Gordon Burgett’s Newsletter


for writers, speakers, publishers, and product developers


November, 2009




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I promised five more ways to share your book’s contents...


In the 10/1 newsletter I showed you how, through ancillary publishing, you can take your completed book copy and cover and have others publish it nine more ways, free and “hands off.” Or you can slip around the whole publishing process this way and let others do it for you.


But why stop there? If you have a book that folks will gladly pay to read, why wouldn’t you sell that book’s core contents in other formats to those poor souls to whom the written word isn’t gilded? Like...


* By sound. Restructure and explain your topic on audio CD or DVD (perhaps with a .doc workbook or guide on a separate CD). Or as a downloadable podcast.


* In parts. Done right, you can usually convert a needed book into a series of paid articles in a key publication. Or separate articles in many publications. How better to strengthen your perceived expertise? Mention in your bio slug that you have a free booklet or report with valuable add-on info available at your website. When they ask, download the requested pages and add that fan to your e-list for your newsletter and the promo releases about each of your coming books.


* Revisitably. Assuming you offer your book in both bound and digital versions, this is the latter, yet (you remind your buyer) it never need be printed. An example. Loads of folks buy my Treasure and Scavenger Hunt book digitally—because their party is tomorrow and they’d spend twice its cost to overnight it! They pay by credit card and we send it in two minutes as an e-mail attachment. But we also suggest that they give it an honored place on their computer’s internal bookshelf, they read and use it now, then they come back to it on their monitor for future parties. And we all save paper!  


* With friends. Build a fun, usable workshop or seminar around the bones of your book. Mix in some exercises, hands-on starter steps, experiences and suggestions given by the attendees—use any of the speaking tools that inject spark into a process or adventure. You get paid too—plus the sponsor will often pre-buy the book as a supplies handout. If not, the attendees will buy it, plus other good stuff you also offer.


* One-on-one. Somebody or lots of somebodies want to reward you well if you will personally counsel or coach them on the very topic of your book. For an hour, half-day, or days, they will gladly pay you to lift them over the stumbling blocks that took you years to conquer. (If you take careful notes and later add in the additional questions not asked, you can often resell the step-by-step process in a follow-up guidebook.) 


Sounds like empire building!




I wish I’d had this book way back when...


Most of the stuff that shouts at you about Internet marketing is hot air, expensive, and ultimately designed to snag you into the seller’s costly consulting, boot camps, or do-as-I-do claptrap. But Kim Stacey’s 185-page e-book called 21 Steps to Starting and Launching Your Own Internet Marketing Business is the real deal: first-rate, full of the very answers (and starter sources) you need. The best $39 I’ve spent since I jumped into this odd world (for an old cut-and-paste guy). This book would be a bargain at three times the price.


Look, if you have something others should know, you’ve got a niche market for it, you can at least write an e-book, and you can use Word, there are two paths to controlling your information-selling future: (1) the brick-and-mortar store, the bound book, and the usual spin-offs, or (2) the Internet marketing approach, where digital, downloads, websites, and URLs rule. My advice: do both, but get going on your Internet marketing now, do it right, and be cautious about your expenses. Except here: get this book. It would should save you a ton of time.




But if you’re already an established publisher, how does the ancillary publishing help?


In my 10/1 newsletter article I told you how to get your finished book picked up by established ancillary publishers and sold widely and often—free to you.


“Why bother?” several of you veterans asked (in nicer ways), implying that at present it would bring in chump change compared to publishing it yourself and controlling its own selling destiny.


Well, it could be huge change, and soon enough it may be even huger (yes, I know), but, if you have a defined, tested niche market, you are right. Your money pot is elsewhere—and it may not make enough cents to take advantage of this extra selling leverage. (See my Niche Publishing book or CDs for that sleight of hand. Niche books are where the biggest risk-free pot of gold hides.)


How would I treat ancillary publishing for my own marketing? I’d write my book, get it proofed and ready to go, get the cover chiseled in .jpg, and print the quantity I could sell in the next three months. But early on, I’d also get my e-book out and I’d put that in the ancillary handlers’ hands. Would I use Lulu and CreateSpace for a bound version? Not worth it if I’m already covering my niche market well. But for a general market book, sure.


There are two more very important considerations.


(1) Sometimes you have a wee book idea in a different field where you don’t want to crank up your own promotional gears at the outset. There, I’d get it ready (no slacking in content and appearance) and let the new guys see if they can find a market for it. See if lightningsource, Kindle, Smashwords, Blurb, Squibd (plus Lulu and CreateSpace) can create some magic. If they do, I’d gladly be stunned, buy some P.O.D. copies to start, then print out as many press runs as my shocked heart (and delighted purse) could take!  


(2) Or you know that you need a book but you abhor the idea of putting on a print apron and having to publicly associate with distributors. In that case there are two roads to print paradise: (a) go straight to Lulu, CreateSpace, or Blurb and make your tome their poster model in style and content, use your own top-quality cover, and buy a couple hundred to start using for promotion, or (b) create just as good a book, head to lightningsource and get the same 200 copies by P.O.D. to sell or distribute. But then also create an e-book version and let the ancillary publishers sell that. If the e-book catches fire? We should all have problems like that! Start selling your own e-version too!    




That “how to” ancillary publishing e-book or audio CD program I’m prepping? Not ready yet, but I’m busy making it happen! Its detailed workbook with new, up-to-date specifics will help walk you through the process of producing many different books from just two files. In the past weeks I gave two four-hour seminars near Santa Cruz and Stanford about it so I’m injecting more contents from the excellent questions and ideas that the participants shared. What a super Christmas gift (if I step on it) to bewilder your friends!


There’s some new information at www.ancillarypublishing.com too...




Coming newsletters? Some thoughts on shipping costs—my biggest complaint about Internet marketing. And URLs. If you’re not nailing yours down, you’re more likely to get nailed.




Where are most of my products hiding? Right here. Shh... For more information about each, quietly click the link by the title. Or just order away...




The archives of the past newsletter issues sleep at www.gordonburgett.com/NLarchives.htm.


Do you have friends who should get this newsletter? Please send them to www.gordonburgett.com/free-reports.


Finally, my bio is at www.gordonburgett.com/gbbio3.htm.



Best wishes,


Gordon Burgett



P.O. Box 845
Novato, CA 94948