Jonathan Fields posted this on his insightful blog in September 2010. shaly.fr I thought it was so great that I had to share it with you. Chaussures Asics Pas Cher nike lebron 13 pas cher Air Jordan 4 Retro new balance 577 grey green orange Fjällräven Kånken Ryggsäckar
Zapatillas Air Max Nike He is one of the most astute thinkers in our industry.
The publishing world is in mass-flux.
I don’t know where it’ll end up.
Kyrie 2 Scarpe But, I do know, as I sit and write this, that the other side of upheaval is opportunity. New Balance 999 mujer Asics Pas Cher For both publishers and authors…who get what’s really happening here. Julio Jones Alabama Football Jerseys
For generations, big publishing houses have played a huge role in:
- Distributing and
- Marketing books.
What they offered, you couldn’t easily get anywhere else.
By controlling each of these processes, they drove the engine that sold a mountain of books and helped build large followings for authors. Bo Jackson Portland Trail Blazers Canotta Vancouver Grizzlies This was their value proposition in the eyes of aspiring and signed authors. Nike Air Max 2017 Dames wit nike air max 90 soldes And, it was a model that kept control focused in the hands of publishers. Adidas Schoenen Verkoop adidas riot 5 femme Maglie San Antonio Spurs Nike Air Max Goedkoop In part, because authors didn’t want to do all the non-writing work that publishers did, but also because authors didn’t have an easy way to take control of each element of the publishers’ value proposition, especially identifying and reaching directly out to their followings. Scarpe Adidas Online
There were just too many people and steps between the pocketbook and the pen.
Interestingly enough, the publishers didn’t even have direct access to buyers. Still don’t. Aaron Rodgers Packers Jerseys There was no list of who bought what, along with contact information. asics gel lyte 5 mujer verdes asics femme pas cher
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Enter the digital age. New Balance 990 męskie Adidas Harden 2.5Pe nike pas cher What’s changed?
On the “today’s reality” side, not much … at least for MOST authors. Canotte Chicago Bulls New Balance Dames new balance 574 femme rouge On the possibility side, a lot. Adidas Heren Maglie Cleveland Cavaliers Goedkoop Nike Air Max 2016 And, it’s the possibility side that’s:
- Freaking out certain publishers,
- Leaving most authors confused and
- Making a smallish group of authors dance with glee.
It’s now entirely possible for anyone, with a bit of legwork and a modest budget, to find and pay for top-quality editing, packaging, printing and even many aspects of traditional marketing. Tom Brady College Jerseys And, with social media and blogging, it’s becoming far easier to build direct relationships with and sell direct to your readers. asics gel pulse 8 męskie
And, that’s gutted a big chunk of the publishers’ value proposition.
What’s left is their:
- Position as gatekeepers to brick and mortar distribution
- Better access to and validation for mainstream media
- Willingness to do at least some of the work most authors hate doing, and
- Stamp of approval that still matters in certain other revenue paths, like conference speaking.
So, why did I say this hasn’t changed much for most authors today?
For the handful of authors who foresaw the potential of digital tribe-building tools to create a direct connection with their readers years ago, the world has become a publishing playground.
Teddy Bridgewater Louisville Football Jerseys Eli Manning Giants Jerseys mochilas kanken baratas And, for those with mammoth offline followings yearning for a way to connect with their favorite author, it doesn’t take much to convert offline fans to digital devotees.
So, for people like Seth Godin, Tim Ferriss and Paulo Coehlo, the opportunities to walk away from traditional publishing are truly myriad. Asics Pas Cher Nike Air Max 2017 Heren groen Because they’ve embraced the technology, engaged their audience in the digital ether and built massive, direct-access followings online.
When Paulo Coehlo shares a single update on his Facebook page, more than 2.5 million fans see it, tens of thousands “like” and “share” it and thousands often reply.
Authors with the ability to digitally engage massive nodes of raving fans get to live the tribal author dream today.
They get to choose whether to stay within the traditional publishing system and command tremendous advances and control over the publishing process, because of the power they wield, or walk away, do it on their own and likely earn just as much, if not substantially more in less time. NIKE FLYKNIT LUNAR3 Jordan Reed Redskins Jerseys buy bns gold Canotte New Orleans Pelicans But, herein lies the rub. Maglie NBA new balance 1300 acquisto
While the dawn of a new era for tribe-building, digitally-savvy, engagement-loving, marketing-oriented authors is truly here, truth is …
Most authors haven’t done and don’t want to do what’s necessary to leverage this new dawn.
They don’t want to hire an editor, a designer, a packager and publicist. roshe run femme floral Wisconsin Badgers Zapatillas Asics They don’t want to have to figure out how to prepare, submit and sell their own books online. Nike Roshe One
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How can this be?
Because, what Seth, Tim, Paulo and a fractional share of digitally-prescient authors are experiencing right now is still years off, hundreds of thousands of digital fans away and a ton of work for your average author, aspiring author or even social media content creator. Charlotte Hornets Air Jordan 4 Cement
That’s not to say it’s not worth the effort. Goedkope Nike Air Max 90 It most certainly is for those who are energized by the process and the prospect of harvesting their own power as authors. Andrew Luck – Stanford Cardinal Dayton Flyers nike pas cher Chaussure Asics Gel Noosa Tri 11 Lunettes de soleil Ray Ban Hell, if that’s you, tribe-building, book marketing resources abound. There are endless ways to fan the tribe-building flames and accelerate the process.
But, for your average author who’s not yet entered the realm of the digerati, many aspects of traditional publishing not only still matter, but are preferable.
Because, without direct digital access to large numbers of readers, brick and mortar distribution is still important in your quest to reach the greatest number of people and sell a lot of books. nike free run 4.0 homme C.J. Wilson Baseball Jersey Under Armour Pas Cher Air Max 2017 Dames Sure, every year, more and more sales are happening online, but paper books and local stores still represent a huge chunk of the potential market. Nike Max UK
Ten years from now, all bets are off, but we’re selling books now, not then. buy bns gold
To top it all off, independent publishing – self publishing, rather than small houses – doesn’t get the street cred that indy music or film gets. FLYKNIT LUNAR3 Prince Amukamara Adidas NMD Dames Try booking a self-published author with traditional media outlets.
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Ain’t happening – unless he/she is a known name, or the booking is in a “local” local market.
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Because getting paid upfront for a book still has appeal to what is often a non-venture-minded, largely risk-averse community. Adidas buty sklep online
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So, why are many traditional publishers so freaked out and digital marketing savvy writers salivating?
Not because of where the industry is now … but where it’s headed.
For publishers …
There is a growing awareness that the authors they’ve helped build into giant-sellers now have the ability to reach past them and connect with audiences directly. Nike Air Max 2016 Heren zwart Saint Louis Billikens Many still don’t, because of the time and effort needed.
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As more and more book purchases move online, the value of brick and mortar distribution will get smaller and smaller. New Balance 247 damskie Nike Air Max 2017 schoenen air max 90 femme blanc rose noir And, as high-quality authors opt into self- and indy-publishing, the other pieces of the value proposition will likely fall away as well.
cheap air jordans free shipping Again, we’re not there yet, at least not for the huddled authorial masses. Nike Air Max 2017 Heren blauw Albert Pujols Baseball Jersey It may take years or even decades.
nike air max command cuir New Balance 997.5 mujer But that’s where this is all going. nike free 3.0 v5 ext leopard So, traditional publishing is left with a giant question, how do we keep ourselves relevant when our core selling-point for authors, the one thing they still can’t buy themselves, has been access to readers?
Put another way … how do we stay in the middle, when authors have the tools to go direct?
So, here’s a modest proposal for traditional publishers …
First, realize, even though savvy authors now have the tools to build their own tribes and go direct, most want nothing to do with that process. C.J. Mosley Ravens Jerseys Cam Newton Auburn Football Jerseys adidas zx 500 mujer In fact, they straight up dread the prospect. ray ban femme pas cher Bulldog Football Jerseys
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Opportunity does not a marketer make, action does.
And, most authors, yes even well-known, established ones, would rather pour their energy onto the written page than the marketing stage. Canotte OKC Thunder Atlanta Hawks Even if every author decided to go direct online, the very same technology that makes this possible has also made self-publishing so easy that the volume of noise out there has risen to astonishing levels (more than 1 million books were published in 2009, about 275,000 of which were done traditionally), making the need for trusted curators, filters and gatekeepers WHO ADD SUBSTANTIAL VALUE to the process even more important. Air Jordan 6 Donna Air Jordan 5 (V)
nike air huarache italia And, guess who those curators, filters and gatekeepers can be…if they’re willing to step up and add independent value to the digital book-selection ecosphere? Yup, the publishers. new balance 446 sos Kyle Hendricks Authentic Jersey
But, that’ll mean no longer viewing the ebook format or the digital evolution, itself, as the enemy.
The format is not what’s causing you pain, nor what will cause you pain down the road. adidas zx air max pas cher It’s what the format and bigger online social revolution is doing to your role as gatekeeper, curator and filter that’s causing the “potential” for pain. Nike Free 5.0 Adidas Heren Remember…
Most authors still want you in the mix IF you can port direct-access to readers into your digital value proposition.
So, how can publishers reinsert themselves into the divide between authors and readers in the digital realm?
Instead of looking only for authors with substantial digital platforms, look for mindblowing writers and digital-connectors and build your own massive tribes.
Hire and dedicate a team to build your own digital tribes around the tightly-niched topic areas in which you publish. nike dunk mid Kopen Nike Air Max 2017 Goedkoop asics gel kinsei 5 vs nimbus 17 Empower them tantalize, give to and engage readers and create high-quality, high-value, provocative text, video and audio content to share.
Adidas buty sklep Yes, just like bloggers and digitally inclined authors are doing now.
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Take all the money you’re dropping on ads that barely convert and hire a team of incredible writer, engagers, raconteurs and provocateurs … to work for YOU!
If one author can do this working a few hours a week without spending a dime on advertising or marketing, what do you think you might be able to pull off?
Then, once you’ve built a tightly-niched, engaged digital tribes, turn around and sign authors who can create not only killer content for these tribes, but killer multi-faceted content-driven experiences. Start with books, both digital and paper, then expand the content to create and offer blended mixed-media experiences that tantalize those tribes. Derek Wolfe Broncos Jersey nike air max pas cher air max 2017 heren Cheap Nike Shoes UK Maglie Seattle Sonics The ones you, as a publisher, now have direct access to. Goedkoop Nike Air Max 2016
In fact, there’s a little-known publisher who’s done just that and, from the outside looking in, seems to be kicking some serious ass.
SimpleTruths.com creates inspirational slideshow videos, then posts them online and drives traffic to the videos. Adidas NMD Heren The videos sit on a private page, which allows them to redirect viewers to an upsell page at the end. Air Jordan 11 Retro
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- Share the video with others, both by email and social media
- Join their email list, and
- Buy a book that is an expanded version of that video, essentially as a momento.
The first video they launched was called The Dash and, depending who you ask, it has been viewed between 25 and 50 million times. adidas yeezy boost 350 v2 damskie asics gel kinsei 4 hombre Nike Kobe 11
More than 75,000 people view a SimpleTruths.com video (each upselling a book) every day.
You think that’s built a MONSTER e-list, a massive digital tribe, and sold a few books?
Now, every time they release a book, it’s preceded by a video that not only continues to build their inspirational direct-access digital tribe, but pre-sell books. nike air max thea grigio donna This is just one example of how a publisher can take a page from the blogger/social-media solo artist’s handbook and create engaging content to build their own niche specific, digital tribes, then sign authors they know will create books these tribes will gobble up. AIR ZOOM VOMERO 12 goedkoop nike air max 2017 The opportunities here are endless, but publishers need to be ready and willing to accept the challenge of creating direct digital pathways to potential book buyers by adding value to those buyers’ experiential ecosystems. Canotta Indiana Pacers Tom Brady Michigan Jerseys
Of course, this raises the huge question of the rift that arises between traditional booksellers and publishers any time a publisher explores anything smacking of direct-to-consumer.
And, to that I’d answer … both sides need to get a life. Canotte Memphis Grizzlies nike air zoom schoenen In this new world, preserving an us against them mentality will only lead to one thing…us and them dead. Nike Air Max 1 Heren Wisconsin Badgers Jerseys
Rather than retrench behind battle lines drawn around a dying paradigm, maybe it’s time to look forward and figure out how to facilitate and leverage the inevitable, rather than rail against the clouds for raining yet again.
Sit down at a table, better yet, take a walk in the woods and figure out how you can collaborate.
And, by collaborate, I don’t mean get the heads of the families together to carve up and horde whatever’s left of the bookselling pie. NIKE ROSHE TWO air max pas cher Nike Air Max 2016 Dames Wit sac à dos fjallraven kanken Air Flight 89 nike pas cher
I mean…wrack your brains to figure out how to work together to add value to the experience of book buyers on multiple levels.
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It’s hard to add value on a level that translates to impact when you’re working from a scarcity mentality.
So, what about the authors?
How do you prepare for the next generation? First, accept one fact – if you just like to write and have no desire to share and be paid for the content you create, that’s fine. chaussures nike pas cher Adidas Schoenen Air Force Falcons Russell Wilson Wisconsin Jersey
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If you want an enduring career as an author, you must become an enterprise.
Maybe not now if you’ve already got enough of a track record, but things are moving that way incredibly fast. Alabama Crimson Tide adidas neo hombre Nike Air More Uptempo And, I’d much rather stake my livelihood on the existence of deep connections with a sizable, engaged tribe and my ability to consistently serve and delight them.
I certainly haven’t.
In fact, I recently sold my next book to one and I’m thrilled about it. De’Anthony Thomas – Oregon Ducks La chaussure de running Asics Maglia Larry Bird asics cumulus 17 uomo prezzo Asics Gel Lyte 5 Pas Cher Because traditional publishing still matters to my bigger-picture business model. new balance bambino offerte Air Max Flynit Under Armour Curry 6 nike blazer low damskie I’m a author, but that’s not the entirety of the the enterprise I’m building. Fjallraven Kanken 20L nike buty dziecięce Cam Robinson Jersey air max 2017 wit
adidas messi astro Nike air max pas cher I’m also an entrepreneur, a speaker, a blogger and a teacher. kanken fjallraven nike tn homme And, while I’ve grown a wonderful tribe, my bigger picture still works better when I work with a publisher, rather than hire a team and manage the process myself. Nike Air Max 2016 Dames wit What I’m saying is that you need to step up and start to take ownership of your platform, so that down the road, you can be in a position to call the shots, whether that means publishing yourself or being able to command more from those who’d publish you. Ronnie Harrison Jersey Taylor Martinez College Jerseys With rare exception (and there will be those), unless publishers begin to heed some aspect of the ideas shared above, there is no long-term future for writers without a willingness to build tribes. nike air max 2016 heren blauw Air Max Baratas chaussures asics pas cher Air Jordan 13 Retro And, even if there is …
Tribe-free authors will find themselves stunningly de-leveraged over time.
The risk to publishers in signing a digital-tribe-free author will be too great. Goedkoop Nike Air Max Air Jordan 4 Retro Cliff Pennington Jersey adidas gazelle hombre Again, maybe not today, maybe not next year, but that’s where it’s going. nike air max pas cher pour homme
The good news is, for those willing to own that knowledge, the opportunity for control has never been greater.
You now have the tools to reach digitally and directly into the hearts, souls and minds of the people you are writing for.
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But your leverage will be dramatically magnified.
Does this all mean that someone can’t come out of nowhere and write something so stunning and original that, with no tribe, no relationships and no marketing savvy, the content explodes virally into the public consciousness and sells millions of copies, downloads or whatever format is waxing at the time?
Of course not. LA Dodgers Jersey Cheap Fjallraven Kanken Mini Air Jordan 13 Asics Gel Lyte Pas Cher Adidas ZX Flux Heren New Balance Polska It’s possible. chaussures asics homme pas cher New Balance 1500 mujer We all work until our fingers bleed to reach for that. new balance 530 online shop adidas gazelle damskie Every bone in my body aspires to it. Women Air Jordan 4 But, that’s a hell of a burden to stake a living on as a grown-up. lunette de soleil oakley pas cher asics gel nimbus mujer cheap nike trainers Especially if you’ve got a family along for the ride. Asics Mexico męskie Marquette Golden Eagles nike air max 1 ultra moire homme
So, in addition to writing the best stuff I can write, I still spend a serious chunk of time every day building my tribe. nike magista pas cher Fact is, on a practical level, even on my best days, I can’t write, really WRITE, for more than 3 to 5 hours without my head exploding. Oregon Ducks Jerseys nike pas cher adidas gazelle uomo rosse Maglia Andre Drummond Temple Owls Jerseys Nike Air Max Goedkoop Nike Air Max 1 męskie That leaves me a whole lot of time to live, play, take care of other projects, ventures and clients and, yes, build my tribe and grow my author enterprise. nike air max 2017 wit nike air max 2017 heren wit Donne Scarpe Air Jordan 14 nike tn rouge Nike Air Max 2016 Heren
So, what’s the future of publishing?
For both authors and publishers, it’s largely about who controls access to the tribe. Womens Air Jordan 5 Nike Air Max 2016 męskie Because, they are no longer anonymous, random purchasers. new balance 373 classic adidas gazelle uomo rosse Nike Dames They have faces, names, desires, interests and the ability to not only read what you create, but help craft, support, interact with and evangelize it … if you:
- Give to them,
- Treasure them,
- Honor them,
- Respect them,
- Delight them,
- Engage them…and
- Empower them to act and share.
Neither side HAS to build a digital tribe to succeed.
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But, to those who are willing to put in the time, energy, work and even money, the rewards on both sides of the publishing pond are potentially transformative.
Own the idea that what got us here ain’t gonna get us there.
Then suffer a healthy bit of creative destruction in the name of evolution, survival, then triumph.