If a new book or info product is in your future plans, we bet that the following issue has come up: What's better? Hard copy or digital? It's an increasingly digital world out there, and the proliferation of smart phones, tablets and e-readers continually ignite a debate about which is better. For each person who reads this, the answer might be different. But these two issues are the same: What's best for my reader AND supports my business goals?
Here at Vervante we offer every format you can imagine: Hard cover, paperback, digital files on disc or flash drives, and more. We work with a wide variety of authors and entrepreneurs, each with different needs and goals, and help them find the best formats. Here's what we learned from them, and suggestions about what you need to consider when deciding which way is best for you:
ASK READERS WHAT THEY WANT
If you can, it’s best to reach out to a sampling of target readers and ask their opinion. Some will wax poetic about loving the feel of an old-fashioned book. Others may cite devotion to their Kindle or Nook.
Aside from ease of access, price points and attitudes about technology, it is also important to consider the type of information you are sharing in your book, how your target reader absorbs that info, and the value or benefit they receive overall. Multiple studies have shown that readers are able to absorb information better when reading physical books.* If your book is graphic-heavy, though, the opposite may be the case. Again, talk to your readers, see how they feel.
CONSIDER THE PROS & CONS
Hard Copy Book / Product advantages include:
Higher perception of quality and value
Greater profit margin for author
Longer lasting / library effect
Easy to share
Back of rooms sales
Book signings
Low tech pros = not having to deal with dying batteries or malfunctioning devices
E-book / Digital File advantages include:
High tech = easier to access / instant gratification
Low production cost for author
Lower purchase cost for reader
Privacy / people can’t see what you’re reading
Can access anytime, anywhere
Bottom line? It’s important to create the right book or product that best fits your goals as well as the needs of the reader. What is the preferred format for your target audience? How do they best absorb information? And which format fits your budget and revenue needs? Addressing these issues will help you find the right format that’s perfect for you!
ASK THE EXPERTS: If you have any questions about your next book or product and how we can help you - no matter what format you choose - please email us at [email protected] and we'll help you get started.
Peggy Murrah, owner of PMA Web Services, is known for implementing and overseeing timely, high-quality projects from web design, product launches and sales campaigns to virtual assistant services and online business management.
Peggy’s solid reputation and extensive professional network have connected her with exciting, high-profile opportunities and top-tiered people. Her client list includes entrepreneurs, business professionals, speakers, coaches, consultants, authors, musicians, real estate pros, health & fitness providers, educators, attorneys, Non-Profit Organizations and even a rocket scientist. When it has to be done right and on-time, PMA Web Services is who they call!
She is a recognized Social Media authority, coauthor of Amazon bestseller “42 Rules to 24 Hour Success on LinkedIn,” along with her latest book, “Success Tweets for Virtual Assistants.”
Q: When creating a book, info product, or other published product, what do you think authors can do by themselves? And what should they outsource?
Great question! Authors need to be very honest with themselves about what they know how to do exceptionally well, and what they find zaps their creative energy. And of course, delegate those tasks that drain them!
There are some obvious areas to outsource: Cover design, fulfillment (who wants a box of books in their garage?), page layout and design, proofreading and editing.
And then there are some less obvious choices, such as: Consider hiring a writing coach to keep you on track and manage your deadlines. Use them to brainstorm and to keep you accountable.
Secondly, don’t wait to hire a support team. Book promotion is not for the faint of heart, attention to detail is a must, and there is a ton to get started on before the product is even published. Build the buzz with social media, send out press releases, and arrange book tours and readings. The opportunities are endless.
Q: Project management is an often overlooked, but very important part of the process. Any thoughts about key points of success for the project from beginning to end, ways to avoid trouble, things to keep an eye out for?
YES!
Work with a team with a variety of well-honed skills. A team allows your needs to grow, without trying to find a new team member in the midst of everything else!
Create realistic timelines. We all have the best of intentions on completing tasks, but you need to get real about how long each element could take, and one setback can impact other projects going forward. When planning, take into account holidays or other planned absences. Have regular meetings with your team to check in and make sure everyone has what they need to complete the task.
Keep communication open with you and within the team. Encourage brainstorming sessions where the team works together, not just in isolation.
The big one – don’t wait to hire a Project Manager (and the Project Manager isn’t you!). Bring them in early in the process, let them be a part of the planning, and let them own it.
Q: What are the essential things that an author should prepare or understand BEFORE they start a publishing project?
Information products are incredible marketing tools and help solidify your expertise in the market. Products have the lasting ability of establishing who you are, what you do, and why it’s so important to you.
But they should not be thrown together for the sake of having a product out there, because they will look just like that. A good quality product that is insightful and expertly pulled together will reflect the perfectionism your company will be known for. The thought and care you put into it will be evident to everyone who happens upon it.
Before you start, understand what you want to include, and what may be best to leave out. Each section should make sense, and not confuse the reader. Plan the journey the reader will go on as they review the book. What outcome do you want them to achieve? Does the product accomplish that? Does your reader know how to get more information?
Plan your content around these questions, and then let your creativity flow!
Q: In your opinion, what are the most profitable or successful type of products entrepreneurs can create?
That really depends on the entrepreneur, their style, and their market.
There are some entrepreneurs that are born speakers. Their face lights up, and they engage their audience in a powerful way. They’re naturals. This type of entrepreneur may focus on products that are recordings (mp3’s, DVD’s, etc).
Other entrepreneurs have the gift of the written word. They reach their audience by opening their heart in a book, the content is more personal in style and feels very one-on-one.
But the other aspect is really knowing your market. A busy professional may not have the time to read a book, but would enjoy an audio version. Content that is meant to be more reflective, where the reader is journaling as they go, may be best delivered in writing.
Which is why a good choice is to create a book with an audio download option!
Q: What do you think about the value of using published products to support a growing business?
Published products are a FANTASTIC business card! When you’re at a speaking engagement, having a product available that attendees can pick up right then is wonderfully valuable – for both of you! Obviously it is a great income stream for you, but also deepens the learning (and impact of your message) for your attendees.
Q: In your experience, what are some ways that authors can make their products stand out from the crowd and increase their changes of successful launches and long term popularity?
Plan, re-plan, plan again. Just PLAN! A successful launch will pull together multiple partners/affiliates/resources toward the same goal. There will be many moving pieces that need attention. Create a plan, be flexible and realistic, and don’t over-commit.
For longevity – my advice is to take time and care. Determine what your goal is and work authentically towards it. Get feedback often from trusted friends/colleagues/mentors. Lean on those who provide you with constructive feedback and encourage and motivate you.
Lastly, think beyond the book. What other products and services will you offer to complement this product? Do you have a plan to leverage your following? How will you market to new prospects? Do you have a sales funnel in place to capture your list and keep them? How will you continue to market to them? What are your next steps?
Lots to consider I know. But a published piece is just one part of your marketing plan!
Getting organized any time of year is always a great idea - and we've got an easy tip that will make your work with Vervante easier and more efficient. If you have several products and have been using Vervante for some time now, your Author Dashboard may start feeling like a maze. Check out your "Place an Order" link or the "My Vervante Parts Numbers" link and you'll see what we mean. If you have outdated products no longer in use, it's easy to remove them and clear the clutter. Even better, if you have a lot of different types of products, we can help you organize them by type.
To remove products from your Author Dashboard
If you have outdated products no longer in use, we can remove titles from your list. Worried that you might change your mind and want to bring them back one day? No problem! We will archive the print files and can restore them to your account at your request. Just send us an email at [email protected] and let us know which products you would like removed from your Author Dashboard list.
To organize your products by category
We can also organize your products into categories such as Books, DVDs, CDs, Calendars, and Products. All we need is an email from you letting us know the category name (can be anything) and which items go in which categories.
If a new book or info product is in your future plans, we bet that the following issue has come up: What's better? Hard copy or digital? It's an increasingly digital world out there, and the proliferation of smart phones, tablets and e-readers continually ignite a debate about which is better. For each person who reads this, the answer might be different. But these two issues are the same: What's best for my reader AND supports my business goals?
Peggy Murrah, owner of PMA Web Services, is known for implementing and overseeing timely, high-quality projects from web design, product launches and sales campaigns to virtual assistant services and online business management.
Q: What are the essential things that an author should prepare or understand BEFORE they start a publishing project?
Getting organized any time of year is always a great idea - and we've got an easy tip that will make your work with Vervante easier and more efficient. If you have several products and have been using Vervante for some time now, your Author Dashboard may start feeling like a maze. Check out your "Place an Order" link or the "My Vervante Parts Numbers" link and you'll see what we mean. If you have outdated products no longer in use, it's easy to remove them and clear the clutter. Even better, if you have a lot of different types of products, we can help you organize them by type.