Have you ever wondered what would it take to compete successfully
with the “big guys” like Simon & Schuster and even get to the
top of the heap? If there is such thing as a magic formula for
success, then the story of Geela, the author of the bestseller
book THE AMERICAN DREAM can certainly make a believer out of
you too. Mastering the art of the possible is at the heart of
Geela’s brand new book where her message is that the possible
always exceeds the impossible.
It’s a sobering fact that no one not even the “big guys” (the
large publishing houses) are immune to the risk of failing and
even going out of business and not so much because of lack of
resources but rather lack of innovation, high vision and keeping
up with inevitable change. In fact, too many companies take the
complacent approach of “one-size-fits-all” to marketing and
promotion with a worn out attitude of “business as usual” and
“we’re the best, you’re the rest” that stifles innovative
thinking (thinking outside the box) so essential for surviving
and thriving in a very competitive and dynamic industry where
change is the norm and maintaining success is the exception.
It’s been Geela’s experience as a self-supported and
self-published author, that greater degrees of success can be
achieved by any publishing company regardless of their size or
circumstances simply by implementing the following principles
for success that worked for her company GLOBAL VISION MEDIA:
1. It’s not your aptitude but your attitude – a winning attitude
can mean the difference between success and failure. Success
is a matter of perception and an equal opportunity employer.
You are as successful as you make up your mind to be. So
don’t be afraid to aim high. Let the story of The Little
Engine That Could and David and Goliath inspire you. While
some people thought that Goliath was too big to hit, David
thought he was too big to miss.
2. Recognize that dreams and aspirations for success have no
expiration date – these are self-imposed artificial deadlines
that are silent killers of creativity and motivation.
3. What determines your level of success or level of failure
is not lack of resources but rather lack of creativity
(resourcefulness), high vision and faith (remember,
quitters never win and winners never quit).
4. No matter what you were brainwashed to believe, never
underestimate your own power to write your own life script
and command control of your destiny by either finding a way
or making a way. Also when you understand the difference
between making things happen vs. letting things happen, you
will generate whatever is necessary for you to reach your
destination even when all the odds are against you. You
no longer have to wait or be at the mercy of traditional
distribution and bookstores as they hide your book between
competitive titles on their shelves. Your fate is in your
hands and all that your hands need to do is to take
advantage of the awesome power of modern technology which
is now available to the “little guy” as well in order to
compete successfully and even surpass the “big guys.” Any
self-made successful person will tell you that indeed
anything is possible especially to those who believe.
5. Apply the Kaleidoscope approach to your marketing and
promotion efforts – although there are finite number of
pieces, infinite number of combinations and possibilities
can be created simply by rearranging them. You are limited
only by your own imagination and will.
6. Don’t use the Christopher Columbus method of planning your
business if you are serious about reaching your destination
of smooth sailing into a new world of success with glory.
By failing to plan properly, you plan to fail by default.
The power of strategic planning backed by a solid
infrastructure cannot be overstated – it’s what makes or
breaks regardless of the quality of your product (book).
A synergetic plan in place will serve as a compass to guide
your actions, evaluate your performance and run your
business more profitably.
7. A good marketing plan requires the dexterity of a circus
juggler mainly because of factors such as the different
life-cycle stage of each title at any given time. In
Geela’s particular case, as a self-contained, it was and
still is a unique multi-faceted situation with multiple
projects going on simultaneously, involving a brand new
book, a music album and putting together an all-star benefit
concert with major music producers as part of Geela’s
nonprofit organization, ONE SPIRIT, ONE WORLD (dedicated
to promoting world peace focusing on children’s issues),
since Geela is an established singer/songwriter with many
albums, awards and rave reviews, a visionary author and a
long time peace and children’s activist. She is the
founder of the nonprofit organization, ONE SPIRIT, ONE
WORLD, a co-founder of a successful record label, GLOBAL
VISION RECORDS in addition to being a co-fonder of an up
and coming independent publishing company, GLOBAL VISION
BOOKS/MEDIA. To make life even more exciting, Geela is
also a wife and a dedicated mom.
8. Capitalize on any talents you might have to make up for
perceived lack of sales and/or financial resources
(initially when you are starting out). Geela’s situation
is unique by all standards. Hers is a multi-faceted
situation (music/book/nonprofit organization) which greatly
enhanced the success of her efforts.
9. Broaden your marketing and promotional parameters and
capabilities to include a multi-level marketing and
promotion by reaching out to different audiences from
ethnic to military and other untapped markets. In Geela’s
case, because of her unique background, as an immigrant
from Israel who was born in Iran, with a universal appeal,
she capitalized on that fact to reach broader audiences
that include ethnic, minorities, women and immigrants.
10. Your infrastructure needs to be built on a solid foundation
which includes everything from an innovative strategic
marketing plan to a coordinated program which includes
the following elements:
· A comprehensive marketing and promotional plan including
assorted advertising mix in key places in addition to a
national media campaign
· Cutting edge on-line marketing and promotion with your
own user friendly website (links, pop up banner, affiliate
program, ezine newsletter, direct response with a
compelling sales letter, article submission, media e-mail
blast to keep your name in front of the media with
different press releases, sample of products, plenty of
endorsements, media room, useful information, strong
search engines, just to name a few)
· Sales forecast
· Financial plans
· Secure advanced endorsements for your book from
world-renowned personalities, the media, book reviewers
and best selling authors to establish credibility
· Distribution
· Fulfillment center with your own toll-free number. In
Geela’s case she chose a number that’s easy to remember
for her radio interviews (800) 99GEELA
· Create an outstanding press kit with useful information in
addition to promotional and fun material such as posters,
bookmarks, double sided glossy flyers and more
· Marketing and promotion plans also for pursuing the
non-bookstore markets (special sales/premiums/incentive)
as well as sub-rights and foreign rights including film
rights, especially like in the case of Geela, if your book
is slanted towards a movie – these are most lucrative
sources for substantial revenues and profitability since
you bypass the middlemen, massive discounts and have
reduced returns.
· Since no man is an island and likewise success is never a
one-man show, it’s essential to have a marketing support
system, a Dream-Team if you will, which is made up of top
notch like-minded people who share your vision, faith in
the project and level of commitment to making it a huge
success. The more harmony and camaraderie the better
information and creative ideas can be generated to help
move your project forward, and combat those inevitable
“marketing fatigue” while keeping you motivated.
· To become a magnet of success and total prosperity live
by the motto: “when I help others win - I win.”
· Author personal appearances, speaking engagements and
other innovative forms of promotion such as running for
an office (at least for a day...) and/or trying to break
the Guineas book of records (well, at least in theory you
can make the attempt...). Once again, you are limited
only by your imagination.
11. In order to get a head start on your promotional campaign
consider using a direct response that can help put your
title on the best seller list at least on Amazon.com by
doing a massive and highly targeted e-mail blast. This
alone can open many doors for you and help you reach your
destination so much faster and ... in style too.
12. Apply the old-fashioned yet proven method of making up for
lack of financial resources the size of the “big guys” with
OPM but not the traditional Other People’s Money, but rather
Other People’s Minds, by networking, sharing up to date
information, developing and nurturing partnerships while
conducting massive research. Remember, knowledge is power
that provides you the winning edge. It’s cost free and it
creates additional opportunities for growth while instantly
becoming a success and prosperity magnet.
13. Strive to provide the highest quality in product and service
and always go the extra mile, remember, the seed of money is
service.
In the final analysis, it’s the quality of the book that will
ultimately dictate the longevity and the level of success of any
marketing and promotional campaign. Geela’s highly praised book
THE AMERICAN DREAM offers something very special that everybody
wants...hope and direction. In fact, through her Principles For
Successful Living, Geela is revolutionizing the conventional
wisdom of achieving success, total prosperity and even global
unity. And that’s something that will always be in demand and
never go out of style. Geela’s fascinating personal story of
triumph over adversity and winning against all odds best
captures the true spirit of the American Dream which was based
on perspiration, innovation, risk and reward. Of-course some
might think her tremendous success story (which took her only
twenty years to achieve) is only a result of luck or talent or
... whatever. But perhaps a better definition of luck needs
to be when preparation meets opportunity. After all, if you know
where you are going, chances are you will get there, and if not,
then you’ll end up on the road to nowhere. Now that’s something
to write about...
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