Social Media Tips & Blog

Meet Amy Hall, Book Indexer

Posted on by Sue L Canfield

Amy and I connected on LinkedIn and after a brief chat to learn more about her services, I asked her to participate in my industry interview series.Amy Hall, Book Indexer

Tell us a little bit about your business.

I write back-of-the-book indexes.  When you’re trying to find out if a particular topic is included in a book, the index is where you look.  I index all kinds of trade books.  Just to show you the range of some of the topics I work with, the book I’m working on this week is about how to be a good parent, my next project is about women’s health over the past few centuries, after that, a book about media bias.  A series of business books is due to begin in a couple of months.  My favorite books to index are cookbooks.  A good index is so important for a cookbook.

While I have incorporated my business (Amethyst Harbor, Inc.), I’m the only one doing the indexing (I don’t use subcontractors).  When I started my business in the early 2000s, I assumed that potential clients would look for me by my business name, but indexers’ reputations are more often tied to their personal names.

How would you describe your ideal client?

I’d say that about two-thirds of my clients are Production Editors for Big Five publishers.  The rest of my clients are independent publishers or authors.  Working with a Production Editor means starting a long-term relationship with that person—it’s not a one-time experience like working with an author on a specific project, and that can be valuable for both parties because you come to understand how each other works and what their needs are.

My ideal client is communicative.  If there’s a delay, that’s usually something I can handle, but not if you go silent for weeks.  Publishing a book takes a team (it’s often comprised of freelancers who don’t normally work together), and there are a lot of moving parts to coordinate.  It’s understandable when there’s a delay.  Just let me know what’s going on so that I can adjust my schedule accordingly.

How did things change for you in 2020 and how did you manage to weather through the year during the pandemic?

In 2020 I had a really unique opportunity to present a three-part webinar on behalf of the American Society for Indexing.  I was asked to present a course on culinary indexing (my favorite indexing topic!) shortly before the pandemic.  Ironically, it was always intended to be an online course, due to the large number of international participants.  Preparing for that course took months, and I was invigorated by all the work that needed to be done.

Practically speaking, the pandemic didn’t affect my business very much.  I work independently, and client communication is almost exclusively through email or LinkedIn.  Indexers are used to a solitary work environment!

Throughout the years I’ve noticed certain seasonal patterns in publishing.  There are highs and lows (sometimes to a feast-or-famine extreme) over the course of the calendar year.  While everyone wants to publish their book in time for holiday gift-giving, it’s just not possible, and often not in the best interest of the author anyhow.  When I do have quiet days or weeks, I try and tackle household organization projects that otherwise tend to get ignored.

What is your favorite tip for using social media?

Keep it professional.  Your vendors, clients, and potential clients may be turned off by polarizing or political posts.  I think it’s best when there’s a separation between your personal life and your business presence.

What are your goals for 2021?

I’d like to take more courses this year.  Learning something new is one of my favorite hobbies.  I love the interactions with others when you take an online course.

It would be nice to travel at some point this year!  My family has been wanting to take a road trip up to Quebec for a while now.

Where can authors find you?

I am a frequent commenter on LinkedIn.  I may not post much myself, but I truly enjoy the back-and-forth with everyone.  You can find me at https://www.linkedin.com/in/bookindexing/

My website is http://www.AmethystHarbor.com/

Is there anything else you’d like to share?

My advice to those writing a book right now or in the near future is to think “Big Picture.”  Trying to save a few dollars and do everything yourself or as cheaply as possible will show in your final product.  You’ve worked so hard on the content—don’t skimp on the book’s appearance.  Hire a professional editor, a professional book cover designer, a professional typesetter, and a professional indexer.

Bio

Amy Hall is a book indexer with specialties in the areas of cookbooks, culinary arts, sports, communications, advertising, L&D, social psychology, criminal justice, and health issues. She was recently the featured presenter for the three-part American Society for Indexing online learning webinar “Culinary Indexing–Food for Thought.”

Amy was the indexer for an Independent Publisher Book Awards Gold Medal winner (2020), National Book Award for Nonfiction 1st place winner (2017), IACP cookbook award 1st place winner (2016), and James Beard Award finalist (2016).

Amy has a BS in Advertising from San Jose State University, a certificate in Basic Indexing from the Graduate School of the USDA, a certificate in Perinatal Issues, and she regularly take classes just for fun in all kinds of subjects.  She has been a member of the American Society for Indexing since 2006.  Amy lives with her family in Montgomery County, Maryland.

Meet Mike Sherman, co-author of 52 Things We Wish Someone Had Told Us About Customer Analytics

Posted on by Sue L Canfield

I worked with Mike a few years ago on social media marketing for his book, 52 Things We Wish Someone Had Told Us About Customer Analytics.

Tell us a little bit about your book and business.

Mike Sherman
Mike Sherman

My book (our book, as it was co-written with my son, Alex) is about closing the gap between users of customer analytics and providers of customer analytics.  Too often the users lack sufficient knowledge to helpfully define, interpret or use customer analytics, so they fail to get so much potential value.  Likewise, providers/creators of customer analytics don’t fully understand their end users needs – what decisions they need help making and how the analytics can help them improve their decision making.  So we wrote 52 chapters of easy to digest anecdotes that illustrate how to close that gap.

Why did you write your book?

Alex joined me in Singapore 9 years ago for a semester abroad, at a time when I was leading the customer analytics team at Singapore Telecom. He had developed an interest customer analytics and we began to have substantive discussions.  That lead to him suggesting I speak at his university (SMU, SIngapore Management University) where I titled my talk “Ten things I wish someone had told me about customer analytics”.  The talk drew 600 people.  Alex encouraged me to write a book on that material and topic. I agreed only if he would write it with me.  So we did the project together, working through phone calls, vacations, etc.

Alex Sherman
Alex Sherman

How did you publish your book?

We approached several publishers but all said our material didn’t fit their market profile or was too niche for them.  So we went the independent route.

How did things change for you as an author in 2020 and how did you manage to weather through the year during the pandemic?

2020 and 2021 so fare gave us more opportunities to talk to the book’s material, as remote webinars were more easily accepted (hard to do in person talks when one of us lives in Hong Kong, the other in Washington, DC). 

What is your favorite book marketing tip?

We are frustrated that we know so little about our customers, despite being customer analytics mavens.  Publishing via Amazon means we only know how many copies are sold, the format and which location they use to buy the book (virtual location, e.g. Amazon. com or .uk or .ge).  Two things have worked for us: making it clear to contacts that we welcomed the opportunity to do webinars and that these webinars would be full of content, not just an ad for the book.  Second, we regularly Google the book title, where we sometimes learn about our customers, leading to marketing opportunities.  For example, a short comment by one student at North Texas University about being assigned our book for a course lead us to the professor and the opportunity to do several short webinars for that course, further publicizing our content.52 Things We Wish Someone Had Told Us About Customer Analytics

What are your goals for 2021?

No specific goal, we promote the book opportunistically.  Our one goal was already achieved, we launched the Chinese translation of the book.

Where can readers find your book?

Website or Amazon

Alex Bio:

Alex Sherman is a machine learning practitioner, educator, and author who is passionate about applying analytical tools and techniques in the realm of customer analytics to drive personalized product experiences.

Alex works as a data science manager at Capital One on a computer vision team. Previously, he spent seven years at Deloitte Consulting where he led natural language processing projects for life science clients. Based in Washington D.C., Alex enjoys teaching the practical application of machine learning and customer analytics. He has taught in-person and online data science bootcamps for General Assembly to over 200 students. Alex also shared his analytics experience in a book he co-authored, “52 Things We Wish Someone Had Told Us About Customer Analytics.”

Alex has a Bachelor of Business Administration, summa cum laude, from Temple University, and is studying at the University of Pennsylvania for a Master of Computer and Information Technology.

Mike Bio:

Mike has over 35 years of marketing, CRM/Big data , and market research experience.  He helps clients address marketing opportunities through leveraging big consumer data and traditional market research.

Mike published his first (and last!) book, “52 Things We Wish Someone Had Told Us About Customer Analytics”, co-authored with his son Alex.  The book captures real life lessons learned over their careers, with a focus on practical applications of analytics that connect methodologies and processes to impactful outcomes.

Mike began his career at Procter & Gamble, where he managed both new and established brands.  Mike spent 17 years with McKinsey & Company; while there he created their Asia-Pacific marketing practice and founded their global CRM practice.  Mike was also Global Head of Knowledge Management for Synovate , where he lead efforts to improve the value clients obtain from research.  At SingTel and Hong Kong Telecom he set up  big data teams and drove the use of both customer data and customer research to help the business understand customer and customer data opportunities.

Mike has been based in Asia since 1997 and has supported work in almost every country in the Asia-Pacific region. Mike has extensive experience in the telecom, retail, financial services, consumer electronics and FMCG industries.

Mike has an MBA, High Distinction (Baker Scholar) from Harvard Business School and two Bachelors degrees, Magna Cum Laude, from the Wharton School and College, University of Pennsylvania.

Mike is a frequent speaker at conferences and published several times in the McKinsey Quarterly on marketing issues in developing and Asian markets.  He is the former Board Chair of AFS-USA, a leading high school foreign exchange organization and an avid traveler, having visited over 140 countries.

Meet Toni Serofin, Book Designer

Posted on by Sue L Canfield

Toni Serofin and I were introduced through a mutual LinkedIn connection, Kathleen Blease Becker. (Read the interview with Kathleen.) I really enjoyed chatting with Toni on the phone and getting to know her better. Toni Serofin headshot

A bit about Toni’s business

I work with self-publishing non-fiction authors to provide cover and interior design, formatting and project management. I prefer longer projects which is satisfied by non-fiction book design with its more complex page layouts, tables, callouts and diagrams.

My clients are industry experts and educators, many of whom use their book as a calling card to promote their business.

Over the years, I’ve seen too many clients waste their time and money which is why I encourage all types of inquiries related to design and printing. I love to help and pointing a client in the right direction is satisfying. If can’t take on a project, I will make a referral to someone who can.

My depth of experience uniquely qualifies me to take on a variety of projects for book clients such as designing work books, trade show banners, posters and social media templates.

In addition, I’m especially interested in commemorative book design and formatting (retirement, corporate and family histories, etc.) having worked with a historian and a museum society a few years ago.

Toni’s ideal client

I enjoy working with clients who understand that working with an experienced book designer is an investment. My ideal client is a female C-suite leader who is publishing a memoir, self-help, personal growth or self-promotion non-fiction book.

Authors who have no experience with a book designer or have a very low budget are not a good fit for me. I work “with” my clients rather than “for” them. It’s an important distinction.

How did things change for you in 2020 and how did you manage to weather through the year during the pandemic?

In some ways, very little changed for my business. I’ve been working from home for 14 years so I already had a studio and dedicated work space.

After finishing 2019 on a financial high note, I felt optimistic about new opportunities in 2020. In March 2020 as I was wrapping up a large project, the Covid lockdown forced my client to put a hold on the job. They are a real estate corporation and no one was looking at houses. I was paid in full but the piece I designed never made it onto the press.

Like most businesses, for the first 3 months of the pandemic in North America, I watched the news and wondered what was next. Retirement was an option but I wasn’t ready.

I’d spent 2019 learning how to use LinkedIn more effectively and had greatly increased my visibility. Several free trainings taught me the value of showing up regularly and writing good content for my ideal clients. In the first six months of 2020 I had nothing but time so I continued my LinkedIn visibility work. It was one of the best things I did last year because I met many new people and made some really good connections.

I’ve carried my moment right into 2021 and I feel it’s going to be a great year for my business.

What is your favourite tip for using social media?

This is what I’ve learned: Whichever platform you use to promote your business and connect with your ideal client: be consistent, be engaging be yourself and offer value in your content.

What are your goals for 2021?

This year my goals are to work with 10 new non-fiction book design clients and to increase my LinkedIn followers to 5,000.

Authors can find Toni here:

https://www.linkedin.com/in/toniserofin/

www.sanserofin.com

To book a 20 min chat, email me: Sanserofin@gmail.com

Bio

In 2006, at the age of 51, Toni Serofin involuntarily left her position as a graphic production artist in the commercial printing industry. It was a blessing in disguise.

Toni is a sole proprietor operating under the name “Sanserofin Studio.” Fourteen years into the freelance thing, she feels like she’s finally hitting her stride.

Since 2011, Toni has worked with self-publishing authors providing project management, design and formatting services. With her decades of experience and background in printing Toni believes she is uniquely qualified as a book designer.

Toni’s mission is to help non-fiction authors sell books so they can impact the lives of readers with their words. She does her work with care and integrity because every author deserves a professionally designed book.

 

Meet George Troy, author of The Five Laws of Retail

Posted on by Sue L Canfield

George and I worked together for a few years on building his social media presence before and up through the launch of his book.

Tell us a little bit about your book and business.

My book, The Five Laws of Retail: How the Most Successful Businesses Have Mastered Them and How You Should Too, explain the fundamental principals that will enable a business to succeed.

Why did you write your book?George Troy, Retail Consultant

I wanted to help people and also to share some great stories from the retail world.

How did you publish your book?

I traditionally published with Post Hill Press.

How did things change for you as an author in 2020 and how did you manage to weather through the year during the pandemic?

To be honest, not much changed. Writing is a mostly solitary activity that one can do almost anywhere.

What is your favorite book marketing tip?

Great social media support! An author has to speak with a strong and consistent voice across all channels.

What are your goals for 2021?

I am currently working on fiction for a regional periodical.

Where can readers find your book? The Five Laws of Retail

All sellers of on-line books including Barnes & Noble and Amazon. I also write a blog at my website.
I can be found on Twitter, Instagram, Facebook, and LinkedIn.

Is there anything else you’d like to share?

There is a lot of work to do even after a writing project is complete but you don’t have to do it all alone. Get great support from people who will really care about your message.

Bio

George Troy is widely read blogger, author, and consultant focused on retail business communities, including online and brick-and-mortar stores. He has enjoyed decades of real-life experience as a senior executive for some of the best-known and most successful retail companies in the US and globally. A specialist in apparel, footwear, sporting goods, cookware, and home furnishings, Troy has led the retail divisions of Deckers Outdoor (UGG Boots) and outlet divisions of Williams-Sonoma and Pottery Barn.

When he joined UGG Australia to create the brand’s retail channel, Troy directed all aspects of the business(merchandising, marketing, operations, real estate, store construction, and management), taking retail sales from $0 to $400 million in the US, Europe, and Asia in just eight years. Similarly, Williams-Sonoma and Pottery Barn brought Troy in to create and build the outlet channels for those brands. Here, too, he directed all aspects of store operations, including HR, marketing, real estate and construction, and merchandising.

Troy is currently a consultant with The Grayson Company based in New York, which offers a full range of consulting services to retail, e-commerce, wholesale, and omnichannel businesses as well as investment firms focused on the consumer sector. The Grayson Company’s CEO Kevin Mullaney says of Troy, “He has extraordinary expertise in field management, site selection, and lease negotiation, and equal capabilities in merchandising, particularly product development and assortment planning.”

Troy serves on the boards of directors of two nonprofit organizations based in the San Francisco Bay Area. When not writing about the retail world, Troy spends his time in garden-to-table cooking and also tends a small Pinot Noir vineyard. An avid hiker, he recently summited Mount Kilimanjaro with his family. He and his dog Farley are currently enrolled in the Canine Circus School of Emeryville learning to perform amazing dog tricks.

Troy earned a BA with honors from the University of California, Berkeley in Anthropology. He also holds a California State Teaching Credential.

 

Meet Marcia Turner Layton, Ghostwriter

Posted on by Sue L Canfield

Ghostwriter Marcia and I connected a few years ago and I’m very pleased she’s able to share information about her ghostwriting business.Marcia Layton Turner

  • Tell us a little bit about your business.

I’m a business book ghostwriter who got her start in ghostwriting thanks to an agent. I wrote my first book in the 1990s, for my dad, who was a fine artist and who didn’t do much of any marketing or promotion. So I wrote Successful Fine Art Marketing to offer some guidance in marketing planning for artists. Having proven that I could write a book-length work, I then landed work with the Complete Idiot’s Guide series, and wrote some startup and marketing guides for Wiley, followed by some corporate histories and real estate guides. I had earned a reputation as a fast writer, so when my agent heard about a business book project that was way behind schedule and needed a ghostwriter to step in and produce it, she introduced me to the editor and the rest is history.

Although I continue to create content for major brands and publishing clients, ghostwriting business books accounts for around 80% of my business at the moment.

I’m also the founder and executive director of the Association of Ghostwriters, which aims to bring together professional ghostwriters for networking, business-building, and idea sharing.

  • How would you describe your ideal client?

As a ghostwriter, my ideal client is an entrepreneur, business owner, or CEO who is articulate, friendly, kind, intelligent, and decisive. They want to write a business book that contains stories and case studies and is practical in nature, helping the reader to learn a new skill or apply a new strategy or tactic. They know what they want to say and, typically due to an already full schedule, want to hand off the responsibility for writing and editing their book to a writer like me.

  • How did things change for you in 2020 and how did you manage to weather through the year during the pandemic?

I suspect that because I was already working with clients virtually, using the phone and Zoom, the pandemic didn’t change the way I worked. It did free up time for some clients to step forward and decide to start working on their books sooner rather than later, however. And I did find myself closing my office door more regularly, due to having other family members in the house during the day; I work best in silence.

  • What is your favorite tip for using social media?

I’m not sure I’m qualified to give advice regarding social media, since I’m very much a student myself, but I will say that one thing I’ve done this past year that has really helped me is to invest time in expanding my LinkedIn network. I spend time there weekly searching for people I’d like to be connected with, whether because of their company, their title, their expertise, or something else, and then ask to be connected on LinkedIn. As a result, I’ve more than doubled the size of my network and I’ve seen the number of inquiries rise, too.

  • What are your goals for 2021?

In 2021, I’d like to continue ghostwriting interesting business books for smart clients and decide on a dissertation topic for my doctorate, which will likely be related to writers and wealth-building.

I’d also like to blog more frequently for the Association of Ghostwriters, which I run. I’m aiming to post on a biweekly basis throughout 2021. I’m always in need of blog topics, too, if anyone wants to send me a request (marcia@associationofghostwriters.org).

  • Where can authors find you?

You can find me at www.marcialaytonturner.com or www.associationofghostwriters.org, and at https://www.facebook.com/marcialaytonturner/ or https://www.linkedin.com/in/marcialaytonturner/.

Bio

Bestselling, award-winning writer Marcia Layton Turner has authored, co-authored, or ghostwritten more than 60 nonfiction books. Many of her titles and those of her clients have been published by major publishers, including John Wiley & Sons, McGraw-Hill, Penguin, and Macmillan. Hybrid and independent presses are becoming a popular choice, however, and Marcia has worked with several, including Jenkins Group and Authority Publishing.

One of her most recent ghosted books was expected to sell 2 million copies internationally when released, and her Unofficial Guide to Starting a Small Business was named a “Best Business Book” the year it was published, by Library Journal. A book she recently edited was a New York Times bestseller for several weeks.

She has ghostwritten books about leadership, marketing, Gen Z, business development, personal finance, and many other business topics.

When not ghostwriting books, Marcia writes articles and blog posts for outlets like Businessweek, Entrepreneur, Forbes Online, US News & World Report.com, CNN Money, and AmEx OPEN Forum.

She earned her MBA from the Ross School of Business at the University of Michigan, a BA with honors from Wellesley College, and is currently at work on her doctorate in business administration (DBA) at Temple University.