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???
Kelso Consulting 16
Success – you have written it !
Kelso Consulting 17
In fact it is just the start
Kelso Consulting 18
The competition
• Established authors• Celebrity authors• Books by journalists on topical stories• Books by:
– Academics– Business people– Anyone….
Kelso Consulting 19
10,000 each year
Kelso Consulting 20
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
Kelso Consulting 22
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
Kelso Consulting 23
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
Kelso Consulting 25
Example business author website – Stephen Bungay
Kelso Consulting 26
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
Kelso Consulting 27
A great launch
• Have a launch party (for everyone you know, not just journalists)
Kelso Consulting 28
Book reviewers
Kelso Consulting 29
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?
Kelso Consulting 30
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
Kelso Consulting 31
Maximising the media impact
Think broadly about the media
•Your sector and nationals•Your local press•Niche business publications & websites•Freelancers
Kelso Consulting 32
Think social media
• Bloggers• Online radio and webcasters• Twitter, LinkedIn, Facebook page• Wikipedia• Reviews on Amazons • Integrate with your website/blog and mailing list
Kelso Consulting 33
Case study –
The Commando Way
Published September 2012
Kelso Consulting 34
Kelso Consulting 35
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
Kelso Consulting 36
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.
Kelso Consulting 37
Questions????
Kelso Consulting 38
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
Recommended
