Web Content and Social Networking Experts

EPUB an excellent book by Elizabeth Castro on writing ePublicatons for the Apple iPad and other eReaders

Elizabeth Castro has been my favorite author of books on HTML. Her book on ePublishing, EPUB Straight to the Point is for you.

Here you will find how to use Microsoft Word, InDesign, or your favorite HTML or text editor to create your ePublication files. 

If you're interested in ePublishing, this book is for you.

Want to sell a million books? Choose a topic that appeals to a million people.

Many writers have it all wrong. They write a book and then try to sell it. It is far better to look at your book as a project with definite parts.  Note some of these points will vary if you are publishing an eBook, or perhaps if self publishing.

• Market research. What is selling currently, and what do you expect to be selling when your book hits the market? Here is a clue. A glut of books on any particular subject tend to indicate that another book in that field will not be popular. After all the market is glutted.
• Research who your target buyer is, how you will notify your audience that the book exists, and where it can be purchased. Begin thinking marketing and advertising, agent, and publisher if going the traditional route.
• Chose your topic.
• If nonfiction do your book proposal before you write the entire book. Should no one want be interested in this project, cut your losses and move on to a project that is lucrative.
• Online and offline research and perhaps interviews.
• Collation of all your data.
• Make a rough outline that contains everything you want in the book. This will be cut down later as you see how much material you have and what does not fit or is not pertinent.
• Finalize the outline, including the timeline or sequence of events. Put everything into chapters, each with a working title.
• If you will use a quotation at the beginning of each chapter add them now.
• Get your graphics photographs lined up, edited and saved. Know where each will appear in the manuscript and how you will indicate such. 
• Begin writing.
• Get started on cover design.
• Finish the book. Send the manuscript, cover, graphics, photos to the publisher. 
• Market the book aggressively online, offline, write and send press releases, and line up an author speaking tour. Now its time to sell.

 

I'm included in an eBook, Write A F*$%'ing Book Already - The Insider's Guide To Increasing Your Sales & Improving Your Career With A Book, written by Jim Kukral.

I'm mentioned in Jim F. Kukral's ebook on writing a book.

Write A F*$'ing Book Already by best-selling author and marketer Jim F. Kukral. It is published at Amazon and can be downloaded to the Kindle or other eReader. You can find out more about Jim at Author Marketing Club.

Part 5 Publishing in 2012 PDF Publishing

This is a technique that you won't likely find being discussed. We think this is a valid, workable, and profitable way to sell your work. The technology is 'off the shelf'.' Totally mature and secure. You have nothing to fear, or be concerned about. Technical issues can be handled by any competent Web shop.

Advantages

With little more than a Web site, or blog, a book or other publication in Portable Document Format (PDF), and PayPal, you can be your own publishing house. In fact, if you have a project ready to go, you can have it online and for sale in less than 48 hours from now.

This can be done nicely with WordPress, and you can get a WordPress blog for free. Same with PayPal.

• To set up a WordPress blog on your Website.
• For a free blog at WordPress.com.

Your Website, or blog, will do three things for you.

1. It will advertise and sell your work.
2. Be found by search engines.
3. Be the crown jewel of your social networking campaign.

Here there are no middlemen. No one to take a commission from you. No one can refuse to publish your work. You seek no one's approval. You make money or you don't totally on your own because you are totally on your own.

Disadvantages

Piracy of your work. Despite your best efforts your book's security may be broken. should that happen, you will receive nothing from any copies made. This happened to me, as I've written here in a previous post.

So, look for Digital Rights Management (DRM) cracking and illegal sharing of books much like what the music industry went through in the 1990s. See late news below. Apple is involves and did much to end the music privacy. That's good news for all of us.

You are totally responsible for the entire project. this very much includes marketing and sales. there is no one to help you, unless you hire someone. And like anything else it cuts into your profits.

As to pricing your PDF eBook, we suggest you price it according to similar work sold at Amazon, Barns and Noble, and other major eBook outlets.

Late breaking news!

We literally just heard about Apple getting onto the publishing business. This from a friend, editor,and writer, Lindsay Kelloc. Read the entire article here Has Apple just invented a new kind of long-form journalism?

Even better, Apple has created an eBook creation tool iBooksAuthor From Apple.

Part 4 Publishing in 2012 eBook Publishing

What's an eBook? It is a book that is read on a reader. Major book store chains like Amazon and Barns and Noble sell their own proprietary readers. Barns & Noble sells the Nook; Amazon the kindle. Also, the Apple iPad can download books. You read the book on the reader, no paper is involved. Hence the name electronic-book.

Advantages

Ebooks do not require you to use an agent, or a publishing house. This cuts both ways. There is an approval process of course, you can't publish just anything, but there are fewer people between you and a successfully published product.

So, what about an editor and cover design? You are likely well advised to get these people on board. Your product will be stronger and more saleable. The eBook is sold to the buyer who downloads the book onto his or her reader. Once there is is read like any other book.

As to the money? Your eBook seller makes a deposit to your account.

Disadvantages

There are not a lot of drawbacks here. As you do not need to deal with agents and publishers you can get your ebook up and making money in a relatively short time. As to the retail cost, you determine it and pay a commission to the seller. Your money is deposited into your account and you're done.

As to your cover design, you will need to provide it. Whether you create it yourself or hire a graphic artist is up to you. Also, as far as publicity, media releases, social networking and other PR, that's all up to you as well.

For more on this see Amazon Author Central, and ePublsihing Resource Center.

Digital Rights Management

In the future, look for Digital Rights Management (DRM) cracking and the exchanging of books in a manner to what the music industry faced in the 1990s. SeeCopyfight at Corante.

On Monday we finish our series on publishing with Portable Document Format (PDF) publishing, using PayPal to handle your money, and a Web site, or blog, for an online store. Your customers download the book, pay and on on their way.

This is new, and novel (no pun intended). There is no reason why you can't be your own publishing house using this technology. In face, if you have a project ready to go, it can be online and making money by the end of the week. So, perhaps it time to stop thinking like a writer, and start thinking like a publisher. A publisher who publishes your own content.

Part 3 Traditional publishing, self publishing, eBook publishing, or PDF.

Self publishing means to hire a company to publisher your book. This method has a long and distinguished history. Benjamin Franklin published his work, and indeed many fine books are and will continue to be self published. Here you are responsible for the entire project. Literally for everything.

• The idea.
• Research and writing.
• Hiring a publicist.
• Marketing, sales, and publicity.

Advantages

• Book distribution services. Distribution is not trivial. Some self publishing houses have distribution channels that can be of great assistance to you.
• You have total control of the project, whether you want it or not.
• You choose the publisher.
• This is what called Printing On Demand (POD) publishing. Most POD publishers can offer volume discounts to authors, retailers, distributors, and wholesalers. This from Angela Hoy at BookLocker.com
• Your manuscript must be submitted for approval. You just can't publish anything. This is a good thing.
• Look for your publisher to take care of the e-publishing rights and to place your book in e-publishing format for you.

Disadvantages

    Please understand that what you see below may, or may not, apply to your situation depending on the self publishing company you choose to go with.

• If you are responsible for distribution, you may want to hire a fulfillment house to do the book mailing. This reduces your profit.
• Some self publishing houses will outsource your book to third world countries. Also commissions, charges, and fees vary.
• You may be required to obtain an International Standard Book Number (ISBN).
• You must be careful that your publisher does not take your book's rights.  
• Some publishers advertise their company on your book.
• As with any business deal, you must read and understand the contract. If you have questions, see a lawyer. Many agents will help you with this. 

Like everything else, whatever route you take will have advantages and disadvantages. You will be signing a contract with whoever you choose to deal with, so there is no reason to have this get out of control. Look for others who have self published and interview them.   

The Connecticut Authors and Publishers Association

If you are in Connecticut, or reasonably close, join or visit the Connecticut Authors and Publishers Association (CAPA). Here you will find people who have done it all. CAPA's yearly conference CAPA-University, takes place on May 12, 2012 at the Hartford Steam Boiler Convention Center, in Hartford, Connecticut from 8:30 A.M. to 5:00 P.M. The food and the conference great. I'm presenting again this year, so be sure to say, "Hello." Download the brochure and application.

I've said good things about CAPA before in this blog. I believe and promote them because they're an excellent group, not because I'm one of their speakers.

Traditional publishing, self publishing, eBook publishing, or PDF. There is no reason why you are not published by the end of the day.

The publishing world has changed drastically, and quickly. In the next four posts we will discuss four ways that you can publish a book. With the four paths to publication, there is no reason why you can not be published by the end of the day, week, or month. Depending on where your project is, not on the ability for you to get your work published. here are, what we feel, are the four ways you can be published in the world of 2012.

1. Traditional publishing
2. Self publishing
3. eBook Publishing
4. Adobe Portable Document Format (PDF)

You may be surprised to see PDFs as a publishing vehicle. We think it is. Especially, when you combine it with PayPal's ability to accept payment, and a Web site to conduct business. For publicity, you will use your Website, a blog, Facebook, Twitter, LinkedIn, media releases, and public speaking.

These capabilities allow you become your own publishing house; virtually overnight. With little more than an Internet connected computer, time, and hard work; but very little money.

Your comments will make this discussion richer, more meaningful, and far more productive. Just click the title of this post. I very much look forward to your hearing from you.

Market and sell your eBooks online.

Before you can sell anything you need to:

• make your target audience aware of it
• tell them what it will do for them
• tell them where they can buy it
• what it costs
• why it offers excellent value for the price.

Know what value is? Here is the best definition we've seen. It's from the excellent book, Words That Work, by Dr. Frank Luntz, page xxvii.

"VALUE" = price + convenience + reliability

Your job is to convince buyers that your product has "VALUE."

If you are marketing a product that never existed before you have the added duty of making people aware of the problem your product solves, and why they need a problem solved today that they did not need solved yesterday.

The Web

The Web provides you with an around-the-clock marketing machine par excellence. All you've got to do is take advantage of it. The tools, capability, and reality of the Web's ability to market and sell if beyond reproach. As far as business people are concerned, the Web is the real deal.

Your Customers

Okay, you've got your product and you've done your market research. You know who will be buying your product(s). You should also know if traditional advertising, social networking, and/or online ads are best to reach your buyers. If you don't know that yet, you need to find out, or be prepared for a trial and error campaign.

If your customers are online (and they may not be), what sites do they frequent? Here are some ways you can reach them and connect with them online. You can pick and choose the ones that work best for you. Be sure to do a integrated campaign. Tie everything you use together, including your company Web site, and maybe a product Web site as well.

Smart Phones and Tablets

In addition to computer screens you will want to develop for (what we call) the small screen. These devices are making real inroads into the laptop market, and you don't want to leave them out of your marketing plan. Be sure you design a your Web site to address these devices because they provide much of what a laptop does. And for many people offer an alternative that fully meets their needs.

Social Networking

The online world of social networking is not to be ignored. Facebook will have one billion members by the end of 2012. That's one in seven of all the people on the planet. It is very likely that your customers are there. Twitter is nearing 500 million, LinkedIn has about 131 million. So, social networking needs to be addressed.

You can advertise on search engines, and on social networking sites like Facebook, LinkedIn, and likely Twitter in the future. You may also want to advertise on blogs that compliment your products, are popular news sites, or cover the industry or subject of your eBook. Be sure the blog gets lots of traffic.

Further, you can sell at Amazon and other online book sellers. Include testimonials from people who are in the know about your subject matter.

Using a blog is a good way to stay in touch because it's interactive. Use it to place the first chapter of your book online for comments. This is an excellent way to tune the book to the needs of your audience as it is being developed. This provides you the ultimate in market research.

YouTube and videos provide superb marketing opportunities and are inexpensive. Be sure to SEO your YouTube account so that it will be found by search engines.

For more on setting up your social networking campaign, download our Nine Steps To Social Networking Success.

Your Web Site

A site that sells a book is not your normal corporate Web site. It is a sales site and not to be under estimated as a marketing tool. It's job is to sell your book, so it only presents material on the book. Include endorsements, where to buy it, and information about you the author as your expertise pertains to the book.

Article Marketing

Publishing articles that relate to the book is one of the best ways to make people aware of it in a non-threatening environment. Look to publish the article in magazines that are a good fit for the product. Be sure to use the About the Author section to your advantage.

Want more on anything you see here? Does article marketing sound good? Post a comment and we can cover more on what's important to you. And, if you read out Nine Steps to Social Networking Success let us know what you think. What would you like to see added? They are not designed to give you answers, but to generate questions that, when answered, lead you to the development and implementation of a customized social networking campaign.

E-Publishing, traditional publishing, self publishing, which is best for you?

E-publishing

E-Publishing is publishing on platforms like amazon's Kindle or Barns and Noble's Nook. this requires you to literally become a publishing house as you will be doing far more than writing your book. You will be responsible for cover design, uploading and getting the product accepted for publication. You will need to set up your financials so your publisher has an account to deposit your sales income into, and you will need to be aware of the commission your are paying on each sale.

E-publishing formats include Portable document Files (PDF) and e-readers like the Kindle and Nook Apple and Sony products and others.

Perhaps the simplest way to publish is to put a PDF file on your Web site and charge people to download it. This is very simple to do. You can use the WordPress blogging platform and handle the money with PayPal. Any Webmaster can set this up for you. Not to worry, the Webmaster will not have access to your money. that is between you and PayPal. You put the material online and the money gets deposited to your PayPal account, minus commission. How cool is that?

If this interests you, respond to this post and we can discuss it further.

Traditional Publishing

Here you will be dealing with a publisher for sure, and maybe an agent. Both the agent and the publisher will have input into your finished book. Also, you will be paying both for their services and your book will be expected to make enough profit for everyone to make enough money to be worth their time.

Having a book published by the traditional system is nice, very nice, but no longer the only way for your material to see print. In fact, traditional publishing is declining. Here's proof that book sales are declining and that major book store chains are hard hit.

This quote is from THE 10 AWFUL TRUTHS ABOUT BOOK PUBLISHING.

"Book sales in the U.S. peaked in 2007 and then fell by nearly five percent between 2007 and 2009, according to the Association of American Publishers (April 7, 2010 AAP Report). Similarly, bookstore sales peaked in 2007 and have fallen since, according to the U.S. Census Bureau (Publishers Weekly, February 22, 2010). The major bookstore chains have been especially hard hit, with a 12 percent sales decline between 2007 and 2009 (Publishers Weekly, April 12, 2010)."

There are real advantages to having an agent who shops and sell your work. Also, to working with an established publisher. However, that the world of publishing has changed and will continue to change can not be ignored. Draw your own conclusions.

Self Publishing

Here you hire a publishing house to print your book. Some houses have distribution chains, some don't. You will find out right quick that a distribution chain is a beautiful thing because without it you must sell and deliver the books yourself.

Other ways to sell are to hire a fulfillment company to handle sending the books to the buyer. This relives you from taking checks, wrapping and addressing books, and sending them through the mail. You are still required to do the selling and to pay the fulfillment house, but you can spend your time selling.

Closely consider how you will sell, distribute, and deliver your product. Should the cost of doing all this exceed your profit you grow to hate it because you will be losing money on each sale. This must be well thought out up front.

Your sales tools are a Web site, a social networking campaign, advertising, personal networking, and word of mouth. Here too, you must consider the cost in time and dollars to set up, get running, and maintain your sales effort.

We highly recommend these books by Brian Jud. Brian is a founder of the Connecticut authors and Publishers Association and a book marketing guru.

• Beyond The Bookstore: How to Sell More Books Profitably to Non-Bookstore Markets
• How to Make Real Money Selling Books Without Worrying about Returns: A Complete Guide to the Book Publishers' World of Special Sales

These books are available online. A Google search will return Amazon and other sellers where you can order them. Also we highly recommend that you join the Connecticut Authors and Publisher Association. I'm a member, and will be speaking again this year at CAPA-University in May. This is an excellent organization and I recommend it to you without reservation.