Author's Platform

How Building Author Platform Boosted Cathleen’s Writing and Work

August 18, 2025 by Lisa Tener Leave a Comment

Many authors worry that building their author platform takes too much time and competes with working and writing a book.

Sure, that can be the case.

Yet, if you approach it correctly, platform building can become a superpower, providing your business with the boost it needs, especially during economically challenging times.

When I saw this comment from Cathleen Armistead on a recent blog post, I just had to share it with you:

What an incredibly helpful blog post! I first came across Lisa Tener’s work by accident while procrastinating on writing a book for nonprofit leaders. Her workbook, Quick Start to Kick Start Your Book, and a book concept consultation were game-changers for me.
This blog post is no different. The specific, practical advice on building an author platform gave me the push I needed to take actionable steps.
Since reading it, I’ve presented six proposals for relevant speaking engagements, three of which were accepted within just two weeks! I’ve also recommitted to regularly posting on my own blog and reached out to a nonprofit organization to contribute to their newsletters.
What’s been most surprising is how wrong I was to think building an author platform would detract from my work. It’s actually been the opposite. It’s made me more focused, strategic, and aligned in sharing my message. Thank you, Lisa, for another excellent resource!

Cathleen works in the nonprofit sector where her company, Sunshine Nonprofit Solutions, provides strategic planning, development, and advocacy services. As you might expect, her industry has been especially hard hit by government spending cuts. She has seen many of her clients and prospective clients lose funding due to the vast changes in government support. By being proactive in her support of her clients and reaching out to both former clients and the broader community and networks, she’s having an impact on her own business and her clients’ and new clients’ successes during challenging times!

What’s your author platform-building path?

It’s easy to be seduced by the messages—often ads—you’ll find on social media, telling you how you can grow your following (or author platform) by a hundredfold or more, just by using the steps some expert took. Or taking classes that tell you how to sell more books. And sometimes these can be useful. But before you jump into the “shoulds” and one person’s supposedly perfect, foolproof method, take time to think about your big picture goals and vision:

Podcasts can be a powerful way to reach your future readers! Here I am with Candy O’Terry after recording one of the most compelling interviews of my career.
As you grow your author platform or reach, in anticipation of connecting with and developing a community for your book, consider what else you want to accomplish. How does it relate to your business and work in the world? How can the two support each other?
Where do your people hang out online and offline? Of those places, which appeal to you? You don’t have to be everywhere your readers go. You just need to find the relevant areas of overlap!
What skills do you currently have? Which ones do you need to build to be successful online? Of those, which ones do you feel excited about building? Start there first. Remember, you don’t have to do everything. You just need to do what works for you!
Some strategies work especially well for book sales and others are hit or miss, at best. Having a huge social media following may or may not work for you and your book. So think more broadly, as Cathleen did. Focusing on speaking is particularly effective, as people tend to purchase books at trainings, presentations, conferences, and other in-person gatherings. Other strategies that have worked well for me and my colleagues in supporting book sales are blogging and guest blogging, podcasting or guest podcasting, Amazon ads and leveraging organizational relationships, including bulk book sales (also called special sales or organizational sales).

Could you use the clarity offered in a book concept consultation to clarify the vision, audience, content, features and structure for your book? Or would you like support around how to seed business opportunities in your book? Contact me to explore.

Please share your insights, successes and questions in the comments, and I promise to respond!

Thought Leadership for Authors

May 17, 2023 by Lisa Tener 1 Comment

The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego. An interview with Rusty Shelton

To say that Rusty Shelton was influential in my journey as a book coach would be an understatement. Rusty has to be the most influential person in elevating my entrepreneurial journey, offering me life-changing opportunities and modeling service-oriented leadership. I’m thrilled to share this interview for Rusty’s third book, The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego, for the many ways Rusty may influence your journey as an author/leader/entrepreneur/person.

I read this book cover to cover in a couple of hours this morning (well, not the morning this was published, but the morning I came up with my questions for Rusty). Not only did the book remind me of some important things I’ve learned from Rusty over the years, but I also learned a few new gems. I’m super excited about what you’ll learn today from Rusty about thought leadership, authorship, finding your readers and serving them.

Lisa: Rusty, I met you two decades ago when my first book was about to be published by Health Communications. Your approach to PR was so different from the other PR professionals my co-authors and I interviewed. You provided a customized plan versus the boilerplate templates others provided. And you got our book–our vision and our mission.

It was no contest when we decided whom to hire, and you and your team truly delivered–CNN Headline News, PBS TV, ESPN, Glamour Magazine, tons of regional and local interviews and articles, and the list goes on. How you approached us as clients is a case study of the service-driven mindset that you teach in The Authority Advantage.

Thought Leaders and Authors Rusty Shelton, Lisa Tener, Joseph Shrand, MD — Rusty Shelton, Lisa Tener, Joseph Shrand, MD at Harvard Medical School’s CME publishing course

Does a service mindset always come naturally to you, or is this something you also have to work at? If so, how do you shift from the ego to the service mindset when you’re writing or speaking in front of an audience and the ego temporarily takes over?

Rusty: I can’t believe it’s been two decades, Lisa!!! I think that service mindset was trained in me by my parents—particularly my mom, who was a second-grade teacher for 30 years. I watched her have a service mindset with kids and parents for years, and it came so naturally to her that I think it’s one of those things that set me up well for having a service business.

Help Others Have a Lightbulb Moment

As you referenced, my favorite thing to do is teach, and speaking is the most fun and rewarding format for me. I certainly get plenty of gratification and fulfillment from the stage. What I love most about it is trying to help others have a lightbulb moment that can help them change the trajectory of their career and life and help them help others at scale as a result.

Watch Out for the Ego

On the ego front, one of my least favorite things is being in the audience and listening to a speaker on stage stroking their ego—it’s not only a personal pet peeve but also probably the biggest turnoff that exists for an audience. It amazes me how many speakers still do this, so I try to go out of my way to avoid it, and I always feel like vulnerability/self-deprecation is the biggest antidote for a speaker.

I sometimes have to check myself when I’m writing to make sure the tone comes across the right way—I think it’s a bit easier for someone to misinterpret text as being ego-driven, and I have to watch for that occasionally.

Lisa: In The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego, you and co-author Adam Witty speak of a growing distrust of institutions and organizations. What does this shift mean for authors?

Trust in Institutions is at an All-time Low

Rusty: This is a crucial thing to understand about our current environment—according to a 2022 study from Gallup, trust in institutions is at an all-time low.

This study reflects a trend that has been underway for some time, but COVID made it a runaway train.

Communicate as a Mission-driven Thought Leader

Author Rusty Shelton Forbes Books Conference

What this means for authors is that if you are leading with a book title, business name or other “corporate” brand, you are making it much harder on yourself to build trust with your audience. For example, if your website is built around your book vs. you as an author/mission-driven thought leader, or if your social media accounts are built around the book title as the brand, my guard is up—I’m expecting you’re trying to sell me a book. So, conversely, if you’re leading as a mission-driven thought leader with something to teach (your brand is built around you), you accelerate the speed of trust with an increasingly skeptical audience.

Put simply—create a brand and communicate as a mission-driven thought leader with something to teach rather than an author with something to sell.

Lisa: You say that The Authority Advantage is written for “humble, servant-minded leaders” focused on the “good of their customers, teams, and partners.”

In your experience, what challenges do these types of individuals need to overcome when writing, publishing and promoting a book?

Build Thought Leadership Focused on Impact, not Ego

Rusty: This is a great question and was a large part of our motivation to write this book.

In my experience, humble, servant-minded leaders are allergic to “personal branding” or “thought leadership.” This is particularly true in the medical community.

The reason is a good one—for many leaders, when they hear those phrases, their minds immediately go to people building ego-driven, “hey-look-at-me” kinds of brands.

When we encourage leaders to create an Authority Advantage by building thought leadership focused on impact, not ego, we want them to do the opposite of that and instead understand they must be the messenger, not the message.

In other words, we must get them over the knee-jerk reaction to growing a brand and help them understand that if they are trying to communicate their message through their company, nonprofit, institution or even book title, it will take more money, more time and be much harder to build trust with their target audience than if the message is coming from them—someone their audience sees as authentic, accomplished and mission-driven.

Shift From a Perception of Ego to the Reality of Impact

Rusty: In my experience across more than 20 years of helping thought leaders make an impact and grow audiences, this mental shift from a perception of ego to the reality of impact (when done correctly) empowers a lot of lives to be changed (including, in many cases, the thought leader themselves).

The Importance of a Personal Brand

Lisa: I hear from many authors who struggle to write more about themselves and reveal their inner journeys in their books. They often say, “The book is about X; it’s not about me.” In The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego, you mention the importance of a personal brand. Can you say more about what a personal brand is and isn’t and why it’s so crucial? Can you help those reluctant folks understand what they need to bring to their writing and promotion and why?

Rusty Shelton Reaching Thought Leadership

Rusty: You’re hearing the same thing I hear from many authors—”This is about the book and the message; it’s not about me.”

My response is simple: “I completely agree with you, BUT you must be the messenger if you want to get the message to people that need to hear it.”

Be the Messenger, Not the Message

This goes back to a previous answer—I want to encourage authors to be the messenger, not the message. Suppose I hear from a company, book title or institution. In that case, my guard is up (what’s their agenda?) vs. if I hear a physician on a podcast with an authentic, mission-driven message (ideally with some personality thrown in), I’m leaning in to learn from them and that changes everything about their ability to reach people.

The other key thing to remember is that they have a brand right now, whether a leader likes it or not. In today’s environment, the first place most readers, journalists, potential clients, potential patients, potential team members, heck, even neighbors, will interact with you won’t be in person—it will be online, starting with page one of a Google search and then hopefully leading to your author website, LinkedIn profile or another hub online.

The Initial Authority Image is Created Whether you Like it or Not

Rusty: If that’s the case and that image will be created regardless, don’t you want to own it and be intentional about what it is?

Of course you do, and our book shows leaders, physicians, authors and others how to create one that is authentic and mission-driven while also building trust with an audience that doesn’t yet know you.

Having Something to Teach versus Something to Sell

Lisa: In The Authority Advantage you distinguish between having something to teach versus something to sell. How does that change how one markets a book and other programs or services?

Rusty: No one wants to be marketed or sold to, but we like buying things we believe can help us.

Give Value and Teach

Retro Shot: 2011: Rusty Shelton and me where we taught at the CME Harvard Medical School publishing course

When authors or leaders market/pitch a book or other programs or services, they often cause their audience to recoil from that message. Still, if they begin by giving value and teaching, their audience is far more likely to ask for a next step that allows them to go deeper into the lesson they just learned.

This is a common mistake I see from well-meaning, would-be thought leaders who typically end up filling most of their content strategy with book- or product-focused content vs. teaching, curating and giving value as a way to be more of a magnet for their audience.

Identify What Authority Comes From Different Media Types

Lisa: You mention the shift from corporate media to micromedia. What are some tips you would give our readers to identify what media to focus on, and what are you seeing that works best for actual book sales versus followers?

Rusty: This is one of the significant shifts we zero in on in the book, and it offers some important lessons for authors and leaders on what value comes from different types of media.

Most authors, leaders and experts look for corporate media when considering PR (traditional TV, print and radio outlets like Forbes, the NY Times, etc.). However, there is undoubtedly tremendous value in getting coverage in these outlets.

Mastering the New Media Landscape: Embrace the Micromedia Mindset

But the value this kind of coverage brings is less focused on selling books or growing followers and instead more focused on the ability to remarket those media hits across your website, in your bio and speaking materials moving forward. In other words, the value from that quote you got in the Wall Street Journal or the guest post you wrote for Forbes isn’t so much the immediate sales that may come from it but instead, the ability to showcase that media outlet logo on your website and in your bio to build what we call Authority-by-Association.

Build Trust For Yourself As The Thought Leader

Rusty: Listen to the introductions for most speakers or pay attention to bios for experts. For example, you’ll often hear, “She has been featured in Forbes, the Today Show, etc.” which builds trust for the expert because the audience may not know them, but their image is along for the ride with the image in the audience’s minds for Forbes and the Today Show which = TRUST.

Podcasts, Newsletters, Trade Publications and Other Niche Media

Rusty: Counterintuitively, to many of your readers, what drives the most results in lead flow, sales and follower growth is exposure in the right micromedia outlets, which includes podcasts, newsletters, trade publications and other niche media. Unfortunately, these less glamorous brands are much more targeted and often have more engaged audiences.

As a quick example, we enjoyed working with Sally Hogshead on the launch of several of her NY Times bestsellers. When we did the kick-off call for the campaign for her second book, How the World Sees You, she said, “I don’t need the major media on this one—I already have the logos from the previous campaign—I’m really interested in a micromedia-focused campaign because my data from the last campaign shows the lion’s share of the sales conversions and audience growth came from those media hits.”

While Sally already had the logos, most authors need a good PR firm to get them both media categories.

Common Author Website Problems

Lisa: What are the most common problems on an author’s website? For example, on a website for a therapist, coach, health professional, or self-help expert.

Rusty: I see several pretty common problems with websites for therapists, coaches, health professionals and authors but hands down, the most common problem I see is that the website leads with images that mean nothing to a visitor that doesn’t yet know the person behind the website.

Lisa: The trusty lotus flower, pile of rocks or beach landscape, yes! What to do instead?

Lead with Visuals that Connote Authority and Expertise

Rusty: Lead with visuals that put you in an environment that connotes Authority. For example, instead of a headshot or a white-coat photo, lead with a hero shot of you on stage speaking (ideally with a logo that your audience knows, trusts and respects visible).

In other words, you have to keep in mind that most people landing on your website don’t know you yet—so if you lead with images that don’t mean anything to them (your headshot, your corporate logo, stock photos, etc.) you are doing NOTHING to create a picture in their mind that inspires trust and helps them see you as an Authority with something to teach.

For example, if you have given grand rounds at Mayo or spoken at TEDx or your alma mater, lead with a picture where I can see that logo because what happens is crucial to creating the image I want you to—the website visitor may not know you. Still, they do have an image in their minds for someone on that stage next to that logo, and now your image is along for the ride with the image in their mind for “TEDx” or “USC” or whatever the brand may be.

Use Images that Show Your Authority Without Saying So

Rusty: Underneath that hero shot, showcase logos you know, trust and respect. For example, if you have done media in the past, give me a logo belt of media outlets featuring you. Or, if you have spoken in the past, give me a logo belt of places you have spoken.

Those images say what I don’t want you to say about yourself, which is: “She’s a top-of-her-category thought leader who wrote the book on the topic, is widely quoted by the media and regularly speaks,” which then allows you to do what you do best—teach!!!

This is the fine line every website should walk—on one side of the coin have the visuals say what you should never speak about yourself (I’m someone you can trust on this topic), and then on the other side, every single piece of your content strategy is entirely focused on teaching and giving value—mission-driven thought leadership.

But I’m not interested in what you have to teach until I know you’re the person to guide me on this topic.

Rules for Spreading Your Authority Message on Social Media

Lisa: In The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego, you and Adam Witty mention the importance of converting fans on rented media, such as social media platforms (where an author is vulnerable to changing algorithms), and inviting a more empowered relationship by bringing them to your owned media, your website, and asking them onto your email list. Please briefly share why this is important and how one might do it.

Rusty: This is a widespread mistake I see from authors—building huge audiences on social media and essentially leaving them there. To be clear, I want you to have as big an audience as possible on LinkedIn, Facebook, Twitter, etc., but the way to view that is that you’re essentially gathering an audience on “dirt” that LinkedIn or Facebook own. But, again, there is nothing wrong with having a great audience there. Still, you have to be crystal clear that you’re entirely accountable to LinkedIn’s or Facebook’s willingness to let you reach that audience that you’re “renting” on their real estate with your content.

We recommend that all messages that go out on either rented or earned media do two things:

Overdeliver on value (obviously, you want to write the best article, give the best interview, shoot the best video, etc.)
It would be best if you gave the audience you are reaching on real estate that Forbes, LinkedIn, a podcaster, or some other media outlet owns, an elegant reason to get out of their seat to follow you back to real estate that you own so you can extend your interaction with them.

Own Your Audience

Rusty: When you own your audience via an email list you have the leverage and a much more predictable way to reach them, which in 2023 is still converting at a higher rate via email than anything else.

Use a great lead magnet, like a quiz, assessment, white paper or other free download to convert audience members to your owned media (and give them value).

Lisa: You have done an amazing job with that strategy. You and I both worked with Dr. Craig Malkin, author of Rethinking Narcissism and you helped him develop The Narcissism Test which had over 165,000 people take, last I heard!

What is Working for Book Sales Today

Lisa: I picked up some tips from The Authority Advantage and realized it’s time to create a real logo. I also was surprised to learn that LinkedIn has a Creator mode. So, thank you for that—what else is working on LinkedIn?

In the book you tell a story about a former client who returned to Zilker Media to share that they wanted to focus solely on podcasts (as a guest) and newsletters because that consistently delivered them book sales and clients. While it was a nice credential to land top TV interviews, these did not result in book sales and clients or ROI like the more personal, niche and individualized strategies did. So what methods do you see that lead to book sales most effectively right now?

Rusty: We’re seeing a lot of success on LinkedIn right now with newsletters, which anyone with more than 2,000 connections or followers can create and send. The great thing about newsletters is that LinkedIn gives them a lot of organic reach and they are pushed out by a LinkedIn inbox and via an actual email that goes to the LinkedIn user.

Adding Events to Your Strategy

Lisa: As an expert in book promotion, what are you doing to get The Authority Advantage: Building Thought Leadership Focused on Impact, Not ego into the hands of readers?

Rusty: We’re doing everything we discuss in the book—home base website, LinkedIn newsletter, assessment, PR, etc. but we’re also really leaning into events. Last week we had a launch party at Forbes on Fifth in NYC and hosted two panel discussions on the state of Authority building, one of which included Steve Forbes, and we’re hosting launch events in Charleston and Austin next week as well. We’re trying to teach at these events via panels and presentations rather than the typical cocktails and book signings, just as a way to deliver as much value as we can to attendees. A special bonus is that I love to do it!

About Rusty Shelton

Rusty Shelton first spoke at Harvard on the changing world of marketing and PR at the age of 23. He’s a Founding Partner and Chairman of Zilker Media, Senior Marketing Strategist at Forbes Books, an active keynote speaker, and the author of three books, including his latest, The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego, which is published by Forbes Books and co-authored with Adam Witty. Learn more about how Rusty can challenge your audience’s assumptions on thought leadership with a great keynote at www.RustyShelton.com.

How I Got to Speak to (and Pitch) a Top TV Producer

January 21, 2022 by Lisa Tener Leave a Comment

Are you curious about how I got to speak—and pitch—to a producer at one of the biggest TV shows in the country?

My story begins in an unlikely place. Wednesday, I shared how I came to the conclusion that TV just wasn’t my thing. Maybe you found yourself nodding in agreement?

It certainly didn’t feel like my thing when I memorized 8 creative mood boosters people can use during a pandemic.

I mean, it was interesting. Researching the mood boosters proved enlightening and fun. I did okay. But okay is not exactly super-inspiring.

It felt like too much memorization. I just wasn’t coming from my core wisdom, from my deepest well of creativity. I wasn’t in alignment.

What Changed to Make Me Comfortable with TV

Robin Kall of Reading with Robin Interviewed me on Instagram on launch day where we chatted about creativity, journaling and how to tap into our creative source.

In the interim between my deciding not to pitch TV and September 22 when my book finally launched, I realized how much I loved talking about creativity and journaling on podcasts. I loved teaching people to tap into their creative source in my Get Your Writing Done program. I was back to my “zone of genius,” as Gay Hendricks would say.

Maybe I was just pitching the wrong story? Or maybe I just wasn’t ready for TV.

After my launch, over time, something inside me began to shift. The more I shared my passion for journaling specifically (vs. creativity more broadly), the more I found my message.

On his podcast, Ian Garlic shared how *The Joy of Writing Journal* stimulated his creativity when he produced marketing copy, scripts and other writing.

In being interviewed specifically about journaling and how it can stimulate our creativity and enhance our writing, marketing and other creative projects, I discovered the deeper source of my passion.

Chatting with podcasters—like book maven Robin Kall, creativity coach Sharon Burton, entrepreneur Josh Stiemle and marketing guru Ian Garlic—about journaling, helped me get super clear about the wisdom I had to offer on the subject.

I suddenly felt aligned.

What Happens When You Align

You know what happens when we’re aligned, right? Opportunities come to us.

Podcast guest — I enjoyed being featured for the inaugural interview on Sharon Burton’s Podcast series where we chatted and shared insights about “Creating Through Uncertain Times”

You do the work. You show up. Align with your gifts in a powerful way and things come your way without your having to do a whole lot of work.

I Imagine you’ve experienced that too, from time to time.

That’s what it felt like. I was ready for TV, but I didn’t know it yet.

The Email That Got Me in Front of a Top National TV Producer

Each time Chris Winfield and Jen Gottlieb open the doors to their Be on TV Bootcamp, I spread the word enthusiastically. In fact, I became a paid affiliate for their program — something I don’t do for many people or programs — because I believe so strongly in their methods—and I’ve seen the results first hand.

But I’m busy. Yeah, I knew the program was coming up and we would promote it. And yeah, they have those trainings for their affiliate partners. But who has time to attend yet another training to be told how to market a program? Couldn’t I just write my own email based upon my great experience—and those of my clients?

Well, my appointments that Wednesday moved and I happened to open an email saying, “Today is that magical day” and I realized they were starting in 10 Minutes! Maybe my appointments shifted for a reason. Chris and Jen have great energy and I always learn something from them. Why not hop on the call and see what they have to share?

I had no idea what I was in for. These passionate superstars had lined up an incredible half day of training that had more to do with creating a powerful, transformational and informative training for us to help us in our businesses than it was to promote their work.

We enjoyed a half hour of asking our burning questions of marketing, SEO and branding guru Neil Patel, a half hour with a producer from on the of the biggest national TV shows on the air, and similar Q&As with Actress/Singer/Comedienne/Influencer B. Simone and host of the top 100 ranked podcast, The Good life Project, Jonathan Fields. And then, after all that, Chris and Jen took us behind the scenes of their own success.

I Just Raised My Hand on Zoom

I sent a few emails to clear my calendar for the rest of the afternoon into the early evening. And I soaked up the lessons from these experts. I normally don’t have a great deal of bandwidth for free trainings but this was invaluable.

The producer shared the hot themes for 2022 and what she wanted to see in a pitch. When she offered to answer questions, my hand (icon) shot up. I wasn’t even sure what I wanted to ask but a chance to speak with a top TV producer doesn’t come along every day.

You likely know that, in general, any pitch is not about the book, but in this case, I figured everybody and their sister are talking about the benefits of journaling. I wanted to talk about journaling in a new way, call it, “the new face of journaling,” if you will.

Should I, in fact, speak about the unique and rich journaling experience I offer my readers? Should I even begin my pitch with that? Or was it too book-focused?

The Joy of Writing Journal: Spark Your Creativity in 8 Minutes a Day

I described to the producer how the QR codes in The Joy of Writing Journal help readers/journalers to connect with inspiration, get past the blank page, experience my coaching, passion and enthusiasm, experience their own inner creative source through several audio meditations, and also connect with other journalers/writers through the many videos the QR codes connect to. In this way, during an isolating pandemic, readers can get a rich and engaging experience that goes beyond the typical journal.

She loved the idea and told me to start with the QR codes. I asked if I could send her a pitch and she said, “Yes!”

Getting Pitch Support

While it’s true that Chris and Jen teach you to pitch yourself, I knew I could use some professional insights. So I contacted my awards consultant, Melissa Sones, who drafted a pitch for me that I sent off the next week.

Now, I’m waiting to hear. And I know Melissa will give me advice on how to follow up if needed.

What Can Be on TV Bootcamp Do For You?

What I want to share with you is this:

Jen Gotlieb and Chris Winfield, creators of Be on TV Bootcamp

Where else can you get access to producers of top TV shows?
Where can you get training so you feel—and are—prepared to Be on TV?

Chris and Jen are two very special super-connected people who delight in creating opportunities for regular folks like you and me.

And for just $17 you can get into their 5-Day Be on TV Bootcamp and receive invaluable training, experiences and access to experts to gain the confidence, knowledge and skills to be on your way to TV appearances.

As an affiliate for their program, I earn a commission if you sign up for the programs through my link. I do this only rarely, when I know that a program is extraordinary and especially valuable to authors and aspiring authors in my community, like you.

I’ve seen how Be on TV Bootcamp has worked for me, my clients and fellow participants. I’ve never seen such extraordinary value and support offered in any other introductory program anywhere. And for a mere $17! Go, register now! I’d love to see and hear what this program does for you!

I feel absolutely thrilled to share this opportunity with you today. If you have questions, please email me and I’ll be happy to share my answers with you.

Book Proposal Rejected? Here’s Your Fix.

November 10, 2021 by Lisa Tener 2 Comments

As one of the pros in the Ask-a-Pro sessions for the Nonfiction Writer’s Conference, I get to talk to lots of brilliant people with outstanding book ideas.

One of my jobs is to help them figure out how to best get that book published—self publishing, traditional publisher or hybrid.

Last week, one of my consultations was with an aspiring author with a rejected book proposal. The caller had strong credentials, a compelling concept, but a very modest platform.

The author had received one book proposal rejection and heard nothing back from five other publishers. The rejection of her book proposal wasn’t immediate. The publisher expressed interest. The author had written a thorough book proposal and the book had merit. In the end, though, the acquisitions board didn’t think it would sell enough copies to put in the resources to publish it. They didn’t think SHE would sell enough copies.

In most cases, it’s up to the author to be the main engine of book sales, not the publisher. And the publisher can only rely on what the author has already done, the foundation for sales, to make their calculations and projections for future book sales.

What do you do after your book proposal is rejected?

I started our call by asking about her target audience. Why is the audience so important that I asked about it first? Your platform—or reach or following—consists of the people in your book’s target market, how you reach them, how many you reach, etc. Any advice I gave her about growing her author platform would need to fit into reaching those audiences, or it would be useless to her.

Build Your Author Platform to Rejection-Proof Your Book Proposal

Audit Your Author Website

After addressing audience, we turned to her website. Okay, actually we talked about platform a bit and then turned to her website but for our purposes today, I’d like to address the website, next, because it is so important.

I imagine that, assuming the five other publishers saw her query letter or book proposal and it didn’t get lost in spam or trash, one of the first things an interested acquisition editor did, possibly even before reading much of the proposal, is to visit her website.

What I found — and didn’t find — on the website

One look at the website spoke volumes. Upon landing on her site, I found four tabs and a beautiful photograph of a beach.

No call to action.
No clear explanation of what visitors might get from engaging with the website or the professor.
A blog with only one post from 2019.
No media or press page to show how she reaches her audience.

I get it. She probably didn’t use her website much to create opportunities. She had an impressive full time job and networked with colleagues for many of the opportunities that came her way or that she created.

All that needed to change if she didn’t want her book proposal to continue to get rejected.

How to Rejection-Proof Your Book Proposal

Here are the action steps I gave her:

I suggested she start by revising her website. I regularly update the article “What to put on an author website?” You’ll find lots of valuable advice there.
As I mentioned, the website in question lacked a call to action, so I also suggested she create a free offer or lead magnet–a tip list, short e-book, audio recording or mini-course that people can access when they provide their email address. This will help her (and you) create and grow a community and, when the time comes, sell books to previous visitors.
Next, since her readers are a business audience, I suggested creating a stronger platform through LinkedIn. I recommended she check out last week’s author interview with Josh Steimle and his book, 60 Days to LinkedIn Mastery.
Since guest podcasting and guest blogging can both put you in front of targeted audiences, I suggested she start doing more of that to get practice and demonstrate to publishers that any plan based on that strategy would build on something she is already doing–a solid foundation.
I also suggested she return to corporate training gigs, which she’d done before the pandemic. If she can get commitments now for the future, and potentially fold book purchases into her contract, it would make it especially attractive to publishers who love to see commitments for bulk sales. The more you can bring in the better. Purchasers will get a discount around 35 – 50 % off.
I also told her to rethink her foreword writer: “Get the strongest foreword writer you can find. Look for the author of a business book that’s been very successful, a name that people search on Amazon.” Here’s how to ask a bestselling author to write your foreword.
And, my last platform advice was to get some endorsements in hand and put them in the proposal.

What To Do If You Haven’t Heard Back from a Publisher or Literary Agent

I advised this author not to press publishers she hadn’t heard from. Perhaps they never saw her first proposal (which would be ideal!). After all, email is getting less and less dependable.

I said, “After growing your platform, go back to the publishers you did not hear from and say that you had sent a proposal x months ago and had not heard back. Since then you’ve made great strides on your platform and promotion plan (mention what they are). Ask them to read this new version instead.

I ended our call with a short list of additional publishers she could contact and a book listing small presses and independent publishers.

Amazing how much can be accomplished in less than half an hour!

I’m excited for this author and for you too! What publishing challenges and book proposal questions do you have?

Be a Star on Camera: A Guide to Nail TV Interviews & Videos

October 29, 2020 by Lisa Tener Leave a Comment

As an author, once it’s time to promote your book, it comes in handy to be able to wow viewers in your media and TV interviews. Inspiring videos can also help spread the word about your book. In addition to help selling books, these skills will help you spread your message and increase awareness of your services or brand.

Lisa Tener TV interview — On HLN’s Weekend Express with host Susan Hendricks

Yet, for most of us, myself included, TV interviews, media appearances and video creation do not come naturally. As with any activity, the more I do it, the more comfortable and relaxed I become and my videos and TV interviews improve (mostly!).

Because these skills are so helpful in promoting a book, I’d like to share the biggest lessons I’m receiving along the way. In this guide for creating inspiring videos and TV interviews, I call upon my colleague and dear friend, Portland Helmich, who is a media coach, as well as a TV, film and podcast host, producer and writer. You’ll find Portland’s prolific tips on background, makeup, wardrobe, hair and how to tell a story on your video!

Get Support to Make Inspiring Videos and Nail TV Interviews

Lisa Tener recording video — Recording video for my forthcoming book

One exciting feature of my forthcoming book is that it will include QR codes that you can scan with your phone to watch a video or enjoy a guided meditation before writing. I’m excited about how this format can engage readers in an experience and make the journal so much more than your typical journal.

As a 30-day program, this means recording over thirty inspiring videos. Yes, thirty!

Now that I’ve handed my manuscript over to my publisher, I’m working on those videos. There’s an art to creating a video that has impact. What I’ve realized after coming up with concepts for each video is that delivery is everything! Since this is a skill I’m still polishing, I did what I always do in such situations—look for an expert guide, mentor, guru, coach. In this case, my friend and colleague, Portland Helmich.

I met Portland when launching my first book, The Ultimate Guide to Transforming Anger. Portland produced a segment on WCVB-TV news in Boston about Anger-obics, the creative exercises my co-authors and I developed to help people transform the way they deal with anger. Later, Portland created a segment about Anger-obics for the Hallmark Channel.

Portland Helmich and Lisa Tener — In the flower garden at Casey Farm with Portland in 2019

When Portland left that position and later hosted her own national show, What’s The Alternative?, she had me on to demonstrate Anger-obics. When she guest hosted various talk shows, she invited me on again. And we’ve been good friends ever since—seeing each other through challenging times, buying matching garlic shredders at the Newport Flower Show, and going for walks or to the beach when she could get down to Rhode Island from her home in Massachusetts.

When I realized I could not shoot these videos alone, I called Portland and asked for her help. I’ve gotten way more than a video producer in Portland. I’ve received excellent advice on what to wear, how to do my makeup, and how to pick a spot to shoot.

Even more powerful, as we shot each video, Portland helped me get clearer on the intention and message of each video, so that it would have the most value to viewers. She helped me practice and relax so that my best self came forth, rather than the insecure, script-memorizing goofball who sometimes took over.

But let’s back up here a couple of weeks. Days before our first video shoot, I got an email from my publicist at Pitch PR inviting me to be interviewed for HLN’s Weekend Express with Susan Hendricks, and to share 8 creative mood boosting tips. As much as I prepared my tips, I knew something was missing. Plus, my office was a mess and the screen I had ordered for my background was cancelled by the manufacturer when they ran out of supplies!

Instead of filming our inspiring videos, Portland ended up helping me clean and organize my office and make it an inviting space for my remote video interview. She removed some of the books in the corner bookshelf behind me and varied the piles—some standing up and some horizontal. She created space. It looked beautiful! This kind of attention to detail helped make my background inviting, personal, and yet allowed it to stay in the background and not distract the viewer.

(Note: Portland is part of my very small pod.)

Portland Helmich’s Tips for Creating the Best Video Background

background tips for video — Check out my office and video background after implementing Portland’s tips.

Choose a space that’s professional, attractive, and neat. It shouldn’t be filled floor to ceiling with artwork, trinkets, and books. Some are fine, but too much stuff in view takes away from your message. For a TV interview, you likely don’t want to be interviewed in a nondescript space. You want your background to say something about you. If you’re a lawyer, you may have books behind you. If you’re a gardener, you may have plants. Just don’t overdo it.
Tidy up. A cluttered space reflects poorly on you.
Don’t sit with your bed in view. It looks unprofessional.
Make sure there’s space behind you when you’re in front of computer. Make sure there’s depth, something for the eye to see beyond. Don’t sit with your back right to a wall.
Position natural light in front of or beside you if possible. If not, place a lamp behind your computer so it shines evenly across your face.
Avoid backlighting. That is, don’t sit with light shining from behind you, as you’ll appear in shadow on screen.

Portland also shared tips for wardrobe, jewelry, hair and makeup.

Portland’s Tips for Video and TV Wardrobe: What to Wear on TV

Portland Helmich on TV Interviews — Media Coach Portland Helmich

As for clothing, you really only have to worry about your top for a TV interview. Stay away from white or very pale colors that can appear white. They reflect all the light. Conversely, black isn’t the best choice, either, as it absorbs light and can make your body kind of disappear. Choose a colored top that looks good on you.
Stay away from busy prints like paisley, polka dots or pin stripes. They tend to moray on camera. (They can look like they’re moving). Choose a solid color instead (you can accent with a patterned scarf or tie as long as the print isn’t too distracting).
Wear a jacket if you’re a man and it feels appropriate. You’ll look well put-together. If not, wear an ironed shirt.
Stay away from shirts with visible logos or messages.
Choose fitted jackets, blouses, sweaters and shirts over baggy ones. Loose and baggy clothing tends to make you look heavier on camera.

Portland’s Tips for Video and TV-friendly Jewelry

Keep it simple. You want people looking at your face, not your jewelry.
No long, dangling earrings–too distracting. Small hoops or studs are better.
A simple chain necklace is fine, but nothing overly gaudy. In fact, you may choose to wear either a necklace or earrings, but not both (unless they’re understated).
Ditch bracelets that clank, especially if you’re sitting in front of a desk that your wrists might accidentally whack. The sound can be super-distracting.

Portland’s Hair Tips for Video and TV

Make it presentable. Comb it! If you can get it professionally cut and styled before your interview, all the better.
Use a frizz-control hair product to tame fly-aways. (Portland had me use Moroccan Oil, which worked great!)
Cover or color grays (if your hair is already colored and your roots are showing).

Portland’s Tips for Makeup That Makes Your Look Your Best on Video and TV

Portland Helmich on Looking your best for TV interviews — Media Coach Portland Helmich

Like with jewelry, keep it simple. You want people to look at you and not your makeup.
Don’t make the mistake of going “au naturel,” however. Even a man can benefit from some translucent face powder, at the least, to soften the shine on his nose or the bald spot on his head.
Wear some kind of tinted moisturizer or natural-looking foundation for even coverage (men can benefit from this, too).
Use a lighter-than-your-skin-tone concealer under the eyes. Putting some in the corners of your eyes (near the bridge of your nose) can make them pop or appear larger.
Apply a touch of blush on the apples of your cheeks (the part of your cheeks that plumps up when you smile).
If you do wear eye shadow, stick with neutral tones. Stay away from brightly colored shades.
Mascara is a good idea for TV. It enhances your eyes, outlining them. Same with eyeliner, but go easy on it.
Shape and trim your eyebrows with scissors and/or a tweezer if they’re a bushy mess. If you’re older and your brows are faint, lightly color them in, but go easy on it.
Color your lips with a neutral lip pencil—it’ll make lipstick last longer. Subtle colors are best. Dab a bit of gloss in the center of your lower lip only. Generally speaking, if you do choose a brighter lip color (like red), go easy on the eye makeup. If your eyes are more made up, choose a more neutral lip color.
Finish it off with some powder to remove shine.
If you have no clue how to do your own makeup, consider having it professionally done (or ask a skilled friend to do it for you).

Preparing for the TV Interview

Portland Helmich on make-up for TV Interviews — If you have no clue about makeup and hair, get skilled support!

And then we practiced for the interview. Interviews have changed significantly from the time I launched my first book. Today, they are mostly on zoom or similar platforms. They tend to be much shorter. And the host often leads you through each tip, since they have them ahead of time.

One thing is absolutely the same: The more relaxed and comfortable you are, the more fun you have, the more inspired viewers will be, and the more impact you’ll have.

In addition to helping me relax, Portland gave me several great tips that helped make the interview engaging, fun and special. While I wasn’t able to use all of the tips on the shorter interview for HLN, I incorporated what I could. My longer interview with anchor Frank Mallicoat of KTVU, San Francisco, enabled me to use many more of her fun tips!

Be playful: When I advised humming, Portland suggested I follow the first sentence by humming myself! Not only was it fun and playful, but the humming put me more at ease.
Provide instruction: It’s one thing to say that research shows that humming relaxes you and helps you sleep. But if you provide specific instruction, viewers can actually practice right then and there. Portland said, “How about: You can hum a single tone, like this: Hmmmmm, or hum a tune, like this, hmm, hmm, mmmm, hmmm.”
Demonstrate when you can, adapting for the medium: When it comes to the power of movement to relax and boost mood, I shared my favorite qigong practice—qigong bouncing. Portland had me demonstrate while sitting, to avoid the disruption of adjusting and readjusting my camera.
Use props: When I spoke about using the sense of smell to boost mood and relax, Portland invited me to smell something. I opened a small bottle of essential oil and sniffed. Not only was it fun and engaging but the smell of the rose oil truly put me in a joyous state, something that was conveyed on screen.
Give specific examples: As a specific example I suggested clary sage to calm the mind, citrus which energizes or lavender which uplifts.

Portland’s TV Interview Tips

Preparation

Prepare for your interview. Practice answering the questions you’re likely to be asked with a friend or colleague. Work on keeping your answers to somewhere between 20 and 45 seconds. Don’t go over a minute answering a question if you can help it. (The average news soundbite is only nine seconds long).
Have a clear sense of your message and trim it down to one to three main points. There won’t be time to say everything you want to say, so work on being succinct.
Practice avoiding fillers, such as “um,” “uh,” “like,” and “you know.”
Enunciate. Don’t speak so fast that people can’t understand you.
Record yourself being interviewed on your phone in advance of the real deal. Watch yourself. Do you unconsciously cock your head to one side or another? Do you have a facial tic that needs reigning in? If you watch yourself, you have time to course-correct before the big day.
Clear time in your schedule so you’re not rushing to get ready for the interview day of.
Get into a good head space before “show time.” Meditate. Do some deep breathing or yoga. If you feel relaxed, you’ll perform better.
Remove all distractions from your environment before the interview. Turn off your TV and cell phone. Put your kids and pets in a separate room where they can neither be seen nor heard.

During the TV Interview

During the interview, make sure to look into the camera on your computer and not at the image of the person interviewing you, as counterintuitive as that is. (You might just be listening to the interviewer vs. looking right at him or her). If you look into the camera, it’ll look like you’re looking right at the host.
Frame yourself in the camera so viewers can see your head down to just below your shoulders. Don’t put the very top of your head at the very top of the screen. Put a little space, or head room, between you and the top of the screen.
When the interviewer is speaking, listen to the questions you’re being asked. Try as best you can to answer the question you’re asked rather than go off on tangents.
Smile, even slightly, when you’re introduced and when you’re thanked at the end. You may still be visible if you’re on a split screen, so it’s worth it to smile occasionally during the interview, too, even when the interviewer is speaking (unless, of course, you’re speaking about something grim).
Be yourself. When you’re authentic, viewers are much more likely to pay attention to what you have to say.

Portland’s Steps for How to Make Inspiring Videos

Just like when you write a story, you need a beginning, a middle, and an end.

Lisa Tener recording inspiring video — Recording the welcome video for my forthcoming book!

Communicate to viewers at the top what this video is about and how it’s going to help them.
Get clear on your message. What’s the one thing you most want to communicate? Everything you say in your video should support that one central message. For example, when Lisa and I were working on a video about how travel can spark creativity, she began telling a story about a trip to Thailand. Her main point was simply that our five senses are stimulated in new surroundings, providing great fodder for creative writing. While rehearsing, she began telling a story about a ride with a cab driver to view ancient ruins and beautiful temples, but the story was superfluous. We quickly cut it and kept the focus on her main message—the way travel can spark our creativity.
Offer examples that support what you’re saying. Video is obviously a visual medium. Take advantage of it, if you can. Include photographs or b-roll (footage that covers what you’re saying, which necessitates editing) or you could even hold up photos or objects. As well, don’t be afraid to move your body (as long as you don’t move out of frame) to help express what you want to say. You might hold up your fingers to illustrate, “Reason number one, reason number two,” and so on.
Leave viewers with a positive feeling at the close of your video or encourage them to take inspired action. You might close with tips they can incorporate into their own lives.
Finally, remember to smile!

Hiring a Media Coach to Prepare for Your TV Interviews (or Videos)

Being an inspiring guest, or shooting inspiring video, takes time and practice. I feel so grateful to have a wise mentor to guide me along the way.

I don’t know what I would have done without Portland’s feedback on my practice interviews and TV appearances, as well as her guidance in working through the videos for the book. If you are looking for an expert to coach you through media interviews or speaking on video, my friend Portland is available and you can reach her through her website portlandhelmich.com. Much of our mentoring and practice occurred over Zoom and she can do the same with you.

If you have questions for Portland, please leave them as a comment below and she’ll be happy to answer.

Update and More Tips for Audio and Video Recording for Authors

It’s a couple years later and you’ll never guess whom I hired to produce the videos for the next book! Okay, you’ll probably guess. Portland Helmich produced our videos and Dan Thibeault shot the videos, edited, added music, intro/outro, graphics and so much more! Dan also gave me some additional audio training and produced the ten or so audio recordings — meditations, visulaizations and breathing practices–for my upcoming book.

You can read all the new tips I learned from Portland and Dan about recording audio and video here.

Answers to 32 of Your Book Writing and Publishing Questions

January 21, 2020 by Lisa Tener 9 Comments

In the past couple of weeks, I held two book writing and publishing seminars (Bring Your Book to Life® in 2020) to help participants get started on their books (or get reinvigorated on a book project that’s stalled). Thanks to Sam Bennett for hosting one of them!

I received over 35 varied and excellent questions about writing and publishing books and could only answer a handful on the calls.

And I promised to answer the rest on my blog. Ready? Here we go…

[bctt tweet=”Book Writing Productivity and Creativity Questions Answered” username=”LisaTener”]

“When to write?”

There’s no one answer to this question, but writing very first thing in the morning works well for many writers, because your brain is still in that creative, relaxed mode you tap into during dreams. Access and flow can be easier. If you can’t write first thing in the morning, try different times of day and see what works best for you. And if your time is limited, find little bubbles of time— waiting in a dentist’s office, during your lunch break, after your kids go to bed—whatever time you can grab.

One secret, is if you only have time in the evenings or weekends and you feel burned out from work, it’s only going to work if you replenish your vital life energy. Walk in nature; breathe deeply; practice yoga, Tai chi or dance. Anything that gets your body moving and gets your breathing deeply will help you revive that creative force within.

“How can I make the creation of writing a book part of my daily life?”

In addition to writing first thing in the morning, build in some accountability, such as a colleague or friend to check in with, a coach, a course, etc. If you need guidance, identify what you need and how you will get it.

“I’m a nonfiction writer with writer’s block; any suggestions?”

In the training, I shared the power of a vision statement to help you get inspired or re-inspired and stay passionate about your book project. Read your vision statement at least once a day. Other ideas:

Schedule your writing and treat it like a crucial business meeting or hot date (don’t blow it off!).
Ask your inner muse for support (try the free audio guided visualization here).
Here is another place where deep breathing and movement work wonders. You just may need to get your energy moving to get the creativity flowing as well.

[bctt tweet=”Publishing Questions Answered” username=”LisaTener”]

“How do you get interest from established publishers?”

Micaela Karlsen started with a stand out book proposal and got a top agent and book deal with AMACOM.

Write a standout book proposal and query letter. During the training, I shared 3 crucial elements publishers are looking for and a number of strategies for including those 3 elements in a compelling way. Listen here if you missed it. I highly recommend hiring a book proposal coach or editor to give you feedback and brainstorm ideas. Even as an expert in the field, I am having several colleagues read my proposal and offer feedback, because I know the value of a second set of expert eyes—and brain—on the job.

“I have written a first draft of an over 70,000 word memoir about awakening and I am currently writing a journal type book. I wonder how to decide which one to publish first as they are very different types of books.”

In the training, I offer information about how to develop a vision statement. Your vision statement can help you decide which book is most aligned with your vision and goals. Additional factors to weigh in your decision are:

Which book is easiest to write? Could the easier one be practice for the second?
Which book is most marketable?
Do I want to self publish or traditionally publish? (This may dictate which book to start with.)
Are they different audiences? If so, which audience do I already reach?

“Am I better off starting with an agent or just sending the book out to publishers (when it’s finished)?”

I am working with a new client who has a strong book idea and proposal, but modest platform. She asked me the same question. Because her book is timely and marketable and she has some platform, I suggested that if she’s not a huge hurry and is open to working more on platform, we could query a few agents and see if they’re interested in representing her book. If they are we can ask what they expect in terms of additional platform building before they’d be willing to approach publishers.

However, if the publisher she first mentioned is her top choice, I don’t think she’ll require an agent. I think she has a very strong chance with them. So if she’s in a hurry and excited about that publisher, and doesn’t want to jump through lots of hoops, after making the changes I’m suggesting to the proposal, I’d be happy to contact the acquisitions editor I know there on her behalf.

In other words, it really depends on one’s goals (quick/not as quick; one publisher/many options; any advance/the biggest advance possible; etc.).

Having said that, a literary agent brings so much to the table, from knowing the players to finding you the best fit for your particular book and needs, to negotiating a contract that’s to your advantage, to representing your interests should any challenges occur (such as a disagreement about cover or title). Here’s more about the benefits of having a literary agent. And here are a few reasons you might want to go directly to publishers rather than an agent.

And this post explains the role of a literary agent, how to work with an agent, what to expect and how to meet them.

“How do I get my concept/proposal in front of the right person?”

agents and editors — Agents and editors providing feedback at the 2018 pitching panel at the Harvard Medical School CME publishing course. Photo by Dana Corriel, MD.

Once your proposal is complete:

Identify the ideal agents (or acquisitions editors/publishers) by seeing who represented or published some of the books in the comps section of your book proposal, and other books/authors in your genre and general topic area.
See if you can meet some of these agents at a conference. If so, pitch at the conference, if possible. Conferences like the San Francisco Writers Conference, International Women’s Writing Guild and Harvard Medical School CME publishing course all have opportunities to meet and pitch agents.
Or see if you can get an introduction through an author you know who is represented by the agent or acquisitions editor.
Select a handful to query; don’t send to everyone at once. You’ll likely benefit from feedback and your query may change over time.
Write and send a compelling query letter to those agents or acquisitions editors.
Rinse, repeat, asking for and incorporating feedback from anyone who says no.

“What are the benefits of self-publishing?”

Benefits of self-publishing include:

You maintain full control of your content and artistic decisions.
You receive a higher percentage of the price it sells for (you make more per book).
One can usually get it to market faster than a traditional publisher.
Not so many platform hurdles to jump through.
Ability to update the book whenever you want.

Still, there are advantages to traditional publishing. This post compares the pros and cons of traditional and self-publishing.

“What is hybrid publishing?”

You pay the publisher, so they are not taking much of a risk, if any. The publisher usually will provide a certain number of books for that amount, as well as some add-on services you can pay for. These services sometimes sound better than they are, so search for reviews and feedback from their customers. And read the fine print. I recommend you have your attorney read the contract as well!

“Curious to learn more about a hybrid deal. Would I still have to give over all rights to the publisher?”

It depends on the contract. That’s why it’s best to have a lawyer look at it. If you don’t, look for language about who owns the copyright.

“Are proposals and queries mandatory for traditional publishing deals?”

Almost always yes. If you meet an agent or acquisitions editor and they request a copy of your proposal, you can skip the query letter but include a brief cover letter/email that covers much of what you’d find in a query. Publishers don’t just want to see a great book, they want to know why it will sell, and what you will do to sell it.

[bctt tweet=”Platform Building Questions Answered” username=”LisaTener”]

“What are the prioritized steps for building an author platform even before the book is finished and ready to market?”

Identify your market.
Identify where they hang out, online and offline.
Brainstorm the most effective ways to reach them and those that are most likely to impress publishers (the more likely they are to help attract people who will actually buy books from you the better).
Prioritize by what will be easiest for you, most enjoyable and most effective. And be sure to include activities that will bring in income and not just cost money.

What are some activities that tend to result in book sales? Speaking and teaching, podcasts, activities that center around a strong niche audience and people who buy from you already.

“How to build an audience for your book before it’s published?”

In addition to the steps above, I recommend having one or more free offerings on your website that people can get when they share their email address and sign up for your mailing list. Make sure it’s something your target audience will find useful (ask them!).

“How do I find a publisher if I don’t have an author platform?”

It would be highly unlikely to find a publisher for a prescriptive nonfiction book without a platform. If you are writing narrative nonfiction, you are likely to still need a platform, though may not be quite as crucial, depending on the subject.

Here are 7 benefits to building author platform before your book is published.

“How do you know when it’s time to move from self-publishing to seeking a traditional publisher?”

A traditional publisher will want to see that you’ve sold many books. That number varies, depending upon the genre and publisher, but a common number bandied about is 15,000 books sold, which tends to interest a traditional publisher.

“How do you get people to take you seriously if you self publish?

Write a great book. (Test market it with your target market.)
Get an excellent editor, proofreader and designer, so that your product is polished. This lends credibility.
Take yourself seriously. Invest time and/or money in publicity, and get yourself on podcasts, in front of potential readers through speaking or teaching, and into the press.

“Should I wait until my social media numbers are high before approaching agents/publishers?”

Social media is not the only metric—public speaking, training, guest podcasting, general PR, article writing, a strong internet presence, a well visited website and a strong email list (especially one that buys from you) are all compelling to publishers. Focus on your overall picture vs. just social media, but do wait until you have a compelling platform.

[bctt tweet=”Memoir and Narrative Nonfiction Questions Answered” username=”LisaTener”]

“I’m writing non-fiction about my experience during my journey from Bombay to Birmingham, happened more than 50 yrs ago. Finding it challenging to include a time/flashback incidence, happened before the journey.”

First, if you’re finding it hard to do a flashback, ask yourself whether this flashback is truly important to the story. Maybe it’s not. If you decide it is, then think about a sequence that lends itself to daydreaming…perhaps during a train, car or airplane ride. Or on a walk in nature through some kind of gateway (a path that leads from woods to beach or meadow to woods, etc.).

“How do I tell my story in a ‘creative non-fiction way’, in the first three chapters of my self-help/memoir book as a life coach, to let other women know what I’ve been through?”

First, I’d be careful not to have the book feel like two different books. So you might model each chapter similarly. For instance, you can start every chapter with a story from your life or a composite or disguised client story. Then do some teaching and offer exercises or action steps to empower your readers. Of course, without knowing your story or what you have in mind, that’s just one idea. Writing a modern memoir is much harder since it needs to read like a novel with a story arc.

What’s the difference between autobiography and memoir?

Martha Rhodes knew she wanted to self-publish. She was quoted in *The NY Times* and got other great publicity for her book.

Both genres are about the author’s life. Autobiography is generally about someone famous: celebrities, politicians, athletes and other public figures. Memoir can be about anyone. Autobiography tends to focus on someone’s entire life. Memoir is about a specific theme and period in the author’s life.

“What legal issues might arise when writing about true situations that happened within your family?”

This question is best answered by a lawyer, which I am not. A family member could contest your claims or even sue, potentially, so it is important to get legal advice if you are unsure how people in the book will react (and you can’t disguise who they are).

“This is an autobiography about a lone elephant. Is this possible?”

Given what I shared about the difference between autobiography and memoir, you will note first that this will work better as a memoir, especially since elephants are known for their extraordinary memories and a memoir could end up at tens of thousands of pages, in my estimation. In all seriousness, though, if the book is from the author’s point of view but about her experience with an elephant, that would be a memoir. If an attempt to tell it from the elephant’s point of view, it would be considered creative nonfiction. Is it possible? Yes, with writing, everything is possible!

Nonfiction Research

“What do you recommend are effective ways to conduct original research if you don’t have a mailing list?”

I assume “…if you don’t have a mailing list” means you want to gather data about your audience. Design a survey through Survey Monkey to help you gather information about your readers. Identify social media groups made up of your ideal readers and, if their group rules allow it, post a link to your survey, inviting people to take it. One of my Bring Your Book to Life® program participants did this and had over 200 responses in a Facebook group made up of her target audience.

“How to organize notes and references?”

Use the Chicago Manual of Style to guide you if it’s a trade book.

“I get caught up in how will I do the research for my book. Can you speak to this?”

If you are writing a self-help, how-to or business book and much of the book will come from what you already know, first develop the structure and fill it in with what you know. Then you can go back and do the more time consuming research later. This will help streamline your process and also support creative flow. It will prevent you from over-researching and avoiding the writing. However, there may be parts you have to research as you write. That’s fine, too.

[bctt tweet=”Book Concept and Structure Questions Answered” username=”LisaTener”]

“Is there a formula for outlining a potential book?”

There is not just one formula. For self-help, how-to or business books, publishers tend to like programs, particularly for diet books and other health books. One way to accomplish this is to provide a time line (4 weeks to X, the 10 day plan to Y, etc.) or steps/key elements/secrets. People like programs that give them a set time-frame for which to achieve a goal or result. However, it can also be successful to get creative about structure.

“What’s the best selling genre?”

I’m hesitant to answer this question because I want to encourage you to write a book you feel passionate about. Certainly self-help books by experts sell well. A very well-written memoir can be a bestseller. And there’s a great market for fiction. The more popular a topic, such as diet books, the more competitive it will be. So a best selling genre may not be the best fit for you.

“How do you determine your target market for an agent?”

Start with your vision and goals—what target market does the vision seem to suggest? Then answer these questions to determine target market:

Whom do you help or serve now?
Do you want to broaden that or keep it the same?
Who needs what you will offer in this book? Why do they need it?
Who are the secondary audiences?
What people may recommend this book to others?

Now, research the sizes of these audiences. Here’s how to research target market size.

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“How do you determine best ways to market a pre-book sale?”

To pre-market a book, or market pre-launch, you may want to offer incentives, such as a free webinar for those who buy copies pre-launch (they can send you their receipts). Certainly your mailing list and social media following are obvious groups to tap.

“What is the lead time to start announcing your book/pre-book sale?”

I would announce as soon as the book is available for pre-order on Amazon.

[bctt tweet=”Revision and Editing Questions Answered” username=”LisaTener”]

“I’m not a great writer but want to tell my story. How do I find a co-author?”

You can hire someone, but it is usually quite expensive to have an experienced writer co-author your book. Many of the co-authors I work with charge $60,000 and up for co-authoring.

“Should I start with an editor or write solo first?”

You may want to work with a book coach to get clarity on your book concept and then start writing. An editor would come in once you are ready for feedback on the writing. However, many professionals do both coaching and editing.

“If I cut out half the book and replace “me” with “we” does it have a better chance of selling?”

Without seeing the book, it’s hard to say. But it sounds like the advice you got was to think like your reader and offer something for them, rather than just tell your story.

“When you need guidance on where you need to embellish or add detail etc., who do you ask?”

Start with a couple of beta readers from your target audience and ask them. Also, at some point, you’ll benefit from hiring an editor.

Your Turn

Did I answer your question? If you don’t find your writing or publishing question here, it may not have been clear to me what you were asking. See if you can clarify and re-ask! Thanks.

Do you have a follow up or more book writing and publishing questions? Ask below as a comment and I’ll answer you!

Author Cara Bradley on Speaking, Podcasting & the Doors that Open for a Published Author

December 23, 2019 by Lisa Tener Leave a Comment

Browsing recent posts on LinkedIn, I came upon Cara Bradley’s podcast. It’s always exciting for me to see what happens after a client’s book gets published. It’s especially so when the author dives into book promotion and related activities with the kind of gusto Cara Bradley brings to it.

I asked Cara to share her experience both to inspire you, and also to help you think about the kinds of activities that might go into your promotion plan and the business plan for your book. Some of Cara’s advice plays well into some of the content of your book as well.

Lisa: What were some of the early responses to On the Verge that stick out to you?

Cara: The best response I hear is that my book sits on their nightstand.

Lisa: That’s wonderful, knowing it’s that powerful a resource for your readers. What’s been the most thrilling opportunity to date that’s come from writing On the Verge?

Cara: Sitting in Congressmen Tim Ryan’s office talking about how much he loved my book

Lisa: Can you share with us how some of your early opportunities have led to other opportunities?

Cara: I’ve learned to trust that no meeting or connection is wasted. In time, they will always lead to either new opportunities or learning. I also believe to live in a state of openness, it’s there that we make ourselves available to unexpected possibilities.

Lisa: Great takeaway! You’ve been doing a lot more speaking and media lately, can you share some of the highlights with us?

Cara: More and more I’m teaching and presenting both online and in the corporate setting. One of the highlights of 2019 was being asked to host an online summit called Embodiment At Work. I interviewed 36 experts in the field for over 18,000 attendees. Other highlights were working with women leaders of Goldman Sachs and Guardian Insurance.

Lisa: That’s exciting and impressive. How have the speaking opportunities come about? Did you sign on with a speakers bureau after becoming a published author?

Cara: My speaking opportunities come to me by word of mouth. While I do some sales prospecting, I find the best gigs come through referral. I’m not affiliated with a speaker’s bureau yet although I am in discussion with one—fingers crossed.

Lisa: Good luck. I’m sure you’ll find the right one. You’ve done keynotes for some major brands like Coca Cola, Virgin Pulse, SAP and the National Parks Service. How have those come about and what have these companies been looking for that the message in your book addresses?

Cara: Networking at conferences has been an incredibly effective way to build my speaking business. With that being said, having a traditionally published book is often the stamp of approval potential clients need to validate my expertise.

My book is chock full of pithy sayings such as, “drama drains and focus fuels” and “overwhelm is not an option.” People want me to expand on one or more of these sayings in a presentation.

Lisa: That’s great. It sounds like one valuable step for those of us writing a book would be to think about pithy sayings that can be teased out into a full presentation, workshop or seminar. I know some authors share these pitchy sayings on social media. Tama Kieves is a great example of that.

How does your book On the Verge play into the speaking and training engagements? Do you sometimes wrap book sales into your speaking fees? Have you done any bulk sales (over 100) or special sales? Or do you sell books back of the room?

Cara: I have bundled sale of books into a talk though, to date, none have been over 100 books. If asked to speak for free, I will bundle book sales into our agreement. Also, I do not like to sell books from the back of the room. Finally, I always bring a few books to talks carefully selecting potential clients to gift them to.

Lisa: When we first worked together, you started blogging, now you’re podcasting. Can you talk a bit about the shift to podcasting–why you did it and what you love about it? Did a particular podcaster or podcast inspire you?

Cara: I started my podcast shortly after my book was published. Being a lifelong teacher, I find that verbal communication comes much more naturally to me than written form. I transcribe my shows and will sometimes turn them into a blog or article.

I made the decision to do a solo podcast instead of interview style. While it’s been harder to grow the show that way, I’ve created a place for “super-fans” to find me every week. I’m always amazed how people find my podcast and then hopefully find my book and other work.

My next project is to create a new show offering short, five minute shows, Monday thru Friday. Stay tuned.

Lisa: Wow. This is exciting! Good luck with it. Can you share one or two of your favorite podcasts?

Cara: Favorites? I listen to so many podcasts. Most of them are interview style so I can’t say I got my inspiration from any particular show. I am bouncing around these days but tend to find my way back to Found My Fitness with Rhonda Patrick and Finding Mastery with Michael Gervais.

Cara Bradley is a leading authority of body-brain training having led Fortune 500 companies, CEOs and elite college sports teams through her signature strategies to feel and perform their best. She is the author of On The Verge: Wake Up, Show Up, and Shine, and founder of the award-winning Verge Yoga Center in Philadelphia.

Note from Lisa: In the spirit of Waking Up, Showing Up and Shining, I’d like to remind my readers (you) that on January 2, 2020, I am offering a special conference call where we will breathe, get into an inspired, creative inner space and then just write!

Bring a piece you’re working on, or you can work on your vision and intentions for the New Year and New Decade!

2025 Update: While that free workshop is passed, you can experience the magic of writing in creative flow when you join my Get Your Writing Done program and join us once or twice a week to complete your book with our sessions and the many course materials that guide you to writing an exceptional book, which you can access through the program.

FREE TO WRITE

Share your questions and comments below.

Working on a Health Related Book? Writing, Publishing, and Social Media for Healthcare Professionals

November 13, 2019 by Lisa Tener Leave a Comment

Writing a Health Related Book

Dana Corriel, MD at Harvard Med publishing course — One highlight of the course is the opportunity to network with faculty. Pictured here: Dana Corriel, MD

This morning, I heard from a Family Practice Physician who’s been planning to attend Harvard Medical School’s CME Publishing Course for the past two years. She started on her book idea five years ago and feels ready to dive in. Helping her clarify what she’ll get out of the course—and how to make the most of it—reminded me of some of the ways this course is so effective for physicians and other healthcare professionals:

In-depth knowledge in health and self-help genres: The faculty have a deep understanding of the many aspects of writing, publishing, promoting and selling health related books.
Ability to meet and get feedback from literary agents, publishers, book coaches and book proposal coaches, independent editors and others who can help you refine your ideas—and choose the best one.
An immersion in publishing, so you can see what it takes and expose yourself to a variety of strategies for getting your knowledge and wisdom to the people who need it—from writing a health related book to penning articles to blogging and podcasting.
Guidance and coaching to develop a pitch: I always recommend participants sign up for the optional book pitching sessions. It’s an important step in refining your ideas and sometimes new, highly marketable book ideas emerge in the process.
Advanced Workshops: The final day of the course, participants can take more specialized and in-depth workshops on social media, writing a book proposal, creativity, memoir writing and podcasting, for example.

Over the years, publishing has transformed, medicine has changed and the ways we reach people are almost unrecognizable from the how these fields operated 20 years ago. In today’s blog post, Julie Silver, MD, the course director and founder, shares how the course has changed over the years and what participants can expect in 2020.

What to Expect from Harvard Medical School’s CME Publishing Course in 2020

Lisa: How has the Harvard Medical School publishing course—Writing, Publishing, and Social Media for Healthcare Professionals—evolved over the past 20 years?

julie silver, md director of harvard medical school publishing course — Julie Silver, MD, course director and founder

Dr. Silver: When I first started directing the course, most of the content was focused on publishing books. Although the course still covers how to publish a book, there is also a lot of other content such as how to ramp up your speaking career or start a new podcast. Physicians and other healthcare professionals have a lot of creative interests, and so we aim to provide them with the training and networking contacts that they will need to be successful.

Lisa: Anyone who wants to write a health related book needs to have ways of reaching their intended audience, and so all of these arenas from social media to podcasting to speaking also greatly support the tribe-building that an aspiring author needs to do. Being exposed to this variety of areas also helps aspiring authors think about how they’ll reach their readers and get a sense of what’s involved in each one. And some participants may even find that they prefer their newfound medium to a book. What are some of the skills and knowledge that participants leave with?

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networking at Harvard Med School CME publishing course — Networking with course faculty, one of many perks!

Dr. Silver: Participants learn how to make the most of print, live, and online communication channels. Individual sessions focus on:

•Best practices for connecting the public with ideas and insights

•Getting a book published in 2020: new challenges and options

•Lectures and workshops to improve one’s writing and “elevator” or book pitch

•Personalized instruction from top-tier writing coaches, editors, and literary agents

•Social media: introductory and advanced topics

•Self-publishing books, blogs, and websites

•Strategies for impacting national and international healthcare audiences

•Workshops to assist in the development of memoirs and narrative nonfiction

•Training on giving interviews and how to start a podcast

[bctt tweet=”Writing and Publishing Success Stories in Health-Related Genres” username=”LisaTener”]

Lisa: That’s a powerful list! Some amazing things have come out of this course. For example, Jon Lieff, MD was inspired to blog after taking a workshop with Rusty Shelton and myself on the subject.

Rusty continued to mentor Dr. Lieff, and Dr. Lieff’s blog, Searching for the Mind (http://jonlieffmd.com/) was chosen by Best World Wide Online Universities in “Neuronal Plasticity”: The Science of Learning – Resources on How Our Brains Work Best. along with large, distinguished institutions including Stanford and MIT. His blog has attracted researchers and armchair scientists across disciplines, translating the latest research on communication among cells. Dr. Lieff went on to sign a book contract with BenBella Books.

Can you share some more examples of the kinds of projects and accomplishments coming out of the course? What are some of your favorite “success stories”?

Dr. Silver: I have so many favorites that it’s hard to choose. Literally thousands of past participants have gone on to do some really incredible things.

For example, Dr. Yvonne Thornton published a bestselling memoir titled The Ditchdigger’s Daughters that was made into a movie, and she came to the course years later to connect with literary agents and editors so she could publish her next book which is titled Something to Prove.

This year we had Dr. Connie Mariano come back and talk about what it was like to be the first military woman to become the White House Physician to the President the first woman Director of the White House Medical Unit the first Filipino American in US history to become a Navy Rear Admiral. She explained how she published her book titled The White House Doctor and the road to this book becoming a television series.

Sarah Allen Benton is a therapist who did an amazing book pitch at the course and then went on to publish Understanding the High Functioning Alcoholic. Her work and book went on to be featured by Oprah.

Vint Virga, DVM is a veterinarian who came to the course and then published a truly moving book called The Soul of All Living Creatures: What Animals Can Teach Us About Being Human.

In the upcoming course, we’re excited that Dr. Rana Awdish who is known for her bestselling book In Shock: My Journey from Death to Recovery and the Redemptive Power of Hope will be talking about her publishing journey.

What Next?

Lisa: Wow! I’m struck by the variety of the topics and also genres—from memoir to self-help to health books. What else would you like people to know about this course, Writing, Publishing, and Social Media for Healthcare Professionals?

Dr. Silver: We will have more content on publishing articles including op-eds, social media, and turning content into products and services. We’re excited to bring all of these creative and intelligent people in the same room to make some magic happen!

Lisa: Dear Reader, do you need any more to know this is a not-to-be-missed opportunity?! If you’re working with me on a health-related or self-help book, I encourage you to attend, even if you’ve attended before. There is so much to get out of this publishing course, year after year!

How Martha Rhodes Sold Over 20,000 Books (and Ebooks), Mostly Through Bulk Book Sales

November 6, 2019 by Lisa Tener Leave a Comment

Martha rhodes author after publishing a book — Martha Rhodes at Emory University

Talking About Bulk Book Sales

When Stephanie Chandler asked me to speak at this week’s 2019 Nonfiction Writers Conference about Bulk Book Sales, I immediately turned to Martha Rhodes, author of 3,000 Pulses Later to get a feel for how an author I worked with is using that strategy.

I knew much of Martha’s success had been through bulk sales and her relationship with the company that has bought the bulk of her books, leading to:

3,000 Pulses Later being featured in the New York Times
16,000 print books sold and over 5,000 ebooks
A speaking tour during Great Britain’s rollout of TMS technology (trans magnetic cranial stimulation, a drug-free treatment for depression).

During the Nonfiction Writer’s Conference, I’m going to share strategies I’ve learned from authors, literary agents and a former publishing professional who was in charge of bulk sales (or special sales) for a major publishing house.

In today’s interview, Martha Rhodes shares the amazing experiences that opened up for her after approaching Neuronetics about bulk book sales. Martha also shares how she nurtured the relationship from the start.

Martha Rhodes’ Experience with Bulk Book Sales

Lisa: What were your goals in writing 3,000 Pulses Later?

Martha: Since Transcranial Magnetic Stimulation (TMS) was only FDA cleared and brought to market in
2008, and since there was absolutely nothing available for me to learn about it when I searched for an
alternative therapy to ineffective medications, I wanted to spread the word about it for other patients
who were also suffering with treatment resistant depression.

I suppose another originally unintended subconscious goal was to create a cathartic writing experience
for myself by incorporating helpful information about TMS into my personal memoir and give credit
to what brought me through one of the darkest periods of my life after surviving a suicide attempt.

Lisa: It was powerful to witness that healing journey you took, as you went deeper during each draft of the book. It’s also been amazing to see you reach so many people with your message. How did your first corporate book sale come about?

Martha Rhodes knew she wanted to self publish. She got quoted in the NY Times and other great publicity for her book.

Martha: I was introduced to Neuronetics, Inc., the company that created the Neurostar TMS Therapy System, shortly after I had published the book. It was basically my “calling card” at that time. The President and several others at the company found it to be a compelling story they wanted to share with other TMS practicing physicians and their patients because they felt having a TMS patient’s success story would resonate with the then grossly uninformed public.

Lisa: Since selling bulk copies to Neuronetics, they have re-ordered multiple times. How many books have they bought?

Martha: Neuronetics has bought over 14,000 books as of today, and I’m told they’ve projected the need for another 1,000 before this year’s end. The marketing department has also informed me that they have included ongoing purchases of 3,000 Pulses Later in their 2020 budget. (I keep my fingers crossed on this.)

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Lisa: What have you done to nurture that relationship?

Martha: I’ve visited the corporate headquarters in Malvern PA several times for various events, e.g. new corporate office grand opening and a summer BBQ employee event. I was asked to give an employee “lunch and learn” slide presentation supporting the HR department’s internal values initiative and I’m now a member of the Neurostar Patient Advocate Advisory Council that meets quarterly.

Lisa: Neuronetics has also helped you with publicity and opened up other doors. Can you share the
exciting things that came out of this relationship?

Martha: Wow – I’ve almost lost count there have been so many wonderful opportunities thanks to my
relationship with Neuronetics. They’ve given me access to both of their PR firms in Philadelphia who
have connected me with several media outlets such as US News & World Report, The NY Times,
Sirius XM Radio, The Daily BUZZ TV, and several online media channels.

ELITE award winning author Martha Rhodes — Martha receiving the award

Also, Neuronetics nominated me for and I was subsequently awarded the 2016 PM360 ELITE Award (Exceptional Leaders, Innovators, Transformers and Entrepreneurs representing the most influential people in the healthcare industry) in the Patient Advocacy category.

One of the founding investors in Neuronetics’ introduced me to Emory University’s Office of Technology Transfer whose doctors and scientists developed the original Neurostar. I spent two days in Atlanta make a series of informative videos for a program they produced called, “Put A Face On
It.” I wrote an article about it and if you scroll down to the bottom you’ll find several links to the individual videos.

Multiple Channels for Special Sales

Lisa: You’ve done other bulk sales to doctor’s practices. How have those come about? Did you initiate or did they? How did they initially find you?

Martha: All of my bulk sales have come to me thanks to my website, the Internet, word-of-mouth and public awareness that the book exists as a compelling depression/suicide story with a happy ending thanks to
TMS. Nevertheless, I’m now considering doing a marketing solicitation via email and direct USPS
mail to all the TMS practices throughout the United States who may not realize I offer bulk rates to
their practices so they can either loan or give a book to existing/ prospective patients, or sell them
directly to patients from their offices.

Lisa: What advice do you have for authors interested in bulk sales?

Martha: Find a market niche and industry for your topic, and more important, make sure your content is
cogent, user-friendly, and a direct “value add” to their customers’ needs.

I also recommend offering the option of printing a personalized edition for the corporate sponsor so
that their own branding and marketing goals are enhanced, thus enhancing the author’s branding and
marketing goals. It’s wise to remember — you’re not monetizing the book, you’re monetizing the
book’s CONTENT!

Lisa: What percentage of your sales are special sales or bulk sales (and how many books)?

Martha: Eighty-three percent of my book sales are through bulk orders. As of today the total number is
14,000 books (out of close to 16,000 books sold all together). And I’m planning another print run in December for 3,000 books! That’s doesn’t include the 5,000 plus ebooks I’ve sold.

Book Customization

Lisa: Holy cow—that brings you up to 21,000 with the ebooks and 24,000 when you sell the books in the new print run! Have you ever produced any customized books where the company or institution adds a letter at the beginning or something on the cover and gives it away? How has that worked?

Martha: Neuronetics sends a book to anyone who visits the Neurostar website and provides their contact information.
They also give three books to every medical practice that purchases a Neurostar Therapy System. Neuronetics places a disclaimer on the inside front cover of every book they give away.

Lisa: What if a corporate sponsor doesn’t need your entire book and only wants a part of it, or a
condensed version of it, or even wants you to customize interior sections for their industry?

Martha: One of the benefits of self-publishing, especially with Print On Demand (POD), is that this can easily
be accomplished. The other option (but only if the bulk order is large enough) is to do a special print
run for that customer, although bulk pricing will definitely depend on the quantities requested.

Lisa: What else is in the works?

Martha: My audiobook will be published in early 2020. It’s a daunting process but I’ve decided to narrate it myself after listening to several audition voices that just don’t sound like what I had in my heart when I wrote the book. Sean Pratt is my narrator coach and I’ll be recording in a professional studio in Boston.

Lisa: How exciting! Good luck and let us know how it’s going!

Nonfiction Writers Conference: Join Me!

Readers, join me for my talk on Bulk Book Sales Opportunities at the Nonfiction Writers Conference on Nov. 8 (and sign up for all the great talks that week starting on Nov. 7.

The theme is “Promote and Profit.” Stephanie Chandler will be speaking on Tribe Building for Authors; Barbara Winter on Make a Living Without a Job; Matthew Bennett (who’s sold over 5 Million Books) will talk about Outselling Booksellers. Discover all the speakers and topics here.

Get Thyself on Podcasts: Reach Readers & Sell More Books!

November 1, 2018 by Lisa Tener 1 Comment

Earlier this year, I asked Rusty Shelton about the PR activities that most often resulted in book sales and learned that being interviewed on podcasts is one of the top things you can do to sell more books.

Why? Because podcasts tend to be very targeted, you can reach the exact audience who is the core market for your book—the people who most want and need what you have to offer.

What are Podcasts?

Writers block Podcast — The Writer’s Block Podcast NH Logo says it all–it’s about community!

If you know what podcasts are, just skip this brief paragraph. A podcast is a regularly produced “program” by audio or video that people can subscribe to and/or download on places like itunes, Podbean, Stitcher or even Facebook and YouTube.

To get a feel for podcasts, listen and/or watch several, especially those in your field and of course, on writing, so you’ll pick up some good writing and publishing tips in the process.

What Got Me on the Topic of Podcasts?

Debby Monk came to a “Writing in the Zone” workshop at All That Matters in Wakefield, Rhode Island years ago and stayed in touch via my newsletters. She reached out a couple of weeks ago to invite me to be a guest on her podcast, along with her co-hosts Shelly Devlin and Mandra Biscornet.

Tuesday morning, I had the joy to be interviewed on The Writer’s Block Podcast and so enjoyed our conversation about writing in the zone, book coaching, how to find the right editor for your work and how to reach your readers and sell more books.

Watch or listen to the podcast and you’ll learn:

5 key elements to consistently write from a space of inspiration
How to clear your mind and open yourself to write
What to do so you don’t come to the writing burned out
What to look for in a book coach, writing coach or editor.
What’s a muse?
What a good podcast looks and sounds like (these ladies know how to engage their guests and their audience).

What Makes for a Great Podcast Guest

Here’s what Mandra Biscornet says about what makes for an engaging podcast guest: “We enjoy having guests on our podcast that bring a level of expertise, new ways of thinking about writing concepts, and PERSONALITY! Most of our guests we have met in person, or heard speak in the past…we have a sense that they will not only help educate our audience but be enjoyable and inspiring to listen to.”

Shelly Devlin says she values “good back and forth interaction and throwing in some humor!” I would say that good back and forth interaction means not hogging the microphone. Answer the host’s questions in some depth but be sensitive that you don’t lecture. And give your host time to share their response!

I asked the ladies about how The Writer’s Block Podcast NH started and here’s what Mandra said:

“Writing can be a solitary process…our podcast was born from the idea that other writers could benefit from the information & support we were sharing in our bi-weekly writers group. In addition to critiquing each other’s pages, we were researching the various ways to find an editor, get published, and market books,etc. Plus we inspired each other on the not-so-great-writing days, and to be honest, thought we were pretty darn funny in the process.
“We started videoing ourselves in the garage of Shelly’s hair salon and the plan was to post on YouTube.”

Debby’s husband, Jonathan, helped them “see the light.” When Debby told Jonathan about it, he said, “Deb, how many podcasts do you know are filmed in New England, in an un-heated garage that are successful?” and she said, “None.”

Last Thanksgiving Debby and Johnathan stopped by his work which had a new studio at Studio 21 Podcast Cafe. When Debby saw the set, she asked Jonathan to film her doing a little clip to send to their daughters. “It was thanksgiving, I believe, so I pretended to do a show all serious news-like, how we at the writer’s block didn’t even stop on Thanksgiving. Back in the car, Jonathan and I started brainstorming.”

What decisions did they make about the podcast? Mandra says, “Be Honest. We aren’t going to get any better at writing if we can’t take each other’s honest criticism, and we aren’t going to have a podcast worth listening to if there isn’t the some lively discussion! Another decision we made was to dress for the camera. Most podcasts are listened too, however, some are viewed so we make an effort to be ‘camera ready.’

“We also decided to be prepared with a given topic, but allow time for impromptu discussion. Jonathan advised us to keep the podcast to about 22 minutes, the average length of someone’s commute. Some weeks the time limit is difficult to stick to, but we try!”

By all accounts, the three agree their main schooling was seat of the pants learning.

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Thinking of having your own podcast?

Mandra sums up some of the benefits she’s seen in podcasting, from creating community in an otherwise solitary act (writing) to building her platform in advance of publishing her memoir to honing her speaking skills.

If you want to start your own podcast, Mandra suggests, “Listen to other podcasts! Pay attention to both the podcasts you enjoy, and the ones you have trouble even finishing. Not all podcasts are created equal.

“If possible, utilize a podcast studio, they have state of the art equipment, the expertise, and the resources to get your podcast heard. Be mindful of your time, the 20 – 25 minutes rule works well.”

One reason that listening to podcasts is growing is that it has some advantages over radio:

You choose the topic.
You can start at the beginning, rather than in the middle.
A good podcast will be consistent in length so you have some idea of whether you’ll have time to hear the whole thing during one commute.
Whether you listen in one sitting or two, you can be sure to catch the end, rather than miss it if you’re listening to radio.

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You don’t have to start a podcast of your own. In fact, being on other people’s podcasts can help put you and your book in front of multiple audiences.

Like anything on social media, the best way to start is to become a member of the community. Listen to podcasts that relate to the subject of your book, as well as other subjects that intrigue you.

Share the podcasts you enjoy on social media and interact with the hosts when possible. If you’ve already established yourself as a contributing member of their community, they’re more likely to consider you as a guest when your book comes out.

A Shout Out for Well-Behaved Woman Coming Undone

I can’t end this interview without sharing a little about Debby’s novel. Before my interview, Debby sent me a copy of this gem of a book. I’m not sure I’ve ever read a book where the magical realism is laugh out loud funny—a combination that’s inspiring, playful and entertaining. And the book had the perfect balance of laughter and occasional tears. I thoroughly enjoyed Well-Behaved Woman Coming Undone.

Hair design by podcaster Shelly Devlin — Hair Design by Podcaster and Writer Shelly Devlin

I look forward to reading the memoirs all three hosts are working on. Shelly, a salon owner and hair artist is writing As the Chair Turns. After visiting her website, I just have to include a couple of photos of her hair creations. I had no idea that hair art was a thing. How cool is this?!

Which leads me to another benefit of being a podcast guest—you meet interesting, creative people you may otherwise have never met and who open your world to new experiences!

How to Get a Book Deal: 7 Qualities to Cultivate

October 9, 2018 by Lisa Tener 14 Comments

Have you ever wondered how to get a book deal in this increasingly competitive environment? Certainly, there are the actual steps to take, including writing a top notch book proposal and growing your author platform.

Yet, there’s another side to getting a book deal—and that’s the grit. How do you stick with it? How do you complete all the steps to get there—sometimes in the face of disappointment, rejection and even what seems like failure?

Thursday’s Happy Book Deal Story

I received an email last week from a client sharing his good news: he’d just heard from his literary agent with the first offer from a publisher! It was particularly thrilling because things had not been looking so rosy a month ago. In fact, the rejections had been pouring in and he wondered whether he would ever get a book deal at all.

I believe this author’s success in getting a book deal is based largely on several particular qualities of his. Let’s see if you can guess what they are…Without reading ahead, close your eyes and think of a few qualities you believe to be crucial to an author’s success in getting a book deal. Open your eyes and jot ’em down.

Now let’s see if you guessed right! (Or perhaps you’ve identified additional qualities—please share them as a comment below.)

Visionary

When I first met this author, I was intrigued by his book idea, but I wasn’t sure I was the right book proposal coach for him. While intrigued, I wasn’t particularly excited about the subject at first glance.

Yet, when I hesitated during our first phone call, the author convinced me that this book was necessary, groundbreaking and transformational. He shared his vision and I soon shared his enthusiasm—a complete turnaround.

This visionary ability—and the enthusiasm with which he shared his vision—served him time and again in developing his platform, signing a contract with a top literary agent and ultimately in getting a book deal.

Flexible and Coachable

Some folks will tell you why they can’t do xyz, or why building a platform isn’t going to work for them or why their book has to be 750 pages. And they may be right, but it may not be so easy to help them get a book deal with that kind of rigidity.

On the other hand, authors who take each recommendation step by step and figure out a way to do even the uncomfortable, the daunting and the downright terrifying have a better chance of developing the platform and proposal that publishers want to see. Some of those efforts may meet with success while others may miss the mark. Yet, if you’re willing to try a number of challenges, some of them will work.

Maybe you don’t get a commitment from the New York Times bestselling author you’ve identified to write the foreword for your book, but you do get some yeses for endorsements and even a couple of commitments for special sales (or bulk sales) that you can include in your book proposal.

This author took each of my recommendations and, step by step, implemented them, even though he didn’t have a huge budget to implement everything all at once, or the time to initiate all suggestions at once. It took time but slowly, step by step, his platform grew—developing a professional website, blogging for Psychology Today online, tweeting actively, setting up speaking engagements, adding video to his website. When he hit a wall, he came back for advice, listened and took it!

Intuitive and Creative

Now, I’m not saying ignore your intuition and listen only to your book proposal coach! But weigh the advice and check in with your heart. Are you open to what’s possible? Is it truly your intuition speaking or your fear? Only you can answer that one.

If you hit a wall, can you get creative? If you can’t grow your platform one way, or get commitments for presales, are there other, creative ways to accomplish these goals? This author set a number of challenging goals, achieving some and not others. When something didn’t work, he looked for new ways to accomplish a similar goal, creatively.

Persistent

In the same way this author knew he wanted to work with me, he was completely clear about the literary agent he wanted to work with. He contacted her a bit early in the process. She expressed interest and encouraged him to continue to work on his author platform, providing several specific suggestions.

He consistently did the work on his platform and it grew enough that he decided to approach her again. Again, she encouraged him to work on platform, as he still needed to build it. Yet, he felt that to continue to do the work, he needed the motivation of having signed with this agent (there’s that intuition again!). He promised to do the work and asked her to take him on as a client.

Now, this isn’t the advice I generally give a client. Why tie yourself to a particular agent when that agent is clear that you are not yet in the position where she would be ready to pitch your book to publishers? Doesn’t it make sense to wait until you have what she requires? Well, that was my orientation but in this author’s case, his persistence paid off. She signed him as a client, gave him a couple more platform suggestions and he had the emotional boost he’d needed to keep on truckin’—another example of trusting your intuition about what you personally need to be successful in getting a book deal.

Eventually, he felt he’d accomplished what he could on the agent’s list and asked her to pitch the book. She did.

Resilient

Feedback was tough. As I mentioned, the book was groundbreaking. It served a good sized audience that hadn’t really been served by a book specifically for their challenge before.

And, unfortunately, publishers tend to prefer books that compete in an established space. Acquisitions editors wondered whether there truly was an audience for the book. Without having sold products or programs (such as a webinar series) to such an audience, it wasn’t clear whether the intended audience would just look for information in online articles or whether they would actually buy a book to help them resolve this challenge.

And so, initially, no offers came in. One publisher did suggest a different book that they’d be interested in from this expert. And yet, the author felt it would be disappointing to turn his back on the book where his deepest passions resided. He considered the other book, but he didn’t feel quite the same enthusiasm as he did for the first. He hung in there.

Well, you know what happened. Fortunately, he didn’t have to turn his back on the first book because the first offer came in, and then a second offer.

Your Turn

I look forward to the day when I can share more details about this particular book, once the contract is negotiated and signed. Meantime, what takeaways to you have from the story? What insights do you have for qualities you can cultivate in yourself? What’s been serving you in your work in writing your book proposal or book and what qualities or tendencies could you cultivate in order to get a book deal? Share your insights and experiences as a comment below. Thanks!

7 Benefits to Growing Author Platform Before You Write Your Book

September 13, 2018 by Lisa Tener 10 Comments

I am a book proposal nerd. I just love sitting out on my deck and digging in, occasionally looking up to see a monarch butterfly or two glide along the wind currents, or a hawk circle above.

I love reading about book ideas, feeling the author’s passion for her or his subject and especially adding new creative ideas to help them make the book even more resonant for their readers and more attractive to publishers.

The biggest flaw I see in most proposals is that the author’s platform isn’t quite there yet. Often, I can suggest a few ideas specific to their book to help in growing author platform now.

Sometimes aspiring authors find the advice about growing author platform frustrating:

“I’m writing the book to grow my platform. Why do I need a publisher once I already have a platform?”
“I want to reach people now with my book. I don’t want to wait another year or two for growing author platform.”
“I don’t know how to grow my platform.”
“I tried and didn’t get anywhere.”
“Who’s going to want to endorse my book and write a foreword, or help promote my book when I don’t even have a book written?”

These are all great questions. Chicken? Egg? Where to start?

The truth is, though, that whether you self publish or traditionally publish, your platform as an author is how you’ll reach readers. You NEED a platform to reach them (unless you have a very niche publisher who already reaches your exact target market, a quite unusual situation).

7 Benefits to Growing Author Platform Now!

Instead of bumming out. Rejoice in the benefits to growing author platform ahead of time. You’ll be able to:

1. Write a Better Book: By engaging with your audience ahead of time, you’ll get to test out your ideas and improve upon them. Not only that, but working on your author platform can give you lots of extra practice writing. Says Christopher Littlefield, “After Lisa’s book proposal class, I took a break to focus on growing my author platform. I finally started my newsletter—just emailed my 20th issue!—and wrote several articles for other websites, like Thrive Global and LinkedIn. All that practice is improving my writing of the proposal and the book. And now people find me online, not just by knowing my website.

2. Get to Know What Your Readers Truly Want: You may think you know what you want, but whether you are speaking, blogging, teaching, podcasting, consulting or writing articles to grow your platform, you’ll learn from their comments and questions what most interests them. Dr. Craig Malkin was writing a relationship book, but it’s his post about Narcissism that went viral and resulted in the book that garnered a 6-figure book deal with HarperCollins—Rethinking Narcissism.

3. Make Money Now: I always encourage writers to have a business plan for how your platform building and book promotion will create income for you. Rather than pouring money into it, you want your platform building and book writing to be a self-sustaining project—one that creates abundance. Beth Suereth of Caregiving Pathways started working with me on her proposal, then shifted her primary focus to platform buliding early on in the process. After parlaying her platform building into multiple income streams, Beth quit her job to focus full time on the work she’s passionate about.

Beth says, “Platform building felt overwhelming at first, but it has paid off already. I learned how to network with my primary audience on Twitter, and I tweet about their efforts in addition to my own work. As a result, a well-known nonprofit organization connected with me — via Twitter — to offer me a consulting opportunity. I also now teach part of a course I took for the credential and networking it offers. I tweet about the course and the presentations I’ll be giving at the director’s conference, and she retweets many of my posts to her 30,000 followers! In addition, just yesterday I discovered my name on a blog post from earlier this year titled 50 Aging Influencers You May Not Have Heard Of.” In the background, Beth’s been working on her proposal here and there and just sent me a rough draft today.

And Christopher Littlefield, mentioned earlier, said that by finally creating a newsletter, as part of his platform building plan, four people have read the newsletter and reached out to him with business opportunities.

4. Give Yourself the Gift of Time: The sooner you start, the more time you have to build momentum. This means more potential readers (and book buyers) as well as less pressure to try to build all at once—which is more stressful and harder to pull off. I’ve seen several authors wait to start growing their platform until their proposal was done; they were disappointed about how long it took to grow their platform afterwards. Others who work on platform ahead of time and while writing the proposal often find themselves ready to pitch once they’ve written the proposal—a more satisfying position to be in.

After our initial work together, Dr. Stephen Snyder took my advice and spent several years working on his author platform before completing and submitting his book proposal. His diligence resulted in a 6-figure offer with St. Martin’s Press!

5. Enjoy the Exponential Effects of a Supportive Network. As you help others along the way, they’ll help you. New York City sex and relationship therapist Stephen Snyder MD, author of the acclaimed new book Love Worth Making: How to Have Ridiculously Great Sex in a Long-Lasting Relationship shares how supporting a colleague of his led to even more substantial support from her down the road. While you don’t want to do all your good deeds expecting something in return, you will find that the good turns you do others will come back to you manyfold. In Dr. Snyder’s case, he attended a book talk given be one of his medical colleagues, Catherine Birndorf, who’d just co-written The Nine Rooms of Happiness. Since Dr. Snyder liked the book, he wrote an article about it on his website, and a few months later the author gave his name to a producer on the Today Show who invited him to do a segment. While in this case, his book was already out, I’ve seen similar situations with aspiring authors who were still working on their books.

6. Meet Your Idols, Paper Mentors and Other Cool People: As you work on platform building, you may finally meet a bestselling author you have admired from the distance or be introduced to new people who inspire you greatly. While teaching a workshop for the International Coach Federation, I met my coach, Tama Kieves, a great advocate for trusting my muse and honoring my creative instincts. In the spirit of platform building for my next book, I made it a goal to be interviewed on some podcasts. On one podcast, I met Laura Berman Fortgang, whose books I had read joyously when I first decided to become a writing coach. Unbeknownst to me, Laura was guest co-hosting the show and I got to tell her how much her books had meant to me!

growing author platform - zender at Harvard course — Dr. James Zender and other participants at Harvard Medical School’s Publishing Course. He will return this time as a speaker in 2019

7. Reach (and Help) More People Even Before Your Book Comes Out: I encouraged Dr. James Zender to pitch a blog to Psychology Today online and to apply for speaking opportunities as part of his platform building. He wrote me this week to share that over 300 people have signed up for his lecture on chronic pain from the mind body perspective, which takes place Friday at the Michigan Brain Injury Association fall conference. He has also been invited to speak at Harvard Medical School’s CME publishing course in 2019 and other venues. And his Psychology Today blog, The New Normal, reaches hundreds of thousands.

Just Added: “What if I Don’t Want to Write More?”

I just received a detailed email from a reader of this blog who said she wants to write her book, but not much more writing. I decided to add to the post so that everyone can benefit from my answer:

Question 1: She asked about using Facebook Groups or Pages.
My answer: Be careful with Facebook. The rules change all the time. You could put tons of energy and time into your group or page, only to find that no one will see it without advertising. And with a book, that investment in ads may not make sense financially. So, I would not make Facebook my primary media for reaching people — Ideally, you should lead people back to your website. In my recent interview with Rusty Shelton, he suggests quizzes. One of the great things about a quiz is that it is automatic. So, you can provide value to your participants without putting much time in once the quiz is developed.

If you are going to use Facebook, focus on groups (at least at the moment, until Facebook changes something again). With a page, you have to pay to get seen but when you post to a group, members will be notified automatically.

Another popular medium for reaching potential readers is podcasting. If you’re hesitant to write, you can try that.

Question 2: She also asked whether sending a newsletter out once a month is often enough.

My answer: Once a month is better than not at all, or every other month! So, do what you can, rather than strive for perfection.

However, if you are going to send a newsletter once a month, I recommend you use it to share a blog post, podcast or video and then just have a short introduction and link to its appearance on your website. Why? It will help you get found on search engines like Google.

If you send a newsletter, it’s “one and done,” but if you put it on your blog or website, it adds to the relevant content on your blog–something search engines like Google LOVE. So, you’ll increase the chances of people finding you when searching the internet for relevant terms.

Question 3: ‘If I start a Facebook Page, how do I protect my title?”
My answer: You can’t copyright a title. If you think someone may use it, just use a different name for your Facebook Group (preferred) or Page. Perhaps use your name. That way, if you write additional books, you can continue to use the same Facebook Group.

Now, Here’s My Question for You

Readers, have you found that working on your platform changed your book, helped your business, opened doors or was just plain exciting? Share your story about growing author platform as a comment below. Thanks!

Are You an Expert or an Authority? An Interview with Author Rusty Shelton

September 13, 2018 by Lisa Tener 2 Comments

Are You an Authority?

Last November, during a conversation over lunch during Harvard Medical School’s leadership course for women in healthcare, my long-time friend and colleague–and my publicist of over a dozen years–shared ideas with me about what it means to be an authority in one’s field. And why it matters.

This is the subject of his Rusty’s latest book, Authority Marketing, co-authored with Adam Witty and with a foreword by Steve Forbes. We continued the conversation over email that I might share his insights with readers of this blog, published and aspiring nonfiction authors.

Lisa: What’s the distinction between expert and authority? What does it mean to be an authority?

Rusty: It’s incredibly hard to become an expert, as those who have earned their M.D., financial advisory certification or other distinguished degree know. But the reality is that there are more than 400,000 doctors and more than 300,000 financial advisors in the United States. That degree puts you in rarified air but when I go to pick a doctor, dentist or financial advisor, I have a lot of choices and for those looking to drive impact, leads or both, it’s hard to stand out among such numbers.

Authority marketing is combining stand-out expertise with targeted, meaningful visibility that pulls someone out of that commoditized “expert” space and positions them as a visibility thought leader (what we call an authority).

Lisa: And how does one do that?

Rusty: We’ve identified seven pillars of Authority Marketing and they include:

[bctt tweet=”The 7 Pillars of Authority Marketing ” username=”LisaTener”]

Branding – Do you have a differentiated brand that positions you as an authority? This often starts with a home base website that showcases a mission-driven brand (what’s your cause?) and re-markets media coverage, speaking experience and even a book to build authority by association.
Lead Generation/Audience Creation – Once you have a differentiated brand in place, the next step is driving engagement with that brand. The best way to do this is by integrating earned media (PR, speaking, referrals, a book, etc.), rented media (social media, advertising, etc.) and owned media (your website, blog and email list) to give yourself leverage to spread your message and/or grow your business.
Content Marketing – In our book, Mastering the New Media Landscape: Embrace the Micromedia Mindset, we argue that we have entered the age of “Micromedia” in which every individual and brand is a media outlet – whether they know it or not. Success in today’s media landscape means thinking more like the media than a marketer, which is why smart understand they have the same power the media does – to build an audience that looks to them (via a blog, podcast, etc.) as the best source of entertaining and informative content in their topic area.
Publicity –This is the most sought-after form of earned media for a reason – it provides more immediate authority to you than just about anything available. At the same time, the limiting factor of PR is that someone else has to say “yes” for you to reach an audience, be that a producer, editor or blogger. But even though this category doesn’t give you long-term leverage, it’s an important component for any expert looking to make the jump to authority.
Speaking – Some argue that speaking is just as powerful an authority-builder as publicity and it’s incredibly important for experts who want to be viewed as thought leaders. To become a visible, successful speaker you must brand yourself as one (even before you may consider yourself “keynote” quality). Think about it – if I get to your website and can’t find a picture of you on stage or access comments from recent audiences, am I really going to think you’re a fit for my conference?
Events – There is some crossover between this category and speaking but it is a separate pillar because events also include those you own, from open houses to virtual events (webinars and beyond). Events provide significant authority and value to your audience.
Referral Marketing – Most experts rely only on this category to grow their influence, impact and business, believing that “if I do great work – opportunities will come my way.” There’s no question that you can’t be an authority unless you “have the goods” (meaning that you actually do great work) but the limiting factor of sitting back and waiting on referral is that you don’t have any control over lead generation or audience/impact growth – you have to wait on someone else to talk about you. So, while this is a very important piece of the puzzle – it’s just one of seven pillars.

Lisa: You’ve been in book PR a long time and over time your focus has shifted a bit from just books to this concept of full-service Authority Marketing. Can you say more about why it’s an important strategic perspective for you and your clients?

Rusty: We still do a lot of PR work at Zilker Media but the reality is that PR is just one (very important) piece of the puzzle in today’s media landscape. Our clients need us to have a plan in place to integrate earned, rented and owned media so that the media interview they do or the article they write drives people toward meaningful action that either grows their impact, markets their book or builds their business. Specifically, we have found that driving audiences toward a free quiz or assessment (interactive content) is the best way to provide value and engagement around a cause. Booking the interview is in fact just the first step and those who end the work there are leaving a lot of value untapped.

It’s All About the Book

Lisa: When we saw each other last year at the Harvard Medical School course for women in healthcare leadership, you mentioned that for women in healthcare, and leadership in general, you’ve seen books as the biggest way these women have “moved the dial” in terms of their authority in their field. Can you say more about why that is and what you mean?

Rusty: Right or wrong, in our culture we assign almost an irrational amount of authority to someone who has written and published a book. A book legitimizes ideas, establishes thought leadership, provides prestige and allows someone to communicate their message at scale. It also makes each of the seven pillars above much easier to do. Here’s a snapshot of that:

Brand – When I arrive at someone’s website I may not know who they are, but as soon as I see their name on the front of a book I immediately assign authority to them (authority by association)
Lead Generation/Audience Creation – A book is a great way to build an audience and drive lead flow.
Content Marketing – A book is perhaps the most tangible and iconic form of content marketing thanks to its staying power (no one discards a book).
Publicity – A book makes getting publicity much easier.
Speaking – A book legitimizes a speaker and provides a great takeaway for audience members.
Events – A book launch is a great reason to host an event, be it a book signing or webinar.
Referral Marketing – Giving away your book to your biggest fans provides them the easiest and most comfortable way to refer you.

Lisa: Yes, I can think of so many examples of all seven pillars working for my clients with their books. What are some of the changes you’ve seen in the PR landscape over the past year or two? Where should authors and experts be putting their energy?

[bctt tweet=”Changes in the PR Landscape: Where to Put Your Energy ” username=”LisaTener”]

Rusty: Wow, where should I start? I think the biggest opportunity for authors and experts is the magic of using a quiz or assessment to drive engagement, education and growth of their email list. I call this quiz marketing and have been so convinced by the success of client quizzes in recent years that I joined with a few partners recently to build Catch Engine, which is a software platform for those who want to feature a quiz or assessment on their website.

When it comes to email growth, lead magnets typically fall into one of three categories:

Old faithful – “Click here to sign up for news and updates” (this converts at a horrific rate)
Gift marketing – “Click here to download my free e-book or whitepaper” (this converts well if you’re well known and poorly otherwise)
Interactive content – “Click here to see how confident you are – take the confidence quiz” (177,000 people have taken this quiz over the past three years – and counting)

Our system, Catch Engine, is great but whatever software system you use – there’s nothing I can say that will be more impactful for your audience than considering adding interactive content to their website – it will make an immediate impact.

Lisa: Now that Facebook and Twitter are tending to require payment for ads for most posts to show up, is it still beneficial to be on those platforms? What are the considerations? How much time and effort should one put into those platforms? What can one expect?

Rusty: The decline in organic visibility (non-paid reach) across social media has been a wake up call to many and serves as an important reminder that your social media channels are “rented media.” In other words, when you build an audience on your Facebook page, LinkedIn profile, Twitter account, etc – you’re building an audience on real estate you don’t own, which means you can only reach that audience at the behest of the owner of that real estate (which gives them all the leverage).

Lisa: I agree wholeheartedly. It makes me nervous when I work with an aspiring author, and authority, and all their engagement is on facebook, for example, and not their website or blog.

Rusty: That doesn’t mean I don’t recommend actively using social media – it just means that you have to always be focused on doing two things:

Delivering great value with entertaining and/or informative content
Giving those you reach a reason to leave that social media channel and head to your website so you can “own” the connection to them once they join your email list.

I should also add that a smart, well-targeted Facebook advertising campaign is one of the best possible ways money can be spent in a marketing campaign…with one caveat – the call to action or lead magnet must actually give value (hint: a great quiz!).

Lisa: In our conversation over lunch you encouraged me to blog or write articles on LinkedIn. Can you say more about that strategy for our blog readers, to help them with their platform and authority?

Rusty: You’ve been doing a great job of extending your content over to LinkedIn – I always enjoy it! LinkedIn has recently opened up the ability for anyone to publish “long-form” content on their platform. That means you can have a blog within your LinkedIn profile and, once you start posting, LinkedIn opens up the ability for you to build a separate audience from your more formal connections – followers. One way LinkedIn is encouraging its members to post long-form content is by giving sizable organic reach to such posts. So, we have a window in time right now where your readers can get extra value by contributing content there.

Lisa: What are some visibility and authority strategies that are working especially well for your clients right now? (examples would be great and we can link).

Rusty: I have talked so much in this post about quiz-marketing – let me link to a few of our most successful quizzes:

book by writing coach lisa tener — My first book helped me be seen as an authority on book writing and publishing, not even the topic of the book itself (an unintended consequence as well!).

Lisa: Thanks, Rusty. It sounds to me like some of the biggest takeaways are, if you want to stand out as an authority (for all the benefits you mentioned earlier):

a) Write a book (my favorite, of course).

b) Offer something engaging and valuable to people, like a quiz.

c) Use rented media, like social media, to bring people to your website, where you can offer them both a) and b)!

And I love your list of the 7 pillars. While I wholeheartedly recommend writing a book to many experts or those who have a message to share, I also encourage readers to think about the 7 pillars you mention. These are ways to reach people and have impact before you even complete your book, and they will help your book be successful!

[bctt tweet=”Join Us at Harvard! ” username=”LisaTener”]

Readers, Rusty and I will both be teaching at Harvard Medical School’s Career Advancement and Leadership Skills for Women in Healthcare this November. There, you can learn more from Rusty about Authority Marketing. Also, I’ll be teaching a workshop on honing your expert bio, as well as offering an advanced class on How to Write and Publish a Book to Support Your Mission and Work. The course sells out every year, so be sure to register early if you are interested!

Ghostwriting Advice: What to charge?

June 13, 2018 by Lisa Tener 78 Comments

This is an updated version of a 2009 post, with updated pricing/fees and other advice. I’m happy to add to the post, so send your feedback and ask more questions!

In a comment responding to one of last week’s posts, Jeannie asked several questions that I thought might be of interest to many followers of this blog:

1. I’ve been asked to ghostwrite a memoir. How much can I reasonably ask to be paid?

2. Can I expect royalties if the book is made into a movie (the author is already in talks with a producer)

3. Would you advise me to engage an entertainment lawyer?

4. Do you have any suggestions for getting an agent?

Here are my answers (updated as of 2020 to reflect the current market):

Ghostwriting Fees

1. Ghostwriting fees vary widely. Let’ s assume you are a beginner at ghostwriting. Ghostwriting fees in the range of $12,000 – $15,000 are usually the low end for a book of 200-300 pages and may be a competitive place to start if you do not have other projects under your belt and want to get the experience.

For a much shorter book or e-book (let’s say 80-100 pages) you might charge $8,000 – $12,000. There are folks out there who charge even less, but they generally don’t have much experience, and their products are unlikely to be of traditional publishing quality. For a book of 250-300 pages, an experienced book author, book editor or ghostwriter would commonly charge $40,000 – $75,000 and up.

If you are writing a book of traditional publishing quality and it will be 200 pages or more, a starting place might be around $15,000 – $25,000 (assuming you are a beginner, there is little or no research involved and you will get most of the information through interviews with the author). However, if you have already written books, I would suggest something more like $25,000 – $30,000. And if you are very experienced as an author or editor, yet new to ghostwriting, you might consider something more like $40,000 – $60,000 for a book in the 200-300 page range.

Do keep in mind that ghostwriting does require skills that are different from writing a book in your own voice, such as interview skills, capturing an author’s voice and communication skills. This last skill is vital as I have seen what happens when a ghostwriter does not set expectations with an author up front, or communicates poorly. The result can be disastrous and therefore I address this issue later in this post. For now, know that you may want to charge a bit less than top prices as you develop these skills.

If you will be doing extensive research, you can increase your fees to reflect research time. If you already have publishing credits to your name, you should also charge more.

Can I Expect (or Negotiate) Royalties as a Ghostwriter?

ghostwritten memoir — Rumors suggest Andre Agassi’s memoir to be one of the highest paid ghostwriting fees ever, not surprising since ghostwriter J. R. Moehringer is a Pulitzer Prize-winning journalist.

2. You may want to negotiate a modest royalty and see where it goes. I wouldn’t make it a deal breaker, but it’s worth pursuing as a possibility. Another negotiating point is whether your name is on the cover as a co-author or “as told to.” Depending on your goals, this may be worthwhile for you. In addition, you want to ask the author whether they are comfortable giving you credit as either writer or, if they don’t want to admit they hired a ghostwriter, would they credit you as editor. If not, will they allow you to mention the project at all to prospective clients? If not, this can be a negative for you when you are trying to land the next project.]

Should I Hire an Attorney to Write My Ghostwriting Contract?

3. Yes, I recommend hiring an intellectual property attorney. Do be careful. Try to find a person through personal referrals—someone who’s used this lawyer specifically for a ghostwriting contract. If you can’t find that, ask the lawyer for references who’ve used him or her for ghostwriting contracts.

I once hired a lawyer for a ghostwriting contract and the client ran out of money. The lawyer had not even written in anything about late fees, let alone anticipated the situation. Instead he told me, “If you need a lawyer to collect, just let me know.” I think he should have said, “I’m sorry I did a terrible job for you and didn’t deliver what you paid me for!”

The lawyer was my friend’s husband and I learned my lesson—don’t hire a friend unless you know they have experience in the exact area you are looking for and you know they are excellent at what they do.

An attorney who has written ghostwriting contracts can also help you in setting expectations. As promised, more about this crucial aspect of ghostwriting shortly!

Suggestions for Helping an Author Secure an Agent or Publisher

resource for ghostwriting book proposals — An important resource for ghostwriting a book proposal

4. If the client is asking you to help find an agent and publisher, you will need to write a book proposal. In addition to the free articles and blog posts you’ll find on the link I just provided, I highly recommend Jody Rein and Michael Larsen’s How to Write a Book Proposal, 5th Edition (note: this edition is significantly different and updated; don’t purchase the older edition). Both agents and publishers love proposals written in Michael’s format—it’s thorough and marketing-oriented. A typical ghostwriting fee for a book proposal is $10,000 – $18,000, which includes sample chapters and chapter outlines or summaries, in addition to all the marketing-oriented information specific to a book proposal. However, if you are new to this, I would recommend a lower fee or hire an experienced book proposal coach or editor to help you fine tune the proposal.

It’s always great if you can meet agents in person and pitch a book, though a good query letter can do the job as well. Two of my favorite places to meet agents are Harvard Medical School’s CME Publishing Course (currently on hold due to COVID-19) and the International Women Writers Guild’s (IWWG) Meet the Agents during their Big Apple Conference, usually every April and October. IWWG also has regional workshops that may have agents present. The San Francisco Writers Conference, generally held in February, is another great place to meet agents, pitch and network. You may want to attend yourself and/or suggest it to your ghostwriting client.

CRUCIAL TIPS FOR SUCCESSFUL GHOSTWRITING

Work with an Editor

Most of the best writers have editors review their work and provide feedback. It’s wise to get input from other writers or editors, particularly if you are new to ghostwriting. I suggest you hire an editor for a round of feedback and a copyeditor to polish the manuscript and correct any punctuation errors, etc.

While this can make a project less lucrative, it will help you create a high quality manuscript and you will learn a great deal in the process. Consider is an investment in your education in your new career. You may be able to raise the price a bit and sell yourself as a team, sharing the editor’s credentials as well, and explaining the value of the second set of experienced eyes (and being clear that most writers hire editors; this does not reflect poorly on you).

Set Clear Expectations Up Front

Your client is likely to be new to ghostwriting as well. Be sure they understand the process, what’s involved and what is and isn’t covered in the fees. Set very clear parameters. For example:

How many iterations / rounds of editing by the client are included?
How many hours of research are included? What is the hourly cost for additional research?
Are you on the same page as to what kinds of research the client wants and, if so, do you have the background to do such research? If not, can you hire someone to your team who does?
What are the costs for travel? Will the client pay travel expenses? If so, what are the limits or ranges per day for food, lodging, etc.?
Be clear that voice is something you collaborate on. Give the client a sample early on so they can give you feedback on whether the voice fits for them or what would make it sound more like them. You can also ask them for examples of books that capture a voice they are after. But beware that sometimes they may give an example and that’s not really their voice or the voice for the book–continue to discuss and explore.
Will the client provide written information for you? If so, how much material will they provide and in what shape (slide deck? course materials? draft of sections?)?
What happens if the client changes major aspects of the project? For example, mid-way through the project, the client decides on a different target market? Or wants to add 3 chapters? Spell this out beforehand.
How many words (approximately) will the book be? If longer, what are the costs to lengthen the book and add more material?
What is the schedule for completion? Factor in extra time for unforeseen circumstances. Perhaps also make sure they understand that changes to the book can delay the completion.

Communication is Key

Get clear about your client’s goals ahead of time. If they want a traditional publishing deal and the book is a prescriptive book (business book, how-to book, self-help book), then they may just need a book proposal and query letter for now (rather than starting with the entire book), unless they want to have the entire book completed before querying agents and publishers. A book proposal includes marketing information, chapter outlines or summaries and sample chapters.

If the book is narrative in nature, they will likely need the entire book to be complete, in addition to a book proposal. Make sure they understand the process. You wouldn’t want to surprise a client after ghostwriting the book for them to suddenly spring it on them that they now need a book proposal!

The bottom line: no surprises! Spell everything out in your ghostwriting agreement or contract so that you’ve set clear expectations and anticipated issues that can arise. An intellectual property attorney or experienced ghostwriter can help you with this. While you may not be able to anticipate everything, you can do much to avoid misunderstandings.

Make sure you check in with your client regularly and get feedback to know that you are on the right track, the same page, and that they are happy with progress. If you anticipate a delay, let the client know immediately. Ideally, you’ll factor in extra time when you make your original schedule.

Join a Mastermind

My friend and colleague Dan Janal holds a twice monthly mastermind group for ghostwriters. This is a great opportunity to:

Get expert advice from your peers.
Learn how to avoid the biggest mistakes and problems.
Discover how to market your services effectively.

Find out more here.

Have more questions? Ask away!

Featured by Oprah Network: Author Spotlight on Cara Bradley—Again!

April 19, 2017 by Lisa Tener 2 Comments

author book signing — Cara Bradley at her first book signing for On The Verge (published by New World Library)

I had the pleasure of working with Cara Bradley on her book proposal for On The Verge: Wake Up, Show Up and Shine and introducing her to her literary agent, Rita Rosenkranz, as well as her editor, Kelly Malone.

In the process, I witnessed how willing Cara was to take my coaching, as well as Rita’s, and keep improving the proposal, deepening the writing, working on platform. So, it’s no surprise to see how much attention the book is getting. Still, the specifics carry an element of suprise. It thrilled me to hear from Cara that four pages of her book would be featured on the Oprah Network.

Lisa: It’s every author’s dream to be discovered by Oprah. How did it feel when you first heard that four pages of your book On The Verge would be featured by the Oprah Network?

Cara: Time slowed down. Upon reading it a second, third, and fourth time, time stood still. At first I was confused. What does this mean? How did the folks at Oprah.com get my book? How is this possible? What’s going to happen next?

Amidst my questions, a light began to shine through. “Yes, Dear One,” my wiser self said to my confused mind, “It’s true.”

In realizing I’d been granted every author’s dream opportunity, the floodgate opened and the tears poured out.

Lisa: Tell us more about the experience. What did you learn from it and why do you call it “a pivotal moment,” beyond the idea that it is every author’s dream to be discovered and shared by Oprah?

Cara: There are pivotal moments in life when time stands still, the world seems to pause and everything goes quiet. These moments seem to last forever, for better or worse.

These moments grab your attention. They wake you up. Pivotal moments are often our gateways to directly experiencing the undeniable brilliance of being fully alive.

Minutes after realizing what I’d read in the email was true, there were tears of joy mixed with pent up exhaustion of months and months of book promotion. The emotional release was fueled by the vulnerability hangover of putting myself “out there” in countless interviews, blogs and podcasts, endless and oftentimes uncomfortable Facebook posts and Tweet after Tweet after Tweet.

I cried, shedding the small setbacks since my book launched, the minor disappointments, the unanswered pitches. I cried, laughing at the little victories, the emails from readers, the unknown awards, and the spike in book sales here and there. Lastly, I cried for whatever may come, for I have no idea.

Could the post on Oprah.com be the “big break?” Sure, it could. But I’m also savvy enough to not count on one post to do anything but give me the drive to keeping sharing my passion.

My pivotal “Oprah” moment shifted me. It’s given me confidence to trust that my hard work carried my book to the folks at Oprah.com (and maybe even Oprah herself).

Cara Bradley on break from recording the audio for On The Verge

Lisa: I’m so thrilled for you. Having worked with you on your proposal and seen all you were willing to do to make your proposal, sample chapters, platform, promotion plans—everything—be compelling to agents and publishers, I knew you had he persistence and resilience to make things happen. You’ve put in a ton of work to get the word out there about On The Verge. I’m sure that played a role in being discovered by Oprah. Do you know how they found you?

Cara: I have no idea.

Lisa: I guess that’s kind of fitting. When you put in the work and keep stepping out in faith, you don’t have to worry about how things happen. You trust. And you still don’t know the mechanics behind it. Your shining, miraculous moments happen. That’s what matters. You do work hard though. How many hours do you put in a week on average to get the word out about your book?

Cara: Since my work is intertwined with the message in my book it’s hard to pinpoint exactly when I’m in pure book promotion mode. I am, however, pushing content out daily in the form of blogs, Vlogs, podcasts, videos and social media posts.

Lisa: What activities have you participated in to promote On The Verge?

Cara: My biggest promotional expense (and time burner) was creating a free app to support my book. I find it easier to suggest someone download my free app instead of asking them to buy my book. The most satisfying (and free) activity I participate in is my weekly podcast called On The Verge. It’s been a great platform to share my message, it’s easy to promote, and I have a blast recording each episode.

Lisa: I always encourage authors to develop a sustainable model for their book promotion efforts—that there’s a business plan behind it. What activities are you doing that bring in income in addition to book sales?

Cara: In addition to running my business, Verge BodyMind, I earn additional income teaching sports teams, schools, corporations and speaking at conferences.

Lisa: What percentage of your time is spent on activities that bring in income like speaking, teaching or consulting and how do you see those activities also supporting book sales?

Cara: Everything I do supports book sales in some capacity. Last week I agreed to speak at a corporation for free which is something I don’t often agree to as I make my living through teaching and speaking. After the talk the group asked to buy 75 copies of my book.

Lisa: Wow, that’s terrific. What book promotion activities have seemed to have the biggest impact on book sales?

Cara: I saw a big jump in sales when the print versions of Mindful Magazine and Oxygen Magazine reviewed my book. While it’s challenging to get magazines to cover books, I’m creating monthly bodymind video column for Mindful’s digital version.

Lisa: What are some of your favorite ways to share the message of On The Verge?

Cara: I love the podcasts.

Lisa: What activities have not really paid off or have taken too much time and energy for the effect they had?

Cara: During the launch of my book I said yes to every interview request regardless of the scope and size of the show. While doing so gave me valuable interview experience I don’t think they provided much of a boost in book sales.

Lisa: What advice do you have for authors who are just putting together a book marketing plan? When do you suggest starting? What should they do and not do?

Cara: Know your strengths and weaknesses. If you’re a natural verbal communicator then look for ways to promote your book through live videos on social media or starting a podcast. If you’re a natural writer then a blog may be how you promote your book. Whatever you choose to do, however, be consistent. It’s the only way to build a platform that cares about your work.

Lisa: Excellent advice. What are some of the biggest surprises in launching and marketing On The Verge?

Cara: Those you think are going to be your greatest assets are not. Those you never considered would be able to support you will surprise you.

Lisa: What are some of the things you’ve heard from readers about your book and its impact?

Cara: I heard from at least a dozen people that On The Verge sits on their bedside table and provides support to them either upon waking or just before they fall asleep. This brings me incredible joy. I’ve also heard from more than a few CEO’s who have been inspired by my book.

Lisa: Wow, that’s exciting when you think of the difference it can make in a company to have that kind of mindfulness and consciousness come from the top. What an impact your book can make! What else would you like our readers to know?

Cara: While writing On The Verge was one of the most challenging periods of time in my life, I would do it again. I love what came through me during that time. I love the message of my book and if my words can help one person wake up, show up, and shine then it will have been worth the challenge.

Lisa: Beautifully put. Any parting advice?

Cara: If you feel the impulse to share your story, just do it. Get it documented any way possible. Write your insights on a napkin, record them into your phone, take a quick video. Share your wisdom. The world needs you to.

Cara Bradley, author of On The Verge: Wake Up, Show Up, and Shine is an innovative leader of bodymind training, founder of the award-winning Verge BodyMind Center and mental strength coach to CEOs, corporations, universities, and sports teams. You can find Cara’s bodymind practices on her weekly podcast and free app both called On The Verge. For more info visit www.carabradley.net. You can also follow and engage with Cara on Twitter, Facebook and Instagram.

17 Steps to Get a Book Deal

April 12, 2017 by Lisa Tener 2 Comments

Micaela Karlsen with her first baby, A Plant-Based Life, published by AMACOM

Curious about the steps to get a book deal?

I held a free Q&A call on How to Write a Book Proposal today and a more step-by-step free training last week entitled Fast Track Your Book Proposal.

There were such great questions about the process and I realized an overview of the steps to get published and get a book deal would be instructive: how it can work, how to make it work for you, and how to improve your chances of getting a great book deal.

While I have numbered these steps to get a book deal, the order is approximate and many of these steps will overlap.

Your Book Concept: Get clear on your vision, readers, book content, features, what it’s not, structure.
Get Feedback on above from target market, coach or editor, or trusted colleagues.
Write Your Proposal: This post gives specific support on how to write a book proposal.
Get feedback from agents or acquisitions editor at a conference; book proposal coach or editor.
Obtain foreword writer, endorsements, written agreement for bulk sales from companies or organizations for which you provide trainings. These are all things that can help interest agents and publishers; they are worth the time to obtain. Foreword writer and endorsers may want to see some portion of your proposal, such as list of chapters and sample chapters before committing. Also, research whether friends can help introduce you to potential endorsers.
Dr. Pat Hoy with “Arts Awareness” published by GIA.
Work on platform throughout the process: branded website, growing mailing list and social media following; be a good community/team player and support colleagues on social media; set up speaking engagements, training, etc.
Research potential agents and/or publishers. Excellent resources include Pubmatch, Writer’s Digest, and Jeff Herman’s Guide to Book Publishers, Editors and Literary Agents.
Once your proposal and sample chapters are done, write query letter.
Edit query letter and proposal; it’s optimal to use a professional book proposal editor/coach for maximum impact. Multiple passes are recommended for both the body of the proposal and your sample chapters. Most professional writers revise multiple times, not just once or even twice.
Look up submissions requirements on each agent’s or publisher’s site. You do not necessarily need to customize the proposal to the exact section titles or format on each site. Just make sure your submission includes all the things they are asking for.
Cara Bradley on break from recording the audio for On The Verge, published by New World Library
Send query. Mostly this is by email. Usually I advise starting with agents, rather than publishers, but if your platform is quite small and you plan to send to smaller, niche publishers, you may start with the publishers themselves. Ocassionally, a professional or university press invites a proposal without the need for an initial query. Instead, you can turn your query email into more of a cover letter email.
Send proposal to those who invite you to send based on the query. Generally, I recommend sending to 2-3 agents at a time. Let them know that you have sent to other agents.
If you get any rejections, ask for feedback. The feedback is very valuable and can help you improve the next iteration or even change the book concept to be more marketable. Be open to exciting and fresh ideas.
Author Craig Malkin’s Daughters with Rethinking Narcissism, published by HarperWave
Revise proposal, if needed. Submit to new agents/publishers.
If you don’t hear back from an agent within 3-4 weeks of sending the proposal, feel free to contact him or her and make sure they received the proposal; ask where they are in the process.
If you get an offer (either for representation by an agent or for publishing by a publisher), you can recontact the other agents/publishers and let them know you have an offer and would like to hear from them soon if they are also interested. Feel free to give them a deadline or ask them to let you know how soon they can get back to you.
Get help with negotiating your contract. If you don’t have an agent, see if one will represent you. Alternatively, an intellectual property attorney, particularly one familiar with book contracts, is ideal.

Anne Burnett with Step Ahead of Autism published by Sunrise River Press

On today’s call I talked about some of the ways to implement these steps to get a book deal and become a published author. I also answered many questions on book proposals for how-to and self-help books and memoirs, how they differ from each other, particular things agents and publishers are looking for, mistakes that will get your proposal quickly discarded, best places to meet agents in your genre, how to calculate your publishing budget, how some of my clients have grown their platform on a shoestring budget, and more.

You can listen to both today’s Q&A call and last week’s training on this page that describes my upcoming Fast Track Your Book Proposal Program.

On today’s call I shared a discount code you can use to save 10% on the program. I’m happy to explore with you to see if the Fast Track Your Book Proposal Program is an optimal fit for you and also whether your book and platform sound marketable enough to interest publishers, so you can make the most informed decision on this possible investment. Feel free to email me to set up a time to talk.

This program could be the catalyst to help clarify your book concept, write a great proposal, land an agent and publisher and become a published author! Is it? Let’s explore!

I’m happy to answer questions on this post, but also feel free to contact me for more support in your decision making!

Brilliant Book Launch Tips for Savvy Authors

February 6, 2017 by Lisa Tener Leave a Comment

Book Launch Tips, Working Today

In the past couple of weeks, two books by Bring Your Book to Life® Program graduates reported a successful book launch and a third graduate is re-launching his book, Cold Cures, on Amazon in anticipation of cold and flu season. Another editing client launched to all 5 star reviews on Amazon.

Light bulb moment.

I love a win-win-win. I can share their secrets with you to help you launch a book successfully, spread the word about their books (maybe you’ll find a book in here that will solve a current problem or challenge!) and help further their sales. Plus, I get to brag about my clients!

As I put this post together, I realized that some of my clients with a book launch in the past six months (as opposed to a couple of weeks) have had more time to reap the rewards of their book launch strategies, so I’ve asked a few of them to weigh in, as well. That includes a client who’s re-launching a book and can provide advice on both book launch timing and international markets (the Spanish language version of his book hit #2 in the largest bookstore in the Dominican Republic!).

I also asked a couple of colleagues to weigh in, because they are brilliant with book launches and one recently launched another book of her own.

Without further ado…

[bctt tweet=”Brilliant Book Launch Tips ” username=”LisaTener”]

More Than a Book Launch Party

The Miami Book Launch for “Cough Cures” Dr. Gus and behind him Nicole Ferrer

Gus Ferrer, MD and Burke Lennihan, RN, authors of Cough Cures, had great success with their Spanish language book launch, hitting #2 in the largest bookstore in the Dominican Republic. They share:

“In the Dominican Republic, we had much media coverage. Several TV interviews and multiple Radio Shows.
“The publicity really helped! About 70 people were invited to the launch party, but even more came from hearing about it from radio shows and TV interviews. Over 150 people showed up!”
Those 150 helped the book go viral in the largest bookstore in the Dominican Republic.

Their big Amazon launch in the US is just beginning. Dr. Ferrer’s wife Nicole and the team who worked hard on the launch, share these steps for a successful launch party:

Prior to The Book Launch Event

We selected about 40 people, gave them the book in PDF format and asked them to read it so that they would be ready to give a positive review on Amazon the day of the launch—staying ahead of the game.
We advertised through Southeastern University’s Newsletter.
We invited everyone, I mean everyone we know.
We did a huge social medial push and asked everyone to like and share the invitation to the event
We sent out an evite to get a head count, inviting 50 people, with a turn out around 90!—with lots of follow-up.

At the Book Launch Event

We had a prominent keynote speaker, Major General Loeffke, say a few words and introduce Dr. Gus.

We provided a DJ, an MC and good food.

We offered raffles.

Some takeaways:

a) Plan ahead.

b) Get everyone you know involved! Ask them to invite people, too.

c) Ask for reviews.

d) Use multiple ways of reaching people.

e) Use your launch party to kick off your Amazon sales.

And because Dr. Gus has asked for support from colleagues and friends, the relaunch email will go to approximately 160,000 people, right at the start of <ahem, ahem> cough season.

Dr. Stephanie O'Leary — Dr. Stephanie O’Leary

Secret Book Launch Weapon, Video

From Stephanie O’Leary, whose book, Parenting in the Real World, is getting rave reviews on Amazon:

“Lisa’s suggestion to introduce each chapter with a video (via QR code) and introducing me to Tamara Monosoff, an expert in that strategy, was brilliant. It makes my book stand out and has had a huge impact on readers. The first book reviewer loved them, saying, “It helps you to connect with the author and her voice and I think this really aids in grasping the message as well.”
“I have also received feedback that the videos make readers feel as if they are having a conversation with me. One reader said the videos made her feel like she was having a “much needed deep conversation” and she wanted “to keep talking.” My YouTube views are also up and it’s fun to see them climb in order of the chapters as new readers check them out.”

Add Pros to Your Community—And Ask for Book Launch Help.

From Diane Radford, MD, author of the just-released Bless Your Little Cotton Socks:

“Amass a network to spread the word about the book. I have found the faculty from the Harvard Writers Course, led by Julie Silver MD, to be most helpful.”
More Advice from Recent Successful Book Launches
Testimonials, Ebooks and Self-Care!
Linda Mercer, author of Rebuild Your Immune System in 10 Minutes a Day, makes these three suggestions:
1. “Include testimonials from your book readers in launch emails—one per day starting day 2 of a 5 day launch.”
2. “Make it really easy to purchase digital copies—charge 99 cents—and add the link to go directly to your amazon sales page. Buyers can even pay by one-click if they’ve given their credit card numbers to Amazon previously.”
And, given her passion for self-care, Linda offers this Self-Care tip while going through a book launch:
3. “My favorite all time self-care tip is to take just 10 minutes (or more if you like) for quiet time in the morning centering and grounding yourself before you get your day started. It not only relaxes and energizes you at the same time, but also sets the tone (and success) of your entire day. You can drink your favorite drink, pray, meditate, journal…something quiet and reflective or even—one of my favorites—just stare out the window.”

Blog!

Carol Lambert, author of Women with Controlling Partners says:

“Post blogs wherever you can.” Carol’s publisher, New Harbinger, has a platform on the Huffington Post. Carol tied her first post on the Huffington Post to proposing changes to our laws by pointing to the laws that the UK and France have passed in Outlawing Psychological Abuse: What the UK and France Can Teach Us.

How These Authors Got Big Results—More Book Launch Tips

Sage Advice from a Pro

When I asked Stuart for a photo of him & his book, he sent this shot of his first book signing. I’m at the end of the line wrapped up in a large scarf. It was a fabulous party and a fun memory! Two of our mutual clients who were present are now published authors themselves. WOOT!

My colleague, Stuart Horwitz, author of three excellent books on writing and revision shares this advice about choosing book launch strategies that work naturally for you:

“The number of things you can do is like a vast supermarket; you still have to figure out what you like to eat. I love my newsletter but I am never on Twitter, I have fans who will review the book on Amazon but I don’t have time for a lot of guest blogs. So I picked and chose my what came naturally to me… And cooked up something delicious.”
Like Stuart, I am a big advocate for not trying to do everything, but figuring out what excites you, what’s authentic for you, what you’ll enjoy and what stretches you—in a good way.

You may also be interested in these past articles on specific ways authors successfully launched their books:

How Chris Spurvey Sold 8,000 Books in 3 Weeks (and 10,000 in a month!)
A Big Leap in Author Platform for Victoria Dunckley, MD: this post focuses on several things Dr. Dunckley did before her book came out. These steps helped her get a book deal as well as helped grow her following to help book sales during her book launch.
The Ultimate Book Launch Party includes tips from one of the most fun and exciting book launches I’ve attended, that of my clients Drs. Carrie and Alton Barron for their book, The Creativity Cure.Have you launched a book or seen some successful strategies in action? Please share! Or ask your questions below. Thanks.

A Big Leap in Author Platform: Victoria Dunckley’s Big Breakthrough

January 10, 2017 by Lisa Tener 2 Comments

book writing coach — Your Book Writing Coach

How Dr. Dunckley’s Leap in Author Platform Came About

Note: This is an updated version of a post that originally appeared in April 2014. This new version includes the exciting growth of Dr. Dunckley’s platform after her book, Reset Your Child’s Brain, was published.

Have you been putting one foot in front of the other with your author platform – writing blog posts, showing up for social media, tweeting about colleague’s posts, and wondering when your platform might take off? Here’s a true life story to inspire you to keep doing what you’re doing. You never know where the next small step will take you.

I received this e-mail from my client, Victoria Dunckley, MD, addressed to me and Vicki’s agent and publisher after I forwarded a link to her and suggested she post a comment. You won’t believe what happened next:
“A few weeks ago Lisa emailed me and suggested I comment on an article that appeared in Huffpo about banning handheld devices for children under 12. I did so, and my comment generated a thread of nearly 100 more comments! I posted a link to my latest PT article within the comment, and received nearly 20,000 hits to the article due to viral Facebook activity. The original Huffpo article received more than 1 million views, and over 300k likes on Facebook – it’s certainly becoming hot topic.

How That One Comment Impacted Dr. Dunckley’s Author Platform

“Since then, I’ve had three media interviews:

1. Scholastic News, a publication that goes out to over 3 million children ages 10-12, about screen-time effects on the brain

2. A PBS Magazine publication in New Mexico, on Electronic Screen Syndrome.

3. The Carlat Report, a child psychiatry newsletter, on childhood obesity – which I naturally tied into screen-time reduction. The Carlat was significant because it’s my first “professional” mention in psychiatry.

“In addition, the author of the Huffpo article contacted me, as did the owner of reSTART (one of the only tech addiction facilities in the country), and I’ve since joined their listserv which includes all the screen-time experts across the country. Normally my ideas gender resistance and defensiveness, so it’s been great to find this community, and of course it’ll help with the book too. They are already linking to my articles. And one of the experts is right here in Culver City, so he and I have been working together and may do some speaking together too.

“Also a woman from electromagnetichealth.org contacted me and said she might have speaking opportunities for me and also mentioned an upcoming film. So I’ll be talking to her in more depth in a couple of weeks. Incidentally, although addressing EMFs in the book is a little risky, there are numerous EMF awareness groups around the world with like-minded followers, so I’ve made a more concerted effort to connect with them on social media.

“Thank you, Lisa!! your email was like a gift from the universe! It’s really opened things up.”

Note, this was all in response to a COMMENT on a Huffington Post article (in which Dr. Dunckley linked to her Psychology Today post) – PR, speaking opportunities, connecting with like-minded colleagues – all this from one comment.

How You Can Grow Your Author Platform in 10 Minutes a Day

So, imagine taking 10 minutes a day to comment on a post and link to a post of your own when and if appropriate. Not a big time commitment, but a great opportunity to become part of important conversations in your field – and who knows what might come of it?!

Here are 3 ways to help find such opportunities:

1. Do a “google alert” for specific search terms that are in your area of expertise. Then, when articles address those terms, Google will let you know and you can comment and share.

2. Subscribe to specific columnists on Huffington Post, Psychology Today, Fast Company or other news sources after identifying whose posts may be most germane to your own work. Comment on and share at least one post per day.

3. Follow other thought leaders in your field on Twitter. Read their blog posts, comment and share.

2017 Update on Dr. Dunckley’s Author Platform

book photo author in bookstore — Victoria Dunckley finds her book on the shelf of her local bookstore.

Of course, now that Dr. Dunckley’s book, Reset Your Child’s Brain, has come out to great acclaim – and 55 5-star reviews on Amazon.com (as of July 2018 it is now 86 five star reviews!), the publicity continues.

That woman who contacted Dr. Dunckley after reading her Huffington Post comment then invited her to speak at a high profile forum at the Commonwealth Club in San Francisco. Dr. Dunckley has spoken at a variety of venues and online summits; been quoted on NPR, the Chicago Tribune, the San Francisco Chronicle; and interviewed on national TV, including the Today Show and the Hallmark Family Channel, as well as several news programs.

What could blogging and commenting do for your author platform? Feel free to share your favorite author-platform building strategies below. Or just ask a question.

How to Get Published by a Traditional Publisher: 7 Ways to Look Your Best

October 19, 2016 by Lisa Tener 9 Comments

How to Get Published: It’s Not Just Your Writing

book writing and publishing coach Lisa Tener — Your book writing coach Lisa Tener

Two journalists friends make a common error.

I get at least two emails a week asking advice on how to get published. Yesterday, I spoke to a colleague who is a journalist, former publicist and former marketing professional and she made a mistake that I see made by at least 80% of aspiring authors.

All she’d done the past year on her book was write the book and then her book proposal.

Platform building: zilcho.

That’s actually a wonderful thing, because I know it means she poured her heart and soul into writing a great book.

But it was funny speaking with her, because she hadn’t even thought about all the PR and marketing she may need to do beforehand.

“Ha. I was thinking I’d do all those things when the book comes out, but it makes sense that publishers would want to see something more solid than a promise.”

Exactly.

So, my friend promised me to take all the brilliant things in her book promotion plan (from her book proposal) and implement most of it now, before approaching publishers. Then, we’ll talk!

She’s asking her son for help with Twitter, journalist friends for blurbs and commitments to spread the word and she promised me to return to her long-neglected blog.

[bctt tweet=”How to Get Beyond a Polite ‘No’ with Publishers ” username=”LisaTener”]

Today, I got another email asking for help with how to get published, this time from a relative who’s an award-winning writer. She just wrote a narrative nonfiction book-length manuscript and had it professionally edited.

Knowing the topic and her writing chops, I’m sure it’s laugh-out-loud funny and brilliant.

So, why is it so hard to get it published? She’s had only one bite out of 20 queries, and so wrote me for advice. That’s when I decided it was time for a post—one for my cousin and anyone interested in how to get published by a traditional publisher—whether you are writing narrative nonfiction (memoir, creative nonfiction, biography, etc.) or a self-help or how-to book.

First, one bite out of 20 queries is not all bad. That tells me there’s interest. As they say in the industry, “The book has legs.” However, I’m fairly confident she can take several steps to improve her chances and they all have to do with platform-building.

Build Your Platform to Make Your Book Attractive to Publishers and Literary Agents

got a publisher — Micaela Karlsen developed a website, set up speaking gigs and built her grassroots network to attract a publishing deal.

If you read my posts regularly, I’m sure you know that platform means the ways you reach people—online and offline—with your message. And you may also know that building your platform is perhaps the most important ingredient in the “how to get published” formula.

Here are some quick and more long-term things you can do to develop the kind of following that publishers and agents are looking for, so your book can get picked up and published:

Update Your Website: Recently, a few of my clients had fairly outdated websites. Before sending out their book proposals I advised them to update their sites for a fresh, professional, branded look, but also for all the things a publisher looks for—the things that help publishers get a clear picture of your platform and online reach. If you’re thinking of a website reboot. Check out my post on What to Put on an Author Website.
Create and Grow a Mailing List: The people on your mailing list should be the people most likely to buy your book. The bigger this list, the more publishers and agents will think there are people ready to buy (not everyone, but certainly a percentage of those on your list). How do you grow your list? With people who are in your target market. Offer a “lead magnet” or “free offer” on your website that is so compelling that folks will be willing to share their first name and email with you.
Carol Lambert’s publisher required a commitment to grow her social media presence before offering a contract.
Connect on Social Media: You don’t have to be super-active on every platform. Pick one or two platforms where you’ll be most likely to find your target readers and get active there. Connect with readers but also those people who influence your readers—bloggers, other authors, tv and radio producers, journalists, etc. Share their great articles and shows, as well as your own.
BLOG: Yes, blogging takes some time and focus but it is one of the best ways to connect with your peeps and develop a relationship. And this relationship isn’t just a one way communication where you spew out information, hoping people like it. Nuh-uh. You get to hear back from them and learn what they’re interested in when you invite comments on your blog. In addition, your blog will help Google and other search engines love you (and send visitors) as well.
Speak: Publishers love to see a significant speaking schedule. It means that you regularly reach your target audience in an intimate way and a setting where they are likely to buy books.
Cara Bradley grew her mailing list by 50%, hired a publicist and began blogging on the Huffington Post in order to make her platform appealing to publishers.
Teach: Seminars, especially through organizations and companies offer a similar excellent opportunity for book sales. In fact, many author/trainers factor book sales into all their corporate trainings. This helps boost book sales and also make sure that participants have a nice takeaway they can use to remember what they learned, dive deeper and share with others. You can teach in person or remotely.
Network: One of my most successful sales strategies has been to identify people who offer excellent programs that my people (authors and aspiring authors) need and which I do not offer. In my case, these are services like book marketing, business marketing and business building. Many times, these people offer affiliate programs and I get a percentage of sales I have generated (of course, it’s important to be up front with your community when you are receiving commissions). Most often, your affiliate partners or JV partners will be happy to promote your services and book in return.

I will say, strategy 7 is one to be careful about. You want to do your due diligence, research all programs the best you can, speak to people who’ve participated or become a participant yourself. Monitor how your folks benefited from or liked the program afterwards. If they had a less than stellar experience, you can give the provider feedback, but err on the side of dropping a program rather than hoping the presenter will change. If an affiliate program could be considered a conflict of interest in certain cases, make sure you don’t receive a commission for those clients.

Use Sustainable Strategies to Grow Your Platform and Get Published

I use the word “Sustainability” often when speaking about platform building. There is nothing more frustrating than throwing money into social media, website, PR and hoping that a big advance or stellar book sales will pay back more than your investment.

The more you have income-producing opportunities already in place, the more any of your efforts can be sustainable from the outset. Your platform building contributes to the bottom line and, in turn, those income producing activities will naturally also result in book sales. This model will make book marketing more enjoyable, less stressful and sustainable.

When I see clients without a sustainability element, they often give up quickly because the activities that can generate book sales end up costing more money than they generate. Even clients who have stuck with it and gotten great PR end up with modest book sales (if they don’t have the sustainability element) compared to those who operate from a sustainable model from the outset.

Of course, these platform building strategies are meaningless without a solid book concept that speaks to a real need within a clear, significant target market and a well written book (or sample chapters). And you’ll want to go through the expected steps to write a book proposal as well. And be sure to download my free report: 10 Tips to a Book Proposal Publishers Will Love.

Be thorough and don’t rush these steps and you will increase your chance of getting your book published by a traditional publisher—and reaching lots of eager readers, as well.

Have any questions or a publishing story to share? Comment below.

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From Blogger to Book Deal: An Interview with Psychology Today Blogger Dr. Craig Malkin

September 21, 2016 by Lisa Tener 2 Comments

Lisa Tener, Craig Malkin — Here I am with Craig Malkin at the Harvard Faculty Club during the paperback launch party of Rethinking Narcissism.

Aspiring Author to Blogger to Book Deal to Author

One of my favorite blogger/authors is Dr. Craig Malkin. When we first met at Harvard Medical School’s CME publishing course, Dr. Malkin had impressive credentials, yet quite a modest reach. Mostly through blogging, he grew his author platform to where a publisher approached him to publish his first book.

Here are Dr. Malkin’s story, advice and tips—for bloggers and those considering the idea.

How to Pitch Your Blog

Lisa: Were you blogging when we first met?

Craig: I wasn’t blogging we first met and I was terrified of it. The thought of sharing my ideas in writing publicly was overwhelming. But you suggested that I simply start and see how it feels. You were right.

Lisa: What was the best advice I gave you when you started blogging?

Craig: Always ask what’s in it for the reader. What can they take away from the article that will help them, but will stay with them as a voice that they can use in everyday life, or insights that can support them going forward.

Lisa: How did you approach Psychology Today and what are some tips for pitching your blog/column?

Craig: First impressions are everything, especially when it comes to pitching.

Spend time on the blog that you submit to Psychology Today or another site as a sample.
Make sure you craft your pitch as much as you can because you want them to read your writing in its very best form.
Make sure it includes something surprising or new, such as a new research finding.
Again, always keep in mind that articles that take off are easy to read, rarely over 800 words, and generally offer some bullet pointed tips or advice.

Blog Titles, Knowing Your Readers and Reaching Them

Lisa: These are excellent tips. One thing I always find challenging are titles. It’s not my forte, but it is a strength of yours. How do you come up with catchy titles?

Craig: I try to keep it short. I brainstorm until I can come up with a 5 to 7 word title the captures the essence of the piece. I also do my best to answer a question the reader has in the title, or ask a question on everyone’s mind. Example: Can a narcissist change? Whenever possible, I try to have numbers in the title. My most recent piece at Psychology Today that’s been trending for a week on the most popular list is called 4 Keys to Leaving a Bad Relationship.

Lisa: I like that idea of answering a question your readers have. What’s your sense of what makes a post go viral?

Craig: You never know what’s going to take off, but some things are more likely to make an article take off: numbers in the title; clear numbered advice; short and to the point.

Lisa: Who is the audience for your blog? What are some of your considerations in order for the blog to resonate for those particular readers?

Craig: My audience on Huffington Post and Psychology Today includes a wide range all the way from the average reader to mental health professionals. So I try to translate important research into clear down-to-earth language and advice.

Lisa: How many people read your blog or a typical post?

Craig: My average for reads is 190,000 per piece. But I have a couple that went viral and have been read by over a million people. I also have a a few that I wrote because I had the idea in me, even though I wasn’t sure it would do well in numbers. Those can be a low as 4,000. So my range is from 4,000 to 1.2 million.

Lisa: Wow, that’s pretty exciting to be reaching—and helping—so many people! Do you have any other measures of blog success you’d like to share?

Craig: Some of those low number pieces got me interviews and clients. They spoke to someone, even if they didn’t go viral. That’s a successful piece, too.

[bctt tweet=”How to Grow Your Blog Readership ” username=”LisaTener”]

Lisa: Absolutely. How did you grow your blog readership?

Craig: I can’t blog very often. Just the reality of my life. So most of the following I’ve built through Twitter and Facebook shares helps my articles take off. I work hard with every piece to deliver something people enjoy. I make my writing breezy, and I think that brings people back.

Lisa: I absolutely agree. You also do a great job of sharing the writing and blog posts of your colleagues, which, in turn, invites more sharing of your posts. There’s often humor in your pieces, word play, a sense of playfulness, in general. What are some of the most important things you’ve learned about blogging?

Craig: Blogging brings other opportunities besides a following. It helps you connect with other communities—you become a part of something larger.

Lisa: What opportunities have come from blogging?

Craig: One piece I wrote went so big a publisher came to me to ask me to write a book about it—the one I just released in paperback, Rethinking Narcissism. I’ve also had many interviews in media outlets like Men’s Health, Women’s Health, Marie Claire, NPR, even Time Magazine, to name just a few—all from pieces I wrote.

Lisa: Any exciting stories you would like to share?

Craig: About that piece the publisher loved. It was called 5 Early Warning Signs You’re with a Narcissist, originally published on the Huffngton Post. It almost didn’t happen. I’d just been rejected by HarperCollins and a number of other publishers who’d expressed interest in the first book I was writing. A lot of excitement and meetings, but ultimately, we couldn’t sell it. I was devastated for a while. I thought, “Why write?”—I have no book. Maybe I’ll take a break.

I remember calling you, talking about how lost I felt, and you encouraged me to take the time I need, “The writing will come when you’re ready.” Then, a week later, my free day rolled around and I had a choice to just relax or write up remaining thoughts I had from an interview I’d done on narcissism. So I wrote the piece—which went massively viral, enough to attract the attention of HarperCollins again.

Dr. Craig Malkin , author of the internationally acclaimed book, Rethinking Narcissism, is a clinical psychologist and Lecturer for Harvard Medical School with two decades of experience helping individuals, couples, and families. His articles, advice, and insights on relationships have appeared in newspapers and magazines such as Time, The New York Times, The Sunday Times, Psychology Today, Women’s Health, Huffington Post and Happen Magazine, as well as countless other popular print and online media outlets. He’s also been a featured multiple times on NPR, CBS Radio, the Oprah Winfrey Network channel, appeared on various local morning shows, and been a guest on many radio stations here and abroad.