How to Get Published?
In my last entry I wrote how I was interested in writing a book about marketing and sales for small businesses (all small businesses, not just software based small businesses). It was received with good enthusiasm based only on the summary. Several people commented that they would buy it. I also received a number of personal emails saying the same. Therefore I’ve decided to go ahead and write the book.
And like everything I do before I fully commit, I researched my options. I spent the last week analyzing what options there are to authors like myself, and its amazing to see how much the publishing market has changed. In the past you pretty much had to go with a major publication company to get your book out, and even doing that was a challenge. The odds of being selected for publication were really low, never mind actual success. You could also look for a small presses, which is almost the same as large publication company but without all the benefits. In any case, you needed a publishing company to get your book out in the world.
There was also another option, you could self publish. This however was, and still is, a very costly endeavor. You need to have a lot of seed money to truly self publish, you have to cover all the expenses. Let’s say you decide to print 100, 1000, or even 5000 books (for an initial print run), you personally have to cover that cost. That’s above the costs of writing the book, creating the artwork, getting the ISBN, hiring a copy editor, marketing etc. It can be a very profitable venue, its just that you need a substantial bankroll and expertise to go this route.
Today the market has changed for the better, there’s more options. Although most people still prefer going with a publication company there’s a couple of new ways to publish that are easier, quicker, and more affordable. The main ones are POD (Print on Demand) and ebooks.
Print on Demand is where you partner up with a company like iUniverse to print your book on demand, be it one at a time, 20, 100, and so on. You don’t need to make runs, your book can be printed one at a time if need be. However to take advantage of this with Print on Demand you do have to spend a bit of money to get your book ready and into the “system”. The fees aren’t astronomical but they aren’t cheap either. For example iUniverse has packages ranging from $299 to $1,199 (not counting editorial services, etc.). This is great when you consider you can be self published without have to do a full print run of your books.
How do you make money using this service? Like most publishing companies, it’s mainly through royalties. iUniverse gives you a 10-20% royalty depending on what options you want to use. Another benefit is that they’ll sell you copies (again even one at a time) of your book to you at a heavy discount.
The option I investigated with POD and traditional publishing is ebooks. Ebooks are basically books sold in digital format (generally PDF) that you can purchase and download online. I’ve purchased at least a couple dozen myself and I’ve even sold one in the past. Ebooks can be great because the costs are only your time to write and market the ebook. Each sale goes almost directly to your bottom line. The downside is that it’s generally less credible, harder to sell and market. People prefer traditional books over ebooks.
After looking at all the options, I’m strongly leaning towards Print on Demand (POD). You don’t get some of the benefits of a publishing company (big distribution, some marketing, etc.), but you make up for it in other respects. With POD, you’re guaranteed to have your book published, you’re publishing it! With POD you can also get your book to market much quicker. With traditional publication companies getting through the approval process can take months, never mind going through all the steps and negotiations. The difference is 2-3 months versus a year or so. Personally I just don’t have the patience for that anymore, I’d rather just go ahead and get it done. That’s what being an entrepreneur for so long does to you.
As a disadvantage you don’t get your book professional edited for you with POD. You need to do this or hire a professional editor. That’s ok with me because I don’t mind hiring someone for this. Also, you don’t get the full distribution of a publishing company. Your book will not appear in bookstores across the nation, at least not unless you’re a proven bestseller. That’s ok I can accept that. Another disadvantage is that you need to provide all the marketing for your book (books don’t sell themselves). That’s ok too, the topic of the book is about marketing and sales after all. If I can’t do that I shouldn’t be writting this book. Something to also remember is that publishing companies will only continue to market your book as long as it has a return on investment otherwise they’ll leave it entirely to you. Either way you’ll still need to do a lot of the marketing yourself.
Having looked at all the options, the benefits and disadavantages, I believe I’ll proceed on the Print On Demand route. I like the timelines. I like the control. I don’t mind doing all of the marketing, that’s something I know (its definitely a serious consideration for most people). I also don’t mind the loss distribution, my plan was to focus mainly on sales through Amazon anyways. I plan to emulate the success the authors of the book Call To Action had using their own techniques (great book by the way, I commented on it back in July 2005). I can’t find it anymore, but I remember reading somewhere that they didn’t want to sell the book directly on their own website, even if it was for a much higher margin! They wanted every sale to go through Amazon.com so that they could increase their Amazon ranking, giving it some serious momentum (there’s more to it than that, but that’s for another day).
Another factor that really helped make my decision was a book I recently picked up at my local bookstore called Get Published. It’s written by the CEO and editorial director of iUniverse so its very skewed towards iUniverse, it’s almost a sales pitch. But even with that it was a great read. I read most of it in one sitting. Again, there’s no doubt its a book to sell their service, they have testimonials of iUniverse sprinkled throughout, but it still clearly explains a lot about the publishing world. The fact that even with their sales pitch I’m still recommending the book should say something. They really do explain how things work in the publishing industry. They really do tell you the good and bad of the different types of publishing methods available to you (traditional, POD, etc.). They don’t try to oversell you on iUniverse, they tell you what they can’t and won’t do for you. They tell you exactly what the differences are and what you’ll need to do to be successful in both. For example, they tell you that you will need to do 100% of the marketing for your book with iUniverse, they won’t provide this for you. Again I strongly recommend Get Published if you’re looking for information on how to get a book published.
When will the actual book be available? My personal goal, which I’m publicly sharing right here and now, is to have it written before the end of summer. It’s an aggressive goal but I think I can do it. Add another 2-3 months to get printed by iUniverse (ISBN assigned, printing, edited, cover design, etc.) and I’m hoping to have it available for purchase on Amazon.com by late fall to early winter. Let’s see what happens!
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Marketing And Sales For Small Online Businesses
For some time now I’ve been considering writing a book about marketing and sales for small online businesses. Not just software businesses, but all small online businesses. During the summer I was even a spearker at such a seminar with Glenn Scott where I personally presented “Website Promotion and Traffic Generation” which got some really great reviews. As one attendee put it, “if the average course is like drinking from a cup [content], then this course is like drinking water from a fire hydrant“. Btw, congratulations Justin on starting CitySales.ca.
Marketing and sales is now a domain of business which I’m quite familiar with, one that I’ve been really striving at since I founded LandlordMax about four years ago. Since that time, LandlordMax has steadily grown in traffic and sales.
In addition to LandlordMax, I also personally started this blog (FollowSteph.com) almost two years ago now. Together, these two sites get approximately a combined total of a million unique visitors per year! It might not seem like much when compared to the major players (Google.com, Cnn.com, or even Digg.com), but the thing to remember is that both of these sites are focused to niche demographics, so these are phenomenal numbers! All in all this is a very big achievement which I’m very proud of.
Which leads me back to my initial concept of writing a book about everything I’ve learned since I initially started. It’s been quite a road, with lots of bumps and turns. And I can tell you, I’d have been a lot further ahead today (at least I’d have gotten there quicker) if there had been a book like this one explaining everything I needed to know about marketing and sales for an online business. There’s a lot of information out there, no doubt about it, but it’s all over the place. It took me a lot of time to consolidate it all into one. This doesn’t even bring forth all the trial and error experience I got along the way. I can tell you as part of this whole learning process I also purchased lots of books, lots of ebooks (ebooks are great for quickly changing information such as “Adwords Definitive Guide“), read tons of articles, read tons of blogs, and so on. All in all, it’s been a great big adventure of learning.
So now I’m considering putting it all together in nice little book that will contain lots of information, more meat than fluff. I’m personally not a big fan of fluff, I like to get a lot of information for my money, and especially time (it’s my scarcest resource bar none). My personal value of a book is if I can get at least ten times the what I paid for it (time and money), then it’s worth its price. I’m hoping this book will be worth more than that!
So without further ado, here’s the outline I’ve been looking at so far:
Introduction
- Some of my personal story, including some successes and failures.
Section 1 (General information)
- Why is marketing and sales important to you?
- How does traffic affect your revenue?
- Is all your traffic worth the same?
- Will your efforts need to change over time?
- How will people find out about you?
- What is SEO (Search Engine Optimization)?
- What are the free types of website promotion?
- What are the paid types of website promotion?
Section 2 (SEO – Search engine Optimization)
- What exactly is SEO again?
- Why is SEO important to you?
- What can SEO do for you?
- Tips to improve your website for better search engine ranking?
- How does Google view your site overall?
- How can you improve your site’s ranking outside of your own site?
Section 3 (Free Website Promotional Campaigns – Blogging)
- What is blogging?
- Should you blog?
- How you can blog to increase awareness of your website
- How you can promote your website in your blog
- The real power of blogging
Section 4 (Free Website Promotional Campaigns – Part 2)
- How can your content help drive traffic?
- How can your content help your search ranking?
- What are loss leaders and how can they help you?
- What all this social networking about?
- Is linking still important?
- Do you really need an online presence?
- Are directories worth anything anymore?
- Are e-zines worth your time and effort?
- Potpourri of tips
Section 5 (Paid Website Promotional Campaigns – Adwords)
- How does Adwords really work?
- Is Adwords really that good for you?
- Does it really matter how much effort you put into Adwords?
- What’s CPC?
- What’s CTR?
- Why are they both so important to you?
- How you can do Multi-variate testing with Adwords
- How can you improve my Adwords Ads?
- What’s the best way to Manage your Adwords campaigns?
- Does it really matter what keywords you bid on?
- Are the other systems like Overture, FindWhat, etc. worth trying?
- Adwords Potpourri
Section 6 (Paid Website Promotional Campaigns – Part 2)
- What are presses releases and how do they work?
- Are press releases worth your time and money?
- Which services should you use for a press release?
- How do you determine what’s newsworthy?
- How do you write a press release?
Section 7 (Paid Website Promotional Campaigns – Part 3)
- What domains should you buy for your website?
- A great tip on how you can get an amazing ROI by buying domains
- How do you know which domains to buy?
Section 8 – Promotional Potpourri
- Why you should always sign your emails
- The power of giving testimonials
- Can you use RSS to your advantage?
- Misc Potpourri
Section 9 – Sales Conversion
- What is sales conversions?
- How can you increase your sales conversion?
- How can you monitor what’s going on?
- What to look for when you try to increase your sales conversion?
- Some quick tips on how to increase your sales conversions
Section 10 – Resources
- Links to great blogs and articles
- Recommend books and ebooks
Section 10 (Tentative)
- Small interviews and tips from industry leaders
Well that’s the outline I have so far. It might seem like a lot, but imagine if it’s not all consolidated in one place and rather spread out across multiple books, ebooks, websites, blogs, and so on. It took me a long time to get a real grasp of all this and how it can really affect a website’s presence.
I’m also a big believer of the multiplier effect, which is the concept that your business is a multiplier of many factors. And assuming that’s a fact, multiplying any one factor will significantly increase your overall effectiveness. For example, if you score a 2 on one thing, then 4 on another, and 10 on still another (all out of a max of 10), then you’re a total of 2 * 4 * 10 = 80. However if you increase just one item, since it’s multiplied, you get 3 * 4 * 10 = 120, where you’re whole business is running 50% more effectively! By being 10% more effective in just one area (going from a 2 to a 3 out of a max of 10), you increased your overall business effectiveness by 50%!
Therefore I think there’s a lot of value in marketing and sales, and coming from a more technical background, these are some of the tools I wish I had know more about beforehand. Things I wish I didn’t have to learn at the school of hard knocks. I can tell you that I spent a lot of money learning many of these priniciples. Adwords alone cost me quite a bundle before I finally started to really “get” it. On one ad alone I increased it’s effectiveness from 0.42% to 1.62% through about a dozen small iterations in just a few weeks time. This alone increased my ROI incredibly, much much more than four times! I won’t explain here why it’s much more than four times ROI (42 * 4 is approx equal to 1.62), I’ll leave that to the book. All I’ll quickly say is CPC * CTR is the key to your success (hint: another multiplier effect is in play here).
Anyways, please let me know what you think. Would you be interested in this book? Would you buy it? Would you buy it in ebook format or just as an ordinary book (from Amazon for example). How much would you pay for this book? $29.95? $49.95? Are there other topics you’d like to see included? Any topics you’d like to have skipped? Basically any feedback you may have would be greatly appreciated. At this point this is just my outline, but I will start writing it this weekend.
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Interview
Ben from StartupSpark.com just posted up today an interview he did about me and my company LandlordMax. It’s a great interview, and I’d especially like to thank Ben for taking the time to interview me. As well he had some very complimentary comments about the interview:
“Stephane understands what it takes to be an entrepreneur. When I ask him about competition, he hits the nail on the head. When I ask him about what it takes to start a business he demonstrates incredible passion. You’ll have to read the interview to see what he says.”
Thank you Ben for those amazing comments!
Just an extra little note, for those of you who aren’t familiar with Ben’s blog StartupSpark.com, he’s been doing interviews with other small software vendors and getting their take on what it takes to make it. There’s some really good interviews there, I personally got some great nuggets of information from all of them. One interview that I particularly liked was with Ian about his company HelpSpot. So go check it out, there’s lots of good information.
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FollowSteph.com Quadruples in One Year!
After having looked at the traffic numbers for my company LandlordMax Property Management Software, it’s only natural that I do the same this blog (FollowSteph.com). The traffic has quadrupled in one year! Well, more than quadrupled, it’s increased by 4.397 times!
You may notice that I took February’s traffic number to do the calculation, this is because January of 2006 was an aberration (as you can see by the following months) in which I had an article published on LifeHacker.com, Reddit.com, etc. This created a noticeable boost for December 2005 and January 2006 which I don’t count as part of my regular readership.
In any case, even taking this aberration into consideration, there’s definitely a steady increase in traffic!
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Record Day!
I thought Tuesday this week (October 24, 2006) was a great day, but it turns out to be greater than I initially thought! We broke and tied many records that day, both LandlordMax and FollowSteph:
- Broke our sales record for the most units sold in a single month (and there’s still a week left).
- Broke our sales record for the most revenue in a single month (with upgrades, etc., the number of units doesn’t always directly correspond with total revenue).
- Tied our one day sales record for the most units sold.
- Broke our one day sales record for the most revenue.
- Broke the record for the most unique visitors in a single month (and there’s still a week left).
All in all a great day. I initially knew we broke the sales record for the month but I hadn’t realized we also hit the daily sales records too. Not to mention FollowSteph’s traffic growth which has been growing at a pretty consistent 20-30% a month average for the last year almost. Tuesday was a great day!
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How to Deal With Email Spam?
Since I already touched the topic of email spam this week, let me send out a question to all of you. How do you deal with overwhelming email spam? Not even counting any of the spam my company LandlordMax receives each day, which I can assure you is an order of magnitude more, I personally get several thousands of spam emails a day! Yes, that’s each and every day. I know some fo you get a fraction of that and others get orders of magnitude more! I can’t imagine being Bill Gates (most spammed person in the world) and dealing with his spam levels (4 million spam emails a day).
What I’m starting to notice is that this is becoming a losing battle. I generally let my email client classify most of the emails as spam and throw them in the bulk/junk/spam (depending on which email client you use this will be named differently) folder. However at least a few hundred don’t get caught, and worse, several do get marked as spam when they aren’t (false positives). This therefore means, because I’m running a business and many of the emails are very important and not just personal correspondences, that I need to sift through the junk folder each and every day. I need to double check thousands of spam emails each day. Talk about boring, and especially error prone! It appears that I miss the odd email here and there (not many but a few a month), which is perfectly understandable from my perspective, but not from those who sent the email (which is also perfectly understandable from their perspective). So what are my options?
I do have several options, and I’ve also been suggested several others, but to be honest I haven’t found a solution that I really like yet. So far the best options I’ve seen are:
Continue the same way
This is where I’m at now but I’m looking for a better solution. This is getting more and more time consuming.
Use Spam Assassin
I’m afraid of false positives! Those are the absolute worse. At least with my current solution I can manually filter them and the blame is on me.
Purchase a commercial email spam filter
Which one? And what about false positives?
I forget the term of this type of product, but it basically sends out an email to everyone who emails you to validate who they are. Then it only allows emails through to you from those that responded to your validation email. So basically its a way of validating the emails you’re getting are from someone and not a bot.
Frank Neville from Surfulater (great product by the way) suggested this option a while back to me (thank you Frank) but I’m not too keen on it (this is probably the only time we respectfully had a difference of opinion on a business related item so far that I know of). I understand it’s working great for him, but I’m still hesitant because of the risks of not having people respond. I believe that the onus should be on you, not the person trying to contact you. If someone is trying to reach you to initiate a business deal, or respond to your request, the less trouble they have to go through the more likely things will work out for you. Much like the easier you make the purchasing process the higher your sales conversions are likely to be.
Just delete all the emails in the spam folder
No way, I know for a fact that I’d be deleting many important emails!
Add senders to my “safe list” (or similar terminology depending on your email client).
Yes, but this takes time. This does alleviate the issue, but only from people who’ve already writtent to you. Initial contacts will still have the same issue, which means you still have to sift through all the junk emails.
So what’s the solution? I don’t know. I’d love to hear your suggestions so fire away!
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Annoying Spammers!
UPDATE: Well after some further investigation, it looks like I was slightly off. The spammers are indeed sending emails pretending to be me, which is resulting in thousands of bounced emails! The spammers are sending emails directly from their computer (IP 213.239.209.78) pretending to be me (making the emails look like they are coming from me). I am NOT sending any spam to anyone! They are NOT coming from me.
Looks like over the weekend my blog FollowSteph.com was targetted by spammers. Normally, this would mean I received an innordinate amount of email, but this time it was the other way. I’m still working with my host to figure out what’s happened, but from my quick initial inspection it appears that thousands of emails were relayed (or made to appear as though they were) through my mailserver with different FollowSteph.com sender and reply email addresses.
This morning I litterally had thousands of bounced emails in my inbox! Hopefully I’ll be able to resolve this issue very shortly.
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Google Page Rank Update
Looks like Google is in the middle of another Page Rank update. So far it appears that FollowSteph.com is going to move up a rank from a PR4 to a PR5! Very exciting since each extra Page Rank number means a whole extra magnitude of web presence as acknowledged by Google and the online community.
Here’s a little tool I found on Darren Rowse’s blog that helps give you an idea of what you’re Page Rank will be once Google is done the update:
Future PageRank Tool © SEO Chat
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Commenting
Today someone posted a full article as a comment on my blog, including the “About the Author” with multiple links to their website. I’d ask that you please not do this. You can post a link to a relevant article you’d like to refer to in your comment, or even send me an email suggesting it for an article, but do not post the full article as a comment, especially not with the “About the Author”!
Also, what brought up my warning flags that this was a new form of comment spamming is that the entry in which this person posted their comment was that the entry wasn’t exactly related to the comment. It was in the same general area (real estate), but it didn’t fit with the post they commented on.
In any case, I’m going to give the person the benefit of the doubt and assume this was an honest mistake, even though I suspect otherwise. Today’s entry is also to let you all know that any such comment spam in the future will be automatically deleted.
UPDATE: For those of you who are interested, I posted the potential implications in more detail of this in my other SEO related blog (LearningCentre.com).
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SEO Resources
Just a quick post as this week is incredibly busy for me, several people at the seminar of which I’m one of three keynote speakers asked me where to get additional SEO and Adsense related resources. I’m going to recommend here one ebook that I really enjoyed and got a lot of value from, probably the best resource, and several links/blogs for SEO (Search Engine Optimization). As for Adsense, unfortunately all I can reference is additional websites and blogs, I don’t know of any one book or ebook that does a good job of explaining it that worth its price.
SEO (Search Engine Optimization)
eBooks
SEO Book: By far the best book I’ve read on the topic. This book is written by Aaron Wall, who’s one of the first 100 “Google qualified professionals” in the world. Even though I’ve been very active in the SEO world for quite some time, this book still contained many great pieces of information for me when I read it. In terms of an introduction and encapsulating a lot of the knowledge, this is probably the one best resource to get. You can find the SEO Book here.
SEO links
Beginner’s Guide to SEO (Search Engine Optimization): The best and most comprehensive free introduction and how-to to Search Engine Optimzation (SEO) I’ve seen online!
Matt Cutts: This is the blog you want to follow if you want to keep up with SEO.
SEO Chat: Lots of articles being continually updated on SEO
SEO Black Hat: Lots of interesting leading edge information on SEO
Adsense
Adsense Links
Problogger.net: He’s mainly about making money through blogging. The good news is that he covers many related topics, from Adsense to other monetization methods. He even talks about other related topics such as SEO, how to generate traffic, etc. Very excellent overall resource.
Performancing.com: Again, very related to monetizing blogs, but very applicable to monetizing any website.
I mentioned it in the course but not here yet, getting information about SEO and website monetization, such as using Adsense, is generally not easily available in one “put together nicely” package. This is why the seminar was created. These are just some of the more common resources I personally use, there are many more. These should at least give you a big head start!
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