Case Study: Seizing Opportunity with The Opportunity Agenda

A Plan to Grow the Middle Class and Revitalize the Democratic Party



Disrupting the Democratic Party to improve its core
New York businessman and civic leader Winston Fisher and former Kansas City mayor Sly James wouldn’t seem like they have much in common. They come from different cities, cultures, and professions. But they do have one thing in common: their desire to save the Democratic Party from itself. Together, in The Opportunity Agenda: A Bold Democratic Plan to Grow the Middle Class, they outline a way forward for the party that focuses on what really matters: appealing to the American people.

What does this mean?
Winston Fisher and Sly James are both faithful Democrats but believe the party can do more to achieve long-term success. They think that rather than rehashing the same common platforms—Medicare for All, higher minimum wage, a Green New Deal—the party needs to target voters by focusing on mainstay policies that will appeal to a wide swath of Americans for years to come. If the policy makes sense with the words “for you” tacked onto it, then that policy is likely to interest most Americans beyond a single election cycle. Voters want to see a platform tailored for them rather than one created on the rebound from a lost election.

Our goals?
1. Edit The Opportunity Agenda after Fisher and James write it
2. Update the book during production to be up-to-date with the COVID-19 pandemic
3. Capitalize on the biggest talking points of the 2020 election cycle


Winston Fisher wanted to help improve the Democratic Party, so he set up a meeting with Sly James to discuss ideas. They soon realized they shared a lot of the same ideals and agreed the Democratic Party is due for a change because of its repeated failures. So, they co-authored a manuscript intended to solve those problems and provide a roadmap for Democrats moving forward. They took their time developing the manuscript, brainstorming various policy points and the best possible solutions for the American people. After about a year of development and writing, they had a final manuscript that achieved those goals.

When COVID-19 swept the United States, the need for Fisher and James’s policies was clearer than ever. Portable benefits, for example, became sorely needed as people lost their traditional nine-to-five jobs. Despite the fact that The Opportunity Agenda was already at the printer, we updated it to ensure the book remained topical upon its release.

Both authors are active in their Democratic scenes, which was useful as we neared the book’s release date. Sly James covered Kansas City, Missouri, while Winston Fisher was in charge of New York City. And in addition to leveraging their personal networks, James and Fisher partnered with Global Strategy Group, a public affairs and communications firm that specializes in the intersection of business and politics. Javelin, a DC-based media and public relations company known for marketing political titles, also got involved to assist with media and publicity. Between Fisher, James, GSG, Javelin, and Amplify, it was a coordinated effort to make waves in the press in advance of the 2020 presidential election.

The effort bore fruit. Sly James and Winston Fisher co-authored an op-ed for Newsweek entitled “A Warning to Our Fellow Democrats: A Campaign Focused on Trump Won’t Win.” In it, they acknowledge the unity of the Democratic Party against President Trump and his reelection bid but insist on the need for a “major campaign pivot” to ensure lasting wins. Sly James also made appearances on national television. On Fox News, he discussed the George Floyd protests as a situation needing strong leadership, and on MSNBC, he appeared to discuss how the Democratic Party can become the party of opportunity. He wrote an op-ed in The Kansas City Star, advocating paid family leave as an economic boon and an issue the Democrats should champion beyond the 2020 election. Kirkus Reviews, a trusted voice in book reviews, also hailed Fisher and James’s ideas as “ambitious and cogent.”

It takes more than relying on the failures of others to make a political party successful and transcend just one election cycle. Winston Fisher and Sly James dug deeper and created a plan to renew the Democratic Party and bolster middle-class Americans for years to come.

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Case Study: Going Extra Innings at the City of Hope National Medical Center

Former Los Angeles Dodgers general manager Fred Claire’s cancer diagnosis came out of left field, but at the City of Hope, he found the dream team to help him beat it.



A baseball legend
The Los Angeles Dodgers are playing the Tampa Bay Rays in the 2020 World Series. The last time the Dodgers won the Fall Classic was back in 1988, with an overachieving team assembled by former sportswriter-turned-baseball-executive Fred Claire.


Fred Claire
Fred Claire continued his tenure with the Dodgers until 1997, when he stepped away from the game he loved and started a glorious retirement filled with friends, family, staying active, and playing a lot of golf. But in January 2015, Claire received bad news: the supposedly harmless spot on his lip was instead squamous cell carcinoma, a potentially deadly form of skin cancer.

That’s when Claire entrusted his care, treatment, and life to the doctors and nurses at the City of Hope National Medical Center in Duarte, California. After some highs and lows, Claire is now in recovery and attributes his good health to the amazing team at City of Hope and the support of his friends and family.


Telling a story of hope in the fight against cancer
Claire was so moved by the care and treatment he received that he wanted to let the world know about the groundbreaking work happening at City of Hope. It occurred to him a book would be a great way to talk about his cancer journey to inspire others and give CoH a platform to talk about its approach. CoH was on board; it would provide support for the project and make the doctors and nurses who helped Claire available for interviews.

Claire approached our parent company, Mascot Books, about his idea and we were on board. It was an inspiring story with a worthy cause. And to help kick things off, we connected Claire with Tim Madigan, a respected author and journalist who has written for the Washington Post, Chicago Tribune, Politico, Reader’s Digest, and, for thirty years, the Fort Worth Star-Telegram. Together, we took two trips to the City of Hope to see for ourselves the exceptional care and innovation happening beyond its doors.


Our goals?
1. Partner with Claire, City of Hope, and Tim Madigan to produce Extra Innings: Fred Claire’s Journey to City of Hope and Finding a World Championship Team
2. Highlight the innovative treatment occurring at City of Hope
3. Raise awareness for City of Hope through both baseball- and cancer-related media hits

Madigan got to work writing the book and telling Fred Claire’s and City of Hope’s unique stories and how they came together. From its origins as a treatment center for homeless tuberculosis victims in the 1910s, CoH has become not only a leader in diabetes treatment and bone marrow and stem cell transplantation but also a leader in cancer research and treatment. Madigan captured CoH’s humanity, its combination of science and compassion, and its excellent health care professionals. One reviewer on Amazon stated, “Tim Madigan has woven [baseball and CoH] together in a masterful story that will make your soul happy.”

Extra Innings gave City of Hope the opportunity to spread the knowledge of its research and treatments far and wide. Its innovations in chemotherapy, radiation, experimental surgery, and immunotherapy all put it on par with its peers, like the Mayo Clinic. By partnering with Claire on Extra Innings, CoH advances its name and saves more lives.

People remember Fred Claire well. In the Daily Bulletin, Fred Claire’s story ran in two articles, the first titled “Writing sports in Pomona led Fred Claire to Dodgers (and World Series)” which retold his journey to becoming Dodgers general manager. In the second, “Readers haven’t forgotten Fred Claire, the Pomona sportswriter who became a Dodgers exec,” newspaper readers share their memories of Claire during the 1980s. Claire also appeared on the podcast SABRcast with Rob Neyer in May 2020 to talk about his baseball career and journey to City of Hope. Also, a review of Extra Innings is currently in the works with the magazine Baseball America.

Extra Innings drew attention because of its cancer subject matter, as well. Not only did City of Hope write an article about Claire and the book on its website (“Fred Claire: Former Dodgers GM Chronicles Cancer Journey In New Book”), but he was also interviewed by Ed Hart on From the Hart, a podcast that tells inspiring stories. Claire has an upcoming appearance on Thrive Podcast, a podcast about fighting cancer and moving forward with life, as well.


Keep on swinging
Fred Claire has had his ups and downs, but his recovery is going very well. And with the Los Angeles Dodgers contending to win the World Series again, he’s spending his free time rooting for them to repeat that victory for the first time since his team did.

All proceeds from Extra Innings go to the City of Hope National Medical Center.

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Case Study: Uncovering the Secrets to Becoming a Financial Badass

How one successful wealth advisor made it his mission to increase millennials’ financial literacy.

 
George “G$” Kroustalis thought it was another typical day hosting a 401(k) enrollment seminar. Though a financial advisor for pre-retirement clients, Kroustalis hosts these events to reach young adults just starting their professional lives and to encourage them to begin saving money. That day, October 10, a former attendee came up to Kroustalis and told him that, though he was initially doubtful, he had followed Kroustalis’s advice over the past twelve years and built his wealth beyond his wildest expectations. That moment turned Kroustalis’s passion for spreading financial literacy into a crusade, which drove him to write Secrets to Becoming a Financial Badass.


An essential book young people need to read
Secrets to Becoming a Financial Badass was hailed as the “personal finance book that every millennial should read” by the host of MSNBC’s Your Business, JJ Ramberg, because of its sound financial advice and fresh writing style. Using his “Save, Spend, and Invest” model, Kroustalis uses his experience as a pre-retirement financial advisor to teach young people how to balance their budgets and become financially successful in the future. He keeps it simple with just the basics of what young adults need to know now so they make smart decisions with their money later. It’s Kroustalis’s personal mission to increase financial literacy in young adults, and this book is tailored for them with jokes and pop culture examples to keep it relatable.


Our goals?
1. Match Kroustalis’s vision to make the book relatable to young people by using their language and making references only they understand
2. Launch the book with a bang on national media channels
3. Supplement national efforts with local events to excite Kroustalis’s personal network


Kroustalis knew what kind of book he wanted to write. It needed to be informative yet humorous, to keep young people engaged in the financial content. The tone had to be light and invoke current pop culture references like Call of Duty, Instagram, and Lana Del Rey to explain complex financial strategies. All in all, it took a year to write the book. Kroustalis was involved every step of the way—from writing to fact-checking to the black-and-white interior illustrations—in order to ensure the book was true to his vision.

Once the book’s interior was set, the cover designed, and the book printed, Kroustalis took Secrets to Becoming a Financial Badass to the New York Stock Exchange for its debut. He appeared on Cheddar, the business news network, to answer pressing financial questions millennials face and describe how the book tackles these difficult decisions.

Kroustalis also appeared on SiriusXM’s “The Power Hour” with Godfrey the Comedian, a show that covers politics, pop culture, and social issues. He discussed the power of compound interest with the famous “Would you rather have a million dollars or a penny doubled every day for a month?” example, a question that highlights the importance of saving money early in life.

Kroustalis also launched the book at J. Sam’s, a restaurant in Charlotte, North Carolina, a launch so successful it was standing room only.


A charitable element

Secrets to Becoming a Financial Badass is one part of Kroustalis’s mission to spread financial literacy. Inspired by the date his former seminar attendee thanked him for his advice, Kroustalis created Project 10.10, a 501(c)3 nonprofit committed to educating young people on basic personal finance at the community level.


Young people have time on their side financially. Kroustalis’s experience as a financial advisor working with pre-retirement clients means he knows the importance of a 401(k), and he wants young people to know it, too. In Secrets to Becoming a Financial Badass, he takes three short chapters to teach millennials how to keep their budget sheet balanced and he succeeds at—above all—being entertaining.

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Moving Forward with a Foreword: How to Get the Ultimate Endorsement

P.V. Kannan’s book The Age of Intent: Using Artificial Intelligence to Deliver a Superior Customer Experience had all the elements necessary to make an impact. P.V. is a respected technologist and entrepreneur with expertise in artificial intelligence (AI), the cutting-edge technology widely predicted to transform the business world. P.V.’s book had great case studies, great research, and a great design. What else could the book possibly need to take it over the top? A killer foreword. A valuable foreword can enhance an author’s credibility and a book’s marketability.

That’s when the brainstorming started. P.V. curated a wish list of names: CEOs, technologists, bestselling authors, and Thomas L. Friedman, the influential columnist from the New York Times. Friedman is a three-time Pulitzer Prize winner and internationally renowned for his reporting on the Middle East, foreign affairs, globalization, and the environment. P.V. crossed paths with Friedman in 2004 while Friedman was shooting a documentary on outsourcing for the New York Times and Discovery and has been featured in his books The World Is Flat and That Used to Be Us.


The ask:

P.V. waited until his book had a final cover design and was nearly finished with researching and editing. Then he gave Friedman a copy of the manuscript and asked whether he would consider contributing a foreword if he was impressed.

Friedman has all the qualities of a great foreword writer. He has 1) name recognition, 2) a well-respected and established platform, and 3) a willingness to promote the book. Not only did Friedman deliver an engaging foreword that provided a thorough overview of the current boom in AI technology and P.V.’s expertise on the subject matter, but he also wrote a column about The Age of Intent’s subject matter, “A.I. Still Needs H.I. (Human Intelligence) for Now,” using his own and NYT’s channels to get word out about the book. The book also received attention in other outlets. For example, P.V. Kannan and his coauthor, Josh Bernoff, later wrote two articles on AI for the Massachusetts Institute of Technology’s Sloan Management Review titled “The Future of Customer Service Is AI-Human Collaboration” and “Four Challenges to Overcome for AI-Driven Customer Experience.”


How do I get a foreword?

There are two types of people you can solicit for forewords: people you know, and people you don’t.

People you know are the easiest people to ask for a foreword. They are already in your network, and you have the relationship to reach out and ask for their contribution. They may not even ask to see the manuscript or table of contents.

The network of people you know may not be direct contacts. You can tap into the connections of your publisher, book publicist, or ghostwriter to see who they could introduce you to. Here at Amplify, Andrew Yang, the champion of universal basic income, provided a testimonial for Our Future: The Basic Income Plan for Peace, Justice, Liberty, Democracy, and Personal Dignity by Steven Shafarman. The CEO of Zoom, Eric Yuan, is writing a foreword for Paul Epstein’s forthcoming The Power of Playing Defense. And as a result of introducing them, Amplify author Tracy Maylett provided a foreword for another Amplify title in the works, The Virtual Events Playbook by Lee Deaner, Nick Zerby, and Stanley Saint-Louis.

People you don’t know are more difficult to secure, but not impossible. Usually, these people have expertise in the subject matter in your book and would garner attention. Research their contact information early, but plan to reach out later in the process if you don’t know them. In order to make a good impression, you will need to provide the potential foreword writer with the book’s cover image and two sample chapters at minimum. If possible, it’s best to send the manuscript in full along with a list of other notable people affiliated with the book, whether they are providing a testimonial for the back cover or are quoted in the text itself. Foreword contributors often welcome a draft or editorial ideas in advance, too, but only offer a draft if they are too busy to write it themselves.

The less connection you have, the more finalized you want the book to be so you have great material to share. And be prepared to wait for their response. When you don’t have an immediate connection to the person, it’ll take follow-up and patience to get them on board, but they can be worth the wait.

Start your search for people you don’t know by creating a wish list of people you would like to write the foreword. It’s good to aim high, but keep it reasonable. Do you know how many times authors have asked to secure Oprah, Ellen, or Elon Musk?

One question people often ask is if they should pay their foreword writer. The answer? No. Never. The writer is already getting something out of it: increased visibility.


Does my book need a foreword?

Authors ask us if they should have a foreword for their book all the time, and the answer is: it depends. Not every book requires one. Authors who are thought leaders, entrepreneurs, or subject matter experts benefit most from forewords. From the right source, the foreword will bolster the book’s credibility and can help with promotion and sales.

So, who is that right person? Think back to Thomas L. Friedman and The Age of Intent. The ideal foreword writer will have:

-Name recognition or be respected in their field
-A marketing platform greater than yours
-A willingness to use their platform to benefit your book

It’s rare to have all three of these checked like Friedman. If the potential foreword writer has one or two of these qualities, it’s probably still a good idea to move forward.

A well-written foreword should provide you with:

-An introduction to you and your book
-An anecdote or an application of what your book discusses
-A testimonial as to why readers should read your book
-Credibility in your subject area by association with the writer

To get a valuable foreword like The Age of Intent did, work your network of personal and professional relationships to find the right person who adds value to your book. Partnering with an advantageous foreword writer spreads your book far and wide and connects you with your target audience better. A foreword is one piece of the puzzle in launching your book’s success.




As the CEO at
Amplify Publishing and Mascot Books, Naren Aryal is a recognized publishing industry expert. Naren advises authors, thought leaders, and various organizations on the opportunities and challenges that exist in the evolving publishing world. He’s guided the company’s growth from a single children’s book in 2003 to becoming one of the fastest growing and most respected hybrid publishing companies in the world. Today, Mascot Books publishes hundreds of books a year across all genres, and Amplify Publishing is a leading nonfiction imprint specializing in “big ideas” from some of the most reputable names in business and politics.

Naren frequently speaks at publishing and business events about the importance of developing compelling content and a robust author platform. He is also the author of How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform.

Prior to entering the world of books, Naren worked as a lawyer, advising technology companies in the Washington, D.C. area. He holds a B.S. in Finance from Virginia Tech and Juris Doctor from University of Denver.

 

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Case Study: The Roadmap to Becoming Crisis Ready®

Organizations that are Crisis Ready® are more than just resilient. They’re invincible.

Building an invincible brand in an uncertain world

Written by crisis management advisor as well as founder and CEO of the Crisis Ready Institute Melissa Agnes, Crisis Ready: Building an Invincible Brand in an Uncertain World provides organizations such as businesses, police, military, and universities the tools they need to build resilient brands. Being Crisis Ready® means if an organization is faced with a crisis, they come out of it stronger and even better than before.

What does this mean?

Modern-day organizations face a slew of potential risks: security breaches, economic hardship, PR disasters, and, most recently, global pandemics. In Crisis Ready, Agnes provides organizations with the roadmap for embedding a culture whereby every member of the team becomes adept at getting ahead of risk—be it a customer complaint straight through to a full-scale catastrophic crisis—in a way that transforms the risk into a brand-strengthening opportunity.

Crisis readiness is not the same as crisis management. Crisis management is what happens once the risk has materialized. The more Crisis Ready® an organization is, the less crisis management they are likely to have to do. When you’re Crisis Ready®, your organization can withstand hardships and unexpected emergencies because a Crisis Ready® brand is proactive, confident, and strategic.

Our goals?

  • Hand the mic to Agnes as a Crisis Ready® thought leader
  • Support her expertise with a powerful design
  • Create a quality, evergreen book that will help businesses for years to come

As a strategic advisor and keynote speaker, Agnes has worked with NATO, ministries of foreign affairs and defense, financial firms, technology companies, healthcare organizations, cities and municipalities, law enforcement agencies, global non-profits, universities, and many others. In other words, she is an expert in crisis management across a diverse range of industries and is fully equipped to share her knowledge.

Agnes took the lead on her manuscript, and we utilized a writing coach to keep her on a timeline in coordination with the production calendar. She wrote, and we reviewed and edited. After 6 months, the manuscript was done.

The result? She created a compelling manuscript that provides readers with real-world examples of where organizations do well and where they fall short. This includes learning the tools to interact with stakeholders appropriately and having a measured plan of action to be Crisis Ready®.

Next, we needed a strong interior design to supplement Agnes’ expertise and streamline her findings. It was important to Agnes that the book be a multi-sensory experience. Our design team filled out the interior of the book with eye-catching 2-color graphs, diagrams, and most impressively, a gatefold insert that opens out to reveal a large chart with her teachings. It was a thoughtful journey to finding the perfect cover, fluctuating between thousands of ideas and outlines to create a meaningful, subtle approach. A simple yet powerful cover design tied it all together, conveying a sense of calmness and readiness in an uncertain world.

Two years later

Commended as “intelligent, intuitive, and unabashedly gutsy,” named by Forbes as a top ten business book in 2018, and named by Book Authority as a top three crisis management book of all time, Crisis Ready is the go-to book on the topic of crisis preparedness and crisis management, and has helped solidify Agnes as a leading expert in the field.

While Agnes is profitable with online and brick-and-mortar retail, she finds enormous success with bulk buys from corporations and businesses, who are looking to evolve their culture and become Crisis Ready® from the ground up. One of her greatest successes was with J.P. Morgan Chase & Co. After supporting Chase’s small and medium-sized business clients through the COVID-19 pandemic, Chase bought 2,000 copies of the Crisis Ready® ebook to give away to their clients. We coordinated the logistics, and the deal was done.

Agnes frequently uses her book as a teaching and speaking tool on her podcast, vlog, and contributes articles to Forbes magazine. Crisis Ready is also part of the curriculum at Harvard University and dozens of other higher education schools globally. The book has gained Agnes professional speaking gigs and brought in more clients interested in retaining her Crisis Ready® expertise.

Now, amidst the COVID-19 pandemic, Agnes’ ideas have become even more relevant and necessary. This new era has forced organizations everywhere to reevaluate how to communicate with clients effectively and collaborate with staff virtually. Ultimately, organizations need a strategic plan to come out alive on the other side. Agnes’ expertise is in high demand because there is no better time to be invincible.

Now that Agnes has solidified herself as a leading authority on crisis readiness, she has launched her latest initiative, the Crisis Ready Institute, a public benefit corporation with a powerful mission. By incorporating a culture of readiness in organizations and teaching them how to turn risk into opportunities for growth and connection, the Institute is on a mission to create a crisis resilient world.

The second edition of Crisis Ready is in the works and is scheduled to be released in 2021.

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The Rapidly Changing Marketplace for Political Books

Bob Woodward, Donald Trump Jr., and RealClearPolitics make headlines in the 2020 Election Book Season

by Naren Aryal

 

As the November election approaches, we are in the heart of the political book season. And just like the election itself, the battle for readership is unlike anything we’ve witnessed before. There are a slew of titles from the large publishing houses that cycle in and out of the news, with the most recent entry being Rage by Bob Woodward.

Here’s what’s new and notable in the political book arena:

From the “Big Five” traditional publishing houses:
Rage by Bob Woodward revealed that President Donald Trump concealed the threat of the coronavirus from the American people, Live Free or Die by Sean Hannity argued against leftwing radicalism, and The Room Where It Happened by John Bolton accused Trump of colluding with Chinese officials to secure re-election. Each of them managed to secure media attention surrounding their publication date in an attempt to claim readers’ attention.


A recent self-published title:
Donald Trump Jr.’s new book Liberal Privilege: Joe Biden and The Democrats’ Defense of The Indefensible is markedly different from its contemporaries. Trump Jr. self-published Liberal Privilege on Tuesday, September 1 and, at the time of writing, was ranked #12 on Amazon and #30 in the Kindle Store. It claimed the #1 spot in the following Politics and Government categories: “Ideologies & Doctrines,” “Political Conservatism & Liberalism,” and “Nationalism.”


From the latest entrant into publishing, hybrid publishing:
RealClear Publishing, a new imprint of Amplify Publishing in partnership with RealClearPolitics and Gotham Ghostwriters, also has several political titles in the mix. Its hybrid model allows for a variety of authors to join the national political conversation while retaining creative control and an advantageous royalties split. Contract to Unite America: Ten Reforms to Reclaim Our Republic by Neal Simon prescribes ways to bring America back from the frenzy of political partisanship. From longtime advocate of basic income, Steve Shafarman, comes Our Future: The Basic Income Plan for Peace, Justice, Liberty, Democracy, and Personal Dignity, a book that discusses a potential plan for Universal Basic Income (UBI), a prominent policy that has taken center stage in the 2020 election. Andrew Yang, former Democratic presidential candidate and proponent of UBI, writes the foreword. And Bob Worsley, former Arizona state senator, in The Horseshoe Virus: How the Anti-Immigration Movement Spread from Left-Wing to Right-Wing America traces the origins of anti-immigration sentiment in the United States and urges for a return from extremism.


The Rise of Alternative Publishing
After hitting a home run with his first book, why would Trump Jr., or other respected authors, choose a non-traditional pathway to publishing this time around? Some reasons include:

Speed to market. With the November presidential election looming, the time is ripe for political books. Trump Jr. turned his book around from draft to printed book in a matter of months, whereas traditional publishing usually takes at least a year.

Creative control. Self-publishing means Trump Jr. can produce his book the way he wants it, without editorial or design interference. He’s beholden only to himself, and that means he can write anything (including typos on his book cover) and has total creative liberty.

Potentially greater financial upside. Trump Jr. reportedly turned down the advance Hachette offered for Liberal Privilege. However, if he’s able to leverage his audience, he’ll do just fine with this second book and will receive a much high royalty percentage than he would have otherwise.


Access to readers is key for self-publishing and hybrid publishing success and has long been the biggest obstacle to self-publishing in the past. Author platforms don’t get bigger than Trump Jr.’s 5.5 million Twitter followers (not to mention his father’s 85.7 million). Trump Jr. has access to his readers and the counter-establishment mindset to reach them. RealClear Publishing’s platform taps into RealClearPolitics’s political news audience to make waves with its titles.

Of course, the appeal of traditional publishing has been high editorial quality, access to bookstores, and robust marketing support. But ever since Amazon came onto the scene in the early 2000s and rocked the publishing world, no longer is the only legitimate way to get an author’s book read by going traditional (and dealing with literary agents, acquisition editors, and bookstore buyers). Now anyone can upload a PDF to their CreateSpace and Kindle Direct Publishing services and create a sellable book.

The rules are different now, and Trump Jr. is just the latest in a long string of authors finding publishing success by pursuing alternative routes.

Here are a few others:
-Alex Berenson, former New York Times reporter, self-published Unreported Truths About COVID-19 and Lockdowns in June which hit #1 on Kindle.
-Marc Reklau self-published 30 Days: Change Your Habits, Change Your Life which became the #1 bestseller on Amazon.
-Andy Weir’s The Martian was originally self-published on his blog and then sold on Amazon for $0.99 before debuting at #12 on the New York Times Fiction Bestseller list.


But it’s important to draw a clear distinction between Trump Jr.’s approach to self-publishing versus the average self-published author. Trump Jr. likely retained experts to help him throughout the editorial, design, and printing steps of the publishing process, essentially opting into the hybrid publishing model. These are some critical book production tasks many self-published authors either neglect or don’t have the resources to do well.

The hybrid publishing model offers high editorial quality, premium book packaging, and widespread marketing and distribution, while keeping the advantages offered by self-publishing, such as copyright ownership. RealClear Publishing follows the hybrid model to give authors the combination of creative control and publishing industry knowledge. Typically, the hybrid model works best with authors who (1) are authorities in their field but want the advice of book experts, (2) ready to leverage their own emerging or established platforms for success, and (3) ready to be part of a collaborative experience.

To break away from the pack, authors used to have to chase traditional publishers for a book deal. Now, with alternate respected publishing pathways, there are new ways to remain prominent in the 2020 election discussion.






As the CEO at Amplify Publishing and Mascot Books, Naren Aryal is a recognized publishing industry expert. Naren advises authors, thought leaders, and various organizations on the opportunities and challenges that exist in the evolving publishing world. He’s guided the company’s growth from a single children’s book in 2003 to becoming one of the fastest growing and most respected hybrid publishing companies in the world. Today, Mascot Books publishes hundreds of books a year across all genres, and Amplify Publishing is a leading nonfiction imprint specializing in “big ideas” from some of the most reputable names in business and politics. 


Naren frequently speaks at publishing and business events about the importance of developing compelling content and a robust author platform. He is also the author of
How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform.

Prior to entering the world of books, Naren worked as a lawyer, advising technology companies in the Washington, D.C. area. He holds a B.S. in Finance from Virginia Tech and Juris Doctor from University of Denver.

 

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Case Study: How The Horseshoe Virus Created Political Change in Arizona

A Political Title Ideally Suited for New RealClear Politics imprint


Former Arizona state senator Bob Worsley uncovers the surprising beginnings of modern anti-immigration sentiments in his book, The Horseshoe Virus: How the Anti-Immigration Movement Spread from Left-Wing to Right-Wing America.


What is the “Horseshoe Virus”?
The “Horseshoe Virus” is the spread of “toxic, anti-immigration legislative and ideological strategy” from groups within both Democrat and Republican parties, Bob Worsley argues. Worsley focuses on how far-left activists shape far-right policies, reveals how anti-immigration feeling rose to prominence in modern politics, and prescribes ways to bring America back from the brink of extremism.


Our goals?
-Set up for success by partnering with RealClearPolitics and Gotham Ghostwriters and publish under the newly-established RealClear Publishing imprint
-Make waves in the press with Worsley’s activism on immigration policy
-Pick a strategic publication date to capitalize on the 2020 election cycle and move quickly to launch title

RealClear Publishing is an imprint of Amplify Publishing, RealClearPolitics, and Gotham Ghostwriters. RealClear Publishing was established with the goal of diversifying the conversation around politics. While traditional publishers only publish books by the political elite, RealClear Publishing works to bring out voices from educated thought leaders and respected individuals. RealClear Publishing authors retain full ownership of their copyright, receive 80% of the profits from sales, and have access to over 17 years of publishing expertise through the Amplify team.

When we started working on The Horseshoe Virus with Bob Worsley, we knew the collaborative style of RealClear Publishing was a perfect fit. Three heads are better than one, so we combined RealClearPolitics’ brand equity as a trusted platform for political news and commentary (and the massive audience they offer), Gotham Ghostwriters’ expert editorial and writing services, and our know-how when it comes to production, distribution, and marketing. The Horseshoe Virus is the product of partnership in action.


Going viral and the media interest that followed
While RealClear Publishing was working behind the scenes to get this book out there, Bob Worsley was getting attention for his well-timed op-ed in AZ Central titled, “A Response to the ‘Latter-day Saints for Trump’s Rally in Mesa, Arizona” in which he called for a return to the values of “truth, respect, honor, competency, freedom, and concern for our fellow man.” He argued that “President Trump is the antithesis of so much the Latter-day Saints community believes.” The letter has gained media attention in the Los Angeles Times, Deseret News, KJZZ, AZ Family, and the Daily Mail.

With Worsley leading the Arizona Republican movement to pull away from Trump, we knew the timing of The Horseshoe Virus had to be just right. With Worsley so prominent, it only made sense that his call to return from far-right extremism would debut on the market in October, right before the November general election.

The strategy paid off. In the election, Arizona went for the Democratic candidate Joe Biden despite being a Republican Party stronghold and a predicted Donald Trump win. Bob Worsley credits that flip in part to the efforts of many good members of the LDS Church and grassroots interest groups like Stand Up Republic, saying they were “a united effort to pull away from Trumpism, anti-immigration feelings, and return to decent, centrist American values.” Worsley’s voice was part of the call for Arizonans to vote for Biden not Trump, and The Horseshoe Virus achieves what a good book should: influence change.





As the CEO at Amplify Publishing and Mascot Books, Naren Aryal is a recognized publishing industry expert. Naren advises authors, thought leaders, and various organizations on the opportunities and challenges that exist in the evolving publishing world. He’s guided the company’s growth from a single children’s book in 2003 to becoming one of the fastest growing and most respected hybrid publishing companies in the world. Today, Mascot Books publishes hundreds of books a year across all genres, and Amplify Publishing is a leading nonfiction imprint specializing in “big ideas” from some of the most reputable names in business and politics. 


Naren frequently speaks at publishing and business events about the importance of developing compelling content and a robust author platform. He is also the author of How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform.

Prior to entering the world of books, Naren worked as a lawyer, advising technology companies in the Washington, D.C. area. He holds a B.S. in Finance from Virginia Tech and Juris Doctor from University of Denver.

 

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The Art and Science of Subtitles

If titles are hard to write, subtitles can be even harder. They are the meat of the title by telling the reader exactly what your book is about. While titles are short and creative, subtitles are longer and more literal. For example, the Amplify book The Age of Intent by P.V. Kannan has a title that is bold, attractive, and attention-grabbing. But what is the book actually about? You don’t know until its subtitle: Using Artificial Intelligence to Deliver a Superior Customer Experience. Now it becomes clear it’s a book about artificial intelligence and companies’ use of AI.

Subtitles establish a contact between the author and the reader. As an author, you’re promising a reader (or potential reader) that if they invest in you, they will increase their knowledge about a given subject matter, and by doing so, they will be better informed and will be able to achieve takeaways that will interest or benefit them. The 4-Hour Workweek: Escape 9-5, Live Anywhere, and Join the New Rich, for example, offers three things to the reader: a better work schedule, freedom of movement, and wealth. Subtitles are nothing short of a promise, so crafting a good subtitle is crucial for your book’s success.


Tips for a Good Subtitle

  1. Speak directly to your target market
  2. Differentiate your book by revealing its niche or specialty in the book marketplace. Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not! by Robert Kiyosaki uses its subtitle to pinpoint its reader. Someone who is poor or middle class and wants to learn about the rich people’s financial philosophy is going to pick up his book. Remember, in order to speak to your target market, you have to have a clear understanding of who that is.

  1. Keep Google and Amazon in mind 
Thinking of the keywords and web searches readers will use to find your book and including those in your subtitle will maximize discoverability (a process called Search Engine Optimization, or SEO). Comparison titles can also be instructive in how to target your audience. Keep Amazon genres and subgenres in mind, too. For instance, Game Changer: The Story of Pictionary and How I Turned a Simple Idea into the Bestselling Board Game in the World
  1. by Rob Angel fits into the Amazon subgenres “Board Games,” “Entrepreneurship,” and “Actor & Entertainer Biographies.” His subtitle addresses each of those categories to increase hits.

  1. Escalate in value
    If your subtitle is going to say something like “How to Turn Unreasonable Expectations Into Lasting Relationships” (as does the subtitle for Marketing to the Entitled Consumer by Nick Worth and Dave Frankland), make sure it escalates in value. You want to start with something less valuable that the reader wants to lose—“unreasonable expectations”—and end with gaining something attractive—“lasting relationships”. Ensure you’re tapping into the reader’s desire to achieve something great.

    Pay attention to rhythm
    A no-brainer, but critical. Subtitles should complement their titles. The famous title Freakonomics slides right into A Rogue Economist Explores the Hidden Side of Everything. Read your title and subtitle out loud together. Does it roll off the tongue? It should—if not, get back to the drawing board.

    Whatever you choose for your subtitle, remember a good subtitle markets your book and enters into a contract with the reader. Craft them thoughtfully and they can yield great returns.




    As the CEO at
    Amplify Publishing and Mascot Books, Naren Aryal is a recognized publishing industry expert. Naren advises authors, thought leaders, and various organizations on the opportunities and challenges that exist in the evolving publishing world. He’s guided the company’s growth from a single children’s book in 2003 to becoming one of the fastest growing and most respected hybrid publishing companies in the world. Today, Mascot Books publishes hundreds of books a year across all genres, and Amplify Publishing is a leading nonfiction imprint specializing in “big ideas” from some of the most reputable names in business and politics. 


    Naren frequently speaks at publishing and business events about the importance of developing compelling content and a robust author platform. He is also the author of
    How to Sell a Crapload of Books: 10 Secrets of a Killer Author Marketing Platform.

    Prior to entering the world of books, Naren worked as a lawyer, advising technology companies in the Washington, D.C. area. He holds a B.S. in Finance from Virginia Tech and Juris Doctor from University of Denver.

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    Case Study: Stepping into The Age of Intent

    Named one of the Best Business Books 2019 by strategy+business, The Age of Intent guides readers through the challenges of using AI to improve customer experience.

    Pioneering the conversation around AI-powered chatbots.
    Written by co-founder and CEO of [24]7.ai P.V. Kannan, The Age of Intent: Using Artificial Intelligence to Deliver a Superior Customer Experience expertly discusses how AI-powered virtual agents can help a business to succeed—or fail.

    What does this mean?
    The rollout of virtual agents—in conjunction with human support agents and good business practices—has the potential to completely transform the customer service experience. Using case studies and real-world examples, Kannan outlines how these AI-powered chatbots can anticipate customer needs, fulfill requests, and efficiently answer questions, providing quality 24/7 customer service that gets smarter every day.

    Our goals?
    • -Let the expert do the talking
    • -Details, details, details
    • -Set the book up for success

    When we first began working on The Age of Intent in 2018, the use of artificial intelligence in the customer service realm was not widely discussed. While most people agreed a technological shift was on the horizon, publications often focused on one narrative: how companies would soon phase AI in while phasing human employees out. Kannan believes the corporate world should take a different approach—one that combines the power of machine learning with human intelligence. If implemented correctly, it’s a win-win for businesses and employees.

    In order to ignite the conversation, Kannan partnered with Josh Bernoff, an experienced business author and expert on analytical thinking. Bernoff’s attention to detail and aptitude for research perfectly complemented Kannan’s industry knowledge and innovation. Together, they worked to bring Kannan’s big ideas to life, and perfected the manuscript with a powerful foreword by New York Times writer Thomas L. Friedman.

    A successful book needs more than just a strong manuscript—it needs a cover design that succinctly depicts the content while catching readers’ attention. In this case, it was imperative that we highlight three main topics: technology, artificial intelligence, and customer interaction. We looked to our design team to take on the challenge, and the result was a compelling, eye-catching cover that uses a background graphic, central image, and bold title text design to bring the book’s concepts to life.

    The age of intent is here
    Following its publication, The Age of Intent became the #1 New Release in Enterprise Communications on Amazon and was availabe at Hudson News stores nationwide. It infiltrated business and technology publications, including Harvard Business Review, Fortune, TechCircle, and MIT Sloan Management Review. Kannan and his team appeared in the New York Times, providing readers with an inside look at how the combination of machine learning and human labor has made [24]7.ai so successful.

         

    Praised as “a must read for any manager leading or participating in the digital transformation of their business,” The Age of Intent is leading the movement to AI in the customer service realm.

    What will the future hold for artificial intelligence in the workplace? P.V. Kannan has a few ideas.

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    Promotion in a Pandemic?

    The comparisons to life in the aftermath of September 11 to the current (and ever-evolving) challenges we face with the coronavirus COVID-19 are unavoidable. One of the post-9/11 moments etched in millions of American’s minds is the episode of Saturday Night Live that aired on September 29, 2001.

    Surrounded by Ground Zero first responders, then-Mayor Rudy Guiliani opened the show, with Paul Simon performing “The Boxer.” At the end of this unprecedented cold open, show-runner Lorne Michaels asked Guiliani a simple question: “Can we be funny?” 

    Guiliani’s reply: “Why start now?”

    In times of extreme uncertainty, it’s only natural to ask yourself if now is the right time to resume, especially when it comes to book promotion. The key is authenticity. Does your expertise lend itself to the situation at hand? Could it provide solutions? Or a path to much-needed distraction? 

    Last week, we gave an inside look into how Melissa Agnes, crisis management expert and author of Crisis Readyturned on a dime to put her expertise to work. Our other Amplify authors are on the same path, leveraging their thought leadership and further rooting their platform and positioning.

    BigSpeak Speakers Bureau compiled a list of top webinar and keynote speakers featuring Invisible Solutions author Stephen Shapiro. “Provocative innovation evangelist Stephen Shapiro knows all about creating high-performing teams that can think outside the box and tackle challenges that seem impossible. For organizations that fear falling behind in rapidly shifting situations, Stephen is an obvious choice. He’s available for pre-recorded keynotes, live keynotes and webinars.” As small businesses to global corporations shift to remote work, Stephen’s approach was made for this. 

    NBA Life Optimization Coach David Nurse, who’s debut book Pivot & Go will be out this summer, has worked with over 100 NBA players with personal and professional development on and off the court. Recognizing the sudden halt in all sports, from the pro’s on down, David’s offering one-on-one Skype/FaceTime coaching sessions for high school and youth sports coaches.

    And not only was P.V. Kannan, author of The Age of Intent, featured in an MIT Sloan Management Review webinar on the future of artificial intelligence, his presentation is now available on demand for free, allowing users access to the content anytime. A working parent now juggling remote work and childcare, for example, has the flexibility to engage with P.V.’s expertise on their time, increasing eyeballs and, likely, book sales.

    Our answer? Start now.

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