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April 2004
For Professional Speakers, Authors, and Consultants
FROM THE PUBLISHERS OF SHARING IDEAS NEWSMAGAZINE
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Dottie Walters' Speak and Grow Rich-April 2004
Monthly eNews
For Professional Speakers, Authors, and Consultants
From the Publishers of Sharing Ideas Newsmagazine
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In this issue...
1. Commercial Sponsors for Speaker Products - Dottie Walters, CSP
2. Using What You Already Know To Earn More Than You Already Earn-Wendy Keller
3. Don't Get "Clobbered" by the Media - Gayl Murphy
4. What's Next?
5. Upcoming events with Dottie Walters
6. More resources for Speakers, Authors, and Consultants
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"Fill every unforgiving minute with 60 seconds worth of distance run."
-Rudyard Kipling
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Commercial Sponsors for Speaker Products
by Dottie Walters, CSP
These questions are ones I am asked most often by speakers who consult with me
for help in obtaining Commercial Sponsors.
Q. When should I begin thinking, planning, and researching Commercial
Sponsors for my products?
A. The time to think of appropriate Commercial Sponsors for your new book,
CD-ROM, audio, video, workbook, posters or other products, is BEFORE the item is
completed. You should work on Commercial Sponsors in advance. Many
Speaker-Authors talk about book signings in bookstores, or selling books one at
a time at the back of the room as they speak. These are slow, time consuming,
expensive ways to sell products. It is far better to sell 5,000 books or 25,000
books or even one half million books to a sponsor like the commercial pet food
company Jack Canfield and Mark Victor Hansen sold their "Chicken Soup for the
Pet Lovers Soul" books to. Selling books one -at- a-time is very hard work for
very little profit.
Q. Where can I find Ideas for Commercial Sponsors appropriate for my
products?
A. One of the best sources of Commercial Sponsors is to be found in the
publication called "Publications in Print" at the Library. You will find all of
the publications, including newspapers, newsletters, magazines, etc., listed by
TOPIC. For Example, if your subject is parenting, you will find a surprising
number of publications that specialize in parents, grandchildren, and anything
else related to children. Take a look at web-sites also. Every day more lists
are added. Your great market may be listed and waiting for you right on your own
desk.
Q. Why should a publication want to buy quantities of my products?
A. Publications use products to increase their circulation by advertising
your product as a gift to new subscribers. An example is the Readers Digest sold
at grocery stores. The publication will sometimes give your product as a gift
with the purchase of a subscription to their publication, or will allow you to
purchase it at a special price, with the purchase of a subscription. In this
case the gift item is called a "Premium." It is a wonderful system for the
Commercial Sponsor because the retail buyer pays not only for the wholesale cost
of the book, but for all the advertising and promotion too. The retail buyer
also wins because they are able to buy a book they want at a reduced price.
Q. Who do you ask for at Publications?
A. The Circulation Manager. It is the job of the Circulation Manager to
obtain subscription renewals and new subscribers. If this flow of paid
subscriptions stops, the publication will surely fail.
IMPORTANT POINT: The advertising rates of the publication are
based on paid circulation in the form of new subscriptions and renewals
constantly. People move away, lose interest in the subject of the magazine,
etc., so the publication tries very hard to obtain renewals. Your product will
help with that.
But they also want to vastly increase their total number of paid
subscriptions. Of course the Circulation Manager is interested in any idea that
will help him with this responsibility.
Q. What do you say to a Circulation Manager?
A. I suggest that you ask the Circulation Manager how many new subscribers and
renewals he or she needs. Put your hand up under your chin so that your mouth
does not hang open when the Circulation Manager gives you a gigantic figure!
Remember, the more books they buy from you (and you in turn purchase from your
publisher or printer) the lower the cost per book.
Remember, the Commercial Sponsor arranges for and pays for all the
advertising and promotion of your book as the Premium to go with subscriptions
to their publication. I have prepared a number of samples with this material,
and have included them in this material.
Q. Are there other businesses that this idea would work for?
A. Absolutely. I want you to study all the ads that come your way every day. In
your newspaper, in your mail, from all directions. Watch for ones that say,
"Open a new bank account," "Be sure your health insurance covers you and your
family," etc.
IMPORTANT POINT: Become a credit card Merchant. Try your
bank or Costco or Sams Club.
Q. How do you charge for the books or other products?
a. In advance of publication.
b. Get the money up front.
c. Get the prices from your publisher or printer so that you are prepared to
quote large orders.
d. Another good idea is to talk to your book publisher if you are dealing
with one, and ask for a clause in your contract that guarantees you the sales
commission when you bring in an order over a set amount. Of course if you
self-publish, you get all of the profits on the big sales.
Also be sure to get the client's shipping credit card number. They pay for
the shipping of your books to their location. This would be United Parcel
Service or similar shipper. They expect to pay this, just as you do when you buy
from a catalog.
Q. Are there other benefits to having large companies advertise my products?
A. Yes indeed. Because of all the promotion there will be a far greater
demand for your book in bookstores. If you are a speaker, the sponsor's
promotion
will also create a greater demand for your programs as well.
Q. Are there any "accessory" items that can be sold to a Commercial Sponsor
with a large quantity of my books?
A. So glad you asked! Yes, find out in advance from your publisher or
printer if you are printing your own books, where the quantity price breaks
fall. Make a chart to carry with you, and a copy for your briefcase. The more
books that are printed, the lower the price per book. This knowledge will allow
you to give your client a great break off the retail price per book, yet still
allow you to make a good profit on every book.
Here is another accessory idea: Ask your printer or publisher how much it
would cost (based on the number of books the Commercial Sponsor purchases) to
add one "printed signature" to your book. Imagine that your book does not have a
cover yet. A "signature" is one piece of paper that wraps around the book inside
the cover. It produces a two-sided page in the front and one in the back of the
book.
When my first book, "Never Underestimate The Selling Power of a Woman" was
published, Prentice Hall sold a great quantity of the books to Tupperware. (It
was the first book ever written by a sales woman for women in sales.) They sold
Tupperware a signature as described above. The signature had a picture of their
President and a greeting from him in the front two back-to-back pages. In the
rear two added pages they had a form inviting people to hold a Tupperware party,
or become a Tupperware Party Sales Representative.
Because of this publicity, Prentice Hall arranged for me to be featured in
the game show "What’s My Line" in New York. None of the celebrity guests guessed
that this country girl from a chicken ranching town in the West was the author
of the first book in the world for women in sales. So I won the prize money!
Then my phone really began ringing and I spoke to many many other sales
organizations.
Pre-Order: 2 hour CD "How to Find and Keep Commercial Sponsors" by Dottie
Walters and Robin Raymer. Available June 1, 2004. $95.00 + Shipping.
Includes workbook.
To order call: 626-335-8069
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Using What You Already Know To Earn More Than You Already Earn
By Wendy Keller – Content Marketing Specialist
http://KellerMedia.com
Did you know that more than 320 rights exist in any piece of intellectual
property?
How many of those rights are you thinking of when you consider writing a
book, giving a speech or creating an audio product?
Quickly assessing your product for hidden revenue streams is an important
skill. The easiest money you can create is embedded in how many ways you can
sell what you know to the people who want to learn it and pay for it. Why do so
few people think of only a few ways to profit from their content?
In my 15+ years selling intellectual property rights, I've noticed that
nearly everyone falls into the proverbial "Carpenter Syndrome." That is, if all
you've got is a hammer, everything looks like a nail.
To understand how to leverage the content in your carefully collected
knowledge base, you have to realize that people prefer to learn in very
different ways. The three primary methods of learning are auditory, visual and
kinesthetic. Stop for a moment and ask yourself which you are.
If you're mostly auditory, you probably pay attention to music and sounds and
other peoples vocal inflection. You are likely to learn easily by listening to
cassettes or CDs.
If you're primarily visual, its likely you can remember what someone was
wearing the day you met them, even if you've long forgotten their name. You are
likely to learn by reading. You're probably a serious book lover.
If you're mostly kinesthetic, you learn by participating. You're likely to
really get a lot out of seminars, especially ones with group interaction and
ropes courses. You're definitely focused on how people are going to feel about
your message.
These broad generalizations are the tip of the matter, of course. But it’s
likely that whatever your personal preference is, you assume that's the
preference of the world. Even as a literary agent and well-published author, I
have to constantly remind myself that not everyone reads books. In fact, only
17% of all American households bought even one book in 1999 (American
Booksellers Association, last year for which stats are available).
Your goal as a content provider – someone with knowledge for sale – is to
consider how people who prefer learning in other ways might be able to more
easily access and buy your content. How active is your self-promotion on the
Internet? How available is your program in audio format? Did you get a book
published? If you did, did you make sure that its also available as an e-book?
How many people attended your last workshop?
The hundreds of ways you can parse rights to your content are more
overwhelming than they are relevant or important -- unless you start with the
most profitable ones and work your way down. But first, you have to consider
your options and then take the most expedient, direct and effective measures to
deliver and market your product in that form or format to the audience that is
most likely to buy it.
As an information marketer, you will profit the most by looking for all the
innovative ways to get your material out – not just the one most comfortable for
your own learning style. You'll soon find that by putting your material out
there in a wide variety of forms allows the success momentum to take over.
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Don't Get "Clobbered" By the Media
By Gayl Murphy
http://InterviewTactics.com
You finally did it! You've written your book! You sat down at your computer for
six months, twelve months, two years, and your book is finally here! Now it's
time to tell the world about it. It's time to step up to the microphone and
"Tell it to Sell it!"
AND you thought writing your book was daunting; just wait till your first
interview, and that little "red light" goes on and you quickly realize that the
person you're talking to hasn't read your book and doesn't have a clue who you
are, and what you've accomplished. What then?
Doing press and being interviewed by the media can really be fun. You get to be
the star of "The, ME Show," starring YOU! And how cool is that?
Being interviewed isn't a trip to the dentist's office, although in hindsight
it can feel that way sometimes – like when you're driving home from the
interview yelling at yourself in the car, "What was I thinking? I should have
never said THAT! I should have said THIS!"
Steve Martin told me in an interview one time, "The interview process is a
little bit of a performance, and it's a little defensive, depending on your
nature. But what could be more fun [than] to talk about yourself and have
everyone stare at you like they're really interested?" Gotta love that Steve . .
. and he can be a good interview, sometimes.
So how do you tell the world about what you've done, written, accomplished or
discovered and WIN in "media-land," and how do you become media-savvy?
You become media-savvy by knowing what the media wants and giving it to them! By
having "Interview Tactics!" and using them each and every time you're called
upon to get your message out there, "red light" or not.
Having "Interview Tactics!" is about creating a clear and concise message,
putting it out there, having it understood and then moved forward. And that
includes ANY environment where you open up by: stepping up, delivering your
message or pitch, peaking your listeners' interest and wrapping it up in 30
seconds or less!
I use a lot of sports metaphors in my book, Interview Tactics! How To Survive
The Media Without Getting Clobbered, and I do that because working with the
media is really about listening, teamwork and tactics!
You wouldn't walk onto a football field or basketball court not knowing the
rules of the game, would you? So the key to getting your message out there is:
work in tandem and educate yourself about what the other side NEEDS to move YOUR
message forward.
Veteran Hollywood Correspondent, Gayl Murphy has interviewed over 13,000
celebrities and newsmakers in her successful broadcasting and news gathering
career. In that time, many of Hollywood's biggest stars have shared their
INTERVIEW
TACTICS with her, and how they survived the media ... Here's a sample of
what the pros have to say about giving that KILLER INTERVIEW.
Gayl will be presenting at the 2004 Magnificient marketing Symposium for more
information:
http://speakandgrowrich.com/s2004_mm_overview.htm
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Subscribe to Sharing Ideas Newsmagazine-Don't miss all the latest cutting
edge information for today's speaking industry! Subscribe to Sharing Ideas the
#1 Magazine for Professional Speakers Authors and Consultants. Subscription
includes the latest DIRECTORY OF SPEAKERS BUREAUS and Dottie's 2 Hour Audio CD
on How to be Booked By Speakers Bureaus!
http://www.speakandgrowrich.com/sharing_ideas_overview.htm
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Do you have a valuable tip that you would like to share?
Email: Dottie@speakandgrowrich.com
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Next month's Speak and Grow Rich eNews we will discuss more on Commercial
Sponsors, Book Tours vs. Seminars, Speaking Tips and much MORE.
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Upcoming Events with Dottie Walters
Expand Your Brand! 9th annual Magnificent Marketing Symposium for experts,
authors, speakers, and consultants. Featuring Tom Antion, Dottie Walters,
Bruce Cameron, Jeff Herman, John Patrick Dolan, Wendy Keller, Gayl Murphy and
the hottest lineup of today's industry experts, surprise guests, panels, and
more!
Only 75 seats available. Mark your calendar now. This is the ONE event you must
attend THIS year! September 16-19, 2004 Universal Sheraton, Hollywood, CA USA.
Special early bird registration rates available (626) 335-8069
http://speakandgrowrich.com/s2004_mm_overview.htm
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Next 2 Day Speak and Grow Rich Master Weekends will be held:
May 22-23, 2004 Glendora, CA USA (626) 335-8069
June 26-27, 2004 Watford, England UK (+44) 1923 248-200
http://speakandgrowrich.com/speaking_seminars_master_weekend.htm
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SPECIAL Condensed Speak and Grow Rich Workshops:
May 1, 2004 Los Angeles, CA The Learning Annex
http://speakandgrowrich.com/speaking_seminar_schedule.htm
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Best wishes for your success!
Dottie Walters, CSP
International Speaker, Author, Consultant
Author Highest Rated book In THE Speaking WORLD, SPEAK & GROW RICH
Publisher/Editor: SHARING IDEAS newsmagazine, 25th year of publication
President/CEO, Walters International Speakers Bureau
Publisher, International Directory of Speakers Bureaus
Founder, International Association of Speakers Bureau Owners, IASB
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