2019 Order Form

 

 

ALL 2019 PRODUCTS

Books about WRITING, SPEAKING, and
General and Niche PUBLISHING
to help you Build Your Own Empire
and enjoy a FULL and FUN LIFE!

All of our products are sold one of two ways.
1. Where it says AMAZON by the product, simply open Amazon.com on your computer, type BOOKS, then type the ebook call number (starting with B0… for e-books) or a ten-digit ISBN number for paperbacks. Information will appear about the book’s contents and you can directly order. Amazon will mail the product immediately to you.

2. If it says to use OUR ORDER FORM, find the order form below—at the end of this list. Copy it, fill it in, and email or mail it to us. Like Amazon, we too will quickly mail the books that you select and buy.

Questions? Contact us regarding product purchase at (415) 884-2941 from 11-5 p.m. California time, or at GLBurgett@aol.com.

This is what we sell now (or will soon), by category:

WRITING TOOLS TO BUILD YOUR EMPIRE

* Finding Topics That Make Your Articles Indispensable
E-Book / (43 pages) / $2.99 / Amazon.com / B006FP50B1

* 25 Professional Query and Cover Letters
E-Report / (54 pages) / $4.99 / Amazon.com / B007SB8KBA

* Reprints, Rewrites, Reprints of Rewrites, and Resales
E-Book / (30 pages) / $3.99 / Amazon.com / B00SDTLB80

* The Query Book / (Classic Reprint) / In Preparation! See availability and order info at this blog when it’s available

* 10 Sales from One Article Idea! / In Preparation! See availability and order info at this blog when it’s available

* Sidebars for Quick Extra Cash! / In Preparation! See availability and order info at this blog when it’s available

* Query Letter Checklist / In Preparation! See availability and order info at this blog when it’s available

SPEAKING TOOLS TO BUILD YOUR EMPIRE

* Six Special Tools That Get Speakers Booked First!”
E-Book / (107 pages) / $6.99 / Amazon.com / BOO67PHWOE

* Just One Speech for a Lifetime of Profit
In Preparation! See availability and order info at this blog when it’s available

* How to Be Quoted (almost) Everywhere (almost) All of the Time
E-Book / (22 pages) / $1.99 / Amazon.com / BOO8L3HYFC

* Emceeing, Show Planning, and Script Writing
E-Book / (42 pages) / $2.99 / Amazon.com / BOOB064702

GENERAL SELF-PUBLISHING TOOLS TO BUILD YOUR EMPIRE

* How to Get Your Book Published Free in Minutes and Marketed Worldwide in Days!
Paperback / (162 pages) / $9.99 / Amazon.com / 098266351X
E-Book / (164 pages) / $4.99 / Amazon.com / BOO3H05N52

* “Open” Book Publishing is Almost a Miracle!
E-Book (31 reports and guidelines) / (89 pages) / $2.99 /
Amazon.com / BOO88614MQ

* How to Pick the Right Kind of Publisher
(63 guideline pages, including a BONUS: “12 Ways to Turn Your Book into Many More”)
E-Book / (63 pages) / $3.99 / Amazon.com / B005ZX7762

NICHE WRITING AND PUBLISHING TOOLS 

TO BUILD YOUR EMPIRE

*Niche Publishing: Publish Profitably Every Time! (2nd edition)
Paperback / (208 pages) / $10 / Use our order form below
E-Book / (208 pages) / $6.99 / Amazon.com / B0014K20AY

* Want to Publish Profitably Every Time?
Booklet / (27 pages) / $2.99 / Amazon.com / B008PK2JY2

* 101 Niche Marketing Topics
E-Book / (19 pages) / $1.99 / Amazon.com / B006BDRWQA

* 12-Step Pre-Test Niche Publishing Guide
E-Book / (46 pages) / $4.99 / Amazon.com / B006TMY5NQ

* How to Test Your Niche Publication Buying Market First!
In Preparation! See availability and order info at this blog when it’s available

* How to Get Your Niche Article in Print 75% of the Time in Magazines, Newsletters, Newspapers, and Journals
E-Book / (50 pages) / $2.99 / Amazon.com / B008EN84EY

GREAT BOOKS FOR A FULL FUN LIFE!

* Treasure and Scavenger Hunts (3rd edition)
How to plan and give them! For any age, but mostly for adults.
Party almost here? A fun format can be yours in five minutes!
Paperback / (138 pages) / $14.99 / Amazon.com / 0970862172
E-Book / (106 pages) / $9.99 / Amazon.com / B008D6RK10

* 100 Ready-to-Use Treasure Hunt Clues
More clues ready to use almost everywhere almost immediately, plus a guideline about how to set up a hunt/scavenger party.
Paperback / (132 pages) / $9.99 / Amazon.com / 0989653005
E-Book / (132 pages) / $4.99 / Amazon.com / B00DMRl2Zl

* How to Create a High School Graduation Book
Paperback / (132 pages) / $9.00 / Amazon.com / 0982663544
E-Book / (132 pages) / $3.99 / Amazon.com / B0057AGPWU

* Surviving Prostate Cancer (A survivor’s mostly funny diary)
Paperback / (110 pages) / $9.00 / Amazon.com / 0982663587
E-Book / (110 pages) / $4.99 / Amazon.com / B00BUFRSHU

* Lifelong Wealth by Being Indispensable
E-Book / (24 pages) / $1.99 / Amazon.com / B006C9OGXU

* How to Plan a Great Second Life (2nd edition)
Paperback / (256 pages) / $8.45 / Use our order form below
Booklet / (48 pages) / $3 / Amazon.com / B008CG1VJS

* How to Plan a Great Second Life (Large Print)
Paperback / (212 pages) / $16 / Use our order form below

* Your Living Family Tree: Keeping your family together forever through print, photos, sound, and video
Paperback / (162 pages) / $15 / Use our order form below
E-Book / (162 pages) / $3.99 / Amazon.com / B0016MZUOM

SUPER BOOKS FOR SUPER K-12 SCHOOL LEADERS

(SUPERINTENDENTS / PRINCIPALS / TEACHERS / SCHOOL BOARD MEMBERS)

* What Every Superintendent and Principal Needs to Know (Jim Rosborg, Max McGee, Jim Burgett) / (2nd edition)
Paperback / (328 pages) / $24.95 / Use our order form below
E-Book / (328 pages) / $9.99 / Amazon.com / B008KPP3EU

* The Art of School Boarding / (Jim Burgett)
Paperback / (167 pages) / $24.95 / Amazon.com / 0989653048
E-Book / (167 pages) / $19.95 / Amazon.com / B00FACZIDW

* The School Principal’s Toolbook (Jim Burgett)
Paperback / (264 pages) / $24.95 / Amazon.com / 0989653021
E-Book / (264 pages) / $19.95 / Amazon.com / B00NEVHV7M

* Rights and Responsibilities of School Principals
(Jim Burgett)
Paperback / 48 pages) / $6.99 / Amazon.com / 0989653072
E-Book / (50 pages) / $3.99 / Amazon.com / B013KWNOZM

* How to Create the Best Staff Possible (Jim Burgett)
Paperback / (60 pages) / $6.99 / Amazon.com / 0989653099
E-Book / (58 pages) / $3.99 / Amazon.com / B018HFTT4C

* The Perfect School / (Jim Rosborg, Max McGee, Jim Burgett)
Paperback / (200 pages) / $24.95 / Use our order form below
E-Book / (200 pages) / $9.95 / Amazon.com / B0014G5STC

* Teachers Change Lives 24/7 / (Jim Burgett)
Paperback / (176 pages) / $17.95 / Use our order form below
E-Book / (180 pages) / $9.95 / Amazon.com / B0014LJMKS

* Finding Middle Ground in K-12 Education (Jim Burgett and Brian Schwartz)
Paperback / (280 pages) / $24.95 / Use our order form below
E-Book / (280 pages) / $8.95 / Amazon.com / B002GJVO5W

* The Kid in Purple Pants / (Pat Anderson)
Paperback / (160 pages) / $19.95 / Use our order form below
E-Book / (160 pages) / $8.95 / Amazon.com / B00A4SGAMA

* Administrators and Teachers: Getting Profitably in Print 75% of the Time / (Gordon Burgett)
Paperback / (104 pages) / $7.99 / Amazon.com / 0979629586
E-Book / (104 pages) / $3.99 / Amazon.com / B002NU5L61

* How to Handle the Death of a Student, Faculty, or Staff Member / (Jim Burgett)
E-Book / (30 pages) / $7.99 / Amazon.com / B007T00BPU

……………………………………………………………………………………………………..

OUR ORDER FORM

Paperback Books
____ Niche Publishing: Publish Profitably Every Time! $10.90
____ Your Living Family Tree $ 16.35
____ How to Plan a Great Second Life $ 9.21
____ How to Plan a Great Second Life / Large Print $ 17.44
____ What Superintendents and Principals Need to Know $ 27.20 
____ Finding Middle Ground in K-12 Education $ 27.20
____ Teachers Change Lives 24/7 $ 19.57
____ The Perfect School $ 27.20
____ Kid in Purple Pants $ 21.75

Please write the number of books ordered before the title(s).
Discounts at 10 or 25 books. Prices are total plus tax.
We mail books within 24 hours of order.

SHIPPING: Add to TOTAL (with tax above):
$3 for the first book
$1 for each additional book

Please mail this form with payment to:
Communication Unlimited
185 Shevelin Rd.
Novato, CA 94947

TOTAL PAYMENT: $ ___________

Credit Card # _________________
Expiration Date ________
_______________________________________________________
Name of Cardholder (please print)
_______________________________________________________
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_______________________________________________________

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QUESTIONS? Call (800) 563-1454
or E-MAIL GLBurgett@aol.com




A very new format for a seminar workbook…

In a now very long past—decades—I must have literally copied and carted 40,000 seminar workbooks (sometimes a half mile, too often up stairs). Most of those workbooks were 12-20 pages long! Too late to complain: that was the way it was done. But yesterday technology finally removed my shackles—and perhaps my blinders!

Some fact-setting now, then a detailed explanation copy of the new format that you may be interested in modifying and using. Explaining the 40,000: I have given more than 2,000 four-hour seminars, most as college/university extended ed offerings, almost all in California. They rarely had less than 20 participants, which meant 24 or so workbooks in case last minute registrants were waiting at the door. Ugh.

But yesterday a different request opened my eyes. I spoke to the NSNC (National Society of Newspaper Columnists) in L.A. about “Publishing for Profit” and, even though I myself had been a columnist several times, I had no way of knowing what other writing experiences the veteran audience had nor which of the dozen or so suggestions I would offer and expand upon they might wish to pursue.

Nor did I want to schlep any workbooks nor published books to sell BOR. (The airlines made that impossible anyway by charging for baggage—and rubbing in more salt by starving me en route!) But I did slip a copy of eight different books into my suitcase to display on a side table so they could see that they actually existed!

I know, I could have run copies off of the workbooks once I reached L.A. But I’m doubly convinced now, the day after, that the new format is many times better and smarter for the future, it gives the audience more options, and it reduces or eliminates the burdensome task of hauling products for sale. That’s why I’m sharing it now, while the fire burns, in case it would help you too. (If you have already discovered this “new” workbook process, congratulations! I’m sure you double agree! Why didn’t you tell me?)

The rationale: I knew that all of my attendees were writers, they used computers daily, understood how to find websites, blogs, and could figure out the free-book code. Therefore all I had to do was explain the media or means needed, where the items could be found, the links or addresses for each, and what the resource references referred to. I gave them the instructions needed in the first two paragraphs, where the program was going in the next two, and the broadest of explanations of what the four sections to be covered in the text that followed.

That took a minute or two to re-explain at the beginning of the presentation, but then I could focus on the most important ways columnists might earn more and live happier. When appropriate, I could direct them to one or several of the references and, in some cases, tell them the best subtitles to the critical step-by-step details. There must be 600+ printed pages in the three free books and 200+ in the other items. Thus, by knowing where the information is at hand, almost immediately, they can pick, select, or reject it as they wish—or go back later, if they change their minds.

The workbook: The two-sided page is the workbook. In this case the program was designed to show U.S. columnists how else they can share, market, and expand their written gems (now or later) into other lucrative venues or ventures. That is what I talked about. If they need the application guidance, the resources would then send them to the “how-to” support material.

Enough explanation. What follows is the “workbook” they received.


Workbook as delivered to the NSNC presentation:

 

Welcome!

I’m Gordon Burgett. It’s 2016, we’re all experienced writers, and the airlines won’t let me schlep boxes of handouts as baggage anymore, so I’m going to use the Internet to let you pick what specific information you think will be useful to you later. At that point, you can download what you want or need, if anything. The most important material is free, there’s no shipping or tax, and it’ll be in your hands almost immediately!

Thus you have no workbook or piles of paper to lumber through. Just sit back for the first hour and let me explain a sort of strategy and ways that should help you considerably increase your writing income, then I’ll answer any questions you have during the remaining 15 minutes. If you have more questions later, please email me at glburgett@aol.com.

My task is to help you fill your coin bags and increase your second-life options by doing more of what you already do very well—and make even more money (heavens!) by doing it.

I think the more-mullah quest starts with you strategizing at whatever point you are along your moneymaking-by-writing trail. I’ll address that.

The rest of our oral trek today roughly follows the other four sections on these pages. I’ve posted lots of backup resources here that you can download if/when you want or need them. The most important material is free—three full core books, three helper reports, four website articles, and 400+ blogs to pluck from. To download most of that information, use our order page at www.gordonburgett.com/order3.htm

 

Here’s how to download or see the resources: (1) find and separately order each free book on the order form—but before you submit each order write the coupon number [      ] in the coupon code box on that order form. Then submit the form, the price will drop to zero, and follow the download instructions that follow! (The freebies expire on 8/20/16.) Other items, unless noted, are from the order form and can be ordered separately or together at any time. They are also available from Amazon but if you want the three books free you must follow the instruction in (1). How to get the three free reports is explained below. See blog.gordonburgett.com for the blogs listed. Once there, find the SEARCH box, upper right corner under the Twitter logo. In that box enter either the topic you want to see more about (like query letters or niche) or the word I will give you. The website articles are from the direct website link location.

 

(I) WRITINGTravel Writer’s Guide (free ebook)

Explains how to sell 75%+ of your freelance writing (mostly newspaper and magazine articles), how to triple your income by topic-spoking, how to earn more with sidebars, and how to organize profit-packed copy-, quote-, and anecdote-gathering trips…

Related resources:

“4 Proven Ways to Sell 75% of Your Freelance Writing” Go to blog, enter 4 proven ways

“How to Sell 75% of Your Travel Writing” (2 cassette program), $20 + shipping

“25 Professional Query and Cover Letters” (ebook), $4.99

“Reprints, Rewrites, Reprints of Rewrites, and Resales” (ebook), $4.99

“The magic of topic spoking.” Go to blog, enter topic spoking

 

(II) PUBLISHINGNiche Publishing: Publish Profitably Every Time (free ebook)

A huge percentage of the risk-free, market-guaranteed book money is found here. We made $2 million from dentists and are now following the same path from K-12 school administrators, supers, principals, and school boards. That process and business plan is explained in this book. If you write and publish, almost all the niche profits are yours. If you find experts in the field, you direct/edit, they write, and you publish, most of the profits are still yours but the fame is theirs.

Related resources:

“12-Step Pre-Test for Niche Publications” (ebook), $4.99

“How to Test Your Niche Book before Writing or Publishing” (ebook), $9.99

“How to Get Niche Articles in Print 75% of the Time” (ebook), $2.99

(III) PUBLISHINGHow to Get Your Book Published in Minutes and Marketed Worldwide in Days (free ebook). If you’re not niching, use the “open press” revolution plus Create Space/Kindle [Amazon] and Lightning Source as your first or major paths to building your own empire. Publish here, then (perhaps) try the major publishers.

 

Related resources:

“Open Book Publishing: Almost a Miracle! (ebook), $3.10

“When Would I Always (or Never) Self-Publish My Book?” Go to blog, enter self-publish

“12 More Ways to Turn Your Book into Many More…” Go to blog, enter more ways

“Focus books and Selling a Book by its Parts” Go to the blog, enter focus

“Sample Focus Book: Rights and Responsibilities of School Principals” (ebook), $3.99

“Sample Focus Book: How to Create the Best Staff Possible” (ebook), $3.99

 

(IV) BRINGING IT ALL TOGETHEREmpire Building (O.P., no replacement book yet.) Ultimately, for big money, expand the perception of your expertise through related information dissemination means, like speaking, seminaring, giving workshops or retreats, audiobooks, classes, consulting, social media venues, radio-TV, guest performances, and so on. Or create/sell little empires along the way. Or align your writing, researching, interviewing, and publishing skills with others’ empires. Or do it all.

 

Related resources:

“How to Set Up and Market Your Own Seminar” (4-cassette seminar), $40+shipping

“Six Special Tools That Get Speakers Booked First” (ebook), $9.99

MORE FREE REPORTS:

Lifelong Wealth by Being Indispensable

Finding Indispensable Article Topics

101 Niche Marketing Topics

Just subscribe to my newsletter (seldom sent) at http://www.gordonburgett.com/free-reports and all three reports are immediately downloaded. Nobody else ever sees your address. Then if you want to escape my elist, just email me to be removed. I’m not offended—I forget names instantaneously.


That’s it. If it helps, go to it.

Best wishes,

Gordon Burgett




Stretch one skinny article into five with minimal effort

How would you like to design one article to appear in five different magazines or newsletters that explains the benefits, through example, of your firm’s specialization and why they may want to know more about your services? The best thing: it’s pretty much the same article with a similar message, and the five articles will probably take far less than 40% of the time and effort!

Let’s say you consult in the first-contact field, to help improve relations and create more business follow-through between receptionists and front-desk employees in small to medium-sized businesses. You can outwit your competitors by using the same basic idea five times through a popular reprint and rewrite concept familiar to journalists.

Perhaps your consulting would work well for offices that deal in insurance, real estate, loan processing, titles, and interior designing. What you must do is create a master article that will work well in publications to each of those five fields. Let’s say the creation of a telephone answering approach and basic script that would make all who phone (1) feel welcome and reassured by the professional message content and tone, (2) would be promptly directed to the person best prepared to answer their question or give advice, (3) or would be sent to the department or desk that handles their needs, and (4) would experience the properly directed pass-off smoothly and courteously.

That master article (probably about 650-900 words long) would give an example of how the greeting program you would design would function, with now-and-then examples and benefits clearly visible. But it would be niche-tailored to meet the needs in the five fields just mentioned. To do that you might interview a first-contact person or two in firms in each field, so the article has the right tone and vocabulary, and meets the unique needs in the different niches.

For example, you might call the office manager in, say, a loan office nearby and tell that person that you are ___ and you are writing an article about greeting solutions in the loan field and could you interview her/him for 15 minutes in person or by phone to have a better understanding of how greeting is handled in the loan office field. It’s surprising how eager others are to be interviewed. You could do the same to the other four fields too. What you need for all or most of the niche articles is inside, hands-on, how-to information from an experienced practitioner.

Later, you might call the same person again, thank them once more, and ask if they could suggest the three niche magazines in their field they think might be interested in sharing the short article–that you will handle the placement but thought it prudent to see what is most read right now.

Since you already know how positive greeting programs can be designed, you can then take the problems mentioned in the interview and design a program that would provide significant benefit. (And do the same in the other fields too. The second article will be much faster; the fifth, about as fast as you can type.)

Then you use the usual submission procedures to the target magazines, in this case a query letter suggesting the article or a direct submission of the finished article with a cover letter. When accepted and submitted remember to include a “bio slug,” a 20-35-word short that tells about you, the author, or the firm, plus the address/phones/email info so the readers can contact you for business!

Why would you do this? To make local contacts through the interviewees, get your firm’s beneficial suggestions in front of readers nationwide in five different fields, and to have copies of in-print articles to use for your p.r. or direct promotions. What I like best is doing five while you do one. As long as you are thinking this way, why not think a bit deeper and get a much better return?

Best wishes,

Gordon Burgett

P.S. To see other blogs about reprints, rewrites, query letters, and selling freelance writing, just type those words in the search box, upper right, and the other blogs will appear after this article.




Some thoughts about interviewing…

This is an excerpt (part of a chapter) from my coming book, Interviewing. I talk about tools and means used to interview:

Interviewing is mostly you asking questions to a person or, rarely, a group, and receiving an intelligible response in return. When you record what you asked and what they replied, that is the thinnest skeleton of a completed interview.

That’s a bit simplistic but most of the rest just adds bulk and hope to the process.

A huge percentage of my interviews have involved direct communication with my target person. More than half were done eye to eye (really mouth to ear), and most of those were done when I was learning how, usually on the road last century gathering travel material. I asked and they responded, and I translated and wrote what they said into a notepad, in a kind of shorthand that spontaneously evolved (nouns mostly, other key words underlined.) It was give and take, staccato fashion, one question/a reply, segues… My goal was about five minutes, which was a long time for them and for me. It rarely lasted 30 minutes; an hour interview never happened.

Well, that sense of brevity may be somewhat misleading because many “interviews” became conversations, and ended when it was comfortable or necessary to do so. If the other person wanted to keep talking I was usually game to do so (unless I absolutely had to be somewhere else right then–sometimes we resumed the exchange later over lunch or coffee.) Other times they just wanted someone to talk to, or were lonely, or were proud of what they had done or seen and wanted to share more of it. That was fine. Often it gave me more, better information and a deeper interview.

Occasionally I was drawn to an interviewee. I wanted to know them better, and (hard to believe) that seemed mutual. They were interesting, often passionate about some cause, and they almost always bubbled or bristled with humor. What they said was worth sharing; it was fun; they were worth knowing. A few of those contacts became lifelong friends, particularly those still living.

But mostly interviewing is fast and focused. It’s kind of a dancing duel: you extracting what you need (and hoping for more); them telling you what they want you (and your readers) to hear, hoping they didn’t say too much.

In my mind, first interviews should be courteous, painless, and fairly fast, leaving open the possibility of a later follow-up. But I don’t mention that before or during the first interview other than asking them how I might later contact them should I run into a fact or a phrase that needs clarification and asking for or verifying an address where I would send them a copy of the printed article. (If you offer, do send it.)

Most of my interviews not done eye-to-eye were done by telephone. Those weren’t as satisfactory because you couldn’t tell how much of what they were saying was true, a greased lie, or something in between. Nor did you ever know if the voice you were hearing belonged to the actual person you had called. (I don’t think I ever interviewed a stiff or a stand-in, but surprisingly often they grilled me to make sure I was the journalist they were supposed to be talking to and that I was writing an article for such-and-such a publication. Everyday people took me at face (or voice) value, happy to be the one being interviewed. The higher ups were more likely to have their assistant or caretaker vet or check me out first).

Another telephone problem: the tenuous connection between you and the person you are interviewing—one wire—almost invites the other person to simply hang up or disconnect when they have said what they think you should (or need to) hear. It’s a true test of your interviewing (and inventive) magnetism to be able to keep the other person focused and actively responding. Some of that is created before starting the actual interview by getting the respondent’s buy-in to the importance of the exchange so what they say can reach their target listeners’ or readers’ ears.

My restraint to interviewing by phone was personal—and, in my dotage, still is. I grew up weaving waggish humor and pun-riddled, antic wordplay into my everyday conversation. It drove my few friends crazy. But all of that tomfoolery had to be excised when phone interviewing strangers for print, particularly when they envisioned sparks or bolts of radiated global fame emanating from the article (or even book) they would be in. It was their big moment and they didn’t expect mirth or frivolity—any humor at all—then, particularly over the telephone where smiles are never seen and barely heard. So half of what I normally might have said, or how I might have said it, was verboten and probably dumbfounding. However funny, they never, ever would have laughed. They were expecting to be asked to share gems of wisdom, poignant observation, Christian guidance, and household tips. Out the telephonic window flew my witty high jinks, which left the interviewer, me (or you), nearly speechless, jocularly disarmed.

Alas, nothing is incurable when regular eating is at steak. I immediately reverted to my telephone high school date-getting scheme of imploring (or interviewing) by script. My first 100 or so interviews (it may have been 500) were very, very tightly structured, almost every word written or typed. It looked something like this, although where you see ideas below I had complete sentences, short sentences to give them time to respond:

* wee introduction
* reminder of why I was calling and where their words would be shown to the world
* a question
* a second question—these were the most important answers in case something else interrupted the call—it happens often—and there would be no chance to finish… [more on this later]
* [if something relevant in their reply to my questions was said or hinted at I would ask more, prodding queries about it, to provoke more facts or brilliance]
* a third question
* [if they verbally wandered off and what they said would also interest my imaginary readers I let them wander. I only reherded them back into my imaginary readers’ corral of interest when they wore out or I still had a final question to ask]
* fourth question (or more) if needed. See above.
* anything else, Mr./Ms. ____, that I should have asked but didn’t?”
* “is there a phone number I could use to reach you if I find something I need to verify later?
* “I’ll gladly send you a copy of the printed article as soon as it appears—remember, printing can sometimes take months”
* “is ____ the address where I should send the article, in your name?”
* “thank you again, Mr./Mrs. _____, for the information and your time”
* “it sounds like a very interesting article. I appreciate your kindness and your sharing”
* (hang up softly, breathe deeply, wipe brow, hydrate rewardingly, and type out the whole interview then or before nightly repose)

Interviewing by email, or even by social media, is fast, sometimes too public too soon, and a whole lot less expansive. Combined with Skype or other computer-to-computer linking, it’s fairly easy and much faster to talk with others now—if they agree to talk with you.

For example, …

———————————

This is an unedited extraction of part of an early chapter of a book called INTERVIEWING. Check future blogs for more copy about the topic.

Best wishes,

Gordon Burgett




Author of Self-Publishing Manual, Dan Poynter, has died…

The author of the best-selling Self-Publishing Manual, Dan Poynter, has died. We were “in the trenches” writing friends and I already miss him, in part because it was Dan’s turn to buy lunch. So will thousands more whose lives he touched and changed. He had been quite ill for a while, seemed to be improving, but, instead, Dan passed away a few days back.

Poynter wrote almost 100 books but he was best known for his Self-Publishing Manual, now in its 14th edition. Many of us exploring the hinterlands of “doing-it-ourselves” publishing, with our starter books (rarely sought, even more rarely bought), pounding away on clunky typewriters and wading in rubber cement, wandering through the last days of the past century, when up popped his how-to gift. The SPM was a light from heaven. It answered questions we didn’t even know we should ask. As Dan learned more, the book kept getting better and bigger. In short order his grateful fans, hat in hand, too often bruised by the titans from Gotham and other bookstore bulk buyers, turned his manual into a huge seller…

Dan was a close friend of mine for lots of decades. We’re a few weeks apart in age (he would never admit it), I lived about 20 miles away, and we seemed to wander into the same ersatz gatherings and adventures, befriending many of the same odd people, and we quietly joined the Independent Book Publishers Association (IBPA)—Dan helped birth it—and the National Speakers Association (NSA).

He was a tall, quiet fellow who gave freely of his knowledge. Many know that he was President of the Parachutists Assn as well. He joked that he married the thrill of descent (he was a life-long bachelor), and was faithful to the end.

In fact, rather than using his law training Dan set up and ran a loft in Oakland. His publishing career (and life) started when he couldn’t find a book about parachute knotting that his clientele needed, to get licensed. “I knew as much about publishing as some poor soul tapping rubber trees for a living,” he told me. So he contacted every company however involved with knotting and made copies of the diagrams and instructions they sent back, pulled them into a $40 three-ring instruction manual, wrote the conjunctive copy, then bought a dandy house near Goleta (Santa Barbara) from the profits. It overlooked the Pacific Ocean east of the UC Santa Barbara. From his front porch you could see the only American mainland target attacked by the Axis in World War II, an oil tank sighted by the misdirected Japanese Navy.

I first met him at a free lunch where Xerox was showing their brand new copiers to a bevy of hungry writers (becoming publishers). We passed on the street a couple of times but we didn’t really meet again until he tried to kill himself (inadvertently, he claims) by falling 100+ feet straight down and almost impaling himself on a volleyball net pole on East Beach. He had written (or was writing) a book about Parasailing (or was it Paragliding? He also wrote a pile of other weird books). There was a slack in the tow rope and he found himself stalled in midair! Alas, the pause was miraculously timed–a gaggle of bone doctors taking a break from a convention happened to be playing volleyball when he dropped in on them! He was nearly killed. A few days later, in the weakest voice hearable, he called and asked if I’d take his newest book to the ABA in Los Angeles the next week. I did (when I found out what the ABA was), and that started a long string of lunches, Gold Coast meetings (a sort-of branch of NSA), and so on…

Dan had a sense of humor, much of it hoarded internally. He didn’t have time (or much patience) for editing would-be books sent for his help by adoring fans. He threatened to farm them all off to me, and rarely he couldn’t help himself: I would get a DOA bundle (with a spine) in the mail with a note daring me to make sense and save the soul of the hapless scribe of the offending manuscript. The note usually mentioned that I was the only person who could get the author in print since the bundle was so much like my own books!

A final story. Dan gave weekend gatherings for book creators at his palace. The couple of times I spoke there he would hold up one of my early books and tell the attendees that it was certainly not how to design your own cover–and that he had bought a couple of copies of the book so he wouldn’t run out of such a pitiful display. I told him I was hunting for some hole in one of his books, the table of contents lost in the index, upside-down chapters, or something equally egregious for revenge. But I never found anything out of place–and now he’s left before me and the fun is gone.

Dan Poynter was a smart fellow and already is a much missed friend.

Gordon Burgett




Writers: How to Write in Financial Comfort Even in Old Age!

There are ways to do what the title says—and about 1000 other ways that guarantee writing penury, most about as lucrative as begging for or selling writing pencils on the street! I’ll not foul this blog by describing how you can find cliche distress or dangling destitution—poverty you can find on your own. Or it will find you, particularly if you’re lazy or wreyete horroribly!

For the rest of you wordsmiths overflowing with words, wit, proper punctuation, vivid imaginations, and computers that spell well, here’s what an old writer thinks are the most likely paths to help you at least end up paying your own bills—and comfortably at ease between now and then.

We can eliminate some kinds of writing at the outset, like essays and poetry. Verse may be the showcase of a mastermind, but 99%+ of the poets, bless them, even when in rhyme don’t have a dime.

Let’s focus on the four paths that make the most cents.

Geniuses could secure comfort if they could express their wizardry in lucid, sought prose, then link themselves to vendors who could harness, package, and sell their brilliance. (So much for geniuses.)

A harder path would be from the bottom up, from stringer to city editor to editor-of-editors. Theirs might be the bobbing path of nervous comfort while publishing mastheads sink into the sea. Editing excellence may have to be mixed with the deft art of vessel leaping, derring-do in life preservers, afloat, preserving words and news while awaiting the calm. Still, in business and government there may be a million jobs that have a writing core. They pay well and keep the faithful comfortable during retirement. Some of the greatest writers had their day jobs there, and bloomed into fame from the product of their nighttime/weekend passions.

Fiction writers have the privilege of inventing comfort when needed, of living where their imagination takes them to find solace. But to have enough coin to eat and stay warm as needed requires that they cook up a tasty singular plotstew of people, purpose, and place that readers want, then keep that blend boiling until their culinary/literary fame makes them well rewarded. For most this is surely the hardest way to spend a life fed solely by writing.

The fourth path is obvious but its luster is so unseen by the everyday public that most miss its truly gilded glow. These are the folks who write for close-knit bonds of workers. They define their niches—surveyors, goat breeders, school principals—and write books or create how-to guides or give workshops transformed into BOR tomes about what every member of the group needs to know to do what they do better. Most also speak professionally about what they write. And if their primary field folds or changes form they reform their knowledge to match the new configuration, get the groups’ email addresses and sell their solutions to their associations and their members. They have ready-made followers eager for every applicable word that they write or speak. When they write articles, they know specifically who will read them and what they need or want to read. Their blogs are avidly awaited, they use social media to enhance their expertise, and as they get known and grow older their demand grows proportionately. They’re probably too busy to be too comfortable in their prime years, but they could have a self-generating empire that would keep them very comfortable as they age. The downside? Who knows they exist (comfortably or at all) and who reads their chosen words, other than the tight circle of their followers.

That’s it. Musing about how those fed by the flames of imagination and word-molding are most likely to be able to be comfortably closer to their preferred mode of creation longer and freer from debilitating or impoverishing distractions.

Best wishes,

Gordon Burgett

P.S. I write books and speak their messages, mostly. Some are published by others, while I also publish niche books, all of which I edit but are written by others. Here is a list of those books that are currently available. (Oh yes, I’m also old.)




Promoting Your Own Seminar: Planning and Implementation

To promote your seminar other people must know about it. Making them aware of its existence can cost you more that all of your other costs combined. So success with self-promoted seminars is directly related to how you inform potential participants, its cost, and the sign-ups resulting from that information.

Some things help before you blow the first bugle.

If you are well known, participants may come simply to see and hear you. So one tool is to make yourself better known—and worth hearing. [I talk about this in depth in the more than 20 blogs about seminars stored at this site. Just write “seminars” (no quotes) in the search box in the upper right of the first page of this blog and most of them will appear, sometimes chronologically!].

If the title of your seminar sparks instant interest, you might be able to thrive with a minimum of planned publicity, counting on word-of-mouth (and usually greed) to draw an audience. If you plan to show how to turn kitchen spoons into gold,  for example, you could probably speak at the dump at 2 a.m. and charge $100 a head and make more money than you could count. Show a few opportunists a “before” spoon and an “after” gilded creation, tell each to bring a friend who can bring a friend, and so on–you get the point. And bring several dozen spoons each! Two things are at play here: the title (or topic) and your credibility. The latter can be greatly enhanced by hordes of listeners going home with golden spoons.

A third element is crucial: audience identity. You must know to a type and age the kind of people who will benefit most from hearing you speak. Who needs to know what you will say, why, and what benefits can they expect from it? You must also have a feeling for how badly they need your message, or think they need it. And you must sense how much they will pay to attend the seminar.

Assuming that you have worked and worked at developing a clear, enticing title followed by an exciting, reward-promising description, and that you have identified who will attend and why, what remains is simple: getting as many through the door for as little expense as possible.

So first you should concentrate on the information dissemination items that are free. They may be the most important elements anyway.

Start with a news release sent to every possible outlet: newspapers (dailies, weeklies, free handouts), newsletters, company organs, any vehicle read by others who might attend your gathering. Also send a .jpeg to those with the greatest impact on potential participants. (Make sure that your appearance is in keeping with your purpose: tie and coat or business attire if you want businessmen at your meeting, etc. Shoes are a must.)

Then condense your material into radio-TV (any audio) release segments: 24 lines for a 5-second spot; double that for 10 seconds. Write “COMMUNITY ACTIVITY” on top, followed by the copy and your name, address, and phone. No photo here, of course.

What are the chances that this material will he read? Good for newspapers, if it sounds newsworthy; poor for radio; worse for TV or online—but it’s free and if it is used you are that much ahead. Any exposure makes others aware, increases your visibility, and helps.

If you use social media this way, go to it. Remember that if you call for action, they need  way to respond.

To increase your exposure even more, contact the area talk show program directors to see if you could appear on a show some days before your seminar to discuss your topic. Tell him/her why the subject would interest the listeners. (Don’t dwell on the seminar if you do appear; mention it once [maybe twice], and refer to it again before the show closes: that’s enough.)

Your best selling tool is you, so visit every group, organization, gathering or outlet you can to tell those there about your offering. Contact the meeting director and ask for two minutes early in the session. Introduce yourself, your topic, why they would benefit from attending, how to sign up, and leave enough flyers for all in attendance. Ask others interested in your program to tell friends. Put fliers on bulletin boards, in places where participants might gather, or at any logical spot where they might attract sign-ups.

Having a professional looking book that you wrote about your topic is a huge plus. Include a copy of the cover with every press release or flyer. If the book’s title is the same or similar to your seminar title, all the better. It can be self-published, but it must be impressive in appearance. You might also up the program cost and include a free copy. (Or give a free copy to the first 10 or 20 paid registrants, or whatever number you can afford. Sign the book on the inside title page and give it to the person when they arrive.)

Flyers: I can’t tell you how to make them here. Most of it is common sense, and much of that comes from using what works best on other fliers. Two places can help you with basic how-to information: art supply stores (sometimes office supply too), that sell the tools, and printers, who put the flyer on paper. Tell either what you have in mind, find an example similar among the millions of flyers in the mail and on boards, and let them tell you how to make one similar. A seminar or even a class about basic graphics and flyermaking should be seriously considered if you will be your own provider of graphics.

Keep in mind: a flyer is a selling tool. It needn’t be done in three colors on glossy paper to impress, but it must be clear, neat, errorless, and inviting. Too much copy is worse than too little: white or blank space means class. Stick to simple type, straight-forward messages, don’t be too funny, get the “5 W’s and H” down—who, what, why, where, when and how—and be sure that the title is what everyone sees first. The viewer will assume that the seminar is like the flyer. Too shoddy and they’ll stay away.

Newspaper advertising? Probably a waste of your limited funds, unless just about everybody would want to attend, you have money to buy a big splash (1/3 of a page or more) to run about three times, or you can place a key ad in a specific section read only by your people. The major exception is for a specialty newspaper, like one sent to nurses only when your seminar offers BRN credit to nurses.

Likewise, radio and TV are not good vehicles for paid seminar advertising unless the appeal is extremely broad or you can somehow focus your topic and the program-ming of the station on a specific audience: a seminar on how to become a professional umpire needs a spot, if any at all, in the middle of the sports results.

How to get started with newspaper, radio, or TV ads if you think they are for you? Go to the person who sells the ad space, leave your wallet at home (I’m not kidding), and say, “I think that ______ would be a good vehicle to advertise my seminar about _____. Do you? (Of course.) Then how would I go about setting up the best ad possible to draw the most participants?” Let the person explain, write it down, take the handouts, and go home and think. Don’t buy anything that day; don’t buy the whole package: try one ad and test. Rewrite it, if it doesn’t draw well, and test again…. Compare costs and evaluate possible results. If you decide to go ahead, do everything you can yourself, hiring others to do the rest on a freelance basis and under the condition that they will explain how they did what they did. Soon enough you’ll be able to do it all. About 90% of promotion is also common sense and a hard financial eye, plus some creativity. The rest needs tools.

Remember, you are the best advertising possible. Your enthusiasm, your drive, your planning, and your clear prose. Put that in action, on paper through friends. Let everybody know, keep a hard eye on expenses, and study everything you see in print or the media to see how others are doing it. By your third seminar you will have it down cold—if you hustle, plan, and economize enough in the beginning to survive (and thrive) until seminar four!

Best wishes,

Gordon Burgett

P.S. For 20+ years I offered more than 2,000 four-hour seminars. From that experience I created  a four audio cassette program, with a 26-page workbook, called  “How to Set Up and Market Your Own Seminar.” It’s now available, if interested.




The most important / most profitable reason to self-publish

I enjoy and learn a lot from Bob Bly’s frequent missives. (See www.bly.com). We sort of walk and work the same side of the street regarding professional writing and publishing, and we both agree on the importance of strategizing first, then following up with processes that work.

So the other day when Bob offered five reasons or situations where self-publishing should seriously be considered, I found myself nodding and uttered an aging “yep” at every point.

Alas, I had an extra “yep” unuttered, so I thought it fair in this blog to add number six to the list. We agree that self-publishing (1) can be a means of getting your words in print, (2) it will let you can control your tome’s contents and design, (3) if you can market well, by self-publishing you can sidestep the big-house foot-dragging, (4) when your book is complementary to your greater purpose of displaying your expertise (as, for example, using your book to secure related speaking engagements), or (5) when self-publishing is the best (and perhaps only) way to get your words and ideas past the older, established houses so potential readers and buyers have a chance to see and decide about the merits of your independent offering.

The missing reason–the unuttered “yep”–for me trumps the other five. I think that self-publishing and niche publishing are potentially the two halves of a golden egg.

In fact, they have walked hand in hand long before “open” publishing made it possible for any writer to ignore the major houses and see their work in print. Many did  profitably self-publish long ago, like Dickens, Twain, and General Roberts (of Roberts’ Rules of Order). But when the focus swung from books for general markets (risky indeed) to tightly targeted or niche markets, and pre-testing (usually through direct mail testing) allowed the publisher to define the specific buyer demand, then self-publishing let the niche publisher create publications with finely honed titles tailored to pin-point targets. It became a potentially risk-free investment since the publisher would then be able to print the number of books needed to satisfy that predetermined need.

We’re not in disagreement here since Bob sells solid products about niche publishing and my Niche Publishing–Publish Profitably Every Time also extols (and explains) the “how’s” of niching and pre-testing. I simply wanted to remind my readers that niche publishing continues to be a lucrative path (I think the most lucrative) in the grove of self-publishing.

Incidentally, blogs being structured as they are, I probably have 40 or 50 related blogs about “niche publishing” hiding right behind these words for further perusal, if interested. Just type “niche” or “niche publishing” (no quote marks) in the SEARCH box above and Word Press will kindly stack them up for you to read. (Since in my mind niche publishing and empire building can be almost synonymous, you are invited to check “empire building” too!)

Best wishes,

Gordon Burgett




Can we sell two new books by using 12,200 jumbo postcards?

At 11” x 6,” the postcards are big enough to cover other books already on the potential buyer’s desk. But the real issue is, are the cards clever enough to lovingly pick the buyers’ pocket?

Said another way, it will cost us about $6500 to get the sales missive done right and delivered on time. But will the returns grossly exceed that cost while we are still in the same flesh? (Three months will tell the tale, hoping for a third of that in three weeks.)

I’m a niche publisher. A few years back my firm hit a bulls-eye designing, creating, and selling standard operating procedures manuals for dentists. Now we create and sell books to K-12 administrators: mostly principals, superintendents, school board members, and teachers. Flossing was pretty much what I knew about dentistry at the earlier incarnation, and avoiding the grumpy old dudes who ran schools was my gift as a kid. How the niche publishing came about is another blog, or several—go to the search box on this blog and write “niche publishing” and you can read what I’ve said so far. Or read my book: Niche Publishing: Publish Profitably Every Time.

The bottom line is that I don’t write education (or dental) books: I get first-rate leaders (preferably already speaking widely in their field) who are experts about the target topics. They are the heroes. They share their hard-earned well of knowledge—in writing. (I have had 46 books published that I did write, but that’s a different, and concurrent, life!)

Here the expert is my younger brother, Jim, and these are his fifth and sixth books for me. Why him? I can’t find anybody else with more experience, ideas, and recognition among other superintendents, principals, and teachers, nor anybody who has also given so many key speeches to conferences, conventions, academies, … Anyway, he’s a lot of fun, disciplined, and full of reliable genes, good ideas, and true stories…

But here’s what’s up now. Jim wrote two books that I want to sell simultaneously: The Art of School Boarding: What Every School Board Member Needs to Know and The School Principal’s Toolbook. (We try to make our titles so clear that a buyer knows what’s inside before lifting the cover, so I hope these too are self-explanatory.) They are dynamite books but running two separate selling campaigns costs money—and we think one campaign makes giant sense.

Here’s the most important item on the card:
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Our buying target is the SUPERINTENDENT, who is chosen by the Board and chooses the principals! If the other two don’t work, he or she doesn’t either, at least for long. The rest of the postcard explains the books, shows the covers, summarizes the tables of contents in key words, soothes the super’s soul in three paragraphs each of selling prose, all leading to four wee questions, “(Do you) want to review a free ebook copy (of one or both books)? … read testimonials? … check the author’s credentials? … or order copies, with the usual discounts?” Then it politely sends the mesmerized 12,200 superintendents (a large percentage of all of them in the U.S.) to www.meetingk-12needs.com for the rest, to decide and close the deal. (Go ahead: you needn’t be a superintendent to be curious—although admittedly there are a lot of curious superintendents!)

So that’s why I asked in the headline, “Can we sell two new books by using 12,200 jumbo postcards?

Here are the images on the (two) sides of the postcard:
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CCF04082015_00003

We don’t know. The cards hit the mail yesterday. Here’s what it looked like, scanned to blog size. I’ll report back right here every three weeks or so. It might be a pinch slow at first because the dust is still settling from the Easter break. The honchos are probably still trying to find their stray kids.

But I can share one thing now: what I had to do to put the jumbo postcard together and get the offer in flow.

1. Think up a way to sell two very different books to three school chiefs at once. Does it make sense? Was the superintendent the right target? Will I starve my wife, kids, and myself to death?

2. Find a reliable, current, affordable mailing list of superintendents. Google first, limit it to four, and call and let them (quickly) sell their wares and virtues to me.

3. Find a fast, reliable printer who is comfortable with jumbo cards and can also sync the mailing (I send the list) and provide inexpensive small adjustment art tweaks, if necessary.

4. Find a card (or graphics art) designer (or design it yourself if you are experienced) and get the copy, changes, colors, and the rest pulled together on time.

5. Find the money and distribute it gratefully when everybody does what you want—preferably, far better than you imagined.

6. Get my website up-to-date, and go through the link lines the buyers will visit so it’s all current, easy to follow, and delay-free. Like the supermarket, don’t slow the buyer down but be sure he/she at least sees your other products and services along the way.

7. Plan the fulfillment. Get the free ebook email ready; write thank-you model replies to your lucky customers; find envelopes, bags, or boxes for shipping; set up a meter mail system with the post office; get tape and all the incidentals; listen to your phone message and make it clear and relevant; set up an invoicing system for direct purchases (usually for purchase orders); double-check your shopping cart process (if used); line up helpers if needed, and lay in enough book stock to cover the initial surge, with a fall-back five-day POD replenishment lever ready to pull if good fortune gushes in.

That’s it. “Cross” is the word of the day. My fingers are crossed—or my banker will be cross. See you soon.

Best wishes,

Gordon Burgett




4 proven ways to sell 75%+ of your freelance writing

MAGAZINES and NEWSPAPERS

 

1. Here is the two-item formula for selling nonfiction copy to magazines and newspapers: (a) You sell more than 75% of your freelance writing by writing only when you have better than a 50% chance of a sale, and (b) You have better than a 50% chance of a sale by either querying your prospective market, and writing after you receive a positive reply, or by writing to markets where you can simultaneously submit the same manuscript.

2. You can also increase your sales percentage and income by simultaneously selling reprints or rewrites of the published material—or reprints of the rewrites[Reprints, Rewrites, Reprints of Rewrites, and Resales].

3. Fiction is excluded from this 75% claim in magazines, newspapers, and books. Nonetheless, if points made on these pages seem appropriate to selling your fiction, try them, but know that the selling ratio in fiction is very low.

4. The most important tool for selling to magazines is the query letter. [25 Professional Query and Cover Letters] You do not query to newspapers (except to their magazines); you need cover letters to sell to them. If you are selling to big-house book publishers, at least a query letter is required. If you are niche publishing and pre-testing, you will need a sales letter, a small note, and a prepaid response mailer.

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Items in orange are explained in far greater detail in blogs from blog.gordonburgett.com. Go to the blog and insert the highlighted word in the search box, upper right, title page. Often the search will bring up many blogs related to the topic or word you seek. For example, if  you are looking for more information about “query letter” (a good thing to know about) and you type “query letter” in the box, it will probably bring up a five or ten full blogs, one after the other. Please use all of the information that applies.)

Items in magenta are the subject(s) of related products. The product title is in brackets after the reference. There is more information at www.gordonburgett.com/order3.htm.

For more assistance, see www.gordonburgett.com and glburgett@aol.com.

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NEWSPAPERS

 

5. Usually the copy (and accompanying photos) sold to newspapers will be about travel [How to Sell 75% of Your Travel Writing, editorial commentary, food, reviews, and (very rarely) columns. That’s about all newspapers buy from freelancers. Mostly they buy travel.

6. You are more likely to sell to newspapers (particularly in travel) if your piece is short (600-1500 words; 1200 words is a good target) rather than long (to about 3000 words). The longer feature articles are usually written by the section editor, or one from another publication.

7. You can simultaneously submit the same material (copy and photos) to newspapers (unless they tell you no) if they are not “national” newspapers—like the New York Times, Washington Post, Christian Science Monitor, and Newsday, where you submit to them one at a time—or where the newspapers overlap in prime circulation (usually within 100 miles of each other), where you submit to only one newspaper at a time in the circulation radius.

8. Study others’ in-print newspaper articles in your target selections and write (and punctuate) like the original writers did to get in print. Focus on the topics [Finding Topics That Make Your Articles Indispensable], conciseness, quotes, timeliness, length of paragraphs, and the writing voice of the articles. The voice means: first person, I; second person, you; third person, he/she/it. (You mostly write salable copy in third person.)

9. Send your newspaper copy, ready to use, to the respective section editor with a cover note/page that tells the unique features in the copy, its timeliness, your credits (in a phrase: “I’ve sold 600 newspaper travel pieces”—don’t lie, say nothing if it’s nothing or very modest), any exceptional photos, how to get back to you—email and phone, and that you are marketing simultaneously (no nationals; to you solely within a 100-mile radius). If you are sending to a national newspaper, submit to one at a time (until bought). To national newspapers (or those few that insist), you are selling first rights to them only.

10. If you have the respective section editor’s newspaper email address, send your submission digitally—the cover note/page, text, and sample photos or link to a sample photo page. If you don’t, snail mail your submission to that editor, and include an SASE (stamped, self-address envelope). If that editor replies by email, you then have their email address. Remember to write out the full address to the photo links.

11. Assuming your salable photos are .jpegs, in your cover note (a) offer to send them if they want to review them, but you can briefly describe one or two extraordinary shot(s) in the note, (b) include a b/w or color page with samples of the best 6 or so with the note, or (c) post the best you have, very best first, on a cloud or website page where they can link and peruse. Let them pluck what they want to use and pay as the piece and art are published.

12. There is no firm photo submission protocol, so use the publication’s guidelines—or common sense. (Sometimes the guidelines are listed in Google—or the editor will tell you if you ask.) Let the editors decide if they will use the shot(s) in b/w or color. With the camera, seek clarity, get bright colors, focus on key items you wrote about. Remember, in newspapers, particularly for shorter submissions, the text is what they buy. (They might buy photo-first if you have an original shot of Napoleon—or something like that, or older.)

13. Newspapers pay from about $100-225 for short items, $200-500 for longer pieces. They pay after the submission is published. For photos, it may range from $35-150. But some may pay less for the items above and some of the larger newspapers will pay more. You have no bargaining power here but if you sell often to the same newspaper, the editor sometimes increases the pay as your value to them increases.

14. Do you see how selling simultaneously to newspapers lifts you well above the 75%+ goal? If you send a sharp article to six cities all distant from each other and four buy it (some with photos), you have sold the article 400%! It’s hard to top that sales ratio. What a shame that the articles themselves don’t pay much more…

 

MAGAZINES

15. Magazines do pay more. You usually know their pay range (several hundred to a thousand dollars and up) and the size articles they seek because most of the magazines that you will write for are found in the current-year Writer’s Market (in print or online version). That and a ton more information is explained in WM, so you should have that source accessible where you write. Also, if you check Writer’s Digest Magazine (in the library) it lists new markets every month—and updates current listings.

16. To get on the 75% magazine path find an idea you want to write about, then create a feasibility study. Think of the study as two boxes next to each other, both sharing the same idea. In one box you answer, “Is this topic feasible to write for X magazine?” In box two you answer “Is it feasible to sell an article about this topic?” If it’s a “yes” to both, you will write a query letter to the #1 market. (See “How to Prepare and Market Magazine Articles That Sell.”)  [Travel Writer’s Guide, ebook edition]

17. There is no need for a feasibility study for newspaper direct submissions because you will know if it’s feasible to write because you will, in fact, write it and send the prose to one or many markets simultaneously. And if it sells, that’s your answer to the second box.

18. To answer box 1, see if and where magazine articles appeared in print about your topic. Find copies of those articles and study what they contain. (See “How to Study a Printed Magazine Article.”) [Travel Writer’s Guide, ebook editionYou will likely need updated information, new quotes, or new examples to add to the information already in print. See if you have or can get access to that new information. If nothing has been in print, study the topic and list what readers would want to read about it. This should take several hours, not weeks or years. If you have a strong sense that if you queried an editor about that topic knowing what you can provide that he/she would say “yes, then move on to box 2.

19. “Who would buy an article about this topic?” is the focus of box 2. See the many categories of publications in the WM table of contents and list those where your topic might appeal to its readers. Let’s say there are six such categories; list all of them. Then go to the listed publications in each category and write down the magazine titles in that category where you think the reader’s interest would be greatest. Let’s say there are two magazines in each category, so you would end up with 12 possible magazines to query before you write.

20. Because you can only query one magazine at a time from your 12 possible candidates, you must prioritize the 12. Put the most likely first and the least likely last, and sort the rest in between. What criteria do you use to prioritize the list?

21. If you want to top a 75% sales plateau, then when the editors of those magazines pay for articles is the most important criterion. So put all of those that “pay on acceptance” (this information is in the WM) at the top of the list. Paid freelancers only query editors who pay on acceptance since that means if they accept your manuscript, you will be paid right away or within a month (when they churn that month’s checks). The other editors “pay on publication,” which means your finished manuscript (and photos) will sit in that editor’s “to use” pile until it fits, and then you will be paid after it sees print, which means another additional 60 days to get your reward. Even worse, those that pay on publication usually pay less, and a rare few forget to pay at all.

22. So once you know when your 12 possible markets pay, list the pay on acceptance publications on top (say six of them), with the remaining six that pay on publication on the bottom. Now ask the second question, “How much do they pay?” The highest payer of the first six candidates goes to the top of the list, the lowest payer is #6. (Don’t worry about the last six on the list right now.)

23. There are two more criteria that could move your target markets up or down. One asks, “What percent of freelance material do they buy?” The other, “How many issues do they publish a year?” Clearly, you’d rather be considered by an editor that uses 95% freelance copy than, say, 5%. The same with a magazine that comes out weekly rather than annually—it buys 52 times more copy! Resort the top six into their most desirable order—for you.

24. Now you are ready to query. You will write a full-page letter asking the editor of the top magazine on your prioritized list if she would be interested in an article about ______. (The query letter will make the topic jump with excitement and the editor jump with hope to get your writing genius on her pages.) If, in truth, the editor says “yes, let me see it,” that’s almost as good as putting the money in your bank because the “go-ahead (and write it)” is given seriously, with the expectation that you will provide ready-to-go copy that fits in the slot saved for you. But if the editor says “no,” however kindly, you will move to #2 on your list, read its write-up in the WM, and send its editor a query letter (often adjusted some to meet that new readership’s needs). You keep moving down the top six until you are out of “pay on acceptance” rejecters.

25. Why not just continue down the list of publication editors for this new article? It’s not worth the time for the risk involved. You will sell your reprints (or reprints of rewrites) to the bottom six. That’s what they often, sometimes only, buy. Better yet, you can sell reprints (or second rights) simultaneously as long as you tell the others that yours is a second rights sale.

26. A couple more points. Let’s say the first “acceptance” editor wants your article. Have you lost the buying potential of markets 2-6? No, just approach the topic from another slant or create another article idea from that topic, and query about that possible article. In other words, you can rewrite that first topic and query letter and start it down the selling ladder to those “pay on acceptance” editors that are still uncontacted. And what if you do that all six times and all six editors buy their own unique articles? Bingo, you just sold the same stretched idea 600%, rather than 75%. (And you’re still not done because each of those six articles can be sold as reprints of the rewrites! Heavens, you may get rich with just five or six different, fecund ideas!

27. But we are getting the cart in front of the horses. All we have done is have a kindly editor say that he/she wants to see our article—on speculation, which means, no obligation. So we still have to write one or many excellent articles that the editor(s) must embrace, buy, and use. Still, a “go-ahead” from most editors means a sale as long as you provide (in the article) what you promised by the date agreed, and perhaps also with the promised photos.

28.. Which means enough late-night oil, interviews, facts found and verified, anecdotes generously inserted—whatever is needed to make the article hum in print. It also means close scrutiny of the target magazine to see what that editor wants on his/her pages before you write. Thus, if this query-led system is followed, almost all magazine articles suggested and written will be sold since you will not write them without a prior ”go-ahead.” And with the reprint and rewrite fall-back sales, you should be far ahead of your 75% goal.

 

BOOKS

 

29. It used to be that selling any percent of your freelance writing through book publishing was as likely as having your books come out of a cloud. Guess what? Now it’s simple to publish 100% of your freelance book writing—you can just do it yourself. And it can sit in a cloud to sell once it’s written and prepped. Who knew?

30. Less than a decade back the chances of the Big 8 or 5 or whatever the number was of the big-house publishing firms picking up a random freelance book was like 1:1000. Even with agents or even with a solid writing reputation. Then you sent query letters with attachments.. You may as well have been sending pick-up laundry chits.

31. These days it’s hard to figure any strong case for going first to the big houses (which simply aren’t so big anymore nor are they so appealing). They pay poorly, it can take months or years for the book to appear, and their bookstore allure has faded as the bookstores themselves have disappeared. It’s kind of upside down now. Freelancers publish the book themselves [How to Get Your Book Published in Minutes and Marketed Worldwide in Days]  and they earn a fast and decent return. Then if it smells of success the big houses will get in line to pay for the product—and often all the additional products that writer/publisher can create. So why would a freelancer go back to the earlier days when a big-house sale meant a meager royalty, poor sales, payment a couple of times a year, and no control?

32. If we are talking sheer percentages, you write a book that others want to buy; get it proofread; hire artwork and covers and some selling postcards; get the book designed; print some in-house stock to sell directly; save the final copy in .pdf, and send it to Create Space and LSI to get it POD printed and sold commercially through their giant selling machines, like Amazon and Ingram. In the meantime, you convert the original text into .epub, modify the covers a bit, and you create an ebook to sell yourself, at Kindle, Nook, Kobo, Smashwords, and elsewhere. And all the while you worm your way into the social media world to churn up some fan interest.

33. There are two ways to sell 75%+ in the regular book world now. The new open publishing world I described in 29-32. And you can do it the old way too. You sell the book to the big houses or other publishers pretty much the old way: you send queries and packages and proposals, alone or agent-aided, and you don’t write the final book until you are contract-protected, then you wait for the book to appear. That’s a 75%+ approach. Hard to imagine 25% of the publishers wouldn’t honor your contract.

34. But here’s the problem, even if you freelance and produce one book and you have another produced by an established publisher under contract (which is 75%+ twice), there’s no guarantee that any of that will make enough money to keep you fed, much less famous and prospering. So despite the fact that you bat 100% selling the copy that you create, and you do it many times with paperback and digital versions, all sold by six different publishers (plus you), most of the self-published general market books don’t make much money. They don’t even do much to imprint a perception of your expertise. Stir in platform-building, branding, You-Tube, Facebook, and all the rest and can still be a big disappointment.

 

NICHE (BOOK) PUBLISHING

and EMPIRE-BUILDING

 

35. Let me share the best way to sell 100% of your freelance book writing and make reliable money while you simultaneously build an empire that will feed, clothe, and support you very well for a long time. It can be built around your book or books—or you may not have to write much copy at all. You might use others’ expertise and writing, plus your editing, managing, and publishing skills, as the core of his niche publishing. [Niche Publishing: Publish Profitably Every Time]

36. It’s not the writing or publishing, per se, that distinguish niche publishing. It’s the existence of a niche, or tightly-linked group of people, that share common needs, interests, and lifestyle. For example, Chicago Cubs fans are a long-suffering niche. So are dentists, Norwegian ancestors in Wisconsin, and meat cutters. The niche often has a vocation, hobby, focus of interest, ethnic bond, social communality (like octogenarians or octogenarians in Tulsa), an ailment or cure (like prostate cancer survivors), or membership (in the Moose or in almost any thing or group.)

37. This might be easier to envision by using an example. To keep it simple, let’s use ultramarathoners, and let’s make that nationwide. And let me invent typical components of a niche and ascribe them to the poor sore-legged ultramarathoners (who share in common long-distance running, longer than a marathon, often 50-mile or 100-mile runs). They can be done by either sex and any age, though it’s not likely they are teens or under or very rarely 65 or older.

38. What makes niche publishing profitable is that members of the niche and supporters about the niche topic can be easily contacted. Core ultras, let’s say, are members of a national association (UOA, Ultramarathoners of America) and smaller associations in, say, 40 states (Minnesota UOA, etc.) The associations have a national convention, 18 have state conferences, and they informally gather at the dozen major races a year. They also have a national newsletter, office holders in the larger units, a membership address list (digital and standard direct mail) and a surprisingly large group of ultra aficionados and supporters who sell products and services (like special shoes, attire, diet and health additive programs, insurance, and much more. And as long as I am creating a model group, let’s say there are 25,000 members and possibly 2,000 others who sell products and services to ultras, plus many thousands of marathoners who regularly show interest in expanding their own running challenge.

39. To show you what a niche published book might be like in this niched setting, let’s say Bob has been an UOA member for 10 years—and, in vocation, he’s a life-style nutritionist. Over the years he has created an ideal diet-supplement-training program that has been very enthusiastically used by a dozen of his local group members, plus it has become widely applied by marathoners in his region. Let’s just call it the DST for Ultramarathoners (or DSTU).

40. Bob wants to write a book, sell it to ultras and marathoners nationwide (he calls it DSTM for marathoners), and he’d like to expand the book into classes, perhaps podcast/video components, a practice logbook and workshops, speeches, and breakout sessions. He would also like to expand his product base to include distance-running shoes, attire, special caps, and related diet and supplement components.

41. His strategy is to create the book first, and in its distribution (and early promotion) he will quickly expand into making his video/podcast programs and logbooks available. From his niche book he will roll out his empire to include speaking widely once the book is printed and promoted, and from speaking spread into workshops and classes. As he creates his buyer contact base (mostly through free subscriptions to a bi-monthly ultra newsletter) he will promote his product base. His long-range goal is to expand these activities into the DSTM group, for marathoners nationwide (even perhaps worldwide).

42. An aside here. Bob in our example can both be the expert writing the key book that helps practitioners meet important needs or solve frustrations and then build his own empire from the expertise recognition that his book brings him. Or if Bob wants to create his own empire doing the other activities we’ve mentioned, including publishing the book, he can hire an expert to write the book (that Bob might also edit and distribute) that his new ultramarathoning publishing and product company can grow from. Thus Bob wouldn’t really be using his running expertise—freeing any niche publisher to do the same about any topic. In fact, Bob could publish a string of ultra books using as many experts as members of his publishing family. How would the experts earn money? They would receive royalties (often 10% of the net received) plus they would get the speaking fees, and perhaps a special discount on their own books (or all the firm’s ultra books) sold back-of-the-room at the programs. A last thought, he could run parallel publishing programs in the ultra and marathoning fields, allowing him to double or multiply his empire-building base while the experts create the core books.

43. But the most appealing element of a niche publishing book is that it can be pre-tested (the format, price, contents, author, and purpose) on a sample list to guarantee its financial viability before any part of it is written or major production expenses are incurred. [How to Test Your Niche (Publishing) Market First]

44. Bob sees that the size of the ultra market (its contactable members) is 25,000, and that the three other ultra books have cost $19.95, $24.95, and $49. He decides to conduct a direct mail pre-test with 210 Nth-selection addresses from the ultra association mailing list. He figures that the entire pre-test might cost him a maximum of $700.

45. For the pre-test he needs a clean-looking one-page information sheet (with a reduced book cover on it) that includes the book’s title, subtitle, table of contents, a small photo to accompany Bob’s bio, an fact box (with ISBN, format [cloth bound], and the estimated number of pages and cost), and selling content copy that explains the book’s purpose and its benefits to readers/users. He also prepares a one-third page greeting note and a return postcard with two key questions, each followed by yes or no: would the card receiver be interested in purchasing a book about… and if so, would he pay $ X for the book. In this case X would be three different prices: 70 packets would have $19.95 on their info sheet and on its mail-back postcard, 70 would say $24.95, and 70 would say $29.95). The postcards would be addressed back either to Bob or (better) the name of his new niche publishing firm (like Ultramarathoning Publishers of America). Bob would also prepare a #10 envelope for each packet, stamp them, and adhere the direct mail address to the outside of the packet.

46. So Bob mails all 210 packets and in 20 days he has almost all of the replies he will receive. By day 20 he has received the following responses from each of the three price levels sent 70 recipients: 13, 10, and 7. So the potential buy income would be, respectively: $92,768, $81,196, and $74,875. (The calculating example in the 10-buyer case would be 10/70=14.3%x$24.95×25,000=$81,196).

47. The most profitable rate would be $19.95 which would bring in $92,768. Thus, if the preparation of the book and the mailing of the full 25,000 packets cost 50% of the gross income (here, $92,768) this book would result in a profit of $46,384.

48. It would be a modest empire with a kitty of $40,000 or so. But remember that Bob intends to expand into classes, videos, logbooks, workshops and speeches, ultra accoutrement, and diet and health additive programs. Plus a free digital newsletter to control his customer list and for bi-monthly promotion.

49. But what isn’t visible here is a huge market sitting right below the ultras: the U.S. marathon market, where indeed his book might apply as is or rewritten, and the other items should also be salable. How big is the marathon market? There were 541,000 finishers in US marathons in 2013 (despite the terror attack at the Boston Marathon). And the average entry cost is $75, but trending up to $100. A determined niche publisher might tooth on the ultramarathoners to test the market and response, then quickly back into the marathon world—and keep both going if there are common themes.

50. That’s it. How you can sell 75%+ of your freelance writing. At least three systems (or four, depending on how you count them) that will keep you off the no-income paths and close to where money can be earned and multiplied by wordsmithing. All of this stuff works–if you do!

 

My best wishes,

 

Gordon Burgett