Continuing with the book is your business model, I’ve categorized three paths to take your book and expand it to a full business where you have a better chance of gaining profits. Some people do make a profit with one book or ebook, but not the majority. So expanding beyond the one book is the best way to create an added income stream.
The first one I call the horizontal path: an example would be Chicken Soup for the Soul or the For Dummies books; you take a theme and write books on different subject areas with the same format: So you have Chicken Soup for the pet lovers, golf lovers, military, etc. You have the For Dummies format in a variety of non-related subject areas like wine, computers, and singing. Novelists with a recurring character would also be on the horizontal path. In other words, you’re building a franchise based on a similar format or character but on different subjects or situations. In this model you’d have different target markets or readers.
The second I call the vertical path. In this one you would write on the same general subject, such as pets, but on different niche topics like: how to buy your first pet; how to make homemade dog food; how to raise show cats, etc. Or your topic could be health and you could have a book on nutrition, a book on exercise, a book on weight loss—different focuses in the same overall subject. For novels, a vertical path would be a subject like time travel, but each story would be different characters. So in this model, you’d have the same target market or readers who are interested in your subject.
The third path is where you write on the same subject but create different formats. For example, I wrote a report on how to write and sell ebooks. Then I wrote an ebook, taught a live class, and I plan to also have an audio, a workbook, a home study course, a teleclass, and perhaps a retreat—all on the same subject. So in this scenario, you would add additional products and services to create what I call a profit pyramid offering your products as well as services to the same market on the same topic. You’re turning one book into a business by taking the same information and duplicating it in different formats since people learn differently.
Can you think of how you can turn your book into a business? Let me know in the comment area on my blog.
Andrea Susan Glass
PS. I’m offering a complimentary 17-minute consultation to help you figure out which of these paths works for you. Please contact me at www.writersway.com/contact to set up an appointment. This offer is good through January 31, 2012.
As you may well know, book publishing is going through major upheavals as e-books begin to surpass “tree” books in sales! Yet, there are those authors who have good reasons to print their books. Some may want to pursue the path of traditional publishing to build their writing career, gain more exposure, and have the support of a publishing team.
Some authors want full control and choose to self publish their book, acting like a home contractor: choosing the editor, book designer, printer, etc. Whichever path you choose, there’s money to be made in both—if you think big picture.
If you are blessed enough to be accepted by a traditional publisher—if that’s your preference—you may receive an advance against sales to start. A new author will most likely get a small advance, perhaps around $5,000. Then you get semi-annual royalties which range from 10% to 12.5% of retail price on hardbacks and 7.5% to 10% of retail price on paperbacks. Obviously, you need to sell a substantial quantity of books for this to be profitable. Other than the best selling authors, the way an author can earn more money with traditional publishing is to sell a multi-book deal, preferably a series with continuing stories if fiction, or a franchise like Chicken Soup for the Soul if nonfiction. And you need to market, promote, and sell!!!!!
As a self published author, I feel you have much more profit potential. You can issue your book as a print book, hardcover or softcover, e-book, audio book, workbook, e-course, and more. The sky’s the limit because you have full rights to reproduce your content in any format. You can also set the price and drive the marketing campaign. If you use your book as an introduction to your services and /or other products you can build a fan base and have ongoing sales as you build your information business. Prices for e-books range from .99 to $9.99 and for print books from $9.99 to $29.99 average. And after costs, you keep it all!
Profit is only one of many factors to consider when choosing a publishing path, so keep it in mind and keep it in perspective.
Andrea Susan Glass
Ta dah! The moment you’ve all been waiting for. I’m now going to reveal some of the top book marketing strategies.
Most of these you can use online and off:
1. Advertising: online with Google Adwords, offline in industry magazines
2. Affiliates: have other people sell your books
3. Blogs: have valuable content on your blog and as a guest blogger
4. Joint ventures: have others promote to their list
5. Mailings: online with email to your list and other lists; offline with direct mail
6. Media: radio shows online and off
7. Social marketing: online with Facebook, LinkedIn and other social sites, offline by building relationships and strategic alliances
8. Speaking: online teleclasses and webinars (yours and others), offline giving talks and seminars
9. Writing: articles, blogs, columns, press releases, ezines, newsletters, websites—the sky’s the limit both online and off
Now I’m sure you can find something on this list that works best for your book, your market, and you. If you’re still stumped brainstorm some ideas with whomever you’ve selected as your support person (me included!) and start putting together your marketing plan.
I suggest you sign up for book marketing newsletters, such as John Kremer and Penny Sansevieri, since new and improved promotional ideas are always being “discovered” or “invented” or “re-invented” and you want to stay on top of these developments in this rapidly changing world of book and ebook marketing. And with the new ebook readers, a whole new world of book marketing is upon us, so keep your eyes, ears, and fingers open!
As you experience success, please share it with me and my readers by posting a comment on this blog. Let’s all learn from each other.
Happy writing, (& promoting!)
Andrea Susan Glass
P.S. My new 6-week course “Write an Ebook: Hands-on Class” will begin on Tuesday, October 4 from 6:30 to 9:00 pm at the Cal State San Marcos University campus, 333 S. Twin Oaks Valley Road. If you live in the San Diego area or know someone who does, please let them know about this ground-breaking class. My goal is to have students finish an ebook in 6 weeks. For more information visit www.csusm.edu/el and click on Extended Learning or call 760-750-4020.
How are you feeling now about marketing your book? A little more comfortable? It’s about to get even more comfortable!
I’m not one of those people who suggest you do something because you “have” to or because it’s the “only way” to get results. I truly believe that if you do something when your heart and mind aren’t into it, your chances for success diminish. Therefore, when I asked my 93-year-old client if he would like me to help him get some opportunities to speak to promote his book, and he said, “I don’t do speaking,” so I didn’t push it. I’ll focus on what he “will” do and we’ll go from there.
So what do you enjoy doing, love to do, feel comfortable doing? How do you like to interact with your readers? How would you like to connect with your readers? You have many choices here, so the goal is to make it fun and easy.
What do you do best: write, talk, teach, listen, act, design, sell…? If you like to write (and I hope you do after just completing your book), there are many opportunities to write to attract your market from articles and blogs to press releases, websites, and direct mail. If you enjoy teaching you can do live seminars and classes as well as online teleclasses and webinars.
Find your best skill and comfort level and choose your strategy to promote your book to your ideal reader. I’ll lay out many of the online and offline strategies in the next installment.
Happy writing (& promoting),
Andrea Susan Glass
PS. I’m happy to offer my 20-minute complimentary consultation where I can help you pinpoint your best marketing strategy for your book. Contact me at www.writersway.com.
Welcome back to the next installment of the “dreaded” book marketing primer. My goal is to make book marketing fun and easy, because I know how much you love the book you just poured your heart and soul into and how much you want to get it into the hands of your readers!
And that’s where the fun is: connecting with your ideal readers. Who did you write your book or ebook for? What aim did you have for your readers? What did you want them to gain from reading your book? What will compel them to say, “I have to have this book”?
These are the questions you asked when you started writing your book and these questions should be answered now that you’ve finished the book. So say your book is about life balance for working moms and your book shows this audience how to take care of themselves while also caring for their children, spouse, their home, and their work! Whew! Sounds like a great book that every working mom could use and would love to have.
So you know your ideal reader, now you just have to find them. Well, lucky you. This happens to be a clearly identifiable market. They’re everywhere. Working moms have websites, meetups, organizations, magazines, and conferences. And the subcategory of “work at home moms” is a growing segment of the marketplace, also easy to identify and locate. Use your handy search engine to do a search for this market and build a list of where you can find them. Also ask around to people in your personal and professional circles if they know anyone influential in this group or of organizations in this market.
Take the same steps for your market—whether they are sports nuts, animal lovers, college professors, retirees—whomever you’ve identified as your ideal reader.
As to how you will connect with these readers, we’ll base that on your book, your abilities, your preferences, your budget, and several other factors.
Happy writing (& marketing),
Andrea Susan Glass
PS. If you live in San Diego you might want to check out the 21st Century Book Marketing Seminar. (www.21stcenturybookmarketing.com). It’s October 14-16. You’ll learn just about all you need to know about marketing your book!
If you’ve been reading my emails for a while you’ll see that I’ve been following a sequence throughout this year of priming you to write your book by offering good solid content. I’ve led you through the basics and discussed many of the steps that go into writing a book or ebook.
And now we come to what many authors dread: I have to sell those precious books. For many of us writing is the most satisfying part of the process—we expressed our thoughts, shared our expertise, and fulfilled a goal. But writing is the furthest activity from marketing! So this month, I’m tackling “book marketing made fun and easy!” (Marketing and promotion are so similar, I use them here interchangeably).
This week I want to talk about a marketing plan. Because promoting your book may feel foreign and overwhelming, it helps to have a strategy. Here are some of the steps you might want to include in your plan:
1. Get support in your marketing efforts (a mentor, coach, PR expert, VA, partner…)
2. Locate your ideal readers (you identified who they are before you wrote the book)
3. Decide where you will market based on where your readers are
4. Plan online and offline activities
5. Schedule at least one marketing/promotional task per week
6. Track your results
This should get you started. From my experience and education in book marketing, I’ve found that each book has a path of its own. While one book can catapult to the bestseller lists through blogging, another book might build its success through media interviews.
The path you take to success will be based on the nature of your book, your ideal readers, and you! The clearer you are on these, the easier it will be to find the best marketing plan for your book. I’ll go into more detail in the next emails.
Learn as you go and keep doing what works best for you.
Happy writing (& promoting),
PS. A quick reminder, if you live in the San Diego area or know someone who does, I’ll be teaching a 5-week course “Writing Nonfiction” starting Monday, September 12 at MiraCosta College (http://www.miracosta.edu/community) and I’ll be giving a talk “All About Ebooks” on Tuesday, September 13 at San Marcos Library (http://securelamp.csusm.edu/extstudies/el/rp/course_details.php?cid=1785) to introduce my 6-week class “Write an Ebook” starting Tuesday, October 4 at Cal State San Marcos (www.csusm.edu/el).
I hope your week has gone well for you. To pick up from last week, now that you know a bit more about traditional publishing, I’d like to discuss the reasons you might choose the self publishing option and the benefits and drawbacks of this path as compared to traditional publishing.
Today, self publishing has never been easier with computer design programs, digital printing, and POD (print-on-demand) presses. I remember the first book I ghostwrote for a client about 10 years ago. We printed 10,000 copies to get a break on the price. That book went on to win the San Diego Book Awards for best how-to book, but we also got stuck with thousands of books we couldn’t sell.
So why would someone choose to self publish? You might want to self publish if: you like to control everything; you want all the profits; you’re clear about your target audience and how to find them; you want your book out sooner than later; you have a team of people to design your cover, format your book, copyedit the content, and help you promote it. If you have any of these desires, you might choose this path.
These are some of the benefits and drawbacks of self publishing: quick turnaround time for producing books, keep all profits, low set up and printing costs, full control over content and cover, can easily add other books, CDs, or other products, comfortable promoting book; however, you may not have distribution to get into book stores, in some industries self published books have less prestige, quality may be inferior, and you have to handle all aspects of production and promotion.
Now not all of these apply in every situation; I’m just trying to give you an overview so you can see the primary distinctions between traditional and self-publishing so you can make a wise choice. And it’s not unheard of for a self published author to later be picked up by a publisher if you’ve done a good job promoting and selling your book.
So weigh both options, choose your path, and go build your book to bestseller status! Next week I’ll go over the process of obtaining a traditional publisher.
Andrea Susan Glass
PS. Please feel free to contact me for a complimentary discussion if you’re still undecided or have more questions. Sign up at www.writersway.com
Okay, you’ve decided you need a ghostwriter. You want to write your book, you’ve admitted you need help, and you need a ghostwriter. You want to find the right person. So how do you choose a ghostwriter?
In most cases when seeing a new service provider, you often start with a referral. So ask around and see if anyone you know has used a ghostwriter or knows of one. You can also attend writing organization meetings or meetups and see if there are any ghostwriters present. Check the organization’s website and review the members. For example, I’m a member of Publishers & Writers of San Diego (www.publisherswriters.org) and our website lists the members. And like most anything you’re looking for these days, you can do an Internet search. I’m surprised how many people find me online in the morass of my competitors. I must be doing something right.
So now you’ve found a few ghostwriters. What’s next? First, you’ll want to review their website if they have one and get a sense of what they do and how competent and experienced they seem. Then send them an email or call them on the phone. I prefer to set up phone or in-person appointments so we don’t play too much telephone tag.
Remember that you’ll be in a long-term relationship (at least three months or more) with this person, so you have to not only feel they’re an excellent writer, but that you share similar values, like honesty, good communication, reliability, and keeping agreements. This is what’s important to me. I get very frustrated when my clients continually break appointments or worse, don’t even show up. Or when they don’t return emails or phone calls!
I suggest interviewing two to three ghostwriters, get samples of their work, and check a few references. It’s best if you can meet in person, but if not have at least two phone calls. Then let your head and your heart have a conversation and make your choice. Also when you sign a contract, make sure there’s an easy way out in case it isn’t working. I have that in all my contracts.
Here’s to a successful working relationship with your ghostwriter of choice and to a fabulous book!
PS. Please contact me about your ghostwriting needs. If I’m not the right person for you, I have quality referrals. (www.WritersWay.com/contact)
In some cases, a ghostwriter may write the whole book, in some cases parts of the book. The ghostwriter may do all the research or some of it. The ghostwriter may work on his/her own or in partnership with the “author”.
How you work with a ghostwriter will be customized to your needs. When I start working with a new author, I send them a questionnaire to get some basic information such as what their book is about, what their motivation for the book is, who their target reader is, and how much information they have gathered for the book.
The answers to these questions will determine how we proceed. If you are a new author and all you have is an idea for a book, we would sit down in person, or over the phone or skype, and discuss the answers to these questions as well as whether or not you want to self publish or seek a publisher. We’d talk about your budget and timeline.
Once we’ve established answers to these questions, we can set up the process and schedule. I like to estimate three to six months to complete a 150-200 page book. It could take less time, it could take more. It’s often up to the author as they usually have a business to run and other activities generally take priority. That is, unless you have a strong motivation to finish your book sooner, say because you’ll be speaking or attending a convention.
We work together by phone to check in regularly as you write a chapter or send me content to write the chapter. Then I send it back to you to review while I move on to the next chapter. Or in some cases, you write all the chapters and send them to me to flesh out or polish up, or I write all the chapters and send them to you to review and add and delete as the case may be.
In most cases working with a ghostwriter is a partnership, so it’s important to have a good working relationship. I’ll talk about how to choose a ghostwriter in the next installment, so stay posted.
Suppose you want to write an article, newsletter, or column because you have expertise to share and you want to attract new business by getting this information out to potential customers. But you hate to write, you’re not a very good writer, or you just can’t find the time.
These are circumstances when you might need a ghostwriter. Let’s look at each of these reasons in more detail. Okay, you were never good in English, your high school English teacher cringed when you handed in papers, and you were never a big reader. You preferred the Cliff notes or the DVD. Writing is not everyone’s cup of tea. Most people either hate to write or love it—and a few are in between; they do it because they have to. So if you hate to write but you really would love to have articles or even a book about your experiences or your expertise, you need a ghostwriter.
Now if you do enjoy writing, but for some reason everything you write sounds like it came from your 4th grader—let’s face it, you may not have the skills or talent. Not everyone does. I wouldn’t be in business as a ghostwriter and copyeditor if everyone was good at writing. You also may not know how to get started writing a book, as the whole process can be overwhelming. A ghostwriter can walk you through the process, hold your hand, encourage you, keep you on track, and do all or some of the writing for you or fix what you’ve written.
The most common reason I’ve found that someone needs a ghostwriter is they don’t have the time, can’t find the time, or won’t make the time. Take your pick. I’m not saying they’re making excuses, but they have busy lives, they can’t focus, they get distracted, they want to have a book yet can’t seem to make it a priority in their life. A lot of would-be authors don’t know if they’ll make any money on their book, so they find it hard to put it as a priority.
However, they want the book, so they need a ghostwriter. What I do is make weekly appointments with my authors and make sure they carve out time each week to work on their book. I hold them accountable and help them keep their commitments. I have a successful track record of guiding over 100 individuals through the process of completing their books—whether they hate to write, can’t write well, or couldn’t find the time.
Let me help you through your writing challenges. Sign up for my complimentary session at www.WritersWay.com/contact.
PS. Your comments are greatly appreciated. When you comment on a blog, you create a link back to your website! It’s a win for everyone.
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