Th e M a r k e t i n g M a g a z i n e F o r E n t r e p r e n e u r s , Bu s i n e s s L e a d e r s a n d I d e a - M a k e r s
$4.99
S pring
2011
Moving on up:
Advantage announces plans to move into the Advantage Center, its new 10,000 square foot, state of the art headquarters
The Dawn of E-Education:
Online education offers authors and experts a new informational channel
Are you experienced?:
While all book designs are different, creating a reader experience is the goal
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AuthorAdvantageMag.com A publication of
In this Issue... 8 Baseball’s Barnum
You can never strike out if your pitch is all about fun. Just ask hardball marketing legend Mike Veeck. By Brooke White
6 Speaking Volumes
Keith Harrell was an inspiration to many. Thanks to his legacy as a speaker, he still is. By Yolanda Harris
DEPARTMENTS
7 Cover Stories
Art is subjective, but when it comes to your cover, the reader experience is the objective. By George Stevens
7 Let's Talk About You
Adam’s Advantage: 4 A look at the Advantage Center, Advantage’s new headquarters.
Advantage Activity: 5 New releases, best sellers. Author Spotlight: Tom Watson
Advantage People: 11
It always helps to have someone dot your I’s and cross your T’s. By Brooke White
12 Course of Action
JNL, alpaca socks, and masterminds: it’s Spring 2011 in pictures.
Your Advantage: 14 Networking is a must; why not let your book do the legwork?
Most experts could teach a class on their topic. Why not do it by tapping into online education? Here are the top 5 reasons online education is one of the hottest new opportunities available to authors and experts... and how you can profit from it.
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ADVANTAGE MEDIA GROUP
Publishers of Business, Motivation, and Self-Help Media
843.414.5600 advantagefamily.com authoradvantagemag.com advantageravingfans.com Follow:
CEO
Cr eative Director
Contributing Editor
M ark eti ng M anager
Adam Witty
Kim Hall
Yolanda Harris
Brooke White
Editor & Ar t Dir ector
Ad Director
Web Editor
Edi tori al Di rec tor
George Stevens
Alison Morse
Seth Rubenstein
Denis Boyles
Advantage Magazine Issue 14 Spring 2011 © 2011 Advantage Media Group. All rights reserved. Trademarks used by permission.
S P R I N G 2 0 1 1 | A D VA N TA G E M A G A Z I N E | 3
Adam’sAdvantage Enter Legend | Grand opening October 2011
S
ince our inception in July 2005, Advantage has been headquartered in a tight (I like to use the word “cozy”) office suite one block from the Charleston Harbor. It has been a great space, but not scalable to accommodate our continued growth. We are almost bursting at the seams, crawling over each other just to leave our desks. Like the Jeffersons, Advantage Media Group is moving on up! I am proud to announce the groundbreaking of Advantage Center, Advantage’s new 10,000 square foot, state of the art corporate headquarters in beautiful downtown Charleston, South Carolina. In October, only three words matter. “I Was There.” Slated to “soft open” in July 2011, Advantage Center will be the new hub of Advantage’s growing operations. When we began working with our architect and general contractor, we had an ambitious mission - to create a remarkable work space that would be memorable and distinct for
team members, clients, and visitors. We envisioned a floor plan and overall design that would facilitate collaboration, creativity, and productivity. Because most Advantage clients come to Charleston for in-person visits and workdays, it was imperative that we make our clients feel comfortable about being a part of the Advantage Family. From the first meeting, our mission was to make this facility better than others, a building that all would be proud of. We knew that Advantage Center would be an important marketing asset for our organization. You’ll see for yourself. When you tour Advantage Center, you will notice different “features” in the building. These interactive exhibits tell the Advantage story in a meaningful way. One exhibit discusses Advantage’s Core Purpose. A second exhibit is dedicated to Our People, telling the stories of the individuals that comprise the Advantage Team. Another exhibit features Advantage Clients with an interactive video screen map in which you can find every Advantage client around the
globe. Another exhibit shares our history and the remarkable story of how Advantage came to be. In addition, every private office, conference room, and area of the office is named after a client or corporate partner. Sports venues have “naming rights” – why not your office? Your workplace should be a marketing asset. When a client visits your place of business, it is your job to make sure they leave with an even better impression then when they first arrived. Come on down for a visit, and put us to the test. You’ll be glad you did.
Adam D. Witty, Chief Executive Officer awitty@advantageww.com
GRAND OPENING OCTOBER 15
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AUTHOR S PO TL IGHT
AdvantageActivity Man Shoes Tom Watson
www.yourbetterlife.com

New Releases
from Advantage Authors Now Is Your Time 9 Steps to Reaching Your Full Human Potential Robert Lemon
A survivor of child abuse, upheaval and 13 foster homes, Tom Watson learned at an early age to overcome
136 pp.; softcover; $19.99
adversity. Rescued at the age of five by the Watson family, he found new hope and love that healed his deep physical and emotional wounds. Encouraged by a community of
Your Possible Life
supporters, Tom learned vital lessons
How to Build the Life of Your Dreams
in patience, perseverance, laughter
Kathy Murphy, Ph.D.
and tradition. Years later, these
226 pp.; softcover; $14.99
lessons would be put to the ultimate
Tom Watson is the Founder of Your
test as Tom faced heartbreaking
Better Life, a company committed
losses that threatened to destroy
to empowering people to achieve
him. Man Shoes demonstrates that
greater success and live better,
new beginnings are possible at any
more fulfilled lives. He and his lovely
stage of life, no matter the obstacles.
wife Kathy are the proud parents of
This story is an important reminder
three sons, Brad, Kelly and Jordan.
that we can live a better life and
Tom and his family live in Surrey,
influence others to do the same!
British Columbia, Canada.
Making a Difference A Matter of Purpose, Passion & Pride Steve Gilliland
192 pp.; hardcover; $19.99
Advantage Best Seller List: March 2011 Title
Author
Price
Format
1
College Survival & Success Skills 101
Marianne Ragins
$16.99
Paperback
2
Jolt!
James Billmaier
$22.99
Hardcover
The 10 Things Women Must Know to Eliminate Back Pain and Look and Feel Younger
3
Living Proof
Lucas Boyce
$16.99
Paperback
100 pp.; softcover; $11.99
4
YOU Plan
Michael Woodward
$14.99
Paperback
5
When a Child Struggles In School
Tom Jenkins
$13.99
Paperback
6
Mind, Body & Soul Diet
Jennifer Nicole Lee
$26.99
Hardcover
7
Strategy to Action in 10 Days
William Seidman and $15.99 Michael McCauley
Paperback
8
Charleston From Above
Frank Glenn
$39.99
Hardcover
9
Enjoy the Ride
Steve Gilliland
$19.99
Hardcover
10
Just Say No to Cardio
Craig Ballantyne
$11.99
Paperback
Good Back, Bad Back
Dr. Scot Gray
Talk Tools
35 Proven Fun & Easy Tools to Improve Your Relationship Burrow Hill 206 pp.; softcover; $16.99
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SpeakingVolumes with Yolanda Harris
The Power of Your Craft | A dedication to Keith Harrell
Y
ou have heard of great speakers: Tony Robbins, Joel Osteen, Brian Tracy and Zig Ziglar, among others. There are also those whose names may not be as familiar to you, but who have had a major impact on our industry and on those who have heard their message. I am speaking of my good friend Keith Harrell, a man who lived to speak and who worked passionately at perfecting his craft.
Speaking is a gift; developing this skill and learning to run a successful business is what one does to reach success and touch as many people as possible.
To use it to its utmost, the craft of speaking must be refined and practiced daily. Keith Keith’s message lives believed if you love what you do and you on because he practiced work to perfect it and his craft daily and took share it with others you can be as successthe time to perfect his gift. ful as he was!
There are no boundaries Keith Harrell passed Not only was he one away recently, and he for those who choose to of the most successful will never be forgotten. I speakers financially, put in the time to craft the was reminded of him on he was also a blessed a business trip I took last speaker for all the month. I checked into a people he touched. As hotel where I was greeted by a woman with a smile who said, “Good morn- with this woman, he made a difference in the ing!” I replied “Good morning! How are you?” lives of everyone who heard him. She answered, “I am SUPER- FANTASTIC!” Work your craft and perfect it daily: you never The phrase was Keith’s trademark slogan. know who you will reach through your mes-
gift of speaking.
I smiled a big smile as I knew in that moment this great man had changed someone’s life for the better. She had heard Keith speak and would never be the same.
A note from Seth
Advantage’s in-house tech guru There’s been plenty to be excited about in the interactive department lately. For instance, we rolled out Advantage’s new and improved website in March. You’ll find news items, pictures, videos and information about each of our services. You can even read a digital edition of this Advantage Magazine! And while you’re there, you can check out the newest episode of Author Advantage on Advantage Television. Take a look at the screen captures of the new site over to the right–or check out the real thing at www.AdvantageFamily.com. 6 | A D VA N TA G E M A G A Z I N E | W W W . A U T H O R A D V A N T A G E M A G . C O M
sage or how they will pass it along. Your audience could inspire others to success and greatness, from just a few powerful words that you speak.
A lasting legacy: Because of his commitment to the craft of speaking, Keith Harrell’s message lives on through the people he inspired.
Keith’s message lives on because he practiced his craft daily and took the time to perfect his gift. There are no boundaries for those who choose to put in the time to craft the gift of speaking. Yolanda Harris is President of The Keynote Group (thekeynotegroup.com) and The Business of Speaking. We would like to hear from you! E-mail us your questions at speaking@thekeynotegroup.com
CoverStories with George Stevens
Are you experienced? | The right design can create an engaging atmosphere for your readers
I
n every issue of Advantage Magazine, we dedicate a generous number of column inches to the topic of book design. Why? Because we know that one of the ways you and your readers will judge your book is by the cover – and the clean design of the pages between those covers. In fact, every element of the packaging and layout visually represents the message of the words contained therein.
they’re taking part in a singular experience. This starts with words and voice, but it’s crystalized by the visual properties of the object itself. A well-designed book is like an unforgettable conversation..
If you think there’s little a design can offer beyond basic visual appeal, think again. There’s a greater goal here that some authors overlook. Throughout the process, your graphic designer is attempting to cultivate a reader experience. When a reader sits down with your book, they should feel engaged–like
Specifically, the design can offer the peripheral details that will make that reader experience enjoyable and, more importantly, memorable. Every element that comprises your design—colors, shapes, images, fonts—can create an atmosphere that can make a reader feel drawn in and comfortable.
A book is a little like a restaurant. People come for the words but stay for the atmosphere – the design of the pages and the artfulness of the cover. A bad design is like serving good food on a dirty plate. The experience is awful.
Let's Talk About You with Brooke White Making Books Shine | Advantage’s editorial excellence is unique among custom publishers
A
s a creative person, you might like working alone. But sometimes, it can help to have a friend and ally, especially when it comes to crafting a manuscript.
At Advantage, the editorial process is collaborative. Each of our books is guided by an experienced project editor who works closely with each author under the supervision of our Editorial Director. All of our editors are seasoned publishing pros who often also work for major American trade book publishers. Their role is to boost the salability of your idea, improve the substance of the material, and, ultimately, suggest ways of improving the style and structure of your manuscript. As Advantage’s Senior Edi-
tor, my job is to make sure the book is edited to reflect your wishes by working with you as a liaison through the editorial process. Our goal is the same as yours: to produce a book that expresses your message and addresses your target market. The words and the writing will be uniquely yours (although some authors elect to have us appoint a ghostwriter to help carry some of the load). While we’ve pioneered the authorcentric approach to book creation, the editorial processes at Advantage will sometimes require some thoughtful work on your part, too. Most of the books we publish go through at least one of three quality-driven editorial stages: Developmental Edit: The primary purpose of a developmental edit is to structure and organize a manuscript to create a solid rough draft, one that can be examined to make sure all the things you want to say are present and
The best way to achieve this is through consistency. Are shapes and fonts from your cover reprised in the interior layout? Is your design establishing a definite style that continues from the front cover to the back cover and on through the interior?
If you think there’s little a design can offer beyond basic visual appeal, think again. There’s a greater goal here that some authors overlook: cultivating a
reader experience. Remember, your book is your chance to create an experience the reader won’t soon forget. All the more reason why you shouldn’t forget about it either. As staff designer at Advantage Media Group, George Stevens has designed dozens of successful books and other publications. He’s also the art director of Author Advantage magazine.
in the order you want to say them. Every book is unique and requires individualized attention to detail. Your editor will bring these areas to your attention in this round. The developmental edit is a very rough first draft of the finished product, and will afford you the opportunity to broaden or alter the scope of book. Line Edit: During this critical phase, your editor will address the stylistic, mechanical and thematic problems inherent in every manuscript. The narrative arc of the manuscript is polished in a line edit, and issues of voice and language are addressed to bring a shine to the work—and move it one step closer to publication. Copy Edit: No manuscript should be sent to into pre-press production without a copy edit. All Advantage titles are given a professional copy edit by an experienced trade book editor. The copy editor is looking for technical issues regarding spelling, punctuation, grammar, terminology, and other issues of style. If you want help along the way, please feel free to reach out to me, your in-house Senior Editor. I’m here if you have any questions whatsoever. Brooke White is Advantage’s Senior Editor and Marketing and Publicity Manager. S P R I N G 2 0 1 1 | A D VA N TA G E M A G A Z I N E | 7
by Brooke White 8 | A D VA N TA G E M A G A Z I N E | W W W . A U T H O R A D V A N T A G E M A G . C O M
M
ike Veeck is a name synonymous with fun at a ballpark. He’s a third generation baseball man, the son of legendary team owner Bill Veeck, a Hall of Famer, and a man known for injecting a little fun into the national pastime himself. Like his father, he has worked his entire career to make baseball more fan-friendly. His trademark slogan: “Fun Is Good”–is also the name of his book. What started as a simple program born in the minor leagues several decade ago by Bill Veeck, is now a powerful message used by Mike Veeck to inspire others and keep his own team in the game. Veeck is a part owner of six minor league baseball teams and a consultant for another. He has worked for the majors as well, including stints with the White Sox, Marlins, Tigers and Rays. He was recognized by Baseball America as one of the 25 most influential people in baseball in the last 25 years in 2005. But always careful never to take himself, or life, too seriously, his business plan starts with those three little words. Fun Is Good is a philosophy, more than a marketing plan – a culture, a way of life, and as Mike says, “Simply sound business.” When people are actually having fun at work, and enjoying what they are doing, he says, profitability soars. The philosophy has transformed money-losing
teams into multi-million dollar businesses. And the Fun Is Good mentality has the power to transform lives beyond the bottom line. In cahoots with his business partner, film funnyman Bill Murray, Veeck is constantly pushing the limits of hilarity to put the fans’ fun first. Inc. magazine calls him the “Barnum of baseball” who has “spent the last 15 years reinvigorating the once-languid landscape of minor league baseball into a vibrant, profitable enterprise.” That’s hard to deny. Some of the goofball promotions he has run include: • Disco Demolition Night • Free Vasectomies on Father’s Day • Nuns that give massages in the stands • Pregnant women get in free on Labor Day • Groundskeepers drag the infield, in Drag • Pigs delivering baseballs to the umpire • Inflatable bats with Viagra printed on them • Cross-dressing dog mascots Now, Mike is carrying out his father’s appreciation for the absurd with a new
twist: charity. The impetus for this was personal. Life changed for Mike Veeck virtually overnight when his daughter, Rebecca, was diagnosed with retinitis pigmentosa eight years ago. The disease is slowly robbing Rebecca of her eyesight, but it has giving her father a new mission: to use fun not just to make a profit, but to make a difference. Mike’s six teams have already raised more than $1 million by counting runs, hits and errors and donating to various charities. It’s one thing to provide a fun time at the ball field, but what if everyone associated with his organization simply gave time? In a recent initiative to change people’s lives, Veeck’s staffers now donate one full work week a year annually to a charitable cause of their choosing. The contribution of someone’s time is virtually incalculable in terms of making a positive impact on another person’s life.
As Veeck told a reporter, “If we spend more time doing things for other people, volunteering our time, putting our money where our mouth is, we prioritize in the workplace a lot better. My hope long-term is that these folks will go out, hither and yon, and will spread the word.” Whether it’s mentoring a child, or reading to the elderly or driving someone to and from an appointment, the effects are numerous. The volunteers are creating a name for Veeck’s teams in their respective communities and fostering crucial bonds. And of course, the volunteers represent the element of fun that is always present in Veeck project – fun that is infectious, contagious, necessary, and ultimately healing. He is constantly looking for new and whacky ways to benefit the lives of others: both professionally and personally. Brooke White is Senior Editor at Advantage Media Group in Charleston, SC, one of the communities where Veeck’s touch is felt. The Charleston River Dogs opening night is April 15, 2011.
Fun is good: Whether he’s working, playing or volunteering, Mike Veeck makes fun a priority.
Fun Is Good – and answers are, too.
We tossed Mike Veeck a few questions and got some fast answers, high and inside. 1. Marketing concepts like “outrageous” and “fun” seems pretty cosmic. Do you have to have a “fun” product at the center of the marketing effort, or can you apply the marketing idea to things like health care and dentistry? You don’t have to have a fun product, but you do have to have to have fun marketing. Dentists’ offices are perfect. Real art, great music (not Muzak), magazines – and a greeter along with real plants make it homey and soften your experience. 2. How do you empower employees to carry the banner for “fun” as part of their work? Reward people for great ideas, innovation and what we like to call “restraining order customer service.” Meetings should be inclusive. Closed doors should be forbidden.
3. If you’re an entrepreneur, how do you apply something like “fun” to 410(k) plans and dress codes?
6. Is there a risk asking company leaders to put “fun” foremost among HR values?
Those 401k plans and dress codes are only as much fun as the people who administer them.
If fun isn’t foremost among HR values, leave the company. Laugher is infectious.
4. Do you need a sense of humor to have “fun” at the center of your customer service and other consumer-oriented efforts? It surely helps. If you enjoy people then it naturally follows that you enjoy pleasing. As we all know dealing with the public can be downright laughable. 5. How do you measure “fun” as a component of an employee’s job performance? How do employees interact with each other? People are drawn to people who enjoy themselves. Use real interaction and take an interest in your fellow workers.
7. Your father certainly helped folks have fun at the ballpark. Is that the genesis of your marketing and management philosophy? If so, what have you added to that idea? My parents had nine children. When I got out of college, I joined a rock band. My father looked at me and said, “Have fun!” The great thing about FUN IS GOOD is that it continually grows. One person steals something and adds another. 8. Is “fun” more effective for employees? Or for consumers? If employees aren’t having fun at a ball park or a restaurant, then you can bet that customers sense it.
Mike Veeck is also an advertising professional, coveted public speaker, founder of the Veeck Promotional Seminar, and all around idea man. Mike recently released a corporate training video based on his “Fun Is Good” philosophy and Fun Is Good book based on the same fundamental principle. His website is www.funisgood.net 1 0 | A D VA N TA G E M A G A Z I N E | W W W . A U T H O R A D V A N T A G E M A G . C O M
AdvantagePeople
u
Group effort
More often than not, success is the fruit of collaboration. For the Advantage family, Spring 2011 was a time for teamwork
In February, Advantage held its Business Development Mastermind meeting in Charleston, South Carolina. For two days, members discussed business initiatives and solicited the guidance of fellow members. 1. Mastermind members continue the discussion over lunch. 2. Mastermind member Michael Sprouse presents to his co-members. 3. Our interactive team traveled to Miami to film Advantage client Jennifer Nicole Lee’s new internet television show, Fun Fit Foodie. 4. After attending his Author Immersion Workday™ in March, Advantage author (and alpaca farmer) Chris McNinch showed his appreciation by sending alpaca wool socks to the entire Advantage team. 5. A testament to both our clients and the spirit of teamwork within the office walls, Advantage was named by the Charleston Regional Business Journal as a 2011 Roaring Twenty Award winner, which recognizes Advantage as one of the 20 fastest growing businesses in the area. Several team members attended the awards ceremony. 6. While on the road, Advantage CEO Adam Witty met up with Advantage author Placeda Hall.
S P R I N G 2 0 1 1 | A D VA N TA G E M A G A Z I N E | 1 1
COURSE OF
ACTION Top 5 Reasons
The Online Education Is a Game Changer for Authors & Experts ...and how you can profit from it!
I
5
n this issue of Advantage Magazine, I’d like to introduce to you the future of information delivery and the single greatest opportunity that exists right now for you to create money out of thin air. Join Advantage on the cutting edge of technology with Online Education.
Before you jump to conclusions, let me give you the top 5 reasons why Online Education deserves your immediate attention.
First consider this, why would a book publisher like Advantage be talking with you about Online Education? Because it will make you money, and because turning your book into an Online Course is a must if you want to grow your business and get more customers…I’m going to tell you now, “why,” and invite you to learn “how” once you’re a believer. So, here it goes, David Letterman style… 1 2 | A D VA N TA G E M A G A Z I N E | W W W . A U T H O R A D V A N T A G E M A G . C O M
Make money while you sleep
Smart and savvy authors find ways to leverage their content and their information to literally make money while they sleep. In fact as an author, you’re already doing that. People are buying copies of your book on Amazon, or at Barnes and Noble, or on your website, 24 hours a day, 7 days a week. So you don’t have to be working to make money. You can be sleeping and somebody can be buying a copy of your book. Most of you are speakers. Not having to speak to get paid, whoo, that’s powerful isn’t it? And not having to trade hours for dollars.
There are so many people that trade hours for dollars. They’re professionals. And what they find is that they work, and then they get paid. They work and then they get paid. The goal here is to work, get paid, get paid, get paid, get paid...and to continue to get paid for work that you did months ago, even years ago. In fact if you have a book that’s been selling for a number of years, you know exactly what I’m talking about. So here’s the concept. You’ve got to bring your content and your expertise directly to the customer, to the client’s home or office. Online education empowers you to go direct. And let me tell you, it’s the ultimate in education experience. So number five, make money while you sleep. Online education can do that.
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Create online courses as a higher value deliverable
Ok, here’s the big problem with a book—with your book and with my book. It’s one mode of learning: reading. I hate to say it, but most books aren’t very interactive. For some people they just don’t engage. So here’s the deal with online education and online courses: it is multimedia. You’ve got audio, you’ve got video, you’ve got interactive texting; you’ve got ways to engage and captivate your audience, more ways than a book does. Think online college universities for a minute. Take the University of Phoenix for example, it’s the largest and most successful and private university. And it’s all done online. Can you believe that? They graduate more people than most brick and mortar colleges every single year, and it’s all online. And the reason why it’s growing so quickly, the reason why it’s so profitable is because it creates value for the students. It’s convenient, and it’s cost-effective.
Use an online course to build better customers
One of our authors, a good friend of mine, Dan Kennedy, has always said, “You’re job as an entrepreneur is to go out and build yourself a herd.” You’ve got to be a rancher. Go build yourself a herd of customers. Then you’ve got to build a fence around that herd so they don’t graze off to greener pastures. Well, it’s a good analogy, because at the end of the day, as entrepreneurs and as authors, we’re really all in one business. We’re in the customer development business. If we don’t have customers coming in on a daily basis, our business will quickly and easily disappear. It’s no different for a brick and mortar retailer. It’s no different from a manufacturer. If people
customers and organizations are looking for somebody who has a wide range of deliverables. They want more than just a speech and quite frankly, they want more than just a book. They want diversity, they want variety, and for many of them today, they now want online education. So this is a great way to clearly and quickly differentiate yourself from your competition, by having your own online university. Turning your existing content into online courses is a fabulous way to be different and get noticed and to stand out above the crowd.
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And here is the best thing about online education. With online courses, you can force compliance. With an online course you have to pass modules to get a degree in that class or a degree in that curriculum. So by forcing compliance, it leads to more consumption. And with more consumption you automatically build better customers. And better customers stay with you longer and they pay you more money. This is the jackpot. At the end of the day, we’re all in the business of building and acquiring and retaining customers.
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When you create value, customers give you their money. So you’ve got to go where the value is, because that is where the money is made. An online course is a higher value deliverable. The average price of an online course is about $227. Any guesses on the average price of a book? $17. So an online course is a much higher value deliverable.
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don’t consume your product, they’re not going to buy more. If you’re the Smuckers Company and you sell peanut butter, and a customer goes into the grocery store to buy your peanut butter, if they don’t consume the whole thing, they’re not going to buy more. Well guess what? Same thing is true for an author. If somebody buys your book and doesn’t read it, they’re not going to want the next book. They’re not going to want the next piece of wisdom that you have to share with them. So you get better customers when you train them and give them more opportunities to consume your information.
Have an online course for more distinct differentiation
There’s over 250,000 new books published every single year. And let’s face it, there’s a lot of business, motivation, self-help, experts, gurus, and coaches. You guys are a special breed. There’s a lot of competition nipping at your heels day in and day out. When it comes to authors and experts right now, at this moment in time, the percentage that have any type of online learning or education is in the low single digits. Low single digits. By becoming an expert with online education, by offering your content and your courses online, you’re taking a giant leap above your competition. It not only positions you as a bigger expert and a bigger authority, but from a technological standpoint, you’re light years ahead. Customers and organizations are looking for someone who has a wide range of deliverables. I often ask association executives (who are the largest hirers of speakers in the world, hiring for all of the conferences, conventions and seminars), “What are you looking for in a speaker?” They always say, “A variety and diversity of information, knowledge and product mix.” So
More products equal more money
You need more than a book, plain and simple. Otherwise you’re leaving money on the table. A friend of mine has a saying, “use every part of the pig.” I say, use every part of your book. You have spent a lot of time and invested considerable dollars into producing and publishing a beautiful book. You’re using the book to get keynote speeches, but you’re not using the book to turn it into other information products. You’re not using the book to create an online course. So the best thing is you can create more products without having to write another book. At the end of the day, that’s what we’re here to help you do, to create more assets. And the more assets you have for your business without recreating the wheel, the more money you make. In addition, we can turn other concepts, seminars, speeches into assets as well. The book is the most logical starting point. But you should be looking at every piece of your intellectual property and determining how you can turn that into an online course. If you are curious, as well you should be, about creating money while you sleep, building better customers, or find any of the top 5 reasons intriguing, then I invite you find out more. Here are two things you can do to learn more about the Advantage Online Education Blueprint. Contact Tyler Lindley, our Advantage Education Expert Advisor at 843-560-9127 or tlindley@advantageww.com Go online and watch my entire, in-depth presentation and learn how you can be inducted into Advantage University and gain access to over 400,000 of our existing association members. Just visit www.OnlineEducationProfits.com. S P R I N G 2 0 1 1 | A D VA N TA G E M A G A Z I N E | 1 3
YourAdvantage
Adam Witty’s 1001 Best Reasons to Publish a Book
No. 082: Use a Book as the Ultimate Networking Tool | You could be ready for prime time, if you only had a book to call your own Networking is an essential skill for most business professionals, but especially for entrepreneurs, business owners and CEOs. There’s a strong association between the entrepreneur as a person and his or her business demands. It is vitally important that entrepreneurs get out into the world and create and maintain business relationships. As Henry Ford once said “Take away all of my money and leave me only my wristwatch and in one year’s time I will be a multimillionaire all over again.” That speaks to the power of networking (or to the generosity of a good pawn shop). As the old saying goes, “It’s not how much you know, it’s who you know.” I know what you might be saying: networking takes time and I don’t have the time! Stop yelling! A book helps you network with all the people you want without taking so much time. Wouldn’t you like to have a book that would do the heavy lifting for you and connect your business with other people, organizations, and spheres of influences? 1 4 | A D VA N TA G E M A G A Z I N E | W W W . A U T H O R A D V A N T A G E M A G . C O M
Networking takes time and effort.
Let your book do the leg work:
Your Book
Spheres of influence
People
Businesses
Let me tell you about Advantage author Bryan Crabtree. Bryan coauthored a book titled The Advantage of Real Estate with 11 other prominent real estate investors throughout the country. As a result of the book, Bryan networked with another investor with whom he recently jointpurchased a very large property. These two investors have a three-year plan to turn around
the property and flip it for a very healthy profit. Just that one deal alone represents thousands of dollars in business, right into Bryan’s bank account. And that one deal alone was made possible by the networking opportunities generated from Bryan’s book. CBS couldn’t have done better! Adam Witty is Advantage’s CEO and the author of 21 Ways to Build Your Business with a Book.
Congratulations to 2010 winner 2011
Help spread the word about Advantage in 2011 for a chance to win the Grand Prize!
Beach Vacation
2,500 Copies of Your Book
2012 Super Bowl for Two
Islands of the Caribbean Includes Roundtrip Airfare
Printed and Delivered to You Includes Shipping & Handling
In Indianapolis, IN Includes Roundtrip Airfare and Hotel
Rob Berkley
Your Name Here
How does Advantage Client Get A Client work? Do you have a family member, friend, or business associate that would benefit from working with us? Please pull the rabbit out of your hat and share the secret of being an Advantage client. • Every time you make a quality introduction in 2011, Advantage will place a ping-pong ball in the Client Get A Client hopper with your name on it. • On January 9, 2012 at 12pm ET, Advantage CEO Adam Witty will select 1 ping pong ball at random from the hopper as the Grand Prize Winner. • The Grand Prize Winner will win their choice of 1 grand prize listed above. • The selection will be broadcast live on Advantage.tv Client Get A Client is open to any client, vendor, partner, or friend of Advantage Media Group. There is no cost to participate. Simply help us grow the Advantage Family with introductions to folks you know that would benefit from working with us. Every time that happens, you receive a ping-pong ball in the hopper with your name on it. If you make 1 introduction, you have 1 ping-pong ball in the hopper. If you make 5 introductions, you have 5 ping-pong balls in the hopper.
Questions? Want to make an introduction? Please contact: Alison Morse
Tyler Lindley
Book Publishing, Magazine Publishing
Online Education, Online Universities, Internet Television, Video, Websites
Vice President of Business Development Advantage Publishing Group
Tel 843.300.4973 amorse@advantageww.com
Vice President of Business Development Advantage Education, Advantage Interactive Tel 843.560.9127 tlindley@advantageww.com
For a real-time summary of the ping-pong balls currently in the hopper, visit www.AdvantageFamily.com/CGAC
Advantage Media Group PO Box 272 Charleston, SC 29402 advantagefamily.com
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Should every c-level executive, entrepreneur, and business leader publish a book? There is much to be said for it. It is a prudent marketing investment. It enhances the public image of the individual. It effortlessly generates free publicity. THE LARGE MAJORITY of the most successful c-level executives, entrepreneurs, and business leaders of our time have authored a book. “May I autograph a copy of my book for you?” is a question often heard in the corridors of office buildings that belong to the most elite of business professionals. Why is authoring a book such a wise investment? Consider these facts:
makes you an expert. It also makes you credible. Reporters love interviewing credible experts for their stories, whether it’s for radio, TV, print or online. They laughed when An income stream. I said I was an expert... until they saw my book!
A book generates passive income for individuals and businesses through copies sold via bookstores, back-of-the-room sales, online, and corporate/specialty sales. You can sell your books in airports, train stations, hospitals, museums and much more. Also consider using your book as a front end to sell a ,!7IB5J9-dcajfd!:p;k;K;k;K high-ticket product or service on the back-end. Are you a CEO, entrepreneur, or business professional working aggressively to grow your business, your income, and your influence? 21 Ways to Build Your Business with a Book delivers a simple and concise way to solve your marketing headaches and frustrations for good. INCLUDED INSIDE YOU WILL LEARN:
Create ultimate celebrity-power and credibility-power. The most well know business leaders of our time are authors of books. Why? Because these individuals realize to be considered thought leaders they must put their thoughts, ideas, and recommendations in writing. The printed word has a magical effect; it bestows guru status automatically.
Free publicity. Many entrepreneurs daydream about being on Oprah, being profiled in Inc. magazine, or being the guest host of CNBC’s Power Lunch. Being an author
• How to become a Darling of the Media and get loads of Free Publicity with a book • How to use a book to Build a Virtual Sales Force without hiring Employees
• How to Share Your Message with the World and leave a Legacy for Generations
• How to use a Book to drive Qualified, Pre-Sold Prospects directly to your Front Door
• How to Compete Against Industry Giants and create a real Tipping Point with a book “Every CEO, entrepreneur, and business professional that cares about growing their business should be an author. This book shows you how.”
—PAT WILLIAMS, FOUNDER, NBA’S ORLANDO MAGIC Author of 35+ books including Lincoln Speaks to Leaders
ADAM WITTY isisthe Executive OffiOffi cer cer of AdADAM theFounder Founderand andChief Chief Executive of vantage Media Advantage MediaGroup, Group,a aleading leadingpublisher publisher of of business, motivation, and self-help self-help authors. authors. Adam has worked with dozens of authors to and
help them them get their their book book written, published, marketed, and distribISBN 978-1-59932-095-3 help get
uted. Adam Adam isis co-author co-author of of Click: Click: The Ultimate Guide to Internet Maruted. keting for for Authors Authors as as well as the President of the Author Inner Circle keting and the the Author Author Marketing Marketing Summit. Summit. Adam is an in-demand speaker, and teacher, and and consultant consultant on marketing and business development teacher, techniques for for authors. authors. techniques
®
The ultimate new customer magnet.
Most authors have discovered that having your own book is the “Ultimate New Customer Magnet” because nothing gives you as much credibility as quickly with potential customers or clients as being a published author. Plus, having a book available in bookstores is like having people paying to buy your brochure!
A source of contentment. There is satisfaction in having your own book, sharing your message with the world, and knowing that your success and your legacy is better assured because of it. To learn 16 other ways to grow your business with a book, request your free copy of 21 Ways to Build T O B U I L D Y O U R Business Your Business with a Book and W I T H A Book learn more about Advantage’s Book Writing and Book Publishing expertise:
21 Ways SECRETS TO DRAMATICALLY GROW YOUR INCOME, CREDIBILITY, AND CELEBRITY-POWER BY BEING AN AUTHOR
A D A M
W I T T Y
• Visit www.advantagefamily.com • Call Alison at 1-843-300-4973 • E-mail amorse@advantageww.com • Fax your business card to 843-414-5610, Attn: Alison