in 2011 #nmxpub101
- 63. The Crescendo Approach to Marketing Your Book Noise Time Approaching Publication #nmxpub101
- 64. The Psychology of Preordering #nmxpub101
- 65. Book Marketing = Telling People About Your Book #nmxpub101 Flickr: James Cridland
- 66. Start with Your Own Circle #nmxpub101 Flickr: misko13
- 67. The Crescendo #nmxpub101 Flickr: Daehyun Park
- 68. Blog/Social Announcement #nmxpub101 UnMarketing.com
- 69. Add to Your Email Signature #nmxpub101
- 70. Social Profiles/Avatars/Bios #nmxpub101 Twitter.com/GuyKawasaki
- 71. Facebook Cover Photo (1 title) #nmxpub101 Facebook.com/RandyGage
- 72. Facebook Cover Photo (1 title) #nmxpub101 Facebook.com/CC.Chapman
- 73. Facebook Cover Photo (2 titles) #nmxpub101 Facebook.com/BrianSolis
- 74. Facebook Cover Photo (many) #nmxpub101 Facebook.com/JonGordon11
- 75. AuthorCentral.Amazon.Com #nmxpub101 Amazon.com
- 76. One Landing Page – Multiple Books Front & Center #nmxpub101 GuyKawasaki.com
- 77. Multiple Direct Retail Links! Clear Call-To-Actions! #nmxpub101 JonGordon.com
- 78. Put Your Book on Your MAIN Website! #nmxpub101 convinceandconvert.com
- 79. Single Book on Blog w/Buy Links #nmxpub101 redheadwriting.com
- 80. Drives to Book Specific Landing Page #nmxpub101 unpopularbook.com
- 81. Co-Author Book Specific Page #nmxpub101 contentrulesbook.com
- 82. Free (Sharable) Chapter PDF • Cover • Table of Contents • Foreword/Intro/Preface • Chapter One • Endorsements/Back Cover • Embeded Share Buttons • Direct Buy Links #nmxpub101 socialmediaexaminer.com
- 83. Video Marketing #nmxpub101 youtube.com/user/SobelAndrew
- 84. Bundled Incentives w/ Book Purchase #nmxpub101 MariSmith.com
- 85. Offer Relevant Valuable Content #nmxpub101
- 86. Book Webinars with Value #nmxpub101 JonGordon.com
- 87. Facebook Photo Contest 950 new fans / 70 entries #nmxpub101 socialmediaexaminer.com
- 88. Other Value Ideas • Skype Sessions • 15-Min Conference Calls • Training Videos/Resources • Product/Website Evaluation • Consulting Q&A • Twitter/Facebook Chats • On Site Visit / Speech • Signed Copies #nmxpub101 PeopleFollowYou.com
- 89. ThunderClap.It #nmxpub101
- 90. GoodReads.com Giveaway #nmxpub101
- 91. Email Blasts #nmxpub101 BradsDeals.com
- 92. Book Specific Promo Materials • Bookmarks • Postcards • Flyers • Post-Its • Business Cards • Booklets • Posters • Stickers ConvinceAndConvert.com • Buttons #nmxpub101 UnMarketing.com
- 93. Speaking – David Meerman Scott • Pre-Book Fees: $2500 + coach travel expenses • Post-Pub Fees: $15000 + business class expenses – Raise Fee & Discount to have 1 book per attendee #nmxpub101 Facebook.com/DMScott
- 94. Build In The Book • # for a company webinar • Sponsored books w/logo • Give away copies on stage • Sell back of room directly • Sell thru event bookstore • Bundle into ticket price • Get creative! What will it take to have the book there? #nmxpub101 JasonWomack.com
- 95. FanSource Your Book Tour #nmxpub101 ToGather.com
- 96. ToGather.com #nmxpub101 ToGather.com/CC
- 97. Nothing works in a vacuum. Build The Book Into Everything, Everything, You Do #nmxpub101 ZeroMomentOfTruth.com
- 98. Marketing is a Marathon The Crescendo to a (hopefully) Long Plateau #nmxpub101 UnMarketing.com
- 99. View & Download Slides http://www.slideshare.net/ellengerstein/ #nmxpub101
- 100. THANK YOU! Ellen = @elleinthecity Peter = @peterknox Amy = @amyfandrei #nmxpub101
Notes de l'éditeur
- Book is a $29.99 business card. It is not the definition of your life’s work, merely a part of your platform. A valuable add
- What was your most popular post?
- What was your most popular post?
- You meet someone, they say they are writing a book. You ask what’s the book about, but what they are really asking is “what’s in it for me”. You need to define the value that you bring to the content, and why this content is different from what everyone else has out there.
- Create a vision of your customers.
- Create a vision of your customers.
- Create a vision of your customers.
- Case for packaging
- There’s hope
- There’s hope slide cont. / 2012 data not yet available
- My philosophy
- Preordering helps set the print quantity, demonstrate demand, hit lists / People are more likely to wait, buy when it’s available, don’t want to push them away before they can do that
- Wait until preorders are available
- Author of the forthcoming book / already published books
- Fan Page - Advertisement
- Personal Page – Be Human
- 2 titles
- Take over your author page: add tweets, blog posts, event info, author videos; see sales & ranking data – all free
- Landing pages
- Landing Pages - Multiple Books
- Landing Page example
- Videos Introductions for Each Chapter / Searchable on YouTube – driving sales
- Incentives – webinar series
- Free content pdf or ebook with purchase
- Free webinars to launch a book / lead generation for future eblasts / have available forever on your website
- FOR PURCHASE OF BOOKS
- Free; drives To-Read lists/awareness
- Books must be presold; raise your fee & focus your clients
- When done right, the crescendo leads to a long plateau as your live and work you book over time.