When you create an online course, your purpose is to get people interested enough to sign up, right? Well… here’s a lesson I learned about that just last week that I thought I’d share with you.
It seems the language I was using for my upcoming Speaking on Video Boot Camp 2.0 program was actually turning prospective buyers off!! Who knew?
Boy was I ever wrong about that! LOL
My mastermind group was the first to point it out to me that they didn’t like the term “talking head” videos. So I went to the marketplace and asked there. And they told me in no uncertain terms it reminded them of the 1980s TV character “Max Headroom” or had other generally negative impressions.
Oh and no matter what you call them, videos where you speak directly to the camera build trust, create intimacy, and can transform your business in a way no other form of marketing other than face-to-face marketing can. See how to get started adding these videos to your business now and feel confident doing it!
Ok– so go see what I’m calling the “not talking head videos” now and let me know in the comments if you like the new term or if you have a better suggestion I’d love to hear it!!
Hi, my name is D’vorah Lansky and I am excited to share this blog post, on the topic of Digital Publishing, with you. I’d like to thank Felicia for hosting me during this virtual tour, in honor of Digital Publishing Virtual Summit, where we feature 20 world-renowned book marketing experts.
I’m excited to share this exciting topic with you and extend a warm invitation for you to enjoy each article and interview on this virtual tour as well as attend this virtual summit with us.
The importance of having an attractive eBook cover
Truth be told, people do judge a book by its cover. By providing a captivating book cover for your publication, you are increasing the odds that people notice your book, take the time to explore further, and ideally purchase your book.
Just as there is an anatomy of a book, there is the anatomy of a book cover. You have the title, subtitle, author’s name, author’s credentials or mention of a previous book title, design layout of the front cover, back cover, and spine. You have your font choices, colors, and placement, content layout for the back cover including the author bio, testimonials, and book description and more.
When creating a book cover for an eBook, you still want to be aware of many of these aspects however you do not typically have a spine or a back cover. eBook covers are much smaller than print book covers so you’ll want to take care to “maximize the virtual real estate” so that important, key aspects (author’s name, book title, and design) of your book cover are visible.
If you are an experienced graphic designer you could design your own book cover. If not, it is recommended that you hire an expert to do this for you. When people view your book listing on the Internet, you only have a few short seconds to grab their attention. Having an attractive and compelling eBook cover can draw readers in and you increase the odds of them purchasing, and reading, your book. For an eBook cover, you can expect to pay from $30 (for a simple design) to $300 (for a captivating design).
While it is best to have your covers professionally designed, you can create your eBook cover design in a graphics program. The current dimensions for a Kindle eBook cover are 300 dpi resolution and 1,000 pixel minimum for the height. For a professionally designed cover you can connect with professional designers at sites such as, Elance and 99Designs to name two.
It is important to note that if you plan on offering a print version of your book, that very specific dimensions and specifications are required. Your print book cover design is affected by the exact number of pages in your book and the resolution of the image is much, much higher, than required for an eBook cover. If your book will be available as a print version as well as an eBook version, you will want to focus on creating your print version book cover first as that can be easily resized to use when promoting your eBook.
The next time you are over on Amazon, view the eBook covers and notice which ones draw you in and which ones you pass by. Share your thoughts about the importance of eBook cover design by scrolling down and joining in the conversation.
If you’d like to learn more about digital publishing; how it’s grown and where it’s going, join us for the Digital Publishing Virtual Summit where Felicia presents an exciting workshop entitled: Produce Talking Head Videos and Drive Traffic Right to Your Book Site.
As an author, you want to make a connection with your audience. It’s impossible, though, for you to be everywhere at once, which is why talking head videos– videos where you talk directing to the audience through the camera– are so important. This workshop with author, coach, and speaker Felicia Slattery will give you the tools you need to create awesome talking videos that show your credibility and have the audience hanging on your every word.
Enjoy this Digital Publishing Virtual Tour! May the gems gleaned aid you on your path as you share your message with audiences across the globe!
If you are interested in the topic of Digital Publishing, consider joining us for the Digital Publishing Virtual Summit! Check out this impressive group of world-renowned experts at: Digital Publishing Virtual Summit
D’vorah Lansky, M.Ed., has been marketing online and mentoring leaders since 1994. She is the bestselling author of Book Marketing Made Easy: Simple Strategies for Selling Your Nonfiction Book Online.
She is the producer of the annual Book Marketing Conference Online and this year’s Digital Publishing Virtual Summit, as well as the founder of the Book Marketing Alliance and the Book Marketing Made Easy Academy. D’vorah coaches and trains authors around the globe, in online book marketing practices.
Join us for the Digital Publishing Virtual Summit! Listen as 20 world-renowned experts share their wisdom.
In July 2008, I attended my first Internet marketing conference. That was my introduction to a whole new world, live and in person.
Because of events that happened at that 3-day conference in Chicago, within a couple weeks I was quickly propelled to success in the Internet marketing crowd, being interviewed on radio shows by some of the biggest name “gurus,” being promoted by others, and began speaking on stages across the country about communication and public speaking. Effective communication is a skill you need in any business and Internet marketing is certainly no different.
It was a very exciting time. Except over and over again, I kept hitting a brick wall in that marketplace. His name is Frank Kern.
Frank Kern has created a persona of himself as “laid back surfer dude done good.” He’s built a wildly successful Internet empire based on his solid concepts and content, which honestly is always good, but isn’t exactly rocket science or anything new. However, because he packages it well and is a master at selling himself, his persona, and his products, Mr. Frank Kern has become a very wealthy and successful man. Good for him.
Along with that success, over the years Kern has accepted many invitations to speak on stage to his marketplace, and has recorded dozens of talking head videos. As he should, he maintained his “surfer dude” persona while onstage or on video, typically wearing shorts, t-shirt, ruffled hair and an unkempt beard. And, even though I’ve never met the man personally, he caused all kind of headaches for ME.
As a public speaking consultant, I talk to my clients and audiences all the time about the importance of looking the part of a successful business owner and dressing to that image of success. Then here comes Frank Kern, who, dressed in whatever he wore to bed the night before and cursing at his audiences, is hugely successful with a large following.
The most savvy of business owners in his market realized all along he was dressed that way and speaking in that manner because it worked for his persona. Keeping up that image was a large part of his success, with the implicit message to others just beginning their Internet businesses, “You can do this too.” That led to an interesting phenomenon.
Thousands of 20-something young men believed they could curse and dress like slobs all the way to millionaire status success, because Frank Kern did it. Never mind that persona was completely orchestrated. Like a theme for a party or special event, Frank Kern stayed true to character and his fans ate it up.
Until last week.
Last week, Frank Kern released what he calls his State of the Internet Address. As you can see from the screen capture of the video, Frank Kern has cleaned up a lot. He’s wearing a custom-made suit. He’s trimmed his beard, cut his hair, and is sitting behind a desk in a large office. As of this writing more than 1,900 people have clicked “Like” on Facebook for the video.
In a subsequent post to his Facebook fan page, he talked about how a few people gave him some flack about the new look, but the overwhelming majority of comments were all about how pleased his audience members are to see him cleaned up and dressing the part of a wealthy and successful business owner.
Even in our “occupy movement” world, business owners want to look up to someone who is successful. And that means looking the part.
So this is a public thank you to Mr. Frank Kern. You just made my job a whole lot easier. Here’s what Frank Kern did with this video that made me smile and that you can emulate for your business communication while speaking on video:
- He dressed the part. Finally a guy who’s making millions looks like more than a surfer dude, even if only for one video.
- He used a “Talking Head” video. With all the resources at his disposal, Kern could have chosen to produce ANY kind of video and had it look and sound like Hollywood quality. In fact, he actually employed the services of an Emmy-award winning editor, but at its essence, this is a basic talking head video in a location that screams, “Professional who knows what he’s talking about. Take notice and listen.”
- He was deliberate in his communication decisions and it showed. Here’s the thing: I may not have ever met him, but I’m personal friends with one of Frank Kern’s business partners, and I can assure you, Kern’s decisions about his persona and communication have always been deliberate. But now, with the release of this video, those deliberate decisions are obvious.
So what do you think? How do you “look the part” when you speak? Do you think your appearance matters when communicating credibility?
Normally when I do a phone call with a colleague, they send me some bullet points about their talk to share with you, maybe put a picture of me on their website and provide a link so you can register. That’s pretty standard and works well. But that’s NOT what Lon did.
You’d expect a guy who is a master at coming up with innovative and creative ideas to do things differently. And wow–did he ever!
After we scheduled his appearance, the next thing he did was send me a script. Now I had an idea that the audio I recorded from that script was going to be set to a video because that’s what Lon does, but I had no idea what the end result would be. And it turned out to be a riot!
Lon still laughs with me about the audio I gave him because I made a few small “tweaks”, shall we say, to his script. You see, Lon hangs out in the world of “internet marketers” where they use words like “crush the competition” and “create killer” such and suches. But as you may have guessed, I’m not a killer, crusher kinda gal. So when Lon sent me a script with the word “killer” in it, I made a couple changes.
Because I had a script, I was able to get my recording done in one take, on the fly – literally on a Monday morning as I was rushing to get the kids out the door. I said, “Everybody be quiet for 2 minutes. Mommy has to make a recording!”
Then I sent Lon the .mp3 and was done. What he did with it was such fun! I have never received so many positive comments about an invitation in my 5 years online. You can see that here.
As a speech consultant and coach, I often get asked if business owners, experts and entrepreneurs using video in their marketing should write a script. As I was preparing a presentation about this very topic, I was reminded of my experience with Lon. As a result, I came up with a graphic explanation of how, when and why you should use a script and when you don’t need to bother.
It boils down to this: The more “serious” the commitment to your call to action, the more scripted your videos should be. Here are the three levels from the graphic:
No-Low Commitment: If you are using a video on YouTube for example and the most you’re asking is for your viewers to visit a website by clicking a link, no script needed.
Low-Medium Commitment: If you’re using a video on your landing page asking for your visitor to give you their name and email address, there’s some commitment in that. They know you’ll be starting a relationship and emailing them. So you need to have your video a bit more scripted, but it’s ok to make some changes as you go along (that’s what I did with Lon’s script).
Medium-High Commitment: If you’re using video on a sales page that is designed to ask your visitor to make a financial investment (like giving you money for your product or service), then you need a script that ensures you explain why they should do that, share specific benefits, and pay close attention to your language. Write and revise this script until it’s just right to speak to your ideal audience. And don’t make any changes along the way.
With the popularity of marketing your business with online video booming having this guide should help release you from your worries about having to write a script for every video you do.
In 1962, communication researcher Marshall McLuhan began to popularize the term “global village.” At the time, he was talking about the implications of the “modern” mass media and technology, such as televisions and telephones, for creating the kind of world where connecting with other people and cultures around the globe was possible. All that then allowed the average person sitting in their homes to communicate with people no matter where they are and to see how they live through the images on the TV right in their homes.
Fast forward to today when we now can take the global village with us on our smart phones, tablet devices, and few well-selected apps, and suddenly any expert or entrepreneur has the capability of reaching out to the world.
Pretty exciting stuff!
In fact, what’s most exciting for folks like us is that if you want to speak, you can easily be in touch with your market. Using video online you can create a feeling of intimacy of being face-to-face while never leaving your own home or office.
So now that you know you can reach your audience ANYWHERE what would you say and how would you say it?
One of the best and easiest ways is with video. Here are just a few of the ways you can use a simple yet powerful way to connect that is just like you face-to-face over a cup of coffee with your viewers:
1. Instructional/Promotional Videos on Free Sharing Sites: Think YouTube. Be careful here. The best uses of videos on sites like YouTube, Viddler and Vimeo, just to name a few is to entertain or provide useful info (or both!). Record a series of videos that are a glossary of terms your market needs to know or one video per frequently asked question. Here’s an example of public speaking tip I put up on YouTube.
2. Welcome Video on Your Website: If you have a more brochure-style website you can use a quick video to welcome visitors and telling them about your site and what you’d like them to do while they are visiting. See the example of how I do this on http://FeliciaSlattery.com.
3. Squeeze Page AKA Opt-In Video Invitation: As you’re building your community of subscribers, record a quick personal invitation to sign up to receive a free report, e-course, white paper, or ….
4. …Video Training Series: After a new subscriber opts in, you could provide a longer video training with some greater details in it.
5. Testimonial Video: When you are thrilled with a product or service or even an ezine, ahem (hint, hint, wink, wink, nudge nudge…), you could record a video to let others know about your good experience, especially if it relates in some way to what you do for others. It shows you’re keeping up-to-date in your field and working to better yourself, just like you’re likely encouraging your clients and prospects to do as well. People are more likely to buy from you or connect with you when they see you modeling the same behavior. Put these videos on your blog, Facebook, or YouTube (or all three!).
I would love to hear from you. What are some creative ways that you have used to reach your audience? Please share in the comments!
By Guest Blogger: Jeff Herring
Content creation and content marketing are a great method for building your prospects and your profits. But you don’t have to get that news just from me – a recent issue of Entrepreneur Magazine had this to say about content creation and content marketing:
When it comes to marketing strategies, content marketing has just been crowned king, far surpassing search engine marketing, public relations and even print, television and radio advertising as the preferred marketing tool for today’s business-to-business entrepreneur.
Think about that: bigger than print, radio or television. Bigger than SEO marketing or PR. Don’t you want your share of the prospects and profits from content creation and content marketing?
And since you do, here are 3 reasons you need to be able to do it yourself (at least in the beginning):
Reason 1 – Prospects are attracted to your voice. Whether you have a golden voice made for radio or just the opposite, prospects are attracted to your voice. Because what I mean by “your voice” is the unique way you approach problems. Prospects come on the internet searching for
solutions to their problems. When they hear your voice – how you approach and solve problems – they will be drawn to you like magnet.
Reason 2 - No one else can deliver it like you – Here’s the good news and the reality (nice when those two go together): There are more people out there, eager to hear your message, who can only hear it in your voice, than you can ever get to in your lifetime. No one else has your unique perspective, life experience, knowledge and wisdom. No one else. And there are people out there who need to hear your unique message, who can only hear it from you. To not get it out to them is selfish. Create your content and get it out to them.
Reason 3- You must learn to do it yourself. In the beginning of your business, like so many of us when we began, you will have more time than money. Use that time to learn how to quickly and easily, and with impact, create your own content whenever you want or need. In this way, later on, when you have more money than time, you may want to outsource some of your content creation. Then you will know what to look for when you are looking for someone who can “write in your voice” – which is very hard to find.
Save The Date!
Jeff Herring, has been known as The Internet Article Guy, and has personally taught thousands around the world how to effectively get your
written messages out so the world can benefit from them and you can make money from them. He was one of my earliest mentors online and I credit much of how I run my business today because of my early work with Jeff Herring. I am proud to host him on a free webinar next week, Thursday December 1, 2011, at 2 PM Eastern / 1 PM Central / 11 AM Pacific / 7 PM GMT. Register now for free right here and discover Jeff Herring’s Content Creation Workshop – Doing It Live!
Well first, let me say — ouch.
I have been in serious dental pain for the past 3 weeks. I’ll save you the long story, but let it suffice to say that I had work done, and as that progressed the doctors determined I needed more. Which turned out to be a root canal.
So yesterday I learned the meaning of the phrase, “About as fun as a root canal.”
It means it sucks.
But seriously… with as bad a reputation as a “root canal” has, modern dentistry has come a long way and the procedure was virtually painless. Aside from the injection of the anesthetic, I didn’t feel any pain at all. I was scared as all get out, but apparently the term “root canal” is scarier than the actual event itself.
So that was my yesterday morning.
I spent most of the afternoon recovering and resting. Then in the early evening I checked my email.
There was a message with the subject line “Hi from Cosmo.” (!!!!)
Of course I opened THAT one right away. Apparently Cosmopolitan Magazine wants my expertise to help them with a story they are developing and they plan to credit me fully. The message was brief and to the point. Can I have some information to them by Monday morning?
Begin happy dance of gratitude!
So what do a root canal & Cosmopolitan Magazine have in common? That was my day yesterday. (And boy did it turn out WAAAAAY better than I could have ever imagined!)
How did an editor at Cosmo decide to send ME a request for my expertise? It’s effective communication through online marketing. Because I have been writing for years now about effective communication and communication skills and have many articles, mentions, and links online, it was easy for this editor to find me. Also, by the way the editor asked for the specific information she did, I can tell she saw one of my online articles at Ezine Articles.com. I have to thank my article marketing mentor, Jeff Herring for teaching me what I know about article marketing!
Make it easy for the people looking for you to find you online and you’ll get cool emails and media requests, too! How do you do that? Be clear on your message and make sure your online image is professional, consistent, and cohesive because all that equals credibility.
Stay tuned… as soon as I have more details about the magazine edition I’ll be in I’ll let you know.
It’s been exactly 12 months — just about to the day — that I began to see myself as an “Internet Marketer.” And it’s been quite a ride. I’ve learned a lot of lessons over the past year and had many experiences as a result, most overwhelmingly positive and some sadly negative. I met some truly amazing and wonderful people and have direct insight into how many people are making a whole lot of money in the online world.
Some lessons I learned:
Definition of Internet Marketer: One important lesson I got early on was the fact that if you have a business and you use the Internet to market your business, you are by definition an “Internet marketer.” As soon as I realized that, it opened up a whole new world of educational possibilities about things I can do to help increase my bottom line and generate more cash flow. Paying attention to solid principles of Internet marketing I learned about certain selling and closing techniques that have generated me more income — simply by knowing what to do and how to ask in such a way that people will respond. Either you can learn Internet marketing skills yourself or you can hire someone to manage your online business who does know them. But shooting in the dark is both unnecessary and a big mistake.
Who’s a True Friend: As a professional speaker, no sooner did I hit the Internet marketing community than I was invited to speak on stages across the country as a featured presenter. I’ve appeared on Ken McArthur’s stages, Ross Goldberg’s, Willie Crawford’s, Terry Wygal’s and more, both live and virtually. I’ve shared these stages with the likes of Carrie “Barefoot Executive” Wilkerson, Kevin Nations, Adam Urbanski, Bob “The Teacher” Jenkins, John DiLemme, Bob Burg, Joel Comm, Perry “Ask Mr. Video” Lawerence, Paul Evans, Perry Belcher, Melanie Benson Strick, Lynn Terry, Frank Sousa, Dave Lakhani, Brendon Burchard, Lee Collins, Simon Leung, and more than a dozen others. I’ve met these Internet “rock stars” and plenty of fabulous lesser-known yet still wonderful folks. Here’s what I learned: there are people who will treat you like you mean the world to them… until you ask for a mutually beneficial favor. Then suddenly they’re too busy to help. You never know who those people are going to be and I have been surprised at times. Disappointing as it may be, I do my best to deal with everyone using empathy, realizing we all have our own paths to walk.
Internet Marketing as an Industry Is NOT Set Up for Women: Now wait, before you start posting comments, let me explain. Women can be EXTREMELY successful using Internet marketing either to promote their service businesses or, for example as in the case of affiliate marketers, as the primary means of income. Yet the industry itself is dominated at the top by men. Why? There are many reasons, certainly, but like most other forms of business your success depends largely on who you know and who in return knows you personally. That means to become a “rock star” in Internet marketing you must meet the people and major players in the industry. Live events are fabulous for that. And I recommend you go. However, here’s the problem as I see it: if you’re a Mom like me and the success of your business depends on you getting to live events and meeting the major players… your personal life takes on a different dimension. I found I was often torn between being home with my kids — the reason I started my business to begin with — and getting out on the road to meet the players, to make the deals, and to be in front of new prospsective clients. I’ve spoken to other high profile Moms who agree. It’s a juggling act that many of the Dads I met expereince in a different way. As a result, we simply don’t have a lot of women at the top in terms of popularity and name recognition. However, make no mistake, there are plenty of Moms quietly making a living well beyond being comfortable. It can be done without the trade offs. But as an industry — I think we can agree, the prepondereance of leaders are the guys.
It’s Easy to Get Derailed: There are many promises of online wealth, quick, easy, with little to no effort. And with those promises are testimonials from people assuring you they did it – and it was fast & easy. There are always more offers, more bells & whistles, more everything. It’s easy to spend a lot of money and not make back what you spent. It’s also easy to read an expertly crafted sales page, designed to get you to buy, and believe THIS is something you need. Now. In order to be successful and keep the money you make, you have to make a plan, be aware of what you need to learn or need to implement next in your business, and then stick to that plan. This can be a challenge and the more money you make the more tempted you will be to buy the next cool thing. Only invest in something if it makes sense for where you are in your business TODAY.
So those are the lessons I’ve learned in the past year. I’d love to hear your biggest lessons — and what you think of mine! Post your comments below.
And that got me to thinking. About this guy:
Yep, that’s right. The one and only Wile E. Coyote.
His antics in trying to catch the Road Runner truly never ended. He tried Acme product after Acme product hoping to reach his ONE goal: catching that darn Road Runner.
But, to the amusement of the audience, he never could catch up with the Road Runner.
Then I got to thinking about how watching Wile E. Coyote can lead to some useful success tips for Internet marketers. The past 3 years I’ve spent learning and implementing the many skills that make folks who do business online successful. And as a result I’ve coached many of my clients to success on the Internet using effective communication skills, public speaking, and my solid business and life coaching/consulting hybrid mix. And to me, true success is helping the people I work with succeed themselves.
If Mr. Wile E Coyote was MY client, here’s what I would suggest to him:
- Don’t put all your effort toward achieving just ONE goal. Have multiple goals by creating various streams of income — er– I mean — food sources(?). Then your world isn’t feast or famine.
- Evaluate spending your time and money with Acme. They may be the biggest brand on the block, but what results do you have to show for investing your money with them? And what support do they give you to help you once you own their products? Mr. Coyote, I dare say a company that allows you to explode in the air, fall flat on your face, go poof at the bottom of a canyon and more doesn’t care about your success– only if you make the next purchase from them.
- Maybe before you put the newest Acme tool or gadget to work, you could test it to make sure you won’t explode in the air, fall flat on your face, or go poof at the bottom of a canyon.
Then I’d tell my client, Mr. Coyote this: you are doing one thing right that many people don’t do. You keep on going, keep on trying, and never never ever give up. Perseverance is truly one of the secrets to success.
If Wile E. Coyote was an Internet marketer, what would YOU suggest to him? Please add your comments now!