And Now For Something Serious…

I attended a motivational conference yesterday run by two guys who have developed their own approach to motivating and inspiring people to be the best they can be. They have written books about their approach and whilst their methods do not include torture, bribery and blackmail (they’ve always worked for me) the books have zoomed off the shelves in numbers – although not quite Tony Robbins’ level …yet. They also provide consultancy and coaching to individuals and businesses using their motivational weapons.

I attended the event because, as a writer of mainly non-fiction, I wanted to see how the authors managed this aspect of their marketing platform and, if truth be told, now and again the motivation department does need a bit of a kick up the butt.

So here are some observations that might be useful for any of you looking to promote your book(s). With some adaptation and a bit of imagination the approach holds good for both fiction and non-fiction.

1. The event was free; held in the conference centre of a very popular UK theme park with free entry into the park. This encouraged delegates to bring spouses/kids who hit the rides whilst the delegate attended the conference. Some delegates plus family had booked in to the hotels at the Park for the weekend – so good for theme park biz too.
Learning point– make sure sponsors and others who support you get something out of it too.

2. Publicity for the event came through social networks, especially a LInkdIn community and through word-of-mouth.
Learning point – tap your networks and those of your sponsors/supporters. If it’s free – they will come.

3. The back-of-room book sales area was well managed and spacious. All the books they had written (same book but targeted at different markets in effect) were on display as well CDs and all were offered at half the normal price (the reason will become clear later). Early sales were slow, lunch-time sales were the heaviest and after-event sales were slow because most delegates wanted to hit the rides in the theme park.
Learning point – timing is everything and white-knuckle rides will always win over book sales.

4. Although the two guys were the main speakers, they shared the platform with a couple of others as supporting acts. There were also individual and groups of clients/ex-clients giving testimonials.
Learning point – share the power and the glory; share the fame or the pain.

5. It takes good public speaking skills and confidence particularly where there is a large audience.
Learning point – practice makes perfect but if you’re truly terrified, don’t do it.

6. The whole event was videoed and delegates were asked to do short pieces to camera giving their views about the books and the conference itself. These went up on a website later that evening.
Learning point – keep the memories alive and show those that couldn’t be there what they missed.

7. The content from the main guys was short, to the point and included information about their latest book due out in September (hence the price-cutting of the books). If I had paid to attend I would have felt short-changed.
Learning point – be generous with your time and material and go easy on promotional stuff – leave that to the back-of-room sales department.

8. The atmosphere was informal, relaxed and fun but not happy-clappy. The audience was invited to participate in fun no-hassle exercises .
Learning point – interaction with the audience, whilst scary builds atmosphere, relationships and your fan base.

9. It ended mid-afternoon with plenty of time left for those rides!
Learning point – if there are other attractions/opportunities on offer give your audience time to savour them.

So those are the thoughts of this newly refreshed, reborn and highly motivated blogger and now I’m off to bed.

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If You Publish, They Will Come – Ha!

I’ve been tied up with the day job this week so have had little time to blog but did catch up with my Reader items plus read a book that I wish I’d found six months ago – more of that to come.

The posts that go into my Reader have one thing in common – their authors are working their butts off getting their books in print and promoting them. My own efforts look particularly feeble by comparison. If hard work, perseverance and sheer bloody-mindedness count for anything they all deserve spectacular success.

It’s clear that being an accomplished writer is just not enough if you follow the self-publishing route. You also need to be entrepreneurial in spirit, a great salesperson not afraid to blow your own trumpet, inventive, think-on-the-hoof type, publicist and self PR and probably much more. It’s not enough to say “all I want to do is write” unless of course you’re happy for your pearls to languish unseen in the bottom of a drawer.

I suppose I was naive when I published Time for Your Life. Actually no I wasn’t naive I was just plain stoopid. I think somehow, somewhere I had this computation that the book would almost sell itself. Perhaps I have this subconscious arrogance that tells me “cream rises”. Whatever delusions I was suffering under they were put to flight with a vengeance when I read “Self-Printed – the Sane Persons Guide to Self-Publishing” by Catherine Ryan Howard (she blogs as Catherine Caffeinated). This book is an account of how she came to self-publish her own non-fiction and what worked for her in marketing and selling. She’s very clear that the book is about the way she did it and makes no claims for it to be the only way but her sales figures speak for themselves. She also is a very funny writer.

Well what an eye-opener. I think I can claim to have made every mistake possible and the really really really irritating thing is that what she writes just makes total sense if you are going to self-publish. At least it does to me…now. Grrrrrrr!

So I’m wondering if there’s some spore or virus that is released into the atmosphere when a writer is about to self-publish that unless you are really smart completely blinds you to the work that lies ahead turns your brain into a soft gooey mush and sucks out any last remnants of practicality and common sense – just for good measure.

Or is it that I have a very active self-deception gene? Please tell me I’m not alone.

Have a good weekend – I’ll be back next week.

Kindle Revisited

My exclusive 90-day deal with Kindle Prime for Time for Your Life will soon be up and I thought now might be a good time for a bit of reflection.

The original idea for Time for Your Life was to start to build up a library of articles and e-books on my business website http://www.thecoachingcorner.co.uk to support my coaching activities. I never expected to sell many copies – just as well really as it turns out.

The book garnered 3×5* reviews on UK Amazon and 1×5* on Amazon.com (Thank you Gwen Bristol) but I have sold very few copies through Kindle. On the other hand I have negotiated three-year licence agreements with a couple of companies for it to be available to the staff via the company intranets. This alone has more than covered my costs and will keep me in jelly beans for a good few months. Both those agreements came about because I sent free PDF copies to Human Resource Directors and two of them got in touch with me. The next step is for it to be available as a PDF via an on-line training and personal deveopment resource website: http://www.glasstap.com. This will expose the book to a completely different market.

I also had some picture postacards printed with the front cover of the book on one side and message/address space on the other. These I sent out to my past and present individual coaching clients. As far as I know none of those has resulted in any Kindle sales but I have sold PDFs.

So what have I learned?

1. Publishing an e-book takes very little time if you have the tech skills or the right people behind you. However marketing an e-book and getting sales takes a very great deal of time. I haven’t put nearly enough time into marketing. I had a marketing plan but seriously underestimated what time it would need – particularly finding, getting and keeping active on different book forums, blogs etc.

2. Pricing an ebook is a bit of a thorny question for me. I didn’t do enough homework on prices and so, in comparison with other books that appear to be of similar content, Time for Your Life may look pricey. £6.00 as opposed to the £1.99ers. Perception is all here. I have a view that if something is offered for sale at what seems to be a very low price then I have very low expectations of it and am more likely to pass on it. I also hold to the belief that you can always lower a price but if you start low and then try to go up in price, you pretty soon piss off a section of your customer base.Maybe I need to review these beliefs…I’m not sure.

3. I’ve mentioned this in other posts but for non-fiction it still may be better to bite the bullet and go for hardcopy publishing. I’ve been asked so many times for a hard copy or “proper” book as many have called it. I think this is an issue of disposable v for keeps.

4. I’m not totally convinced of any advantage Kindle Prime offers for this type of book other than the % rate. With hindsight I would have preferred to have offered the book from the get-go in as many ways/formats as possible.

So just something to chew on this Friday morning. I’d be more than happy to hear your thoughts/experiences – perhaps between us we should put an ebook out on the definitive way to self-publish.

Anyhoo – signing off for the weekend which is predicted to be warm and sunny – so have a good one.

Reflections on Kindle

I spent most of the weekend working on my marketing platform for The Book – mainly bullying the friends and family category. However, I also invested a little time in thinking about this Kindling experience. Here are four early learning points.

1. Don’t assume that everyone has a Kindle or similar. I lost count of the times I was asked to “show” the book because the f&f member didn’t possess a Kindle. This was also the case when I spoke to a couple of local newspapers and a radio station. So, buy a copy of your book and hawk it around on your own Kindle and you can give people a bit of a taster.

2. I had planned to publish The Book in other digital formats however, if you publish in KDP (Kindle Digital Publishing) you are tied in to an exclusivity clause for 90 days. Check the terms and conditions thoroughly (if you are doing your own “Kindling”) and don’t make commitments that you won’t be able to keep.

3. You can have up to 5 “free” days in any 90 day period so you need to think about how you’re going to use them (if at all). I’ve decided to save mine for around the end of the 90 days when they can help me put a bit of a sales boost on.

4. Was it worth going through a Kindle publisher? For me yes, yes and yes again. I’m not tech-savvy; learning how to Kindle is not a priority for me nor a good use of my time. I think it better to stick to my knitting. The publisher I used (www.kindlepublishmybook.co.uk) had loads of experience and inside knowledge; managed the whole process once I gave him the mss and was affordable. I’m sure you can d.i.y. it but for me it wasn’t worth the potential hassle.

Finally, be prepared for someone (at least one) to say to you: “Oooh! You are a clever thing aren’t you, but it’s not like it’s a proper book, is it?”

AAAGH!!!

Happy Monday.

To Market, To Market…Revisited

I received an email from a reader of this blog scolding me slightly for sounding negative in yesterday’s post. Said reader (I know where you live) suggested that instead of being “sarky” I shared my approach to building a marketing platform. Personally I think it’s just a ploy because she’s too lazy to work it out for herself but she makes mighty good cakes which often make their way to me. (No! It’s not my mum).

So, using the list I produced yesterday, here are some of the planks and nails that are going to build my marketing platform for my book “Time for Your Life”

Social Media – I shall tweet, facebook and link-in in an escalating format – “only ten days to go…” you know the sort of thing. It’s also where early reviews extolling the virtues of the book will make their debut.
Press, TV & Radio – these call for press releases. There was a helpful blog about writing these to be found at http://writegoodbooks.wordpress.com/2013/02/01/promote-your-self-published-book-give-the-media-what-they-want-better-press-releases/. I realise I’ll have to keep slots in my diary for the several interviews that will naturally follow the press releases but hey ho…that’s life.
Articles – I’m already on with this and angling each article so that it is specific to an industry, profession or other group. For example healthcare, small biz owners; working mums.
Public Speaking – here’s where I piggy-back onto the day job in the form of workshops that I run particularly Personal Effectiveness and Time Management. I’m not sure whether anything else is possible given that there will be no back-of-room sales with an ebook.
Websites/Email – Promoting on my own sites plus a link to my landing page on few others. Going to add a little banner to my email signatures.
Friends and Family – will be bribed or bullied unmercifully to promote and sell on my behalf.

One additional one – Influencers – clients/ex-clients/HR Managers whose organisations have a staff training section on their Intranets. I’ll let them have a free copy to put up in the hope that individual staff members will want to have their own copies.

There, that’s my platform and not a bit of sarky in sight. I’ve no doubt as it gets closer to launch date (only 30 days to go folks) it’ll all change.
Am I shriven now?

To Market, To Market to buy a Fat Book

One of the hundred’s of thorny issues I regularly torture myself with is the question:if I self-publish a book how will I market it? Then, a few months back an editor at a well-known publishing house told me that for traditionally published non-fiction the strength and extent of the author’s marketing platform is almost, if not equally, as important as the book itself. I suspect that the advice would almost be the same for fiction.

So, having a curious soul I thought I’d check out this concept of marketing platform. One of the basic tenets appears to be that it is preferable to earn your customer’s interest rather than buy it but that your marketing platform can use both approaches. Wow that’s good to know.

Buying your customer’s interest comes through paying for advertising, banner ads, etc in both actual and virtual worlds. So that’s where all those posters in stations come from and those whopping banner ads that quite literally are the length of a bus. Ok, you’ll probably need to take out a second or third mortgage but you could offset it against those mega-buck sales that will stream in.

Then there’s the free stuff. Here’s a brief list:
Social Media
Getting on the radio
Getting on the TV
Getting into the Press
Articles and articles that Search Engines fall in love with
UTube for videos
Public Speaking
Discussion Boards and Forums
E-mail campaigns if you have permission; email signatures if you don’t.

Then there’s your friends and family and the 7×7 rule. Each paid up member of the f&f cohort must be tasked to tell 7 other people about your wonderful book and, so the theory goes, those other 7 will tell 7 more and so on.

Now, I don’t know about you but for sure I have difficulty in managing 2 small websites, 2 blogs and 2 bits of social media as well as managing the day job, renovating the cottage, creating a new garden (on hold – it’ll probably have to be a bog garden) and creating time and space for writing.

However, the answer came to me in a dream. I’ll have more than enough time to build my marketing platform using all the above provided I outsource the writing. Got it. Sorted.

Crisis of Confidence

Scary yet exciting times; book finished and formatted; a bit of techie stuff to do and it’s all ready to be launched on an unsuspecting world. At this point in the writing process I find just one question going round the revolving door that is my brain. No, not “will it sell?” Rather “is it any good?” It is at this point that my confidence in my own ability takes a nose-dive and I start second-guessing myself, working up into a right old tizzy.

Should I have put that in? Should I have left out that bit? “Is the tone right?” “Perhaps I should change the order of the content?”

Now this is a 60-odd page non-fiction book about how to create more time/space to do the things you want to do in life – imagine how much more painful it would be if it was a multi-multi-thousand word family saga. Anyway, how do you judge whether a book is good or not?

I know there are communities out there in the www world where I could submit work for peer review; having visited some of these sites and read some of the reviews they seem “red of tooth and claw”. The words “constructive” and “feedback” apparently don’t appear in the lexicon.

I have good friends who will give me helpful feedback but I’m suspicious that they don’t want to hurt my feelings, so it doesn’t count.

Am I alone in this? Do other writers suffer the same sort of crisis of confidence as they sign off their work or do they just not give a rat’s ass?

But you know what is really ironic? In my other life I am a personal development coach. One of the most frequent issues I work on with clients is their confidence. Talk about physician heal thyself.