How to Get the Media to Promote Your Book: Proven Strategies to Capture Media Attention and Skyrocket Your Book’s Visibility
(Posted on Saturday, June 17, 2023)
Author: Eric Schurenberg, Amplify Publishing Group Editor-in-Chief, Former CEO of Inc. and FastCompany
Congratulations! Your book is now all but finished—the manuscript has been approved, edited, and sent off to the printer. But you’re not done yet.
Now you have to make sure the world knows your baby is born, soon to be ready to be read. The best way to spread the word beyond your own network is through the media—the complex, ever-evolving, multiheaded ecosystem of traditional journalists, podcasters, newsletter writers, bloggers, and influencers. Their reach can not only help build your book’s sales but also raise your profile. The book you created can open many doors for you as a thought leader, but it won’t do so if no one has read it. And it won’t be read if no one knows it’s out there.
Your book publisher may undertake some publicity for you, and you can always hire an independent publicity firm. But be realistic. The overstretched publicity staff inside a traditional publisher must promote many books besides yours—some of them by celebrity authors who will always get the lion’s share of attention. The in-house publicist’s first goal is to maintain their relationship with bookers and editors at media outlets, not promote your book.
Publicity firms can give you more attention, but they are expensive. You should expect to pay between $5,000 and $10,000 per month. And they cannot work miracles. You’re likely to find that even professionals have a hard time rising above the flood of books swamping media inboxes each month. To put the maximum effort into publicizing your book, you will need to wade into publicizing yourself in tandem with that of your publisher or hired PR firm.
Now, that may sound quixotic. How can you have any effect when you are new to the field and don’t have a contact list full of media stars? Well, you’re probably not going to get yourself booked on Today or reviewed in the Washington Post right out of the gate. There is simply too much competition. Steve Levingston, the Post’s longtime non-fiction book editor, has just half a dozen book review slots a week and estimates that he gets 100 pitches a day from authors and publicists seeking reviews. But if you start at a realistic level—building a foundation among smaller media outfits, practicing your pitch, and building towards your ideal outlet—you might just do better than you expect.
Start by creating a press list that hits your target audience where they get their information
You almost certainly know your audience better than any publicist, and you have the clearest idea of where they get their media. Focus on those outlets. This will help you narrow down the number of options and find the outlets best suited to cover you. If you’re not sure, consider books that compete with yours: Where were they reviewed or otherwise covered? Find out the names of the editors or producers responsible for assigning or scheduling that coverage. Don’t limit yourself to just one platform, such as only print or only podcasts. The odds are that your audience gets its information on lots of different platforms. Explore them all.
Before pitching anyone in media, get to know them
Once you’ve identified the decision-maker you want to pitch, study their work. Do your best to understand what interests their audience and construct your pitch accordingly. In the introductory paragraph of your email, let them know that you appreciate their work and clearly explain how your book relates to their interests and/or beat and why it would be of interest to their readers or viewers.
Craft a pitch that helps you stand out
Remember that everyone in this communication chain is pressed for time, including you. So get to the point quickly. It helps to create a core pitch that you can customize for each different outlet but that you don’t have to recreate each time.
Before you put a finger to your keyboard, ask yourself the following questions:
- What might inspire this journalist?
- What makes my book or message topical?
- How do I stand apart?
- What problem do I or my book solve?
- What do I want to happen after I send this email?
Open your email by explaining why you’re reaching out and letting your contact know that you follow their work and understand their audience. But keep it short. Then, offer a brief overview of your book, emphasizing why it’s especially newsworthy and why it holds special meaning for your contact’s audience and your contact in particular (if you can).
Be sure to give reasons why you, as an author, are worth paying attention to. The reasons could include your professional credentials, past press you’ve received, the size of your social media following, the endorsements your book has received, or any combination of the above.
Close with an ask that
a) they are likely to be able to grant and
b) helps them do their job.
At my former shop at Fast Company, for example, one editor was responsible for assigning stories relating to design, another for content related to social impact, and yet another managed non-journalist authors who contributed articles under their own byline. All three of them are barraged by publicists seeking attention. You’ll have a much better chance of being heard over the noise if you pitch your book on design thinking to Design Editor Suzanne LaBarre rather than to Social Impact Editor Morgan Clendaniel or to Editor-in-Chief Brendan Vaughan. Even if they don’t take you up on your pitch, they will appreciate that you took the time to avoid wasting theirs.
Follow up regularly, but not too regularly
Wait at least a week, if not two, before following up on any email you send. Be aware that it’s not unusual for a journalist to take several days or weeks to respond and, in many cases, not to respond at all. Don’t be discouraged. Instead, be thoughtful and professional when following up—try waiting until you have an update or new information to share with the journalist.
If you’ve followed up with someone a few times without a response, it’s time to move on to the next opportunity. You can always return to this same contact later if you have any game-changing developments to share.
Accept graciously when someone declines to work with you. You have everything to gain by keeping the relationship positive. For example, you can bounce back by pitching yourself as a subject-matter expert who can give commentary on a specific topic on the journalists’ beat. That kind of mention gets your name in print and gives you the chance to request your book and the purchase link included in the article. In many publications, you can propose contributing a column. Online publications are particularly fond of listicles—for example, “5 Ways to Engage Remote Employees” or “Top 10 Pieces of Advice for New Bosses.”
Consider offering giveaways, especially to radio, podcasts, and influencers. Giveaways garner interest in your book and have the added value of generating possible consumer reviews if the readers post on Goodreads or Amazon.
Play the long game.
Think of media coverage and the pitching process like pyramids. You need a strong, wide foundation in order to effectively build up to one great point at the very top. Start by pitching smaller outlets that make sense for your target audience. Outlets like local newspapers and niche podcasts can be great for this purpose. They can help establish you as a credible source of content and provide some social proof to journalists up the food chain. Plus, it allows you to practice being interviewed about your book with relatively low stakes.
Once you feel you’ve built a sufficient foundation, transition into midsized media, like regional newspapers, local TV programs, and other reputable outlets that stop short of being household names. After checking that box, you’re ready to go after the most competitive outlets, like major newspapers, popular podcasts, and primetime news programs.
Finally, remember that there are many ways, besides sales, to define your book’s success. The act of writing was no doubt a powerful way to crystallize the ideas you wanted to bring to light, and your book now serves as persuasive confirmation that you have something of value to say. But a book is likely to be just one element in a thought leadership portfolio that includes speaking, consulting, and board memberships. Maintaining a healthy relationship with the media can help on all those fronts.
In other words, remember that you are pitching the media, not just your book. You are also pitching yourself. So take the time to learn what makes each journalist or media outlook tick, and do your best to be helpful to them—as you would any client. Be courteous, persistent, empathetic, and, above all, patient, and you’ll see results.
Eric Schurenberg is Amplify Publishing Group’s editor-in-chief and a media executive, award-winning journalist, and the former CEO of Mansueto Ventures, the owner of Inc. and Fast Company media properties.
Amplify Publishing Group Welcomes Mel Robbins to Board of Directors
(Posted on Monday, June 12, 2023)
We’re thrilled to share some incredible news with our community of authors, readers, partners, and supporters: Mel Robbins has joined Amplify Publishing Group’s board. As a hybrid publisher committed to empowering authors and revolutionizing the industry, we couldn’t be more honored to have Mel join our executive leadership. Her remarkable achievements as a podcast host, bestselling author, self-publishing phenom, and expert in mindset and behavior change make her a valuable asset to our organization. With Mel’s unique insights and expertise, we’re confident Amplify Publishing Group will reach even greater heights in supporting our authors and delivering exceptional content to readers worldwide.
“Amplify is the leader in disrupting the traditional publishing business model, and I’m here for it! I love our mission of empowering authors to own and control their intellectual property while still leveraging traditional retail distribution. I am excited to align with an organization that upholds my own values as a thought leader, entrepreneur, podcast host, and innovative author.”
—Mel Robbins, host of The Mel Robbins Podcast and New York Times bestselling author with millions of books sold
A World-Renowned Expert, Accomplished Author, and Entrepreneur
Mel Robbins’s name resonates across the globe, and we’re privileged to have her on board. Her widely acclaimed podcast, The Mel Robbins Podcast, has captured the hearts and minds of millions of listeners, and we are truly humbled to have the opportunity to collaborate with a trusted authority on personal development and self-improvement. Mel’s expertise in mindset and behavior change has made a profound impact on individuals worldwide, and we are excited to leverage her knowledge and experience to further enhance our books and offerings.
Beyond her podcasting success, Mel is a New York Times bestselling author whose books have transformed the lives of countless readers, guiding them on a path toward personal growth and fulfillment. We admire Mel’s ability to connect with and motivate her audiences through various mediums, as evidenced by her millions of books sold worldwide, seven #1 audiobooks on Audible, and the billions of views her videos have garnered.
Empowering Authors with Amplify Publishing Group
At Amplify Publishing Group, we are dedicated to empowering authors and supporting their creative endeavors. We believe that authors should retain ownership and control over their intellectual property while benefiting from traditional retail distribution. Mel’s passion for empowering others aligns perfectly with our core values. Her extensive experience as a thought leader, entrepreneur, podcast host, and innovative author will undoubtedly strengthen our mission to revolutionize the publishing industry.
A Promising Future
We’re thrilled to have Mel join our executive leadership team at Amplify Publishing Group. Her appointment to our board reinforces our commitment to excellence, innovation, and author success. With Mel alongside Amplify CEO Naren Aryal, chairman and New York Times bestselling author Josh Linkner, and editor-in-chief and former CEO of Inc. and Fast Company Eric Schurenberg, we’re confident that we have an exceptional group of leaders guiding us. We’re excited about the endless possibilities that lie ahead and believe that Amplify Publishing Group will continue to lead the way in the ever-evolving publishing landscape with Mel’s invaluable support.
Join Us in Welcoming Mel Robbins
On behalf of the entire Amplify Publishing Group team, we invite you to join us in extending a warm welcome to Mel Robbins. Together, we are poised to shape the future of publishing, provide unparalleled support to authors, and deliver exceptional content to readers across the globe.
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About Mel Robbins
Mel Robbins is the host of one of the top-ranked podcasts in the world, a New York Times bestselling author, and a trusted expert in mindset and behavior change. She has seven #1 audiobooks on Audible, millions of books sold, billions of views of her videos, and her globally renowned The Mel Robbins Podcast is syndicated in 194 countries.
About Amplify Publishing Group
Amplify Publishing Group is a leading independent hybrid publisher dedicated to amplifying voices, elevating brands, and supporting ideas that change minds and shape conversations. APG has over twenty years of experience acquiring, producing, marketing, and distributing books, and is home to six imprints, including #AmplifyPublishing and #RealClearPublishing.
5 Benefits of Collaborating with a Ghostwriter to Bring Your Book to Life
(Posted on Sunday, April 16, 2023)
Ghostwriters are incredibly valuable resources for authors who want to share their ideas, stories, or expertise with the world but don’t have the time or inclination to write a book themselves. At Amplify, we employ a meticulous interviewing process to align our authors with skilled ghostwriters who prioritize our client’s vision, objectives, and tone.
If you’re weighing the pros and cons of hiring a ghostwriter to carry the writing lift on your book, here are five crucial benefits that hiring a ghostwriter brings to the table:
- Expertise: You might be the leading authority in your field and an excellent communicator, but putting expertise on paper isn’t as easy as it might seem. Ghostwriters are professionals who specialize in crafting compelling content and communicating complex ideas—skills that are crucial when writing long-form content like a book.
- Efficiency: Writing a book takes time, which is a precious commodity for thought leaders. Even if you have the ability and interest to write your book, your schedule might not allow it. A ghostwriter will handle the writing process from start to finish, allowing your book idea to come to fruition significantly faster than it otherwise might have.
- Objectivity: A ghostwriter can provide a fresh perspective and help you see your ideas in a new light. With the benefit of their expertise and point of view, your manuscript will end up more well-rounded, balanced, and accurate.
- Confidentiality: Ghostwriters usually operate under a confidentiality agreement, which means they won’t disclose their involvement in the writing process unless you want them to. This can be important for thought leaders who want to keep their writing process private.
- Stress reduction: Hiring a ghostwriter keeps your deadlines manageable and allows you to focus on other tasks, like exploring publishers or building your personal brand. Though you’ll be responsible for reviewing outlines, research, and chapters as they progress, you can relax knowing that your book is consistently moving forward even on the days you don’t think about it.
If you have a book idea but aren’t sure how to execute it, hiring a ghostwriter might be the solution. Interested in learning more about ghostwriting services or need assistance figuring out if this is the best path for you? Use our contact form to connect with a member of our team.
7 Key Questions to Ask Yourself Before Writing a Book and How They Can Impact Your Writing Process
(Posted on Sunday, April 16, 2023)
“I should write a book.” It’s a common idea thought leaders and those with influence have, and it’s one worth exploring. Infinitely rewarding and usually resulting in new and unexpected professional opportunities, writing a book is something everyone should consider if they have the knowledge to share, a story to tell, or are looking to widen their reach and impact a larger audience.
But before diving headfirst into such a critical, extensive project, there are seven key questions you should ask yourself to ensure you’re prepared for the journey ahead:
- Why do you want to write a book?
Before you get started conducting research, outlining material, or interviewing ghostwriters or book coaches, it’s important to establish what you want your book to achieve. Your primary goal might be to generate new business, expand on the core concepts you’re already sharing in other mediums, or to transition into another phase of your career. Or, maybe you want to sell as many copies as possible to establish a second stream of income or leverage your book to make guest appearances on podcasts by other thought leaders who you’ve always admired.
No matter your goal, if you go into your work with a clear mind and set expectations, you’ll be able to select partners who understand and embrace your vision and feel confident that you’re always moving forward on the path that’s best for you.
- Who is your target audience?
Knowing you want your book to be read is one thing. Knowing who you want to read it is another. Establishing a target audience is critical before writing and publishing a book—without one, you risk overlooking the people who need your ideas the most and lessening the cultural impact of your work.
Ask yourself additional questions, like: “In order to achieve my goals, who needs to read my book?,” “Who will benefit the most from my ideas and viewpoint?,” or “Who is responding to my content already?” Once you have the answers, you’ll be able to tailor your writing and overall structure to your audience’s needs and expectations.
- What makes your book unique?
Unless you’re planning to write a book on a cutting-edge topic that’s never been explored before (and you might be!), there’s likely another book like yours on sale already. That’s not necessarily a bad thing—spend some time reading titles that are in the same genre or subgenre as yours and figure out how you can and should stand apart.
For example, you might be able to explain certain concepts more effectively than anyone ever before, or you might have a new take on an old idea. Either way, determining what makes your book special will help you reach your target audience and will ensure your project reaches its full potential.
- What is your writing style?
For many, this can be one of the hardest questions to answer. If you haven’t written a book before or plan to work with a ghostwriter, you might not know what style best suits your subject matter or what you ultimately prefer.
Take a step back and identify both the books you most like to read and the books your target audience is most often reading. Use those as a jumping off point to find the style that feels most comfortable and effective for your content.
- How will you write your book?
Once you’ve answered the first four questions, you’ll need to decide how you want to execute your book. In most cases, there are three primary options:
- Write it yourself with editorial support
- Write it yourself with the support of a writing coach
- Onboard a professional ghostwriter
The choice ultimately comes down to your bandwidth, writing and research capabilities, and personal preference. There’s no wrong path to producing a book, and what’s best for one author might not be for another. Consider what will benefit your messages and aspirations the most and make the choice that’s right for you.
- What resources do you have at your disposal?
Whether or not you write the book yourself, you’ll need to lean on connections and external resources at some point during the process. You might want to integrate real-world case studies from colleagues in your manuscript, access another writer’s research, or ask a high-profile member of your network for an endorsement.
Figure out who you know and who might be willing and able to help you, and remember to lean on them when the time comes.
- How will you utilize those resources to promote your book?
It might seem far away now, but it’s never too early to begin promoting a new book. Start brainstorming promotional ideas and opportunities and always be thinking of who might be able to amplify your book’s reach once marketing is at the center of your focus.
By taking the time to ask yourself important questions before you start writing or working with a ghostwriter, you’ll ensure your manuscript is purposeful, well-organized, and motivated by clear objectives.
Need help getting started? Contact us today.
Asking yourself questions before you start writing a book can be an important step in the writing process. Here are a few reasons why it’s important to ask yourself questions before you begin writing:
- It helps you define your goals: Asking yourself questions about what you want to achieve with your book can help you clarify your goals and ensure that your writing is focused and purposeful.
- It helps you understand your audience: Asking yourself questions about who your audience is and what they might be interested in reading can help you tailor your writing to meet their needs and preferences.
- It helps you organize your thoughts: Asking yourself questions can help you think more critically about your writing and organize your thoughts in a logical and coherent manner.
- It helps you stay motivated: Asking yourself questions about your motivations for writing a book and what you hope to achieve can help you stay motivated and focused during the writing process.
By taking the time to ask yourself important questions before you start writing, you can ensure that your writing is purposeful, well-organized, and motivated by clear goals and objectives. This can help you write a book that is more engaging and enjoyable for your readers.
Amplify Author Spotlight: Val Ries
(Posted on Monday, April 10, 2023)
We are excited to feature Val Ries, author of Chief Inspiration Officer, as this month’s Amplify Author Spotlight!
Founder of Executive Muse (an executive coaching & management training company), Val helps leaders become the boss everyone wants to work for.
Starting her career as a registered nurse, Val transitioned to medical sales where she was quickly “thrown” into management. After earning her MBA and coaching certification, Val began to learn what it takes to intrinsically motivate others and ensure they actually want to come to work.
Through Val’s work with Executive Muse she coaches and trains high-impact leaders, at startups, Fortune 500 companies and small businesses. Her goal is to help them accomplish their vision of building powerful micro-cultures—and becoming a leader who increases productivity, decreases attrition and elevates employee engagement.
Val resides in the Bay area with her kids, husband and dog.
Learn more about Val’s publishing journey, her advice to authors, and the parallels she draws between leadership, writing, and dance below!
What advice would you offer to someone that’s currently working on a book?
I would advise you to not worry about getting your ideas perfectly organized when writing a book. Instead, just get them out. To organize my own thoughts, I start by creating a mind map on a poster board with the main theme in the middle and connecting bubbles for related ideas. This process helps me see where I can take the book and what different chapters might look like. From there, I just start writing and getting everything out, knowing that it’s better to have something to edit than nothing at all. So don’t be afraid to get your ideas down on paper, even if they don’t end up in the final product.
What most surprised you about the writing process?
In my experience, what surprised me the most about writing was how long it took. With the help of a writing coach, it took me 18 months to fully articulate what I wanted to say and start collecting stories and evidence to support my ideas. I was surprised by how difficult it was for me to be vulnerable at first and share my personal stories, despite the fact that people often connect with them. Initially, I held back on the vulnerability more than I should have. However, I learned that it’s important to just tell your story and share the story within the story.
When you originally set out to publish Chief Inspiration Officer, what was your goal?
I wrote Chief Inspiration Officer because I wanted to share my frustrations, failures, and the things I learned about being an effective leader. My goal was to get these nuggets out into the world so that others wouldn’t have to struggle through the same challenges I did when I was suddenly thrown into a management position. I wanted to alleviate this burden and help leaders create a healthy work environment. I care deeply about the employee experience and I know how burnout and dissatisfaction can affect both the leader’s morale and health, as well as the overall happiness of the company. By getting my message out there and teaching these techniques, I hoped to help the leader, the employee, and ultimately the company – a triple win.
Did Chief Inspiration Officer lead you to any unexpected opportunities?
In my experience, I initially worked with corporate companies that were looking for well-defined leadership training programs. However, I was surprised to find that I was also attracting small businesses that didn’t have an internal Learning and Development or HR team. Many of these were startups in between growth phases. I found myself becoming a fractional leadership consultant for them, which was something I hadn’t considered before. I enjoyed working with these leaders who were growing at a fast pace but didn’t have the infrastructure or internal resources to help them put systems in place for management and training development.
I also had the opportunity to meet coaches who were being approached by corporations looking for formal leadership training programs. They learned about my methods and ended up licensing the program through me, which was a pleasant surprise. Now, I’m considering how to scale this part of the business and expand my reach even further.
What is something people may not know about you?
I consider myself an artist in my second life. As I went on this journey of writing and building a business, I found myself getting more excited about the creative process and the behind-the-scenes work, such as designing the book cover. I was determined to find the perfect cover that spoke to my soul and truly represented my work. It took me working with what seemed like five hundred different designers until I found the right one.
Moreover, I’ve noticed that my passion for dancing keeps resurfacing in my life. I feel a sense of excitement and a release of creativity when I hear music and start to move. It’s interesting to see the parallels between leadership, my writing and my passion for dancing. They involve unleashing creativity in myself and my team, being in a state of flow, having fun, and being vulnerable with others.
What are you currently reading or what books do you most often recommend to others?
Well, mine of course; just kidding! I read a lot of fiction books because they provide a much-needed escape from the world of business and culture that I deal with on a daily basis. However, my go-to books for business-related topics are by Daniel Pink. He does a fantastic job discussing culture and his book, Drive, is a favorite of mine. Recently, I picked up a book called, Managing Narcissists, Blamers, Dramatics and More…, by Mark Murphy. It’s important for leaders to know how to manage those who bring down the energy of the team and not let them affect the entire group. I also like Brene Brown, Simon Sinek, and Adam Grant, among others, anyone who is inspiring us to be better.
Unlocking the Power of Hybrid Publishing: 5 Key Benefits for Authors
(Posted on Monday, April 3, 2023)
Hybrid publishing combines the best of traditional and self-publishing models. This method of publishing affords greater control over the publishing process and the final product, while also providing the author with the professionalism, experience, and distribution of a traditional publisher. Here are five ways that hybrid publishing sets itself apart from traditional publishing:
- Creative Control and IP Retention: In traditional publishing, authors have little control over the editing, cover design, marketing, and distribution of their books. With hybrid publishing, authors retain the full copyright to their content and are given the chance to be more involved in the editorial and creative processes and make decisions that align with their vision and goals. At Amplify, we think of ourselves as a truly collaborative partner with each of our authors, guiding them toward success and sharing best practices while leaving room for them to make their own decisions.
- Speed: Traditional publishing can be a slow-moving process, with most authors waiting at least a year to see their work in print. Hybrid publishing, on the other hand, allows authors to share their world with the world and their audience much quicker, as the timelines are streamlined and made more efficient. And, because of the collaborative nature of the hybrid publishing model, authors have a voice in when their book becomes available.
- Royalties: Lower royalty rates are the norm with traditional publishing houses, as the publisher takes the bigger percentage of book sales. With hybrid publishers, the reverse is true, and authors retain a larger share of royalties from book sales. At Amplify, our authors are offered one of the highest royalty rates in the business at 85 percent.
- Marketing: Limited resources for marketing engagements make it difficult for authors who publish through a traditional house, which, in turn, can limit an author’s reach. Unless you’re a celebrity author or someone with a significantly established platform, you won’t always receive the support you’re looking for. Hybrid publishers help authors take a more active role in their marketing work and will establish a clear framework for a book launch and publicity support that you can count on.
- Distribution: Hybrid publishing provides authors with access to the same distribution channels as traditional publishing, including bookstores and online retailers. Authors are able to reach a wider audience and share their work with more people all over the world.
In comparison to a traditional house, hybrid publishing offers a unique opportunity for authors to have more control over the publishing process and their final product. Combined with professionalism and robust distribution methods, it’s easy to see how hybrid publishing is quickly shaking up the industry.
Amplify Author Spotlight: Kate Purmal
(Posted on Saturday, February 25, 2023)
We are thrilled to feature Kate Purmal, a distinguished author and business leader with a wealth of experience in executive coaching, business advising, and board governance, in this month’s Amplify Author Spotlight. Kate is a Senior Fellow at Georgetown University and a Board Director at ABD Insurance and Financial Services. Throughout her career, she has been an unwavering advocate for diversity and gender equity in the C-suite. Kate’s impressive professional journey began with her role as a member of Palm Inc.’s founding management team and later as a Senior Vice President at SanDisk. Her extensive experience as a CEO and COO for various start-ups and privately held companies has cemented her position as a leader in the industry. We are excited for you to become acquainted with Kate and gain insights into her personal journey in book publishing and her accomplishments with the release of “Composure”.
What advice would you offer to somebody currently working on a book?
Kate: I would suggest focusing on three areas. First, the content itself is crucial. I think having a great developmental editor who can really capture your voice and work in sync with you in terms of getting the editing done is important. When I was working on my book, Composure, I was fortunate to have someone who could connect the threads of my writing and provide me with elevated feedback that made the book sing.
Secondly, there are a lot of logistics involved in the production component, which is something that I didn’t want to focus on or spend my energy on. It’s not something I’m very skilled at either. So, I found it helpful to have a strong partner who could help with multiple steps such as proofreading, layout, cover design, print readiness, etc. Working with a hybrid publisher gave me more control over the editing, editorial review, and cover design, which was important to me. Also, having control over the time-to-market was crucial since I wanted to get the book out quickly. From the time I completed the manuscript to the book’s printing, it only took about eight or nine months, which is fast.
Thirdly, marketing and promotion can be the hardest part of the process. Finding the right partners and experts to work with on that is essential.
What most surprised you about the process?
Kate: I was surprised by how difficult it was to keep my book in the top ten of a given category and how important reviews are for search rankings. As an author, I had to learn that it’s all about rankings. When people search for your book or the topic of your book, whether or not it shows up on the first page or fifth page of the rankings on Amazon determines whether your book gets purchased or not.
Did Composure lead you to any unexpected opportunities?
Kate: Yes, Composure led me to several unexpected opportunities. We launched the book during the COVID-19 pandemic and noticed that people were too exhausted to read professional development books, especially in hardcover and Kindle format. So, I published my own audiobook the middle of last year and put each chapter on my website as a podcast, which I made available for free. People could listen to the chapters sequentially and then buy the audiobook if they liked it. I noticed a pickup in sales, and the book sold around nine thousand copies in just over a year. The momentum came from people getting the book in their hands and reading it. As a result, I received several inbound opportunities for speaking, executive coaching, and doing internal corporate programs and workshops.
When you originally set out to publish, what was your goal?
Kate: My primary goal with Composure was to elevate women and other traditionally underrepresented groups in the C-suite to elevate their executive presence and make them more effective and promotable. I am passionate about this cause, and I knew I needed to write a book because it seemed like the most obvious way to broaden my reach. I decided to be very generous with giving away my work because I had a dual intention of getting my work out there in the world and helping people utilize it to impact their lives positively and profoundly. I also aimed to promote and serve my own business by making the book as broadly available as possible. I am still a huge believer that if you’re doing a book because you want to improve people’s lives, then open-sourcing or generously giving content is a positive approach that will pay off in unexpected ways.
What’s something people may not know about you?
Kate: Something that people may not know about me is that I got married five years ago to a yacht captain. I’ve become a sailor as a result and have joined him on trips up and down the west coast from Alaska to Mexico to Hawaii. In addition to sailing, I love mountain biking, and I’ve taken on these two new hobbies that I never thought I would enjoy.
What are you currently reading and what book do you most often recommend to others?
Kate: I am somebody who read ten books at a time and I read a lot of nonfiction right now. One of my favorite books is Business Brilliant, which delves into what distinguishes people who have made tens of millions of dollars from the rest of us. The book offers fascinating insights, and one example is that they network two or three levels above themselves, which is something I never thought of as a play to put yourself in a completely different financial round.
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Learn more about Composure: The Art of Executive Presence: https:///www.composurethebook.com/composure-book-the-art-of-executive-presence
Connect with Kate on LinkedIn: https:///www.linkedin.com/in/kate-purmal-922133/
Announcing Our Next Chapter
(Posted on Tuesday, August 9, 2022)
We’re thrilled to announce the next chapter of Amplify Publishing’s story: for the first time, our six imprints have been brought under the umbrella of Amplify Publishing Group (APG). With this rebrand comes fantastic additions to our leadership team, a comprehensive new website dedicated to the APG mission, and upcoming initiatives that further our commitment to providing the best author services in the industry.
Joining our board as chairman is Josh Linkner. Linkner is the founder and CEO of five tech companies, an internationally recognized expert on innovation, and a New York Times bestselling author. With significant contributions and experience in business development, Linkner is looking forward to helping shape the next generation of APG authors.
Eric Schurenberg will also be joining APG’s board as editor-in-chief. Schurenberg is a media executive, award-winning journalist, and the former CEO of Mansueto Ventures, which owns Inc. and Fast Company media properties. Dedicated to fighting misinformation and polarization, Schurenberg has a vested interest in acquiring business, politics, and other thought-provoking titles.
From humble beginnings to our new leadership team, we’ve come a long way. We were founded in 2003 with the publication of a single book by our CEO, Naren Aryal. In the twenty years since, we have published bestselling titles by thought leaders, changemakers, and subject matter experts; secured coverage in major news outlets such as the New York Times, Wall Street Journal, Forbes, Time, Business Insider, and Good Morning America, among others; and established ourselves as a premier hybrid publisher.
Through our evolution, APG has been and continues to be dedicated to amplifying voices that need to be heard. We’re proud of the books we’ve published and the authors we’ve supported over the last twenty years, and we’re looking forward to the decades to come.
Our new website is home to information about our publishing process and comprehensive services, our six imprints, and our many exceptional authors. The new APG bookstore includes Amplify Publishing, RealClear Publishing, and Tagged Publishing front and backlist titles, while our Mascot bookstore includes titles from Mascot Books, Mascot Kids, and Subplot Publishing.
To join us on this new chapter of our journey, follow us on social media or explore our website.
What Makes a Good Interior Design? What to Expect During the Design Process
(Posted on Wednesday, March 24, 2021)
Once the writing and editing of your book have been completed and a cover concept selected, the next step is solidifying an interior design. Though interior design may seem straightforward, the process is far more intentional than simply placing words onto pages and starting the presses. A strong interior design should always complement the cover design, and takes into account content, genre, and any included graphics. Making reading an easy and pleasurable experience is why design is an important step in the publishing process.
So, what are the nuts and bolts that make up a strong interior design? There are several hallmarks to keep in mind.
1. Reads Well.
Readability is the ultimate goal for a book’s interior and, as previously mentioned, a good design will allow the reader to effortlessly fly through the pages. Crowded text, messy graphics, and not enough visual negative space yields to a cumbersome reading experience. A good balance between visuals, negative space, and appropriate font selection ensures an approachable book that encourages readers to keep reading and communicates information effectively.
2. Complements Cover Design.
The interior should be a natural extension of the cover, and as such, their styles should complement each other. You don’t want your reader to open your book and be surprised by what they see. An example of good design is in Melissa Agnes’s book, Crisis Ready: Building an Invincible Brand in an Uncertain World, which uses negative space to convey peace and calm on the cover and interior.
3. Follows Industry Trends.
An outdated interior design is a sure way to immediately convey to the reader that your content may be antiquated as well. A modern interior design that is indicative of your content and genre is always recommended.
Producing a finalized set of files that are printer-ready requires several rounds of editing. After the cover has been completed, the design team lays out the first few chapters of the book into a sample interior design, called a test layout. The design team and the author discuss any edits to be made before the team locks in the design. Then, it’s on to the full book layout.
Once the full manuscript is laid out according to the agreed-upon design, the author is given the opportunity for one final read-through for any final, minor changes. In-line changes to the text are accepted here, but major rewrites are highly discouraged (and sometimes impossible without re-laying out the book). Too many significant changes disrupts the design process, slows down production, and can cause reflow from page to page.
Once all final edits are incorporated and the files have been signed off on, the book is ready to go to the printer.
Interior Design In-Depth
Major design elements include font, font size, header selection, chapter openers, running footers, and other stylistic elements (if applicable) such as charts, graphs, and photos. Your publisher will likely provide you with their recommendations in each of these areas. An experienced design team will have experience working with all these elements, and come up with a design tailored to your book’s needs.
Case Study: Go Big or Go Home! How The Power of Playing Offense Became the Go-To Comprehensive Leadership Playbook
(Posted on Monday, March 15, 2021)
We hear it all the time: “I want this book to be a short read. Something that can be consumed on a plane ride.” And a short read is sometimes the right answer. Sometimes. Paul Epstein’s new book The Power of Playing Offense: A Leader’s Playbook for Personal and Team Transformation can also be finished on one plane ride—if a reader were on a flight from New York to Hong Kong. And in Paul’s case, a lengthier book was the right answer.
The book’s size was a natural extension of the concepts contained within the read. Unconventional length matched groundbreaking content as The Power of Playing Offense broke the mold in more ways than one.
Four hundred pages with charts, graphs, and visuals turned out to be crucial to the success of this particular book. For Paul to elaborate on his leadership wisdom gained from his nearly fifteen years of working for multiple NFL and NBA teams, a global sports agency, and the NFL league office, we found that a design-intensive interior was necessary. Though a graphic-heavy interior does equate to a lighter and airier read, it can lengthen the page count. Sometimes that trade-off isn’t worth it, and sometimes it is—it all depends on the content and context.
CEO of Zoom Eric Yuan provided the foreword, commenting that out of all leadership books out there, “[The Power of Playing Offense] easily rises to the top.” Paul’s authority on leadership and firsthand experience provided valuable tools for leaders to use, and we helped him speak to those people. As our work together moved from the editorial to the design phase, one thing quickly became clear: this wasn’t going to be a quick read. This wasn’t a CliffsNotes on leadership, but the go-to reference guide, encyclopedia, playbook, and manual. And we embraced that fact in every aspect of the project.
Our goals?
- Lean into the substance of Paul’s book
- Design an interior that takes Paul’s ideas from the page to the leadership playing field
- Embrace the book’s unconventional length and graphic-heavy through the marketing plan
Editorial: After Paul had submitted his manuscript to us and we collaborated with him on the editing, his manuscript was around 50,000 words, which we estimated to be a tidy 200 pages. All standard. But as soon as we entered design, we realized that was going to change.
Design: Design is a key element to keeping the reader engaged from cover to cover. Visuals help by pulling out key points and depicting them. In Paul’s case, that meant things like a football field-style diagram illustrating the Five Pillars of Playing Offense or a photo of the San Francisco 49ers’ home field. The visuals—crucial to illustrating many of Paul’s points—meant increasing the two hundred pages to four hundred. Though counterintuitive, this ultimately made his book lighter and easier to read.
Marketing: In our communications about the book, we don’t shy away from the fact that this is a lengthy title with phrases like “chock-full” and “more than 50 activities, tools, and strategies.” We want potential readers to know this is a one-stop shop for practical leadership guidance.
More about the book: playing offense instead of defense
Paul Epstein’s time in the business of professional sports allowed him to see first-hand the qualities of great leaders and not-so-great leaders. He experienced the proactive skills that created a flourishing culture and performance. He also saw the struggles of reactive leadership where the team leader is just trying to keep everyone’s head above water. The Power of Playing Offense is the result of his breadth of experience and maps out a guide to promoting your team’s success through offensive leadership.
So, what exactly is offensive leadership? It’s when a leader is in control of their team and the situation at hand. At the same time, they’re focused on seizing opportunities and meeting long-term goals. A broad scope of vision and a focus on achievement are hallmarks of the offensive leader. Defensive leaders are narrow-sighted in comparison, focusing on near-term challenges. They lack a focus on purpose and inspiration, and that lack of focus carries through in their management. So how do you avoid playing defense and set yourself up to play offense? Paul lays out a plan that, through individual and collective action, sets you up as the quarterback of your organization.
The Power of Playing Offense: A Leader’s Playbook for Personal and Team Transformation will be released on March 30, 2021.
Book Marketing for Thought Leaders: Reviewing 2020 and Looking to the Future in 2021
(Posted on Friday, February 5, 2021)
Let’s say you just spent two years hard at work writing a book. Brainstormed, outlined, wrote, edited, re-wrote, re-edited, and finally had a book you were eager to share with the world. At some point in late 2019 or early 2020, you got your hands on an advance copy…and you were beyond excited for your publication date, which was set for March 2020. This book was to be the key to further establishing yourself as an expert in your industry. In addition to earning royalties on book sales, you were excited to have your book be a critical element of your overall platform and content game plan, opening doors for new opportunities such as speaking and consulting arrangements. Everything’s going great until, exactly one week after your launch, the world stops in its tracks because of a global pandemic. Of all the things book launch-related to worry about, contingencies for a global pandemic were likely not on anyone’s radar.
Let’s recap what happened in 2020:
As it became clear the pandemic wasn’t going to reach a speedy resolution, books started trickling out in the summer and the latter half of 2020. Many meticulously scheduled marketing plans were thrown out the window.
– Live events were canceled. This included speaking gigs, conferences, book talks, launch parties, author readings, and book signings.
– Webinars and virtual events became more crucial than ever for author-reader connection, and many occurred in late spring.
– Content accompanying book launches also became more important than ever. Authors competed with the rest of the digital world for attention and needed to deliver unparalleled value.
– Brick-and-mortar bookstores saw already-declining sales for business and thought leadership titles nosedive. Amazon, on a continuous upward trajectory, became even more important. Amazon keywords campaigns increased in importance.
Case study: Invisible Solutions: 25 Lenses that Reframe and Help Solve Difficult Business Problems (March 3, 2020)
Stephen Shapiro, author of Invisible Solutions, is a highly sought-after professional speaker on the topic of business innovation. When the pandemic hit right as his new book hit the market, he pivoted to digital promotion. This meant virtual speaking engagements and releasing more video content. He created a videobook by adapting information from Invisible Solutions into a YouTube format. He also started a podcast, the Invisible Solutions Podcast. Was it ideal? Nope, but he didn’t let a pandemic stop him in his tracks.
“I was already shifting to virtual events and platforms before the COVID-19 pandemic hit,” Shapiro said. “I accelerated my business plan to more than just replicate the live experience, but to improve it while remote.”
Now, let’s look ahead to 2021:
Nobody knows for sure what 2021 will hold for book marketing, though we anticipate live book launches to slowly start returning toward the end of the year. Though there are too many variables to say with certainty, we do anticipate a stronger emphasis on virtual promotion is here to stay.
What does a good 2021 marketing strategy look like?
A good 2021 strategy should incorporate the same qualities any book marketing campaign does: flexibility, creative thinking, and problem-solving. Be sure to add more virtual elements to your marketing plan. Online events that allow you to talk about the book and make connections should be your focus.
Authors with a 2020 or 2021 release shouldn’t stop their efforts after a few months, either. As the average lifespan of a book is one to two years, marketing should continue post-pandemic. Milestones like cover reveals and release date announcements can continue on social media, and award submissions are active as usual. The more you promote your book beyond its first six months, the more likely it is to reach its target audience.
Launching a book in 2020 seemed an impossible mountain to climb, but authors managed to adapt and carry on. 2021 will likely require authors to meet additional unseen challenges. A return to in-person marketing is hopefully on the horizon, but for now, virtual promotion is key to a book’s success.
Indexing: Turning a Book into a Timeless Resource
(Posted on Monday, January 25, 2021)
A potential reader searching for a book on particular topics and wanting to know how deeply a book covers them will often look at the index. An index gives the reader a sense of the breadth of topics—all the way down to the specifics—that they’ll benefit from, as well as serves as a useful reference for interacting with the book for years to come. It may be an important part of a reader’s decision to add the book to their shopping cart and pick it up again after their initial read, increasing its value over its lifetime.
Books that benefit from an index
Indexes are typically found in nonfiction books, especially those that include reference or technical material. If a title includes topics specific to a certain subject area or industry that the reader may want to return to for quick reference, or if the title includes important keywords that could be used for research, the author should consider including an index. Not all nonfiction titles need an index, however. Narrative nonfiction titles, such as memoirs, do not require one as they do not serve as resource material.
The indexing process
The indexing process is one of the final steps in production before the book is sent to the printer. Indexing can only occur once the full PDF is finalized as final page numbers are needed in order to produce a properly paginated index. Changes after the indexing process is complete could result in layout reflow, causing key terms to shift to different pages and rendering the index inaccurate.
Indexing is typically completed by professionals who have been trained in the skill and, while straightforward from the outside, requires expertise on behalf of the indexer. The indexer reads through the entire book and identifies key words and phrases they anticipate will be important to readers. Indexing is subjective, but all indexers approach the book with the target reader in mind. Some indexers utilize a hybrid of indexing technology in addition to a manual read-through.
When the index is complete, the author receives the final draft of key terms and their associated page numbers for inclusion at the back of their book.
Author involvement
Author involvement for indexing is usually minimal, though depends on the author’s preference. While an author may supply a preliminary list of key terms to the indexer prior to indexing commencing, most authors prefer to let the process unfold without their input and trust the indexer—a trained professional with an unbiased eye—to identify what will be most helpful to readers.
After the completed index has been delivered, the author reviews it and can choose to add or drop terms from it. Adding entries requires going back to the indexer and can add time and cost to the production process. Dropping terms is easier, and can be done without the indexer’s involvement.
Indexing is a consideration authors should begin thinking about during the acquisitions process, as it is a fairly costly endeavor. An index costs a few thousand dollars, depending on the needs of the individual book.
The cost is often worth it, though: an index often increases a book’s use and value, helping it become a staple on a reader’s shelf or a go-to text on the subject matter.
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