Archives for April 2012

Create the Life You Want… Not the One You Think You Should Want

Almost two weeks ago, I was on the phone with a reporter from a national magazine, talking about solopreneurship and personal branding. We were having a lovely chat — though I felt like a bit of a spaz; that’s why I’m a writer, you guys — when he asked me about my income.

“I make about $30k a year,” I told him.

“You can live on that!?” he asked.

I mentioned that I was lucky enough to have a husband who made way more money than me, so that I could create a life in which I only worked part-time hours. I told him I was building a career in which I could stay home with my future (as-yet-unconceived) children and not take a huge, unprepared-for blow to my paycheck. And if I needed more money, I said, I could always hustle a helluva lot more instead of sitting back and letting the work come to me (which is my current, lazy-ass m.o.).

He asked me what I’d do if a media company offered me a staff position at $75k.

“I’d turn it down,” I said. “No question.”

“What about $100k?” he asked.

“Nope,” I said. “I never want to give this up.”

Two days later, my bread-winning husband lost his job. [Read more…]

How To Make Your Marketing Plan as Much Fun as a Glitter Hula Hoop Dance Party

It’s no secret that publishing houses’ promotional budgets have shrunk, making it necessary for authors to act as their own publicists. Hell, when I was a mid-level marketer for an academic publisher five years ago, I was often frustrated by the limitations placed upon me when it came to promoting my authors. What I was able to do then is very similar to what most publishers are limited to now:

  • sending out review copies and press kits to a select group of media outlets
  • writing copy for forthcoming catalogs
  • if the timing was right, sending copies of the book to BEA, or to relevant professional conferences
  • and maybe — just maybe — sending out direct mail pieces focused on the book

It’s not much. But I don’t see these limitations as reason to abandon the traditional publishing model entirely. [Read more…]

How to Make Your Marketing Copy POP!

Despite being a writer — and a writer who once worked her way up the corporate ladder in the marketing department of an academic book publisher, no less — writing effective marketing copy for my own small business is still a struggle for me.

Because of this, I’ve spent a lot of time poring through business books and marketing how-tos, and even took one of Dave Navarro‘s workshops in order to revamp the sales page for my career coaching business.

My latest read? Sam Horn’s POP! Create the Perfect Pitch, Title, and Tagline for Anything. A marketing book written to help readers connect with customers, it’s not just about marketing — it’s about branding as a whole.

I was skeptical about this book when, within the first 40 pages, Horn held up both the Daddle and the Smitten as examples of fantastic branding. After all, both products are pretty ridiculous, and people regularly make fun of them. (Check out the Amazon reviews for the Daddle. Absolute comedy gold.) Could I really take advice from someone whose paragons of branding were so corny?

But as I read on, I realized that Horn was actually pretty brilliant. [Read more…]