yes, you can write and publish a business book in 6 months
DESCRIPTION
You can research, write and publish a business book in 6 months. I've done it twice. This presentation was written for an advertising industry audience at HubSpot's 2014 Inbound Conference. But the learning and tips are relevant to every marketer. Here is one example of what I call content multipliers that will help you create a powerful book on virtually any subject... add expert interviews. I did this for my book The Levitan Pitch. Buy This Book. Win More Pitches. It is up on Amazon.TRANSCRIPT
- 1. THE AGENCY BOOK.FROM IDEA TOPUBLISHED IN6 MONTHS.
2. This presentation was designed forHubSpots 2014 Inbound Conference.The audience was comprised ofadvertising and marketing geniuses.While advertising folks have design andcopy skills that might accelerate theirability to write and publish a book, Ibelieve that anyone, in any industry, canwrite a B2B non-fiction book in sixmonths. 3. 16 years at Saatchi & Saatchi7 at 2 Internet Start Ups9 at my own agency citrus3 at Peter Levitan & Co.I help marketing communications agencies win more new accountspeterlevitan.com 4. FROM IDEA TOPUBLISHED IN6 MONTHS.Really? 5. NOT.IVEDONE ITTWICE. 6. FEEL BETTER?HERES YOURAGENCYS HOW TO. 7. Agency Means: All marketingcommunications companiesBook Means: eBook, POD, Audio Book &Hard CoverIdea Means: I want to write a bookabout6 Months Means: 6 Months 8. How Agencies Win New ClientsReputationPositioningSpecializationCreativityLocation(s)ChemistryCulture 9. Thats Nice But, There Are10,000 agencies in the world4,000 in the USA(Dozens down the block) 10. HOW TO STAND OUT? 11. HOW TO STAND OUT?WRITE A BOOK. 12. IT WORKS 13. Contrary To My Books Advice About PresentationMistakes, I Am Gonna Talk About ME Not You 14. 1. I Established Clear ObjectivesI want to grow my agency clientbase by adding outbound marketingto my successful inbound programsI want more content to repurpose 15. 2. I Established My AudienceIts youAgency CEOs and managers thatwant to improve their businessdevelopment success rate 16. 3. I Picked A Relevant SubjectHow to win more pitches 17. 4. I Add ValuePeople buy business books for areason they want valueBe smart. But, I didnt have tocompletely reinvent the wheelRecognize that I havecompetition Thats anunderstatement! 18. LOL 19. 5. I Have A Brilliant Title & AnglePitch PerfectThe Art of PitchingTHE LEVITAN PITCH.BUY THIS BOOK.WIN MORE PITCHES. 20. WIN MORE PITCHES.AN OFFER YOU CANT REFUSE 21. 6. I Just Started WritingWriting is a muscle, work itCreate an outline - it will evolveDo your research: Go to Google,bookstores & AmazonTalk with your contacts & readers 22. 7. I Designed The Cover For DigitalThink small. Think mobile first. 23. 7. I Designed The Cover For DigitalThink small. Think mobile first. 24. YOU MUSTSTAND OUT 25. 8. I Got Experts To EditAgency friends reviewed earlydraftsA content editor reviewed subjectmatter and sentence structureA copy editor helped with style,formatting & those pesky comas 26. 8. I Reviewed Publication &Distribution OptionsI decided to go all digital 27. Why Digital?Pros:Broad distribution: eBook,paperback & audio bookSpeed to market + personal controlWorks for my tech savvy market 28. Digital Ties Print Sales in 2016 29. Why Digital?Cons:Reduced gravitas still not ascredible as a traditional publisherNo hardcoverLimited bookstore distribution 30. 8. Publication & DistributionPublished using CreateSpace, KDP,ePUB, iTunes Producer and ACXOh, and theres the instantgratification Espresso machine 31. ESPRESSO TAKES 30 MINUTES 32. 8. My MarketingLook good on Amazon, etc.Alert my industry friends & askfor reviewsStimulate my books 30 expertinterviewees to hype the book 33. 8. My MarketingDrive awareness via my databaseof 3,500 ad agency execsAlert my 1K+ 1st degree LinkedInconnections & 681,536 LinkedInGroup membersExcite 2,000+ Twitter Followers, PLnewsletter subs and Google+ 34. 8. My MarketingGuest post on sites like AgencyPost (i.e. HubSpot)Work PR publications / blogsSpeak at industry events (like today)And, Ive got freebees for yall 35. 8. My MarketingFree chapters & micro eBooks50+ blog posts c/o the bookSlideShare presentationsPosters of the cartoons 36. 8. My MarketingPublish LinkedIn Updates, etc.LotsO TweetsWebinars (offer pitch critiques?)White papers & articles 37. OK, Enough About MeHeres Your Agencys PathTo Getting Published 38. Nail Your ObjectivesAgency AwarenessBrand DistinctionExpert PositioningCredibilityMucho ContentEvent MarketingSocialnessPhysicalBrandingFeel Good 39. Write For Your AudienceCurrent clientsProspective clientsPartnersStaff & future employeesTrade pressSneezers 40. Use Your Agencys Free JuiceUse your own writersArt directors & designersProduction teamDigital teamUse your marketing chopsGo all digital 41. Use Content MultipliersEvery expert at the agency is a writerRepurpose existing blog contentOutsource if necessaryAdd art 42. Use Content MultipliersBulk up with expert interviewsthey make up about of my book 43. Lots Of Potential SubjectsWrite a How To bookPontificate on marketing strategyGo expert in a client category 44. Lots Of Potential Subjects 45. Lots Of Potential SubjectsDefine creativityAct local 46. YesYour Agency Can Go FromIdea To Published In 6 Months1. Have a business objective2. Select a target market3. Add value4. Use agency resources 47. YesYour Agency Can Go FromIdea To Published In 6 Months5. Use content multipliers6. Go digital7. Manage the book like a client job 48. [email protected]