Publish or Perish; The New Business Mantra Barry Cohen
What Does The Traditional Publishing Landscape Look Like Today? A Desert Confused; Struggling to Adapt; Threatened Consolidated Not Profitable; a Broken Model Risk Averse Given Rise to Non-Traditional, Alternative Publishing
Why Publish? Instant Expert Status Raise Your Profile Increase Your Credibility Gain a Competitive Edge Raise Your Value Perception Positions You Above Others Attract Press Press begets more press Expand your digital footprint Become More Searchable Become Synonymous with Your Category
Who’s Doing It? The Best Known Business Leaders Guy Kawasaki Robert Kiyosaki Donald Trump Jack Welch Celebrities Entertainers Sports Stars Politicians
What Do I Publish? Share Your Knowledge Numerous Formats Books e-Books Audio Books Blogs webezines podcasts
How Do I Do It? Options: Books Traditional Publishing Self-Publish: Full Press Run Self-Publish: Short Run Self-Publish: Print-on-Demand
Cost Comparison
I’m Published; Now What? The Value of Promotion Case Study: Todd Smith Case Study: Karlene Robinson Case Study: Walt Townes Case Study: Ian Punnett Case Study: Erica Peitler Case Study: Saul Simon
How Do I Promote it? Book Reviews Media Interviews Feature Stories Book Signings Affiliates’ Events Press Parties
What Interests the Media? Set Your Book Apart The Wisdom in Your Head The Passion in Your Heart Knowledge to Share with Their Audience Altruism: Charitable and Cause-Related Tie-ins DON’T JUST PLUG THE BOOK Study the Competition Differentiate Your Work Fill the “Holes” in the Marketplace Feed the Beast What it Craves!
Develop a Messaging Strategy Story Hooks that Resonate with the Media Who Needs Your Book the Most? Develop a Media Strategy Research the Media’s Audience
How to Develop Story Hooks What is Your Primary Subject Matter? What is Your Thesis on the Subject? What Differentiates this Book from Others on the Subject? What Do You Want the Reader to Learn? How Will the Reader Benefit from Your Knowledge? Who or What Influenced You to Develop Your Thesis/Theory? How Can the Reader Apply Your Knowledge?
Approaching the Media Short Pitches Work Best They are Overworked, Understaffed, Under loved Be Polite Be Persistent (Expect to make six contacts before succeeding) Crawl Before You Walk Before You Run (Local, Regional, National, International)
Build Your Press Kit Reach High for Pre-Pub Endorsements Credible Media Counts Monitor Your Coverage Online Use Google Alerts Check Your Amazon Ranking Social Media Dedicated Website or Landing Page Create a Page of Press Links
Hire a Professional Publicists Have Established Media Relationships Accelerates Your Expert Status Gives You Added Credibility Frees You Up
How Do I Monetize It? Create & Promote the Full Product Line: Raise Your Average Ticket Affiliate Relationships; Share the Wealth & Grow the Pie OTC: Other People’s Customers
We’re Here for You… AdLab Media www.AdLabCreative.com 973-521-7849 Barry Cohen Barry@adlabcreative.com