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

Copyright © 2012, Impact Marketing Group Nov 5, 2010

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.


The Rules Have Changed;�The Process Hasn’t

Write Solo

Collaborate

Crowd Source

Publish Traditional

Independent

Self

Market

Online

Offline


“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

Crowd Source

Contributed

Interviews


Your Book Outline

  Title Page   Copyright page   Testimonials   Dedication   Epigraph   Preface/Foreword

/Introduction   Chapters   Back Matter


The Book Process

Start up Cover design

Meta Data

Head Shot

Pre-promotion

Websites created Media kit Marketing

Writing 1st draft

of sample chapters

Dev. feedback

1st draft to Editor

Feedback to Author

2nd draft to Editor

Feedback to Author

Final to Editor

Final to Author

Input & Praise

Peer review

Endorse ments

Foreword (optional)

Signed Releases

Editing Copy edit Author revision 1 1st layout Author

revision 2 Final layout

Author revision 3 Jacket

Final Author

approval

Production E-book Printed books Shipping

Distribution Amazon Baker & Taylor Ingram Other

Marketing Plan Launch


The Process

Write Solo

Collaborate

Crowd Source

Publish Traditional

Independent

Self

Market

Online

Offline


The Publishing Landscape

Traditional

Independent

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 fees)

~ 25% 100%

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

Write Solo

Collaborate

Crowd Source

Publish Traditional

Independent

Self

Market

Online

Offline


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 •  Keynote speaking •  Breakout sessions •  Seminars •  Teleseminars •  Webinars •  Podcasts •  Videos

•  Corporate training

•  Train-the-Trainer •  Boot Camps •  Direct mail •  Coaching •  Consulting •  Newsletters •  E-Newsletters

•  Syndicated columns

•  Articles •  Blogs •  Spokesperson •  Media expert •  White papers •  Position papers •  E-zines


How do you market your book?

Good Better Best •  Amazon.com •  Author Central •  Online profiles •  Email signature •  Direct mail to prospects

•  Good +... •  Book page on your site •  Register for sample

chapters •  Promote in newsletter •  Social media presence

(fan page, G+, etc.) •  Book giveaways •  Reactive PR

•  Better +... •  Amazon Launch •  Social media

campaigns (Like, Share, Refer)

•  Video book trailer •  Proactive PR •  Webcasts/podcasts •  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

Write Research

Write don’t edit

Peer Review

Endorsements

Publish Don’t give

away rights

Know the market

Focus on your objectives

Market Go where your

audience is

Do what you like

Get help with 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

[email protected]


THANKS!�Laura Lowell

[email protected] www.bookmarketingmojo.com

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