Video: I, Pencil

The Competitive Enterprise Institute (@ceidotorg), a non-profit public policy organization dedicated to advancing the principles of limited government, free enterprise, and individual liberty, produced the above video I, Pencil, a new short film adapted from the 1958 essay by Leonard E. Read, founder of the Foundation for Economic Freedom.

The essay, under its full title, I, Pencil: My Family Tree as Told to Leonard E. Read, had a simple goal: "to show that economics cannot be 'planned' since no one, no matter how smart, can create something as incredibly ordinary as a pencil." Instead, its creation requires a highly complex global industrial network organized not by a master planner but by the spontaneous supply-and-demand workings of the "invisible hand" in the peaceful, voluntary, libertarian, laissez-faire free market.

We include the video here on the Somersault blog only to showcase its creative and fun use of animation in a video (based on what might be a solemn essay) intended to go viral. That, and because authors, perhaps less often these days, have written their bestsellers using only a simple pencil!

Also see our previous blogpost, “The 3 Qualities That Make a YouTube Video Go Viral.”

Download our white paper, “Tech, Trends, & Retail Success: See the Future and Act Now,” in which we detail the elements of creating extreme retail in-store experiences.

Contact Somersault (@smrsault) to help you strategically publish and market pbooks, ebooks, and audiobooks.

Learn about SomersaultSocial (@SomersaultHelp), our Web-based author online marketing education modules.

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Turn Your Marketing Inside Out

In an article for E-Commerce Times (@technewsworld), Rudy DeFelice, CEO of Bizinate (@Bizinate), stresses that effective marketing in today’s environment means focusing your efforts on people that know and care about you and what you have to say, then empowering them to spread the word through their networks. He says, “Since everyone spreading your message, starting with you, has an authentic relationship with their networks, your message has a distinct advantage over the undifferentiated messages we're all bombarded with every day. So use that advantage.”

A simple way to think of growing your business is to divide the universe into a few market segments and use the right approach for each segment. Most e-commerce businesses don't have the resources or bandwidth for an all out assault on the entire marketplace. Therefore, it is necessary to win where it matters.

You can think of the universe of your potential audience in three concentric circles.

·         Your network: This is your sweet spot, so focus here....

·         Their networks: Your objective here is to equip your network appropriately to reach this audience....

·         Everyone else: You ignore them....

He says your marketing communication message should “offer a unique experience, not just a great product” and ‘have something new to say.”

Read this in full.

Also see our previous blogpost, “Social Media Is About Cultivating Community, Not Corralling Cattle” and “Forget Product Positioning, This is the Dawn of the Relationship Era.”

Download our white paper, “Tech, Trends, & Retail Success: See the Future and Act Now,” in which we detail the elements of creating extreme retail in-store experiences.

Contact Somersault (@smrsault) to help you strategically publish and market pbooks, ebooks, and audiobooks.

Learn about SomersaultSocial (@SomersaultHelp), our Web-based author online marketing education modules.

Add our Facebook page (http://facebook.com/SomersaultGroup) & Twitter stream (http://twitter.com/smrsault) to your Flipboard account on your iPad, iPhone, or Android. Or download our blog as an ebook to your ereader (http://goo.gl/3nTtN)

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And be sure to bookmark and use daily the SomersaultNOW online dashboard; especially the Book Discovery Sites tab.

All About Goodreads

This article in The New York Times (@nytimesbooks) by Leslie Kaufman (@leslieNYT) describes Goodreads (@goodreads), “a social media site for finding and sharing titles that has 15 million members.” She says it’s “exploding in popularity and rivaling Amazon.com as a platform for promoting new books.”

The site allows passionate readers to share what they are reading, rate books they have already read, and list what they are considering next. They can do this publicly or among only a self-selected network of online friends. The site is also host to roughly 20,000 organically occurring online book clubs for every preference — from people interested in only Proust to those who prefer history and Tudor-period fiction. There are 314 clubs for paranormal romance fans alone.

Goodreads and smaller similar sites are addressing what publishers call the “discoverability” problem: How do you guide consumers to books they might want to read? The digital age has created online retail sites that are overflowing with new books, leaving readers awash in unknown titles.

At the same time the number of bookstores has shrunk considerably, depriving customers of the ability to browse or ask staff members for guidance.

For a long time Amazon, the largest online bookseller, dominated the digital discovery zone through its book reviews, recommendations and displays on its home page. But Amazon has lost some trust among readers recently amid concerns that its reviews and recommendations can contain hidden agendas.

The theory behind Goodreads and its two main — albeit much smaller — competitors, Shelfari and LibraryThing, is that people will put more faith in book recommendations from a social network they build themselves.

Goodreads includes a recommendation engine, author video chats, book giveaways, and a newsletter that fosters a sense of community. The site is the largest source of independent reviews on the Web, with 21 million and counting.

Read this in full.

Also see our previous blogpost, "Findability, Discoverability, & Marketing."

Download our white paper, “Tech, Trends, & Retail Success: See the Future and Act Now,” in which we detail the elements of creating extreme retail in-store experiences.

Contact Somersault (@smrsault) to help you strategically publish and market pbooks, ebooks, and audiobooks.

Learn about SomersaultSocial (@SomersaultHelp), our Web-based author online marketing education modules.

Add our Facebook page (http://facebook.com/SomersaultGroup) & Twitter stream (http://twitter.com/smrsault) to your Flipboard account on your iPad, iPhone, or Android. Or download our blog as an ebook to your ereader (http://goo.gl/3nTtN)

Get our blogposts delivered into your email inbox.

And be sure to bookmark and use daily the SomersaultNOW online dashboard; especially the Book Discovery Sites tab.

15 Tips for Media Training Success

In PRNews (@PRNews), public relations consultant Arthur Solomon offers tips for authors and others to keep in mind when being interviewed by the media:

1. Keep in mind that the great majority of reporters are cordial people who are not out to harm you. They just want to get a story that will satisfy their editors and go home to their family.

2. Reporters hate when someone misleads or lies to them. Reporters don’t like it when their stories have to be corrected through no fault of their own and because of inaccurate information provided to them.

3. Don’t “wing it.” Come prepared with notes regarding the topic.

4. If you don’t know the answer to a question, tell the reporter that you’ll get back with an answer.

5. An interview is not a legal hearing. It’s okay to tell a reporter that some information is proprietary.

Read this in full.

Let Somersault train you for media interviews. And see our previous blogpost, "What Every Author Should Know About Radio & Television Interviews."

Download our white paper, “Tech, Trends, & Retail Success: See the Future and Act Now,” in which we detail the elements of creating extreme retail in-store experiences.

Contact Somersault (@smrsault) to help you strategically publish and market pbooks, ebooks, and audiobooks.

Learn about SomersaultSocial (@SomersaultHelp), our Web-based author online marketing education modules.

Add our Facebook page (http://facebook.com/SomersaultGroup) & Twitter stream (http://twitter.com/smrsault) to your Flipboard account on your iPad, iPhone, or Android. Or download our blog as an ebook to your ereader (http://goo.gl/3nTtN)

Get our blogposts delivered into your email inbox.

And be sure to bookmark and use daily the SomersaultNOW online dashboard; especially the Book Discovery Sites tab.

Author & Seminary Professor Howard Hendricks Dies

Howard Hendricks, who taught at Dallas Theological Seminary (@DallasSeminary) for more than 60 years, died today at age 88, leaving behind a legacy of Bible lessons and Christian leaders across generations.

Read the Christianity Today article in full.

Hendricks authored 18 books and preached around the world in more than 80 countries. Through his teaching he influenced many Christian leaders; several count him as their mentor, including Chuck Swindoll, Tony Evans, Joseph Stowell and David Jeremiah.

See the article, The Life of Howard G. “Prof” Hendricks, in Profiles.

See the tribute website by Dallas Theological Seminary.

See the news release from the Billy Graham Training Center at The Cove.

See books by Howard Hendricks.

Dr. Seuss Titles as Interpreted by Intellectuals

The website BuzzFeed (@BuzzFeed) offers to re-title a few Dr. Seuss books based on their possible underlying meanings. Perhaps the exercise shows how important the correct title is to the success of a book ☺

The Butter Battle BookThe Tragic Futility of the Nuclear Arms Race!

The Sneetches and Other StoriesRacists and Other Stories

The Cat in the HatThe Virtues of Autonomy, Efficiency, and Skepticism

The LoraxThe Importance of Environmental Awareness in Industrialized Society

Yertle the TurtleWhy Hitler is Dangerous and Other Stories

How the Grinch Stole ChristmasThe Psychological Implications of Holiday-Motivated Materialism

Green Eggs and HamHow Fear of the Unknown Hinders the Developmnet of Informed Opinions

Horton Hears a WhoThe Inherent Ethical Issues of Isolationism!

Download our white paper, “Tech, Trends, & Retail Success: See the Future and Act Now,” in which we detail the elements of creating extreme retail in-store experiences.

Contact Somersault (@smrsault) to help you strategically publish and market pbooks, ebooks, and audiobooks.

Learn about SomersaultSocial (@SomersaultHelp), our Web-based author online marketing education modules.

Add our Facebook page (http://facebook.com/SomersaultGroup) & Twitter stream (http://twitter.com/smrsault) to your Flipboard account on your iPad, iPhone, or Android. Or download our blog as an ebook to your ereader (http://goo.gl/3nTtN)

Get our blogposts delivered into your email inbox.

And be sure to bookmark and use daily the SomersaultNOW online dashboard; especially the Book Discovery Sites tab.

Warc, Deloitte 2013 Marketing Key Trends Report

Anti-business sentiment, the evolving path to purchase, and broadening definitions of social media are among the main issues now facing marketers, according to the Toolkit 2013 trend report released by Warc (@WarcEditors) and Deloitte (@Deloitte).

The Toolkit 2013 report highlights 4 key priorities for brands:

1. Gain an increasingly in-depth understanding of changing consumer expectations, as hard-pressed shoppers take their anger out on major corporations in difficult times.

Companies must show they are making a positive difference by focusing on areas like values, ethics and authenticity, contributing to an easier life, or solving everyday problems.

2. Understand the impact of technology on the path to purchase, in particular the rise of "showrooming" (comparing products and prices while in stores on a mobile phone) and "multi-screening" (using digital devices while watching TV).

These trends suggest marketers should look at more closely aligning in-store messages with mobile, and by ensuring TV activity is joined up with social media, search, and e-commerce.

3. Be aware of new thinking on social media and social influence. The "social" channel is much wider than "social media" alone, particularly when it comes to the potential benefits of looking for influential advocates offline as well as online.

4. Marketers should carefully consider their options regarding "big data" to avoid running the risk of alienating consumers through poorly executed attempts at personalization.

Read this in full.

Download our white paper, “Tech, Trends, & Retail Success: See the Future and Act Now,” in which we detail the elements of creating extreme retail in-store experiences.

Contact Somersault (@smrsault) to help you strategically publish and market pbooks, ebooks, and audiobooks.

Learn about SomersaultSocial (@SomersaultHelp), our Web-based author online marketing education modules.

Add our Facebook page (http://facebook.com/SomersaultGroup) & Twitter stream (http://twitter.com/smrsault) to your Flipboard account on your iPad, iPhone, or Android. Or download our blog as an ebook to your ereader (http://goo.gl/3nTtN)

Get our blogposts delivered into your email inbox.

And be sure to bookmark and use daily the SomersaultNOW online dashboard; especially the Book Discovery Sites tab.

Gen Z Shows Brand Loyalty

Over 3/5 of Generation Z say that when they find a brand they like they stick with it, according to a recent survey. Forrester Research polled more than 3,000 online Gen Z members, aged 18 to 23, for its report How To Build Your Brand With Generation Z and found 62% are prepared to show loyalty to those brands they enjoy.

"The leading edge of Gen Z is at a pivotal point in their product and brand choices, as they finance their own purchase decisions," Tracy Stokes, report lead and principal analyst at Forrester Research, told Luxury Daily.

Gen Z is the first generation born into a digital world. They are true digital natives who have grown up in the age of technology. The only world they know is a digital one — where they can connect anytime, anywhere, and to anyone. As a result, they are highly promiscuous when it comes to media consumption; they will be the first generation to consume more media online than offline.

Gen Z is more likely than other generations to trust messages from brands and marketing communications via digital channels, according to the report.

And the brands they prefer will inspire their confidence and demonstrate honesty in business practice.

Other findings in the report include the increased willingness of Gen Z, compared to other generations, to pay more for products with an image they like and to own the best brand.

"Marketers need to create a brand experience that is relevant to their customers' lives but also authentic to the brand," said Stokes.

Read this in full.

Download our white paper, “Tech, Trends, & Retail Success: See the Future and Act Now,” in which we detail the elements of creating extreme retail in-store experiences.

Contact Somersault (@smrsault) to help you strategically publish and market pbooks, ebooks, and audiobooks.

Learn about SomersaultSocial (@SomersaultHelp), our Web-based author online marketing education modules.

Add our Facebook page (http://facebook.com/SomersaultGroup) & Twitter stream (http://twitter.com/smrsault) to your Flipboard account on your iPad, iPhone, or Android. Or download our blog as an ebook to your ereader (http://goo.gl/3nTtN)

Get our blogposts delivered into your email inbox.

And be sure to bookmark and use daily the SomersaultNOW online dashboard; especially the Book Discovery Sites tab.

Washington, DC, Tops 'Most Literate City' Study

USA TODAY’s Bob Minzesheimer (@bookbobminz) reports that, for the 3rd year in a row, Washington, DC, is "America's most literate city," according to an annual statistical study ranking 75 cities with populations of 250,000 and above.

The research, conducted by Central Connecticut State University (@CCSUToday) president John Miller, is based on 6 key indicators: number of bookstores, educational attainment, Internet resources, library resources, periodical publishing resources, and newspaper circulation.

Miller says the study is aimed at shifting attention from school test scores on reading "to how much people are reading, and where are they reading the most." He notes a “troubling trend”: Spending on reading materials, both digital and print, has declined 22% since 2000. In the same period, federal statistics show spending on other forms of entertainment is up 25%.

In a digital age, the survey expands the definition of reading by counting online book orders, ebook readers, and page views on local newspaper websites.

The top 10 cities in 2012:

1. Washington, DC (same as in 2011)

2. Seattle, WA (same as in 2011)

3. Minneapolis, MN (same as in 2011)

4. Pittsburgh, PA (up from No. 6)

5. Denver, CO (up from No. 10)

6. St. Paul, MN (up from No. 12)

7. Boston, MA (down from No. 5)

8. Atlanta, GA (down from No. 4)

9. St. Louis, MO (down from No. 8)

10. Portland, OR (down from No. 11)

Read this in full.

See the study website.

See our previous blogpost, “America’s Most Literate Big Cities.”

Download our white paper, “Tech, Trends, & Retail Success: See the Future and Act Now,” in which we detail the elements of creating extreme retail in-store experiences.

Contact Somersault (@smrsault) to help you strategically publish and market pbooks, ebooks, and audiobooks.

Learn about SomersaultSocial (@SomersaultHelp), our Web-based author online marketing education modules.

Add our Facebook page (http://facebook.com/SomersaultGroup) & Twitter stream (http://twitter.com/smrsault) to your Flipboard account on your iPad, iPhone, or Android. Or download our blog as an ebook to your ereader (http://goo.gl/3nTtN)

Get our blogposts delivered into your email inbox.

And be sure to bookmark and use daily the SomersaultNOW online dashboard; especially the Book Discovery Sites tab.

What Should Authors Do in the Digital Age?

O’Reilly’s Tools of Change 2013 (@toc) (#toccon) kicked off Feb. 12 with the first-ever Author (R)evolution Day, cosponsored by Publishers Weekly, designed to inform authors, content creators, agents, and indie author service providers about the promotion of books in the digital age. Blogger and author Cory Doctorow brought up the concept of the “hybrid author” — the author who publishes traditionally and self-publishes.

One of the most talked about points of the day was discovery. During an afternoon panel, Kobo’s Mark Lefebvre started by saying to authors: “Don’t wonder how you will get discovered — think about what you're going to do to deserve being discovered.”

The panelists agreed that author investment is very often tied to author discovery. In relation to social media, Elizabeth Keenan of Penguin’s publicity department said, “It’s a full-time job to make it work.” (See our SomersaultSocial training program for authors.)

Lefebvre said the most important thing in getting someone to buy a book is still the opinion of someone the reader trusts, and all panelists agreed that — especially in the digital age when curation becomes more and more important — getting reviews for your book is essential.

The “power of free” was discussed; attracting your audience by offering them something, whether it be an excerpt or author expertise on a subject, and giving that audience an answer to the question every reader asks when picking up a book: “What’s in it for me?”

Read this in full.

See TOC articles tagged Author (R)evolution Day.

Read coverage by Good E-Reader (@Goodereader).

Also see our previous blogpost, "Guy Kawasaki's New Self-Publishing Instruction Book."

Download our white paper, “Tech, Trends, & Retail Success: See the Future and Act Now,” in which we detail the elements of creating extreme retail in-store experiences.

Contact Somersault (@smrsault) to help you strategically publish and market pbooks, ebooks, and audiobooks.

Learn about SomersaultSocial (@SomersaultHelp), our Web-based author online marketing education modules.

Add our Facebook page (http://facebook.com/SomersaultGroup) & Twitter stream (http://twitter.com/smrsault) to your Flipboard account on your iPad, iPhone, or Android. Or download our blog as an ebook to your ereader (http://goo.gl/3nTtN)

Get our blogposts delivered into your email inbox.

And be sure to bookmark and use daily the SomersaultNOW online dashboard; especially the Book Discovery Sites tab.