Introduction: All the world's a stage -- Part One: Start with wow -- Create a compelling product -- Bake in the wow -- Exceed market expectations -- Beware of the obstacles -- Don't settle for less than great -- Give your product a memorable name -- Wrap the wow in style -- Part Two: Prepare to launch -- Accept personal responsibility -- Think bigger ... no, bigger! -- Define your platform goals -- Create an elevator pitch -- Set up your branding tools -- Assemble your pit crew -- Secure raving endorsements -- Get a great head shot -- Develop an online media kit -- Part Three: Build your home base -- Understand the model -- Focus your efforts online -- Beware of self-proclaimed social media experts -- Start a blog (or restart one -- Create the content yourself -- Use a blog post template -- Maintain a list of post ideas -- Write posts faster -- Create video interviews -- Don't hire a proofreader -- Protect your intellectual property -- Avoid common blogging mistakes -- Create a better about page -- Develop your landing pages -- Build a speaking page -- Forget about metrics (for now) -- Part Four: Expand your reach -- Kiss marketing good-bye -- Understand what's not important -- Generate more blog traffic -- Build your subscriber list -- Promote your older posts -- Write guest posts -- Give stuff away -- Stop losing readers -- Watch these metrics -- Embrace Twitter -- Understand Twitter basics -- Don't write off Twitter! -- Devote thirty minutes a day -- Get more Twitter followers -- Keep from Getting Unfollowed -- Use Twitter to Promote Your Product -- Set Up a Facebook Fan Page -- Employ Consistent Branding -- Be Prepared for traditional media -- Part Five: Engage your tribe -- Get more blog comments -- Don't respond to every comment -- Keep the conversations civil -- Develop a comments policy -- Practice the 20-to-l rule -- Monitor your brand -- Defend your brand -- Don't feed the trolls -- Monetize your blog -- Conclusion: Take the first step -- Appendix A: Comply with the FTC guidelines -- Appendix B: Post ideas for novelists