2. This presentation was designed forHubSpots 2014 Inbound Conference.The audience was comprised ofadvertising and marketing geniuses.While advertising folks have design andcopy skills that might accelerate theirability to write and publish a book, Ibelieve that anyone, in any industry, canwrite a B2B non-fiction book in sixmonths. 3. 16 years at Saatchi & Saatchi7 at 2 Internet Start Ups9 at my own agency citrus3 at Peter Levitan & Co.I help marketing communications agencies win more new accountspeterlevitan.com 4. FROM IDEA TOPUBLISHED IN6 MONTHS.Really? 5. NOT.IVEDONE ITTWICE. 6. FEEL BETTER?HERES YOURAGENCYS HOW TO. 7. Agency Means: All marketingcommunications companiesBook Means: eBook, POD, Audio Book &Hard CoverIdea Means: I want to write a bookabout6 Months Means: 6 Months 8. How Agencies Win New ClientsReputationPositioningSpecializationCreativityLocation(s)ChemistryCulture 9. Thats Nice But, There Are10,000 agencies in the world4,000 in the USA(Dozens down the block) 10. HOW TO STAND OUT? 11. HOW TO STAND OUT?WRITE A BOOK. 12. IT WORKS 13. Contrary To My Books Advice About PresentationMistakes, I Am Gonna Talk About ME Not You 14. 1. I Established Clear ObjectivesI want to grow my agency clientbase by adding outbound marketingto my successful inbound programsI want more content to repurpose 15. 2. I Established My AudienceIts youAgency CEOs and managers thatwant to improve their businessdevelopment success rate 16. 3. I Picked A Relevant SubjectHow to win more pitches 17. 4. I Add ValuePeople buy business books for areason they want valueBe smart. But, I didnt have tocompletely reinvent the wheelRecognize that I havecompetition Thats anunderstatement! 18. LOL 19. 5. I Have A Brilliant Title & AnglePitch PerfectThe Art of PitchingTHE LEVITAN PITCH.BUY THIS BOOK.WIN MORE PITCHES. 20. WIN MORE PITCHES.AN OFFER YOU CANT REFUSE 21. 6. I Just Started WritingWriting is a muscle, work itCreate an outline - it will evolveDo your research: Go to Google,bookstores & AmazonTalk with your contacts & readers 22. 7. I Designed The Cover For DigitalThink small. Think mobile first. 23. 7. I Designed The Cover For DigitalThink small. Think mobile first. 24. YOU MUSTSTAND OUT 25. 8. I Got Experts To EditAgency friends reviewed earlydraftsA content editor reviewed subjectmatter and sentence structureA copy editor helped with style,formatting & those pesky comas 26. 8. I Reviewed Publication &Distribution OptionsI decided to go all digital 27. Why Digital?Pros:Broad distribution: eBook,paperback & audio bookSpeed to market + personal controlWorks for my tech savvy market 28. Digital Ties Print Sales in 2016 29. Why Digital?Cons:Reduced gravitas still not ascredible as a traditional publisherNo hardcoverLimited bookstore distribution 30. 8. Publication & DistributionPublished using CreateSpace, KDP,ePUB, iTunes Producer and ACXOh, and theres the instantgratification Espresso machine 31. ESPRESSO TAKES 30 MINUTES 32. 8. My MarketingLook good on Amazon, etc.Alert my industry friends & askfor reviewsStimulate my books 30 expertinterviewees to hype the book 33. 8. My MarketingDrive awareness via my databaseof 3,500 ad agency execsAlert my 1K+ 1st degree LinkedInconnections & 681,536 LinkedInGroup membersExcite 2,000+ Twitter Followers, PLnewsletter subs and Google+ 34. 8. My MarketingGuest post on sites like AgencyPost (i.e. HubSpot)Work PR publications / blogsSpeak at industry events (like today)And, Ive got freebees for yall 35. 8. My MarketingFree chapters & micro eBooks50+ blog posts c/o the bookSlideShare presentationsPosters of the cartoons 36. 8. My MarketingPublish LinkedIn Updates, etc.LotsO TweetsWebinars (offer pitch critiques?)White papers & articles 37. OK, Enough About MeHeres Your Agencys PathTo Getting Published 38. Nail Your ObjectivesAgency AwarenessBrand DistinctionExpert PositioningCredibilityMucho ContentEvent MarketingSocialnessPhysicalBrandingFeel Good 39. Write For Your AudienceCurrent clientsProspective clientsPartnersStaff & future employeesTrade pressSneezers 40. Use Your Agencys Free JuiceUse your own writersArt directors & designersProduction teamDigital teamUse your marketing chopsGo all digital 41. Use Content MultipliersEvery expert at the agency is a writerRepurpose existing blog contentOutsource if necessaryAdd art 42. Use Content MultipliersBulk up with expert interviewsthey make up about of my book 43. Lots Of Potential SubjectsWrite a How To bookPontificate on marketing strategyGo expert in a client category 44. Lots Of Potential Subjects 45. Lots Of Potential SubjectsDefine creativityAct local 46. YesYour Agency Can Go FromIdea To Published In 6 Months1. Have a business objective2. Select a target market3. Add value4. Use agency resources 47. YesYour Agency Can Go FromIdea To Published In 6 Months5. Use content multipliers6. Go digital7. Manage the book like a client job 48. [email protected]
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