Date post: | 13-Apr-2017 |
Category: |
Business |
Upload: | john-berglund |
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Talking Points• Self Publishing vs. Traditional Publishing
• Changing landscape presents opportunities• Why write ?• Putting a book together
• Must Haves• Raising your personal and professional Brand• Promoting your book to drive your business
• Focus on practical issues• Spent 18 months servicing self-published authors• This is just a glimpse of a dynamic and changing
environment
Anchor Points
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So why write a book ?• Vanity
• Makes you more interesting ……
• Creativity• You have a book inside of you or a story to tell
• Social• Unique connection to others
• Financial• Breaking even vs. profitability vs. earning a living• What is an hour of your time worth ?
• PR: Raises your Brand• Your business card• Gives you credibility• Ultimately will drive revenue
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Premise
1. Only a small percentage of people will buy your book2. Of those who buy, only a percentage of people will read it3. Of those who read your book, only a small percentage will believe,
remember and tell others about the content of the book.
You are writing a book to raise your brand and drive your business.In order to drive your business, you need a
sophisticated and professional product
You may be the next Malcolm Gladwell, but until that happens, assume:
This does not matter
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Why write a Professional book?• Shows you are serious enough about the
topic to write a book• The business card that does not get
thrown away• People won’t likely need your services
when you hand them your calling card • The spine becomes the most important
part of the book
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Different Levels of Engagement• Level 1: Write a book• Level 2: Write a competent book about a topic• Level 3: Write a competent book that solves a
problem• Level 4: Write a competent book that solves a
complex series of problems and changes how people think
• Level 5: Write a competent book that solves a problem and changes how people live
Must Haves
• Editor• Book Cover Artist• Graphic Designer• ISBN• Website• Print Your Book• Public Relations
• Typos, grammar, flow• People judge a book by the cover• Font, Margins, Layout• Necessary to sell• Discoverable, Tie-in w Social Media• 100 – 200 Copies to start• Raise awareness, Speaking, etc
Price of entry• Editor• Book Cover Artist• Graphic Designer• ISBN• Public Relations• Website• Print Your Book
$1,000 - $1,500$ 100 - $ 500$ 500 - $1,000$ 150$ 750 - $2,000 +$1,000 - $2,000$ 750 - $1,500 +
Total $4,000 - $8,000 +
Although expensive for an individual, this cost can be absorbed by most businesses – if there is a payoff
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Map to Success1. Find a topic that you are knowledgeable about that relates
to your business (directly or indirectly)Round-table with peers to establish the focus
2. The more useful the topic, the betterSolve someone’s problem that has money to pay you for the solution
3. Establish hard (& soft) deadlines and appoint an enforcer4. Write, rewrite – and then rewrite again5. Don’t skimp on the “must-haves”6. Don’t print too many books (100 – 200 at a time)7. Don’t worry about how many books you sell
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Driving your business1. The book is your business card2. It establishes your personal and professional brand3. It establishes you as an expert4. It will drive traffic to your website (blogs, posts, tweets)5. It will lead to speaking engagements
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Books1. E-books have their place, but the demise of printed
books has been greatly exaggerated2. There is no better software/hardware archiving than a
book3. Authorship makes you more interesting4. It connects you with people5. Books make unique and personal gifts