Archive for book marketing

Lynn Serafinn from Spirit Authors announces the launch of the new spiritual, psychological novel ‘Island of Souls’ by author Milan Ljubincic.

TODAY on Amazon, an inspiring new novel is making its debut. It’s called Island of Souls: light within the dark by internationally renowned psychologist and speaker, Milan Ljubincic.

I’m pleased to be the campaign manager for the launch of this refreshing and illuminating book.

Written much in the tradition of other metaphysical authors like Paulo Coelho (The Alchemist) and James Redfield (The Celestine Prophecy), author Milan Ljubincic uses the powerful vehicle of fiction to weave a rich, allegorical story that illustrates how every one of us can find harmony and joy when we learn the language of our own hearts, and reawaken the wondrous spirit that already lies within us.

To buy the book AND receive dozens of free bonus gifts, go to:
http://islandofsouls.com/book-launch/pages/launch.php

Many of us have a library of self-help books on our shelves that ‘tell’ us how to transform our lives. But in Island of Souls, we simply step into the story of lead character, Lucas, and experience that transformation along with him. Set on a mysterious, uninhabited island, Island of Souls is a modern-day parable that blends real-life events with depth psychology, metaphors, archetypical figures and mythical symbolism to convey the underlying message of connection, aliveness and meaning. As much a guide as it is a story, Island of Souls is an invitation for you to reflect on your own life journey, its teachings, and the meaning it holds for you.

 Island of Souls: light within the dark is celebrating its big Amazon launch TODAY Tuesday May 13th, 2014. When you buy the book during the launch, you’ll receive DOZENS of beautiful bonus gifts from Milan’s friends and colleagues.

To buy the book AND receive these bonus gifts, go to:
http://islandofsouls.com/book-launch/pages/launch.php

And as a special gift from Milan, when you buy the book you’ll also receive:

  • The MP3 audio downloads from the ‘Soul Awakening Telesummit’ with over 4 hours of inspiration and information from Milan and 10 other world-class speakers including Dr. Eric Pearl, Chloe Taylor Brown, Gregg Levoy, Lynn Serafinn, Karen Erlichman, Emmanuel Dagher, Cari Murphy, Frederika Roberts, Wendy Kennedy, and Anna Sienicka.
  • A FREE 1-hour online class with Milan, where he will share the fascinating ‘story-behind-the-story’ along with an in-depth discussion on the underlying insights and lessons within Island of Souls.

I’m sure all those gifts will make you feel pretty illuminated even before you read the book! I do hope you’ll check it out on Tuesday May 13th, 2014.

Lynn Serafinn


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LYNN SERAFINN, MAED, CPCC is a certified, award-winning coach, teacher, marketer, social media expert, radio host, speaker and author of the number one bestseller The 7 Graces of Marketing — How to Heal Humanity and the Planet by Changing the Way We Sell and Tweep-e-licious! 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market their Business Ethically. She is listed in the Top 20 of the Top Marketing Authors on Twitter by Social Media Magazine and was a finalist for the prestigious Brit Writers Awards. She also received the eLit Book Awards Silver Medal in Humanitarian and Ecological Social Affairs, as well as the Bronze Medal in Business and Sales.

Lynn’s eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. Her innovative marketing campaigns have produced a long list of bestselling non-fiction authors through her company Spirit Authors. Lynn is also the Founder of the 7 Graces Project CIC, a not-for-profit social enterprise created to train, support, mentor and inspire independent business owners to market their business ethically, serve society and planet, and restore all that is best about humanity.

Twitter:

@LynnSerafinn   @SpiritAuthors @7GracesMarketng @GardenOfTheSoul

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Author Daniel Parmeggiani

Lynn Serafinn from Spirit Authors interviews author Daniel Parmeggiani about how and why he wrote his book The Magnificent Truths of our Existence.

Today, I have the great pleasure of being the host on Day 11 of Daniel Parmeggiani’s Virtual Blog Tour, whose new book new book, The Magnificent Truths of Our Existence, is currently celebrating its official launch.

Daniel Parmeggiani is a modern-day spiritual teacher whose approach is unaligned with any particular religion or tradition. Driven by intense psychological turmoil when he was younger, Daniel discovered within himself a deeper reality that he says not only saved his life, but also showed him the way to permanent happiness and inner peace. Those revelations became the foundation of his book, The Magnificent Truths of Our Existence.

Yesterday, Daniel visited Jennifer Lyall’s ‘Your Soul Connection’ blog at http://yoursoulconnection.ca/topics/articles/ where she asked about the one thing that everyone in the world wants, and the importance of community on our spiritual path. Today, I’d like to share with you a recent interview I had with Daniel when I got to ask him to share a bit about the process he used to write his book, and the advice he would give to other authors who may be thinking about writing a book on spirituality.

***INTERVIEW***

LYNN: What were your original reasons for writing a book about your spiritual experiences? What was happening in your life that made you want to share them in this way?

DANIEL: Ever since I had my first spiritual breakthrough at age 17, I’ve felt a deep sense of responsibility to share the simple, clear vision of our true innocent nature that I was blessed with. The recognition of my own absolute innocence rescued me from a seemingly hopeless state of obsessive-compulsive behaviour and self-loathing, and brought me self-forgiveness and peace within myself. I’ve always known that my perspective is unique in its clear logic and rationality, and I have no doubt that this book will greatly benefit all those who read it with a positive, receptive attitude.

LYNN: Why do you think it took you 8 years to finish your book The Magnificent Truths of Our Existence?

DANIEL: I quickly found out that writing an ordinary book is easy, but writing an extraordinary book is very hard. When I set out to write this book in 2006, I was determined to create something extraordinary, something different and practical that would really help people. I was willing to take all the time that was necessary for this to happen, and that turned out to be 8 years!

LYNN: How did you finally manage to get focused to get the book done? What kinds of things did you have to do or change to move the process forward?

DANIEL: After my breakthrough at age 17 that started it all, it took me almost 20 years to finally feel ready to begin putting my ideas down on paper. I knew I needed to help myself first before I could effectively help others. I also wanted to be sure that I fully represented my own spiritual teachings in my personal life. Then when the writing process began, I only wrote when I felt inspired to do so. I didn’t want to force any of it, because I wanted everything to be as genuine as possible. This meant that sometimes there were long periods of inactivity. But the importance of my mission always kept bringing me back to the desk.

LYNN: What advice you can give other authors who are thinking about writing a book on spirituality? What things should they watch out for? What tips can you give them?

DANIEL: I once heard Dr Wayne Dyer say, “Don’t die with your song still in you.” I think those words were the ones that finally got me started on this journey. Writing your first book can be very frustrating at times. It is a marathon that takes great endurance and perseverance. It is a trial and error, learning experience that requires lots of patience and the willingness to grow and change. There will be dry periods when the task will seem unsurmountable. But through it all, just keep plugging away. Try to do a little bit each day. And when you feel like you just want to say, “The hell with it!” and quit, remember the words of Dr Dyer. The payoff is great in the end, and worth every sacrifice.

*** END OF INTERVIEW***

Book - The Magnificent Truths of Our Existence by Daniel ParmeggianiI hope you enjoyed this brief interview with Daniel Parmeggiani, author of The Magnificent Truths of Our Existence.

In Daniel’s words, “this book provides deep spiritual insight about who we really are, the cause of our suffering, and how to transform our lives.” If you are intrigued to find out more about Daniel’s approach to achieving the highest spiritual aspirations of happiness, love and inner peace, pick up a copy of The Magnificent Truths of Our Existence at:

http://www.MagnificentTruths.com/order

AND…when you buy the book now during the official launch, you’ll receive dozens of beautiful free gifts from Daniel and his friends and colleagues. It’s their way of saying ‘thank you’ for supporting Daniel in this important spiritual work.

Thanks for reading! Please share your comments and thoughts below. I love reading your feedback.

Be sure to follow Daniel tomorrow on the next stop of his Virtual Blog Tour, when he’ll be visiting Ana M. Bruckner and Antonia Daniek’s ‘Inspired Planet’ Blog at http://blog.inspiredplanet.co/where they ask about the 5 existential needs of life, and the logic against guilt.

Lynn Serafinn
10 May 2014


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LYNN SERAFINN, MAED, CPCC is a certified, award-winning coach, teacher, marketer, social media expert, radio host, speaker and author of the number one bestseller The 7 Graces of Marketing — How to Heal Humanity and the Planet by Changing the Way We Sell and Tweep-e-licious! 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market their Business Ethically. She is listed in the Top 20 of the Top Marketing Authors on Twitter by Social Media Magazine and was a finalist for the prestigious Brit Writers Awards. She also received the eLit Book Awards Silver Medal in Humanitarian and Ecological Social Affairs, as well as the Bronze Medal in Business and Sales.

Lynn’s eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. Her innovative marketing campaigns have produced a long list of bestselling non-fiction authors through her company Spirit Authors. Lynn is also the Founder of the 7 Graces Project CIC, a not-for-profit social enterprise created to train, support, mentor and inspire independent business owners to market their business ethically, serve society and planet, and restore all that is best about humanity.

Twitter:

@LynnSerafinn   @SpiritAuthors @7GracesMarketng @GardenOfTheSoul

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Island of Souls by Milan LjubinicLynn Serafinn from Spirit Authors talks about Milan Ljubincic, author of the spiritual novel ‘Island of Souls’, and about the FREE 3-Day ‘Soul Awakening Telesummit’. 

The secrets to achieving happiness and inner peace are highly sought after. But this desirable state can sometimes seem impossible to achieve in a world that turns faster with each passing day. In this digital information era, we often find ourselves getting confused about what we should listen to, and the right path to take. In such a world, things can sometimes seem very black and white: they are this or that, one way or another. The secret, however, lies not only in the beauty of the light, but also the depths of our shadow.

My client, psychologist and author Milan Ljubincic, understands that it is within the shades of grey that the richness of life unfolds. While many people put the study of psychology and the mind in one box, and the world of soul and spiritual experience in another, Milan sees them as working together, as one integrated whole. His work in the field of spiritual psychology can be seen as a return to the ancient origins of the ‘psyche’ where psychology interfaces with spirituality, to reawaken the spirit within each one of us. He has come to understand that true happiness and inner peace is attained when our mind and our spirit cease tugging in opposite directions, and when the two begin to dance harmoniously together. For that to happen, we must listen to the voice of our heart, and recognize that our emotions carry our teachings. When we tap into this new way of hearing, we begin to heal and rediscover the joy in all those wonderful shades of grey – as we embrace the light as well as the shadow within.

The desire to share this simple but profound truth is what led Milan to write his illuminating new novel Island of Souls: light within the dark, which is launching on Amazon on Tuesday May 13th. Much in the tradition of metaphysical authors like Paulo Coelho and James Redfield, Milan uses the powerful vehicle of fiction to weave a rich, metaphoric story that illustrates how every one of us can find joy when we embrace our whole-self – light, dark and all shades in between.

To share these insights with you, and to celebrate the launch of his book,
Milan is hosting a panel of 11 world-renowned spiritual speakers on his

FREE 3-Day ‘SOUL AWAKENING’ Telesummit
Tuesday May 6th to Thursday May 8th, 2014

Guest Speakers on the Soul Awakening Telesummit

Soul Awakening Telesummit

I am delighted to tell you that Milan has asked me
to co-host this beautiful event,
which will feature
11 international guest speakers..

To join us, you can book your place FR*EE at
http://islandofsouls.com/book-launch/pages/telesummit.php

Over these 3 days, we will explore:

  • CONNECTION: How to find deep, intimate connection with Self, Life-Force and other people
  • ALIVENESS: How to feel fully alive; how to manifest miracles in everyday life
  • MEANING: How to align to the soul; how “going with the flow” unlocks our purpose in life

When you register, you’ll have access to 3 days of LIVE round-table discussions from these dynamic speakers (in order of appearance):

  • MILAN LJUBINCIC (host) – Psychologist, speaker and author of Island of Souls: light within the dark
  • LYNN SERAFINN (co-host) – Coach; marketer; author of The 7 Graces of Marketing, Tweep-e-licious and The Garden of the Soul
  • WENDY KENNEDY – Channeler, public speaker, media personality.
  • ANNA SIENICKA – Homeopathic medicine and kinesiology expert; certified personal trainer with mind-body connection.
  • KAREN ERLICHMAN – Faculty, teacher, mentor at Sofia University, et. al., social worker, psychotherapist, spiritual author
  • DR. ERIC PEARL – The Reconnection® founder; top media speaker, author international bestseller The Reconnection: Heal Others, Heal Yourself.
  • GREGG LEVOY – Human Potential expert, keynote speaker, author of Callings: Finding and Following an Authentic Life, featured in upcoming film, Openings.
  • FREDERIKA ROBERTS – “The Happiness Speaker”, presenter, coach, author of Recipe for Happiness: 9 essential ingredients for a happy life.
  • EMMANUEL DAGHER – Personal growth catalyst, transformation specialist, speaker, host of ‘The Miracle Cafe’ radio show
  • CARI MURPHY – Soul success coach, speaker, bestselling author of Treasures of Heaven, Create Change Now and others, host of “The Cari Murphy Show: Straight Talk for the Soul”.
  • CHLOE TAYLOR BROWN – Transformation & Lifestyle enhancement expert, author, speaker, radio host, entrepreneur.

Attend the Soul Awakening Telesummit
at absolutely no cost by registering at

http://islandofsouls.com/book-launch/pages/telesummit.php

If you cannot attend the live broadcasts, register anyway, so you can access the audio replay.

I’m delighted to be participating in the SOUL AWAKENING Telesummit on May 6th, 7th and 8th. I do hope you’ll join us. I know you’ll find it to be an uplifting, informative and enlivening experience.

See you there!

Lynn Serafinn

2 May 2014


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LYNN SERAFINN, MAED, CPCC is a certified, award-winning coach, teacher, marketer, social media expert, radio host, speaker and author of the number one bestseller The 7 Graces of Marketing — How to Heal Humanity and the Planet by Changing the Way We Sell and Tweep-e-licious! 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market their Business Ethically. She is listed in the Top 20 of the Top Marketing Authors on Twitter by Social Media Magazine and was a finalist for the prestigious Brit Writers Awards. She also received the eLit Book Awards Silver Medal in Humanitarian and Ecological Social Affairs, as well as the Bronze Medal in Business and Sales.

Lynn’s eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. Her innovative marketing campaigns have produced a long list of bestselling non-fiction authors through her company Spirit Authors. Lynn is also the Founder of the 7 Graces Project CIC, a not-for-profit social enterprise created to train, support, mentor and inspire independent business owners to market their business ethically, serve society and planet, and restore all that is best about humanity.

Twitter:

@LynnSerafinn   @SpiritAuthors @7GracesMarketng @GardenOfTheSoul

Facebook:

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How Many Followers Do You Need before Doing a Book Launch?

Spirit Authors is well-known for its ‘bestseller’ book launches. So why is book marketer Lynn Serafinn advising an alternative plan for marketing your book?

A couple of weeks ago, a new client sent me an email asking, ‘How many social media followers would you consider “enough” for me to move onto planning a full book launch?’

My reply to her was that there was no simple answer to this, as there were so many variables. As I was explaining these variables in some detail in my email, it occurred to me that my readers here on Spirit Authors would probably also like to know the answer to this question. So today, I’ll be looking at the factors that I believe contribute to a successful book launch, as well as an alternative to the big ‘bestseller launch’, which I believe is a viable, economical and more sustainable book marketing option for many new authors.

The Golden Era of Launches

My first exposure to ‘bestseller book launches’ (also called ‘Amazon launches’) was in 2008 when I attended a seminar in London with Janet Switzer, one of the marketing brains behind the book Chicken Soup for the Soul. That was the first time I had ever heard of ‘joint venture partners’ and the idea of collaborative Internet marketing campaigns. It was clear that the key to success was in the strength of your network. One person even naively asked Janet if she would share her partner mailing list with us (!). Of course, she gracefully declined, explaining that this was not only a breach of confidentiality, but that she had spent years cultivating and nurturing the relationships with these partners. The people on that list would have no relationship with the new person. Thus, without relationships, the list would be of no value whatsoever – even though, for Janet, it was THE most valuable asset she had.

(As an aside, in hindsight I realise that what Janet did NOT talk about was the fact that the ‘Chicken Soup books themselves are collaborative projects, as they are comprised of dozens of different authors. That’s a whole different subject I won’t delve into here, but it is a major defining factor in the success of these books.)

I had attended the seminar because I was just about to self-publish my book The Garden of the Soul, and wanted to get ideas for how to give it a good ‘birth’. While the seminar opened my eyes, it also raised more questions than it answered, and I embarked on a quest to research everything I could find on the subject. I incorporated ideas I liked, and discarded those I didn’t. But the one thing I could see would be the biggest determining factor in my success would be my network. I started a radio show. I created free Garden of the Soul audio meditations. I made Garden of the Soul video poems for YouTube. I started blogging on a special site just for the book. But the most effective thing I did was set up a Garden of the Soul network on Ning. Sadly, no longer a very popular social media platform, many of my closest network partners today originally came from my Ning network. It was a lovely ‘micro-universe’ where I made close connections with a few hundred people who were 100% committed to helping me when my book came out a few months later. As a result, I was able to get the book to #18 in the spirituality category on Amazon, which wasn’t bad for a one-person act who had never done a book launch before. I was able to return the favour by having many of these people as guests on my radio show. Dozens of them continue to be my book launch partners today, and a few even became book marketing clients.

Since then, I’ve coordinated dozens of book launches for clients. I have a superb team who know exactly what to do and when. It’s become ‘systematised’ to such a degree that I can pretty much guarantee a client will hit #1 (or at least #2) in one or more category on Amazon. With each launch, my network of partners grows, and our relationships become stronger. Now my own circle of partners (along with my team) has become my most valuable business asset.

To Launch or Not to Launch?

So far, you might be thinking, ‘Great. All I need to do is find a person like Lynn or Janet who has a strong partner list and I can do a bestseller book launch.’

Well, when I was just starting out doing these launches as a business, I also made that assumption, thinking my clients could ‘ride on my coat-tails’ so to speak. But let me tell you from experience, this assumption is completely WRONG.

After a year or so of doing book launches, I started to see some patterns:

  • CLIENT A: Those clients who depended primarily upon my partner network might get to #1, but it was harder to get them there and it didn’t necessarily result in big sales. Furthermore, once the launch was over, it was sort of like, ‘Ok, I’ve spent all this time and money. Now what do I do with myself and my book?’
  • CLIENT B: Those clients who had strong partner networks of their own (which were then combined with my network) would rise to the top of the charts more quickly, and stay there longer, resulting in more book sales overall. However, as books are cheap, it was only on rare occasions that their profits from these sales would cover the expenses they had laid out to do the launch. Thus, they’d write it off as a business expense, and just return to ‘business as usual’ after the launch, meaning the launch made no significant change to their business.
  • CLIENT C: Those clients who had strong partner networks AND who had ‘spin off’ products and follow-up offers for their customers not only made better book sales, but they also made residual income after the launch. This was the only group who actually profited financially from doing a book launch.

As I saw these patterns emerging, I decided I would no longer offer book launches as an option to clients in the ‘A’ category. I felt it was unethical to ask them to commit so much time and money for something that would give them ’15 minutes of fame’ and then a big crash and burn (if not a credit card debt) at the end of the tunnel. Instead, I worked with them to build their marketing platforms and their networks – sometimes for as long as a year. Some would go on to do a book launch, but many didn’t feel the need, seeing the platform building as a steady and sustainable alternative to business growth and book sales.

Clients in Category C, obviously, had the greatest potential to benefit from doing a book launch, and I am happy to do a launch project with them.

Clients in Category B are ‘borderline’. What I tend to do with these clients is work with them for a while to create their follow-up offers so they can ‘ascend’ to Category C before their launch.

Back to the Question of the Day

OK. Now, taking all that context into consideration, let’s get back to my client’s question: ‘How many social media followers would you consider “enough” for me to move onto planning a full book launch?’

What you might notice is that, so far, I haven’t even MENTIONED social media followers. When I referred earlier to ‘strong partner networks’, I was NOT talking about big mailing lists or large numbers of followers on Twitter or Facebook.

That’s not to say that large social networks are not important. The fact is that your partners will appear from these networks. Of course, it’s up to you to recognise potential partners and cultivate your relationship with them (I talk a lot about this in my Twitter book Tweep-e-licious).  

Numbers have to be looked at in context. For one thing, the number of ‘followers’ that is considered substantial will vary from one social media network to another. While 2,000 Facebook friends is a lot, it’s not particularly exceptional on Twitter. Also, low numbers in one network can be offset by exceptionally high numbers elsewhere. For example, one of my clients has a minimal presence on Twitter, but has over 60,000 fans on his Facebook fan page.

But most of all, it’s not just about quantity, but about quality. Things I would assess before considering someone for a book launch are:

  • The level of engagement they have in their social networks (quantity and quality)
  • The amount and quality of informational content they have created and shared online
  • The degree to which that content reinforces their overall brand message
  • The amount and consistency of traffic they are driving to their website every day
  • Their mailing list size AND the consistency/relevance of their communication with that list
  • And, as already mentioned, the level of connection they have to potential PARTNERS who have equally solid platforms as them

Closing Thoughts

I hope you can see that making the decision to embark on a book launch cannot be reduced to a numeric equation. The decision comes from looking at a combination of factors, including your marketing platform, your partner network and your business/brand development. Think of a finely crafted watch. The only way it works is: 1) for all the parts to be of good quality; 2) for them to be assembled and working together as a unit correctly and; 3) for them to be maintained regularly.

Frankly, I think the ‘golden era of book launches’ is dying out. I believe building a solid platform and making a plan for how your book marketing will support your business growth is far more important that the ephemeral ‘rush’ you’ll get from being #1 for a day. It’s like winning the X-Factor and then not being able to make a career out of singing.

This is why we at Spirit Authors (now a branch of the 7 Graces Project CIC) have been focusing more and more deeply on developing a range of platform-building packages for our clients. We feel, for the majority of clients, these options give greater long-term value and are more sustainable than a book launch.

If you’re writing a value-rich book, you run an independent ethical business, or you’re planning to launch a new product in 2014, have a look at our platform-building packages and then drop us a line via the contact form on this site to set up a free 30 minute consultation to discuss your needs.

Lynn Serafinn
11th December 2013


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LYNN SERAFINN, MAED, CPCC is a certified, award-winning coach, teacher, marketer, social media expert, radio host, speaker and author of the number one bestseller The 7 Graces of Marketing — How to Heal Humanity and the Planet by Changing the Way We Sell and Tweep-e-licious! 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market their Business Ethically. She is listed in the Top 20 of the Top Marketing Authors on Twitter by Social Media Magazine and was a finalist for the prestigious Brit Writers Awards. She also received the eLit Book Awards Silver Medal in Humanitarian and Ecological Social Affairs, as well as the Bronze Medal in Business and Sales.

Lynn’s eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. Her innovative marketing campaigns have produced a long list of bestselling non-fiction authors through her company Spirit Authors. Lynn is also the Founder of the 7 Graces Project CIC, a not-for-profit social enterprise created to train, support, mentor and inspire independent business owners to market their business ethically, serve society and planet, and restore all that is best about humanity.

Twitter:

@LynnSerafinn   @SpiritAuthors @7GracesMarketng @GardenOfTheSoul

Facebook:

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eBook reader on book shelfE-book author Erica Martin interviews book marketer Lynn Serafinn about her top marketing tips for authors with a small (or non-existent) marketing budget.

Next to writing a great e-book, effectively marketing your e-book is probably the  most crucial step to getting sales.  But many people, myself included, don’t have a lot of money to spend on e-book marketing.  That’s why this week I’m excited to publish a guest post by e-book marketer Lynn Serafinn, where she answers some of my questions about e-book marketing on a budget.

Erica: How did you get started in e-book marketing?

Lynn: First, I just want to clarify that I don’t just work in eBook marketing, but in online book marketing in general. I actually got started (as many who do book marketing do) by learning how to promote my own books. I attended many seminars, both online and in person. I learned the best and rejected the worst (least ethical) ways to market a book. Then, in 2009, I launched my first (paperback) book using the online marketing strategies I had honed and it became a bestseller. Soon after, someone asked me to write an article about my process on their book marketing blog. From that, I got my first book launch client. I got her to #1 bestseller status. After that, I had a steady stream of clients coming my way, all wanting to use my services. Since then, our company has grown and I have a team of 6 others who help me create book launches. We also offer other services such as online platform building for the author just starting out. Lately, a lot of authors have also been hiring me to write the copy for them that goes on their online book pages (on Amazon, etc.).

Erica: What are your thoughts on using fiverr to find someone to do e-book marketing? Is it potentially a good resource or can an e-book author do it themselves for cheaper?

Lynn: Honestly? I’ve never used these services and any time one of my clients has hired via these types of sites they often get ‘budget’ quality support. For me, ‘doing e-book/book marketing’ is about designing a strategy and developing a regular practice with it. I think budget assistants can help you implement the ‘legwork’ of your strategies, but they cannot ‘do’ marketing for you.

When I work with an author, I work with them to find out about the heart and soul of the book they are writing. What is the message? Who is most likely going to want to read it and why? Who is the author as a ‘brand’? What else (besides their book) does the author have for their audience? What is the bigger aim of the author’s business? Is it just about writing books or is there something else? How can we make this a long-term sustainable enterprise for them? These kinds of considerations are what distinguish successful authors from struggling ones, even if they are self-published.

Based upon the answer to these (and many other) questions, the author and I then build an online marketing strategy. At that point, and only then, when we are really clear about what needs to be done, you might approach hiring Virtual Assistants to help you.

From experience, I know that looking for the cheapest price can often end up costing you more in the long term. I’ve had several clients who chose to hire ‘budget’ assistants from sites like fiverr or eLance thinking this was the best way to go. They see a price of $4 an hour as opposed to $50 an hour and think it’s a bargain. But honestly, I have never seen budget hires actually save money (or time) for my clients, because while they might understand basic graphic design or basic social media principles, they don’t understand marketing at all. One of my clients paid hundreds to get her website designed by a budget hire. It looked very pretty but it was completely non-functional from a marketing and customer experience perspective. She ended up having to spend a whole lot more to get it sorted out. Another hired a budget assistant to work on getting her followers on Twitter. When I looked at her followers, about 50% either didn’t speak English (which was my client’s language) or were inactive accounts. It took me weeks to clean up her account and rebuild. Another client hired a cheap assistant who immediately got her account ‘stuck’ by following too many people too quickly, and she had no way to help my client to undo the damage. The stories go on and on.

I think the best ‘budget’ marketing is to learn as much as you can yourself, either by spending a little more to hire a marketing strategist who comes highly recommended to guide you. You should also read as many articles and books on book marketing as you can, and attend webinars on the subject. Know that you do NOT need to use everyone’s ideas if they don’t resonate with you. The best and most natural marketing is when you combine the best ideas of others with your own style and make it feel good to you.

Once an author knows how to create a good marketing strategy, he/she can then direct their hired help to implement it. But if you rely upon cheap hires to create a marketing strategy for you, you will only end up wasting your time and money, and are likely to get discouraged.

Erica: Everything I’ve read says that the most important tool for marketing a Kindle book is the Kindle book page – what tips can you give for writing a good book description?

Lynn: Writing a great book description (sometimes called a ‘wholesaler description’ or ‘wholesaler blurb’) is extremely important and, again, it’s a marketing issue. I have many clients who hire me JUST to write their book descriptions (called ‘copy writing’). It’s often difficult for an author to be objective about their book, and see it through their potential reader’s eyes.

This is a big subject, so rather than diving deeply into this here, Erica, I’d like to direct your readers to an article I wrote on this very subject called ‘How to Write Good Blurbs and Back Pages for Your Book’. In that article I go step-by-step through the process of writing a good book blurb that speaks to the audience rather than from a subjective perspective.

Your readers can find the complete article at http://spiritauthors.com/news/how-to-write-good-blurbs-and-back-pages-for-your-book/

Erica: Do you have any tips or suggestions for e-book authors with a small (or non-existent) marketing budget?

Lynn: In my experience, marketing is not just a monetary issue for authors; the truth is, they don’t really want to spend time on marketing. Many also imagine that if they can get a publishing deal, their marketing woes are over. This is a gross misunderstanding. Most publishers these days won’t sign you unless they see you already have a strong marketing platform established. The reality is that the modern authors simply must take ownership of their marketing, and build marketing into their business routine and their budget. That said, online book marketing doesn’t have to cost a fortune or take up all your time IF authors are willing to study and learn how to do it themselves, or learn just enough about it to direct their assistants to support them.

For me, the best, cheapest and most long-term book marketing strategy is to:

  1. Develop a large body of great blog and/or video content
  2. Drive traffic to this content through social media
  3. Develop a consistent, ‘do-able’ social media strategy
  4. Syndicate your content to article directories and other relevant blogs
  5. Watch your stats and make sure your site’s SEO is working for you
  6. Develop business relationships and build collaborations with others you meet on social media

Of course, there are other things you can do like organise virtual blog tours, radio tours and big book launches. I do these things for many clients. But these are far more expensive marketing choices because they require the help of other people (and these people need to be experienced). You don’t necessarily need these glossier marketing strategies if you devotedly focus on the ‘slow burn’ instead of the ‘big flash’, and are willing to wait for the results.

If you aim towards developing a consistent, continually evolving, long-term reputation, you will eventually see a tipping point where your books start to sell consistently. Your older books will experience an increase in sales every time you bring out a new title, and you’ll start to make a steady income from your books. The key is to stick with it. In my experience, most authors start to make real money after they’ve published their THIRD book. Keep writing. Keep building.

Erica: What other marketing resources can you suggest for e-book authors who are on a budget?

Lynn: I have dozens of free articles on book marketing on my Spirit Authors website at http://spiritauthors.com. I try to publish a new article every Wednesday (although with my busy schedule, that can get tough sometimes!). Authors can subscribe for free and receive these info articles via email every week. They can even get Spirit Authors articles delivered directly to their Kindle for 99 cents a month.

Authors may also wish to check out my book Tweep-e-licious! 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market their Business Ethically, which is available in paperback and Kindle (other eBook formats coming in September).

The can also get loads of online book marketing ideas from my free 90-minute Twitter marketing class at http://tweepelicious.com

And, of course, if authors are looking for some guidance, we offer a platform-building package for authors. It’s not a ‘budget’ package, but we really do provide a great service. Your readers can read about this at http://spiritauthors.com/hire-us-for-your-book-launch/ and then drop me a line via the contact form on the website if they’d like to discuss it.

I hope this information was helpful to your readers, Erica. Thank you for inviting me to speak with you today.

This article originally appeared on Erica Martin’s blog ‘My eBook Journey’ on August 6th, 2013 at  http://myebookjourney.com/ebook-marketing-getting-the-word-out-on-a-budget/


NOW You Can Get The Spirit Authors Blog
Delivered Directly to Your Kindle!

Now you can have access to the latest tips in writing, publishing and book marketing everywhere you go. Get our Spirit Authors articles delivered once a week directly to your Kindle for only 99 cents a month (77pUK). Instead of reading someone else’s book on your way to work, get information on how to make your OWN book a success.

Take a 14-day free trial at:

Amazon US: http://amzn.to/ZlW7HT

Amazon UK: http://amzn.to/131495j

Join us on the Spirit Authors Page on Facebook

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LYNN SERAFINN, MAED, CPCC is a certified, award-winning coach, teacher, marketer, social media expert, radio host, speaker and author of the number one bestseller The 7 Graces of Marketing — How to Heal Humanity and the Planet by Changing the Way We Sell and Tweep-e-licious! 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market their Business Ethically. She is listed in the Top 20 of the Top Marketing Authors on Twitter by Social Media Magazine and was a finalist for the prestigious Brit Writers Awards. She also received the eLit Book Awards Silver Medal in Humanitarian and Ecological Social Affairs, as well as the Bronze Medal in Business and Sales.

Lynn’s eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. Her innovative marketing campaigns have produced a long list of bestselling non-fiction authors through her company Spirit Authors. Lynn is also the Founder of the 7 Graces Project CIC, a not-for-profit social enterprise created to train, support, mentor and inspire independent business owners to market their business ethically, serve society and planet, and restore all that is best about humanity.

Twitter:

@LynnSerafinn   @SpiritAuthors @7GracesMarketng @GardenOfTheSoul

Facebook:

LynnSerafinn SpiritAuthors 7GracesOfMarketing 7 Graces Global Garden (group)

Book marketer Lynn Serafinn has managed Amazon launches for dozens of #1 bestselling authors. Today she tells why doing a launch is NOT always the best choice.

I’m an independent marketing consultant for non-fiction authors. I started specialising in this area in 2009 because authors were asking me to develop ‘Amazon Bestseller Launches’ for their books, having seen the success I’d had launching my own publications. Over time, this developed into my company Spirit Authors. I no longer work alone, but have the pleasure of working with an experienced and organised team. Together, we have delivered full-service book launches to dozens of clients, the majority of whom attained #1 bestseller status. Our team have fine-tuned our launches into a system we could probably do in our sleep by now (and, yes, I do sometimes dream about launches).

A successful book launch can rapidly inject a business with a zing of energy not easily attainable by other kinds of marketing strategies. For example, one of my recent launch clients, Morgana Rae, says that the launch of her book Financial Alchemy, which became a #1 bestseller in 4 countries on Amazon, bringing her ‘3000 new mailing list subscribers, over 6,000 new Twitter followers’ and made her ‘a quick $30,000 in sales.’ When Morgana says ‘quick’ she means it; these benefits came to her over the course of 48 hours.

These kinds of statistics make bestseller book launches look like candy in the candy shop to authors. BUT (and there is always a ‘but’), it’s important to put it into context: such results can only come at the end of an intense 6 months of planning, organising and promotion. To the outsider the launch might look fast, exciting and glamorous, but behind the scenes it’s a lot of hard work and long work weeks for both the author and the marketing team. And, of course, employing an experienced team of 6 or more people to work hard for you over the course of half a year incurs a significant financial investment.

When I started Spirit Authors, I used to offer our book launch services to anyone who asked for them. Not any more. The more I do book launches, the more I have become a firm believer that they are NOT appropriate for everyone. While it is true that hitting #1 can be the ‘ultimate high’ for an author, if you and your business are not ready to take on the time, expense AND the follow up after a launch, you are unlikely to reap the benefits. I’ve seen some authors (not my clients!) feeling lost, depressed, broke, resentful and even ashamed after their book launch—even apparently ‘successful’ ones.

For that reason, it’s vital for authors to know whether or not this is the ‘right’ time for them to do a launch. To that end, I’d like to share what are, in my experience, the 5 most important criteria for deciding whether to go down the bestseller launch route, or to invest in a different approach to marketing your book.

Criterion #1: You must have the freedom and willingness to block out the TIME

Even ‘full service’ launches require a significant time investment from the author. There are things only the author can do such as show up to radio interviews, write or record virtual blog tour interviews, interact with fans and followers, engage with their audience through regular blog posts/newsletters and meet with the project manager to do the planning. Also, if the author is still in the throes of preparing their book for publication, there might also be many other creative or mechanical things they need to attend to, such as working with their editor or designers.

If you are employed in a full-time job or have many family obligations, trying to ‘squeeze’ in the time for all these things is going to be extremely challenging for you (and you risk serious burn-out).

Even if you are self-employed and you notionally have the flexibility to give time to the project, if you routinely have dozens of plates spinning in the air at a time, as so many creative people do, you might find it challenging to GIVE UP some of your business activities to the project. If you are used to having a chock-a-block daily calendar, you will only be able to manage a book launch if you are willing to let go of some of your obligations. A good consultant should be able to pick up on this habit and help you address it, but ultimately you have to create the time you need for the project; there’s no such thing as ‘finding’ time.

Criterion #2: You must have an established online PLATFORM

An Amazon bestseller book launch is an online marketing activity. Therefore, if you don’t have a good online presence, there is really little point in doing an online launch (unless you happen to have some sort of fame/celebrity in mainstream media). By ‘established’ online platform, I mean:

  • You are blogging at least once a week or can get started doing this right away
  • You are set up on all the major social networks (Twitter, Facebook, LinkedIn, Google+ and possibly YouTube or other niche networks)
  • You are regularly using social networks to promote your business
  • You are ‘influential’ on at least one of these networks (i.e., have several thousand followers/contacts)
  • You have a current and targeted mailing list of at least 1000 subscribers
  • Your web traffic and page rank are healthy (a complex subject that I cannot go into here)
  • That all of the above is speaking to the SAME audience as the readers of your upcoming book. For example, if you’re known widely as a business coach and you’ve decided you want to write a young-adult sci-fi novel, you’re going to have to start working on a new platform!

If you cannot tick ‘yes’ to most of these criteria, you really should spend a minimum of 6 months to bring yourself up to this level before considering doing a book launch.

Criterion #3: You must have an established BRAND

Some people ask me whether or not being a first-time author is an important consideration in deciding whether or not to do a launch. In my opinion, being a first-time author is not an issue if the client has a well-established brand. For example, Financial Alchemy was Morgana Rae’s first book, but her brand had already been around for 10 years. People already knew who she was and what made her approach unique. But what’s more, SHE understood her ‘USP’—her unique selling point—the quality that made her brand different from others.

Having an established brand is possibly the biggest distinguishing factor between authors who fizzle out after the temporary euphoria of reaching #1 and those who truly benefit from attaining this status. A bestselling book makes a strong brand stronger. Conversely, if you have a weak, generalised or newly formed brand, your book is likely to reflect its lack of clarity, and a launch will do little if anything to make it clearer.

Those who do best with their launches are those who relate to their brand as something beyond themselves—as an entity in its own right, with its own character, personality and life-force. When your relationship with your business is clear and well-defined, and your book will be a clear, outward expression of that relationship. This is the perfect time for a book launch, even if some ‘gaps’ in your platform need to be filled before kicking off the launch planning.

Criterion #4: You must be a seasoned and spirited entrepreneur

Doing a bestseller book launch is an entrepreneurial venture. You MUST see it as part of your business and marketing budget, and know that the ‘return’ you receive from it may not be immediate, and may not even be financial (at least at first). A true entrepreneur knows this, and is prepared emotionally and financially for it.

Being an entrepreneur is something of the ‘middle way’:

  • You cannot be too rigid, always looking at the balance sheet, unwilling to invest what might seem to be a disproportionate amount of money in something that won’t necessarily pan out quickly, if at all. Panicking over every penny spent during your launch will shut you down. It will limit your creativity and deprive you of your joy, even if you DO hit #1. I’ve seen this happen many times.
  • Conversely, you cannot be too reckless, TOO willing to drive yourself into debt, spending more money than you are able to repay on something that won’t necessarily yield quick results, if any. When authors get swept away by the elusive ‘high’ they imagine they will feel by becoming a bestselling author, they can easily convince themselves that maxing out their (personal) credit cards is justifiable. This can ruin you unless you have an income stream to pay this debt back. Please don’t imagine your book sales will do this for you. Only a few #1 bestsellers make enough in royalties to cover the expense of a launch. And even if they do, it takes a good 6 months to receive your first royalty cheque.

The only way to enter into a book launch is to understand the risks, and use the influence you curry from your launch to help grow overall business. And that brings us to the fifth and final criterion…

Criterion #5: You must have a plan for building upon your success

A successful launch can result in a surge of business growth and increased media presence. But this can ONLY happen if you ‘spin it’ and make it happen. My very first launch client, Allison Maslan, took her #1 status and ran like crazy with it. Four years down the line, the woman has multiple multi-million-dollar companies and her own TV show. The expression ‘Ya gotta work it, baby!’ is an essential post-launch mantra.

Have a plan for what you want this launch to DO for you. When I wrote The 7 Graces of Marketing, I already knew I wanted to host a conference and build a community, training programme and certification programme upon it. I didn’t exactly know how that would look, but I knew that ultimate purpose of my bestseller book launch would be to set the wheels in motion for my bigger business vision.

Closing Thoughts

These days, if I feel an author is not ready for a bestseller launch, I tell them. But unfortunately, not all companies are as transparent. Many authors have written to me over the years, sharing their stories of how they were disappointed by the level of guidance, care and service they received by companies that were only out to make money from them. Use these 5 criteria to assess yourself before you call a marketing company about a book launch. Understand your own strengths and weaknesses; understand your brand and your business goals. But most of all: understand that a big book launch is NOT the only way to promote and sell your book, and that maybe your time for a big launch is when you publish your NEXT book.

Take the time to create space in your diary, build your platform and establish your brand. Get to know what kind of entrepreneur you are and who your audience is, and how you can ‘spin’ and develop your message into something bigger.

Then, when you’re ready for a book launch, drop us a line at http://spiritauthors.com/contact, at least 6 months before your proposed launch date. And if you’re NOT ready for a launch, contact us too. We can help you prepare for self-publishing and have a number of platform-building and branding packages that can help you get ready.

I hope you found this article to be helpful, and I wish you the very best of luck in your publishing adventures!

Lynn Serafinn
12th June 2013


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LYNN SERAFINN, MAED, CPCC is a certified, award-winning coach, teacher, marketer, social media expert, radio host, speaker and author of the number one bestseller The 7 Graces of Marketing — How to Heal Humanity and the Planet by Changing the Way We Sell and Tweep-e-licious! 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market their Business Ethically. She was recently named one of the Top 100 marketing authors on Twitter by Social Media Magazine and was selected as a finalist for the prestigious Brit Writers Awards. Her eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. Through her company Spirit Authors, her marketing campaigns have  produced a long list of bestselling self-help and mind-body-spirit authors. Lynn is also the Founder of the 7 Graces Project, a budding social enterprise whose aim is to help grow a new generation of passionate entrepreneurs who want to serve both people and planet through innovative, ethical, independent enterprise.

Twitter:
@LynnSerafinn @SpiritAuthors @7GracesMarketng @GardenOfTheSoul

Facebook:

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http://bit.ly/Pf5mAU

In this 3-part series, Lynn Serafinn shares a few strategies from her book Tweep-e-licious to help authors get the most out of Twitter when promoting their books. In Part 1 she discusses the importance of giving value to your audience by tweeting ideas FROM your book and how using quotes from your best reviews can be an effective strategy. 

I’m an online marketing consultant for non-fiction authors who have a powerful message to share. As such, it’s my job to create marketing strategies that use social media to help build my clients’ reading audience and promote their books.

One of my favourite marketing tools is Twitter. However, most of my new clients tell me that they don’t understand how to use Twitter for marketing. They often feel daunted by it because there is so much information flying by them at a rapid rate. They also don’t know WHAT to Tweet, how to reach their ideal audience or how to interact with people to build relationships.

All of those questions (and more) are addressed in my book Tweep-e-licious! 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market Their Business Ethically. For those of you who may not have read it (or as a quick refresher course for those who have), I’d like to share 5 of the easiest and most fundamental strategies for using Twitter to promote your book. In today’s article, we’ll look at Twitter book marketing strategies 1 and 2.

Twitter Book Marketing Strategy 1: Tweet Ideas FROM Your Book

So many authors on Twitter shout ABOUT their book, saying things like “You can buy my book on Amazon”. A Tweet like this nearly always fails what I call the ‘Yeah…So What?’ Test. People read a Tweet like this and say to themselves (you guessed it), ‘Yeah…so what?!’

If people are saying ‘Yeah…so what?’ when they read your Tweets, it means you have failed to pique their interest or arouse their curiosity. Your Tweet is just the doorway to your book, and it’s your goal to inspire people to open the door. The best way for a non-fiction author to do this is not to Tweet about your book so much as to Tweet great ideas FROM the book. Share some lines of insight, quotes, etc. that stand up on their own. In other words, make the Tweets themselves interesting. Then, include a link either to your sales page or a blog post (I’ll talk more about blog posts in part 2).

Sharing great ideas from your book should be easy for a non-fiction author. Start by making a Tweet for each of your chapters, and then break these into sub-ideas. Once you get the hang of it, you’ll find yourself making hundreds of Tweets from a single book. Make sure the Tweets are short and only contain a single idea. That way, people will be more apt to absorb their meaning as they fly by on their Twitter stream.

Here are few examples of ‘Idea Tweets’ I have used:

#Tweepelicious Tip 58: Simplicity is King. http://bit.ly/RDhD0t

#Tweepelicious Tip 59: Always ask ‘Yeah…So What?’ before posting your Tweet. http://bit.ly/RDhD0t

Tip for authors: Don’t Tweet ABOUT your book; Tweet ideas FROM your book instead. http://bit.ly/RDhD0t #Tweepelicious

Twitter Tip 64: the best Tweets are those that arouse curiosity. http://bit.ly/RDhD0t #Tweepelicious

Note these details:

  1. You’ll notice I’m NOT taking people to an ordinary sales page for my book. If people don’t know you, they are not likely to buy your book the first time they visit your site. That’s why these Tweets take readers to landing page where they can download a free 90-minute audio class that gives them a taster of the tips and strategies they’ll learn in the book. This gives people a chance to know more about me before spending any money. It also helps grow my mailing list.
  2. For those who are motivated, they CAN also purchase the book from that page as well.
  3. I include the hashtag I’m using for the book, if there’s enough room. In this case, the hashtag is #Tweepelicious. The art of making good hashtags and using them for marketing is a subject I cover in detail in the chapter “Using Hashtags” in Tweep-e-licious.
  4. The Tweets THEMSELVES have value, even if people don’t click your link. When you write your Tweets, think about what your audience most wants to know, and put that into a Tweet. Allow them to get value from you without the ‘commitment’ of clicking your link. This builds the ‘relevance bridge’ between you and your Twitter followers. They start to see what you know, what you stand for and what you have to offer them. The stronger your relevance bridge, the more your ‘target audience’ can recognise you as someone of influence.

Twitter Book Marketing Strategy 2: Tweet Lines From Your Best Reviews

All authors know the value of a great review. However, I only recently discovered that making Tweets from some of my best reviews resulted in a lot of clicks and ReTweets. Frankly, I wouldn’t have suspected this, as I thought they would fail the ‘Yeah…So What?’ Test. But if you choose the content carefully and construct the Tweet correctly, it actually does work.

Here are a few examples of ‘Review Tweets’ I’ve used that usually get a good response:

“Don’t tuck this on your shelf of ‘just another how-to book about social media marketing’. It’s not.” http://amzn.to/10JVDw8 via @JacobNordby

“A smorgasbord of much needed information for today’s marketer.” http://amzn.to/10JXUHL via @intuneparenting #Tweepelicious

“This book helped me discover how using Twitter at its full potential can make a big impact.” http://amzn.to/10JZ3yU via @Argancel

“A technicolour ride around the Twitterverse in 158 Twips!” http://amzn.to/ZPhtwm via @KatieRoseWindow #Tweepelicious

Note these details:

  1. I include the reviewer’s Twitter ID (if I know it). This is so the reviewer will see it in their ‘mentions’, which encourages them to ReTweet it to their followers
  2. I link directly to the permalink of the review on Amazon. This way they see the review in context and they can buy the book right away if they wish.
  3. I include the hashtag I’m using for the book, if there’s enough room. In this case, the hashtag is #Tweepelicious.
  4. The Tweets are not just about the book, but they refer to subject matter of interest to the reader, i.e. marketing, social media, Twitter, etc. Make sure your Review Tweets speak to the interests of the audience, and are not just ‘bragging’ about your book.

Your Challenge for the Week

Get started using these two tips over the next week:

  1. Compose a selection of ‘Idea Tweets’ and ‘Review Tweets’.
  2. Send them out a few times a day. Vary them. Try not to send the same one out within the same week.
  3. Pay attention to which Tweets get attention. Watch your Twitter interactions to see which ones are marked as favourites, commented upon or ReTweeted.
  4. If you shorten your links with ow.ly, bit.ly or a similar service, monitor your clicks. See which ones get the most and least attention.
  5. See what’s working and what isn’t, and adjust your Tweets accordingly. Note that lack of attention doesn’t always mean the Tweet itself is ineffective. It could be that you don’t have the right kinds of followers, or you are Tweeting at the wrong time of day. Again, all these subtleties are covered in detail in Tweep-e-licious.

Next Time

In Part 2, we’ll look at the next Twitter tip, where I tell you how to use Twitter to drive traffic to grow your reading audience through blogging. Be sure to subscribe to the Spirit Authors blog so you’ll receive this article, as well as all our future author-focused information articles.

AND…if you want to dive deeply into Twitter and learn all my marketing strategies, I invite you to check out the book Tweep-e-licious at http://tweepelicious.com. You can also get free access to my 90-minute Twitter audio class from that page.

Please share your comments and questions below. I love reading your feedback.

Lynn Serafinn
8 May 2013

PLEASE SHARE YOUR QUESTIONS & COMMENTS BELOW!

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BOOKS BY LYNN SERAFINN

The 7 Graces of Marketing BOOK COVER

The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell

Find out how traditional marketing negatively impacts our health, economy, communities and natural environment, and how to turn it around with a new paradigm called the 7 Graces of Marketing.

Brit Writers Awards Finalist

eLit Book Awards Silver Medal in Humanitarian & Ecological Social Issues

 

Tweep-e-licious: 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market Their Business Ethically

Learn how to create meaningful content and build powerful collaborations through Twitter and other social media ETHICALLY.

eLit Book Awards Bronze Medal in Business and Sales

Get instant access to a free 90-minute Twitter marketing class at http://tweepelicious.com

 

The Garden of the Soul: lessons from four flowers that unearth the Self

A metaphoric and poetic journey about finding your voice, receiving the blessings of life, overcoming trauma and becoming whole.

An Amazon spirituality bestseller 2009. Kindle version coming later in 2013.

Read excerpts and buy the book at http://give-receive-become-be.com/

 


LYNN SERAFINN, MAED, CPCC is a certified, award-winning coach, teacher, marketer, social media expert, radio host, speaker and author of the number one bestseller The 7 Graces of Marketing — How to Heal Humanity and the Planet by Changing the Way We Sell and Tweep-e-licious! 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market their Business Ethically. She is listed in the Top 20 of the Top Marketing Authors on Twitter by Social Media Magazine and was a finalist for the prestigious Brit Writers Awards. She was also a eLit Book Awards Silver Medalist in Humanitarian and Ecological Social Affairs and a Bronze Medalist in Business and Sales.

Lynn’s eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. Her innovative marketing campaigns have produced a long list of bestselling non-fiction authors through her company Spirit Authors. Lynn is also the Founder of the 7 Graces Project CIC, a not-for-profit social enterprise created to train, support, mentor and inspire independent business owners to market their business ethically, serve society and planet, and restore all that is best about humanity.

Twitter:

@LynnSerafinn @SpiritAuthors @7GracesMarketng @GardenOfTheSoul

Facebook:

LynnSerafinn SpiritAuthors 7GracesOfMarketing 7 Graces Global Garden (group)

 

http://bit.ly/Pf5mAU

Lynn Serafinn’s book marketing advice for authors getting ready to launch, including tips for ensuring your book gets into the right categories on Amazon. 

Last week, I shared the first part of an interview I did with Kristen Eckstein of Ultimate Book Coach, where she asked me these 5 questions about book marketing:

  1.  When in the book publishing process should an author start promoting their book and planning their book launch?
  2. Should all authors consider doing an Amazon “bestseller” launch?
  3. What are some of the activities you help authors with in the 6 months leading up to their launch?
  4. You told me that you always recommend “kick starting” an author’s book sales before an Amazon launch. What do you mean by that? What benefits does it give the book and author?
  5. What other book launch tips can you share?

In part 1, I shared my answers to questions 1 – 3. You can read those is ‘How to Kick-Start Your Book Sales – Part 1’.

Today, I like to share my answers to the last two questions, where I also reveal my ‘secret sauce’ tip.

KRISTEN: You told me that you always recommend “kick starting” an author’s book sales before an Amazon launch. What do you mean by that? What benefits does it give the book and author?

LYNN: By “kick starting” I mean ordering 2 or 3 copies of the paperback AND Kindle version of the book in each of the Amazon websites (or at least the English language sites in US, Canada and UK). You can send them to people who live in those respective countries. To make it practical, you could send it to people you have asked to review or endorse your book.

There are three reasons for “kick starting”. The first one is to ensure your book is listed as being in stock on Amazon. The only way Amazon will purchase a quantity of your books is if they see that it’s selling. Some people use pre-sales for this, but I prefer to use the kick-start method. When authors do not do this, they may get to launch day and Amazon says the book is out of stock, which can put buyers off from buying it.

The second reason is so that your book will appear in the sales rankings. Until your book has sold at least one copy, it will show no sales ranking at all.

And the third reason has to do with placement. Most of my authors either use Lightning Source for printing and distribution, or they are published by major publishers. All of these channels use either Ingram or Baker and Taylor for distribution to retail outlets, including Amazon. When you submit your title for distribution, you have to choose the categories into which your book may be classified (they call these “BIC categories”). Unfortunately (and inexplicably), Amazon’s categories don’t quite “match” the BIC ones and your book can end up catalogued in some pretty arbitrary categories. The only reliable way to find out where your book is placed is to order a few copies of your book a few weeks before your launch date.

Hopefully, by doing this, your book will appear somewhere in the “top 100” in at least one category, even if only for an hour. This should give you an indication of where Amazon has placed the book. If the category is way off, you can write to them via Author Central, and give them suggested changes. As an example, a few weeks before my book The 7 Graces of Marketing came out, I discovered they had placed it in the “accounting” category. Wow, what a mismatch that was! Fortunately, the kick-starter strategy ensured it was all sorted out before the launch.

KRISTEN: What other book launch tips you can share?

LYNN: Oh, I’ve got plenty! Here are just a few:

  1. A launch is a business investment. Invest wisely. Having an international #1 bestselling book can open up many doors to you and your business. But don’t go into it with “rose-coloured glasses” and no plan of what you want this status to bring you.
  2. Don’t expect to put together a launch in less than 6 months. If you suddenly get the idea to call a marketing company like mine one or two months before your book comes out, thinking they can “do it fast” for you, you’re wrong.
  3. Your launch doesn’t have to coincide with your publication date. Some of my most successful launches happened 6 months AFTER a book came out. Just because your book is coming out next month does not mean you have to launch next month.
  4. Don’t try to do it on your own. Hire an experienced team to do it for you, and focus on doing the things only you can do—writing, doing interviews, creating your business products, etc.
  5. Don’t expect your Virtual Assistant to be able to run a book launch for you. I’ve seen that fail time and again. An Amazon launch is a specialist skill, and you’ll only frustrate yourself and your hired help if you ask the wrong people to do a launch for you.
  6. Don’t cut corners. Do it right. You won’t get the results you want if you try to save money by eliminating any of the essential components.
  7. Don’t feel hopeless if you’re not ‘ready’ for a big launch. If you’re not ready for a launch, there are still many things you can do to market your book and build your long-term platform. That is why Spirit Authors offers alternative packages for authors who many not be quite ready to invest in a big launch. Then, when their 2nd book comes out, they’ll be in a much better place to invest the time and money a successful launch requires.
  8. SECRET SAUCE: Your 1st book will very often increase in sales as a result of a successful launch of your 2nd book. Every time you launch a new book, it has an impact on past titles IF they are written for the same audience.

I do hope these two articles gave you some useful information.

Please share your comments and questions below!

If you are thinking about having an Amazon book launch OR you’re just getting started building your book promotion platform and would like to see how our team at Spirit Authors can help, send us a SHORT email describing your project and where you are in your marketing so far using the contact form at http://spiritauthors.com/contact.

AND…if you’d like to get PRACTICAL tips on building your online marketing platform using Twitter, you can get a free 90 minute Twitter marketing class at http://tweepelicious.com. You also find out about my award-winning marketing book Tweep-e-licious, which was written very much with authors in mind.

Lynn Serafinn

1 May 2013

 

PLEASE SHARE YOUR QUESTIONS & COMMENTS BELOW!

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BOOKS BY LYNN SERAFINN

The 7 Graces of Marketing BOOK COVER

The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell

Find out how traditional marketing negatively impacts our health, economy, communities and natural environment, and how to turn it around with a new paradigm called the 7 Graces of Marketing.

Brit Writers Awards Finalist

eLit Book Awards Silver Medal in Humanitarian & Ecological Social Issues

 

Tweep-e-licious: 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market Their Business Ethically

Learn how to create meaningful content and build powerful collaborations through Twitter and other social media ETHICALLY.

eLit Book Awards Bronze Medal in Business and Sales

Get instant access to a free 90-minute Twitter marketing class at http://tweepelicious.com

 

The Garden of the Soul: lessons from four flowers that unearth the Self

A metaphoric and poetic journey about finding your voice, receiving the blessings of life, overcoming trauma and becoming whole.

An Amazon spirituality bestseller 2009. Kindle version coming later in 2013.

Read excerpts and buy the book at http://give-receive-become-be.com/

 


LYNN SERAFINN, MAED, CPCC is a certified, award-winning coach, teacher, marketer, social media expert, radio host, speaker and author of the number one bestseller The 7 Graces of Marketing — How to Heal Humanity and the Planet by Changing the Way We Sell and Tweep-e-licious! 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market their Business Ethically. She is listed in the Top 20 of the Top Marketing Authors on Twitter by Social Media Magazine and was a finalist for the prestigious Brit Writers Awards. She was also a eLit Book Awards Silver Medalist in Humanitarian and Ecological Social Affairs and a Bronze Medalist in Business and Sales.

Lynn’s eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. Her innovative marketing campaigns have produced a long list of bestselling non-fiction authors through her company Spirit Authors. Lynn is also the Founder of the 7 Graces Project CIC, a not-for-profit social enterprise created to train, support, mentor and inspire independent business owners to market their business ethically, serve society and planet, and restore all that is best about humanity.

Twitter:

@LynnSerafinn @SpiritAuthors @7GracesMarketng @GardenOfTheSoul

Facebook:

LynnSerafinn SpiritAuthors 7GracesOfMarketing 7 Graces Global Garden (group)

 

http://bit.ly/Pf5mAU

Recently I was interviewed by Kristen Eckstein who runs a site called Ultimate Book Coach. She had read something I wrote in a Facebook comment about ‘kick starting’ your book sales and asked if I would do an interview with her for her readers.

I thought I’d share it here on the Spirit Authors site too, because many of you might find it useful. 

The questions Kristen asked were:

  1. When in the book publishing process should an author start promoting their book and planning their book launch?
  2. Should all authors consider doing an Amazon “bestseller” launch?
  3. What are some of the activities you help authors with in the 6 months leading up to their launch?
  4. You told me that you always recommend “kick starting” an author’s book sales before an Amazon launch. What do you mean by that? What benefits does it give the book and author?
  5. What other book launch tips can you share?

Today, in part 1 of this interview, I’ll be sharing my answers to questions 1 -3.

KRISTEN: When in the book publishing process should an author start promoting their book and planning their book launch?

LYNN: Really, an author should start promoting their book the minute they have landed the title for it! When I say “promoting” it, I don’t mean trying to sell it, but rather, building an online platform for themselves through blogging, YouTube and social media. This helps grow their network and mailing list, and starts to establish them as experts in their chosen field. If an author already has a good network, they should start to create content on the specific subject of their upcoming book and “name drop” their title at the end of articles, indicating a book is coming out soon (e.g., “This article was an adaptation of ideas from my upcoming book My Book Title coming autumn 2013.”)

KRISTEN: Should all authors consider doing an Amazon “bestseller” launch?

LYNN: I don’t think big launches are a good fit for all authors. Back when I was a new marketer, I used to take on any author who wanted a launch. But these days, I never take on a client for a full book launch unless (or until) I can see their online platform is solid. Big book launches are expensive and they require a substantial number of systems to be in place before they can be pulled off successfully. Also, if you have no platform, you are unlikely to attract very influential partners to support you. So you owe it to yourself to spend at least a full year building your online platform before you even consider approaching partners for a launch.

I have observed that the books that sell the best in bestseller launches are the ones by people whose business/brand is well established. They may be first-time authors, but people already know who they are and what their message is. Because the business is already well-established, the book tends to be more useful to the public, for the simple reason that the author knows what works and what doesn’t work for their own clients, customers or readers. These kinds of launches also tend to attract the best partners and have the most focus. Finally, the author tends to have an integrated business plan for what this book will do for them, and the expense of the launch brings a good return on their investment not just through book sales, but also through business growth.

I have also observed that first-time authors who are also brand new business owners tend to struggle. The author may be very passionate about their work, and they may be willing to pour their last dollar into a launch, but I really don’t recommend this. While they SHOULD develop a modest launch and a long-term marketing plan for their book, they absolutely should not put themselves into financial difficulty to do a bestseller launch when they do not yet have the systems in place where a) they can attract a strong network of partners and b) they already have an audience of buyers for their book AND their business products and services.

Q3: What are some of the activities you help authors with in the 6 months leading up to their launch?

If their platform is already pretty solid, I first look for the “gaps” in their online platform and fill them. Then, I work with them to create a blogging and leads generating strategy to increase their following while we do the mechanics of the actual launch. Then, over the next 6 months, we work with my team of 7 people to plan and deliver a telesummit, coordinate a Virtual Blog Tour and a radio media tour and coordinate and mobilise a team of network partners who will help promote them. We also design the graphics, make all the web pages, autoresponders and marketing copy, make a video book trailer, invite high profile guests to speak at the telesummit, create intake forms, collect and manage data, get endorsements and reviews and get systems going on Amazon, including book categories and author profile and lots of other bits and bobs. All this takes a tremendous amount of work from our team and the author. Fortunately, I’ve got a highly experienced team and can depend upon them to do the job splendidly.

Behind the scenes, a lot is going on in terms of motivating and communicating with partners and crisis control. As the project manager, it’s my job to deal with all the possible worst-case-scenarios that will arise in a CALM, efficient manner. My clients are “allowed” to freak out, but I cannot.

Then, on launch day, there are a lot of things to do around tracking sales, capturing screenshots and motivating partners. I really focus on developing a proper “team” with my network partners, so they get behind the client, and vice versa. It’s my goal to ensure everyone (not just the client) benefits from the launch.

*** END OF PART 1 ***

Please be sure to subscribe to this blog so you can receive Part 2 of “How to Kick Start Your Book Sales”, where I (finally) talk about what I MEAN by “kick-starting” your sales, along with how and why to do it. I also give 8 additional bonus tips that can help you stay sane during your book launch.

If you are thinking about having an Amazon book launch OR you’re just getting started building your book promotion platform and would like to see how our team at Spirit Authors can help, send us a SHORT email describing your project and where you are in your marketing so far using the contact form at http://spiritauthors.com/contact.

AND…if you’d like to get PRACTICAL tips on building your online marketing platform using Twitter, you can get a free 90 minute Twitter marketing class at http://tweepelicious.com. You also find out about my award-winning marketing book Tweep-e-licious, which was written very much with authors in mind.

Lynn Serafinn
24 April 2013

PLEASE SHARE YOUR QUESTIONS & COMMENTS BELOW!

Like this blog?
Then please subscribe using the form at the upper right side of this page, so you can receive our articles on writing, publishing, book promotion and new mind-body-spirit book releases.

NOW You Can Get The Spirit Authors Blog
Delivered Directly to Your Kindle!

Now you can have access to the latest tips in writing, publishing and book marketing everywhere you go. Get our Spirit Authors articles delivered 1-2 times a week directly to your Kindle for only 99 cents a month (77pUK). Instead of reading someone else’s book on your way to work, get information on how to make your OWN book a success.

Take a 14-day free trial at:

Amazon US: http://amzn.to/ZlW7HT

Amazon UK: http://amzn.to/131495j

Join us on the Spirit Authors Page on Facebook

Connect with us on Twitter.

Follow @SpiritAuthors

BOOKS BY LYNN SERAFINN
The 7 Graces of Marketing BOOK COVER

The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell
Find out how traditional marketing negatively impacts our health, economy, communities and natural environment, and how to turn it around with a new paradigm called the 7 Graces of Marketing.

Brit Writers Awards Finalist
eLit Book Awards Silver Medal in Humanitarian & Ecological Social Issues

 

Tweep-e-licious: 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market Their Business Ethically

Learn how to create meaningful content and build powerful collaborations through Twitter and other social media ETHICALLY.

eLit Book Awards Bronze Medal in Business and Sales

Get instant access to a free 90-minute Twitter marketing class at http://tweepelicious.com

 

The Garden of the Soul: lessons from four flowers that unearth the Self

A metaphoric and poetic journey about finding your voice, receiving the blessings of life, overcoming trauma and becoming whole.

An Amazon spirituality bestseller 2009. Kindle version coming later in 2013.

Read excerpts and buy the book at http://give-receive-become-be.com/

 


LYNN SERAFINN, MAED, CPCC is a certified, award-winning coach, teacher, marketer, social media expert, radio host, speaker and author of the number one bestseller The 7 Graces of Marketing — How to Heal Humanity and the Planet by Changing the Way We Sell and Tweep-e-licious! 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market their Business Ethically. She is listed in the Top 20 of the Top Marketing Authors on Twitter by Social Media Magazine and was a finalist for the prestigious Brit Writers Awards. She was also a eLit Book Awards Silver Medalist in Humanitarian and Ecological Social Affairs and a Bronze Medalist in Business and Sales.

Lynn’s eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. Her innovative marketing campaigns have produced a long list of bestselling non-fiction authors through her company Spirit Authors. Lynn is also the Founder of the 7 Graces Project CIC, a not-for-profit social enterprise created to train, support, mentor and inspire independent business owners to market their business ethically, serve society and planet, and restore all that is best about humanity.

Twitter:

@LynnSerafinn @SpiritAuthors @7GracesMarketng @GardenOfTheSoul

Facebook:

LynnSerafinn SpiritAuthors 7GracesOfMarketing 7 Graces Global Garden (group)

 

http://bit.ly/Pf5mAU

Marketing consultant Lynn Serafinn explains why authors need a video book trailer on YouTube, and shows 10 steps to make one that can get on page 1 of Google. 


These days, it’s pretty much a given that every author needs a video book trailer on YouTube. What’s funny, though, is that just about every client who comes to me for a book launch—even those with major publishers—have no book trailer.

Back in 2008 I made my first book trailer for my book The Garden of the Soul. It wasn’t really a proper trailer, but a “video poem” with me reciting one of my poems from the book against music and images. Being very respectful of copyright issues, I got the music with permission from some former music tech students of mine, and I got the images from a photographer friend I had met on a Ning network I had set up. Here’s how it looked when it was finished:

Video Poem – Song of the Rose

The video was nice (and got nice responses from viewers) but it’s technically pretty basic. Still, it was impressive enough for my clients to start asking me to help them make their own book trailers. Since then, I’ve made quite a few of them, and I’ve fine-tuned the process down to a system now, which makes it easier for me to make them.

Given the popularity and strategic importance of videos today, I thought you might find it useful if I wrote an article series that could serve as a tutorial on how to make your own book trailer. The series will have 6 parts (or maybe 7…I’m still working on it!), spread of the next few weeks.

What We will Cover

In this article series, we’ll be looking at:

  • The many reasons WHY you need a video trailer
  • A step-by-step tutorial of the 10 steps for putting one together
  • Marketing strategies to make your video trailer work for you

Some of the information I’ll be covering will be a bit technical to some of you, while others will “get it” very quickly. I’ll try to explain technical things as simply and as clearly I can, and will include screen shots as we go along.

As you read through this series, I invite you to look at the videos I have in my book trailer playlist on YouTube. Hopefully these will give you ideas for your own videos. For the purpose of providing an example we can examine in detail, I’m going to focus on how I made my most recent trailer for my book Tweep-e-licious:

Tweep-e-licious Video Trailer

My strengths and limitations

Before we begin, I feel it’s important to tell you that I’m NOT a videographer. I don’t know how to use any of the slick video editing software on the market like Adobe Premier, Final Cut Pro, Camtasia Suite or whatever else is popular these days. I use dirt-cheap resources for my videos.

In a way, that’s a good thing because I’m assuming the majority of you reading this are also not videographers, and you probably don’t have any fancy video editing software either. I’m also assuming you don’t want to spend a bunch of money on equipment OR on hiring a professional to do this for you…which is why I’m aiming to keep your budget down to $77 or less.

What I DO have is a background in audio production. I’ve been working with multimedia technologies in one form or another for almost 30 years, both in the music industry and the educational world. I also know a thing or two about how SEO works with YouTube videos.

This tutorial will NOT teach you how to make a slick, glossy video production, but it WILL help you create a nice, attractive, fit-for-purpose book trailer that could show up on page 1 of Google searches for your selected keywords.

PART 1: Why You NEED a Video Book Trailer

I’m a big believer in the power of video for two reasons:

REASON 1:

Multimedia platforms (images plus sound plus voice) have long been known to capture people’s attention and communicate ideas better than single-media methods, such as the written word or audio alone. When I did my Masters in Adult Education and eLearning, we learned that creating rich, multimedia content is one of the fundamental elements in effective online leaning materials. Marketers know this too, which is why television and video are such powerful marketing media tools. Multimedia definitely is the most effective communication medium, and the Internet is the easiest and most accessible medium through which to broadcast.

REASON 2:

It’s WAY easier to get your YouTube video than your website onto the first page of Google. This is because YouTube is the second largest search engine after Google, and has a page rank of 9 (out of 10). It is the 3rd most popular site on the Internet, outranked only by Google and Facebook. This means YouTube will ALWAYS appear ahead of other sites returning searches on the same keywords. If people do a search and see your video on page 1 of Google, they are likely to click on the link to view it on YouTube.

Of course, for this to happen, you need to have the right title, description and keywords so Google brings your video up in the search. And once people are on your YouTube page, they need to WATCH your video. And finally, once they watch your video, they need to go to your blog or website. For that final piece to happen, you need to have a well-made, engaging video that answers the answers people were asking when they did their Google search in the first place.

Mastering this process is not an exact science or a guaranteed method, but if your content is of good quality and relevant to your audience and you promote your video effectively, your video could be a great traffic generator for your site.

PART 2: The 10 Steps for Making Your Own Book Trailer Video

Below are the 10 steps you’ll need to take to make prepare, create and publish your video book trailer:

  1. Write video script
  2. Record voiceover
  3. Locate Music
  4. Edit voiceover, mix down and export audio
  5. Search for images
  6. Construct video
  7. Export video
  8. Upload to YouTube
  9. Write SEO friendly YouTube info
  10. Embed on your website

In the next article, we’ll look at steps 1 and 2. I’ll be showing you a script template I use with my clients to construct a video script, and give you tips on how to “perform” and record your voiceover. Even if you’ve never used audio editing software before, my tips will help you make a fine recording that is video-worthy.

Please subscribe to this blog to receive the rest of the tutorial as it comes out.

Please leave a comment below to let me know whether or not this article series will be useful to you.

And of course, if you’d rather have someone do your book trailer video for you, just drop me a line via the contact form on this site.

~ Lynn Serafinn

7 March 2013 


AND FINALLY, DON’T FORGET to subscribe to the Spirit Authors blog via the form at the top of this page for more tips on writing, publishing, book promotion and new mind-body-spirit book releases.

NOW You Can Get The Spirit Authors Blog
Delivered Directly to Your Kindle!

 

Now you can have access to the latest tips in writing, publishing and book marketing everywhere you go. Get our Spirit Authors articles delivered 1-2 times a week directly to your Kindle for only 99 cents a month (77pUK). Instead of reading someone else’s book on your way to work, get information on how to make your OWN book a success.

Take a 14-day free trial at:
Amazon US: http://amzn.to/ZlW7HT
Amazon UK: http://amzn.to/131495j

Join us on the Spirit Authors Page on Facebook
Connect with us on Twitter.


LYNN SERAFINN, MAED, CPCC is a certified, award-winning coach, teacher, marketer, social media expert, radio host, speaker and author of the number one bestseller The 7 Graces of Marketing — How to Heal Humanity and the Planet by Changing the Way We Sell and Tweep-e-licious! 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market their Business Ethically. She was recently named one of the Top 100 marketing authors on Twitter by Social Media Magazine and was selected as a finalist for the prestigious Brit Writers Awards. Her eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. Through her company Spirit Authors, her marketing campaigns have  produced a long list of bestselling self-help and mind-body-spirit authors. Lynn is also the Founder of the 7 Graces Project, a budding social enterprise whose aim is to help grow a new generation of passionate entrepreneurs who want to serve both people and planet through innovative, ethical, independent enterprise.

Twitter:
@LynnSerafinn @SpiritAuthors @7GracesMarketng @GardenOfTheSoul

Facebook:

LynnSerafinn SpiritAuthors 7GracesOfMarketing 7 Graces Global Garden (group)

 

http://bit.ly/Pf5mAU

Crowd funding can often seem to be the solution to financing a book project. But statistics show 90% of all crowd funding campaigns fail. When is the right and wrong time for an author to embark on a crowd funding venture?


Years ago, in the golden days of Hollywood, the story of actress Lana Turner was an urban legend. As the story goes, she got her big break in the film industry by “getting discovered” at age 16, when she was sipping a soda at a drug store. Stories like this, while undoubtedly antiquated in today’s world, have long been the mythology of artists. When I was in the music industry, there was scarcely a musician who didn’t dream of “getting signed” by a big label. We only need to look at shows like The X-Factor to see that the dream of “getting discovered” and being skyrocketed to instant fame is still very much a driving force in the artistic community.

Many authors today continue to have a similar myth playing at the back of their minds. They still dream of landing that big publishing deal, with that big juicy advance. But times have changed. Technology has changed the landscape. Just as the era of home studios and digital downloads “democratised” the music industry, enabling virtually anyone to make an album, the era of digital publishing and print-on-demand has enabled anyone to publish a book. Because of this glut of artists on the market, traditional publishers have more competition. Therefore they’re getting pickier. They don’t want to take risks. If they’re going to shell out their money on an author, it has to be a sure thing. These days, publishers expect authors to be good at marketing and promoting their own books. Let’s face it: while publishing deals do still exist, the “glory days” where the author is developed by a publisher are mostly a thing of the past.

But here’s the Catch-22 situation: authors are “artists”. And artists are notorious for being “starving artists”, meaning they’re not always the best money earners. So how can an author get started in the industry without a little help?

One thing many artists have considered is crowd funding, which has evolved with the dawn of Web 2.0. Crowd funding is where you reach out to the public (over the Internet) for funds for your project. It’s rapidly becoming a serious part of business growth for artists (especially filmmakers, recording artists and authors) as well as social enterprises and non-profits. In other words, it has appeal mainly for what I would call “right brain ventures” as opposed to hard-core businesses.

Some authors have used it to great success. Seth Godin’s 2012 crowd funding campaign for his book The Icarus Deception is probably the most famous example. He aimed to raise $40,000 in an “all or nothing” campaign on Kickstarter. He ended up raising $287,342 instead—more than 7 times his target. This is stuff that urban legends are made of.

BUT (and here’s the big but), statistics show that that 90% of all crowd funding campaigns FAIL. I’ve watched several of these failed campaigns happen before my eyes. And if you listen to what Seth Godin has to say in his video on his Kickstarter page, you can get an idea of why this happens:

“Maybe this hybrid method, maybe this open door where drip, drip, drip over the years you build a tribe. And then you go to the tribe and do what Kickstarter is great at, which is not building the tribe but leveraging the tribe. And then, and only then can you say, ‘OK, here’s this object. Let’s go…'”

And therein lies the key: Crowd funding campaigns are NOT for the beginner.

I know, you might think there’s a great irony in the fact that the new author needs help with funding more than those who are already established. But think about it from the funder’s perspective: If you are a complete unknown, how is your book going to sell? Would you give away your money to a book project for an author that has not yet developed a loyal audience?

While you don’t have to be famous like Seth Godin to run a crowd funding campaign, you DO need to be well connected. I have two current clients who will be running crowd funding campaigns to finance their book projects in 2013. One (whom I won’t announce yet) is a first-time author, but I’m sure she will succeed. Why? Because she’s been building a massive tribe for the past 5 years and the topic of her book is spot-on target for their interests. She’s also a well-known expert on the topic of the book, and a notably successful businesswoman.

The other client is a woman named Erica Tucci. Let me tell you about Erica and why I think her project will also be a success.

In 2011, Erica suffered a profound stroke that stopped her life dead in its tracks. Now as she recovers, she’s writing a book called Radiant Survivor: How to Shine and Thrive through Recovery from Stroke, Cancer, Abuse, Addiction and Other Life-Altering Experiences. She’s nearly done with the first draft. In the book she shares not only her own journey, but stories from several others who have faced their own tragedies and have survived and thrived in spite of the odds. She also offers practical healing advice on how those devastated by illness can find an awakening to an entirely new life. And finally, Erica is also committing a percentage of the proceeds to a stroke rehabilitation centre that she attributes to saving her life. Altogether, the project promises to help and inspire many people.

Still in recovery and not fully able to work or earn money, Erica is planning a crowd funding campaign to subsidize the launch of the book. In truth, it’s really her only option to cover all the expenses entailed in getting her book out: hiring an editor/proofreader, book cover design, interior layout, eBook formatting, printing and, of course, the costs of marketing and launching the book (which our Spirit Authors team is doing for her).

Erica got a lot of ideas about what to do (and what not to do) in “Tip 138” of my book Tweep-e-licious, where I talk about using Twitter to propel a crowd funding campaign. In the book, I discuss in detail the top 5 mistakes most people make (not just authors) when they try to run a crowd funding campaign. Here’s a video of Erica talking about what she picked up from that tip:

If you’re reading this in your Inbox and cannot see the video, you can view it on YouTube HERE.

Erica hasn’t officially launched her crowd funding campaign yet, because she’s taking time to do her due diligence, much as Seth Godin infers above. She’s taking time to build her tribe and create her marketing materials—not for the book, but for the crowd funding campaign itself. I think this preparation, along with the compelling nature of the project itself, will lead to her success in this campaign. If you want to watch Erica’s progress, or help her with this campaign, I whole-heartedly encourage you to connect with her via Twitter at @EricaTucciMuse or on her Facebook page Radiant Survivor

Twitter can be a great component in building your tribe and, when the time is right, running a crowd funding campaign. Tweep-e-licious: 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Marketing Their Business Ethically can help you with both. I hope you’ll check it out at http://tweep-e-licious.com. When you buy the book, you’ll get a link to a free Twitter resource pack with a 90-minute Twitter audio class and links to over 100 useful Twitter resources to help get you on your way.

I also invite you to subscribe to my Tweep-e-licious playlist on YouTube, to see what other Twitter marketing tips readers have shared (drop me a line if you’d like to make a video too!): http://bit.ly/TweepVideos

~ Lynn Serafinn
13 February 2013

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If you’re writing a book and want to grow YOUR tribe, give me a shout via the CONTACT FORM on this site and we can set up a FREE 30 minutes Skype chat to see if I can help in any way.

AND FINALLY, DON’T FORGET to subscribe to the Spirit Authors blog for more tips on writing, publishing, book promotion and new mind-body-spirit book releases.


LYNN SERAFINN, MAED, CPCC is a certified, award-winning coach, teacher, marketer, social media expert, radio host, speaker and author of the number one bestseller The 7 Graces of Marketing — How to Heal Humanity and the Planet by Changing the Way We Sell and Tweep-e-licious! 158 Twitter Tips & Strategies for Writers, Social Entrepreneurs & Changemakers Who Want to Market their Business Ethically. She was recently named one of the Top 100 marketing authors on Twitter by Social Media Magazine and was selected as a finalist for the prestigious Brit Writers Awards. Her eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. In her work as a promotional manager she has produced a long list of bestselling mind-body-spirit authors. Lynn is also the Founder of the 7 Graces Project, a budding social enterprise whose aim is to help grow a new generation of passionate entrepreneurs who want to serve both people and planet through innovative, ethical, independent enterprise.

Twitter:
@LynnSerafinn @SpiritAuthors @7GracesMarketng @GardenOfTheSoul

Facebook:

LynnSerafinn SpiritAuthors 7GracesOfMarketing 7 Graces Global Garden (group)

 

http://bit.ly/Pf5mAU

Author, publisher, educator, Barbara Techel speaks with Lynn Serafinn about a lucrative avenue for public speaking and book sales that is not always explored by authors.

Authors are always looking for new ways to promote their books. While I specialise in online promotions, there is certainly a need for authors to know how to promote and sell their books “in person” to their potential readers. In the past, many authors have depended upon book signings at book shops, but in this day and age, with millions of new books coming onto the market every year (Google estimates there are 130 million unique titles currently in publication, and others say even this figure it’s far too low), it’s getting harder and harder for authors to get their books into bookshops.

So are there any unexplored avenues for book sales authors many not yet be exploring?

Author, publisher, educator, Barbara Techel thinks so. Barbara is the author of several children’s books including the award-winning Frankie, the Walk and Roll Dog, which is based upon the life of her dog, Frankie, who moves about in a doggie wheelchair owing to having contracted disc disease that caused paralysis. Since 2007 Barbara and Frankie (who is in a doggie wheelchair) have shared their positive and inspiring messages with thousands of children and adults at schools and libraries around the United States.

Having had wonderful success with this, Barbara wrote a book called Class Act: Sell More Books Through School and Library Author Appearances, with the aim of inspiring other authors to connect directly with their audiences and experience the enriching rewards of speaking at libraries and schools.

I recently interviewed Barbara on my radio show The Garden of the Soul, and was mightily impressed with the wealth of information she shared with my audience. In fact, the show ran much more like a teaching webinar than a radio broadcast. I was so impressed with her information, I wanted to make sure my Spirit Authors audience listened to the broadcast. You can hear it (or even download it) by the podcast player below:

If you cannot see the player on your screen, CLICK HERE to listen to it on the BlogTalkRadio website.

During the interview, Barbara shares:

  • how to find, pitch and book appearances at schools and libraries
  • how much to charge for your talk
  • how to promote your event
  • how to plan and prepare your most effective speaking approach
  • what to include in your presentation and tweak it to appeal to various audiences
  • how to arrange and fulfill book orders that result from your talks
  • how to use the modern technology of Skype to reach classrooms everywhere (a really novel idea, no pun intended)

While Barbara’s experience is mainly in the area of children’s non-fiction books, and her audience is primarily school children, I do believe all you authors out there whose books are not specifically in the children’s market can equally gain a lot of valuable ideas from this interview, so do give it a listen. After all, you are creative! Tweak Barbara’s ideas and make a brand new marketing campaign for yourself. :-)

AND… if you’d like to check out Barbara’s book, here are the links to it on Amazon US:

Paperback on Amazon US:
Class Act: Sell More Books Through School and Library Author Appearances

Kindle on Amazon US:
Class Act: Sell More Books Through School and Library Author Appearances

I’d love to hear your comments about this info after you’ve listened to the show, so please DO share them below.

AND DON’T FORGET to subscribe to the Spirit Authors blog for more tips on writing, publishing, book promotion and new mind-body-spirit book releases.


Lynn Serafinn, MAED, CPCC is a certified, award-winning coach, teacher, marketer, social media expert, radio host, speaker and author of the number one bestseller The 7 Graces of Marketing: How to Heal Humanity and the Planet by Changing the Way We Sell. Her eclectic approach to marketing incorporates her vast professional experience in the music industry and the educational sector along with more than two decades of study and practice of the spirituality of India. In her work as a promotional manager she has produced a long list of bestselling mind-body-spirit authors. She is the founder of Spirit Authors, a site dedicated to providing information on publishing and book promotioin for and about mind-body-spirit authors, both established and aspiring.

Passionate about re-establishing our connection with the Earth, Lynn also supports the work of the Transition Town Network in her hometown of Bedford, England.

Lynn is also the Founder of the 7 Graces Global Conference, or 7GGC, a meeting of minds taking place in various cities around the world and via worldwide live stream. The aim of 7GGC is to bring together business owners, marketers, media professionals, journalists, conscious consumers and eco-focused community groups, who will create a Tipping Point for change towards greater awareness of and responsibility for the impact our work has upon our health, happiness, economy and natural environment. Come BE the change at http://the7gracesofmarketing.com/7GGC

Dan Hollings Presents a FR*EE Webinar for Spirit Authors

With the rise of social media, more and more authors are starting to catch on to the fact that behind every successful book is a successful marketing campaign. And behind every successful book marketing campaign is also a marketing mastermind: someone who conceives the marketing angle, creates the materials that will bring it to life, and delivers it to the public.

One of the most iconic books and films in the self-help market in the past decade has been The Secret. Whether or not you are a fan of the book, you’ve got to admit whoever designed the marketing strategy for it was a marketing genius. But while many people, such as Rhonda Byrne, Jack Canfield, Bob Proctor and Michael Beckwith, have become famous world-wide in the New Age pantheon of celebrities, very few people know the name of the person who provided the vehicle for their work to be known—marketer Dan Hollings.

For many years people have been hounding Dan Hollings to reveal some of the secrets he used in helping to promote the mega-million dollar smash-hit movie & book, “The Secret.” Only rarely has Dan revealed anything directly about the strategies he deployed. Most of us recall the monumental campaign. In fact, here’s what ABC news said at the time:

“The marketing campaign behind ‘The Secret’ is going to go down in history as the greatest case study of viral marketing ever done. Anywhere.”

What some people don’t realize is that after The Secret, Dan went on to become one of the foremost trainers in the Mobile marketing space. He literally “cracked the code” on how businesses, authors and marketers could reap the rewards of the Mobile tsunami that is about to eclipse the Internet itself — yes, yes, yes… that beloved mobile device we’re all addicted to, is now THE most compelling marketing channel on the planet.

I met Dan last year, when he was one of my guests on the “7 Graces of Marketing Telesummit”. At that time, he dazzled me with his innovative ideas. So I thought, Wouldn’t my Spirit Authors friends be interested in what he has to say about mobile technology for marketing books? What if I asked Dan to do a webinar JUST for us?

Well, I did ask. And on Thursday February 23rd, 2012, at 3pm Eastern, I’ll be hosting Dan in a fr*ee webinar for authors, aspiring authors, or anyone who wants to be ahead of the curve in mobile marketing:

STEP BY STEP MOBILE
Taught/presented by Dan Hollings
Hosted by Lynn Serafinn from Spirit Authors
Thursday February 23rd, 2012
12noon Pacific / 3pm Eastern
8pm UK / 9pm Central Europe

Register FREE for this event

If you are viewing this in your email inbox, and cannot see the form above, go to http://bit.ly/MobileWebinarFeb23 to register.

According to some recent statistics published by Apple, “Apple is now making iPhones at a rate that exceeds the amount of babies that humans produce on earth every day.”

Well, admittedly that’s a VERY scary thought, but it does drive home the point that authors and other business owners would be wise to utilise mobile technology for their marketing and promotions. I asked Dan, “What would you would do TODAY, if you were marketing a book or movie like The Secret?” Or any book for that matter?” His answer? “Go mobile.”

And that’s exactly what Dan has promised to tell us on this free webinar. He promises me this will be an “edge of your seat” webinar like nothing you’ve ever heard. He has agreed to reveal his “Master Plot” strategy that helped propel The Secret virally around the world PLUS as many new Mobile strategies as he can squeeze into our time slot. This is 90 minutes that you as an author, marketer or business owner can’t afford to miss.

Here are just some of the topics Dan will cover:

  • Mobile Marketing – Your customers are already there…but are you? Amazon did over 1 Billion in mobile sales in 2010.
  • Text Messaging – With an astonishing 98% open rate, why are most of us still relying on email to communicate with our audience? Dan will tell us how to tap SMS so that your readers and customers love you.
  • Social Mobile – Facebook, Twitter, Foursquare and others are all mobile… over half of all visits to social media are from mobile users. Are you still picturing your customers sitting in front of a computer? ha!
  • The Real World is now “Click-able” – if you’re still waiting for customers to click your web links, you may be missing out the latest jaw-dropping mobile technology that should be in every book you publish – no, this is not science fiction.
  • Mobile Site or blog – Have one? If not, then climb out from under your rock and look around at what device ALL OF YOUR CUSTOMERS are now using (hint, hint… it isn’t a computer).
  • Planet of The APPS? – As funny as that sounds, it’s a reality. There’s an APP for this and an APP for that… but is there an APP in your future? Is there an APP for your books? Should there be? Or is waste of money, time and effort?
  • The Big Mobile Blunder – Dan will reveal the BIGGEST mistake authors and marketers are making in Mobile. Get ready for an “ah ha moment” that will change the way you think about Mobile marketing forever.

Not only will you learn awesome stuff on this webinar – things you can apply immediately, but this is also your chance to interact LIVE with Dan and ask him all your questions about Mobile Marketing.

So don’t be shy!
Register FREE and learn how to stay ahead of the curve.

STEP BY STEP MOBILE
Taught/presented by Dan Hollings
Hosted by Lynn Serafinn from Spirit Authors
Thursday February 23rd, 2012
12noon Pacific / 3pm Eastern
8pm UK / 9pm Central Europe

To register for this FREE webinar, just fill in the form above. And go ahead and send us your questions for Dan. We’ll try to address as many of your questions as we can during the broadcast. If you can’t make it to the live broadcast, register anyway so you can access the audio replay.

If you cannot see the form above, go to http://bit.ly/MobileWebinarFeb23 to register online.

Categories : Mobile Marketing, News
Comments (0)

Back when I started Spirit Authors 2 years ago, it was my intentions to create a site that could help mind-body-spirit/self-help authors– both aspiring and extablished–to learn how to establish themselves online, so they could learn how to spread the word about all the great work they do. The 7 Graces of Marketing BOOK COVERIt was my experience that a great many artist, holistic and spiritually-minded people didn’t like to do marketing; and as a result, they stuggled to survive financially. I found it sad to see so many people give up on their dreams, so I wanted to make sure Spirit Authors provided them with lots of (free) resources that could help them.

At the exact same time I was launching Spirit Authors, I began writing a new book of my own, which originally was intended to be a book for all those sensitive souls who didn’t like marketing, but needed to do it. I thought if I could help create a new paradigm for these kinds of people, it might be useful.

But after I started diving deeply into the subject of marketing, I discovered so many revealing (and sometimes shocking) things about its history, intention and practice, and so many serious issues arising from consumer culture, that I knew this book was going to be something altogether different from what I had originally intended.

And now, after 2 years of daily writing, researching and pulling it all together, TODAY–Tuesday December 13th, 2011–is the big Amazon launch for my new book The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell. (Click the title to find buy the book and receive some great gifts).

The 7 Graces of Marketing is a bold, holistic and often spiritual examination not merely of the world of advertising, but also of our entire world view. It reveals how our relationships with Self, others, our businesses, our economy and the Earth impact our health, our economy and the delicate ecological balance of our natural world. As much for the conscious consumer as the business owner, this book shows why traditional ways of selling are ultimately doomed to fail, and how both business owners and consumers can begin to heal the world by embracing a new paradigm I call ‘The 7 Graces of Marketing.’

When you buy the book TODAY you can receive the complete set of 7 MP3s (over 10 hours of audio) from last week’s 7 Graces of Marketing Telesummit, with 24 internationally renowned speakers, such as Joe Vitale, Eric Pearl and 22 others, speaking about the ‘7 Deadly Sins’ of marketing and the ‘7 Graces’ of marketing. You’ll also receive dozens of other gifts offered by my friends and colleagues, to express our appreciation for your support.

To buy the book, and claim your MP3s from the 7 Graces Telesummit, and receive a fabulous selection of gifts from my friends and colleauges, here’s all you need to do:

  1. Sometime TODAY, go to http://the7gracesofmarketing.com/book-launch/pages/launch.html. This is the “launch” page.
  2. On that page, you will see links to buy the book on Amazon US, Canada or UK (yes, you may purchase the book from another Amazon site; we just didn’t have room for all the links)
  3. Click a link to buy the book on the Amazon of your choice. You may buy the book in either paperback or Kindle version
  4. After you have purchased the book, Amazon will give you a purchase code. The purchase code is a 17-digit number, and it looks like this: 123-1234567-1234567. Copy this number to your computer clipboard.
  5. Return to the “launch page” and enter your name, email AND your Amazon purchase code in the form.
  6. When you hit the button that says “Yes, Please!” you will be taken immediately to the “bonus” page. This page has all the links to take you to the bonus gifts.
  7. Just click the links of the gifts you would like to download.

That’s all there is to it!

I am extremely passionate about this subject (as you will have heard if you listened to last week’s telesummit), and I am dedicated to getting the dialogue started in the business sector so we can change the way we do marketing, and make a brighter, healthier, happier world for our children and children’s children. I do hope you’ll check out The 7 Graces of Marketing.

Click HERE to get the book, the MP3s and free gifts now

Please PAY NO ATTENTION if Amazon says, “Only 3 left in stock” or “Ships in 1-4 weeks”. We have test ordered the book, and it takes about a 7-10 days to ship, and it is IMPOSSIBLE to “be out of stock” because this is a “print on demand” book, which means the book will be printed and shipped to you whenever you place an order.

If you have any questions or experience any problems, please do not hesitate to contact me via the contact from on this site.

AND, I’d love to hear what you have to say about the book after you have read it, so be sure to subscribe to this blog so you can find your way back here. I’m also starting a 7 Graces of Marketing Community for everyone who has bought the book, and who would like to meet others of like mind who want to bring ethics and values back into our business and marketing. So please do stay in touch.

With gratitude and appreciation,

Lynn Serafinn

Author, coach, author promotions

http://spiritauthors.com

http://spiritauthorscoach.com

http://the7gracesofmarketing.com

Comments (0)

Get seen & build your network by partnering on book promotions from Spirit Authors. Reach your target audience and gain valuble insight into how others market their books. Mind-body-spirit, self-help, health & wellness, ethical business & marketing.

As most of you know, I create and manage book launch campaigns for mind-body-spirit authors. Over the past 18 months or so, I’ve coordinated more than a dozen campaigns. All of my clients reached bestseller status. In fact, most were in the top 3, and five of these hit the coveted #1 bestseller spot.

Creating a book launch is a LOT of work, and cannot possibly happen without the help of many dozens of network partners. Being a partner on someone else’s book launch has great rewards, even if you are not an author. Among other things, it helps you expand your professional network, gives you more visibility, and can also help to grow your mailing list. A well-crafted book launch has the potential to reach millions of people by dint of our collaborative efforts. If you’ve never participated in a book launch before, read my article “7 Reasons to Partner on Someone Else’s Book Launch NOW”.

Below is a list of upcoming launches. If they tickle your fancy and you’d like to join us, send a note to me by the dates listed below at http://spiritauthors.com/contact

BOOK LAUNCH 1

Why Wait? The Baby Boomer’s Guide Preparing Emotionally, Financially and Legally for a Parent’s Death

AUTHOR: Carolyn A. Brent, M.B.A
LAUNCH DATE:
November 15th, 2011
PROMOTIONS RUN:
October 10th through November 15th

WHO SHOULD JOIN THIS CAMPAIGN?

Anyone whose work has to do with Baby Boomers, family relationships, end-of-life issues, death and dying, grieving and loss, life transitions, health care, advocacy groups, elderly care, human rights, financial or legal planning, etc.

TO JOIN THIS CAMPAIGN:

Express your interest by filling in the form at http://babyboomersguide.org/pages/book-launch/join-the-book-launch-for-why-wait.html no later than Friday September 16th, 2011.

Visit Carolyn’s “Baby Boomer’s Guide” blogsite: http://babyboomersguide.org


BOOK LAUNCH 2

The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell.

AUTHOR: Lynn Serafinn
LAUNCH DATE:
December 13th, 2011
PROMOTIONS RUN: November 7th through December 13th

WHO SHOULD JOIN THIS CAMPAIGN?
Anyone whose work has to do with marketing, business, entrepreneurship, new economy, healing, self awareness, environmentalism, consumer culture, social media, social responsibility, connection, transparency, abundance, ethics, communication, community, spirituality, connection the Earth

TO JOIN THIS CAMPAIGN:

Express your interest by filling in the form at http://the7gracesofmarketing.com/book-launch/pages/join-the-book-launch-for-7graces.html no later than Monday October 10th, 2011

Visit “The 7 Graces of Marketing” blogsite: http://the7GracesOfMarketing.com


I am also working on several other launches coming in the New Year, including:

  • The Destiny Discovery: Find Your Soul’s Path to Success by Michelle L Casto (January 17th, 2012)
  • Alpha Chick: 5 Steps for Moving from Pain to Power by Mal Duane (February 7th, 2012).

I will be sending you more information about these, including how you can join us for these uplifting campaigns, in the very near future.

I look forward to working with many of you on these great launches!

And, as always, don’t forget to subscribe to the Spirit Authors blog for regular tips for authors, both established and aspiring.


Lynn Serafinn is a transformation coach, book promotion coach, radio host and bestselling author of the book The Garden of the Soul: lessons from four flowers that unearth the Self, as well as the upcoming book The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell. She also works as a campaign manager for mind-body-spirit authors and has produced several #1-selling book campaigns. She is the founder/creator of Spirit Authors, a virtual learning environment and community that offers training, coaching, business-building and inspiration for mind-body-spirit authors, whether established or aspiring. As part of her work with spiritual and self-help authors, she also regularly hosts large-scale online virtual events (usually free of charge) with world-class speakers on a range of mind-body-spirit topics. Subscribe to her Spirit Authors blog at http://spiritauthors.com/category/news/ so you can receive more useful tips and news about upcoming online events. While you are there, do check out the excellent and affordable online courses for authors available.If you are an author seeking 1-to-1 support or campaign managment for your upcoming book launch, you are also invited to request a free consultation by filling in a contact form at http://spiritauthors.com/contact. Please note that full service campaigns require a 6 to 8 month lead-in time, so be sure to contact Lynn well in advance of publishing your book.


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Categories : Books and Authors, News
Comments (2)

As a book promotion expert and book campaign manager, I receive a LOT of requests for consultations from authors who are preparing to publish their books. Some are experienced authors who have published in the past, either self-published or through a royalty publisher. Others are first-time (and usually self-published) authors. During our initial consultation, I tend to hear many of the same questions again and again. As these questions are so key to authors before they decide whether or not to do a full-blown “bestseller launch” for their book, I thought it might be a good idea to pull together my “Top 10 Most Frequently Asked Questions” I am asked by authors on almost a daily basis.

Q1: How many books will I sell during my online book launch?

First of all, let’s define “the launch” as a 24-48 hour period of time in which we will be driving traffic to buy your book. Asking how many books you will sell during that time is really like asking “How long is a piece of string?” It depends upon so many factors that we can only, at best, give a very broad figure. I have had clients who sell as few as 50 books during a launch and others who have sold around 1000. The average self-published author tends to sell between 300 and 500 books during a launch. Those with major publishers might sell twice that amount, not necessarily because the publisher helps with your promotion, but more because people recognise the “brand identity” of the publisher and are more willing to take a chance on the title. And of course, if you are not a first-time author you will probably sell more books if people know your name already. The key to selling more books is to devote a fair amount of time well before your launch to cultivate and grow your audience. That’s why I spend the first two months of work with my clients developing strategies and systems to build their platform and mailing list before anything else.

Q2: How do I become an Amazon bestseller?

If your book sales are amongst the Top 100 in any category on Amazon, you are technically a “bestseller.” You don’t have to be in the Top 100 of all books. There are dozens of categories and sub-categories on Amazon, and if you achieve a sales ranking in the Top 100 in any of these, you can say you are a bestseller. Of course, it is always nice to hit the “Top 20” or the “Top 5” or (best of all) the #1 sales rank in one or more categories.

Q3: How many books do I need to sell to be an Amazon bestseller?

Again, this is not a question I can answer definitively because being an “Amazon bestseller” is a relative title, and it depends upon: 1) how well other books in your categories are selling on your launch day and 2) how competitive your categories are. Some categories like “Religion and Spirituality” or “Business and Investing” are extremely competitive with thousands of titles up against many famous authors for the top position on the list. Other categories, such as “channelling” or “alternative medicine” are less competitive.

Q4: How can I choose the category I will be in on Amazon?

If you were to ask this question of some of the top publishers (I have), the common answer you will receive is this: “You can’t.”However, I have found this not to be 100% true. Let me explain.

First of all, when you submit a book for publication through Lightning Source (for example), you choose 2 “BIC” (Book Industry Communication) categories, which are standard categories that are used by all publishers and distributors. Now the problem lies in how retailers interpret these categories. Think of the last time you went to look for a book in the shops. Sometimes it might be in the “self help” category, while other times it might be in the “spirituality” section, etc.

Amazon “interprets” your BIC categories according to their “virtual” bookshelf. To make things even MORE confusing, Amazon UK, Canada and US might not interpret your book at all in the same way. Even major publishers have told me they have no real control over this. Some authors find their books placed in very strange categories. BUT here’s the big secret I have found: I your book is not ranking in the right category, you CAN get Amazon to change it via Author Central in the US and the UK. Just write to them and ask them to recategorise your book. My book The 7 Graces of Marketing was placed in the “accounting” category at first (NOT!!). When I wrote to Author Central, they very quickly and painlessly put the book into the cateogries I requested: business ethics and marketing/sales.

If you are unsure of what categories to choose, your best bet to get your book in the RIGHT category is to do some market research to find out which categories other titles appear that you feel are the closest in content or message to your own book. Don’t go for a “top level” category like “Business and Finance” or “Health and Wellness””. Go for a sub, or even sub-sub category. Get it as precise as possible. That will not only help you increase your likelihood of reaching the top of the ranks (as it will be less competitvie) bit it will also increase the likelihood of people who are looking for your book will find it, because Amazon’s system will group it together with similar books.

Then, make triple sure you get placed correctly, do two more things: 1) make sure your title, subtitle, back cover copy and description use keywords that help point the folks at Amazon in the right direction AND 2) start putting some TAGS on your book page that help people find your book.

PLEASE NOTE: All of the above is mainly with respect to PRINT books. For Kindle, you can actually SPECIFY two categories via Kindle Direct. These bypass the BIC settings altogether, as Kindle is an Amazon proprietory format.

Q5: Why don’t I see my book listed in a category on my Amazon listing?

You won’t see your book listed in a category unless it is in the Top 100 of that category. Until that time, all you will see is its overall sales rank, which changes every hour. Amazon US and Canada tend change just past the top of the hour, while Amazon UK tends to change at 40 minutes past the hour.

Q6: How can I find out in which categories Amazon will place my book?

It’s not always 100% reliable, but the best way to “guess” which categories you will appear is to scroll all the way down to the bottom of the screen until you see the words, “Look for Similar Items by Category.” There you will see several suggested categories that are likely to be where your book will be placed when ranked. If these categories look range or irrelevant, refer to Q4 above.

Q7: How can I track my rankings?

So far, Amazon does not have any legacy tracking system for rankings, which means you basically have to watch the rankings yourself like a hawk during the launch, as they change every hour. Typically, my clients and I stay up for the full 24 hour period in shifts, in constant communication on Skype, to watch the rankings. The only way I have found so far to “log” your success is to take screen shots. I use the program “Jing Pro” for this. There is a free version, but the Pro version is very reasonable, and has many worthwhile features. You can download it at http://www.techsmith.com/jing/. DO take screenshots of EVERY stage of your rankings. They make great images to add to your promotions when you are sharing the success of your book with readers, media and event managers. To track your rankings for OVERALL book sales, see Q8 below.

Q8: How can I track my actual sales?

Tracking sales is another matter altogether. Of course, the most reliable method is when you receive your royalty report and payment from your publisher or printer. However, these can some to you months after your launch. There are two ways I have discovered that can give you ball-park figure of your sales during a launch. Once is to use your Amazon Associates link on your purchase page, in which case you will see the sales appear within a few days in your Associates account. Another is to use an online tracker such as Novel Rank at http://novelrank.com, which can show sales on a daily and monthly basis. They also show, in numbers and in graph format, your overall sales rankings (not category rankings) over a given period. Bear in mind, to get the best from this service, you need to start tracking your book on their site several weeks in advance of your launch.

Another option is to sign up for Amazon Advantage, although as far as I can tell, you can only sign up for this if you will be directly supplying Amazon with inventory. If a company such as Lightning Source will be printing your books on demand or you will be using a subsidiary publisher, you will need to speak to them about whether or not you can use Amazon Advantage, as they will be fulfilling the sales and sending you the payments and sales reports (of course they will also have some sort of reporting system for your sales as well, which will tell you your overall sales, not just to Amazon).

Kindle sales are updated once a week in Kindle Direct.

Q9: How much money will I make on book sales during my launch?

This depends completely upon:

  1. How many books you sell
  2. The retail price of your book
  3. The cost of printing your book
  4. What your royalty arrangement is with your publisher (if you have one)
  5. Whether or not you use your Associates account for sales.

Let’s say you have a 250 page book that sells for $15 and you sell 500 books on your launch day. That is a gross intake of $7500. Amazon pays you according to whatever wholesale “discount” you have agreed to sell your books to them. Let’s say you have agreed to sell your book to them for a 55% discount off the retail price (a fairly common figure, although this can vary). That means they will pay your publisher 45% of gross, which is $3375. If you are the publisher, you will receive that money from Amazon.

From that amount, you need to deduct your printing costs. The cost of printing a 250 page book through a company like Lightning Source is around $4.15 ($0.90 per unit and then $0.013 per page), which means 500 books would cost $2075. Deduct that from what Amazon will pay you, and that leaves a net profit of around $1300.

If you are going 100% self-published, you will make the whole $1300. But if you are receiving a percentage of net from your publisher, you would take the percentage from this amount. Many subsidiary presses take 50% of net, which means you would make $650on 500 books. If you are working with a royalty publisher who pays you a given percentage of retail or net, you will have to calculate it accordingly.

If you use your Amazon Associates link during your launch, you can earn between 4% and 7% of your retail sales as a commission. In other words, if Amazon were to sell 500 books at $15 (although they will tend to sell it at a lower price), you would make an extra $0.60 – $1.05 per unit. You ALSO make a commission if your buyers happen to buy other products at the same time. It all adds up, so it’s worth making sure your links are in place during a launch.

Please note that these figures are accurate as of this edit (July 26th, 2011).

UPDATE DEC 2011: I’ll be writng another article in the New Year about chosing the right royalty structure for your publication and different ways to use eBooks/Kindle to drive traffic to your print book. Be sure to subscribe to this blog to stay on top of new info articles.

Q10: What’s the real benefit of doing an Amazon bestseller launch?

I’ll be honest with you: it costs a heck of a lot more to run a bestseller launch than you will receive in immediate monetary returns. I think you have probably already deduced that doing an Amazon bestseller launch is NOT going to make you lots of money selling books. So it does beg the question why people bother to do them at all, and why people like me are continually booked months in advance to do these launches.

So here are some of the real advantages of doing an Amazon launch:

  1. It builds your online platform significantly, which ultimately leads to more business for you
  2. It establishes long-term relationships with dozens of networking partners
  3. It raises your credibility as a professional, which has an impact upon your income
  4. It establishes you as a leading expert in your field, making you a sought-after media guest and keynote speaker
  5. It just plain feels great to say you’re a bestselling (especially a #1 selling) author

Deciding to do a bestseller campaign should not be an impulsive decision, nor should it be entered with rose-coloured glasses. My most successful clients are those who entered our work relationship with this level of understanding. They did not have unrealistic expectations, and they took the “kudos” of their bestseller status to build stronger and more viable businesses that could only have come about as a result of their Amazon bestseller campaign. I think most of these would tell you their decision to do a launch made a positive difference in their business.

I hope this article is useful to any of you who are currently preparing to publish a book in the coming year. Please do leave comments below and feel free to contact me via the contact form at http://spiritauthors.com/contact if you have any questions about this content, or you wish to discuss an upcoming launch.

And, as always, don’t forget to subscribe to the Spirit Authors blog for regular tips for authors, both established and aspiring.


Lynn Serafinn is a transformation coach, book promotion coach, radio host and bestselling author of the book The Garden of the Soul: lessons from four flowers that unearth the Self, as well as the upcoming book The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell. She also works as a campaign manager for mind-body-spirit authors and has produced several #1-selling book campaigns. She is the founder/creator of Spirit Authors, a virtual learning environment and community that offers training, coaching, business-building and inspiration for mind-body-spirit authors, whether established or aspiring. As part of her work with spiritual and self-help authors, she also regularly hosts large-scale online virtual events (usually free of charge) with world-class speakers on a range of mind-body-spirit topics. Subscribe to her Spirit Authors blog at http://spiritauthors.com/category/news/ so you can receive more useful tips and news about upcoming online events. While you are there, do check out the excellent and affordable online courses for authors available.

If you are an author seeking 1-to-1 support or campaign managment for your upcoming book launch, you are also invited to request a free consultation by filling in a contact form at http://spiritauthors.com/contact. Please note that full service campaigns require a 6 to 8 month lead-in time, so be sure to contact Lynn well in advance of publishing your book.

HeadphonesAuthor, book promotion coach Lynn Serafinn shares her tips on building your list by giving away great audio to your social media network.

Authors are always looking for ways to promote their books online. However, many are under the mistaken impression that promoting your book means you need to put excerpts on your blog or give away free chapters for download. And while giving away parts of your book might seem to make a lot of sense, it’s not necessarily the most effective way to promote your book online. The Internet is flooded with information. Even free content has got to kick some serious butt to make an impression on readers these days, who probably have a backlog of things on their “to read” list.

So instead of running the risk of becoming yet another unread masterpiece, I’d like to suggest authors put down the pen (or their keyboard) for a little while and start recording their voice instead.

Yes, I’m talking about giving away audio instead of all your precious writing. Why audio? Well, for one thing, if you follow some of the tips below, you don’t have to do much to produce the content. Secondly, audio has a higher perceived value than simple text. And lastly, audio get your audience closer to you. Speaking to your audience directly, and letting them get to know the sound of your voice, is both powerful and intimate.

What kind of audio can authors give to their readers?

Here are some ideas:

  1. Get yourself booked on some Internet radio shows and then give away the recordings of some of your interviews (ask the host if it’s ok first, of course). Make sure the interviews are content-rich and interesting to the listener. If they are just “pitches” about your book, no one will be interested in them. In a future article, I’ll give you some tips about getting booked on shows.
  2. If you don’t have any interviews in the coffers, set up a webinar on your topic (or a series of them), use the recordings of those. Not only will it be a good promotional activity on the day, but you can reuse the audio as an ongoing give-away gift.
  3. You can also do a live reading of the most powerful part of your book in front of a small audience and record that, or record it directly into your PC if you don’t happen to have an audience on hand.

Use your imagination, but make sure you give away at least 15 minutes of audio as your free gift. Some of my giveaways have as many as 8 hours of audio, depending upon the subject matter.

How good must the quality be?

If you are recording at home, be sure your audio is recorded and mixed down to MP3 format at a sample rate of 44.1kHz at 16 bits. If your recording is from an Internet broadcast, it will be compressed and the audio quality will be much lower resolution, but for a free gift, that is usually acceptable. Some conference line recordings, however, are at set to such a low fidelity they are really not usable. Do a test run first and listen back to it. If there’s a lot of noise (indicating low bit rate) or it sounds like you have a lisp every time you say the letter “s” (indicating the sample rate it too low), it might not be a wise choice.

MP3 PlayerHOW do you deliver your free audio gift?

Be sure you have created a way for people to DOWNLOAD the audio, rather than use an online player (such as Audio Acrobat). Remember that people like to play MP3s on their iPod or other portable player while driving in their car or commuting on the train to and from work.

Secondly, don’t deliver your audios all at once. Spread them out over a few days or send one audio per week. There are two reasons for this. The first reason is to allow your audience to take their time “consuming” your content. People might be speed readers, but there is no such thing as a “speed listener.” An hour of audio takes an hour to listen to it. When you deliver too much audio all at once, people are LESS likely to listen to any of it (I still have a couple of my offers set up like this, and keep meaning to change them). But the other reason why it is a good idea to spread out your delivery of audios is this: when you deliver four audios over a period of four weeks, it allows you to build a stronger relationship with your audience.

Make your “squeeze page” (the page where they enter their name and email to get your audio) as MINIMAL as possible. Don’t confuse the reader with other offers or links on your page. Make the audio the-one-and-only offer on the page, and resist the urge to link out to other pages of your website.

On your download page (the page people go to after they sign up for your audio) make sure you have a “call to action”, which should comprise of a picture of your book, a quote from a great endorsement, and a link to buy your book online (don’t forget to use your affiliate link if you have one!). Also put this same call to action at the end of any follow-up emails you might send them. If you are delivering a new audio every week, your readers will see this call to action every time they go to retrieve their new audio.

WHERE do you offer these free audios?

Ok, so here’s where the magic comes in. Here are some of my favourite uses. And the nice thing about them is that once you have them set up, you just walk away from them and let them do their magic:

  1. As a ‘thank you’ gift when they subscribe to your ezine/ newsletter (this is probably the most common way people use them)
  2. As a ‘welcome gift’ when they “like” your fan page on Facebook
  3. As a ‘bonus gift’ on a JV campaign for another author’s book launch
  4. As a ‘Thanks for Following Me’ gift to new Twitter followers using Social Oomph
  5. As a ‘random gift’ on Twitter or Facebook. Every now and then when you tweet, just tell people you’ve got a free audio for them. You can use Twaitter to schedule them to go out 1x a day, 1x week, or whatever you like.

And here’s a Bonus Tip:

*** Give your audio as a totally ‘unexpected gift’ in your bio at the end of an article… like the one you see below. 😉

I myself have numerous audio offers going out on a regular basis throughout the year, which add hundreds of new names to my list without my even trying. I hope these ideas spark your creative juices and help you build your own list and social media following with lots and lots of wonderful new people.

I love to know whether or not you found this article to be helpful. Please DO leave a comment below to let me know, or to write to me at http://spiritauthors.com/contact ask any questions you may have about this information.

Happy recording!

======================

Did you know that a lot of nice people hate marketing?

Artists, authors and holistic business owners are some of the most common. Maybe YOU are one of these people? Find out about the relationship between marketing, business owners, and the future of our planet in this 10-page eBook and 18 minute audio book “Why Nice People HATE Marketing” at http://spiritauthors.com/pages/bonus/why-nice-people-hate-marketing-request.html which is a sneak peek at just a handful of the cutting-edge ideas presented in the upcoming book The 7 Graces of Marketing: how to heal humanity and the planet by changing the way we sell by Lynn Serafinn coming at September 2011. You can pre-order the book now on Amazon.

Book promotion expert Lynn Serafinn from Spirit Authors shares her tips on what every first-time author should know about royalties, retail price and printing costs before they self-publish a book.


Recently, in one of my LinkedIn Groups, a new author asked, “Does anybody have experience with self-publishing companies and the way they pay royalty fees?” I thought the answer to this question was something many new authors would like to know, so I thought I would share my response with my Spirit Authors readers. Below is a copy of the post I made on December 15th, 2010.

Hi there LinkedIn,

Here’s a breakdown of how most self-publishing royalties work:

By self-publishing companies, I assume you mean “publishers” such as iUniverse (probably the most known, but really only one of many) who set up your book to be distributed via print-on-demand (POD). The company I used for my first book is a small company called Authors Online – http://authorsonline.co.uk. I chose them because they are a small friends-and-family run company who take good care of their clients.

The POD press most often used is a company called Lightning Source. There are 2 major Lightning Source plants (when I last checked), one in Kentucky and one over here in England in Milton Keynes.

These kinds of companies don’t generally get your books into shops, but rather focus on Amazon, B&N, etc. The self-publishing publisher sets up your ISBN and arranges for your book to appear on all these online retailers. But be SURE you read the fine print. I had a scenario not very long ago when one of my clients went with Create Space (Amazon’s own print-on-demand publishing company) and they did NOT place the book on all 6 (now 7) Amazon sites throughout the world, cutting down SIGNIFICANTLY on my client’s sales. So be sure you ask if the company GUARANTEES you will be on all Amazon sites… but (if your book is in English), most especially Amazon US, Canada and UK.

Ok, so here are 7 facts about self-publishing and typical royalty structures:

1) Amazon buys your book for 45% of the retail price. That means, if you book retails for $10, Amazon pays your publisher $4.50 (not you… unless you actually START a publishing company and are selling the books directly to Amazon).

2) From that $4.50, your publisher subtracts their printing costs. Not sure of what they are in the US, but here in the UK, the costs are typically 1p (let’s say 2 cents) per page, plus 70p (let’s say $1.25) for the cover. So a 100 page book would cost $3.25 to print (don’t quote me on the exact figures; these were current as of 18 months ago in the UK. DO ask your publisher these questions).

3) If the book costs $3.25 to print, and you have received $4.50 from Amazon, it means your NET is $1.25.

4) Most self-publishers do a 50/50 split of the net, or in that ball park. That would mean your royalty per book sold is a whopping $0.67. Most payouts are quarterly, starting 4-6 months after publication.

5) Of course, you could also set the retail price higher to ensure you get a higher royalty. The best thing to do is to go online and check out similar books in the same niche, and check out their page count, and see how much their retail price is. Bear in mind, that Amazon will normally sell you book for LESS than retail, but you will still receive 45% of retail unless you tell them you are willing to take less in order to drive up sales (not recommended for first-time author, frankly!).

6) If you go FULLY self-published (i.e., set up your own ISBN, deal with Lightning Press, etc), then your royalty is 45% of retail. Subtract your printing costs from that, and that is your net profit per book. That is what I am doing with my next book.

7) Last option: getting the books printed in bulk (most do this overseas) can drive the cost per book WAY down, but you have a massive front-loaded investment at high risk because the minimum run is usually 1000 books or more to get a good price. PLUS you have the set-up costs, as it is not the same as digital POD. Any time I have seen new authors do this, they end up with a house full of hundreds of unsold books, and feel very discouraged. I don’t recommend it unless you have a solid promotional platform and good distribution set up. ALSO, bear in mind that if you go this route, book distributors tend to take the books on consignment and they don’t pay anything if the books don’t sell. And who do you think is responsible for the marketing? You guessed it – you. Furthermore, they might take 300 books from you when they first come out, but they can RETURN every book that hasn’t sold (or worse–been returned to the retail shops!) after a certain period of time.

BTW, I help self-published mind-body-spirit authors via my site Spirit Authors at http://spiritauthors.com. I’m re-opening Module 3 on self-publishing in February 2011. The course for writing your book (Module 1) and building your online platform (Module 2) are already available. You can take a 7-day test drive of those courses for only $1.

I also do full-service Amazon book launches at http://spiritauthorscoach.com. Drop me a line if you would like to chat.

Warm wishes,

Lynn Serafinn


About Lynn Serafinn, Creator of Spirit Authors

Lynn Serafinn

Lynn Serafinn is a transformation coach, book promotion coach, radio host and bestselling author of the book The Garden of the Soul: lessons from four flowers that unearth the Self.

Her upcoming book, The 7 Graces of Marketing, is coming in June 2011.

She also works as a campaign manager for mind-body-spirit authors and has produced several top-10 book campaigns, including FOUR #1-sellers, in 2010 alone. She created Spirit Authors to offer training, coaching, business-building and inspiration for mind-body-spirit authors, whether established or aspiring. Contact Lynn about YOUR book project at at http://spiritauthors.com/contact.

Be sure to subscribe to this blog for regular book writing and promotion tips (just fill in form at right of your screen).

Sign up for Lynn’s bi-monthly newsletter Creative Spirit (fill in form below) packed with inspirational articles, self-promotion tips, broadcast guide to her radio show, and news about upcoming spiritual author book releases.

Throughout the year, Lynn also hosts large-scale telesummits with world-class speakers on a range of mind-body-spirit topics. Your subscription to Creative Spirit will ensure you’ll be the first to know how to attend these free events.


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Finding Your Readers

Lynn Serafinn, promotion manager for #1 seller mind-body-spirit authors, on how to understand your relationship with marketing, identify your target audience and find your potential readers.

Many authors come to me for marketing advice just as their books are getting ready for publication. You will, however, note that I have placed this module BEFORE the module on preparing for publication. That is because, quite frankly, if you do not start your marketing long before your book is even finished being written, then you are apt to have a book come out and be extremely disappointed in the sales results. You might ask, “How can I market a book that isn’t even written yet.” The answer is simple. You aren’t. You are marketing YOU. That is what this lesson is about. It will really get you thinking about your personal relationship with all those wonderful people in the world who will be reading your book in the not-so-distant future. It will give you some strategies to identify them, know them, find them and reach them in an authentic, spirit-based way. If you find yourself resisting any of the material in the lesson (and I have had many a client and colleague for whom some of these ideas pushed them to their “edge”), slow down and take as much time as you need to understand why you are resisting. To understand this resistance fully, we will be exploring what I consider to be the key factors that influence how we approach the subject of self-promotion and online marketing

  1. Our relationship with money/selling
  2. Our relationship with technology
  3. Our relationship with other people
  4. Our relationship with ourselves (and I mean our TRUE Selves)

And after that self-examination, you’ll be ready to embark on a journey exploring how these factors will impact the success of your book, as you take the first step towards building your promotional platform — identifying, finding and reaching your targeted readers.

The above introduction is from Lesson 1 of Spirit Authors Module 2:
Pre-Publication Marketing Musts (aka “100 Days to Build Your Online Promotional Platform).

In that lesson, you will:

  1. Explore your relationship with money, marketing and selling
  2. Learn how to identify your target audience and why this is important
  3. Learn the two key goals of early marketing
  4. Outline the infrastructure you need for finding your audience online
  5. Create a plan for reaching your audience

For more information about the complete 10-week course, which includes audio downloads, full transcripts, weekly workbooks, access to member forum and monthly members-only calls, see http://spiritauthors.com/module-2/mod-2-overview. You can take the course for a 7-day “test drive” for only $1, and get some great free bonus gifts just for checking us out.


About Lynn Serafinn, Creator of Spirit Authors

Lynn Serafinn

Lynn Serafinn is a transformation coach, book promotion coach, radio host and bestselling author of the book The Garden of the Soul: lessons from four flowers that unearth the Self. She also works as a campaign manager for mind-body-spirit authors and has produced several top-10 book campaigns, including FOUR #1-sellers, in 2010 alone. She created Spirit Authors to offer training, coaching, business-building and inspiration for mind-body-spirit authors, whether established or aspiring. Contact Lynn about YOUR book project at at http://spiritauthors.com/contact.

Be sure to subscribe to this blog for regular book writing and promotion tips (just fill in form at right of your screen).

Sign up for Lynn’s bi-monthly newsletter Creative Spirit (fill in form below) packed with inspirational articles, self-promotion tips, broadcast guide to her radio show, and news about upcoming spiritual author book releases.

Throughout the year, Lynn also hosts large-scale telesummits with world-class speakers on a range of mind-body-spirit topics. Your subscription to Creative Spirit will ensure you’ll be the first to know how to attend these free events.


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Categories : News, Platform Building
Comments (3)

Many of you have probably seen online promotional campaigns where people have partnered up to help launch a new book or product. Perhaps you’ve wondered why people would bother to get involved in another person’s book campaign, and what they could possibly gain from it. It’s easy to understand how a collaborative campaign benefits the author whose book is being launched. While being #1 on Amazon doesn’t necessarily mean you’ll be raking in the “big bucks”, the kudos of being a #1 seller is worth many times its weight in cyber-gold when seeking gigs as a public speaker or media guest. Furthermore, if you are a self-published author who later wishes to approach a publisher, being able to prove your ability to promote yourself successfully will be highly influential in their decision of whether or not to pick you up as one of their own.

But when it comes to being a PARTNER on such campaigns, many people ask the question, “What’s in it for me?” They wonder things like:

  • “By promoting someone else in the same field as mine, am I not just handing a sale over to my competitors? Isn’t that totally against all business logic?”
  • “Doesn’t promoting someone else take the limelight off me and shine it on the other person, leaving me in the dark?”
  • “Won’t people be less inclined to buy MY book when it comes out if they have already bought the other author’s book?”
  • “I’m still writing my book. Shouldn’t I wait until my own book is finished before I consider partnering on someone else’s book campaign?”

The answer to ALL these questions is the same – Absolutely NOT!

Here are 7 good reasons why you should become a partner on someone else’s book launch campaign, and why you should do it NOW rather than later:

  1. List Building. I mention “list building” first only because most people think this is the primary reason why you would join a collaborative campaign. It is indeed true that such campaigns give you the opportunity to grow your mailing list, but your success will be contingent upon how attractive and relevant your message and your bonus offer is to the target audience of the campaign. Be sure you join campaigns that appeal to your target audience and take time to create bonuses that are likely to attract people who will stay with you. And while wanting to build your list is one good reason to join a campaign, it is NOT the primary reason. Read on…
  2. Friendship/business relationships. In my opinion, this is the top reason why you want to join a campaign. When you work on a campaign of this kind, you are not just working with the author; you are also working with the other partners, increasing your network of excellent business associates. I cannot tell you how many creative alliances were made between partners I introduced to each other on my book campaigns. The alliances you form can have a big impact on your business growth in the long term. Remember-if you have enthusiastically and authentically helped someone else succeed, they will remember you and are likely to support you when you go to launch your own book… for no other reason than the fact that they like you.
  3. Visibility and Brand Recognition. The campaigns I design reach hundreds of thousands of people. Even if people do not opt into your list, every time someone goes to the book launch page, they see your face, brand name and product. Think about it: this is free promotion for you. Dozens of other partners on the campaign are helping to get your name out by driving people to the launch page. Even if your own book is only in its early stages, you can (and should) create a bonus that gives a “sneak peek” at who you are and what you are about. State the name of your book and the date it will be coming out (or a close estimate). Start building your brand recognition NOW.
  4. Association in the public eye. When you appear on someone else’s page, people associate you with that person. They assume you have something in common and that you have some sort of personal connection. If you are part of a campaign with people who have high profiles, it can raise your own profile in a very positive way. I had a new partner approach me a few months ago who said, “My list isn’t that big, but I’m a good networker and I just want to ‘play’ with you guys.” In other words, she wanted to be associated with the other partners on the campaign, which is great. I took her on as a partner right away, and she became one of the most reliable partners on my list. Be sure to select a campaign that creates the RIGHT association in the public eye. That way, when your book does come out, people will already associate you with similar books and be inclined to check you out.
  5. Learning the ropes. Being on someone else’s campaign is the BEST way to learn what works and what doesn’t work in a book launch… but you’ve got to study it and pay attention to detail. One of my networking partners recently told me that she had been studying how I ran my campaigns and was going to have her team implement my strategies in her own upcoming book launch. As a result of her highly-organised campaign, her book hit #1 in two Amazon categories in both the US and Canada. Being on the inside of campaign and receiving all the communication from the project manager is the very best way to learn how campaigns work.
  6. Empowerment and satisfaction. When we work together as a team and help a new author reach the #1 rank, there is a genuine feeling of empowerment and satisfaction of having achieved something together. It isn’t about “sales”; it’s about working together to reach people’s hearts. By telling others about this wonderful book, you have spread good will and added value in the world. And knowing you have the ability to inspire others to buy a great book will boost your self-confidence when you get ready to release your own book (or teleseminar, course, workshop, etc.) in the future.
  7. Practicing the Law of Abundance. The old era of marketing was based upon fear, scarcity and competition. Now, we are entering a new era of spiritual marketing is founded upon mutual support, collaboration and a belief in abundance. This new era can only evolve if we come to trust that the Universe has enough for all of us, and that the more we allow energy to flow by giving to others, the more will come to us in return. While our wish to receive should not be our motivation for giving, our faith that we will be taken care of should be at the very foundation of our trust. If you wish to flourish, become a partner on a campaign. It will help you shift from scarcity mentality to a feeling of expansion and abundance.

I hope this article has helped you see the many advantages of partnering on a campaign. Remember: it’s not just about selling books and list building. There is much more to it than that. Every campaign I do gives me a rush!

And if this article has enticed you to expand your networking, and you would like to become a partner on an upcoming book launch, here’s your chance, I am currently seeking partners for several upcoming book launches.

~ JOIN A CAMPAIGN ~

If you would like to be a partner on a book launch, check out the latest campaign I am running HERE:
http://spiritauthors.com/latest-book-launches

I look forward to hearing from you!

Warm wishes,

Lynn


About Lynn Serafinn, Creator of Spirit Authors

Lynn Serafinn

Lynn Serafinn is a transformation coach, book promotion coach, radio host and bestselling author of the book The Garden of the Soul: lessons from four flowers that unearth the Self. She also works as a campaign manager for mind-body-spirit authors and has produced several top-10 book campaigns, including FOUR #1-sellers, in 2010 alone. She created Spirit Authors to offer training, coaching, business-building and inspiration for mind-body-spirit authors, whether established or aspiring. Contact Lynn about YOUR book project at at http://spiritauthors.com/contact.

Be sure to subscribe to this blog for regular book writing and promotion tips (just fill in form at right of your screen).

Sign up for Lynn’s bi-monthly newsletter Creative Spirit (fill in form below) packed with inspirational articles, self-promotion tips, broadcast guide to her radio show, and news about upcoming spiritual author book releases.

Throughout the year, Lynn also hosts large-scale telesummits with world-class speakers on a range of mind-body-spirit topics. Your subscription to Creative Spirit will ensure you’ll be the first to know how to attend these free events.


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