Self Publishing a Book has become the New Business Card

Self-publishing has exploded in the past couple of years and for a growing number of professionals who want instant credibility, books have become the new business cards.

Whether you are looking to increase sales for your business, or for advancement in your career, ‘the book as business card’ has become one of the most powerful tools in the marketing arsenal of many successful people. For less than the cost of one cup a coffee a day for a year, seasoned experts and professionals are putting their knowledge into professionally-published books.

“When it comes to business and establishing yourself as an expert in a specific area, nothing provides more credibility than a book,” says Keith Ogorek, vice president of marketing for Author Solutions Inc.

“A book instantly establishes you as someone who has reached a level of expertise and that people should listen to what you have to say.”

According to Ogorek, business people from consultants to professional speakers to CEOs, are one of the fastest-growing groups of published authors.

One case in point is author Stacey Hanke, whose book Everything You Need From A to A To Z To Influence Others to Take Action, was self-published by AuthorHouse and has received interest from more than 120 media outlets.

“My book has given me the opportunity to promote my business in ways I could not have done before,” says Hanke.

Similarly, Randy Petrick, a writer, speaker, and money coach with more than thirty years of experience teaching financial concepts, has received nationwide media attention in the US for his book Money Games: 85 Ways to Save Money and Attract Abundance.

Petrick’s book and expertise has made him a particularly attractive source for the media in light of the recent economic difficulties in the United States.

“Writing and publishing Money Games has been a wonderful opportunity to enhance my business as a financial consultant,” says Petrick. “I can’t imagine a better ‘business card’ in these financial times than my book.”

Although there are the exceptions, more often than not, self-published authors make very little from sales of their books. The real value of self-publishing a book is that it gives you the opportunity to show potential clients, employers and the media, that you have acquired knowledge in your field of expertise.

“Imagine one business consultant calling on prospective customers with traditional marketing materials, and another calling on the same customers and supplementing materials with a book written about the field of expertise,” said Ogorek. “Who do you think has the better chance of landing that sale?”

Photo credit: Vladimir Melnikov – Fotolia.com

Ten Consumer Trends for 2010

From ‘urban pride’ to ‘forced sustainability’, according to trendwatching.com, even cautious consumers will crave pragmatic or exciting innovations in 2010.

1. BUSINESS AS UNUSUAL: When the downturn ends, there won’t be a return to ‘business as usual’. This year, prepare for ‘business as unusual’ as for the first time, there’s a global understanding, if not a feeling of urgency that sustainability, in every possible meaning of the word, is the only way forward.

In mature consumer societies, companies will have to do more than just embrace the notion of being a good corporate citizen. To truly prosper, they will have to ‘move with the culture’. This may mean displaying greater transparency and honesty, or having conversations as opposed to one-way advertising, or championing collaboration instead of an us-them mentality. Read more

10 Ways to Build a List

Doing business the traditional way or online would not be complete without clients or customers. Whether you’re selling a product or service, you will always have to attract people to what you’re offering and encourage them to take action. Generating more clients is a priority for any business and should be done consistently.

There are easy ways you can build your list of regular customers or opt-in list online. You can start with one and then as you get positive feedback, you can try the other methods. Read more

Small Business Promotion 101

Written by Johanna Baker-Dowdell, who was recently named by TweePR in the Top 10 of Australia’s most followed PR professionals, The 21st Century Guide to Promoting Your Small Business eBook is packed full of tips to help business owners get their brand noticed.

The ebook includes topics such as promoting business expertise, writing media releases, approaching the media, using the Internet and social media, email marketing, competitions and networking, Johanna, who is also a journalist and blogger, explained.

“I’ve worked with many small and micro business owners who need to build their brand, but have a tiny budget with which to do it. With the strategies outlined in my eBook, business owners can secure themselves hundreds, or even thousands of dollars, worth of publicity,” Johanna said.

“Often business owners aren’t sure where to invest their money to get the results they need, so I have packaged a number of strategies together in one easy-to-read guide so they can choose which is the best fit for their business,” she said.

Business owner, Annie Rennie from Czarque Shoes said the eBook made an extremely valuable addition to her marketing plan.

“This eBook is a must for all small businesses. It not only gives you an insight into how publicity works it also actually gives you lots of valuable information on how to go about promoting your business that won’t cost you a cent apart from your time. Very inspirational!” said Anne.

Johanna has more than 15 years experience as a journalist, professional blogger, writer, marketer and public relations consultant, both in Australia and in the UK. She launched Strawberry Communications in 2007 with the aim of positioning clients as experts through writing and public relations strategies tailored to gain media attention and build their businesses.

The eBook The 21st Century Guide to Promoting Your Small Business is priced at AU$37 and can be purchased online at http://strawberrycommunications.com.au/ebooks

For more information about Johanna Baker-Dowdell or Strawberry Communications visit www.strawberrycommunications.com.au

Google Australia unveils small business stimulus

Google Australia today announced a business stimulus offer to help Australia’s 1.88m* small and medium enterprises speed up business in the economic slowdown.

Google is offering them a free $75 search marketing campaign, to help small and medium sized businesses to reach new customers and drive sales in tough times.

Those small and medium sized businesses who have not used AdWords before can take advantage of Google’s $75 stimulus offer before 30 June 2009 at google.com.au/stimulus. Read more

Business Women Use Social Media to Celebrate International Women’s Day

To celebrate International Women’s Day the Australian Businesswomen’s Network (ABN) is using Social Media to connect Australian business owners with women internationally.

“We’ve put together three 90-minute webinars with local and international guests to give women access to best practice and expertise from across the globe. Women in small business, whether they live in Perth, Albury Wodonga, Cairns or Canberra, can take part in these events, without leaving their desk,” said Suzi Dafnis, National General Manager of ABN.

“Our international speakers from the USA, Canada, Philippines and Singapore will bring their knowledge to our shores and our Australian speakers will help women put new information into practice right here at home.” Read more

Advertisers Look Online as Budgets Tighten

According to a leading market research company, a growing number of large brand advertisers are embracing online advertising for its ability to achieve precise targeting, measurable ROI over traditional advertising, and above all, because it is a cost-effective medium amidst shrinking marketing budgets.

The Internet has become a mainstream source for the supply and search of ‘infotainment’ content; its biggest enthusiast are youths, and advertisers and media agencies alike are cashing-in.

Frost & Sullivan industry analyst Kamlesh Kalwar says youths in Singapore are hooked on the Internet. “They form the largest chunk of active Internet users and have been one of the primary drivers of online advertising in recent years.” Read more

What Public Relations can realistically do for your business

When most people think of public relations, they think of free publicity generated by a cleverly worded media release. But having worked as a journalist for six years in Sydney, Hong Kong and London, Amber Daines (pictured), now working in PR, understands what makes news.

Amber told Australian Women Online, “I think everyone who has their own passion or their own business, believes they are the best at what they do and they may not understand why other people are not interested in the same things.  But to get bang for their buck, people really need to focus on the areas where they are going to get opportunities and where they can achieve that in the most time effective way. There is no point in me pursuing The Sydney Morning Herald or the Financial Review if we don’t really believe that is going to have a positive outcome.” Read more

Claire Tynan, CEO of TMI Pacific talks about truth in advertising

With it’s rich cultural heritage and stunning landscape, India is better known for it’s booming tourist industry, than for the manufacture of motor vehicles for export. But CEO of TMI Pacific, Claire Tynan (pictured) would like to change all that. Recently Claire spoke to Australian Women Online about the challenges of launching the new Mahindra Pik-Up from India on the mature Australian car market.

Claire Tynan is the daughter of Michael Tynan of Tynan Motors, one of the largest motoring families in NSW and now nationally. The family was listed 74th on the BRW Rich list, their company has over 300 employees and they reported a $557 million turnover in the 2007 financial year. But whilst growing up amongst car buffs and as a part of one of Australia’s most prominent motoring families hasn’t hurt her career prospects, Claire has spent most of her career working outside the family business, holding marketing and management positions in companies such as, Video Ezy and Esprit. Read more

Creative branding expert, Sue Ella McDowall

After more than two decades in business, creative branding expert Sue Ella McDowall (pictured), is re-branding the company she founded in 1986.  Click through to the newly launched website McDowall.net and you are presented with a quick four step ink blot test designed not only to inform potential clients about the company, but to demonstrate the depth of creativity on offer at this well established Sydney firm.

Since starting McDowall in 1986, Sue Ella has established herself as an industry expert in communications for the professional services sector, and a highly respected figure in the design industry.

After two decades of being in business, Sue Ella McDowall decided it was time to re-brand the firm she established in 1986. Sue Ella told Australian Women Online, “Basically we had to do for ourselves what we do for our clients. This is our twenty-second year of business and we had to change with the market to avoid stagnation.” Read more

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