Conquering the FEAR of Networking

One of the main reasons connecting with new people at a ‘networking function’ is so tough for so many is FEAR.  We are at times paralyzed by internal questions:

What will people think when I walk across a room and approach them to start a conversation?  Will they think I am stupid, boring, pushy?  How’s my breath? 

It can be intimidating to approach someone and start a conversation.  Ralph Waldo Emerson knew the way around this universal fear, but most of all he knew the way through it: “Do the thing you fear and the death of fear is certain.”  

Progress Agents committed to cracking the networking code get all the butterflies in their stomach to fly in formation and then soar above their comfort zone to a new, more expansive comfort zone.  Don’t make business networking more complicated than it needs to be.  Develop strong networking skills so you can make connections without being rattled and intimidated.  The more intimidated you are by the process, the less appealing you are in the process.

Emerson’s advice will help you overcome the fear of meeting new people.  Use Nike’s formula and Just Do It!  This is important stuff!!  These new contacts may eventually become strategic partners, customers, employees, employers, or even best friends.  Remember, most people enjoy offering assistance, information, and advice.  No one is getting voted off the island at the end of the event. 

Zig Ziglar often uses a popular acronym for fear.   He says fear stands for:  False Evidence Appearing Real.   Right on, Zig.  Resist the popular notion that networking is all fake sincerity and pushy behavior.  That is just not so.

Networking is not about arm-twisting.  It is not trying to get someone to do something that does not make sense for them to do.  It is not scary old backslapping sales shenanigans.  The simple fact is, most people are cool and want to meet you.  You will not find Eeyore or Oscar the Grouch at most networking events. 

I do need to mention, though, that no matter how cool, giving, and funny you are, there are going to be some folks who just don’t get it.  They are not interested in anything or anybody, and are always bummed out.   

My quick advice is: Move on.  Do not let their flawed human thing rock you.  Really, who can honestly say they enjoy talking to a negative blowhard?  People like this expect the worst and that is exactly what they get. Somebody forgot to tell them that you create your own reality and if you expect bad stuff to happen, bad stuff happens.

You know the people I am talking about – the ones who look and act like they just ate a big steaming bowl of “ Catcher in the Rye.”  They’re irritable, easily agitated, restless types who love a good argument.  Chances are, they are not feeling too wonderful, either.  They have no personal curb appeal.

They need a little Monty Python.  They need to “Always Look on the Bright Side of Life.”  Progress Agents have discovered that changing the way they look at things makes life easier in all aspects.  Think of Oscar the Grouch types as just nice people who have not yet been taught how to cope with life’s stresses and challenging moments. 

Progress Agents always set a good example for faultfinders to follow.  We adopt the “live and help prosper” philosophy, and we are not quick to make judgments.  It is vital to not take responsibility for these people or take their Holden Caulfield impression personally (Holden is the hilariously agitated protagonist and narrator of the JD Salinger novel, The Catcher in the Rye). They are probably bummed at the whole wide world.  They may have been like this for most of their lives and they are probably not going to change just because you chatted with them for five to eight minutes at a business mixer.

But most people are cool, nice, enjoyable, and are there to connect.  If they are not, they are making a far worse impression than you are.  Shrug it off.  Do not let these sad sacks curb your enthusiasm.

Have fun.  Enjoy the process.  Life is too short (for you and everyone else).

Crack the Networking CODE.

Be Progress.

Read more on New York Daily News

Read more on The Star

Here lately I’ve been sort of getting into like mystery/suspense (but nothing really scary). Sometimes I like to read stuff about love but mostly just mystery/suspense.

The Source of 80 Percent of Your Traffic Comes from Here

Did you know that for most writers and authors, (and coaches and artists) – about 80 percent of the traffic that comes to your Website is coming from the 3 major search engines – Google, Yahoo! and MSN?

That?s great news – because it means people can find you easily.

It?s also bad news – because if you don?t understand how to optimize your Website for the search engines – and yet still make it interesting and relevant for the people who are searching for you – then you’re likely to be lost in the crowd amongst all the other writers, authors, artists and coaches.

Can You Do Search Engine Optimization Yourself? Can You?

One of the biggest problems many writers and authors have is that they?re not sure what they should do and what they should stay away from – sometimes it?s tough to know where you should even start to optimize your Website or Blog.

And some writers and authors aren?t even sure if they CAN optimize their Website or Blog for the search engines, because it seems really complicated and scary.

And of course, it only gets more confusing when every so-called expert has a different idea of what steps to take when you’re just getting started. Which means it doesn?t take long before Search Engine Optimization can seem pretty overwhelming, partly because quite often those experts seem to contradict each other – and sometime even themselves!

Why You May Be Experiencing SEO Overload

And of course, with all the SEO information that?s floating around in cyberspace, it?s pretty easy to find yourself in ?information overload? – which is just one more reason SEO is confusing and so many people wonder how to get started to optimize their Websites – they do less than they could – or should – be doing.

DIY (Do It Yourself) Search Engine Optimization

And that?s why we?ve written this article for you. We?ve done all the research, we?ve checked out the experts? – and the so-called experts? – Websites, and we?ve taken all the best information about Search Engine Optimization, cut through the fluff and the nonsense, and distilled it into an easy-to-understand and easy-to-follow – checklist. (I?ll tell you how you can get your own copy of the checklist in just a minute.)

A Definition of Search Engine Optimization

But lets start with a simple definition of search engine optimization, so we?re both on the same page, and there?s no confusion:

Search engine optimization (SEO) means structuring your Website or Blog both on the site itself – (online optimization) and out in the internet (called offline optimization) in a way that opens your Website to the search engines.

When done correctly, your SEO strategy can actually improve your Website?s chances of being found and placed as close to the top of the list as possible when someone searches for your chosen keywords.

The good news is, you don’t have to be an SEO expert to get started right away – just a few simple changes will have significant results.

A Review of the Best Search Tools and Optimization Areas

The second part of this article will review the best search tools and tells you which areas of your Website or blog you can optimize that will have the biggest impact on where your site shows up when sometimes types a question on a search engine, using your chosen keywords.

The bottom line is, there are simple steps you can take to optimize your Website or blog for the search engines, and improve your chances of getting ranked highly so more of your clients, customers and fans can find you easily.

I often wonder what makes someone self-publish a novel. I can understand a technical book, poetry book or a diary but why self-publish a novel? Self-publishing can be the death and is the death of many wannabe novelists. While studying self-publishing, I came to the conclusion that many new writers were bamboozled into thinking that this was the way to go for their books. Yep, they are being tricked. You can’t even blame this type of trickery on sharks such as shady POD presses, vanity or subsidy presses. No I blame this on one group of people…bitter self-published authors. They spread bad advice and untruths like a disease and it’s damaging the careers of new writers.

It’s true. New writers are being duped into self-publishing by self-published authors. These types of self-published authors are wolves in sheep’s clothing. They lie and spread myths in order to feel good about their own poor publishing choices. Not only does this bother me because it gives inexperienced writers a false sense of reality, these same authors who glorify self-publishing have taken it upon themselves to talk down upon mainstream publishers and spew dishonest myths about the mainstream publishing industry. How can a self-published author who hasn’t had experience with the mainstream publishing industry, say what does or does not go on with such a company? Point blank, they cannot. It burns me when I see self-published authors speaking as if their books are the equivalent of heaven sent, while labeling mainstream authors sellouts. How are we sellouts? Mainstream authors paid their dues, not their money. I think these high and mighty self-published authors need to take a good look at the bigger picture. Who really sold out?

The method of publishing should be up to the author. If you want to self-publish, make sure you know the business and that it’s your choice. Do not be duped by doing it just because Pam, Dick and Jane said they did. Pam, Dick and Jane say that a publisher won’t want your work but that’s not true just because someone didn’t want theirs. Some self-published authors act as if they are a part of a cult or group of bloodthirsty vampires that are trying to gather as many unsuspecting writers into their cartel as possible. It’s maddening when you look at it. It’s like they dare a new writer to go the traditional route. And don’t dare be self-published then get a traditional contract! These cutthroat self-published authors will ban you from the island faster than you can speak! It’s scary to see how some of these cliques behave sometimes. I’ve found some self-published authors to be downright hateful towards anyone who disapproves of self-publishing yet have the nerve to turn around and say the industry is prejudice against them. Say what?

 Now that I’ve gone into that, I will clear up a few myths about mainstream publishing that some misguided and vengeful self-published authors push upon unsuspecting aspiring writers.

Myth 1: Traditional Publishers Take Full Control of Everything

I get so sick of self-published authors telling new writers this because it’s not true at all. First of all authors have different types of contracts and they vary. Also, traditional publishers do not steal your rights away like vanity presses do. For example, I hold the complete rights to my books which means I can do just about anything I want with them including acquiring film deals and other options. A publisher does hold control over some things more than the author but it’s mainly the business aspect (the reason why most authors choose to have an agent), not the creative side. Most publishers require an author’s approval before any changes can be made to a book. This means that the house editor can make some suggestions, but they cannot make you take them. It may be in your best interest if you do, but still, you have a choice. It’s publishing, not prison. Also you can always get out of your contract with a big house if you want to. It’s not like being stuck for years in some shady deal with a vanity press that takes your rights for twenty years.

Myth 2: New Authors Can’t Get Published By Big or Traditional Houses Without Agents

(Clearing throat), been there and done it twice. I do not have an agent. I sold my books on my own and so did many other traditionally published authors. Of course this is rare and has gotten more difficult during the years for new authors to do but it is not impossible. This is one of the biggest myths about traditional publishers. While most require agents, there are ways to slip through the cracks. This is where research comes in. Look at it this way, if a book is good and your writing is what a publisher is looking for, they won’t care how it got to them. A publisher is not gonna turn down an author they’re interested in just because they don’t have an agent. There are many authors who have been successful for years and have yet to get an agent. Do your own research and do not let self-published authors who do not know what they are talking about break your spirits.

Myth 3: You Will Make More Money Self-Publishing Than With A Publisher

This is another huge myth. Some self-published authors become successful and become millionaires. But that is like one in half a million and they come around like once every five years if that. Also these are not novelists but people who have written technical books or self-help guide books. In other words the authors were experts to begin with. Many of them know the sales business and how it works which means they know how to promote. Do not look at one example and think that it proves something works for all. On average most self-publishers wind up in debt, let alone selling enough books to make money. Also, remember that as a self-published author, you put up all the costs, which means you’re out of thousands of dollars. This automatically pushes you below a mainstream author when it comes to that royalty check because the mainstream author didn’t pay anything at all to begin with. Traditional authors get paid for their work while self-published authors are trying to get rewarded for an investment. Do the math. This is another time when research and making up your own mind comes in handy.

Myth 4: Traditional Publishers Do Not Look at New Writers

This is the dumbest myth of them all. I don’t know who came up with this crap. I assume it was some hack that couldn’t get published and decided to badmouth the industry. If this were true, then no one would be published! Use your own mind folks. That’s what it’s there for. If something seems too stupid to make sense then it usually is. If someone can name one author who wasn’t “new” before being published then I’d love to see him or her because it’s no such thing. Publishers want authors who are good and show promise. If they didn’t want new authors there wouldn’t be the need for literary agents would there? The publishing industry would have stopped centuries ago I believe.

Myth 5: You Will Be Seen as A Rebel or Revolutionary if you Self-Published

Uh, actually you’ll be seen as a no-talent hack that couldn’t get published. You may be a great writer but the minute people realized you paid to get published, your writing won’t matter. I become tickled when I hear self-published authors spewing this crap to new writers because it’s not true and they know it isn’t. They are blatantly lying to other writers and getting their hopes up. Self-publishing can ruin your reputation as an author and most people will not go near a self-published book with a ten-foot-pole! Why do you think so many self-published authors only self-publish once then try to get a real publisher? They learned the hard way that this is true. Please do not fall into this trap. Don’t let someone gyp you into self-publishing. It’s not worth it.

Myth 6: The Reading Public Respects an Author Who Published Their Book

Maybe if they are your family but the general public has the same opinion about a self-published book and self-published author as the industry does. Remember that the general public didn’t just start reading when you started writing. Give them credit. They’re smart readers and can tell a self-published book from a mainstream one. Believe me they know the difference and yes, most times it affects their opinions.

Myth 7: Self-Publishing Will Lead to a Traditional Contract

(Sighing). It can, but will it? Sadly this is why most people self-publish. They think that they will sell enough to get the attention of the big guys. This happens once in a blue moon and you have to sell thousands of copies for a big publisher to even sneeze in a self-published book’s direction or even think of reprinting it. Most self-published authors do not sell five hundred copies of their books so this should tell you how hard it would be for many to sell thousands. Also, look at the source of this claim. I find it very strange that those same self-published authors who are so critical of the mainstream are the ones trying to hock their book to a real publisher on the side. Who’s the sell out again? If mainstream is so bad then why do these hypocritical-type self-published authors try so hard to break into it while badmouthing it? Simple, they know where their best interests lie. This is how you realize that they are not telling the truth and they don’t even believe their own claims. They’re just spitting loudly because they are upset and bitter because they couldn’t get a publisher. Go figure huh?

Now that I’ve exposed some myths, I hope you see the bigger picture. I am not downing self-published authors, please don’t think that. I support all authors. I am downing the ones with evil intentions who do not want to honestly help writers but who set them up for failure. New authors are constantly falling into the trap of self-publishing while believing they will land on Oprah or end up with a movie deal. Your book won’t even be in stores, so you can have an idea of how much you’d sell.

If you think I am trying to discourage you from self-publishing than you are right. I am. If you worked hard on your books then they should deserve the best. Why take the easy way out, especially if you really didn’t know what you were getting into? Self-publishing by choice is one thing but self-publishing by stupidity can cost you your dreams and career.

The bottom line is to examine your expectations and what you expect to gain in the future from your work. Don’t give up and do not let others step on your dreams just because theirs did not work out. Just because Pam and Dick couldn’t do it, doesn’t mean that you can’t.

So shame on those self-published authors who step on the dreams of unsuspecting newbies just because they can’t make it and don’t want to see others succeed. Writers should look after one another not push each other onto train tracks headfirst. We have too much against us as it is. We should stick together but unfortunately some authors do not. Shame on you, you know who you are. Shame.

Read more on WCVB Boston

ReaderViews: Thanks for talking with us today Vicki. We are interested to hear more about you, and your beautiful photography book “Europe for the Senses: A Photographic Journal.” Would your start off by telling us what your book is about, and what you are trying to convey through the photos?

Vicki: “Europe for the Senses – A Photographic Journal” is a travel/photography book meant to do more than just display European destinations. It’s a collection of photography and creative writing meant to transport the reader to each respective destination with stimulating sensory imagery. Experience the sights, smells, sounds, tastes, and touch that make Europe a remarkable compilation of uniquely beautiful countries. Whether a novice or a seasoned traveler, EFTS hopes to invoke a craving for Europe – not only for the major attractions that attract so many but the small, much overlooked details waiting to be discovered.

RV: Vicki, where were you born, and where are you living now?

Vicki: I was born in St. Charles, Missouri and stayed there until I left for college. My family hardly traveled so I never considered exploring other places. My husband and I had been living in Kansas City, Missouri for a couple years when he received military orders to Stuttgart, Germany. I was livid – I’d just graduated college, we’d just bought a house and I’d just had a baby so I went to Germany literally kicking and screaming. After about six months, though, I really got into seeing new places and we’ve been living in Stuttgart for seven years now! Since my husband is active duty Army, he had to extend a couple of times (tours are normally three years) and he did so only because I loved it here so much.

RV: Since living in Stuttgart, Germany, you have traveled to 45 countries. Would you comment on your obvious love for travel? And, have these destinations been predominately for your photography pursuits?

Vicki: When I moved over here, I was shocked at how rich the European history was. In the states, we can visit something ‘historic’ which only ends up being a couple hundred years old at the most. In Europe, though you can visit places that are literally a thousand years old…sometimes even older! This is absolutely amazing to me and I can’t seem to get enough of this. I’ve been to thousand-year-old monasteries where you can walk up to the ancient stone columns that are supporting the massive roof and wrap your arms around them to feel the cold stone on your cheek (you couldn’t get away with this in the states without an alarm going off and getting tackled by security). I’ve explored the inside of mines that predate the time of Christ. ‘Newer’ destinations can include gothic cathedrals, baroque palaces, or World War I monuments. There’s no end to what is out there to discover. Europeans really understand the importance of their history and the need to preserve it. No, the photography has not driven the destinations – it’s actually the opposite. I’ll visit something I’m truly interested in and I just always keep a camera in tow.

RV: What inspired you to write “Europe for the Senses”?

Vicki: I didn’t even consider writing a book until my grandparents suggested it. After every trip I take, I send an email with attached pictures out to friends and family describing the places I’d just been. I didn’t just want to share the pictures, I wanted them to feel what I’d felt when I was standing there. I wanted them to get a sense of what that particular place stood for – whether it was a famous place or something nobody had heard of. Europe is chock full of unforgettable things and viewing Big Ben can be just as profound as being the lone soul exploring castle ruins on a mountaintop. I also came to realize that many people are afraid to travel to new places – even other military families abroad. It can be difficult to step outside of our comfort zones, especially in the uncertain times we live in today. I didn’t want to just write a book with travel information – there are plenty of those out there (which I use religiously!). Instead, I wanted to convey Europe in such a way that might make taking that first travel step a bit easier. If you develop a yearning for something, it’s not as scary to do.

RV: Which countries do your spotlight in “Europe for the Senses” and are these your favorite places in Europe? Why do you think Europe lends itself so well to photography?

Vicki: I have 15 different countries spotlighted in “Europe for the Senses”. Germany and Italy are concentrated on heavily because they seem to be the most popular among tourists (and they are my two favorites!). The other countries include: Switzerland, Austria, England, The Netherlands, Iceland, The Vatican (it’s a country all to itself!), Hungary, The Czech Republic, Luxembourg, Romania, as well as a couple from Azerbaijan, Armenia, and the Republic of Georgia.

I think there are a couple reasons why Europe lends itself so well to photography. First, Europe is vastly different as you travel from place to place. You don’t have to go far to shoot snow-capped mountains or flourishing vineyards. There can be an entire spectrum of environments and cultures within a short flight or drive just waiting to be captured on film (or on your memory stick J ). Second, as you travel you can visit sites that have survived some of the most destructive forces of nature and man – photographing these places feels like you are preserving a bit of history. No matter what happens, they will live forever in your photographs.

RV: Are the photographs in “Europe for the Senses” of the major tourist attractions? How did you narrow down the ones that you feature in your book?

Vicki: I’ve mixed a bit of world-famous sites with little-known ones. I don’t think you should come to Europe just to see the Big Bens and the Leaning Towers. Even the smallest detail of a little-known place can be ‘the one’ that stays in your heart long after the trip is over.

Picking which destinations would be in the book was very difficult – I’ve thoroughly enjoyed most of the places I’ve been to. I poured through hundreds and hundreds of shots in my collection and found the ones that seemed to sing out. There were a few that I ended up cutting out before we got to the final layouts. I wanted to ensure that there were places that people would definitely associate with vacations (such as Germany and Italy) but a few that would make people stop and say, “Wow, I can vacation there? I’ve never considered this place before!”

RV: When did you discover you had a talent for photography?

Vicki: I started taking photography classes in 4-H when I was in elementary school. My dad was the instructor and a few years into it, I won my first photography contest (much to my surprise). I’ve been taking pictures for most of my life but never considered sharing them until my grandparents suggested the book – that’s probably when I realized I actually had a talent for it J

RV: Your narrative that accompanies the photographs is a significant part of the full-sensory experience of your book. Would you give us an idea of your writing style, and your thoughts about using writing to bring life to your photographs?

Vicki: There are many photography books out there that have a ‘forward’ at the beginning and then use only captions to identify the shots. I wanted my book to be different – vivid descriptions of each section would truly put the reader into the pictures. I wanted people to really feel what it would be like to stand in the middle of an endless tulip field in Holland – touching the soft petals and gazing at the spectrum of colors or savoring the breathtaking Tuscan countryside with all of your senses – not just your eyes. Each of these places can leave you with such a deep, multifaceted memory if you don’t rush through them.

RV: Did you have professional training in photography or creative writing?

Vicki: About 5 years worth of 4-H photography classes and regular coaching and practice from my dad over the years. We had a dark room in the basement so he taught me how to develop film and reduce/enlarge from negatives. I’ve had no formal creative writing training other than through school over the years. I’m currently working on my Masters degree so I’ve taken plenty of writing classes.

RV: Vicki, the senses are a predominate theme for your book. Would you comment on the importance of enlisting all the senses when traveling, and how you’ve personally come to this conclusion?

Vicki: When I first started traveling, I wanted to just see as much as possible – that meant rushing through to cram it all in. The weekends ended up being a blur and my memory of the trip not only included the destination, but the feeling of rushing around, lack of sleep, and a cranky husband and son. I soon realized that although I was seeing quite a bit, I wasn’t left with a profound memory of the destination. When I started slowing down and becoming aware of what I was smelling, how the warm sun felt (or the chilly rain), or how I lost my breath at the sight, the trip became an experience. I don’t just remember what something looked like now – my nose remembers, my skin remembers, and my heart remembers.

RV: Would you explain to us your own personal vision of taking photography that awakens the senses?

Vicki: When I’m viewing a potential site, I see lighting and symmetry as most important. It’s amazing how a tiny step to one side or another can completely change how the light strikes and where the balance lies. I’ll take several shots from several different angles and the LCD screen on my camera lets me check the picture immediately. I’ve been known to sprawl on the floor of a cathedral (I’ve gotten pretty good at a ‘respectful sprawl’ in these places J ) or stand in the middle of a road to get the right shot.

RV: Why do you think a photograph can leave such a powerful imprint on someone’s memory?

Vicki: A photograph is like a piece of the real thing. Those that long to visit a certain destination only need to view a picture to get that heartache. They say that ‘eyes are the windows to the soul’ – if you can see someone’s soul by looking into their eyes, the soul can see out and experience that photograph – that piece of the real place – and be left with an emotional impression.

RV: Which countries would you still like to visit?

Vicki: Plenty! I haven’t been to Ireland yet and I’ve got family roots there (apparently, we come from a line of Irish grave robbers). I also haven’t been to Spain or Portugal yet. I don’t limit myself to Europe, either…I’ve visited 12 African countries so far and I want to see several more!

RV: How can readers find out more about you and your book?

Vicki: Visit my website at www.EuropeForTheSenses.com – it’s got book information, reviews, press spots (including my press release and coverage from TV, radio, magazine, and newspapers), and more. I’ve got links to my blog and my online photography galleries where you can view and purchase every single print from the book. I also offer a free newsletter that features a different destination each week! Readers can email me with questions – I get plenty of questions that range from asking about a specific place to how I got published.

The question, though, is whether it will be a book anyone other than your mother wants to read. Beginning nonfiction authors frequently make the same sorts of errors. While avoiding these errors won’t guarantee that your book will become a best-seller (there are far too many variables for anyone to EVER guarantee that), it will give you a considerable head-start over other neophyte authors.

FAILING TO DETERMINE A NICHE AUDIENCE

The single biggest mistake new nonfiction authors make is failing to determine who their niche audience is, and if/where those people buy books.

You’re writing a book, so presumably you have a message. But do you know who will receive that message? Do you know who your audience is? Do you know where they spend time, and if or where they buy books? Is your niche audience comprised mostly of men? More than 80 percent of books are purchased by women . . . so if your audience is mainly male, do they read, or have women in their lives who buy books for them?

Become intimately acquainted with your audience before you get too far into the writing of your book, and make sure you know who you are writing to. It’s sometimes helpful to write to one person. You can do this by defining the entirety of your reader’s demographics. Start by determining his or her gender. Then give them a name, like Stan, Joe, Sally, or Phyllis. Determine exactly how old he or she is. Where do they live? What do they drive? What do they do for a living, and how much do they earn? Married? Kids? Hobbies? Religious affiliation? Political persuasion? Paint as complete a picture as possible. Giving such specific characteristics to your reader will help you determine what to include in – and exclude from – your book.

WRITING WHAT YOU WANT TO WRITE – INSTEAD OF WHAT YOUR MARKET WANTS TO READ

Another place beginners err is by writing what they want to write, as opposed to what their market wants to read. Remember, we’re talking nonfiction here. But even with fiction, if you write obscure, esoteric stuff that holds interest for only one crotchety, tenured 14th century literature professor at the University of Iowa, you’ll have a nice little book that you, your mom, and Professor Snodgrass can enjoy.

The thing is, in order for a book to be born, you must have an idea that is exciting enough, first, to hold your interest (does it energize you so much that you can’t wait to do the necessary research and legwork?) – but that will also hold the interest of your niche audience. The problem is that we often get so carried away with how great our idea is that we forget to find out if anyone else (i.e., our readers) also thinks it’s a great idea . . . and provided they do, that they think it’s a great enough idea to fork over some of their hard-earned cash for the privilege of reading our words.

Before you go through all the time, effort, and expense to write this book, you absolutely must find out if there’s a market for it. Visit forums, Web sites, chatrooms, MySpace groups, and blogs on your subject. Read every article you can get your hands on, and talk with specialists.

SKIPPING THE DUE DILIGENCE

One more planning error that fouls up new nonfiction authors is skipping the due diligence. This is a BIG one. You’ve done your research and know there is a need for your book, but have you checked to see what else is out there on this subject? Have you looked at those books? Bought those books? Read those books?

This is a scary step for a lot of people – it’s the place where they become intimidated (“Look how many books have already been written about garlic presses! Who am I to write another one?”) and often decide not to write their book at all. That’s NOT the intent with this directive. However, the fact is that unless you’re performing cutting-edge scientific research or are the first to write a tell-all book about an emerging celebrity or the most recent victim of our scandal-driven mass media, the chances that no one has ever written some sort of a book on your subject are very small. That’s why this step is so important. You absolutely must do the research to find out which other similar books are already in the stores, cover the same topic (general and specific), or have been written in the past.

This is for your own good. Let’s say you have an idea for a new motivational book about two hamsters named Argue and Resist. It’s a clever little parable, a quirky story about these cute little guys who have a hard time dealing with change. One, let’s say it’s Resist, manages to turn the corner on change much more quickly than his pal Argue. He learns that in reality, you must change or die. It’s a clever enough idea. However, you will never sell a single copy. Why? You probably already know the answer, unless you’ve been living under a rock for the last decade or so. But in the unlikely event that you somehow missed “Who Moved My Cheese?” – through your due diligence, you would discover that your clever little idea has already been raking in the big bucks since 1999.

Does this mean you should not write a cute motivational book in parable form? Not at all. It just means that you would need to go back to the drawing board to come up with new characters in a new situation, perhaps learning a different lesson – or a particular facet of this lesson – or achieving a slightly different result from learning the same lesson.

This also would be true of your brand new marketing concept; real estate investing book; how-to manual for baby-boomer job seekers; explanation about the spiritual, holistic side of financial planning; or almost any other subject under the sun. It’s likely there are other books out there on your subject, so you have to find out how yours is both different from and similar to the existing books. This will help you (a) determine the specific audience for your book, (b) sell your book to an agent or a traditional publisher, and/or (c) create a successful marketing strategy for your book. The other thing this research will accomplish is to let you know how well books on this theme, of this type, or in this general genre are selling right now. Are people still willing to plunk down a C-note for a coffee table book, or would a smaller, less costly gift book be more likely to fly off the shelves?

Taking some time to do the research to know who your audience is, understanding what they want to read, and knowing what other similar titles already are out there will help you build a stronger outline, and ultimately write a better book.

With the easy access of information via the Internet, authors no longer have to rely on editors and publishing houses to get their message out. Amazon.com has ambitions to publish books themselves, and the number of books created by Print-on-Demand publishing is skyrocketing.

<blockquote>Reidy mentioned several challenges, including powerful retailers who have ambitions to be publishers. Reidy also wondered out loud that with self-publishing so easy, “is it only a matter of time before one of (the major authors) actually strikes out on his or her own?”</blockquote>

What is stopping authors with large mailing lists from stepping out on their own and going directly to their readers? A combination of factors.

<li><strong>Getting out of the comfort zone</strong> tops the list. We are all creatures of habits and writers with large followings are used to receiving book reviews, offers of more contracts, and even royalty checks.</li>
<li><strong>Techno-challenges.</strong> The learning curve and the time factor inhibit successful authors from branching out. They want to do what they do best and what’s also working for them–write. No time to learn how to post to YouTube or set up an interactive blog.
</li>
<li><strong>The scariness of the unknown.</strong> Until they hear of hordes traveling down this “virgin path” called Internet marketing, renowned authors would rather tread the beaten track where the dangers are all known dangers and the company is comfortable. Most don’t know that millionaires are made every day through online marketing and that is still happening regardless of the downturn in the economy.</li>

The good news is that one medium doesn’t eliminate the other one. It could be a great idea to set up an Internet presence with unpublished material, see how it goes and then make a decision. Why can’t we look at this subject as All of the Above instead of Either/Or?