Write and Publish Quickly using TIME-ME

How to Write and Publish Quickly – TIME-ME

  1. Target – Who is the audience for your book?
  2. Idea – What is your 50 word elevator speech? It must be a value proposition that promises the reader something that is delivered
  3. Market – Is there an existing market segment for your material?  If yes, that is good.  If bad, that is bad.
  4. Execute – Have a project plan with deliverables. Build a pre publishing audience through social media
  5. Media – Connect using forums, blogs, comments, twitter
  6. Evaluate – Evaluate what you are doing using a questionnaire for predictive success

The TIME-ME Process

TARGET

There is the subject matter and the audience that will read your subject matter. I had a very difficult time with this because my book is a fictional story about bullies. When I started envisioning who will read my book and how I could deliver a value proposition to them the concept of the book became clearer in my mind. I imagined a current corporate bully who is dissatisfied with how they are treating people looking for cause and effect and possible ways to change their nature. Be specific. Write down your target audience.

IDEA

Write a 50 word elevator speech for your book.  Do these three things:

  1. Make sure you provide a reason to read your book in the form of a value proposition.
  2. Make a promise of value to the reader you can deliver on.
  3. Tell them what their return on their investment will be

Write the Table of Contents and a 50 word Concept sentence for each Chapter.

MARKET

Research your market.  In publishing it is a good thing to have competition because it indicates that there is demand in a market segment. Researching your market segment will:

  1. Help you understand the size of the market
  2. Provide you with key words that are used in that market
  3. Provide connections to valuable relationships in your domain

How to research your competition?

  1. Go to Amazon and find books in the same domain (market).
  2. You can determine the popularity of the subject matter by the number of reviews in the upper middle of the screen after you have found a book
  3. Pay close attention to the editorial reviews because they likely have the keywords you should be using in posts you will be making about your forthcoming book
  4. Read the reviews to find out why what made the book attractive to the readers

ExecutE

Ah, the seemingly simple execution step. Well, just do it. Seriously, with a few key points, some tools, and a reasonable amount of elbow grease all of us can manufacture a decent book. I hope we all set the bar a bit higher than that. Execution comes down to a few key points:

  1. Use a project planner
  2. Use your community and your friends
  3. Adhere to your schedule
    1. Audience – define your audience
      1. Where do they live?
      2. What do they do?
      3. What is their education level?
      4. What is their ethnicity?
      5. How old are they?
      6. What do they buy?
      7. Who do they listen to?
      8. Where would you find them during the day and at night?
      9. What shows do they watch on TV?
      10. What magazines do they read?
      11. What news do they like?
      12. What blogs do they read?
      13. What forums are they on?
    2. Content – define your content
      1. Bio
      2. Elevator Speech – Value, Promise, ROI
      3. Chapters + Elevator Speech per Chapter
    3. Competition – define your competition
      1. What is the market or genre?
      2. What are the names of the books?
      3. What are their ISBN numbers?
      4. How many reviews do they have?
      5. What did the editor say about them?
      6. How many editions are there?
      7. Who wrote the reviews?
      8. Who is the publisher?
      9. What are the keywords used most often?
  4. Do market opportunity analysis
  5. Connect to your market

Media

Use all the media venues you can tap into.  Especially use social media as it leverages your brand over a large space. Social media is represented by web sites like Facebook, Twitter, Forums, Blogs, Feeds, LinkedIn, and Discussion Groups. Social media can be a great advantage to you in getting published for a number of reasons:

  1. You are pre-marketing your book
  2. You are enhancing your knowledge in your domain
  3. You are building valuable relationships
  4. You are working cooperatively with your competition in your domain

Be consistent and personable, meaning that you actually care about the relationships you are forming. Remember “Dunbar’s Number” the hypothesis that the human brain, due to it’s limited size, can only effectively maintain 150 real friends.  I found a great article on this by Marty Zwilling called How to Have a Thousand Friends and Still Be Alone. When you do engage in social media:

  1. Be positive
  2. Be consistent
  3. Be personable
  4. Listen
  5. Show gratitude
Find forums on your subject matter and stay engaged. Do adequate research to be a leader in the group with information that has real value to others in the forums, blogs, and discussion groups. If you have your own blog, be polite to your participants and try to understand their point of view. You are trying to build real value in your community. Stay aware.

Evaluate

Writing and evalution might be thought of as the meat and potatoes of your writing and marketing effort. The meat is your book, the potatoes are the relationships and iterative feedback you acquire to improve your book. Oh my gosh, what does this mean?

Social Media Book Publishing Cycle

Social Media Book Publishing Cycle

It means that research, collection of data, getting feedback, and improving your book are integral to its success.  We have already done a lot of the legwork. Complete the job by constructively utilizing what you have done:

  1. Using your bio, idea, and chapters to construct a questionnaire that asks the participants:
    1. Who are they?
    2. Is this the kind of book they read?
    3. Do they like the concept?
    4. Do they like the chapters?
    5. What would they change?
    6. Why would they read this book?
  2. Send the questionnaire to your trusted domain relationships
  3. Analyze the results and react to them in your writing

CONCEPTS OF MARKETING

  1. Become a domain expert
  2. Build trusting relationships

I have some ideas on how to become a Domain Expert

Last week I attended an hour and a half talk on the Bio-Tech revolution by Dr. Moira A. Gunn who is a nationally syndicated journalist. The presentation was surprisingly filled with fluff and very little real science which focused my attention on what it means to be a Domain Expert. It is not synonymous with a scientific expert but rather means someone that has deep connections and therefore a finger on the pulse of the domain they are an expert in.

It is easy to understand the mechanism of becoming a domain expert but difficult to accomplish because it involves building trusted relationships and becoming someone whose relationship provides value to others through connections or knowledge. Here is what you need to do to become a domain expert:

  1. Build trusted relationships in the domain
  2. Consistently deliver value to others through articles and comments in your domain
  3. Build a presence in your domain through social media

The Science of human networks

It seems obvious that if you are about to embark on a marketing campaign the first thing to focus on and understand is effective human connectivity. In light of this I started researching scientific study on interpersonal relationships with regards to the factors and timing involved in trust. It was very easy to find non-definitive articles regarding this topic that were not based on research. It was more difficult to find articles that were generated using real scientific data and analysis. I was happy to find an article about child psychological health by Suzanne Zeedyk called Children at Peace with Themselves. The basic tenant of the article is that human children are born with underdeveloped extremely pliable brains so that the head will fit through the birthing canal and so that the initial growth stages of the brain are more reflective of the needs of the environment. She asserts that if you want people in your environment to be kind, emotive, good listeners with care for others, you must mimic this behavior from birth.  It follows with some reasonable expectations that adults react in a similar manner and that trust is formed through expectations set up by consistency in responses.
A second article that is relevant from a group perspective of trust was written by Aaron M Hoffman called The Structural Cause of Trusting Relationships and focuses on strategies for establishing trust using two distinct strategies the Incremental Strategy and the Institutional Strategy. What is significant in this article is that from the institutional perspective trust can be broken when their are situations that reward opportunism. The article clearly points out that when the risk of betrayal is removed there is much less chance of one of the parties acting opportunistically.
What is necessary to instill trust in others?  I think Anastasia of the Brain Alchemist has as good a formula as any in her article called Influence Starts With The Human Connection:
  1. Listen – Dedicate time each week to simply listen to people and be fully present, focused, and engaged.
  2. Be Visible – It may be tempting to read, do research, answer emails, or do some other important projects at your desk, but people want to see you because it shows that you are interested and care about them and their work.
  3. Show Gratitude – Acknowledge people’s contributions in a specific way that shows that you understand the value of their actions and intentions.
  4. Invest – Invest in others’ success.

©2011 Philip Regenie. All Rights Reserved.