THE ART AND BUSINESS OF SPEAKING

Wringing More Value from Your Core Content

wringing-more-value-from-your-core-content

These are exciting times for professional speakers who write books. Modern techniques and new technologies speed our writing and expand our wares. There was a time when writers were rarely published in more than one “edition” (print) and those editions were usually limited to hardcover, softcover and mass-market paperback.

Editions.

Your printed “pBook” consists of words and black/white illustrations on paper, but some of the other editions will be much fancier. The electronic (eBook) edition will be read on a computer screen or hand-held reader. This version may have color photographs and drawings. The illustrations can move; you can insert video clips. You can add sound files: music and spoken-word audio. You can make references to websites so that your reader can get more information. And in the electronic edition of your book, the referenced URLs will be hot; the reader may just click on them and go straight to the website.

Now that we are differentiating between pBooks and eBooks, we might as well call your audio product an aBook. Then it follows that your workshop will be your wBook, your speech your sBook and your consulting your cBook. All of these activities are derived from your Work (with a capital “W”), your core content. The formats or “editions” are different but the information is essentially the same. For example, once you complete the printed manuscript (pBook), it may be used as a script to record the Work on CD or for audio download (aBook).

Media Asset Management.

Your book will be produced in several formats to accommodate the preferences and needs of your readers.

Your $20 printed book could also be a $6 downloadable ebook edition, a $70 audio download, a $150 video package, a $600 seminar, a $300/hour consulting session and so on. The formats are different; the core content or “Work” is the same.

The market for your speeches and books are changing with the different needs and expectations of your buyers.

At the beginning of the college term, a freshman walked into the library for the first time. He looked around and focused on a 22-volume set of books. He asked a nearby librarian what the books were. The librarian responded “That is the encyclopedia.” The student turned incredulous and asked, “You mean someone printed out the whole thing?”

If you look up Dreamcatcher by Stephen King at an online bookstore such as Amazon.com, you will find it is available in six different editions: hardcover, softcover, mass market paperback, audio CD (unabridged), (ebook/Kindle) and Audible audio download. You too, should wring maximum value out of your work.

Credibility.

Most people hold authors and books in high esteem. Since a printed book provides more credibility than an audio or electronic text edition, you will want to print the “Work,” too. So, the eBook and pBook come first; they are the foundation for your business. Then you can turn out the other editions.

Think of the future. Focus on your eBook and pBook and know that you will be spinning off several editions from your basic manuscript or Work. The collective result will provide a much better chance of making a living while making a difference.

There is more than one way to publish a Work; your book will be more than a book.

Dan Poynter

Dan Poynter

CEO & President at Para Publishing
Dan Poynter, Author (132 Books), Publisher (Since 1969), Speaker (CSP). He is past-chair of NSA's Writer-Publisher PEG and the founder of the PEG newsletter.
Dan Poynter
Dan Poynter
Dan Poynter

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