Self-Publishing Your Book: Counting the Cost (Part 2 of 4)

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Self-Publishing Your Book: Counting the Cost (Part 2 of 4)

Until recently, I didn’t see the point of writing a blog or doing social media. My writing, coaching, and book editing and ghostwriting business had launched and developed quite successfully with direct mail marketing and lots of referrals from happy clients. I was busy and so was my team of independent contractors. I didn’t need to build my readership and clientele through a blog, and I certainly didn’t need to take on social media – which I perceived as being nothing more than a time drain on my already jam-packed schedule.

Then I realized that I was wrong. Dead wrong. Both my business’ health and my clients’ needs helped me see my folly.

It wasn’t that my business was in trouble. Income was good, and my profit margin was strong. But as I began working with my business coach, Paul Bellows, to develop a three-, five-, and ten-year-plan for the growth of Adam Colwell’s WriteWorks, I understood it was going to take more than maintaining the status quo to get to the next level. A blog and social media were required and essential to my future marketing efforts.

Meanwhile, many of my book authors were getting ready to embark or were already underway on their own blog and social media ventures in support of their books – and they were struggling. Some weren’t following current best practices for blog writing or for social engagement; others weren’t blogging and posting as often as needed. As I expanded my business’ offerings to help them with quality training on blog writing and social media, it was immediately apparent that I wasn’t doing what I was telling my clients to do. It was time to practice what I preached.

I began training with Andrea Arthur Owan, my own blog writing training specialist. What a great decision! Under her direction, I learned that Google had changed its algorithm. The world’s premier search engine no longer wanted bloggers to post brief, pithy content that was so sales-oriented to be worthless to readers in need of content with actual takeaway value. It wanted lengthier and decidedly meatier content and was punishing those who didn’t comply by burying them deep in their search engine list. Andrea also taught that titles were important and needed to be more keyword-sensitive than creative, and that the content in the opening paragraph of the blog needed to be strongly tied to the title in order to elevate the blog’s search engine listing. Finally, I learned that it wasn’t enough to simply write a blog and post it on my website, hoping that readers would find it on their own. My blog needed to be sent out through a subscriber-based email service and posted to those readers at the same time every week – without exception.

She put me to work. Through a weekly assignment regimen, I ended my six weeks of sessions with five fully written blogs and an article to be used as a freebie giveaway to new subscribers to my blog. She also held me accountable as I subscribed to three blogs related to the services and goals of my business. I began commenting on those blogs three times a week with responses that added to the conversation and didn’t come off as a sales pitch for my business or me. I immediately saw positive results as the writers of these blogs engaged in meaningful conversation with me.

On the social media side, I received training from both of my social media specialists, Evan Grae Davis and Carol Hatcher. We agreed that Facebook and LinkedIn would be my targeted social media avenues, and I learned that I needed to give each one daily attention by making sure my posts were specifically-written (not auto-sent from my blog or website) and that my engagement strategies with others were personal instead of sales-focused. I set aside specific time, about one hour each day, to be on these platforms, and I was taught how to be disciplined in my communications to ensure it wouldn’t be the time drain I feared. In short, I was empowered to control my social media, not let it control me.

The result? I’m underway with the understanding that patience is a key part of this venture. It’ll take a minimum of one full year of weekly blogging and consistent interaction with other professional bloggers and engagement through my social media for my messages and visibility to gain traction and start growing my audience. I’m confident that new clients, more readers, and greater presence in my industry will be the reward for my diligence. And, with every new post, I know I am honing my writing skills and improving my abilities as a communicator.

I have counted the cost in both time and monetary investment for my blog and social media marketing – and have found that it is well worth it. You will, too!

Next week in Part 3, I’ll take a deeper look at the importance of events, speaking, and networking to your success as a book author.

I want to hear from you!
What is the biggest challenge you’ve had as a blogger or with your social media engagement? How did you overcome it?


4 Comments

Rachel Lunsford

February 25, 2016at 10:21 am

Hi, Adam! Thanks for the post. As someone who is just starting to pursue social media engagement for my business, I will say that the hardest part up until now has been having the confidence to “put myself out there.” Thankfully, with your advice and encouragement, I am less daunted by the thought of doing so, since I no longer approach it as in-your-face self-promotion, and rather as joining a conversation on the ‘ins’ and ‘outs’ of the industry. Thank you for helping me to see that social media marketing doesn’t have to be pushy and intrusive, but rather can, and should, be about the joy of creating relationships through dialogue—dialogue that helps us all mutually grow in communication and in the craft. Again, thank you!

    Adam Colwell

    February 25, 2016at 6:56 pm

    You’re very welcome, Rachel. I remember the advice I received from my business development coach Paul Bellows who eloquently stated, “Social media must be social.” Simple, but it changed the whole way I looked at Facebook, LinkedIn, and whatever else I may ultimately do with social media. It’s all about establishing the relationships and creating the dialogue.

Suzette Howe

February 15, 2016at 4:43 pm

inspiring Adam! Love it!

    Adam Colwell

    February 16, 2016at 10:41 am

    Thank you, Suzette! There’s no doubt – proper execution of your social media and blog marketing can seem daunting – especially the statement that it’ll take a full year even to gain traction – but it is an essential marketing element for any small business owner and, of course, authors promoting their book and platform.

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My Core Values

INTEGRITY: I will be honest and not lie or mislead in anything I do.

WORK ETHIC: I will have a consistent commitment to honor best practices for writing, editing, publishing, and coaching; I will seek ongoing training for my skills.

COMMUNICATION: I will communicate with clients and my team clearly and thoroughly regarding expectations, processes and deadlines, scope of work, and terms and conditions of agreements.

INTERACTION: I will practice one-on-one interaction with a customized, personalized approach to help others tell their story.

RESPONSIBILITY: I will be accountable for my business' finances and sustainable practices; I will be accountable to my causes through my volunteerism and giving.

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