Bestseller Interviews

Why do some of the most respected publishing consultants in the world recommend that every author should have a blog? 

Because it works.

If you’re a prospective author, a blog will help you:

• Refine your ideas by writing about them
• Build a loyal following of readers
• Get to know other thought leaders
• Prove yourself to publishers
• Sell lots of books when you’re finished

To talk about it, I’ve brought in best-selling author Michael Stelzner. Perhaps the world’s foremost expert on writing white papers, Michael has written nearly 100 white papers for some of the world’s most respected companies, including Microsoft, FedEx, Monster, and Hewlett-Packard.

Further solidifying his reputation, he also published Writing White Papers, a guide on how to capture attention with white papers. It’s quickly become an Amazon.com bestseller, and Michael has become a thought leader in the blogging community. He’s graciously agreed to answer 10 questions about how he did it:

Publishers stress having a platform–an existing fan base that will buy your book. How can you use your blog to build a platform?

I had a platform before I launched my blog, which is actually the opposite of many bloggers that are out there today.  I had a base of 20,000 readers of my WhitePaperSource Newsletter. 

The blog is also a great way to build on that platform.  In my case, I became active in the blogosphere by monitoring the daily traffic on my topic – white papers.  I made sure I was out there on other blogs and adding to the discussion.  This created links back to my blog.

How did you convince other bloggers to link to your blog?  Would you recommend other authors follow the same strategy?  Why or to why not?

You can’t really make anyone link to you.  The best way to encourage links is to write excellent content.  That is hard work.  Serving up valuable information three, four or five days a week takes commitment.  Over time, you will establish a loyal base of readers.

What is the relationship between the number of people reading your blog and buying books?  Do you see a direct correlation, or is it more about building your brand?

I have found a strong relationship between the blog and the book.  In my case, my blog is called Michael A Stelzner’s Writing White Papers Blog (see http://www.writingwhitepapers.com/blog/ ).  The book happens to also be called Writing White Papers: How to Capture Readers and Keep Them Engaged (see http://www.writingwhitepapers.com/book/ ).  As folks become regular readers of the blog, they “discover” that I happen to have a book by the same name.  In many cases, my book readers are coming to the blog for more information and telling their friends about it.  The net net is more readers and ultimately more business.

Generally, blogs are free and books cost money.  How do you convince a blog reader to fork over the money for your book?

I give away the first chapter of the book for free.  I advertise that free chapter as part of my marketing efforts.  In January for example, more than 6000 people read the free chapter of my book.  At the end of the free chapter, I provide an incentive for folks to buy now by providing $5 off the book.  It is very effective.

As people begin to respect your daily writing on your blog, they will want to learn more about your craft.  This helps me sell my book and classes.  I have already established the name recognition and credibility with the blog.  The natural next step is to offer something relevant to my readers.

How did you push your book to the Amazon bestseller list so quickly?  Do you recommend any specific strategies that other authors could use?

What helped push the book to the number one spot on Amazon’s business writing book list was a constant buzz.  I had a publicist help push the PR when the book was first released.  I personally targeted the bloggers.  In the first 60 days of the books release I had extensive press coverage for the book.  See http://www.writingwhitepapers.com/press/#News. 

You’ve commented that you use your blog as a warmup for working on longer projects like your book.  How does it help?

I write white papers for a living.  The blog helps get my fingers moving.  It also helps keep my writing sharp.  By forcing myself to find content that is interesting to my readers, I put myself at the forefront of my industry and also keep baking new ideas.  The more you write the better you are, period.  I know I am a better writing because I blog.

Why don’t more best-selling authors have blogs?  Do you think that will change?

There are plenty of big name authors that do blog.  Take Seth Godin for example or Bob Bly. 

However, writing a book is HARD and exhaustive work.  After the book is done, many authors want to refocus on their core competencies.  However, I think more and more authors will see the value of blogging.  In fact, many new authors are coming from the world of blogging rather than the world of traditional media.

How can authors use white papers to help establish their brand and sell more books?

A few years back, I wrote a white papers called, “How to Write a White Paper: A White Paper on White Papers (see http://www.stelzner.com/copy-HowTo-whitepapers.php ).  In the paper, I put some of my trade secrets on the table and helped folks understand how to create these very complex documents.  I also persuaded many people they could NOT do this by themselves.  That paper has had more than 40,000 registrations and has helped me land big names such as FedEx and Microsoft as clients.  It also served as the foundation for the book. 

Today, I use the book as one choice at the end of the paper and offer my services as another.  Thus, I am using a white paper to sell my book and it is very effective.

How are you monetizing your blog and book?  Speaking engagements?  Freelance articles?  Teleclasses?

I do offer writing services, teleclasses and onsite training for corporations.  My latest teleclass is entitled “Creating White Papers That Generate Leads (Luring Prospects With Words).  See http://www.whitepapersource.com/teleclass/

You’ve got a teleclass coming up on February 15.  Would you recommend that aspiring authors take the class?  Why or why not?

If folks want to understand the value of writing white papers, I strongly advise the class.

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