You Are The Expert

You Are The Expert
By Sarah Bolme

I recently spoke with a gentleman who had written and published a book on terrorism's threat to our water supply. As we discussed avenues for marketing his book, this gentleman remarked that mostly academicians had purchased the book, which he found scary. Here was an individual who had the knowledge and the foresight to write a book on an important subject of concern to our country, and yet he did not recognize the position this placed him in. The first thing this gentleman needs to do in marketing his book is to accept the fact that, since he wrote the book, he is now the expert on the subject of how terrorism could affect our water supply.

The same is true for you. When you author a book on a particular subject, you become an expert on that subject. In marketing your books, you must accept this and proceed as an expert.

1. Think like an expert.

Experts don’t wonder who might want to read their books. Rather, they think, "Who needs this information?" "Who would benefit most from this information?” and "Who can help me access my book's intended audience?" Thinking like an expert opens doors of opportunities for you. Experts seek out other experts in their field. They find others who are writing or speaking on the same subjects and network with them. Experts also think, "The world would be a better place if more people knew about this," thus they take and make the most of every opportunity to educate and inform others about their subject of expertise.

2. Act like an expert.

Our actions flow from our thoughts. What you think influences what you do. If you are thinking like an expert, then you will begin to act like an expert. Experts approach others with confidence. Confidence engenders respect and trust. Experts make the most of every opportunity to alert others to new information without being overbearing. There is no need for arrogance or dominance when you know you possess knowledge, only a determination to help others learn the information also.

3. Talk like an expert.

Experts speak with authority. They don't lead conversations with "I believe," or "I feel that." Instead, experts speak with conviction. They invite people to see and believe what they are presenting through clear reasoning. Experts say things like "Five reasons you need to know this information," "Studies show or research indicates," or "History reveals." Speaking with conviction to an audience invites and encourages people to learn more on your subject.

You are an expert on your subject. Whether you are approaching a radio station to book a guest interview, speaking at a local bookstore on your book, or writing an article for a magazine, when you think, act, and talk like an expert, people will sit up and take notice. When you conduct yourself as an expert, doors of opportunity open for you to promote your book's subject and increase your book's sales.

Sarah Bolme, is the author of Your Guide to Marketing Books in the Christian Marketplace

www.marketingchristianbooks.com

and the director of Christian Small Publishers Association

www.christianpublishers.net ©2007

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Scary School Crisis

My oldest daughter attends the local High School. A couple of weeks ago, someone wrote in indelible black "ink" - "It's Coming May 25th" in a couple of the boys' bathrooms. I learned about it via another mom before a band performance last week. Yesterday, we received a letter from the school saying the matter had been thoroughly investigated and no immediate threat was found, but the school would have extra security on hand as well as parent volunteers to keep an eye on things. They also said they respected the right of parents to keep their children out of school that day.

Now, in truth, "It's coming May 25th" could mean anything. Pirates is out, there is a new video game out (teen flavor) or anything really. You know, Half Price Books is having a sale today. BUT, in light of VA Tech, it could also mean something much more scary. Unless the school knows what is in the mind of the person who wrote that message, there is no way to be sure what it means.

I asked my daughter what her feelings were and she said she had to much to do to miss school. Yes, she's an amazing kid. If I were given a chance to skip school with my parent's permission, I'd be all over that.

SO, I drove my daughter to school early this morning as she has band practice. Her and a group of other students will leave at 3:00pm to go to the state solo and ensemble competition.

I'm a nervous wreck. I don't think there's enough Paxil in the world to handle the anxiety I'm feeling right now.

To make matters worse, I drop off youngster #2 at school and her teacher tells me about a boy in driver's ed (who goes to the same high school) who said he'd make Va Tech look like a walk in the park. He said over a month ago and the police looked into it, but who can say if he's the one who wrote the message?

I call my husband and he says I'm over-reacting. Is this a mom-gland thing and guys just don't get it? I was in tears when I told him that story. It just scares me out of my wits. Ok, so I'm a bit overprotective. My kids are alive and no stranger has abducted them, no one has abused them and at least one of them still believes in Santa Claus and the Tooth Fairy.

I'm going to keep praying. That's all I know to do. God is bigger than the whole issue and he's certainly bigger than Paxil. He'll see me through this.

Pray, too, ok?

~Carla

The Highlights

There are a few things about this past weekend that stood out. First, Jack Canfield is still using the same material he used 20 years ago. He did add a bit from the Secret and that was valuable, but for me, the highlight was just getting to hear him speak. You see, my dad gave me a set of audio tapes titled "Self-Esteem and Peak Performance" when I was just out of college (I hope I'm not repeating myself) and they have made a huge difference in how I approach my life. I have listened to those tapes dozens of times over the last 20 years. The message is no less powerful than it was the first time I listened to it.

Another thing from this past weekend stood out. Donald Trump is really a very unpleasant person. It really goes well beyond that, but I don't want to even bring myself down talking about him. Suffice it to say he is the most negative, hateful, mean person I have ever heard speak in my entire life. He is the complete antithesis of what I value in my own life.

Did I ask Donald about the band needing support for their trip to Carnegie Hall in NYC? Well, even jerks can do something right I suppose. I couldn't get past the screeners to ask my question, but I did hand over a packet of information which may or may not have made it to Mr. Trump. Who knows? It may have been trashed, but I did the best I could. If I had tried to rush the stage, I'd have been horribly mangled and battered by security, so I ruled that out. I do have an email address that one of the screeners gave me and I will give that my best effort as well.

All in all, it was a very interesting weekend. I learned more about who I really am and in what I believe. I know that I have no desire to be filthy rich. I will be quite pleased to live comfortably, perhaps more comfortably than I live now, but not to any great extreme. I don't ever want to forget that God is my source and my strength.

~Carla

Daring to Ask

This weekend, I'm attending a conference hosted by The Learning Annex. I have already heard George Foreman speak and loved every minute of it. I skipped Tony Robbins and Erik Estrada (saw him on stage and was not impressed). Tomorrow, I'm getting up very early to see Jack Canfield, rush to church, then back for an afternoon of additional speakers. My main purpose in going back is to see Donald Trump, not because I'm a fan or because I like how he does his hair, but because he's having an hour of Q&A after his speech.

I am going to find a way to ask him a question that has nothing to do with real estate, The Apprentice or motivation. I want to ask him to financially support the Rockwall-Heath High School band's trip to New York City to perform at Carnegie Hall next Spring. They are one of only 12 bands in the country who have been asked to perform. You probably guessed this, but my oldest daughter is in the band.

What makes the invitation all the more poinant, is that the school is brand new - so new that there aren't even seniors this year. This is only the second year the school has even had a band. They've already played in Dallas' Neiman Marcus Parade and they have won dozens of contests and competitions - one even in another state. They've been highlighted on the news (which is one thing if you live in a town of 1200 and something entirely different when you live in the Dallas-Ft. Worth area) and are sending a very large slate of students to state competition next week (yes, my daughter is performing a solo and is also in an ensemble).

Next year, the school will have seniors and will, for the first time, have a full slate of students (200 or so). I can't imagine how they will sound as they are so amazing now. Anyway, all those students need to get to NYC and that's not cheap, thus my request for Donald Trump.

I know, I lose nothing by asking, even if he says "no". I know that if I am going to have a chance for him to say "yes", he has to be asked. I know that I have to "no holds barred" go for what I want.

That doesn't mean I won't be shaking in my boots tomorrow evening when I find my way to a microphone.

So, now I am accountable to you. I'll report back with the results as soon as I can.

~Carla

(maybe I can start shaking early and get it over with)

Making a Book

Our business looks like it is picking up already. I took a sample of a book to a local scrapbooking store to show them what we could do and the owner absolutely loved it. On the spot she asked me to get pricing to her for three different sized books. I was a little surprised at her response, not because the book wasn't of good quality, but because she responded so favorably. Many times, it takes several attempts to get a person to realize the full possibilities of a new product. She grasped it immediately.

The book was really quite a simple little thing to make. Here are some pictures.






The inside pages are from an Anna Griffin line of papers that I adore. I took a 12" by 12" sheet, cut it into four pieces and trimmed it to the size I wanted. The cover is a piece of heavy cardstock with a few small embellishments to dress it up.

The binding machine takes about 15 - 20 minutes to warm up, so I was working on trimming the pages while that was taking place. Once it warms up, a book can be bound in less than a minute (more like 30 seconds). It's amazing to watch.

Once I finished the binding process, I decorated the cover of the book and now I have a cute little journal or a book for pasting pictures, writing quotes - well, you can imagine all the possibilities.

Creative endeavors are the best.

~Carla

Self-Publishing

Today, we begin our printing business in earnest. Oh, we've printed things before, but they've always been friends, family, or people we know through "work". This is the first author who found us by word of mouth and wants us to print her book for her.

It's really a great book, too. :) I'll save that for another post sometime.

Being able to help other people realize their dreams is such an amazing thing. It is one reason we went into this business. The other, of course, is to make money.

I have two books which should have been accepted for publication by one of the major publishing houses (yes, of course I think they are that good), but no one has given them more than a cursory nod. So, I'm going the next best route and publishing them myself. Self-publishing is such an awesome avenue for authors who want to see their words in print. Not only do you keep control over your material, but you earn considerably more money since you get to keep all the profits.

Earning a royalty from a book publisher is fine, but it does not generate a lot of money. You have to sell considerably more books to earn as much as you otherwise would as a self-published author. When you work with a publishing house, you also have little say in how your book is marketed. What if the company doesn't bankroll it properly? You may have a published book, but you don't reap many of the rewards, like earning income.

If you do go the route of self-publishing, you will need to consider a solid marketing plan. You'll be doing the same basic things you would if your book was published by a large publishing company, but you'll have to make the arrangements yourself. At least you have control over this, too.

Writing is a delight. If you have a book that you would like to have printed, please contact me at the website listed below. We'll work with you.

Carla Vaughan

Self-Publishing Solutions

My Resume-Writing Web Site

I want to plug my resume writing web site. Shameless self-promotion, yes, but I happen to believe strongly in the information on that site and how much it can help others.

Professional-Resume-Example.com

The site focuses on resume writing, cover letter writing, how to succeed in the job search, career planning and a host of other topics. There is no cost to access the site. Everything is provided free of charge. I truly want to make a positive difference in other peoples' lives.

Trying to find a great job is difficult enough without having the added pressure of figuring out how to write a resume and cover letter. I try to make it easy with examples, templates and complete descriptions of the various resume formats.

The site is reaching hundreds of people each day, so I know the information is getting out there. I just want to extend the reach as much as possible. If you know of anyone who might benefit from this information, please pass it along.

Thanks,

Carla