I teach coaches and speakers how to write and publish powerful, client-attracting books so they can grow their business. I prevent them from producing, then self-publishing, the kind of crap that drives intelligent people away.
Even if you aren’t contemplating writing a book at this point in time, the information I’d like to share with you here will help you with your other writing projects — the about me section of your website, your blog posts, and the keynote speech you may be working on.
I’d like to focus on some BYS philosophy as it relates to writing a book, to keep us in line with the outcome we’re after.
So, how do you attract clients so you can book yourself solid?
How do you inspire massive action, a change in paradigm, a veritable movement?
How do you claim the lofty title of expert in your field?
Remember, these are typically the results we’re after by writing our book.
You start by recognizing what you need to accomplish first. You start by understanding the philosophy behind it all. And this is where I’m going to break out my valuable Book Yourself Solid coaching hat. This is where I pull out my sales and marketing guns.
1. There are people who you are meant to serve, and others not so much. In other words, not everybody is your audience.
You’ll never be able to please them all or avoid criticism. Let’s release those brakes right now so you don’t lock yourself up from the get go with writer’s block. Just remember, it takes guts to have an opinion. It takes guts to share them with others; to open yourself up to criticism. I don’t care what you say, how innocuous it may seem to you; someone will decide that your opinion makes you a member of Al Qaeda. Whatever.
2. You must understand the needs and desires of your target market (a.k.a. your reading audience) and determine the biggest result your clients get when they hire you, and the associated deep-rooted benefits.
The deep-rooted benefits I’m referring to are the financial, emotional, physical, and spiritual benefits that accompany that one big result they’re after.
Deliver that one big promise with your stories, demonstrate the deep-rooted benefits as well, and you’re on your way to having a compelling book. And a big, fat business. And here’s a dirty little secret: sometimes you unearth that one, big result and the associated benefits during the writing process. Which comes first, the chicken or the egg?
3. You need to be aware of your personal brand, that thing that allows you to distinguish yourself from everybody else.
Your personal brand is far more than what you do, or what your website looks like; it’s you, uniquely you.
In a book, your voice, your perspective, and your stories embody your personal brand. The more bold and authentic your voice, the more easily you’ll attract those you’re meant to work with.
You cannot water yourself down in the pages of your book, be generic, or politically correct. You’ll lose the reader you are meant to serve.
You’ve got to tell it like it is, and be wholly you.
Are you woo-woo and spiritual? Terrific, we need to know that.
Are you just way too analytical for your own good? Fantastic. We need to know that too.
Potential clients will want to know if they can connect with you on an emotional, philosophical, or even spiritual level; they need to know what you stand for, and the stories you choose to tell will allow them to determine that.
4. Your job is to build trust and credibility.
In order to build trust and credibility you have to become and establish yourself as a likeable expert in your field, build relationships of trust over time, and develop brand-building informational products.
The right book will do all three jobs.
To build trust, you have to let people know you through your stories. Sometimes this means telling personal stories, the kind that leave you feeling vulnerable. To build credibility, you‘ve got to get crystal clear on your message and the unique process that you offer. And, let’s face it, a book is an informational product. One that can be turned into a 6-week course, or a webinar series, or the basis for a Mastermind group.
5. All sales start with a simple conversation.
Often, the first conversation we have with people is thorough our book.
Think of your book as a convenient conversation. What stories do you tell potential clients to get them up to speed, to help them decide if they should work with you?
What stories do you tell to show them that you have the solutions to their very personal, specific, and urgent problems? Think of all the time you could save by laying it all out just once! Instead of repeating yourself like a broken record. What a perfect entrée into your sales cycle.
About the author:
Ann Sheybani is the author of How to Eat the Elephant: Build Your Book in Bite-Sized Steps. She received her Masters in Creative Writing from Harvard University. One of our certified Book Yourself Solid® coaches, she’s also a book coach with a sales and marketing bent. She helps speakers and coaches create powerful, client-attracting books.
You can learn more about her services at annsheybani.com