1. Publish or Perish; The New Business Mantra
Barry Cohen

2. 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

3. 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

4. Who’s Doing It? The Best Known Business Leaders Guy Kawasaki
Robert Kiyosaki
Donald Trump
Jack Welch
Celebrities
Entertainers
Sports Stars
Politicians

5. What Do I Publish? Share Your Knowledge Numerous Formats Books e-Books
Audio Books
Blogs
webezines
podcasts

6. How Do I Do It? Options: Books Traditional Publishing
Self-Publish: Full Press Run
Self-Publish: Short Run
Self-Publish: Print-on-Demand

12. Cost Comparison

13. 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

14. How Do I Promote it? Book Reviews Media Interviews Feature Stories
Book Signings
Affiliates’ Events
Press Parties

15. 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!

16. 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

17. 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?

18. 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)

19. 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

20. Hire a Professional Publicists Have Established Media Relationships
Accelerates Your Expert Status
Gives You Added Credibility
Frees You Up

21. 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

22. We’re Here for You… AdLab Media www.AdLabCreative.com 973-521-7849
Barry Cohen