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Disruptive Publishing

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Women aged 40+ desiring to share personal experiences or expertise through nonfiction, self-help books, or memoirs.

Audience Type

  • B2C

Needs – Primary Buying Considerations

  • Desire personal growth through book writing and publishing
  • Value comprehensive and personalized support for their authoring journey
  • Seek to make a difference through their books

Demographics

  • Age Range: 40+
  • Gender: Female
  • Geography: Australia
  • Income Level: Mid to High (to afford publishing services between $1,001 - $5,000)

Psychographics

  • Lifestyle: Probably educated, self-reflective, and looking to make a positive impact.
  • What they value: Personal expression, sharing wisdom and experiences, making a difference
  • Pain Points: Lack of knowledge and support in writing and publishing process
  • Buying Behavior: Responds to personalized emails and social media engagement

Secondary Target Market (only if applicable)

  • N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • Disruptive Publishing empowers women of wisdom to write and publish impactful non-fiction and self-help books via our unique WRITE formula, encouraging them to share their stories and make a difference.

Understanding Their Pain Points

  • Struggling to structure and write their story
  • Unable to navigate the publishing process
  • Difficulty in marketing their published work

Transformation

  • Becoming a published author
  • Making a difference through their story
  • Increased visibility and recognition post-publication

Unique Selling Proposition (USP)

  • Proprietary WRITE formula for book structuring
  • Full-service publishing guidance
  • Post-publishing marketing support

Brand Values & One-Liners

  • 'Turning wisdom into words'
  • 'Your story. Your book. Our mission.'
  • 'From aspiring authors to published disruptors'

Tone

  • Empowering, inspiring, and passionate tone aimed to bring out the strength and wisdom of each author.

Hero Text Idea

  • Flag Text: 'Empowering Australian Women'
  • Main Headline: 'Make a difference with your words'
  • Sub Headline: 'From aspiring authors to published authors, we guide you through every step of your book-writing and publishing journey.'
  • CTA: 'Start your authoring journey'

3. The Media I Will Use to Reach my Target Market

Website

  • Continue using Wordpress due to budget constraints and current platform foundation.
  • Track conversions for book writing challenge sign-ups and discovery call bookings.
  • Prioritize mobile optimization as primary user device based on industry and demographics.

Social Media

  • Focus on Facebook and Instagram due to target demographic and past success.
  • Post daily inspirational quotes, snippets of successful authors, and book writing tips.
  • Use Instagram Stories for behind-the-scenes content relating to the writing and publishing process.

Paid Advertising

  • Advertise on Facebook for its cost-effectiveness and demographic targeting.
  • Set campaign objectives as lead generation for mailing list growth.

Content Recommendations

  • Blog posts on steps to write and publish a book.
  • Success stories of published authors.
  • Occasional posts on overcoming common authors' dilemmas.

Podcasts

  • Consider joining 'The Creative Penn Podcast' or 'Australian Writers' Centre Podcast'
  • Start a podcast discussing book writing journeys featuring successful clients.

Directories

  • List on local 'Australian Writers Resource' and 'Australian Women's Network' directories for visibility.

Publications

  • Contribute guest posts to 'Writer's Digest' and 'Australia’s Writer's Marketplace'.
  • Share articles and in-depth insights about book writing and publishing.

Partnerships & Outreach

  • Connect with local bookclubs and women empowerment groups for prospects.
  • Partner with educational platforms for authoring and publishing workshops.
  • Partner with literature festivals for speaking opportunities.

SEO and Content

  • Optimize blog content using keywords like 'book writing', 'publishing guide', 'Australia publishing service'.

Offline and Local Media

  • Sponsor local authoring events or women empowerment seminars.
  • Distribute bookmarks or pamphlets with quick book writing tips in local community centers.

Online Events

  • Launch webinars on book writing and publishing process.

Online Networking

  • Join Facebook groups like 'Women Writers, Women's Books', 'Aspiring Writers - Australia'.

Cold Outreach

  • Use LinkedIn to tap into professional women's network.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • '5-Step Guide to Converting Wisdom to Words'
  • 'Discover Your Writing Style' Interactive Quiz
  • 'Author's Calculator: Estimating the Real Cost of Publishing'

Tripwire Offer

  • First Chapter Review and Feedback for $99
  • Mini-course: 'Key Steps to Start Writing Today'

Welcome Sequence

  • Email 1: Warm welcome and lead magnet content
  • Email 2: Introduction to Disruptive Publishing and services
  • Email 3: Customer success stories
  • Email 4: Tripwire offer

Segmentation

  • Categorize leads based on: writing process stage, genre preference

Chatbot and Automation

  • Use a chatbot for frequent queries
  • Automate lead magnet delivery and follow-up emails

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: HubSpot (Affordable, offers detailed tracking features)
  • Automation capabilities: Email sequences, form submissions, live chat
  • Leveraging capabilities to identify the 'ready-to-buy' leads

Sales CRM

  • Recommended platform: Hubspot CRM (Great for small businesses, integrates well with the marketing platform)
  • Pipeline tracking: Tracking discovery call bookings as opportunities
  • Recommended upgrades: Custom pipelines based on writing process stage

Automated Follow-Ups

  • Post-opt-in: Thank you message and next steps
  • Post-discovery call: Personalized publishing roadmap and quote
  • Reactivation: Special offers or reminders for inactive leads

Newsletter

  • Frequency: Weekly
  • Topics: Author success stories, book writing tips, publishing process insights
  • Segmentation: Based on writing process stage and genre interest

Retargeting & Ads

  • Platforms: Facebook (Demographic targeting and cost-effectiveness)
  • Goal: Lead generation for mailing list, promoting free challenges, and discovery call bookings

Social Media and Content

  • Posting frequency: Daily
  • Content types: Inspirational quotes, author stories, book writing tips
  • Consistency: Maintain empowering, inspiring, passionate tone

Webinars and Events

  • Suggested cadence: Monthly webinars about 'Writing and Publishing process'
  • Event purpose: Lead generation, Value-add engagement

Other Nurture Channels

  • Chatbot: FAQ handling, lead capture
  • SMS: Reminders for calls, Challenges, and Events
  • WhatsApp: Customer queries, content links sharing

3. Sales Conversion Strategy

Sales Process

  • Continuation of free book writing challenge and email campaigns.
  • Introduction of a structured sales funnel: (1) Awareness through organic posting and FB ads, (2) Interest via free book writing challenge or downloadable guide, (3) Desire through success stories and testimonials, (4) Action in discovery call and personalized roadmap.
  • Automation of email follow-ups post-challenge or post-discovery call to maintain engagement and urgency.

Sales Assets

  • Development of discovery call script for consistency in positioning the offer and handling objections.
  • Creation of proposal templates that clearly outline the publishing services and pricing.
  • Introduction of a FAQ section in all sales assets addressing common objections and concerns.
  • Inclusion of testimonials and case studies in all proposals and pitch decks to build trust.

Testimonials and Case Studies

  • Introduction of a dedicated 'Success Stories' section on website showcasing client testimonials and case studies.
  • Collection of testimonials post-publishing through a structured feedback request email.
  • Use of testimonials in every sales and promotion email to establish credibility.

Conversion Rate Insights

  • Introduction of conversion tracking on Wordpress for both the book writing challenge sign-ups and discovery call bookings.
  • Setting initial conversion rate goal at 15% for both sign-ups and bookings.

Urgency and Offers

  • Introduction of early-booking discounts for publishing services.
  • Promotion of time-bound bonuses, like additional marketing services or extra coaching sessions, for immediate confirmation post-discovery call.

Guarantees and Risk Reversal

  • Transparent disclosure of the comprehensive 'Write to Publish' refund policy to address any financial risk concerns. Guarantee includes flexibility in terms of service modification or refund within a reasonable time frame.

Shock and Awe

  • Sending of a personalized thank-you note or 'welcome to Disruptive Publishing' welcome kit (branded notebook, pen, bookmarks) post-discovery call or once they become a customer.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send a welcome email introducing the personalized book writing journey
  • Initiate kickoff call with a small virtual 'book launching' ceremony
  • Send a physical 'Author Kit' with customized writing essentials
  • Detail next steps, deadlines and expectations

Communication Cadence

  • Weekly check-ins via email or call
  • Monthly progress update webinar with client
  • Email notifications for important milestones

Client Education

  • Access to an Author Library with writing and publishing guides
  • FAQ section on website
  • Training and skill-building workshops
  • Instructional videos for self-help and self-publishing

Personalized Touches

  • Celebrate book completion with a virtual 'Book Shower'
  • Birthday email with a special 'author tip'
  • Surprise 'Author of the Month' recognition
  • Thank you notes after milestone completions

Visuals and Documentation

  • Progress report showing journey from outline to published book
  • Photo documentation of physical printed books

Feedback and Proactive Support

  • Online feedback form for gathering client sentiment
  • Dedicated client support for early issue detection and resolution

Guarantee or Promise

  • 'Love Your Book or Rewriting Support Guarantee'
  • Assurance of confidentiality and intellectual property protection

Operational Excellence

  • Flexible scheduling for coaching sessions
  • Punctual deadline tracking
  • Professional appearance and positive tone in all communications
  • Consistent brand language and messaging

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce multi-book discounts for authors planning to write more than one book.
  • Offer an annual contract with quarterly check-ins and coaching sessions.

Upsells & Cross-Sells

  • Upsell post-publishing marketing services after book completion.
  • Cross-sell memoir vs self-help writing workshops.
  • Upsell writing retreats or author networking events.

Bundling & Packaging

  • Bundle book writing, publishing, and post-publishing marketing services into a comprehensive package.
  • Offer tiered pricing bundles based on support level—Basic, Advanced, Premium.

Loyalty & Retention Programs

  • Introduce a 'Your Last Chapter' loyalty program for return customers to encourage future projects.
  • Offer referral rewards for authors who bring in other potential authors.

Custom Services and Personalization

  • Upsell a premium 'Author Spotlight' package with additional personal support and customized marketing strategies.

Pricing Strategy

  • Offer installment payments as an incentive for long-term commitment.
  • Implement a 'Pay-As-You-Go' system to ease initial entry cost.

Customer Data and Insights

  • Implement a tracking system to identify customer engagement and book completion rates.
  • Use customer feedback to pinpoint value-driving factors, identify possible upgrades, and improve retention.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount on their next book for every successful referral
  • Provide bonus materials (worksheets, templates) for the referee's first package

Shareable Assets

  • Create templated social posts about their success with Disruptive Publishing
  • Design bespoke referral cards to share at events or personal gatherings

Timing and Triggers

  • Ask for referrals immediately after the success of their publishing journey
  • Automated email to authors upon their book release to remind them about referral program

Client Success Stories

  • Collect testimonials from published authors and share on social media
  • Feature success stories in a monthly newsletter

Referral Contests

  • Quarterly referral contest with rewards such as free marketing consultation

Partner or Affiliate Programs

  • Collaborate with writing workshops/groups for affiliate referrals

Thank-You Experience

  • Surprise top referrers with a thank-you gift hamper
  • Acknowledge them publicly on social media for their contribution

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