Get Published by Brad Stauffer

The On the Mark Branding Solo-Entrepreneur Success Series

Get Published, Get Known, Get Clients How to Leverage Writing & Publishing To Build Your Business Brad Stauffer

All right reserved. No part of this e-book may be reproduced or utilized in any form or by any means, electronic or mechanical, including photocopying, recording, text extraction or by any information storage or retrieval system, without permission in writing from Brad Stauffer.

Published by On the Mark Branding™ 8581 Santa Monica Blvd, #113, Los Angeles, CA 90069 Phone 310.274.5542 • Fax 425-671-3752

www.OntheMarkBranding.com info@OntheMarkBranding.com

Contents CHAPTER ONE

Table of Contents Forward . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Chapter One Find Your Writer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Chapter Two Land Your Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Chapter Three Craft Your Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Chapter Four Publishing Entry Points . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Chapter Five Repurpose Your Content . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

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Even if you don’t consider yourself a writer, there are multiple ways to use technology and “publishing strategies” to get the job done.

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FORWARD

How to Leverage the New World of Publishing There has never been a better time.

echnology has turned publishing upside down. It provides more opportunities than ever to get published. In the old days (just a few years ago), your chances of getting published was mostly up to an editor or publisher. Today, you can run your own world of publishing. If you’re a solo-entrepreneur, getting published, whether in print or online, establishes you as an authority in your field and gives you more credibility. Whether you’re a speaker or coach, a lawyer or dentist, your market will see you as the “go to” person based on the credibility that writing and getting published brings. You’ll get more notoriety around your particular specialty, niche or topic. They’ll remember that you’re the person to work with, call or hire. Out of all the possible direct and in-direct marketing approaches and activities to getting more clients and growing your business, getting published is the most effective method. It connects and engages you with your target market. Getting your words (your intellectual property, your knowledge and expertise) in front of others, gets you known. The purpose of this e-book is to inspire and challenge you to step into being a writer, discover your creativity and content ideas and develop a publishing project. If you’re an accomplished writer with published work, this e-book may not be for you. But if you’ve always dreamed of writing more, and even publishing your project, but find yourself stuck, uninspired, or just not getting it done, then you’re in the right place. Even if you don’t consider yourself a writer, there are multiple ways to use technology and “publishing strategies” to get the job done. You don’t need to be “a writer” to get published! In today’s techno world, writing and publishing opportunities abound in many different forms, mediums and styles. The promotional benefits of a traditionally published hard-bound book can almost be duplicated today with blogs, social media, e-books, video, audio, self-publishing and even a basic web presence. With so many mediums, it’s easy to repurpose content and create brand extensions that expand your influence and readership. But where does one start?

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Even if you’re more reflective, more introverted, but you can think through the process of getting a job, creating a garden or planning your day, you’re a writer.

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CHAPTER CHAPTERONE ONE

Find Your Writer Everyone is a writer! Despite what we’ve been told or made up, everyone is a writer in one way or another. Tradition has taught us that to really be a writer we must be published in a magazine, newspaper or have authored a book. Society expects us to have some sort of writing, communications or literary education and/or degree in order to call ourselves a writer. These perspectives seem to be the qualifier to be called a writer. But times have changed, and even though those scenarios still do apply in some cases, they are not the only ways to write and get published. If you can tell someone about your last vacation, share a life experience story or give your opinion on how life can be different, then you’re a writer. If you know how to ask someone personal questions, give a presentation, or present a book report, then you’re a writer. If you’re a speaker, presenter, or trainer, you’re a writer. If you can do research and report on it, then you’re a writer. If you have opinions about politics, the environment and the eleven o’clock news, you’re a writer. Even if you’re more reflective, more introverted, but you can think through the process of getting a job, creating a garden or planning your day, you’re a writer. Get it? There’s a writer within you already. The minor, technical challenge is just to find the medium to get your words transcribed so you can get published. The bigger challenge may be finding the inspiration and incentive, to actually get started and eventually get it done. My dear friend always wanted to write (and she is a writer), but never made the time. She had a lot of stops and starts, set goals, created a writing space, made commitments and promises, but never really wrote as much as she wanted. To her surprise, and delight, it was a sailing trip that did the trick. This was no ordinary afternoon boat trip, but a true sailing journey “aroundthe-world.” Finally she found the inspiration and incentive to make her writing dream come true. From the pure experience of the trip, to people she met, to life lessons she learned, she gained a wealth to write about. Today, not only does she write two regular columns in a local newspaper, but she’s also writing her book. I never considered myself a writer, and had no major writing goals. Even after a degree in communications and working over 20 years in magazine publishing, I just couldn’t see myself sitting still long enough to write. But when it came to creating work memos, emails, procedures and other business communica-

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tions, I excelled, and even enjoyed it. At the time, it seemed I didn’t consider that creative work, so never really gave myself credit. As I became more involved in marketing and editorial activities, I stepped more into critiquing and editing content, and eventually took on writing for various projects. Yet, I still didn’t really own the fact that I was a writer. After all, I didn’t have an English degree, nor dream of having a New York Times bestseller. (OMG! The things I made up!) When I became a business coach and entrepreneur, I started writing my own marketing copy, editing others’ work, and even speaking (which required writing!). In my coach training, I learned to ask powerful questions, so eventually enjoyed interviewing others and writing their stories. I began to write regularly. Today, my coach holds me accountable for writing at least 500 words a week. What use to be absent from my bucket list, has become one of my biggest passions and most rewarding activities. So now, I proudly say “I’m a writer.” Aside from the perspective of having to have credentials, or special talent, not

What use to be absent from my bucket list, has become one of my biggest passions and most rewarding activities. everyone is wired to sit down and write one’s thoughts in a computer, or even on a yellow pad. And some of us are not the best grammarian’s or spellers. But these are just logistical obstacles. They should not stop us. These are just technical challenges that can be resolved with support, technology and other resources. So begin to set aside the old stories, doubts, fears or bad grammar that has held you back from writing, and start to consider the possibility that you are indeed a writer.

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CHAPTER ONE

Consider the Right Resources Even though I use the word “writing” through this book, I realize the actual act of writing is difficult for some. If writing down words doesn’t work for you, don’t let that stop you. There are many resources and ways to still get your words “down on paper.” Consider working with someone who writes or edits for a living, or even just a friend or colleague who is comfortable with writing. Whether you engage a

If you enjoy writing, but can’t get started, a writing coach may be the answer. writing coach, a ghostwriter or just a good friend, ask them to help you express and/or record you words. If you enjoy writing, but can’t get started, a writing coach may be the answer. Or if you want to do most of the writing, but want someone to edit the details, consider hiring a freelance editor. Perhaps you just have a concept, and want a ghostwriter to actually do the writing, depending on your budget. But don’t let finances or fear slow you down. At a minimum, ask a friend or family member to support you somehow, whether it’s gentle reminders and questions, or collaborating on your first project. If you want to get published, there is a way. You can also use recording technology to capture your words. Some of today’s digital recorders come with transcription technology that can export your words in written format to a computer file. I use Jott.com to verbally capture my “to do’s” on my iPhone, and I’m sure I could expound more and record articles or even a novel! My Vonage phone service now has free Visual Voicemail™ and sends me an email with transcribed voicemail messages. While on the go, I’ve often called myself and left a voicemail with a draft of my next speech or writing project. Other services like Freeconferencecall.com and Audioacrobat.com all offer free recording services. So if you’re not comfortable writing, collaborating with people and/or using technology provide a “no excuse” option. Add in spelling and grammar checking tools and you’ve got all the resources you need to be a writer. I recently received a direct mail piece from Stanford University about their upcoming “Writers Workshop.” Their tagline is “There’s never been a better time to be a writer. There have never been more ways to be published.” The word is out. It’s easy and it’s time.

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As a writer, being clear on who you are, what you stand for, and what you are passionate about will guide you in your publishing goals.

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CHAPTER TWO

Land Your Brand Did you know that you were born branded? Our DNA plus life’s experiences and learnings help to create our own personal brand. The more you know about your brand, the easier your writing will be. A personal brand helps you get grounded in who you authentically are and why you do what you do. It’s also a way to stay clear on your goals, both personal and business. Knowing your brand is a step to creating a structure for your passion and dreams, therefore a structure for your writing. Here’s how I define a personal brand: “ A personal brand is an innate and designed representation of you, born from your DNA and pulled from your passion; that authentically honors and represents your true essence, which influences and attracts your most perfect client.” As a writer, being clear on who you are, what you stand for, and what you are passionate about will guide you in your publishing goals. If we begin with our vision, that is key to having more understanding about our brand. And knowing your brand makes it easier to find your writer within, your topics and even your target audience.

A Personal Brand Needs Vision What if you had the most compelling story or life-changing words and no one knew about them? Writers have a unique message because it comes from a deeper calling or mission in life. That makes it all the more disappointing when we get stuck or stopped, and those words don’t get published. That’s where having a clear vision and brand comes in. Getting grounded in what you want…who you are…is essential. Having and knowing your vision or dream is the basic work that is necessary for an effective brand. Knowing your vision will not only ground you in your mission, but will ensure you are in alignment with who you are and what you do. It’s a great way of getting to know your heart’s desire. So if you have never written a vision statement, take the time to write one now. It can be as simple as a few sentences or even a few pages, but write it down. It is important to write it in the present tense, as if you already have it…as if you’re smack dab in

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the middle of your dream business. If you’ve written a vision in the past, get it out and update it, or better yet, write a brand new one without even reviewing the old one. (Afterwards, it may be fun to compare them and see how much of your old vision you already have!)

Bring Authenticity into Your Vision and Brand Hopefully you will ﬁnd that your vision comes from your heart, from deep inside. Very, very, very different from an “executive summary” in a business plan, your vision speaks your passion from a very personal level. This is where authenticity plays a major role. When people get that you are authentic, they are guaranteed to instantly connect with you. Authenticity works every time. How many people have you met or became acquainted with that just felt a little phony? (Please, put those judgments on judgments aside and admit that you’ve noticed that.) It’s natural to see and feel the inauthenticity of some individuals. You’ll probably notice that you don’t connect. You may be intrigued for other reasons, but you probably don’t connect from your heart and would be skeptical about doing business with them or developing a long-term relationship. It’s the lack of authenticity. On the other hand, when you meet someone that is genuine and real, you know it. You naturally want to get to know them better. You will probably trust them easily also. That’s authenticity and that needs to be the major player in your brand and in your writing. People connect with (and do business with) authentic individuals. So as you write your vision, consider your brand and come from that very authentic place inside of you. Use your words; say it the way you usually say it; include your own sense of humor, whether it’s funny, witty or dry, it’s yours! Authenticity connects and in the end, sells. The ﬁrst cousin to authenticity is CONSISTENCY. If you are consistently authentic across the board from your “beingness” to your writing and overall branding, you’ve captured your core essence that will attract your perfect target audience. And the good news here is that coming from this truly authentic place, greatly contributes to your creativity and actual writing. There’s no hype to conjure up and no spin to create. You just get to be you, writing, publishing, speaking and marketing from your heart in a very natural way. What could be easier? Know your vision and come from a place of true authenticity on a consistent basis, and you’ve got more writing power.

Bring All of You to Your Brand Your brand includes knowing your purpose and examining your life experiences and passions, which is just the beginning. To dig deeper into other

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CHAPTER TWO

particles of your brand, take some time to “R.E.A.D.” Review the statements and questions below and reflect, ponder and even write down some answers.

R.E.A.D. • Reflect on what you enjoy in life; your strengths, skills and interests, your wants, your best memories and moments. What inspires you? Remember what makes your heart sing and what makes you laugh. • Examine what you’ve done that you’re proud of; review assessments you’ve done, job reviews and feedback that you’ve been given. Listen again to adjectives that your friends use to describe you. • Acknowledge yourself for your accomplishments, ribbons, certificates, degrees, completed goals and checked-off to-do lists. Honor yourself for everything including your greatest assets as well as quirks. • Dream like you’ve never dreamed before. Give yourself time to let go, create a vision and see down the road. Stretch further than you ever have. Write down what you want and when you want it. These simple exercises help to create valuable information for your brand, as well as your writing. You’ll begin to gather keywords and phrases that contribute to your brand statement (a succinct sentence describing who you are, what you do/provide and who you do it for), as well as your writing topics.

Get Clear on Your Writing Motivation The last piece on landing your brand is about understanding your motivation around writing. My web guru friend, Lorrie Thomas, The Marketing Therapist™ always reminds her audiences to “stop shoulding” on themselves. Even though writing to get known is a good thing, we don’t want it to be a “should.” When we’re trying to be motivated from the position of “I should write,” we’re just not going to be too passionate or committed. I’ve talked to many speakers, coaches and authors that say “I should have a blog!” And yes, that’s a good thing, but when we write under a “should cloud” it’s just not inspiring or fun. It’ll end-up as a project for your guilt-ridden to-do list. So if you want to write, then write. But if you feel you “should” and agree it’s a good marketing tool, consider some of the other resources we’ve covered, like a ghostwriter, freelance editor, a friend or technology.

Setting the Stage So we have welcomed our writer within, faced our fears, grappled with our grammar gremlins and beckoned our brand, and got clearer about our intentions. Now what? Let’s set the stage. If you’re like me, you may come up with new excuses to not start writing “just yet.” One of my excuses sometimes is

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having the right environment. Writing comes from inspiration, and sometimes the right surroundings help hold that container of inspiration. So create the right place for you, and gather the best tools to be creative and productive. Designing the time, space and support will help you stay inspired and on track. Set yourself up to really dive into your writing. Perhaps creating a regular time in your day or week would work for you. Are you a morning person or a night owl? Do you need peace and quiet, or like some background noise or music around you? It’s important to know your inspirational and physical needs when you’re getting ready to write. Do you need a computer or yellow pad or journal? If writing on paper, what kind of writing implement? Would a new computer inspire you more? How about your writing space? Your desk? Kitchen table? Or how about the beach, a meadow or mountain side. I live about three miles from the beautiful Getty Museum, and often go there to write and be inspired. Aside from the beauty of the architecture, and the museum collections, the dynamic view of the Los Angeles basin drops my jaw and jumps my inspiration and commitment up a level. Whatever you do, it’s all about setting yourself up to write.

Get Wired to Write Time When do you like to write? Are you a morning, afternoon or evening (or all-nighter) person? Do you write best when it’s a scheduled time-slot or just when you’re inspired? Space How do you like to write? On your laptop, old IBM typewriter, or a yellow pad? Inside your home, out in the garden or your local library? On the weekends or during the week? Here or there? Support What do you need around you? Inspiring images, beautiful scenery, plenty of sunshine? Your journals, notebooks and research? Caffeine and sweets?

For some, it’s just a matter of starting. That’s the way I work best. Sometimes I just need a keyboard and a bottle of water, and I start typing. A couple of months ago, I updated my Facebook status saying I didn’t know what to write about in my blog. In response, one of my former bosses, Jeff Kline, wrote on my wall: “Just write, don’t think.” I did and it worked.

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CHAPTER THREE

Craft Your Content Since you’ve stepped into being a writer, know that there is also a story (content) inside of you just waiting to get out. Perhaps you’ve already shared some of it through a workshop, a presentation or an article in a newsletter. And if you have already been published, there is even more to be said; to be written about. Whether you are clear on your writing ideas or not, it’s always helpful to take time to start-up and/or exercise your creative juices. So setting aside those “you’re not a writer” saboteurs, consider the times you have thought about being a writer and ponder these questions (actually writing your answers would be a great exercise): • What were you doing at the moment you last thought about writing? • What triggered your wonderment about writing? • What got you distracted and off-course about writing? • What is burning inside of you that wants to get out? Remembering and thinking about our feelings and experiences is a form of writing, and it’s a process that helps us engage those creative cells. Just a little bit of engagement can lead to inspiration and even action.

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Exercise: Your Own Book Title Go to a bookstore website: perhaps Borders.com, Barnesandnoble.com or Amazon.com. Now browse some of your favorite book sections, and study book covers. Or if you have a personal library at home, browse your own bookshelves. As you experience what appeals to you, and what you find interesting, consider your own book title. If you had a published book, what would it say on the cover? What would your title be? Don’t spend a lot of time thinking about the title, as it’s important to do this exercise quickly. Just throw out some of your first ideas. (It’s not like your presenting this to a publisher yet!) Go with your gut, get crazy! Quickly write down five of your own book titles. Go! 1. 2. 3. 4. 5.

The first time I gave a live presentation on this topic, I did this exercise myself, and I had to work hard at not over-thinking the exercise. So I just went with it, and found it rewarding. Here are my five book titles: • From Whiner to Writer: How I Changed My Life • What I Have Learned from Squirrels • Getting Clear and Staying Here • The View from My Home Office • A Step-Dad’s Guide to Love (To be totally transparent, I had more ideas, but didn’t include “the best” ones! We’ve all got to have some creative secrets to leverage!) If you want to write and get published, but get creatively stuck, exercises like these can get you jumpstarted. In addition to these discovery processes, I also

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CHAPTER THREE

idea sources • Magazine cover headlines

• Radio interviews

• Advertisement headlines

• Your home library

• Signage in the supermarket

• Favorite book titles

• Indoor advertising in airports

• NPR & public television

• Your journals

• Search engines

• Email promotion subject lines

• www.StumbleUpon.com

• Bumper stickers

• Peers’ email newsletters & websites

• Radio ads • Banners on websites • Feature copy on websites

• Speeches and presentations • Audio recordings

• Junk mail & spam (yes!) find topic ideas around me every day through conversations, billboards, ease-dropping (oh, yes!), the behavior of my dogs and the stack of magazines by the couch. Where do you get your ideas? I also keep an “idea notebook” with me all the time, and have gotten into the habit of writing down story ideas, as well as business ideas. As mentioned before, a digital recorder is also very handy. Ideas spur more ideas, so create a place to keep all of them. So what’s burning inside that is ready to get out? You may have known for years what you want to write about or perhaps you have no idea. Whether you know your idea or not, there’s always room for more inspiration and creative thinking. Begin today to write down your story ideas. Take 20 minutes and make a list of what you want to write about. Don’t think, just write.

Intentional Inspiration As I was writing this piece, I went to our local Border’s book store for inspiration. I guess I was very intentional, because that’s exactly what I got: Inspired! Not once, but twice! Inspiration is a critical piece of your writing program. If you’re like me, sometimes you may need to be in the moment of inspiration to write. Other times, perhaps, we can just sit down and write. But whatever works for you, the important piece is: “just write.” That’s why I got inspired when I walked up to the newsstand (my favorite extra-curricular activity after 20+ years in the industry), and saw “Start Writing Now!” It was a cover line on Writing Basics magazine from Writer’s Digest. I about dropped my Star magazine! “What?

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There’s a whole magazine about writing? Where have I been?” Then, just two publications over, I saw another cover line that read: “Finding Your Inner Writer.” OMG! That sounds a lot like my “Find Your Writer” name of Chapter One. Immediately my “guilt gremlin” (I call him Gus) accused me of plagiarizing, so before I caught myself, I looked at the cover date of the magazine! “How did they know…? How did I know…?” But I instantly dropkicked Gus and adjusted my thinking. I realized that my recent writings were timely and on target because I was writing from my passion. I was honoring in me what needed to be said. And, as a writer, that’s where I want to be. That’s what writing is all about: take the time to write from your heart, come from your passion and say what you need to say. I have learned over and over that there will always be readers that will be touched, moved and inspired as a result of YOUR WORDS. So if you haven’t started writing yet, the time is indeed now. Your readers are waiting.

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CHAPTER FOUR

Publishing Entry Points Getting published is easier than you think, especially online. Within your groups of peers and colleagues, and organizations and associations you belong to, there are many opportunities to contribute. Ask colleagues for writing leads and ask your association how you can write for their newsletter or website. Check out the writing guidelines of your favorite magazines. Even though many opportunities do not pay for contributions, they will more than likely give you a byline and or short bio with your email address or website address. And that helps you get known. Between traditional and online-based publishing mediums, there are many opportunities and starting points to get published. Let’s explore eight of those venues. Blogging: Start your own blog or contribute to a blog. It’s a great way to kick-start your writing and publishing goals. If you don’t have you own blog, it’s easy to get started. Go to http://wordpress.com/, www.typepad.com, or www.blogger.com. Blogger.com is a Google product and free. Wordpress is

…a blog is a good structure for a book, whether you share the blog or keep it private. also free, and you can actually integrate the code directly into your website if you choose. Typepad has a trial offer, then a paid service. All three are great ways to begin blogging. You could literally get published around the world right after you’ve finished reading this e-book. Know that you can also keep your blog private or share with just a few people you choose. A great little book that first inspired me about blogging was Andy Wibbel’s “Blog Wild” (http://goblogwild.com/). Just choose a blogging platform, and go! If you’re not ready to launch your own blog, contribute to other blogs or even just post comments. Start by Googling keywords about your expertise, or check out blog directories to find blogs of interest to you. Contribute to their blog or just comment on their postings. Be sure to include your name and/or website link within the body of the response/posting to get your name out there. (But be sure you’re contributing real commentary, and not just promotional or marketing content.)

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Contribute to Publications: Journals or business-to-business (trade) magazines are often accessible, especially if you have experience in their industry. Sometimes they pay, and oftentimes (especially today) they do not, but if your main goal is to get known, then compensation isn’t the priority. If you’ve worked in accounting or human resources for example, check out CFO or Accounting Today magazines or the publications of the Society for Human Resource Management (http://shrm.org/Publications/pages/default.aspx). All publications have guidelines on how to contact the editor and submit a “query letter” or an article. Check-out the submission guidelines on the website of

Business magazines in your area of expertise are often looking for contributions. interesting and appropriate publications. Consider writing for your local coaching organization or ICF or even choice magazine! (See http://choiceonline.com/article-howtosubmit.html.) A magazine or newsletter article is typically 600-800 words per page, depending on the design. A magazine feature can be 3000-5000 words or more. Each magazine will provide their desired word average. Business magazines in your area of expertise are often looking for contributions. It’s easier than you think. Contribute to Article Websites: There is a lot of free and copyright-free content available today for websites and newsletters especially. There are websites that specialize in gathering and distributing free content. They provide a good opportunity for you to contribute an article that may be picked-up by many online publishers. (The kicker is that you have to provide it copyright free, and sometimes without credit.) One example is http:// ezinearticles.com/, where you can initially contribute up to ten articles. Otherwise Google “free content articles.” This is a good venue and structure to start getting articles out in the world. Write a Book: Writing a traditional print book takes passion, dedication and time. It can take from four days (yes, really!) to a few years, depending on how you work. If you need a good structure to stay on track, consider a writing contest or competition. My friend Laura wrote her novel in four days! She wanted a structure to write and get it done, so she joined an online writing contest that was held over a Thanksgiving weekend. It had a starting and ending time, and it was a race with fellow writers! She worked hard and wrote for four days solid, and finished her book! Also, a blog is a good structure for a book, whether you share the blog or keep it private. Each post can be a chapter or portion of your book. (A series of blog postings could also suddenly morph into a book idea.) You’ll read in “Blog Wild” that Andy actually got the attention of a mainstream publisher as a result of his blog. There are a number of ways to publish a book. The traditional method includes a book agent and/or book publisher. You can go directly to a publisher, but it’s helpful to also have an agent, who will work with you on your proposal,

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royalties, editing, submission, etc. (Remember that an agent gets part of the book sales revenue as well as the publisher.) If you go directly to a publisher, you’re on your own for the most part. But these days, publishers have good submission guidelines and forms on their websites. In most cases, you’ll need the following for your book proposal: • A detailed outline and tables of contents of your book idea with length estimates • Usually 1-3 chapters written and complete • An explanation of why you think your book is unique and why you’re the one to write on the topic • Samples of other previously published work • A marketing plan of how you will be able to help market the book. (This is where “being known” is important.) The publisher will want to know your contacts, who you know, how influential you are, and who knows you! A book proposal is a project in itself, indeed, but in the end, it will be worth it if you get a deal. There are many small publishers, in addition to the big names. NewPages.com has a good list of independent and university publishers. See sidebar for more publishers. Self-Publish a Book: This is the platform that has revolutionized traditional book publishing. With on-demand printing a reality, and book design templates available with Microsoft Office, any writer with a knack for technology, a few extra bucks and time, can get their book published overnight. No need for a publisher or agent, just intention. If your book idea is more beauty and image-based, services like Snapfish (http://www.snapfish.com/) and Shutterfly (http://www.shutterfly.com/) have tools to create photo- or image-based books, ranging from $15-$49 each. It’s a great way to create your own coffee-table book. For word-based authors, there is a plethora of self-publishing services and printers. They offer services from editing and proofreading to distribution. Depending on your own publishing and/or printing skills and your budget, you may choose to buy their full services, or just pick and choose what you need. Most of them also offer general guidance, a full customer service team, or even paid consulting services. If you’re comfortable with managing your own editing and graphic design process, then you would want to just consider printing services, whethEntrepreneur Press http://www.entrepreneur.com/houseauthors/ Chronicle Books

http://www.chroniclebooks.com/index/main,info/infoid,submissions/

Career Press

http://careerpress.com/?section=submission

Paladin Press

http://www.paladin-press.com/submission_guidelines

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er through a self-publishing company or directly with a book printer. Your goals and budget will help determine your print quantity. If you’re on a limited budget, then be sure to talk to companies and printers that specialize in “short-run” print quantities. Publish an E-Book: E-books come in a few different varieties, as the term is used fairly loosely. Wikipedia focuses on e-book formats that serve the e-reader (i.e., Amazon Kindle market). In this definition, e-books are usually “reprinted” traditional books in digital format, so they can be read on the Sony e-Reader, Kindle or even the iPhone. Many major publishers are repurposing printed books into this format. This is certainly an option, but I want to cover another kind of e-book. If you’re a new writer, creating an eight- to 50-page PDF e-book (like this one) could be your platform. These e-books are generally 8-1/2” x 11” and are delivered and distributed in the Adobe Acrobat PDF format. Whether they are short articles, or full-blown “books,” these e-books are easy to produce, very portable and can be distributed very quickly. Some authors even make simple Word-based PDFs of their e-books. They either have a do-it-yourself design or no design at all. As long as they serve your purpose, then that’s okay. But I prefer, and recommend, investing more publishing expertise into this type of e-book no matter the size. Use professional publishing methods in creating your e-book. To be taken seriously as a writer, get a nice cover design and good layout. Make it complete with a table of contents, copyright page, etc. Whether you’re giving your e-book away as a premium for registering on your website, or you’re selling it for $39.95 as another stream of income, make sure it’s full of value and looks good. I’ve designed, edited and produced e-books for clients for a number of years. Contribute to an E-Newsletter: You see them every day in your in-box. It seems that everyone is publishing an e-mail newsletter, but they still remain a good way to stay engaged with your audience. So whether you publish your own, or write for someone else’s, writing for an e-newsletter is a great way to get published and get your name known. E-mail newsletters will also force you to write in a concise, yet powerful way, in order to pack value in a short piece. It only takes a few short seconds to grab a reader’s attention. And with clickthrough analytics, you get instant feedback on your work, learning what they like and don’t’ like. (Plus, once this content goes to a website, then search engines become interested in you, too.) Create a Card Deck or Game: Perhaps your first published product is a card deck or game. Did you know that games and card decks are also “published?” Relationship Coach Kat Kehres Knecht actually created a card deck as her first publishing project. “Staying Engaged” is a traditional card deck, with powerful relationship questions on the reverse side, for couples. This product was one of Kat’s starting points in her relationship coaching business and training programs. So it’s important to know that publishing comes in many forms, even games and card decks.

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CHAPTER FIVE

Repurpose Your Content You’ve put a lot of time, money, heart and passion into your writing. Perhaps you’ve already launched a blog during the last few weeks, wrote an article or two, or started and/or completed your book. Well, that’s just the beginning of leveraging what you have written. Through re-purposing, you can create other products and presentations from the same content. You can simply re-use your content for a multitude of other appropriate publishing platforms. For example, you can turn blog postings into an e-book; reuse a series of magazine articles for a book; take one of your speeches, presentations or workshops, and create an online e-learning program; use your last ten e-newsletter articles and create a

Repurposing your content is a powerful and easy way to create more products, while expanding your brand and getting known even more. “Ten Best Ways…” e-book. You can turn speeches into e-books, e-books into presentations, presentations into workshops, and a workshop into a DVD. Just one article or blog posting can start a whole new product arena. A few years back, when I was in Marcia Wieder’s Dream Coach® certification program, I noticed she had sprinkled quite of few inspirational quotes she had written throughout the program workbook. I approached her afterwards with the idea of repurposing these quotes into an e-book. Long story short, my company created a beautiful e-book titled “Dream Moments.” Since then Marcia has used that simple e-book for a variety of promotional purposes. We continued to design and produce ten more e-books for Marcia. In 2009, the president of the Los Angeles chapter of ASTD asked me to speak at an upcoming meeting on “getting published.” Even though publishing was in my blood, I had never really focused a whole presentation or speech on getting published. I liked the idea a lot, said “Yes” and decided at that moment that I could repurpose the content. In the end, I created a 1.5 hour Powerpoint presentation for the ASTD dinner meeting, then condensed it to a seven-minute speech (that was hard!) for my Toastmasters Club. I developed the topic further for a four-part choice magazine Expert Series, and also used it as a one-hour call topic for Inspired on Demand, the business development training program I co-founded with Leslie Lupinsky. Then, I expanded it a bit, and

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wrote this e-book: “Get Published. Get Known. Get Clients.” I also have a class by the same name. Consider pulling together any and all speaking or writing projects that you have done. Organize them by topic. Perhaps you have a few you can put together into an e-book. Or if you have a variety of topics, you could pull together a fun short stories or “life lessons” e-book. I’ve been in Toastmasters for almost seven years, and have given at least 40-50 speeches. I probably have enough content for a short autobiography, a humorous e-book or two, plus a lot of general inspirational material and stories. Many of my speeches were business-related, which I turned into small e-books, and a couple of magazine articles. Repurposing is just like a “Greatest Hits” music collection. Whether it’s a collection of your best work, or not, bring it together in a “best of ” piece. In my magazine publishing career, we would pull together ten people profiles, and republish and rename the collection as “Our Top Ten Local Celebrities,” or something similar. A few years back, we pulled together all of our health and medical-oriented articles, added a couple of fresh interviews with high-profile doctors, and created a “Healthy Living” soft-cover book. 90% of the content was repurposed! When I was affiliated with choice Magazine, I know we had a few contributed articles that were first-time articles for the writer. Once it was published, and they got feedback, a few of them turned the article concept into a whole curriculum. So creating a 500-700 article is a great way to start writing and learn more about your passion. It could lead into a bigger and better understanding of your brand and your main message, which will give you an venue for growing your business. Repurposing your content is a powerful and easy way to create more products, while expanding your brand and getting known even more. As your platform grows, so will your spear of influence and readership. Find the writer within, make the commitment, create the structure and get writing. If you’re at all like me, you’ll quickly fall in love with a passion, that perhaps, you didn’t realize you had. Nothing could be sweeter. Go write.•

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ON THE MARK BRANDING CHAPTER ONE

About Brad Stauffer Brad Stauffer is a certified coach, speaker, trainer, writer, publisher and business owner. His company, On the Mark Branding™ is a full-service branding, marketing and publishing agency for solo-entrepreneurs (sole-proprietors) and small businesses. Brad is co-founder of Inspired on Demand, a business development program for coaches. He was also co-owner and publisher of choice Magazine and now serves as their business coach and publishing consultant. He is a certified coach through the Coaches Training Institute, and is a Certified Dream Coach® and Certified Dream Coach® Group Leader through Dream University®, and has been a member of Toastmasters International for seven years and is a member of District One Speakers Bureau. Currently he is President of the Western Publishing Association, and a member of the International Coach Federation and ICF-Los Angeles. Brad is an inspirational speaker, often presenting on personal branding, publishing and small business marketing. www.BradStauffer.com

About On the Mark Branding™ On the Mark Branding™ provides a full suite of branding, marketing and publishing services for solo-entrepreneurs and small businesses. From graphic design, website and product development and e-book publishing to business coaching, speaker services and social media mentoring, they focus on helping clients fulfill their entrepreneurial vision. In addition, they offer personal and business coaching, both individual and in groups, as well as business-focused tele-classes. www.OntheMarkBranding.com “ I attribute my exciting new look to On the Mark Branding. Their creativity and brand-extending thinking is allowing me to dream bigger as we are rolling out an entire product line. They are an ideal creative partner.” —Marcia Wieder, Founder/CEO, Dream University® “ Brad’s work on my product line took it to a whole new level. The instant credibility that I derived from my work with him is priceless. Brad’s expertise, access to appropriate resources, and excellent advice has served me ever since; having impact far beyond the products Brad designed for me. I recommend Brad strongly and wholeheartedly.” —Tim Kelley, Author, Consultant, Speaker “ When I considered upgrading my product line I heard that Brad was the one to call. His coaching and consulting helped me develop concepts and product improvements that have dramatically increased my bottom line.” —Michelle Schubnel, President, Coach & Grow R.I.C.H.

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If you are ready to create your own e-book, we can help. Email Brad@OntheMarkBranding.com

THE ON THE MARK SOLO-BIZ SERIES

Group Coaching Programs Tele-Classes Finding Your Writer This six-session tele-class helps you discover and connect with your writer within. If you’ve dreamed of writing, then this tele-class is for you. Whether you’re a trained, but stuck writer, or just wishing about writing, you’ll end this program in action and writing. Even if you don’t consider yourself a writer, there are multiple ways to use technology and publishing strategies to accomplish the goal. In today’s techno world, writing and publishing opportunities abound in various mediums and one is sure to fit your style, from status updates to e-books to blogs. Program has six weekly sessions. Calls are one hour and groups are limited to 12.

Get Published, Get Known, Get Clients: How to Leverage Writing and Publishing to Get Noticed and Build Your Business Getting published will help you get more clients. It’s that simple. Whether in print or online, publishing establishes you as an authority in your field and gives you more credibility. Out of all the possible direct and in-direct marketing approaches and activities, getting your words in front of others, is the most effective method of connecting with and enrolling your target market. This six-session tele-class will cover six practical approaches of getting published, both online and in print. You will get ideas, answers and motivation to get moving and get published! Program has six weekly sessions. Calls are one hour and groups are limited to 12. www.GetPublishedGetKnown.com

Group Coaching Authenticity Circle: Getting Real and Ready to Land Your Brand This six-session group training and coaching program is designed to gently and effectively help you discover and “out” the real you. Authenticity and transparency are key to an effective personal brand. You will have the opportunity, along with your small group, to get real and learn that every cell of your being is part of your brand. You’ll

consider your dreams, who you are, what you want and why you want it, and leave with a better understanding of your authentic self, and the beginning process for discovering and designing your brand. Groups are limited to three to five partipants. (This program is recommended prior to Land Your Brand.). www.AuthenticityCircle.com

Land Your Brand: Discovering and Leveraging Your Personal Brand This six-session group tele-class will teach and guide you through the process of discovering your personal brand. Working from an established understanding of your purpose and/or authentic-self, you will dive deeper into the branding process, complete exercises and experience live coaching to help you learn about your brand. You will leave with an authentic personal brand and key elements to implement your brand into your business planning, marketing materials and online presence. Workbook included. Limited to groups of 12. (The Authenticity Circle program is recommended prior to this program.). www.LandYourBrand.com

Making Your Dreams Come True Based on the Dream Coach® process created by Marcia Wieder, founder of Dream University®. This threemonth group program helps you learn your life’s purpose, clarify your personal or professional dreams, overcome obstacles and change limiting beliefs, while taking powerful steps toward your dream. Session titles include: Set An Intention, Maintain Integrity, Live On Purpose, Access Your Dreamer, Learn From Your Doubter, Believe In Your Dreams, Personal Practices to Overcome Issues, Take Serious Steps Forward, Building Your Dream Team and Live As A Dreamer. Your personal Dream Workbook is included, plus occasional e-mail support. Program has twelve weekly sessions including two group coaching calls, held over three months. Calls are one hour.

For more information, visit www.OntheMarkBranding.com