Adversaries into Allies Helps Turn Ideas into Action

Posted April 7th @ 6:45 am by Roger C. ParkerPrint

Bob Burg's Adversaries into Allies describes how authors can leverage their book's ideas into enhanced personal influenceBob Burg’s latest book, Adversaries Into Allies, shows how to leverage the ideas in your book and blog posts into enhanced personal influence.

Authors don’t operate in a vacuum!

To be successful, authors have to overcome objections and persuade others to give their ideas a chance. They need to win people over before their book is published, and as long as their career involves helping readers solve their problems and achieve their goals.

Why readers buy books

Readers buy business and self-help books to achieve change. Often, readers come back to authors for help implementing the ideas in their books.

First, authors need to be successful on a personal level to sell their books and their potential to literary agents and publishers.

Next, since income from book sales is always so iffy, authors need to sell their services on a personal level, as consultants, coaches, speakers, and other types of self-employed professionals.

Finally, after publishing their book and making the sale, authors need a reservoir of personal influence to draw upon so they can help their clients become more influential in their own interpersonal dealings with others.

Writing success requires more than just written words. Authors must be able to back-up their written words with personal influence!

Why Adversaries into Allies?

Bob Burg’s Adversaries into Allies does a better job of sharing non-manipulative strategies and tactics to building personal influence without sacrificing personal integrity than any other books on the topic. It’s not a “sales” book, and it’s not a “psychology of persuasion” casebook.

Instead, Adversaries into Allies shares 5 key principles that “influence your ability to influence” and describes in detail how to apply the principles in in the chapters that follow.

The principles are remarkably concise:

  1. Control your own emotions.
  2. Understand the clash of belief systems.
  3. Acknowledge their ego.
  4. Set the proper frame.
  5. Communicate with Tact and empathy.

The 70+ chapters that follow are equally concise. Most describe a strategy or tactic, illustrate it with a story, and offer a a few tips, in just 2 or 3 pages.

Visit Bob’s Adversaries into Allies blog site to learn more about Bob Burg, his books, the 5 principles, and to download a free chapter.

Bob Burg joins Published & Profitable to Share Tips for authors to enhance their personal influenceLearn more about turning Adversaries into Allies

To learn more about Bob Burg’s advice and tips for turning Adversaries into Allies, join me when I interview Bob Burg on Tuesday, April 22, 2014, at 4:00 PM Eastern.

All Published & Profitable friends and members are invited to attend. There is no charge. Bob and I will discuss his goals writing the book, his research methodology, as well as the 5 principles of influence. Bob will also discus how Adversaries into Allies advances the ideas he developed in previous books, including the popular Go-Giver trilogy.

To join the call, just call 605-475-6150 and enter PIN 513391. There will be opportunities to ask questions during the call. You’re also invited to submit questions ahead of the call as comments, below.

Lessons from McKinsey’s Top 10 Newsletter Titles

Posted April 2nd @ 6:17 am by Roger C. ParkerPrint

The titles featured in McKinsey & Company's Top Ten Topics, First Quarter, 2014, teaches the importance of always choosing the right content marketing titles.I immediately opened McKinsey & Company’s latest email newsletter;  its subject line, Top Ten Articles So Far–made me an offer I couldn’t refuse.

I don’t think I was alone…

It’s hard to resist a short, news-oriented title that arouses curiosity

The success of the subject line reflects the importance of choosing the right titles for all of your articles, blog posts, books, emails, podcasts, presentations, white papers, and videos.

Lessons from the Top Ten titles

Being a “title junkie” at heart, the effectiveness of the email’s subject line inspired me to go further and analyze the Top Ten titles for further lessons.

Here are the titles, and some initial observations. Note: I purposely didn’t read the teasers before sharing my impressions, so I could focus on just the titles.

  1. Why leadership-development programs fail. High curiosity value; assumes that most leadership development programs fail. Visually interesting in that the first and last words are significantly shorter than the long words in the middle.
  2. What could happen in China in 2014? Engages by asking a hypothetical question. Title gains credibility because it doesn’t predict what, ultimately, cannot be predicted.
  3. Big data: The next frontier for innovation, competition, and productivity. “Big data” identifies the topic, “next frontier” sounds interesting, remaining words emphasize the relevance to the readers.
  4. Next frontiers for lean. Another “frontier.” I’m intrigued by how the lack of modifiers around “lean” reinforces the topic.
  5. Why marketers should keep sending you e-mails. Engages you by challenging your attitudes around e-mails, i.e., assumes that someone is telling you to stop sending emails, encourages you to read on so you can evaluate e-mail pros and cons.
  6. Disruptive technologies: Advances that will transform life, business, and the global economy. Engages by building on a familiar term, but couples it to newsworthy-word “advances,” then relates topic to reader’s concerns on several levels.
  7. The benefits—and limits—of decision models. Interesting approach to a pros and cons evaluation, with the topic appearing at the end of the title.
  8. Next-shoring: A CEO’s guide. Targets a current topic, but aspirational in that it targets the highest position in a firm’s organization chart.
  9. Bad to great: The path to scaling up excellence. Engages with a pun based on a familiar business book, but continues the “from/to” or “journey” idea. “Path” promises by step-by-step approach,  and “excellence” resonates with another familiar business book title.
  10. Tapping the power of hidden influencers.  “Tapping” illustrates a familiar title technique, using a gerund, (or verb used as a noun) to communicate taking action. “Power” is always desirable, while “hidden influencers” is not only a timely phrase, it, too, resonates with a classic marketing book, Vance Packard’s The Hidden Persuaders.

Why it pays to study successful titles

Ultimately, the real value of compilations of popular articles, like McKinsey’s Top Ten Newsletter Titles, is not what others say about them, but in encouraging you to train yourself to analyze the hundreds of titles you encounter every day.

The ability to craft compelling titles is crucial in today’s world of information overload and short attention spans. Cultivating your ability to identify and use the key characteristic of effective titles will help you create better titles and subject lines for your messages–wherever they appear. Learn more about choosing titles in #Book Title Tweet: 140 Bite-sized Tips for Compelling Article, Book, and Event Titles and share your takeaways from the Top Ten titles below, as comments.

MindMapping Shortcuts for Writing a Book

Posted March 26th @ 2:21 pm by Roger C. ParkerPrint

Mindmapping content dashboard shortcuts help authors save time planning and writing a bookMy latest Mindjet Content Dashboard post shows how to use Map Parts to save time planning and writing your books and content marketing.

Map Parts are reusable combinations of topics and subtopics designed for content dashboards.

Map Parts benefits

Map Parts save time by providing a structure for your book research and planning.

  • Consistency. Map Parts help ensure you include all necessary information when analyzing competing books and creating a table of contents.
  • Ease of use. It takes just seconds to add a create a map part and add it to the Map Parts task pane, accessible from the lower right of the MindManager screen. Once created, Map Parts can be easily added, by dragging and dropping, into the Content Dashboard map you’re currently working on.

Map Parts examples

Here are some of the ways you can use map parts with various Content Dashboard maps:

  • Book Competition Tracker. My Book Competition Tracker map provides a convenient and space-efficient way to track the key characteristics of competing books in an orderly way. It also provides an efficient way to keep track of competing authors with multiple titles.
  • Expert Tracker. My new Expert Tracker Map Part makes it easy to insert links to an expert’s social media, and makes it faster access their various social media postings without revisiting their website.
  • Chapter Contents. My new Chapter Contents Map Part, part of my Book Planner mind map, reminds you of the repeating text and graphic elements that you might include in each of the chapters of your book.

Learn more about Map Parts

Visit my latest post on Mindjet’s Conspire blog, Mindjet Dashboard Series: Saving Time with Map Parts, where you can see before and after examples of the Map Parts in use. Share your experiences using map parts, as well as questions and suggestions for future Content Dashboards and Map Parts as comments, below.

Writing & Publishing Tips for Positioning Your Book

Posted March 24th @ 6:34 am by Roger C. ParkerPrint

Andy Crestodina, author and founding partner of Orbia Media, will share writing and publishing tips used to position Andy's book, Content Chemistry, apart from competing content marketing books. Attend a free book coaching call when I interview Andy Crestodina, author of Content Chemistry, about how he positioned his book apart from other content marketing books.

Content Chemistry: An Illustrated Handbook for Content Marketing, contains writing, design, and publishing lessons every author and content marketer can benefit from as they begin to plan and write their book in a crowded field.

  • You’ll gain a behind-the-scenes look at the questions that were asked and the positioning options that were chosen to set the book apart and enhance its appeal to prospective readers.
  • We’ll discuss the origins that the Chemistry title and metaphor play in the book’s story, and how it influenced the book’s organization, graphics, and text.
  • I’m going to ask Andy questions like, “Which came first, the copy or the layout?”
  • I’ll ask Andy how page-to-page variety and consistency maintain reader interest, and th role that white space plays in easy reading, even know the book shares in-depth, research-based content marketing methodologies and details.

Finally, I’ve asked Andy to prepare a summary of the main content marketing takeaway ideas he wants readers to remember from Content Chemistry.

Who should attend this interview and book book coaching call?

This call is for you if you’re considering writing a nonfiction book to promote your business and establish your firm as the “go-to” firm in your field. The more competing books there are in your field, the more you’re likely to gain from attending this call.

This call is your chance to learn from an author who did it, and in a way that benefited his career an his business. Time permitting, you’ll be able to ask Andy questions about your book project as well as your goals of expanding your author influence and page rank which can help you promote your book more effectively.

Here are more articles to check out before the call:

How to attend the call

I’ll be interviewing Andy Crestodina on Tuesday, March 25, 2014, at 4:00 PM Eastern. All Published & Profitable friends and members are invited to attend. There’s no charge. Just call 605-475-6150 and enter PIN 513391. Call in a few minutes early and say hello! Invite your friends who are considering writing a book or who simply want to learn more about content marketing. They’ll thank you, and so will I!

More Design Tips from Andy Crestodina’s Content Chemistry

Posted March 23rd @ 6:39 am by Roger C. ParkerPrint

Book design tip from Content Chemistry; sell the book's contents on the back coverThe back cover of Andy Crestodina’s Content Chemistry provides more examples of ways to use design to set your book apart from the competition.

In yesterday’s blog post, Book Design Tips from Andy Crestodina’s Content Chemistry, I described how the  design of the front cover and inside pages reflected a different approach to content marketing text and graphics.

The inside pages, for example, contain plenty of white space, encouraging readers to use the book as a workbook for jotting down ideas as they occur while reading.

The front cover, shown yesterday, provides a visual summary of the benefits readers will gain from the book, including:

  • 54 charts & diagrams
  • 33 quick tips
  • 16 warnings.

Back cover design tip

The back cover, shown above, likewise, is designed to provide a poster or infographic-like, at-a-glance summary of the benefits readers will get from the book. The visual elements include:

  • Periodic Table of Content. This is the books primary positioning element, a unique and carefully thought-out display of the different ways content marketing messages can be distributed.
  • Positioning statement. The text to the left provides a concise, yet detailed, description of not only the book’s content, but also its style. In Andy’s words: This handbook is more than 100 pages of step-by-step web marketing advice, written in plain English….
  • Supporting summary. The text to the right provides details, organized under two subheadings: To be successful, websites must do two things… and In order to do this, web marketers must do two things…
  • Summary. The text reversed out of the black background summarizes the benefits, concluding with: “…You’ll know where you’re going and how to get there. And youll know how to measure it all.

Learn more about using design to set your book apart

To learn more about using design to set your book apart in a crowded field when I interview Andy Crestodina, co-founder founder and strategic director of Orbit Media and Content Chemistry author.

I’ll be asking Andy questions like:

  • What are some of the ways to use design to set a book apart in a crowded field?
  • Which came first: the content or the design?
  • What kind of resources are involved?

I’ll be interviewing Andy Crestodina on Tuesday, March 25, 2014, at 4:00 PM Eastern.

All Published & Profitable friends and members are invited to attend. There’s no charge. Just call 605-475-6150 and enter PIN 513391. Feel free to invite others. There will be time for you to ask Andy your questions about content marketing in general or suggestions for using design to set your book apart from its competition. You can also submit your questions before the call, as comments.

Book Design Tips from Content Chemistry author Andy Crestodina

Posted March 22nd @ 6:03 am by Roger C. ParkerPrint

Learn how Andy Crestodina, author of author of Content Chemistry: An Illustrated Handbook for Content Marketing, used design to set his book apart from the competitionLearn how to use design to set your book apart from the competition when I interview Andy Crestodina, author of Content Chemistry, An Illustrated Handbook for Content Marketing on a free book coaching call.

Andy will be sharing design tips for both the front and back covers of your book as well as the inside pages.

There’s more to effective book design than just creating an inviting front cover. The design of the inside pages of your book plays an equally important role in positioning your book relative to the competition and creating loyal readers.

A different approach to content marketing

Content Chemistry is unlike any other content marketing book you may have ever seen. When you pick it up, you’ll immediately notice the difference:

  • Format. It’s a different size and shape, and contains fewer pages–yet includes the details you need to implement or improve an effective content marketing program.
  • Organization. Like a high school or college science course, Content Chemistry is organized in two sections: Part One: Lecture, and Part Two: Lab.
  • FunctionContent Chemistry is designed for more than reading; it’s intended to be used as a workbook. The larger-than-normal pages and tight editing creates space on each page for you to jot down ideas as they occur to you.

Story-telling metaphor

Content Chemistry uses the familiar Periodic Table of the Elements metaphor to provide a context for readers to understand the various ways they can use content to market their business.

Content Chemistry uses the visual metaphor of the periodic table of elements to show how to put content marketing to workAs you can see from the example at left (pages 44 and 45), content marketing options are visually displayed in a single graphic, then explained on the following pages. In Andy’s words:

Elements at the top of the chart are small and tend to have a shorter half-life. Elements at the bottom are larger, slower to create, and last longer.

Elements to the left appear everywhere, on billions of sites and various devices. Elements on the right are more likely to be on your site.

In addition, each element contains a number at the upper right. This shows the word count typically used in that element.

Learn more about using design to set your book apart

Learn more about using book cover and inside page design to set your book apart in a crowded field when I interview Andy Crestodina, author of Content Chemistry on a free book coaching call next week.

The call takes place Tuesday, March 25, 2014, at 4:00 PM Eastern. All Published & Profitable friends and members are invited to attend. To attend, call 605-475-6150 and enter PIN 513391. I’ll be asking Andy questions about Content Chemistry’s origins, goals, and its unique fusion of design and content. They’ll also be time for you to ask Andy Crestodina questions about content marketing in general or suggestions for using design to set your book apart.