The Seductive Appeal of Writing a Business Book

ABOUT THIS EPISODE

For people who spend a lot of time focused on a particular topic or area of interest, the idea of writing a book is appealing.

It's a great way to demonstrate thought leadership, attract a bigger audience, and get speaking gigs.

But Juliet Clark says writing a business book isn't for everyone, particularly if you don't have a large audience.

Clark, who helps authors self-publish their books, says writing a book isn't for everyone. It takes a lot of work, not only to write a book but, as important, promote it.

From personal experience, writing a book is a labor of love. The ROI is being able to differentiate yourself in a crowded marketplace.

Hi Is Mark Evans and I'd like towelcome you to marketing spark the podcast at covers insight for marketersand entrepen in twenty minutes or less on today. Show I'm talking with Julietdillinger founder of Super Brand publishing, which helps authorsestablish their brand across multiple marketing and positions them as go togotter. Welcome to market is part to you. Thank you for having me. I lovethis for mats. I can actually see like her little voice tiglath. I want tohave you on the show, for a few reasons. One is that I have written threebusiness books along the way to themself published, and I know thechallenges that go into not only writing a book but publishing it andpromoting it, and the second was that I run into a lot of up marketers thesedays, who want to write a book. They think that from the outside, looking inthat's very sexy and there's no reason why they shouldn't do it. So I wantedto get some insight in perspective from you and when I run across your profileand link, then I thought this is a person. I need to talk to so. My firstquestion is from the outside. Looking in writing a book. A business bookseems straight forward, but maybe you can provide people with some contextinto what's really involved, because I know from personal experience isthought easy, but you do with authors all the time, and perhaps you canprovide us with some behind the scenes. Look of what it's like to write a bookit's hard now, even there are several things that we don'tanticipate when we write a book and and that's why I really encourage, if youreally really want to do this, were with a writing coach. One of the things that's really hard isthat many of us are not used to story telling and in order to really connectin a book you have to be a story, teller, and so not only do you have tobe able to tell a little bit of the story of who you are and how you gothere in your credibility, but whatever it is that you're teaching inside thatbook, you have to be able to have...

...stories around that as well, because,if you're just telling people how to do things and you'll know this mark fromwriting a book. We have this concept in writing called show not tell, and it'sone of the hardest things that writers have to get in the process of writing abook or telling a story is. If I tell you how to do something, it's not veryengaging. If I can show you how to do it, then you're much more open to theconversation. So a lot of digital marketers seewriting a book is a good way to drive the personal brand when we're allowedto speak again, a conferences, that's a great way to do, speak public speaking and in fact,some people. I have this dream of actually getting paid to speak, buthere's the question: Should they explore writing a book and if not, whynot? Well, there's this common wisdom outthere that you will not be taken on as a speaker unless you have a book now, I'm going to say that there aresome speakers and there's some people who should not write a book, so theygive you some example. I know I'm a great publisher right. I don't totallyknow how to sell, don't write the book no, but seriously. We have a lot ofbusiness raw ras out there where we go and we share with the googe in the room.Hey my products and services are selling and their answer is: Oh, youneed a book well, the problem with that is is using the book the way peoplehave talked for years about it's my business card. It's not really! YourBusiness Card, it's a lost leader, an accessory to bringing in that lowbarrier audience, and if your products and services that are your big ticketsare not selling, then the book is not the answer, because what people arelooking for inside the book is a proven process that you have that works and ifyou're prose, if you're, writing a book in order to become an expert, youshould be an expert first with a proven...

...track record and then write the bookthat Makes Sense Yeah. Essentially, what you're saying is that if you're,if you're going to talk the talk, you need to walk the walk as well. Exactlyand we've had a lot of people come into our company who have come from thesebusiness, these business ventures, and when I ask them why they've written thebook they'll tell me it's because you know I'm not driving the traffic. Iwant I'm not getting the business. I want and that's a big red flag, becauseif you need to have that audience built before the book, hopefully youraudience is already people who love you and about your programs or there.People who have seen you out in the world are taking your quizzes when ofyour audience, building quizzes and they're, just waiting for that that lowbarrier product to really see what you're all about it's, not a businesscalling card and I've actually had people say you know I can walk into ajob interview and say I'm the person who wrote the book on X Y Z. I have totell you as an employer, I'm not impressed you sound like a know, it allyeah. One of the things I found from writing a book and, having you know afairly good brand, is that when I talk to customers or I meet with prospects,what I'll do at the end is that I'll put the book down and say hey by theway I wrote this book. I think it's a way to impress people, because I havecredibility going in I'm not looking to bill credible, be right away with abook, and I think you make a good point is that you have to have a track recordand then layer a book on top of it. Absolutely I'll. Give an example. Ireleased my first non fiction because I I used to be a mystery writer. Ireleased it this summer. It's called pitch slap, but it took me about threeyears to get to the point where I said. Okay, I have a proven track record. Ihave testimonials. I have proof that the process works and that's when Iwrote the book and it was for those people who have been following me whojust you know they didn't know if they wanted to spend what you know. What isthis all about that she's talking about without spending a great deal of money?So I think I think that's what you...

...really have to do with it. He just acuriosity. What is pitch lap all about pitch slapped is the art of serving notselling. So I really talk about the boots. DRAP your way to bankruptcy,business model that the coaching industry has and how the quiz platformhelps validate your product because for most coaches, we're not like normalbusinesses where we go out and we you know, seek financing, we boot Trapp ourbusinesses and a lot of times. If we don't validate that product first, weboot strap our way right into bankruptcy. So a little bit of a seguefrom you deciding to write a book into other people deciding that they want totake the plunge as well. So how do they pick a topic that will resonate? That's where our quiz process comes in,because if you have that validation and people are saying to you, you knowthese are the gaps I have. This is the success I want and you're able to fillthat gap between where they are today and where they want to be, or at leaststart filling that gap. That's the kind of book people want to read so beingable to validate it and build an audience first and sures that you willhave a book that sells. Can let's take a step back here, because you mentionedthe quiz process was that which I believe is a core putter of your youroffering. How does that work? So what we like to do is is many peoplecome to us with their books and and I'm going to say probably seventy percentcome to us with their book and they haven't really built an audience. Nowwe do have people we're releasing a book next month, that's by Jane Fonda's,personal trainer. Of course she has an audience right, yeah, but most peoplewhen they come to us they've written this book and they haven't really builtthe kind of audience they need to make it a best seller or really get outthere and promote it in a meaningful way. So what we use the quiz processfor it's actually the first part of our publishing if we can catch you early aswe take the success principles of what...

...you'd like to teach or write the bookabout, and we put this Le Generation League qualification research basedquiz out to audiences. So if you're speaking, you have your audience, takeout their phone and take this quisite of three minute experience right in theroom. What we're offering to those people taking it because it is the leadmagnet, is I'm defining success for you, let's see where you are in the processof success, let's let you use self evaluate where you're at so what we'redoing is it? It's that lead capture and League qualification point is we'restarting to talk to more and more people and the more more people we havethat we can validate our product with the that are we're going to be able tohone in on that product and that's what we like to do with that book. Is it'san audience builder and Market Research? What's the right book that these peopleneed. So there are two schools of camp whenit comes to Ratia book either you find a publisher, and I consider that to bealmost like winning the lottery these days or you self publish and that'sextremely easy to do, given that there's many services out there, thatwill actually help produce your book and you can just put on Amazon to sellit. So where do you fall like what are your thoughts about on on selfpublishing? So such an interesting question, because I actually hadsomeone come to me and say I could easily sell your book to a traditionalpublisher and she writes. She read it for me and Bata and she works with thebig publishers and I kind o struggled with that, because how can I be a selfpublisher and then tell people? Don't you know, go to traditional publishers,so I sort of went back and forth and ended up publishing my own book. Buthere's the deal. If you have a really big audience, a traditional publisheris more likely to take you because they are a business they have. You have toprove that you have the audience that will least make that book break evenand hopefully make them a prop a profit with the self publisherss you have to.You have to hire one that is really...

...integrated and involved in your process,and let me explain that my first stuff publisher, even though I came fromTadition publishing my first book- was self published and I noticed along theway that they just took my manuscript. They developed it into the the you know,formatted into the book, slapped it up on a Amazon, and that was all they did.There was no indirection, there was no coaching. There was no anything and alot of stuff publishing companies are like that. So, if you, you reallyreally want to make this a great experience. You need to engage one thatwill meet with you and and tell you all the things that are going to make thisprofessional send you out to get those things. Then I'm talking aboutendorsements testimonials all the things that make your book lookprofessional, an Amazon, but also how are you going to run that best, sellarcampaign? How are you going to integrate that book back into YourBusiness, so that book was leading people to products and services? Sothere's a lot more to it. You have to have the book integrated from day one,because most people use it as their lost leader in the business. So either way is good. The thing aboutself publishing is that you one hundred percent on your own rights, and you cando other things with your book. If a traditional publisher takes it chances,are you can't do much with your book other than just? Let them have itbecause they have the right. Do it now. This may sound strange, but for myown experience I find that writing the book is re relatively easy. Promotingthe book is the hard part, because there are so many books being publishedthese days, and everyone thinks they've got a best seller or at least a book,that's going to resonate with people, and you spend an awful lot of timetrying to capture the spotlight so any thoughts about wearing tricks for howto effectively promote a book when there's so many books out there. Yes,so that's why we put the that's one of...

...the reasons we put the quiz in place iswe can actually pre sell your book inside the quiz because it's a selfcontained funnel? But what really makes this work is that pre marketing or thatpre writing or during your writing period, gathering that audience for thebook you have to do it. You can't just slap your book up on Amazon and say byme, so when we actually work with authors,we work with that quiz platform. First, we're building the platform werebuilding whatever is next, while we're writing the book. When we're publishingwe're running the Amazon ads, we are running the best seller campaign, whichrequires you to have partners who will promote your book as well and then fromthere after the after, the initial launch has happened, most people neversell another book again or rare, or they so very few. So that's when wehave the free shipping book funnel, which we integrate back in so that fromthere you are able to up, sell into lower cost products as well so you'retaking people from your book into your products. So when you integrate thataltogether- and I know it sounds like a lot- and it is a lot when you write abook- Don't think of it as I'm going to release it in thirty days and all it'sgoing to be good, you need to start, like probably minimum six months out with a plan andputting all the pieces together and knowing, when you're, going to do whatand and really having that marketing plan out there. So, if understand youcorrectly, one of the things that you need to dois actually promote the book even before it's finished so you're, givingpeople updates on what you're doing what you're writing about the kind ofstories that you're going to tell you're almost giving them an insiders.Look at the book writing process is that is that an accurate depiction yeahI mean you can do that. One of the other things that we do really wellwith the quiz is we send people to a...

...pre marketing page. So what right afteryou contract us, we've got your. We do your boot cover, so you have a page tosend people to. We put it inside the quiz, and people can actually pre buyyour book. So imagine while you're writing your book you're out on a stageor in a summit and you're having people take the quiz and the landing page atthe end goes to a page where they can pre by your book. That's the kind ofthing we do where you know we're in the moment. We've got people excited aboutit and we're actually getting people to buy it in Presale. So, like a lot of people over the lastsix months, I think you- and I have done a lot of interesting things andmet a lot of interesting people on linked in that's how we connected. Whyhas linked on work for you or maybe I should take a step back and maybe talkabout the approach that you've taken to linked in and some of the things thathave worked for you along the way. So I'm almost exclusively on link onnow two thousand and sixteen election. I got of twitter because it was reallytoxic and it used to be the place of authors were two thousand a D Tis aboutgetting off face book. So Linton has worked for me because I have used sometools that have allowed me to connect and start conversations and and what Imean you and I that's how we met is, and the result of that is that I have aparticular ask. I've done it in a way. That's really not sales, it's gearedtowards relationship building and I actually have a little work sheet andwe're on radio. So I can't really show it to you, but I have to have tencontact ten conversations a week, either referrals or from Lington. So Imake sure that I jump back in every day and I have those conversations and thathas really really worked for me. First, maybe you can share the workshipwith me and I'll share it in the show notes when we, after this thing ispublished- and second is how do you...

...define a conversation? I I find aconversation as we jump on zoom. So what that means- and I don't ask forzome calls what it means is. I use my automation tool. I introduced myself,there's nothing sails in it. This is not about sales at all and I have anask in it and then people will get back to me. Probably out of the I probablysend sixty in bites a day and probably ten percent of those will come back andwrite a note in some form, some of them. We just you, know, type back and forth.Hey great connecting others will say. You know, let's Jubata, call and talkand see what see how we can collaborate see. You know what we can do, and soevery week I have to have at least I usually get about five from Linton, andthen I have referrals from other people that come in other past clients andstuff that I have to actually make time to jump on zoom and have thoseconversations and get to know people a couple questions one is: Would you disclose the tool that you'reusing and and what are the ways that you can create the perception that it'sjust not so another automated tool? That's going out in mass to invitepeople I mean, I think it's one of the things about linked in these days isthat people are getting inundated by C connection requests and- and it'sreally hard to tell increasingly which one of them which are real. Can youpride a little bit of concepts behind the scenes context about what you'redoing yes, so I us talked to put Cram and inside of my message, I have a veryshort video, it's about like a minute, a minute twenty seconds, and I justintroduced myself- and this is not something that's like professional. Iliterally opened up Zoom Hey. This is Juliet Clark, it's so great to connectwith you, I'm the CO Super Brand publishing. This is what we do and Ithink I even say in mine that I'm looking for pod swaps and and guess formy podcast- and I just put it in there with a very short note and and send itout so here's. What I see inside of my...

...link in mark is, I get several messagesa day from other people who want to connect. I can tell which linked onexpert they're working with, and I can tell because of their message. Theyhave a really canned message. So that's why, when I do this, I do it in a verydifferent way. It doesn't come off, as can it's just hey here. I am has a veryshort message and you know hello and if it seems like something that you know,you'd love to connect, lets connect, and so I usually end up with about tenpercent of those that go out a day or conversation starters. I give out mycalendar link a couple times a week. If someone comes back and says you knowhey, we might be good collaboration partners. Let's talk about this, so Ijust meet a lot of people that way and some of them become clients. Some ofthem become partners some of them. I will never speak to again yeah. Well, Ithink I think people get a little distracted by the views and thecomments, and it really comes down to conversations to me the ultimate metricwhen it comes to Linkin his conversations. How many people can Iactually talk to? As you say, some of them lead to business. Some of themlead to friendship, some of the League to partnerships, but that's where theaction is a final question for you, aside from your own podcast, do youhave a podcast or a book that you would recommend? Is there a book that you'veread recently that you would that you would recommend? I like Ryan Leves,choose I'd like that? That's the only business book I've read lately, I don'tknow with all of us on zoom all day, I've kind of gone back is mysterynovels. I don't want to. I don't want to engage in business at the end of theday lately. Well, thanks. You Li had for your insight about publishing andlinked in and thanks for listening to another episode of marketing spark. Ifyou enjoyed the conversation, leave a review and subscribe by, I tunes oryour favorite podcast APP. If you like what you heard, please rate it for shownotes on today's conversation and information about Juliette VisitMarketing, spark TCO s block he.

Questions feedback like to suggest again want to learn more about how I help TB companies as a fractional, Selo,salt and adviser Aniente Mark Market Part O o t.

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