As regular readers of this blog are likely aware, I am in the process of publishing a book around the concept of “Marketing with Meaning.” And although I usually use this space and your time to share a case study or analysis, I thought I’d have a little different approach this Friday and share an update of the work around bringing my baby to market.
The Writing
At this point in time, the actual writing of the book is nearly complete. I turned in the first draft to my editor at McGraw-Hill on March 1. We spent about a week working edits together, and now the book copy is in the hands of a proofing editor. McGraw-Hill was actually so pleased with how the book came together with little rework that they decided to move the publication date up a month to October 1. Upon finishing this first draft, I was happy to be done, but at the same time I was a little sad to just stop writing cold turkey. I discovered that I really loved spending time in my office turning research and notes into useful, clever writing. I actually can’t wait to write another book already. (I hope my wife doesn’t read this.)
The book itself is coming in at just more than 300 pages. This is actually way above normal for a business book, as most authors are happy to barely squeak past the 200-page mark. But I wanted to make sure to use this book as a complete guide for marketers who want more than a keynote speech put to text. Instead, buyers will find a text that includes step-by-step instructions for how to make a shift to meaningful marketing in their own brands.
Actually I haven’t totally completed the writing process, as I will have another chance to make final-final edits in a few weeks. And it’s a good thing, too, as since I turned in my first draft I have continued to collect scraps of information and insights around many of the case studies and examples that I have included. For example, I’ve had a chance to interview executives at Sears and Luxottica, and have gotten great new insights at conferences from companies such as Denny’s and OfficeMax. This will help make the book even more relevant and recent.
The Marketing
With the writing nearly complete, my mind has almost totally shifted toward marketing the book. The marketing process actually started in May 2008 when this very blog was launched. I took Seth Godin’s advice that authors need to start marketing an idea as early as possible, and the book is only one of many ways to spread the idea. More than 200 people per day visit this blog on average, a figure that continues to climb over time. A few months ago I added a Twitter account that is already up past 1,100 followers. For the book launch I’ll be tapping these new networks and hoping that there is pent-up excitement to power early sales.
This week I started working on asking for endorsements for the final book cover and inside pages. I have put together a list of various names from brands, agencies, and universities and will be reaching out to them over the next few weeks. I’ve gotten a couple of very good “blurbs” already from top leaders, and believe a good deal more will come in based on my networking thus far. What I think helps a lot is that the Marketing with Meaning concept fits very well with and builds upon the beliefs other authors and leaders have been saying and doing.
In the months ahead before the book launch, we’ll be doing some big upgrades to this site. We’ve got a video in the works and will have the usual book-site features such as downloadable chapters, PowerPoint presentations, and news coverage. But I am most excited about a “Tribe of Believers” that we will be creating totally separate from this space. I believe that the concept of meaningful marketing has a chance to be a real movement, one that becomes bigger than me and Bridge Worldwide. My vision is that marketers around the world declare themselves as “meaningful marketers.” So I want to create a virtual place for fellow believers to meet, share, learn, and work together to make our work more meaningful. I’m encouraged that a LinkedIn group we created and have done little to promote already has more than 300 members. There will be much more exciting news to share on this soon, and I will be much more public about soliciting your feedback.
Overall Impressions of the Process
One thing I’m actually a bit disappointed in is that I am unable or uncomfortable with sharing some major decisions and soliciting feedback along the way. For example, the final title and book cover are two things that I wanted to share more broadly earlier, but the publishing world is really not ready to totally open up in this way. One of the challenges is that I am a first-time author, so there tends to be less risk-taking along the way.
Working with a book publisher has been enlightening and a great learning opportunity. Sometimes it feels like they are my clients and I’m doing everything possible to please them, while at other times I’m in the client position and they are bending over backward for me. Either way, we’ve built up a good relationship in a short period of time and the closer we get to publication, the better we’re working together. At the end of the day we come from different perspectives but all share the common drive to make this book a best seller.
If there is one thing I most appreciate about the process is how kind fellow authors have been to me along the way. I’m a firm believer in seeking first to understand by sucking knowledge out of those who have come before, and I’ve been the annoying younger-brother figure to authors such as John Gerzema and Pete Blackshaw. Both of them remember what it was like to be in my shoes and have been incredibly helpful in showing me how to mimic their successes and avoid their mistakes. Lee Aldridge at Y&R brands has also been an incredible mentor. I’d like him to start his own book label some day!
Thank you all, dear readers, for keeping this blog on your reading lists, sending me comments, and re-tweeting it to your friends. If you have any suggestions, feedback, or words of inspiration, I’d love to read them in the comments below!
