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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

Copyright © 2012, Impact Marketing Group               Page 3             Nov 5, 2010
“Writing” Your Book

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




Copyright © 2012, Impact Marketing Group   Page 4   Nov 5, 2010
Some examples




         Partners                                                  Contributed



                                                                                 Interviews
                                           Crowd Source

Copyright © 2012, Impact Marketing Group                  Page 5                              Nov 5, 2010
Your Book Outline

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


Copyright © 2012, Impact Marketing Group   Page 6   Nov 5, 2010
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



Copyright © 2012, Impact Marketing Group                                  Page 7                                               Nov 5, 2010
The Process
                                                     



                         Write             Publish        Market

                            Solo            Traditional
                                                          Online

                  Collaborate               Independent

                        Crowd                             Offline
                                               Self
                        Source

Copyright © 2012, Impact Marketing Group         Page 8             Nov 5, 2010
The Publishing Landscape
                                           Independent




          Traditional                                    Do-It-Yourself


Copyright © 2012, Impact Marketing Group       Page 9               Nov 5, 2010
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



Copyright © 2012, Impact Marketing Group        Page 10                          Nov 5, 2010
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

Copyright © 2012, Impact Marketing Group                      Page 11                              Nov 5, 2010
Evaluating Your Options

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




Copyright © 2012, Impact Marketing Group          Page 12   Nov 5, 2010
The Process
                                                     



                         Write               Publish       Market

                            Solo            Traditional
                                                            Online

                  Collaborate               Independent

                        Crowd                               Offline
                                               Self
                        Source

Copyright © 2012, Impact Marketing Group         Page 13              Nov 5, 2010
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.  
Copyright © 2012, Impact Marketing Group   Page 14   Nov 5, 2010
What Do You Enjoy Doing?

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




Copyright © 2012, Impact Marketing Group   Page 15   Nov 5, 2010
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


Copyright © 2012, Impact Marketing Group              Page 16                       Nov 5, 2010
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




Copyright © 2012, Impact Marketing Group               Page 17                                 Nov 5, 2010
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               
              
 
      


Copyright © 2012, Impact Marketing Group        Page 18   Nov 5, 2010
Lessons Learned



                          Write                Publish          Market

                        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


Copyright © 2012, Impact Marketing Group           Page 19                    Nov 5, 2010
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


Copyright © 2012, Impact Marketing Group   Page 20    Nov 5, 2010
Copyright © 2012, Impact Marketing Group   Page 21   Nov 5, 2010
http://bookmarketingmojo.com
                   /marketingcampers
                                   

                                           laura@impact-mg.com




Copyright © 2012, Impact Marketing Group            Page 22       Nov 5, 2010
THANKS!
                                         Laura Lowell
                                    laura@impact-mg.com
                                  www.bookmarketingmojo.com



Copyright © 2012, Impact Marketing Group      Page 23          Nov 5, 2010

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Build your brand with a book laura lowell - marketing camp

  • 1. 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
  • 2. 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
  • 3. The Rules Have Changed; The Process Hasn’t Write Publish Market Solo Traditional Online Collaborate Independent Crowd Offline Self Source Copyright © 2012, Impact Marketing Group Page 3 Nov 5, 2010
  • 4. “Writing” Your Book •  Find a partner(s) •  Record and transcribe •  Get a ghostwriter •  Blog to book •  Ask a question •  Interviews •  Existing materials Copyright © 2012, Impact Marketing Group Page 4 Nov 5, 2010
  • 5. Some examples Partners Contributed Interviews Crowd Source Copyright © 2012, Impact Marketing Group Page 5 Nov 5, 2010
  • 6. Your Book Outline   Title Page   Copyright page   Testimonials   Dedication   Epigraph   Preface/Foreword /Introduction   Chapters   Back Matter Copyright © 2012, Impact Marketing Group Page 6 Nov 5, 2010
  • 7. 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 Copyright © 2012, Impact Marketing Group Page 7 Nov 5, 2010
  • 8. The Process Write Publish Market Solo Traditional Online Collaborate Independent Crowd Offline Self Source Copyright © 2012, Impact Marketing Group Page 8 Nov 5, 2010
  • 9. The Publishing Landscape Independent Traditional Do-It-Yourself Copyright © 2012, Impact Marketing Group Page 9 Nov 5, 2010
  • 10. 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 Copyright © 2012, Impact Marketing Group Page 10 Nov 5, 2010
  • 11. 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 Copyright © 2012, Impact Marketing Group Page 11 Nov 5, 2010
  • 12. Evaluating Your Options •  Rights •  Copyright, extensions, global •  Timing •  How time-sensitive is your topic? •  Control •  Are you a control freak? Copyright © 2012, Impact Marketing Group Page 12 Nov 5, 2010
  • 13. The Process Write Publish Market Solo Traditional Online Collaborate Independent Crowd Offline Self Source Copyright © 2012, Impact Marketing Group Page 13 Nov 5, 2010
  • 14. 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. Copyright © 2012, Impact Marketing Group Page 14 Nov 5, 2010
  • 15. What Do You Enjoy Doing? •  Speaking •  Being quoted as an expert in the media •  Email campaigns •  Blogging •  Social media •  In-person networking Copyright © 2012, Impact Marketing Group Page 15 Nov 5, 2010
  • 16. 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 Copyright © 2012, Impact Marketing Group Page 16 Nov 5, 2010
  • 17. 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 Copyright © 2012, Impact Marketing Group Page 17 Nov 5, 2010
  • 18. 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 Copyright © 2012, Impact Marketing Group Page 18 Nov 5, 2010
  • 19. Lessons Learned Write Publish Market 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 Copyright © 2012, Impact Marketing Group Page 19 Nov 5, 2010
  • 20. 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 Copyright © 2012, Impact Marketing Group Page 20 Nov 5, 2010
  • 21. Copyright © 2012, Impact Marketing Group Page 21 Nov 5, 2010
  • 22. http://bookmarketingmojo.com /marketingcampers laura@impact-mg.com Copyright © 2012, Impact Marketing Group Page 22 Nov 5, 2010
  • 23. THANKS! Laura Lowell laura@impact-mg.com www.bookmarketingmojo.com Copyright © 2012, Impact Marketing Group Page 23 Nov 5, 2010