David Finch on Becoming a New York Times Bestselling Author

David Finch

David Finch didn’t set out to become a best-selling author of the New York Times best-selling memoir, The Journal of Best Practices. The former engineer was merely trying to save his marriage when he started keeping a journal of positive reminders to offset his then inexplicable personality quirks, such as impaired social reasoning, unusual rituals and intense egocentricity that were stressing his marriage.

“My wife and I were both constantly feeling misunderstood, under-appreciated, and resentful towards each other,” recalls Finch. “We didn’t talk very much, because if we did, it usually led to arguments. We felt hopeless, sad, and confused, the way people do when they’ve lost their best friend.”

In 2008, David was diagnosed with Asperger Syndrome (AS), a type of mild autism characterized by difficulties in social interaction, physical clumsiness and poor communication skills. Finally he understood the cause of his marital problems and went to work managing his disorder, committing himself to relentless self-improvement, sometimes to a comical extent.

The Journal of Best Practices, his book debut based on his struggle with Asperger Syndrome, became a runaway success, quickly positioning David as a Slightly Famous author, speaker and Asperger Syndrome advocate. In this interview, David talks about his path to authorship which, despite a healthy dose of good luck, underscores several best practices for those seeking to land a book deal in today’s tough publishing marketplace.

Talk about the origin of The Journal of Best Practices

The book arose out of my struggle to adapt and improve my marriage. I wasn’t interested in a complete personality overhaul; I just wanted to become more in control of myself. So, I started keeping what I called a “journal of best practices,” which was a collection of personal maxims that I wrote down and tried to practice everyday: “Don’t change the radio station when she’s singing along,” “Apologies don’t count when you shout them,” “It’s better to fold the laundry than to take only what you need from the dryer.”

Working together, guided by love and my best practices, Kristen and I were able to transform our failing marriage into the happy marriage we’d always wanted. I learned how to manage my behaviors on my own and be a better husband. Over time, I began to see that my personal story could be the basis of something bigger than my own personal journal.

How did you go about attracting a major publisher?

It was a seemingly non-repeatable path but, there were some things that I think I did right to help myself launch a new career that aspiring authors can learn from.

At first, I wrote short essays about my learning of the diagnosis and the problems in our marriage. I had no intention of launching a career out of it and was just writing for myself.

Soon after, my wife encouraged me to reconsider my career as an engineer and take my writing seriously. I enrolled in a creative writing workshop and wrote several essays about my marriage and Asperger Syndrome in general.

I wanted to publish my work and targeted the New York Times, Modern Love column, which was widely read. I became intimately familiar with the columns’ style and content and then pitched my ideas for a column based on my personal story.

So you did your homework?

Exactly. I did read the column closely and saw that my story could be a good fit: a love story about a couple coming from two neurological cultures.

How did that lead to a publishing contract?

It was complete good fortune. I pitched the New York Times Modern Love column a piece, which was a challenge in itself. When they accepted it and published my column, it caught the attention of a literary agent. She contacted me and asked “Would you be interested in making this a book?”

Normally aspiring authors have to go through a long process of packaging their book idea into a formal proposal. They seek an agent to represent them, which is a process that doesn’t happen overnight. Once you find an agent you begin the arduous process of shopping your book proposal around to publishers.

I skipped that process. The agent came to me, which is rare.

How long did it take to you land your book deal?

I published the New York Times’ column in May 2009. The agent contacted me almost immediately. I brought my vision to the table about what the book might look like and it was almost perfectly aligned with what she wanted. I put together chapter summaries and she started contacting publishers. Their was enough interest and an auction was held the following September, about four months later I had the book deal and a signed contract with Scribner.

I assume you made the book a top priority for the better part of a year?

As an author, you must be prepared to move quickly and readjust your life. I jumped at the opportunity and rearranged my life to concentrate on my writing. I’d been meaning to transition out of engineering and this gave me an opportunity to become a full-time writer.

I started writing the manuscript in January 2010. It took fifteen months to write the book, including going back and forth with Scriber over multiple drafts. Nine months later I submitted the final manuscript and the book was published in January 2012.

How was the book received upon publication?

It took off quickly, and the overall response has transformed my life. Opportunities to promote the book came from many directions as people who read the book or heard me in an interview got in touch and said, “Would you come and speak in our school district?” or “Would you come and speak at our community event?”

Over the past couple of years, it’s taken on a life on its own. In 2012, I booked more than 50 speaking engagements, which have given me an opportunity to connect with many families and individuals who are struggling with Asperger Syndrome.

The book resonated with marriage and family therapists and many of them recommended my book. And we’ve received so much positive feedback from people who don’t have Asperger and were fascinated by the story and led to my becoming a blogger for Psychology Today.

The sales have been strong and the publisher is happy in terms of book sales. I want to keep the momentum going because connecting with people is really exciting for me.

Do you do most of your own promotional work?

The publisher assigned a publicist after the book launch, and she’s been great. But I’ve had to be very involved in leading most of the promotional work.

I quickly learned that authors are disproportionately responsible for putting their books on the map. Promotion must be ongoing and you can’t slow down. I learned the art of media relations, pitching my story and staying in front of editors and journalists.

What have you learned that you would recommend to new authors?

Write the best you possibly can. You can’t account for everyone’s taste but good writing is good writing. Set realistic goals and do not become discouraged when things don’t play out as you’ve hoped. If doors close in front of you, don’t panic and give up. You have to constantly reassess and re-evaluate to keep your road map and strategy viable.

New authors should expect numerous rejections. You have to have a thick skin and learn to accept rejection, learn from it and grow.

You have to truly believe in your idea. If you’ve studied the market, and even tested your thesis with some advance publishing as I did with the New York Times, the right publishing partner is out there.


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Social Responsibility Case Study: HMC Architects

HMC Architects

Buildings and development provide countless benefits to society. Yet, buildings are the nation’s biggest polluters. According to the Environmental Protection Agency, buildings accounted for 72 percent of total U.S. electricity consumption in 2006 and this number will rise to 75% by 2025.

Nobody understands this better than HMC Architects (a 360-person architecture firm). Since 1940, HMC’s work has been driven by the belief that design can change the world. They’re passionate about putting design to work in service of larger, more meaningful goals, whether societal, educational, medical, or cultural.

HMC’s social responsibility program can serve as a model for any professional service firm interested in leveraging its knowledge, expertise and employees in ways that contribute to a better world while boosting its brand.

Strategy

HMC’s designed its social responsibility program to advance its brand in key markets, including, schools, hospitals and municipal buildings throughout CA, AZ and NV. HMC’s social responsibility efforts link to key client markets and leverage its core competencies. This strategic approach to social responsibility helps HMC achieve maximum social impact while advancing the HMC brand in key industries.

Designing Futures Foundation (DFF). In 2009, HMC established the Designing Futures Foundation, a nonprofit scholarship foundation aimed at supporting the communities and markets in which it works. Since its inception DFF has donated $230,000, including $105,000 in scholarships to California high school students interested in pursuing studies in architecture, design, engineering, education and healthcare.

The Foundation has launched a Community Project initiative that encourages HMC employees to propose projects for funding that positively impact the communities in which they live and work. Grant awards range from $1,000-$10,000. To date, the Designing Futures Foundation has:

  • Provided a $10,000 seed grant to help Cal Poly Pomona start a healthcare architecture studio, the first of its kind west of the Mississippi.
  • Worked with Harvey Mudd College and the California Institute of the Arts on a project that uses online games and resources to foster greater environmental responsibility among college students.
  • Funded an $18,000 water demonstration garden at Norco College, a two-year institution in Riverside.
  • Sponsored research by HMC staff and consulting experts at UC San Diego’s Calit2 StarCAVE virtual reality environment on the effects of the built environment on building users.

Pro-Bono Projects. HMC encourages employees to submit ideas for community projects that advance its CSR goals. As a professional service firm, HMC sought to leverage its internal expertise and signed onto the national Billion Plus Change initiative, which encourages companies to devote pro-bono work to social and environmental causes. Under this initiative, the DFF awarded a Community Project Grant for a recent project to restore the historic Micheltorena Steps in Silver Lake, California.

HSC employee Scott Plante, who lives nearby and uses the steps, conceived of the project after recognizing safety issues with children and the adjacent school. The Micheltorena Steps were selected as a prototype for repairing and relighting similar steps throughout the neighborhood.
“This project perfectly blends our skills in architecture and education,” says Luce. “We do a lot of work in L.A. County, so this effort aligns with our business goals.”

See the video about the DFF and the Micheltorena Steps project at: www.BDCnetwork.com/HMC/DFF.

Youth Environmental Education. Pablo La Roche, HMC Architects’ director of sustainable design, teamed with his son’s local elementary school to deliver a program that would build early awareness of energy, waste, and water issues among students in one of HMC’s key markets.

McKinley Workshop

“When we think about sustainability and elementary schools, we often think about sustainable-design practices and building materials, but seldom do we think about sustainability education for young students,” says La Roche. “In April 2011, I began thinking that it was only natural to approach my son’s school about developing a sustainability program, and a couple of months later, I was able to secure a community-project grant from my firm’s Design Futures Foundation, to develop three activity-based workshops covering water, energy, and waste.”

The workshops, which included lessons in water conservation, renewable energy, and reducing waste in landfills included grade-specific interactive lessons with videos and hands-on group activities to reinforce concepts. As the project took shape, La Roche was eager to reach more students, and even included another elementary school in Venezuela via Skype. “This opportunity to connect with students half a world away demonstrated to all of the students—at McKinley and in Marcaibo—how global the world’s environmental issues are.”

HMC now sees its “Sustainable Environments Seen Through the Eyes of Elementary School Children” workshops as a model for introducing youth everywhere to environmental challenges while promoting sustainable living. HMC hopes to publish a teacher’s handbook so that the program, tools and materials can be used by teachers in schools throughout the United States. “It is my hope that teaching children about sustainability will not only resonate with them, but also with their parents, for the rest of their lives,” says La Roche.

Results

HMC’s employees enjoy the positive impact their making on the community, the environment and for our field as a whole (architecture, design and sustainability). HMC has received considerable recognition for its efforts, including honors by the U.S. Green Building Council(USGBC) Volunteer IMPACT! Award. The Santa Monica Malibu United School District invited HMC to record its workshops in a television studio and the Los Angeles United School District has plans to broadcast the programs to multiple schools. Moreover, HMC has enjoyed the following benefits from its ongoing commitment to social responsibility:

1. Internally boosting employee moral and loyalty

2. Demonstrating industry thought leadership that creates a competitive long-term advantage

3. Strengthens our relationships in the community, with our peers, and clients

What can small and medium businesses and professional service firms learn from HMC? The key is aligning social responsibility with core business goals.

“When professional services firms enact social responsibility programs that flow from your skills and assets, and really speak to your target market, you’ll generate benefits for your company, engage your key stakeholders, strengthen your brand and elevate your business in your community. It’s a win-win for everybody.”


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7 Steps To Get “Slightly” Famous

A few years ago, marketing was simpler. A professional service marketing strategy, for instance, could embrace public speaking, article publishing and book authorship as a marketing strategy likely to reach prospective clients. A small businesses marketing strategy could combine networking, community engagement and build a loyal customer base through word of mouth.

Today, an overabundance of social media noise and content marketing compete for your prospects’ attention. BtoB sellers struggle getting past voicemail as buyers conduct their own online research. Traditional advertising is less effective for professional services marketing and small businesses as consumers increasingly shun sales pitches, turn to online review sites for validation and expect companies to help them make informed decisions throughout the buying process.

Few would argue that the battle to win new clients and customers has intensified. But a key question remains: have the rules of small business and professional service marketing changed? Is social media now the most effective marketing strategy? Will content marketing, and seeking Facebook Likes, Twitter followers and LinkedIn contacts drive your small business or professional services marketing strategy as a primary channel for generating leads and closing sales?

The “Slightly” Famous You

Though the past few years have brought many changes, the underlying rules for building an effective small business or professional service marketing strategy remain the same. If you’re a professional service provider or small business owner, there really is a proven blueprint for rising above the noise and distinguishing your business from a sea of look alikes.

What’s the secret? Becoming just famous enough to make your name come to mind when prospects look for your product or service. When you become Slightly Famous in a strategically targeted market niche you won’t have to rely on advertising. You’ll be regularly featured in blogs, newspapers and magazines. You’ll get invited to speak at conferences. Your name will spread and you’ll grow your online presence.

Your Slightly Famous marketing strategy will help you get more business-not only more, but the right kind of business-and they don’t have to work so hard to get it. Although your efforts will take different forms, underlying them all are seven basic principles.

1. Targeting the best prospects

Building your business around your best prospects will help you avoid a poorly conceived marketing strategy. You must know who you want to reach and what their needs are. Instead of starting with tactics like content marketing and social media marketing, Slightly Famous marketers instead determine their most ideal target prospects first, which can be as simple as asking your best customers the right questions.

2. Developing a unique market niche

Slightly Famous entrepreneurs base their small businesses and professional service marketing strategy around carefully select market niches that they can realistically hope to dominate. Occupying a niche where your products or professional services fit the needs of a target market means you won’t compete with similar businesses solely on price.

Dan Poynter started writing books about parachuting over forty years ago. Rather than try to fight for attention in general bookstores, he sold books to skydiving clubs, parachute dealers, and the U.S. Parachute Association. He developed a reputation in skydiving circles, and has enjoyed steady sales of his books for more than four decades. Best of all, he has the market all to himself!

3. Positioning your business as the best solution

If you’re a professional services provider or small firm surrounded by similar businesses, you must differentiate yourself with a strong positioning strategy. The process starts by evaluating your business features against competitors to ensure you deliver unique benefits to your target market and achieve the market position you want. Key questions may include:

  • Do you save people time or money?
  • Do you make money for people?
  • Do you apply proven processes or models?
  • Are you more expensive, less expensive?
  • Do you offer better or faster service?
  • Do you offer a stronger guarantee?
  • Do you use technology to respond faster to a customer’s needs?

You don’t need to be completely original as long as you offer something different from (and superior to) your competitors.

4. Maintaining your visibility

Your message must be out there, if not continuously, then often enough to keep your name alive in customers’ minds. This is especially important as prospects are inundated with marketing messages and can easily forget you.

Visibility is a cornerstone of every Slightly Famous business strategy. But instead of making the goal of growing unfocused lists of social media followers your top priority, Slightly Famous marketers are strategic. They place their core message in front of as many relevant target customers as often as possible.

5. Enhancing your credibility

Visibility, of course, is only a means. To produce results, visibility must be combined with credibility. This means that you need to embrace visibility strategies that display your distinction, competence, expertise, authority, and leadership.

Fred Tibbitts, Jr. founded Fred Tibbitts & Associates to help food and beverage companies reach global markets. He strategically cultivated his professional service marketing strategy around building a reputation in his industry as a well-connected and knowledgeable global beverage-marketing expert who is fluent in all the details of his business.

Tibbitts monitors global beverage trends on a daily basis while staying in contact with account managers at hotels and restaurants. He hosts a series of special events, “Fred Tibbitts Spring & Autumn Dinners with Special Friends,” in key markets, including Hong Kong, Singapore, and New York. Tibbitts also pursues content marketing by contributing a column to Hospitality International Magazine and numerous industry publications.

6. Becoming a thought leader

The Internet has created empowered consumers who lend their attention and loyalty to companies that demonstrate a top-down commitment to integrity and thought leadership.

Thought leadership marketing is a comprehensive strategy that combines public relations, developing an online presence, producing educational content marketing via blogs, white papers and articles, and demonstrating community involvement or by establishing your reputation as a generous contributor to your industry.

7. Establishing your brand and reputation

Slightly famous entrepreneurs use their smallness and specialty in ways that corporate giants can’t touch. They make sure their brands strike an emotional chord by bringing their business “soul” to the forefront of their marketing.

Brand recognition and reputation matter when it comes to generating sales leads. Your brand identity will become the touchstone of your entire business. It will ensure that all your marketing efforts pull in the same direction. You’ll waste less time, make fewer marketing mistakes, and stand out an increasing cluttered world.


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