Almost Half of University Library Books Never Used

Interesting article today from the Publishers Weekly daily news update:

At the recent annual meeting of the Association of American University Presses in Salt Lake City, "publishers experienced shock and awe at a session on demand-driven library acquisitions. Michael Levine-Clark,collections librarian at the University of Denver, reported that 47% of books acquired from 2000 to 2009 were never checked out, a phenomenon echoed by Stephen Bosch, in charge of budgets and procurement at the University of Arizona library, where over the past decade $19 million has been spent on books that were never used. Facing both budget and space pressures (Denver was required to give up 20,000 square feet of shelf space to student use), both libraries have joined a usage-based purchase program with YBP Library Services in which an e-book can now be rented when requested by a library user; and after a certain number of requests demonstrate the book’s likely continued use, the e-book is then acquired at the hardcover list price."

No wonder college tuition is so high! Someone has to pay for all those library books that students never use. Goodbye heavy, expensive textbooks and reference books. This further drives the path towards e-books and e-readers taking over the university market.

Hilarious video about book signings

This video is really funny, partly because it's so true for so many authors. (Thanks to Chip MacGregor for mentioning it on his blog.)

Is Social Networking the Savior for Books?

"Never before have so many people with so little to say said so much to so few." - Twitter defined

With the advent of social networks, such as FaceBook, YouTube, Twitter, and LinkedIn, an intense amount of hype has labeled these channels as the future of book marketing. However, as the allure continues to grow, the real marketing power of these resources doesn't actually knock your socks off.

For the most part, social networks leave publishers and authors scratching their heads when looking for real results. This problem arises for two reasons. First, online social communication generally works at the lowest common denominator. Messages are often too inane or too brief to convey a real solution or conduct a complete transaction of information. When communication is abbreviated, a lot of value gets lost in translation. In other words, the full benefits of an author's book won't be understood when people converse online at an elementary school level. (My buk iz gud. Pleez bi 1. K? Thanx!)

Secondly, social networks have the power to amplify anyone's message. But, that's just the problem. They amplify everyone's message, which means that the resulting competition and noise level becomes so intense that no one stands out. Social networks tend to bombard users with so many voices and choices that it's hard to keep their attention. Sure, social networks may help raise awareness, but if that awareness doesn't translate into actual book sales then it shouldn't be a priority of your marketing plan.

For example, at Book Expo 2009, John Sargent, the CEO of Macmillan Publishing stated, "Viral marketing doesn't sell a ton of books." He mentioned a video based on a Macmillan book that spent time in the # 1 spot on YouTube in the U.K. Yet, it wound up only selling a whopping 200 extra copies.

Some people claim social networks are responsible for the runaway success of bestselling books, such as Stuff White People Like, The Pioneer Woman cookbook, or the cat-related humor, I Can Has Cheezburger. When you examine these books, however, their success had less to do with the social networks and more to do with the originality of the concept. The content of these books were so unique that you can't transfer their results to the average book idea. These titles are more like lottery winners than the average joe's of the publishing industry.

Please don't misunderstand my point. I'm not suggesting that social networks are bad. They represent a unique and inexpensive way to quickly communicate with a lot of people. However, these online tools just aren't the cure-all that many techno-evangelists want you to believe. And, the ones preaching the loudest are usually the ones trying to make money off of these new platforms. Their goal is similar to a pyramid scam or a Ponzi-scheme. The gurus need you to participate in social networks because they're financially invested in the growth of these channels. The larger the numbers, the more they can sell late-adopters their products and training services on how to use these new tools. I find their approach odd, because there's really no secret to using online platforms.

Social networking is best used to market books by pumping legitimate value through those channels, such as giving users free resources, coupons, contests, samples, humorous videos, etc. Advertising will work against you, whereas giving away content creates trust and attraction.

Avoid getting starry-eyed over sexy, new technology. Keep things in perspective, and maintain a focus on the tried-and-true methods that still sell books in a modern world, such as author speaking events, direct mail / newsletters, radio and TV publicity, author websites, high-profile book reviews, preferred shelf space in bookstores, book clubs, etc.

I've got nothing against social networks. If they actually helped sell more books, I'd be singing their praises. My hope is that online tools like FaceBook, Twitter, and YouTube will continue to evolve in new ways that provide greater levels of value to users and marketers. Until then, use these resources as a balanced part of your marketing plan...just like a doctor suggests eating desserts in the context of a healthy diet. As social networks continue to overwhelm people with voices and choices, don't ignore the proven book marketing methods that still possess the ability to capture a reader's attention - and sales.

How to Determine an Author Speaking Fee

Getting paid to speak about your book is a big boost to keeping your author career financially afloat. Yet, setting and negotiating a fee can feel so uncomfortable that some authors avoid speaking altogether. Don't let fear cause you to miss out on a lucrative opportunity. Use the following steps to navigate the process in a win-win manner:

Establish a fee based on your value
In our Western society, we tend to attribute a lot of money to items or services that provide a lot of value. For example, we perceive a new Mercedes-Benz automobile as a luxury vehicle that's reliable and loaded with lavish technological features. Since everyone agrees that the car has a lot of value, many people are willing to spend a lot of money to purchase one. Mercedes is perceived symbol of quality, status, and comfort. Their high value equals a high price tag that thousands of car buyers are willing to pay.

In contrast, a used car covered in rust with a busted engine equals little or no value. Anyone trying to sell an old jalopy will have to settle for a low price. The lower value creates a perception that equals lower money to purchase.

This same principle applies to setting a speaking fee as an author. If you're a recent bestseller who has sold thousands of books, your perceived value will generally be quite high. Therefore, you can command a high speaking fee. For instance, many politicians, celebrities, and prize-winning authors routinely receive $10,000 - $50,000 for an individual speaking engagement. On the contrary, authors with little book sales and no name recognition sometimes have to settle for speaking for free.

Setting the proper speaking fee requires honestly assessing your value. If you have a history of helping people solve a problem, a reputation for being an expert, or a track record of attracting a lot of people to see you in-person, then you can probably request a substantial fee, such $5,000 - $15,000 depending on the type of event and audience size. However, if no one has ever heard of you and you're still building your author platform, you may have to shoot for a fee in the $500 - $2,500 range.

Establish your speaking fee at a reasonable fee level, and raise it as your value increases. If you become a better speaker, win an award, or get into high-demand, then increase your fee accordingly. Otherwise, start at a level that allows you to gather experience and grow your track record. Ask other authors or professional speakers that you know for a ballpark range that they think is appropriate for your level.If you get a few paid bookings and no one balks at your fee, then it's probably too low. Lack of resistance usually means you're leaving money on the table. Try raising your fee by 10 - 20% until you get a little resistance. Then, you'll recognize a realistic range to request.

Get to the real decision-maker
Once you establish a realistic speaking fee, only share the number with the person who can truly respect it - the actual event leader. Normally, a gatekeeper, such as a secretary or administrative assistant, will make the initial speaking inquiry by phone or email. In those cases, keep in mind that their primary goal is usually trying to get a speaker booked quick and cheap. By saving time and money, the assistant looks good in the eyes of their superior.

However, these short-sighted goals can be opposed to your goals of establishing value and getting a fair fee. The best way to avoid this conflict is to get past the gatekeeper and talk directly with the real decision-maker. Only the true leader can share the actual event goals and budget limit. To get past a gatekeeper and find the real leader, ask questions such as:

· "Are you the person who is overseeing this event?"
· "Are you in charge of the direction for this event?"
· "Who is in charge of making sure the goals of this event are met?"
· "Are you making the final decision, or are you recommending me to someone else?"


If a gatekeeper resists connecting you with the leader, then mention that you have a policy of only discussing the event goals with the leader before you can accept an engagement. Use these statements if you need help:

· "I have to ensure that the event leader's objectives will be met."
· "You and I can collaborate once I've received your leader's input."
· "I require talking with the actual decision-maker to make sure that I can tailor an approach to meet his or her agenda and needs."
· "It's a strict policy of my organization, and I can't consider any speaking invitation unless I talk with the event director first."

Remember that gatekeepers usually care about saving money and handling logistics. Leaders care about investing for long-term results and life-change for their organization.

Self-Published Titles Topped 764,000 in 2009 as Traditional Output Dipped

If you thought the publishing industry was competitive, take a look at the latest amount of new titles published in 2009. The marketplace is literally overwhelmed with books. If you're an author, you owe it to yourself to improve your marketing skills in order to cut through the cacophony of new titles screaming for everyone's attention.

From Publishers Weekly:
Self-Published Titles Topped 764,000 in 2009 as Traditional Output Dipped

"A staggering 764,448 titles were produced in 2009 byself-publishers and micro-niche publishers, according to statistics released this morning by R.R. Bowker. The number of "nontraditional" titles dwarfed that of traditional books whose output slipped to 288,355 last year from 289,729 in 2008. Taken together, total book output rose 87% last year, to over 1 million books.

Among the traditional titles, fiction remained the largest segment, although output fell 15%, to 45,181 titles, marking the second consecutive year that fiction production declined. The nonfiction segments were mixed with growth coming in educational and practical areas such as technology (up 11%), science, and personal finance (both up 9%). Categories that depend more on discretional spending fell with the production of cookery and language titles falling the most at 16% each. The travel and sports and recreation segments had declines of 5% and 4%, respectively. Other major categories where output rose included children's, up 6%, to 32,348, biography, up 8% to 12,313, and religion, up 6% to 19,310.

Changes in growth rates in the traditional book segments, however, were overshadowed by the explosive gains posted by what Bowker calls the unclassified titles. The category consists largely of reprints, including those of public domain titles, plus other titles that are produced using print-on-demand production. According to Bowker, the largest producer of nontraditional books last year was BiblioBazaar which produced 272,930 titles, followed by Books LLC and Kessinger Publishing LLC which produced 224,460 and 190,175 titles, respectively. The Amazon subsidiary CreateSpace produced 21,819 books in 2009, while Lulu.com released 10,386. Xlibris and AuthorHouse, two imprints of AuthorSolutions, produced 10,161 and 9,445, title respectively. In something of an understatement, Kelly Gallagher, v-p of publishing services for Bowker, said that given the exceptional gains in the nontraditional segment the last three years, growth in that area "show[s] no signs of abating."

Publishing Books to Make Money...

This is a great quote from Seth Godin. I highly recommend reading his blog.

Publishing books to make money...

is a little like hanging out in a singles bar if you want to get married.

It might work, but there are way better ways to accomplish your goal.

If you love writing or making music or blogging or any sort of performing art, then do it. Do it with everything you've got. Just don't plan on using it as a shortcut to making a living.

The only people who should plan on making money from writing a book are people who made money on their last book. Everyone else should either be in it for passion, trust, referrals, speaking, consulting, change-making, tenure, connections or joy.

Top 500 Women's Ministry Leader Database

If you write fiction or non-fiction for the Christian women's market, WildFire Marketing has a new resource to help you market books to key church leaders. We've compiled an updated, verified database of the "Top 500 Women's Ministry Leaders in America." Get access to the actual individuals who make important decisions about women's ministry book purchases, group curriculum usage, and speaking engagements. 70% of all Christian books are purchased by women, and the WildFire database helps you tap into the biggest influencers over these book selections.

We dedicated months of research to uncover the 500 largest and most active women’s ministries across the United States. Their listing is the most accurate and complete resource of its kind. The database gives you the leader’s name, church mailing address, phone number, overall attendance size, and denominational affiliation. The database is provided by email as a sortable Excel spreadsheet and a Word document with ready-to-print mailing labels.

Well-known Christian authors, such as Lysa TerKeurst, have directly linked our women's ministry database to landing major speaking engagements, new books sales, and curriculum usage of their products in churches.

To view a sample and get pricing information for our Top 500 database, call 1-800-267-2045 or visit: www.startawildfire.com/ministrydatabase.html

The Self-Confidence to Sell More Books

What if a book's success depends more on the author's self-confidence, rather than what's written on the page? After training over 200 authors, from beginners to bestsellers, an interesting pattern has caught my attention.

For example, I've noticed that my author clients with a high self-esteem tended to be more creative with their marketing plans and actually sold more books. In contrast, those with low self-esteems struggled to implement new marketing activities. Predictably, their book sales languished. I'm not saying there is a direct correlation, but there is definitely a pattern that bears attention.

The problem is that there are real consequences when an author allows low self-confidence to affect their book marketing efforts. For instance, he or she will tend to:

• Avoid building an online or offline community of readers.
• Balk at developing peer-to-peer relationships with influential leaders.
• Avoid finding and contacting large reader groups who could buy books in quantity.
• Ignore spur of the moment media opportunities, such as tying into national headlines.
• Shun speaking events or promoting books to the audience.
• Lack consistency with key marketing tactics, such as blogging or sending out newsletters.
  

Global management consultant, Alan Weiss, says, "There is no music if you don't blow your own horn." This statement is profoundly true for book marketing, at both the author and publisher levels. Writers, editors, and marketing staff must believe strongly enough in a message to promote that book above the noise of all the competition. Yet, this can only happen when there's an ardent belief in a manuscript accompanied by the enthusiasm to tell people about it.

Oddly, self-confidence issues seem to especially plague the fiction and religious publishing communities. For example, I know novelists who are scared to appear in public. Likewise, I've met Christian authors who avoid marketing their books, because of the misguided notion to appear humble. They make pious statements, such as "It's not godly to draw attention to myself." But, these attitudes are usually a disguise for a low self-esteem. The reality is that they don't want to draw attention to themselves, because they're struggling to feel worthy - ironically before a God who loves them and fans who like their books.

Please don't think that I'm advocating for writers to shamelessly plug their books. Some people go overboard and develop a negative reputation for being pushy. You probably know some of these individuals, and they're a turn-off. On the contrary, my point is that readers appreciate authors who believe in their ability to provide answers, inspiration, or entertainment.

So, how can an author improve their confidence along with their book sales? Some self-esteem situations may truly require counseling. However, in most cases, one can be enlightened by dealing with the following questions:

• Do you really believe in your book's value? Has your message actually worked in your own life? If so, recite clear examples of results.
  
• What makes you comfortable recommending a favorite restaurant or product to a friend? Can you mimic that same feeling to mention your book to someone else?
  
• What's the worst that could happen if you tell more people about your book?
  

If you're a good writer, don't let self-confidence issues prevent your message from helping the people who need it. Just because someone might say "no" doesn't mean you're worthless or a bad person. Be proud of the way you're trying to help society. Toot your horn a little. What's the worst that could happen? You just might sell a lot more books.

The Enemy of an Author is not Piracy, but Obscurity.

"The enemy of an author is not piracy, but obscurity."

This is a great quote from Seth Godin, bestselling author of 10 business books. I recently watched him discuss the secrets he used to create multiple bestsellers. Take a few minutes and check out this highly recommend video called, "Using New Media, New Marketing, and New Thinking to Create 10 Bestselling Books." To watch, click here.

If you enjoy the video, make a point to visit Seth's blog.

Book Marketing Q&A: Does an Author Need One or More Websites?

Rachel asks, "As a non-fiction author, is it better to create a different website for marketing each book? Or, just have one author website from which to market each of your books as they are released?"

Rachel, you bring up a good point that confuses many authors. I recommend that authors create just ONE website for all of their books. The main reason is because you want to make it easy for people to find you, interact with your online community or blog, and gather their contact information. In other words, a "one-stop shop" is usually a better approach than setting up several different "stores."

Authors who create several different websites for each of their books run the risk of segmenting their audience too much. This prevents their readers from finding out about the author's other books and cross-promoting titles. Also, you will generally get a higher search engine ranking with one author website that is busy with traffic, rather than multiple author websites with smaller traffic.

Having said that, you could consider creating a specific landing page or separate parts of your author website that is dedicated to each of your books. That way, you can easily direct readers to a particular book that you want to highlight - without reducing your overall website traffic.

Keep your author website simple and easy to navigate. Getting too fancy usually frustrates the visitor and reduces your book marketing effectiveness.

Thanks for the question...keep 'em coming!

Book Marketing Q&A - How to Launch a New Website and Author Brand

Debbie asks, "Is there any kind of checklist or step-by-step directions for authors to use when launching a new website and brand?"

Debbie, thanks for the question. Here's a simple checklist to use as a guideline:

1. Use your brand tagline everywhere (email signature file, blog posts, business cards, newsletters, free resources, etc.) Your brand won't work unless you use it. Too many authors create a good brand, then they never use it - which wastes all of that hard work. If you've got a great brand, promote it everywhere by saying it out loud to people, writing it on everything, posting it on all of your social media communications, etc.

2. Write text for an email website announcement that you can send to everyone you know. It's okay to do a one-time announcement to people who aren't on your newsletter list. That's not considered spam. Also, post announcements on your blog, Twitter, and Facebook pages.

3. Consider creating a contest to draw attention to your new website. For example, you could encourage people to visit your website, sign-up for your newsletter, which automatically registers them to win one of your books or audio/video products. Make a lot of noise about it, so that you can collect as much contact information as possible. Mention the contest on your blog, Facebook page, Twitter account, etc.

4. Prepare a new newsletter issue that includes your new brand, and send it out shortly after the contest to announce the winner and start building relationships with your newsletter subscribers.

5. Get into a rhythm of writing regular blog posts (2 - 3 time a week) and sending out a monthly e-newsletter.

6. Send a print newsletter (not a media kit) once a quarter to key leaders in your target audience. Highlight how your expertise and offer content that helps them be better leaders.

7. Send a press release to local media and line up some interviews on radio, TV, and newspapers. Start local to find the hook that gets their attention, then use that hook to pursue regional and national media outlets.

There are a ton of ways to promote a new brand and website. But, this checklist can give you a good place to start.

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Keep those great questions coming!

Maximize Your Author Marketing Budget in Tough Times

After the economic fallout of the last 18 months, the U.S. economy is showing signs of recovery. Yet, plenty of uncertainty still rules the business world. Unemployment is high, and discretionary spending is down.

If you're an author, whether new or established, you face tougher obstacles than ever to meet your publisher's expectations and grow your book sales. Yet, sticking your head in the sand and waiting for the sky to fall won't improve the situation. Nobody will buy your books if you stop marketing your message. Instead, marketing during a recession is more important than ever. But, when your budget gets squeezed, it's crucial to look for ways to do more with less.

Why spend your money on expensive tactics, such as print advertising, outside PR firms, and speakers bureaus, when you can do it yourself? Believe me, I'm not knocking these options. They definitely have their place in the publishing industry. But, they're also three high-priced marketing methods that authors use with questionable results. So, when money is tight, here's another approach to consider:

1. Spend less on outside PR firms. Get more media interviews on your own.
Some authors believe that the secret to success is hiring an outside PR firm to get media interviews for their new book. But, PR firms charge monthly fees from $1,500 - $5,000 with no guarantee of good placements. Avoid this costly expense by learning how to get media interviews on your own.

In addition, most publisher-sponsored book tours only last 90 - 120 days. So, you need a plan to keep the media ball rolling long after your publisher stops promoting your book. Develop your own ability to get interviews so that your book can receive continuous exposure.

For example, I taught an author how to capture media coverage for her new message. Within three weeks, she lined up nine radio interviews and a television appearance. Another client landed six interviews within six weeks, and resurrected interest in two backlist titles.

It's easier to get media interviews than you might think. Media producers aren't opposed to authors submitting show ideas - as long as the ideas are relevant to their audience.

2. Spend less on advertising. Get more article placements.
Advertising options abound for authors, such as print ads, tradeshow promotions, website ad campaigns, etc. But, most of these options are expensive and difficult to tell if they create substantial book sales. For example, a full-page ad in a major magazine or newspaper can cost over $4,000! Yet, most people ignore advertising, because they know they're being sold.

Consider a more effective option. Repackage your book's expertise by turning it into helpful articles for use in magazines, trade publications, and websites. Most people agree that articles are three times more valuable than advertisements, because of the higher credibility factor with readers. People are more likely to take an interest in your book, if you write an article that provides substantial value.

For instance, I taught author, Leslie Vernick, how to create newsletters that highlighted the expertise of her book, "The Emotionally Destructive Relationship." She sent her newsletter to influential editors, and her very first issue created an invitation to be the relationship columnist for a major woman's magazine. This regular feature, in concert with her other marketing efforts, helped Leslie's new book go into a 6th printing in 12 months! The national magazine exposure didn't cost her a dime. Yet, it would have cost thousands to buy high-profile ad space to get similar attention for her book.

3. Spend less on speaker's bureaus. Get more speaking engagements yourself.
One of the best ways to market your book is through public speaking. You get direct contact with your target audience, develop emotional connections with readers, generate back-of-the-room book sales, and capture contact information to grow your author platform.

However, many authors mistakenly believe that hiring a speakers bureau is the best way to get more events. This is usually true for only the top, A-level names. If you're an average author, most bureaus just give you a listing on their website and direct mail catalog. Yet, these organizations take a 15 - 25% commission out of your speaking fee, which is a lot of money for such little marketing help.

Speaker bureaus make sense only a) when you're too busy to handle your own administrative tasks, or.b) you arrange a non-exclusive agreement to get access to an audience you couldn't get by yourself. Otherwise, keep money in your pocket by getting speaking engagements yourself.

Connect with leaders who can book you by sending helpful newsletters, articles, or resources. Don't promote yourself or your books. Emphasize your desire to partner with them to improve their organization. Concentrate on their needs, and show how your book's message (even fiction) can provide beneficial results. Two of my clients recently sold over $1,500 worth of books at separate speaking engagements that they booked on their own. Plus, they received substantial speaking fees, created powerful word-of-mouth, and acquired hundreds of newsletter subscribers.

Word to the wise: Do not take this article as an encouragement to market yourself unprofessionally. "Doing-it-yourself" does not mean sending homemade marketing materials that look cheesy. You must do your homework and spend some money to make money. But, today's home office tools make it easier than ever before for authors to publicize a competent image.

As our economy struggles, you cannot afford to waste any part of your author marketing budget. So, minimize expenditures on expensive methods, such as advertising, PR firms, and speakers bureaus. Redirect your efforts to do more of the book marketing work yourself.

5 Principles of a Great Author Brand

Several of my author clients are in the process of creating a new brand for their business or ministry. During our discussions, some misunderstandings arose that were preventing these individuals from establishing a powerful marketing identity. So, I thought I'd share a few principles to consider when creating and managing your own brand:

5 Principles of a Great Brand for Authors:
1. A great brand makes you stand-out from the hundreds of other authors. Otherwise, there's no point in having a brand. This may sound obvious, but many people still overlook this fact. You need a brand that is catchy, memorable, and easy for people to pass on word-of-mouth.

2. A great brand generates a sense of appealing curiosity from leaders that makes them want to find out more about you. If you can't make leaders feel a magnetic attraction to you, then your brand is bland.

3. A great brand communicates the kind of results that you can produce for your readers. It's not enough to have a clever catch-phrase or tagline. Your brand must express how you make other people's lives better. In the corporate world, top brands achieve this goal. For example, Wal-Mart's brand was "Always Low Prices." This phrase tells me that my life will better, because I'll be saving money. Home Depot says, "You can do it...We can help." Do you see the implied result?

Some of my favorite brand taglines for authors include "The Stress-Buster," "Blueprints to Build Your Life," "Strength for the Soul," and "Get Gutsy for God." They're memorable, and they communicate results.

4. A great brand establishes you as the best choice, such as the "Cadillac" or "Mercedes" of the industry. Besides being unique, your brand should position you as the best option for a leader. When your brand becomes synonymous with quality, then you've got a powerful marketng force at your disposal.

5. A great brand must reflect your own passion, because you will be solely responsible to get in front of everyone. No one else can market your brand better than you. It's like trying on a dress or a suit, and buying the one the fits you the best and makes you feel confident. When you create your brand, you must feel comfortable and excited with it.

2 Misconceptions about a Brand:
1. A brand does NOT have to please everyone, including your friends - because your friends don't hire you for publishing projects or speaking engagements. Therefore, your brand must appeal primarily to LEADERS who have the decision-making power and money to work with you. If your brand appeals to leaders, then you're on the right track. If not, then it will hinder the growth of your career.

2. A brand isn't a big deal. This is false, because you are already being branded by everyone around you. We have finite brains, and we need a way to quickly remember and recall everyone else. A brand is part of this mental function. And, if you let other people brand you, the outcome will usually be negative, because people don't fully know who you are. Therefore, you must actively manage your brand to create a perception among leaders of your uniqueness, value, and expertise.

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Resource suggestion: For further study, I suggest an excellent book on creating your personal brand as an author, speaker, coach, or consultant. Check out How to Establish a Unique Brand in the Consulting Profession by Alan Weiss.

Quick Tips for Beginning Speakers

Almost every author eventually tries their hand at public speaking. If you’re just getting started, here's a few recommendations to make your road a little smoother.

1. Start small
Do not try to speak in front of large audiences until you’ve had some experience. Otherwise, you could short-circuit your growth and hinder your chances for referrals. Test your comfort level by speaking locally as much as possible. As your confidence grows, extend your reach into neighboring cities or states. Building a national platform usually takes two to five years. So, set realistic expectations for yourself.

Start off speaking for free until you’ve proven your value and expertise. Raise your fees as your value grows. When leaders are convinced that you can create positive results, your fees are usually less of a concern. However, expect some fee resistance at least 20% of the time. If leaders rarely complain about your fees, then you’re not charging enough.

2. Pick up other speaker’s “crumbs”
As intermediate and advanced speakers get busy, sometimes they can’t take all of the event requests they receive. So, try to build a close relationship with one or two speakers just above your level. Don’t pursue them solely to get bookings. Seek to learn as much as you can from them. Watch what works and learn from their mistakes.

Tell these speakers that you’re available to cover for them or take events they don’t want. Offer to return the favor by assisting their organization or helping promote their book. For instance, you could help run their resource table, handle some their office work, write an article for their newsletter, or baby-sit their kids while they’re out speaking. Position yourself as a partner, and you might create an extra source of new bookings.

3. Create “piggyback” events
If you’re new to speaking and enjoy traveling, you can boost your experience by adding-on events to your current bookings. For example, imagine you’ll be speaking in Atlanta, Georgia six months from now. Spend a day researching and calling other organizations that could also use your value during your visit.

Contact the leader and say, “I’m already booked to speak in your area on this date. Would you have an opportunity for me to address your group, too?” Sometimes, your current booking can provide enough credibility for the secondary leader to book you on short notice. However, don’t accept a piggyback event that could cannibalize attendance at your primary event. That would be unprofessional. And, don’t discount your speaking fees for add-on events. Instead, offer to split the travel expenses with the original organization and make everybody happy.

Every author has to start speaking somewhere. Most famous authors had to pay their dues for a little while. Yet, speaking is one of the best ways to sell more books. So, keep this tactic a central part of your book marketing plan.

Social Networking - Unlocking Behavioral Disorders

(Click on the picture above to enlarge)

Credit to Alan Weiss and his awesome blog for posting this hilarious photo (and available T-shirt) from Despair.com.

Social media is getting all of the hype these days. Yet, it's struggling as a medium to actually create significant books sales. For example, at BEA 2009 last month, John Sargent, the CEO of Macmillan Publishing stated, "Viral marketing doesn’t sell a ton of books.” He said a video based on a Macmillan book spent time in the number-one spot on YouTube in the U.K.—and wound up selling a whopping 200 extra copies. So what works? Most CEOs agreed front-of-store displays can boost sales.

Now, I'm not knocking social networking...just don't forget about the tried-and-true methods for authors to spread a message, such as public speaking, newsletters, personal networking, alliances, etc.

As for the behavioral disorders that social networking can cause authors, check out this insightful article, Why I Kissed FaceBook Goodbye, from Anne Jackson, author of Mad Church Disease.

Secrets of Public Speaking

Do you really want to know the secrets of public speaking?

All of my author clients know that I'm a big fan of Andy Stanley’s book, Communicating for a Change. It’s the best book on public speaking that I’ve ever read. If you don’t have a copy, get one today. I usually make Andy’s book required reading for any author who is learning how to create better keynote speeches.

However, you can also get access to Andy’s key information free via his Leadership Podcast available on I-Tunes. Click here to listen to his session called "Effective Communication" (you may need to download the I-Tunes store software). I highly encourage you to take 30 minutes this week and listen to Andy's informative message. Your keynote speeches will never be the same!

Soundbites Sell Books

Since most media interviews that authors get are brief, it’s important to limit your answers to the key information. I used to make the mistake of going into detail when I answered an interviewer’s questions. I’d go through my entire answer, and then try to wrap it up with a clever statement. By that time, however, my audience was bored and losing interest. To them, it was like reading a newspaper with no headlines. They needed something to get their attention in the first place.

One of the best ways to grab your audience is to speak in “soundbites,” which are pithy statements that sum up your thoughts. Think about soundbites like a newspaper editor using a headline to introduce an article. And, when an interviewer asks you a question, start your answer by using your soundbite. This approach will help keep your audience listening for the rest of your answer.

For example, when I wrote my book on relationships, interviewers used to ask me, “Rob, is it appropriate for a woman to ask a man for a date?” My soundbite response was, “She can try, but if a man won’t lead in dating, then he usually won’t lead in marriage, and she’ll windup miserable married to a passive guy.” Now, you may disagree with my answer, but my bet is that I grabbed your attention, right? And, you probably want me to explain my answer further. This should be your goal as an author. Say things that make the audience want to know more about your message. Below are some soundbites that I’ve helped authors create:

• The goal of confrontation should always be restoration – not winning.
• Oftentimes, we’re kinder to strangers than we are to our kids.
• Sex is like superglue.
• Forgiveness is a gift you give yourself. Because as you forgive, you set yourself free.
• No one enters a toxic environment without safety measures. Why enter a toxic relationship without protection?

Logic makes people think, but emotion makes them act. So, a good soundbite helps generate emotion in your listeners, such as laughter, curiosity, or even anger. When people feel a deeper interest in your book, then they will want to buy it. Remember, someone may be listening to your interview in their car, and it may be a while before they can purchase your book. If you find a way to stick in their memory, then you increase the chance that they will take action.

So, once you’ve created your interview questions, then come up with soundbites for each answer. Take the time to memorize your soundbites. Doing so will help lead you into the rest of your answers. When you’re booked for a radio interview, write out your soundbites on a sheet of paper and keep them in front of you.

Author Interviews 101

When you finally land that big author interview on radio or TV, do you know what to do? Many authors blow their promotional opportunity by trying to teach the audience. That's right, the attempt to teach can be a big mistake. Instead, consider this counter-intuitive approach.

Use your brief interview to tease the audience, rather than teach the audience. Now, I know the word “tease” may offend some people. You could be thinking, “It’s not right to tease my audience, that’s manipulation or shameless self-promotion.” If you feel that way, then let’s discuss the most ethical action you could take towards your audience.

For example, let’s say you wrote a non-fiction book that helps parents communicate better with their children. Or, maybe you wrote a novel about a woman overcoming deep tragedy. What is the best thing to do for your interview listeners? Is it wise to overwhelm your audience by trying to cover every teaching point you can cram into 10 minutes? Most people won’t remember what you say. So, wouldn’t it be wiser to use your interview to motivate people to get your complete message?

It’s actually more beneficial to your audience if you use an interview to lead people to what they really need – your whole book. You can throw a ton of information at people. But, that’s like a doctor throwing a box of Band-aids to someone who asks for help with a serious illness. Band-aids won’t cure the problem. Instead, a good doctor forgoes a short-term request, and leads the patient down a path to get fully cured.

Your job during an author interview is no different. Use the brief time to engage the audience, get them interested in your message, and inspire them to go buy your book.

Track Your Author Website Effectiveness

Just because you have a website doesn’t mean that it’s effective. Fortunately, there are easy ways to track if your website is helping to build your author platform.

First, you can monitor tangible outcomes, such as tracking new subscribers to your newsletter, speaking engagement inquiries, media interview requests, or book sales from your website. If you send visitors to Amazon.com or Barnes & Noble.com (which I don’t recommend) you can check your book’s ranking and see if it improves. Use www.TitleZ.com to gauge your book's Amazon ranking over time.

Another good tracking tool is to analyze your website statistics. If your web designer or hosting company doesn’t provide this information, you can set it up for free with Google Analytic (www.Google.com/Analytics). After you create a free account, Google will provide you with special computer code that you embed into your website’s individual pages. Once you do this, then Google will track all of your website data for you.

When you examine your website statistics, however, make sure you concentrate on the right information. For example, basing your site’s effectiveness on how many “hits” or “pageviews” you get is a flawed notion. These are inflated figures that don’t give you accurate information about your web traffic. A better guide is to track how many “Unique Visitors” your site receives. This number reflects how many different people actually visited your site, which is a better reflection of your real platform.

If you notice a decline in visitors, sales, signups, or other factors, it could mean that people are bored with your website. So, take time each month to assess where you can add new content that provides value to your readers. If you run out of ideas, bring in guests with a similar message. People will appreciate your desire to help them, and they’ll show it by returning to your website on a regular basis. And, the more often people return, the more likely they will buy your books.

Author Empowerment University

It's time for a new kind of "summer school." Rob Eagar is offering an affordable, group-based coaching service called the Author Empowerment University. Here's the details:

What is the Author Empowerment University?

• 3 months of advanced book marketing instruction taught by Rob Eagar.
• Group coaching with a minimum of 5 authors and a maximum size of 8.
• Weekly instruction via group teleconference calls.
• All teaching sessions will be recorded for students who miss calls or want to listen again.
• Students will have individual follow-up access to Rob via phone and email.
• Specialized tutorials and teaching guides provided by Rob.
• Students will enjoy encouragement and accountability by learning together as a small group.

What subjects are covered during the teaching sessions?

• Teach author how to make their website capture readers and market books better.
• Learn how to acquire more media interviews and increase book sales on the air.
• Discover how to obtain more speaking engagements and craft powerful keynote speeches.
• Create resources and pass-on tools that help spread word-of-mouth.
• Establish a unique brand and differentiate a book's message in a crowded marketplace.
• Utilize newsletters and social networking to build ongoing relationships with readers and leaders.

What result can students expect? (figures based on the success of Rob's previous coaching participants):

• Increased author book sales by 15 - 25%.
• Doubled author website and blog traffic.
• Newsletter growth of over 100 new subscribers per month.
• 30% increase in annual speaking events.
• Speaking fees increased by 30%.
• Contact with over 250 new targeted leaders.
• Ability to secure an extra 5 - 15 media interviews with press releases.

The fee to enroll in a group is only $2,500 per author for the 3-month program. Most authors can easily recoup this fee by landing a couple of new speaking engagement or boosting their website sales. This is the best deal available to get focused, weekly instruction at the advanced-level with Rob Eagar.

Space is limited on a first-come, first-serve basis. A new group will start as soon as five people register by May 15th.

If you would like to sign-up or get more information about the Author Empowerment University, please call 1-800-267-2045 or email: Rob@StartaWildFire.com