Book Marketing - The Author's Perspective By Ardy Roberto Rev2 Final

Book Marketing – The Book Marketing – The Author's Role & Author's Role &

PerspectivePerspectiveOr How to be a shining author with Or How to be a shining author with

beautiful, salty feetbeautiful, salty feet

Ardy Roberto

(Author, Philippines)

Diagnostic Test

Diagnostic Test:

Stare at each of the following patterns for 5 seconds each.

If the patterns are moving

even slightly raise your hand.

If they are perfectly still don’t raise your hand.

MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at

OMF.com


OMF.com

The patterns are used to test the level of stress a person can handle. None of these images are animated - they are perfectly still.

The slower the pictures move, the better your ability of handling stress.

Senior citizens and kids see them standing still.

Alleged criminals (and publishers) that were tested see them moving/spinning around very fast.

How well do you handle stress?


OMF.com

Marketing a book you authored can be confusing and stressful.

What’s in this presentation for you?1.Share the Marketing Plan of my publisher for my latest book – The Heart of Healing2.Share Case Study : My Marketing Plan and Strategy as an author3.Share PDL Case Study as benchmark

What’s in this presentation for you?

4. Insights/Hindsight Realizations5. The author’s challenge – developing the marketing mindset. Paradigm shift?6. Resources7. Marketing Brainstorming session with MindMapping

• Case Study:

The Heart of HealingPublished in August of 2008 – just in time for

Manila International Bookfair.

• Case Study:

Background: The Heart of Healing

“God has a purpose behind every problem. …He uses circumstances to

develop our character.”

- Rick Warren, The Purpose Driven Life

“God has a purpose behind every problem. …

He uses a writer’s circumstances to

develop new books.” - Ardy Roberto (paraphrasing Rick Warren)

Case Study: My wife. 1995 - 1999

MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com

Dec ‘99-May 2000Crisis situation – Very ill, suspected to have bone cancer or leukemia



OMF.com

“Missed diagnosis”

June 2000

“SLE”Systemic Lupus:

Attacked multiple organs, esp kidneys, nervous system, etcVery bad prognosis..


OctoberMy “Miracle”:Patient

• Kidney damage reversed• No chemotherapy• No Dialysis• Minimal medication• Lupus quiet since 2000


2001 onwards

My “Miracle” Patient MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at

OMF.com

Living...second life


Dream trips

My “Miracle” Patient @ Sea of Galilee MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at

OMF.com

Dream trips – Egypt/ Israel 2005

My “Miracle” Patient @ Sea of Galilee


2006 onwards

My “Miracle” Patient @ Sea of Galilee


Miracle:From bankrupt to giving back

How did “exhibit A” go from....?


Hope, Encouragement,

Love, and Prayer


Conclusion...

“Can anything ever separate us from Christ’s love? Does it mean He no longer loves us if we have trouble or calamity, or are persecuted, or are hungry or cold or in danger or threatened with death?…No, despite all these things, overwhelming victory is ours through Christ, who loved us.

28MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com

Nothing can separate you...And I am convinced that nothing can ever separate us from His love. Death can’t, and life can’t. The angels can’t, and the demons can’t. Our fears for today, our worries about tomorrow, and even the powers of hell can’t keep God’s love away. Whether we are high above the sky or in the deepest ocean, nothing in all creation will ever be able to separate us from the love of God that is revealed in Christ Jesus our Lord.” Romans 8: 35–39 (NLT)

29MyHeartofHealing.com (c) Ardy Roberto 2008 - buy the Heart of Healing at OMF.com

30Raising Funds by Producing, Organizing and Promoting Events (c) Ardy Roberto 2008

My Marketing Plan as the Author ofThe Heart of Healing

Honestly...

Be a submissive author

To do and submit to whatever the publisher (mostly the marketing manager and promotions officer) asked me to do, (e.g. make myself available to...)

My Marketing Plan as an Author: submit to publisher

a. Do their scheduled Radio Interviews

b. Do TV Interviews/shows

My Marketing Plan as an Authorc. Speak at events/seminars

My Marketing Plan as an Authord. Sign books at BookFair and events

On my own...outside of OMF Publishers

Try to do at least three things a day or per week to promote the book. (This was main lesson of Mark Victor Hansen as their key to success for Chicken Soup for the Soul.)

My Marketing Plan as an Authora. Sampling

Sending of promo copies to influencersand media (including bloggers)

My Marketing Plan as an Authorc. Speak at Conferences

What did the author, Rick Warren, do to complement his publisher's marketing plan?

How Rick Warren Did It (circa 2002)1. Database-driven Digital

Marketing

a. Used his existing Pastors.com to reach 100,000+ pastors worldwide each week. Used this database to launch PDL and invite churches to participate in a “40 Days of Purpose” event (to correspond with the book’s 40 chapters).

How Rick Warren Did It

1. Database-driven Digital Marketing:

b. Free weekly newsletter- Rick Warren's Ministry Toolbox


2. Event

40 Days Campaign simulcastbroadcast to 1,562 churches.


3. Radio

267 Radio stationsran simultaneous campaign.


4. CD

"Songs for a Purpose Driven Life“which features well-known Christian artists

was released.


PDL Publisher helped create buzz through Pyro Marketing (the marketing manager, Greg Stielstra, of the PDL publisher later wrote his own book based on his experience with the PDL marketing success called Pyro Marketing).

Stielstra has also co-authored a book

calledFaith Based Marketing (how to market to the

Christian market).

We should have invited him~! Next

time...

Results of Rick Warren’s efforts with his publisher...

Result of synergy - Quickly became NY Times Bestseller. 5.8 million sold in first year. To date

has sold more than 30 million copies.

My – Insight-Hindsight with my marketing plan.

And in Reality

In Hindsight and In Reality

Should have asked OMF for a copy of their marketing plan and synchronized with them. Create synergy by adding on and checking on them what activities we could do together...

Look at the planWhat is missing?

Measure!Test!

So you know what is working and what isn't


So, what did I do?

In Hindsight and In Reality Did not come up with extensive marketing plan on my own. But should I have done this?

I do marketing plans for our big events and when we bring in authors like John Maxwell to the Phillippines, we promote them and their books like crazy. But why didn’t I do the same for my own book?

Guerrila Marketing case study

Results: Araneta 14,000+

PICC4,000 people

Total for 2 days:18,000 peoplevs target of 11,500

Salt & Light Ventures, Inc.

Salt & Light Ventures, Inc. was founded in May 2001 by the husband and wife team of Ardy Roberto and Tingting Roberto. The company was envisioned to provide BEST Programs ™.

Books – publishing, indent & importation, sales & distribution, editorial consultancy through its subsidiary, LifeCycle Press Books.

Events – Conceptualization and management of conferences, exhibits, launches, etc.

Seminars – Organizing of public & in-house seminars on management, marketing, sales, publishing.

Training – Sourcing of world-class speakers, trainers and consultants for your corporate training programs.

LifeCycle Press Books 2002 BookFair

Philippine Book Fair 2002. Public Intro Launching of How To Make Local Governance Work

“Dr. Ned’s hands-on, practical approach brings benefits quickly!” – Peter Weldon, AC Nielsen, Hong Kong

“This book makes excellent points about how to segment the market.” – Philip Kotler

“A must-read for the serious marketers.” – Jose Roces, President, PMA

“A must-read for all who wish to know what good local governance is all about.” – Sen. Nene Pimentel

TURNING POINT AS A WRITER –

MEETING PETER TSUKAHIRA

AND MY TRIP TO ISRAEL

Achievers & Leaders Seminar (ALS)

The 3rd Achievers & Leaders Seminar held last Feb 10, 2005 had such an overwhelming reception that two more Achievers & Leaders Seminar had to be scheduled within 2 months. The 4th Achievers & Leaders Seminar last March 16 was also a sold-out event.

EVERY FRIDAY – PHIL DAILY INQUIRER

BUSINESS SECTION

My insight...

That is the challenge.To look at yourself not just

as an author but also as a marketer.

For some Christians, that can be doubly challenging because many view the practise of marketing with distrust

or disdain.

Do you agree with this book’s title?

But what is a marketer?According to Godin.A marketer is a story teller.

The best marketers know how to tella story.

Recommended blog (19 tips for authors):

Recommended blog (19 tips for authors):#1. Lower your expectations. The happiest authors are the ones that don't expect much.

#2. The best time to start promoting your book is three years before it comes out. Three years to build a reputation, build a permission asset, build a blog, build a following, build credibility and build the connections you'll need later.

Seth Godin's 19 tips for authors:

#5. Don't try to sell your book to everyone. First, consider this: " 58% of the US adult population never reads another book after high school." Then, consider the fact that among people even willing to

buy a book, yours is just a tiny little needle in a very big haystack. Far better to obsess about a little subset of the market--that subset that you have permission to talk with, that subset where you have credibility, and most important, that subset where people just can't live without your book.


#8.Your cover matters. Way more than you think. If it didn't, you wouldn't need a book... you could just email people the text.

Approved cover of Heart of Healing by the publisher

The author diplomatically challenges them to come up with something better....

#8.Your cover matters. Way more than you think. If it didn't, you wouldn't need a book... you could just email people the text.

Result:From this...


#9. If you have a 'real' publisher , it's worth investing in a few things to help them do a better job for you. Like pre-editing the book before you submit it. Like putting the right to work on the

cover with them in the contract. And most of all, getting the ability to buy hundreds of books at cost that you can use as samples and promotional pieces.

In case you skipped it, please check #2 again. That's the most important one, by far.


#11. Blurbs are overrated, imho.

#12. Blog mentions, on the other hand, matter a lot.

#13. If you've got the patience, bookstore signings and talking to book clubs by phone are the two lowest-paid but most guaranteed to work methods you have for promoting a really really good book. If you do it 200 times a year, it will pay.

#14. Consider the free PDF alternative. Some have gotten millions of downloads. No hassles, no time wasted, no trying to make a living on it. All the joy, in other words, without debating whether you should quit your day job (you shouldn't!)

Recommended blog (19 tips for authors):#16. Most books that sell by the truckload sell by the

caseload. In other words, sell to organizations that buy on behalf of their members/employees.

“14How, then, can they call on the one they have not believed in? And how can they believe in the

one of whom they have not heard? And how can they hear without someone

preaching to them? 15And how can they preach unless they are sent? As it is written,

"How beautiful are the feet of those who bring good news!"

— Romans 10:14-15

Paraphrased version for authors:

“And how can they buy your book without someone selling to them?

15And how can they sell unless they are sent? As it

is written, "How beautiful are the feet of those who bring good books!"

“Your books bring good news and

cheer and encouragement. So bring it on! Tell people about

it!”

— Ardy Roberto

“That I may publish with the voice of thanksgiving and tell of all your wondrous works!”

Psalms 26:7 (NEV)

Why do marketing?

Here's another way to put it: You're here to be light,

bringing out the God-colors in the world. ... I'm putting you on a light stand. Now that I've put you there on a hilltop, on a light stand—shine!. Matthew 5;14a-15 The Message


“Marketing is much more important today than it was when I began my writing career

more than 30 years ago.”

-Elaine Shimberg,author of Write Where You Live


Learn how to market:

Marketing Strategies for Writersby Michael Sedge

Book Marketing - The Author's Perspective By Ardy Roberto Rev2 Final

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Transcript of Book Marketing - The Author's Perspective By Ardy Roberto Rev2 Final