banner image

Category Archives: vision


How To Make Your Author Website the “In” Place To Be


Once upon a time, when books were only printed on the static page, the conversation was more like a monolog. This meant the author’s career was a bit like a college lecture on, say, frog dissection. It was a lonely, dusty, echoey place to be. I mean, who wants to wake up and smell the formaldehyde? Not fun. Not fun at all.

Even as recently as ten years ago, there was little chance for a reader to get involved in an author’s work except by writing to the author, or maybe showing up at a lecture or book signing. Thankfully, all that has changed.

In the age of digits and downloads, the author’s website is, well… electric, and even electrifying. Now it’s more like a hip coffeehouse, or a dinner of nouvelle cuisine at 10:00 pm. It’s become a busy hub for a wide array of content and media – interactive and highly actionable.

This shift in dynamic may seem obvious, but it’s overlooked more often than it should be – much to the detriment of the author. If you’re not sure where your own author website falls on the scale between humdrum and howling – between frog dissection and sautéed frogs’ legs – these tips may lend you just the clue you’re looking for.

Whisper – You Don’t Have To Shout

Does your website shout at readers with a dozen or more calls to action? You want to involve them, not confuse them. The adage from the advertising world is to direct a Visitor’s attention to just one thing, with one “Call to Action” message. Make sure your website is easy to use, with just the right balance between form and function.

Focus on content over design. You want a crisp, clean look with one clear call to action. Still, the substance of your message is more important than the look and feel, so keep the bells and whistles to a minimum. Don’t use Flash if you can help it (due to mobile phone limitations), and trim your images to a manageable size before adding them to your posts. Let the site load time be fast and light.

The intent of your website should focus on the reader, not on you. Yes, this is your website, but you’re not the one using it. It’s all about your readers and what you can do for them.

Use your About page for boasts, toasts, testimonials and kudos. Keep the rest of the site focused on your reader. Have a tab for book news and reviews, offer a newsletter, and make sure you’re easy to contact – things that show you’re not only aware of their presence, but you’re glad they came.

Think of your role as something like being the gracious host of a great party. If you just talk about yourself, you’ll only inspire a lot of yawns, and folks may decide to turn in early or head to the shindig down the block. Instead, present your guests with a scintillating array of topics to nibble on. Also introduce them to other personalities they may enjoy, and get the conversation going.

When someone shows up at your site, offer them exclusive unpublished content that they can’t get anywhere else. Give them juicy morsels they would gladly pay for, like a short video, podcast episodes, short fiction, white papers, explainers and sample chapters.

Create content worth sharing, something your readers might pick apart over coffee or happy hour with their incredibly interesting friends.

How To Keep Readers Coming Back For More

  • Be generous. Whose work do you read or recommend? Why is it worth anyone’s precious free time? Support your peers and your fans at the same time. Shine a spotlight on people and topics that might not otherwise cross your reader’s path.

  • Be human. Talk about your works in progress, and share the biggest triumphs and trials you have in the writing process. Are you stuck on one idea? Did you just shift the gender of your lead character and now you have to rewrite half your book? Did you suddenly realize that your magnum opus on finding happiness is really more about finding faith? Are you simply bored with the sound of your own voice and can’t wait to finish your manuscript? Let your readers peek behind the curtain.

  • Be social. Encourage your readers to promote your fresh content on social media, and make it easy to do. For example, you can use the free service at ClickToTweet.com to socialize your blog content. Summarize the topic of your blog post into about 100 characters, and include your ClickToTweet link. This will automatically post your headline, witty comment or quip to Twitter. For added link juice, use a hashtag.

Encourage comments on your blog and get involved with the conversation. In fact, why not encourage comments on the comments to build a real sense of community?

With a slight shift in focus, you can transform your author website from a dusty lecture hall into a roaring success. The career you wake up may be your own!




Bryan Edired 1Bryan Heathman is the President of Made for Success Publishing. Bryan works with best-selling authors in the role of publisher and marketer, including the late Zig Ziglar, Chris Widener and John C. Maxwell. Bryan is the author of Conversion Marketing, a marketing book that condenses knowledge on website conversion from 7-years running an online ad agency. Bryan’s Fortune 500 experience includes running high impact marketing campaigns for Microsoft, Eastman Kodak and Xerox.




Katherine-Owen-ImageBrought to you by Katherine Owen, CEO of GOKO. Katherine brings her expertise in the publishing industry and combines it with a powerful team. She owns and operates GOKO Publishing and is part-owner in a traditional publishing company, The GHR Press. Katherine holds a Masters Degree in Marketing and Management from Macquarie University’s Graduate School of Management (MGSM) in Sydney, Australia.

  
 

icon1December 29th, 2015
icon2admin

Tell the World with a Book Trailer Video – Author Training Series


by Bryan Heathman

Get out the popcorn and dim the lights! As an up and coming bestselling author, it’s time to promote your book the old fashioned way: with a promotional trailer.

Whether your book is a fictional story or it’s the true story of a brand, passion or success philosophy, your book ought to be in pictures. Posting book trailer videos online is a solid step on your path to publishing success.

Seriously, take a look at the way a single movie can bring in hundreds of millions of dollars in a single weekend. How did you first hear about the movie? Was it social media, a movie critic or word of mouth?

The same dynamic of movie awareness works equally for books. So it is important for you, the author, to get the ball of momentum rolling with a book trailer to tease interest in your book.

To get people to spend a week or two reading your book, they are going to have to want it… bad! So your promotional activity will need a hook, which often starts with your book trailer video.

From the Big Screen to the Screen In Your Hand

Video promotion on the internet is far less expensive than traditional advertising, and after a few preliminaries, many authors can do it. As an author with a book to promote, this includes you. About 1-2 minutes of video is all you need to get your message across to smartphones and tablets everywhere. With the right planning and a little push, these mobile devices are where you book may be read as well.

You can use inexpensive tools to make your book trailer if you know which ones to shop for, such as EasySketch Pro or VideoMaker FX. Because they’re user friendly and widely available, using these tools may mean that your video ends up looking the same as everyone else’s. The difference is how you use the tools. Creativity is key. If you can hire someone to create a quality book trailer for you, so much the better.

Making and sharing your own videos does seem exciting to a lot of authors, and I admit it can be fun. But before you cast yourself as the next John Huston or Cecil B. DeMille, take time out to do some planning.

Think about your process and map it from start to finish. The video production process includes only a handful of steps, but each one is key to your book trailer’s success.

First, start with your book trailer’s concept. Decide ahead of time what the viewer’s key take-away will be. Create a clear call to action that is the natural conclusion for the message they’ve just seen.

Next, decide how much of your story you want to reveal in your book trailer. What’s the heart of your video? Where do you want the viewer to begin and end? Script it, and have a clear idea of the visuals you plan to use. Video production professionals call this step storyboarding.

Record the audio first, then use it as the anchor for your video. It’s much easier to sync the video to the audio, instead of the other way around, and the results are more professional. Whatever approach you use, there’s almost always a creative solution for any production obstacles you find.

Online Traffic = A Packed House For Your Book Trailer

Now that you have a finished video, it’s time to get the word out. Though it’s not the only game in town, YouTube is the obvious distribution channel of choice. It’s where the viewers are, and viewers are what you want most for your new book trailer.

YouTube has so many astounding statistics, it would be a waste of space to try to name them here. If you want to research it, here’s a link to the source itself.

I will add, though, that YouTube.com boasts more than 1 billion unique users, or one-third of all people who use the Internet. That’s nearly as many people as inhabited the planet 100 years ago, when the movie industry was new. It’s 1/7 of the world population today. You don’t have to convince people to go to YouTube. You just have to get their attention.

To get your share of viewers for your trailer, start with a keyword rich title. It should include your book title or central character, as well as any other descriptive information or keywords you’d like to capitalize on.

Next, your description should also be keyword rich. Begin the first line with a link. This should coincide with your call to action, either to the page where viewers can join your mailing list, or where they can buy your book directly. Your description should be as long as a full article for best keyword optimization and Google juice.

Finally, give a clear compelling call to action, such as subscribing to your YouTube channel, joining your mailing list, or simply buying your book. It may seem obvious to you, but your “call to action” won’t be to your viewers. They’ll be too mesmerized by your masterful storytelling prowess!

If optimizing your videos is too slow a process for you, advertising opportunities abound on YouTube and Facebook as well. Find videos on the site that have an audience similar to yours, and buy inexpensive ads that attract a crowd to your own video. You’ll find hordes of people showing up on your channel, hungry for more.

After posting your book trailer video to YouTube.com, be sure to upload the video to your Amazon Author Central Account and Goodreads account.

After that, what more can you say – except, “Pass the popcorn.”



You Tube Marketing: Social Marketing Media for Your Business

YouTube and other video networks started with a social intent, but their use in online business promotion has exploded as social marketing media has become part of the everyday. Google gives high marks for inbound links to a site from YouTube, and no SEO campaign is complete without including YouTube. Creating video content to market your business is a breeze with this entertaining program. Liv Montgomery, the eCommerce Gal teaches you how to leverage social marketing with video and YouTube. Put your online business promotion on the fast track now.







Bryan Edired 1Bryan Heathman is the President of Made for Success Publishing. Bryan works with best-selling authors in the role of publisher and marketer, including the late Zig Ziglar, Chris Widener and John C. Maxwell. Bryan is the author of Conversion Marketing, a marketing book that condenses knowledge on website conversion from 7-years running an online ad agency. Bryan’s Fortune 500 experience includes running high impact marketing campaigns for Microsoft, Eastman Kodak and Xerox.




Katherine-Owen-ImageBrought to you by Katherine Owen, CEO of GOKO. Katherine brings her expertise in the publishing industry and combines it with a powerful team. She owns and operates GOKO Publishing and is part-owner in a traditional publishing company, The GHR Press. Katherine holds a Masters Degree in Marketing and Management from Macquarie University’s Graduate School of Management (MGSM) in Sydney, Australia.

 

icon1December 16th, 2015
icon2admin

Building Social Proof in Social Media Circles – Personal Branding Tips


by Bryan Heathamn

Since the taming of fire, people have aligned themselves with various clubs, clans, groups, movements, organizations and sports franchises. The obvious illustration of this is rooting for your home team. Where were you last Super Bowl Sunday? The odds are high that you remember where you were, and that you weren’t watching the big game alone.

This fact about association presents a great chance for anyone promoting anything, not just advertisers with over the top TV ads, but individuals too. In your case, this collective behavior offers a ripe opportunity to promote your book.

I live in Seattle, a city where football team spirit is high. No, wait – high is an understatement. Football here is a mania, after the local team took a couple trips to the Super Bowl. Walk down any street on a Sunday afternoon, and you may feel like Charlton Heston in a scene from The Omega Man or Will Smith in I Am Legend. It’s that quiet; everyone is inside, watching the game.

Fans don’t cheer feverishly only on game day here. Head out some Friday night to any pub, tavern or bistro. You’ll find that nearly 50% of the folks are dressed up in team jerseys and logoed sports caps. They’ve joined the tribe, and they live it. These fans give new meaning to the term “die-hard fan”.

Imagine if just one-tenth of them were wearing the logo from your book cover too. What would your career as an author look like then? What if your book could revolutionize the culture and galvanize people together the way a sports team unites beer drinkers, even on a team’s night off? Using social media, this idea may not be as far-fetched as it seems.

Social Proof Can “Show You The Money”

Social proof is a concept that plays to the deep-seated human need to be socially accepted. We assume that if other people are doing it, it must be the right thing to do. We don’t take into account what they know – just borrow their actions, believing the research has already been done for us. We don’t do it because we’re mentally lazy. We do it because we want to fit in and be accepted.

This desire is so deep-rooted that we will even do things that are contrary to our best interests – financial or otherwise – in order to stay consistent with what we assume about other people’s decisions. Most people leaving a theater will go through the same door everyone else is using, even if there is an unused door right next to it. We subconsciously assume it’s the right thing to do. We do it on autopilot.

The principle of social proof means we will convince ourselves of the correctness of other people’s decisions and make choices that conform to them. To speed up the decision-making process, we choose the path more traveled in the blink of an eye. Flying on autopilot is a fundamental aspect of human nature, and it helps us process the bombardment of messages we get all day long.

Leading the Pack

According to a 2014 study by Edison Research, 67% of Americans are active on some kind of social media. More than 75 million Americans check their social media accounts several times a day. About 58% of us use Facebook.

With two-thirds of the country checking in with their friends, family and neighbors at breakfast, lunch and dinner, there’s a whole lot of opportunity for you to promote your book – just by showing up.

5 Tips to Build Reputation on Social Media

  1. Testimonials & Reviews: Using testimonials on social media are a great way to access the phenomenon of social proof. Using social media, you can publish testimonials and reviews from people who fit the demographic or psychographic profile of your target audience. The idea is to show that there’s support for your book from people who look “just like me”.

    To do this, ask your biggest fans for real testimonials (yes, this can include your mother). You will be surprised by what people have to say, and you just may learn a thing or two about your book. The more you can demonstrate that many people support your work, the more others will perceive your book as something worth reading.

  2. Join Groups: Another tactic you can use is to join groups within your social network. Find congregations of people who most closely match your book’s natural demographic. Groups make for a ready-made audience, and often they are hungry to associate with published authors. You can find groups that are indirectly related to your topic as well, populated by your ideal audience. The key is to become a regular and active voice in the groups. LinkedIn is a great place to get started.

  3. Start a Group: Consider creating your own group, either within your social network or on your own membership site. You can promote your group to your network of like-minded friends of colleagues, and watch your engagement numbers skyrocket.

  4. Solve a Problem: Communicate a compelling promise or purpose that speaks to an intense pain or pleasure for your group. Offer a newsletter or ecourse so you can stay in touch with them, and show them how to overcome the pain or increase the pleasure.

  5. Street Team: Finally, you can create a tribe with the groups you affiliate with. Use these contacts to build a street team, a small collective of three to twenty people who are avid fans of yours. If you put them to work to promote your books in social media channels, you could well find yourself at the hub of a jersey-wearing crowd – one with your number on it.

When it comes to measuring your influence in social media, many professionals turn to services like Klout.com to measure their effectiveness. Setting up a profile takes a few minutes, and the ongoing reports will help keep you on-track with your effectiveness in social media channels.




Bryan Edired 1Bryan Heathman is the President of Made for Success Publishing. Bryan works with best-selling authors in the role of publisher and marketer, including the late Zig Ziglar, Chris Widener and John C. Maxwell. Bryan is the author of Conversion Marketing, a marketing book that condenses knowledge on website conversion from 7-years running an online ad agency. Bryan’s Fortune 500 experience includes running high impact marketing campaigns for Microsoft, Eastman Kodak and Xerox.




Katherine-Owen-ImageBrought to you by Katherine Owen, CEO of GOKO. Katherine brings her expertise in the publishing industry and combines it with a powerful team. She owns and operates GOKO Publishing and is part-owner in a traditional publishing company, The GHR Press. Katherine holds a Masters Degree in Marketing and Management from Macquarie University’s Graduate School of Management (MGSM) in Sydney, Australia.



 

icon1November 25th, 2015
icon2admin

Social Media, Book Promotion and the Sweet Smell of Success


by Bryan Heathman

Ah, the sweet smell of success: your book is finally a household name, the topic of conversation in coffee houses and the subject of toasts in fine dining establishments. Just yesterday, you turned down a media interview due to your busy schedule. Tomorrow you’re off to Barbados for a quick dip in the salty surf, then a date with a rum-laced umbrella drink under a palm tree. Lucky you!

Or was it luck? Maybe it was all that time you put in on social media, carefully cultivating relationships with your fans and followers. You lost track of how many late nights you spent loading up your Buffer account, cheese popcorn crumbs littering the front of your PJ’s like so much dandruff.

“Oh, if they could see me now,” you mutter, catching a sideways glimpse in the mirror. Whatever happened to that polished look you cultivated so carefully for your book jacket? Gone is the mohair suit and the carefully waxed hairstyle. “Uff, it’s a good thing I’m not on my web cam…” you say under your breath.

But in reality, checking in with your fans doesn’t have to mean looking polished all the time. Unlike days gone by, you don’t necessarily have to show your face to sell a lot of books.

The thing about promoting yourself (and your book) on social media is that you can literally do the work anywhere you choose to be. The magic combination of a solid manuscript, the right book cover and a good social media promotion campaign can put your readership over the top. It just takes a little planning and a couple of good tools, then you’re off to the races! Or the sands of the Caribbean. Whatever.

Social media sites are the most efficient and cost effective way to get your message in front of potentially millions of people. Google’s $1.6 billion purchase of YouTube and Facebook’s multi-billion dollar IPO shouted a wake-up call to anyone who’d been hitting that marketing snooze button. There’s good reason for these high price tags; social networks offer a pool teaming with commercial opportunity for major players and individuals alike. As a published author, this opportunity now includes you. The playing field is about as level as it gets.

As an author you can leverage the ready-made audiences on social media. This means you can get involved with groups that either are tailored to your audience or dovetail nicely with your topic. Take a look at how big publishing companies are using social media to promote their top authors, then borrow a page from their playbook.

Using Social Media to Generate Social Proof

Social media helps you generate what marketers call “social proof”. Publishing your carefully cultivated testimonials from your readers can build the bond of trust for your would-be fans and their immediate social circles. The psychology of word-of-mouth testimonials is a powerful ally for authors who don’t yet have huge brand awareness. According to a survey by eMarketer, an overwhelming 99% of people surveyed believe that testimonials are credible and influence their buying decisions.

To leverage social proof online, follow these 3 steps:

1. Clearly understand your target audience – both their demographics and psychographics. Who are they? Get clear about their age, income, location, family life, interests and peeves. Find out what makes them hurt and what gives them pleasure.

2. Create messaging and imagery that is consistent with your target audience. For instance, if you are targeting empty nesters who are between 50 and 63 years old, you would use inspirational messages and images consistent with their outlook. In this case, you might use imagery of happy grandchildren, RV travel to national parks, beach vacations, spas or wine tasting.

3. Pick your “call to action” campaign strategies from options that are consistent with your target audience’s lifestyle. Then consider which techniques will influence their buying behavior. Do you want them to take a survey? Tell their friends? Watch a video and comment on it? Get creative, and keep your audience involved.

Keep Your Message In Front of Your Fans with a Book Marketing Timeline

You can increase your sales and your free time by creating a social media campaign timeline. Timelines are essential, and all successful authors use them to organize social media campaigns. Some authors even use their timelines to set and track their campaign goals.

Come up with your present and future goals, along with action plans for today, tomorrow and next month. Have a method for tracking sales so you can see what’s working for you. Pick a few social media networks to focus your activity, and post to them 2 to 3 times a day. Increase this frequency for the 3 weeks on either side of your book launch, and stay interested in how people are responding to you and your message.

It may seem like a bit of work to pack in, but there are plenty of automation tools such as Buffer.com or HootSuite that can help you manage the workload. You can pre-write an inventory of Facebook posts or Twitter tweets in advance and load-up your free Buffer account to stimulate engagement with your readers.



Bryan Edired 1Bryan Heathman is the President of Made for Success Publishing. Bryan works with best-selling authors in the role of publisher and marketer, including the late Zig Ziglar, Chris Widener and John C. Maxwell. Bryan is the author of Conversion Marketing, a marketing book that condenses knowledge on website conversion from 7-years running an online ad agency. Bryan’s Fortune 500 experience includes running high impact marketing campaigns for Microsoft, Eastman Kodak and Xerox.




Katherine-Owen-ImageBrought to you by Katherine Owen, CEO of GOKO. Katherine brings her expertise in the publishing industry and combines it with a powerful team. She owns and operates GOKO Publishing and is part-owner in a traditional publishing company, The GHR Press. Katherine holds a Masters Degree in Marketing and Management from Macquarie University’s Graduate School of Management (MGSM) in Sydney, Australia.



Online Business Promotion

Join serial author Liv Montgomery for a fun and fanciful look at the world of Online Business Promotion including “how to” tips for social media and YouTube videos.

 

icon1November 16th, 2015
icon2admin

Get Swept Up In the Adventure – It Was a Dark and Stormy Night In November…


In the spirit of National Novel Writing Month, take an escape into the unknown as you explore the art of writing…

He passed a well-manicured hand across his balding pate. It was an absent minded gesture, an insecure idiosyncrasy that had evolved over the course of many years, despite his elevated rank. Renard gladly would have traded some of his hard-won wisdom for the boundless vigor of his youth – along with a few traces of that glorious head of hair he once had. Now his retirement was staring him square in the face. Yet somehow he wasn’t quite ready to be “mothballed”.

What occupied his full attention at the moment was the glossy tablet in his hand. He’d found it on his desk when he arrived in his ready room. He pressed the screen, and an image came to life – his assistant’s daily video briefing with his proven “6-up daily priority” system. “Captain, here is the piece you wanted to look at. I still have a few bugs to work out, but with luck it will transport you to another time and place. I hope you’ll go easy on me, since I had only a short amount of time to…”

As the bland female voice droned on, Renard opened the file she referenced. It only took a moment for his assistant’s voice to fade into the background as a strange glow filled his peripheral vision. He looked up to see lush green tropical vines now taking the place of furniture in his ready room and the humid scent of jungle loam clung to his nose and mouth. “What the…?”

Startled, Renard stood up so briskly he was sure he’d knocked over his chair. But when he turned around to look, the chair was gone. In its place was a small rowboat, its oars still dripping from the mighty river behind it. A creature yowled in the trees above him, an unearthly sound that penetrated his spine. Suddenly he heard footsteps in the bushes beyond the boat. He heard a pair of muffled voices speak, too low to be discernible. “Is someone there?” Renard called, but there was only silence.

What happened next he never could have imagined, even if he lived to be three hundred. A buccaneer came crashing out of the brush, flying through the air backward and landing prostrate on the sand next to the rowboat! A moment later, a black jaguar came bounding after him with a scathing shriek and leapt upon his chest. “Get off me, you she-devil!” he shouted, flinging the creature back into the brush. “You’ve crossed me for the last time!”

The pirate scrambled to his feet and hurried for the boat, sweeping up Renard en route. “Come on, we’ve got to get out of here. I tell you, she’ll tear us to pieces.” Renard stood dumbly for a moment, the words sounding like a foreign language to his addled brain. But the sight of the jaguar running at full speed directly toward him shook him back to his senses. “Dammit, man, get in and get down!” Renard obeyed just as the boat left the shore and caught the swift current of the river.

Stealing himself to peek over the side, Renard watched in amazement as the jaguar stood upon her hind legs and transformed into a buxom raven-haired beauty. She shook her fist and called after the sinewy rowboat, “I hope you found what you were looking for!”

Suddenly there was a rapping sound, and Renard shook off the trance. He was back in his office, standing behind his desk. The jungle, the buccaneer and the jaguar woman had all gone. There was only his mild assistant, standing in the doorway, looking expectantly. She tucked a raven lock behind her ear. “Captain Renard? I said I hope you found what you were looking for. Have you had a chance to read the draft of my novel yet? I appreciate your taking the time to indulge in my hobby with me, and I hope I haven’t…”

Renard stared for a moment, taking in the scene, shaken but unscathed by the encounter. “Hm? Oh… yes. Yes, it was quite engaging. You could say it really swept me away. I all but felt that I was really there. You say this is your first attempt at writing…? Yes, there’s something to this.”

Where Will NaNoWriMo Take You In November?

November is National Novel Writing Month, affectionately known as NaNoWriMo. All around the world, more than 300,000 people are boldly attempting the impossible – to pound out a 50,000-word book manuscript in a single month. NaNoWriMo lends a spirit of community and support to what is normally a solitary effort.

People from all walks of life are throwing off the bonds of self-consciousness, casting aside the conventions of quality and grammar, and launching the books they’ve always dreamed of writing. Waitresses and mechanics, executives and ship captains alike have all taken the challenge. Not all will finish, but many will – enough. Some books will go on to be published, and a few will even be best sellers. Will yours be among them?

December 1st will come and go, whether or not you participate in this worldwide writing event with the kooky name. Will you be counted among the adventurous who leave the sandy shores of complacency and sail the uncharted waters of a world of your own making? There’s only one person who knows for sure, and that is the writer within you.

To learn more about National Novel Writing Month, trek on over to their website at NaNoWriMo.org. And to find out what you can do with your manuscript, check out the publishing tools and book marketing services at MadeForSuccessPublishing.com. I promise, you won’t get eaten – and you’ll be in good company!



Bryan Edired 1Bryan Heathman is the President of Made for Success Publishing. Bryan works with best-selling authors in the role of publisher and marketer, including the late Zig Ziglar, Chris Widener and John C. Maxwell. Bryan is the author of Conversion Marketing, a marketing book that condenses knowledge on website conversion from 7-years running an online ad agency. Bryan’s Fortune 500 experience includes running high impact marketing campaigns for Microsoft, Eastman Kodak and Xerox.




Katherine-Owen-ImageBrought to you by Katherine Owen, CEO of GOKO. Katherine brings her expertise in the publishing industry and combines it with a powerful team. She owns and operates GOKO Publishing and is part-owner in a traditional publishing company, The GHR Press. Katherine holds a Masters Degree in Marketing and Management from Macquarie University’s Graduate School of Management (MGSM) in Sydney, Australia.

 

icon1November 11th, 2015
icon2admin

No Way….Write a Book in a Month?


by Bryan Heathman

November is National Novel Writing Month, affectionately known as NaNoWriMo. Around the world, more than 300,000 authors will attempt the impossible: to write an entire book in a single month.

If you’re not sure what I’m talking about, here’s a little background.

NaNoWriMo is not really a writing contest, but an event. You might say it’s a contest… with yourself. The object is to write a fresh 50,000-word book in the month of November and have a completed first draft by 11:59 p.m. on November 30th.

Most people think this is impossible; and for most people, it is impossible, purely because they defeat themselves. In reality, there are two obstacles that confront every author:

1) Getting started

2) Sticking with it

The hardest part about any long-term goal is staying the course. A lot of authors begin with a lot of enthusiasm but put their cherished manuscript aside when they become bored with it, stumble across a writing hurdle or simply have other priorities. It’s easy to become self-critical, get overwhelmed or simply lose heart.

NaNoWriMo’s approach is to encourage writers’ enthusiasm, determination and creativity by giving the project a hard deadline.

The question is, if writing 50,000 words in a month is so impossible, why has this event been going on for 15 years? Clearly someone is getting somewhere with it. Maybe it’s just the caffeine buzz that keeps this thing going. Maybe it’s the camaraderie. Maybe it’s momentum.

In reality, more than 250 novels written during NaNoWriMo have been published by traditional publishers, including Harper Collins. A many skilled executives and high achievers have become motivational speakers after publishing.

Business Books, Screenplays and Comics – Oh My!

This brings us to another salient point: novels aren’t the only form that writers are pursuing in this month-long verbal slog. Poetry, prose, non-fiction, screenplays and even graphic novels have been harvested as the fruit of this annual rite.

Some would-be authors get stalled because they’re afraid that others will judge their first attempts harshly. Others get stymied because the material they want to write goes against the grain of their personal or professional reputation. For instance, can you imagine an economist writing about his imaginary life on the pro tennis circuit? Or an out-of-work hospital administrator writing about starting a vineyard in southern Oregon? It could happen.

This kind of self-consciousness has kept untold books from seeing the light of day.

While NaNoWriMo’s brutal schedule can help to keep your writing on track, the venue itself is completely private – as private as you want it to be. It’s like Facebook for word nerds. No one has to see the material you’ve written. All you need to do is check in from time to time and report on your progress for the benefit of your writing friends within the platform.

Completing your first draft is all that counts. Grammar, punctuation and quality are all immaterial at this point. The whole point is camaraderie for a very loner kind of activity.

Even with this level of acceptance, if you’re a bit squeamish about writing your book, try using a pen name. Having a nom de plume has come in handy for established writers and newbies alike. Just ask J.K. Rowling or Stephen King.

Most people with busy lives balk at the idea of knocking out a book manuscript in a month. However a lot of the authors I publish have the capacity to produce a quality first draft in just one week, with the bulk of the writing accomplished in a 3-week period. How does that break down? Well, if you are writing 50,000 words in 21 days, that equates to 2,500 words/day. That is about the equivalent of writing 4 long emails…something that many of us do many times a day already!

Are there a few cheats involved? Well… maybe. We in the publishing business prefer to call them shortcuts. If you’re short on time and want to compress your success, author Liv Montgomery offers at least a dozen unique strategies in her audio program “Draft Your Book In A Day.” I’ve used some of these techniques myself, and they’re surprisingly easy to apply.

Of Post-It Notes, Corporate Pensions and Ellis Island

Maybe you’re the kind of person who has scraps of paper lying around, Post-It notes jotted with plot ideas or character developments. Maybe you’ve got a self-help book outlined but you never quite got it off the ground. Or maybe you’ve always wanted to tell the story of how your ancestors arrived in this country. Whatever it is, the odds are high that you have a book inside you – something that the world needs to read.

If you’ve always wanted to start or finish a book, try capitalizing on the spirit of National Novel Writing Month. Who knows? The book you write could be just the one the world has been waiting for.

If you do take the challenge, your December just might look a whole lot different. Are you ready?



Bryan Edired 1Bryan Heathman is the President of Made for Success Publishing. Bryan works with best-selling authors in the role of publisher and marketer, including the late Zig Ziglar, Chris Widener and John C. Maxwell. Bryan is the author of Conversion Marketing, a marketing book that condenses knowledge on website conversion from 7-years running an online ad agency. Bryan’s Fortune 500 experience includes running high impact marketing campaigns for Microsoft, Eastman Kodak and Xerox.




Katherine-Owen-ImageBrought to you by Katherine Owen, CEO of GOKO. Katherine brings her expertise in the publishing industry and combines it with a powerful team. She owns and operates GOKO Publishing and is part-owner in a traditional publishing company, The GHR Press. Katherine holds a Masters Degree in Marketing and Management from Macquarie University’s Graduate School of Management (MGSM) in Sydney, Australia.

 

icon1November 4th, 2015
icon2admin

Sample Campaign – The Tried & True Book Selling Technique


So you want to promote your new book. You’ve witnessed other authors racing to the top of the best seller charts, and you wonder what they’re doing to build mega success. If you’re like most authors, you’re not sure how to go about reaping this kind of success for yourself.

Want to know a secret? You don’t have to be original to be good.

In fact, the less original you are in some cases, the better off you’ll be. As they say, success leaves tracks. Follow the tracks, and you’ll find success.

Take for example the traditional author’s boring, stalwart best friend, the Sample Campaign. Sending samples of your book to retail buyers, bloggers, reviewers and other influencers will boost awareness with the people who matter most, gaining exposure for your book and for you as an author. Using giveaways to create buzz while you are in pre-launch can be an inexpensive and effective way to generate publicity.

The Sample Campaign involves sending either physical copies of your book to reviewers or distributing e-copies to qualified centers of influence. Both tactics involve an investment of time, research, risk and reward.

Launching a Sample Campaign may sound expensive – and it is expensive if you try to get creative with this approach, but there are ways you can be both unoriginal and highly successful.

Copycat Book Marketing and Other Cheats

If you’re going to model the best, start by looking at the Amazon best seller list within your book’s category. Find the best-selling books that are most like yours and model their marketing tactics. What do you see? Would you buy these best sellers?

The odds are high that all of these books have received the royal treatment from a staff of pros, yet the approach is kept focused and simple.

What best-selling authors know is that the goal is to get attention from centers of influence. People who have a megaphone and a crowd who are always glad to lend an opinion.

If you want to get lots of good reviews from your Sample Campaign, you’ve got to make your book buzzworthy. Make sure it’s not just a scintillating read, but engaging from the first moment readers encounter it.

First Impressions: the title, book cover and description are the most influential elements when it comes to helping people determine whether or not they will buy your book – or review it for their audience.

Professional Design: your book cover is the most important feature of your book, and it should be intriguing. Make sure your cover is a match for your genre. If you’ve written a mystery, don’t use romance imagery – the kind with windswept lovers embracing on a naked rock above a storm-wracked cove. You might raise an eyebrow or two, but where’s the mystery? A poor cover will make it harder to sell your book.

Enticing Description: Your description needs to pull people in as well. Start your description with something provocative, and use your chosen keywords right up front. Make buyers and reviewers ravenous for more. Would you buy your book if you read your own description?

How Can You Distribute Sample Copies of Your Book?

Review copies are given away free, but that doesn’t mean they shouldn’t come at a price for the reviewer. Select only reviewers who are the most likely to come through with their promised action. Because you will be investing your time, resources and energy in distributing your samples, be choosy about who gets to have them.

Here is a 3-step formula to generate heat in your Sample Campaign, used by marketing pros who are “in the know” about how to sell books.

Step 1: GOODREADS Set-up

You may already know about Goodreads.com, but many authors use an ineffective approach. Start by creating a reader account using your author name. Before you do anything else, get familiar with the venue (this is called “lurking”), then review several books. After you’ve become a trusted member of the community, you can add your book or have someone add it for you.

Once your book has been added, you can change your status to “author”. You’ll have to submit an application to Goodreads’ staff for review, and this takes a couple of days. Be sure to add your social media links to your Goodreads account and website.

Once you’re established on Goodreads.com, click the link to “Create A Giveaway”. These are physical books you’re giving away, so you’ll need to buy copies of your book and send them to the reviewers who request it. Be sure you conduct only one giveaway at a time or this can get expensive and confusing.

Step 2: BLOG TOURS

Capitalizing on blog tours is an excellent cog in the wheel of your Sample Campaign. To do this, take a title from your Kindle best seller list and Google it with the search term “blog tour.” This search will yield bloggers who customarily review books and need something to blog about.

Your next step is to contact the bloggers and ask them if they would be interested in reviewing your book. Give them plenty of advance notice, typically about 2 months. Popular reviewers are often booked well in advance, and these are the ones you want to reach.

When you contact them, include a link to your Goodreads page so they can see your alluring cover and intriguing book description. Ask for their review to be published within the first 5 days of your release, preferably on your actual release date.

Step 3: BRICK AND MORTAR

Indie bookstores love authors, and many would welcome you for an author book signing. When you run your giveaway campaign, contact the store manager first before you seed the marketplace with copies of your book. Make it your goal to send out only copies that will actually yield results. Track where each one goes and follow up until you get solid results.

If you work with a publisher, ask them for a list of buyers from their Rolodex to send samples.

Book reviewers are real people with busy lives. When you request a review, don’t make the mistake of pitching your book like a used car salesman. A brief personal introduction followed by a simple paragraph describing your book should do the trick. Ask for permission to send them a review copy, and then be sure to follow up. Stay on track until you achieve the success you’re looking for.

With this kind of focused activity, perhaps someday you will find your work on the best seller list… and start reaping the success your literary endeavor deserves!



Katherine-Owen-ImageBrought to you by Katherine Owen, CEO of GOKO. Katherine brings her expertise in the publishing industry and combines it with a powerful team. She owns and operates GOKO Publishing and is part-owner in a traditional publishing company, The GHR Press. Katherine holds a Masters Degree in Marketing and Management from Macquarie University’s Graduate School of Management (MGSM) in Sydney, Australia.





Take the First Step to Unlocking Your Sales Potential


Download today and instantly enjoy the free audiobook Sell to Anyone featuring Zig Ziglar, Brian Tracy and Dr. Larry Iverson.

Sales & Success by Made For Success Publishing is an all-in-one storefront, personal library and audio player focused on enabling and coaching your sales talents with world-class speakers. Hundreds of hours of insight and experience at your fingertips.

Learn from the best:

Book Awards – Resting On Your Laurels and Other Thoughts on Winning Book Writing Competitions


Competing for a writing award is an often-overlooked tactic in the book marketing list of “To-Dos”. But is it worth it? Let’s take a look.

Back in the day – I mean way back – citizens of the Greek Empire knew they had made it big when they were crowned with a wreath made from bay laurel leaves. You know the kind: the pungent herb you use to season your holiday bird.

The ancient Greeks used laurel wreaths as awards for accomplishments in sports as well as poetry. Later on the Romans copied the Greek custom and awarded laurels to victorious conquering generals. Judging from the size of the Roman Empire, they must have gone through a lot of leaves. Eventually the generals got lazy, a lot of internal squabbling happened, and the empire declined. So too did the custom of awarding laurels.

Laurel wreaths are still used today as the symbol of academic success, and they’re sometimes used in graduation ceremonies for master’s degrees. A poet laureate is someone who’s been given this distinction.

After the ceremony, there’s a lot of feasting and often a sad good-bye to days of scholarly endeavors – no more burning the midnight oil or striving for literary perfection. This is where the phrase “resting on your laurels” comes from. It means relying on your past successes and not pursuing new challenges or paths to glory. Well, at least for some….not for authors!

Popularity vs. Profitability

Why does this matter today? As a matter of habit, or maybe just human nature, we are obsessed with competition. As soon as something is invented, right on its heels comes a new kind of award. We just can’t seem to stop comparing one thing to another and crowning the moment with a token of our esteem. Ask any Nobel laureate.

And it’s fitting, isn’t it? What better way to memorialize the moment or benchmark the best? A stroke of genius deserves recognition, whether it’s a gold medal in the international Olympic games or a regional award for a new work of fiction. Usually with this recognition comes some kind of remuneration and some amazing publicity opportunities.

We just love to recognize the best, hold it up for example, and challenge anyone to do better. It makes for forward progress in the most wonderful way.

This brings us to the topic of book awards and the enormous boost they can give to your reputation – and your book sales.

Bryan Heathman’s Top 7 Book Awards for Authors

Winning an award for your book may seem unlikely at first blush. After all, the competition and requirements for submission are usually thought to be pretty stiff. But in reality, the fee for submitting your magnum opus for Pulitzer Prize consideration is only $50. Some authors spend that weekly at their friendly neighborhood Starbucks.

Imagine carrying around the title of “Award-Winning Author” on your business card. You just might get past some velvet ropes a little easier with that kind of clout (hey, it could happen).

Besides Pulitzer and Nobel, the list of prominent book awards reads like a “Who’s Who” at an acronym convention: PEN, NBA, NBCC and Booker to name a few. But there are lesser-known, more accessible challenges to meet, such as Benjamin Franklin, Independent Publishers Guild and Writer’s Digest. Besides bucking the competition for the major brass rings, you are much more likely to win the Sophomore Cup and be the proverbial big fish in a small pond.

Besides lots of celebratory perks and a cash prize, winners are announced to major trade journals, news outlets, public libraries, social media and blogs. Consider your entry for the following awards when you publish your next manuscript:

The Benjamin Franklin Awards: the Independent Book Publishers Association is a non-profit organization that offers advocacy and education. Their Benjamin Franklin Award honors independent publishers and self-published authors for excellent book editorial and design.

Independent Publishers Guild Award: the IPGs Independent Publishing Awards celebrate the achievements and successes of IPG members. Frankly it’s a great way for them to drive membership, and it’s a great way for you, the author, to connect and network with other serious professionals.

IPPYS – Independent Publishers Book Awards: the Independent Publisher Book Awards (the IPPYs) shine a light on excellent independent, university, and self-published books each year. The independent spirit comes from all corners, and books are judged on merit, not necessarily polish.

Foreword Magazine Book of the Year Awards: Foreword Reviews is dedicated to discovering new indie books. The INDIEFAB Book of the Year Awards help showcase the best indie books for readers eager to discover new stories by unknown authors.

Dan Poynter Global Book Awards: winners of this ebook award get the customary hoopla that accompanies book awards – stickers, social media buzz and press releases. As a winner you’ll also be considered for a one-year scholarship award for Dan Poynterís Para Promotion Program.

eLit Awards: the eLit Awards are committed to illuminating and honoring the best of English language entertainment. The eLit Awards include digital publishing in a wide variety of reader formats with submissions from around the world.

Do you have any favorite literary awards? If so, send me a message via www.MadeForSuccessPublishing.com/blog or LinkedIn Messaging and I’ll update this list periodically for the benefit of the writing community.





Katherine-Owen-ImageBrought to you by Katherine Owen, CEO of GOKO. Katherine brings her expertise in the publishing industry and combines it with a powerful team. She owns and operates GOKO Publishing and is part-owner in a traditional publishing company, The GHR Press. Katherine holds a Masters Degree in Marketing and Management from Macquarie University’s Graduate School of Management (MGSM) in Sydney, Australia.

 

icon1October 21st, 2015
icon2admin

Noisetrade – A Hidden Gem for Book Marketing


by Bryan Heathman

The Author’s Dream

There you are, sipping coffee and cognac by the stone fireplace at a lodge near Neuchâtel, Switzerland. Your muscles are warm and loose from a day of skiing, and your mind is on the fine meal planned for the evening.

Recent sales of your best seller have funded this little getaway, and you can’t believe how easily – how quickly – it all came together. It was all so sudden.

You lean back, gazing out the window at the gently falling snow, and smile. Yes, you can trace it all back to that one pivotal moment, the one when you decided to give away copies of your book on Noisetrade. After all, doesn’t everyone?

“If only they knew it was this easy,” you muse, “then everyone really would be doing it.” The sweet aroma of the steam fills your senses while the down-stuffed armchair cradles you in comfort. The thought whispers at the edge of your mind, “Yes, it is truly a good life…”

CLANK!

You’re startled awake with a clatter. The spoon you used to stir your powdered instant Swiss mocha mix has fallen to the kitchen floor, jostling you back to the reality of the moment: the onerous task of writing your book marketing plan.

If you don’t figure out some way to build your readership, your dreams of Swiss-inspired success are hosed. You might as well use those overstock copies of your ebook to fuel the virtual fireplace app on your smartphone. Not glamorous. Not at all.

Using Noisetrade to Build Your Best-Seller Dream

Using Noisetrade can be one great step on the journey to market your book. Noisetrade is an author-driven marketplace for ebooks and audiobooks. Rather than direct commerce, contributors are rewarded through donations that readers make on the honor system.

For example, a reader downloads a juicy sci-fi novel and has the option to pay for it after the aliens have been summarily dealt with. Score one for the author.

Authors can build an audience by giving away full-length ebooks or audiobooks, or alternatively authors offer sample chapters. Readers can find fiction, non-fiction, study guides, graphic novels and audiobooks galore. It’s the utopian version of Amazon.com without the coffee makers, winter coats and toy ads.

And it’s true: Noisetrade can be cool. When I work with authors to develop and execute their marketing plans, we do use NoiseTrade, but not for its idealistic original intent. Putting partial ebooks and audiobooks on this site has generated hundreds to thousands of new subscribers to email lists for many of my authors. Here’s how it works.

When a reader selects a book to download, they are prompted to make a choice from the pop-up window. They can either log in with Facebook credentials, use their free Noisetrade account, or download anonymously as a guest.

Those who log in are prompted to join the author’s mailing list and agree to receive email from them. After that, the author is free to build a relationship and market to them as often as they wish.

The Reality

This is a great email list-building tactic, but a horrible tactic for generating revenue when you post your entire book.

Noisetrade is not a good platform for making pots of money and retiring to the slopes of Neuchâtel. For one thing, the appeal for consumers is that the downloads are free. This attracts freebie-seekers.

Even though the Noisetrade site advises users to leave a tip (and they recommend an amount), the timing of their recommendation sucks. The pop-up asks for the money before the meal – before the reader has a chance to be inspired, amused, educated or tickled by the enormity of the author’s wit. Who’s going to pay for a sci-fi novel when they aliens haven’t been vanquished yet? Most authors don’t include a payment link at the end of their book, so the sale is lost.

If you can keep this in perspective, you can capitalize on Noisetrade’s innate sexiness as a marketing tool. Our best success has come from this model, or recipe, for using Noisetrade to promote books:

  • Give away book 1, and publish links to purchase books 2 & 3
  • Get email addresses when people download your ebook/audiobook
  • Add these emails to your email database and wow your subscribers with your clever words

Noisetrade is great for getting your creative works into the hands of consumers, building your mailing list and staying in touch with them. If you keep this in mind as you use Noisetrade to market yourself, you can maximize its potential and start adding a little VSOP to your afternoon coffee. Santé!




Bryan Edired 1Bryan Heathman is the President of Made for Success Publishing. Bryan works with bestselling authors in the role of publisher and marketer, including the late Zig Ziglar, Chris Widener and John C. Maxwell. Bryan is the author of Conversion Marketing, a marketing book that condenses knowledge on website conversion from 7-years running an online ad agency. Bryan’s Fortune 500 experience includes running high impact marketing campaigns for Microsoft, Eastman Kodak and Xerox.






Katherine-Owen-ImageBrought to you by Katherine Owen, CEO of GOKO. Katherine brings her expertise in the publishing industry and combines it with a powerful team. She owns and operates GOKO Publishing and is part-owner in a traditional publishing company, The GHR Press. Katherine holds a Masters Degree in Marketing and Management from Macquarie University’s Graduate School of Management (MGSM) in Sydney, Australia.

 

icon1October 13th, 2015
icon2admin

The Write Stuff – Choosing the Best BISAC Genre for Your Book


by Bryan Heathman

In the beginning, the world was void – formless, nameless, unreadable. Then everything got categorized, and we’ve been trying to file it ever since. It makes sense, doesn’t it?

So too with books. Just as soon as an author writes something, somebody comes along and categorizes it. The most successful authors categorize their work first, then write it.

When you have information, you need to put it somewhere. You’ve got to be able to access it again, and other people will probably want to look at it too. Thus was born the BISAC, the Publishing industry’s answer to the Dewey Decimal system.

The BISAC is a list of hundreds of categories and sub-categories that has rapidly becoming the industry standard for classifying books by genre. There are those who argue that in time it will replace the venerable Dewey Decimal System. Others contend that it already has.

If you’re a published author – or would like to be – it pays to educate yourself on the technicalities of book publishing. You only need to be a little bit more savvy than the rest of the pack in order to be miles ahead, perhaps even capture that elusive best-seller status.

Let’s take a look at how choosing the right category can help you sell more books.


Dewey or Don’t We?

The Dewey Decimal System is most commonly associated with stern-faced librarians and dusty book covers. I can remember volunteering at the Arbor Heights Grade School library as a kid, hoisting abandoned volumes into gaps on the shelves, putting away the day’s reading material while Miss Marian looked on from behind her half-glasses while adjusting her bun.

It was kind of fun. I could sort and organize, while enjoying the smell of ink and leather that when combined makes that “library smell.” Come on, you know what I mean! The fact that I grew up to be a publisher is amusing to my high-tech executive sensibilities – but then, certain advances in publishing technology have helped take the toil out of hocking Tolstoy and his modern-day equivalents.

This leads us back to the BISAC, more formally known as the Book Industry Standards and Communications list. What I’ve found in working with authors is that very few of them have ever heard of the BISAC. Little do they know how essential this tool is for their publishing success!

Unless you’re writing for your own amusement, we can make the argument that your book needs to fit into an established genre. People need to find it, and book sellers need to be able to organize War and Peace next to your masterpiece.

Many would argue that the Dewey Decimal system does this, but that does little for the author when it comes to selling books at retail. This archaic system is too confusing, and it takes an entire course of study in Library Science to learn to speak Dewey.


ISBN for Ibsen, BISAC for the Basics

The ISBN (International Standards Book Number) is a numeric commercial book identifier based on a 13-digit code (generally), and it serves as the anchor for your book’s bar code. Retailers and e-tailers need to have one for your book in order to sell it – even if your name is Henrik Ibsen and you’ve won the Nobel Prize for Literature.

But the ISBN doesn’t do anything to help customers find your cherished volume. It’s for machines only – not at all user-friendly. The Dewey Decimal System is the next best thing, but it still doesn’t quite fit the bill.

Way back in 2007, there was a flap in the news about a public library in Texas doing away with the Dewey Decimal System altogether and organizing their catalog like a bookstore would. The nerve! Imagine helping people find what they’re looking for in an easy-to-understand way. What system did they use? The BISAC.

The BISAC is the brainchild of the Book Industry Study Group, and their list itself is copyrighted material. But just about every bookseller in the world refers to it now. I predict that it won’t take long for libraries to catch up. You can find the BISAC master list on the BISAC website: https://www.bisg.org/complete-bisac-subject-headings-2014-edition

At the core of every book is a sense of relativity – where your book fits into the grand scheme of things. As you set about to draft, polish and market your magnum opus, ask yourself these questions:

  • Who else has written a book like yours?
  • Why is their book successful?
  • Who will want to read your book?
  • What is the single most relevant category for your book?
  • What is the most appropriate BISAC genre for your book?

Some authors don’t like to be pinned down to a single category as they write. What they don’t realize is that they’re doing themselves a disservice by ignoring genre requirements. Books aren’t supposed to be elusive. Even books on cryptozoology are easy to find with BISACs.

When you sit down to write, try to think like a book seller. Choose a BISAC that matches your material. With a little discipline and forethought, your manuscript will serve more people with less effort.

In the end, you’ll actually sell more books. Now that’s a category any author can live with – the best-seller category.




Bryan Edired 1Bryan Heathman is the President of Made for Success Publishing. Bryan works with bestselling authors in the role of publisher and marketer, including the late Zig Ziglar, Chris Widener and John C. Maxwell. Bryan is the author of Conversion Marketing, a marketing book on converting website visitors into paying customers. Bryan’s Fortune 500 experience includes working for Microsoft, Eastman Kodak and Xerox.






Congratulations to Robert Spillane, author of An Eye for An I: Philosophies of Personal Power

An Eye for An I: Philosophies of Personal Power is now available in both paperback and as an ebook.

This book discusses ancient and modern philosophers whose ideas enable us to gain insight into and mastery of ourselves. It is what the ancient Greeks called moral philosophy and its main precept is ‘know oneself’. The ten philosophies discussed in this book embody ideas of considerable fascination and force which can change lives by penetrating the illusions of appearances of common sense and the delusions of common sense which mislead us. We philosophise when we reflect critically on how we are living, and relate to other individuals. Philosophy is, therefore, a meditation on who we are: it is An Eye for an I.





Katherine-Owen-ImageBrought to you by Katherine Owen, CEO of GOKO. Katherine brings her expertise in the publishing industry and combines it with a powerful team. She owns and operates GOKO Publishing and is part-owner in a traditional publishing company, The GHR Press. Katherine holds a Masters Degree in Marketing and Management from Macquarie University’s Graduate School of Management (MGSM) in Sydney, Australia.

 

icon1August 26th, 2015
icon2admin

Could Your Brand Inspire A Gold Rush?


by Bryan Heathman

Have you ever experienced the frenzy of a gold rush? I have, so let me tell you a story of what it is like to experience the exhilaration of a gold rush!

My experience was not a gold rush in the traditional sense. You see, a traditional gold rush looks like this… I live in Seattle which has roots in the gold rush era, where 100,000 prospectors from Seattle and San Francisco raced to Alaska during the 1896 Klondike Gold Rush. In this gold rush, a select few of the prospectors got rich. Interestingly, it was the merchants in Seattle and San Francisco who got rich selling supplies to miners on their way to Alaska, who were required by the Canadian Government to stock-up on items such as packs, non-perishable food, denim jeans, picks and shovels.

My gold rush experience was far different, but was equally as competitive as the Alaskan gold rush. In the late 1990’s, there was a phenomenon knows as the “Dot.com boom”. I was one of the figurative miners, known as a Dot.com’er, working to figure-out ways to commercialize this new thing called the Internet or the Information Superhighway. I was fortunate to have worked for Microsoft during this period and learned the ropes from a big technology company. So I ventured-off, climbing up the equivalent of Chilkoot Pass (pictured above), and helped pioneer a company in the online advertising industry.

Gold RushBut did you know that there is gold just about everywhere you look, even today? What if you could create a gold rush for your products or services without competing in the fast moving business of technology?

The magic is right in front of you – in your brand. You’ll find customers just about everywhere. But until your brand addresses the needs of a SPECIFIC audience, you could easily wind up prospecting in the wrong place. All your effort will be wasted, and you could end up tired, cold and broke just like the thousands of men trudging through the Alaskan wilderness.

The reason behind a successful brand is simple. If you don’t know your customer demographics, you may try to make your brand appeal to everyone. An axiom which I teach in branding is that when you try to appeal to everyone, you wind up appealing to no one at all. When your logo, slogan, sales videos, website and marketing materials are geared toward the wrong demographic, you wind up turning off potential buyers.

In order for your business to hit paydirt, focus your company’s brand so that it appeals to the needs and desires of a select few versus the teeming masses. These select few will thank you for it with their wallets. Let me share 3 simple tricks on figuring-out what your audience looks like.

Know Thy Field

Before you brand your company, you need to know who your customers are – their demographics. Knowing your ideal customer’s profile is essential to your company, your branding and ultimately your sales conversions.

Knowing this information will let you focus on targeting the right audience and on their specific desires, setting yourself up for success. With a little research and planning, you will have the keys to branding success.

You can use this information to craft all of your promotions and messaging. When you know what your customer looks like, then you have found your golden customer-base.

Suppose your best customers are female, college educated, married, suburban, with an average age of 35. This population has a specific set of likes, dislikes, pleasures and pains. They tend to have a common perspective, even their own lingo.

Knowing this empowers you to speak to them in their language and address their desires. These people will want different things, even look at the world differently than blue collar men over 55, or urban college kids just starting out in life.

You need to know everything you can about your audience – their gender, age, amount of education, income, profession, geographic location, hobbies – everything that influences their buying decisions.

Without this information, you can’t put a face on your audience. Sales conversion becomes a roll of the dice. With this information, you can dominate your marketplace.

The good news is that others have had this challenge before you, and I’d like to share 3 tools for getting the job done is less than an hour. There are three benchmark websites you can use to figure this out, and we’ll cover them in a moment. Learning to use them in the right sequence will provide you with a 3-step system that sets up your brand for success.

Roll Up Your Sleeves and Start Mining

The way look for gold is to start looking. Take advantage of these powerful resources to get to know the sweet spot of your marketplace. Then start addressing their desires.

There is more good news…these sites are all free to use and do not require any technical know-how. All it takes to begin prospecting for your ideal customers is to roll up your sleeves and get to work.

  1. Competition: Know your target market. Head over to Google.com to research your marketplace and locate the top five competitors in your field. To start, enter the keywords that are most closely related to your field or product, then review the top search results that Google displays.

    Take a look at the websites of specific competitors, and get a feel for what they offer. How are they addressing the needs of your demographic? Your competition has invested heavily in market research, both time and money. Leverage their assets for your own advantage.

  2. Traffic: Go to Alexa.com and look up your competitors’ websites. Enter the domains (the website URLs) of your top competitors into the search box. This will show you how popular your competitors are worldwide, as well as locally. Where is their traffic coming from? How are those traffic hubs satisfying the needs of your customers? Is there a lesson you can mine here?

  3. Demographics: Go to Quantcast.com to research demographics for the sites you’ve found. What kinds of people are using these websites? How much money do they make? Are they married? Do they have kids? How long did they go to school? Where do they live?

Quantcast measures market profiles and displays the demographic information for free, which offers you a slick marketing advantage indeed. However, because the service is elective, not every website you research will be Quantified. That means the demographics you’re looking for may not be available. You might need to search for several sites before you hit paydirt and find real the real gold – market data. Keep digging. What you’re looking for is out there.

For the business executives who take the time to know their market, the job of mining for new customers comes naturally. No shovels or pick-axes are required!

Bryan BWBryan Heathman is the President of Made for Success. He has worked with bestselling authors such as Zig Ziglar, Donald Trump and John C. Maxwell in the role of publisher, rainmaker and marketer. Download the Sales & Success mobile app to start your journey with free access to audios by Brian Tracy, Zig Ziglar and Dr. Larry Iverson.







Katherine-Owen-ImageKatherine Owen, CEO of GOKO, brings her expertise in the publishing industry and combines it with a powerful team. Katherine owns and operates GOKO Publishing and is part-owner in a traditional publishing company, The GHR Press. Katherine holds a Masters Degree in Marketing and Management from Macquarie University’s Graduate School of Management (MGSM) in Sydney, Australia.






Inspiring Leaders at your Fingertips

Get access to some of the world’s top minds on Leadership and Motivation in this new iPhone app.This powerful library in a unique universal app will motivate and inspire you to change and improve your life and the lives of others.

Leadership App

This collection of life-changing audios includes masterpieces on personal improvement, inspiration, leadership and business success from famous speakers, authors, thinkers and self-made millionaires.

FREE audio with download,“Resolving Conflict” by professional speaker and coach Tony Alessandra. Learn invaluable tips on how to deal with conflict and create positive resolution.

learn-more
 

icon1April 20th, 2015
icon2admin

Leadership and Ambition: Get Your Dream Into High Gear


What’s your greatest ambition? Do you know where the road of life is taking you? Do you know who’s taking the ride with you – those who share your ambitions?

Ambition fuels your goals, ignites the fire of life that kindles behind your eyes. It makes smoke curl from your nostrils as the restless engine of your desire is stoked when you contemplate your ultimate success. It torques your actions into high gear, and impels those around you to act with vigor on your behalf.

Chasing The Horizon

For many people, the idea of getting a great job and staying with the same company is their ambition. However, this scenario is largely becoming a thing of the past and having three or more careers in a lifetime is now the norm. This fact carries with it both an opportunity and a daunting responsibility to become clear on your own ambitions.

Don’t Arrive by Accident

It’s all too common to find that you’ve arrived on your current path through a series of coincidences, each one taking you a little farther away from the dreams you had when you first started. For most people, there is a huge gap between the results they get and the results they want.

Whether starting your own company or as an employee, more and more people are unsure of their ambitions. If you’re one of them, maybe it’s time to take time out, sit back and have a talk with yourself.

For example, some years ago I had a buddy who was confronted by just such a challenge. When we were both fresh out of college, we both went to work for Xerox selling office copiers.

Jeff and I had met years before in college, bonding over Top Raman and the love of fast cars. Jeff drove a Porsche and we took that car to every pizza joint near our campus (my college car was a classic VW Fastback, no match for the Porsche). We both shared a passion for starting our own business and becoming the next Henry Ford. Some things just don’t need to be explained.

After college, he had a successful career with Xerox followed by stints with other Fortune 500 companies like HP and Dell. He worked his way up into an executive position, in time making a pretty good salary with cushy corporate benefits. He was tied to his job with a velvet rope, plush but limiting.

Let me say here that Jeff did not aspire to be a corporate employee. For years, Jeff would talk with me about getting the nerve to “make the jump” and pursue a tech start-up.

Once you’ve been in corporate life for a while, you may feel locked into your job and your plush lifestyle, the way my friend did. Unless you get in touch with your true ambitions, your only options are to move sideways to another company or to move upward in the hierarchy of the company.

So what do you do? The answer is to finally ask yourself that most elusive question: what do you want to be doing five years from now? Ten? Twenty? What is your true ambition?

These are the questions my friend Jeff avoided asking himself for years, as the time slipped by and the rut got deeper. If your own answer isn’t “exactly what I’m doing now” then what you need is decisive action. Not tomorrow: today.

What my friend didn’t realize is that forging out a life’s ambition, or a major definite purpose, isn’t all that difficult. He was afraid of taking a momentary step back in his lifestyle for the sake of pursuing his longtime dream of starting his own company.

Eventually Jeff got his chance, seizing an opportunity to exercise his expertise in mobile technology.

Over time, he grew his idea into a steady business with the CTO’s of major cellular phone companies. He even has staff, inventory and a schedule of glamorous tradeshows he attends on an annual circuit. It’s a career he loves, but he never would have gotten there without making a change – the thing he dreaded the most.

If you can free yourself from the fear and pessimism that commonly confront change, you can free up enormous reserves of energy to fuel your dreams.

Getting Your Goals Into High Gear

In order for things to get better, things have to change. Even if your ambition lies a bit farther down the road you’re already on, progress means change. Anything else will mean stagnation.

Whatever your ambition is, the chances are that there’s an opportunity for your next step not far away from where you are right now. The key to your dreams lies somewhere in your immediate surroundings.

If your ambition really is something you’ve seriously wanted to do, then it should be as simple as getting started and getting noticed. It’s okay to start small. If your first steps don’t work out the way you’d hoped, don’t give up. Keep your ambition in sight, letting it always fuel the passion for your dreams.

Whether you succeed or fail, it’s always better to try. At least you won’t find yourself years from now asking those two most terrible words: “What if…?”

Living out your ambition is not as hard to do as you think, especially when your actions are powered by your true passions. So what are you waiting for? Drop it down a gear and hit the gas! You never know what’s waiting for you around the bend.

 

icon1January 19th, 2015
icon2admin

Effective Leadership: Igniting the Vision for Others


I recently read an antique book on Time Management called How To Live on 24 Hours A Day. It was written by a man named Arnold Bennett at the dawn of what we now know as the Personal Development movement, way back in 1910.

Image of businesswoman looking in telescope standing atop of roc

You’d think a book written at that time would be full of outdated ideas and dull platitudes. That wasn’t the case. In fact, you’d probably find it surprisingly easy to read, relatable and uplifting. I was amazed by how little Western culture has changed in the 100+ years since Bennett penned this work.

Much of what he discusses in the book has to do with the mentally exhausted middle class, people who have time for little more than their daily commute and a 40-hour work week.

Without saying it in obvious terms, his topic is really about Self-Leadership.

Instead of giving in to the status quo, Bennett offers a more deliberate approach, one that infuses life with vitality. He takes aim at the creeping feeling that time is ebbing away, that life is slipping through your fingers day by day, and he offers a solution that’s so simple, few actually practice it. Then as now, the simplest solutions often had trouble gaining credibility.

Besides Self-Leadership, I believe these ideas can and should be applied to leading a team. Infusing life with passion, crafting a vision and keeping the vision aloft for others can mean the difference between the ordinary and the extraordinary, both in business and life.

Why Leadership Requires Going On A “Time Diet”

Bennett suggests that by investing small amounts of time on a regular basis in a goal or topic that deeply fascinates you, every part of your life will change. Your senses will become heightened, and you’ll bring a new intensity to everything you do.

For my part, I agree with him, and many of my own activities reflect this habit. Besides running my own publishing company and a thriving consultancy, my work as a published author keeps me hopping from event to event. I also have plenty of outside interests and an active social life. By staying fully engaged, I feel truly alive in everything I do.

I was surprised to find that back in 1910, Bennett touched on this same point in his book. He goes on to say that each of us is given a whole new bank of time each day to use as we please. No one can steal it from us, and our “purse” of time is refilled continually.

For me, this reinforces the need to set goals and to employ some kind of structure in my schedule, what I call a time diet. Each of us has the option – in fact, the obligation – to deliberately choose how we spend our time and not waste it. This kind of focused effort speaks to the essence of Leadership.

It’s common knowledge that the wise ones shepherd their money, investing it instead of spending it, shrewdly calculating their next move, always keeping the end goal in mind.

And so it with time. The wise ones plan carefully, cultivate a vision, and work meticulously to reach the worthy goal. If you try to distract someone who is bent on an ambition, you’ll have a hard even getting their attention. Their major definite purpose obscures just about everything else.

What I love about this is the sense of freshness and renewal it brings. The start of the New Year particularly is perfect for reviewing the successes of the past year – and those unfortunate “oops” moments, the ones we so lovingly call “opportunities for improvement.” We’ve got a fresh calendar to work with, a clean slate without a blemish on it. It’s an excellent time to set goals and schedule tasks to achieve them. It’s an excellent time to corral others and recruit them to share your vision.

The Essence of Leadership

If you find yourself in a position of Leadership, you might be facing the New Year with a little extra weight on your shoulders. Not only do you have a glorious opportunity to shape the course of the coming year for yourself at home and at work, but you may have the chance to inspire others.

Many believe that leaders are born and not made. True, it’s useful to be born with certain qualities that give you a head start. However most of the traits of a good leader are learned.

In upcoming articles, we’ll be discussing the qualities of Leadership. We’ll take a look at the essence of Leadership, creating an inspiring vision, and ways you can communicate that vision to your team effectively.

Ironically, the word Leadership can be used as a Mnemonic device, touching on the elements of Leadership itself.

L – Logistics
E – Enthusiasm
A – Ambition
D – Drive
E – Effectiveness
R – Respect
S – Sensitivity
H – Humour
I – Integrity
P – Passion

In real life applications, your own approach to Leadership will need to be tailored and modified to fit your situation. Ultimately it starts with you and your determination to invest time in yourself – in those things that make you feel vitally alive.

Once you begin to fully engage, the ripple effect will touch the lives and deeds of those around you and those you are leading. You can influence them and perhaps even inspire a new generation of leaders.

Leaving a 100+ year legacy is surely a worthy goal, and in this case it was achieved by Arnold Bennett, author. Hats off to you, Mr. Bennett; your time was well spent.

Do You Want To Have More Professional Success, Better Relationships, A Bigger Income, or Simply Get More Out of Life?

Most people do! But the sad fact is… Success Doesn’t Happen Merely By Wishing

Plan Your Biggest Goals Yet and Stay Motivated to Achieve Them!

goal-setting 2-pack

Get This Powerful 2-pack Today and Start Living Your Dreams!

GetAccessNow

 

icon1January 5th, 2015
icon2admin