Ep 61 – It’s Time To Write A Book

The Marketing Drive

Short marketing message that you can use right now!

Welcome to Episode 61 of The Marketing Drive with Chris Doelle.

Writing a book and being a published author can actually help your business! Writing a book about your area of expertise can show people your knowledge and show your company off all at the same time. This shows people that you are knowledgeable and can turn to you for answers for their questions.

This show is so named because I record it unscripted and unedited on my commute to work. When an idea pops in my head, I hit record. You get my off-the-cuff take on anything related to marketing your business. Be sure to send your show ideas and questions and I will use them for future shows!

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I wanted to talk about Publishing. I am sure by now, all of you have heard the hyperbole around ePubs - Electronic Publishing, writing your own books, things like that and it probably either like draws a blank when you hear it or it confuses you or scares you or maybe you will think, yeah that would be something I like to do some time. I wanna talk to you about why you should do it and what your content should be. Again, I am using this for my marketing perspective, not a.. I am sitting at home, I'm gonna write great American novel, I am talking about helping your company improve, its bottomline, helping it, get more customers, raising your credibility and there is a lot to that. Just being a published author, even if it is the only an electronic book. I say "only" because I was the knock want to be poor, when it is seemingly less than traditionally published, it was worth not as much but it wasn't worthless but that's the old style thinking. Right now, most of the books that are bought, are bought electronically. So that segment is gone, you are now just having your thought's published especially, if it talks a subject related to your business, as a lot of credibility to you. So, how do you do that? How do you write a good book, let's say you're a plumber, You can see I will go to plumbers as example all the time just because that's easy to understand. I don't wanna go into all the different industries you could be in but bottomline if, let's say as a plumber, you need something to write about, the first thing comes to mind is frequently asked questions. If you've been doing this any amount of time, you get the same questions over and over again. And again, I don't know the questions for plumbing but it maybe, you know, what sort of pipes should I use, or what sort of water heater and things like that and understand you don't want to tie your book to something that changes quickly but there are some things that come up that don't change that you need to take a look at. The other thing you can do in addition to the frequently asked questions is, maybe there is a trend in your industry that's coming down the pipe that is going to change some things. That's a good time, a good opportunity for you to explain it, to be what they call the thought leader in that area. So, if you were the first one explaining about the new water heaters, I am sure whoever wrote that book and somebody did, I'm sure they sold a lot of books and when it came time to buy it, you bought it from or at least you called a guy and said "Hey! I read your book from Water Heaters, what do you recommend to buy one?" If that's his business, he sells it to you, if not, he refer to you, whatever. So, gather your information when client are asking you questions. Jot some notes down and then put it together, if you're not a writer, if you have troubles making multiple sentences together in a coherent passion. Jot down your bullet points or dictate them into an audio device like a phone. Every phone has a recording app on it. Dictate what it is you will do. How you would answer a question to a client. Start it by using the audio for podcast because that is gold and that is another way to sell that book, too. Let's say you recorded the whole thing, you broke it up into podcast, at the end of each pod cast, you say "Oh! by the way, rather to wait for the next podcast or sit here listen to all of them, think about a book here". And okay, you don't know how to format it, you don't know how to submit it to these places. There are plenty of people out there, who can help you do that. Again, I would be happy to point you in that direction, get somebody in your area who can solve that issue for you and get you published because it has a lot of power and it will be something you can be proud of. There is a lot of beautiful things about electronic publishing, and as things change, you can make modifications and it's very simple. Let's say, the whole thing on a certain type of Water Heater, does not apply anymore. Now your book is not useful as now, you modify it to say what does apply, you reupload it and everybody who has the book, gets a notification "Hey! there is an update to the book". They download it, it's free and so they are getting an on going document, don't think you have to though, you could put out a separate book and so that one too. But again, I don't think the goal here is for me, is not to sell a ton of book. That's not the business you are in but the business you are in is being seen as an expert in your field who can answer questions, who is a guy could call when somebody has an issue, related to your field, so, get the book out there and you can give it away. I would suggest you, it's a whole another issue, it has a pricing model for books, because there is some pretty intense model that really benefit you, but let's cross that bridge when we come to it. For now, get out there, start putting your thoughts together about what you could put in a book. Jot some notes, get some bullet points but make sure it's not doubting Thomas is on the world, people who shoot down everything. You say, just because they didn't think of it or they are fearful and it doesn't take a lot of work. It does take some coordination, it's more people to help you but it is so worth it.

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