Category Archives: self publishing

Leave a Lasting Legacy

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A memoir is a compilation of one’s human existence. It’s a chronicle or depiction of a lifetime, written in a personal way.

Perhaps you have contemplated one about your life. If so, you might consider setting a New Year’s resolution to have one completed in 2018. I mention this because many people say to me “Someday I am going to write a book.” I remind them that days turn into months, months into years and years into decades. And decades add up. My reminders are not always all that well received.

WHY WRITE A MEMOIR?

Many people ponder the idea of writing a memoir – but never seem to carry it out. They say to themselves, “Is it worth it?” Other thoughts include “Will my family approve of it?” or “Where do I begin?”

Some people liken it to child birth – very painful going through it – yet joyful when the baby is born.

WHAT IF NO ONE READS IT?

There is good evidence that, even if no one reads your memoir – it will have been worth your while. For one thing, it is therapeutic, especially if there have been challenges in your life. And we’ve all had challenges. It can shed light on a situation that may have been left unresolved. It can help you make sense of your time on this earth – and give it more purpose.

If you have had a traumatic event happen in your life, working through it (processing it cognitively) can be cathartic. As they say, “hindsight is always 20-20.” In other words, it can put the experience in a positive light and make the event more objective, thereby fostering personal growth.

HOW DO I GO ABOUT IT?

There are several ways to go about writing your life story. One is to “Just do it!” Easier said than done. It is overwhelming, especially when you are consolidating decades into several hundred pages. And, when you consider that those pages can be consumed in several hours – it is a daunting task. You might want to invest in resources like those that Writer’s Digest puts out, like this webinar on memoir writing.

A more practical way to go about having a book with your name on the cover is to hire a ghostwriter. A ghostwriter is familiar with the writing and publishing process and can guide you in the endeavor. Ghostwriters essentially help people find the words to communicate their ideas. You want to see your book in print? This might be your best option.

There are several approaches you can take when working with a ghostwriter. One is to compile as much information as possible, digitize it, and send it (or turn it over) to the ghostwriter. Another is to sit down with the ghostwriter and tell stories. People like stories, and a good ghostwriter can make them come to life. The ghostwriter can record your stories using a recording device and then transcribe the words into print.

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HOW MUCH DOES IT COST TO GET HELP?

The previously mentioned (Writers Digest) webinar is $89. Writing coaches generally charge anywhere from $65 to $250 per hour.

Hiring a ghostwriter isn’t inexpensive. Ghostwriters generally charge anywhere from $40,000 on up for a 200-250 page book. If you have a publisher (which is rare for a memoir), the charge might be 30% of the advance, plus 30% of your royalties. If you want short and simple, the fee would probably be lower. A lot depends on how much research he or she has to do or how much time it will take them to put the book together.

Writing a book – especially one that spans decades – is very time consuming. For many people, the biggest challenge is that they are perfectionists. And they want it to be their Magnum Opus.

WHAT SHOULD THE THEME BE?

Two key themes that make a memoir palatable to readers are resilience and gratitude. People don’t want to read a bitter memoir or the memoir of a curmudgeon – unless it is written tongue-in-cheek, or in some other humorous way.

It may be best not to put pressure on yourself by assuming the book will be widely read. Even if it’s just “for your eyes only,” it can be a rewarding experience. But telling yourself it has to sell a certain number of copies could set you up for disappointment. You might not sell (or even give away) that many copies, and, as a result, feel that your life was inferior or uninteresting. It could also change the way the book is written. You might want to heed Guy Kawasaki’s advice and “Do not write to impress others.” If you do, you will have difficulty remaining true to yourself. “Write what pleases you and pray that there are others like you.”

A memoir can be seen as one’s legacy. It can be passed down from generation to generation. It can help grandchildren understand their family history, and possibly even break ageist stereotypes. To learn that “granddad” used to SCUBA dive in shark-infested waters might help them appreciate someone they didn’t properly respect.

And, it could also help them comprehend some of the traits that they might have inherited.

ABOUT THE AUTHOR: Frank Felsburg is an author, publisher and entrepreneur. He helps people convey their value through writing, speaking and marketing. He can be reached by text at 484.680.0962, phone at 828.595.2485, twitter @fjfelsburg or email frank@SpokenAndWrittenWords.com.

Out of 16 million books, which one (or ones) are yours?

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With 16,000,000 books in the U.S. alone, how do you get YOURS to stand out amidst all the clutter? Many people have been trying to figure this out for a long time.

Mostly, it’s about marketing. Marketing, schmarketing, you say. “I poured my heart and soul into this book.” “Writing is an art, not a science.” “People will know good writing when they see it.”

True on all counts (I’m giving you the benefit of the doubt regarding your heart and soul). But, with all the options out there these days, why should they buy your book?

What is Marketing?

First of all, like writing itself, there is a lot of creativity that goes into marketing. And yes, it is also a science, especially when it comes to testing – which I highly recommend.

To explain what marketing is, perhaps a few maxims are in order:

“Find a Need and Fill it”
“Sell the Sizzle, Not the Steak”
“Give the Lady What She Wants”

I think you get the point. People buy on emotion and justify their purchases using facts.

So, consider the following options when promoting your book. Perhaps you have already thought of them (and, don’t think for a minute this is an exhaustive list):

What is Your Elevator Pitch for Your Book?

Most people have elevator pitches for their businesses that they share at networking events. Why not have one for your book? It will help you move the needle on sales.

Get reviews, interviews and (other) publicity

I can’t stress enough the benefits of getting reviews for your book. The more, the better. Set goals of 10, then 25, 50, 100, 250, etc.

Interviews and other PR assignments help you gain exposure, thereby improving a book’s discoverability.

Digital Marketing

Are you using Google Ad Words? If you don’t see ROI using Google, try Bing Ads. They’re less expensive. If you don’t see the benefits of social media yet, I can’t help you.

Remarketing

Remarketing is essentially putting a cookie on someone’s computer so they’ll see your ad for about a month. Amazon does this all the time and it’s very effective.

Target Librarians, Booksellers and Active Bloggers

These are the people you want to promote your book. They can influence readers.

Speaking

If people hear you speak, and like you (that’s key), there’s a good chance they’ll buy your book (assuming your talk was even remotely related to what your book is about). If you’re going to be speaking regularly, be sure to have a high quality video. People are used to watching television. If what they see isn’t entertaining – or it’s of inferior quality – that’s one more reason why NOT to hire you. There are plenty of other speakers out there. Make sure they choose you.

Metatags

Deborah Tannen, author of That’s Not What I Meant and You Just Don’t Understand, often alluded to metamessages, which, she described as “the message beneath the message.” If you said “I’m not angry,” but your tone was harsh, your fist was clenched and you hissed it out through your teeth, the words that were spoken were less believable than the way they were delivered. Likewise, “metatags” are the keywords or phrases that are used to describe what you want to say.

There are many more marketing techniques out there which can draw attention to your book. Start with a few and add as you go. It takes a while. But, every little bit helps. Edmund Burke said “Nobody made a greater mistake than he who did nothing because he could only do a little.”

As I tell people, many think the hardest part of the book process is writing it. After it’s written, they realize that publishing it is even harder. Then, after it comes out, the hardest part yet is marketing it effectively. The tips listed above should help.

About the Author

Frank Felsburg works with professionals who want to communicate their value through writing, speaking and marketing. He does this in a number of ways including ghostwriting books and helping Subject Matter Experts create, prepare for and deliver speeches – and positioning them so they stand out in a noisy world. Essentially, he turns speakers into authors and authors into speakers.

ME? A book?

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Many people don’t think they are WORTHY of having a book about their life. They think their life is too mundane to warrant a story.

I disagree.

We all have life experiences. Granted, some lives are more exciting and interesting than others. However, even the ones that are seemingly dull have redeeming qualities to them.

We think the only people that lead interesting lives are the ones that are glamorized in the media. The swashbucklers. The bombastic. The rich and famous.

Consider Walter Mitty

Walter Mitty had a “secret life” that was much more colorful than his actual life. Perhaps you are like this and dream dreams that no one has ever dreamt or articulated before. Why not have that turned into a story? You might be surprised to learn how many people would be interested in seeing, hearing or reading it.

In 2013, 20^th Century Fox produced – and Ben Stiller directed – the movie “The Secret Life of Walter Mitty” with a $90 million production budget. Actors included Stiller, Kristin Wiig, Shirley MacLaine and Sean Penn. There was also an earlier rendition of the story in 1947, which starred Danny Kaye.

Are you an introvert with a wild imagination? You could be the next Walter Mitty.

Outgoing Types

On the other hand, perhaps you are a raging extrovert who is so busy socializing that you don’t have the time – or the patience – to sit down and crank out chapter after chapter about your interesting life.
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And interesting it no doubt is. The people you meet, the places you go and the things you do.

If you put it in print, many people – including those outside your circle of influence – could benefit from it. Therefore, you would be adding value to the lives of others.

Who Are You?

Whether you are an introvert or an extrovert – or somewhere in between – we all have stories to tell. We have all overcome obstacles to become the people we are today.

Don’t be like George Bailey from It’s a Wonderful Life who had to be shown what his life was like if he had never been born.

Consider a Ghostwriter

Many people are readers – but not writers. As Hugh Prather said, “If the desire to write is not accompanied by actual writing, then the desire is not to write.”

If that’s the case, consider a ghostwriter. Joe Pulizzi, in his book Content Inc., says “Believe it or not, many of the books from the authors you love have been written by someone else. I know, hard to believe, right? But it is true.” Did you know that Tom Clancy, Gwyneth Paltrow, JFK, Beyonce and Donald Trump all employed ghostwriters? So did Ronald Reagan. And yes, it is legal. A good ghostwriter can coax stories out of their subjects that make them come alive.

Books are often the source for the script of a screenplay. The movie doesn’t always resemble the book. Sometimes it is better and sometimes it isn’t. In my opinion, the movie is rarely better than the book. But the movie is usually monetized to a greater degree.

We all have a story to tell. Are you telling yours?

A Book Is A Game Changer

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Shortlists for the National Book Awards will be announced Oct. 14. Winners will be awarded the prize at a ceremony Nov. 18. — www.npr.org

Why should you, or I for that matter, consider writing a book, when there are so many of them out there already?

Good question. The answer is that there are many reasons. Guy Kawasaki in his book APE: Author, Publisher, Entrepreneur says there are four main reasons: 1) to impart knowledge, 2) to further a cause, 3) for the intellectual challenge, and 4) catharsis. Let me explain:

To impart knowledge – it is wonderful when we can get what is in our heads into the heads of others. A book, if well written, is one way to do that.

To further a cause – Rachel Carson wrote Silent Spring to encourage farmers to “put away that DDT.”

For the intellectual challenge – the process of thinking through a concept or a challenge, then editing your thoughts and rewriting them, can be a very meaningful and productive exercise. One thing to keep in mind when I say “exercise,” is that it isn’t a sprint, it is more of a marathon.

Catharsis – when I wrote Men Really DO Listen: How Men Listen Differently Than Others, it felt exhilarating to finally finish it. Endorphins were released, the stars lined up and everything was right in the world (for the time being, anyway). To me, it gave me the impression that I had just written my doctoral dissertation.

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The reality is a book can make you a minor (or major) celebrity. A book can get you on TV, radio and podcasts. Financially, it can set you up to receive streams of passive income. A book can open doors for you and lead to more speaking engagements and consulting gigs. And you can command higher speaking fees as a result. It can enhance your brand and position you as a thought leader. A book in the hands of your prospect or client tells them you know what you are talking about. It places the image in their mind that you are the “go-to” person in the market.

Perhaps most importantly, it can also be your legacy for future generations.

So, the original question may not even be a fair to begin with. The way it is posed almost pretends that it has already been done (by someone else), that it’s not worth doing. My response to that may seem quixotic. It is that is there’s always a need for a cogent message. Who know? You might even reach the unreachable. That’s the beauty of it.

The bottom line is the book publishing world has changed. It used to be that consumers decided a book was worthy of reading if it were put out by a well known publisher. If it was a reputable publisher, the thinking went, the book must be relevant and well written. That’s no longer the case. In the digital world we live in, people put more faith in the number of stars the book got online (e.g., Amazon) than who the publisher is.

A book can be a game changer. Is yours a “dream in a drawer,” or a published work?

About the Author

Frank Felsburg has been in the publishing industry for three decades.

Q&A Regarding An ISBN

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Q: I’ve heard of a has-been, but what is an ISBN?

A: Let’s not get political here. ISBN stands for International Standard Book Number. It is a unique code that identifies a book. It has either 10 or 13 digits (depending on when it was issued) and comes with a barcode, which is a graphical representation of it. The barcode might also have some other information embedded in it, like the price and the currency in which it is priced. There is a different ISBN for each edition of the book or other medium (softcover, hardcover, e-book, audio, online version, etc.). The ISBN helps the product flow through the publishing industry.

Q: If ISBN stands for International Standard Book Number, why is it called an ISBN Number? Isn’t that redundant?

A: Yes, it is redundant. And so is “nape of the neck” if you are looking for something to tell the bus driver on the way home tonight.

Q: What does nape mean?

A: Back of the neck.

Where to Buy

Q: Where can I get an ISBN and a barcode and do I absolutely need one?

A: If you are putting the finishing touches on a book, R.R. Bowker, a privately held company, issues ISBNs. Go to www.myidentifiers.com. You need an ISBN if you plan to sell your book in bookstores. If you only plan to sell it online or at speaking engagements in the back of the room, you don’t need a bar code. However, If you don’t have a barcode, you book will look like it isn’t mainstream.

Q: How much does an ISBN cost?

A: $125.

Q: Why should I buy one?

A: It gets your book listed in Bowker’s Books in Print, used by the major search engines, bookstores and libraries.

Q: What’s the difference between ISBN 10 and 13?

A: The 13 digit kind means it was issued after January 1, 2007. The 10 digit kind means it was issued before 2007. The 10 digits are broken down into four parts and the longer one is broken down into five parts.

Q: Can I buy them in quantity?

A: Yes, and the more you buy, the less each one costs. You can buy them in blocks of 10 ($250), 100 ($575) and 1000 ($1000). It is recommended that you select the number of codes you’ll need over five years because you can maintain one publisher prefix. You don’t have to use the first one in the series. The “0” at the end will tip off those in the industry that this is a first book.

Q: So, you’re telling me I need to pay all that money just for a number?

A: Yep.

Q: Are they just a series of random numbers – or is there some meaning to them?

A: The five parts of a 13-digit ISBN are:

Prefixed by 978
Group or country identifier
Publisher identifier
Title identifier
Check digit, which validates the ISBN

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How About Revisions?

Q: If I revise the book, do I need to get a new ISBN?

A: Only if it is changed substantially. If you just correct a few typographical errors, you don’t have to get a new number. This is simply be considered a reprint. A new edition contains new material, is a major revision, or the addition of completely new elements. You don’t even need a new one if you change the cover, since you haven’t drastically changed the content.

Q: Where do ISBNs go on a book?

A: An ISBN is printed on the copyright page of the book as well as at the bottom of the back cover or jacket, above or below the bar code.

Q: What else should I know about ISBNs?

A: An ISBN also identifies the product’s physical properties, such as trim size, page count and binding type. Do you have any other questions?

Q: What do women want?

A: Who do I look like, the Shell Answer Man?

Q: Who is the Shell Answer Man?

A: Google it.

Q: Can you provide me a link?

A: www.google.com

Q: Where did the Shell Answer Man get all his answers – since Google wasn’t around in the 70s?

A: From the bus driver.

___

About the Author

Frank Felsburg helps people communicate their value through writing, speaking and marketing.

His best answer for what women want can be found in his book Men Really DO Listen: How Men Listen Differently Than Women. Buy it here.

Espresso Love

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The Espresso Book Machine (EBM) was invented in 1999 by American publisher Jason Epstein. Some have described it as an “ATM for books.” It could be the biggest game-changer for authors, publishers, speakers and entrepreneurs since Gutenberg invented moveable type or Robert de Graff introduced the paperback book in 1939.

The EBM prints, collates, covers and binds a single book in a few minutes. It is small enough to fit in a retail book store or small library room – and, as such, is targeted toward them. It was a Time magazine invention of the year. It can potentially allow readers to obtain any book title, even books that are out of print. The machine takes a PDF file for input – and prints, binds and trims the reader’s selection as a paperback book.

Talk about “hot off the press!” It grabs the file of the text, the book cover and then spits them out – warm as toast.

It seems to be changing the publishing world, which has been in a state of flux for quite some time. So continues the democratization for readers and writers.

Epstein is legendary in the publishing industry. He served as editorial director at Random House for 40 years and pioneered the trade paperback format. He also co-founded the New York Review of Books and The Library of America. The EBM is just another example of American ingenuity. Ben Franklin would be proud.

Who knows? Maybe the local bookshop will even return. After all, with this thing, you could potentially walk into the store and have access to millions of titles.

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According to The Wall Street Journal, the American Booksellers Association says the number of independent booksellers has grown in ranks from 1410 to 1712 since 2010. Likewise, the number of locations has grown from 1660 to 2227. Even Amazon is getting into the act, opening up bricks and mortar stores.

To find a location that houses one of these units, go to www.ondemandbooks.com/ebm_locations.php.

This invention kind of gives new meaning to the statement that someone is going to the bookstore to grab an espresso.

What are your thoughts on this machine? Is it about to hit its stride?

Spoken and Written Words, LLC

Ghostwriting, Publishing and Marketing Your Book(s)

Category Archives: self publishing

Leave a Lasting Legacy