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How-to Quickie: Make a Memorable Affiliate Link

November 22nd, 2013 . by Peggy

Are you using this free and easy method to create memorable affiliate links for your books?Memorable affiliate link setups are easy, and here’s a quick video to show you how to create a link you can simply mention to anyone.

Great if you’re now regularly making affiliate links from items on Amazon – especially linking to your own books and eBooks! It’s always important for authors to show off their books on Amazon in a memorable affiliate link you can just say to everyone you meet, put on your business card, or in a QR code. It’s really simple using this fast trick.

Learn more about how to create the account and memorable affiliate links in the first place…

at https://affiliate-program.amazon.com/. Affiliate links are not unique to Amazon, of course, and affiliate systems tend to spit out a lot of loooooong messy code that nobody can really work with. Here’s a safe way to control those links permanently with an attractive and memorable affiliate link.

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4 Things Your eBook Cover Designer Should Also Create For You

December 3rd, 2012 . by Peggy

Whether you’re creating your own eBook cover, or hiring someone else to design it for you, that’s a great time to create additional graphics that will help build your eBook business.

It’s often cheaper to order these items at the same time as your cover design, and easier if you are designing it yourself, because all the source materials are already at hand. Graphic unity is very important in a virtual business, to build credibility and trust, and increase discoverability of your product.

Below are four key areas that you should get done ASAP.

1) Social media icons and headers.

Recently, iTunes changed their image requirements for things like podcasting and personal icons. You know, that square icon that identifies Atlanta Rhythm Section from Peter Frampton? (I’m old. Get over it.) Your image that fits that space can also be used on things like Skype, Twitter, and many, many others. One graphic of 1400×1400, in .jpg format, is all you need across all those platforms, and it should include a professional headshot of yourself. Check out mine here.

2) Banners for affiliate marketing.

Affiliate marketing should be a core part of your long-term marketing plan for your eBook. Even if that only means inviting others to use Amazon Associates links back to your eBook on Kindle. If you plan to use your own in-house affiliate program, so much the better. Having graphical ads that hilight the use of your key graphic elements should be an essential part of that. Here’s your chance to use your book cover design and really put it all out there. Here are some recommended sizes for those banners, below. (Click the image to open it at actual size, so you can see how big the banners will actually be.)

3) WordPress header or banner for your landing page.

It’s important to have a clear image at the top of any web (WordPress-based) pages that you plan to use for your book’s blog or sales page. In WordPress, the standard 2011 theme uses an image of 1000 x 288 pixels. This should ideally include an image of you, and your eBook. The clearer the better.

4) Images for use on social media, especially Pinterest.

This is different from ad banners – you’ll want some other fun and playful images to use as you promote the eBook, such as a 3-D cover, samples of the cover in several small sizes to avoid pixelation on the web, etc. Pinterest, the photo sharing site, has changed this to be an entirely new ballgame. Here’s a great place to share fun and unusual iamges that others will feel compelled to share in return – with a trail of breadcrumbs that lead back to you. For example, do you have a series of great headshots that were not all used in the eBook or on the cover? Here’s the place to use them. Is yours a cookbook? Be sure to get some images of you interacting with food, or shots of the recipes themselves. What about action shots? You, out and about in the community? Near landmarks? Even better, what about video? At the very least, be sure to have a library of images that you build on an ongoing basis. Your designer can help you crop and modify them for use almost anywhere, including your Facebook page or Twitter, but especially Pinterest.

 

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Top Kindle Indie Authors Worth Following

July 31st, 2012 . by Peggy

As a followup to my blog post for VivMag.com, about why women over 30 write better eBooks, here’s a list of the top female indie Authors worth following on Twitter, and definitely worth reading.

I was fascinated with how each of these women market themselves. Some have many books, others have very few. Some are wild about Twitter, and some are not. They use tools like video and podcasting to help get their eBooks out there. Their pricing is all over the map. And if you follow each of them carefully, you’ll learn more about their writing style, their attitudes about their business, and how that plays into their success.

In no particular order…

EL James

( https://twitter.com/E_L_James/)

- Fifty Shades of Grey

- Fifty Shades Darker

- Fifty Shades Freed

Karen McQuestion

(https://twitter.com/KarenMcQuestion)

- The Long Way Home

- A Scattered Life

- Easily Amused

Click here to see all of Karen McQuestion’s Kindle eBooks

Ruth Cardello

 (https://twitter.com/ruthiecardello)

- Maid for the Billionaire

- For Love or Legacy

- Bedding the Billionaire

Jamie McGuire

(https://twitter.com/jamiemcguire_)

- Beautiful Disaster

- Providence

- Requiem

Click here to see all of Jamie McGuire’s Kindle eBooks.

 

Tammara Webber

(https://twitter.com/TammaraWebber)

- Easy

- Where You Are

- Good For You

 

Colleen Hoover

 (https://twitter.com/colleenhoover)

- Slammed

- Point of Retreat

 

Zoe Winters

 (https://twitter.com/zoewinters)

- Blood Lust

- Save My Soul

- The Catalyst

 

Erin Kern

 (https://twitter.com/erinkern04)

- Here Comes Trouble

- Looking For Trouble

 

CJ Lyons

 (https://twitter.com/cjlyonswriter)

- Nerves of Steel

- Sleight of Hand

- Face to Face

Click here to see all of CJ Lyons’ Kindle eBooks.

 

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10 Things to Know Before You Write an eBook

July 25th, 2012 . by Peggy

My number one question of all time is, “How do I start writing an eBook?” Here are my top 10 recommendations.

1. Don’t buy any software or services.

Part of the reason I do what I do is to demonstrate to Authors that they really, really can do this all by themselves. As you’ll see as you get to know me, the approach I recommend is actually very simple. Besides, one of the biggest concerns you should have as you build your eBook business is to avoid creating dependencies. In the eBook business, those who build on a foundation of frugality are the ones that win in the long run. The only exceptions are an editor (non-negotiable, in my view), possibly a tech like me, and possibly a graphic designer for your cover. Otherwise, any halfway tech-savvy marketer really can do this from their kitchen table.

2. Start writing in a basic word-processor.

This is not the time to try to learn anything new. Your focus needs to be creating spectacular content. Avoid the distraction of fancy software by using something with which you’re already familiar. For most writers, that’s still MS Word. My fave happens to be OpenOffice, which is – you guessed it – FREE. It looks a lot like MS Word, and in fact, can open, edit, and save files right back to the MS Word .doc format. Just don’t go out and buy a new computer or think that you need to upgrade. Ironically, I actually spend more time for my eBook clients stripping out the hidden codes and back-end gunk from fancy software, than designing the actual eBook itself. I really do. And it’s a pain. Use what you already have and things will turn out much better in the end.

3. Don’t forget to do your research.

Before you move much farther past the beginning of your outline, be sure that you do some basic keyword research. This is how you find out if the book is even worth writing, because if there isn’t a market for it, why write it? Or, can it be tweaked into something that is marketable? Can you discover an opportunity that you didn’t know existed? Is the idea ahead of it’s time? Behind the times? Right at exactly the right time? I find that in about two hours of some basic – and fun – research, I can learn more than I could ten years ago in 6 weeks of work.

4. Don’t lose momentum.

When that muse appears, RIDE HER, ride her HARD, into the sunset. Your family’s opinion of your late-night writing sessions shouldn’t be allowed to phase you. So what if you drink a little more coffee or eat a few popsicles: just get ‘er done. If you’re in the mood to write, drop everything else. Don’t ignore inspriation, or you’ll bore of it quickly, and then it will never get written. (That boredom is the number ONE stumbling block I see in clients.)

5. Involve yourself in the book’s community.

By this I mean that if you’re writing a steampunk novel, by all means, join a steampunk society and go to the meetings. Business books mean getting out to networking meetings, and setting yourself up for speaking gigs. Poker books mean you should be playing daily, as part of some sort of group. Think of yourself as sitting in the center of a massive web. Look for opportunities to expand beyond your local geographic area, such as joining organizations that have expansion chapters, like Rotary clubs. And that’s just the (so-called) “real world”. Be certain that everyone in the online community related to your topic knows who you are. This is where social media comes in, as a way to easily integrate yourself and let people know about you. Very importantly, you should buy an eBook that is grounded in your community, perhaps the most well-known, and read it in the format in which you think you will publish. (Ie., if you’re aiming for a Kindle eBook, buy a Kindle version and read it that way, to familiarize yourself with the format. It’s surprising how many Authors come to me for help, yet they’ve never bought or read an eBook themselves.)

6. Buy the domain name, and secure social media ID’s in the name of your eBook.

If you haven’t hear me say this before, you need to buy the exact domain name of your eBook’s title. If the .com isn’t available, re-title the book. Setup a basic WordPress blog at that location and start making regular entries as you write, to build traffic to your site. Even if you never plan to write a single blog post or post a single tweet, at least buy or reserve the title, and your Author name, so that nobody else gets them, as yes, people will look for you by your Author name, the title of the eBook, and under any pseudonyms you have.

7. Start building an eMail list.

Please do NOT simply add people to your email program’s personal address book. Besides the fact that this doesn’t work, it happens to be illegal. (I’ll shortly have a revised version of my Cheat Sheet about this topic, which will explain all of this in detail.) Instead, use a free or low-cost account at MailChimp, aWeber, 1ShoppingCart, or even ConstantContact.com to manage this. It not only allows you to build a legal double-opt-in list, but also to offer things like free stuff when people sign up, and have really attractive-looking templates for your content. List-building will become a permanent, ongoing activity in your business. The sooner you start, the better.

8. Design the cover.

This might sound premature, but actually, it’s quite important. The sooner you can start talking about your upcoming eBook, the better. You’ll need to put an image of the cover on an information page on your blog, perhaps on your business cards, and of course, on social media. I have also printed out poster-size versions of it and put it on my vision board to inspire me to get it done more quickly. Or to brag.

9. Start looking for an editor.

You may need one of any of a variety of types of editing, from style and content editing, to simple copy editing, which is really mostly grammar, punctuation, spelling, etc. The earlier you can form a relationship with this person, the better. As I said above, it’s a non-negotiable. The book must be edited at some point, and it’s probably a lot less expensive than you think. Objectivity is key – do NOT hire a friend or a family member. Besides ensuring basic writing ability, ignore any degrees on the wall. The most important thing about this editor is that you trust them. If you don’t, find someone else.

10. Write a proper marketing plan.

I don’t mean a series of unrealized ideas, but an actual written plan. I don’t mean a business plan, either, but a very specific marketing plan. And no, this doesn’t need to be more than a page. It must simply be concrete. (Concrete does not mean inflexible, by the way.) I use MindMeister.com, which is actually a mind-mapping tool, to create what ends up looking more like an infographic than a marketing plan. This allows me to change it when needed, and I can block out specific tasks that I need to complete in a certain order to make things move along. It also looks pretty darn sexy when printed out and posted on the wall.

While this is obviously not an exhaustive list, I think it covers the most important points. You’ll note that most of this is about setting up marketing tools for down the road, not actually about the writing. This surprises most of my clients that I don’t tell them how to write, or that I don’t start talking about how to use formatting for the manuscript. This is because all of that is secondary to your ability to sell it. Anything in the formatting can be fixed, modified, or more likely, is inconsequential anyway. What I want most for you is to realize the benefit of making these strategic choices up-front.

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5 Things I Wish I’d Known Before I Wrote My First eBook

July 2nd, 2012 . by Peggy

I’m about to complete my part in eBook number 170. Here’s what I wish I’d known before I started this journey.

1. You will need to write much more than you thought.

Alice might be in Wonderland - but she's not in over her head.

I knew that I’d probably want to write more than just one eBook, in fact, I could imagine dozens that I wanted to create, but deep in my heart, I didn’t really think I’d get to be part of this many. While I’ve certainly not created all 170 alone (about 1/3 of them I did alone – the rest were collaborative efforts with some incredible people) from that first one, I gave myself permission to not do it if I didn’t feel like it. That was not realistic. It was also not professional. I recently said to someone who had just gotten through number 1, “That’s great – now do 7-10 more by the end of the summer.” She was not enthused.

The reality is that eBook success is exponential. This is a volume business. While each item that you create might be a wonderful success, it might also be a horrible failure. Long-term success depends on producing timeless content with a long life span, and creating enough content that you’re known for a body of work rather than one or two products. Besides, a pattern is easy to replicate – only the first eBook is a learning experience.

2. You must be committed to your niche.

Over and freakingover again, I say, know your keywords.

The most expensive part of any business is customer acquisition. (Aka, sales.) Once you get a client under your wing, it’s much cheaper to sell more of the same sort of stuff to the same person, than it is to get new customers. That means that you really need to know your audience, and their needs, from day 1. This is most easily discovered through keyword research. Then your job becomes very simple: just create more of that which your niche desires. Otherwise, you find yourself constantly in a state of experimentation and newness. Your niche is your reader family. Take them unto your bosom. They are actually pretty easy to feed – if they want spaghetti every night, then for heaven’s sake, give it to them.

It took me a few years to get really good at doing keyword research. In the meantime, I did a lot of guessing, and wrote a lot of lovely content that didn’t sell. Spare thyself this agony. I’ve shared the basics here in this free eBook: Keyword Cheat Sheet, now in version 4.2. Costs you nothing to both download and use.

Don’t forget you can also serve multiple niches. I write under 11 different pseudonyms (some for clients, and confidential) and each of those serves a completely different niche. I’m sure there’s crossover, but a pseudonym is like a sign that says to readers, “Hey, remember that stuff you liked? There more of it right here.”

3. The money is in affiliate marketing.

While it’s true that things like SEO and social media are extremely important, affiliate marketing allows me to leverage the networks of others. (I had heard that expression for years before I knew what they were talking about.) By making small payouts for each referral, and making it easily trackable, it means that if I just focus on creating really great stuff, I can make other people confident in recommending it.

Affiliate marketing is a fairly broad term that has a number of different meanings, but essentially, eBookers can use it to track payouts to others who help them sell more books. There is no limit to the number of affiliates you can have, or how creative you can get with it. Watch for more help with this topic from me in coming months, in things like classes and eBooks.

4. It can be extremely boring.

I admit there have been days when I feel like if I spend one more minute looking at a monitor, I’ll claw my own eyes out. To top it off, for a little over 5 years, I worked from home in a beautiful but isolated area, a small gulf island off the west coast of Canada. This meant that if it weren’t for the dog, there were days when I wouldn’t open my front door. If I were to do it again, I’d make sure that I worked in a shared office space of some kind, like I do now, and networked in the real world more, like I do now, and lived in a city or more populated area, like I do now, in Las Vegas.

Besides the lifestyle issues, I now know it wasn’t good for my writing. Isolation is often seen as a requirement of Authors, and while I’ve seen the benefits of that sometimes, I can now see that I lacked objectivity about my business in general, and certainly about writing. It definitely makes for better non-fiction writing to be part of a team, where I’m not working exclusively on my own agenda. Being able to think like a reader, instead of like a writer, is an important skill for writers of all types.

5. The ramp-up time took a lot longer than I thought it would.

Partly because I was a noob, and partly because I was unfocused, it took me a long time to learn what I really needed to get done in what period of time. The original audience that I assumed existed, it turned out, didn’t exist at all. At first, I ignored the ghost writing market. (Stupid.) I didn’t write any fiction because I assumed it wouldn’t have a market. (Also, incredibly stupid.) I chose prices that were both too high and too low. (Stupid, and unresearched.) I agonized over the little things, which it turned out was a waste of my time. I took forever to figure out that I needed to partner with others to create cool products and services.

While I still struggle with typical self-employment issues, like setting aside time for my own projects versus that of clients, I now realize that the instant success that I thought was coming was a joke. I ignored the concept of critical mass, and it took until my own product number four before many people noticed my product number one. This took over 2 years, and in the meantime, instead of recognizing that this was all part of a normal development cycle, I called myself a failure.

The lifespan of eBooks can be just as long, if not longer than printed books. They are subject to update and regular revision, as they’re not burdened by the overhead of a stock of books. This means that you can spend a lot longer ramping up an audience, building your list, your reader base, and your discoverability. It’s worth it, and it’s normal. Savour it as part of the journey.


So when I take my daughter into my lap, and explain to her what it takes to be a good eBook creator, (and those of you who know me know that I do this often…) I talk to her about technology, commitment, and taking the dog for a twice-daily walk. At six years old, she already has a plan to write a series of books about cats and Barbie. Next week, we’re doing the keyword research about that.

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What To Do When Your eBook Isn’t Selling

June 14th, 2012 . by Peggy

Here are some tips not just from me, but from other Authors or creators of information products.

1. Write a second eBook.

Yeah, I know, this sounds completely counter-intuitive, but this one really does work. Why? Think “inbound links”. In terms of discoverability, the effect can be magnified many times. (Think SEO benefits.) This is a great place to expand in greater detail or to focus on one particular topic area. Every sales book I’ve ever read talks about this in some way, and yes, it has personally worked for me. It’s given me credibility as a topical expert, and has gotten me speaking gigs, where I ultimately sold more books.

2. Check that you’re being really, truly visible.

If you’re not always on the move, producing more content, the market will know. It’s a wheel that takes a lot to get rolling, and if you stop pushing it, the momentum you’ve built can only take it so much farther without you. Are you blogging? It creates more traffic to your sales page. Using social media? Twitter is free and works on any smartphone. Talking about your eBook somehow, to someone, every single day? Are you doing speaking? All of this is what’s known as “working it”, and that’s the real job of an Author – not writing. Never underestimate the power of a t-shirt with your domain name on it. I’ve gotten at least a half-dozen clients a year from that alone.

3. Revise it.

I’ve had one book that’s had three titles and four covers. Admittedly, they were not all great, but when sales have not been as expected, I take it down, revise it, put on a new cover, or change the platform. (Ie., if it’s not selling well as a PDF, try moving it to the Kindle format. Fresh market, new links, etc.) This is exploiting the most advantageous aspect of an eBook: it’s not carved in stone. It’s a living document that you can re-upload at any time. (Watch your version tracking, in a hidden spot in each book’s copyright page that tags it v.1.0, v.1.1, etc.)

4. Create parallel content.

By parallel content, I mean creating content that is not exactly what is in your eBook, but that is very clearly and closely aligned to it. If your eBook is about weight loss, create a low-cal recipe blog. Make a few cooking videos for YouTube with links to buy the eBook. (Video is so simple now that it really is inexcusable to not do this for such a visually-oriented subject.) If you’re talking about how to be a great consultant, write a few articles about how to manage your billing and accounting. Thinking with empathy about the needs of your audience will clue you into topics of interest very quickly.

5. Solicit some reviews.

There are hundreds, perhaps thousands, of review exchanges out there – just Google “book review exchange”. (The concept is, “I’ll review your eBook positively if you review mine.”) They are typically no cost, and can mean anything from an Amazon Kindle review to an actual interview or blog post. I’ve heard one very successful Author suggest that you should aim for a few more each month. Again, this is actually about creating more inbound links to your content, ie., SEO benefits.

6. Examine your metadata.

Metadata is all the stuff you don’t see, but your computer does. For example, when you upload your eBook to Kindle, you are asked for keywords related to your eBook, and to choose a category, name all the contributors, write a description, and more. Did you actually do all of that? Does it need refreshing? Did you add keywords and check the page title and so on when you built your blog or website? Did you max it out? Hidden stuff mixed with quality visible stuff is what attracts traffic.

7. Setup an affiliate marketing program.

This takes a little more effort, but once setup, can be a virtual money machine. (Again, I have an upcoming Cheat Sheet about this. Watch my announcement list or the Facebook Page for details.) Essentially, offering to pay other website owners or list owners for marketing your eBook can be extremely cost-effective, and can be done almost indefinitely. You can listen to an audio about this topic that I recorded here: http://funnygirlmarketing.com/ (Once you sign up, check out week 3′s recording. It’s free.)

8. Examine your consistency.

By this I mean not just consistency in how often you do certain actions, like a certain number of tweets per week or writing a blog post each Tuesday, but also consistency in your messaging. Have you been sending mixed messages to your audience? Are you known for certain catch phrases? Do you use them often enough? Do you clearly align your objectives for each chapter with the messaging for the entire eBook? Does your blog also reflect that same mission and attitude? Do you practice what you preach? Do you slip? (We all do – don’t knock yourself up over that. Just get back on track.)

9. Check the usability of your shopping cart.

This is one of those stupid things that we might assume is working, but perhaps isn’t working all that smoothly from the viewpoint of the buyer. It’s amazing what can cause a consumer to abandon a shopping cart. I’m not talking about system failure, but instead, how easy and obvious things are. I have a “filter” person that I ask to test all things like this for me – my Mother. If it passes the Mom Usability Test, it’s good enough for the general public. It has often surprised me what things can trip people up. Sometimes it’s the location of a button, or the words actually on the button, or the colour of the button. It’s crazy.

10. Check your Klout.

Klout.com is an impartial way to know and gauge how you’re doing in the world of social media. Examine your rating, the details and explanation, and compare yourself to others in your business. For those lower on the scale than yourself, watch for the up-and-comers. For those higher on the scale than yourself, what can you learn from them? What can you emulate?

In my experience, for my own books and those of my clients, it’s often the little things that make the biggest difference. This list is a starting point that may lead you down side roads that you had not considered. Testing things scientifically is important: make one change at a time, and watch the results. And of course, everything is worth testing.

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How to Think Like a Successful eBook Author

June 5th, 2012 . by Peggy

 


Rodin's The ThinkerBecoming successful in any field often requires a shift in thinking. Here are some of the shifts that I myself experienced, and that I continue to witness in clients and other successful eBook creators.

1. Stop thinking of yourself as an Author.

Authors are amazing, creative, driven, and professional people. However, as the motivated creator of an eBook trying to crash into what might be a crowded niche, you need to shift yourself from almost all traditional thinking, and quickly.

My own fantasy of what it meant to be an Author was probably like that of many people: the Author as an introvert creative, working from behind a leather-topped desk in a quiet study, the oak-paneled walls lined with books, and a dog stretched out on a thick carpet at my feet. Occasionally, I would fetch myself a whisky from the mini-bar in the corner, or gaze out at my ocean view for inspiration. My publisher would take care of everything, and send me fat checks once a month, all because I was gifting the world with the gold that came out of my brain.

Yeah, that’s pretty far from my reality. Instead, after a rowdy morning of getting the kidlet off to school and taking something out of the freezer for dinner, I whip through Starbucks on my way to an office that I share with a crowd of marketing types. I then run down my whiteboards and address whomever is screaming the loudest. I eat lunch while typing or talking on the phone, scramble to meet deadlines, meet with new and existing clients about 3 times a week, test out new technologies or tools, write blog posts like this one, plan and execute official launch dates for ebooks or new information products, setup affiliate marketing data for the products of myself and clients, and then when that’s all done, dinner’s over and the kidlet asleep, I do a bit more market research to try to find the next niche that I can exploit to the max.

While I’m not in that luxury den, I must say that I find this much more rewarding. NO, this is NOT a life of luxury, but it is fulfilling. I love marketing. I love technology. And I especially love the freedom that I have to keep reinventing myself and my work over and over again. The reality is that successful fiction Authors (versus me as a product creator) do a lot of the same things I do, all day, every day. They might call themselves something other than an information marketer, but really, that’s what all of us are. Once our false expectations fade about the exotic life of an Author, we discover that this, being a marketer with a sort of literary bent, is actually way more fun.

2. Get into a tech groove.

Let’s face it: books mean technology. Even if you are writing for print in the most traditional sense, with a publisher and (perhaps) even an advance, you’re still in a technology-run business. There is simply no working around that. The time of Authors being lumped in with lawyers and real-estate agents for their lack of tech knowledge has passed. Content creators must now at least understand, and hopefully fully control, all aspects of their content distribution.

At the very least, all Authors must get used to the basics;

  • Writing on a computer, using appropriate word-processing software. 
  • Creating eBook content using a standard word-processor. 
  • Using social media. 
  • Blogging or creating other web content. 
  • Deploying and managing their content (and things like reviews) on popular eBook platforms like Kindle or Nook, etc.
  • Linking to places where people can buy the books, and making them easily accessible.
  • Managing a mailing list properly.

The more advanced techy types will take it to the next level;

  • Setting up a shopping cart on your website to sell books and eBooks. 
  • Formatting your own eBook uploads.
  •  Managing your own blog platform, on WordPress. 
  • Setting up things like feeds for your blog or website.
  • Tracking visitors to your blog or website, to see where your visitors are coming from.

And then there are the ones that really exploit the technology that makes money;

  • Conducting webinars or teleseminars. 
  • Using web video conferencing for lectures or virtual signings. 
  • Managing an ongoing affiliate marketing program.
  • Managing digital ad campaigns to sell books or eBooks.
  • Using podcasting to gain recognition and drive traffic.

If you know you’re stuck in the first paragraph, or less, at least know what you need to delegate to the techy types – and how to explain to them what you want.

3. Stop waiting.

The slowness of the literary industry is improving, but it is still its Achilles heel. Independent product creators must work faster in order to meet demand and build market share. In my observation over many years, the idea for a novel does not get better if it steeps for a few years. Instead, it gets neglected. It’s not just about writing every day, which is also essential, but about setting up a production schedule. This allows you to move from one completed project to the next, without losing your momentum or enthusiasm or joy for the content. In the case of non-fiction, there’s often a window of opportunity that is fleeting and small. You either grab it, or you miss it. Speed of production is the way to make money.

4. Keep producing.

If all you have in you is one novel a year, please be sure you have another job. (But don’t stop writing that one novel, either!) One product does not a company make. But, one product can a market open. What I mean by this is that you can do a lot of work to launch one product into the market, and once you open that door, you then capitalize on that by creating more products to fill the market space you have created. Once you have your spearhead product created, be sure to follow it up right away with a companion product, or a sequel, or a study guide, or a series of implementation exercises, or a new edition, or, or, etc. As the expression goes, the second eBook takes 1/10th of the work, and makes you 10 times the money.

5. Template what works.

If I were to consider selling my business, I know that the part that would be assessed for the greatest value would be my templates. I have systems up the ying/yang. Spreadsheets for processes, lists for checking off, template documents with fill-in-the-blanks, step-by-step guides for myself and for clients, pre-formatted documents for creating everything from class handouts to new eBooks, etc. etc. This is where your real value in a business lies: in its systems. This is true of almost every company. McDonald’s is nothing without its templated systems for everything from food processing and handling, to uniforms for employees, to how to scrub a toilet. Templates are what allow success to repeat. I rarely do anything more than once, because in everything I create or do, I look for a way to be able to do it again without any extra work. Yes, I have a lot of wall charts. Yes, I keep a pile of post-it notes in my bathroom magazine rack. Yes, that makes me look like a major geek. But I know that if I want to look professional, I need to save time, and templating is the only way I know to do that effectively.

The moment I let go of the unrealistic fantasy was the moment my company was born. I found real joy in offering something of value to a market that wanted it. I love sharing this with consulting clients, and watching them make the same shift and get real. No, I don’t have an ocean view (especially here in Las Vegas!) but I do have constant inspiration.

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Make Your eBook Into a Magazine

April 10th, 2012 . by Peggy

With my upcoming audio product eBook Fast Lane, I’m including a slim workbook for eBook creators. Here’s how you too can create an eBook that is also a magazine.

HP has a service called MagCloud, and it is exactly what it sounds like: a cloud printing service for magazines. Yes, you can upload your mailing list, and they will print the number of required copies, and send them out to your list. You can also order them for yourself at a very reasonable price. They have three different sizes, and the print quality is excellent. Check out the latest I just created for this platform, for friend and client Shari Molchan, of MolchanFinancial.com.

Shari wanted an eBook, but she also know she wanted something to have at her speaking events and classes. With MagCloud, we created a single file to upload – that’s right, not different versions of the file for eBook, downloadable and print – uploaded it once, and we were in business.

The PDF we created to upload to MagCloud also works as a download on Shari’s website (in lower resolution, to make it smaller and faster to download), and when the digital version is downloaded from MagCloud, it works as a cool iPad app, which shows off Shari’s content to best advantage. The print version is beautiful, using the best in magazine printing technology, bagged and delivered to your door.

SLICK, huh?

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Designing Your eBook Cover

April 4th, 2012 . by Peggy

Why are there so many eBook covers that just suck? Here’s how to un-suck yours, and design for digital, not print.

It used to be said that you had 6 seconds to sell someone on your printed book in a bookstore. Personally, I think that was an overestimation, and it’s gotten much, much worse in the eBook world. You probably have a negative time frame in which to sell your eBook, as its cover is positioned in a grid of hundreds on your screen. You need to reach out and grab the reader by the nose, not simply wait for their passive eye to drift your way.

Keep this front-of-mind: eBook cover design is not an act of art, it is an act of marketing.

Yeah, harsh, I know. But it’s the truth. I started designing my own covers years ago, and now do them for clients, for a very simple reason: I couldn’t get the graphic designer to do what I wanted. The designer would select heavenly images, take hours choosing fonts, etc., and I would often end up with something that I’d love to frame for my wall, but wouldn’t sell a single copy. Bear in mind that graphic designers are taught things like how to use design software, not necessarily things like classic perspective and proportion. And even if they do know that sort of thing, my experience tells me that graphic designers don’t always make good eBook cover designers, because they get caught up in the artistic points, and lose sight of the marketing.

Here is a little self-checklist to go through as you design your eBook cover, either by yourself, or with a graphic designer. All of the following sample images are taken from the top 20 sellers on Amazon Kindle, on this date., which might say something about the relationship of good cover design to sales, meaning, that even if your cover isn’t perfect, it will still sell if you do other things right.

1. It must be seen from a distance: nothing tiny or complicated.

Remember that this cover will typically be seen at about an inch, or possibly two inches high. If you can print it out at 6×9, tape it to the wall, step back 20 feet, and it still makes sense to a stranger, you’re on to something.

Text is too tiny and too much detail.

Text is too tiny and too much detail.

2. High contrast text and images only.

Readability is key: your title of your eBook is based on your keyword research, (right?) and you need to be sure that people are able to see it on all sorts of screens, in an eBookstore, etc. Don’t put words over top of images without giving them a glow or drop-shadow to enhance readability. No fuzzy greys.

Nice high-contrast image and easily-read title.

Nice high-contrast image and easily-read title.

3. Use colour wisely: keep to one or two focus colours, then a bold accent as focal point.

Just like dressing oneself, don’t put too much colour or fading of one colour to another in a small space. One or two key colours, perhaps those that relate to some sort of branding around the eBook, and an accent. The accent may very likely be the title of the book, in a bold colour contrasting with your background.

Pretty blues, but lacks readability and focus.

Pretty, but lacks readability and focus.

4. If you use an image, it had better be close-up / zoomed in.
Unless it’s a silhouette, don’t use un-cropped images. Bring the subject in close. Make us feel like we’re right there. Eliminate distracting background to all images, and we’ll focus on what you want us to see.

Readable text, but image is meaningless.

Readable text, but image is meaningless.

5. Don’t use brown. Top sellers all have: black, blue, and red.

This is just personal observation. However, orange and yellow work well. Brown is a passive colour, not mixed from primaries, and it may be that something deep within our brains associates it with muddiness or lack of clarity. However, red means blood or excitement, blue recalls the open sky, and black is depth and mystery. There’s a whole colour theory about this, debated by psychologists, and perhaps you have more time than I.

Nice blue, clear text, leading image.

Nice blue, clear text, leading image.

6. No creepy fonts – can’t see them in small preview images and hard to read on a screen, even if they look OK in print.

Creepy or fonts not designed for titles are so, so wrong. Too cute, too curly, too ridiculous. Unless you are mimicking handwriting, please just stick to highly-readable fonts that are designed for use in titles.

Not bad, but the font just isn't bold enough.

Not bad, but the font just isn't bold enough.

7. Mimic your print book if you have one, but not if it doesn’t work in digital format.

Consistency in branding is important. However, printed book covers rarely migrate well to digital status. It makes perfect sense then, to design for digital first, then adapt for print, changing as little as possible.

8. If you aren’t using an emotive image, use a dramatic, archetypal illustration.

The emotive image is great on a cover. (Emotive image = either the current problem or pain, or the desired corrected outcome or happy result. ie. The couple riding off into the sunset would be the happy ending.) However, if you’re not using a photo that meets the above requirements, and are using an illustration, be sure that it’s archetypal enough to be universally understood. It must have strong contrast and high visual impact.

High-contrast, meaningful image on all in this series.

High-contrast, meaningful image on all in this series.

9. Limit the text to title, author name, and a 22-character tagline, if at all.

If in a series, put the digit number high up in right-corner. Keep it clean. Let the image speak, because that’s what will catch their eye first from a distance.

10. Use consistent imagery throughout your work, and esp. within a series.

It’s important to retain branding, and series eBooks can he highly successful. It’s often said that if you have an eBook that’s not selling well, write a sequel. Then all of them sell well. Readers can’t resist more of the same.

Sparks departs from his signature cover style. Too bad.

Sparks departs from his signature cover style. Too bad.

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10 Things Authors Should Know About QR Codes

December 23rd, 2011 . by Peggy

I’ve spent the last year working with a firm here in the US, doing research and application development related to the use of QR codes for marketing. As a writer, I’m always on the lookout for how everything I encounter relates to information marketing, and I’ve summarized here some points that Authors in particular should find stimulating.

1. You can’t ignore it for much longer.

As tablets and smartphones capable of scanning QR codes expand to fill more than 53% of the mobile market, you have yet another avenue through which to connect to readers. If you have a book going to print in the next few weeks or months, be sure to put a QR code on the cover. If you haven’t yet decided to what you want that code to link, have no fear: just link it to a page on your current domain, such as mybook.com/qr. Then, when your’e ready, place the content at that URL.

2. Elevate your QR content.

In my don’t-call-it-humble opinion, the biggest mistake that seems to be made with QR codes overall is that they are only used to link to existing content that can be found any old way, regardless of whether someone has the code or not. Reward QR users with something extra-special, such as a video message from you that is not directly linked to from any other part of your blog, or a secondary version of your book trailer. Think of it as more than just an easy way to funnel people into what you already have.

3. Realize that most people will look at your stuff on a phone, not necessarily a tablet.

If you link to a video, be sure that it formats for a cell phone appropriately. (YouTube.com can link to an unlisted video and adjust automatically, no matter what viewers use to see it.) If you link to a page on a website, be sure it’s not a gigantic graphic, text formatted as images, etc., that will all look awful on a phone.  Make all text re-flowable, and all images self-adjusting.

4. Don’t have just one code.

Let’s assume that you’ve integrated QR codes as part of your wholistic marketing strategy. That should mean that you have a code on your business card that links to your “About me” page on your blog, and one on your book cover that links directly to information about the book itself, more in the series, extra information about the same vein of content, or perhaps an invitation to receive special extra content, one on your posters advertising book signings might link to an intro to the book, you as an author, and confirmed details about the event itself, with an easy link to put that event into their calendar. Each code can be context-sensitive and detailed.

5. Don’t expect people to buy your book from a QR code.

But do expect them to want to learn more about you, the book, your other titles, etc. If this is the first time they’re hearing about you, be sure you woo them appropriately first. As per #4, one of the codes in your arsenal should lead directly to a buy-it-now page, but be sure to offer more than that up front.

6. Don’t isolate the code.

Be sure that the code is presented in a way that lets the user know what to expect when they scan it – are they going to a contact page about you? Then be sure to tell them that. Are they going to buy tickets to your event? Are they going to see some exclusive content? A video? Be sure to give them a headsup, so that they are not only more interested in scanning, but also not worried about being spammed, getting a virus from a disreputable vendor, etc.

7. Expect more from your scanners.

It might not be a far-off assumption that people who own a smartphone and know enough to use a QR code are in that sweet spot group of consumers: 25-45 year olds with disposable income and a higher education. They might want complex content, that is well thought-out and implemented. Chances are, they will reward those extra efforts you make to entertain and challenge them with more money spent on your stuff. Give more to get more.

8. Don’t link directly to a file download.

Since users might access this from a phone, they are going to hate it if they scan a code only to see a PDF trying to suck up their entire data plan inside 2 minutes. Link to a page first, and give them an option.

9. Include social info on QR landing pages.

Once people scan the code, make it extremely easy for them to share what they’ve discovered, by including “Tweet this” and “Share on Facebook” links on that page.

10. Think in terms of space, not just time.

Mobile users might find it helpful to have a QR code perform an automatic checkin for a location on Yelp or Foursquare. Reward event attendees with a code that will help them earn Foursquare “Swarm” badges and other location or event-specific happenings.

BONUS – 11. Be sure to follow up.

Once someone has scanned your code, it’s easy enough to use any number of systems (afflink) to invite them to sign up for your list or enter their mobile number to keep up to date on future happenings. Not all will take advantage of this, but the 5% that do will be loyal enough to be worth communicating with in future.

 

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