Latest / Amplify Your Marketing Message with Christine Campbell Rapin / 193 - Turn Your Book Into a Client‑Generating Asset

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193 - Turn Your Book Into a Client‑Generating Asset · Amplify Your Marketing Message with Christine Campbell Rapin

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  If you are a B2B service based business owner and you are
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  looking to gain more clients, create more impact and more
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  revenue in your business, TuneIn to amplify your marketing
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  message with Christine Campbell Rappin.
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  Every week we're going to take you through how to build an
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  audience of buyers, mastering your marketing message and
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  making offers. Welcome back everybody.
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  I know that so many people around the world want to write a
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  book. It's one of the biggest
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  aspirations many people hold and yet only 2% of people actually
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  do write the book. And when it comes to the world
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  of business, even fewer monetize and make commercial success
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  attracting clients with the book as an asset.
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  And I want you to be the exception to the rule.
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  I want you to be an outlier and an exceptional example who wins
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  clients predictably. And that's why I have invited
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  our next guest into today's show to help you amplify your
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  marketing, but to use the book as a platform to find high
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  paying clients. So please give a very warm
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  welcome. We have Shawna Vanderhook with
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  us today. Welcome to our show.
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  Excited to have you here. Thank you, Christine.
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  It's pleasure. I wanna start with this whole
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  idea because so many people get this idea of like launch the
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  book, but I see a massive issue when it comes to crickets with a
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  thought process that goes what happens next?
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  So how do you see books and how do you see books, particularly
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  as it relates to the business world and what it can do to
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  monetize your message and the work you do?
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  You know what you just said about 5 things I want to respond
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  to and that actually a little nutshell.
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  Yeah. So, so the actual question, let
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  me do that one first and then I'll expand on some of the
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  things you said on the way. So the question is, why do so
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  many people launch a book but not see this as a commercial
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  component and they just hope it's going to work?
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  Yeah. Well, it when people don't see
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  it as a viable product that they have for their business as a way
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  to attract clients, they don't do the marketing up front that's
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  really required most people. In fact, that's one reason I got
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  into book project management was to actually get people to see
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  that there's a whole wide world of things that need to happen.
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  I actually kind of teased when I first started realizing for
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  myself when I did my first couple of books.
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  It's like all it's entailed. And I thought maybe I'd just put
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  out a book called the 697 ways to, you know, steps to finish
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  your book because there's, there's so many details.
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  I'm a detailed person. And so the one thing I think
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  most people miss out on is just making sure they're getting the
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  word out all the way through. But for it to be an asset,
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  people have to know about it. Now, one way is to actually take
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  it, you know, carry your book with you, of course, everywhere
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  you go. And in fact, multiple copies is
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  even better, especially if you're going to a network event
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  or, or anything of that nature where there's going to be
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  multiple people you're talking to.
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  But just even if you're going by yourself out for lunch, you
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  know, take your book and just set it there.
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  So. I think this is such low hanging
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  fruit and it's true. A book is a product at the end
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  of the day, just like your chorus, the program or whatever
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  it is that you are selling as the vehicle to a result that
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  somebody would pay for. And so you do have to think
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  about the marketing and I love that you talk about it's before,
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  it's building the audience, it's after.
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  And I know for sure one of the most common pieces of advice we
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  were given in the in more advanced communities, not
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  necessarily in the right when we first started with why do you
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  not always carry two things, your book and a introduction if
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  you want to be a speaker? Because if you were invited, you
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  should be talking about your book and talking about what you
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  do and you should always take the moment.
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  So I love that you think simple because simple is so effective.
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  Yeah. And and you know, it, it is,
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  it's simply just following the steps.
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  And it's like I said, there's a lot of steps, which is what I
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  help people with, but to get each piece.
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  And you also mentioned something earlier when you were asking the
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  question, you know, about the whole thought process.
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  And one of the things that I am finally admitting to, to the
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  world is that I'm very intuitive.
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  And I have kind of worked a little bit with friends and
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  family and, you know, just asking some insightful
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  questions. But so many people start a book
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  and they never get it finished because they run into blocks.
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  And it's, it's usually something that is like if they can even
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  see with the block is that sometimes just dissipates it
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  they can, they can actually move forward.
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  So that's one of the exciting new things that I'm I'm
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  rebranding and just getting my new website up to, to announce
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  that to the world. Corrections have announced it.
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  You've announced it right here and I celebrate you doing that.
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  It's already infusion, yes. You're welcome.
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  And this is an interesting thing because when you decide to be
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  breaking ground. So I'm going to take an idea.
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  I'm going to bring it to market. How do you use this effectively?
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  Because you're somebody who really helps people work through
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  the process, not just to do the tick the box, but to be
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  effective. And I think effectiveness is the
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  key thing. How do you think effectiveness
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  is built? One step at a time.
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  I'm so. Glad you have that.
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  Not complicated. But yeah, it's, it's a part of
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  its confidence and part of it is just knowing what needs to be
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  done. Um, I think that's that's it in
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  a nutshell. And when you don't know what
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  needs to be done, people, audience, listeners, business
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  owners fears, you hire it. You hire somebody who's actually
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  walked this. And Shauna is someone who we
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  believe is somebody you should work with, which is why we
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  brought her onto this platform. But you've launched it and now
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  how do you use it to attract? Tell us how you really think we
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  can win with a book commercially.
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  Well, one thing, it gives you a whole lot more respectability
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  authority. People, you know, have a
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  different impression of someone who's written a book than just
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  someone who's just kind of, I'm just doing my thing.
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  And so having your book, being an author, that's one level of
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  the respectability. And it's something where if
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  you're talking to someone, there might be a point in your book
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  where it would help them. You know, if you're a health
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  practitioner, there might be a tidbit in there.
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  And it's like, oh, read this chapter because it might really
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  make a difference for you in dealing with your health.
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  Or if it's a, you know, a, a lawn mowing service, you know,
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  landscaping, it's like, Oh yeah, here's some ideas for your home.
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  It it's so it's like it's a way to say I know what I'm talking
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  about because it's in print. It's so important and you're
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  right, and it's because it's a rare group that actually
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  launches a book. And what I love about people who
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  have the courageous act to not just start it, but complete it,
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  launch it and market it is it's usually one of many.
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  And you can talk about your book in almost every place.
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  And that's a bit unique because when you're invited into media
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  circles, whether that's print media, digital media, events,
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  things like that, a lot of people have rules and control
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  over what you can share. But a book is a universally
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  accepted because of the authority factor it brings.
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  And so when you're working with your clients, how do you first
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  start them? We start with finding out why do
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  you want to write a book? Now for everyone, it could be a
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  little bit different. So for some people it could be,
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  I've always wanted to write a book, but they really don't have
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  anything else going on. So we dive deeper.
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  For some people, they go, well, I want to promote my business
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  and we go into, OK, why is it that you want to do that?
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  What do you expect to get out of the book?
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  What do you want your audience to get out of the book?
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  So we go into a a lot, a large number of questions.
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  In fact, I'm actually doing a writers journal right now and I
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  expect to have that out probably in April.
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  But it will be have a lot of these questions queued up.
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  So, you know, if you're not ready to hire me, you can always
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  go just get the journal and start answering the questions.
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  It's important that you do start at the beginning and what the
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  beginning actually is. Everybody is the result you
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  want. We always say start with the end
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  in mind. That is actually the beginning
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  and it is a journey once you start something.
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  I always believe in the compound effect.
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  One conversation, one domino, one question leads to one
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  insight. It just keeps a snowball effect.
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  You've positioned yourself as an expert when you become an
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  author. And we always joke you need to
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  sell one book to be a published author that has sales.
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  You might not be yet the New York best time seller.
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  That might not be your end goal to start with.
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  But how do you actually use this to attract a paying client?
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  So we've got exposure. How do we transition interest
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  into clients? Now that's the the sales
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  question the the other year, right?
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  For. Many, well, you we've talked
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  about the first step is just getting them acquainted with the
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  fact that you are an authority. You have the information that is
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  going to help them with whatever their their need is.
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  So that's Step 1. And I honestly think your your
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  question belongs to a a salesperson.
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  I can help with that guys. Doctor Christine.
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  So where do you leave in 2 next? So if it's not directly into the
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  sales, what what kind of take us on the journey?
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  Well, it's, it's actually the journey is from the start,
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  starting with why you want the book, but then the next step is
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  to actually, OK, what do you want to put in the book to get
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  the result you want? So we do a very deep client
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  research. It's, it's a software that I use
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  that digs in. You identify a few books that
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  would be competing with you, if you will, or that are on a like
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  topic. And we do a deep dive.
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  It's usually a 10 to 15 page report that we end up giving you
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  and it tells you what your, what your readers are looking for in
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  a book. It tells you what they hated
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  about the other books. It tells you what they loved
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  about the other books. It's got all their reactions
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  and, and it helps you when you see how they've responded to
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  other books. It helps you kind of frame up.
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  Well, I need to give them more information on this because they
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  felt that was always lacking. So it's a, it's a way to make
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  sure you are putting into your book what needs to be in your
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  book. And then we go into a very deep
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  blueprint. So an outline, if you will, that
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  tells you piece by piece. So you know, when you're
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  writing, sometimes you're inspired to write something
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  that's not necessarily chronological in your book, but
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  you know that you you plug that spot and you can get on with
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  writing the other spots. I think this is brilliant for a
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  couple of reasons. The first thing is research of
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  existing books shows you that there's a demand and an interest
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  as long as you see that there has been a sale.
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  So if you've seen a book review, there's good indications
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  somebody read the book to give their review.
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  And I always say, don't be frightened by competitor
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  activity. It shows you there's demand in
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  the marketplace and appetite to learn, to grow, to create that
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  result, which somebody sought to serve in the book they
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  published. And I love that you also suggest
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  filling the gap because it's how you can be distinct.
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  It's how you can be bringing a unique opinion and how your
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  people will be served. And that's how you win and build
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  momentum to tell me more beyond the book, how do you actually
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  support me? And I love that you provide such
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  a comprehensive report. This is really gold before you
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  set off on the journey to launch a book.
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  So congratulations, I think that's brilliant.
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  What do you do after you have all the research?
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  What's the big win comes next? Once you once you've done that
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  research, you might be doing other research as you're
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  fleshing out parts of your chapter, like to find other
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  stories that you know beyond what you've experienced in your
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  own business. You can say people that have
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  done this get this result. And so there's more research to
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  be done after that. But that's that's what the
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  launch is at the starting of your book, you know, the birth
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  and then there's that nine months.
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  Like everything has a gestation. Yeah.
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  Yeah, that guys, it doesn't go instantaneous.
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  In the period where writing the draft, now that this is
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  something that it's so hard for people to do, is just dump out
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  everything, dump out your thoughts, write the first draft
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  because we want to make it right the first time.
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  It's like, oh, let me correct that spelling or I could word
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  that differently. Just get it out there.
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  Just get it on to paper or you know, or what do you call it,
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  the virtual paper? Some kind or dictated if it's
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  easier. And it's once you get it all out
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  there, then you come back because I, I know I was working
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  on a book once and it was, I got to a point where I couldn't even
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  see it. It's like it was just, it just
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  felt messy. I knew everything was there, but
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  it just felt messy. And I think one of the most
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  valuable resources is a developmental editor.
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  And I hired A developmental editor and she said, Oh yeah,
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  just move this section here and do this and tweak this.
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  And you need more information here.
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  And you're going on too long over there.
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  It just, it helps so much. It was like just, you know,
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  everything just tumbled into place.
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  This. Is me you cannot see the forest
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  for your own tree and I love the advice you're giving having been
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  a best selling author myself and two book projects on the
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  horizon. It is about schedule the time,
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  simply right, simply show up, simply think about the elements
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  when the brain fires. And that's an intuitive piece
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  that you, you say, you lean into, you say, I'm going to fire
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  on that idea today. And then have somebody who's at
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  50,000 feet find the pattern. Because you always have a
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  pattern and you cannot always see it.
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  But it does really help people connect the dots.
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  And in the same way that this developmental book better
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  brought that clarity to you. That's why you bring in a
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  project manager who knows the dots or you bring in a
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  strategist like myself who said, I understand how we connect this
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  to create commercial success, the marketing and sales in the
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  systems, but you cannot see it for yourself.
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  So do not not start because you cannot yet see what you don't
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  know. And so I think this is a really
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  great recommendation because it will it'll wow you when you see
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  somebody come back and say, here's how it actually all comes
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  together and you're like, yes, yes, that's awesome.
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  Like I'm awesome. This is going to be fun.
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  I can't wait to sell share the world my book as it gets towards
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  the marketplace. I want to also ask you, you
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  know, is, is is we lead into a question around, you know, how
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  do you find clients? Because we're talking about
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  books to find clients and you use a whole book strategy to
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  support your business. When you look at your successful
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  clients and those that have launched and created the
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  momentum they sought for you, what pattern did you see?
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  Well, I think this is one of the reasons I'm bringing out the, my
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  intuitive side because I was, I was really holding back on that
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  before and, and now I'm willing to share it.
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  But one of the struggles when I saw with my clients is they
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  would go chasing rabbits is what they call it.
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  And so getting them back on track without bringing in this
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  intuitive part and asking them those insightful questions, you
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  know, I, I was trying to not get too personal and I'm getting
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  personal now. I celebrate this because your
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  book is a very personal representation and you will be
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  hired and read for your opinion. So, so I'm working with them
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  more in that capacity now and I'm starting to see shifts.
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  It's they're they're more lining up to actually finish the book
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  and get it out there. One gal actually had took an
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  excerpt from her book. And that's the nice thing with
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  books. You can repurpose them in so
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  many ways. But she took just an excerpt and
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  created a little just for she did it actually for one of her
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  clients who really needed the information.
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  So she just pulled it out. She published it as a little
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  mini book pants with not even a mini book, real small thing.
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  But she, she went ahead and did that and, and the person
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  realized, yeah, you, you really know what you're doing here.
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  And just from that, she started working with her.
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  That's right, you create the first win and we often
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  underestimate that. It has to be war and peace in 12
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  billion chapters. Sometimes what you need is that
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  golden nugget. And I love that you say you can
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  repurpose this in a lot of ways because that is actually how you
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  do create multiple different ways to create revenue with your
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  book. And there is strategy around
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  this. So let me ask you, how do you
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  right now amplify your business? How do you find clients most
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  effectively? What's working for you right now
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  in the current economy? Since I'm not really a social
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  media person, I'm actually I'm working on that.
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  I'm going to be getting it. Don't.
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  Have to be, but you don't have to love social.
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  Yeah, I'm I'm just going to do LinkedIn.
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  I'm not going to try the other ones, but and maybe some
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  YouTube. But how I do it right now is is
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  personal references. And I'm actually, I do get
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  people referred to me and I also let it be known when I go to
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  different networking events. There's there's a few great ones
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  here and then there's the virtual networking events, which
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  I'm finding to be I may I'm meeting some amazing people and
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  getting awesome responses. So in fact, I'll even give them
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  a shout out the women network. Yes, I'm I've been spoken at We
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  Women several times. I've got several friends that
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  run chapters. It's a great community for
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  female entrepreneurs. It's a real mix of help,
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  support, tools and camaraderie which we all need.
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  And it's it's actually I just started a month ago and already
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  I'm seeing results. Love it.
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  I love it. Congratulations.
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  So how do people find you, learn about your services and connect
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  you? OK, I ask shana.com.
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  It's Shawna Shauna as you can see on the screen.
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  So it's ask shana.com and if you do forward slash gift, I'm going
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  to have an excerpt of my journal for you.
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  Guys, you want to go do this because it's OK not to know what
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  questions you don't yet know to ask.
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  She's offering to guide you to get you started.
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  And once you start, I highly encourage you to follow your
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  intuition and go connect in a bigger way.
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  Shawna, thank you for being our guest today.
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  Books can be an incredible tool. Don't let them sit on the shelf.
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  Build the strategy, manage it, project for end to end and
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  connect the dots. That's how you'll create big
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  momentum. Thank you for being our guest
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  today, guys. We will see you all on our next
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  episode. We'll be connecting with you
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  soon. Thank you.
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  That's a wrap on another amazing episode of Amplify Your
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  Marketing Message with Me, your host, Christine Campbell Rappin.
• 20:46
  Be sure to subscribe on your favorite podcast platform so you
• 20:49
  don't miss another great episode.
• 20:51
  And be sure to visit christinecampbellrappin.com/podcast
• 20:56
  to get a free resource on how to master your marketing message.
• 21:00
  We'll see.