Daily Archives: June 21, 2009

Jun21

10 QUESTIONS FOR…Shel Horowitz, “Grassroots Marketing for Authors and Publishers”

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Author interview with Shel HorowitzShelbigsmilefulltorsoGMAPcoverFinalFront

About Shel: “Marketing consultant and copywriter specializing in affordable, ethical, effective methods. Author of eight books, six of them on marketing. I live in a 1743 antique farmhouse on a working farm in Hadley, MA (we don’t farm it but our neighbors have 400 cows).”

1. Tell us about your latest book.

Grassroots Marketing for Authors and Publishers is a comprehensive one-stop collection of ideas, strategies, and examples to differentiate your book in a marketplace with over 400,000 books published a year, just in the US. While it has two chapters on the bookstore system, it also covers many nontraditional ways to market books, including methods to get them bought in quantity. Full of examples of press releases, marketing plans, pitch letters, and much more. Also, when people buy the book directly from me at http://www.grassrootsmarketingforauthors.com, it comes with two extra e-books: How to Write and Publish a Marketable Book, and Web 2.0 marketing for the 21st Century (as well as assorted other goodies).

2. How did you get started as a writer?

I like to say I became a writer because I’m interested in almost everything. I started writing as the token liberal for my high school’s conservative underground newspaper (they ran my stuff with disclaimers!) in 1971 or 1972, and I’ve been writing ever since. I thought I’d make my living as a journalist, but instead, I’ve been running my commercial writing service since 1981.

3. What does a typical day look like for you?

I’m usually at the computer by 6:30 or so, and then I work in short bursts with lots of breaks–mostly because the computer makes my eyes very tired. Usually I mix various tasks during the day, so I don’t burn out on any of them. So for instance, I’ll alternate among my own writing projects, client projects, promotion/marketing, and trying to keep current in the e-mail deluge.

4. Describe your desk/workspace.

It’s messy. Usually there are several piles related to current projects, a bunch of business cards from recent networking events, and of course my iMac. Over on my right I have a shelf with the books I’ve written or those I’ve produced for clients, some basic office supplies, phone, and my credit card machine. The best part of my workspace is the view of the farm and the mountain behind it, and the second-best is the family cat, who is often parked directly to the left of my computer chair.

5. Favorite books (especially for writers)

I have tremendous admiration for skilled novelists. I enjoy Alice Walker, Ray Bradbury, J.K. Rowling, Phillip Pullman, Mark Twain, Barbara Kingsolver, and dozens of others. I can explain how to do pretty much anything, but I have never succeeded with plots and characters. Nonfiction, I tend to read a lot of books on marketing and persuasion, including those by Mark Joyner, Joe Vitale, Jay Conrad Levinson, Dave Lakhani, Susan Harrow, David Ogilvy, Ted Nicholas, Claude Hopkins…and these have made a bigt difference in my 0own writing, especially in the writing I do for clients. I’m a voracious reader, usually have several books going at once. Of course, I’m a fan of my own books too, especially Principled Profit: Marketing That Puts People First–which I think could actually change the world.

6. Tell us 3 interesting/crazy things about you

1. My wife, novelist D. Dina Friedman (www.ddinafriedman.com), and I met at an open poetry reading in Greenwich Village, NYC, in 1978—and it turned out we went to the same high school. There’s a picture of us in my yearbook, next to each other in a crowd of people.

2. I decided to be a vegetarian at age 12, but my mom convinced me (and I didn’t have the Internet to prove her wrong) that I’d stunt my growth. So I waited until I was a 16. Still a vegetarian, as are Dina and the kids.

3. Going to Antioch College, where every three months I was thrown into the outside world and had to find housing, build community, etc. in a very short time before returning to campus three months later–and also being a member of a homestay organization (www.servas.org) for the last 25 years, made me a very good traveler. I can hit a strange city and very quickly figure out where I should go, what I should do, etc.

7. Favorite quotes

“Be ashamed to die until you have won some victory for humanity” (Horace Mann)

“It is a sin to be silent when it is your duty to protest” (Abraham Lincoln)

“Whether you think you can, or whether you think you can’t, you’re right” (Henry Ford)

“From Pacifica, this is Democracy Now” (Amy Goodman)

8. Best and worst part of being a writer

I’m the rare writer who actually loves writing! When I write for myself, it’s a doorway to exploring anything I want, and when I write for clients, it’s a fun challenge to make even dull-appearing subjects fascinating. I’ve had to learn to be temporarily excited about everything from accounting principles (the excitement on that one, I confess, didn’t last long) to water rights in Nepal—whatever my clients need marketing copy for.

The worst part is physical: eyestrain, repetitive stress issues in my hands, and the occasional backache. Alexander Technique, naps, vision therapy, and better glasses have helped somewhat, but it’s still frustrating. I could get SO much more done if my body would play nicely with the computer.

9. Advice for other writers

Sit down and write, stop making excuses. Learn to take advantage of short bits of free time. Back in 1991, I wrote big chunks of Marketing Without Megabucks during my daughter’s brief naps, using a primitive laptop and sitting on the porch while she napped in the playpen; some of these were only 15 minutes before she was up again. I snatched bits of time on the deck of a cruise ship to write the first 10,000 words of Principled Profit, not to mention a very detailed travel journal. Recognize that the NYC publishing process is closed to most people, but you can make a success through other paths (I’ve helped quite a few writers set up their own publishing companies and produce terrific books). If someone asks you to write “for exposure,” say yes when it makes sense and no when it doesn’t. (yes, sometimes it actually does.)

10. Tell us a story about your writing experience. 

A few years ago, I opened my e-mail and found an order for my $8.50 e-book on how to have fun cheaply—from Mark Joyner, an Internet marketing superstar and best-selling author of several business books published by John Wiley. When I acknowledged the order, I added a note offering to send a gratis copy of Principled Profit, which I thought would appeal to him. He loved the book and not only wrote a very nice testimonial but began a correspondence. He asked me to contribute an essay to his book The Great Formula, which I did–and which is one time that “exposure” turned out to be pretty decent pay, as that has led to some very good contacts. Then I asked him if he’d do a teleconference just for the members of my list and the listeners to my radio show, which he did. And then he asked me out of the blue if I’d like the contact information for his editor at Wiley. The result, Guerrilla Marketing Goes Green, will be published next year, co-authored with another superstar, Jay Levinson. That’s another nice partnership related to the deal. I brought Jay in because I thought this was a strong fit with the branding he’d already done for 20+ years, and I knew I could benefit greatly from association with the Guerrilla Marketing brand. Everybody I talk to about this book is extremely enthusiastic and eager for the book to come out.

Where can people buy your books?

I’ve just set up a portal page leading to all my books, websites, blog, newsletters, etc., at http://shelhorowitz.com

Jun21

10 QUESTIONS FOR…Melissa Giovagnoli, author (and founder) of “Networlding”

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1. Tell us about your latest book.MGnetworldingbook

Networlding is all about how to make Malcolm’s Gladwell’s best-selling book, The Tipping Point, work in today’s “Networked World.” It provides a seven-step, proven system (picked up by Yale University for example) for building effective networks that yield accelerated returns.

It helps companies and individuals accelerate goal achievement as it has the science of networks imbedded into the steps. The book is an evolution of another book I wrote on networking and decades of research on effective networking. Bottomline: it’s great for both people looking to grow new business opportunities or new career opportunities.

2. How did you get started as a writer?

I was a writer back when I was in college, taking every writing course I could find. But it was really after I started my own company after law school and trying out a big legal career that I decided what I really wanted to do was to go back to consulting. I was around when computers were first being used and I was able to “catch the wave” of the new world of work  that time brought forth.

I loved people and I loved computers and I also realized I wanted to help people start businesses, so I reached out to my network and found a publisher in Chicago, Dearborn Publishing, who took a deep interest in my first book idea—a resource book for entrepreneurs. That started my writing with my first book, The Chicago Entrepreneurs Sourcebook. That did well becoming one of the top 10 small business books in Chicago the year it came out. From there I just kept writing and now have 11 books out.

3. What does a typical day look like for you?

My day starts with calls from either author-to-be or from my alliance partners who work with me on our various projects. I am licensing out the Networlding methodology and now have five licensees this year having taken on five since January and with a goal to have ten by the end of the year. Therefore, daily, I’ll be working on some kind of support for the licensees, helping them market and develop their Networlding  practice. Our licensees come from all over the country and now are coming from outside of the country, so our conversations with them, by phone, focus on how to market effectively to people and companies in their respective communities to help these prospects understand the benefits of our methodology.

Other days I’ll be speaking at a conference as a keynoter or panelist on social media and networking. I usually don’t travel a lot any more. I try to send one of our virtual partners, first.

My day continues with  requests by email to help someone get a book written and marketed. Now we are growing out our publishing division so my days can also include identifying organizations—especially consulting firms who can really grow their market share by authoring books.

 

4. Describe your desk/workspace.

This is simple, I have a creative room (really!). It’s got a cool red coach and a simple dark oak desk with a Mac G5 on it, but I usually sit on my comfy red coach with my Mac Air on my lap. I just love the Mac Air. I can walk around with it and it is so light it almost floats. With it and a wireless headset, I feel like I am wired to the world.

5. Favorite books (especially for writers)

Great question. Since I do so much book coaching I don’t read as much by other authors on writing books but, instead, do major research on the top-selling books. I analyze what makes those books sell and then try out those strategies with my authors. But I do like Julia Cameron’s, The Right to Write .

6. Tell us 3 interesting/crazy things about you.

1. Everyone thinks I am so brave, but, really, I am as scared to death of doing brave things like calling up CEO’s for new business as anyone else. I just call myself “stupidly courageous.” 2. I know you won’t think this is crazy but in a world where everyone is out for themselves, I really mean it when I say that my greatest goal in life if to win the Nobel Peace Prize for teaching companies how to “do well by doing good.” I would then give my prize money to the foundation I am forming to help disadvantaged kids get better starts in life after college (and right now there are a lot of disadvantaged kids out there). 3. I want to open up an innovation store on Michigan Avenue in Chicago in the current Borders Store that will be going out of business by the end of the year. It’s a crazy dream but for more than a decade I have had a dream to do that and now that retail is dying I believe we should “redefine retail.”

This would look like a store with thirty kiosks leased by innovative companies and inter-connected by what I call “business concierge” who help customers connect with these companies to innovate and buy cutting edge products and services. I don’t know how I will do it but I know I will . . . someday, but it is crazy! At least people tell me it is! Others want to be a part of it!

7. Favorite quote –

“As the world starts to move from a primarily vertical — command and control — system for creation value to a more horizontal — connect and collaborate — value creation model, and as we blow away more walls, ceilings and floors at the same time, societies are going to find themselves facing a lot of very profound changes all at once. “    – Thomas Friedman, The World is Flat

8. Best and worst part of being a writer.

The best part is that you can really create something that makes a difference for many and it can impact people year after year. The worst part for me is that writing can be lonely.

9. Advice for other writers.  

Ask for help, but also ask, “How can I help you? I think the worst thing an author can do is not to ask for help.

10. Tell us a story about your writing experience. 

Having been able to get almost a dozen books published but the most exciting time was when my publisher came to me and asked, “Melissa, what would you like to write next?”

I was able to pitch a couple of ideas and my publisher then asked me which one I would like to do more and I chose the one for which I had a stronger passion. The lesson for me was to turn your relationship with your publisher (when you get one) into a more personal relationship—a collaborative one that enables you to have creative conversations like the one I just referenced. What it took for me to create that was staying in touch with my publisher and learning, also, what types of books he was interested in seeing published.

Where can people buy your book? 

www.networlding.com or Amazon.  Note: If you do purchase a book, I always offer that if you forward me the receipt, electronically to info@networlding.com I will send you a copy of the 100-plus page guidebook that you can use with it to help build a much more successful network.