Ebooks – the new dimension to publishing and marketing

Sunmakers ebook creation epub e-bookThe world of ‘the book’ is changing fast.

Not so very long ago, the accepted wisdom for publishing was that if you got accepted by a publisher, it would be 18 months before the launch of your book. Now, you can now get your content sold through Amazon or Apple (and other book websites) within 48 hours of you finishing your writing.

There are interesting implications to this. The new keywords associated with this kind of publishing that we need to have in the forefront of our minds are: speed, accessibility, low cost and volume.

Speed: your book can be on the Amazon Kindle store within 48 hours.

Accessibility: anyone can download your ebook, anywhere in the world.

Low cost: you can spend as much or as little on producing your ebook.

Volume: with no stock limitations, you can sell as many as is possible.

The old values no longer apply.

Your book does not have to be timeless. It can be bang up-to-date right now, for now. You simply replace it when it becomes out-of-date with a new book.

Your book doesn’t have to be the complete works, your life’s work, the be-all-and-end-all in the chosen topic. It can just be as long or as short as is needed to provide the information it’s supposed to provide.

There are no printing or other costs to cover so the price can be whatever you like, or rather whatever you think the target market will respond to to get the volume of sales you’re after.

This all means that ‘the book’ does not do quite the same job as a book of old. Yes, the book, any good book, properly targeted and marketed will help position you as an expert, but the new dimension is that they are able to serve a new role, that of content marketing.

Businesses used to do this with brochures, pamphlets and websites. All of those still have their place in the marketing mix, but not quite in the content marketing role that they would have been used in the past. People don’t value brochures unless they have glorious photos of desirable cars in them. Otherwise they’re regarded as litter. People don’t value pamphlets. They’re free, temporary and make are more likely to lower to perceived value of the offer they’re supposed to promote. With websites, people bore of reading lots of text on screen. They scan read to get the ‘gist’ and the data they want. Text on a website won’t massively increase your Kudos.

Books are still the best physical marketing tool and should be used to replace brochures and pamphlets and compliment your websites. But a book has to have over 100 pages to have a spine worthy of being called a book. A book needs a fair amount of content.

The new dimension in content marketing is using an ebook to replace the specific brochure or pamphlet.

The ebook has a similar Kudos to a real book. The fact that it can be bought, stored and read on a Kindle or iPad is real new bonus in making it feel like a valuable item.

A lot of people have been doing a similar thing for years of course, sending out ‘free reports’ and downloadable ‘ebooks’. But these have been just PDFs. I say ‘just’ PDFs when in fact a pdf is can be a very attractive document. It can be beautifully designed and branded. But people don’t like reading on their computer screen (either a laptop or a desktop) so ended up printing out the PDFs, using up paper and ink. Later, people stopped printing them because of that and therefore stopped reading them.

The new concept of ebooks designed for e-readers is the new dimension. Of course a pdf can be downloaded and read on any e-reader too, but the user can’t control it in the same way as one designed for the e-reader. An ‘ePub’ ebook has what’s called ‘reflow’. This means that the reader can chose the type of font and size for the text and the book ‘reflows’ accordingly. An ePub file has only the ePub default design (no clever columns or typography can be used). It can have pictures (in black and white on standard Kindles and colour on iPads and Kindle Fire).

You can price your eBook at whatever you want. You can put a high value on it or undercut similar offerings in the bookstores. You can even give it away for free. It’s up to you and the purpose of your material.

An ePub eBook allows you to get your timely content to your target market in a way in which they want to receive it.

It could make all the difference to your business.

Get in touch to see how your content could benefit from being turned into a book, or a suite of books as ebooks or physical books.

I’ll show you how it’s done.

Call today on +44(0)1865 779944

www.sunmakers.co.uk

Book Ayd to speak at your event.
www.aydinstone.com

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Are you an expert?

I was surprised to be asked at a networking meeting, “what do you mean by ‘expert’?” I hadn’t been asked that question before. My answer was, and I stick by it: Someone who has information in an area that is of interest to others and is able to express that information.

Note that I’m not including highly skilled people in this category. We can’t include people who, may be brilliant at doing unless they’re brilliant at explaining what they do to. To be our kind of expert, the expertise needs to be conscious. There needs to be a understanding of the subject rather than just the craftsmanship. If someone is brilliant at tennis then they are exactly that, brilliant at tennis and they probably win a lot of matches. They are not nessesarily an ‘expert tennis player’ – that’s something different. The expert tennis player may not win a lot of matches, but does know a lot about tennis.

I imagine you’re pretty good at what you do. To become the expert that can write the book on that expertise you need to be able to think about what you do in a different way. You need to be able to step out of the ‘doing’ and see the holistic big picture. It might not be easy. Which bits of what you do should you include? Which bits are so obvious they can be left out?

This is why you should be using some of the elements of storytelling to create our expertise material. Sometimes the reader needs the how, the why, the detail and the backstory but sometimes they just want to cut to the chase, get involved in he drama and delight in the thrill of the plot.

Putting your expertise across is a journey you will take your readers on. We need to make sure it’s an interesting and worthwhile journey that gets them from where they are to where they need to be in the most exciting and compelling way.

Call us today on +44(0)1865 779944 to discuss how we can turn your expertise into a brand or create a book with selling power.

Turn your Blog into a book: www.blogtobook.co.uk 

Book Ayd to speak at your event.
www.aydinstone.com

The Window of Opportunity

Recent books I've designed

Books are magic. I’ve discussed that in some detail here. I use the word ‘magic’ in it’s right use, I believe, meaning ‘something that has an extraordinary effect whose mechanism we don’t understand’.

That’s how it is with books. If someone is an author, we think of them as the authority on the subject. We think of them as something special. We will pay more for their advice.

The reason we respect authors and their books is because we know deep down that it’s an amazing thing to get published. Aside from the actual writing, you have to be picked up by a ‘publisher’ who, in recognising your talent and greatness, verifies and validates your work. A published book has been approved by several experts who know a good book when they see it. A published book has gone through a process of peer review. Only the very best get published. A published book is a proper book. An unpublished book is like an unsigned rock band: if they were any good they’d have got a deal.

But there’s a problem. Now, almost, anyone can get a book out. It requires a little bit of skill and knowledge, but not much. Anyone can get a book ‘published’. All that requires is the tiny bit of know-how. It’s shockingly easy.

So what does that do to the magic of books? What does that do to our admiration for the published author? Does it mean that there’s a window of opportunity that having a published book still counts as cool, but in a short while when more people realise how easy it is, that glory will be undermined. So you’ve got a book out? So what?

We call it democratization. A leveling of the playing field. Now, more people can get into the previously invite-only members club of publishing. So what will happen next? Will the magic be undone?

Let’s have a look at previous democratisations for the answer. Here are a few:

Photography was the domain of the professional expert from its invention in the late 1800s until around the 1950s. Then it entered the domain of the committed hobbyist who had the cash to invest in it. Then cheap instamatic cameras and Polaroids in the 1970s opened it up to everyman. Now, ridiculously cheap digital cameras in recent years has made everyone a photographer. But there’s still a place for the photographic expert…

Filmmaking follows the same pattern. You needed serious cash to make films, even on consumer Super8 cinefilm up until the 1980s. Then VHS cameras, MiniDisc, digital tapes and then hard drives made everyone a filmmaker. But television programmes and movies are still made by committed professionals.

Graphic Design was one solely the domain of the draughtstman, illustrator or typographer. Their tools were indian ink, marker pens and lead. Desktop publishing became a reality only in the early 1990s when the tools changed to computers and software. The PC became cheaper. Ready made clip art appeared. Everyone can now be a graphic designer. But if having affordable professional tools was the answer, every Church magazine in the land would look like a quality periodical like those on the shelves in WH Smiths. Every PowerPoint presentation would inspire and compliment a speech perfectly. Every poster or flyer produced would be worthy of being framed and have prints sold in those poster shops. But clearly they aren’t.

Just as with photography, filmmaking and graphic design, having the right tools and the right methods does not create greatness in itself. You still have to create a quality piece. Quality work is produced by dedication, persistence, practice, research, willingness to learn, experience and perhaps a few other factors.

It’s likely that the world will become awash with new books written by new authors. But the magic will remain, but change form. Democratisation means everyone can do it, but it also means that we can’t and won’t rely on third party endorsement alone. The democratisation of publishing means we now have the power as writers to publish and as readers to judge for ourselves what is worth reading. The external filter has gone so we have to filter for ourselves.

More television channels gave us more telly. But it didn’t give us more good telly. Self publishing will give us more books to choose from, but not necessarily many more good books.

This is why, more than ever we have to focus on quality. Our books must be brilliant. They must look brilliant. Just being ‘published’ will soon not be enough…

Don’t just do a book – make it a good book.

This article came out of a conversation I had with Howard from www.oxfordcomputerservice.co.uk.

Learn more about writing and publishing your book:
www.thekudoseffect.com

Call us today on +44(0)1865 779944 to discuss how we can turn your expertise into a brand or create a book with selling power.

Turn your Blog into a book: www.blogtobook.co.uk 

Book Ayd to speak at your event.
www.aydinstone.com

Secrets of the Wealth Accelerators

Not only is this book packed with business growth secrets, but the story of its conception reveals perhaps the best strategy of all…

I met up with Paul Avins, Award Winning business coach and speaker and author of Business SOS (see here) to talk about a new book idea he had.

The idea was this: to create a book of new business growth strategies with chapters written by different authors. We chatted through the concept for a while and then Paul said, “Oh, and we want the book to launch at the Business Wealth Club Open Days.”

“Which Open Days?” I asked, “You don’t mean the ones on 6th and 7th of September? That gives us…” I looked at iCal on my MacBookPro, “5 weeks.”

“That’s right. We’ll need about 250 books for those events” said Paul.

I took in a sharp draw of breath. “Ok” I said, “How many authors do you have in mind for the book?”

“About, say, 30, each contributing 1500 words or so” said Paul.

“And how many have we got in so far?” I asked.

“None” said Paul.

So we we were going to contact 30 busy experts and ask them to write 1500 words, send a biography and a photo. I was to design the concept, the cover and layout the book. We were then going to publish it and print 250 copies… all within 5 weeks.

Stress is a major component to heart disease and stomach ulcers. A book from nothing to published in 5 weeks? Dear reader, I certainly don’t want to cause you undue stress and tension in this article so I’ll relieve you now and put your mind, heart and stomach at rest by revealing up-front: we did it. Not only that, the result was, even in my biased opinion, startlingly brilliant.

Let me back-track a little bit first. A multi-author book? I probably grimaced when he first suggested it. Multi-author books are often the worst kind of self-published books. Why? Because they’re usually cobbled together because the organiser doesn’t have enough material of their own, the contributions are often rambling, irrelevant, disparate, of varying quality and often, well, pointless.

First of all, Paul wasn’t short of material. He’s got at least 7 books all backed up to be finished up and edited ready for publication. So that wasn’t the reason. What was it then?

The key was this. The secret of wealth acceleration is collaboration. Collaboration and Joint Venturing on a scale hitherto unrealised by most businesses. By pulling together 30+ experts into one place, Paul would not only have introduced them and their material to his own audience, he would have introduced each of them to each other. That was the key to why they would want to be involved. It was a win-win from the start for everyone.

Paul has nurtured a great network of business experts so we weren’t short. They were contacted and given a deadline of a week to produce their chapter. They all did it. It just shows what can be done when you set a goal with a deadline. And these are busy people we’re talking about here, from all over the world. In fact, we got too many chapters in, so had to hold back of a few for volume two.

I was more than satisfied that the content was going to work. The short punchy chapters were all on the ball. They were all on topic and fitted into a number of topic headings. Paul thought there would be seven of those.

“Make it six” I said.

“Why?”

“You’ll see…”

I had two challenges to sort out. One of the other weaknesses of multi-author books are in how they portray the authors with respect to each other and to the organiser. Usually, no-one comes of well. I knew that each author had to be treated with equal respect. After all, we wanted them to be proud of the book too and to be able to use it to promote their own businesses. They couldn’t do that it it made them look subservient to Paul or each other. I was also conscious that Paul should be positioned as a key player too, not just someone with famous friends.

The solution was in the design of the chapters. We started each one with a strong biography and photo to position the expert’s credibility. Then Paul wrote a piece about the expert, how he had met and worked with them before. That way you knew there was a personal connection. Then the expert had four or six pages where I could clearly layout their content in a readable way, ending with a call to action or offer.

The other nice touch was to have Paul comment on each author’s material by having ‘post-it’ notes dotted around the book, drawing attention to certain paragraphs and giving an ‘interactive’ feel to the book. When you read it, it feels like a collaboration between the author, with Paul and with you. It feels like having a conversation, of being in the room with the experts. Paul also contributed his own chapter and introduction to the book.

The best bit about the book for me, and the bit I’m most proud of, is the way the design cements the concept of the book being ‘non-linear’. What do I mean by that? Let’s face it, few people will read this book from cover to cover, not initially anyway. Partly because the readership is going to be busy business owners and partly because not everyone will be interested in every strategy at the time they read the book. To put it another way: they’ll dip in and out, reading the bits they want to read in a random order. (I still prefer calling it ‘non-linear’ though).

So how do you enable this ‘non-linear’ reading in a book? I used two design strategies. The first is to design and layout the book more like a magazine than like a typical non-fiction book. People flick though a magazine and their eye catches things of interest. That’s why the headings are all nice and big and bold. The sections are clearly delineated and we have the tabs down the side to help with ‘flicking through’.

The second way is to use the contents page. That’s why I wanted six sections as a six-sided shape is a hexagon. I used the hexagon to create a neat non-linear, sort of mindmap type contents page. You can look at the contents diagram and quickly see, in one glance, which topic area you may be more interested in and then easily jump to that page. You don’t have to scan your eyes down an endless, boring list over a number of pages. The contents diagram lets you know that it’s ok to pick and choose which bits to read in the book.

For the cover we knew a few things: we didn’t want Paul’s image on the front (that could undermine the other authors use of the book too much). We did want movement, acceleration and speed. The image we chose works quite well (I coloured it purple to tie in with the Business Wealth Club colours). I created the title as a strong block. We want it to be punchy enough to become a brand. We thought hard about how to bill Paul on the front too. We knew we didn’t want multiple names on there, but it did need a name. We settled on ‘From the network of’ rather than billing Paul as editor, as he is a contributor too as well as overseer. It also helped re-enforce that these are his contacts, not a collection of unsolicited manuscripts that fell onto his desk. These are freshly commissioned articles, unique to this book.

We did it. A week to get the manuscripts in. Three weeks to design, layout and check. One week to print.

A handful of the book's authors

The book is about new economy strategies and contains 33 expert chapters. But the book ITSELF is a new economy strategy

As Paul says in his workshops and talks, “money follows speed” and for a book that has ‘accelerators’ in the title, you shouldn’t expect anything less.

You can get your copy of the book from Amazon here. Go on, have a look and see if you agree with me.

Learn more about writing and publishing your book:
www.thekudoseffect.com

Call us today on +44(0)1865 779944 to discuss how we can turn your expertise into a brand or create a book with selling power.

Turn your Blog into a book: www.blogtobook.co.uk 

Book Ayd to speak at your event.
www.aydinstone.com

Here are the names of the authors featured in the book: Leigh Ashton, Paul Avins, Sue Avins, Bill Belew, Kath Bonner-Dunham, Steve Brooks, Nick Carlile, Marie-Claire Carlyle, Kim Castle & W. Vito Motone, Steve Catchick, Michelle Clarke, Ron Davies, MarcusDe Maria, Bernie De Souza, Gary Fox, Alan French, Dave Griffin, Nick Griffith, Andrew Griffiths, Dave Holland, Ron Holland, Gavin Holmes, Ayd Instone, Jeff Lermer, Joanna Martin, Daniel Priestley, Andrew Roberts, Peter Thomson, Simon Wallace-Jones, Daniel Wagner, Simon K Williams, Simon Zutshi

Conversational Riffs by Neil Denny

Conversational Riffs Neil Denny

Neil Denny is a lawyer specialising in family law. He had created a tool called ‘Conversational Riffs’ as a pack of cards that he used to explain how to better resolve personal conflict.

“As a divorce lawyer, I had been speaking to Rotary Clubs and small breakfast networking event for a couple of years, thinking that what I was doing was promoting my law firm and the legal work that I did. But something happened. In the dark days of January 2009 it became apparent that my law department was overstaffed. Things would have to change. Something struck me right there. In this darkness was real opportunity. ‘Let me go.’ I said to my employers. I knew that I was really enjoying my speaking work and wanted to do more of it. Feedback told me that my signature talk, Conversational Riffs, really touched people; they were inspired by it. Believe me, when you have spent your working life so far as a divorce lawyer, there is not much scope for inspiring people, so when you hear that word, spoken over the work that you do, it kind of sticks in the mind.”

Conversational Riffs Neil Denny

He decided to turn the material into a book. In Neil’s words:
“I spent that summer writing and refining the 35,000 words or so that was required. I was able to recycle 4–5,000 words of material from a blog that I had been writing for the previous 18 months, and that was a great help. I nearly got stung by a publisher who wanted £25,000 from me to publish my book. They asked and I baulked. ‘Share the risk’ they called it. It might have shared some of their bloated overheads, but it multiplied my risk massively. Instead I met and worked with Ayd Instone under his Sunmakers label, a brilliant decision and one I recommend to many people.”

As Neil uses music, especially Jazz, as a metaphor in the book to explain how different instruments play different melodies but still work together, we turned the metaphor into a visual one by designing the book in the style of a Jazz/Blues record. We made it 7″ square, just like a record and used typography associated with Jazz and Blues.

The result was a great looking book that as soon as anyone saw it, they ‘got it’. It was launched in time for Neil’s first large conference talk. Having the book, the branded presentation on the screen with the graphics from the book and banner and business cards helped make Neil and the talk come together as a complete package.

Conversational Riffs Neil Denny

“The talk went well and as I stepped down from the podium, to warm applause, I realised that something had happened. I was no longer just a lawyer working on divorce cases. In my pocket were new business cards which read: ‘Neil Denny – Speaker • Trainer • Author’, I had created a new career, a new livelihood. And it felt good. It felt good to create, to share knowledge and ideas, and to entertain at the same time. I knew that the chance to make a difference, to inspire, was far greater in this arena than in the court room. I was born again, born into a second career and about to embark on an exciting journey that will lead me who knows where.”

Since then Neil’s speaking has really taken off. He now speaks at conferences all over the world. His second book was commissioned by a major publisher and is out soon.

Call us today on +44(0)1865 779944 to discuss how we can turn your expertise into a brand or create a book with selling power.

Turn your Blog into a book:
www.blogtobook.co.uk 

Book Ayd to speak at your event.
For more interesting info see:

www.sunmakers.co.uk
www.aydinstone.com


Alignment by Rod Sloane

alignment rod sloane

Rod is a speaker on marketing and sales alignment. It’s an area of emerging importance in larger organisations. He wanted a book that positioned his expertise clearly in that area. His previous book ‘No Bull Marketing’ was aimed at small business so wasn’t a tool he could use to promote his corporate offering. Before we got together, Rod had made the unusual and brave decision of actually writing a book and then jettisoning it when he realised it wasn’t going to do the job. So when we started on the project together we really id begin again with a blank page with no attempt to shoehorn the previous material into it and use just because it was there.

The point we started from was clear: what was the purpose of the book. Everything must come from that. If it doesn’t and you’ just want a book’ – that’s vanity publishing. It’ll briefly feed your ego but won’t promote your expertise or make any sales.

The sole purpose of this new book was to promote Rod as THE speaker on the topic, to open door to the decision makers and to tip the decision of who to book for training and conference speaking opportunities in his favour.

Alignment Rod Sloane

So how did we do it? I normally ask clients to bring along a selection of books they admire from their own collection. It helps us gauge what works and what doesn’t, what the client likes, as well as trends in various genres. Rod didn’t bring four or five books. He brought fifty. We played a simple game wit them. I asked him to assume he had never read any of the books. I asked him to assume he had never heard of any of the authors of the books. I asked him to assume that each book represented a speaker who was pitching to speak at an event he was organising (where the actually topic wasn’t relevant). Then I asked him to decide just by picking up and putting down each book, which ones he would be interested in booking. Clearly we were judging each book on the look and feel they gave off in just two to three seconds.

We got through the fifty books very, very quickly. Rod did what almost everyone does in these situations. He looked at the cover. He turned the book over and looked at the back cover. Then he flicked through the pages from back to front. He then put the book down making comments such as, “too boring”, “old hat”, “style over substance”, “sloppy”, “tedious”. What he was doing, is what most people do: judge. We make judgements all the time, subconsciously and intuitively. He was making the (false) assumption that the book in his hands directly represented the performance and quality of the author and their possible talk. Actually, it’s usually quite an accurate indicator, but that’s not the point here. It’s the assumption that’s important here. Rod assumed that cramped info and difficult to understand diagrams in the book meant hard to understand Powerpoint slides in a presentation. He assumed that a book full of waffle represented a speaker full of waffle. Out of the fifty books we were left with two that he would book for his imaginary event. Of those two we chose one that had an approach suitable for our needs. We then dissected that book to discover why it had worked and built as many of those learnings into our new book.

Rod uses the book as a marketing tool. He sends it to some of his top prospects. The idea works – the right people are impressed. The easy to digest nature, the imagery and the small size have all been appreciated by the top executives that Rod is aiming his material at. It’s resulted in some high level bookings that he would not have been able to get had the book not been there to open the door.

Call us today on +44(0)1865 779944 to discuss how we can turn your expertise into a brand or create a book with selling power.

Turn your Blog into a book:
www.blogtobook.co.uk 

Book Ayd to speak at your event.
For more interesting info see:

www.sunmakers.co.uk
www.aydinstone.com


Improv and Reading People by John Cremer

Reading People John Cremer

What was most remarkable about this project was that it was done so quickly. Within four weeks of our discussion and agreement, John had written the book, I’d designed and set it, we ordered a batch and he had them in his hands. That timescale is very quick, probably too quick, but it does show what can be done when decisions are made. It also highlights the beauty of self-publishing, that the deadlines are your own. The only delay to you having and using your product to further your success and make money with it – is you.

John Cremer is an improvisation expert and performer. He had recently turned his expertise into training workshops which had proved successful with chief executive groups. He created new material on a new topic of ‘Reading People’ where some personality attributes and motivational characteristics can be gleaned from and understanding of the physicality of the body. He came to me to ask for help to brand this new programme. Although it sounded complex it can be explained very simply. But the danger there was that we made it too simple that it got confused with other systems or with the study of body language.

The approach we took was to treat the material as ‘ancient wisdom’, which the essence of it was, and brand it classically to reflect that. The device used for the cover of the book comprises a glass ball with engraved metal surround. The idea was that it hinted at being some kind of device like an alethiometer or the Antikythera mechanism. The background of purple velvet reflected the type of material you would find lining a wooden box that housed such a device.

Improv John Cremer

The purpose of the book was to sell at the back of the room after John’s events as well as use as a promotion tool to gain a wider audience for the programme. It worked: John recouped the cost of design and production within a month from extra workshop sales as well as doing the same again from profit from sales of the book. The fact that Reading People became a usable brand for John meant that all his promotional materials carried the purple velvet and the gold; his website, business cards and exhibition banners and marketing flyers.

It was such a success that we did the same for his previous product, Improvisation. A decision had been made early on that unlike many professional speakers we decided to brand the programme Reading People, i.e. the expertise, and not John himself. The brand puts the expertise first with John’s name as almost a signature. This strengthened the product and made it straightforward to add a second offering. ‘Improv’ became the second book. Like the first it took the same classical approach. We created a new device, a gold embossed symbol of ‘the fool’ stepping out into the unknown. The velvet was retained but the hue shifted to blue.

This book was an even bigger success than the first. It helped strengthen John’s approach to improvisation as a relevant creative tool for big business: you need to be able to think of your feet, accept change, stay positive and be able to perform well in the most stressful of situations.

The books we created help John to prove that his expertise is not only of interest to business, but actually essential. The brands position him as the most unique, definitive and most able expert to deliver those messages.

Call us today on +44(0)1865 779944 to discuss how we can turn your expertise into a brand or create a book with selling power.

Turn your Blog into a book:
www.blogtobook.co.uk 

Book Ayd to speak at your event.
For more interesting info see:

www.sunmakers.co.uk
www.aydinstone.com


Book myth: I will make money from selling my book

No you won’t. Mike Southon wrote the best selling business book in the UK, ‘The Beermat Entrepreneur’. He often says that he made little money from the millions of copies that were sold. If he didn’t make anything from sales of millions, you certainly won’t with a print run of a few thousand.

If you want to make a little bit of money don’t waste time courting big publishers. Self-publish it so you can sell copies yourself and keep all the money. If you do a good talk you might sell a dozen at the back of the room. You might be able to pre-sell a batch into a conference so every delegate has a copy. You might shift a few copies from your website. You’ll make some good pocket money that way. But if you add up the cost of producing the book. Not just the design and printing but the writing and the selling, the postage and packing, you’ll find that you’ll have made fresh all.

So why is Mike Southon still so excited about his book? It’s because of what the book did for him. It positioned him as an expert who could now make personal appearances for money: talks, workshops, conferences, consultancy and coaching. It opened doors for him to meet and work with a host of other successful people. It meant he became highly regarded as a columnist.

You won’t make money from you selling the book. You will make money from the book selling you.

Get the free e-book ‘How to Make Your Book Look Rubbish‘ here: www.sunmakers.co.uk

Call us today on +44(0)1865 779944 to discuss how we can turn your expertise into a brand or create a book with selling power.

Turn your Blog into a book:
www.blogtobook.co.uk 

Book Ayd to speak at your event.
For more interesting info see:

www.sunmakers.co.uk
www.aydinstone.com


Rubbish looking books are selfish

How to make your book look rubbish

Get the free e-book "How to Make Your Book Look Rubbish" here: http://www.sunmakers.co.uk

Most self-published books are rubbish. Or at least they look like rubbish. By rubbish I mean garbage, trash, litter, junk, waste. Let’s take it further: excrement.

Some self-published books might have some good content in. They might. But who cares? They look like pap. Let’s face it. If the author couldn’t be bothered to package the content properly, what level of care do we assume went into the information contained within. Would you look forward to enjoying a sandwich if it was wrapped in toilet paper? You’d assume, quite rightly that there was a risk that the food was less than palatable, perhaps even poisonous. We judge a book by it’s cover too. And quite rightly so.

If you’ve ever bought an Apple product you know they have spent an awful lot of time and effort on making the unboxing of it a wonderful experience. The author of that cruddy looking self-published book didn’t give two hoots about your reading experience. All they cared about was their own content. How selfish is that?

They used to make me laugh. Now they make me sick. Here’s why.

Producing a cruddy book is selfish and arrogant. It’s as if the pig ignorant author is so haughty that they believe you should perceive them as an expert based on such flimsy evidence. It’s like they just couldn’t be bothered. But they would probably expect you to pay them extortionate fees for their consultant service or whatever new-media snake oil they’re flogging. Now they’re offering you something that’s going to lower the tone of your bookshelf.

It’s also selfish to the rest of us who really want to use self-publishing to deliver our excellent books to our audiences. The self-obsessed cheapskates are ruining the marketplace for us. Sooner or later, when people who hear your book was self-published may assume it’s total tut before they’ve even seen it.

This is why your books and products must not look like they are self-published. It’s not hard. You wouldn’t go to a business meeting dressed in a previously used big bag, so why send your expertise out in one?

Get the free e-book ‘How to Make Your Book Look Rubbish‘ here: www.sunmakers.co.uk

Book Ayd to speak at your event.
For more interesting info see:

www.aydinstone.com

Why people don’t write their business book

The main reason people spurn the idea of writing their own business book is the often erroneous belief that they can’t see a connection between their business and a book. They can’t see how it could serve their business by being about something people will want to read. I’ve helped quite a variety of business people write a book, from many different industries and specialist areas where you wouldn’t have immediately thought it would work, and yet it has.

The main reasons people don’t start their book are because they:

– Don’t have what they think is a good enough idea
– Don’t think they have enough material
– Think they have too much material and don’t know how to structure it
– Don’t think it’s important enough to allocate time to
– Just don’t like writing
– Think they’re no good at writing
– Think the process is too complicated or will take too long
– Fear of success, it could take them out of a comfort zone
– Laziness and lack of discipline
– Don’t know how to do it

All of these can be condensed into one straightforward and damming reason:

People don’t write and publish their own book because they don’t think they’re good enough.

By that I mean they think their business knowledge is not really very good and/or they are not very talented. This is the same reason people don’t do anything; the secret fear of not thinking they’re good enough.

If you really do believe your business is no good and that you are useless at it then we probably can’t help you. You need to go and read some other experts books and learn something. Go and visit a psychologist and get to the bottom of why you feel so useless.

But if there’s a glimmer of hope that you do have some expertise or knowledge that is of value to people then everyone of those reasons listed above can be overcome.

So why write a book? The more you think about it the obvious it becomes. If you have a book about your expertise it makes you look even more like you know what you’re talking about. It will mean you’re more likely to be thought of as the main expert on your topic. You’ll get more bookings, more clients, more PR and more opportunities as a result. You might even make money directly from selling the book too.

If you have information, be it data, an opinion or case studies, that help people understand your offering to help turn them into an informed buyer of your products or services, then creating a business book is for you.

Call us today on +44(0)1865 779944 to discuss how we can turn your expertise into a brand or create a book with selling power.

Turn your Blog into a book:
www.blogtobook.co.uk 

Book Ayd to speak at your event.
For more interesting info see:

www.sunmakers.co.uk
www.aydinstone.com