Yesterday, Guy Kawasaki did a Google+ Hangout on Air with Martin Shervington talking about his latest book “APE: Author, Publisher, Entrepreneur – How to publish a book“.
Having worked as a Chief Software Evangelist for Apple (in a time when there was zero software for the Machintosh), having written and published 12 books (2 self-published) and his background as a Venture Capitalist – it’s safe to say that Guy knows “a thing or two” about what it takes to be a successful Online Dreampreneur!
While I highly recommend that you watch the recording of the session, the goal of this post is to save you 1 hour and 17 minutes of your time and give you the best strategies on how to publish a book that worked wonderfully well for Guy – and that YOU (and I of course) can use on your own efforts to publish a book!
To self-publish or not
The biggest disadvantage of self-publishing a book is that you have to do EVERYTHING yourself!
“What do you mean? Is there anything more to it other than writing a great book?”
YES! What you just described is just the “A” part of “APE” which stands for “Author”. Yes – you have to write the book but that’s just 1 of the 3 things you need to master to successfully publish a book! Guy says that it’s “time to burst the bubble” of that romantic idea where you write it and they’ll will come.
Self-publishing is more time consuming and it will demand more from you but that comes with the territory.
On the other hand, having to do everything by yourself gives you more control! If you’re incredible passionate about details and you love to be involved on the creative process, self-publishing can be a tremendous advantage for you!
Self-publishing gives you more freedom to choose who you want to do business with. It also gives you the ability to get better margins.
Another great thing about self-publishing is the incredible low time-to-market: “from the time we got the book from the copy-editor, and approve those changes, to the time it was available for sale on Amazon, it was about 6 days – 4 of those 6 days we were waiting to publish it because it was too early!“.
Guy’s advice for Newbies
Publishing a book is a great way to prove your worth! “You prove it by having a following and with sales results” that not only will potentially lead you to get a business deal with a traditional published but also (and perhaps more importantly) it will put you on the map!
But please… PLEASE! Make sure “you have something VALUABLE to say! Don’t just write a book just because it’s good for your business. That’s a poor reason. If you’re just a mediocre person and you believe that publishing a book will make you less mediocre and land you some gigs… YOU’LL FAIL”!
I go even a step further by thinking about how I can make an IMMEDIATE, MASSIVE and MEANINGFUL difference in the lives of those I serve!
Above all else, and on this part Guy is absolutely HILARIOUS, “Don’t be Joe Schmoe“!
Make sure you also have a 30 second pitch about what the book is about and why should we care about it!
The World has ADD. Use it!
Guy says that the World (and specially the Online world) has Attention Deficit Disorder. People will look at your headline for (last time I checked) 9 seconds.
When you’re working on the title of your book, Guy recommends you to:
- create a rhythm of three
- create a word (early in the alphabet, so when people make lists about your topic/niche “guess who will appear first”)
- make it a verb (so people can say something like – “Hey! I APED my book!”)
Unleash the power of the Internet
The Internet enables you to leverage the power of connection between people who care about each other. Here’s how Guy used this to ignite his book success:
“After working 2 months on on the outline of my book:
- I created a Google Doc with the outline
- Sent it to my ‘5 million friends’ and said that I would love for them to register so they could review and comment my outline
- 250 registered to do this
- 60 replied with comments and reviews
Then, I worked for one more month on the outline based on the incredible feedback I’ve got.”
But it doesn’t end here.
“When I had the final version of the book in PDF I sent it to my friends that helped me on the reviewing process.” Guess why this was so important?
“On the day the book was published I already had an incredible number of people who already read the book, felt like they were part of the writing process and were ready to review it just 5 minutes after being published! I had to call Amazon before so they knew this wasn’t a scam!”
Here’s some links for Print-on-Demand mentioned by Guy:
On my own research I’ve came across Lulu – but I haven’t used any of these services.
P.S: Now, because you’re still reading this here’s a really cool Kawasaki moment to enchant you: The Physicist and the Chauffeur
What about you?
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