Every writer dreams of becoming a best-selling author. But, as most of us know, that's a rare achievement that few ever attain. Fortunately, you don't have to be a best-seller to make a decent living as a writer.
Still, I ran across an interesting post from Joe Wickert, the Executive Publisher for Wiley & Sons. It's a few years old, but he gives a good summation of how best-sellers are created. These comments especially caught my attention:
"I feel (author platform is) the single most important ingredient for a bestseller. Sure, placement and promotional activity can boost sales of just about any book. But the sales difference between a book written by an author with a solid platform vs. one with a lesser or no platform is huge. Thanks to all the platform vehicles available these days, authors can help drive more sales than ever before."
Joe's blog is definitely worth reading. Check it out at:
http://jwikert.typepad.com/the_average_joe/2005/02/what_makes_a_be.html
Friday, February 29, 2008
Thursday, February 21, 2008
Client Success Story - Cindi McMenamin
Cindi McMenaminStrength for the Soul
Speaker and author of When Women Walk Alone (over 90,000 copies sold)
www.StrengthForTheSoul.com
"Rob Eagar helped put my speaking ministry back on the map! After writing 6 books, I was facing burnout in my writing and speaking. But, my publisher suggested that I check out Wildfire Marketing. And, in less than 3 months, Rob enabled me to experience these results:
- Enriched the message of my ministry with a new brand, Strength for the Soul.
- Wrote improved marketing text to make my speeches, books, and website more appealing.
- Sent out better newsletters that reached key leaders and generated new bookings (see before/after pictures below).
- Created a new e-commerce system to produce additional revenue.
- Gained new confidence to negotiate higher speaking fees.
Rob re-enforced to me the value of what I do and how you can’t put a price on bringing life-change and the opportunity for salvation to another individual. I’d recommend WildFire Marketing to any author or speaker who wants to take their ministry to a higher level.”
Sunday, February 10, 2008
How Do Speakers Get More Bookings?
If you're a professional speaker or an author who wants to promote a new book through speaking, then you've probably wondered, "How do speakers get booked?" Is there a magic wand that you can wave to get more bookings?
Actually, there is no secret formula, but here's some interesting information that can help answer the question. Leaders usually make booking decisions about speakers in this order of priority:
1. Personally having heard the speaker and been impressed.
2. Heard from a trusted peer that the speaker is excellent.
3. Heard from a trusted subordinate (fellow staff member, assistant, etc.) that the speaker is excellent.
4. Heard from a trusted third party that the speaker is excellent.
5. Heard from a speakers bureau or agent with whom there is a relationship.
6. Seen or heard something about the speaker (e.g., media interview).
7. Received promotional material from the speaker.
I've worked with speakers at all levels, and I can vouch for the validity of this information. Note how the top 5 ways that leaders book speakers are based on "relationships," such as personal encounters, referrals from peers, staff members, friends, etc.
Plus, the #1 way is through hearing a speaker do a great job at another event, being impressed, and inviting that speaker to come speak at their organization. And, it's no surprise that the least common way speakers get booked is by flooding the world with mass mailings of brochures and media kits.
So, now you know how speakers get booked. But, this brings up an even more important question: What are you doing to get more referrals and build relationships with key leaders?
If you're stumped, give WildFire Marketing a call at 1-800-267-2045. We can help.
Actually, there is no secret formula, but here's some interesting information that can help answer the question. Leaders usually make booking decisions about speakers in this order of priority:
1. Personally having heard the speaker and been impressed.
2. Heard from a trusted peer that the speaker is excellent.
3. Heard from a trusted subordinate (fellow staff member, assistant, etc.) that the speaker is excellent.
4. Heard from a trusted third party that the speaker is excellent.
5. Heard from a speakers bureau or agent with whom there is a relationship.
6. Seen or heard something about the speaker (e.g., media interview).
7. Received promotional material from the speaker.
Source: Money Talks by Alan Weiss
I've worked with speakers at all levels, and I can vouch for the validity of this information. Note how the top 5 ways that leaders book speakers are based on "relationships," such as personal encounters, referrals from peers, staff members, friends, etc.
Plus, the #1 way is through hearing a speaker do a great job at another event, being impressed, and inviting that speaker to come speak at their organization. And, it's no surprise that the least common way speakers get booked is by flooding the world with mass mailings of brochures and media kits.
So, now you know how speakers get booked. But, this brings up an even more important question: What are you doing to get more referrals and build relationships with key leaders?
If you're stumped, give WildFire Marketing a call at 1-800-267-2045. We can help.
Monday, February 4, 2008
Client Success Story - Lysa TerKeurst
Lysa TerKeurstPresident, Proverbs 31 Ministries
Best-selling author of When Women Walk in Faith
www.LysaTerKeurst.com
“Initially, I was skeptical of investing in a marketing consultant. But, after meeting with Rob, he identified several specific areas where he could help me improve. And, in less than three months, I experienced these results:
● Differentiated me from other speakers by developing a unique brand, Leading Women in the Adventure of Faith.
● Dramatically improved my bio and speech descriptions for my marketing materials.
● Increased my confidence to speak at higher fees.
Not only did Rob help me improve in these areas, but he also trained me on the crucial techniques of becoming a “value-driven” speaker. He enabled me to identify what my audience needs and how to answer their needs in memorable and life-changing ways. Because of Rob's help, my message now makes a much stronger first-impression, and my talks have a far-reaching lasting impression.”
Wednesday, January 30, 2008
Interesting Book Statistics
Ever wonder what happens to your book once it's published? Hopefully, it sells well and the publisher is happy, which generally means...
• 40% of manufactured books never sell.
• The typical waiting period before books start the long and expensive trek back to the warehouse is only a mere 4 months!
• The industry return rate is 36% for hardcover and 25% for paperback.
• Superstores like Barnes & Noble sell around 70–80% of what they order, discounters like Wal-Mart and Sam’s Club only 60% (i.e. - 40% return rate!).
• 37% of all books sent to stores in 2002 were returned.
• HarperCollins lost $250 million in 2002 on returns alone.
• Between 65 and 95% of returned books are destroyed once they come back from a bookseller (that’s a lot of time, energy, and money to be turned back into pulp).
Imagine if you ran a business where your customers could return 30 - 40% of any product they bought from you...whenever they wanted to. No wonder publishing is such a tough industry.
Statistical sources:
http://www.BeneaththeCover.com/2007/03/20/love-hate/
http://www.BookStatistics.com
- a successful fiction book sells at least 5,000 copies.
- a successful nonfiction book sells at least 7,500 copies.
• 40% of manufactured books never sell.
• The typical waiting period before books start the long and expensive trek back to the warehouse is only a mere 4 months!
• The industry return rate is 36% for hardcover and 25% for paperback.
• Superstores like Barnes & Noble sell around 70–80% of what they order, discounters like Wal-Mart and Sam’s Club only 60% (i.e. - 40% return rate!).
• 37% of all books sent to stores in 2002 were returned.
• HarperCollins lost $250 million in 2002 on returns alone.
• Between 65 and 95% of returned books are destroyed once they come back from a bookseller (that’s a lot of time, energy, and money to be turned back into pulp).
Imagine if you ran a business where your customers could return 30 - 40% of any product they bought from you...whenever they wanted to. No wonder publishing is such a tough industry.
Statistical sources:
http://www.BeneaththeCover.com/2007/03/20/love-hate/
http://www.BookStatistics.com
Saturday, January 26, 2008
Client Success Story - Mary Southerland
Mary Southerland
● Launched newsletters that produced speaking inquiries, book orders, and a guest appearance on national radio.
Above all, Rob served as a coach who raised my confidence as a communicator."
Author & Speaker
The Stress-Buster!
The Women's Ministry Motivator
"Rob Eagar and his Marketing Mentor Program gave me a new excitement for my ministry! I'm amazed by the results he created so quickly, such as:
● Launched newsletters that produced speaking inquiries, book orders, and a guest appearance on national radio.
● Sent enticing press releases by email that generated several rapid requests for radio interviews.
● Enhanced my image with two new brands and a dynamic website redesign (see before / after picture below).
● Created over $1,000 of website product sales in one month - my best ever!
Above all, Rob served as a coach who raised my confidence as a communicator."
Monday, January 7, 2008
The Dangers of Blogging
Why would a marketing consultant post a blog message on the dangers of blogging? Because I sincerely care about the growth of your business or ministry. And, my research has shown that blogs could be the biggest time waster since Solitaire became standard on office computers.
Here’s my assumption: You’re a very busy author or speaker who is trying to grow your career, pay your bills, and spend time with God and your family. (If you’re filthy rich or just writing part-time as a hobby, then you can disregard this article.) In other words, you don’t have a lot of extra time on your hands, so the activities that you do really need to count.
But, let’s be honest, most blogs out there are similar to a self-centered diary about someone’s daily activities, vacation pictures of the kids, silly product giveaways, or quirky ramblings. Does this stuff help you sell books or land more speaking engagements? Based on my conversations with others, I don’t see it happening.
Yet, you wonder, “I heard blogs were supposed to be the modern way to reach customers online and build a platform?” That’s what the blogging gurus want you to believe. But, evidence shows that blogging could be a big mistake. Here’s why:
Blogs Can Waste Your Time
If you write a blog, experts agree that it’s best to post at least 2 – 4 times per week. Otherwise, readers won’t think you’re consistent, so they’ll switch to bloggers who offer more content. But, 2 – 4 postings per week is a lot of material, which is a lot of hours spent creating and writing. If you can’t keep up with that pace, then shut it down, because you won’t get many readers.
For instance, if you have a blog, track how many hours per week you spend creating and maintaining your posts. It’s probably more than you think, and it’s important time you could use to do marketing activities that produce better results…more on that in a minute.
Blogs Rarely Increase Product Sales
Three months ago, one of my clients experimented with a blog tour to help launch her new book. Incredibly, she got her book mentioned on over 60 blogs – but only sold 6 books from her website and her Amazon ranking didn't improve very much…ouch! She agreed that blogging increased the traffic and awareness about her book, but it didn’t turn into sales. And, sales should always be your main goal. Otherwise, you can’t pay your bills.
Another mistake some bloggers make is focusing too much on getting “comments,” which are follow-up remarks that people write after one of your blog posts. Supposedly, the more comments you get, the better. But, trying to get a lot of blog comments is no different than a teenager trying to get a lot of friends on his MySpace page. It’s a meaningless exercise. Just because you have a lot of random comments, doesn’t mean you’re growing your platform and making more sales.
Ideally, you don’t want “comments.” Instead, you want “contact information.” Getting people to give you their contact information is the key to long-term relationships and product sales. And, there are better tools than blogs to help you gather those contacts…more on that in a minute.
Blogs Lead People to Expect Information for Free
Given the choice, wouldn’t you prefer to get something for free, instead of paying for it? Since reading a blog is free, many people get used to receiving your advice at no cost. The more free advice you offer, the more they wait to see if you answer their questions without buying your products. If you don’t answer their questions, then they’ll leave your blog and search elsewhere.
Think about it this way…the point of ministry is to help someone with the message that God has given you. But, if people only get bits and pieces of your message, instead of buying your complete book, did they really get any help at all? You may think that your blog is helping people or letting them get to know you. But, in some cases, it could actually prevent people from obtaining your much-needed products and services.
Now, before you think I’m completely anti-blog, let me give you three situations where blogging can make sense:
1. You’re a non-fiction author / speaker with so much helpful advice that it won’t cannabilize your income-producing products. In other words, you’re such an expert on a specific topic that you can give away some information for free, but still get people to buy the rest of your expertise. In my case, I use my blog as a secondary marketing strategy to encourage prospects to consider my consulting services. I can give away lots of free tips, because my blog barely covers the various ways that I can help clients.
2. You’re an A-level non-fiction author / speaker with a huge platform who doesn’t have time to respond to everyone’s questions. Let's say you speak to thousands of people each month, but you still want to make yourself accessible. Blogging can be a nice way to let your fans know what’s happening in your life. And, your audience can “talk back” by posting their comments. However, don’t blog if you find it steals away your precious free time.
3. You’re a fiction author who hates public speaking, but you want to connect with your readers and help them understand how you create your novels. Also, some authors say that blogging forces them to continually focus on their writing skills.
If you fall into one of these three camps, then a blog might be a decent strategy for you. Even so, consider the three points mentioned earlier before you make blogging a priority.
A Blog Does Not a Website Make
There’s a popular trend among authors and speakers to setup a free blog and use it as a substitute for a real website. That’s a big mistake, because the best blog still makes a cheap-looking, one-dimensional website. Worse, blogs can’t provide all of the tools you need to appear professional, such as an online store, audio/video, event calendars, e-newsletters, downloadable files, etc.
If your business or ministry looks homemade, then people won’t take you seriously. They’ll just classify you as an amateur. So, spend the extra money to have a professional designer create a good-looking website for you. Expect around $3,000 - $5,000 for something decent. If you do it right, you will reap your return on investment many times over.
What’s Better Than a Blog?
Now, you’re probably asking, “So, what’s better than a blog?” Actually, lots of things. For example, a real website updated with helpful articles, a subscriber-based monthly newsletter, public speaking, teleseminars, audio and video products, etc. Instead of blogging, take your creative time to work on a new book, write an article, build a better speech, or generate media interviews. These activities are more likely to produce new income and support your ministry.
So, before you become slave to a blog, consider if it’s the wisest use of your precious time. There’s nothing wrong with blogging – as long as it works for you, rather than you working for it.
---
Rob Eagar helps authors and speakers across North America gain back precious time by making them more efficient in their marketing. If your time always seems in short supply, call Rob at 1-800-267-2045 or email him at: Rob@StartaWildFire.com
Here’s my assumption: You’re a very busy author or speaker who is trying to grow your career, pay your bills, and spend time with God and your family. (If you’re filthy rich or just writing part-time as a hobby, then you can disregard this article.) In other words, you don’t have a lot of extra time on your hands, so the activities that you do really need to count.
But, let’s be honest, most blogs out there are similar to a self-centered diary about someone’s daily activities, vacation pictures of the kids, silly product giveaways, or quirky ramblings. Does this stuff help you sell books or land more speaking engagements? Based on my conversations with others, I don’t see it happening.
Yet, you wonder, “I heard blogs were supposed to be the modern way to reach customers online and build a platform?” That’s what the blogging gurus want you to believe. But, evidence shows that blogging could be a big mistake. Here’s why:
Blogs Can Waste Your Time
If you write a blog, experts agree that it’s best to post at least 2 – 4 times per week. Otherwise, readers won’t think you’re consistent, so they’ll switch to bloggers who offer more content. But, 2 – 4 postings per week is a lot of material, which is a lot of hours spent creating and writing. If you can’t keep up with that pace, then shut it down, because you won’t get many readers.
For instance, if you have a blog, track how many hours per week you spend creating and maintaining your posts. It’s probably more than you think, and it’s important time you could use to do marketing activities that produce better results…more on that in a minute.
Blogs Rarely Increase Product Sales
Three months ago, one of my clients experimented with a blog tour to help launch her new book. Incredibly, she got her book mentioned on over 60 blogs – but only sold 6 books from her website and her Amazon ranking didn't improve very much…ouch! She agreed that blogging increased the traffic and awareness about her book, but it didn’t turn into sales. And, sales should always be your main goal. Otherwise, you can’t pay your bills.
Another mistake some bloggers make is focusing too much on getting “comments,” which are follow-up remarks that people write after one of your blog posts. Supposedly, the more comments you get, the better. But, trying to get a lot of blog comments is no different than a teenager trying to get a lot of friends on his MySpace page. It’s a meaningless exercise. Just because you have a lot of random comments, doesn’t mean you’re growing your platform and making more sales.
Ideally, you don’t want “comments.” Instead, you want “contact information.” Getting people to give you their contact information is the key to long-term relationships and product sales. And, there are better tools than blogs to help you gather those contacts…more on that in a minute.
Blogs Lead People to Expect Information for Free
Given the choice, wouldn’t you prefer to get something for free, instead of paying for it? Since reading a blog is free, many people get used to receiving your advice at no cost. The more free advice you offer, the more they wait to see if you answer their questions without buying your products. If you don’t answer their questions, then they’ll leave your blog and search elsewhere.
Think about it this way…the point of ministry is to help someone with the message that God has given you. But, if people only get bits and pieces of your message, instead of buying your complete book, did they really get any help at all? You may think that your blog is helping people or letting them get to know you. But, in some cases, it could actually prevent people from obtaining your much-needed products and services.
Now, before you think I’m completely anti-blog, let me give you three situations where blogging can make sense:
1. You’re a non-fiction author / speaker with so much helpful advice that it won’t cannabilize your income-producing products. In other words, you’re such an expert on a specific topic that you can give away some information for free, but still get people to buy the rest of your expertise. In my case, I use my blog as a secondary marketing strategy to encourage prospects to consider my consulting services. I can give away lots of free tips, because my blog barely covers the various ways that I can help clients.
2. You’re an A-level non-fiction author / speaker with a huge platform who doesn’t have time to respond to everyone’s questions. Let's say you speak to thousands of people each month, but you still want to make yourself accessible. Blogging can be a nice way to let your fans know what’s happening in your life. And, your audience can “talk back” by posting their comments. However, don’t blog if you find it steals away your precious free time.
3. You’re a fiction author who hates public speaking, but you want to connect with your readers and help them understand how you create your novels. Also, some authors say that blogging forces them to continually focus on their writing skills.
If you fall into one of these three camps, then a blog might be a decent strategy for you. Even so, consider the three points mentioned earlier before you make blogging a priority.
A Blog Does Not a Website Make
There’s a popular trend among authors and speakers to setup a free blog and use it as a substitute for a real website. That’s a big mistake, because the best blog still makes a cheap-looking, one-dimensional website. Worse, blogs can’t provide all of the tools you need to appear professional, such as an online store, audio/video, event calendars, e-newsletters, downloadable files, etc.
If your business or ministry looks homemade, then people won’t take you seriously. They’ll just classify you as an amateur. So, spend the extra money to have a professional designer create a good-looking website for you. Expect around $3,000 - $5,000 for something decent. If you do it right, you will reap your return on investment many times over.
What’s Better Than a Blog?
Now, you’re probably asking, “So, what’s better than a blog?” Actually, lots of things. For example, a real website updated with helpful articles, a subscriber-based monthly newsletter, public speaking, teleseminars, audio and video products, etc. Instead of blogging, take your creative time to work on a new book, write an article, build a better speech, or generate media interviews. These activities are more likely to produce new income and support your ministry.
So, before you become slave to a blog, consider if it’s the wisest use of your precious time. There’s nothing wrong with blogging – as long as it works for you, rather than you working for it.
---
Rob Eagar helps authors and speakers across North America gain back precious time by making them more efficient in their marketing. If your time always seems in short supply, call Rob at 1-800-267-2045 or email him at: Rob@StartaWildFire.com
Thursday, January 3, 2008
Save Money Printing Your Newsletters
As you know, sending a regular newsletter is smart marketing strategy to help spread your message. Sometimes, though, it's a hassle to baby-sit your printer while it takes hours to churn out hundreds of newsletter copies...not to mention the cost of paper and ink.Well, FedEx Kinko's is offering a sweet deal to outsource your print newsletters to them. The recently reduced their color copy pricing to $.49/copy (or $.98 for two-sided copying). These prices are good through March 31, 2008. Plus, you can upload your files and place orders over the Internet. And, if they make a bad copy, you can ask them to redo the printing (whereas, if your office printer screws up...you have to eat the additional cost).
This price reduction makes the cost of printing a good-looking newsletter less than a $1.00 per recipient (plus postage). That's a good deal for your marketing budget!
Now, for some folks, it still may be better to do the newsletter printing yourself. But, if you're sending out over 250 newsletters per mailing, this may be a more cost-effective and time-saving option for you. For more information, check out www.FedExKinkos.com
This price reduction makes the cost of printing a good-looking newsletter less than a $1.00 per recipient (plus postage). That's a good deal for your marketing budget!
Now, for some folks, it still may be better to do the newsletter printing yourself. But, if you're sending out over 250 newsletters per mailing, this may be a more cost-effective and time-saving option for you. For more information, check out www.FedExKinkos.com
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