I talk a lot about writing a business building book, so I thought it might be useful to define what I mean.
A business building book is not about ‘buy my stuff’ or ‘sell sell sell’. It’s an authentic way to connect with your ideal reader and reach those who may not have heard of you before. It doesn’t have to be icky. Actually having a great book is a great sales tool in your hand without it feeling salesy!
In my view, a good business building book is one that: Continue reading
One of the things that many people don’t think about when they start to write their book is marketing it.
They start with an idea, they may well plan it out, develop their structure and then they begin writing their book.
Many brilliant authors fail to market their book until the writing is well underway. And this is too late. You can have the best book in the world, but with a poor marketing plan, it will struggle to be successful.
If you’re writing a book to build your business – or indeed any book – you need to start marketing your book before you start to write it.
This was wise advice given by Helen McCusker from Bookollective at our recent Author’s Journey event and I agree totally. That’s why I’ve written my new book, Book Marketing Made Simple, to tell you where to start. Continue reading
Over the last few months, I’ve been rebranding my business and I’ve just revealed the new me under the name of ‘Librotas’. I’ve explored what I do, why it’s important, and the values that I bring to my business.
Although what I do hasn’t changed – helping business owners to write, publish and promote their books – in reality there’s more to it than this, which I explored in last week’s blog post.
I’m not unique on this journey. That question ‘What do you do?‘ flummoxes the most experienced business owners, leaving many a gibbering wreck when it comes to delivering their elevator pitch – even for those who feel they are clear on their message. Continue reading
Last August I wrote 33,000 words in just 5 weeks. No mean feat, but I had a strategy that helped me. I modelled what I did to create my previous books and implemented a system to get words down on paper quickly.
That’s why this August, I’ve created the 10,000 Word Summer Book Challenge to share some of the secrets with you.
5 years ago I was doing the initial research for my first book. I was interviewing 11 successful coaches and learnt the strategies to turn my business around. A year later I was able to give up my day job for good and started on my second.
You may have read these books, and although the strategies still work, when it comes to success, things have changed during this period. Social media has become more prevalent, there are more shiny objects to distract and help us, technology has exploded, and the top approaches a few years ago have been superseded by other things.
Take writing a book for example. When I wrote my first book, there were less people doing it. It made it easier to use it as a positioning tool, to increase my visibility and to stand out from other people in my profession. Writing has now become more popular, and the simplicity of publishing via Kindle and self-publishing has made it easy for anyone to write and publish a business book.
Jane is struggling in her business. She loves what she does, but needs to attract more clients. She has a big dream for helping people and making a difference, and isn’t sure where to go to find those who need her.
In exploring what’s next, Jane realises she has a dilemma. She is a fabulous coach, NLP practitioner and hypnotherapist. She also knows that she needs to niche but she is scared stiff about doing this. She is worried that if she just concentrates her efforts on working with one particular group of people she might fail. In her mind she’s thinking ‘what if I choose the wrong type of client?’ and ‘what happens if it doesn’t work?’ Part of her feels that it is counter-intuitive to restrict the people she works with, but she also knows deep down where she gets her best results and the type of people that she loves to work with.
It’s incredible how many business owners are always on a treadmill to earn more money. Chasing clients, wanting to reach more prospects and bring more cash into their business. Working one on one with their clients and always busy.
And when you are busy, you probably don’t have time to attend networking events, keep in touch with your prospects or connect online. And then suddenly you find that your diary is empty and you have to start all over again.
Or perhaps you decide to take a holiday or find yourself sick, and what happens then?
When you are in business, you’ll find yourself on a never-ending quest to generate more clients and serve the ones you have already, and that’s OK. But there is a smarter way to behave.
I hate to tell you this, but there are never going to be enough hours in the day to do everything that needs to be done and grow your business too.
When you are providing a service, like a coach, therapist, etc, it can become a vicious circle. You find yourself always trading time for money, so what can you do about it? Continue reading
How clear are you on your ideal client? I know when you start out, it feels counter intuitive to restrict your potential market, yet when you know exactly who your perfect client is, you will get better results.
But many solopreneurs neglect this step when they set up their business. They are eager to create their website, go networking and get online, yet this is one of the most important parts to making your business profitable. If you don’t stop to think about who you would like to work with, what they want, the problems they face and the solutions you provide, you’ll struggle to create a profitable business.
Let me be blunt. If you are a solopreneur looking to work with anyone, everyone or someone, no one will be working with you.
Many of us are told we need to niche, but this is not enough these days. To stand out from the crowd, you need to go deeper than this. When you take a moment to create the profile of your ideal client, you will find it easier. Let me put it this way, you could be a general career coach or you could be the go-to-person for individuals leaving the armed forces – a more specific, but equally viable market. You could be a general hypnotherapist or you could be an expert in helping people to give up smoking.
One of the activities I often do with my clients is helping them to create an avatar of the person they want to work with. There is an exercise I share in my second book that will help you to do this. Let me share a snippet. If you work with individuals, is your ideal client a man or a woman? What age are they? What do they do? Where can you find them? If you work with organisations, who is your best customer and why do you love to work with them?
When you know your ideal client, you’ll be able to identify some of their problems and the solutions you can provide. This will allow you to write your website in their language, get your message clearer, and ask to be connected to this individual at networking events. So how clear are you on your ideal client and what further action do you need to take?
How good are you at writing marketing copy? Yes I know, when you trained in your profession, this skill probably wasn’t at the top of your list. It’s one of those business skills that many people don’t realise they need. And now you’ve found out that it’s something that you need to master quickly to be successful.
Too often I see websites where it is obvious that the owner doesn’t know how to write effective copy, but hey it’s not your fault, who tells you how to do this effectively when you start out in business?
I’m lucky. I’m pretty good at writing, although admittedly it’s taken me a good few years, plus modelling others and learning from my mentors to write good copy. Good written material that encourages people to sign up to my community, which attracts people to attend events, and makes you want to read posts like this one.
But when you are writing your own copy, it can be hard to put yourself in your client’s shoes – even I struggle. However, when I work with my clients, I find it easier to help them with their words. Because I’m not attached to their business, it’s easier to see what could be different and for me to put myself in their client’s shoes.
So how can you do this yourself and write copy that sells?
One thing to think about is your language. When you know your ideal client this is easier to do, as you can think about the words they say and how they say it, whether the words need to be formal or not, and the type of words you use. For example, clients who are in their teens would command a very different approach to the older generation. But if you are not this person yourself, how can you do this with ease?
Well firstly, what are your customers saying? Listen to them, ask them, survey them and make notes in their language. I alluded to this a few weeks ago; you may use the word ‘state’ when your client is more comfortable with the word ‘feeling’.
Secondly, what do your customers search for? Many of your clients will find you online, so what phrases or words do they use? You could use the Google Keyword tool to help you initially and Google Analytics to review your success.
Lastly, remember AIDA, which I talk about in my new book, How to Stand Out in your Business. AIDA stands for Attention, Interest, Desire and Action and when you’re writing copy you will want to consider each part of this mnemonic (i.e. a device for aiding memory) when you lay out your offer.
When people find your website, you want people to call you and say ‘I thought you were talking to me’ when they landed on your page. So what do you need to do next to put yourself in your client’s shoes?
If this is something you’d like to discuss further, here are some options:
1. Email firstname.lastname@example.org to book a free 20 minute discovery call with me.