Volume 1, #3, September 2007

Main Article: Why Seek Publicity?
What exposure in the media can do for you and your book.

http://frugalmarketing.com/newsletters/2007/09/25/why-seek-publicity-for-your-books/

Mark Joyner is doing a Private No-Cost Seminar–Just For *My* Readers
It helps to have friends in high places. Mark is the best-selling author of The Great Formula (which has a section by me), The Irresistible Offer, Simpleology (all published by John Wiley)…and an extremely successful Internet marketer who actually invented many of the common marketing techniques we see online today. Some people say he even invented e-books. I didn’t use that term but I was offering one in 1995, though; I may just have gotten there first. (grin)

And I became friends with him after he bought a copy of Principled Profit: Marketing That Puts People First through my website!

To sign up: http://frugalmarketing.com/joyner.shtml

Get Paid to Travel
Travel writers (and wannabees), this one’s or you. Daniel Hall, known for his program on how to get gigs on cruise ships, has collaborated with Gina Henry-Cook to put together a series of videos exploring a number of ways to get paid to travel (everyone’s dream, right?). Everything from being a mystery shopper to leading tours to running your own eBay-based import-export business. Don’t be put off by the bad grammar on the sales page–the videos have great information and good grammar. http://snipurl.com/1qdxa (affiliate link).

I’ve done travel writing or over 20 years, as a little sideline. Among other advantages, it makes most trips deductible.

About Shel’s Award-Winning Book, Grassroots Marketing for Authors and Publishers
http://frugalmarketing.com/newsletters/2007/07/25/grassroots-marketing-for-authors-and-publishers-authors-best-friend/

Which of Shel’s Other Books is Right for You?
Principled Profit: Marketing That Puts People First (Apex Award Winner)
Grassroots Marketing: Getting Noticed in a Noisy World (Foreword Magazine Book of the Year Finalist)
http://frugalmarketing.com/newsletters/2007/06/18/shels-award-winning-books-which-should-you-ownHear and Meet Shel
In Denver/Boulder, CO (on the radio); Las Vegas; South Hadley, MA; worldwide at an online writer’s conference and over Internet radio:
http://frugalmarketing.com/newsletters/2007/09/06/hearmeet-shel-september-to-december-2007/

Latest Additions to the Websites
http://frugalmarketing.com/newsletters/2007/08/26/content-posted-to-my-sites-august-2007/

Administrative Information

Subscribe, unsubscribe, back issues, etc.

Published monthly since July, 2007 by Shel Horowitz
16 Barstow Lane, Hadley, MA 01035 USA
413/586-2388

Shel Horowitz’s Book Marketing Tip of the Month - Volume 1, #3, September 2007

Publicity is getting the word out about your product, service, and/or ideas. It brings visibility, credibility, opportunity, and sales.

Publicity provides the seal of approval of a trusted outside source: a journalist. Like testimonials and awards, this third-party validation helps the buyer choose your book in the crowded marketplace. It also means that a lot more people hear about your book.

When you get free publicity rather than pay for advertising, you give up control over the content. But you have the added legitimacy of being chosen to represent your field. Because news coverage at least pretends to be unbiased, it is more valuable than advertising; you get, in a sense, a testimonial—a disinterested, credible party who thinks you’re worthy of positive attention. Many people take news coverage more seriously than advertising—and may be more likely to be influenced by it than by a paid ad.

And sometimes, publicity leads to more contacts that advance your career: a meeting planner contacts you to see about doing a speech, a different journalist sees the story and wants to cover you as well, a company president sees the article and decides you’re the perfect consultant to get that company out of a rut. In short, the book becomes a doorway to ar more lucrative ventures.

Oh yes, and don’t forget that sometimes, an article or a TV or radio interview can actually motivate people to go out and buy that book! Especially if you make it easy by including your website, your phone number (toll-free is ideal), and some kind of special offer.

(Portions of this tip were taken from Grassroots Marketing for Authors and Publishers, and other portions from Grassroots Marketing: Getting Noticed in a Noisy World–and some is original, just for you.)

September, 2007–beginning my fifth year of publishing this newsletter–volume 5, number 1.

Thank you for all the get-well notes after I broke my arm and couldn’t publish an August issue. I’m mending well, though a long way from healed–but I can drive, type, dress myself, and even cook again. It’s even getting a little easier, finally, to figure out a comfortable way to sleep that doesn’t overly irritate my shoulder.

Main Article: Positive Power Spotlight: Ink Solutions
An eco-friendly toner and inkjet company built around environmental awareness.

Another Recommended Book: The Organic Entrepreneur by Maxine Hyndman

Review of a lovely book on ethical entrepreneurship that uses the garden as a business metaphor.
Which of Shel’s Books is Right for You?
http://frugalmarketing.com/newsletters/2007/06/18/shels-award-winning-books-which-should-you-own/

Hear and Meet Shel
In Denver/Boulder, CO (on the radio); Avon, CT; Las Vegas; South Hadley, MA; worldwide at an online writer’s conference and over Internet radio:
http://frugalmarketing.com/newsletters/2007/09/06/hearmeet-shel-september-to-december-2007/

Latest Additions to the Websites
http://frugalmarketing.com/newsletters/2007/08/26/content-posted-to-my-sites-august-2007/

Administrative Information

Subscribe, unsubscribe, back issues, etc.

Published monthly since September, 2003 by Shel Horowitz
16 Barstow Lane, Hadley, MA 01035 USA
413/586-2388

Failure as compost–I think that may be the best business metaphor I’ve ever come across! If you’re a non-gardener–compost is all the rotting bits of old food scraps, spoiled vegetables, and so forth. It’s not very appealing in its early stages, but as it ages, it turns into the most fertile soil imaginable. It also works well with her philosophy of reaching for the truth, even when it’s not pleasant.

While that’s my favorite metaphor in The Organic Entrepreneur, there’s plenty more: the entrepreneur as alchemist, the business as a habitat.

Other gardening principles Hyndman incorporates into her business philosophy–the book is organized into psychological business “seasons”–include patience, integrity, and a Green sensibility. Plus seven principles for “spirits seeking human experiences”–a nifty reversal–along with more principles for understanding business as Tao, and for finding abundance in your core principles.

This book is very much in tune with the philosophy I express in Principled Profit: Marketing that Puts People First–though it’s more about the overall business concept and less hands-on. A very nice complement to Principled Profit, and recommended for anyone struggling to find and express their values within business.

Click here to get your copy.

The Organic Entrepreneur: Cultivating the Conscious Capitalist

by Maxine Hyndman

Insomniac Press, 2007

I’ve known about inkjet and toner cartridge recycling businesses for more than a decade, and never paid them much mind. But when I met Karl Tur, of Inkjet Solutions, at a Chamber of Commerce mixer, I was impressed that the first thing this young man said to me, before he knew anything about my background, was about the positive environmental impact we could all have by recycling our cartridges–before he even mentioned the price benefits. His reasons for starting this business, with locations in Amherst and Northampton, Massachusetts, are all about doing something right for the earth.When I walked into the store he’s just opened in Northampton, I was once again impressed with this small company’s commitment to the environment, as that was the key message of many of the posters and other point-of-sale marketing materials. Also, the website not only has a page about the environment as its third link, but devotes most of the space on the who-we-are page to its environmental mission as well.

And again, when I had him as a guest on my one-hour radio show, he spent at least half the time talking about the environment.

At my current age of 50, I find it very exciting to find 20-somethings who are starting businesses with a wider social agenda, and not just to get rich. I’d expect him, as the old Quaker saying goes, to “do well by doing good.”

September, 2007:

Thank you for all the get-well notes after I broke my arm and couldn’t publish an August issue. I’m mending well, though a long way from healed–but I can drive, type, dress myself, and even cook again. Now if I could figure out a comfortable way to sleep that didn’t irritate my shoulder…

Main Article: PPC, Part 2: Keyword/Key Phrase Analysis

What search terms can you inexpensively dominate–that people are actually searching for?

http://frugalmarketing.com/newsletters/2007/09/06/pay-per-click-part-2-keyword-analysis-and-selection-shel-horowitzs-frugal-marketing-tip-sept-07/

Get Paid to Travel

Daniel Hall, known for his program on how to get gigs on cruise ships, has collaborated with Gina Henry-Cook to put together a series of videos exploring a number of ways to get paid to travel (everyone’s dream, right?). Everything from being a mystery shopper to leading tours to running your own eBay-based import-export business. Don’t be put off by the bad grammar on the sales page–the videos have great information and good grammar. http://snipurl.com/1qdxa (affiliate link).

Which of Shel’s Books is Right for You?
http://frugalmarketing.com/newsletters/2007/06/18/shels-award-winning-books-which-should-you-own/

Hear and Meet Shel
In Denver/Boulder, CO (on the radio); Avon, CT; Las Vegas; South Hadley, MA; worldwide at an online writer’s conference and over Internet radio:
http://frugalmarketing.com/newsletters/2007/09/06/hearmeet-shel-september-to-december-2007/

Latest Additions to the Websites
http://frugalmarketing.com/newsletters/2007/08/26/content-posted-to-my-sites-august-2007/

Administrative Information

Subscribe, unsubscribe, back issues, etc.

Published monthly since May, 1997 by Shel Horowitz
16 Barstow Lane, Hadley, MA 01035 USA
413/586-2388

September, 2007:

Thank you for all the get-well notes after I broke my arm and couldn’t publish an August issue. I’m mending well, though a long way from healed–but I can drive, type, dress myself, and even cook again. Now if I could figure out a comfortable way to sleep that didn’t irritate my shoulder…

Main Article: Creative Carpooling and Other Driving Savings

Earn climate change karma points and save some dollars–ways to use your car more efficiently and less often.

http://frugalmarketing.com/newsletters/2007/09/06/creative-carpooling-and-other-driving-savings-shel-horowitzs-frugal-fun-tip-sept-07/

Get Paid to Travel

Daniel Hall, known for his program on how to get gigs on cruise ships, has collaborated with Gina Henry-Cook to put together a series of videos exploring a number of ways to get paid to travel (everyone’s dream, right?). Everything from being a mystery shopper to leading tours to running your own eBay-based import-export business. Don’t be put off by the bad grammar on the sales page–the videos have great information and good grammar. http://snipurl.com/1qdxa (affiliate link).

Which of Shel’s Books is Right for You?
http://frugalmarketing.com/newsletters/2007/06/18/shels-award-winning-books-which-should-you-own/

Hear and Meet Shel
In Denver/Boulder, CO (on the radio); Avon, CT; Las Vegas; South Hadley, MA; worldwide at an online writer’s conference and over Internet radio:
http://frugalmarketing.com/newsletters/2007/09/06/hearmeet-shel-september-to-december-2007/

Latest Additions to the Websites
http://frugalmarketing.com/newsletters/2007/08/26/content-posted-to-my-sites-august-2007/

Administrative Information

Subscribe, unsubscribe, back issues, etc.

Published monthly since May, 1997 by Shel Horowitz
16 Barstow Lane, Hadley, MA 01035 USA
413/586-2388