Want
to be a Noted expert in your field? Write a Book!"
by Erin Flynn
One
of the best ways to become an expert in your field is to write
a book. Adding the accomplishment of author to your resume
will enhance your credibility and boost your fees. The benefit
is immeasurable—colleagues will regard you as an industry
leader.
A
real estate sales expert I spoke to recently said he would
never have been able to speak at a prestigious real estate
expo if he had no product. Think of your book as a marketing
expense. Instead of a brochure, you can use the book to market
your services. The book will serve as the main advertisement
of your business.
The
cost of self publishing will be at least several thousand
dollars for the book design, printing, and distribution. Don’t
forget to add the cost of your time when you set a budget.
A good resource is www.printindustry.com--you submit what
you want and venders from around the country will bid on the
project.
So…what’s stopping you from creating your own
product?
If
you have no writing credentials, don’t despair. You
can hire people to help (more on this later). But the first
step is to decide what you want to write about—what
advice can you offer others in your industry? Write about
what you know. For example, if you’re a chef, write
about your favorite dishes and their health benefits.
Give
yourself a writing deadline and stick with it. The task won’t
seem as daunting if you break it into measurable chunks—for
example: in 15 days, have 30 pages written, in 30 days, have
60 pages completed, etc. If you’re having trouble getting
words on the screen, consider dictating your ideas into a
recorder and getting them transcribed. Then hire an editor
to spruce up the content.
Another option is to hire a ghostwriter to write the entire
book. You can find a good writer or editor by looking at the
classified advertising sections of writer magazines like Writer's
Digest. Check out Mediabistro.com’s freelance marketplace
for talent. Or post help wanted ads on web sites that specialize
in matching independent contractors with businesses in need
of talent. Monster.com, elance.com and guru.com are worth
looking into.
Writing fees vary widely, and you can negotiate on an hourly
or project basis. According to Writers Market guidelines,
a ghostwriter may charge anywhere from $15,000 (low) to $50,000+
(high) to write a book of about 240 pages.
Evaluate writers' backgrounds and samples before choosing
someone to work with. Strive to work with someone who has
had nonfiction books published by traditional publishers and
who is passionate about your industry.
“One great way of starting is to write a book, make
it in electronic format and try to sell it to people through
your newsletter, through your website,” says TJ Walker,
president of Media Training Worldwide. “Create a website
for it. There are a lot of things you can do, short of actually
printing it.” You could offer a sample chapter in your
newsletter to entice readers.
A
popular option is to create the book in PDF form and then
set up a shopping cart on your web site. When customers pay
for your book via credit card, they will receive an automated
response with instructions on downloading the PDF. There are
no expenses if you sell it from your web site—each month,
sales revenue will go directly into your checking account.
If
you plan to self publish the book, you should be extremely
detailed oriented or have someone on your staff whom you trust
to be extremely detailed oriented, as there are many forms
to fill out, says Walker. You’ll need an ISBN number
from R.R. Bowker before printing the book.
Selling
the finished product on amazon.com is a smart idea. You’ll
have to apply to their Advantage Program online and submit
a title for consideration. If your application is approved,
you list the book in amazon’s catalog, provide descriptive
content, and ship units to their warehouse for amazon.com
to process.
Margie Fisher of Margie Fisher Public Relations decided to
write her book before she gave birth to her daughter. She
worked on it during non-business hours—a few pages at
a time—in order to meet her deadline. Fisher’s
finished product, a public relations “kit” of
about 150 pages, has been a good revenue stream for her.
More
importantly, she thinks the book has built up her reputation,
which is crucial if you’re in a professional service
business—an attorney or accountant, for example—where
people are buying your reputation.
Once
the book is completed, think of a unique way to market it.
Fisher pitched her local newspapers in Florida the idea she
was birthing a book and a baby simultaneously—this quirky
idea secured her numerous placements.
Finally,
pursue speaking engagements at local chambers of commerce
or associations and sell the book after the event. I’ve
booked authors at events nationwide and have seen how speaking
opportunities can spike book sales.
After the book is complete, you can move on to your next product—perhaps
an audio book.
About
the Author
Erin
Flynn, a Philadelphia-based writer, founded Flynn
Media. Erin has extensive editorial and publicity
experience. Her articles have appeared in leading business,
career, human resources, marketing, management, medical and
sales publications.
 |
"9
keys to boost your business with PR" -
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Release, what
steps to take when sending your press release to the media
and how to get your book on TV or radio
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