While in Las Vegas for Lisa Sasevich’s Speak-To-Sell event crafting our signature talks, Lisa’s new book The Live Sassy Formula became a #1 best-seller in three categories in the US, three categories in Canada and one category in the UK. This makes Lisa and the 27 Sassies who co-wrote the book international #1 best-selling authors.

At the time of the event, one of the Sassy contributors, Sue Clement, had already gotten a client directly from the book.

Not only is it important to position yourself as a best-selling author, but that event made it evident that one of the most powerful ways you can push your book is to get out there speaking to live audiences.

The biggest tip I could give you from the weekend is to make sure your talk (and your book) is communicating the results or the transformation your readers or audience will receive from you. Instead of focusing on the problem, your book should focus on the solution, and be inbued with an uplifting, positive quality.

Don’t Write The Wrong Book!

July 17th, 2012 by Bob Burnham

Coaches, Speakers, Entrepreneurs, Consultants, you don’t want to just write any book, you want to write a book that explains your methods, that’s totally congruent with your business and that will attract people you can serve in a deeper way. These people will want to take your information further.

Any book or memoir about what’s happened in your childhood cannot become your main focus, what you really need is a 3, 5 or 7-step system. Preferably you will want to give that system an acronym or something distinctive to really OWN IT. The idea is to make your book the only place where readers can get that information.

Whether it’s 3, 5 or 7 steps, your clients will not be able to get it anywhere else because it’s YOUR system. This means your competition becomes irrelevant.

Here are 5 tips to writing a successful book:

  1. Don’t give everything away. Give valuable steps, but be sure to save enough content-rich information for when readers pursue you, become clients and sign up for the products or programs that are an extension of your 3, 5 or 7 steps.
  2. You do want to showcase your personality, with your own personal stories of how you came up with this method because this helps your “know, like and trust factor.” It’s so valuable to resonate with your reader, but do not get too bogged down in your personal story.
  3. Strike the right tone. You don’t want to come off as lecturing. Although you’re the authority, strive more for “I’ve been there too and this is how I rose above it.” In other words, be “relate-able.”
  4. Include a call to action in your book. Have an offer or free gift to invite your readers to take it to the next step. Tell them how to get a free gift off your website, or how to have a session with you. It’s important to have a mechanism in place to get their email contact information.
  5. Before, during and after you write your book, always be cognizant of collecting testimonials. At one of the workshops I do regularly, someone will come up to one of my authors and say, “Oh I read your book, it helped me so much with [fill in the blank]. Thank you.” And the author will say, “You’re welcome.”

They just missed a perfect opportunity. The person is right there with love ready to give them a testimonial. So when you get a compliment, don’t be too shy to ask for the testimonial. 99.9% of people will say yes.

Remember too, that if that person has their own book or business, they are getting name recognition from their testimonial in your book, on your website and other marketing materials.

Follow these guidelines and you’ll be well on your way to making a business out of your book.

As an Amazon Best Selling Author, you will enjoy 5 immensely important benefits:

  1. Credibility and Exposure—Your book and your name are publicized, making it easier for readers to find you!
  2. #1 Best Seller Bragging Rights—You’ll be able to add the “#1 Amazon Best Seller” designation to later editions of your book.
  3. Professional Success and More Money—#1 Best Selling Authors tend to attract better, higher-paying and more seriously invested clients.
  4. Increased Speaking Gigs—You’ll have more opportunities to speak at lucrative and prestigious events because you gain entry as the author of a #1 Best Seller.
  5. Better Than A Book Party—An Amazon Best Seller campaign is a much better investment than having a book signing party. While the party is fun, if you were to apply the cost to a campaign, you’d gain speaking engagements and better clients who will invest in your book and the programs and products that come from your book.

We’ve got quite a success story to share with Marina Dufort’s book. Marina Mermaid, as she is known, had a bestseller campaign last week and here are the results for Aromatherapy Secrets for Wellness:

The book made #1 in the Aromatherapy category
#1 in Disorders and Diseases
#1 in Chronic Pain
#1 in Stress

On the day of the campaign, the book hit #3 in overall book sales for Amazon.ca (Amazon Canada) and #9 in overall book sales the following day.

Marina’s book surpassed even Steve Jobs’ biography and The Hunger Games!

Aromatherapy Secrets for Wellness also made the list of Movers and Shakers . . . Even the day following the launch, Marina took the #5 spot in Movers and Shakers and made the list of the biggest gainers in book sales ranked over the past 24 hours.

Book Titles That Sell

June 19th, 2012 by Bob Burnham

One of my clients called me from South Carolina, so excited that his book is finished. I asked him, “What’s the title?” He said “I Survived.”

“Wow, you survived. What did you survive—car accident, cancer, divorce?”

He said, “No, I survived depression.”

“Then why don’t you title your book How I Survived Depression, 7 Simple Secrets to Happiness and Bliss?”

People are looking for books on depression and they’re not searching for “I survived” hoping a book on depression pops up.

Quite often now people are using search engines like Google to search terms, but they also search online bookstores using keyword phrases. So if they are searching for a book on depression, most likely they will be searching for the word “depression.”

I spoke with another client who told me he was searching Amazon looking for a book on how to write screenplays. He put in the search box “How to write a screenplay” and the very first book that came up had the title How to Write a Screenplay. I asked him if he bought the book and he said yes. I told him, “That author is probably doing very well.”

If you can get your keywords in your title, it makes it simple for everybody. You want to have a hooky title to grab potential readers by the eyeballs. Remember, you only have 10 or 20 second to hook them in, and it’s incumbent upon you to do that, because if they don’t buy your book, they lose out on your information and you lose out on the sale.

The other part of titling is the subtitle. This should reveal the transformation or the results your reader will get from your book, also known as “the promise.” For my book, the subtitle is How to Make a Six Figure Income by Writing and Publishing Your Own Book.

Whatever your promise is, put it in the subtitle. If you can put keywords in there, all the better, because right now, as you’re reading this, people are searching for your book. Make it easy for them. Use keywords in your title and subtitle.

Speaking Brings Book Sales

May 15th, 2012 by Bob Burnham

I had a recent conversation with a publisher who has a gigantic warehouse where he stores the books he prints for his authors. (One author ordered 30,000 books!) We chatted for a while, and even though we have different approaches to self-publishing (I believe print-on-demand books are the easiest, cheapest and smartest way to publish), we both agreed on many points:

  • There is no need to print hundreds or thousands of books and then find a place to store them. When you publish your book with print on demand, a bookstore can look it up on their computer, and if they don’t carry it, they will order it for you. If any bookstore finds they are getting more and more orders for a certain book, they will start stocking it because it’s worthwhile having it in their bookstore for their customers.
  • Writing the book seems to be the easiest part of the publishing process for many people. I have authors who say to me, “I love writing, but I won’t do any promoting or marketing.” The bottom line is it’s essential to promote your book. No one else can do it as well as you can.
  • The absolute smartest way to succeed with your non-fiction book is to get out there and speak. Live speaking, where potential readers get to see you and meet you is the best exposure. You can also be a guest on radio shows, advertise your talks with social networking, and speak any way you can – on You Tube, on tele-seminars or on other people’s stages or online offerings.
  • The major publishers, unless you are a huge name, really aren’t doing much to help promote books, and they don’t offer much (sometimes nothing) in the way of a publicity budget. Honestly, you’ll find that no matter what, you still have to promote your own book, but the good news is that’s the best way to sell products and programs based on your book.
  • Even someone like Wayne Dyer travels and speaks and does publicity for every book he writes. Of course he’s got a name and his books have outstanding content, but publishers also know that Wayne Dyer is going to promote his books. Any publisher would jump at the chance of publishing Dyer because he’s a good promoter and an excellent speaker.

Smart authors know that print on demand and live speaking are two of the best and most economical ways of getting known, selling books and selling the products and programs that come from your book. It’s an absolute winning formula for success.

Marketing Misconceptions

March 6th, 2012 by Bob Burnham

Here are some common misconceptions about marketing: 

  • "My market is everyone." When you’re speaking to everybody, you attract nobody. If you niche down your audience to a particular group, whether it’s 35 to 55 year old women, or 50 to 60 year old men, they will resonate with your message, your message will become clearer, AND you’ll be able to find out where they are.
  • "If I niche, I’m leaving people out and cutting profits." Not only are you not cutting down your market, you’re absolutely expanding it. Many authors want to cast a wide net but this is one of the worst things you can do. You end up cutting almost everybody out because the message gets so diluted. You want to hone your message to one particular group who will say, "That’s for me."
  • "It’s easier to blanket the media with my message." Marketing to your niche is more effective and not as costly, while marketing to everybody is costly and not as efficient.
    For example, if you run an ad in a newspaper with a circulation of 60,000, there might be 100 of those reading the newspaper who want to know about knitting. However, if you take out an ad in a knitting newspaper or magazine,
    those people will be interested in knitting. The circulation will be less, but you’ll also be paying much less for your targeted market.

  • "I feel bad leaving anybody out." You are not cutting people out, you are actually serving the people who need you in a deeper, fuller, better way.

Here are 3 key steps to define your ideal client:

  1. Define: Male or female, local or worldwide, age range, are they parents, do they have jobs or are they entrepreneurs, what do they value in life?
  2. Clarify: What is their struggle?
  3. Solve: What is the transformation you can provide for them?

I Don’t Care About Money (Part 2) 

January 17th, 2012 by Bob Burnham

I help writers achieve their dreams and share their knowledge by teaching them how to become expert authors through my workshops and classes. I have just added a comprehensive Mastermind to help writers with their books. By giving them the “how” they can make money by signing up clients to programs based on information contained in their books. My methods are so sound that if you have a quality non-fiction book and you follow my formula, you will get results.

Most writers struggle and are disappointed when they finally finish their book and there is no money at the end of the rainbow. I tell them their life-changing journey has just begun.

In my previous article, I gave you some reasons why money is important to writers. In this article, I give you more reasons and concrete ways you can adjust your thoughts and change your prosperity quotient.

  1. Money is an idea backed by confidence. How much confidence do you have in your book? How much are you willing to put yourself out there, back up your ideas and show your true face to the world? Is saying you don’t care about money really a copout? 
  2. Getting out there with your book or having programs based on your book allows you to change other people’s lives.
  3. More exposure brings more relationships into your life, along with the satisfaction of becoming a mentor and sharing your knowledge. 
  4. Many writers hide behind their computers. Money gives you access to more resources. You get to know more people and more places, giving you more ideas and points of view for your writing.

If you do have limiting beliefs about money, what can you do about it?

  1. Admit it, then see if you can trace it back to where you heard it. Dad? Mom? What did they say? How’s that working for them? Did their belief come from fear?
  2. Realize you’re going to have to learn the art of faith and trust–trusting yourself, your book, the power of positive thinking and the process of life itself.
  3. Determine if you are more afraid of success than failure.
  4. Write down the ways success would change your life. 
  5. Realize that most people fear change–period.  Any kind of change (even success).
  6. Accept that success can mean tough decisions and growing pains, but the rewards include knowing that you did everything you could to live up to your potential.

Yes, you CAN make money from your book.  Curious? Go to www.ExpertAuthorPublishing.com and see how we can help you launch your new career.

I Don’t Care About Money (Part 1)

January 3rd, 2012 by Bob Burnham

I hold workshops and seminars on becoming an expert author, as well as Masterminds teaching authors like you how to parlay non-fiction books into profitable programs so you can share your expertise with the world. Realistically, most authors will not get rich from selling their books alone–many end up receiving as little as $2 per book, or make $100 for the entire life of one book. 

At times, I’ve gotten someone in my class who looks down their nose and says, "I don’t care about money."

If you don’t care about money, it won’t care about you.

Money is merely a by-product of giving value to your audience. No value, no money. If you give value, you won’t be able to avoid making money. Have you noticed that many of the wealthiest people in the world have given the most value to society from what they do? From Oprah (who has helped millions transform their lives) to Bill Gates (transforming the way we process information), to Warren Buffet (who has created thousands of millionaires by helping them invest their money) this holds true, as long as you ASK for the money. It is a universal law that if you give value you will have money, so if I hear anyone say they don’t care about money they are also saying, "I don’t care about giving value to my readers."

In addition, if you care about your ideas enough to want to share them with the world, you’re going to want to care about money or you won’t be able to fulfill your mission.

Here are some other compelling reasons why it’s not just okay to care about money if you are a writer, but vitally important:

  1. You need to publicize your book. Publicity, from websites with functioning search engine capabilities to draw people to your site, to other effective advertising, costs money. Even "free" publicity such as speaking engagements, social media marketing, writing ezine articles, gathering testimonials and making connections for affiliate partners takes time. Time is money. If you’re just scraping by or working two jobs to pay for your writing habit, you’re not going to have the time to get your book into your ideal reader’s hands. 
  2. Money means freedom–freedom to publicize your book and time to write.
  3. Money is simply a measuring gauge of how you’re doing (with a lot of societal, religious and emotional baggage attached to it). As you make more money, it can become a pretty fun yardstick.

In my next article, I’ll give you more reasons you should care about money and some solutions to lubricate a stuck money mindset.

Yes, you CAN make money from your book.  Curious? Go to www.ExpertAuthorPublishing.com and see how we can help you launch your new career.

There has been a lot of excitement at Expert Author Publishing lately. I held a successful All-day Workshop on March 6, which I am excited to tell you all about in this blog post. I also received terrific news from one of our authors, which I will also fill you in on.

Workshop March 6 2010

The photo above was taken at my March 6 “Write and Publish Your Own Book in 40 Days” All-day Workshop. A great group of soon-to-be published authors attended and they were excited and ready to learn the tools they need to get their books published and into the hands of readers. A huge draw of this particular workshop was our special guest speaker, Nina Telpoukhovskaia.

You might recall from an earlier blog post that Nina is one of our Amazon Best-selling Authors. She is a true inspiration and role model for our aspiring authors, and it was a pleasure to have her speak to us about her accomplishments. Nina started her talk by explaining how she went about setting up an Amazon Best Seller Campaign. This information was very valuable for the workshop attendees, coming from a woman whose book hit #1 in the “Sales and Selling” category on Amazon’s Canada site!

Nina has also experienced success beyond selling copies of her book. One thing I always stress at my workshops is that becoming a published author can open doors in your life and career that you never imagined. Nina is a perfect example of this! She spoke to the workshop attendees about using her published (and best-selling) author status to receive spectacular job offers. Since publishing her book, Nina has positioned herself as a true expert in her field. Thanks to being set apart from others who do the same work she does, she was offered a very coveted marketing job with the 2010 Winter Olympics! Talk about prestige building upon prestige. What makes her story even more amazing is that Nina came from Russia only a few years ago. She couldn’t even speak English. To go from that point to having a best-selling book in Canada is truly amazing and inspirational.

Before I wrap up my discussion of how the workshop went, I did want to tell you another success story from one of our authors. Marco Longley, the author of The Ultimate Hot Tub and Pool $ales Book: Discover How To Double Your Sales in 7 Days, has achieved quite a bit of recognition after he became a published author. His book has already shipped to over ten different countries! What’s more, he just let us know that he has booked an event as a keynote speaker that will pay $4,000. With other speaking enquiries already in from Dubai and the United Kingdom, Marco is well on his way to achieving a tremendous future with his book and his status as a published author.

The Ultimate Hot Tub and Pool $ales Book

Our authors are certainly inspiring, and it was terrific to hear from them about their progress at the workshop on March 6. Keep an eye out for two books that we will be publishing soon: a book on Spiritual Chemistry and another about how to make an extra $150 in tips per night than the average waitress. We are ecstatic that so many of our authors are choosing to take that next step to get their books published, and we wish them all the best!

This past month, I had the terrific opportunity of visiting a former student of mine at Coles Bookstore for her book signing. Alice Maryniuk published her long-awaited book Thinking For a Change: Transforming your life by transforming your thoughts early in 2010 and has already started a successful marketing campaign for it.

Alice is among a growing number of my students who have gone on to publish their books through my publishing branch, Profits Publishing. She had us format her manuscript while she outsourced her cover design. The end result was a beautiful book that is now in the hands of readers and is now working for her.

Alice was incredibly gracious to grant us a video interview during her book signing. Watch it and discover what she has learned about improving her own life by becoming a published author!

Publishing her own book has already done wonderful things for Alice—after only a month! As she explains in the video, our guidance and encouragement at Expert Author Publishing as both teachers and publishers helped her to believe that she really could finish her book and reap the rewards of doing so. Her business has improved along with her sense of accomplishment. Great things are happening for Alice, and we couldn’t be happier for her!

Now it’s time for you to finally experience all of the miraculous changes that becoming a published author can bring about in your own life! Imagine yourself in the video, signing your book at a local bookstore. We can’t wait for you to fill Alice’s shoes and become the next published author from our Profits Publishing branch! If Alice’s interview wasn’t motivation enough, I know that our workbook, “How to Write, Publish & Make Money With Your Book,” will point you in the right direction. Get the workbook now at http://www.expertauthorpublishing.com/write_publish_make_money.html and start changing your life for the better!

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