The BookMark . . . publishing industry information and tips from BookMasters.

Volume 5, Issue 4 April 2007

The BookMark is our free monthly newsletter featuring news and information of use to publishers, authors, retailers, and others involved in the publishing industry. On the first of every month, The BookMark will deliver useful tips, helpful news, and upcoming events directly to your electronic in-box. If you would like to receive a free copy of the The BookMark in your monthly e-mail, please visit http://www.bookmasters.com/subscribe.htm and complete the subscription form.

IN THIS ISSUE: Industry News & Events

The Most Important Word in Any Author's Vocabulary

BookMasters/AtlasBooks to attend London Book Fair

Upcoming Events

The Most Important Word in Any Author's Vocabulary
by Scott Ginsberg

Nope, it isn't “marketing.”
Wrong, it ain't “credibility.”
And no, it’s not “Oprah.”
The most important word in any author’s vocabulary is: PLATFORM.

Here’s what that means:

A platform is what helps sell books.

A platform is the way you reach readers.

A platform is your expertise on your book’s topic(s).

A platform is a network of notoriety and exposure.

A platform is how you communicate with your audience.

A platform is that which gives you access to sales.

A platform is what you stand for in the marketplace.

A platform is where you speak your mind beyond what’s already been said in your books.

A platform is where you inform your fans of future books, appearances, projects, news and the like.

A platform is your place in the world.

A platform is your accomplishments.

With that in mind, here are the three reasons why every author needs a platform.

1. To sell books. It’s tough to move 10,000 copies from the back of a cave. Too many authors—especially self-published ones—work their butts off writing and producing their books, and then do nothing with them! Sadly, writing and producing the book is the EASY part. The key is, building your platform so you can move those darn boxes out of your garage! LET ME ASK YA THIS: What’s your 12-month platform plan?

2. More media interviews. If media outlets see that you’ve got a platform, they will gladly book you for their shows. Why? Because they know you’ve got fans, customers, and loyalists who will tune in. They know that viewers, readers, and listeners will say, “Oh yeah, I’ve heard of this guy before!” And that’s what makes their producers (and advertisers) super happy. LET ME ASK YA THIS: How many interviews did you do this year?

3. Credibility is king. Every time you try to make a deal that books you for a speaking engagement, sells copies, secures a TV movie about your life, etc., the potential client is going to ask the question, “Have people heard about you?” It’s EXACTLY like the scene in the recent movie "Little Miss Sunshine," in which Greg Kinnear’s book deal goes kaput because the publisher exclaims, “But nobody’s heard of you!” LET ME ASK YA THIS: Have people heard of you?

OK. Now that you understand the value of author platforms, let’s explore two well-known examples.

First, think about the most obvious example in the world: Oprah. When she writes a book (or promotes someone else’s book, for that matter), BAM!! Millions of sales at the drop of a hat. Now, does that happen because these particular books are “good”? Maybe. But it probably has more to do with the power of her platform: TV show, magazine, radio show, reputation, and Harpo Productions.

Another great example is Rachel Ray. How many cookbooks, DVDs, appliances, and other ancillary items do you think she sells each year? According to a 2006 article in Business Week, about 40 gazillion bajillion. OK, I might have exaggerated that number a bit. (I think it’s actually higher) But why does she move so much product? Because her platform is strong. Really strong. Like, Schwarzenegger strong. You've got to admit: she’s everywhere. TV shows, product endorsements, even her own magazine!

BUT, HERE’S THE CATCH-22…
In order to build a platform so you can become well known, you sort of have to BE well known already. So, that’s your challenge. How will you get better known and known better? Here’s a quick list of ways to start building your platform today for free:

Blog every single day for 6 months

Publish an e-zine twice a month

Give one free speech every week

Publish articles regularly on www.ezinearticles.com

Walk around conferences and events (filled with attendees who are your target readers) and hand out hundreds of free copies of your book to EVERYONE. (This one works. I’ve done it many times!)

Look. I know you’re not Oprah. And I know you’re not Rachel Ray. But nobody is! Those two women reside in the 0.01% of authors whose platforms are so impossibly strong that they can sell millions and millions of books in short periods of time. You and I, however, reside in that 99.9% of people who need to work our butts off creating, expanding, and maintaining our platforms on a daily basis.

After all, that’s the single most important word in any author’s vocabulary.

Scott Ginsberg, aka "The Nametag Guy," is the author of three books and a professional speaker who helps people maximize approachability and become unforgettable. To book him for your next association meeting, conference, or corporate event, contact Front Porch Productions at 314-256-1800 or e-mail scott@hellomynameisscott.com.

If you would like additional information on advertising and promotions, please contact BookMasters' Marketing and Distribution Department at 1-800-537-6727 and ask to speak to a sales representative for assistance. Visit www.bookmasters.com/atlasdistribution/index.html for more information on services we offer!

BookMasters/AtlasBooks to attend London Book Fair
Come See us at Stand E515

Deb Keets, Operations Manager of Publishing Services, will represent BookMasters/AtlasBooks at the London Book Fair, April 16th through 18th at the Earls Court Center in Kensington, London, England.
This is a great opportunity for Deb to talk with our many foreign partners as well as meet with organizations who wish to discuss opportunities for fulfillment/distribution partnerships as well as using BookMasters’ printing and composition services to create a streamlined production process here in the United States. Deb will be located at stand E515. If anyone would like to set up a specific appointment, you can e-mail her at dkeets@bookmasters.

April 16–18, 2007
The London Book Fair, Earls Court, London, UK
http://www.londonbookfair.co.uk

June 1–3, 2007
BookExpo America, New York, NY
http://www.bookexpoamerica.com

June 6–8, 2007
Society for Scholarly Publishing Annual Meeting, San Francisco, CA
http://www.sspnet.org

June 8–11, 2007
BookExpo Canada, Toronto, Ontario, Canada
http://reedexpo.ca/bookexpo/

June 9–10, 2007
Chicago Tribune Printers Row Book Fair, Chicago, IL
http://www.chicagotribune.com/extras/printersrow/

July 5–8, 2007
Tokyo International Book Fair, Tokyo, Japan
http://web.reedexpo.co.jp/tibf/english/

October 10–14, 2007
Frankfurt Book Fair, Frankfurt, Germany
http://www.frankfurt-book-fair.com

November 9–11, 2007
Miami Book Fair International, Miami, Florida
http://www.miamibookfair.com

November 10, 2007
Kentucky Book Fair, Frankfort, Kentucky
http://www.kybookfair.com

This calendar was up-to-date and accurate as of April 5, 2007. Information was culled from a number of sources. BookMasters cannot be held liable for the accuracy of the information within. Please visit the listed Web sites for more information.

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Volume 5, Issue 4 April 2007 The BookMark is our free monthly newsletter featuring news and information of use to publishers, authors, retailers, and others involved in the publishing industry. On the first of every month, The BookMark will deliver useful tips, helpful news, and upcoming events directly to your electronic in-box. If you would like to receive a free copy of the The BookMark in your monthly e-mail, please visit http://www.bookmasters.com/subscribe.htm and complete the subscription form. IN THIS ISSUE: Industry News & Events The Most Important Word in Any Author's Vocabulary BookMasters/AtlasBooks to attend London Book Fair Upcoming Events The Most Important Word in Any Author's Vocabulary by Scott Ginsberg Nope, it isn't “marketing.” Wrong, it ain't “credibility.” And no, it’s not “Oprah.” The most important word in any author’s vocabulary is: PLATFORM. Here’s what that means: A platform is what helps sell books. A platform is the way you reach readers. A platform is your expertise on your book’s topic(s). A platform is a network of notoriety and exposure. A platform is how you communicate with your audience. A platform is that which gives you access to sales. A platform is what you stand for in the marketplace. A platform is where you speak your mind beyond what’s already been said in your books. A platform is where you inform your fans of future books, appearances, projects, news and the like. A platform is your place in the world. A platform is your accomplishments. With that in mind, here are the three reasons why every author needs a platform. 1. To sell books. It’s tough to move 10,000 copies from the back of a cave. Too many authors—especially self-published ones—work their butts off writing and producing their books, and then do nothing with them! Sadly, writing and producing the book is the EASY part. The key is, building your platform so you can move those darn boxes out of your garage! LET ME ASK YA THIS: What’s your 12-month platform plan? 2. More media interviews. If media outlets see that you’ve got a platform, they will gladly book you for their shows. Why? Because they know you’ve got fans, customers, and loyalists who will tune in. They know that viewers, readers, and listeners will say, “Oh yeah, I’ve heard of this guy before!” And that’s what makes their producers (and advertisers) super happy. LET ME ASK YA THIS: How many interviews did you do this year? 3. Credibility is king. Every time you try to make a deal that books you for a speaking engagement, sells copies, secures a TV movie about your life, etc., the potential client is going to ask the question, “Have people heard about you?” It’s EXACTLY like the scene in the recent movie "Little Miss Sunshine," in which Greg Kinnear’s book deal goes kaput because the publisher exclaims, “But nobody’s heard of you!” LET ME ASK YA THIS: Have people heard of you? OK. Now that you understand the value of author platforms, let’s explore two well-known examples. First, think about the most obvious example in the world: Oprah. When she writes a book (or promotes someone else’s book, for that matter), BAM!! Millions of sales at the drop of a hat. Now, does that happen because these particular books are “good”? Maybe. But it probably has more to do with the power of her platform: TV show, magazine, radio show, reputation, and Harpo Productions. Another great example is Rachel Ray. How many cookbooks, DVDs, appliances, and other ancillary items do you think she sells each year? According to a 2006 article in Business Week, about 40 gazillion bajillion. OK, I might have exaggerated that number a bit. (I think it’s actually higher) But why does she move so much product? Because her platform is strong. Really strong. Like, Schwarzenegger strong. You've got to admit: she’s everywhere. TV shows, product endorsements, even her own magazine! BUT, HERE’S THE CATCH-22… In order to build a platform so you can become well known, you sort of have to BE well known already. So, that’s your challenge. How will you get better known and known better? Here’s a quick list of ways to start building your platform today for free: Blog every single day for 6 months Publish an e-zine twice a month Give one free speech every week Publish articles regularly on www.ezinearticles.com Walk around conferences and events (filled with attendees who are your target readers) and hand out hundreds of free copies of your book to EVERYONE. (This one works. I’ve done it many times!) Look. I know you’re not Oprah. And I know you’re not Rachel Ray. But nobody is! Those two women reside in the 0.01% of authors whose platforms are so impossibly strong that they can sell millions and millions of books in short periods of time. You and I, however, reside in that 99.9% of people who need to work our butts off creating, expanding, and maintaining our platforms on a daily basis. After all, that’s the single most important word in any author’s vocabulary. Scott Ginsberg, aka "The Nametag Guy," is the author of three books and a professional speaker who helps people maximize approachability and become unforgettable. To book him for your next association meeting, conference, or corporate event, contact Front Porch Productions at 314-256-1800 or e-mail scott@hellomynameisscott.com. If you would like additional information on advertising and promotions, please contact BookMasters' Marketing and Distribution Department at 1-800-537-6727 and ask to speak to a sales representative for assistance. Visit www.bookmasters.com/atlasdistribution/index.html for more information on services we offer! BookMasters/AtlasBooks to attend London Book Fair Come See us at Stand E515 Deb Keets, Operations Manager of Publishing Services, will represent BookMasters/AtlasBooks at the London Book Fair, April 16th through 18th at the Earls Court Center in Kensington, London, England. This is a great opportunity for Deb to talk with our many foreign partners as well as meet with organizations who wish to discuss opportunities for fulfillment/distribution partnerships as well as using BookMasters’ printing and composition services to create a streamlined production process here in the United States. Deb will be located at stand E515. If anyone would like to set up a specific appointment, you can e-mail her at dkeets@bookmasters. April 16–18, 2007 The London Book Fair, Earls Court, London, UK http://www.londonbookfair.co.uk June 1–3, 2007 BookExpo America, New York, NY http://www.bookexpoamerica.com June 6–8, 2007 Society for Scholarly Publishing Annual Meeting, San Francisco, CA http://www.sspnet.org June 8–11, 2007 BookExpo Canada, Toronto, Ontario, Canada http://reedexpo.ca/bookexpo/ June 9–10, 2007 Chicago Tribune Printers Row Book Fair, Chicago, IL http://www.chicagotribune.com/extras/printersrow/ July 5–8, 2007 Tokyo International Book Fair, Tokyo, Japan http://web.reedexpo.co.jp/tibf/english/ October 10–14, 2007 Frankfurt Book Fair, Frankfurt, Germany http://www.frankfurt-book-fair.com November 9–11, 2007 Miami Book Fair International, Miami, Florida http://www.miamibookfair.com November 10, 2007 Kentucky Book Fair, Frankfort, Kentucky http://www.kybookfair.com This calendar was up-to-date and accurate as of April 5, 2007. Information was culled from a number of sources. BookMasters cannot be held liable for the accuracy of the information within. Please visit the listed Web sites for more information. Recommend The BookMark to a friend. Click to Subscribe to The BookMark. If you feel you have received this newsletter in error, please click to Unsubscribe. Questions, comments, or content for The BookMark? Let us know. Suggest topics you'd like to see appear in The BookMark. Prefer a text only version? Subscribe. © 2001 — 2009 BookMasters^® © 2001 — 2009 The BookMark All Rights Reserved