e=mc2

It isn’t possible to appreciate the enormous value of Einstein’s theory unless you’re a math whiz. The same is true for any discipline within every industry. Solutions abound but you have to be listening. And furthermore, you must recognize what you’re hearing. 

Case in point: In searching for a software development answer targeting the book publishing industry, I was referred to a seasoned software expert. The consultation was a wash because this highly trained professional was only experienced in half of what I needed to know. He knew everything about software development but zero about book publishing. 

In everyday talk, how would you respond if I asked you what ingredients go into a good chocolate cake recipe? Would you answer by telling me I first need to go to a grocery market to buy the right ingredients without telling me what they are? And then would you tell me it’s essential to have mixing bowls, a cake pan and measuring utensils along with an oven? 

Does that answer my question or insult my intelligence by providing the obvious?

Learn how important it is to provide your customers with specific, usable answers. Get your copy of How to Develop a SMARTPLAN for Your Business from your favorite bookseller. It’s the first-ever interactive printed book that instantly links you to videos, webinars, podcasts or whitepapers where you learn more.

QUESTIONS FROM A ROUNDABOUT

Our local library has two parking lots. The one adjoining the entrance is a beautifully landscaped roundabout with traffic flowing to the left in order to access the 10 parking spaces. As I entered the lot several days ago, I saw one vacant parking place near the exit of the roundabout. This meant driving around to the left to the empty space. 

Just as I was 3 parking spaces away, another auto, a minivan, came from the right, pulled in front of me and grabbed the space. It was the same minivan that had tailgated me for several blocks on the main road.  It was obvious the driver had seen I was in line for the space. Ironically, it didn’t anger me but the minivan’s actions certainly triggered some questions:

• Was the fat middle-aged woman driving the minivan action's ethical?
• Was it moral?
• Was she fat because she’s a selfish narcissist?
• Why did she chance going the wrong way just for a parking space?
• Was she drunk, high on drugs?
• Had she become so absorbed in our self-serving culture, she didn’t know any better?

A library isn’t an emergency clinic, police station or a funeral home that might cause someone to be in such a hurry.  So what caused her to give up her self-respect in order to catch a few extra minutes? 

Learn how important it is to play fair in business. Get your copy of How to Develop a SMARTPLAN for Your Business from your favorite bookseller. It’s the first-ever interactive printed book that instantly links you to videos, webinars, podcasts or whitepapers where you learn more.

WHAT POLITICAL AD CAMPAIGNS TEACH AUTHORS

If you’re reading this, you already know authors are responsible for their book sales. This means, it really doesn’t make any difference whether your publisher is a worldwide conglomerate or you published your book. There are some differences but not many.

SPEND WISELY: We can learn a lot from political ad campaigns by translating their ad-spend analytics. For instance, politicians in the USA will spend $3 billion in ads campaigns for the November 2010 elections.

This is a lot of money to sell “yourself” yet makes a point. If it takes a multi-million dollar budget to promote one politician’s name, what chance do authors have to get recognition for their books on a very small budget? 

HERE’S HOW: The $3 billion breaks out into an author's doable local exposure! It costs the politicians but is available to you free or a small fee just for the asking.  Break out your budget/time using the same percentages political campaigns used:

LOCAL AD SPEND          WHAT YOU CAN DO
67% Local TV                  Find a hook and contact local producers
22% Direct Mail              Cost share postcard mailings with booksellers  
8% Local Radio               Use the same hook and contact local producers
2% - Web/online ads       Use blogs, twitter, newsletters,social networks

Learn how to become a local business force. Get your copy of How to Develop a SMARTPLAN for Your Business from your favorite bookseller. It’s the first-ever interactive printed book that instantly links you to videos, webinars, podcasts or whitepapers where you learn more.