It's Saturday. Practice Saying YES to Yourself

It's the weekend, but if you're like most authors, you won't stop thinking about your book, your dreams, your interview with Oprah, or that one sentence that haunts you. But the work of publishing? Why ruin a good Saturday with all that reality? Publishing and marketing your book successfully, against all odds and against the mega publishing world, is possible -- I see it every day. I found this quote yesterday and was pondering it all evening:

"Keep away from people who try to belittle your ambitions. Small people always do that, but the really great make you feel that you, too, can become great." ~Mark Twain

The concept must be in the air. Just like every morning, I opened my email and went straight to Seth Godin's blog. If you don't read it, you should. He's the guru of building the modern "Tribe", and so many other thought-leading principles of our culture. (click here for Seth Godin's blog). His posts are what I call "consumable". He provides one nugget to digest all day. In his post today he said:

"There will always be someone telling you that you're not hip enough, famous enough, edgy enough or whatever enough. That's their agenda. What's yours?" ~Seth Godin

Two great thought leaders a century apart; one important message pushing its way into today's consciousness. Today, think about what "success" in publishing actually means to you in both dollars and "sense". Then start making a realistic plan -- set a goal, plan a strategy, develop a list of tactics, put together a team that understands your goals. Above all, don't let people who are not experts discourage you and put their own agendas in the way of yours.

Set Your Story Free, Starting Today.

If people knew how hard I worked to get my mastery, it wouldn't seem so wonderful at all.

~Michelangelo

Every day, I hear from or experience writers who say they picked up a pen one day and let the ink flow, carving out a story that entertains, enlightens, engages, informs or educates another person -- mind you, even a whole civilization. Even though I see new writers day after day, hour after hour, I always have an internal dialogue running about the writers that paved the way for the one across my desk. 

You see, I've found that good writers read. They read a lot; and the more stories they read, the better writer they become themselves. I'll never harden to the truth that nearly everyone has a story, but it is a special gift to shape a story to share with others...not everyone can, or will, do that. Reading the works of other writers will help you write better, no doubt.

If you have a story inside you, set it free. To help others understand your story, though, work to master your craft, sharpen your tools, enrich your vocabulary, perfect your technique, get some coaching, and always keep learning. Then, one day when the ink begins to flow, your words will sculpt your story.

Small Press Month - PLEDGE TO SELF PUBLISHERS

On this, the final day of Small Press Month, I celebrate all of those who have voluntarily embarked on the journey of self publishing in your own small press. We are gaining ground in changing the way self publishing is perceived, but it takes all of us to demand excellence. Forget the detractors and cynics. We know that quality self publishing affords flexibility of timing and editorial content; but with that comes the responsibility to produce quality products that deliver value in a more timely fashion than a traditional publisher can do.

As an advocate for self publishing, I pledge to continue the quest to help you, the independent author, share your stories to a proper and realistic audience with the highest quality product possible.

WILL YOU TAKE THE PLEDGE?

I ask you to pledge the following for the good of the entire self publishing industry. One bad apple CAN spoil this bushel, so stand tall, self publishing comrades -- and demand excellence of yourself and others!

• I promise to never consider self publishing as a step down, or a last resort, and to always celebrate the vital role self publishing plays in the world of books.
• I promise to not let my ego get in the way of producing useful and entertaining products.
• I promise to strive to learn and to improve my writing every day of my writing career.
• I promise to listen and accept the advice of a professional editor and other book professionals I hire.
• I promise to use quality production techniques.
• I promise to use professional business practices in my publishing endeavor, from concept to distribution.
• I promise to learn the wholesale and retail side of the book business and to conduct myself correctly when in this environment for the good of the whole industry.
• I promise to lift up and support other self publishers that produce exceptional products, and try to help those who aren't quite there.

Happy Small Press Month, my friends.

Here's a valuable article from Penny Sansevieri in the Huff Post:
How to write and publish the (almost) perfect book

Small Press Month - Tip # 30

March 30 - Participate in trade shows that are RELEVANT for your platform. Book fairs aren't the only game in town for authors, but there are some very important rules to follow. It can be expensive, time consuming, intimidating, and ultimately, disappointing if you don't choose wisely and plan ahead.

1. The Biggie: Select shows that have a relevant audience -- your reader is not just a book buyer. Think TOPIC and INTERESTS. Just because 20,000 random and diverse people are going to a book fair in Miami doesn't mean they are your buyer. It also doesn't mean you'll be exposed to 20,000 sets of eyes. Sometimes a smaller show is better. WARNING! There's math involved. Two of you are in your booth for a two-day show, and say it takes nine minutes on average to present your spiel to a guest in your booth. You are only actually talking to 213 people if both of you are talking every single minute of the show! That's
         16 hours x 60 minutes x 2 booth staffers
                Your average presentation time
2. Participate outside of the exhibit floor in any available and affordable way. Try to be helpful to the organizer (and be nice to them), buy an ad or sponsor something if you can. 
3. Budget wisely. Be realistic. Read the show information and know what costs money. Don't sabotage yourself with rush fees or other fines by not reading the show rules and missing deadlines.
4. Set measurable goals and objectives; develop your strategy; be flexible. Trade shows are where trends are discovered, news is revealed and major things happen. Be prepared for that.
5. At the show, STAND UP in your booth. Engage the people that pass by your booth. Give something away. Talk to the guests in your booth. (No chairs are ever allowed in CMI booths!)
6. Have a professional-looking booth, without clutter.
7. Create talking points, practice them, and use them at the show...same spiel guest after guest.
8. Collect leads. Write down all information because you will not remember it later.
9. Follow up on leads. Plan your follow up before you even leave for the show. Over 80% of trade show leads are shamefully never followed up.  
10. Debrief right after the show. Measure your return on your investment at intervals three, six, nine and twelve months. It's tempting to do it right when you get home; but the real measure is four to six months later or more. Look for lifetime value of a customer gained at show.

Summary: Participate in trade shows that are relevant to your topic. Plan. Budget. Participate. Follow up. Measure.

Small Press Month - Tip # 29

March 29 - Plan marketing with a full understanding of the relationship between Reach and Frequency. Let me start by giving an example. Have you ever noticed how an advertisement may seem familiar a few times, but it doesn't really capture your attention completely? You've seen it, sort of noticed it in parts here and there, and then all of the sudden (you've probably actually seen the ad eight or ten times) you put the whole message together in your mind ...and then WHAM! you realize the benefits of owning the thing advertised and buy one? That's the epitome of Reach and Frequency -- they identified a prospect (you) and then found vehicles to show you the message often enough to break through the noise of your busy life.

With previous careers in marketing, I've found that book marketing is one of the purest forms of niche marketing there is -- it should be just you (the author) and one person who is totally interested in your book (your reader's profile). Since "everyone" clearly is not your audience, and budgets are rarely unlimited, the terms Reach and Frequency are more than just two simple words -- they are critical concepts to know when planning your marketing.

Reach and Frequency apply to any promotional activity you undertake: broadcast or print, direct mail, direct selling, trade or bulk deals, special sales, and even in your social networking. Reach is the number of people exposed to your marketing message. Frequency is the number of times you touch each person with your message. The most important rule in these concepts is that Reach without Frequency is a pile of wasted cash.

While intuitively most business people really do understand the concept of Frequency for successful promotional and sales campaigns, when it comes to actual implementation of the campaign, most small businesses opt to sacrifice Frequency for Reach. Most often, this occurs because we are a culture of immediacy. If something doesn't have a return on the first ad, we assume it isn't working. Without question, the biggest waste of marketing dollars is when promotional activities are implemented without adequate frequency.

Small Press Month - Tip # 28

March 28 - Participate in blog promotions and contests. A great way to spread the word about your title (as well as a relatively free or pretty cheap way) is to participate in blog giveaways. I don't mean enter to win a prize for yourself -- I mean offer YOUR book as the prize! There are many benefits to your book being "the prize". The blogger will mention your title multiple times in their posts: 1) to announce the giveaway, 2) to keep readers up-to-date on the entries, and 3) to announce the winner, at the very least. And more likely than not, they will link to your website...and we all like backlinks.

There are several ways to find blog giveaways in which to participate. The most obvious way is to search for blogs that cover your topic and then contact them to say you are interested in doing a giveaway of your book to their followers. They might say yes, but they might say no, too.  Move on to the next one and thank the blogger for their time. A more sure-fire way to get your foot in the door is to subscribe to free sites like HARO.com and PitchRate.com, which will send daily requests to your inbox from reporters and bloggers looking for sources and materials. You can tailor your results to fit your interests, whatever they may be. Bloggers will often get the word out this way when they are looking to do a giveaway, and you sure as heck want to know when they are asking!

When you receive a request that fits your topic, you simply contact the requester (however the site requires you do it) and let them know you are interested in being a part of their giveaway. Be sure to send them all the information they will need about you and your book. It is also a good idea to send them a link to your website and your online press kit if you have one (which you should!). If all goes well, they will let you know that they would love to do a giveaway of your book! The blogger will tell you what to do next -- some will want you to ship them a copy of the book for them to keep, as well as a copy to send to the winner. Others will want you to directly ship the winning copy. Either way, you have successfully done your first blog giveaway and added yet another great way to spread the word about your book to your toolbox.

Small Press Month - Tip # 27

March 27 - Always carry your book with you. You never know who you might be sitting next to on the subway or a plane, or the Jiffy Lube or even in a cafe at breakfast. In 1995, I was at breakfast in LA with a couple of publishing friends. We were talking about the books currently being produced at the fledgling publishing company with whom I was employed. A woman next to us overheard our conversation and wanted to see the books or our catalog, which I had with me in my briefcase. She made a purchase for her bookstore right then and there, and continues to be a valued customer to this day. In all, the lifetime value of that customer, after spending $5.00 on a bowl of oatmeal at breakfast one day, has amounted to over $50,000 in lifetime sales to that single customer.

Keep your eyes and ears open and your mind on alert. Always be aware that your behavior and attentiveness counts, no matter where you are or who you are with. If you are at a conference on your topic area, or regarding publishing, wear your badge in and around the hotel. Don't be obnoxious about it, but don't hesitate to find an opening and engage in friendly conversation with people.... "Excuse me, but I couldn't help but overhear. So you are interested in _______, I just finished a book on that subject and I'd love to talk to you about it."  This is when your elevator speech comes in really handy!  (See the post from March 2.)

One more important hint: Your printed book is important, of course, but also have your book loaded on your Kindle, android phone or another device and have it with you at the ready!