Promote your business with Lulu

October 12, 2011 by John Dilbeck · 6 Comments
Filed under: Affiliate Marketing, Books, Lulu, Marketing, Promote Yourself, Promotional Products, Self-Publishing 

I first learned about Lulu several years ago and had big plans for writing and selling at least one book, there. Then, life intervened. Now that I’m recovering my health, I’m slowly getting back on track and I’ve started outlining some possible books that I’ll write and sell.

Primarily, I’m doing this in order to establish my expertise in specific areas and I’m in the process of moving my consulting business in those directions.

(Sometimes this can be frustrating, because I want to do it now, but I know the value in planning. So, I’ll outline the books and think about the contents, but I’m working on my new business plans and marketing plans, first. Plan first. Implement second.)

What is Lulu?

Here’s how they describe themselves on their homepage:

Lulu.com brings the world of online book publishing and book printing to you. Looking to self-publish? Lulu’s print on demand (POD) solutions make publishing your own book quick and easy. Create a book in minutes, publish with the click of a mouse, distribute, sell and print books to order. It’s that simple. Trying to make a photo book? Want to make your own calendar? Our easy-to-use online publishing tool allows you to publish and print your own high-quality photo book or calendar in minutes. Want to convert your book into an eBook? We’ve got you covered with our easy to use eBook publishing tools. With Lulu you can self publish and distribute your eBook in EPUB format making it compatible with the Apple iPad, Sony Reader, Stanza and more. Not looking to make a book or print a book? Lulu has a great selection of books, photo books and eBooks for you to buy. With our great prices and large selection, shopping for books at Lulu is an easy choice!

I’ve been doing some researching, and I believe that Lulu is the best, one-stop place to publish physical books, ebooks, and epub books for iPad and Nook (and similar devices).

Not only can you publish your book there, but you can sell them in their store and earn commissions.

I am not interested in fiction books. Now and then, I enjoy reading a good well-written science fiction or epic fantasy novel, but I am interested mainly in business and promoting my business and helping my clients promote their businesses.

I believe that Lulu is going to play a big part in that.

Establish your expertise

It’s a well-known tactic for information marketers to write and sell books about their topics of interest. Sometimes, these books are sold. Sometimes, they’re given to prospects as part of the marketing mix. Sometimes, they’re used as free bonuses when you purchase something else.

Here’s an outstanding example of that, in action: This is an offer for Glazer-Kennedy Insider’s Circle, a place for prosperity without all the bull.

I not only read what Bill Glazer and Dan Kennedy write, I study their videos, special offers, wording of their promotions, and the upsells, cross-sells, follow-ups, and delivery methods. They know what they are doing and have lots of experience.

And, if you’ll purchase what they offer and study it, they’ll teach you how to do a much better job of promoting your business, too.

I’m in the process of adapting their methods for my own business and for my clients’ businesses.

No, most of my clients will not write a book, so maybe I’ll include part of their story in a chapter of a book I’ll write.

I believe that books can be used to demonstrate your understanding of a particular topic and also can show your ability to organize and present that information in a way that is valuable to your prospective customers and clients.

For example, Audrey Owen has a manuscript editing business. In addition to her Writer’s Helper website, she has also written an ebook on the subject. When you subscribe to her free Editor’s Notes newsletter, you get a Tip Sheet as a bonus.

Here’s a short video about Audrey and her editing business…


If you’re going to write a book for publication, you really need a good editor to help you whip it into shape before you publish. Lulu has editing services and I’m happy to recommend Audrey.

Promote your business and help a non-profit organization, too

I also think books can be used to market your business and promote a worthwhile cause, at the same time.

For example, I know a professional photographer who specializes in photographic portraits of newborns and babies. She’s very good at what she does.

She’s also one of the photographers who volunteers her time and service for a non-profit organization. The organization has strict rules about using their name in any marketing promotions, and I don’t know those rules. So, to make sure I don’t cause any problems, I won’t mention her name, her business’ name, nor the name of the organization.

However, it is an organization whose mission she supports, and, in addition to volunteering, she want to raise some money to donate.

She asked me a simple question last week. Did I know anywhere she could get custom calendars printed with photos she had taken over the last year, so that she could sell those calendars and raise money to donate to the organization?

I sell promotional products to help my clients, but I did not know a company that would do what she wanted to do, in short runs, at reasonable prices. So, I spent a day or two looking for an answer to this question.

I found two companies. One of them is Lulu.

To tell the truth, while I was so sick, I forgot all about Lulu, even though it was high on my radar a few years ago.

I learned that they have added photo books and customized calendars into the services they offer. It looks like she can create the calendar and then have two options for selling them. She can buy as many as she wants and have them shipped to her, so she can sell them to her clients, or she can sell them in the Lulu marketplace and then donate the commissions she receives. Or, she could do both.

By the way, here’s a link to their calendar page: Great Gift – Create a Calendar for $12.49 at Lulu.com!

I have not talked to her about this, yet. I still have a couple of things to compare, before I give her my recommendation.

One consideration is price.

The other company I’m considering offers what looks to be a similar product and the cost is less. They do not do all the things that Lulu does and they do not have a marketplace in which she could sell her calendars. But, she could save money in the production of the calendars, purchase more of them for the same cost, sell them at the same price, and raise more money to donate to the foundation.

Both companies offer volume discounts on purchases, and they both will sell as few as one calendar. So, to me, it makes sense to create the same calendar at both companies, order a copy, compare them for quality, and then decide which way to go.

Again, I’m ahead of myself here, because I haven’t talked to her about this, and she may decide not to do it. But, I still think it is a good way to raise money for anyone with great photos and people who would like to buy them.

(If you have people in the shots, be sure to get a model release before doing this — even if they are good friends. Do the paperwork.)

As a promotional products dealer, I can get some very nice calendars with a variety of themes in units of hundreds or more for much lower prices. For example, I can supply Norman Rockwell calendars in units of 150 for about $1.20 each. That’s a lot less than the price of a similar calendar from Lulu.

But, that’s an apple-to-oranges comparison. Price is not the only issue, here. In fact, price is not the main issue here, but it is a factor that needs to be considered.

The second consideration is quality and the ability to customize the product.

This photographer wants a custom calendar with the portraits she created, not something Norman Rockwell created.

She’s going to sell a few dozen calendars, not thousands of them. (At least, not at first.)

Her primary goal is to raise money and donate the proceeds to the foundation. In addition to donating her time and services, she wants to donate more money.

So, it’s going to cost more to produce the custom calendars she wants to sell.

In this case, the price of the calendar probably won’t matter to the people that buy it, either. There is no other calendar, anywhere, that will compare with hers, especially for the families of the babies who will be featured in the portraits.

So, what does that have to do with promoting my business by writing a book?

Hold your horses, partner. I’m getting to that.

In her case, her expertise is in creating beautiful portraits. So, a calendar makes a great way for her to show her expertise and raise money for the organization she wants to support.

Since she has demonstrable expertise and talent in her niche — creating photographic portraits of babies — she could probably also demonstrate her expertise by writing some short books about the subject. It would give her a good chance to educate her clients in advance of the sessions, would serve to differentiate her from her competition, and also would help other photographers improve their skills, too.

To me, that sounds like something that is worth doing.

Any time you can educate your prospects and clients and differentiate yourself from your competition, you are increasing the odds of earning more profit.

If she does decide to write and sell those books, I think Lulu is a good choice for publishing them as real, physical books, downloadable ebooks, and epubs that can be sold or given for free for people to read on their phones, iPods, iPads, Kindles, Nooks, etc.

I think it would be good marketing on her part — provided that she writes really good books! That’s the key to this. She has to establish her expertise. She does that, already, by showing her portraits on her website, blog, and Facebook. The books would extend her “exposure” (pardon the pun) by showing her attitude and thought processes, and by helping readers do a better job in their own portrait photography.

And — don’t discount this — it never hurts to be “the guy that wrote the book” on a particular topic.

Expertise Sells.

Did you know that about 80% of people don’t consider price as the most important factor when making their decision to purchase, and from whom?

Establishing expertise is one way you can “rise above the pack” of your competitors and sell your own services at a higher price, and many of your prospects will willingly purchase at the higher price.

But, to do that, you have to demonstrate that there is a difference between you and your competitors. That’s where writing a book can be important.

(Of course, there is a small danger that you’ll educate your competition, too, but that’s probably not much of a problem as long as you continue to develop your skills and stay ahead of them.)

Plan ahead

If you’re going to write a book and you’re going to publish it at Lulu, then be sure to write it so that it will fit one of their formats! It makes sense to establish the format of your book before you write it, rather than having to go back and change it when you find that you’d rather it be a different size.

If you’re going to create an epub, the same thinking applies. Learn about the final product before you start writing.

Already have a book?

If you already have written a book, then you’ll need to modify it to match the format that Lulu requires. You’ll have to do some reworking, most likely.

Promote your business — and yourself

If you really do have expertise in a particular niche or subculture, then spread the word! Let your clients and prospects know about it! Don’t just tell them you know it, show them.

Write a pamphlet or a full book on the subject. Demonstrate what you know and educate your prospects before they become your clients.

One caveat: Make sure the contents, format, and look of the book reflect and enhance your expertise in your niche. If the book comes across as boring, unorganized, or unprofessional, do not publish it! Either rewrite it or scrap the idea.

The same holds true for the appearance of the book. The same information can be presented in some sheets of paper stapled together, as sheets of paper in a customized 3-ring binder, as a wire-wrapped book, or as a paperback or hardback bound book. They can have a simple or a professional cover. They can have a table of contents and an index, or not.

Make sure that the format in which you present the information matches the style and feelings for which you strive in your business.

If you’re going to do it, do it right. Make sure the tone of the presentation is as close to what you’d say if you were talking in person with your best customer or client. Make sure the quality and presentation of the book matches the style of the products and services you deliver to that best client, too.

Make the book an asset, not a liability.

Open a free account at Lulu

It’s free to open an account at Lulu and to learn how their services work. Some of their services are free and others are reasonably priced — and you can choose which ones you need, based on what you want to do with your book, calendar, or whatever you create.

To get started, click the Lulu logo, below…

They have a community of members and lots of services that can help you create and publish your work.

You can experience their sales process by buying a book from their marketplace and/or downloading an ebook.

Lulu receives on average 1,000 new independent book titles every week. Their authors can be found on the world’s largest book marketplaces, such as Lulu, Amazon, Barnes & Noble, eBay, and Google Book Search.

With some work, you can be one of those authors.

My projects

Over three years ago, I was starting to get serious about publishing on Lulu, and I uploaded a free ebook (actually a newsletter from one of my sites) as a test. I never got around to taking it down. If you’re interested, (why would you be?), here’s the Spring 2008 edition of my Act On Your Dream! newsletter.

I planned on writing more — and better — newsletters and books, but life and death got in the way. Now that I’m back on track, I’m looking forward to putting more items, of better quality, in my lonely little store!

By the way, I have completely forgotten everything I learned about self-publishing on Lulu, so when I finish my new business plan and marketing plans, I’ll start relearning how to use Lulu. I may even ask you for advice!

A year from now, I plan to have a few more newsletters and maybe a short book or two.

(My cousin challenged me to write a romance novel and she keeps prodding me to get to work on it. It’s going to be interesting to see if a guy who knows practically nothing about romance can write a novel that won’t make you cringe when you read it. The working title is, “The man with no clue.” That pretty much describes me when it comes to romance novels. I happen to think that writing is writing and it’s not that much different to write a romance as it is to write a persuasive marketing piece, and somehow — I don’t remember the details — I found myself challenged to put up or shut up. Who knows? I may even finish it. It’ll be a very short novel! If I do finish it, I’m then going to see if I can sell it. See, Jacque, I haven’t forgotten! Love ya. Hugs.)

There’s lots to do. It’s going to be a very busy year!

Lulu affiliate program

Lulu’s affiliate program is administered through the Google Ad Network.

What do you think?

If you’re an affiliate marketer, you may be interested in their affiliate program.

If you’re an author or business owner, you may be interested in publishing your work through them.

I’m interested in both.

Act on your dream!

JD

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This is a good time to think about promotional products and marketing your business

September 8, 2008 by John Dilbeck · 6 Comments
Filed under: Advertising and Marketing, Affiliate Marketing, Promote Yourself, Promotional Products, Squidoo Lenses 

If you own or manage a company, now is a good time to think about using advertising specialty products to promote your business.

Always remember, if you don’t use promotional products to market your business and the products and services you offer, you’re giving your competitors a free pass. Some of them are definitely promoting their companies with products featuring their name, address, phone number, website, special offers, and possibly their company logo.

My mechanic doesn’t have business cards, but he does have ball-point pens with all his contact information. The car towing business a couple of miles away gives out small calendars that are just the right size for keeping in your car.

What are you doing to thank your customers for their business and to remind them on an on-going basis that you are still in business and would be happy to serve them in the future?

Seasonal marketing opportunities

In the USA, Thanksgiving is a good time to show your customers that you are thankful for them and their business.

Most companies send out corporate gifts, cards, calendars, and other advertising specialty items in December, just before Christmas. If you thank your customers in November, just before Thanksgiving, then you may get more of their attention because you’ll be competing with fewer other businesses.

Some of us think Thanksgiving is a better time to thank your customers than Christmas and it avoids all the other issues and stressful days that many people experience in December.

Christmas gifts are a traditional time to show your appreciation, too. Gifts of food, candy, cookies, cheese, etc., are popular.

Giving gift baskets to your best clients and customers is a tradition that seems to be growing in some markets. They are appreciated when those clients have holiday parties of their own, and everyone loves a snack during the holidays.

This is also the time that many companies give products with their logos to individual customers to thank them for past business.

New Years Day is also the start of a new business year. Calendars are great for reminding your customers about you.

Most companies don’t wait until January to give out calendars, however. Most start distributing them in November. September is a good time to place your order for calendars, because many companies offer discounts on calendar purchases in early September.

Put your company logo and contact information right into the hands of people who have already purchased from you or who fit the same profile as your best customers.

While promotional products are popular year-round, they are especially popular in the last four months of the year.

Now is the time to think about your marketing plan and how you want to thank current customers and how you will prospect for future customers in the coming year.

There are many places where you can purchase promotional products and some have affiliate programs that pay well.

I have a Squidoo lens, Promotional Products, with links to VistaPrint and Branders. You can purchase by clicking on the links on that lens.

VistaPrint

VistaPrint started out by offering inexpensive full-color business cards, but they have expanded their services considerably over the last couple of years.

Summer Clearance - Save up to 90%

Today, as I write this, VistaPrint is running their end of summer clearance special and you can save substantially on items you can use to promote your business.

If you do nothing else, you should take advantage of their free offers.

Branders

Branders is more of a traditional promotional products company and you can get your company logo and/or other contact information on thousands of popular products.

Branders.com

If you have an affiliate marketing business, you can apply as an affiliate at their websites. VistaPrint uses Commission Junction to manage their affiliate program. Branders manages their own affiliate program.

Promote Yourself

Every company needs to promote itself. There’s no doubt about that.

At the very least, you need to hand out business cards to all your prospects and customers. I’ve bought thousands of business cards from VistaPrint and I hand them out like they’re free. Actually, they can be free. Click the VistaPrint graphic link, above, to find out how you can get free advertising products from them.

What are you doing to promote your business?

Act on your dream!

JD

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