Tag: publishing

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The Internet is making traditional advertising obsolete [The truth prevails again?]

http://www.blog.sethrober…er-joes-update/

The cheap ability to publish offered by the Internet is incredibly powerful (I wrote at lengthad nauseam about this yesterday in my The Power of Blogging post). In my analysis on blogging, I honed in on the ability of blogging to prevent idea obscurity, encourage idea generation, and amplify the spreading of good ideas. Substitute the word “truth” for “good ideas” and I think Seth Roberts is after the same point, when he discusses how a homemade Trader Joe’s ad posted on YouTube became wildly popular because it tapped into the truth. It captured the widespread feelings Trader Joe’s shoppers have about the positive experience they associate with the grocery store.

You just can’t buy that kind of advertising.

Every publishing mechanism (Twitter, YouTube, Reddit, blogging) that is catching on over the Internet is powerful because it amplifies the ability for good ideas/truth to spread.

Seth’s point about “when science was young” reminds me of what I took from reading Bill Bryson’s A Short History of Nearly Everything; namely, that some of the greatest discoveries in science came at the hands of enthusiasts/hobbyists who were just following their own interests. The decentralization and ease of publishing the Internet provides is bringing that sort of incentive structure back. Corporate-cronies and information protectionistas best take heed.

Here is Roberts’ take. Note the tie-in for self-experimentation:

I think Carl’s commercial is very important as a glimpse of the future. Long ago, only the powerful could speak to a mass audience — and they couldn’t tell the truth, for fear of losing their power. Then cheap books came along. Instantly a much larger group of people could speak to a mass audience — and, having little to lose, they could tell the truth. The truth, being rare, was an advantage. When science was young and many scientists were amateurs — Darwin, Mendel — they could tell the truth. As science became a job, a source of income and status that you could lose, scientists lost the ability to say what they really thought. For example, David Healy lost a job because he told the truth about anti-depressants. Self-experimentation is a way around this problem because, as I’ve said, no matter how crazy my conclusions I can keep doing it. I don’t need a grant so I don’t need to worry about offending grant givers.

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Seth Godin’s Advice on Writing a Book (Part 2)

http://sethgodin.typepad….e_for_auth.html

Below is Part 2 of Seth Godin’s advice on writing a book and publicizing your ideas, originally blogged in 2006, below are the bits of advice I found most insightful (Go here to see Part 1 of Seth Godin’s advice on authoring a book). The numbers may skip as I’m not quoting all 19 tips. Finally, tip 19 clearly has wider implications than merely writing a book. Expect a post on why you should blog soon!

2. The best time to start promoting your book is three years before it comes out. Three years to build a reputation, build a permission asset, build a blog, build a following, build credibility and build the connections you’ll need later. …

4. Understand that a non-fiction book is a souvenir, just a vessel for the ideas themselves. You don’t want the ideas to get stuck in the book… you want them to spread. Which means that you shouldn’t hoard the idea! The more you give away, the better you will do. …

12. Blog mentions . . . matter a lot. …

14. Consider the free PDF alternative. Some have gotten millions of downloads. No hassles, no time wasted, no trying to make a living on it. All the joy, in other words, without debating whether you should quit your day job (you shouldn’t!) …

19. Writing a book is a tremendous experience. It pays off intellectually. It clarifies your thinking. It builds credibility. It is a living engine of marketing and idea spreading, working every day to deliver your message with authority. You should write one.

(H/T Patri)

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Seth Godin’s Advice on Writing a Book (Part 1)

http://sethgodin.typepad….e_for_auth.html

Seth Godin is a marketing guru who’s released a number of books — none of which I’ve had a chance to read. Regardless, Godin seems to have some good ideas upon which I continue to stumble, like two blog posts he wrote in 2005 and 2006 prescribing advice on authoring a book. Below are selected snippets from the 2005 post. I’ve also linked down my favorite parts of the 2006 advice.

1. Please understand that book publishing is an organized hobby, not a business.

The return on equity and return on time for authors and for publishers is horrendous. If you’re doing it for the money, you’re going to be disappointed. . . .

3. There is no such thing as effective book promotion by a book publisher. . . .

Here’s the thing: publishing a book is really nothing but a socially acceptable opportunity to promote yourself and your ideas far and wide and often.

If you don’t promote it, no one will. . . .

4. Books cost money and require the user to read them for the idea to spread.

Obvious, sure, but real problems. Real problems because the cost of a book introduces friction to your idea. It makes the idea spread much much more slowly than an online meme because in order for it to spread, someone has to buy it. Add to that the growing (and sad) fact that people hate to read. . . .

So, what’s my best advice?

Build an asset. Large numbers of influential people who read your blog or read your emails or watch your TV show or love your restaurant or or or…

Then, put your idea into a format where it will spread fast. That could be an ebook (a free one) or a pamphlet . . .

Then, if your idea catches on, you can sell the souvenir edition. The book. The thing people keep on their shelf or lend out or get from the library. Books are wonderful (I own too many!) but they’re not necessarily the best vessel for spreading your idea.

(H/T Patri)