Archive for promotion
Book promotion coach and campaign manager Lynn Serafinn reflects on the Law of Attraction when her client, Luis Diaz’s book Memory in the Cells hits Number 1.
I learn so much every day of my life.
Let me set the context. Just a little over 24 hours ago, my fantastic client (and I really mean that), Luis Angel Diaz, launched his book Memory in the Cells: how to change behavioral patterns and release the pain body. The book, which was originally written in Spanish and has only now been translated into English, is about healing your emotions at the deepest level of your being. I first met Luis on the Ning networks, and have watched his work for the past few years. When he first approached me to be the campaign manager for his book, I knew that he already had cultivated a widespread, loyal audience in the Spanish-speaking world for decades, and that the release of this new translation of Memory in the Cells would be his first real introduction into the English-speaking audience at a global level.
Over the course of the past 5 months or so, I have been working closely with Luis and his team to create a wonderful promotional campaign that would reflect his personality, his values, and the true essence of what he does. That is really the fundamental principle behind all the promotional campaigns I co-create with my authors. My campaigns aren’t really about the book so much as they are about the author (and, yes, we create them together—that is absolutely vital). In this way, the campaign becomes something unique that cannot be duplicated by anyone else. It is my experience that when the heart and soul of the author is fully present within the core of the campaign, the campaign has a special sparkle to it that “magically” makes it work—even if it is a first-time, self-published author.
I call this approach “the path of least resistance to the Self” and it’s my fundamental principle to how I approach life. My core belief is that when we are truly and visibly authentic in the world, then all that is meant to flow into our lives comes to us with ease and grace.
“Ease” doesn’t mean we don’t WORK for it—heck no! Frankly, during these Amazon book launches, I have to block out 3 solid days because there is simply so much to do and so much promo copy to write that I’m pretty much “on call” 24 hours of the day during that time (I didn’t go to bed last night until 5am, and then I got up again at 9am). When I say “ease” I mean that the ideas are flowing, the energy is flowing and you just plain feel fantastic (even if you ARE in serious need of sleeping for about 12 hours straight after the launch is all over!).
Now, a lot of people might say that this sounds like the “Law of Attraction.” But the funny thing is, I never have used that term to describe my approach to life. In fact, I’ve pretty much shunned the term because I found the film version of The Secret to present things in a way I couldn’t really relate to. It all looked too simple—desire, believe, receive. I remember the scene in the film where the girl looks in the shop window at a very expensive necklace and it’s suddenly around her neck—well, I must confess it put me off the whole film because it seemed shallow to me (I do admit I have never read the book; I am told it is much better).
Well, what is so funny (or at least I think it is) is that yesterday I came face-to-face with The Secret, and I’m feeling like it’s a real test of my own power of intention!
Within a few short hours of the release of Memory in the Cells, it SHOT up like rocket to the #1 place in Canada in three categories including Mental and Spiritual Healing and New Age (which is a massive category, and VERY hard to get to #1). Luis’s book even surpassed authors like Louise Hay and Eckhart Tolle and so many others you would recognise. Moreover, it achieved an astonished rank of 14th of ALL books in Canada. That means, out of something like 2 million titles, his is the 14th bestseller of ALL of them in any category. It’s remarkable to say the least, and I am really feeling pretty pleased with myself today, especially as (as of this writing), the book is STILL holding strong to the #1 place.
Have a look at the illustrious company he is in:
And again #1 in New Age in Canada…
But here’s where The Secret comes in.
The book also got as high as #5 in the UK and a very impressive #3 in the US, and the rankings in the US were just a few books shy of the top 100 of all books, which is, frankly, astronomically good for ANY author, what to speak of a self-published (and first-time in English) author like Luis. But you know how it is… once you have a taste for #1 you want it all. I WANT his book to go to #1 in the US. Like a hawk I’ve been watching the rankings every hour and I see it creeping up 1 notch at a time… holding at #3 for hours and hours and hours…
So then I thought I’d take a look to see what’s sitting in front of him at #2.
Can you guess?
Yup. Rhonda Byrne’s The Secret!
Ironic, isn’t it? It is sitting there like a big giggling challenge for me, seeing if my desire for Luis’ success is powerful enough to “attract” that elusive #1 slot in the United States. It’s asking me, “How much do you really want this?” “How much to you really believe you will receive it?”
Ok, here’s my answer: Totally on both counts.
I REALLY want this for both Luis and myself:
- For Luis, I believe reaching that pinnacle in his genre would give a real push to his speaking platform in the United States, and worldwide.
- And for me, well, I just keep aiming to get higher and higher on each campaign I create because every time I push the boundary that much more, it brings in more energy and potential for my future clients and makes my business stronger. It’s also creating more abundance not only in my life, but also in the lives of others, because the more my business grows, the more people I hire to work on campaigns with me!
So right now, I actually have come to a completely different relationship with The Secret and the idea of “Law of Attraction”. I am viewing both as a wonderful opportunity for me to create a solution to my desire for Luis to move into the #1 slot on Amazon US today.
And so I wrote this article.
And seeing “obstacles” as not being obstacles at all, but rather as opportunities for creating new solutions to what we most desire in life is, I suspect, what “The Secret” really is, after all.
So, as I said, I learn so much every day.
Let’s see what happens.
You can find Luis’ wonderful #1-selling book Memory in the Cells at http://memoryinthecells.com. And just to “attract” you to check it out, if you buy the book TODAY, you can receive over 30 free downloadable gifts from an array of international experts in many fields of personal development. I’m also offering my mini eCourse “Making Friends with the Monsters Under Your Bed.” I’ve received well over 100 requests for the download in just the past day. Certainly attracting something!
About Lynn Serafinn, Creator of Spirit Authors
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 FOUR #1-selling book campaigns, and another #2-selling campaign, 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.
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SIDEBAR NOTE: If you haven’t yet gotten your copy of Allison Maslan’s Number-1 seller, check it out at http://myblastoff.com/booklaunch.
This is a true story of how one small thing can change your life.
Back in September 2009, a fellow named Tony Eldridge, whom I had met on Twitter, asked me to write an article for his book marketing blog, talking about the promotional strategies I had used that enabled my book The Garden of the Soul: lessons from four flowers to unearth the Self to become a bestselling title. I was a first-time, self-published author. I wasn’t exactly rich, and I had next to nothing to spend on promotion, so I did just about all of it myself. But somehow, by dint of my having spent the previous two years attending dozens of live seminars and teleseminars and reading hundreds of articles and eBooks on the topic of book promotion and Amazon launches, I built my online platform, designed my campaign and found some truly wonderful joint venture partners to assist me. As a result, my book became a bestseller in the UK in spirituality and mind-body-spirit categories, as well as in self-help category in both the US and the UK. I couldn’t have been happier. At age 50-something, it really was the dream of a lifetime.
I knew that the success of my launch had come from building my platform at least a year before my book had come out. So when Tony approached me to write the article, I decided to call the article “Pre-Natal Care for your Book,” with the aim of encouraging authors to start building their platform months before they even finished writing their books. When he published my article on 6 October 2009, Tony announced it on Twitter, and continued to ReTweet the link to it throughout the month.
I was very pleased with the article, and very pleased Tony seemed to like it too. I had no idea, however, that this one small thing was very soon going to be the catalyst that would change my life.
A few days after the article was published, an author from California named Allison Maslan saw one of Tony’s ReTweets (bless your tweet heart, Tony), and clicked the link to read my article. She was intrigued with it and contacted me through my website, asking me if I would “coach” her to create a book promotion campaign, because she had just landed a book deal with Morgan James Publishers for her book Blast Off! The Surefire Success Plan to Launch Your Dreams into Reality.
I asked, “What do you want me to do?”
She replied, “Exactly the same thing you did for your own book. I want to do all of it.”
Without thinking, I heard myself saying to her, “OK. Except it’s not enough. My book made it to Number 18, and that was great at the time. But I want your book to do better than that. I want it to go all the way to Number 1.”
Reaching Number 1 was something I had a difficult time imagining, but I really meant it when I said it. Over the months Allison and I worked together, I found myself saying, “I want your book to be a Number-1 bestseller,” again and again. The desire was so powerful I could feel it in my gut.
I have to admit, though, that somewhere in the back of my mind I could hear a voice chiding me, “Number 1, you say? Uh-huh. Well we’ll just see about that!” But in spite of my occasional self-doubt, my logical mind told me if I simply applied all the learning I had amassed from having completed my own launch several months earlier, I could avoid all the pitfalls I had encountered and easily surpass my previous achievement. It seemed perfectly “do-able”.
And while such logic is a wonderful thing, the greater thing I have learned is that when you set a sincere intention, the Universe conspires to ensure it comes to fruition. So honey, let me warn you—before you open your mouth and speak loudly enough for the Universe to hear, you’d better be sure you are ready for outrageous success. But when you say it, you really have to mean it. Don’t just wish it. Don’t just say to yourself, “That would be really nice.” Feel the desire so powerfully that you will not accept anything less, and then commit to doing the work that will make it come true.
Over the following months, I worked closely with Allison to design, coordinate and deliver her campaign. First we tightened up her platform by building a strong online infrastructure and integrating all her social networks. Then, I showed her how to operate many new software programmes. She got to be a real pro at them in no time and soon she was off and running and gathering new followers every day. She was a natural at it, and because she was such a nice person, people simply WANTED to be connected to her.
Then I introduced her to an excellent communications coordinator, Yvonne Perry from Writers in the Sky, whom I had met on my Garden of the Soul Ning group. Together, we three assembled a truly vibrant team of spirit-based joint venture partners. We then designed all the timetables, promotional copy, strategies, sales pages and so many other things. As the day of the launch approached, we worked out tracking systems and a rota for watching the sales. There were some pretty hair-raising last minute “tweaks” behind the scenes and Ali, Yvonne and I were writing emails to each other so rapidly, it was almost like talking in real time.
The day of the big launch finally came Tuesday 19 January 2010. As I live in the UK, I was up hours before Allison or Yvonne. Soon, Britain woke up and started shopping online. I found my heart pounding when I first saw Allison’s book get into the Top-20 bestseller lists in the UK, alongside and even AHEAD of celebrities from Britain’s show “Dragon’s Den”. I frantically started sending out blogs and newsletters and tweets to tell people about this great news. Then, as North America woke up (Allison amongst them), and I started to see her book climb the US and Canadian charts, I could feel my heart pounding even louder. Heck I think I could even hear Allison’s heart pounding all the way from San Diego! Wow! Suddenly Blast Off! was soaring up the charts into the Top-10. Unbelievable. She had indeed passed my own book’s rank, just as I had said I truly wanted.
Behind the scenes was a FRENZY of emails, Tweets, Skypes and on-the-fly blog posts. We analysed. We strategised. It was total madness! I think if I could pick one thing I am most proud of about the campaign, it would be when Allison got to the Number-4 ranking, just behind Gary Vaynerchuk and Michael Gerber—two monumental names in the charts. We looked at the sales figures and estimated that we were very close to the Number-3 position, and all we needed to get over the “hump” was another 15 book sales. At that point, I sent out an appeal to all our members on Spirit Authors fan page on Facebook, as well as my blogs, and Allison sent out emails to her lists, telling them exactly what was going on. Yvonne started Tweeting like crazy. Within minutes, people responded with messages of support, telling us they had just bought the book.
I watched as an amazing truth became evident—people WANTED Allison reach Number-1. Their desire was just as strong as ours… except now there were hundreds of people all desiring the same thing.
And do you know what? With all that passionate desire being sent into the cosmos, the Universe could not help but fulfil our collective wishes. It was like an ocean of desire flowing into cyberspace.
In less than an hour, the book Blast Off! by my wonderful client (and now dear friend) Allison Maslan not only moved into the Number-3 rank, but within the next couple of hours, it also rose in both US and Canada to become Number-1 bestseller in entrepreneurship and was dubbed Number-1 “Hot New Seller”. It also made the top 5 in several other categories including “motivational” and “self-help”.
As you might imagine, Allison is over the moon and she is getting a lot of media attention. I spoke to her this evening and she has FOURTEEN radio interviews tomorrow! I can’t imagine that many interviews in one day. And I have to say, it couldn’t happen to a nicer person.
As for me, I’ve been living on not much more than adrenaline all week. But I really wanted to come back down to earth to tell you about the exciting things that have been happening in my life since the success as Allison’s campaign.
My first big announcement is that “Lynn the author” is now being represented by Waterside Literary Agency in Los Angeles, who also represent an array of illustrious spirit-based authors such as Eckhart Tolle, Neal Donald Walsch, Barbara Marx Hubbard, and of course my own client, Allison Maslan, amongst many others whose names you would undoubtedly recognise. Together, we are getting ready to approach publishers with a proposal for a NEW book I am writing. I’ll be telling you more about it over the coming months.
The second bit of news (and this will probably come as no surprise) is that, ever since the launch, I have been approached by a steady stream of authors requesting I help them with their book campaigns. Some of these are truly BIG and exciting projects. I’ll be telling you all about these wonderful books over the coming months.
All of this truly takes my breath away and, of course, I am absolutely thrilled so many people are approaching me about managing their spirit-based book campaigns. But there is a flip side to all this that also needs to be considered:
a) There’s only one of me and there are hundreds of authors who need help with their book projects and
b) Private campaign managers are simply not a financial option for everyone.
But here’s the beauty of the situation. The Universe is so incredibly wise and clever, it has been orchestrating a solution to this dilemma for the past two months, long before any of these events had occurred.
What is the solution? My new Spirit Authors site, of course!
For the past two months, I’ve been very excited about my new project Spirit Authors, which is a membership site that allows me to combine my professional experience as a teacher, coach, author, online promotion expert, WordPress “techie” and non-stop talker (!) in one place. I call it a “Virtual Coaching and Learning Experience” for mind-body-spirit authors—including those who simply have a dream to write and be a published author in the future. What Spirit Authors will offer authors is the opportunity to learn from myself and a range of other industry professionals about writing, social network-based promotion, self-publishing, Amazon launch campaigns, and making the most of your success, while always retaining your spirit-based focus, and being true to your personal values. It is also an online community, offering you the opportunity to make close personal and professional connections with others of like mind, for friendship, support, ideas sharing and business partnerships.
I originally set up this project because it resonated with my own values and interests. It also fulfils a long-term dream for me, because I have an MA in adult education and distance learning, and for many years I wanted to create a really fabulous online course, using all the principles I have learned in my many years as an educator.
But what I now understand is that the real importance of the project is that it will be able to help HUNDREDS of authors get the information and support they want and need for their projects. I couldn’t possibly do that as a one-to-one coach.
I have arranged a Grand Opening Webinar Week, Monday 22 through Friday 26 February. I’ve got over a dozen industry professionals from authors, marketing specialists, publishers, editors, etc., coming along to share their wisdom and experience on the air. And, yes, Allison Maslan will be amongst the guest line up to tell us what life has been like since becoming a Number-1 bestselling author. It’s all going to be FREE in celebration of the Grand Opening of the new Spirit Authors site.
So there you have it. It all started by someone asking me to write a simple little blog article. Less than six months later, so many things I wanted to achieve in life are all joining together. It has truly been a dance of synchronicity, desire and manifestation.
If you follow my work, you know that one of my key messages is that there is great learning to be found in every story of our lives. So for this story, let me offer you these two “thoughts for the day:”
a) Never underestimate the power of an opportunity you are given, even if it seems very small. You simply do not know how far it will take you.
b) The more you desire to fulfil the dreams of others, the more your own dreams become fulfilled.
Thanks for reading. I really needed to share this story with you. Just by reading these words, you have become a part of my journey. Even if we have never spoken in person, I know on a subtle level that your presence in the world is impacting my life in ways I cannot yet measure. Similarly, I truly hope my presence in the world is impacting you in some small but positive way.
Transformation Coach, Book Promotion Coach,
Author, Teacher, Talk Radio Host
Well, ok, the word “sell” does have four letters, but you know what I mean.
What is it about this photograph that creates a negative reaction in so many of us? Is this the mental image we have attached to the word “selling”? How many of us unconsciously believe selling to be something sleazy, insincere and unpalatable? If we do, why? And what are the ramifications of our aversion to this four-letter word?
I am a spirit author, but I’m also a coach. The majority of my clients are holistic healers, coaches, authors (especially in the mind-body-spirit genre), teachers, and artists in general. What do all these people have in common? Well, for one thing, they tend to be highly sensitive, creative, spiritually focussed and caring individuals. They are also very devoted to their craft, and have a strong desire to help and inspire others. They sound like lovely people, don’t they? They are.
But these people also tend to have another thing in common—they have a strong tendency to cringe at the mere mention of the word “selling”. This is nothing new. After all, the notion of the Bohemian “starving artist” has been with us for centuries. Art and money have always seemed to be antithetical forces in our minds, whether consciously or not. I was a professional musician for decades and used to hang out with the “arty” crowd, and I always found it amazing how many artistic people maintained the notion that getting paid well for their art was tantamount to “selling out”.
Similarly, we seem to create the same divide when it comes to healing professions or anything to do with the heart and soul. I cannot tell you how many people I know in these areas who have the unspoken (and sometimes spoken) belief that asking for money for their work renders them insincere. As a result, they don’t ask for what they deserve. Sadly, I have watched all too many of them go out of business over a short period of time.
So, we have a dilemma.
On the one hand, from a practical perspective, if all the sensitive, soul-based, caring, healing and creative people in the world do not get paid adequately for the wonderful things they do, it means that the world will no longer be blessed with wonderful healers, writers, artists, musicians, coaches, teachers, etc. And that would be a real tragedy.
On the other hand, if all heart-based people in the world suddenly became hardened sales people, like the grinning fellow in this photograph, they would lose the wonderful quality that makes them who they are. If money became the sole focus of their mind-body-spirit work, it would take the soul out of what they do.
Clearly a balance must be found between the two extremes.
This balance was the primary focus I had when I wrote “Module 2: Pre-Publication Marketing Musts” of the Spirit Authors course. “Selling” in the mind-body-spirit genre is very different to other markets. We cannot embrace the same formulae taught by many other marketing schools and expect to reach our target audience in a positive way. After all, the people who read your mind-body-spirit books are just as sensitive as you are, and they cringe just as much at the word “selling” as you do. The mind-body-spirit market is a giving one, based upon long-term relationships. Module 2 of the Spirit Authors course is aimed at showing you how to build your promotional platform in a way that is authentic, guilt-free, friendly and fun.
Helping you to learn how to “sell” your wonderful mind-body-spirit book without this four-letter word getting in your way is a big part of what Spirit Authors is all about. We’ve got a fantastic Grand Opening going on throughout the week of 22-26 February 2010, with over a dozen industry experts coming on board to enlighten, inform and inspire you.
Time left to the Spirit Authors Grand Opening:
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