Posts Tagged ‘authors’
Tuesday, May 10th, 2011
I dread giving bad news. Always flit between the “stay out of other people’s business” and the “but I can avoid future train wrecks” arguments. But when Dan Janal asked me about the biggest mistakes speakers make, I just let loose. Later, he told me, “that’s some pretty bitter medicine you just gave”.
What I said in a nutshell: too many speakers write books for all the wrong reasons. The result: books that brand good people as “hire me — I’m free and always will be”. Now that’s okay if you’re a consultant looking for clients. Too many folks depend on books to get paid speaking. And it’s only after they’ve spent months (and major money) on producing and promoting the book when reality hits: no new revenue is forthcoming.
Here’s the antidote: strategy first, then start writing. Look around your space and ask yourself: where’s the hole in the market? What angle is not being covered? And the big kahuna question: what new perspective can I add to this conversation? These answers will make sure your book will get you those paid gigs.
The rest of the interview was enlightening, too. Click here to give a listen.
Tags: authors, books, branding, experts, Marketing, positioning, Speaking, strategy, Vickie Sullivan
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Tuesday, April 26th, 2011
Red alert: Kindle ebooks market is about to get a whole lot more crowded. And not with the good stuff. Somebody got the bright idea to compile information already in the public domain and sell it as a 99 cent ebook on Kindle. There are even learning systems out there (one for a whopping $27) to tell you step-by-step how to flood the market with these crappy Kindle books. The business model: the more stuff you throw at the Kindle wall, the more you can nickel-and-dime your way to success. I don’t know whether to laugh or get mad.
Ordinarily, I would ignore these shenanigans but want to give you a heads up. Why do you care? Two reasons: first, will the volume of 99 cent books drive down the price? And, if so, how low can legitimate experts go? And, second…buyers tend to paint with a very wide brush. If spam books take over a particular segment — business growth, for example — will legitimate content be seen as the same thing at first glance? It will be interesting to see how Amazon deals with these content farmers.
Bottom line: spammers tend to bring the channel down with them (Exhibit A: email marketing). So we will have to work even harder on branding and promotion.
Tags: authors, books, branding, Marketing, promotion, strategy, Vickie Sullivan
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Thursday, October 7th, 2010
I’m always fascinated about the power of price points in challenging times. What I’ve learned from watching thousands of people make decisions: every price point is a mental picture. That’s why folks say they want one thing but buy something different. (This is also why I have clothes in my closet that I will never wear. I call them my “but they were on sale!” wardrobe.)
A recent example: an author called me for help positioning her book. Limited budget was a huge issue, so I suggested the mini-makeover series. The program is a group project, includes 10 calls and one of them is on — you guessed it — positioning your book. The price included all the calls and was less than $50 per session. She decided not to get the help on her book because — get this — she didn’t want the other calls. That’s a shame because, trust me, she needed the market intelligence.
Her response got me thinking about this question (which I didn’t ask): Is the price point $497, or less than $50 per session? The answer: both. It depends on what problem you’re solving. In her case, a better question would be: if positioning your book is worth $497, does it matter that the other calls are included?
Moral of the story: don’t focus on format. Throw away what you don’t need. (Or save it for a while, just in case.) Look at the price, look at the problem, then ask yourself: Is solving my problem worth this amount? You’ll make better decisions — and have more room in your closet.
Tags: authors, budgets, Extreme Mini Makeovers, Marketing, strategy, Vickie Sullivan
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Thursday, August 19th, 2010
Here’s another deadly mistake experts make when they pitch a speech: they assume that being an author is enough to get the gig. I can understand why: after all, you’ve spent almost a year writing and promoting the dang thing. It’s time to get out there.
The reality: a book might get you in the first round of consideration if the overall approach is relevant. But in the midst of many options, buyers will go for the topic that not only addresses a hot trend or challenge but also hints at a unique approach. It is the latter — the approach — that gives an expert the inside edge.
Yes, I rant more about this topic via video — here’s the link again. And if you want my best ideas on how to create that topic, join me for Tuesday’s Extreme Mini Makeover call. Yes, you have to purchase the entire series — but the price point is low enough that if you get the help you need from just one call, it’s worth the investment.
Tags: authors, books, branding, experts, Extreme Mini Makeovers, Marketing, positioning, promotion, speakers, Speaking, strategy, Vickie Sullivan
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Thursday, June 24th, 2010
Great call the other day on books that brand. What I didn’t get the chance to discuss was the role of the publisher’s speaker bureaus. Let’s drill down on this important issue.
First, a little context: to broaden readership for their authors, publishers have established speaker bureaus to book speeches for their authors. A relatively new trend, the bureaus sprang up around 2006; a couple (such as Macmillan) launched last year.
Many authors think that the speaker bureaus will go out and get them speaking engagements. The reality: nope, the in-house folks are just answering the phone. When it rings. For you specifically. Why? Because they don’t know how to promote speakers and don’t have the database that the established bureaus have.
Another problem with the in-house bureaus: they focus on exposure, so they’ll lower your fee at the drop of a hat. This practice doesn’t make friends and influence people at the bureaus that represented you before the book came out. Be prepared for the ensuing cat fights. And, yes, you are the referee.
Before you sign that contract, ask the publisher about their bureau. Is it outsourced or in-house? What’s the policy on fees? How proactive will they be? To paraphrase an old saying, an ounce of clarity is worth a pound of assumptions.
Tags: authors, books, Extreme Mini Makeovers, Marketing, publishing, speakers, speakers bureaus, strategy, Vickie Sullivan
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Thursday, June 17th, 2010
The most frequently asked question I get from authors: now that my book is out, how do I get more revenue? Everyone knows that books don’t pay — the money comes from the better opportunities, the cooler clients that call, the invitations to speak.
My answer: it’s all about strategy. Yes, publicity from books creates prominence. But not all prominence is created equal. The dirty little secret we don’t talk about is that there are two kinds of prominence: 1) the kind that creates mostly promotional opportunities — such as those dreaded free speeches — but not revenue. That gets old really fast. And, 2) prominence that generates revenue — as in paid speeches and paying clients. Usually the reason why folks write books in the first place.
There are three ways to position your book to create the revenue authors look for. I’m drilling down on each one on Tuesday’s Extreme Mini Makeover call on positioning your book. This call alone will be worth the price of the entire series. Click here to register.
Tags: authors, books, Extreme Mini Makeovers, promotion, speakers, Speaking, strategy, Vickie Sullivan
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Thursday, July 16th, 2009
Had a total blast on Tuesday’s call. As an avid reader, I love books. As an advocate experts, I want authors to get the value of all their hard work. But it’s just plain crazy in the publishing world. And let’s face it: publishers and agents want to sell books. They don’t care one bit about your platform or if you leverage all your time and money. To their defense, they aren’t suppososed to care. Let’s get real: that’s your job.
One of the biggest mistakes I’ve seen authors make: they forget who is in charge of their platform. They are so thrilled that a publisher wants their book, they throw strategy out of the window. They’ll do anything the publisher wants; won’t even try to suggest a better idea. The result: a book that sounds great, even gets some sales, but doesn’t translate into better opportunities for any other revenue stream. Like speaking or consulting. I call this having fame without fortune. Nothing good comes from this.
Here’s the secret: publishers want to sell books. Platforms sell books. Keeping the publisher happy and supporting your platform are not mutually exclusive. You have a voice here. Use it. If you want to hear about the other mistakes authors make, reality checks on what books can really do for your business and other good stuff, the mp3 of Tuesday’s call is now available. Click here to purchase.
Tags: agents, authors, books, experts, Here's the Deal, Marketing, publishers, publishing, strategy, Vickie Sullivan
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Thursday, July 9th, 2009
I just love it when someone calls the game. A couple of weeks ago I ran across this article in Fast Company by Po Bronson. Written back in January and highlighted in FC’s email digest in June. Bronson is a New York Times best-selling author and thisarticle shows why. His books take on compelling subjects and turns what you think about the topic on its head.
He’s not afraid to call something stupid, even if it’s popular. And his reasoning is simple yet brilliant. He shows his prominence in his stories. This is what I want to want to tell folks about on Tuesday’s Here’s the Deal call. The book only showcases what you already have and who you already are. If you are not acting like a seven-(and eight) figure visionary, do you really think a book will make you that? Unless you have built in sales or distribution systems (and those can evaporate in a heart beat) then why do you give up almost a year of your life?
A book is just gasoline to launch a rocket already built. I can’t wait to explore the other reality checks we all need before devoting our life to a book (or website, or any other tool). Click here to join me.
Tags: authors, books, Here's the Deal, Marketing, sales, showcase, strategy, Vickie Sullivan
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Tuesday, February 10th, 2009
Magic happens when insightful thinking is applied to real-world challenges. A great example from the client files: popular speaker and executive coach Suzanne Bates of Bates Communications. A former award-winning TV news anchor, she could have applied her high-profile perspective in a variety of ways. My advice: big dawgs have the right to advise other big dawgs. We applied her insights on credibility to strong market trends on employee engagement and execution. The result: not one, but two well-received (and strong selling) books Speak Like a CEO and the newest from McGraw-Hill, Motivate Like a CEO. Both are spreading like a viral wildfire, which probably explains why big-gun publisher McGraw-Hill is willing to back her for the second time.
Moral of the story: It’s not enough to have a high-profile. The days of talking-head speakers are gone. You have to apply your past life into something high-fee buyers already want. Be a conduit for a higher purpose, and watch the opportunities roll in. Good job, Suzanne!
Tags: authors, Speaking, strategy
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