My publisher arranges for appearances in Apple Stores.
Apple Computer, Inc. opened its first retail store a few years ago. It was a great success. Since then, it has opened over a hundred stores in the US, UK, and Japan.
Like Apple-designed products, Apple stores are sleek, bright, and attractive. They show off all currently available Apple products, including hardware and software, and there are plenty of hands-on opportunities for store visitors. The stores also show off products by third-party vendors that are “Made for Macintosh” or made to work with Mac OS X. That’s where I come in.
My Mac OS X 10.4 Tiger: Visual QuickStart Guide will be one of just two Mac OS X Tiger books available when Tiger is released this Friday. I worked my butt off (figuratively speaking, of course; there’s no losing fat on your butt when you’ve got it parked in a chair all day) to get this book done on time. And it’s paying off. The marketing folks at my publisher, Peachpit Press (an imprint of Pearson Education), tell me that Apple has designed a lucite stand to display Mac OS X Tiger when it is released. The stand will display my book, side by side, with Tiger retail boxes. How cool is that?
Apple has also promoted my book on its Apple eNews electronic newsletter and corresponding Web page. They even included an image of the book’s cover. My publisher has reportedly doubled the initial print run to handle large orders from Apple, Barnes and Noble, and CompUSA.
I told my publisher’s marketing folks that I was interested in doing Apple Store appearances and listed the stores in this area: Phoenix (Biltmore), Chandler, Tucson, and Las Vegas. (Okay, so Las Vegas isn’t exactly around the block, but it is nice to be able to go there for a legitimate business reason.) Kim, who is in charge of author appearances, sent out a few e-mails to Apple Stores. The response was impressive. All the stores wanted me. Tucson even offered an appearance on Friday evening, as part of the Tiger release festivities. (Unfortunately, personal obligations will prevent me from attending that day.) I chose among the offered dates and added them to my Calendar.
Then Apple invited me to another Vendor Fair, this one in Elk Grove, CA. (I attended one in Austin, TX last week.) I asked Peachpit to see if they could get me a gig in the Apple store in Sacramento (Arden Fair) the same day. A few e-mails and it was a done deal. Wow.
What do I do at these appearances? I normally do a presentation. This time, my presentation will concentrate on productivity features in Tiger, showing attendees how the new operating system can make them more productive. The presentation isn’t a slide show. (I don’t want to put anyone to sleep.) Instead, it’s a live demo. I plug my PowerBook into their projection system and go. It’s unscripted and mildly rehearsed. I usually work with a list of topics I want to cover and go from there. After about 45 minutes of that, we open the floor to questions. That can be fun, too.
What’s weird about all this is that I haven’t done any of this stuff in about three years. I got really burned out and didn’t want to do appearances anymore. I actually turned down a bunch of appearances and interview requests. I thought I’d be getting out of the business. But Mac OS X 10.4 Tiger has gotten me all fired up again. Apple is doing really well and it’s a pleasure to work with its new technology. So I’m excited and really looking forward to all of these events.
If you’re reading this on a Windows PC, you don’t know what you’re missing. Stop by an Apple Store in your area and see if the techs there can convince you to switch.