David Hancock

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					                                  The Obama Protocols™

                               David Hancock
                    Using Information to Build Credibility

Call Time
    Wednesday, 1 April 2009            12:00 noon Eastern

Call Instructions
    Dial-In Number 1-512-225-3033
    Host Access Code 174589#
    Please dial-in two minutes early

Call Topic
    Using Information to Build Credibility

Workshop Questions
David Hancock is the founder of Morgan James Publishing – the entrepreneurial publisher. His
focus is helping people like you and me get our ideas into print AND putting some money into
our pockets.

David founded Morgan James Publishing after putting his own book out there and ending up less
than pleased with the traditional publishing process. I’ll ask him to tell us a little more about that
in just a minute.

With over 500 titles published, and a partnership with the Ingram Book Group, David Hancock
is the ideal person to show you how to use information and the internet to build your credibility.
And if being a published author is one of your goals – David’s example is one to follow.

David, let’s start with learning a little more about you and how you came to be the
entrepreneurial publisher. Can I ask you to share some of what you experienced in getting
published and how it spurred you to found Morgan James Publishing?

5 minutes


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                                   The Obama Protocols™

                               David Hancock
                    Using Information to Build Credibility
As we go through this call – and the entire teleseminar series on The Obama Protocols – we have
two case studies we’ll be looking at and using them to frame the questions. But where I’d like to
start is with the idea that credibility and information marketing really can go together.

I’ve met lots of folks – business owners, just like you and me – who hear the words “internet
marketing” or “information marketing,” and they literally want to leave the room. David, can
you help us – all of us listening – understand why it is, or how it is, that the internet is not really
any different from a newspaper, the yellow pages, television, radio or any other advertising

In fact, doesn’t the internet wrap all those other media types up in one convenient spot?

3 minutes

And this is what The Obama Protocols is all about. Using information and the internet to
    Engage your audience
    Inform your prospects, and
    Empower your customers

These are the essence of the Obama Protocols. Engage, Inform and Empower.

David, when it comes to the phrase “information marketing,” we all know its reputation is
bruised and battered. But when you think about it – isn’t a business like publishing books all
about information marketing? And when it comes to business in general – from business cards to
space ads to brochures – isn’t everything we call advertising really just information marketing?

4 minutes

Okay. Now let’s start looking at our case studies. Because when we say “information marketing”
and talk about using the internet – we’re really talking about something much more powerful
than traditional advertising for
     Engaging our audience
     Informing our prospects, and
     Empowering our customers

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                                  The Obama Protocols™

                              David Hancock
                   Using Information to Build Credibility
Aren’t we?

Quick statement to agree

Let’s start with Tim. Tim is an accountant in Alabama and he’s been in business for 25 years. He
specialises in helping business owners choose the right business structure (sole prop, corporate,
llc, partnerships, etc.) and helping all his clients reduce their tax burden.

His business is successful. He has a staff and a partner, he’s an enrolled agent and a certified
QuickBooks advisor. We’re starting with Tim because he is already using all the traditional
advertising methods. He uses the yellow pages, advertises in newspapers – and has built his
business using these information marketing methods.

What Tim is doing now is adding the internet to his advertising and marketing efforts. And he is
specifically using information to do it.

He has set up a web site, and he has a blog, and Tim and I are working together to produce
articles that we then distribute to online and offline publishers.

David, when someone is in Tim’s position – they’re just starting out with the internet. What are
some key elements to consider for establishing credibility right off the bat?

For example – should my web site have the same contact information as my business card?
Should I save some money doing it myself or make the effort to hire a professional web master?

2 minutes

Okay. And coming at from Tim’s starting point – writing articles. Can writing articles and
getting them published help you build credibility in your field as an expert?

4 minutes

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                                  The Obama Protocols™

                               David Hancock
                    Using Information to Build Credibility
Please touch on the opportunity to submit to article submission banks, trade publications,
mainstream magazines, etc.

David, from your perspective as a publisher – does Tim’s experience (25 years and being an
enrolled agent), and the work he is doing to build his reputation through writing articles – does
this make him more attractive to a publisher if he decides to write a book in the future?

3 minutes

On that note, I’d like to take some time and talk about e-books and traditional publishing. E-
Books are very popular today – and they’re a great way of using information marketing to
promote your business and build your reputation.

This is actually a good transition, because our next case study is a lady who is working on her
first e-book.

David, let’s start with what is an e-book? How is it different from a traditionally published book
and what advantages does it offer to aspiring authors?

4 minutes
Please touch on the issues of e-books being generally higher priced, and having a higher profit
margin in your answer.

David, let’s link this back with the focus of our call – using information to build credibility. It’s
great that e-books offer higher profits and are very easy to produce – Bob Bly, America’s top
copywriter – says they’re the easiest and most profitable product to market online.

But isn’t it also a little odd that e-books aren’t really recognised in the publishing industry? That
they don’t’ do as much to build our reputation as a traditionally published paperback does?

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                                   The Obama Protocols™

                               David Hancock
                    Using Information to Build Credibility
If we’re planning to write a report, or an e-book or any other information product – what should
we be keeping in mind – what should we do – to make sure it’s something that builds our
credibility and shows our integrity as a business person?

4 minutes

And this leads us into questions about our next case study. Tracy Ttran is a professional in the IT
industry. She works at the executive level with large corporations. Tracy herself, has contractors
working in various countries and has a huge network of business relationships.

Although a lot of Tracy’s clients are involved with the internet, and Tracy works directly on
projects that relate to how her clients use the internet – she is just taking her first steps into
information marketing.

Where Tracy wants to start is with writing an e-book. She sees a particular need within the
internet community, and has developed a solution to meet that need.

The really cool part is that while Tracy is planning to start with an e-book, she has a definite
objective to move into traditional publishing. She isn’t sure whether it will be through self-
publishing or actually working with a publisher – but she knows she wants to produce a series of
books, both online and offline.

You can see why I asked what we should keep in mind to make everything we write something
that builds our credibility.

What I’d like to ask now is: Are people still interested in e-books? And, do you see the demand
for e-books increasing? Something that really catches my attention is knowing that here in
Toronto, George Brown College and the University of Toronto actually have e-book lending
programs in place.

4 minutes

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                                  The Obama Protocols™

                               David Hancock
                    Using Information to Build Credibility
David, a couple of minutes ago, I asked you how an e-book is different from a traditionally
published book – and you’ve told us how to make sure anything we write is useful to our
audience and builds our credibility.

I think it’s fair to say that most of recognise the value of writing articles – like Tim is doing.
Submitting them on the internet is new to us, but the whole idea of writing articles and getting
them published is familiar enough to be comfortable.

But e-books are something that are still new. We see Amazon advertising the Kindle Reader, and
occasionally see someone on a bus or streetcar using one – but we’re not really sure what they

After all, when you look at the e-books I’ve written – they’re as long as some textbooks. They
have a lot of detail and are very instructional. Yet I can find other e-books on the internet that are
only 30 or 40 pages – and some are as short as 6 pages.

And this goes back to what you were saying about making sure everything we write works
toward building our reputation and credibility. How do you gauge the quality of an e-book? Just
because it’s short – or long for that matter – does that determine it’s quality?

3 minutes

Let’s focus on pricing for just a minute. What if I want to give one away? If I’m not putting a
price on it – let’s say I give my e-book away to people who subscribe to my newsletter or ezine –
can it still help me build credibility?

2 minutes

Asking that question makes me think of the whole concept of “repurposing content.”

Tim takes the articles he writes and builds them into a series of reports or an e-book. Tracy can
take her e-book and break it down into articles or a series of reports.

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                                 The Obama Protocols™

                              David Hancock
                   Using Information to Build Credibility
Mark Twain and Charles Dickens used to do that with their books. They would write a series of
stories for a newspaper, and when it was done, they would take all those stories, make them into
chapters and publish it as a novel.

Authors have been repurposing their content for centuries.

What I’m thinking of now is: in this multi-media, digital age we’re living in – let’s say Tracy has
finished her e-book and released it to the world. Is it a good idea for her to have a few copies
printed for herself? Copies she can send to friends, or book reviewers, or take to conferences and
that sort of thing.

Or what about putting copies onto a CD and offering it for sale? Is this going to help build my
reputation, or is it making me look somehow opportunistic or something?

4 minutes

Now let’s look at using information and writing from a slightly different perspective.

When Tim is ready to write his first book – he has two specialties
   Helping businesses choose the right structure, and
   Showing clients how to reduce their tax burden

I can see three broad topics he could put into a book
1. He could write about the different business structures – corporations, sole proprietorships,
    partnerships, etc.
2. He could write about how those various types of businesses can reduce their tax burden, and
3. He could write about how you and me – everyday people – can reduce our tax burdens.

My question is – Should Tim try to put all of this into one big book? And even more important –
if he does split it up – does he have to cover every subject to exhaustion to make his book
worthwhile and valuable?

4 minutes

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                                  The Obama Protocols™

                               David Hancock
                    Using Information to Build Credibility
Wrap Up
David, we’ve covered a lot of material and I think by now – everyone listening understands that
“information marketing” is really just another way of saying “publishing.”

Whether you’re publishing an article, a report, and e-book or a paperback book – you are using
information to build credibility. The only new element is that we now have the internet as a
medium for doing business in.

I’d say it’s a fair statement that Barack Obama has shown all of us how powerful the internet can
be for
     Engaging your audience
     Informing your prospects, and
     Empowering your audience

He did it. He used the internet effectively and it built his credibility all the way to putting him in
the White House.

What I’d like to do now is take a couple of minutes to tell everyone listening about the new self-
publishing service Morgan James has made available. I know there are a lot of people listening
who are interested in publishing a book, and would like to have a trustworthy source of

Can I ask you to fill us in on what it is and where to find it?

2 minutes

David, thank you very much for being here. I really appreciate your time, and I know everyone
listening appreciates everything you’ve shared with us today.

And we’re definitely looking forward to your next call when you’ll share more about how to
make the transition from electronic publishing to traditional publishing.

Just before we say goodbye – let’s mention the site for the self-publishing service again. It’s

And that’s it. It’s now XXXX, and we need to let everyone go.

David, if it’s okay, can I take a couple more minutes of your time and ask you about getting
started and building up to writing a whole book?

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                                  The Obama Protocols™

                               David Hancock
                    Using Information to Build Credibility

I’m thinking of Tim and Tracy – both of whom have never really written anything before like an
article or report or a book. Where do I start to get used to writing? Or, as an alternative – what if
I want to hire someone to do the writing for me?

That’s really two questions. Can I ask you to answer them, and then I’ll let you go?

Where do I start to get used to writing?

1 minute

What do I do if I want to hire someone to do the writing for me?

1 minute

David, thank you. This has been great.

I wish I could just have you on my desk – or be able to pick up the phone and call any time – so I
could ask all the questions this one call has already stirred up in my mind.

David, really – thank you for being here. I’m looking forward to our next call together.

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