By: Andrea Hurst
With a publishing industry that is ever in flux, it can be hard for an aspiring author to figure out what information is relevant and what she needs to do to be successful. Recognizing this, literary agent Andrea Hurst and writer and blogger Katie Flanagan present a series of weekly interviews with publishing industry specialists. The AUTHORNOMICS Series features literary agents, editors, authors, marketing experts and more talking about their opinions on the publishing industry, writing, and what a writer needs to know.
If you have questions for upcoming guests on the AUTHORNOMICS Interview Series, email them to authornomics@andreahurst.com.
Interview with Stephanie Chandler, Founder of Authority Publishing
Stephanie Chandler is the author of several books including Booked Up! How to Write, Publish, and Promote a Book to Grow Your Business, LEAP! 101 Ways to Grow Your Business, From Entrepreneur to Infopreneur: Make Money with Books, eBooks and Information Products, and The Author?s Guide to Building an Online Platform: Leveraging the Internet to Sell More Books. Stephanie is also founder and CEO of http://AuthorityPublishing.com, which specializes in custom publishing for non-fiction books, and http://BusinessInfoGuide.com, a directory of resources for entrepreneurs. A frequent speaker at business events and on the radio, she has been featured in Entrepreneur Magazine, BusinessWeek, Inc.com, Wired magazine, and many other media outlets. For author and speaker details, visit http://StephanieChandler.com. Twitter: http://twitter.com/bizauthor
There is less than a month to enter the AUTHORNOMICS Interview Series End-of-Summer Contest! Don?t miss out on our great prizes!
1. As an author of several books on getting published and book marketing, what do you think is the most important thing for an aspiring author to know?
Marketing is essential, whether you publish your book yourself or go through a traditional publisher. It shouldn?t be a one-time effort or wait until your book is released. Book marketing is an ongoing task that should begin BEFORE your book is in print, and something you should tackle every single day. I recommend doing three to five things each day to promote your work. That might include writing a blog post, sharing on social media, pitching a media source, conducting an interview, giving a speaking engagement, writing a guest post for another blog, and so on. If you do three to five things each day, you will have no choice but to find success!
2. You are an expert on entrepreneurship as well as publishing. Are there any similarities you can speak to?
Absolutely?every author is an entrepreneur, and authors that understand this will do much better in the long run. When you treat your book like a business, you give it the professional attention it deserves. You should develop a marketing plan, execute that plan and take your business seriously. Entrepreneurs face the same challenges. Without marketing, a business cannot thrive.
3. Social media presence has become vitally important for authors.? In your book The Authors Guide to Building an Online Platform, you address this topic.? What is the best place for a writer to begin building their online platform?
I firmly believe that every author needs a blog. This is your home base where you can share information and stories and connect with your audience. Also, the more often you blog, the more traffic you will attract from Google. Google likes websites with fresh content so update your blog a minimum of twice each week and over time you will see your traffic increase.
After your blog is up and running, begin to pursue social media. Create a Fan Page on Facebook. Start by sharing the title and excerpt from your latest blog post along with a link back to your site. This will also help you drive more traffic to your site. Do the same with Twitter. And if you have a professional or business audience, be sure to get active with LinkedIn too.
4. What is the best way to increase followers on a blog? Facebook? Twitter?
Produce really great content on a regular basis?content that appeals to your target audience. For example, if you?re an author of a novel set in the south, you might write about southern traditions, share recipes, related short stories, etc. If you?re an author of a book about weight loss, share weight loss success tips. When your audience likes what you have to say, they will pay attention?and share with their friends.
Also, be sure to engage with your readers. If someone leaves a comment on your blog, respond to it publicly. Engage with people on your Facebook page and on Twitter. Though you should share information as much as possible, be sure to let your audience know that you?re accessible and you?re paying attention to them. Be consistent with your efforts and over time your audience will grow.
5. Your strong blog and social media presence has brought your many speaking and publishing opportunities.? Can you tell us some of the many ways a blog can help build a writing career?
My blog has brought me countless opportunities for speaking, consulting clients, paid blogging, and even corporate sponsorships. Think of your blog as a showcase for your talents and knowledge. Be funny, informative, controversial or interesting. Pay attention to which posts people like most, and which posts fall flat. Over time, you will generate more comments and see more sharing of your content on social media, which will give you a good way to gauge what people enjoy.
6. What are information products and how can an author use them effectively?
Information products come in many forms: ebooks, special reports, white papers, workbooks, audio recordings, videos, booklets, and any other way that you can compile information. An information product teaches users how to do something. You can use it as a marketing tool (for example, give an ebook away to newsletter subscribers) or sell it for profit.
If you want to create info products to generate revenues, develop unique products that are hard to find elsewhere. For example, when my son was an infant, he had food allergies. One night I was surfing the web for a list of dairy-free products. I came across a nutrition website that sold a downloadable Excel spreadsheet that was exactly what I was looking for. I happily got out my credit card and paid $30.
For authors, you might create a companion workbook that can be sold either as a digital download in PDF format or in hard copy?which makes a nice bundle for back of the room sales if you?re also a speaker. You might conduct a teleclass series for several weeks, charge admission to the class, and then sell the recordings after the class is over. There are many, many ways to generate income with information!
7. With the many changes that are happening in the publishing industry, where do you see the role of authors, agents, and editors going?
If you want a traditional publishing contract, then having an agent is essential. However, it?s no secret that it?s harder than ever to get a book deal. If I were an agent, I would shift my business model to teaching about writing and publishing. There?s money to be made from consulting, online classes, editing, ghostwriting, and anything related to author development.
8. What was your inspiration for starting Authority publishing? What do you see as the benefits for going the custom publishing route?
I self-published my first book, which led to several traditional book contracts. Because I was so busy and didn?t want to deal with all the details of self-publishing, I hired a custom publisher. It made it easy to get my manuscript into print in a professional way.
For years I was a marketing consultant, and then three years ago it occurred to me that I could help others do what I did. And so Authority Publishing was born. I wanted to provide high-quality custom publishing services. While there are many ?big box? publishing services out there, it was clear their only advantage was offering a low-cost solution. I?ve heard from countless authors who were dissatisfied with the outcome of their books. Their cover designs were lousy, editing was sub-par, and that low-cost deal actually left them with a garage full of over-priced books.
Our approach is different. We cost a little more up front, but we do exceptional work. We don?t outsource overseas, use inexperienced editors, use templates, or cookie cutter solutions. Each author gets personalized service (no call center!), award-winning design and professional editing. These are important elements for setting a book up for success.
9. How do you weigh in on the importance of a physical book and an ebook version?
These days I believe that the majority books should be in print AND ebook formats. If you skip one, you miss out on a big piece of the market.
10. Do you have any new projects or events you would like to tell us about?
I?m currently writing a new marketing book for business that should be out in early 2012. I also recently began selling lists of internet radio shows. One of my all-time favorite book marketing strategies is to be a guest on internet radio programs because they often feature guests for 15 minutes up to a full hour, promote you online, and archive interviews online for added exposure. Though you can purchase traditional media lists online, there wasn?t a source for internet radio?and so I decided to create one! If this medium appeals to you, you can save 50% off with this discount code: save50
Details here:
http://authoritypublishing.com/store/internet-radio-shows-and-podcasts-lists/
For any non-fiction authors interested in custom book and ebook publishing, please visit http://authoritypublishing.com.
Thanks very much for inviting me to participate in this series!
Andrea Hurst has over 25 years experience as a published author, developmental editor for publishers, and skilled literary agent. She?works with both major and regional publishing houses, and her client list includes emerging new voices and New York Times best-selling authors. Andrea represents high profile Adult Nonfiction and well crafted fiction. Her clients and their books have appeared on the Oprah Show, Ellen DeGeneres Show, Good Morning America, National Geographic network and in the New York Times.
Katie Flanagan is a fiction major at Northwestern University. She is currently an editor with Booktrope and a reader for Pink Fish Press. In the past, she has interned with Andrea Hurst Literary Management and the Northwest Institute of Literary Arts. Her favorite genre is women?s fiction, but she reads any fiction put in front of her. Check out her blog about the writing life at?katieflanagan.wordpress.com and follow her on Twitter at @K_Flanagan.
The winner of Brian McDonald?s books is Monya Baker! Don?t forget to check out our end-of-summer contest!
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Source: http://www.andreahurst.com/blog/authornomics-interview-series-with-stephanie-chandler/
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