Ami Greko Interview: How eBooks, Social Reading & Online Marketing are Changing Publishing

I had the pleasure to speak with Ami Greko, Senior Vendor Relations Manager at Kobo, about a variety of topics:

  • Online marketing for authors
  • Her experience in the publishing world, working for Kobo, Macmillan, Folio Literary Management, Farrar, Straus and Giroux, and Penguin Books, AdaptiveBlue.
  • Publishing events, including Book2 Camp, and unconference she helps to organize.
  • Social reading
  • eBooks and indie writers
  • How the role of publishers is, and isn’t, changing

You can find Ami in the following places:
Twitter: @ami_with_an_i
Tumblr
LinkedIn

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Showing is Not Teaching

I am excited to announce the summer session of my 8-week online course: Build Your Author Platform. (click the link!)

This is my flagship course – something that I have spent months and months developing. This course gives you a complete strategy to build your brand and become a part of a community of people who appreciate your writing.

Recently, I’ve talked about why I love teaching. Today, I want to talk about the difference between truly teaching, and merely “showing.”

I bought something this week, and while opening it up, I couldn’t help but noticing the promises it made on the side of the box:

Fisher Price Door Toy

WOW! How much would you pay for something that does all of that? Maybe $10,000? Or more? I mean, this is comparable to a college education, right? At this point, you must be asking, what magical gadget can teach all of this. May I present to you:

Fisher Price door toy

Sure, it’s a new toy for my 9-month old son’s play area – essentially a big doorway with lots of buttons to press. But does pressing buttons equate to teaching?

I am considering this as a metaphor, how each of us approaches career development, and the many projects and services that we encounter that somehow promise us an easy path to our dreams.

Now, the object above SHOWS my son what letters look like. Maybe if he presses some button it will say “A” in a pre-recorded voice. But this is not teaching. And this is the failing of many training and education products and services aimed at adults in developing their careers. Showing is not teaching.

Teaching requires the instructor to “get their hands dirty” – not just wrestling with the material, but working WITH each unique student. Oftentimes, it’s not just about intellect, but about emotions. Learning doesn’t happen in a vacuum, it occurs within the context of our already busy lives. And let’s face it, each of us are coming from a different place, and have different goals.

The larger educational system solved this by creating standardized tests and assigning letter grades to determine who “passed” and who “failed.” I won’t go into any commentary on that, and I won’t pretend that is a straightforward issue. (massively complex, in fact)

With launching the summer session of my Build Your Author Platform course, I have been obsessing over issues such as this: how can I best TEACH; how can I actually move the needle in someone’s life, bringing them closer to their goals.

I have been developing this course for well over a year now, and this is only the second time I am making it available. Why? Because I keep wanting to analyze it to make it even stronger. I took 2 months off between the last offering in the Spring. That time has been spent analyzing feedback from students, adding features, and ensuring how my time can best be spent with the students who sign up.

If you feel that this course would benefit someone you know, please spread the word. Here’s that link again:

Build Your Author Platform.

Thanks!
-Dan

Arielle Eckstut Interview – Why Author Platform is Essential

I was thrilled to be able to speak with Arielle Eckstut, chatting about the value of author platform, and how writers can grow their audience and create a writing career.

Arielle is one half of The Book Doctors, which she runs with her husband David Henry Sterry. They are the authors of The Essential Guide to Getting Your Book Published. Arielle is an agent-at-large at the Levine Greenberg Literary Agency. You can find The Book Doctors on Twitter: @TheBookDoctors.

Some topics we cover:

  • Why “author platform” is essential.
  • Why it’s so hard to get attention to one’s book, and how writers are now empowered to connect with readers via the web. We also discuss how most authors are not leveraging many of the tools at their disposal.
  • What branding is, and why it is so important.
  • Why when she publishes a book, she looks at it like a business. She creates a business plan, a publicity and marketing plan, she creates a calendar from the inception of the idea through well after publication. That authors who are entrepreneurs are those who have a better chance of finding an audience.
  • How she and her husband come up with ideas for books – often choosing from a list of a dozen, and testing each out before committing to just one. That it’s all about considering things from the audience’s perspective from the very beginning.
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The Golden Age of Publishing – BookExpo 2011

Bob Dylan
In 1965, at the Newport Folk Festival, Bob Dylan stunned the crowd of folk music lovers, by “going electric” – playing a few songs with a full plugged-in band. He ended the set with a harsh statement via the song “It’s all over now, baby blue.” The final verse:

Leave your stepping stones behind, something calls for you
Forget the dead you’ve left, they will not follow you
The vagabond who’s rapping at your door
Is standing in the clothes that you once wore
Strike another match, go start anew
And it’s all over now, Baby Blue

This is the story I am thinking about as I attended BookExpo this week in New York City – a huge trade show for book publishing insiders.

What Dylan did – and thousands of others could not – is take action. To not reflect on how the world was changing, but to be a catalyst for that change; to willingly shed his own skin, and evolve. Dylan was never the same after that, and it was his CHOICE. This is something I think we can all use reminding of – that the world is not happening TO us, we have the CHOICE to take the reigns and make change happen.

And this is what I am seeing in many small ways at BookExpo this week. I met with many authors who are exploring DIY publishing. Walking into the massive Javits center hall at BookExpo proper, the first booth you see is Amazon, whose recent announcements have stirred the publishing world faster than ever.

The message is loud and clear: the time for mere reflection is over. We need DOERS. And if we aren’t willing to be that person, then it is clear that someone will step in and take our place.

Don’t get me wrong, this is not “old school publishing” vs “digital publishing” or a big publishing house vs Amazon. This was a room filled with thousands of people who LOVE books, who love writers, who love stories, and who love ideas.

Is the event perfect? Nope. And that’s what I love about it. It is many things to many people – not one unified kumbaya whole. I think that makes a vibrant, thriving, and VITAL community, business, and industry. And I think there is room for everyone, at least in the fact that there is OPPORTUNITY for everyone. Sure, not all will find success, but all have the CHANCE to carve out a reasonable corner of this industry. Those who will do the best will likely focus less on the form, and more on the need. On providing for creators and consumers – and the ever growing blurry gray area between them. That many readers are writers. That many writers are readers. And that is where the opportunity lies. In the self-propagating momentum that creates fractals of creativity, ideas, sharing, and creation.

Going back to the Dylan reference above, I see a lot of new matches being lit.

Not everyone needs to be an innovator, as long as we are all in an ecosystem where innovation is possible.

We will push and pull each other along. At times helping, at times needling. This is not an us vs them game. We all love what books represent – the work, the stories, the information, the access, the community, the creativity, and the people who make that happen. And we all want a sustainable future, one where there is firm financial footing that rewards those who do the work.

This 93-year-old publishing attorney and author has been going to book fairs for 60 years. As we analyze the many details of this week’s events, we have to look ahead to the world we are creating 60 years from now. In 2071 will seem extraordinary that any of us will still be active in publishing, and would have attended BEA this week.

Nick Hughes wrote a wonderful post that looks at the phases of innovation – from interruption, to the frenzy of financial bubbles around a new idea, to the crash, and then to the golden age where new ideas mature and become stable foundations of a new market. Highly recommended, especially when considering the future of publishing.

When is the golden age? When there is a vibrant ecosystem of people dreaming, working, and creating. The golden age is now. Enjoy it.

-Dan

I Love Teaching. Why? Because I Love Learning.

I spend a lot of time considering how we learn, and how training and education programs for adults are created. So today, I want to talk about why I think teaching is so important, why I think it should be at the core of my business, and why I feel the web has reshaped the ability for us to learn in new ways.

The Problem With Many Education Programs: Teaching and Automation
Too often training and education are automated. For instance, in a training program in which a curriculum is created, trainers “deliver” the modules to group after group, and then the check-box is marked that it has been “rolled out.” There may even be a 300 page PDF file shared as a “leave behind” in case students have a question.

In an online education system, scheduling software, “online classrooms,” and pre-recorded components allow a simple “delivery of material” over the course of a period of time, thereby calling it a course or training program. But chunking up a book into 12 parts, and sharing it over 12 weeks is not teaching, is not education, is not training. The same way that throwing a newspaper on your driveway each morning is not the key part of informing you of world events.

In the same regard, online courseware has been evolving for a long time now, but I am always amazed at how it focuses on providing many options around process, and what seems lost is an environment that truly connects people. (more on that below)

Sometimes, courseware is simply a way to scale a particular effort. That they set it up, and then just try to pump as many “students” through it as possible. Again, this is delivering educational material, but not necessarily the process of education itself.

The Essential Ingredient to Education: Human Connection
In my own experience, there is A LOT more going on in the education process than simply transfer of knowledge.

When adults look to take a course on something, it is rarely a simple process of reading material, understanding it, then applying it. There are questions, uncertainties, fears, excitement, and an experience of learning that happens between not only a teacher and the student, but between students.

I use the web and automation tools for some aspects of how I teach, but not to replace the human contact. That’s the scary part for most. Some teachers or trainers will complain about that part of things – the one person in the room who always asks too many questions, or the student who thinks they need to prove that they know more than you.

But an essential part of education is debate, discussion, feedback, brainstorming, tearing us down, building us up. It’s about getting past emotional barriers, not just intellectual barriers. There is a reason that army training is not simply a manual saying: “wake up at 4am, run 10 miles, then go to target practice.” The social element is critical.

When you work with kids in a traditional classroom setting, you see this as well. You see it in eyes, in the lilt in people’s voices before they ask a question or give an answer. You see it in how they come to solutions, and why they go off course. You see it in the interactions between students, in the halls between classes, and in how they engage with their world.

The Teacher is Student
Inherently, I learn as much (or more) from the students I teach, as they learn from me. These are experts, creators in different niches, with loads of experience. I learn about their field, about their journey; I learn what engages them and what doesn’t; I learn – through them – what allows for progress, and what gets in the way; I learn how they learn; I learn how to effectively communicate with a variety of people, with a variety of goals.

Education is a constant process back and forth. It is an evolution – one where those who come to learn are inherently part of the instruction process.

I’ve yet to find a way to better educate myself than by working with a variety of people who go through the courses I teach.

Learning is Shared Experience
When a typical adult considers taking a course, a key barrier is often finding the time in their already busy lives. They are busy juggling their home life, work life, hobbies, kids, and so many other things.

What is always amazing to see though, is how ENGAGED these become with the class once they sign up. And not just with the material or with me, but with the other students. You see little communities forming, where each students goes out of their way to help another. They form relationships and a support network that lasts long after the course ends.

The learning experience is best when it is a shared experience. There are bonds created there not just between knowledge and person, but between people. They are able to explore the material from a variety of different viewpoints, and have more examples and context by which to understand how to apply it in their own goals.

Teaching and learning evokes the best part of who we are – of how we want to become, share, and grow. That’s why I love teaching. That’s why I am banking the future of my business on it. This is why teaching – and learning – is at the center of everything I do.

-Dan