WE'VE MOVED!

By Susan Kendrick
Write To Your Market, Inc.

Greetings! We hope you are working on writing a book to build your business and other branding or re-branding projects that get the word out about what you have to offer.

All is well on this end. We have simply moved to a new location.

Our Book Cover Coaching & Business Branding blog is now being posted on our newly designed website, www.WriteToYourMarket.com.

We've been around for a long time, but so had our website, so it was time for a new look and a better way to show some great examples of book covers, e-book covers, professional speaker kits, websites, and more that we've been developing for our clients. We wanted you to see examples of how you can build a brand, business, and more with the help of a book that showcases your expertise.

Please visit us at our new website and blog location. Take a look around. Below is a list of what you will find there so you can click to whatever you may be working on or interested in right now.

Branding

Name Your Business
Personal Branding

Books / Covers
Book Titles and Subtitles 
Book Back Cover Text
E-Book Covers
Manuscript Development
Book Cover Design
Samples By Topic


Marketing Solutions
Website Content
Media Kits 
Professional Speaker Materials

Blog +

Read Our Blog
Critique & Consultation

About
About Us
Testimonials

Store
"Cover That Book"

Contact
Contact
    
Please feel free to contact us with any questions. We look forward to hearing from you and hope you enjoy the new website and everything there. Email us at info@writetoyourmarket.com or call 715-634-4120.

How to Break Into New Markets With Your Book

One of the Most Profitable Relationships
You Can Develop ... And 6 Ways to
Get Started Now

By Susan Kendrick
http://www.writetoyourmarket.com/

(First, it's good to be back! I've had a busy year. Lots to talk about.
Here's to May 2011 and getting reconnected. Warm Regards, Susan.)

What’s easier, a cold call or having someone personally introduce you to a new prospect? What’s a quicker way to build trust—jump through all the hoops of proving that you’re as good as you say you are, or have somebody your prospect already knows and trusts back you up as a great resource? In each case, either way works, but a third-party introduction and endorsement is definitely less labor-intensive. You move on much more quickly to building relationships instead of just trying to get them started.

That’s the way it is when you want to introduce yourself, your book, and your services to a new market. One of the best ways to do this in consulting or any industry is to become a part of that market and for someone already known in that market to make the introductions. Rather than creating relationships one at a time, this is the way to gain access to many prospects at once. 

Who Should You Approach?

Take a look at these three criteria. It should be an individual or organization that:
• Continually offers their followers quality information, perspectives, and resources
  that will help them be better at what they do
• Has a list of followers with whom they regularly communicate and who are used to
  signing up for educational programs and purchasing resources
• Reaches out to their followers in a variety of ways: enewsletters, magazine, webinars,
  blogs, podcasts, speakers, annual events, expos, conventions, and more

Who Does All That? Professional Associations
Professional associations exist on many levels—nationally as well as by state, region, and even by sub-industry. Approach each of them like you would approach a media outlet. In other words, offer to do things that help them achieve their goals. Be a good partner, an information hub, a source for quality perspectives, insights, and educational content.  In return, you get introduced as a go-to expert to potentially throusands of new prospects.

6 Ways to Get Started

1. You can start by offering to do something as simple as contributing articles to the association newsletter and magazine. They get great content--which they associations always need. You get your message across to a group of prospects eager to get them most from their membership through access to expert guidance.

2. Associations face a major challenge on a daily basis that you can help them solve--membership. Associations of all kinds are continually trying to acquire new members and keep existing members. Offer your book to the association at a volume discount as part of a new-member incentive package or as a renewal incentive for existing members.

3. Become a champion for one of the association's causes and post regular blog features about it. You attract those interested in that cause to you as a reputable source of information. The association gets exposure to your followers. And, you position yourself as someone valued by this organization and the team that runs it. You are part of a vital mission in this new market you are penetrating. It is a win-win for both you and the association--again, the key to a profitable partnership.

4. Interview the executive director of the association in a way that enhances their visibility and credibility. Make this interview available as a podcast, downloadable transcript, and video if possible for use by you, the director, and the association.

5. Offer to give the association a sample of your speaking abilities by doing a free breakout session at their next big event. Even if you don’t get paid for the engagement the first time, that live exposure to decision-makers in this new market is a huge opportunity. Use this session to give away a free gift (your book, related product, consulting package) at the end of your presentation, through a drawing of business cards you collect from participants.

6. Go through the vetting process. Most associations have some kind of process in place to help them select sources that will be a true value to their members. Your book—or even your forthcoming book—mark you as a recognized authority in your field. Use it, your website, blog, Facebook and Twitter following, testimonials, and other components of your existing platform to demonstrate your credibility and how you can add value to the association and its membership.

The idea is to enter a new market that you have identified as a good source of potential clients and revenue. Partner with an association in that market that meets the three criteria listed above. Then, do everything you can to add value to what the association is doing for its members in a way that introduces you, your book, and your services to those members.

What Does This Have to Do With Your Book Cover?

Planning for how you want your book to open doors in multiple markets—or at least give you the flexibility to do that over time—will directly influence what you include in your front and especially your back cover sales copy. It will even influence who you approach—and don’t approach--for endorsements.

I have seen partnerships with professional associations work successfully time and time again—both for myself, my clients, and my colleagues. If you have any questions about the finer points of putting this approach to work, or for more ideas that will help you break into a new market with your book or write and design your book cover so that it will open more doors for you, please feel free to contact me or my partner, Graham Van Dixhorn, at info@writetoyourmarket.com.

© 2011, Susan Kendrick, Write To Your Market™. All Rights Reserved.

Writing a Book to Build Your Practice -- PART II

Co-author a book,
like these two authors.

Writing Your Book: How to Get
Organized, Get Help, and Get Going

By Susan Kendrick
http://www.writetoyourmarket.com/

Once you start thinking about writing a book to build your brand and your practice, the first question is "How?" Like Part I of this article for medical and health experts, any professional can use this information, especially the free mini-course (see below).

Since my partner, Graham, and I specialize in creating book titles, subtitles, and back cover copywriting, we turn to our colleagues for help with other parts of the book publishing process. Our good friend John Eggen of Mission Marketing Mentors is a great resource. He provides what most busy professionals ask us for--a tested, systematic way to write and publish a book. He even shows you how to start making money on your book before it's released--a great way to fund your book project.

John just came out with a free mini-course that he has set up so that we can give it away to our readers.
Go to http://ultimateclientmagnet.com/newauthors.

A few tips from our end on the book writing process

A proven formula is helpful any time you take on an endeavor outside your immediate area of expertise. This is especially true when writing a book. It you don’t have a specific path to get from the idea stage to the final manuscript, you risk becoming overwhelmed by a project that can easily grow out of control. Ideas add up, tangents materialize that take you off course, and input from family and friends can send you reeling in a dozen different directions as you try to craft the “perfect” book.

Given these tendencies, it’s important to know that writing a book is first and foremost a function of organization.

Here's one way to think about organizing your book

While there are a few different ways to approach writing a non-fiction book--see John's free mini-course above--one is the 10-Point Book Writing approach. Here’s how it works:

• Choose a topic—something you are good at, like to do, or want to learn more about. This can relate to either your professional life, your personal life, or both.
• Tell readers why you wrote the book and what they will get out of it. That is your Introduction
• Identify 10 key points you want to make about your topic. Those are your 10 chapters.
• Break each of those 10 chapters down into manageable parts: An introduction, 3-7 key points, quotes, examples, stories, etc.
• The ideal length for a non-fiction book starts at around 144 pages, including the Table of Contents, Acknowledgments, Copyright page, and author bio. That means each of your chapters will be approximately 11-12 pages long. Think of it as writing a long letter to a good friend.

But, I don’t have time to write a book

You don’t have to go it alone. Busy physicians regularly hire ghostwriters, transcribers, and editors to assist them in the book writing process. You can even partner with a physician or non-physician to co-author the book with you. Do make sure you follow a tested process. Remember to check out John Eggen's free mini-course at http://ultimateclientmagnet.com/newauthors.

Whether you want to self-publish or work with a traditional publisher, make publishing a book another profitable part of your practice. Please email us with any questions at info@WriteToYourMarket.com or call us at 1-888-634-4120.

Happy Publishing,
Susan


© 2010, Susan Kendrick, Write To Your Market. All Rights Reserved.

Bullet Points: Examples from Bestselling Book Covers

Part Three--Before You Start Writing ... Examples to Follow ... Making Sure Your Bullet Points Work

By Susan Kendrick

(Here is the third of four installments from this article on bullet points. Read this then go make good things happen for your book marketing copy!)

Before You Start Writing
Who is your target market? Don’t say, “Everyone.” To reach out to people who need what you have to offer and sell them on the expertise in your book, you need to identify your particular market niche—that group of people who have specific questions or problems for which you offer specific solutions.

For example, if your book is about personal finance, what kind and for
whom? Is it for people at the end of their careers and ready to retire?
Young professionals who have more time to develop retirement
strategies? Parents eager to save for their children’s college education?

The differences may be subtle, but they are important. Knowing the specific wants, needs, hurts, hopes, and deepest desires of your target market helps you create bullet points that magnetically pull them into your message and what it can do for them.

Examples from Three Bestselling Books

Here are bullet points from a few well-known, bestselling books. See how each of these bullet points instantly pulls you in and makes you say, “Yes!” And, see how each one starts with a powerful verb? Wouldn’t you like these things for your life?

Jack Canfield--The Success Principles:
• Ask for and get everything you want … from people who can give it to you

Robert Kiyosaki--Rich Dad Poor Dad:
• Explode the myth that you need to earn a high income to become rich

Timothy Ferriss--The 4-Hour Work Week:
• Eliminate 50% of your work in 48 hours using the principles of a forgotten Italian economist

More Examples to Follow

Here are some more examples of buy-me-know bullet points, this time from a handful of books on our shelves, from book covers we‘ve developed for our clients. While the following bullet points were first developed for book covers--a great proving ground for creating concise, powerful book marketing copy--these authors went onto successfully use these bullet points to sell their books on their websites and in other promotional copy.

Business Success:
• Use only those marketing techniques that will be most successful for you
• Grow your business, even on a limited budget
• Get corporate sponsors on your side—they’re looking for a good idea, too!

Personal Success:
• Attain all your dreams and goals while keeping your family a top priority
• Use this menu of everyday smells to help you learn faster and retain more
• Scan your home, job, and relationships to get rid of Joy Busters™

Personal Finance:
• Contact the people and companies who want to help you re-establish credit

Parenting:
• Be a great mom without losing your identity
• Understand what dads offer that babies can’t get anywhere else

Health and Wellness:
• Use simple home remedies to reverse everyday damage to your immune system

Now, Inspect Your Work
Once you’ve drafted bullet points for your book, stand back and look at them. Will they:

- Get noticed at-a-glance?

- Create a thirst for what your book has to offer?

- Give people irresistible reasons to buy?

If all your answers are "yes," congratulations. If not, keep at it until you can say “Yes!” to each and every one of these questions. Need some help? Give us a call, 1-888-634-4120, or email info@WriteToYourMarket.com.

NEXT: 30 power verbs you can use to create powerful bullet points for your book marketing copy--on your book cover, book website, media materials, and more.

For information on our book cover branding, copywriting, and coaching services, please visit us at http://www.writetoyourmarket.com./

© Copyright 2009, Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.WriteToYourMarket.com, 1-715-634-4120.

Bullet Points: Getting Started

Part Two--Why Bullet Points Work ... 3 Tips for Writing Them ... Do's and Don'ts

By Susan Kendrick

(This is the second of four installments on writing bullet points for your book marketing copy. To see all the parts in this series, go to following posts:)

Part One -- "Get Noticed Fast"
Part Three -- "Examples from Bestselling Books"
Part Four -- "30 Power Verbs to Get You Started"

Why Bullet Points Work

There’s never any guarantee that people will read all of your book marketing copy, or read it from top to bottom. They may look at your headline, your endorsements, your call-to-action, or your bio. But, bullet points, because they stand out from everything around them, tend to pull people in first.

Exposure to decades of advertising copy—in print ads, on TV, online—has conditioned consumers to react to bullet points this way. That’s where they expect to find the real reason to buy a product or service and what they will get out of it. Capitalize on their expectations!

Make your bullets tight, punchy statements that instantly bring out the benefits of your book to the reader. Note, this is not about all the great things you and your book have to offer—the features of the book. It’s about describing those features as mouth-watering, benefit-rich, sound bites.

One disclaimer: Not every book needs bullet points. Using or not using them depends on what kind of copy is going to work best to attract your target audience. A gift book for new mothers, for example, may deserve more of a narrative style, a “dialogue” with the reader. But, most non-fiction books will get exponential marketing power with a few well-crafted bullet points.

3 Tips for Writing Powerful Bullet Points

Anyone who sees your sales copy—either in print or online—will only spend about 15 seconds reading it. Your main selling points have to pop and be highly visible, almost at a glance. So bullet points, too, must be kept short and to the point. Here are three tips to get you started:

1. How Many? Use about 5 to 7 bullet points total. You can use less, but do not use more or they lose their at-a-glance appeal.

2. Keep Them Short! Remember, you want to make these points an inviting and easy-to-read part of your book marketing copy. Keep them concise by avoiding excess description or “flowery” copy.

3. The WHAT More Than the HOW … People are more interested in what your book will do for them than how it will do it, at least initially. Give them the benefits and do it fast. You can explain how this happens later, or inside the book.

Plus ... A Couple of Do's and Don'ts:

* DON'T use any punctuation at the end of your bullet points. You do not need a comma, period, or semicolon at the end as a break between bullet points. Only use a period if the bullet point is more than one sentence (like this one ...). For book marketing copy, your bullet points will be short (see next point!).

* DO try to keep bullet points on one line if possible, or no more than one and a half to two lines, max. Remember, at-a-glance visibility is key here, especially when bullet points are included in quick-read book marketing copy like your book's back cover copy or on your website.

* DO start each bullet point with an active verb. (See the list included in the third and final post in this series, tomorrow.)

Free Book Cover Timeline

Have your started your book cover, or are you in the middle of that process right now? Please download our Free "Book Cover Timeline." It's a great way to keep the entire book cover process on track and running smoothly. Learn what to do ... when to do it ... and how long each step should or can take. Go to http://www.WriteToYourMarket.com/submitformfreetimeline.html.

Have questions about your book marketing copy? Email us at info@WriteToYourMarket.com.

Happy Publishing!
Susan

© Copyright 2009, Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.WriteToYourMarket.com, 1-715-634-4120.

What's an Author Like You Doing with a Book Title Like That?!

What's an Author Like You Doing with a Book Title Like That?!

5 Ways to Fix Your Book-Title Blind Spots

By Susan Kendrick

Book cover projects seem to come in waves here. This was the week for otherwise highly intelligent consultants who are putting their expertise into new books ... to have landed on some really poor book titles.

Again, the reason this is frustrating to see is that these individuals and their manuscripts are vigorous, sharp, focused, informative, and downright fascinating. This is in complete contrast to their proposed book titles, which were either dull, confusing, misleading, meaningless, jargon-filled, or all of the above. In other words, there was a complete disconnect between the books and the book titles. Not only are their books at risk, but also their businesses, reputations, and future prospects, not to mention the money spent on publishing a book with a go-nowhere book title.

Of course, showing up with poor book title is not a big deal, unless ...

... you are sold on that title, like these authors were. In fact, they were contacting us because they were ready to move onto their back cover copy and then book cover design. Great move. They understand that your back cover copy is the foundation of your book branding and marketing efforts. But, they had definite blind spots about their book titles.

Fortunately, these authors are now rethinking their book titles. I would tell you their original titles, except that they are now going through a makeover, and because these authors deserve to have their new book titles be the first thing the world knows about them -- not what almost happened.

So, what went wrong and how can you avoid blind spots when it comes to your book title?

The following five tips will help you evaluate your book title. These tips aren't about how to come up with a great title, but how to at least avoid settling on a bad one, which is a good place to start. Remember that ideally your book cover will pave the way to book sales, new business, attracting your ideal client, getting the media attention you want, and more. Here's what New York publicist, Rick Frishman says: "The way your book is packaged tells us a lot about you and your message. Bring us something we can sell. Give us a book cover that can help make that happen! "

You can be the expert on your topic and still not be ready to boil that down into the few words that will make people get and want what you have to offer. And, that's OK. Your job inside the book is to expand on your topic; the job on the cover is to condense that into a few words that sell.

Try the following tips for getting a reality check on your book title ideas:

- Walk through a bookstore and browse Amazon
Find the section for books in your category. Look around. You know what catches your eye, especially those book titles that have such great billboard effect. See what draws you in. Does your book title have that same power? If you saw your title on the shelf next to these other titles, would you be drawn to it? Now, analyze the book titles you like best. Is there a certain kind of action word, the word "your," or some twist on a phrase that make them so appealing? Raise the bar on your own book and start brainstorming better titles.

- Test your book title on Google AdWords
This is proven way for getting a completely unbiased, real-time response to your book title, from people who are interested in and looking for resources on your topic. You can even set up two book-title variations and test them against each other to see which one generates more clicks. You can easily turn your ad on and off to learn what you need to know while you monitor and control costs. Used correctly, this pay-per-click service is an invaluable tool for testing book titles, subtitles, taglines, headlines, and more.

- Check out the New York Times Bestseller List
The New York Times Bestseller list is primarily based on bookstore sales at hundreds of independent booksellers nationwide. In other words, people had to hear about and care enough about a book to go to a book store and put their money on the counter to buy it. Would your book title achieve this same effect? Of course, a lot of marketing goes into most of the books that make it big, but that usually starts with the process of deciding on the title--a process anyone can master. For example, a recent New York Times bestseller with a title that was tested on Google AdWords is Tim Ferriss's The 4-Hour Work Week. Enough said.

- Listen to NPR and watch TV talk shows
Morning TV talk shows include interviews with book authors. National Public Radio, NPR, also does many features on new books. Listen to these hosts and the authors discuss these books on the air, or listen to these broadcasts online. Can you imagine your book getting this kind of attention or sounding this good in an interview? Just like with New York Times bestsellers, books do not rise to the top by their book titles alone. But, a poor title can kill your chances of even getting in the door. Listen to what books are being talked about and ask yourself if your title would help your book make the cut.

- Trust your gut ... really
When it comes to your book title, do NOT ignore those feelings of self-doubt, worry, or uncertainty. If you think you can do better, you probably can.

If you think your book title may be at risk or want an evaluation to help you identify your potential book-title blind spots, email us at info@WriteToYourMarket.com or call us at 1-888-634-4120.

Happy Publishing!
Susan


© Copyright 2008, Susan Kendrick, Write to Your Market, Inc. All Rights Reserved. http://www.WriteToYourMarket.com/ 1-715-634-4120.