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Creating and launching a successful business book to grow your sales & reputation. Slides from Kelso Consulting's recent webinar: http://www.kelsopr.com/seminars
Citation preview
Creating and launching a
SUCCESSFUL
business book
GROW YOUR BUSINESS BY CREATING A SUCCESSFUL BUSINESS BOOK
LID PUBLISHING
Martin Liu
Introduction to LID Publishing
• Books & publications = strong platform for business development, brand enhancement, reputation building & thought leadership.
• LID Publishing works with authors and their organizations to achieve these objectives.
Books are authoritative & influential
Books bring credibility
Books enable you to stand apart
Who should consider a book?
• Virtually any business sector – but especially professional services, knowledge-based, client-oriented.
• Executives, partners, entrepreneurs, business owners – as potential “authors”.
• Marketing and communications professionals – who want a strong tool/platform for their work.
What makes a successful author?
• The ability to offer something unique and relevant.
• The ability to write engagingly.• The ability to anticipate the reader’s viewpoint.• And when the book is released, the commitment
to promote it – extensively.
What subjects work well?
• In theory, all subjects are relevant – it’s a question of how you present and promote it.
• But the best subjects/books are those that can compete in the marketplace.
The practicalities of writing
• How long does it take? On average, six months.• What support will you get? The publisher’s role.• Too busy and don’t have time? Consider a ghost
writer.
Justifying the costs
• Books take time, effort and even cash resources to write and promote. However, in terms of ROI…
• Books = excellent tool for business development.
• Books = excellent tool for reinforcement of current relationships.
• Books = generate royalty payments.
Which publisher for success?
• Traditional commercial publisher – certain prestige, but lack of focus.
• Self-publishing route – easy to access, but lacks quality editorial, distribution and promotion support.
• Tailored publishing route – client-focused and designed to achieve specific communication goals.
How does LID work?
• Boutique publisher, which treats its authors as clients.
• Offers and charges for a service – to create books as platforms for achieving communication goals.
• Typical fee charged per project £10-15k, depending on nature of project.
• PR is key to the success of the project.
April 2013
Creating & launching asuccessful business book
14Kelso Consulting
• Kelso Consulting – boutique PR agency • Particularly specialises in professional,
consultancy and business technology firms• Headline thinking and hardline results• Involved in the launch of numerous business
books – technical, advisory and visionary
Tim Prizeman, Kelso Consulting
15Kelso Consulting
A book is a big deal for you
• A lot of time, sweat and tears• Money and sacrifice• Ego and vanity• Your hopes and aspirations are riding on it• Your legacy???
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Success – you have written it !
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In fact it is just the start
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The competition
• Established authors• Celebrity authors• Books by journalists on topical stories• Books by:
– Academics– Business people– Anyone….
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10,000 each year
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How will the book help you achieveyour goals
• How is the book going to create business for you (specifically, not vaguely)
• Who do you want to read the book• Have a business marketing plan that leverages
the book
Kelso Consulting 21
How will the book help you achieveyour goals
• How is the book going to create business for you (specifically, not vaguely)
• Who do you want to read the book• Have a business marketing plan that leverages
the book
Remember: you are now an AUTHORITY
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Why media coverage important
For the book:•Create sales •Impress distributors
For you and your business:•Build your brand – personal and business•SEO•Creates speaking opportunities•Creates business opportunities
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A successful launch
Keeping the campaign going
Case study – The Commando Way
24Kelso Consulting
The groundwork
• Make sure your online profile is fantastic• Get forewords and comments from people &
brands who are as famous as possible• Have a website for your book
– Wordpress.com– Blogger.com
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Example business author website – Stephen Bungay
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The groundwork…continued
• Make sure your online profile is fantastic• Get forewords and comments from people &
brands who are as famous as possible• Have a website for your book• Have an electronic version of the book• Have an electronic / pdf give-away chapter• Press kit (photos, cover images, biog)• Podcasts and videos
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A great launch
• Have a launch party (for everyone you know, not just journalists)
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Book reviewers
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Utilising the book for PR
How do I keep the coverage going?
•Initial launch •On-going article placing •Interviews & speaking opportunities
How to keep the campaign going for 18 months?
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Utilising the book for PR
How do I keep the coverage going?
•Initial launch •On-going article placing •Interviews & speaking opportunities
Remember: as an author on the subject, you are an authority and much better able to get
interviews
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Maximising the media impact
Think broadly about the media
•Your sector and nationals•Your local press•Niche business publications & websites•Freelancers
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Think social media
• Bloggers• Online radio and webcasters• Twitter, LinkedIn, Facebook page• Wikipedia• Reviews on Amazons • Integrate with your website/blog and mailing list
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Case study –
The Commando Way
Published September 2012
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Factors that helped
• Launch in distinctive venue (Special Forces Club)
• Distinctive angle (application of military know-how to business)
• Author “walked the talk”• Built on past PR activity• Could link book to topical events• Two months after launch, could to
announcement with client Walmart
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Coverage gained
The launch campaign on ongoing PR over the next 8 months (so far…) created unprecedented coverage for McKinney Rogers, including:
•Major interviews in The Wall St Journal and Financial Times
•Other high impact coverage including: appearing additionally in the FT’s weekly management column; interview in The Economist; and an authored article in the Sunday Telegraph
•Widespread coverage across a broad range of business management and HR titles.
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Questions????
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Next seminars:
Summer 2013:
Using LinkedIn & social media for business development
Successful thought leadership
Autumn 2013:
The Perfect Pitch
Maximising your ranking in legal directories
Thought leadership
LinkedIn & Social media
Other themes TBC
www.kelsopr.com/seminars
Kelso Consulting 39
London21 Bloomsbury WayLondonWC1A 2TH020 7242 2286
40Kelso Consulting
Kelso Consulting