The following is an article shortly to appear in Business Matters magazine – thank you, Paul, for giving me this opportunity.
Your Message, in Your Voice, Delivered to the World
Getting your book written can be fast and easy, and can have a massive positive impact on your business
Corporate social responsibility, a unique way of working, innovative ideas… What is it your ideal client needs to know about your business to become brand loyal, to love working with you, and to know they want to buy from you again and again and again?
Books are a fantastic way to let your customers know all about you. In this world of competing attention, we’re often led to believe a sound bite is all we will get to deliver. If we can’t sum up our value in twenty words or less, we haven’t a hope of being heard.
What if that weren’t true? What if you could get 40-50,000 of your words into the hands of your ideal client, hold their attention for four or five or six hours of their time, and leave them with a full, positive picture of who you are?
Let your customers know you want to make a difference
If things have been operating in the normal way of the world for your business, chances are that your customers think you are motivated primarily by money. You and I know that’s not true, that your motivation goes much deeper than that.
Money is important – very important – but it’s not the most important thing. And chances are that once your customers know what is the most important thing to you, a new bond will be formed, a new trust, a new level of doing business.
You may be asking yourself: Could I really write a book?
Many entrepreneurs are not enormously confident about writing. The creative brain is not always compatible with the confines of spelling and grammar, and that’s completely fine. There are plenty of people who can take care of that – the important thing is that you get your message out, into the world where people can hear it.
Simple book process
Most of my clients are more fluent in conversation, or in public speaking, than in writing. The process of producing their books is easy, outlined here so you can follow it yourself.
Step 1. decide who is your audience, and what difference you want to create in their lives
Step 2. decide what you want to say, in what order, and draw up a detailed plan of headings – have an interested friend or colleague help with this
Step 3. do a series of recorded interviews, where your helper asks you questions about each of the headings; or deliver the material in workshops or speaking events, once again recorded; include lots of stories to make the points come alive
Step 4. have the recordings transcribed
Step 5. have an editor transform the transcripts into correct written grammar, leaving your voice, your choice of words, your way of expressing yourself intact
Step 6. review the text and make any necessary adjustments
Step 7. have the text laid out into book form
Step 8. publish: cover design, print and digital publication
When I work with clients it takes 3-4 days of their time to plan, record and consult through the process. In around six weeks their book is completed, ready to take their full message out into the world.
7 Ways you can use your book to get your message out
1. Give copies of your book to clients and potential clients
2. Have copies on display in your waiting area, for people to read as they wait
3. Get your PR people to generate television and radio interviews to talk about your book
4. Have written and audio excerpts on your website
5. Put excerpts in your newsletter
6. Build a following on Facebook using quotes from the book, and discussion around it; link to excerpts on Twitter
7. Build a marketing campaign around the book