With the launch of the new immersive.pub site all future blog posts for Immersive Publishing will appear there.
Transforming your message from a vague idea or desire into a book that is available for others to read and enjoy is the publishing journey. This short series of five blog posts is designed to offer you a brief but comprehensive understanding of the main stages of the publishing process. Whether you plan on working with a grand traditional big publisher, an agile independent publisher (like mPowr!) or the self-print publishing model you should find the structure and information helpful. We begin with an overview and then more detailed explorations for each area follow in subsequent posts.
It is often said that everyone has a book in them. That book might be the magnificent story that has been bubbling in your imagination for many years, it might be your unique business experience and insight, or it may even be your own life story.
If you do believe there is a book in there somewhere it is likely that for 99.9% of the population this is exactly where it will stay… inside them… never told, never shared, never remembered. For the few who, like you, are compelled by their message success comes via the four stages of publishing.
Though the publishing world is full of technical processes and ancient jargon there are four fundamental stages in the publishing process. These may be likened to the four stages of human development.
Stage One: Creation – Infancy
Stage Two: Refinement – Childhood
Stage Three: Publishing – Adolescence
Stage Four: Ongoing – Adulthood
Creation – Your baby needs intense and constant attention, demanding nourishment, attention, action and inspiration. As you play with and craft your ideas they take shape and develop their own power and clarity: your book develops and begins to take its first tentative steps into the world.
Refinement – It is the first day at school and your beloved little one is temporarily placed under the care of others who are responsible for further refining, developing and shaping your beautiful baby. Forever your child, your book will also be richer for every caring eye and mind that sees new potential or spots dangers ahead.
Publishing – Time to head out into the big world. Everything lies ahead, each adventure is unknown, yet still everything is done to ensure that this once-was child can now venture forth in confidence.
Ongoing – Out in the big world your once-was adolescent is now stretching out, discovering new horizons and meeting lots of new friends. We are never truly alone in our journey and your book may still need encouragement, support and celebration along the way.
So, four stages of growth and development… the publishing journey…
THINK NOW: Today, think about the journey your own book idea has been on so far. Is it a tiny embryo still barely developed, are you ready to go through the birthing process, or is your book much more advanced?
You take great care when meeting clients. You check that you look presentable, that you have all the essential information to hand and a clear understanding of what you want as a result of the meeting. At first all seems to be going well but then the client begins to cool off and nothing you do seems to be able to turn the situation around. As the meeting ends your desired goal is but a sad memory and, worst of all, you never did figure out what derailed the meeting.
Now let’s see what the client experienced.
In the midst of their busy day they’ve arranged to dedicate this time to your conversation, with the hope of a good result. First impressions are terrific. You arrived on time (in fact a respectful minute or two early). The pleasantries were very deftly negotiated and then the transition to the real purpose of the meeting took place smoothly. You introduced the solution to their problem knowing that it will transform their business.
And then it happened…
You picked up your brochure with detailed information about the service to illustrate a point you were making. You handed it to your client who seemed interested and skimmed over the page. There was a momentary glazing of the eyes and the client began to draw back, to retreat into objections and disinterest no matter what you did or said.
They spotted a glaring error, something that jarred them out of rapport with you. A nagging doubt emerges in their mind—how can I trust the quality of their work, their service, or their product when they make such basic errors in their promotional material? If they don’t care about the words they use and the message they give why should they care about me and my business after they get the sale?
The trouble is that your client may not even be aware consciously of what has happened. They just know/feel/think that this isn’t quite as good as first thought and it won’t go anywhere.
None of us want to get involved in this kind of situation. This scenario isn’t just about meetings or printed brochures, it unfolds in many different ways. A copywriter’s website with a spelling mistake in the headline. The news site (article farm) on the web that churns out first lines that invariably look like: “There are many things which has to be considered”. You’ve seen this many times before and perhaps don’t even consciously pay attention. But does it affect your willingness to do business or trust the value of the content being shared?
How can you ensure that your written message, whether online or in printed material, enhances your personal presentation and promotes your business effectively?
In a few weeks I’m presenting “How nought two share ur bizness massage: Insider tips from the publishing world you can use to improve the clarity, the quality and the impact of your business’s message” at the 4N networking group in Camden. Please come along to get some ideas for your own business.
If you can’t attend on the 13th of August I’d be very grateful if you could share any amusing, aggravating or downright ridiculous mistakes that you have come across in a business context.
Oh, and for the first person who spots the deliberate mistake in this post… A special prize awaits…