Announcing Our Next Chapter

(Posted on Tuesday, August 9, 2022)

We’re thrilled to announce the next chapter of Amplify Publishing’s story: for the first time, our six imprints have been brought under the umbrella of Amplify Publishing Group (APG). With this rebrand comes fantastic additions to our leadership team, a comprehensive new website dedicated to the APG mission, and upcoming initiatives that further our commitment to providing the best author services in the industry.

Joining our board as chairman is Josh Linkner. Linkner is the founder and CEO of five tech companies, an internationally recognized expert on innovation, a New York Times bestselling author, and the founder of ImpactEleven, an industry-leading keynote speaker training organization. With significant contributions and experience in business development, Linkner is looking forward to helping shape the next generation of APG authors. 

Eric Schurenberg will also be joining APG’s board as editor-in-chief. Schurenberg is a media executive, award-winning journalist, and the former CEO of Mansueto Ventures, which owns Inc. and Fast Company media properties. Dedicated to fighting misinformation and polarization, Schurenberg has a vested interest in acquiring business, politics, and other thought-provoking titles.

From humble beginnings to our new leadership team, we’ve come a long way. We were founded in 2003 with the publication of a single book by our CEO, Naren Aryal. In the twenty years since, we have published bestselling titles by thought leaders, changemakers, and subject matter experts; secured coverage in major news outlets such as the New York Times, Wall Street Journal, Forbes, Time, Business Insider, and Good Morning America, among others; and established ourselves as a premier hybrid publisher. 

Through our evolution, APG has been and continues to be dedicated to amplifying voices that need to be heard. We’re proud of the books we’ve published and the authors we’ve supported over the last twenty years, and we’re looking forward to the decades to come. 

Our new website is home to information about our publishing process and comprehensive services, our six imprints, and our many exceptional authors. The new APG bookstore includes Amplify Publishing, RealClear Publishing, and Tagged Publishing front and backlist titles, while our Mascot bookstore includes titles from Mascot Books, Mascot Kids, and Subplot Publishing. 

To join us on this new chapter of our journey, follow us on social media or explore our website.

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What Makes a Good Interior Design? What to Expect During the Design Process

(Posted on Wednesday, March 24, 2021)

Once the writing and editing of your book have been completed and a cover concept selected, the next step is solidifying an interior design. Though interior design may seem straightforward, the process is far more intentional than simply placing words onto pages and starting the presses. A strong interior design should always complement the cover design, and takes into account content, genre, and any included graphics. Making reading an easy and pleasurable experience is why design is an important step in the publishing process.

So, what are the nuts and bolts that make up a strong interior design? There are several hallmarks to keep in mind.

Reads Well. Readability is the ultimate goal for a book’s interior and, as previously mentioned, a good design will allow the reader to effortlessly fly through the pages. Crowded text, messy graphics, and not enough visual negative space yields to a cumbersome reading experience. A good balance between visuals, negative space, and appropriate font selection ensures an approachable book that encourages readers to keep reading and communicates information effectively.

Complements Cover Design. The interior should be a natural extension of the cover, and as such, their styles should complement each other. You don’t want your reader to open your book and be surprised by what they see. An example of good design is in Melissa Agnes’s book, Crisis Ready: Building an Invincible Brand in an Uncertain World, which uses negative space to convey peace and calm on the cover and interior.

Follows Industry Trends. An outdated interior design is a sure way to immediately convey to the reader that your content may be antiquated as well. A modern interior design that is indicative of your content and genre is always recommended.

Producing a finalized set of files that are printer-ready requires several rounds of editing. After the cover has been completed, the design team lays out the first few chapters of the book into a sample interior design, called a test layout. The design team and the author discuss any edits to be made before the team locks in the design. Then, it’s on to the full book layout.

Once the full manuscript is laid out according to the agreed-upon design, the author is given the opportunity for one final read-through for any final, minor changes. In-line changes to the text are accepted here, but major rewrites are highly discouraged (and sometimes impossible without re-laying out the book). Too many significant changes disrupts the design process, slows down production, and can cause reflow from page to page.

Once all final edits are incorporated and the files have been signed off on, the book is ready to go to the printer.

Interior Design In-Depth
Major design elements include font, font size, header selection, chapter openers, running footers, and other stylistic elements (if applicable) such as charts, graphs, and photos. Your publisher will likely provide you with their recommendations in each of these areas. An experienced design team will have experience working with all these elements, and come up with a design tailored to your book’s needs.

As the CEO at Amplify Publishing, RealClear Publishing, and Mascot Books, Naren Aryal advises authors, thought leaders, and organizations on the opportunities and challenges that exist in the evolving publishing world. He’s guided the company’s growth from a single children’s book in 2003 to becoming one of the fastest growing and most respected hybrid publishing companies in the world. Today, Amplify Publishing is a leading nonfiction imprint specializing in “big ideas” from experts in business and politics, and Mascot Books publishes hundreds of books a year across all genres. RealClear Publishing, a joint venture with RealClearPolitics, redefines the political book marketplace by magnifying the voices of senators, advocates, and analysts to shape the national conversation.

Prior to entering the world of books, Naren worked as a lawyer, advising technology companies in the Washington, D.C. area. He holds a B.S. in Finance from Virginia Tech and Juris Doctor from University of Denver. Naren frequently speaks at publishing and business events about the importance of developing compelling content and a robust author platform. He is also the author of How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform.

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Book Marketing for Thought Leaders: Reviewing 2020 and Looking to the Future in 2021

(Posted on Friday, February 5, 2021)

Let’s say you just spent two years hard at work writing a book. Brainstormed, outlined, wrote, edited, re-wrote, re-edited, and finally had a book you were eager to share with the world. At some point in late 2019 or early 2020, you got your hands on an advance copy…and you were beyond excited for your publication date, which was set for March 2020. This book was to be the key to further establishing yourself as an expert in your industry. In addition to earning royalties on book sales, you were excited to have your book be a critical element of your overall platform and content game plan, opening doors for new opportunities such as speaking and consulting arrangements. Everything’s going great until, exactly one week after your launch, the world stops in its tracks because of a global pandemic. Of all the things book launch-related to worry about, contingencies for a global pandemic were likely not on anyone’s radar.

Let’s recap what happened in 2020:
As it became clear the pandemic wasn’t going to reach a speedy resolution, books started trickling out in the summer and the latter half of 2020. Many meticulously scheduled marketing plans were thrown out the window.

-Live events were canceled. This included speaking gigs, conferences, book talks, launch parties, author readings, and book signings.

-Webinars and virtual events became more crucial than ever for author-reader connection, and many occurred in late spring.

-Content accompanying book launches also became more important than ever. Authors competed with the rest of the digital world for attention and needed to deliver unparalleled value.

-Brick-and-mortar bookstores saw already-declining sales for business and thought leadership titles nosedive. Amazon, on a continuous upward trajectory, became even more important. Amazon keywords campaigns increased in importance.

Case study: Invisible Solutions: 25 Lenses that Reframe and Help Solve Difficult Business Problems (March 3, 2020)
Stephen Shapiro, author of Invisible Solutions, is a highly sought-after professional speaker on the topic of business innovation. When the pandemic hit right as his new book hit the market, he pivoted to digital promotion. This meant virtual speaking engagements and releasing more video content. He created a videobook by adapting information from Invisible Solutions into a YouTube format. He also started a podcast, the Invisible Solutions Podcast. Was it ideal? Nope, but he didn’t let a pandemic stop him in his tracks.

“I was already shifting to virtual events and platforms before the COVID-19 pandemic hit,” Shapiro said. “I accelerated my business plan to more than just replicate the live experience, but to improve it while remote.”

Now, let’s look ahead to 2021:
Nobody knows for sure what 2021 will hold for book marketing, though we anticipate live book launches to slowly start returning toward the end of the year. Though there are too many variables to say with certainty, we do anticipate a stronger emphasis on virtual promotion is here to stay.

What does a good 2021 marketing strategy look like?
A good 2021 strategy should incorporate the same qualities any book marketing campaign does: flexibility, creative thinking, and problem-solving. Be sure to add more virtual elements to your marketing plan. Online events that allow you to talk about the book and make connections should be your focus.

Authors with a 2020 or 2021 release shouldn’t stop their efforts after a few months, either. As the average lifespan of a book is one to two years, marketing should continue post-pandemic. Milestones like cover reveals and release date announcements can continue on social media, and award submissions are active as usual. The more you promote your book beyond its first six months, the more likely it is to reach its target audience.

Launching a book in 2020 seemed an impossible mountain to climb, but authors managed to adapt and carry on. 2021 will likely require authors to meet additional unseen challenges. A return to in-person marketing is hopefully on the horizon, but for now, virtual promotion is key to a book’s success.

As the CEO at Amplify Publishing and Mascot Books, Naren Aryal is a recognized publishing industry expert. Naren advises authors, thought leaders, and various organizations on the opportunities and challenges that exist in the evolving publishing world. He’s guided the company’s growth from a single children’s book in 2003 to becoming one of the fastest growing and most respected hybrid publishing companies in the world. Today, Mascot Books publishes hundreds of books a year across all genres, and Amplify Publishing is a leading nonfiction imprint specializing in “big ideas” from some of the most reputable names in business and politics.

Naren frequently speaks at publishing and business events about the importance of developing compelling content and a robust author platform. He is also the author of How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform.

Prior to entering the world of books, Naren worked as a lawyer, advising technology companies in the Washington, D.C. area. He holds a B.S. in Finance from Virginia Tech and Juris Doctor from University of Denver.

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Indexing: Turning a Book into a Timeless Resource

(Posted on Monday, January 25, 2021)

A potential reader searching for a book on particular topics and wanting to know how deeply a book covers them will often look at the index. An index gives the reader a sense of the breadth of topics—all the way down to the specifics—that they’ll benefit from, as well as serves as a useful reference for interacting with the book for years to come. It may be an important part of a reader’s decision to add the book to their shopping cart and pick it up again after their initial read, increasing its value over its lifetime.

Books that benefit from an index

Indexes are typically found in nonfiction books, especially those that include reference or technical material. If a title includes topics specific to a certain subject area or industry that the reader may want to return to for quick reference, or if the title includes important keywords that could be used for research, the author should consider including an index. Not all nonfiction titles need an index, however. Narrative nonfiction titles, such as memoirs, do not require one as they do not serve as resource material.

The indexing process
The indexing process is one of the final steps in production before the book is sent to the printer. Indexing can only occur once the full PDF is finalized as final page numbers are needed in order to produce a properly paginated index. Changes after the indexing process is complete could result in layout reflow, causing key terms to shift to different pages and rendering the index inaccurate.

Indexing is typically completed by professionals who have been trained in the skill and, while straightforward from the outside, requires expertise on behalf of the indexer. The indexer reads through the entire book and identifies key words and phrases they anticipate will be important to readers. Indexing is subjective, but all indexers approach the book with the target reader in mind. Some indexers utilize a hybrid of indexing technology in addition to a manual read-through.

When the index is complete, the author receives the final draft of key terms and their associated page numbers for inclusion at the back of their book.

Author involvement
Author involvement for indexing is usually minimal, though depends on the author’s preference. While an author may supply a preliminary list of key terms to the indexer prior to indexing commencing, most authors prefer to let the process unfold without their input and trust the indexer—a trained professional with an unbiased eye—to identify what will be most helpful to readers.

After the completed index has been delivered, the author reviews it and can choose to add or drop terms from it. Adding entries requires going back to the indexer and can add time and cost to the production process. Dropping terms is easier, and can be done without the indexer’s involvement.

Indexing is a consideration authors should begin thinking about during the acquisitions process, as it is a fairly costly endeavor. An index costs a few thousand dollars, depending on the needs of the individual book.

The cost is often worth it, though: an index often increases a book’s use and value, helping it become a staple on a reader’s shelf or a go-to text on the subject matter.

As the CEO at Amplify Publishing and Mascot Books, Naren Aryal is a recognized publishing industry expert. Naren advises authors, thought leaders, and various organizations on the opportunities and challenges that exist in the evolving publishing world. He’s guided the company’s growth from a single children’s book in 2003 to becoming one of the fastest growing and most respected hybrid publishing companies in the world. Today, Mascot Books publishes hundreds of books a year across all genres, and Amplify Publishing is a leading nonfiction imprint specializing in “big ideas” from some of the most reputable names in business and politics.

Naren frequently speaks at publishing and business events about the importance of developing compelling content and a robust author platform. He is also the author of How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform.

Prior to entering the world of books, Naren worked as a lawyer, advising technology companies in the Washington, D.C. area. He holds a B.S. in Finance from Virginia Tech and Juris Doctor from University of Denver.

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Consolidating the Traditional Publishing Industry: What Will This Mean for Authors?

(Posted on Monday, December 21, 2020)

Penguin Random House parent company Bertelsmann announced on November 25 that they will be purchasing Simon & Schuster for $2.175 billion, further consolidating the “Big Five” trade publishers into the “Big Four.” The deal will create what many are already calling a “megapublisher.” What does this mean for current and future authors?

Deal or no deal
The merger between PRH and S&S will likely take about a year to close, and many have concerns about whether the deal will go through due to possible legal issues. The Authors Guild released a statement criticizing the potential increase of PRH’s market share, which would rise to between 18.4% and 33% of all book units sold if the merger is completed. They have called on the Justice Department to challenge the deal and all future consolidation between publishing houses. The Guild was joined by the American Booksellers Association and the Association of American Literary Agents, both of which noted the loss of a traditional publishing choice for many authors.

What stays the same
While critics of the deal have been vocal about the way it will change traditional publishing, there are some constants authors can expect.

Retaining Core Identity. PRH CEO Markus Dohle stated that the company has previously demonstrated its ability to “successfully unite company cultures and prestigious publishing teams while preserving each imprint’s identity and independence,” referring to the merger of Penguin and Random House in 2013. Editorial autonomy will remain with each imprint’s publisher, so it is possible little change could trickle down to authors.

What changes
Many authors are wary of the PRH-S&S deal based on the history of consolidation in traditional publishing.

Lower Advances. With fewer competitors, PRH-S&S is more likely to acquire the books it wants for a lower advance. Imprints under the same parent company often don’t bid against one another, so the merged company has less incentive to offer higher advances to authors as there will be fewer imprints competing in auctions. Lower competition and fewer bids for authors mean smaller advances.

Less Diversity of Books. Different publishing houses choose to publish different projects. With fewer voices in traditional publishing, the range of published books will become more homogenous. Big Five publishers are more likely to focus on acquiring fewer books that are sure to sell, offering higher advances to secure those deals rather than taking many chances on “riskier” deals by debut authors. This trend has not gone unnoticed. An op-ed in the Los Angeles Times noted this merger comes at a moment where diversity in America is a focus, and an op-ed in The Atlantic raised concerns about preserving democracy through the diversity of thought. The Association of American Literary Agents echoed this in their statement by arguing the deal will “diminish the diversity of viewpoints and the vibrancy so essential to the future of books.” If a lack of diversity ensues, even more authors will be excluded from traditional publishing avenues.

What does this ultimately mean for authors?
It will likely become more difficult for authors to secure a traditional publishing deal in an already-competitive market. Professional writer and publishing industry commentator Josh Bernoff argues that “basically, as an author, you have to take more responsibility than ever before for your own books.” If the merger goes through, pursuing traditional publication through a Big Five publisher may be a less attractive option for authors. Authors may turn to alternative publishing options such as:

Independent Presses. Indie presses may give more time and attention to each author even if they can’t promise a big advance.

Self-Publishing. Promising total creative control, self-publishing is an option for the author who is willing to produce the book themselves in totality in order to retain full creative freedom.

Hybrid Publishing. Hybrid publishing bridges the gap between traditional and self-publishing, and appeals to authors who want the guidance of publishing experts yet have the final say on their book.

Whether or not the Bertelsmann acquisition of Simon & Schuster will go through remains to be seen. The merger of two large traditional publishers has drawn attention and speculation as to what it means for the future of publishing. What’s certain, though, is that the future of alternative publishing options has never looked brighter for authors of all genres.

As the CEO at Amplify Publishing and Mascot Books, Naren Aryal is a recognized publishing industry expert. Naren advises authors, thought leaders, and various organizations on the opportunities and challenges that exist in the evolving publishing world. He’s guided the company’s growth from a single children’s book in 2003 to becoming one of the fastest growing and most respected hybrid publishing companies in the world. Today, Mascot Books publishes hundreds of books a year across all genres, and Amplify Publishing is a leading nonfiction imprint specializing in “big ideas” from some of the most reputable names in business and politics.

Naren frequently speaks at publishing and business events about the importance of developing compelling content and a robust author platform. He is also the author of How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform.

Prior to entering the world of books, Naren worked as a lawyer, advising technology companies in the Washington, D.C. area. He holds a B.S. in Finance from Virginia Tech and Juris Doctor from University of Denver.

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When Hiring a Ghostwriter is the Correct Editorial (and Business) Decision

(Posted on Thursday, November 12, 2020)

You’re a thought leader and recognized expert in your field. Your audience enjoys your blogs, your videos, and your social media presence. Your influence is growing. And to keep the momentum going, you’ve decided to add a book to your platform and share your big idea with the world.

What’s the next step? For many, it’s finding a qualified ghostwriter.

So, let’s dispel some myths about ghostwriting here and now. It’s not cheating. It’s not unethical. It’s actually rather common. We estimate half of Amplify Publishing titles utilize the service of ghostwriters. And the other half rely on writing coaches, book doctors, copyeditors, and proofreaders. But today, let’s examine the world of ghostwriting and when it makes sense for you.

Why consider hiring a ghostwriter?
There are several areas in which a ghostwriter can add value and is worth considering:

Editorial quality. Poor quality writing undermines your credibility. Even if you can write, be honest with yourself: Is your writing of the utmost quality? Do you have the objectivity to persuade readers who aren’t already sold on your ideas, as you are? If you’re not sure how well you can represent yourself while writing, it may be in your interests to consider editorial help, be that a ghostwriter or some level of editing.

Time. Even if your writing is top-notch, you still might not have time to sit down and commit to writing a manuscript. Even a modest manuscript might be a six-month project. If you’re running a company or traveling for speaking engagements, you might be too busy. A book project is a time investment as well as a monetary investment, so be realistic with your schedule and whether you can take on another project right now.

Efficiency. Maybe you can write as well as any ghostwriter, but it takes you ten times longer to write one chapter than it would for them. A ghostwriter can step in and add speed while maintaining a quality product. For my book, How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform, I knew I could write well, but knew I couldn’t go to market without some help from Tim Vandehey, who did the heavy lifting on the writing. A professional isn’t just for those who have no time; it’s for those who value the time they have.

What is it like to work with a ghostwriter?
The ghostwriter and the named author spend a lot of time together. Brainstorming sessions, outlining, in-depth interviews wherein ghostwriter picks the author’s brain and develops a sense of their written “voice.” You don’t need to be in the same city, but an initial face-to-face meeting often produces the best writer-client relationship. The style of the meeting depends on you and the writer.

The continued level of involvement after the initial meetings is up to the named author. Maybe you want to be hands-off and just have the ghostwriter send you a completed manuscript. Perhaps you want to take an active hand in shaping the book. Many ghostwriters have a process of developing ideas and structuring the book, and the named author needs to be comfortable with that process beforehand. However the ghostwriter handles it, they will ensure they are staying true to the roadmap you laid out in the preliminary interviews. Understanding this process upfront creates the best working relationship.

What are the costs associated with hiring a ghostwriter?
There is a wide range of budgets involved in hiring a ghostwriter. The price depends on attributes like the ghostwriter’s experience, their credits, and any special circumstances like the complexity of the book or the turnaround time. We’ve worked with ghosts whose fee ranged from $10,000 on the low end to $100,000 on the high end—that’s a reality. But we are always able to find a ghostwriter within the budget of the named author.

Ghostwriting often stirs up negative associations, but it’s a crucial part of the book production process for the majority of successful authors. A great ghostwriter will provide the editorial quality and efficiency it takes to get a book done well and help you achieve your publishing goals.

As the CEO at Amplify Publishing and Mascot Books, Naren Aryal is a recognized publishing industry expert. Naren advises authors, thought leaders, and various organizations on the opportunities and challenges that exist in the evolving publishing world. He’s guided the company’s growth from a single children’s book in 2003 to becoming one of the fastest growing and most respected hybrid publishing companies in the world. Today, Mascot Books publishes hundreds of books a year across all genres, and Amplify Publishing is a leading nonfiction imprint specializing in “big ideas” from some of the most reputable names in business and politics.

Naren frequently speaks at publishing and business events about the importance of developing compelling content and a robust author platform. He is also the author of How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform.

Prior to entering the world of books, Naren worked as a lawyer, advising technology companies in the Washington, D.C. area. He holds a B.S. in Finance from Virginia Tech and Juris Doctor from University of Denver.

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The One-Pager: Quick Brainstorming to Begin Writing Your Book

(Posted on Thursday, October 15, 2020)

You’ve got a brilliant book idea. You’re ready to start writing, but sitting down and banging out an outline or first chapter is intimidating—it’s hard to know where to start. A good place to begin is what we call the “one-pager.” A one-pager is a short piece of writing that helps you organize your content and gives you a road map for the next steps in the editorial process. It’s valuable to you and it’s valuable to the person receiving it, whether that be an editor, writing coach, literary agent, or acquisitions professional from a publishing company.

The meat of the one-pager
There are some key topics you should address in your one-pager. Thinking of a title, subtitle, and specific genre are all helpful, but not critical at this stage. Sometimes, a draft manuscript will inform the perfect title and subtitle, and in other cases, a title and subtitle can be a road map for writing. Here’s what’s critical at this stage:

Synopsis. What is your big idea? What value will the reader get from reading? Almost as importantly, what is the book not intended to be? The synopsis is a summary of what you want your book to say and its key takeaways. Although it will likely change as you write, a drafted synopsis now provides a foundation for a first draft later.

Target audience. Sometimes an author will reach out and say, “Everyone will love my book!” That’s a red flag. When I hear that, I think, “The author hasn’t determined a target market.” And that will undermine a project from the beginning. Imagining the value your book will bring to a certain group of people makes it more targeted. It’s easier and more effective to market to, say, proponents of youth football as Merril Hoge did in Brainwashed: The Bad Science Behind CTE and the Plot to Destroy Football, millennials as George Kroustalis did in Secrets to Becoming a Financial Badass, or business leaders looking for innovative solutions as Stephen Shapiro did in Invisible Solutions: 25 Lenses that Reframe and Help Solve Difficult Business Problems.

Call to action. What should your reader do after they have read your book? Your book should have at least one major takeaway that prescribes change on an individual, societal, or industry level. This can be as simple as arguing a more successful employee wakes up at 5 a.m. every morning or as complex as proposing large-scale economic or social change.

Goals. What’s your goal in writing this book? Think ambitiously, but realistically. Becoming a New York Times bestseller is probably not feasible, and that should rarely be your “why.” What we hear more often are things like, “I have a slightly different take on a political issue of the day,” “This book will solidify my position as a thought leader or recognized expert in the field of generational difference consulting,” or “This book will lead to more speaking opportunities and wealth advising business.” Those are all great reasons for publishing a book. Your goals should align with your book’s message and be achievable.

What comes next after the one-pager?
Having a completed one-pager is a launch point for the following possible options:

-Table of Contents. A table of contents is a “how” to the one-pager’s “what”—if a one-pager provides an overview of what you are saying, the table of contents is a plan for how to make your point.

–Outline. A document more detailed and expanded than a table of contents, the outline builds off and expands on the one-pager’s main ideas.

–First chapter. The one-pager covers the major topics in your book so you know where to begin writing and what will capture readers’ attention.

-Full-blown book proposal. A book proposal is the document used to pitch your book to literary agents and publishing houses. It usually includes an analysis of the following: the book’s content, target audience, author bio, marketing platform, comparative title analysis, table of contents, and a sample chapter or two. A one-pager can aid your book proposal by providing a first-draft synopsis and focusing your ideas on each of these topics.

The end product
Your one-pager doesn’t have to be a formal document that addresses all the topics above line by line. It can take whatever format works for your brainstorming process. These guiding ideas can prompt your thinking on central ideas and make the blank page a lot less intimidating by giving you a place to start. Once you have the main ideas down on paper, your book has a platform from which it can launch.

As the CEO at Amplify Publishing and Mascot Books, Naren Aryal is a recognized publishing industry expert. Naren advises authors, thought leaders, and various organizations on the opportunities and challenges that exist in the evolving publishing world. He’s guided the company’s growth from a single children’s book in 2003 to becoming one of the fastest growing and most respected hybrid publishing companies in the world. Today, Mascot Books publishes hundreds of books a year across all genres, and Amplify Publishing is a leading nonfiction imprint specializing in “big ideas” from some of the most reputable names in business and politics.

Naren frequently speaks at publishing and business events about the importance of developing compelling content and a robust author platform. He is also the author of How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform.

Prior to entering the world of books, Naren worked as a lawyer, advising technology companies in the Washington, D.C. area. He holds a B.S. in Finance from Virginia Tech and Juris Doctor from University of Denver.

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Moving Forward with a Foreword: How to Get the Ultimate Endorsement

(Posted on Wednesday, September 30, 2020)

P.V. Kannan’s book The Age of Intent: Using Artificial Intelligence to Deliver a Superior Customer Experience had all the elements necessary to make an impact. P.V. is a respected technologist and entrepreneur with expertise in artificial intelligence (AI), the cutting-edge technology widely predicted to transform the business world. P.V.’s book had great case studies, great research, and a great design. What else could the book possibly need to take it over the top? A killer foreword. A valuable foreword can enhance an author’s credibility and a book’s marketability.

That’s when the brainstorming started. P.V. curated a wish list of names: CEOs, technologists, bestselling authors, and Thomas L. Friedman, the influential columnist from the New York Times. Friedman is a three-time Pulitzer Prize winner and internationally renowned for his reporting on the Middle East, foreign affairs, globalization, and the environment. P.V. crossed paths with Friedman in 2004 while Friedman was shooting a documentary on outsourcing for the New York Times and Discovery and has been featured in his books The World Is Flat and That Used to Be Us.

The ask:

P.V. waited until his book had a final cover design and was nearly finished with researching and editing. Then he gave Friedman a copy of the manuscript and asked whether he would consider contributing a foreword if he was impressed.

Friedman has all the qualities of a great foreword writer. He has 1) name recognition, 2) a well-respected and established platform, and 3) a willingness to promote the book. Not only did Friedman deliver an engaging foreword that provided a thorough overview of the current boom in AI technology and P.V.’s expertise on the subject matter, but he also wrote a column about The Age of Intent’s subject matter, “A.I. Still Needs H.I. (Human Intelligence) for Now,” using his own and NYT’s channels to get word out about the book. The book also received attention in other outlets. For example, P.V. Kannan and his coauthor, Josh Bernoff, later wrote two articles on AI for the Massachusetts Institute of Technology’s Sloan Management Review titled “The Future of Customer Service Is AI-Human Collaboration” and “Four Challenges to Overcome for AI-Driven Customer Experience.”

How do I get a foreword?

There are two types of people you can solicit for forewords: people you know, and people you don’t.

People you know are the easiest people to ask for a foreword. They are already in your network, and you have the relationship to reach out and ask for their contribution. They may not even ask to see the manuscript or table of contents.

The network of people you know may not be direct contacts. You can tap into the connections of your publisher, book publicist, or ghostwriter to see who they could introduce you to. Here at Amplify, Andrew Yang, the champion of universal basic income, provided a testimonial for Our Future: The Basic Income Plan for Peace, Justice, Liberty, Democracy, and Personal Dignity by Steven Shafarman. The CEO of Zoom, Eric Yuan, is writing a foreword for Paul Epstein’s forthcoming The Power of Playing Defense. And as a result of introducing them, Amplify author Tracy Maylett provided a foreword for another Amplify title in the works, The Virtual Events Playbook by Lee Deaner, Nick Zerby, and Stanley Saint-Louis.

People you don’t know are more difficult to secure, but not impossible. Usually, these people have expertise in the subject matter in your book and would garner attention. Research their contact information early, but plan to reach out later in the process if you don’t know them. In order to make a good impression, you will need to provide the potential foreword writer with the book’s cover image and two sample chapters at minimum. If possible, it’s best to send the manuscript in full along with a list of other notable people affiliated with the book, whether they are providing a testimonial for the back cover or are quoted in the text itself. Foreword contributors often welcome a draft or editorial ideas in advance, too, but only offer a draft if they are too busy to write it themselves.

The less connection you have, the more finalized you want the book to be so you have great material to share. And be prepared to wait for their response. When you don’t have an immediate connection to the person, it’ll take follow-up and patience to get them on board, but they can be worth the wait.

Start your search for people you don’t know by creating a wish list of people you would like to write the foreword. It’s good to aim high, but keep it reasonable. Do you know how many times authors have asked to secure Oprah, Ellen, or Elon Musk?

One question people often ask is if they should pay their foreword writer. The answer? No. Never. The writer is already getting something out of it: increased visibility.

Does my book need a foreword?

Authors ask us if they should have a foreword for their book all the time, and the answer is: it depends. Not every book requires one. Authors who are thought leaders, entrepreneurs, or subject matter experts benefit most from forewords. From the right source, the foreword will bolster the book’s credibility and can help with promotion and sales.

So, who is that right person? Think back to Thomas L. Friedman and The Age of Intent. The ideal foreword writer will have:

-Name recognition or be respected in their field
-A marketing platform greater than yours
-A willingness to use their platform to benefit your book

It’s rare to have all three of these checked like Friedman. If the potential foreword writer has one or two of these qualities, it’s probably still a good idea to move forward.

A well-written foreword should provide you with:

-An introduction to you and your book
-An anecdote or an application of what your book discusses
-A testimonial as to why readers should read your book
-Credibility in your subject area by association with the writer

To get a valuable foreword like The Age of Intent did, work your network of personal and professional relationships to find the right person who adds value to your book. Partnering with an advantageous foreword writer spreads your book far and wide and connects you with your target audience better. A foreword is one piece of the puzzle in launching your book’s success.

As the CEO at Amplify Publishing and Mascot Books, Naren Aryal is a recognized publishing industry expert. Naren advises authors, thought leaders, and various organizations on the opportunities and challenges that exist in the evolving publishing world. He’s guided the company’s growth from a single children’s book in 2003 to becoming one of the fastest growing and most respected hybrid publishing companies in the world. Today, Mascot Books publishes hundreds of books a year across all genres, and Amplify Publishing is a leading nonfiction imprint specializing in “big ideas” from some of the most reputable names in business and politics.

Naren frequently speaks at publishing and business events about the importance of developing compelling content and a robust author platform. He is also the author of How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform.

Prior to entering the world of books, Naren worked as a lawyer, advising technology companies in the Washington, D.C. area. He holds a B.S. in Finance from Virginia Tech and Juris Doctor from University of Denver.

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The Rapidly Changing Marketplace for Political Books

(Posted on Wednesday, September 16, 2020)

Bob Woodward, Donald Trump Jr., and RealClearPolitics make headlines in the 2020 Election Book Season

by Naren Aryal

As the November election approaches, we are in the heart of the political book season. And just like the election itself, the battle for readership is unlike anything we’ve witnessed before. There are a slew of titles from the large publishing houses that cycle in and out of the news, with the most recent entry being Rage by Bob Woodward.

Here’s what’s new and notable in the political book arena:

From the “Big Five” traditional publishing houses:
Rage by Bob Woodward revealed that President Donald Trump concealed the threat of the coronavirus from the American people, Live Free or Die by Sean Hannity argued against leftwing radicalism, and The Room Where It Happened by John Bolton accused Trump of colluding with Chinese officials to secure re-election. Each of them managed to secure media attention surrounding their publication date in an attempt to claim readers’ attention.

A recent self-published title:
Donald Trump Jr.’s new book Liberal Privilege: Joe Biden and The Democrats’ Defense of The Indefensible is markedly different from its contemporaries. Trump Jr. self-published Liberal Privilege on Tuesday, September 1 and, at the time of writing, was ranked #12 on Amazon and #30 in the Kindle Store. It claimed the #1 spot in the following Politics and Government categories: “Ideologies & Doctrines,” “Political Conservatism & Liberalism,” and “Nationalism.”

From the latest entrant into publishing, hybrid publishing:
RealClear Publishing, a new imprint of Amplify Publishing in partnership with RealClearPolitics and Gotham Ghostwriters, also has several political titles in the mix. Its hybrid model allows for a variety of authors to join the national political conversation while retaining creative control and an advantageous royalties split. Contract to Unite America: Ten Reforms to Reclaim Our Republic by Neal Simon prescribes ways to bring America back from the frenzy of political partisanship. From longtime advocate of basic income, Steve Shafarman, comes Our Future: The Basic Income Plan for Peace, Justice, Liberty, Democracy, and Personal Dignity, a book that discusses a potential plan for Universal Basic Income (UBI), a prominent policy that has taken center stage in the 2020 election. Andrew Yang, former Democratic presidential candidate and proponent of UBI, writes the foreword. And Bob Worsley, former Arizona state senator, in The Horseshoe Virus: How the Anti-Immigration Movement Spread from Left-Wing to Right-Wing America traces the origins of anti-immigration sentiment in the United States and urges for a return from extremism.

The Rise of Alternative Publishing

After hitting a home run with his first book, why would Trump Jr., or other respected authors, choose a non-traditional pathway to publishing this time around? Some reasons include:

• Speed to market. With the November presidential election looming, the time is ripe for political books. Trump Jr. turned his book around from draft to printed book in a matter of months, whereas traditional publishing usually takes at least a year.
• Creative control. Self-publishing means Trump Jr. can produce his book the way he wants it, without editorial or design interference. He’s beholden only to himself, and that means he can write anything (including typos on his book cover) and has total creative liberty.
• Potentially greater financial upside. Trump Jr. reportedly turned down the advance Hachette offered for Liberal Privilege. However, if he’s able to leverage his audience, he’ll do just fine with this second book and will receive a much high royalty percentage than he would have otherwise.

Access to readers is key for self-publishing and hybrid publishing success and has long been the biggest obstacle to self-publishing in the past. Author platforms don’t get bigger than Trump Jr.’s 5.5 million Twitter followers (not to mention his father’s 85.7 million). Trump Jr. has access to his readers and the counter-establishment mindset to reach them. RealClear Publishing’s platform taps into RealClearPolitics’s political news audience to make waves with its titles.

Of course, the appeal of traditional publishing has been high editorial quality, access to bookstores, and robust marketing support. But ever since Amazon came onto the scene in the early 2000s and rocked the publishing world, no longer is the only legitimate way to get an author’s book read by going traditional (and dealing with literary agents, acquisition editors, and bookstore buyers). Now anyone can upload a PDF to their CreateSpace and Kindle Direct Publishing services and create a sellable book.

The rules are different now, and Trump Jr. is just the latest in a long string of authors finding publishing success by pursuing alternative routes.

Here are a few others:

• Alex Berenson, former New York Times reporter, self-published Unreported Truths About COVID-19 and Lockdowns in June which hit #1 on Kindle.
• Marc Reklau self-published 30 Days: Change Your Habits, Change Your Life which became the #1 bestseller on Amazon.
• Andy Weir’s The Martian was originally self-published on his blog and then sold on Amazon for $0.99 before debuting at #12 on the New York Times Fiction Bestseller list.

But it’s important to draw a clear distinction between Trump Jr.’s approach to self-publishing versus the average self-published author. Trump Jr. likely retained experts to help him throughout the editorial, design, and printing steps of the publishing process, essentially opting into the hybrid publishing model. These are some critical book production tasks many self-published authors either neglect or don’t have the resources to do well.

The hybrid publishing model offers high editorial quality, premium book packaging, and widespread marketing and distribution, while keeping the advantages offered by self-publishing, such as copyright ownership. RealClear Publishing follows the hybrid model to give authors the combination of creative control and publishing industry knowledge. Typically, the hybrid model works best with authors who (1) are authorities in their field but want the advice of book experts, (2) ready to leverage their own emerging or established platforms for success, and (3) ready to be part of a collaborative experience.

To break away from the pack, authors used to have to chase traditional publishers for a book deal. Now, with alternate respected publishing pathways, there are new ways to remain prominent in the 2020 election discussion.

As the CEO at Amplify Publishing and Mascot Books, Naren Aryal is a recognized publishing industry expert. Naren advises authors, thought leaders, and various organizations on the opportunities and challenges that exist in the evolving publishing world. He’s guided the company’s growth from a single children’s book in 2003 to becoming one of the fastest growing and most respected hybrid publishing companies in the world. Today, Mascot Books publishes hundreds of books a year across all genres, and Amplify Publishing is a leading nonfiction imprint specializing in “big ideas” from some of the most reputable names in business and politics.

Naren frequently speaks at publishing and business events about the importance of developing compelling content and a robust author platform. He is also the author of How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform.

Prior to entering the world of books, Naren worked as a lawyer, advising technology companies in the Washington, D.C. area. He holds a B.S. in Finance from Virginia Tech and Juris Doctor from University of Denver.

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The Art and Science of Subtitles

(Posted on Wednesday, August 26, 2020)

If titles are hard to write, subtitles can be even harder. They are the meat of the title by telling the reader exactly what your book is about. While titles are short and creative, subtitles are longer and more literal. For example, the Amplify book The Age of Intent by P.V. Kannan has a title that is bold, attractive, and attention-grabbing. But what is the book actually about? You don’t know until its subtitle: Using Artificial Intelligence to Deliver a Superior Customer Experience. Now it becomes clear it’s a book about artificial intelligence and companies’ use of AI.

Subtitles establish a contact between the author and the reader. As an author, you’re promising a reader (or potential reader) that if they invest in you, they will increase their knowledge about a given subject matter, and by doing so, they will be better informed and will be able to achieve takeaways that will interest or benefit them. The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich, for example, offers three things to the reader: a better work schedule, freedom of movement, and wealth. Subtitles are nothing short of a promise, so crafting a good subtitle is crucial for your book’s success.

Tips for a Good Subtitle

1. Speak directly to your target market
2. Differentiate your book by revealing its niche or specialty in the book marketplace. Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not! by Robert Kiyosaki uses its subtitle to pinpoint its reader. Someone who is poor or middle class and wants to learn about the rich people’s financial philosophy is going to pick up his book. Remember, in order to speak to your target market, you have to have a clear understanding of who that is.

1. Keep Google and Amazon in mind

Thinking of the keywords and web searches readers will use to find your book and including those in your subtitle will maximize discoverability (a process called Search Engine Optimization, or SEO). Comparison titles can also be instructive in how to target your audience. Keep Amazon genres and subgenres in mind, too. For instance, Game Changer: The Story of Pictionary and How I Turned a Simple Idea into the Bestselling Board Game in the World

1. by Rob Angel fits into the Amazon subgenres “Board Games,” “Entrepreneurship,” and “Actor & Entertainer Biographies.” His subtitle addresses each of those categories to increase hits.

1. Escalate in value

If your subtitle is going to say something like “How to Turn Unreasonable Expectations Into Lasting Relationships” (as does the subtitle for Marketing to the Entitled Consumer by Nick Worth and Dave Frankland), make sure it escalates in value. You want to start with something less valuable that the reader wants to lose—“unreasonable expectations”—and end with gaining something attractive—“lasting relationships”. Ensure you’re tapping into the reader’s desire to achieve something great.

Pay attention to rhythm
A no-brainer, but critical. Subtitles should complement their titles. The famous title Freakonomics slides right into A Rogue Economist Explores the Hidden Side of Everything. Read your title and subtitle out loud together. Does it roll off the tongue? It should—if not, get back to the drawing board.

Whatever you choose for your subtitle, remember a good subtitle markets your book and enters into a contract with the reader. Craft them thoughtfully and they can yield great returns.

As the CEO at Amplify Publishing and Mascot Books, Naren Aryal is a recognized publishing industry expert. Naren advises authors, thought leaders, and various organizations on the opportunities and challenges that exist in the evolving publishing world. He’s guided the company’s growth from a single children’s book in 2003 to becoming one of the fastest growing and most respected hybrid publishing companies in the world. Today, Mascot Books publishes hundreds of books a year across all genres, and Amplify Publishing is a leading nonfiction imprint specializing in “big ideas” from some of the most reputable names in business and politics.

Naren frequently speaks at publishing and business events about the importance of developing compelling content and a robust author platform. He is also the author of How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform.

Prior to entering the world of books, Naren worked as a lawyer, advising technology companies in the Washington, D.C. area. He holds a B.S. in Finance from Virginia Tech and Juris Doctor from University of Denver.

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Promotion in a Pandemic?

(Posted on Friday, March 20, 2020)

The comparisons to life in the aftermath of September 11 to the current (and ever-evolving) challenges we face with the coronavirus COVID-19 are unavoidable. One of the post-9/11 moments etched in millions of American’s minds is the episode of Saturday Night Live that aired on September 29, 2001.

Surrounded by Ground Zero first responders, then-Mayor Rudy Guiliani opened the show, with Paul Simon performing “The Boxer.” At the end of this unprecedented cold open, show-runner Lorne Michaels asked Guiliani a simple question: “Can we be funny?”

Guiliani’s reply: “Why start now?”

In times of extreme uncertainty, it’s only natural to ask yourself if now is the right time to resume, especially when it comes to book promotion. The key is authenticity. Does your expertise lend itself to the situation at hand? Could it provide solutions? Or a path to much-needed distraction?

Last week, we gave an inside look into how Melissa Agnes, crisis management expert and author of Crisis Ready, turned on a dime to put her expertise to work. Our other Amplify authors are on the same path, leveraging their thought leadership and further rooting their platform and positioning.

BigSpeak Speakers Bureau compiled a list of top webinar and keynote speakers featuring Invisible Solutions author Stephen Shapiro. “Provocative innovation evangelist Stephen Shapiro knows all about creating high-performing teams that can think outside the box and tackle challenges that seem impossible. For organizations that fear falling behind in rapidly shifting situations, Stephen is an obvious choice. He’s available for pre-recorded keynotes, live keynotes and webinars.” As small businesses to global corporations shift to remote work, Stephen’s approach was made for this.

NBA Life Optimization Coach David Nurse, who’s debut book Pivot & Go will be out this summer, has worked with over 100 NBA players with personal and professional development on and off the court. Recognizing the sudden halt in all sports, from the pro’s on down, David’s offering one-on-one Skype/FaceTime coaching sessions for high school and youth sports coaches.

And not only was P.V. Kannan, author of The Age of Intent, featured in an MIT Sloan Management Review webinar on the future of artificial intelligence, his presentation is now available on demand for free, allowing users access to the content anytime. A working parent now juggling remote work and childcare, for example, has the flexibility to engage with P.V.’s expertise on their time, increasing eyeballs and, likely, book sales.

Our answer? Start now.

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Book Sales at Airports

(Posted on Sunday, June 23, 2019)

One question I get all the time: “How can I get my book into airport bookstores?” The simple answer? You have to be willing to pay for it.

When you walk by an airport bookstore and see stacks of a single title on front-and-center tables or highly-visible displays, those books are occupying prime real estate, and like any prime real estate, you have to pay a premium to occupy that space. In retail jargon, it’s known as a co-op placement fee. And it’s expensive. So expensive that it’s rare for a title to earn enough in book sales at that location to recoup the co-op placement fee.

Then why is airport placement so coveted? More than 2.6 million people travel through airports across the United States every day, which makes the airport market a captive audience of potential book buyers.

It’s not uncommon to see someone pick up a book in Hudson News while waiting for their gate to be called, leaf through the pages, then take out their phone and purchase that same book on Amazon. This could be for a number of reasons, either they don’t want the hassle of travelling with a book, they prefer e-books, or they know they can get the same book for a better price on Amazon or another online retailer. Regardless of the reason, the consumer is still purchasing that book because they saw it in an airport bookstore.

So, think about co-op placement fees as a marketing expense, not a distribution expense. When calculating co-op ROI, it’s important to consider not just the sales at the store level, but also the sales that are later made because a consumer noticed a book in the airport then purchased the title elsewhere.

Some genres seem to fare better than others in the airport market. For example, given the number of business travelers at airports at any given time, business books are perfectly suited for this environment. One of our titles, Age of Intent: Using Artificial Intelligence to Deliver a Superior Customer Experience (Amplify, 2019) is presently at Hudson News locations all over the United States; it’s a book about a transformational technology that’s being discussed in corporations and boardrooms all over the world, thus a perfect fit for the airport market. In the summer, you’ll notice a spike in vacation or beach reads, around the holidays, you’ll come across a lot of “new year, new you” titles.

And there you have the secrets of the airport book market.

Naren

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