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publishing

I Am My Own Brand Manager


The highlight of my week was a conference call with my senior publicist and marketing manager at Wiley. We talked about the promotion plan for Change with Confidence. I was keen to share my thoughts but have learnt that when speaking with experts it’s best to let them go first and listen really well.

My book is slated for publishing in mid-March and the plan works back from then. We spoke about the press release, promotional copies for media contacts and potential article opportunities. 

Justin, I could use some advice

Although I will get great support from the Wiley team, I know that I am accountable for building awareness of my book and me, the guy who wrote it. I need to be the brand manager of my own brand. This is no surprise because I have heard it many times during my research. What was surprising is that I need to take on this role now. The publicity and marketing stage of my journey has begun and I am already behind. 

Here are my top priorities:

– Design and launch a Change with Confidence web site
– Build my Google+ profile and presence 
– Connect with affiliate publicist teams around the world to gain their support
– Write a series of articles based on the content of my book

The call was as exciting as I thought it would be. Talking about my “platform” and “SEO” (search engine optimization) made me feel like a brand. For Change with Confidence to achieve its potential, I need to become one.

Phil

What’s in a Name?

 “What are you going to call it?” is often the first question people ask me about my book. I answer the same way each time: “I don’t know.” I have thought about potential names but not one of them has stuck. My book keeps changing and so does it’s description.

There is a lot of advice on picking a book title. Sources agree that there is a lot at stake because it is a key influencer on whether or not a reader will buy your book (or someone else’s).  

A good title…
– Grabs attention, is intriguing, and pulls the reader in
– Sums up what the book is about 
– Hints at the benefits of buying it (addresses what people need)
– Is relevant to the audience interested in your book
– Is not too obtuse, clever or clich├ęd 
– Does not include hard to pronounce words
– Is positive
– Matches the tone (and energy) of the book

– Is short (less than eight words)
– Stands out from other books in your genre
– Is easy to remember
– Includes a subtitle that further describe what the reader gets
– Includes key words a reader would type into a search engine to find a book like yours
– Does not mislead the reader

I have been tracking my competition through LinkedIn chat topics on the best change management books written. The list is at 243 and counting. Also, I downloaded the table of contents of The 100 Best Business Books of All Time. Finding a title that will stand out from these tomes and meet all of the above criteria will be a challenge. There is one more requirement, however, that makes the task a little more manageable: you need to love your title and be proud of it because you will have it for life.

Phil

Diegogarcity – I’ve got it and I want to keep it!

Have you ever been exposed to something new, say a word or a product, and then you see it everywhere? You buy a car and then see the same model on the road. “I didn’t know they were so popular,” you might say.

This is called ‘diegogarcity,’ which sounds more like a destination than an affliction. I have been experiencing diegogarcity since I started researching book proposal writing. Books are everywhere – no kidding – and the publishing industry is extremely prominent, too. It seems that every newspaper, magazine or T.V. news program is covering some aspect of this business. 

Diegogarcity isn’t always positive. The publishing industry is going through hyper-change and the printed book is being challenged by cheaper media alternatives, industry consolidation, and shrinking distribution channels. This wave of discouraging news can dampen spirits. It can also awaken the warrior within.

Knowledge is power and the more I learn about this fascinating industry, the better I am positioned to be a part of it. Perhaps I should start thinking more about victory.

Phil

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