Publish & Prosper

Recorded Live from London Book Fair! In this episode, Matt & Lauren explore the value of relationship marketing (tailoring your efforts to connect with your audience) versus algorithm marketing (tailoring your efforts to satisfy algorithms). We debate the merits of both strategies and share actionable steps to use them together to grow your brand. Dive Deeper💡 Watch the Session on YouTube💡 Learn More About Lulu Direct💡 Check Out ReallyGoodEmails.com💡 Listen to These EpisodesEp #24 | How to Turn Your Casual Fans into Super FansEp #47 | Metrics That Matter: A Guide for Authors & CreatorsEp #59 | Mastering Book Metadata to Maximize Market Reach💡 Read These Blog PostsDiscoverability in the Age of AI SearchHow to Turn Casual Followers into Dedicated Super FansHow to Convince Readers to Buy Books Directly From You💡 Watch These VideosLulu U Playlist | Direct SalesLulu U Playlist | Marketing TipsSound Bites From This Episode🎙️ “Human impressions over digital impressions. If you take nothing else away today, write that down. Human impressions over digital impressions. Every day, all day.”💀 Can’t wait for our next episode? Check out our Resources page for links to our blog, our YouTube channel, and more. 💀 Find us on Facebook, Instagram, and LinkedIn at luludotcom!💀 Email us at podcast@lulu.com💀 Sign up for our mailing list.

In this episode, Matt & Lauren take a critical look at wasteful practices in the publishing industry. We share insight into what it takes to become a certified B Corp (like Lulu!), how book printing creates both physical and carbon waste, and what we can all do to make publishing more sustainable. Watch this episode on YouTube!Dive Deeper💡 Resources      →  Research: Consumers’ Sustainability Demands Are Rising       →  B Lab US & Canada      →  Book Sales: What that viral Substack post gets wrong.      →  No One Buys Books      →  Book Waste: The Dangers of Publishing and the Ethical Consumption of Books💡 Listen to These Episodes      →  Ep #9 | Are Print Books Dead?      →  Ep #36 | The Indie Author’s Guide to Self-Publishing vs. Traditional Publishing      →  Ep #49 | What Keeps Self-Published Books Off the New York Times Best-Seller Lists?💡 Read What Being a B Corp Means to Us💡 Watch These Videos      →  Why is Lulu a B Corp?      →  The Life of a Book Sound Bites From This Episode🎙️ [9:52] “We're making the argument that print-on-demand and using a print-on-demand company like Lulu is more environmentally friendly than traditional publishing. But B Corp isn't just about that.”🎙️ [22:40] “I would much rather see a book that was well read and well loved and shows the signs of it than a book that was printed, never opened, never sold, and then just destroyed.”🎙️ [32:45] “I think when you combine the world of digital and print and you encourage a digital-first strategy for how you're publishing and printing, I think that's when you really start to optimize the sustainability factor of what we're doing in the publishing industry.”💀 Can’t wait for our next episode? Check out our Resources page for links to our blog, our YouTube channel, and more. 💀 Find us on Facebook, Instagram, and LinkedIn at luludotcom!💀 Email us at podcast@lulu.com💀 Sign up for our mailing list.

In this episode, Lauren & Matt explore Lulu’s open source Print API. Don’t know what an API is? We’ve got you covered. We also talk through the value of personalized products and creative ways to use Lulu’s Print API to power your custom book business. Watch this episode on YouTube!Dive Deeper💡 Learn more about Lulu’s Print API💡 Sponsor Magnet by Justin Moore💡 Listen to These EpisodesEp #31 | Your 7-Step Guide to Building an Online BookstoreEp #43 | Make Your Self-Published Books Stand Out with Custom DetailsEp #58 | Creative Ways to Use Print-On-Demand to Support Your Business💡 Read These Blog PostsPersonalization at Scale: How Lulu’s API Enables Customized PrintingScaling Your Business with Custom Books Using the Print API💡 Watch These VideosWebinar | The Business of Books:  How To Use Lulu's Print API To Scale Your BusinessLulu U | Selling Direct with a Print APISound Bites From This Episode🎙️ [13:40] “This is not a new concept. What this is is a more evolved technology for how to create these kinds of products in a really cool way and also get even more personalized and even more creative with them.” 🎙️ [27:10] “You are trying to build personal relationships with your customers, with consumers. Consumers are more conscientious than they were in the past. They are looking for - whether they realize it or not - they are looking for a personalized relationship experience.”💀 Can’t wait for our next episode? Check out our Resources page for links to our blog, our YouTube channel, and more. 💀 Find us on Facebook, Instagram, and LinkedIn at luludotcom!💀 Email us at podcast@lulu.com💀 Sign up for our mailing list.

In this episode, Matt & Lauren are joined by Sarah Franklin, Lulu’s Public Relations Manager and expert book publicist! Hear about book publicity simplified as Sarah answers questions like: →  What’s the value in hiring a publicist vs. doing your own publicity?→  What exactly is a publicist’s role in book marketing? →  How do you make the most of earned publicity once you have it? And more! Watch this episode on YouTube.Dive Deeper💡 Featured💡 Listen to These EpisodesEp #10 | Marketing Your Book Pre-Launch, At-Launch, and Post-LaunchEp #13 | Earning Free Publicity for Your BookEp #57 | How to Use a Preorder Campaign to Boost Your Book Launch💡 Read This Blog PostHow to Earn Media Attention: Essential PR Tips for Authors💡 Watch These VideosPR for Authors: Building Buzz Around Your Book Sound Bites From This Episode🎙️ [11:05] “Depending on the goals for your book, a publicist is one of those things where you absolutely should spend the money if you can afford it and some of your goals for this book align with the need for having a publicist, right?”🎙️ [25:24] “You know, they can get you exposure, but your expertise in your book, that should be the moneymaker right there.”🎙️ [41:01] “Something may come of it, nothing may come of it, but nothing's gonna happen if you don't do anything.”💀 Can’t wait for our next episode? Check out our Resources page for links to our blog, our YouTube channel, and more. 💀 Find us on Facebook, Instagram, and LinkedIn at luludotcom!💀 Email us at podcast@lulu.com💀 Sign up for our mailing list.

In this episode, Lauren & Matt deep dive into book metadata and how it can better position your book in the market. Maximize your discoverability and reach with tips on choosing bookstore categories and BISAC codes, tools for keyword research, and best practices for making the most of your metadata.  Watch this episode on YouTube!Dive Deeper💡 Complete BISAC Subject Headings List💡 Bublish's AI Author Toolkit💡 Publisher Rocket 💡 Listen to These EpisodesEp #34 | Hooking New Readers With a Compelling Book DescriptionEp #37 | How to Get Your Book Into Indie BookstoresEp #51 | Finding Your Niche, Your Ideal Reader, and Your Target Audience💡 Read These Blog PostsSEO for Writers: A Deep Dive Into Keyword Research and AnalysisGenres, BISAC Subject Codes, and YouBISAC: What It Is and Why It Matters💡 Watch These VideosWhat is Metadata? YouTube ShortWhat the Hell is Book Metadata? BISAC Codes and How to Choose Them Sound Bites From This Episode🎙️ [3:02] “Your metadata is relevant to you if you're selling direct, if you're doing distribution, if you're sticking to a single ecommerce solution, whatever it is, no matter what you're doing, your metadata is relevant to your book.”🎙️ [15:28] “I think you should be marketing to human beings and not to algorithms.”🎙️ [32:21] “Understanding that to prepare yourself for a future where search looks different than it does now being as concise and specific with your keywords is going to be more important than ever.”💀 Can’t wait for our next episode? Check out our Resources page for links to our blog, our YouTube channel, and more. 💀 Find us on Facebook, Instagram, and LinkedIn at luludotcom!💀 Email us at podcast@lulu.com💀 Sign up for our mailing list.

In this episode, Matt & Lauren explore different ways print-on-demand technology can support your business. We share ideas for creating books for internal use, brand awareness and loyalty projects, and new product lines to consider. Watch this episode on YouTube!Dive Deeper💡 Listen to These EpisodesEpisode #22 | Using Customer Data to Grow Your BusinessEpisode #33 | Books You Can Create Using Your Existing ContentEpisode #54 | Can Books Add Value to Your Business (Beyond Just Revenue)?💡 Read These Blog Posts6 Ways to Publish a Book Without Writing a Book6 Steps to Create and Print a Book for BeginnersHarness the Power of Publishing: Using Your Book for Lead Generation💡 Watch These VideosWhat Should I Publish? 10 Ideas Using Content You Already Have The Content Entrepreneur's Guide to Book Publishing 💡 Stephen Cabebe's book Disney Ready: Your Pain Free Parks Survival Guide💡 How Armen Adamjan Uses Print-On-Demand To Turn Video Content Into Profitable BooksSound Bites From This Episode🎙️ [3:59] “This is not an episode about self-publishing a book to then use print-on-demand to then grow your business similar to some of the other episodes we've done, which are great. This is truly about the technology and functionality of print-on-demand in your business.”🎙️ [22:23] “If you're listening to this and you're like, okay, but I already do that, but I just do it in like an email form or a PDF form or something like that. I'm like, just think about how much it's elevating the experience to get a physical printed copy of it.” 🎙️ [30:25] “I would rather win your mailbox than to compete against your inbox or struggle in your DMs.”💀 Can’t wait for our next episode? Check out our Resources page for links to our blog, our YouTube channel, and more. 💀 Find us on Facebook, Instagram, and LinkedIn at luludotcom!💀 Email us at podcast@lulu.com💀 Sign up for our mailing list.

In this episode, Lauren & Matt make a case for why every indie author should try using a preorder campaign to support their prelaunch marketing efforts and boost their book sales. We talk through how preorder campaigns can help you reach your target audience, different kinds of campaigns, and ways to collect your preorders. Watch this episode on YouTube!Dive Deeper💡 To Be Fair…💡 BookBub | How Authors Use Preorders to Promote New Books in 2023 💡 Listen to These EpisodesEpisode #10 | Marketing Your Book Pre-Launch, At-Launch, and Post-LaunchEpisode #13 | Earning Free Publicity for Your BookEpisode #19 | Crowdfunding Your Self-Published Book With Kickstarter💡 Read These Blog PostsManaging Your Presales, Crowdfunding, and Book LaunchDropshipping for Entrepreneurs & Creators With Lulu's Order Import ToolStreamlining Kickstarter Fulfillment: How Kris Waldherr Used Lulu’s Order Import ToolHow I Ran a Successful Crowdfunding Campaign for My Book💡 Watch These VideosLulu's Order Import Tool: Bulk Ordering Made EasyWhy People Buy: Using Psychology to Sell More Books Webinar | Crowdfund Your Dream Project with KickstarterSound Bites From This Episode🎙️ [4:34] “It is so much easier to market your book prelaunch. And the further out you start, for the most part, the easier it gets to market it.”🎙️ [32:31] “Every time you do a preorder o💀 Can’t wait for our next episode? Check out our Resources page for links to our blog, our YouTube channel, and more. 💀 Find us on Facebook, Instagram, and LinkedIn at luludotcom!💀 Email us at podcast@lulu.com💀 Sign up for our mailing list.

In this episode, Matt & Lauren answer questions about moving your books from Amazon to other ecommerce solutions, including global distribution and direct sales. Learn how to maximize your book’s availability, forge stronger connections with loyal readers, and grow your revenue when you go wide. Watch this episode on YouTube!Dive Deeper💡 Wide for the Win Facebook Group💡 The Truth On Selling Books Direct: Insights from 876 Authors 💡 Listen to These EpisodesEp #16 | The Indie Author's Guide to Thriving Without AmazonEp #25 | Author Branding 101: Building a Brand Beyond Your BooksEp #31 | Your 7-Step Guide to Building an Online Bookstore💡 Read These Blog PostsIs Selling Your Book on Amazon Enough?The Independent Author's Guide to Thriving Without Amazon💡 Watch These VideosStart Here Lulu U Video PlaylistWebinar | Direct Sales for Fiction Authors with Michael Chatfield Sound Bites From This Episode🎙️ [1:57] “Going wide, specifically, is more the idea of maximizing your reach and discoverability by having your book available in as many different marketplaces as possible.”🎙️ [23:03] “Eyeballs are really hard to catch these days. Attention is so short. There's so much white noise out there. Don't put in all that hard work or money or both, and then just send them somewhere else to buy it.”🎙️ [47:07] “This is not an overnight decision. This is not something that you should decide after listening to this episode, yeah, you guys are right. I'm definitely going to do this. And tonight you're going to go home and pull all your books.”“We are right. They should do this.”💀 Can’t wait for our next episode? Check out our Resources page for links to our blog, our YouTube channel, and more. 💀 Find us on Facebook, Instagram, and LinkedIn at luludotcom!💀 Email us at podcast@lulu.com💀 Sign up for our mailing list.

In this episode, Lauren & Matt share tips for aspiring public speakers. We talk through presenting your best pitch to event organizers, targeting your ideal audience with your session title and description, and representing yourself with your speaker bio. Watch this episode on YouTube!Dive Deeper💡 Learn About CEX 2025💡 Joe Pulizzi on LinkedIn💡 Mic Drop Workshop💡 Jeff Sieh💡 Andrew Davis💡 Mike Pacchione💡 Listen to These EpisodesEp #13 | Earning Free Publicity for Your BookEp #34 | Hooking New Readers With a Compelling Book DescriptionEp #46 | How to Maximize ROI on In-Person Events💡 Read These Blog PostsWhy Creator Events Are a Must for Creators & EntrepreneursHow to Pitch Your Book for Earned Promotion💡 Watch This VideoWebinar with Stephanie Chandler | Speaking to Sell Books: ​​​​​​​Break into Professional Speaking to Reach More Readers Sound Bites From This Episode🎙️ [10:05] “When pitching yourself to an event, whether it's a big one or a small one, you got to remember that the point of pitching yourself or the point is to convince the event organizers why you specifically can add value to that event.”🎙️ [36:36] “Even if your speaking track record is extremely light or zero, you should still be confident in sharing your qualifications as to who you are and why you bring relevance to the topic and the event.”🎙️ [52:15] “If you're pitching yourself to the correct events, this is the most qualified audience that you are ever going to get yourself in front of."💀 Can’t wait for our next episode? Check out our Resources page for links to our blog, our YouTube channel, and more. 💀 Find us on Facebook, Instagram, and LinkedIn at luludotcom!💀 Email us at podcast@lulu.com💀 Sign up for our mailing list.

In this episode, Matt & Lauren tell you why publishing a book can do more for your business than just adding a new revenue stream.. Learn how books can establish your expert reputation, connect you with new audiences, and strengthen relationships with your existing fans.Watch this episode on YouTube!Dive Deeper💡 The Tilt Newsletter💡 The Business Book ROI Study💡 Listen to These EpisodesEp #22 | Using Customer Data to Grow Your BusinessEp #24 | How to Turn Your Casual Fans into Super FansEp #33 | Books You Can Create Using Your Existing Content💡 Read These Blog PostsHarness the Power of Publishing: Using Your Book for Lead GenerationScaling Your Business with Custom Books Using the Print APIThe Benefits of Writing a Book: Why Every Entrepreneur Should Publish💡 Watch These VideosWebinar with Stephanie Chandler | Speaking to Sell Books: ​​​​​​​Break into Professional Speaking to Reach More Readers Sound Bites From This Episode🎙️ [7:36] “Throughout your entire business journey, there's always going to be a need in most cases to establish some authority in the area with which you actually do business, whether you sell physical products or services… One of the best ways to do that, obviously, is to have a book in hand, right?”🎙️ [15:54] “So many people still to this day think that because they have a social media channel presence of whatever amount of followers, it doesn't matter that they're doing great, they're riding high and they've got a viable business. Wrong. 100% wrong. If that business is built on Instagram, then Instagram has a business and followers – you don't.”🎙️ [25:38] “A book can be a great buy-in opportunity for customers to test the water with you, or for potential customers to test the water with you.”💀 Can’t wait for our next episode? Check out our Resources page for links to our blog, our YouTube channel, and more. 💀 Find us on Facebook, Instagram, and LinkedIn at luludotcom!💀 Email us at podcast@lulu.com💀 Sign up for our mailing list.