More Related Content Similar to Build your brand with a book laura lowell - marketing camp Similar to Build your brand with a book laura lowell - marketing camp (20) More from MarketingCamp (20) Build your brand with a book laura lowell - marketing camp1. 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
2. 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.
Copyright © 2012, Impact Marketing Group Page 2 Nov 5, 2010
3. The Rules Have Changed;
The Process Hasn’t
Write Publish Market
Solo Traditional
Online
Collaborate Independent
Crowd Offline
Self
Source
Copyright © 2012, Impact Marketing Group Page 3 Nov 5, 2010
4. “Writing” Your Book
• Find a partner(s)
• Record and transcribe
• Get a ghostwriter
• Blog to book
• Ask a question
• Interviews
• Existing materials
Copyright © 2012, Impact Marketing Group Page 4 Nov 5, 2010
5. Some examples
Partners Contributed
Interviews
Crowd Source
Copyright © 2012, Impact Marketing Group Page 5 Nov 5, 2010
6. Your Book Outline
Title Page
Copyright page
Testimonials
Dedication
Epigraph
Preface/Foreword
/Introduction
Chapters
Back Matter
Copyright © 2012, Impact Marketing Group Page 6 Nov 5, 2010
7. The Book Process
Cover Meta Head
Start up
design Data Shot
Pre- Websites
Media kit Marketing
promotion created
1st draft
Dev. 1st draft Feedback 2nd draft Feedback Final to Final to
Writing of sample
feedback to Editor to Author to Editor to Author Editor Author
chapters
Input & Peer Endorse Foreword Signed
Praise review ments (optional) Releases
Final
Author Author Final Author
Editing Copy edit 1st layout Jacket Author
revision 1 revision 2 layout revision 3
approval
Printed
Production E-book Shipping
books
Baker &
Distribution Amazon Ingram Other
Taylor
Marketing Plan Launch
Copyright © 2012, Impact Marketing Group Page 7 Nov 5, 2010
8. The Process
Write Publish Market
Solo Traditional
Online
Collaborate Independent
Crowd Offline
Self
Source
Copyright © 2012, Impact Marketing Group Page 8 Nov 5, 2010
9. The Publishing Landscape
Independent
Traditional Do-It-Yourself
Copyright © 2012, Impact Marketing Group Page 9 Nov 5, 2010
10. 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
Copyright © 2012, Impact Marketing Group Page 10 Nov 5, 2010
11. 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 ~ 25% 100%
fees)
Distribution Broad Broad Narrow
Marketing Brand Infrastructure Do It Yourself
Copyright © 2012, Impact Marketing Group Page 11 Nov 5, 2010
12. Evaluating Your Options
• Rights
• Copyright, extensions, global
• Timing
• How time-sensitive is your topic?
• Control
• Are you a control freak?
Copyright © 2012, Impact Marketing Group Page 12 Nov 5, 2010
13. The Process
Write Publish Market
Solo Traditional
Online
Collaborate Independent
Crowd Offline
Self
Source
Copyright © 2012, Impact Marketing Group Page 13 Nov 5, 2010
14. 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.
Copyright © 2012, Impact Marketing Group Page 14 Nov 5, 2010
15. What Do You Enjoy Doing?
• Speaking
• Being quoted as an expert in
the media
• Email campaigns
• Blogging
• Social media
• In-person networking
Copyright © 2012, Impact Marketing Group Page 15 Nov 5, 2010
16. What should you do?
• Workbooks
• Corporate • Syndicated
• Keynote speaking
training
columns
• Breakout sessions
• Train-the-Trainer
• Articles
• Seminars
• Boot Camps
• Blogs
• Teleseminars
• Direct mail
• Spokesperson
• Webinars
• Coaching
• Media expert
• Podcasts
• Consulting
• White papers
• Videos
• Newsletters
• Position papers
• E-Newsletters
• E-zines
Copyright © 2012, Impact Marketing Group Page 16 Nov 5, 2010
17. How do you market your book?
Good Better Best
• Amazon.com • Good +... • Better +...
• Author Central • Book page on your site • Amazon Launch
• Online profiles • Register for sample • Social media
• Email signature chapters campaigns (Like,
• Direct mail to prospects • Promote in newsletter Share, Refer)
• Social media presence • Video book trailer
(fan page, G+, etc.) • Proactive PR
• Book giveaways • Webcasts/podcasts
• Reactive PR • Email marketing
campaigns
• Book reviews
Copyright © 2012, Impact Marketing Group Page 17 Nov 5, 2010
18. 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
Copyright © 2012, Impact Marketing Group Page 18 Nov 5, 2010
19. Lessons Learned
Write Publish Market
Research Don’t give Go where your
away rights audience is
Write don’t edit
Know the Do what you
market like
Peer Review
Focus on your Get help with
Endorsements objectives the rest
Copyright © 2012, Impact Marketing Group Page 19 Nov 5, 2010
20. 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
Copyright © 2012, Impact Marketing Group Page 20 Nov 5, 2010
23. THANKS!
Laura Lowell
laura@impact-mg.com
www.bookmarketingmojo.com
Copyright © 2012, Impact Marketing Group Page 23 Nov 5, 2010