*****
I experienced an isolated instance at ICRS that highlighted the
bleakness of the biz. I won’t go into detail, but what I came away with
was this thought: I wonder who is writing these books.

I listened to a sermon by my friend JR Vassar who is planting a church in Manhattan. He talked about good trees producing good fruit and bad trees producing rotten fruit. I wonder how many of us are good trees? From what I experienced, I could tend to despair that there are writers who put words to page whose hearts are dark, whose trees are bad to begin with.

I taught at Mount Hermon Christian Writer’s Conference on this topic: It’s what inside that counts.

• Good writing flows from a good heart.
• Redemptive writing flows from a redeemed heart.
• Courageous writing flows from an unafraid heart.
• Humble writing flows from a broken heart.
• Authentic writing flows from a real heart.

We can’t fake it. Sure, we can try to pen important words for important audiences, but if our heart is dark, we’re guilty of lying at worst, pretending at best. I don’t want to be what Jesus accused the Pharisees of being: whitewashed tombs. I don’t want to say deep, pithy words that I don’t mean or I don’t live out. If I do that, I’m enslaving others by my self-appointed rules from the outside in.

Everything flows from our hearts. It’s not so much what we put in that defiles us as what comes out. Consider Jesus’ words: “But the things that proceed out of the mouth come from the heart, and those defile the man. For out of the heart come evil thoughts, murders, adulteries, fornications, thefts, false witness, slanders. These are the things which defile the man; but to eat with unwashed hands does not defile the man” (Matthew 15:18-20).

Jesus is saying that it’s not what we appear like on the outside that defiles us. It’s not our dirty hands, in other words. It’s what’s inside. And eventually, what is inside will be known to all.

I hope and pray the CBA is not full of whitewashed tombs, writers parading around with clean hands and darkened hearts. I hope and pray it’s not all about our own ministry, our own glory, our own brand, our own corner of the Christian market share, our own niche. I pray it’s about honest pilgrims with honest hearts penning honest, life-giving words for the sake His renown, He who is the Author of all words, of all redemptive stories.

And yet, as I write this I am acutely aware of my own sins that parade themselves in front of me shouting mockery. Who am I to write anything? I am needy, terribly fragile at times, self-absorbed. I am one who loves to outwardly shun praise but inwardly relish it. My feet are clay. My heart strays. My words ring hollow. I guess the only true hope for me and other writers like me is the astounding grace of Jesus. And the strength of Him who was perfectly right with the Father. I can only run to His arms when I’m a whitewashed tomb. It’s only He who cleanses me from the inside out, Who makes my words and heart coexist in harmony.

I’m reminded of the simple words, “Behold the Man,” spoken by Pilate in John 19:5. Jesus stood, nearly naked, yet wrapped in a mocking robe and a slicing crown. His outside was not lovely, at least by human standards, but his heart was perfectly clean. He, bloodied, stood as the embodiment of authenticity. I wonder how many of us are that willing to be seen as we are. I wonder how many of us would pull the robe defensively around our souls, afraid to show what is inside? I know I’d be afraid.

So, yes, we should strive for authenticity from the inside out. Hiding emaciates our prose. I pray, especially as I write this, that we’d be ready to hear, “Behold the writer,” whispered by the scarred Savior, who bore our evasive and hidden sins on the tree. And that we could stand covered in the robe of His grace, ready to share the story with the world.

Is your Marketing Strategy: New & Improved…Tried & True… or Old & Tired…?

Recently, Christian Retailing featured an article on “Self-publishing”. It outlined new developments and statistics and included highlighting some “big brand name” publishers who have become involved in self-publishing. And, predictably, it quoted some quite overused and outdated arguments against. But, one quote that stood out to me was a quote from a respected industry agent (and friend) regarding sales and distribution,

“I think the chances of those books actually having a very effective distribution channel [into retail bookstores] are very slim.”– RG, Christian Retailing Dec 7, ‘09

First of all, I have to respond by saying, that I highly respect the very essential role of agents in the publishing process. But, that said, it must also be understood that good agents are good at selling books to publishers. But, even good agents don’t generally participate in the actual selling process into the “real marketplace”.

And, that statement also caused to me to reflect on an industry “trend shift” that is not readily perceived and often overlooked.

Books are sold in bookstores right? Well, about half of them are…

“52% of books are not sold in bookstores. They are merchandised [directly] via mail order, online, in discount or warehouse stores, through book clubs, in nontraditional retail outlets, etc.” “The worldwide book market is almost $90 billion, and every year [more than] half of those sales are made in non-bookstore markets such as museums, schools, libraries, warehouse clubs, catalogs, book clubs, book fairs, and to corporations, among many other markets.” –  http://BookStatistics.com, Para Publishing – http://bit.ly/14nOAF

Bookstores are now “a sales channel” and, are now not “the only channel” for book sales. And, selling books to the “traditional retail channels” is likely not the most profitable way to sell books – especially for a smaller publisher or new authors. For most, the required “sales hoops” that must be jumped through are simply insurmountable. This includes high discounts, expensive marketing and merchandising programs, and a high percentage of returns. And, all of that is done for a very short “selling window” – usually 3-6 months.

Another whole discussion involves the very definition of “what is a published book?”–it’s many forms and formats that are now available–and the related new emerging sales channels.

So where/how do I sell my books?

The most basic and fundamental objective of  marketing is connecting with the right audience–that is introducing a product, solution, or service to those that are most likely to benefit.

Developing a productive author platform that engages and develops relationship with the intended audience is essential.

The good news is that there are now many ways to connect to your best audience – that is to directly access your intended niche market -  and common interest affinity groups.

The Online Trend: Building an “Author Brand” with Social Media Marketing

Develop a Social Media/ “Web 2.0″ strategy for building & expanding author platform on established associations, identity, and audience.

1. Develop integration process for EVERYTHING – create a sales “funnel”
2. Drive target audience to a specific direction/destination – author website and ecommerce page(s).
3. Use all web 2.0/social media priority “standards”: Facebook, Twitter, Blogging, Youtube, LinkedIn, and bookmarking sites such as Digg.

Purpose Objective: build a following – a “Tribe”

“A tribe is any group of people, large or small, who are connected to one another, a leader, and an idea. For millions of years, humans have been seeking out tribes, be they religious, ethnic, economic, political, or even musical (think of the Deadheads). It’s our nature.” “Now the Internet has eliminated the barriers of geography, cost, and time. – Seth Godin, Tribes

“If you are an author, your tribe members are your readers—or, at least, that’s potentially true. The only question is whether or not you will become the tribe’s leader and equip them to communicate with you and with one another.” – Michael Hyatt, CEO-Thomas Nelson

Recommended reading:

Beyond the Bookstore: How to Sell More Books Profitably to Non-Bookstore Markets (9781594290022): Brian Jud

Tribes: We Need You to Lead Us (9781591842330): Seth Godin

Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust (9780470743089): Chris Brogan, Julien Smith

Related Links

• Are you a trust agent? Do you need to be? (myventurepad.com)
• The Power of Tribes on Blog Talk Radio (theimuniversity.com)
• Julien Smith – Social Capital and the New Tribe (andreavascellari.com)
• Reach Matters – Even In Social Media (socialmediatoday.com)

Many industry insiders say that the traditional publishing model is broken. The speed of change taking place in recent years proves that even if it’s not broken, it is definitely evolving. And while those waves of change have and will continue to upset the status quo, the companies and individuals who recognize the inevitability (and potential benefits) of change will find creative ways to adapt and stay ahead of the curve. Those who do this well will keep the needs of their customers in mind and always partner innovation with integrity.

I love the concept of innovation: to create or introduce a new idea or method. Of course, those who lead in innovation will inevitably attract criticism and resistance from those who fear change or like things “the way they are”.  Thomas Nelson’s CEO Michael Hyatt is highly respected in the industry for his innovative leadership style combined with integrity; that combination has led Thomas Nelson on as one of the most successful Christian publishers in the world. Hyatt has also attracted criticism from some lately for his company’s recent bold move into self-publishing.

He posted a thoughtful yet animated response to this criticism on his blog on Friday: Why Agents May Be Opposed to Self Publishing. In the post he examines the three most common arguments leveled against self-publishing by “the guild”, or those within the industry. He also points out that over half the books published in the United States are self-published and that the reason people (especially agents) lash out against the approach may be because they feel threatened by a disruption of the status quo. Interesting, no?

Hyatt concluded his post with this reality-check on the inevitability of change, challenging everyone in publishing to examine how they might be dragging their feet instead of taking steps forward:

“As a form of user-generated content, self-publishing is a disruptive force that isn’t going away. It is arguably the fastest growing segment of publishing. It will ultimately impact everyone in traditional publishing. As a result, publishers are having to change and so are authors. Maybe it’s time agents took a hard look at their own business model and asked how they can add value in the new publishing economy.”

We at D.C. Jacobson & Associates agree with Mike that the “traditional” business models need to be re-examined. Our company was, after all, founded on principles of innovation and integrity. When Don Jacobson sold his successful Multnomah Publishers to Random House in 2006 and asked himself how he could continue adding value to the industry he loved, he saw the need for a new kind of literary agency.

While our primary focus is placing excellent books with royalty publishers, our growing team of specialists is passionate about contributing to the production and promotion of life-changing messages on multiple levels. Together we offer our clients the highest quality of service in three distinct but complementary branches:  Author Representation, market-informed Literary Consultation , and Publicity Campaigns & Consulting. The community at BelieversPress is a great example of vision and values, which is why we love working with them.

Some who prefer things “the way they were” have taken shots at us; maybe they’re the ones Mike Hyatt’s blog post is speaking about. We don’t listen to them; we listen to the success stories of our authors and publishers. We will continue to look ahead and innovate with integrity. As the saying goes, “keep your heart pure and drive on.”

QUESTION: What do you think about the changes you see taking place across the publishing industry?

“…our modes of communication and expression take place within the framework (of an increasingly complex technology) and are increasingly shaped by it … the task … in this situation becomes neither the meaningless rejection of technology nor the equally meaningless affirmation of technology, but to try to see where technical and technological thinking, with no other principle but itself, must lead us; and whether some countervailing mode of thought may not be called for.” —Barrett, William, The Illusion of Technique, (Anchor Books: Garden City, New York, 1979) p. 230″

I was just going through my email — clearing the box — while having coffee at one my favorite local community coffee shops (as is my morning ritual). As I read the message (excerpted below) from a new client, it occurred to me that his request contained something that I have been pondering all last week… how do you really “use” social media?

Well, first of all, to “correct myself”, one doesn’t “use it”… one participates… it is simply a conversation. Use beyond that, can quickly just become annoying noise.

Recently, I have been more than impressed and humbled by being able to participate in personal and direct messages and conversations with the likes of Chris Brogan and Danny Brown. These guys (”guys”… they are figurative “giants” really! -personable, nice, “gentle giants”, but giants nonetheless) …find a way to organize their daily lifestyle, moments… precious time to directly answer and converse on a personal level with many, many people… constantly… every day….

It is after all “Social Media”. They literally have 100’s of thousands of “followers”…but, somehow they find a way to “have the conversation…” And, this is what I find to be most impressive and confounding… and, am observing to be the “Secret” to theirs and others like themselves’ success.

I like many, am still learning and trying to figure it out? I suspect and am also learning… that part of it is just to relaxing into the practice…. that is… one must “just be”… and become a willing and calmly active participant in the happening… In other words, don’t “try” so hard…

One thing that is certain and very obvious… The example and model is there — being personal is not optional!

My email conversation:

“Hi Jay,

I apologize for my confusion….I’m not the “brightest bulb in the box” when it comes to Facebook…or computers!!

Can you give me an idea of exactly what to do with each of the names and addresses you gave me? Once I understand it I will never forget..it’s just….understanding it??

Maybe just take one of the addresses like ______and tell me step by step how to get them on my Facebook?

Sorry for the request… but computers and I have not been very close friends….arrrggghhh!!!

Thanks Jay – For Everything!!

========================================

“J,

-no worries… and, I strongly disagree!

You are refreshingly one of the “brightest bulbs” that I have met in a long time…

I am thankful to be in the company of the likes of you, L, and “Dr. Pat”!

re Facebook

You are naturally very social, so once you get “it”…the learning curve will be short…

Think of “it” as just talking…having a conversation…

-that is the true heart of “social media”…

-there is a lot of “noise” out there as “marketers” try to flatten the learning curve…

-and, many are mistakenly just applying old practices to the new medium (including me…I have been guilty…)

…but, this one… “Social Media” is different…

…and, alas, I blab…

one step at a time…

step 1: simply “join”…ask for a “friendship“, become a “fan”, or join the “group” -whichever applies…

step 2: introduce yourself

step 3: join the conversation…or start one…

step 4: post “helpful links”… items of “mutual interest” and incl your own…

step 5: coming soon…. “Earning the right to ask a favor…”

HAVE FUN!!!

: )

Jay

Some other tips for using Facebook

Of course variations of these can be done on other social media platforms… please comment below and I will respond with more suggested ideas…

Add to your page

• Your bio
• Description of your book
• Include your contact information (website, blog, twitter, MySpace, LinkedIn, Biznik information)
• Join one of the many groups for writers and authors and be active!
• Include a graphic of your book cover
• Invite friends to review your book and post comments
• Add a Shelfari widget and showcase all of your books or books by other authors you support
• Create a virtual bookshelf with your books
• Post updates about your book to the blogs and comments sections
• Invite other authors to be your friends, build your network

You must ask yourself and answer the question, “…why do you want to be published?”

Some feel called to educate and inspire, while some want to “entertain” and tell a story, either fiction or non-fiction. And, the different callings and writer desires can combine to accomplish both.

What is the objective of your writing? Who will benefit?

I work with a lot of very successful professional speakers/authors, and over the years, the most common mistake has been for them to want to “rush too quickly to write and get published”… and, without having asked and answered those most fundamental of questions:

What is the reason and purpose for me to be a published author?

• it is my ministry and calling?
• to help expand my brand?
• to provide lasting value and impression?
• to create an additional income?
• to increase my speaker’s fee value?

What will the reader take away as the value from my book?

How will that help my ministry and/or business? How does this book reflect my personal mission and objectives?

And, once answered, how do I get this done?

See Also: How do you write a book or novel

2. You need to be informed

• Do your homework – “flatten” the learning curve as quickly as possible.
• Do the advance work to understand the “basics”– outline your plan for writing, marketing

Basic publishing elements

1. Editing/Formatting
2. Packaging: Creative Design: Cover, Layout, Illustration
3. Production: print options – POD/Digital, offset, ebooks, ebook platforms
4. Registrations
5. Considerations of Setting-up Small Business
6. Pricing, Distribution, Fulfillment
7. Promotion, Sales, Market Placement
8. Social Media Marketing – Online Network Management
9. Online Presence, Search Engine Visibility Development
10. Experience: Do’s & Don’ts

Related Links:

• Sell- Marketing yourself and your work, promotion and contests
• Writer’s Digest – 101 Best Websites for Writers
• 100 Free Tools to Write, Publish and Promote Your Own Book
• 5 Advanced Social Media Marketing Strategies for Small Businesses

3. You need a platform

“Platform is a big word in publishing. Seriously, it’s a critical component of getting a book sold. It’s so important, in fact, that many experts recommend that you start to build your platform long before you’re ready to submit your book for publication. What is an author’s platform? It’s what helps sell your book. An author’s platform is the way you reach readers. It’s a network, and it’s notoriety. It’s exposure.”
- Lolaness, Build an Author’s Platform: It’s How to Sell Your Book

“10 simple steps that will take your visibility from zero to standout in a short time, while also giving you ample opportunities to flex your expertise, carve out your niche topic and connect with your audience.”
Christina Katz, Writer’s Digest – How to Build a Marketing Platform

4. You need a plan

The strategic plan is tailored and built upon the idea of developing a niche strategy focus, from the author’s identified platform and intended audience. Its goal is to direct focused efforts toward the right audience for initial sales and ongoing sell-through.

“…the publishing business is all about marketing, and it’s certainly true that books don’t sell themselves. However, there’s a caveat to the idea that anybody who can market books can start their own publishing house, and it’s that you need a business plan in place that will allow you to make a profit on the books you sell.”

-Morris Rosenthal, Self Publishing: Starting Your Own Publishing House

5. You need help

Fortunately, there is now a “one-stop resource” that you can enlist help from! – The BelieversPress Community.

“BelieversPress is a gathering of Christian authors and an elite team of Christian publishing professionals collaborating to bring the message God has placed in authors’ hearts to touch the lives of millions.”

• If you’re serious about your book, hire a book mentor to coach you and to help in coordination of the publishing process.
• Educate yourself, by engaging and asking a lot of questions, and sharing your own experiences with the group.
• Engage with and enlist help by hiring from the variety of related services of the community.

6. You need to execute your plan

The plan should identify:

• industry professionals and interest “affinity” groups
• spheres of influence, building “word of mouth” viral campaigns
• special sales markets – beyond traditional bookselling/bookseller strategies
• emerging markets to develop new market channel opportunities
• select bookstore markets and current bookseller relationships

The developed plan will detail:

• Focused Research of Audience Demographics & Psychographics,
• Indentified Branding Objectives,
• Writing Schedule,
• Production Deadlines
• Package Planning ,
• Tactics for Promotion & Marketing,
• Sales, Market Placement, and Distribution.

Summary

For independently published authors, there is a lot of advance work that must be done by the author and, their “team” can be of immeasurable value, if they are fortunate to have one as in “the BelieversPress Community.

It is the “same” work and objectives that both traditionally published authors or independently published authors must accomplish.

The traditionally published authors would seem to have an edge as a result of having a “bigger machine” backing them.
-but, based on current sales results, the real effort and scaled back resources of brand name companies are being used to mainly push the “A list” level authors.

Bottom line, whether traditionally published or independently published, authors must take a very active role in promotions of themselves and their work. Those who expect to “just write” and let others “carry the load” will likely not be successful going forward.

Yes, advance planning, and taking part in marketing and promotions can be quite an investment of personal resources…difficult, time consuming… exhausting even… but, the rewards are being able to share your unique message with others, building and enjoying enduring reader relationships, seeing your dreams and passionate objectives become a reality…

…and of course, it is nice to be able to buy groceries…

“… authors who survive will be the ones who find ways to authentically grow their platform and meaningfully reach their readership.” “Communities will decide what books are worthwhile, and communities won’t have ego-filled judgments. Publishers will always be giving their authors one thing that is hard to come by: a measure of instant credibility. (That is: Someone thought this was good enough to take a financial risk on.) In good scenarios, there is also collaboration: to make a good book a great book. But soon, communities will have as much power as publishers to decide what books deserve attention.“
- Jane Freidman, My Big Rant on Self-Publishing, Writer’s Digest

If you’re trying to market your book, don’t worry about the technology, worry about the humanity. Social networking has a lot to offer (and a lot to overwhelm you), but the most important thing it offers is connection to other people. Connecting with people is the most important thing you can do online. It’s not about pictures, links, videos or groups—though those things may help you—it’s ultimately about connecting with people.

Connect with a person and they’re more likely to be interested in the book you’re trying to sell. If they like your book they’re more likely to tell other people if they’ve connected with you the author. Even though it’s a digital world, the personal touch is what matters.

Don’t view the online world as a convenient way to mass broadcast your message. Look at it as an easy way to connect with one person at a time.

Don’t view the online world as an efficient way to amass numbers, be they followers, friends or connections. Look at each number as someone you need to personally engage.

Don’t view the online world as an easy way out. Marketing your book takes time with individuals, and that’s true in the real world as well as the digital world.

That’s what social networking is really about—the people.

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Reinventing the Publishing Process

BelieversPress unveils a New Publishing Option at Christian Book Expo

Dallas/Ft. Worth, TX-What does it mean to be a Christian author?  Many writers have important messages to deliver and unforgettable stories to tell.  Unfortunately, the traditional publishing model can fail to meet their needs or simply weed them out.  At the first ever Christian Book Expo (Dallas Convention Center, March 19-22), BelieversPress is announcing a new way for any Christian author to publish a book.

The vision for this new publishing venture is the creation of an innovative group of Christian publishing professionals including a team at Bethany Press. Traditional royalty publishing, vanity publishing, and subsidy publishing all control the author’s work in some way, from the choice of a title or cover art to ownership of the ISBN or the art work.  BelieversPress grew from the idea that when a book bears an author’s name, that author should have control of the publishing process.  Through the collaboration of an online cooperative community of Christian authors, service providers, and small ministries, BelieversPress is reinventing the way publishing is done.  Authors or future authors can join the community at www.BelieversPress.com.

“We created BelieversPress to give authors total ownership of the publishing process and the ability to access a full range of Christian publishing talent and services.  Our goal is to make publishing simple and affordable,” John DePree, president/CEO of Bethany Press says.  ”As Christians, our foremost passion is to create an authentic community where we serve each other.  We want to see the message God has placed in the hearts of authors shared with a world which desperately needs that message.”

BelieversPress offers would-be independent authors access to professionals with extensive experience in the Christian publishing industry.  Authors pay only for the services they need.  The author is free to choose the service provider, and because the prices are all-inclusive, there are no surprises.

BelieversPress offers a full selection of publishing services including:

• Editorial–both basic copy editing and more substantive editing
• Design–custom and template cover designs, typesetting
• Print–direct access to Bethany Press, the same major Christian book printer that produces 30% of the Christian book industry’s best-selling Christian paperback books
• Distribution–access to the services of STL Distribution through a simple book distribution program tailored to the needs of authors, ministries, and publishers
• Marketing & Publicity–connections with marketing and publicity professionals who also serve the mainstream Christian publishing community
• BelieversPress Marketplace–no-cost web page and e-commerce book sales

Because BelieversPress is not a publisher, they will not retain any rights whatsoever to the author’s work.  All the profits are the author’s to keep.

A portion of the proceeds from BelieversPress empowers Bethany International to train and send missionaries around the world to share the amazing love of Jesus with those in need of Him.

Visit the BelieversPress booth (#321) at CBE, a new consumer-oriented book event to be held March 19-22 in Dallas, TX.  This event, a first for ECPA and the first Christian book fair of its type, will bring together publishers, authors, and consumers.  You can pre-register at www.christianbookexpo.com.

John DePree is available for interview or comment on this new venture and the changing needs of publishing in today’s economy.

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