Posts Tagged ‘books’
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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Tuesday, June 15th, 2010
I’ve heard a lot of crazy things because of the economy, but this takes the cake. I’m hearing a lot of folks are writing a book right now. When I ask why, here’s the number one answer: well, business has been slow so why not? This answer has spawned a rant not to be missed – click here to see the video.
Let’s get real: this kind of delusional thinking takes over when a business is in trouble — that big client suddenly goes away, referrals dry up, a more prominent competitor invades your space. It’s easy to rationalize, “Hey, instead of figuring out how to get more business, I think I’ll go write a book.” It’s easier to focus on a book than it is your business strategy. Why? Because we feel vulnerable when we don’t know what to do when the game changes. What used to work doesn’t anymore and we’ve got to do something NOW to fix it. The book becomes our security blanket. Writing that book makes us feel in control. By golly, this book will jumpstart my business. And while writing that book, we don’t have to do tough stuff like get out into the marketplace and compete. It’s a great way to hide, to stick our head into the sand. And again, there’s plenty of people urging us to write that manuscript. For a price.
The hard truth: the best motivation for writing a book is market-driven. So before the book train leaves the station, let’s step back and take a hard look at our motivations. Ask yourself: what trends are converging that will make this book create more clients or more speaking?
This recovering economy has created trends that will make some books soar – and some sink. I’m unveiling my latest analysis on those market dynamics at the next Extreme Mini Makeover call on June 22nd. Click here to join in the fun.
Tags: books, branding, experts, Extreme Mini Makeovers, Marketing, positioning, Speaking, strategy, Vickie Sullivan
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Tuesday, August 18th, 2009
Heads up: There’s a trend emerging that can either be your worst nightmare or an opportunity for paradigm shift. I’m calling it the “free for all” syndrome and you better pay attention to it. Trust me, this is not going away when the economy rebounds.
As experts, we all know that giving away free content is just good business. And most of us noticed that the bar keeps rising. What’s happening now: the market now demands free stuff. As in, stuff that is usually purchased, not any of that pep talk with a pitch programs that are bandied about. Don’t give it up and you’ll either be ignored or bashed.
Think I’m joking? Exhibit A: Meeting Professionals International (MPI) got major grief for having the audacity to charge for virtual attendance to their World Education Congress 2009. There was a very loud contingent who felt that all that content — videos of all the presentations, handouts, all of it — should be free. These folks raised enough Cain that MPI actually had to go on the defensive on this. Can you imagine — demanding that you get for free what the attendees paid to get? Wow.
So here’s how I’m jumping on the bandwagon. Last month, I dd a Here’s the Deal call on writing that best-selling book. Folks loved it. Click here to get a free eight-minute preview where I give my best four book angles that will launch your brand. Yep, that’s right. It’s free. Just download and enjoy.
Tags: books, branding, Here's the Deal, Marketing, opportunity, shift, 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, July 7th, 2009
Interesting tidbit about books from industry powerhouse Bowker’s: in 2008 U.S. book production declines three percent with 275,000 plus titles put on the market. That’s right, there’s almost 300,000 titles competing with your literary baby.
But wait, there’s more. On demand publishing explodes with 132% growth. Yep, more than double the titles from 2007. Another 285,000 plus titles promoted over the Internet, tweeted about and distributed through the usual social media sites.
If that’s not a noisy market, I don’t know what is. Good news though: the big winners in 2008 were education and business. (The losers: travel, religion, and fiction.) I can’t wait to cuss and discus the trends and how to use them to our advantage. Join the lively conversation on July 14th when the Here’s the Deal series deals with the wild, wild world of books. Only $59 — is that worth making your book better? Click here for more information and to register.
Tags: books, Here's the Deal, publishing, social media, strategy, Vickie Sullivan
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Monday, January 5th, 2009
Yes, 2009 is going to be a wild ride. Now is not the time to hide. And those hidey-holes are insidious.
Biggest victims for 2009 will be those who write books with the belief that their tome will save them. Very tempting for low-cost experts who see their opportunities fade in favor of free authorities. Newsflash: not gonna happen. The role of books on your brand is still important — but the roles have switched. In this economy, books will not revive a sagging market presence. It will not catapult a weak brand into a higher-fee bracket. Books are now booster-rockets, not launch pads. They are momentum continuers, keeping those strategically branded high-flyers in orbit. They are another revenue stream for already established communities.
Poster-child for strategic use of books: New York Times columnist Tom Friedman’s latest best-seller, Flat, Hot and Crowded. This book is a timely follow-up to his blockbuster hit The World is Flat. It keeps him in the game and fuels another round of publicity. It continues his voice and extends his prominence in foreign affairs. The book showcases an already good brand.
Bottom line: Take a hard look in the mirror. Quit hiding behind a computer screen. Brand first, then write your showcase. Those who put out weak branded stuff will not recover from this economy.
Tags: books, branding, strategy
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