An E-Newsletter of Profitable Advice about Writing
To Increase Your Personal and Organizational Success
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| July 2009
Volume II, Issue 7
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This Newsletter
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Writing A Book Is the Easy Part
What's harder, at least to me? To find out, read on. And while you're here, don't forget to take our famous vocabulary quiz and read a letter we received from one of our readers that may help you in your writing.
Enjoy reading about writing!  Michael J. Dowling Freelance Professional Writer, Editor, and Ghostwriter |
Writing a Book in the Easy Part
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The other day, my wife asked me to help her plant a small tree
in our yard. I readily agreed. That didn't sound too hard, I thought.
Before we could plant that tree, however, we had to transplant
a bush. And before we could transplant that bush, we had to take out another
bush. While we were out in the hot sun "planting that tree," she
happened to notice that the garden needed weeding. Then she noticed that
another bush (a very large bush, I might add) needed trimming.
You're probably thinking that my wife is shrewd. She figured
that I would balk if she gave me the whole to-do list right off the bat, so she
intentionally lured me in project by project.
But she's not cunning in that scheming sort of way. She's simply
a spontaneous, free-spirited artist. The truth is, she didn't know what she
wanted done until we were in the middle of doing it.
Some new authors operate in the same way. They focus all of
their attention on producing their new book, and they fail to develop a comprehensive
plan for how it will fit into their overall marketing strategy. Later, perhaps after
the book is printed, they scramble to piece together a marketing plan around
it.
It's easy to see why a
book can be the tail that wags the dog.
Books are incredibly powerful marketing tools. For example, here's
what Elsom Eldridge Jr. and Mark L.
Eldridge say in their excellent book, How
to Position Yourself as the Obvious Expert in 90 Days or Less without Spending
a Fortune on Advertising:
" ... writing a book is not only the best way, it is the
indisputably essential way, to establish your credibility in your field of
expertise. Using authorship as a marketing strategy brings you an on-going flow
of clients who are deliberately and purposefully seeking you."
But your book, however powerful, should not dominate your marketing
campaign. For maximum effectiveness, it should be integrated into a coordinated
effort that utilizes your website, newsletter, blog, articles, social media
tools, and other resources.
While your book should not dominate your marketing approach, it certainly should influence it. You may find that your book will be a catalyst for improving your
branding, your USP (unique selling proposition), and other major aspects of
your marketing approach. And the book-writing process will no doubt produce material that you can use in your print and Web marketing communications.
For best results,
start thinking about marketing before you start writing.
Read books about how to market your book, your business, and
yourself. I've already mentioned one excellent book by Eldridge and Eldridge.
Here are a few others that might be helpful:
Get Slightly Famous:
Become a Celebrity in Your Field and Attract More Business with Less Effort by
Steven Van Yoder.
Plug Your Book: Online
Marketing for Authors by Steve Weber.
Guerrilla Marketing and
Guerrilla Marketing on the Internet by
Jay Conrad Levinson
Social Media Marketing
by Dave Evans
A Survival Guide to
Social Media and Web 2.0 Optimization: Strategies, Tactics, and Tools for
Succeeding in the Social Web by Deltina Hay.
Aiming at Amazon by
Aaron Shepard.
The Well-Fed Self-Publisher: How to Turn One Book into a Full-Time Living by Peter Bowerman.
Writing your book is
the easy part.
At least it seems that way to me. Marketing is more complex because
the possibilities are virtually unlimited. Technology is changing so fast, it's
hard to know what to do first, what to do later, and what not to do at all.
A marketing consultant can help you sort through the options.
With some expert help, you'll probably save time, avoid costly mistakes, and
get better results. I'm collecting a list of reputable marketing consultants
for the benefit of my clients. Call me if you'd like a recommendation. .
The wealth of options available in the 21st Century marketplace
can be overwhelming, but that's good news for entrepreneurs and small
businesses. The Internet and social media marketing have leveled the playing
field.
There's never been a better time to self-publish books and articles.
When incorporated into a comprehensive plan, they really can take your
marketing efforts to the next higher level.
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"How Should You React?" Vocabulary Quiz
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You are the featured speaker at a seminar. The host has just introduced you with jocular encomium. Would it be appropriate for you to have
a look of disapprobation on your face?
(Answer at the end of this newsletter)
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| White Papers Worth Reading |
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Our Readers Are Writing!
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Bryant Arrington of
St. Simons Island, Georgia, sent us this useful writing tip:
For those people who get confused about when to use the
abbreviations e.g. and i.e., maybe this will help:
We derive the abbreviation e.g. from the Latin phrase exempli
gratia, which literally means "for the sake of an example." In
English we use it to say "for example."
We get the abbreviation i.e.
from the Latin phrase id est, which
literally means "it is." In English we use it to say "that is."
If you tend to get them confused, you might think of
"example given" when using e.g.
and "in effect" when using i.e.
Or, if you'd rather not bother, just stick with the plain old English translations:
for example and that is.
Fewer people are confused about the abbreviation etc., which denotes a partial list. It
comes from the Latin phrase et cetera,
which literally means "and the other things." Since e.g. also denotes a partial list, it would be redundant to use e.g. and etc. together.
The main problem with etc.
is not confusion, but overuse. Some lazy writers fall back on it
when they don't want to go to the trouble to think of more specific words. That can drain the power
from your writing. Imagine, for example, a love letter that says, "I like your hair, your eyes, etc."
Thanks, Bry, for this helpful bit of advice! In
appreciation, I'm sending you a copy of Boosting Your Pet's Self-Esteem, my humorous satire of the self-esteem craze.
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Answer to Vocabulary Quiz
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Jocular (adj.) means humorous or playful.
Encomium (en KO mee uhm) (n.) means high praise.
Disapprobation (dih SA pruh BAY shun) (n.) means
disapproval.
So it would certainly be inappropriate for you to scowl
after you have been introduced with good-natured praise.
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Michael J Dowling ~ Freelance Professional Writer ~ Editor ~ Ghostwriter
133 Worthing Road, St. Simons Island, GA 31522
Phone: 912.230.5051 Fax: 912.634.5777
E-mail: MJD@MichaelJDowling.com Website: www.MichaelJDowling.com
LinkedIn: www.linkedin.com/in/michaeljdowling
Clear, concise, creative, and convincing writing and editing to enable individuals and organizations
to accomplish their goals and increase their visibility, credibility, and profitability.
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