Archive for November, 2007

Shel Horowitz’s Book Marketing Tip of the Month Is Posted and Ready for You

Monday, November 26th, 2007

Volume 1, #5, November 2007

Tip of the Month: A Lesson on Targeting–And On Redirecting the Conversation to Your Advantage

My letter to a clueless writer points out two lessons directly applicable to book promotion.

Have a Special-Sales Success Story?

Sold a quantity of books to a corporation or organization? Tell Brian Jud and you could be featured in the next edition of his popular book, Beyond the Bookstore. I have gained substantial visibility by being mentioned in or contributing to others’ books, and I urge you to look for those chances as well.

Use this link to contact Brian.

Interesting No-Charge Report:

The Internet Marketing Myth, by Russell Brunson

Want to Boost your Graphic Arts Skills?

This e-book by Karen Saunders, “Turn Eye Appeal Into Buy Appeal,” is unusual because not only does it clearly explain and demonstrate graphic design concepts, but it’s written with a clear and on-target sense of graphic design *as a marketing ingredient*–something that’s entirely lacking in the minds of most designers. I’ve been working with designers for decades and I still learned quite a bit. Lifetime satisfaction guarantee, too.

Get Inspired: Spend 14 Minutes with this 91-Year-Old Artist

Watch this video Mark Joyner did of Jacque Fresco, talking about creativity, learning, and more. Very applicable to writers as well as visual artists.

Which of Shel’s Books is Right for You?
Shel’s books on frugal, effective, and ethical marketing–and his very inexpensive e-book on having fun cheaply–make great gifts, too.

Hear and Meet Shel
In person in South Hadley, MA, Hartford, CT, online, on-air, and over the phone:

Latest Additions to the Websites

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

16 Barstow Lane
Hadley
MA 01035
United States

Share and Enjoy: These icons link to social bookmarking sites where readers can share and discover new web pages.
  • Digg
  • del.icio.us
  • Netvouz
  • DZone
  • ThisNext
  • MisterWong
  • Wists
  • blinkbits
  • BlinkList
  • blogmarks
  • BlogMemes
  • Blue Dot
  • Book.mark.hu
  • co.mments
  • De.lirio.us
  • Fark
  • feedmelinks
  • Fleck
  • Furl
  • Internetmedia
  • kick.ie
  • LinkaGoGo
  • Ma.gnolia
  • MyShare
  • Netscape
  • NewsVine
  • PlugIM
  • RawSugar
  • Reddit
  • Slashdot
  • Smarking
  • Spurl
  • StumbleUpon
  • Taggly
  • Technorati
  • YahooMyWeb

A Lesson on Targeting–And On Redirecting the Conversation to Your Advantage

Sunday, November 25th, 2007

Shel Horowitz’s Monthly Frugal Marketing Tip: December 2007

Shel Horowitz’s Monthly Book Marketing Tip: November 2007

[Note to Frugal Marketing readers: I believe the points in my last Book Marketing column are very relevant to marketing in general, even though some of what I cited is industry-specific. If you subscribe to both newsletters, you may have read this article ten days ago, though I’ve modified it slightly and added a third point.]

I was just beginning to think about what I’d write in today’s issue when an email arrived with a rambling, incoherent book proposal for a genre I don’t publish in. It is clearly being sent to every publisher this author could find, although at least this person had the sense to send individually addressed e-mails one at a time.

It’s not a coincidence that this showed up just as I was contemplating my monthly message. So, rather than hitting the delete key, I actually answered–and I’ll share my answer with you.

There are three marketing points I want to make with this letter:

1: In any business communication–a book proposal, a joint venture proposal, a salesletter, even a press release–understand who is reading it and focus on what your audience has to gain from your idea

2. Do your research, so that *you* understand the other party’s interests and markets.

3. If someone who doesn’t understand the above approaches you inappropriately, think about how you can respond in a way that draws that person’s attention to how you can solve that person’s problem or satisfies his or her desires in a way that benefits you as well–just as I turned the conversation to why this author needs my book. Ultimately, marketing is always about a conversation.

And now, on to my response.

Dear (author’s name):

Thank you for your proposal. It isn’t going to work for us, and I wanted to explain why. This is going to sound harsh–but you will be wondering why your proposal isn’t even being answered–and I’m going to tell you, because I believe you have a right to know, and that once you understand, you’ll be in a better position to do it differently, and perhaps eventually find the publisher you seek. I am guessing my response will be the only answer you get other than a form note saying thank you, not interested.

1. If you want to be taken seriously in the publishing world, you need to do your research. You would see that my firm doesn’t publish books like this, and in fact doesn’t publish books by other authors. Just as you wouldn’t propose a business venture to a car manufacturer to make breakfast cereal, so you wouldn’t query a business book publisher with one author about a book that is not about business.

2. No publisher wants to know that you’re sending this around to lots and lots of publishers. You want to make the publisher feel special, talk about the books they’ve done that are in the same market, show them you know something about their company–and with the Internet, it’s so easy to do this now.

3. A book proposal should focus on why it is to the advantage of *the publisher* to take on this project. That means you look at how similar books have performed, you demonstrate the size of the audience, and you show the publisher how you intend to reach this audience through your speaking and writing, your personal networks, the publications with which you have relationships, etc.

4. Your proposal shows a lack of understanding about the industry. Most publishers do not translate in-house; they sell the rights to a publisher that produces books in that language (and not all books get translated–there has to be a publisher interested in the destination country). And publishers don’t find you a “famous book store.” Most publishers reach bookstores through distributors and wholesalers, and those orders occur for the most part when you, the author, generate interest in the book through media interviews and other methods (I go into this in detail in my own book Grassroots Marketing for Authors and Publishers).

I would suggest that you visit http://www.grassrootsmarketingforauthors.com and purchase a copy of my book Grassroots Marketing for Authors and Publishers. Orders from that website (either printed book or electronic edition) include several bonuses, including a five-chapter e-book called “How to Write and Publish a Marketable Book” (which I think would be extremely helpful to you). It also includes two actual marketing plans that you can use either to use as a model for your book proposal (though you would have to add an analysis of competing titles and your own credentials) or to map out a workable strategy for becoming your own publisher.

Wishing you the best of luck,
Shel Horowitz, Publisher
AWM Books

Share and Enjoy: These icons link to social bookmarking sites where readers can share and discover new web pages.
  • Digg
  • del.icio.us
  • Netvouz
  • DZone
  • ThisNext
  • MisterWong
  • Wists
  • blinkbits
  • BlinkList
  • blogmarks
  • BlogMemes
  • Blue Dot
  • Book.mark.hu
  • co.mments
  • De.lirio.us
  • Fark
  • feedmelinks
  • Fleck
  • Furl
  • Internetmedia
  • kick.ie
  • LinkaGoGo
  • Ma.gnolia
  • MyShare
  • Netscape
  • NewsVine
  • PlugIM
  • RawSugar
  • Reddit
  • Slashdot
  • Smarking
  • Spurl
  • StumbleUpon
  • Taggly
  • Technorati
  • YahooMyWeb

Positive Power of Principled Profit is Posted and Ready for You 11/07

Friday, November 16th, 2007

November, 2007: GreenDisk, review of Javatrekker

Positive Power Spotlight: GreenDisk.com
Electronic junk is jamming up our landfills. Here’s an innovative company that’s been doing something about that for over 14 years.

Another Recommended Book: Javatrekker, by Dean Cycon
Dean’s company, Dean’s Beans, was the Positive Power Spotlight for February 2006. His new book is a fascinating look at how business can create and leverage truly meaningful social change–as well as some great travel writing waaay off the beaten track.

Interesting no-charge report: The Internet Marketing Myth, by Russell Brunson

Want to boost your graphic arts skills? This e-book by Karen Saunders, “Turn Eye Appeal Into Buy Appeal,” is unusual because not only does it clearly explain and demonstrate graphic design concepts, but it’s written with a clear and on-target sense of graphic design *as a marketing ingredient*–something that’s entirely lacking in the minds of most designers. I’ve been working with designers for decades and I still learned quite a bit. Lifetime satisfaction guarantee, too.

Which of Shel’s Books is Right for You?
Shel’s books on frugal, effective, and ethical marketing–and his very inexpensive e-book on having fun cheaply–make great gifts, too.

Hear and Meet Shel
In person in South Hadley, MA, Hartford, CT, online, on-air, and over the phone:

Latest Additions to the Websites

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

16 Barstow Lane
Hadley
MA 01035
United States

Share and Enjoy: These icons link to social bookmarking sites where readers can share and discover new web pages.
  • Digg
  • del.icio.us
  • Netvouz
  • DZone
  • ThisNext
  • MisterWong
  • Wists
  • blinkbits
  • BlinkList
  • blogmarks
  • BlogMemes
  • Blue Dot
  • Book.mark.hu
  • co.mments
  • De.lirio.us
  • Fark
  • feedmelinks
  • Fleck
  • Furl
  • Internetmedia
  • kick.ie
  • LinkaGoGo
  • Ma.gnolia
  • MyShare
  • Netscape
  • NewsVine
  • PlugIM
  • RawSugar
  • Reddit
  • Slashdot
  • Smarking
  • Spurl
  • StumbleUpon
  • Taggly
  • Technorati
  • YahooMyWeb

Positive Power Spotlight: GreenDisk.com

Wednesday, November 14th, 2007

Reasonably priced, environmentally responsible, data-secure service for getting rid of techno-junk. I’d try Freecycle.org first, since my junk may be someone else’s treasure–but this looks like a good fallback.

The FAQ page notes,

We refurbish what we can and recycle the rest. Inkjet cartridges get remanufactured and, when possible, cell phones and some computers get refurbished. Material that has no further operating life is broken down to its smallest components (metals, plastics, etc.) and used in the manufacturing of new products. Unlike some recycling companies, all of the material that GreenDisk collects is reused or recycled. No hazardous materials or obsolete components go overseas to be processed or disposed of.

It also discusses the risks of improperly-disposed, insecure data, and the steps it takes to eliminate that risk.

And this is a socially responsible company that chases away business if there’s a more eco-friendly solution available:

You should not use GreenDisk if there is a local drop-off that legitimately recycles your equipment. We believe this service should be offered in your local area to conserve energy and be more cost effective. Unfortunately, businesses in most local areas have not stepped forward. So, we started this service at the request of those who had no local vehicle to recycle their equipment.

I find the information on GreenDisk’s About page very cool: the firm was founded on Earth Day, 1993, originally to help software companies dispose of unsold software. With its commitment to sustainability, GreenDisk went around forming partnerships with existing recyclers–and with nonprofit agencies that employ workers with disabilities–around the country, rather than building new capacity.

Materials that Greendisk recycles are turned into Green office products: Diskettes and CD-RWs, CD packaging, technotrash collection stations (how’s that for a closed loop!). I had to wonder, though–who’s actually still buying diskettes?

In fact, I wondered enough that I picked up the phone. It was answered on the first ring by none other than David Beschen, President and Founder; he says all six employees answer the phone. I asked who buys floppies these days. It turns out the military and other government agencies still buy them–and NASA even still buys 5-1/4 inchers.

For up to 30 pounds of non-computer “technotrash,” e.g., CDs, cords, mice, cell phones, and printer cartridges, just $6.95. Disposal of entire computers, including wiping the data beyond recovery and recycling what components can be recycled, starts at $19.95. The largest job the company handled filled 26 railroad freight cars; the smallest was a single DVD. Rechargeable batteries are acceptable; alkaline, unfortunately, are not–but the company is working on it. “It isn’t that they can’t be recycled, but that it’s extremely expensive,” Beschen told me. “But we’re working on that.”

Since I had him on the phone, I conducted a brief interview:

SH: How do you get people not to just throw electronic parts away.

DB: There’s a huge segment that does want to recycle, and we make it more convenient. They just don’t know what to do with the stuff. We’re not missionary with people who don’t want to recycle, but the general conversations are starting to bring more people to realize [that proper disposal is important]. If you go back in our culture, we didn’t throw stuff away. Planned obsolescence is a relatively recent, and that mentality is changing. We have cars now that don’t need a tune-up for 100,000 miles, instead of rusting hulks in a junkyard.

SH: How are you different?

DB: One of the key rules of environmentalism is don’t make it [if you can use something already in existence]. We use resources already in existence, including postal trucks that would otherwise come back empty. We’ve asked nonprofits that employ people with disabilities [to do the work]; they have 70 percent unemployment: those are two huge resources. Now we’ve integrated FedEx, and less-than-load tactics with all the trucking companies, so we can move stuff without making a special trip. And we can get work done without taking it offshore. To make the diskettes, we bought down-time from people who make the software. And companies will pay a premium for recycled materials.

SH: Is this type of cooperation unusual?

DB: I’m the former head of corporate communications for Microsoft. The software producers were doing all kinds of joint ventures, sharing information that marketing people would have killed each other for disclosing. I said, “do your marketing people know?” It wasn’t a conspiracy, for once. I come from the marketing world. When you create a soluton for people, you’re marketing. Companies that think only of themselves don’t tend to perform well over time.

Share and Enjoy: These icons link to social bookmarking sites where readers can share and discover new web pages.
  • Digg
  • del.icio.us
  • Netvouz
  • DZone
  • ThisNext
  • MisterWong
  • Wists
  • blinkbits
  • BlinkList
  • blogmarks
  • BlogMemes
  • Blue Dot
  • Book.mark.hu
  • co.mments
  • De.lirio.us
  • Fark
  • feedmelinks
  • Fleck
  • Furl
  • Internetmedia
  • kick.ie
  • LinkaGoGo
  • Ma.gnolia
  • MyShare
  • Netscape
  • NewsVine
  • PlugIM
  • RawSugar
  • Reddit
  • Slashdot
  • Smarking
  • Spurl
  • StumbleUpon
  • Taggly
  • Technorati
  • YahooMyWeb

Another Recommended Book: Javatrekker: Dispatches from the World of Fair Trade Coffee by Dean Cycon

Tuesday, November 13th, 2007

You might remember fair-trade organic coffee roaster Dean Cycon of Dean’s Beans from my profile of his company in the February, 2006 Positive Power Spotlight.

Dean’s just come out with a fascinating book: Javatrekker: Dispatches from the World of Fair Trade Coffee.

Most Americans and Europeans in the coffee industry have never met a coffee farmer, and certainly haven’t traveled to the remote indigenous communities where coffee is grown. Dean has traveled the world, meeting growers, processors, shamans, government ministers, bouncing his way down rutted goat trails, learning a few phrases of the local language (or what he thinks is the local language), getting stomach-sick on a regular basis–and having a great deal of fun. He often finds that not only is he the first coffee buyer to visit these isolated places, but often the first white man.

In the U.S., he spends a lot of time hectoring coffee executives at Starbucks and elsewhere to commit more to fair trade and to fund development projects–which he’s able to accomplish for a tiny fraction of the money a large bureaucracy would need, by using methods initiated and designed by local communities using local resources to meet local needs, in the spirit of E.F. Schumacher’s Small Is Beautiful.

He leaves a trail not only of Dean’s Beans t-shirts and “Make Coffee Not War” bumper stickers, but a legacy of vast improvement in the lives of the villages he visits. Clean-water wells, education centers, community-owned coffee processing plants, simple hand-operated depulpers that allow coffee farmers to capture much more of the value of their crop…some of these are projects he funds directly, and others come out of the cooperatives’ share of coffee profits, made possible by the fair-trade price he pays, sometimes three times as much as the “going rate.”

Dean sums up his philosophy in the closing words of the book:

I have never been fully comfortable with what I, when I know in my heart that things can be better, more respectful, more loving, and frankly, more exciting. It pains me deeply to see cultures crumble and blow away under global pressures (or simply for lack of water), or kids’ lives go unfulfilled for want of a pencil or notebook. Javatrekking allows me the vehicle to explore my own relationship to these things and to take responsibility where I can. These may be small contributions in the greater scheme of things, but as an old Indonesian farmer advised me…”Add your light to the sum of lights.”

Dean has clearly taken that advice seriously. His many initiatives include forming the Coffeelands Landmine Victims Trust, which works in Central America and Vietnam, co-founding Cooperative Coffees, an association of 23 local coffee roasters around the U.S. and Canada who offer fair trade organic coffee, and simply funding scholarships for individual children of coffee growers in Ethiopia and Papua New Guinea.

Dean Cycon is living proof that it is more than possible to use business as a force for positive social change, while at the same time see the world and have a terrific time.

Published sustainably on recycled paper by Chelsea Green (publisher of my own book Grassroots Marketing: Getting Noticed in a Noisy World), Javatrekker is full of well-told stories and includes some great color photos. It’s available from Dean’s Beans or from the publisher.

Dean Cycon, who happens to be a signer of the Business Ethics Pledge, has pledged to donate 100% of the profits to coffee farmers.

Share and Enjoy: These icons link to social bookmarking sites where readers can share and discover new web pages.
  • Digg
  • del.icio.us
  • Netvouz
  • DZone
  • ThisNext
  • MisterWong
  • Wists
  • blinkbits
  • BlinkList
  • blogmarks
  • BlogMemes
  • Blue Dot
  • Book.mark.hu
  • co.mments
  • De.lirio.us
  • Fark
  • feedmelinks
  • Fleck
  • Furl
  • Internetmedia
  • kick.ie
  • LinkaGoGo
  • Ma.gnolia
  • MyShare
  • Netscape
  • NewsVine
  • PlugIM
  • RawSugar
  • Reddit
  • Slashdot
  • Smarking
  • Spurl
  • StumbleUpon
  • Taggly
  • Technorati
  • YahooMyWeb

Shel Horowitz’s November Frugal Fun Tip is Posted for You

Wednesday, November 7th, 2007

Monday, November 5th, 2007

November 2007 Frugal Fun Tip: Things You Might Forget to Pack

The little things that ought to be in your suitcase or carry-on, but may not be obvious.

http://frugalmarketing.com/newsletters/2007/11/05/things-you-might-forget-to-pack/

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 person in South Hadley, MA, Hartford, CT, online, on-air, and over the phone:
http://frugalmarketing.com/newsletters/2007/10/26/hear-and-meet-shel-november-07-through-march-08/

Latest Additions to the Websites

http://frugalmarketing.com/newsletters/2007/11/07/new-on-the-sites-november-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

Share and Enjoy: These icons link to social bookmarking sites where readers can share and discover new web pages.
  • Digg
  • del.icio.us
  • Netvouz
  • DZone
  • ThisNext
  • MisterWong
  • Wists
  • blinkbits
  • BlinkList
  • blogmarks
  • BlogMemes
  • Blue Dot
  • Book.mark.hu
  • co.mments
  • De.lirio.us
  • Fark
  • feedmelinks
  • Fleck
  • Furl
  • Internetmedia
  • kick.ie
  • LinkaGoGo
  • Ma.gnolia
  • MyShare