Creating and launching a successful business book to grow your sales & reputation. Slides from Kelso Consulting's recent webinar: http://www.kelsopr.com/seminars

1. Creating and launching a
SUCCESSFUL
business book

2. GROW YOUR BUSINESS BY CREATING A
SUCCESSFUL BUSINESS BOOK
LID PUBLISHING
Martin Liu

3. Introduction to LID Publishing
• Books & publications = strong platform for
business development, brand enhancement,
reputation building & thought leadership.
• LID Publishing works with authors and their
organizations to achieve these objectives.

4. Books are authoritative & influential

5. Books bring credibility

6. Books enable you to stand apart

7. Who should consider a book?
• Virtually any business sector – but especially
professional services, knowledge-based, client-
oriented.
• Executives, partners, entrepreneurs, business
owners – as potential “authors”.
• Marketing and communications professionals –
who want a strong tool/platform for their work.

8. What makes a successful author?
• The ability to offer something unique and
relevant.
• The ability to write engagingly.
• The ability to anticipate the reader’s viewpoint.
• And when the book is released, the commitment
to promote it – extensively.

9. What subjects work well?
• In theory, all subjects
are relevant – it’s a
question of how you
present and promote
it.
• But the best
subjects/books are
those that can
compete in the
marketplace.

10. The practicalities of writing
• How long does it take? On average, six months.
• What support will you get? The publisher’s role.
• Too busy and don’t have time? Consider a ghost
writer.

11. Justifying the costs
• Books take time, effort and even cash resources
to write and promote. However, in terms of
ROI…
• Books = excellent tool for business
development.
• Books = excellent tool for reinforcement of
current relationships.
• Books = generate royalty payments.

12. Which publisher for success?
• Traditional commercial publisher – certain
prestige, but lack of focus.
• Self-publishing route – easy to access, but lacks
quality editorial, distribution and promotion
support.
• Tailored publishing route – client-focused and
designed to achieve specific communication
goals.

13. How does LID work?
• Boutique publisher, which treats its authors as
clients.
• Offers and charges for a service – to create
books as platforms for achieving communication
goals.
• Typical fee charged per project £10-15k,
depending on nature of project.
• PR is key to the success of the project.

14. April 2013
Creating & launching a
successful business book
14Kelso Consulting

15. • Kelso Consulting – boutique PR agency
• Particularly specialises in professional,
consultancy and business technology firms
• Headline thinking and hardline results
• Involved in the launch of numerous business
books – technical, advisory and visionary
Tim Prizeman, Kelso Consulting
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16. A book is a big deal for you
• A lot of time, sweat and tears
• Money and sacrifice
• Ego and vanity
• Your hopes and aspirations are riding on it
• Your legacy???
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17. Success – you have written it !
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18. In fact it is just the start
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19. The competition
• Established authors
• Celebrity authors
• Books by journalists on topical stories
• Books by:
– Academics
– Business people
– Anyone….
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20. 10,000 each year
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21. How will the book help you achieve
your goals
• How is the book going to create business for you
(specifically, not vaguely)
• Who do you want to read the book
• Have a business marketing plan that leverages
the book
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22. How will the book help you achieve
your goals
• How is the book going to create business for you
(specifically, not vaguely)
• Who do you want to read the book
• Have a business marketing plan that leverages
the book
Remember: you are now an AUTHORITY
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23. Why media coverage important
For the book:
•Create sales
•Impress distributors
For you and your business:
•Build your brand – personal and business
•SEO
•Creates speaking opportunities
•Creates business opportunities
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24. A successful launch
Keeping the campaign going
Case study – The Commando Way
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25. The groundwork
• Make sure your online profile is fantastic
• Get forewords and comments from people &
brands who are as famous as possible
• Have a website for your book
– Wordpress.com
– Blogger.com
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26. Example business author website –
Stephen Bungay
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27. The groundwork…continued
• Make sure your online profile is fantastic
• Get forewords and comments from people &
brands who are as famous as possible
• Have a website for your book
• Have an electronic version of the book
• Have an electronic / pdf give-away chapter
• Press kit (photos, cover images, biog)
• Podcasts and videos
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28. A great launch
• Have a launch party (for everyone you know, not
just journalists)
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29. Book reviewers
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30. Utilising the book for PR
How do I keep the coverage going?
•Initial launch
•On-going article placing
•Interviews & speaking opportunities
How to keep the campaign going for 18 months?
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31. Utilising the book for PR
How do I keep the coverage going?
•Initial launch
•On-going article placing
•Interviews & speaking opportunities
Remember: as an author on the subject, you
are an authority and much better able to get
interviews
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32. Maximising the media impact
Think broadly about the media
•Your sector and nationals
•Your local press
•Niche business publications & websites
•Freelancers
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33. Think social media
• Bloggers
• Online radio and webcasters
• Twitter, LinkedIn, Facebook page
• Wikipedia
• Reviews on Amazons
• Integrate with your website/blog and mailing list
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34. Case study –
The Commando Way
Published September 2012
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35. Kelso Consulting 35

36. Factors that helped
• Launch in distinctive venue (Special Forces
Club)
• Distinctive angle (application of military know-
how to business)
• Author “walked the talk”
• Built on past PR activity
• Could link book to topical events
• Two months after launch, could to
announcement with client Walmart
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37. Coverage gained
The launch campaign on ongoing PR over the next 8
months (so far…) created unprecedented coverage for
McKinney Rogers, including:
•Major interviews in The Wall St Journal and Financial
Times
•Other high impact coverage including: appearing
additionally in the FT’s weekly management column;
interview in The Economist; and an authored article in the
Sunday Telegraph
•Widespread coverage across a broad range of business
management and HR titles.
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38. Questions????
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39. Next seminars:
Summer 2013:
Using LinkedIn & social media for business development
Successful thought leadership
Autumn 2013:
The Perfect Pitch
Maximising your ranking in legal directories
Thought leadership
LinkedIn & Social media
Other themes TBC
www.kelsopr.com/seminarsKelso Consulting 39

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