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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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Concrete and New Media

September 24th, 2008 . by Peggy

The next time a client tells me they’re not sure that blogging, social media marketing, and new media will work for their company, I want them to watch this video.

Bruce is not ashamed to stand in a booth at BlogWorldExpo and beg people to blog about him and his company. It apparently worked, because his booth was swarmed by people. In fact, I’m extremely proud to say that just as I was putting away my own video equipment form this interview, the anchorman from the local newscast in Las Vegas dropped in the booth to beg for a short interview. (Gee, did I get in before you guys? Awww, that’s too bad.)

What I was late on was finding out about the concrete company’s product, because it might have save me about 10k on the construction of my new house. Oh well: next time.

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Why I Love Frank Kern

June 6th, 2008 . by Peggy

Frank Kern is another one of those goofy internet marketing guys that sells eBooks and other “make a million dollars this weekend” products. I seem to get plenty of this type of offer in my inbox, and like you, I ignore the vast majority of them. But whenever I hear that Frank has a new video, I can’t wait to watch it.

Here’s why: Frank is a beach bum. He is a misplaced Texan that somehow landed on a beach in California. (At least, I think that accent’s Texan. Mebbe not.) Frank surfs when he’s not making cheezy marketing videos. His perma-tan doesn’t cover his cliche surfer tattoos, and his hair looks like it hasn’t seen a comb in weeks.

But Frank is a great writer, and a great communicator. I’d love to publish him. His bedraggled appearance is clearly helping his business, because Frank enjoys a lifestyle made possible by his marketing ventures. We all want to be Frank, even if we want to comb our hair occasionally.

Don’t be led to believe that Frank’s success is based on ultra-sophisticated technology. Oh no! If anything, his approach is extremely low-tech. In the case of one of his videos, he actually uses a white board to illustrate a concept. (Held up to the camera during an interview with another marketer, and completely covering the face of his guest while doing so.) Frank’s market appeal is in his approachability. If he can do it, why can’t all of us?

Many of us assume that the book we want to write won’t sell because we’re not polished enough. Frank clearly illustrates a point I’ve made many times before: credibility for an author is about communication and sincerity. It’s never about a suit.

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