August 2022 New Releases

(Posted on Tuesday, August 2, 2022)

The newest releases from Amplify Publishing are available today in our bookstore. Whether it is a little tongue-in-cheek humor to help leaders reinvent marketing, tips on how to invest in real estate, or positive leadership methods, this month’s books are ready to help you become the best version of yourself. 

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why you need an Amazon Author Central profile

(Posted on Monday, September 13, 2021)

You’re almost there. Your Amazon listing is officially live and ready to be shared, but the word on the street is that you need to set up an Amazon Author Central page too. Isn’t it enough to just sell your books through Amazon? Not quite.

An important rule of bookselling is: if there’s ever an opportunity to connect with your readers, take it. Amazon Author Central is one of those opportunities.

Author Central is a free and user-friendly online profile that will enhance your author brand and allow you to track sales. It can also be your answer to selling more books. Let’s go over why every author should take the time to create an Amazon Author Central profile.

When should I create an account?

As soon as your Amazon listing is up! You’ll want to optimize your listing and add a profile before sharing your pre-order link with the world. This way, you’ll have a professional-looking page for your first consumers (and this will also help with your Amazon SEO).

Why should I create an account?

There are six elements of an Amazon Author Central profile that can lead you to becoming a bestseller: biography, photos and videos, blog feeds, events, books, and URL. With all of these optimized on your profile, an Amazon Author Central page can…

Increase your Amazon and Google search rankings. The more active you are on your Author Central page, the higher you will appear in search results with keyword searches. This leads to organic sales and increased traffic to your various pages.

Track your sales performance by country. The profile will give you sales data through BookScan, a data provider for the book publishing industry, which doesn’t track all sales (only print book sales from bookstores and Amazon sales) but does provide insight on sales trends.

The sales tracking also includes a ranking, showing how well your book is doing compared to other books on Amazon. With constant access to your sales numbers by country, you’ll be able to observe what sales and marketing techniques are working and what aren’t.

Make changes to your listing on your own. Amazon gives you more control over any changes you want to make to your listing, such as changing the book description. This immediate and direct control will save you the 48 to 72 hours it typically takes for Amazon to make changes to any listing on their end.

Increase traffic to all of your book listings, including your websites and social media channels. Since your author page will display all of your books for sale at Amazon, a reader will be able to easily check out your other work. If they liked one of your books, they’re only a few clicks away from browsing the other titles you’ve written. This is an easy way to generate sales. They’ll also have access to your social media platforms and website. Even more, they can follow your Author Central page to receive alerts when you publish a new book.

Easily monitor book reviews and consumer discussions. Instead of having to constantly refresh your book listings in hopes of reading a new review, you’ll have access to all of your reviews in one place.

Build your credibility by giving readers a more personal glimpse of who you are. Readers want to know you and feel connected to you. By having photos, videos, a biography, and updates on your life through social media, they’ll continue to support your work. A detailed Author Central profile shows that you’re a professional, one who cares about their readers and has a compelling and trustworthy platform. It’s always a good sign when an author has a strong online presence. The more you can add to your profile, the more readers will feel that they have a personal relationship with you. The goal is to create a powerful first impression that leaves readers life-long fans.

The increased visibility, credibility, and readership of an Amazon Author Central profile is worth any time you spend optimizing your account. This is an easy marketing resource that you don’t want to miss out on.

Create your profile now.

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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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Case Study: Seizing Opportunity with The Opportunity Agenda

(Posted on Monday, November 2, 2020)

A Plan to Grow the Middle Class and Revitalize the Democratic Party

Disrupting the Democratic Party to improve its core
New York businessman and civic leader Winston Fisher and former Kansas City mayor Sly James wouldn’t seem like they have much in common. They come from different cities, cultures, and professions. But they do have one thing in common: their desire to save the Democratic Party from itself. Together, in The Opportunity Agenda: A Bold Democratic Plan to Grow the Middle Class, they outline a way forward for the party that focuses on what really matters: appealing to the American people.

What does this mean?
Winston Fisher and Sly James are both faithful Democrats but believe the party can do more to achieve long-term success. They think that rather than rehashing the same common platforms—Medicare for All, higher minimum wage, a Green New Deal—the party needs to target voters by focusing on mainstay policies that will appeal to a wide swath of Americans for years to come. If the policy makes sense with the words “for you” tacked onto it, then that policy is likely to interest most Americans beyond a single election cycle. Voters want to see a platform tailored for them rather than one created on the rebound from a lost election.

Our goals?
1. Edit The Opportunity Agenda after Fisher and James write it
2. Update the book during production to be up-to-date with the COVID-19 pandemic
3. Capitalize on the biggest talking points of the 2020 election cycle

Winston Fisher wanted to help improve the Democratic Party, so he set up a meeting with Sly James to discuss ideas. They soon realized they shared a lot of the same ideals and agreed the Democratic Party is due for a change because of its repeated failures. So, they co-authored a manuscript intended to solve those problems and provide a roadmap for Democrats moving forward. They took their time developing the manuscript, brainstorming various policy points and the best possible solutions for the American people. After about a year of development and writing, they had a final manuscript that achieved those goals.

When COVID-19 swept the United States, the need for Fisher and James’s policies was clearer than ever. Portable benefits, for example, became sorely needed as people lost their traditional nine-to-five jobs. Despite the fact that The Opportunity Agenda was already at the printer, we updated it to ensure the book remained topical upon its release.

Both authors are active in their Democratic scenes, which was useful as we neared the book’s release date. Sly James covered Kansas City, Missouri, while Winston Fisher was in charge of New York City. And in addition to leveraging their personal networks, James and Fisher partnered with Global Strategy Group, a public affairs and communications firm that specializes in the intersection of business and politics. Javelin, a DC-based media and public relations company known for marketing political titles, also got involved to assist with media and publicity. Between Fisher, James, GSG, Javelin, and Amplify, it was a coordinated effort to make waves in the press in advance of the 2020 presidential election.

The effort bore fruit. Sly James and Winston Fisher co-authored an op-ed for Newsweek entitled “A Warning to Our Fellow Democrats: A Campaign Focused on Trump Won’t Win.” In it, they acknowledge the unity of the Democratic Party against President Trump and his reelection bid but insist on the need for a “major campaign pivot” to ensure lasting wins. Sly James also made appearances on national television. On Fox News, he discussed the George Floyd protests as a situation needing strong leadership, and on MSNBC, he appeared to discuss how the Democratic Party can become the party of opportunity. He wrote an op-ed in The Kansas City Star, advocating paid family leave as an economic boon and an issue the Democrats should champion beyond the 2020 election. Kirkus Reviews, a trusted voice in book reviews, also hailed Fisher and James’s ideas as “ambitious and cogent.”

It takes more than relying on the failures of others to make a political party successful and transcend just one election cycle. Winston Fisher and Sly James dug deeper and created a plan to renew the Democratic Party and bolster middle-class Americans for years to come.

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Case Study: Going Extra Innings at the City of Hope National Medical Center

(Posted on Thursday, October 22, 2020)

Former Los Angeles Dodgers general manager Fred Claire’s cancer diagnosis came out of left field, but at the City of Hope, he found the dream team to help him beat it.

A baseball legend
The Los Angeles Dodgers are playing the Tampa Bay Rays in the 2020 World Series. The last time the Dodgers won the Fall Classic was back in 1988, with an overachieving team assembled by former sportswriter-turned-baseball-executive Fred Claire.

Fred Claire
Fred Claire continued his tenure with the Dodgers until 1997, when he stepped away from the game he loved and started a glorious retirement filled with friends, family, staying active, and playing a lot of golf. But in January 2015, Claire received bad news: the supposedly harmless spot on his lip was instead squamous cell carcinoma, a potentially deadly form of skin cancer.

That’s when Claire entrusted his care, treatment, and life to the doctors and nurses at the City of Hope National Medical Center in Duarte, California. After some highs and lows, Claire is now in recovery and attributes his good health to the amazing team at City of Hope and the support of his friends and family.

Telling a story of hope in the fight against cancer
Claire was so moved by the care and treatment he received that he wanted to let the world know about the groundbreaking work happening at City of Hope. It occurred to him a book would be a great way to talk about his cancer journey to inspire others and give CoH a platform to talk about its approach. CoH was on board; it would provide support for the project and make the doctors and nurses who helped Claire available for interviews.

Claire approached our parent company, Mascot Books, about his idea and we were on board. It was an inspiring story with a worthy cause. And to help kick things off, we connected Claire with Tim Madigan, a respected author and journalist who has written for the Washington Post, Chicago Tribune, Politico, Reader’s Digest, and, for thirty years, the Fort Worth Star-Telegram. Together, we took two trips to the City of Hope to see for ourselves the exceptional care and innovation happening beyond its doors.

Our goals?
1. Partner with Claire, City of Hope, and Tim Madigan to produce Extra Innings: Fred Claire’s Journey to City of Hope and Finding a World Championship Team
2. Highlight the innovative treatment occurring at City of Hope
3. Raise awareness for City of Hope through both baseball- and cancer-related media hits

Madigan got to work writing the book and telling Fred Claire’s and City of Hope’s unique stories and how they came together. From its origins as a treatment center for homeless tuberculosis victims in the 1910s, CoH has become not only a leader in diabetes treatment and bone marrow and stem cell transplantation but also a leader in cancer research and treatment. Madigan captured CoH’s humanity, its combination of science and compassion, and its excellent health care professionals. One reviewer on Amazon stated, “Tim Madigan has woven [baseball and CoH] together in a masterful story that will make your soul happy.”

Extra Innings gave City of Hope the opportunity to spread the knowledge of its research and treatments far and wide. Its innovations in chemotherapy, radiation, experimental surgery, and immunotherapy all put it on par with its peers, like the Mayo Clinic. By partnering with Claire on Extra Innings, CoH advances its name and saves more lives.

People remember Fred Claire well. In the Daily Bulletin, Fred Claire’s story ran in two articles, the first titled “Writing sports in Pomona led Fred Claire to Dodgers (and World Series)” which retold his journey to becoming Dodgers general manager. In the second, “Readers haven’t forgotten Fred Claire, the Pomona sportswriter who became a Dodgers exec,” newspaper readers share their memories of Claire during the 1980s. Claire also appeared on the podcast SABRcast with Rob Neyer in May 2020 to talk about his baseball career and journey to City of Hope. Also, a review of Extra Innings is currently in the works with the magazine Baseball America.

Extra Innings drew attention because of its cancer subject matter, as well. Not only did City of Hope write an article about Claire and the book on its website (“Fred Claire: Former Dodgers GM Chronicles Cancer Journey In New Book”), but he was also interviewed by Ed Hart on From the Hart, a podcast that tells inspiring stories. Claire has an upcoming appearance on Thrive Podcast, a podcast about fighting cancer and moving forward with life, as well.

Keep on swinging
Fred Claire has had his ups and downs, but his recovery is going very well. And with the Los Angeles Dodgers contending to win the World Series again, he’s spending his free time rooting for them to repeat that victory for the first time since his team did.

All proceeds from Extra Innings go to the City of Hope National Medical Center.

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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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Case Study: The Roadmap to Becoming Crisis Ready®

(Posted on Tuesday, September 29, 2020)

Organizations that are Crisis Ready^® are more than just resilient. They’re invincible.

Building an invincible brand in an uncertain world

Written by crisis management advisor as well as founder and CEO of the Crisis Ready Institute Melissa Agnes, Crisis Ready: Building an Invincible Brand in an Uncertain World provides organizations such as businesses, police, military, and universities the tools they need to build resilient brands. Being Crisis Ready^® means if an organization is faced with a crisis, they come out of it stronger and even better than before.

What does this mean?

Modern-day organizations face a slew of potential risks: security breaches, economic hardship, PR disasters, and, most recently, global pandemics. In Crisis Ready, Agnes provides organizations with the roadmap for embedding a culture whereby every member of the team becomes adept at getting ahead of risk—be it a customer complaint straight through to a full-scale catastrophic crisis—in a way that transforms the risk into a brand-strengthening opportunity.

Crisis readiness is not the same as crisis management. Crisis management is what happens once the risk has materialized. The more Crisis Ready^® an organization is, the less crisis management they are likely to have to do. When you’re Crisis Ready^®, your organization can withstand hardships and unexpected emergencies because a Crisis Ready^® brand is proactive, confident, and strategic.

Our goals?

• Hand the mic to Agnes as a Crisis Ready^® thought leader
• Support her expertise with a powerful design
• Create a quality, evergreen book that will help businesses for years to come

As a strategic advisor and keynote speaker, Agnes has worked with NATO, ministries of foreign affairs and defense, financial firms, technology companies, healthcare organizations, cities and municipalities, law enforcement agencies, global non-profits, universities, and many others. In other words, she is an expert in crisis management across a diverse range of industries and is fully equipped to share her knowledge.

Agnes took the lead on her manuscript, and we utilized a writing coach to keep her on a timeline in coordination with the production calendar. She wrote, and we reviewed and edited. After 6 months, the manuscript was done.

The result? She created a compelling manuscript that provides readers with real-world examples of where organizations do well and where they fall short. This includes learning the tools to interact with stakeholders appropriately and having a measured plan of action to be Crisis Ready^®.

Next, we needed a strong interior design to supplement Agnes’ expertise and streamline her findings. It was important to Agnes that the book be a multi-sensory experience. Our design team filled out the interior of the book with eye-catching 2-color graphs, diagrams, and most impressively, a gatefold insert that opens out to reveal a large chart with her teachings. It was a thoughtful journey to finding the perfect cover, fluctuating between thousands of ideas and outlines to create a meaningful, subtle approach. A simple yet powerful cover design tied it all together, conveying a sense of calmness and readiness in an uncertain world.

Two years later

Commended as “intelligent, intuitive, and unabashedly gutsy,” named by Forbes as a top ten business book in 2018, and named by Book Authority as a top three crisis management book of all time, Crisis Ready is the go-to book on the topic of crisis preparedness and crisis management, and has helped solidify Agnes as a leading expert in the field.

While Agnes is profitable with online and brick-and-mortar retail, she finds enormous success with bulk buys from corporations and businesses, who are looking to evolve their culture and become Crisis Ready^® from the ground up. One of her greatest successes was with J.P. Morgan Chase & Co. After supporting Chase’s small and medium-sized business clients through the COVID-19 pandemic, Chase bought 2,000 copies of the Crisis Ready^® ebook to give away to their clients. We coordinated the logistics, and the deal was done.

Agnes frequently uses her book as a teaching and speaking tool on her podcast, vlog, and contributes articles to Forbes magazine. Crisis Ready is also part of the curriculum at Harvard University and dozens of other higher education schools globally. The book has gained Agnes professional speaking gigs and brought in more clients interested in retaining her Crisis Ready^® expertise.

Now, amidst the COVID-19 pandemic, Agnes’ ideas have become even more relevant and necessary. This new era has forced organizations everywhere to reevaluate how to communicate with clients effectively and collaborate with staff virtually. Ultimately, organizations need a strategic plan to come out alive on the other side. Agnes’ expertise is in high demand because there is no better time to be invincible.

Now that Agnes has solidified herself as a leading authority on crisis readiness, she has launched her latest initiative, the Crisis Ready Institute, a public benefit corporation with a powerful mission. By incorporating a culture of readiness in organizations and teaching them how to turn risk into opportunities for growth and connection, the Institute is on a mission to create a crisis resilient world.

The second edition of Crisis Ready is in the works and is scheduled to be released in 2021.

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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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Case Study: How The Horseshoe Virus Created Political Change in Arizona

(Posted on Tuesday, September 15, 2020)

A Political Title Ideally Suited for New RealClear Politics imprint

Former Arizona state senator Bob Worsley uncovers the surprising beginnings of modern anti-immigration sentiments in his book, The Horseshoe Virus: How the Anti-Immigration Movement Spread from Left-Wing to Right-Wing America.

What is the “Horseshoe Virus”?
The “Horseshoe Virus” is the spread of “toxic, anti-immigration legislative and ideological strategy” from groups within both Democrat and Republican parties, Bob Worsley argues. Worsley focuses on how far-left activists shape far-right policies, reveals how anti-immigration feeling rose to prominence in modern politics, and prescribes ways to bring America back from the brink of extremism.

Our goals?
-Set up for success by partnering with RealClearPolitics and Gotham Ghostwriters and publish under the newly-established RealClear Publishing imprint
-Make waves in the press with Worsley’s activism on immigration policy
-Pick a strategic publication date to capitalize on the 2020 election cycle and move quickly to launch title

RealClear Publishing is an imprint of Amplify Publishing, RealClearPolitics, and Gotham Ghostwriters. RealClear Publishing was established with the goal of diversifying the conversation around politics. While traditional publishers only publish books by the political elite, RealClear Publishing works to bring out voices from educated thought leaders and respected individuals. RealClear Publishing authors retain full ownership of their copyright, receive 80% of the profits from sales, and have access to over 17 years of publishing expertise through the Amplify team.

When we started working on The Horseshoe Virus with Bob Worsley, we knew the collaborative style of RealClear Publishing was a perfect fit. Three heads are better than one, so we combined RealClearPolitics’ brand equity as a trusted platform for political news and commentary (and the massive audience they offer), Gotham Ghostwriters’ expert editorial and writing services, and our know-how when it comes to production, distribution, and marketing. The Horseshoe Virus is the product of partnership in action.

Going viral and the media interest that followed
While RealClear Publishing was working behind the scenes to get this book out there, Bob Worsley was getting attention for his well-timed op-ed in AZ Central titled, “A Response to the ‘Latter-day Saints for Trump’s Rally in Mesa, Arizona” in which he called for a return to the values of “truth, respect, honor, competency, freedom, and concern for our fellow man.” He argued that “President Trump is the antithesis of so much the Latter-day Saints community believes.” The letter has gained media attention in the Los Angeles Times, Deseret News, KJZZ, AZ Family, and the Daily Mail.

With Worsley leading the Arizona Republican movement to pull away from Trump, we knew the timing of The Horseshoe Virus had to be just right. With Worsley so prominent, it only made sense that his call to return from far-right extremism would debut on the market in October, right before the November general election.

The strategy paid off. In the election, Arizona went for the Democratic candidate Joe Biden despite being a Republican Party stronghold and a predicted Donald Trump win. Bob Worsley credits that flip in part to the efforts of many good members of the LDS Church and grassroots interest groups like Stand Up Republic, saying they were “a united effort to pull away from Trumpism, anti-immigration feelings, and return to decent, centrist American values.” Worsley’s voice was part of the call for Arizonans to vote for Biden not Trump, and The Horseshoe Virus achieves what a good book should: influence change.

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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5 Steps to Curating a Media Outreach List for Your Book

(Posted on Tuesday, June 9, 2020)

In our “The Dos and Don’ts of Retail Pitching” blog, we broke down the best practices for pitching your book to bookstores for events or in-store placement. In light of COVID-19 and limitations on signing events, many authors are turning to alternative forms of marketing and promotion—social media & brand building, virtual readings, and editorial coverage. 

Deciding on which media outlets to contact and pitch to for editorial coverage can be a daunting process to a first-time author. We have outlined some key steps to building the perfect media outreach list for your book!

1. Understand the three tiers of media coverage.

Before diving into the curation of your list, you should first understand the three main tiers of media coverage. The first (and most selective tier) of media is national media, or media that is aired or distributed across the country. The second tier is syndicated media, which airs or distributes to a select group of stations and regions. Finally, you have local media, which is media that is restricted to a certain geographical area.

While everyone wants their book to be recognized on a national scale, landing coverage with national media is incredibly difficult. While national editorial coverage is not out of the question, most authors find more success with a local or niche audience. 

Focusing on local coverage (newspapers, magazines, etc.) or niche coverage (a sports podcast for your baseball book, for example) is the best way to get your book off the ground.

2. Brainstorm your connections.

Make a list of people you know who have connections in the media world or who have been the subject of a past story. Just like with the three tiers of media, you should understand the three tiers of connections: primary (someone who works for a newspaper or TV station), secondary (a family member of someone in the industry), and tertiary (friends of friends).

Journalists, editors, and other media executives receive hundreds of requests for editorial coverage. By having a personal connection and putting a face to your submission, your book will ultimately have a greater chance of being picked up by a news outlet.

3. Gather a list of local TV stations, newspapers, and radio stations.

When curating your local list, remember to include both “little local” (outlets in your immediate neighborhood/area) and “big local” (outlets in your town or region). 

Another thing to keep in mind is that print media has a longer lead time than online media. This means that an article in a newspaper will likely take longer to be published than an online blog.

4. Don’t be afraid of non-traditional media outlets.

Once you have gathered your local, traditional outlets, don’t be afraid to think outside of the box! Bloggers, podcasts, Instagram influencers, and other digital platforms are great ways to reach a targeted and niche audience.

For example, say you are trying to promote your book about baseball. By appearing on a sports-focused podcast or getting a baseball blogger to write a feature, your book will reach a new audience that is invested in your book’s topic.

5. Do your research!

When putting the finishing touches on your list and preparing your pitches, remember that pitches are most effective when they are sent to a specific staff member, rather than just uploading a press release.

Look for a staff directory, a masthead, or journalists that have written articles similar to your book. If you are looking for a journalist to write about your children’s book, look for an arts & culture editor; if you are writing a cookbook, look for a food writer; and if you are writing a sports book, look for a sports writer. This will not only give your book a greater chance of being recognized, but the people you reach out to will also appreciate that you have thoroughly done your research on them and their organization.

Editorial coverage is a great way to get the word out about your book, but it is not the silver bullet for achieving book sales. It should be used in conjunction with social media promotion, retail pitching, and book signing events (virtual or in-person).

Want to see more author tips like these? Visit our blog archive to read more.

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Case Study: Stepping into The Age of Intent

(Posted on Friday, May 8, 2020)

Named one of the Best Business Books 2019 by strategy+business, The Age of Intent guides readers through the challenges of using AI to improve customer experience.

Pioneering the conversation around AI-powered chatbots.
Written by co-founder and CEO of [24]7.ai P.V. Kannan, The Age of Intent: Using Artificial Intelligence to Deliver a Superior Customer Experience expertly discusses how AI-powered virtual agents can help a business to succeed—or fail.

What does this mean?
The rollout of virtual agents—in conjunction with human support agents and good business practices—has the potential to completely transform the customer service experience. Using case studies and real-world examples, Kannan outlines how these AI-powered chatbots can anticipate customer needs, fulfill requests, and efficiently answer questions, providing quality 24/7 customer service that gets smarter every day.

Our goals?

• -Let the expert do the talking
  
• -Details, details, details
  
• -Set the book up for success

When we first began working on The Age of Intent in 2018, the use of artificial intelligence in the customer service realm was not widely discussed. While most people agreed a technological shift was on the horizon, publications often focused on one narrative: how companies would soon phase AI in while phasing human employees out. Kannan believes the corporate world should take a different approach—one that combines the power of machine learning with human intelligence. If implemented correctly, it’s a win-win for businesses and employees.

In order to ignite the conversation, Kannan partnered with Josh Bernoff, an experienced business author and expert on analytical thinking. Bernoff’s attention to detail and aptitude for research perfectly complemented Kannan’s industry knowledge and innovation. Together, they worked to bring Kannan’s big ideas to life, and perfected the manuscript with a powerful foreword by New York Times writer Thomas L. Friedman.

A successful book needs more than just a strong manuscript—it needs a cover design that succinctly depicts the content while catching readers’ attention. In this case, it was imperative that we highlight three main topics: technology, artificial intelligence, and customer interaction. We looked to our design team to take on the challenge, and the result was a compelling, eye-catching cover that uses a background graphic, central image, and bold title text design to bring the book’s concepts to life.

The age of intent is here
Following its publication, The Age of Intent became the #1 New Release in Enterprise Communications on Amazon and was availabe at Hudson News stores nationwide. It infiltrated business and technology publications, including Harvard Business Review, Fortune, TechCircle, and MIT Sloan Management Review. Kannan and his team appeared in the New York Times, providing readers with an inside look at how the combination of machine learning and human labor has made [24]7.ai so successful.

Praised as “a must read for any manager leading or participating in the digital transformation of their business,” The Age of Intent is leading the movement to AI in the customer service realm.

What will the future hold for artificial intelligence in the workplace? P.V. Kannan has a few ideas.

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