Okay, you've written your book, got it published, and are now ready to sell a mega-load of them to everyone. But, how do you go about getting the word out so everyone will know? A good way is to submit press releases announcing to all that it is now available.

Press releases are written to make others aware of “newsworthy” items (including the upcoming release of your book).

When writing your “news” story, remember to use the “who, what when, how and why" logistics in your release. When submitting information about your book, you should send out two different types of releases - one that announces your book (the easier of the 2 to write, because you’re talking about your book and what it has to offer the readers), and one that will be written as a “news” storyline (featuring you as the expert).

Writing a “news” story can be a little more challenging because you are actually developing a storyline that only mentions your book (and doesn't highlight your book). The most important part of writing this story is the headline title (which often, if written correctly, will immediately pull the media in to want to read more).

An example would be:
“How to lose 10 pounds within the next 5 minutes (or look as if you have!)” - or -  “Wearing the right clothes to look smaller.” Both are good titles, but the one that would get more interest is the one that has information about how to lose 10 pounds quickly.

So, be sure to write your release both ways and you'll gets lots of press to help sell your book! And, those that are wanting your information will be very glad you did!

May all your stardom come from fame, and never from infamy (unless you do so by choice)!

Carmen Wisenbaker, The Publicity Diva
Author of "52 Ways to Become Famous and Sometimes Infamous"
AUTHOR | SPEAKER | PUBLISHER | MARKETING EXPERT
Penworth Publishing & Publicity
6942 FM 1960 East, #152
Humble, Texas 77346
Office: (281) 404-5019
Email: carmen@penworth.com
Website: www.penworth.com

"I help you attract lots of new business and I help you get inked (on paper, that is)!"
Give me a call and let's discuss any challenges you may be facing!

It can be very confusing when trying to sell your book as to what avenue to take when dealing with a bookstore.

Should you distribute to them using a wholesaler or a distributor? Here I’ve listed some things for consideration in dealing with each. Of course, keep in mind, selling your book through a bookstore is not always the most profitable way to get your book to market. Later I will add a couple of tips and techniques to sell your book “beyond the bookstore.”

The way bookstores work:
Typically, a bookstore will purchase books from a distributor on a consignment basis and will return books that have not sold after about 90 days. However, there are ways to sell though them that doesn’t involve so many returns. To do this, have your distributor send out your books when you are on book tour in an area. This will ensure the bookstores have enough on hand when you are being interviewed in that area. Plus, if you arrange to do a book signing (or autograph party) at the bookstores during the tour, it will help sell your book even quicker.

The difference between a wholesaler and a distributor - even though they seem to do the same thing, they actually serve two different purposes.

Generally wholesalers DO NOT use sales reps. They buy a book outright, warehouse it and fill orders when they come in. They usually place a book in a catalog that gets sent out to their customers. However, if your book doesn’t sell, they will send it back for a refund.

Distributors DO use sales reps and they take your book on a consignment basis. They send books to bookstores that have ordered them, but will send books back that haven’t sold after a specific amount of time.
 
Both receive anywhere between a 55% to 65% discount. And, they both will return books that do not sell. A good way to find out who the bookstores use, call them and ask who their distributor is and information about their purchasing process.

Still to come… other ways to sell your book! So, stay tuned!

Carmen Wisenbaker, The Publicity Diva
Author | Speaker | Your Marketing Partner
Author of "52 Ways to Become Famous"
Penworth Publishing & Publicity
6942 FM 1960 East, #152
Humble, Texas 77346
Office: (281) 404-5019
Email: carmen@penworth.com
Website: www.penworth.com

"I help you attract lots of new business and help you get inked (on paper that is)!"
Give me a call and let's set up a "get acquainted" meeting to discuss any challenges you’re facing!

The one thing that will make meeting planners and program chairs want you to speak to their group more than anything else, is having what I call a "smokin' title" that will get their attention immediately. They want to feel that by having you out to speak, the members of their group will receive valuable information to take away from the meeting and not have someone who is just giving a commercial about their business.

So, developing this one key item for your presentations can be very crucial. This speaking tip lists a few ways to achieve that when naming yours...

• When choosing a title for your presentation, think about naming it something “catchy” and something that would include great benefit for your audience.
• It should help your audience achieve something quicker, easier, or even better.
• Keep in mind, the information most people want to hear about is anything that makes them feel happy, healthy, connected and appreciated.
• So, the more you can add those doses of feelings into your speech, the more they will adore having you speak at their meeting (and want you to speak at others).

To produce “attention grabbing” titles:

There is a solution! "I help you attract lots of new business using an easy step-by-step process!"
Give me a call at 281-404-5019 and let's set up a "get acquainted" meeting to discuss your challenges!

When developing your marketing plan, how do you determine how much budget to spend and in what area? Well, here I've listed some details to consider when developing your marketing plan and budget:

Your main objective should be to either increase awareness, generate leads or build credibility.

• Take into consideration if you are in a high, moderate or declining growth mode or type of business.
• Are you the market leader in your field or trying to make an impact?
• Are you in a new market or is your product or service mature and well known?
• Do you sell directly to your clientele or through channels (or, perhaps both)?

If your primary objective is to build awareness, here’s a good rule of thumb:

• Public relations and marketing (5% to 20% of your budget)
• Trade shows and events (7% to 15% of your budget)
• Advertising - if your type of business warrants this (10% to 20% of your budget)

If your primary objective is to generate leads, here’s a good rule of thumb:

• Website or internet promotions (10% to 20% of your budget)
• Direct marketing or telemarketing (7% to 15% of your budget)
• Seminars and events (3% to 8% of your budget)
• Trade shows (7% to 15% of your budget)

If your primary objective is to build credibility, here’s a good rule of thumb:

• When a producer calls, the first contact with them will be your first informal interview. They want to hear how you sound and how you handle their call before booking you.
• Treat this call as you would your top client calling.
• Always write down their contact information and repeat to make sure you have everything written down correctly. Also, ask for their website if they have one. This will give you more insight as to what type of audience they cater to.
• Whatever information they ask for, send it immediately.
• A lot of times even though you sent the information to the producer, the host of the show will call and ask you to send it to them again.
• Set the date and reconfirm by email the day before.
• They will want to know what phone number to call you on (for radio or a phone interview).
• Also, ask if you can get a copy of the interview (if not, you may want to record it on your own).
• Send them a thank you card afterwards.

May all your fame come from stardom and never from infamy (unless you do so by choice!)

Carmen Wisenbaker, The Publicity Diva
"I help you attract lots of new business using an easy step-by-step process!"
Penworth Publishing & Publicity
www.penworth.com
(281) 404-5019
Hosts of:
The Academy Awards of Networking
Lunch & Learn Bootcamp Workshops (Marketing & Publishing)
And, The Publicity Diva's Top 10 Picks for Incredible Marketing Campaigns!

I’m often asked by business owners if they should consider writing a book. Of course, my answer is always an immediate… yes!

But, a lot of times it’s hard for them to determine the topic and message to write about.

I always tell them to write about what they know. Mainly, what they do to make a living. You see, the cool thing about producing products is that it doesn’t necessarily need to be a hardcover or paperback book. It could be a workbook, a special report, an e-book, a journal, a CD or DVD, or anything in between.

The even cooler part of developing and producing “how-to” types of products is that it sets you up as the expert, gives you tremendous credibility, and provides another way for you to make money!

And, we like that part of it, huh? So, what’s stopping you from developing your own products?

Carmen Wisenbaker, The Publicity Diva
Office: (281) 404-5019
Email: carmen@penworth.com
Website: www.penworth.com

There is a solution! Give me a call at 281-404-5019 and let's set up a "get acquainted" meeting to discuss your challenges!
 
"I help you become so irresistible that everyone wants to buy from you and your competitors envy you!"

I'm always talking about "networking with a purpose" to my clients and to those that attend my classes. So, what I wanted to add a post about today was something much different than "what to do", but instead some warnings about "what NOT to do" when out networking with others.

The following are some warning signs of a what I like to call a “Networking Mongoose”:

We've all had an experience (or two or three) with a "Networking Mongoose", just be sure you're not found guilty of doing any of these. If you do, you'll know the reason you're not as successful as you'd like to be using your networking efforts.

May your fame always come from stardom and never from infamy – unless you do so by choice!

Carmen Wisenbaker, The Publicity Diva
(alter ego and pen name: Casey Lee)
carmen@penworth.com
Speaker, Author, Marketing Coach
Penworth Publishing & Publicity
www.penworth.com
(281) 404-5019

Again, speaking of networking - if treated as a serious business venture, networking can by far yield the most "bang for your buck" marketing results ever. But, you must take time to nurture your new relationships and realize networking must be something you commit to and not just add to your list of things to do at the last minute.

Here are some considerations as you map out your plan.

Some typical business types of events include:

To prepare for the event beforehand, you should research these items:

How to respond and prepare:

Be prepared by practicing your self-introduction, having plenty of supplies, name badge, door prizes, etc.

For really effective participation:

May your fame always come from stardom and never from infamy – unless you do so by choice!

Carmen Wisenbaker, The Publicity Diva
(alter ego and pen name: Casey Lee)
carmen@penworth.com
Speaker, Author, Marketing Coach
Penworth Publishing & Publicity
www.penworth.com
(281) 404-5019

Often times we entrepreneur-type mindsets have more than one business venture at a time. Or, a husband and wife team might own two different businesses and only one of them is available for marketing.

One of the biggest problems that rises out of this scenario is the tendency to market both businesses at the same time to the same audience. But, this type of marketing message will often confuse the audience, instead.

So, how do you effectively get your message across?

Well, here are a couple of techniques you might want to try:

• One is… determine which business is your “lead” business. By lead business, I’m talking about which one seems to have the larger profit base. After determining this, then start marketing this one first. After you have developed a clientele base for this business, then start marketing the “add-on” business to them first. Eventually you will be able to market both businesses to everyone if you plan your message appropriately. Remember, the key is to not confuse others about what it is that you do. Too many messages, and they’ll stop listening all together.

I know this plan seems time consuming, and it is. So, let’s look at one other direction you might want to try.

• Another way to accomplish your goal is to select what audience is best for each business. Then wear each hat, but separately. Choose what group you’ll market what business to and only introduce yourself as that business in the beginning. After they get to know you better, then you can slowly introduce the other business. This method will give you two separate audiences at the same time without so much confusion.

A great way to choose your groups might be by different territories. You could market one business in a local environment and the other in a nearby city or town.

But, whatever method you choose, make sure your audience understands what you do and they understand clearly. This is the best way to build your business - strong and steady!

May your fame always come from stardom and never from infamy – unless you do so by choice!

Carmen Wisenbaker, The Publicity Diva
(alter ego and pen name: Casey Lee)
carmen@penworth.com
Speaker, Author, Marketing Coach
Penworth Publishing & Publicity
www.penworth.com
(281) 404-5019

This past week I was teaching my Marketing Bootcamp class and had developed the "buying cycle" of a potential client/customer. This was compiled from a lot of research through various marketing statistics. Since the class has shown so much interest in this information, I thought I would share this with all of you, too.

How long does it take for a prospective client to buy? The following includes contact through various sources, such as advertising, networking, newsletters, mail outs, emails, personal contact, speaking, press releases, etc.

1. The first time someone hears about you or sees your name, they don’t usually remember.
2. The second time, they don’t even notice.
3. The third time, they become somewhat conscious of your existence.
4. The fourth time, they barely remember having met you or seeing your name.
5. The fifth time, they actually read your message.
6. The sixth time, they turn their nose up at it.
7. The seventh time, they read your message and say “Oh brother!”
8. The eighth time, they say “Here’s that confounded thing again!”
9. The ninth time, they wonder if you will make it in business.
10. The tenth time, they ask their friends if they have heard of you.
11. The eleventh time, they wonder if your advertising (or marketing) brings you any business.
12. The twelfth time, they start believing you must be good at what you do.
13. The thirteenth time, they think you might be worth doing business with. (Sad to say, but it's usually around this time that a business will sometimes just give up - and they are SO CLOSE and don't even know it!)
14. The fourteenth time, they remember they have wanted to do business with you for a long time.
15. The fifteenth time, they are worried they may not be able to afford buying from you.
16. The sixteenth time, they think they will buy from you some day.
17. The seventeenth time, they make a memo about you.
18. The eighteenth time, they are still worried they can’t afford to purchase from you.
19. The nineteenth time, they start to justify why doing business with you is a good value.
20. The twentieth time they see you or your message, they decide now is the time to buy.

To put this into prospective, if it takes at least 20 times to be remembered, the buying cycle would take:

But, if you combine many efforts, such as:

But, keep in mind, they…

• Have to be your ideal client
• Have to be convinced of your value
• Have to be able to afford you (or you provide ways to buy using payments)
• And, they don’t have any limiting fears of buying (they want or need your product and they KNOW you, LIKE you, and TRUST you first)

Marketing efforts that can speed up the cycle (if done correctly - and, this is key):

• Networking effectively to the right audience clearly = 5 times more value 
• Keynote speaking and doing presentations to the right audience effectively = 10 times more value
  (A lot of people do not network effectively and when they speak or do presentations, they are
  ineffective in turning the presentation into a marketing advantage for themselves and their business.)

If you have any questions about this information or need any help developing your marketing plan, just let me know. May your fame always come from stardom and never from infamy – unless you do so by choice!

Carmen Wisenbaker, The Publicity Diva
(alter ego and pen name: Casey Lee)
carmen@penworth.com
Speaker, Author, Marketing Coach
Penworth Publishing & Publicity
www.penworth.com
(281) 404-5019