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| | The Marketing, Channels/Partnership & Sales Execs Network is not currently active and cannot accept new posts | | Do you have a book inside of you? | Views: 1689 | | Mar 11, 2007 6:32 pm | | Do you have a book inside of you? | # | 
Denise Michaels | | Hello Marketers:
I would greatly value your thoughts and opinions on this.
As most ryzers know I mentor women business owners in marketing. What a lot of people don't know is that I'm also skilled at helping people get their book together. My forte is how-to and self-help type books. So my question is in that area.
(Remember, authoring a book can be an awesome marketing tool for your business. If you really have something worthwhile to say it gives you great credibility.)
I help get the book proposal together, develop the structure of the book and make it so the book in your head as it's written is helpful, clear, gives real step by step direction, and it's also marketable and reflects your uniqueness and your style as a person and a "brand." Often for aspiring authors getting the book that's in your head out onto the computer screen requires some real coaxing and massaging.
For four years I taught a 4-week teleclass under the auspices of a best-selling author in his seminar program on this topic. When I did my own book proposal and sent it out to agents - I got a literary agent in less than a week. Six weeks ago I took on a mentoring client who's making great strides in getting all this together.
I'm having a new site put together focused on the mentoring work I do - it should be together by the end of the week (fingers crossed). I decided to include a page on "book mentoring" for people who might be interested. But it would be helpful to get input on what you as an aspiring author might need answered or need help with.
So, I'd really appreciate your thoughts if you've ever considered seriously writing a self-help or how-to book. My how-to book is in the area of marketing for women.
What's your most important question(s) about writing a book to help your business?
Thanks in advance,
Denise Michaels, Author, "Testosterone-Free Marketing"
PS: Curious if marketing mentoring will work for you? Check out how
mentoring helped one woman increase sales 170% in just three short weeks.
Go to http://www.ryze.com/posttopic.php?topicid=820690&confid=2376 then
connect with me so you can feel more happy and make more money, too. Private Reply to Denise Michaels | | Mar 11, 2007 10:11 pm | | re: Do you have a book inside of you? | # | 
Thomas Holford | | Denise:
Thanks for the invitation.
Here are my initial, top of mind questions on authoring and publishing a "How to book".
What does the typical business deal for a "How to book" look like?
How many copies does the book potentially have to sell before a publisher is interested?
What is the "average selling price" for a how to book?
How is the revenue split between publisher and author?
What percent of the potential revenue goes to "marketing and distribution"?
Are there any guidelines or rules of thumb regarding how much time an author should expect to invest in writing a book?
When an author submits the first draft of a book to a publisher, how much of the author's work is done?
What should an author's book proposal look like? A one page idea summary? A five page market analysis and justification? Complete first and last chapters?
Is there a potential market for books on "How to ask questions about publishing a book?
Thomas Holford Private Reply to Thomas Holford | | Mar 11, 2007 10:55 pm | | re: re: Do you have a book inside of you? | # |
Denise Michaels | | Hi Thomas:
In reply to your questions:
TW: What does the typical business deal for a "How to book" look like?
DMM: A publisher who wants to publish a particular book provides a contract to the author which gives certain rights to the author and certain rights to the publisher. Larger publisher want you to have a literary agent who is your adversary and will negotiate in your behalf. As an author you want to negotiate for as much of the rights as you can. Things like foreign rights, audio rights, reseller rights, movie and TV rights (not very often exercised on how to books).
TW: How many copies does the book potentially have to sell before a publisher is interested?
DMM: It depends on how big the publisher is. But if you self-publish and can sell over 5,000 books most publishers will take notice. I'm at 4,500 books right now.
TW: What is the "average selling price" for a how to book?
DMM: Depends on the number of pages and if it's hardcover or softbound. The rule of thumb is you take the costs of PP&B (paper, printing and binding) and multiply it by eight to ten times that's the price of your book. Of course a larger print run will bring these costs down significantly.
TW: How is the revenue split between publisher and author?
DMM: The more well known you are as an author the more you will get in royalties. On a $24.95 hardback a top, bestselling author will get about $3.25 a book and an unknown author will get about $1.50 per book.
But the big thing is Tom you don't get rich on a book. You make money on your book from the credibility it adds to the other things you do - so it makes sense for your book to be congruent and an extension of your brand. For example I've been able to increase prices twice on my marketing mentoring and stay in demand.
TW: What percent of the potential revenue goes to "marketing and distribution"?
DMM: The marketing costs are a wild card - that depends on what the author decides to do - so I can't state a percentage there. But distribution costs are mostly paid by the publisher within the contract - the royalties are clear to the author. If, on the other hand a self-published author gets a book picked up by a decent distributor they are looking at about 20-28% of the cover price of the book in distribution costs.
TW: Are there any guidelines or rules of thumb regarding how much time an author should expect to invest in writing a book?
DMM: Beats me. It depends on how fast you write, how many hours you put into it, if you need to do research, if you have a really great outline to go on - or if you end up changing things significantly later. Bestselling author Robert G. Allen (I used to be his exec asst) wrote "Multiple Streams of Internet Income" in six very focused weeks of getting up a 4:00 am and plowing away at it. Other books take authors years to write - but it's my feeling that they're not constantly writing - they have big hunks of writer's block in between. *LOL*
TW: When an author submits the first draft of a book to a publisher, how much of the author's work is done?
DMM: Depends on how good a draft they submit the first time around. There will always be re-writing - but you're definitely in the home stretch at that point. When I submitted my manuscript to my editor he said, "You need another chapter and here's why." He was right and it about killed me. But I did it.
TW: What should an author's book proposal look like? A one page idea summary? A five page market analysis and justification? Complete first and last chapters?
DMM: Thomas, I've read a dozen books on book proposals, I've talked with literary agents and publishers at top publishing houses and they all have a different idea of what the perfect book proposal is - and they all think their way is the best way *wink*. So I took everything I learned and put it together. Think of a book proposal as a business plan for a book. You're basically saying that you want to do a joint venture agreement with this publisher. The parts I believe should be included in a book proposal include:
Query Letter - this is like a sales letter for the book.
Overview
Competitive Analysis
Table of Contents
Synopsis
Sample Chapter or Two
Marketing Plan
TW: Is there a potential market for books on "How to ask questions about publishing a book?
DMM: That's what I'm attempting to find out! *LOL*
All the best,
Denise Michaels, Author, "Testosterone-Free Marketing"
PS: Curious if marketing mentoring will work for you? Check out how
mentoring helped one woman increase sales 170% in just three short weeks.
Go to http://www.ryze.com/posttopic.php?topicid=820690&confid=2376 then
connect with me so you can feel more happy and make more money, too. Private Reply to Denise Michaels | | Mar 12, 2007 3:58 am | | re: re: re: Do you have a book inside of you? | # |
Thomas Holford | | Denise:
Thanks for your insights.
I'm convinced you know your stuff.
I DO have a book inside me, but it's not a "How To Book".
It's more of a "political philosophy" book, and my market analysis suggests that the market is probably microscopic, if not nanoscopic.
I'm not even sure my mother mother would buy a copy.
What you're telling me is that I should probably do something else first to get famous, and then maybe someone might care about what I think about the way the world is run.
Thomas Holford Private Reply to Thomas Holford | | Mar 12, 2007 5:18 am | | re: re: re: re: Do you have a book inside of you? | # |
Denise Michaels | | Hi Thomas:
Iconclasts always have a harder row to hoe than someone who is preaching to the choir. In a way - if I made a cardinal sin with my own book - I wrote a marketing book for women and most women even though they need it - hate marketing. The catchy title has helped grab media attention and buyers - but methinks I was rowing a bit upstream.
Think about the product acceptance cycle: microwaves were invented back in the '50s however they didn't take off like a rocket until women started going to work in droves in the mid-70s and we all needed a faster, easier way to get dinner together.
My Marketing Rule #2 is that people have to need it, want it and be willing to pay for it for you to have a customer so only you can be the judge on that one.
Back to my microwave example - when they came out they were great technology but people didn't need 'em, want 'em, nor were they willing to pay for them until the world shifted a bit and then the idea was embraced.
Although, I don't exactly know about the "need" part. How many pairs of black shoes do I have in my closet? *wink*
(Btw, I put this original post up at "B2B Networking" and my own "Real Women - Real Success" network so you may find valuable info in response to some of the different questions that were posed there as well. I know I'm not supposed to do that. Busted.)
All the best,
Denise Michaels, Author, "Testosterone-Free Marketing"
PS: Curious if marketing mentoring will work for you? Check out how
mentoring helped one woman increase sales 170% in just three short weeks.
Go to http://www.ryze.com/posttopic.php?topicid=820690&confid=2376 then
connect with me so you can feel more happy and make more money, too. Private Reply to Denise Michaels | | Mar 13, 2007 12:46 am | | Mark: Do you have a book inside of you? | # |
Denise Michaels | | I just got a call from my ol' buddy (and client) Bill Barnett. Bill is the author of a best-selling book and I mentored with him I think about five years ago. It's funny because this morning I thought I should call Bill and see how he's doing. I hadn't talked with him since right after I got married last summer. Surprise! He called me. I told him about what I'm doing and he said, "Would you like me to write you a testimonial?" I said thanks, yes. This is what he emailed me just a few minutes ago...
“Thank you...Thank you...Thank you! Your mentorship through the writing and sales process of "Are You DUMB Enough To Be RICH?" was and continues to be invaluable to me. Our phone time together working out all the details of structure, content, design and marketing allowed this book to happen. I have no doubt; I would not be a Best Selling Author today if it were not for your support. Thanks again and forever indebted.”
Yours in prosperity and friendship,
Bill Barnett
Author, “Are you DUMB Enough To Be RICH?
Private Reply to Denise Michaels | | Mar 29, 2007 9:28 pm | | re: Do you have a book inside of you? | # | 
Jeff Klingberg | | >>Denise wrote: (Remember, authoring a book can be an awesome marketing tool for your business. If you really have something worthwhile to say it gives you great credibility.)<<
It is not necessary to write a book to gain credibility and market your business. Op-ed pieces, letters to the editor, and magazine articles do the trick as well. Magazines, especially trade publications, are always on the look out for topical, interesting articles that are written towards that publication's audience.
Most publication's Web sites have specifications the types of articles they'll accept and how articles are to be written. Typically, the articles are typically less than 2000 words, which is much less than writing a book. But, before you start read two or 3 months worth of issues to get a feel for the types of articles and writing style of the publication. Then brainstorm on what you can offer.
Here are some questions to ask yourself while brainstorming.
• Do you have a client that has used your product/service to solve a problem?
• Have you developed a new technology?
• Is there a trend in your industry or market segment that the magazine hasn't seen yet?
• Have you conducted a survey about some issue or topic that the findings would be helpful to the readers?
• Did the publication offer a view you don't agree with?
Once you have determined how you can fit in, sit down and develop a plan for what you want to say. If you want to write about an client's application or problem/solution, first discuss it with them first and get their approval before writing.
Publications are looking for high quality writing, so if you're not a good writer or don't feel comfortable have a professional assist you.
Now let's say you do get published. Don't stop there. Your op-ed piece, letter to the editor or article are great marketing and sales tools. Purchase reprints of them and include them in your marketing and sales programs. Put them on your Web site and create link between your site and the publication's site. Mount them, frame them and place them on the walls of your lobby, if you have one.
Respectfully,
Jeff Klingberg
President/CEO
Konstanz Kommunikations, Inc.
www.konstanzkom.com Private Reply to Jeff Klingberg | | Mar 30, 2007 4:27 am | | re: re: Do you have a book inside of you? | # |
Denise Michaels | | Hi Jeff:
I never said that it was NECESSARY to write a book. Yes, articles in periodicals can bring you wonderful attention - however I maintain that I get more opportunities to speak in front of groups and am invited to author articles (without PR efforts on my part) because I'm a published author with a book. People find me.
Here's how a typical conversation goes:
I'm talking with someone who has a newsletter, publication, Internet radio show or whatever. He/she says brightly, "Oh, you're an author of a book? Gee, we'd love to have you on our show (in newsletter you name it). It'll give you an opportunity to tell more people about your book! We'll even let you pitch it a little on the show."
Me: "Gee thanks, I'd love to. Let's schedule a time to talk..."
I got this one in my email inbox yesterday. "We found out about your book and we want to talk with you about speaking at our women's business conference this September in Orlando. We're going to have 600 people and it's being held at The Royal Tahitian Resort. We've got your book and we've been looking for a keynote speaker. We think you'd be perfect if we can afford you."
Me: "Gee thanks, I'd love to. Let's schedule a time to talk..."
Or, I got this one in my private message inbox today, "Denise, I'm only on page 38 of your book and I can't put it down. It's so inspiring and full of great ideas. I want to find out more about marketing mentoring with you - how do I do that?"
"Me: "Gee thanks, I'd love to. Let's schedule a time to talk..."
And THAT ladies and gentleman is the value of being the author of a book. Do you have to write a book? Absolutely not. Does it help a great deal? You betcha.
All the best,
Denise Michaels
Author, "Testosterone-Free Marketing" Private Reply to Denise Michaels | | Mar 30, 2007 5:47 am | | re: re: re: Do you have a book inside of you? | # |
Denise Michaels | | Lobby? Private Reply to Denise Michaels | | Mar 30, 2007 12:41 pm | | re: re: re: re: Do you have a book inside of you? | # |
Jeff Klingberg | | Denise,
Yes, many companies large and small have a lobby to their office space or building. If a business doesn't, set up a wall of honor and place them on. Of course this is only relevant to those businesses how have visitors come to their office.
Sure for a retail store this may not work, but there are other ways of using the article for them. One possible way is they could have a plastic easel and put it on a counter or table.
There are many ways to present the article or even your recent magazine or newspaper ad to extend marketing message. You just have to use a little ingenuity and thought.
Regards,
Jeff Klingberg
President/CEO
Konstanz Kommunikations, Inc.
Private Reply to Jeff Klingberg | | Mar 30, 2007 2:17 pm | | re: re: re: re: re: Do you have a book inside of you? | # |
Denise Michaels | | Um, Jeff, I'm not sure if you're aware of this - but the majority of people on ryze are home-based business owners.
Actually, I have a blown up poster of the cover of my book that I had mounted on foam core board. I added a gold starburst and it says "Speaking Today!" When I have a speaking engagement my assistant sets it up in the lobby of the meeting room on an easel.
All the best,
Denise Michaels
Author, "Testosterone-Free Marketing"Private Reply to Denise Michaels | | |
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