There’s a new kid on the street… It’s Publishing 3.0
Independent or self-publishing content usually starts with a book, and some refer to Publishing 3.0 as a simple way to describe pure self-publishing. That means you just create your own book, sell it direct to your market and by-pass all the middle men and women, and use only self publishing platforms such as your own website and shopping cart systems. However, I argue that there’s lot more to it than that. For years, traditional publisher snobbery has reigned supreme over self-publishing and yet slowly an emergence of indies have risen above the upturned noses of the old guard and established itself as credible. So highly credible in fact that there were many indie publishing associations with their own fairly large stands at the Frankfurt Book Fair this year. Self-publishing is no longer a quietly spoken word in the hallowed halls, and while no-one had any illusions of everyone sitting around a campfire singing kumbaya just yet, change is definitely coming.
However, having seen over the last 14 years just how terribly some self-publishing efforts have missed the mark in terms of quality, I am convinced that the description of Publishing 3.0 as being a new-age purist thing is in fact undermining the real value of fresh thinking about this industry.
My view is this: Publishing 3.0 for non-fiction extends across multiple direct-to-market channels. It’s about taking the book and turning it into a podcast, blog series, book series, audio book, online program, and keynotes or training events. But first, you have to get the book part done well and published effectively to reach your market and achieve its objectives. And yes, then market it directly to your readers – and there are now some significantly easier ways to do that too.
This is where I see a wonderful connection between what’s written and what’s spoken about – and both need to intersect beautifully if you’re working in non-fiction. Because unlike a work of fiction, where there are colourful characters and intrigue that might draw a reader in and turn them into a big fan seeking more, non-fiction is often a one-book event, but one that has a very long (commercial) tail if the content is extended well. And if you’re going to do anything in Publishing 3.0, quality of content, production and marketing is absolutely critical.
Writing a book is one thing but the publishing world is evolving rapidly to serve non-fiction authors in ways that you may not have even imagined only a couple of years ago. Traditional vs self publishing is becoming an increasingly blurred line since the advancement of the digital era and Amazon’s Kindle, not to mention print-on-demand global opportunities. And now that it’s possible for authors to sell direct to market, the opportunities for self-publishing are even more extraordinary. But as with most industries when they evolve rapidly, confusion and chaos are the two heralds trumpeting in the changes. Just look at the music and entertainment industries. Solid, positive (industry) change takes time, careful management of knowledge and talents, and sharing: sharing of what’s real and what’s imagined or misinformed.
Speakers need to write books, but they also need to produce high-quality content across multiple platforms. Authors of non-fiction need to speak. There’s no point in writing a great book and hoping that it will just sell by itself; if you’ve got something to say, say it out loud, and say it across all the channels open to you.
This week I’m running a webinar for non-fiction authors who want to know a lot more about how to make Publishing 3.0 work for them. It’s the first in a series of upcoming webinars that focus on topics like:
- How you can maximise your book launch
- Where and how to sell directly to market
- Extraordinary opportunities with audio and e-books
- What’s going to give Amazon a big run for its money in 2020
- Why traditional publishers of non-fiction are losing sleep!
To register or view the rest in the series, please click HERE. If you have questions, ideas or curiousity about how you can get your book better written, produced or marketed, CONTACT us and let’s have a chat.