Authors and publishers need to think more about how we can connect with our audience and sell a movement versus individual units.  Here are a few things I would suggest going forward:

1. Have built in links in all digital metadata to collect information
2. Build a relationship with an author’s audience long before the book is released.
3. Have sign-ups and ask readers do they mind if we stay in touch.
4. Ask readers to help build the book with their stories and not the authors
5. Take a holistic approach beyond just sales.  Think long term and far beyond book number 1.
6. Embrace forward thinking and use more inbound marketing than outbound marketing.

There is a reason folks like NBC Publishing are getting in the mix.  Watch what they do, track their sales, follow their books and learn.

A great story was written in the Wall Street Journal on the next wave of publishing being enhanced eBooks. It is well worth watching the video in the article as well after the jump.  Ironically we have been saying this for the past 9 months and even sooner.

That is why we formed an exclusive partnership with Vook as a consulting team to help authors take their brand platforms to another level beyond just an eBook.   To me the handwriting is on the wall with the mobile market rapidly expanding in so many areas.  The trip I took last week into New York City literally every individual was walking around with some kind of mobile device.  Whether it be an iPad, phone or another handheld device, tablet sales are still soaring and more and more video is being played before anything else.  It is just a matter of time before enhanced eBooks replace the traditional eBook simply from the fact that you can share content, video and audio directly from the book to anyone.  Should be interesting to watch this trend and continue to stay on the tip of the spear or you will be surpassed.  It really is quite an experience to read content, watch video from an author, listen to them speak all from one page of the book and on top of that be able to share it to your social networks instantly.

Have you ever experienced an Enhanced eBook before?  What did you think?

Read the highlights showcasing Jeremy Kingsley

So let me pose this question to you.  If you could do this what would you write?  Do you have what it takes to go to the level in publishing that warrants a 6 figure advance with movie rights?

Here are 5 questions I would imagine that panel to ask you:

1. So why do write and what is your inspiration behind your writing?
2. What makes you think you have what it takes to be the next bestseller?
3. How large of a following do you have going for your writing that already exists?
4. Have you ever had anyone other than your family read your writing?
5. Does your book meet any kind of need in the marketplace?

It was eye opening to see how hundreds of bloggers all sit next to each other inches away.  It was also just as fascinating to see the stacks of books piled high around each of their desks.  We have said before, media outlets can get up to 100-300 books a day.  In fact National shows get even more books sent to them upwards of 400.  Inside the newsroom were about 8, 50 inch flat screen television’s running all the news stations broadcast with no volume heard.

Here is a birds-eye view of one of the bloggers desks which explains quite a bit right?

Whether you like the Huffington Post or not and read their blog you really can’t deny the fact that they get more traffic than the NY Times with numbers upwards of over 250 million unique visitors a day.

During my visit I was made aware of a fascinating video which is an absolute

MUST WATCH SEEN HERE

Let me know what you think?

I’m no songwriter, but I remember when I first discovered the Beatles. After listening a few times, I could hum the tune and was instantly hooked. Why was this?

What made John, Paul, George, and Ringo so epic?

The same answer is true for what makes a good writer.

Eventually, I realized why their songs were so catchy. Ninety-nine percent of The Beatles’ songs have the same structure:

Verse / Verse / Chorus / Verse / Bridge / Chorus / End

As it turns out, we can learn a lot about written communication from a good pop song.

A Hit Single

I’m not talking about books here. Creating The White Album is another story. This is about crafting short blurbs that earn you the privilege of having your other works read.

In other words, if I like your “single,” I will check out your “album.”

Years ago, on a sabbatical from consulting, I took a position at a church where I was in charge of communications.

As the church grew, I personally emailed about a hundred people each week. Many of these emails contained a request for an investment of time, so getting a “yes” from volunteers was extremely important.

The people you communicate with are no different.

They have options and don’t need to invest time reading your work. So what will you do to get their attention?

No Reply

If the subject line of the email wasn’t compelling, it would never get opened. If the first sentence wasn’t interesting, the it would never be read. If it wasn’t catchy, I’d get no response.

Getting a “yes” with your writing is important. It’s the secret to writing a winning book proposal or sending a compelling newsletter. And it requires the same elements of crafting a great song.

After someone has read your article or appeal, what’s their takeaway?

Unforgettable pieces of work don’t leave this to chance. They give people a reason to care and clear language to share the message with others.

Hello, Goodbye

Think about the emails and letters you hate to open — and have stopped opening. Long, random, with multiple topics and no clear call-to-action.

Now, look at the last few emails you sent. Were they a work of art?

This applies to more than email.

How about your blog? Or the last magazine article you wrote? Can a website get inside your head? Is your brand a timeless ballad, a great song with a hook?

The Long and Winding Road

Whether you write five or five hundred words, you should be crafting a message that is unforgettable. Improvisation is good, but the more a musician practices the fundamentals, the better they are at spontaneity.

So how do we do this? We practice.

Here are some basic elements to make your message sing:

• A fresh introduction
• Engaging tone and personality
• A simple message that builds
• One main idea that sticks with you
• A clear purpose or call-to-action

Think about all the ways you introduce your ideas to the world. Are you singing a song that others will recognize? Are you taking chances by being fresh, honest and bold?

What do you want people to remember about you? Sing that.

Building a ‘tribe’ is just another word for platform, however it’s followers are the difference.  I do like it better thought as it more implies a loyal following and true brand evangelists.  Having true followers doesn’t mean having 33,000 folks you have never interacted with on your Twitter account.  Give me 200 strong followers and we can really get something done.  Over time, that can easily turn into 2000 right?

Innovation in my mind will be the biggest key to publishers and authors staying ahead of the margins that are ever shrinking.  The use of tablets and getting on those platforms will continue to blossom.  Cross promotion into the remaining stores while they are around is also really smart.  And I agree with getting readers books they want to read.  Lastly, bundling eBooks is another smart tactic to building the strong followers.  There is nothing worse in my mind than getting some horrible email from someone only to read it is a sales pitch.  Putting something of value and added benefit to actually get into the space of the brand evangelist is something I would love to see.  On the PR front, again the combination of traditional media and social is where the spark is at, not one or the other.  Combine that with all the technologies available from QR Codes on your book covers, apps, video trailers, book websites, free downloads and your off to the races.