the agency book: from idea to published in 6 months
TRANSCRIPT
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THE AGENCY BOOK. FROM IDEA TO PUBLISHED IN 6 MONTHS.
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16 years at Saatchi & Saatchi 7 at 2 Internet Start Ups
9 at citrus 3 at Peter Levitan & Co.
peterlevitan.com
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FROM IDEA TO PUBLISHED IN 6 MONTHS. Really?
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NOT. I’VE DONE IT TWICE.
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FEEL BETTER? HERE’S Y OUR AGENCY’S HOW TO.
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Agency Means: All marketing communications companies
Book Means: eBook, POD, Audio Book & Hard Cover
Idea Means: I want to write a book about…
6 Months Means: 6 Months
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How Agencies Win New Clients
Reputation Positioning Specialization Creativity
Size Location(s)
Chemistry Culture
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That’s Nice But, There Are…
10,000 agencies in the world
4,000 in the USA
(Dozens down the block)
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HOW TO STAND OUT?
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HOW TO STAND OUT? WRITE A BOOK.
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IT WORKS
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Contrary To My Book’s Advice About Presentation Mistakes, I Am Gonna Talk About ME Not You
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1. I Established Clear Objectives
I want to grow my agency client base by adding outbound marketing to my successful inbound programs
I want more content to repurpose
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2. I Established My Audience
It’s you…
Agency CEO’s and managers that want to improve their business development success rate
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3. I Picked A Relevant Subject
How to win more pitches
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4. I Add Value
People buy business books for a reason – they want value
Be smart. But, I didn’t have to completely reinvent the wheel
Recognize that I have competition… That’s an understatement!
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LOL
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5. I Have A Brilliant Title & Angle
Pitch Perfect
The Art of Pitching
THE LEVITAN PITCH. BUY THIS BOOK. WIN MORE PITCHES.
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WIN MORE PITCHES. AN OFFER YOU CAN’T REFUSE
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6. I Just Started Writing
Writing is a muscle, work it
Create an outline - it will evolve
Do your research: Go to Google, bookstores & Amazon Talk with your contacts & readers
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7. I Designed The Cover For Digital
Think small. Think mobile first.
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7. I Designed The Cover For Digital
Think small. Think mobile first.
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YOU MUST STAND OUT
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8. I Got Experts To Edit
Agency friends reviewed early drafts A content editor reviewed subject matter and sentence structure A copy editor helped with style, formatting & those pesky comas
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8. I Reviewed Publication &
Distribution Options
I decided to go all digital
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Why Digital?
Pros:
Broad distribution: eBook, paperback & audio book
Speed to market + personal control Works for my tech savvy market
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Digital Ties Print Sales in 2016
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Why Digital?
Cons:
Reduced gravitas – still not as credible as a traditional publisher
No hardcover
Limited bookstore distribution
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8. Publication & Distribution
Published using CreateSpace, KDP, ePUB, iTunes Producer and ACX
Oh, and… there’s the instant gratification Espresso machine
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ESPRESSO TAKES 30 MINUTES
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8. My Marketing
Look good on Amazon, etc.
Alert my industry friends & ask for reviews
Stimulate my book’s 30 expert interviewees to hype the book
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8. My Marketing
Drive awareness via my database of 3,500 ad agency execs
Alert my 1K+ 1st degree LinkedIn connections & 681,536 LinkedIn Group members Excite 2,000+ Twitter Followers, PL newsletter subs and Google+
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8. My Marketing
Guest post on sites like Agency Post (i.e. HubSpot) Work PR – publications / blogs
Speak at industry events (like today) And, I’ve got freebees for y’all…
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8. My Marketing
Free chapters & micro eBooks 50+ blog posts c/o the book SlideShare presentations
Posters of the cartoons
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8. My Marketing
Publish LinkedIn Updates, etc.
Lots’O Tweets Webinars (offer pitch critiques?) White papers & articles
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OK, Enough About Me Here’s Your Agency’s Path To Getting Published
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Agency Awareness Brand Distinction Expert Positioning Credibility
Mucho Content Event Marketing Socialness Physical Branding
Nail Your Objectives
Feel Good
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Current clients Prospective clients Partners Staff & future employees Trade press Sneezers
Write For Your Audience
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Use your own writers Art directors & designers Production team Digital team Use your marketing chops Go all digital
Use Your Agency’s Free Juice
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Every expert at the agency is a writer Repurpose existing blog content Outsource if necessary Add art
Use Content Multipliers
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Bulk up with expert interviews… they make up about ½ of my book
Use Content Multipliers
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Write a How To book Pontificate on marketing strategy
Go expert in a client category
Lots Of Potential Subjects
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Lots Of Potential Subjects
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Define creativity Act local
Lots Of Potential Subjects
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1. Have a business objective 2. Select a target market 3. Add value 4. Use agency resources
Yes…Your Agency Can Go From Idea To Published In 6 Months
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5. Use content multipliers 6. Go digital 7. Manage the book like a client job
Yes…Your Agency Can Go From Idea To Published In 6 Months
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