An article in today’s SpeakerNet News (scroll down to “Do book testimonials work? — Ian Percy”) posits that many, if not most, book blurbs are signed by people who’ve never examined the book.

I surely hope Mr. Percy is wrong! Certainly, when I’m asked for a book blurb I spend some serious time with the book and read at last several sections as well as the Table of Contents, index, etc. I will confess–I don’t generally read the whole thing–but I read enough of it that I can comment accurately. I find it scandalous that some people apparently consent to blurb a book without looking at it at all.

Perhaps it hasn’t occurred to them that ultimately, it’s *their* reputation at stake as well as the author’s. To endorse a book you don’t actually believe in is asking for trouble on both moral and practical grounds.

And when I request a blurb from someone else, I want that person to give me something based in honesty and a true appreciation of the content of the book. The blurbs I get, as a result, have enough substance that they actually do sway a sale. Yes, I believe readers can tell the difference between an honest enthusiastic blurb and a fake. (In fact, I spend some time explaining what makes a good blurb and how to get them, in my newest book Grassroots Marketing for Authors and Publishers).

Blurbs are a crucial tool in creating a marketing buzz, and one that helps equalize the playing field between those books published by big houses and those published by small independents. Let’s not cheapen them, please!

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It’s 5 p.m. on December 23, which means I have only 7 hours left in my 40s.

It’s been a magnificent decade. I feel very, very blessed.

In fact, since I was about 15, life continues to get better and better. 15-20 was better than what had come before, my 20s were very nice–getting married, and moving together to Western Massachusetts.

My 30s were even better, as I got to know my two amazing kids, born in 1987 and 1992, and as my writing and publishing career began to take really shape with the 1993 publication of Marketing Without Megabucks: How to Sell Anything on a Shoestring by Simon & Schuster, and then with my decision to buy back the remaining inventory two years later.

And my 40s? This was the decade where I began to make my mark on a wider world, not just my local community. I built strong communities in Cyberspace, transformed my home-based business into a global presence–and also had an impact in my own town, with the formation of Save the Mountain.

I founded STM to protect our much-loved local mountain from a very poorly conceived development plan. In all my years of organizing, this was the most amazing experience. I started the group when the first story in the local paper quoted a bunch of experts who said “this is terrible but there’s nothing we can do.”

I knew they were wrong. I figured we could gather a small group of activists and stop the project within five years or so. It astonished even me when we got hundreds of people to turn out at hearings, thousands to passively support us with petitions, bumper stickers, and so forth, a very diverse active core of 35, including scientists, legal liaisons, organizers, students, farmers, local landowners…it was the closest thing to a true consensus movement I’ve ever been involved with, bringing together people from all political views and even gaining support from town officials who had a reputation for opposing progressive change.

And we won…in just 13 months.

That experience was one of the forces that shaped my decision to make change on a more global level, and to institute the Business Ethics Pledge campaign. I’ve given that campaign 10 years to see if it can make a fundamental change in the world.

Meanwhile, I expect my 50s to be full of new books to write, new people to influence, new initiatives on sustainability and ethics, new countries to visit, plenty of fascinating client projects, land to preserve, speeches to give, and maybe even getting my office dug out of its clutter.

In short, I fully expect to have an awesome time and even surpass my amazing 40s.

I wish you, as well, an amazing 2007, and an amazing next ten years.

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For the past 15 months, I’ve been doing “Principled Profit: The Good Business Radio Show” on a local community radio station.

I am a very experienced radio guest as well as a host, and I also have done a fair bit of public speaking to live audiences. But last night’s show was the first without a guest, and let me tell you–it was hard!

With a guest, I can easily fill my hour. and in front of a live audience, I can talk and talk. But last night, with no one in front of me, I realized how much I rely on audience feedback when I’m speaking.

15 minutes into the show, I started to panic and worry that I’d run out of things to say. I put on my first song to give myself some thinking time (and the audience a break from my voice) and when the song was over, I was fine. I normally play three songs during my show, and did so last night as well.

The show actually went very well–but I was completely drained afterwards. And my throat was tired.

And I have a lot more respect for radio personalities who are their entire show. It’s tough! I grew up listening to people like Lynn Samuels and Steve Post on Pacifica’s WBAI-FM (New York). They could carry a solo monologue for two or three hours, with just a few music breaks. All I can do is tip my hat and say, Wow!

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As it happens, tonight is the final run of a play that I’m in, about the courage of one Christian scholar, Johannes Reuchlin, who defends Jewish holy books from the German Catholic church’s attempt–with the aid of a converted former Jew, Johannes Pfefferkorn–to confiscate and destroy them.

The play is called “Burning Words,” by Peter Wortsman. It’s based on real events, and the main characters show up in a Google search.

The author has been present for the entire three-show run, doing talkbacks after the show.

Last night, he spoke movingly of the play’s relevance for our time. He cited fundamentalist zealots of several major religions who have gotten into positions of power, and who have tried to foist equally crazy schemes on the rest of us, including the destruction of ancient and irreplaceable iconic art (such as the Taliban’s wanton despoliation of an ancient Buddhist monument in Afghanistan).

I’m proud to be a little part of this small effort to bring free speech and freedom of worship issues to the foreground.

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For maybe a year now, there’s been huge buzz about the movie “The Secret” and its cast of well-known millionaire lifestyle gurus. I saw the trailers many months ago and was frankly blown away by them. They were intensely cinematographic, full of sound and motion, filmed at least as powerfully as anything I’ve seen coming out of Hollywood–and, like any good promo piece, they created a desire to experience the entire film. You can see the latest version of the trailer here, although this time it crashed Firefox twice when I tried.

Yet I held back. There’s so much I need to do on the computer, every single day, that it’s hard for me to find the time to watch a 108 minute movie, especially since when my computer is paying a DVD, it hides all the other applications.

Yesterday, after two days in a row where I hadn’t gotten a lot done, I received an e-mail from my colleague Joe Nicassio, containing a link to a copy posted at MySpace, with no charge for viewing. Knowing that such things didn’t happen by coincidence and figuring perhaps it would help me get out of my rut, and understanding that watching it on MySpace would let me work on other things in the background, I gave it a try.

And the movie held my interest all the way through–something that’s not easy when most of it is “talking heads”: interviews of people, one on one. Sometimes they put more active sequences behind the voice, but there’s a lot of looking at people’s faces while they talk. And in the MySpace copy, the picture and sound are slightly out of synch and the film is slightly out of proportion, so that these heads seem unusually tall and thin. I imagine you don’t get these minor glitches if you pay your $4.95 for the official copy.

For the first 30 or 40 minutes, I didn’t even do anything else at the same time. After that, I felt I knew where it was going and started multitasking. Yet there were a few key sections where I stopped and gave it full attention.

However, I really didn’t see it as worthy of the hype. The core of the movie, the big secret of the title, is something I’ve known about for years: the Law of Attraction that says you attract to yourself whatever you focus on. And maybe for that reason it didn’t ultimately move me very far, because I’ve been living that truth for a long time. If this is the first time you’re exposed to it, it could easily shake up your whole world.

I started learning this lesson a few years after I published by fourth book, The Penny-Pinching Hedonist: How to Live Like Royalty with a Peasant’s Pocketbook: a book that shows people how to enjoy a lifestyle that would cost most people a lot of money, while spending little to nothing to achieve it. Perhaps because I’ve figured out many ways to slash the cost of travel, entertainment, fine dining, etc., I’ve never had a desire to be super-rich. I don’t need to. I travel frequently, live in a beautiful home, see lots of top-name concerts, etc., and in that e-book, now eleven years old, I tell others exactly how. But money is a means to these things, not an end. I have achieved them without anything close to a seven-figure income. You might say I’ve used the Law of Attraction–which, in my world, I call the Abundance Principle (and discuss in some detail in Principled Profit: Marketing That Puts People First–to bring those things into my life, bypassing money as an intermediary.

The film makes the point that you can use the Attraction Principle to improve your life and improve the world, not just on the material plane. But still, far, far too much is devoted to envisioning the car or house or beautiful necklace of your dreams, and far too little to healing the illnesses within yourself or in the world at large.

These small parts of the movie I think actually are life-changing: the woman who cures herself of cancer, the paralytic who beats the doctors and learns to walk again, the idea (quoting Mother Theresa) that if you want peace you don’t attend an anti-war rally, but a peace rally, because you don’t want to attract more war by paying too much homage to it…these concepts I’d have loved to see in more detail, but the coverage is scant. I love the idea that you can overcome even the toughest adversity by focusing on what you actually want, rather than where you’re stuck–and was deeply moved to hear people like Jack Canfield and Joe Vitale talk openly about the adversity in their own childhoods, that they’d learned to move past. I was especially struck by one doctor who was told as a child that his communication disorders were so severe that he’d never learn to write or converse.

When they make a sequel about applying these principles to social change, I want to be there!

My recommendation: see it, but know that what you take away from it may be something other than what the hype has led you to believe.

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Responding to a post by Ed Smith on the Self-Publishing Yahoogroup about whether blogs are worth it:

Hi I am considering putting a blog on my website with the objective of
increasing visitors to my site. I am aware of the costs to set it up,
but I am concerned about the amount of work involved in keeping it
spam free and on target. It sounds like it is a lot of work that has
to be done on a daily basis. Could those of you who run blogs on
their websites, give me your opinion as to it being worth the time you
are putting into the blog. Any thoughts about do’s and don’ts
regarding setting up a blog are welcome as well. Thanks for your help.

I spend one to two hours a week on my blog, which I host on my own site in WordPress and also keep a mirror hosted on Blogger–probably average three posts per week. Some of these posts I also copy to my AmazonConnect blog, but very few. I spend far more time posting here and other lists. Been doing it for a year and a half, and what scared me off for so long was the idea that I needed to post every day. Of course, you’ll get better results the more often you post.

Some advantages:
* It’s really true that blog posts seem to get into search engines faster
* A post of mine got referenced by Slate.com and I saw a nice traffic spike
* Some of the posts only take five or ten minutes–a paragraph or two, and a link
* One of my long-time goals is to be a syndicated columnist. Last year, I took about six of the longer and best thought out pieces and repackaged them as sample columns. I sent to four syndicates. All said no, but at least I wasn’t creating the articles from scratch!
* I have a small but dedicated following, a few of whom (including at least one listmate) have signed up for e-mail notifications
* Sometimes I can repurpose content–this post, for instance, will make a nice blog entry
* Of course, it’s more links inbound to my site (from the Goggle-owned mirror on Blogger and from anyone referencing my post)
* It seems to add to my credibility when I tell, for instance, reporters that I’ve been blogging on business ethics for over a year

Definitely offer the option of e-mail feeds and XML feeds, and definitely use pingoat.com to tell the world when you update.

As for comment spam, yes, I’ve experienced it. I turned on word Verification on Blogger, and turned on pre-approval on WordPress. No spam gets through, and when someone tried to hammer me on WordPress, I just bulk-deleted all their attempts.

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My progressive friends may be shocked. But even though I’m a staunch supporter of gay and lesbian rights, I actually side with the owner of a video duplication service who is being sued for anti-gay discrimination because he refused to duplicate a film on the early gay rights movement.

The service owner, Tim Bono, found the content of the film offensive. I don’t happen to share his taste–but I totally agree that he should not be forced to do work that violates his moral code, even if it’s quite opposite from my moral code.

When I get an inquiry from a new prospect, I respond with an e-mail that says, among other things,

Please note that I reserve the right to reject a project if I feel I’m not the right person for it. This would include projects that in my opinion promote racism, homophobia, bigotry or violence–or that promote the tobacco, nuclear power, or weapons industries–or if I do not feel the product is of high enough quality that I can get enthusiastic about it.

And yes, I have turned down a few jobs because they promoted ideas I feel are reprehensible–including at least one job I turned down because of homophobia.

I grant Mr. Bono the same right to follow his conscience that I claim for myself, even though we choose to exercise it for opposite philosophies. I would presume that if Lilli Vincenz came to him with a different project that was within his value system, he wouldn’t reuse to serve her because she’s a lesbian. To refuse her on the basis of who she is would in fact be discrimination, and she’d have every right to bring the Human rights Commission or the courts into the fight. But a principled rejection of her content is a different matter than discriminating against her because of who she is.

No one should be forced to do work that goes against their own conscience.

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Last week, at Book Expo America, I attended a panel of NPR producers. I asked how my book on business ethics, Principled Profit: Marketing That Puts People First (published in 2003) could be made timely again for the Enron verdict.

They told me, have something on our desks before the verdict is issued.

So this is what I sent–a different approach to PR:

Expert Commentator: Enron Verdict/Ethics Issues

As a verdict nears in the trial of Kenneth Lay and Jeffrey Skilling of Enron, business ethics author is available for comment on Enron verdict and other business ethics issues.

Hadley, MA (PRWEB) May 23, 2006 — As a verdict nears in the trial of Kenneth Lay and Jeffrey Skilling of Enron, business ethics author Shel Horowitz is available for comment on Enron verdict and other business ethics issues

Suggested Questions to Ask Shel (or choose your own):
* What does this verdict mean for American business? For business worldwide?
* What’s the business secret that Arthur Andersen, the company founder, understood–but that the Arthur Andersen accountants who conspired with Enron were clueless about?
* You say ‘nice guys don’t finish last!’ How can a ‘nice guy’ attitude generate business success?
* How did the Tylenol poisoning scare actually help its manufacturer, Johnson & Johnson?
* Does an ethical attitude matter more in a big company or a small company?

Credentials:
* Award-winning author of Principled Profit: Marketing that Puts People First (and six other books)
* Founder of the Business Ethics Pledge
* Regular columnist for Business Ethics Magazine
* Speaker on ethics to the Public Relations Society of America International Conference, Publishers Marketing Association University, Folio magazine industry conference, UMass Family Business Center, and many other organizations
* Blogger on ethics issues since 2004
* Host: Principled Profit: The Good Business Radio Show (WXOJ, Northampton MA)
* Frequent interviewee in major print and electronic media (see https://www.principledprofit.com/press-room.html#media for detailed list)

Perspective: In the long run, ethics is *good* for business. Ethical, cooperative businesses make more profit, create intense customer and employee loyalty, and have a much better chance of staying out of legal and regulatory trouble. Greed of Enron’s senior officials blew apart two companies and had a definite human cost. Specific comments will depend on the verdict.

Commentator Personal Profile: Shel Horowitz, 49, copywriter and marketing consultant. Lives on a working dairy farm in Hadley, MA. Married to novelist D. Dina Friedman; two children.

Contact:
Shel Horowitz
Office (and best message number): 413-586-2388
Home: 413-584-3490
Cell:
Email: shel AT PrincipledProfit.com (Subject: Ethics Interview Request)
https://www.business-ethics-pledge.org (Ethics Pledge)

# # #

I’ll let you know how it goes.

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Since I launched the Business Ethics Pledge movement a year and a half ago, it has been housed on a page of my PrincipledProfit.com site: a commercial site designed primarily to encourage sales of my award-winning business ethics book, Principled Profit: Marketing That Puts People First.

And we decided a couple of months ago that this was holding back the growth of the Pledge. And we did something about it.

With site design generously donated by my assistant, Michelle Shaeffer of Elemental Muse, we’ve now launched Business-Ethics-Pledge.org–my first-ever .org site.

Please take a look and let me know what you think. Of course, if you choose to sign, I’ll be truly delighted–but let me know your opinion even if you don’t participate.

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Nice remark from another copywriter colelague, Mordechai “Morty” Schiler, in his blog:

While I’m still grappling with integrating marketing and principles, Shel Horowitz has made a career of balancing the two.

I’m hoping his “grappling” will lead him to sign the Business Ethics Pledge; I know from past interaction that he’s a highly ethical person, just too humble to take credit for that position.

And how about you?

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