When the Book is Done, the Real Work Begins
Any way you look at it, writing a book is a unique experience. For some, it is a healing process. For others, it is an outlet for limitless creativity. For Lisa Whaley, it was all that and more.
Her book, Reclaiming My Soul from the Lost and Found, began as a therapeutic exercise. As a wife, mother and successful IBM executive, Whaley spent years trying to achieve the kind of success that others expected from her and that she demanded from herself. Yet when she found herself dealing with an out-of-control teenager, a collapsing marriage and her own serious illnesses, she experienced a level of despair she never thought possible.
She began writing as a way to deal with the issues in her life and, when she shared bits of the story with family and friends, the idea of publishing a book was born. “I have always loved writing,” Whaley says. “For me, it’s a way to relieve stress.”
As a first-time author, she decided to self-publish after doing some research on the industry. After taking a look at the AuthorHouse Web site and placing a call to get some of her questions answered, Whaley was impressed.
“Out of the various print-on-demand (POD) companies, I liked the level of service I was getting from AuthorHouse,” she said, adding, “I liked the POD concept; I didn’t want stacks of books sitting in my garage.”
Her biggest challenge in the writing process – finishing the book – was overcome by setting specific goals and holding true to them, no matter what. It is a process she has since refined into what she calls the “SPA” method.
“I tell people who want to write and publish a book that, if all else fails, go to the ‘SPA’ – State what it is you want to accomplish, Plan, Plan, Plan and then Act on that plan,” Whaley says. A motivational speaker, life and executive coach, she says that being the author of a professional quality book that still allowed her to tell her story her way is also a huge benefit in terms of credibility.
Just as marketing is crucial to a book’s success, so is a well-conceived marketing plan, she says.“When the book is done, that’s when the work is just getting started,” she says. “The important thing to do is sit down and develop a marketing plan. Ask, ‘What is it that I want to do with this book?’ If your goal is to sell lots of books, then the next step is to identify your target audience.”
That is accomplished by simply taking a close look at the answer to the first question. While such steps (and indeed the entire publishing process) can seem daunting to first-time authors, Whaley reminds them that a little ingenuity goes a long way.
“There are so many inexpensive or even free ways to market your book that can be very effective,” she says.The Internet is a great outlet, of course, and Whaley admits it is among her marketing arsenal. Still, she is quick to point out that she sees positive results from less-traditional means, too. Once an advocate of online bill payment, she has now returned to paper statements so that an autographed post card – which features her book cover, a brief description and ordering information – can be included in each return envelope.
“At the very least, you’re generating visibility,” she says. “The person opening that envelope will go and take a look at the book, or tell someone about it, and you’ve just generated more interest in your book.”
But why autograph postcards that you’re just going to send with a billing statement?
“Because Internet auction sites are very popular right now, autographed items – anything that’s signed – tends to generate a great deal of interest. It’s just another way to get your book out there.”
She has also turned what could be a monotonous routine into a clever marketing scheme. Because she spends a good deal of time on airplanes traveling to and from speaking engagements (and she is constantly aware that everyone is a potential customer), she always leaves a few post cards on the plane. “You never know who will be on that plane and pick it up,” she says. She has also been known to “read” a copy of her own book (the cover of which includes her photograph) in the airport. Believe it or not, she says, someone always inquires about it.
“When you’re marketing your book, you have to put your ego and pride aside. Sure, I’m sitting there with a copy of a book that has my own photo on the cover, but it causes people to approach me and ask questions. Most people are intrigued about meeting an author and many times, one of their questions is, ‘How can I get a copy?’”
Whaley admits that writing, publishing and especially marketing a book is hard work, but she also stresses the many rewards.
“Marketing takes time, but you can’t get frustrated,” she says. “Believe in yourself and your book and don’t give up. Most people who fail do so in the action, the execution phase. No matter what your reason is for writing, set your sights on what it is you want to do and then do it. And always remember, everyone who says ‘no’ should be another reason to continue because someone, somewhere will say ‘yes.’”
Learn more about Lisa and her book at http://www.lifeworksynergy.com/.
