Wednesday’s marketing and promotion tip for authors

Jane Atkinson’s Speaker Launcher website demonstrates how to tell a story and engage prospects using a 1-screen home page.

In just 1 deceptively-simple screen, Jane Atkinson’s home page establishes a brand, offers a list-building incentive, introduces her products and services, and–most important–provides multiple visitor engagement options.

Personalization and visitor self-qualification

I’m especially impressed by the way she makes it possible for visitors to indicate their level of experience, and–hence–the message she delivers.

• I am a new speaker… When visitors select the first option, they’re taken to a page that begins: Dear New Speaker which contains introductory information that would otherwise clutter the home page.  The first paragraph contains a sentence that shows her understanding plus builds her credibility:  But I’ve been in your shoes, helping speakers get started and I know I can help you shave some time and money off of the learning curve.
• I have been speaking for awhile…. When visitors select this option, the message they read begins Dear Advanced Speaker. Notice how the page begins with an empathetic statement that summarizes the attitude of many who want to take their careers to the next level, …more bookings…..FASTER! Does that sound familiar?

Targeted copy like the above contributes to her brand the same way the colors, information layering, and layout of the home page project a friendly, optimistic, and professional image.

Copy & design details

As you explore Jane’s site, you’ll find many other examples of careful copy and design.

For example, notice how, on the inside pages of her site, the header banner is replaced by a narrower one that, nevertheless, maintains the flavor of the larger header banner found on the home page.

Design Once, Produce Often

One of my favorite mantras, elaborated in my Design to Sell book and website, is Design Once, Produce Often. Jane Atkinson’s Speaker Launcher is an excellent example of investing in a signature photograph and a website design, backed-up by a blog with frequently-updated, relevant content. It’s a great example of what can be done.

How do I find examples of websites like this?

In this case, I discovered Jane Atkinsons 1-screen home page while exploring the authors and publishing authorities that Stephanie Chandler has gathered together for her 2010 Nonfiction Writer’s Conference. The 2010 Nonfiction Writer’s Conference takes place online, April 28-30. Stephanie has organized 18 top authors and social marketers for 3-days of intense training in writing and marketing–including Jane Atkinson and myself. Click here for more information and early-bird registration savings.

NOTE: if you know another 1-screen home page website as well planned and executed as Jane Atkinson’s Speaker Launcher, please let me know as a comment, below. We should all share inspiring ideas and resources.

Tuesday’s writing tip for authors

What happens if you come up with a new idea when you’re not at your computer? How do you keep from losing the idea?

Good ideas often have a mind of their own; they often show up at the most inopportune times, like when you’re:

• Driving or flying
• At sporting events
• At lunch
• In bed
• Watching TV
• In the shower
• Or, in my case, at a concert

When a good idea shows up, it must be immediately written down. Here are some ideas that work for me, and for others:

1. Yellow lined legal pads. I try to keep  a supply of yellow legal pads available at home and in the car. I like their large size and stiff backing. There’s space to jot down the original idea, as well as any other ideas that show up. I’ve often created the table of contents for new books using legal pads while my wife, Betsy, drives. The only thing wrong with yellow legal pads is that their size can be awkward at restaurants.
2. Notepads. My friend and mentor, Don Murray, author of The Essential Don Murray: Lessons from America’s Greatest Writing Teacher, always carried small, pocket-sized notebooks which he’d pull out at the Olive Garden and jot down the title of a recommended book, an interesting word or phrase, an idea for an article, or an upcoming event. He called these his Daybooks, and they play an important role in his ability to share his writing process with others.
3. Digital voice recorders. A new author, Michel Theriault, author of Win More Busines… Write Better Proposals, explained to me in a recent interview how he carried a print-out of his book’s table of contents wit him when he drove to clients, and how he would dictate short topics while stopped in traffic, or while pulled over to the side of the road. When he returned to his office, he would upload the digital file to his computer, and use Dragon Naturally Speaking language transcription software to create files he could paste into his word processed manuscript.
4. Several decades ago, I read an article by New Yorker author John McPhee describing how he used index cards. He used index cards for key ideas, words, and paragraphs. After completing an index card, he wold organize hundreds of cards on the walls of his office, untilhe was satisfied with the sequence. Only when the cards were probably hung would he begin to write.

Which system is best?

Any system can work, as long as its convenient and you consistently use it. As authors, ideas are your currency, a currency too valuable to trust to memory. You never know when an idea for a new book, or the name of the perfect co-author will show up. Experienced authors understand the transitory nature of new ideas, and take steps to protect the ideas by writing them down, or dictating them, no matter where they are. What’s your favorite system for tracking ides that unexpectedly show up? Has your system ever let you down? Share the story of your most important idea, and how you saved it, as comments, below.

Monday’s book planning tip for authors

When does it make sense for author to plan a new edition of a best-selling book that has become a classic in its field? And, What should remain from the first edition; how much should be rewritten?

These, and other questions, have been sparked by the recent appearance of a Revised Second Edition of David Meerman Scott’s New Rules of Marketing & PR.

Few recent books have had the impact, or sales, of David’s The New Rules of Marketing & PR. I interviewed David in October of 2006, before the hardbound edition of his book appeared, and well before he became one of the leading voice and international social media marketingauthority.

David’s career is an excellent example of not only the power of social media, but a case study of consistency and professionalism, which reflected in the revised edition of his book.

Lessons from the Second Edition of David Meerman Scott’s book

Let’s start from a simple premise: it would have been relatively easy for David to introduce a slightly modified version of his book. His book has an international following and was on the Business Week Business Book best-seller list for over 6 months.

A new chapter, or two, could have been enough to justify a new edition. But, that’s not David’s way.

David didn’t introduce a revised edition of The New Rules of Marketing & PR until the social media landscape had significantly changed, and then he did an extensive rewrite of the book.

David’s Second Edition changes include:

• New social media tools. When the first edition appeared, Facebook was limited to those with .edu e-mail addresses, and Twitter didn’t even exist. New chapters show readers how to harness the power of these powerful new tools.
• New case studies. There are numerous new examples, and many older examples have been replaced by more appropriate examples.
• New tool-specific chapters. New idea-filled chapters help readers take full advantage of the various specific social media tools.

What remains from the first edition

Unchanged, of course, is David’s down-to-earth, conversational tone, honed and perfected through the hundreds of blog posts he’s created since the appearance of the first edition. The readability of David’s style is important, since the book’s information density–or “ideas per page”–is so rich.

Indeed, Wiley, David’s publisher, matched David’s easy-to-read tone with a page layout and quality printing that enhances readability. This is an easy book to read and underline–and, you’re pretty-much guaranteed that you’ll want to frequently underline ideas and examples. Large subheads also ensure easy-reading.

Conclusion: lessons about new editions of best-selling books

Looking at the amount of revisions that David Meerman Scott invested in the second edition of his New Rules of Marketing & PR reminds me of another best-selling author, Richard Bolles, whose What Color Is Your Parachute? has been a perennial best-seller for over 30 years. As Richard Bolles described in a Published & Profitable interview, Parachute, too, is extensively rewritten each year. And, as he said in the interview, from the perspective of over 30 yearly editions, “The years when I don’t rewrite my book, sales aren’t nearly as good!”

Good writing is hard work. It takes dedication and time to rewrite an already-successful book. However, authors who aim for lasting careers and A-list credibility must resist the temptation to update an earlier editions of their books by simply adding a little glitter. The experiences of David Meerman Scott and Richard Bolles teach authors that there are no shortcuts to success, but plenty of rewards for approaching each new edition of their best-selling books as a fresh, new project. What do you think? Which authors do you think do the best job of updating their books?

Thursday’s profit tip for authors

Phyllis Zimbler Miller’s free report, Twitter, Facebook and Your Website: A Beginning Blueprint for Harnessing the Power of 3 for Your Business, provides a case study in list building and personal branding done right.

Relevant content

The quality and relevance of its content sets Twitter, Facebook and Your Website apart from similar offerings. Many reports are “brochures in disquise,” a strong sales message introduced by a compelling headline. This is one of the few that I read with great interest; here’s why:

• Focus. Twitter, Facebook & Your Website doesn’t try to accomplish too much. Instead of addressing the whole field of social media, it focuses on a relatively simple task: using Twitter & Facebook to leverage the effectiveness of your existing website.
• Pacing. Like the best-selling “…for Dummies” books, Twitter, Facebook and Your Website doesn’t assume anything. It begins with the basics, and builds on them in a step-by-step basis.
• Story. Phyllis knows her market and she concisely writes for it.  She uses a “real world” example, and describes the specific steps–and what you’re going to see online–when you follow her instructions. She writes in a conversational style, i.e., “Please, please, please listen to my advice here.” She chunks her advice with subheads like Next Steps and Tips.
• Actionable. If you’ve been a bit overwhelmed by the power and flexibility of Twitter and Facebook, by the end of this short report you’ll be able to establish a presence and relate it to your website.
• Credible. The report doesn’t overpromise and it doesn’t annoyingly upsell. It points the way to additional resources, but doesn’t get carried away. The quiet tone of the report is reflected in the sentence, This information is, of course, the tip of the iceberg of the online marketing opportunities of Twitter, Facebook and your website.

List building done right

It’s nice to see list-building done right. In an age of gurus, overpromise, and endless technological wonders (accompanied by the horrors of complexity and online documentation), it’s refreshing to encounter a confidence building report that makes sense at a first reading, yet can be returned to as a step-by-step guide to actually getting something done. If you’re not presently profiting from a partnership between Twitter, Facebook and your website, visit Miller Mosaic’s Power of 3 site and download Phyllis’s report. Then, share your impressions as comments, below.

Wednesday’s marketing and promoting tip for authors

Mike Michalowicz has based his personal branding success on combining a memorable, outrageous term, the Toilet Paper Entrepreneur, with the credibility provided by his association with many of America’s most trusted media and university brands.

It’s a combination that’s not for every author, and it may not be for you, but it certainly emphasizes how a provocative term can attract attention and engage prospect interest, which is immediately reinforced by logos like the New York Times, US News, Fox, ABC, CNBC, and and National Public Radio. Ivy League names like Harvard and Princeton add further credibility. Let’s face it:

It’s a lot easier to remember Toilet Paper Entrepreneur than Mike’s name. BUT, having seen the media logos, you’re also likely to associate him with terms like credibility, trust, and media savvy from the brands who have viewed him as a resource.

Mike’s Toilet Paper Entrepreneur book is solidly entrenched in the Top 20 books in several business categories at Amazon.com.

It’s available in a quality hardcover edition, as well as a version for Amazon’s Kindle.

There is also an audio CD version, plus 40-packs for sale in his store.

Adding branding impact with humor & quality design

Humor plays an important role in the Toilet Paper Entrepreneur brand. His site enjoys word play, and reader comments about his book often emphasize his combination of serious message with humorous delivery. The home pag of his site, for example, contains the following headline and text:

The tell-it-like-it-is guide to cleaning up in business, even if you’re at the end of your roll.

Trying to build your business in this economy? Struggling with little or no cash? Have no experience, no baseline to judge your progress against? Thank God! You’ve got a shot at making this work.

Whether you’re just starting out or have been at it for years, the Toilet Paper Entrepreneur’s “get real”, actionable approach to business is a much-needed swift kick in the pants.

That’s definitely not the Harvard Business School talking!

As you’ll see when you visit the Toilet Paper Entrepreneur site, graphic integrity plays a major role in communicating Mike Michalowicz’s light-hearted, yet substantive and professional image. The banner typography and colors are appropriate, the visuals are informal and comfortable, but the design never gets in the way of the message.

So, what do you think?

What do you think of the way Mike Michalowicz has built his personal brand on a combination of outrageous combined with credible? Has he gone too far, or not far enough, (bearing in mind he’s been a repeat guest on some television’s best-known business programs). Would you be comfortable building your personal brand on a combination of outragous and crdible? And, most important, would you like me to interview Mike for Published & Profitable? (See previous interviews) Share your opinions and questions as comments, below.

Tuesday’s writing tip for authors

The first step involved in writing a successful book is to identify your key ideas. A few key ideas provide a foundation for your writing and contribute to easy reading.

The Five Laws of Stratospheric Success in Bob Burg and John David Mann’s long-awaited Go-Givers Sell More offers an excellent example of writing a book around a few key ideas.

A 31-chapter book sounds like alot of reading. The same 31 chapters, however, organized into 5 sections, each built around a key idea, presents a less daunting proposition. The 5 sections also provide a way for readers to track their progress.

The 5 Laws of Stratospheric Success

The first thing I did when when I opened my copy of Go-Givers Sell More was to turn to the table of contents where I instantly felt comfortable, because I could see the book’s structure at a glance. What I found was:

1. The Law of Value
2. The Law of Compensation
3. The Law of Influence
4. The Law of Authenticity
5. The Law of Receptivity

I then skimmed the introduction, which lead into Page 9’s poster-like summary of the 5 Laws, with a brief statement explaining the “big idea” and relevance of each Law. I was now primed to begin reading. I felt comfortable because I knew where we were going; I understood the context of each chapter’s relation to the whole.

In short, comfort and familiarity had already been established, just 9 pages into the book! A pretty-amazing accomplishment! which is a testament to the craftsmanship, and relationship-building experience, of Bob Burg and John David Mann. Both sites are worth a visit, as is the Go-Givers Sell More site.

Note John David Mann’s statement of personal “What do I do?” philosophy on his site:

I have a passion for great writing. Excellence is one of my most cherished core values. The exquisite beauty of a powerful idea expressed in words, whether through a single sentence or a 700-page novel, is something that has stirred my soul since as long as I can remember.

Who wouldn’t want to read a book co-authored by someone who could write a sentence like that?

In just a few weeks, Go-Givers Sell More is not only a success in its own right, but it has sparked renewed interest in the original Go-Giver: A Little Story About a Powerful Business Idea and the 3rd edition of Bob’s Endless Referrals: Network Your Everyday Contact into Sales.

Take this idea and write with it!

Have you considered writing a book based on a few major habits, ideas, keys, laws, patterns, principals, or rules? How did the book turn out? What was it worth writing the book? What would you do different the next time around? Or, even better, What’s keeping you from writing a book based on a few key ideas? Share your experiences and your questions, pro and con, as comments, below.