the writer's brand called you for the international women's writing guild conference
TRANSCRIPT
The Brand Called You: Defining Your Writer’s Career
in Today’s Market
Interna<onal Women’s Wri<ng Guild Big Apple Conference, April 26, 2015
Melissa A. Rosa<, CPCC Tweets: @melissarosa<
#iwwg
Introduc<ons
• Name • Your goal for this session • Name an author you admire and give one reason why
• YOU HAVE 15 SECONDS!
Learning Objec<ves
• The meaning of “Publishing Renaissance” • Iden<fy opportuni<es for your career • Consumer behavior using digital distribu<on channels
• Marke<ng and branding defined • How branding differs from plaYorm • Commit to one step that will make the biggest contribu<on to your career goals
Key Concepts
• Marke<ng communicates your promise to the reader.
• Branding is who you are online and offline and how you behave.
• Distribu<on is how you deliver content to your customer.
• PlaYorm is your visibility and your influence with your audience.
Warm-‐up Exercise
• How do you feel about the author you admire?
• I will give you three words, one word at a <me.
• You will write for two minutes on each word as it relates to your feelings about the author you admire.
The Elements of Disrup<ve Change
Cultural Technological Economic
The Birth of Publishing Johannes Gutenberg 1398 – February 3, 1468
Aldus ManuIus Died 1515, Founder of Aldine Press
Image based on a 19th century steel engraving, Wikimedia Commons.
The Rebirth of Publishing Jeff Bezos (January 12, 1964 – present)
Steve Jobs (February 24, 1955 to October 5, 2011)
Hot Renaissance Authors Dante Alighieri (June 1, 1265 – September 14, 1321)
Dan Brown (June 22, 1964 – present)
Where Are We?
Judydouglass.com
Speculate or Invent Your Future
Digital Distribu<on Facts
• People spend over 1 billion hours per month on NeYlix (subscrip<on service)
• 890 million daily ac<ve users on Facebook • 12 new books are added to Amazon every hour
• As of September 2013, Apple sold 700 million devices with its opera<ng system.
hkp://expandedramblings.com/
Digital Distribu<on
The Digital Retailers Are Search Engines
• Amazon • Kobo • iBooks
• Barnes & Noble
Internet Live Stats in One Second
• Email = 2,382,751 sent emails • YouTube = 98,285 videos viewed • Tweets = 8,870 sent tweets • Instagram = 1,910 photos uploaded • Google = 48,156 searches
Source: Internet Live Stats at 5:03 a.m.., New York City, March 28, 2015
Where’s Your Book?
Language Drives Search
• Make a list of the most important three-‐word phrases related to your book. Then, two-‐word. Then, one-‐word.
• What kind of searches do you use when you are looking for something. Keep a list for one week. Then, think about where you want to be found.
• What words will readers use to find my book?
Types of Keywords
• Your Keyword Values • Genre Keywords • Subject Keywords • Audience Keywords • Emo<on and tone keywords
Branding
• Who are you? • What do you want to be known for? • Who is your audience? • How do you prove it?
Best Ways to Establish Your Brand
• Find Your Voice • Be consistent in your wri<ng • Professional Edi<ng • Professional Design • Smart Use of Social Media
Exercise: Start with 100 Words
• Reviews • Endorsements • LinkedIn recommenda<ons • Lekers/emails • Do a social media audit of your web presence • Work with your values
Example of 5 Content Criteria for Red Lotus Studio Press
• Inspires Awe • Reminds people to be grateful, love jus<ce, and walk humbly with God
• Stands for something greater/bigger than ourselves
• Asks a big ques<on or illuminates a big risk • Speaks to the transcendent func<on of wri<ng and the arts
Types of Content to Express Brand Criteria
• Quotes • Text • Images • Video • Audio • Links • Anima<on
Elements of Your Business Plan
• Set goals and write them down • Review your goals every quarter • Invest in your marke<ng educa<on • Set money aside for research and development
• Be open to all outcomes for success
Visualiza<on Exercise
Summary • Be who you are • Be known for your exper<se • Be present with your audience • Be consistent in language and visuals • Give value • Add value • Always be learning • Celebrate your successes!
How to Stay in Touch w/Melissa
• Phone: 917-‐628-‐4547 • LinkedIn: /in/melissarosa< • Facebook: facebook.com/melissarosa< • Twiker: @melissarosa< • Blog: www.theredlotusstudiopress.com • Blog: www.redlotusstudiopress.com
About Melissa A. Rosa<, CPCC An Award-‐winning publisher, Melissa A. Rosa< has 15+ years of experience in content acquisi<ons, new product development, and leading teams for publishers in New York and London. In 2015, she founded Red Lotus Studio Press, an imprint of Melissa’s Coaching Studio, LLC, her private coaching and consul<ng prac<ce. As part of Pace University’s Interna<onal Publishing Ins<tute, she co-‐facilitated execu<ve leadership seminars for the senior execu<ves of China’s premier media conglomerates, including China Publishing Group Corpora<on, Phoenix Publishing and Media Group, and Hunan Publishing. In the Master of Science in Publishing degree program, she taught graduate courses in Book Sales & Distribu<on Methods, Marke<ng, and General Interest Books. A frequent speaker on publishing business strategies, Melissa has led workshops and facilitated panels held at Yale University, Skidmore College, the University of Maryland, and the Geneva Writers’ Conference in Switzerland.