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8 Ways to L.E.V.E.R.A.G.E Your Story and Make Your Book Your New Business Card

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“I should write a book,” is something that every single person says to themselves at one point or another. Then, on the occasion that a family member, friend or mentee echo’s the statement, we decide to commit and dive into the process of translating our powerful story into the pages of a book. But here’s the thing, although “Just write” is a widely shared piece of advice for those bold enough to take action to go from idea to finished book, that advice will leave your book collecting dust on virtual shelves and not generating the revenue you envision for your message.

I’ve worked with a number of authors with different messages, and in addition to helping them each understand that a book is a conversation, I helped them each navigate the process that positioned their book for leverage resulting in global impact and profits.

Here are the 8 keys to writing a book that does ALL things from increased visibility and global impact to generating 6 figure profits:

1. Launch your book to an audience that’s already engaged and awaiting its arrival

Writing your book in secret then springing it on your audience is a recipe for disaster because it doesn’t include them in the creation process. Take the time to develop a release strategy that builds your list, includes launch partners, keeps the release timeline in the forefront of the readers mind, and correlates with the offering of a product or service that you provide. Planning a true launch strategy, though different from the “if you build it they will come” approach, can generate book sales, income from speaking, course sales, coaching clients, revenue from consulting and more.

2. Engage your dream reader in the conversation as early as possible

If you’re waiting until your book is done to start promoting, you’re late! There are 3 phases of promotions that you need to tap into to get and maintain momentum with your audience. Each phase is important because it allows your tribe to get “invested” mentally and emotionally BEFORE they make the shift to financial investment. Business and sales experts teach that it takes “7 touches” before a person decides to invest in a product or service financially, this is why funnels are so effective, and the same rules apply to the promotion of your book.

3. Validate the conversation

We already know that a book is a conversation, but before you dive right into sharing all of your brilliant awesomeness, you want to make sure that it is a conversation that your audience or desired audience wants to have with you. In the business world this is called good old market research, and social media has totally changed market research allowing you to get real-time feedback in the form of likes and engagement.

This is a great thing for business owners and authors alike. By doing this foundational research, there is the added benefit of having the start of a great reader profile which is a major indicator of what your book should focus on as well as a way to clarify what programs or offerings your audience needs resulting in more effective prospect/lead generation, increased sales conversions, sold out program offerings, and increased income.

4. Educate your reader

Don’t just tell your life story and drop the mic (or the pen in this instance), make your book a “teach all” and really help readers to identify and apply the nuggets you’ve learned on your journey.  This holds true no matter the conversation topic of your book because when you really focus on what the reader needs from you versus what you want to say, you become a trusted, credible authority to the reader. All of which is necessary to convert readers and fans into paying clients, referral partners, and your walking marketing and PR team.

5. Research the language that your dream readers use around the conversation topic

It’s important to know what words your tribe and potential readers are using to describe their pain points. One example I love to use to explain this is a doctor’s visit. When you go to the doctor with an issue, you describe the symptom you are experiencing, and then the doctor gives you the clinical diagnosis. This is exactly how keywords work.

So whatever your conversation topic is, you want to make sure you are using the language that your audience uses so they know and understand that you are providing the solution they are looking for. If you do not determine the language of your audience, the audience will not connect to your message and book. Once you are clear on the language, you can strengthen your copy and the messaging in your book again increasing the “know, like and trust” factor as well as sales and income possibility.

6. Accelerate the reader’s engagement and participation in the conversation

You can do this by providing them with practical application steps, homework, and CTA’s that prompt them to take action throughout your book. Never take for granted that the readers were able to identify the nuggets, perspective or lessons as you share your story.  Always, always, always tell them what you’re going to teach them, tell them what you taught them, AND tell them what to do with what you taught them. Providing next steps or homework, makes your book a go-to resource to facilitate the change your readers have been dreaming of, and that converts them to clients.

7. Guide the conversation

Guide the reader from their current point of awareness to some level of transformation. Avoid filling your book with fluff and teasers because this will only damage the reader’s trust of you as a credible authority. Rest assured, you can never share too much because YOU are still the secret sauce that gets people results.

8. Extend the invitation to further tap into your expertise

When readers come to your book, they are aware that there is an issue, when you position your book and message to get them results your authority, and proof of work grows real time. While you have the reader engaged, invite them to connect with you in a more in-depth way. This can be providing your email address, inviting them to a call, or giving them special access to digital products and other offerings. This takes your ability to share your message, serve others, and generate income further than just book sales.

Writing a book you can leverage is a part of the writing and publishing process that means the difference in using your book to elevate your business, brand and message or giving away your book to friends and family for every birthday or holiday. It is absolutely possible to write a book that proves more powerful in generating leads than webinars, and positions you as an expert, more than business cards can. These steps ensure that your book is not only done and delivered to the people who need it the most, but it positions you for exposure and multiple streams of income. 

Tesa Colvin is an Award Winning Publishing Consultant, TV Show Host, and Bestselling Author who can be seen in The Huffington Posts, Thrive Global, Medium, and the SBA’s SCORE – Birmingham Chapter.  In addition to writing and publishing 19+ books of her own in 6 years, she has helped over 80 authors achieve their goals of writing and publishing their books. These authors have gone on to be featured authors at the NAACP National Convention, featured experts on NBC, have TEDx talks, and be featured in well-known magazines like Cosmo, and more. You can join her FaceBook Community or learn more about her from her website: www.borrowmymba.com.

Success Advice

5 Ways to Magnetize Your Audience

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You’re putting yourself out there, which is brave. However, like many business owners, executives, and speakers, you may be struggling with this one question running on repeat — “How do I get them to…” (fill in the blank). That could be anything from, “buy my course”, to “pay attention to me”, to “listen to what I have to say”, and so many more. Regardless of what makes you nervous speaking to your audience, you’re not alone. (more…)

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How to Turn Your Hobby Into a Legitimate Business

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Hobbies generally aren’t about making money and becoming successful, like businesses are. Hobbies make you happy at the end of a long week or day of working at a job you might not love in a place that might be just a little bit too far away from home for your liking. Your hobbies are what show off your interests and love, and your passion above all else. (more…)

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3 Ways to Know if You’re Working Hard to Fail or Succeed

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We know how important hard work is to achieve success, but we also know the road to success is filled with obstacles and failures. Many people have great ideas and don’t put the work in to make them succeed and go to the next level. We also see many people work hard on a terrible idea and succeed due to sheer hard work and determination. Then there is that third group, no matter how hard you work, you just may have a bad idea, bad product or missed your window and all the hard work in the world won’t get you to where you need to be. So how do you know when you’re working hard to fail or succeed? (more…)

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6 Steps to Changing Your Scarcity Mindset

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Having a scarcity mindset means fearing you’ll lose your source of income, shying away from taking risks, and believing there’s a set amount of success in the world. Its counterpart, an abundance mindset, believes that there’s opportunity for growth, risks are worth taking, and when we win, we all win together. To succeed in business, you need to adopt an abundance mindset. But how do you change your perspective?

Here are 6 ways you can change your perspective immediately:

1. Decide You Want to Change

The first step in changing your scarcity mindset is to acknowledge who you are and decide that you want to change. I compare it to the time twenty years ago when I decided to quit smoking. 

Smoking is clearly stupid, but back then it was widely accepted. Still, that’s not an excuse. The first thing I did was admit that I was addicted. The second step was making the commitment to quit. I had to decide that I didn’t want anything to have control over me anymore.

Those who want to change their scarcity mindset have to do the same thing. You may have to break your goals down into doable chunks, but you also have to keep your oars in the water. You have to keep rowing, put your back into it, and look for better opportunities. 

One of the hardest challenges will be changing how you view the ideas of others. You can’t think of those ideas as a threat, or the people as a threat. Don’t worry so much about personal success as you do about the success of the group. Remember the adage: there are three ways to do things—my way, your way, and a better way.

This notion of abundance goes beyond wealth. That’s part of it, of course, but embracing the idea of abundance means you want to experience more. You want to help more people. You want to have a greater impact on your family and your community. You have to acknowledge that you’re tired of worrying about your car breaking down and reassure yourself that if it does break down, you’ll find a way to fix it or get a new one. If you decide to buy a new car, donate your old one to the humane society so they can help animals. That’s abundance.

“Your life does not get better by chance, it gets better by change.” – Jim Rohn

2. Stay on Your Path

If you’re an entrepreneur starting a business, you probably already have an abundance mindset. That’s excellent. But you still need to keep working on your idea, regardless of the failures or setbacks you encounter. Just because you’re optimistic about your future doesn’t mean you don’t have to work hard and swim against the tide from time to time.

3. Talk about the Obstacles You’ll Face

Having an abundance mindset doesn’t mean you blithely glide over every hurdle. You won’t. Instead, you have to anticipate potential problems and start plotting how you’ll get past them. If you’re confident and optimistic, the answers come more quickly and in greater numbers, thus improving your chances of success. You can’t assume your business idea is going to be a mega-hit right from the start, and that you’ll make tons of money. That might happen, but chances are you’ll have to work long and hard hours first.

4. Develop Good Habits

It’s vital that you set strong goals and adopt the habits that will help you reach those goals. Networking is key to learning and to building contacts and community. It’s not just about the help you can receive, but the help you can give. Find ways to appreciate the uniqueness of others, whether you’re working with them or having a cocktail at the local pub.

“I have learned that champions aren’t just born; champions can be made when they embrace and commit to life-changing positive habits.” – Lewis Howes

5. Address One Problem at a Time

Starting a new business is often daunting. You may have a dream of what you want to accomplish, but the task in front of you seems overwhelming. Where do you start?

I like the approach Desmond Tutu once advocated. He said “There is only one way to eat an elephant, [and that’s] one bite at a time.” What this means is that the bigger the endeavor, the more crucial it is that you break up the challenge into smaller pieces. The problems seem less intimidating and more doable when you look at them in smaller, discrete portions.

It’s not unusual for people to freeze up or get discouraged when faced with a big, hairy task, so in addition to the wisdom of Desmond Tutu, it also helps to keep in mind this observation by Mark Twain: “The secret to getting ahead is getting started.” It’s much easier to make progress in your big goal when you chip away at the challenges.

6. Don’t Kick the Can

It may be tempting to put off work on a particularly gnarly problem or to delay a decision on something until you have more information, but be forewarned: you can only kick the can down the road so many times before it becomes the size of a fifty-gallon drum. When that happens, procrastination is no longer an option.

Instead, just make a decision. Whether it’s the right decision or the wrong one, at least you did something. If it turns out to be the wrong decision, at least now you know what not to do, and you’re halfway there. You’ll learn and you’ll be able to adjust. You miss those opportunities when you put off making a move.

Once you have an abundance mindset, the possibilities open to you will seem endless. 

How have you developed an abundance mindset in life? Share your thoughts and ideas below!

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