J A N U A R Y 2 0 1 1 | A D VA N TA G E M A G A Z I N E | 1AuthorAdvantageMag.com

A publication of

Tube of tomorrow:Internet television is a crucial

strategy for the modern marketer

AMS in pictures:Th e 2010 Author Marketing

Summit photo wrap-up

Rolodex or shelf? Your choice:Th ere’s a lot business cards can’t do.

A book does it all, and more

Speaking from within:When it’s time to spread the

word, don’t overlook your existing network

The Market ing Magaz ine For Entrepreneurs , Bus ine s s Leaders and Idea -Makers

JANUARY 220011111111$4.99

J A N U A R Y 2 0 1 1 | A D VA N TA G E M A G A Z I N E | 3Advantage Magazine Issue 13 January 2011 © 2011 Advantage Media Group. All rights reserved. Trademarks used by permission.

In this Issu

7 Speaking VolumesPromoting yourself as a speaker can be as simple as fl ipping open your address book. By Yolanda Harris

7 Let 's Talk About YouEvery book needs an editor. Here’s how Advantage’s editorial process works for you. By Brooke White

12 Are You Ready for Prime Time?You better be. If you’re the author of a business-build-ing book, and you don’t have a strategy in place for in-ternet television, you’re missing a golden opportunity. Here are 7 great ways to use internet television as a way to boost your book, your profi le–and your revenues. By Mike Eberly, Executive Producer; Advantage Internet Television

6 Cover StoriesDoes your book need you on its cover? Here’s a handy checklist to help you decide. By George Stevens

Publishers of Business, Motivation, and Self-Help Media

ADVANTAGE MEDIA GROUP

CEO

Adam WittyEditor & Ar t Director

George Stevens

Creative Director

Kim HallAd Director

Alison Morse

8 Outrageous Authoring

Most people think the way

Bill Glazer markets his book is

outrageous. Bill agrees completely–

it’s what made him a best-seller.

Contr ibut ing Editor

Yolanda HarrisWeb Editor

Seth Rubenstein

Marketing Manager

Brooke WhiteEditor ial Director

Denis Boyles

“If you would not be forgotten as soon as you are dead, either write things

worth reading or do things worth writing.” Benjamin Franklin

Authors On Books | Founding fatherly advice...

843.414.5600advantagefamily.comauthoradvantagemag.comadvantageravingfans.com

Follow:

New episode every TuesdayEntrepreneursLibrary.tv

Entrepreneurs’ Library™

New episode every Th ursdayAuthorAdvantage.tv

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Adam’s Advantage: 42010 was great. Now is the time to commit to making 2011 even better.

Advantage Activity: 5New releases, best sellers.Author Spotlight: Tammy Stokes

Advantage People: 11Th e 2010 Author Marketing Summit came and went. Here’s a photo wrap-up.

Your Advantage: 14A book is more than just a book–it’s also the ultimate business card.

DEPARTMENTS

4 | A D VA N TA G E M A G A Z I N E | W W W . A U T H O R A D V A N T A G E M A G . C O M

Adam’sAdvantage

Iwas having lunch not long ago with an old friend from college days at Clemson. Since then, he has gone on to serve as a senior advisor to South Carolina’s former

governor, a key campaign advisor to John Mc-Cain, and a partner in a prestigious political consulting fi rm. All the while, he has worked his butt off , providing sweat equity for a per-son or political cause he believed in. Perhaps he has gotten rich, but my guess is not.

He asked me to lunch for advice on a book he planned to write. As he explained the topic, I immediately snatched a napkin from the waitress and began sketching out his business plan. First, he starts with the book. Th e book is the logical initial step as that gives him ultimate credibility. From there, he parlays the book into consulting and speaking. After building that base, he can easily do seminars and events. To cap it off , he can create a con-tinuity-based membership program. Within minutes of explaining his book, a plan for seven-fi gure information business had been hatched. His eyes lit up.

After years of huffi ng and puffi ng in politics, it ap-parently became clear to my good friend that he could make more money, have more leisure time, and derive more satisfaction as an author and an info-marketing entrepre-neur in just a year or two than in the previous eight.

My buddy is 100 percent committed to mak-ing 2011 his best year yet. And why not? Th ere is absolutely no reason that his business shouldn’t grow and his income not rise in this New Year. What’s true for him is true for you, as well.

Consider these ideas:

Open Your Eyes and See Something Bigger. Simply put, see your book not as a book but as

a foundation to build an information market-ing business. For those not familiar, informa-tion marketing is the business of selling data, knowledge, and expertise. Th e most sophis-ticated of authors use their books as tools to build credibility for themselves. Th en they begin to leverage that credibility to do speak-ing, which then leads to consulting, which can easily turn to seminars and events. Ad-vanced authors have an ascension model that ultimately converts an inquirer into a cus-tomer, and a customer into a loyal disciple who is paying you every month through some form of continuity program.

Never Stop Marketing. For those that dis-like marketing because they don’t know it or understand it, get out of your chair and stop whining. Learn it – better yet, commit to mas-tering it.

Th e most affl uent of entrepreneurs see them-selves as marketers of their business, not op-erators inside their business. Marketing and

sales are the only two dis-ciplines within a business that bring money in the door. Every other activity is responsible for spending your money. If you

want to write yourself a bigger paycheck, you better improve the execution of your market-ing. Starting right now, I want you to com-mit to being a marketer. No one can promote, market, publicize, and sell you and your busi-ness better than you! Marketing is easily the most productive use of your time as an entre-preneur. So spend more of your time doing just that.

Plan and Strategize. It’s hard to determine if you’ve reached your destination when you don’t know what the destination is. I want you to gain a clear understanding of what you

want to ac-complish in 2011. How many books did you sell? How many paid speaking gigs did you make? What was your income? What expe-riences did you have? Figure this stuff out! Th en build a business plan and a road map of how you will achieve these things and reach your destination. Every hour of planning saves 10 hours of execution and frustration. I am amazed that most people spend more time planning their two-week vacation than their life or the life of their business. Please do not be part of this majority.

Execute…or be Executed. Massive action is the name of the game. Every day you should be engaging in activities consistent with your plan to move you measurably closer to your goals. Many of these activities will be related to marketing you and your business. Th e most successful of authors and entrepreneurs that I have met can’t sit still. Th ey must always be engaged. Activity and movement are the breath of life for these folks. Th ey are action-oriented and have a severe distaste for inac-tion, excuses, and slothfulness.

As Advantage enters its sixth year of operation, we do so with an open hand. We are here to of-fer resources, people, expertise, and help with execution that will allow you to meet your goals. Th at said, it all starts with you.

Here’s to making 2011 the best year yet. We’re in this one together.

Happy New Year!ppy

Adam D. Witty, Chief Executive Offi cerawitty@advantageww.com

Making 2011 your best year yet

Commit to being a

marketer. No one can promote,

market, publicize, and sell

you and your business

better than you.

J A N U A R Y 2 0 1 1 | A D VA N TA G E M A G A Z I N E | 5

AdvantageActivity

Advantage Best Seller List: December 2010Title Author Price Format

1 Enjoy the Ride Steve Gilliland $19.99 Hardcover

2 When a Child Struggles in School Tom Jenkins $10.99 Paperback

3 Don't Ever Call Me Ma'am Linda Franklin $15.99 Paperback

4 Secrets of Peak Performers Bill Glazer $15.99 Paperback

5 So, You Want to Write! Ann McIndoo $13.99 Paperback

5 Ultimate Guide to Direct Selling Karen Phelps $13.99 Paperback

7 Just Say No to Cardio Craig Ballantyne $11.99 Paperback

7 My Unfi nished Business Dan Kennedy $18.99 Paperback

9 A Girl's War Doreen Lehr $26.99 Hardcover

10 Charleston From Above Frank Glenn $39.99 Hardcover

Live Your Healthiest LifeTammy Stokeswww.westcoastworkout.com

Tammy’s signature workouts com-

bined with her meal plans and life-

style strategies will have you loving

the body you are living in. Her Holly-

wood training techniques transform

normal into knockout. A proven

lifestyle plan for today’s busy world

that is smart, simple and effective.

This book giv es you everything you

need. It will inspire and motivate

you for a lifetime of change.

Tammy Stokes is the creator and

owner of West Coast Workout.

She is celebrated for transforming

thousands of lives not only through

the pursuit of fitness but the pur-

suit of health, love and happiness.

Tammy’s philosophy focuses on

creating health and joy, believing

that if you do, weight will never be

an issue.

As a respected expert, in a league

of her own, Tammy has been fea-

tured on Hollywood Insider, MSN-

BC, CNN, FOX and OK Magazine.

A sought-after celebrity trainer, she

loves working with all people ready

to Live Their Healthiest Life.AU

THO

R S

PO

TLIG

HT

Bear Bryant on LeadershipLife Lessons from a Six-Time National Championship CoachPat Williamswith Tommy Ford

196 pp.; softcover; $14.99

Blitzed by BlessingsA Journey to Strengthening Your Inner CoreBill Glass190 pp.; softcover; $14.99

ClarityHow to Get It, How to Keep It & How to Use It to Balance Your LifeSteven Cesari246 pp.; softcover; $19.95

Secrets of Peak PerformersWealth Creating Strategies from the World’s Most Successful Entrepreneurs

(various)200 pp.; softcover; $15.99

ShiftChange Your Mindset and You Change Your WorldSteve Sax130 pp.; softcover; $15.99

BeaLeaLifea SChaPatwith

196

New Releasesfrom Advantage Authors

6 | A D VA N TA G E M A G A Z I N E | W W W . A U T H O R A D V A N T A G E M A G . C O M

CoverStories with George Stevens

As long as books have covers, the de-bate will remain:should the author’s photo be on it? It’s an intriguing conundrum that breeds a classic

chicken/egg confl ict. You want to gain recog-nition, so you pose for some glamor shots and instruct your designer to place one on your cover. Instant celebrity, right? But suppose someone none-the-wiser sees your book. To them, your photo is just more clutter for the cover. Th ey may even think, “I don’t know who that is, so it isn’t for me.”

It can be a confusing issue to untangle. Here’s a compact checklist that can help you decide if you are the art your cover needs.

1. Are you already famous—in a way that turns heads? If the answer is yes, then it’s a no-brainer. Your recognizable visage should grace that cover. Perhaps you aren’t famous yet, but your goal is to become the face of your fi eld. Th at’s all well and good, but don’t confuse that as-piration with pre-existing fame. As men-tioned above, an unrecognizable cover star could work against you.

2. Are you your brand? Before we get into this, it bears mentioning that if you answered “no” to the previous question, you should strongly question the neces-

Face the facts | The pros and cons of cover portraitssity of having your picture on the front cover. But there are cases that it could be benefi cial. For instance, perhaps you are your message. For example, fi tness model and Advantage author Jennifer Nicole Lee has used herself—her name, her face—as a brand identifi er. In her case, there was a clear argument for using her image on the cover even before she was well known. And even Jennifer had the advantage of prior public exposure due to her model-ing career. If you’re just getting started, saying, “I’m going to be a speaker and people need to know what I look like” is not a logical approach. Again, being on your book’s cover is not an eff ective meth-od of making yourself recognizable.

3. Is it necessary? It’s a humbling exer-cise, but you need to ask yourself: do I need to be on the cover? For Jennifer Nicole Lee, it was an integral strategy. But some authors assume that because they wrote the book, they have earned a place on its cover. Th is logic is not sound, and can be detrimental to your chances of getting the book read. Re-member, if your portrait is less crucial to conveying your message than some kind of eye-catching text treatment or other imagery, it shouldn’t be there.

If you answered “no” to each of the questions, having your portrait on the cover is a high-risk strategy. I’d be remiss to ignore that there are exceptions. Some authors have indeed found success by taking the cover-portrait route. It can work, but consider it a tremen-dous leap of faith.

Remember: In the real world, people do judge a book by its cover.As staff designer at Advantage Media Group, George Stevens has designed dozens of successful books and oth-er publications. He’s also the art director of AUTHOR ADVANTAGE magazine.

A model example: In cases when the author is recognizable or is an integral par t of the brand, a cover por trait is worth considering. The Jennifer Nicole Lee Fitness Model Dietby Jennifer Nicole Lee

Back in October, Advantage hosted

the third Annual Author Marketing

Summit. I spent most of the Sum-

mit behind the camera at the Ad-

vantage Library, where authors sat down with Ali-

son Morse for a brief interview about their book. We

filmed these interviews (in HD, of course) and we’ll

soon be showcasing them on YouTube. We’ll also

have them available on the website for the 2011

Summit–which will be up before you know it!

Here are a few snaps from the filming sessions.

Check page 11 for a comprehensive photo-recap

of the Summit.

A note from SethAdvantage’s in-house tech guru

J A N U A R Y 2 0 1 1 | A D VA N TA G E M A G A Z I N E | 7

SpeakingVolumes with Yolanda Harris

Let's Talk About You with Brooke White

You may be shocked, once you sit down and think about it, just how many people you know! Without having to purchase expensive lists or

do a great deal of research, you can potential-ly reach thousands of people very easily and cost-eff ectively.

So who should you reach out to?

1. Friends and family. Don’t be afraid to promote yourself to everyone you know. You may fi nd out that your sec-ond cousin has a friend whose company is looking for a speaker for their annual conference.

2. Colleagues. Do you work for (or have

Advantage is unique among custom publishers to have a team of profes-sional, high caliber editors in our stable to collaborate with you to bring the

best book possible to life. Our editorial direc-tor, Denis Boyles, supervises a global network of editorial stars, making sure that the right edi-tor is matched with the right project. No other custom publisher can off er this level of editorial support.

To maximize your editorial opportunities, here are a few things to keep in mind as you begin the process:

1. Have a Master Plan. Your initial consul-tation with Advantages’ editorial director will help clarify the goals you have for

ties to) a large corporation? Look into ways to reach their employees, as well as retirees. It could be a mass email, or a blurb in the company newsletter.

3. Organizations you belong to. From your neighborhood supper club to na-tional professional organizations, get the word out about your book as well as your speaking availability.

4. Social media contacts. Th is is one of the best ways to reach a large group of people very quickly and cost-eff ectively. And be sure to encourage your contacts to share your postings with their friends as well.

your book and select a project editor for your book. Communicate with your edi-tor right off the bat if you have additional source material that you will be bringing to the project (your website, your blog, your company literature). To best serve your book, it is critical that your editor has a solid understanding of the scope of the project before it gets underway.

2. Your Outline=Your Blueprint. Many Advantage authors select our proprietary Talk Your Book program, which allows them to speak their book. Th e founda-tion for this process – like all book proj-ects – is the outline. Th e outline is the heart of the editorial plan, the blueprint,

When you’re promoting your book, you don’t have to re-invent the wheel or build a busi-ness list from scratch. Use your existing con-tacts and relationships to generate the best form of promotion there is – word of mouth.Yolanda Harris is a Florida-based keynote speaking business consultant. She is founder and president of Th e Keynote Group (thekeynotegroup.com) and Th e Business of Speaking.

for your book. All decisions – budgetary, production, scheduling – are based on it. Your project editor will create that outline based on information that you provide.

3. Understand the process. Depending on what level of editing your existing manu-script requires, it is valuable for you to understand what stages your manuscript will go through and what will be needed from you to facilitate its completion. You will have an opportunity to review and approve the work after each editing stage.

4. Maintain Momentum. In order to en-sure your full engagement and participa-tion, and to use your editor’s time most effi ciently, it is important to adhere to the timeline set forth for your book. You will help establish this at the very begin-ning of the editorial process, so you will have an opportunity to note any poten-tial scheduling confl icts on the horizon.

If you want help along the way, please feel free to reach out to me, your in-house Senior Editor. I’m here if you have any questions whatsoever.

Brooke White is Advantage’s Senior Editor and Marketing and Publicity Manager.

Making the most of who you know | When it comes time to promote your book (and your public speaking engagements), the best place to start is with what you already have

Maximizing your editorial experience | How Advantage’s unique approach to editorial helps you create a better book

Use your existing contacts and relationships to generate the best form of promotion there is...

word of mouth.

8 | A D VA N TA G E M A G A Z I N E | W W W . A U T H O R A D V A N T A G E M A G . C O M

In this exclusive Q&A with Advantage Magazine, Bill Glazer, the pio-neer of “outrageous marketing” tells Advantage authors how he used a book to build his legacy, make the best-seller lists and boost his busi-ness. Follow the methods behind his madness and perhaps you’ll be

outrageously successful with your own book.

Advantage Magazine: What’s the best way to think about how to make a book that will do what you want it to do for your career and your life?

Bill Glazer: What I always say is that before you write a book, you should sit down and you should answer the question to yourself, which are the reasons you’re writing the book, and you need to really put them in order: number 1, number 2 and number 3. 

Diff erent people have diff erent reasons for writing a book, but very few people ever really think about it strategically.  Th ey just think, “Gee, I should write a book, because everybody tells me that I should write a book,

Dan Kennedy and Bill Glazer

are known to millions of Americans

as the visionaries of power-

entrepreneurialism. Together, they’ve

helped thousands of men and women

find financial independence and

freedom by wisely exploiting the

power of a great idea.

An Outrageous Q&A with Bill Glazer

J A N U A R Y 2 0 1 1 | A D VA N TA G E M A G A Z I N E | 9

so that’s probably the right thing – I should write a book.”   

Figuring out the reasons and then writing the book to serve your purpose is really the right way to go.  For example, when I wrote my book, I did have multiple reasons that I had on my list and one of them was that I wanted to leave a legacy.  I wanted to leave something behind all the work that I’ve accomplished, but that wasn’t my num-ber 1 reason.  It was just one of the things on my list.   

Another thing on my list was that I wanted to hit the best-seller lists, as many of them as I possibly could and I was fortunate enough to hit four dif-ferent best-seller lists.  Th at was on my list. 

But the biggest thing that I wanted to do, in my particular case, was I wanted to use it as a ve-hicle to actually grow my core business, which is Glazer-Kennedy.   

So when I wrote the book, I strategically thought of what would help grow the Glazer-Kennedy business [which uses a membership model].  What I actually did in my book was lead people online to get something, to claim something and then when they claimed something, it would give them the opportunity to also test drive our membership. 

AM: And how did you do that?

BG: In my book, what I knew was the biggest – I hate to use the word, but I will – the biggest “bait” was my book had 108 “exhibits” of outra-geous advertising. But publishers really want to publish books in black and white, because color makes the book prohibitive in cost at retail.   

When people saw all my exhibits, they would want to see them in color, so all 108 exhibits in the book drove them online to a place where they could claim a free CD and get all the exhibits in full color.  It also got them to test drive our membership, which, in our particular case, just during the book launch alone, generated 4,500 new members for us, for Glazer-Kennedy.  One of the big strategies that I had in the book was to grow the membership.  Th at would have been number 1.   

Number 2 was I wanted to use the book as a channel and a vehicle to bring people to a live event, because the one thing that I’ve learned through the years I’ve been a marketing strat-egist is that nothing can connect with people as well as a live event can.  And I use the book as a vehicle for a very low-cost way to get people to come to a live event, because oftentimes, to get people started, you need to give them a lower-cost option.  Some people won’t respond to the

more expensive events or the higher-cost events that we actually deliver.  So that was my number 2 objective. 

I very clearly outlined my objectives that I had and I had multiple ones as I pointed out to you just now, but number 1 was to grow member-ship, and number 2 was to get people to surface at a live event where they would not have surfaced any other way.  So that was clearly an objective of the book and that was a money opportunity with the book.  It wasn’t the legacy.  It wasn’t the fact

that we’ve now sold 70,000 copies of the book and whatever modest royalties I get from 70,000 copies.  It’s not going to make anybody wealthy.  It wasn’t any of those things.  It was the other byproduct of it, which were my main objectives. 

AM: You pre-sold your book in an outrageous way, too – your customers could buy one book or they could buy 10 books and get a free seat in your seminar, Th e Outrageous Academy. And then you also said that if said someone would buy 450 copies of your book, you would do a half-day consult with them. But your half-day rate is al-most $10,000.00. Many of our authors are con-sultants, they’re speakers and they’re trainers and when they’re promoting their books, maybe they’re overlooking that strategy. 

BG: Well, yeah, that’s a good point.  First of all, a lot of people knew in advance what my half-day rate was, so I actually gave them a half-day consult or a full-day consult.  So, basically, they were buying money at a discount by doing that.

What happened for me is I fi rst started off with 350 copies of my book – you would get $350 copies of the book, but you’d also get a half-day consult with me.   

What I found very quickly was that was the easi-est thing I had to sell.  So I had 10 of those sold in no time and then, of course, I had to fulfi ll them,

which was the problem.  But then as soon as I saw that happen, then I immediately bumped that to 450 copies of the book and I sold a bunch more. 

Truth be told, I’m not so sure that the 350 cop-ies of the book was the thing that they were buying. What they really were buying was the half-day consult.  In most cases, they used the books to give out as gifts to their customers and friends.  And that’s what I told them to do, by the way.  Even when I sold them 10 copies of the book from the front of the room, or on my web-

I have other credentials, but the

bestselling author credential is one

that is very, very revered by others.

For me, my book is the

ultimate calling card.

site, I explained to them how they could use the multiple copies. I said, “Give these to friends of yours right now that are struggling in business.”  You can become a hero to them by actually giv-ing these books to them. So I told them how to use the extra copies. So I didn’t sell 70,000 books to 70,000 people. I sold multiple copies. 

AM: How critical has the book been to building your business?  Could it have been some other object?  Why a book? 

BG: First of all, it could have clearly been some other object, because at Glazer-Kennedy, we have 15 diff erent new member acquisition strategies in place, and the book being one of the 15.  So we have 14 other “objects” that we use as well. 

And it’s not one of the largest number of cus-tomers it delivers. But it is one of the best, because what happens when a person reads a book? He is spending time with you, depending on the length of the book.  My book was some-where in the 340-page range. Of course, I had 108 exhibits in there, so if you stripped out a lot of the exhibits, there were probably four pages of text. (Laughs)

It was more than that, but my point about it is, let’s say a person spends 10 hours or 20 hours reading your book – that’s as close to having a one-on-one dialog with somebody as you possi-

10 | A D VA N TA G E M A G A Z I N E | W W W . A U T H O R A D V A N T A G E M A G . C O M

bly can have. Th at’s 10 or 20 hours to establish yourself, the author, as somebody who is credible and believable.  So as I said, a book delivers to us the best customers that we have, although in our case, we call them “members.”

AM: Are there ways of monetizing your book that authors wouldn’t think of?  Aside from following your marketing model, what other ways are there to monetize the value of a book? 

BG: One very smart strategy, which I did not do in the case of my book – even though I often teach it to others – is once you establish your book, you can actually take your book and turn it into an informational product. 

Once I’d formulated the chapters in an outline, I saw the vision of the book. What you could do is create a seminar off of the book. Say you have 10 chapters, you could actually create a seminar where there are 10 modules or 10 presentations.  You could record that seminar.  You could go into more depth and more explanation of what you’re actually teaching in the book and now turn them into a home study course or to an online training course or however you want to do that.  So there are several ways to actually monetize it. 

Another way to monetize the book is to also take the book and divide it into many articles and then take those articles – so you could get 20, 40 or 60 articles, easily, out of a book.  And then out of that, you could take those articles and do what I call “content syndication,” which is repurposing the content into articles, into video and in press releases and put it out all over the internet.  Th at creates a huge number of links and it optimizes your search engine results for you, so that more people are likely to now fi nd your website, because everything directs back to your website.   

So there are lots of things you can do with the book, but the smartest strategy is to take your book and turn it into a more elongated training program using video, audio and other compo-nents. I didn’t do this personally, because I had a diff erent motive, but it’s very eff ective.

AM: Was this driven by a marketing plan?

BG: Th e fi rst thing I did was create a marketing plan.  I had a real marketing plan with all the dif-ferent components on it.  Th en what I always do with any marketing program that I do, it doesn’t matter if I’m marketing a seminar or marketing a product or marketing a book, I create a timeline to it.  In this particular case, my actual launch from start to fi nish was about six months, be-cause, again, remember I was speaking at chap-ters and things along those lines.   

Th en also a part of the marketing was to get all the affi liates onboard.  I had about 200 af-fi liates between super affi liates and regular af-fi liates that promoted my book for me.  I had a whole strategy in place in order to do that.  One of the biggest, most time-consuming pieces of that strategy is that the top 50 affi liates, not all 200, but the top 50 affi liates, I actually got on the phone with them.  I had my executive assistants schedule calls with me with them and I got on the phone with them and I chatted with them about them promoting my book. 

I will tell you something very interesting about that, because I think your subscribers will fi nd this interesting is that I, again, just from a per-spective of exchange of value for something.  When I got on the phone with them, if we spent 20 minutes on the phone, 15 of those minutes was talking about their business and my advice on how they could help their business. Th e last fi ve minutes was about, “Hey, by the way, I sent you a copy of my book and I really would ap-

preciate it, as I said in the letter, if you would promote it for me.” 

So many people said to me, “Bill, I can’t believe that when you called me up to ask me to promote your book, that you really spent more time work-ing on my business.”  I got that from so many people.  So it was a diff erent strategy then what most people think about as, “Hey, Sam, would you mind promoting my book?”  Th at wasn’t the approach I took and it was well received – just giving before I asked them to give to me. 

AM: Last question. What was the big take-away from all of this? Money? Fame?

BG: Listen, we all have our bucket list – the things we want to do before we kick the bucket, right?  And as we grow and get older, sometimes that bucket list grows or changes. 

One of the things that was on my bucket list be-fore I departed was that I wanted to write a book and, frankly, I wanted to write a bestselling book.  It was from an ego perspective more than any-thing else, but I wanted to write a book. 

But at the same time, there’s no doubt about it that it’s a great a credential piece for me. I can go anywhere now and say that I’m a bestselling author. Th at’s a substantial credential.  Again, I’m not trying to sound egotistical.   I have other credentials.  I’m known as a very well known marketing strategist.  I’m known as a professional copywriter and professional speaker

One of the things I’m well known for is outra-geous advertising.  It was the fi rst thing that brought me to the party.  Subsequently, I’ve become known for other things and I’m even known today as being a very smart online mar-keting expert and I was around before Al Gore even invented the internet, for sure.  So my rep-ertoire has expanded, but I think the thing I was best known for was the outrageous stuff .   

I didn’t see anybody else that was really fi lling that gap as far as writing a book in the way that I wanted to see it fi lled.  So there were a lot of other things that perhaps I’m pretty well-versed on, but in that particular case, I thought there was a big void in the market of showing outrageous adver-tising – real examples of how I could help people.   

I have other credentials.  I’ve won a bunch of awards and all that other stuff , but the bestsell-ing author credential is one that is very, very re-vered by others. Now whenever I’m introduced by anyone, there’s always that best-seller author piece there and that immediately gets attention by whomever I’m being introduced to. 

For me, my book is the ultimate calling card.

No Disguising It: Bill Glazer wrote the book on outrageous marketing–literally.

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AdvantageActivity

Th e third annual Author Marketing Summit took place at the Francis Marion Hotel in Charleston, SC,

from October 28-30, 2010. 1. Adam Witty leads off the speaking schedule. 2. Witty poses with Advan-

tage Author Steve Gilliland, the fi rst Author of the Year Award recipient. 3. Executive producer of Advan-

tage Television Mike Eberly readies a lighting fi xture at the Advantage Library. 4. Advantage Author and

renowned cat lover Tom Watson, honored for his contributions to Advantage’s fundraising eff orts, poses

with his new T-shirt. 5. Sam Horn, one of ten acclaimed speakers to present at the Summit, regails the

audience. 6. Special guest Ron Seiver speaks to attendees during the catered banquet. 7. Interactivity and

networking were common themes throughout the Summit. 8. Keynote Group president (and Advantage

Magazine columnist) Yolanda Harris led a bonus session and spoke.

Summit SpecialAdvantage Magazine presents a photographic recap of the 2010 Author Marketing Summit in Charleston, SC

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Do you ever feel lost in a world of clutter, chatter and noise? With so many options for communication out there, are you afraid your pros-

pects and clients will forget about you? Or worse yet, never fi nd you in the fi rst place? Most businesses are marketing with old tried and true (and tired!) strategies, only to wind up buried in the clutter. Th ere are so many marketing and advertising platforms and so-cial media networks to keep up with, that it is harder than ever to stand out from the crowd.

Let’s say you are an expert in Sales, Motivation or Leadership, and you want to expand your base of prospective clients and further infl u-ence those you work with. You have already

written a well-received book. You are becom-ing known in your fi eld as an expert. So now what? What is the best way to be able to con-tinually and consistently increase your posi-tion? Th e answer: internet TV.

Experts say you can rise above the din and get your message heard with the hottest, most ef-fective, and virtually untapped marketing me-dia to have ever been created: iTV. Th e num-bers prove them right: 60 percent of all the content on the ‘net is video.

We all know that TV changes everything. It’s what makes stars, talk show hosts, and celebri-ties. Where would Kim Kardashian be with-out the reality show that launched her? Th is spoiled little rich girl was transformed to a tab-

loid celebrity, and a serious force to be reck-oned with virtually overnight. Her product endorsements alone make her phenomenally wealthy. What about Donald Trump’s house-hold catch phrase, “You’re Fired!” from Th e Apprentice? With just two words, a New York real estate mogul goes mainstream and into ev-ery house in America.

But now, internet TV is taking over the air-waves. It’s what we call a “game changer.”

If you’re an Advantage author, here are seven reasons you need your own internet TV show. Th is is the information you need if you want to eliminate your competition, stand above the clutter, and connect with your clients and prospects like never before.

You better be. If you’re the author of a business-building book, and you don’t have a strategy in place for internet television, you’re missing a golden opportu-nity. Here are 7 great ways to use internet television as a way to boost your book, your profi le – and your revenues. by Mike Eberly, Executive Producer, Advantage Internet Television

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1. Use internet TV to give a face, and a personality to your business.

Personality is king. People buy from people that they know and like and trust. A product without a face is a shelf warmer. Your own internet TV show is the absolute best way to make your personality come to life, where and when your customers want to watch it. It will enhance your connection with them because your character, your voice, and your message will be delivered directly to their screens.

Social media can only go so far in demonstrat-ing who you are. It does a fi ne job of telling people where you are and what you are doing, and in a limited way maybe give a quick view on some issue. But is that really making the connection? Because people want to relate to personality, internet TV is a better answer.

2. Use an internet TV show to stay in touch with clients, prospects, and centers-of-influence.

Relationships are everything. We all know that, but what are you doing to stay at the top of your prospects’ and clients’ minds? If you’re not using internet TV, then chances are you’re not.

Check out the email that Adam Witty (CEO of Advantage) received after only a few months of his own internet show “Entrepreneur’s Li-brary” went into distribution:

Dear Adam,

I caught last week’s episode of “Entrepreneur’s Library,” when you covered Danny Meyer’s book, Setting the Table: Th e Transforming Power of Hospitality in Business. I missed that book when it fi rst came out in 2006, and am so happy to have heard about it on your show. I am a huge fan of his restaurants and the Union Square Hospitality Group. Th ank you for your amazing review. I’ll be sure to tune in next Tues-day, to hear your next book recommendation. Th ank you Adam! Great show!

–Steve Sampson, Chicago, IL.

Do you think this customer would have ever reached out to Adam if he weren’t showing up in his email via his internet TV show every week? Your own internet TV show nurtures, cultivates, and fosters better customer relationships.

3. Use an internet TV show to create lucra-tive revenue streams.

With your own TV show, you have access to more income streams than with any other me-

dium. For example: sponsorships of the show, interview spots on the show, lead generation off ers, special sales, and banner ads on your website, just to name a few.

We recently heard from one of our clients that she is generating 40 new front-end customers a week as a direct result of her weekly internet TV show. When you own your own internet TV show, you create new revenue streams you never hade access to before, immediately.

If you are an expert in your fi eld and possess the ability to share your knowledge through video, then construct a course for free viewing – or one that can be purchased. Maybe your content is good enough to off er for continu-ing education or professional development credits. Very specifi c knowledge translates very well into a course for sale. Your clients want to learn online. Online learning is the fastest growing revenue stream on the internet today and that is not expected to change in the near term. Learners want the cost savings and convenience of online viewing, and they further don’t want the inconvenience and cost of travel. Companies don’t want to lose their employee for multiple days.

4. Use an internet TV show to build your list.

If you want to build your list and gain refer-rals, you’ve got to give people a reason to talk about you, to share you with others, to for-ward your emails, and to drive traffi c to your website and to your book. Your own internet TV show is that reason. It’s fun, it’s informa-tive, and it is direct communication with your customer. When people see your show, they feel like they know you. Th at’s the secret for go-ing viral, building your list, promoting your brand, and getting people talking.

5. Use an internet TV show to promote and sell your book, products, and services.

Th e more people you are in front of, the more leads you get, the faster you build your list, the more books, products, and services you are going to sell. Remember, people want to buy from an Expert, not a salesman. When you control your own media, host and star in your own Internet TV Show, you automatically be-come the expert. Better yet, people will seek you out and help to spread the word.

Authors are experts–and experts sharing their knowledge on video reinforces a book’s mes-sage. It is a potent way to off er multi-media solutions to a global audience.

6. Use an internet TV show to enhance your search engine ranking.

Th e most powerful lead source on the inter-net comes from an organic search. Whether you post videos on YouTube or articles on the internet, you know search engines love fresh, new, updated content. Of course, you want your business to be splashed all over the inter-net. Th e number one way to optimize the search engines is through internet video. Your internet TV show is a search engine powerhouse that will make you appear larger than life.

7. Use internet TV to become a celebrity.

Have you noticed recently, that it’s not the movie or TV star who owns the buzz? It’s the overnight internet sensations: Betty White hosting Saturday Night Live as a direct re-sult of a Facebook campaign; Justin Beiber, an overnight success when he was spotted on YouTube; Th e Old Spice ad that sparked the viral marketing phenomenon; Susan Boyle on American Idol. All direct results of internet TV.

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YourAdvantage Adam Witty’s 1001 Best Reasons to Publish a Book

No. 614: Use a Book as the Ultimate Business Card | Bill Glazer’s right! Your book says more about you than any one-line description on a C-level joe’s card – even if you’re the CEOOne of the first things I did when I started a publishing company was publish a book explaining my ideas and how I thought they could be useful to entrepreneurs just like me.

Did the book become a best-seller? No, but then I didn’t intend it to be. However, it helped my company become a best-seller, attracting dozens of new clients that would never have otherwise become acquainted with Advantage’s author-centric approach to books and media. It worked because I used my book like a big, pretty, hard-to-forget business card.

It’s the same for you! When you meet with a prospect, what is the first thing you do when you sit down? You slide your business card across the table, right?

But think about using a book as your business card.

You can either present a typical business card and say, “Ms. Prospect, nice meeting you, here’s my name and number. Stay in touch.”

Or you can make a gift of a book and say, “Mr. Prospect, thank you so much for spending a few minutes with me today. We both know there’s more we have to discuss. As a small token of my appreciation, I would like for you to have a copy of my latest book, just published by Advantage. I think you will really enjoy it.”

Now, let us address the obvious. As soon as those words flow from your mouth and the book moves from you to the prospect, two big things happen immediately.

First, the prospect will straighten up in her chair and take great interest in everything that you have to say because you’re an author, an expert. Maybe she viewed her

meeting with you as a kind of “favor.” But as an author with a book, your status immediately goes from “unwanted pest” to “welcome guest.”

Second, your prospect is now “pre-sold” on you before you even start a pitch. The reason is simple: Your book is the ultimate sales letter or brochure, and it sells the prospect on why you’re the expert on your particular subject.

Rather than the typical questions about fees and deliverables, the prospect will move to questions like, “Would you consider taking me on as a client?”

A piece of advice I give all our clients: It is extremely important that you make

sure one of the last pages of your book has all the contact information for you and your business.

This is the most important page in an entire book. Advantage authors have always done just this. Some might even argue that the other pages are irrelevant! But the point is, their books are their business cards.

So. Rather than sliding a business card across the table, start sliding your book across the table instead. You will observe big changes – enough of them to fill a book. Make that your sequel!

Adam Witty is Advantage’s CEO and the author of 21 Ways to Build Your Business with a Book.

Business Card Your Book

Is your name on it? Yes YesDoes it provide

contact information? Yes YesDoes it establish

you as an expert? No YesDoes it double as

a sales tool? No YesWill it stand out among others? No Yes

Can you purpose it as a gift to the prospect? No Yes

re thhhhhhhhheeeeeeeeeeeeeeeeeeeeeeeeeeeeeeee CCCCCCCCCCCCCCCCCCCCCCCCCEEEEEEEEEEEEEEEEEEEEEOOOOOOOOOOOOOOOOOOOOO

Your Bookr

Y Y

Y

Y

Y Y

Y

Y

JJohn Doe, VP of Sales

Same Old, Inc.

--

j.doe@sameold.com

How does a business card compare to a book? Let’s break break it down:

J A N U A R Y 2 0 1 1 | A D VA N TA G E M A G A Z I N E | 1 5

A source of contentment.Th ere is satisfaction in having your own book, shar-ing your message with the world, and knowing that

your success and your legacy is better assured because of it. To learn 16 other ways to grow your business with a book, request your free copy of 21 Ways to Build Your Business with a Book and learn more about Advantage’s Book Writing and Book Pub-lishing expertise:

• Visit www.amgbook.com/author

• Call Alison at 1-866-775-1696 Ext. 103

• E-mail amorse@advantageww.com

• Fax your business card to 843-414-5610, Attn: Alison

THE LARGE MAJORITY of the most successful c-level executives, entrepreneurs, and business leaders of our time have authored a book. “May I autograph a copy of my book for you?” is a question often heard in the cor-ridors of office buildings that belong to the most elite of business professionals. Why is authoring a book such a wise investment? Consider these facts:

Create ultimate celebrity-power and credibility-power.

Th e most well know business leaders of our time are authors of books. Why? Because these individ-uals realize to be considered thought leaders they must put their thoughts, ideas, and recommenda-tions in writing. Th e printed word has a magical eff ect; it bestows guru status automatically.

Free publicity.Many entrepreneurs daydream about being on Oprah, being profi led in Inc. magazine, or being the guest host of CNBC’s Power Lunch. Being an author

WaysT O B U I L D Y O U R

BusinessW I T H A

BookSECRETS TO DRAMATICALLY GROW YOUR INCOME,

CREDIBILITY, AND CELEBRITY-POWER BY BEING AN AUTHOR

21A D A M W I T T Y

makes you an expert. It also makes you credible. Re-porters love interviewing credible experts for their sto-ries, whether it’s for radio, TV, print or online.

An income stream.A book generates passive income for individuals and businesses through copies sold via bookstores, back-of-the-room sales, online, and corporate/spe-cialty sales. You can sell your books in airports, train stations, hospitals, museums and much more. Also consider using your book as a front end to sell a high-ticket product or service on the back-end.

Th e ultimate new customer magnet.Most authors have discovered that having your own book is the “Ultimate New Customer Mag-net” because nothing gives you as much credibil-ity as quickly with potential customers or clients as being a published author. Plus, having a book available in bookstores is like having people pay-ing to buy your brochure!

Should every c-level executive, entrepreneur, and business leader publish a book?Th ere is much to be said for it. It is a prudent marketing investment. It enhances the public image of the individual. It eff ortlessly generates free publicity.

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