AUTHORS FEATURED ON
INFLUENCING. DOMINATING. CALLING.
Becoming a Published Author is the most powerful and proven method for gaining significant influence, building your brand and growing your business. In short, your book will help you dominate your market and live your calling.
“Since getting published, we have measured an increase in sales as well as shorter sales cycles due to using the book to establish our credibility in the mind of our prospects. We have also gotten industry wide recognition which has opened doors to networks and created opportunities to expand.”
Best Selling Author of Rental Property Success
“There is now doubt that publishing my book, Heart Not Hype, was a game changer for me as a speaker for Restoration Generation as a ministry. The book has introduced us to new opportunities and events for me to speak at as well as provide those venues, and other ministries/festivals/events, etc., a follow up tool that students and people actually want to read and use.”
Best Selling Author of Heart Not Hype
“How an Entrepreneur goes from a local customer base to a Global customer base in less than 12 months”
Why a Book is the Absolute Best Business Building Tool Money Can Buy
Why Publish A Book?
It might surprise you to learn that books are not dead. In fact, books are more powerful and more valuable than ever before. But very few people know this.
When you publish your own book, you can get the edge you have always wanted. A book will increase your sales and referrals, open doors, and make you the go-to expert in your market.
But most importantly, your book will establish you as a leader with:
- True influence over others.
- Dominance over your competition.
- The satisfaction that you are living out your calling.
Now, before I get into why you should publish a book, I want you to forget about actually writing the book.
There is a big difference between publishing a book and writing a book. So go ahead—get that awful idea of sitting down in front of a blank screen for 200 hours out of your mind.
My goal is to get you to think of yourself not as a book writer but a book entrepreneur. Not a doer but a leader. You will provide the ideas and vision while others will do the hard work to make it real.
That’s what the process in this book is for. My job is to get rid of the barriers, both real and imagined. My job is to give you what you need to get your book done in a day instead of a lifetime.
By the end of this book, you will have the processes and the people in place to create an amazing book. You will be a book entrepreneur, ready to reap the benefits of being a published author.
And there are a lot of benefits.
So let’s get it done.
How Your Book Will Exponentially Increase Your Referrals
The Referral Magnet
When we perceive higher value, it lowers the risk of our investment.
This is why we all want to work with experts.
But we also want to refer experts to others as well—perhaps even more than we want to work with them.
It sounds hard to believe, but it’s true. Here’s what I mean:
Say we have a friend with back pain. And say we know a great chiropractor—an expert—who can ease that pain. We refer our friend to this expert, who then solves our friend’s problem. Our friend then comes back to us, pain-free and grateful to us for our referral.
Several things are at play here. First off, as the referrer, our social status has risen because:
- we put time and thought into solving our friend’s problem,
- we knew of an expert who could help our friend, and
- we gave our friend a strong referral to that expert.
Our trust in that relationship is also deepened because of this referral. Plus, it feels good to be thanked.
Because of these positive outcomes, we are likely to continue referring friends to this expert. So it’s good to be the expert, but it is also good to be the referrer.
With that in mind, let’s switch roles. We are the expert once again, though now we have felt what it’s like to be in the referrer’s shoes.
It’s time talk about creating our referrers.
Make Referring Easy & Edifying
When we talk about creating referrers, what we’re actually talking about is equipping people to become our referrers.
For this example, we’ll assume that we have a unique product or service, and that we have a client (we’ll call him Adam) who loves what we do. Adam loves working with us, and knows the true value of what we provide.
But here’s the problem: Adam loves us and trusts us wants to refer us to his friend Sue. Now, our business is unique, and our value proposition is complex. So when Adam tries to tell Sue about our business, he has a hard time putting the value he is getting from us into words. He struggles to explain how and why we do what we do because we are so unique.
So our job is to make it easy for him—and easy for all of our clients. We need to equip them with what they need to share our story and our value.
That’s where our book comes in.
A book is the ultimate referral tool. It’s easy to give to clients like Adam who love what we do, and easy for them to pass along to someone else, like Sue.
Not only is it easy, but Adam will be eager to pass it along, and confident in doing so. “I know the author of this book,” he’ll say. “In fact, it’s the person I’m referring you to.”
Knowing the author gives Adam an elevated social status in addition to the boost he already gets from referring Sue to us in the first place.
When Adam decides to refer Sue to us, he is telling her, “Hey, I trust the person I’m referring you to.”
Without your book, Sue then may wonder, “Can I trust them, too? My friend Adam trusts them, so should I?”
But with your book in hand, Sue has all of the information she needs, and there is no cause to wonder.
How Your Book will Significantly Increase Your Sales
Straight To The Decision-Maker
Your book is a great tool for marketing without marketing. And it can also be a great tool for selling without selling.
Your book can get you straight to the decision-maker, straight to the C-Suite. Straight past the gatekeeper. Straight to the top.
This chapter is all about how to do that, starting at the pre-sale.
Sell Before The Sale
What we need to do in the pre-sale process is get a decision-maker to make a decision—that is, to listen to us. And before they can decide whether to listen to us, they need to know we exist.
So we need to get their attention.
Attention has become a currency in our society. It’s fleeting, it’s fast, and it can lead anywhere.
The problem is that everyone else is trying to get the attention of those same decision-makers. Everyone is trying to sell them something, raise money from them, and get them to commit to this purchase or that sale.
From the point of view of the decision-maker, all of those people vying for their attention are only serving to distract them from their goal.
This is why they put gatekeepers in place.
But with a book, we can get in the door, past the gatekeeper, and straight into the decision-maker’s line of sight.
Here’s how we do just that.
- Publish the book.
- Write a short, handwritten letter to the decision-maker that explains why we’re reaching out to them, and what we want. This should be no longer than one paragraph. A brief letter lets them know we are not here to waste their time.
- Mail your letter and your book to the decision-maker. It doesn’t matter if they’re across the street from you. Mail it to them anyway, in a first-class, flat-rate priority envelope. This will guarantee that it goes right to their desk.
- Follow up with them.
Now, here’s the thing. When we follow up with them, we’re not a salesperson. We are not the the person disrupting their day.
When they ask, “What is this call in reference to?” we can easily respond, “I’m the author of the book you got in the mail yesterday.”
From day one, from meeting number one, we have changed the entire dynamic of this sales relationship. We’ve given them value. We’ve shown that we are credible. We’ve demonstrated that they can trust us.
We are not like everyone else who is trying to get into their door.
We have two things very clearly communicated by our book:
- We have a purpose, and
- we have a plan.
With these things, the decision-maker will see us differently from the start. They will see us as someone who can add value to what they are trying to do. They will see us as someone who can bridge the gap between where they are and their goal.
Instead of us asking for help from them, we are offering to help them reach their goal.
How Your Book Will Create Powerful Channel Partners And Profitable Opportinities
Break Through The Clutter
Sometimes you’ve just got to feel bad for your prospects—they get hit from every side.
Decision-makers are the target of pretty much every advertiser. Which means these poor folks get slammed by ads all day, every day.
They hear ads on the radio when they wake up.
They spend their free time deleting spam and unsolicited emails.
They drive to work past tons of billboards and signs. They listen to a radio station that is constantly interrupted by even more ads.
They check social media and have to scroll past ads and not-so-subtle content marketing ploys.
They walk into their office and see a big stack of mail just waiting to be sorted into piles of what to keep and what to shred.
This is all while they are trying to keep track of who sent what from where.
All of that advertising—all of that noise—happens before our prospect even gets to their desk. It’s loud and rude and most of all, exhausting.
Trust me: they do not want to see any more ads.
This is why the gatekeepers are in place. The gatekeeper’s job is to keep the noise to a minimum. It’s to protect the decision-maker’s time, and turn away potential disruptors.
This gatekeeper can be an ad blocker, a subscription to Pandora, or a good email spam filter. It can be the person at the front desk who will not let us see the decision-maker without an appointment.
So we’re not just fighting our competitors and other ads for the decision-maker’s time and mind share.
We’re fighting the gatekeepers, too.
But it is possible to win this fight. It is possible to stand out, open the door, and walk right past the gatekeeper.
We just have to rise above all that stuff.
Open Doors For Yourself—And For Others
The book we publish is going to help us rise above. It will help us break through the clutter and cut through the noise with something new and fresh. Something unexpected.
It will even add value to our prospect, instead of draining it away.
This is the key. And this is what will happen when we send our book to the decision-maker in advance, using the process we talked about in Chapter 3.
And when we follow up, we can break through the clutter. We can rise above the noise. We can give the prospect something more than just another ad.
This is when we stop competing. This is when we start to dominate.
Our book is a ticket to the bigger game. A book opens the doors that would otherwise be shut in our face.
A book is the tool we will use to expand our reach and increase the business we bring in.
And the more business we can bring in, the more good we can do.
The amount of good we can do is in direct proportion to how easy it is for us to get in front of the people we need to get in front of.
It is in direct proportion to how quickly we can get in front of the right people at the right time for the right reasons.
And it is dependent on our network.
Books open doors for us-and for the people we are trying to help.
How Your Book Will Make You The Authority, Go-To-Expert And A Community Leader
Perception Is Reality
You’ve heard it a hundred times: perception is reality.
And those perceptions? They stem from our subconscious.
Now, stay with me—I promise this is going somewhere.
While our conscious thought is made up of the stuff we intend to think and stuff we mean to do, our subconscious is all of the stuff we are not aware of or don’t even realize we’re doing.
Very little of our inner thought life is made of conscious thought. Most of our thoughts and feelings and desires and decisions come from our subconscious.
So let’s think about this scenario:
We walk into Barnes & Noble. We go to our favorite section of books—the business section, the mystery section, the health section. A book catches our eye. We snag it from the shelf, pay for it, and head to the Starbucks. We order a coffee, we sit down, and begin to read.
It’s not an odd scenario. But there is still some interesting stuff going on here.
Think about the author of the book we grabbed. How much do we really know about this person? Who are they? What is their family life like? What is their daily life like? Where do they live?
For many or most of these questions, we don’t know.
We don’t know this person at all—and yet we are going to spend money and time on their ideas. We have sat down at the in-store Barnes & Noble to learn from them. This stranger whom we have never met.
Does that seem odd to you?
We have been conditioned since the time we were children to believe that authors are happy, successful, and wealthy. This is not necessarily true, but it is what we have been conditioned to believe.
If someone has written a book, we perceive them to be successful and smart and able to make things happen.
This all comes from our subconscious mind. It comes from an assumption that we automatically make.
Perception is reality. People make decisions with their subconscious.
A book is the only moral, ethical, and legal way to get into someone’s subconscious, deep down where their perceptions live. Deep down where their decisions are made.
We are conditioned to believe that authors have power and authority. And we are conditioned to believe that books have value. These may feel like very natural thoughts, but they have been taught to us by society and ingrained into our subconscious.
Now, it is not natural or normal to think that a Facebook ad or an email newsletter is inherently valuable. In fact, we are conditioned to get rid of them, delete them, and block them out. We’ve invented spam folders and TiVo and ad blockers to do this.
We have been conditioned to see these things as value-less—the opposite of a book.
A book is the only marketing piece that we will willingly purchase. And a book is one of the only mediums where its creator—the author—is given an automatic, subconscious authority.
How Your Book Will Multiply The Profitability Of Your Current Marketing Strategy
A Book’s Versatility
Think of a book not as just one thing, but as the sum of its parts.
With that in mind, we don’t just have one book—we have a cover, a title, a synopsis, a series of chapters, images, and so much more.
A book is a wealth of tools just waiting to be repurposed.
What do I mean by that?
Think about the cover of a book. We can use this image in our email signature, on business cards, and on our website. We can use it in presentations, speaker reels, and promotional items. It’s a powerful image and it represents all of the ideas in our book.
Better yet, think of the book’s content.
We live in a world where every day, content becomes more and more important. And it’s only going to get bigger.
Content marketing addresses this need for content, but it is not without problems. It leaves you with the constant need to create content. And that can be a lot harder than it sounds.
When we go through the act of publishing a book, each of its chapters can be turned into at least 5 blog posts.
Each blog post can then act as the script for a video, or the basis of a podcast or email campaign.
Every paragraph in every chapter in your book is host to multiple Facebook posts, tweets, and LinkedIn posts and updates.
Our entire year’s worth of content marketing can be taken care of with the book publishing process.
How Your Book Will Book You More Speaking Engagements
How To Land The Gigs
I want to share a simple process that you can use to get more speaking engagements.
It begins before you publish your book.
While you are in the midst of creating your book, make sure that at least one of your chapters lines up with each of your keynotes.
Then, after your book is published, make a list of the associations your target market is involved with. (In other words, find where your prospects are going to learn.)
Find the decision-makers for each of them via LinkedIn, Lyft, your network, or other resources.
Next, mail those decision-makers a copy of your book using the method from Chapter 3. And be sure to bookmark the chapter that sums up your keynote.
Explain all of this in your brief handwritten note. You can also explain that there is video, audio, etc., that adds value to your speech, but it’s basically all summed up in the book.
As you work to land gigs, it may help you to understand how the decision-maker decides who will speak at their conference.
I can tell you one thing for sure—the fact that they are considering bringing in a speaker indicates that they need help reaching their goals.
Never forget to add value. Ask yourself: How can you help them reach their goals? In this case, what is the desired outcome?
In this case, we’ll say the desired outcome is a successful event.
And a successful event is interesting, valuable, and entertaining to those who attend. A successful event excites and energizes. A successful event creates trust in its host.
So how can you help them reach this outcome? Figure that out and you will pass the first test.
Next, they need to be able to explain who you are and why someone should come to the conference to listen to you. Your book comes in handy here, since it clearly communicates your value and establishes your expertise.
You can also use your book to add value to the conference host, to help them boost sales or generate buzz.
Here are a few ways that can work:
- Agree to speak at the conference for a set fee, and agree to sell a book to the conference for every attendee at a steeply discounted price. You get more money. They get more value for their attendees.
- Send books in advance and suggest that the next 25 people who order a ticket to the event get the book for free.
- Sell your book at a discounted price in the back of the room where you are speaking.
- Sell your book at a time when everyone is going to want to buy your book (e.g., after your speech).
- Agree to do a book signing.
- Simply give away your book to all attendees.
Whatever you choose to do, just be sure that it adds value to others and aligns with the reason you wrote your book in the first place.
Just know that as you head for home after the event, your book will be staying behind to continue working and selling there on your behalf.
How Your Book Will Attract And Maximize Free Media And PR
Connecting The Dots
As authors, we have not only a certain amount of authority and fame—we have relevance.
In the eyes of the media, this makes us gold.
We tend to treat media appearances as though they are something we can earn. Something we can do when we have finally “made it” or become “story-worthy.”
But in reality, media outlets like TV, radio, and more, are always on the hunt for stories.
They have goals to meet just like anyone else.
We can help them meet their goals.
As authors, we have tons of evergreen content stored up that we can produce at any time. All we need to do is connect the dots between our subject matter and whatever is trending at the time.
In other words, we can ask: how can my book align with and add value to the conversation about current events?
Or what is coming down the road that we can find ways to get ahead of?
Once we have something, it’s time to contact the media.
When we reach out to the media, it is just like reaching out to any other prospect. We need to be very clear that we are not here to waste their time. We need to be very clear about the value we can add.
We need to align our expertise and our reputation with a fresh take on current events.
When we do this, the media will not turn us away.
And best of all, it’s free.
How Your Book Will Raise Money For Your Ministry Or Non Profit
Use Your Influence
It’s a good idea to remind ourselves from time to time of why we are doing this.
We may get all sorts of great benefits from publishing a book, but that wasn’t why we did it in the first place.
We did not do it for our own gain.
We did it to help people. We did it to raise money or awareness. We did it to promote a cause we believe in. We did it for social good.
We did it for a very important reason that goes beyond just ourselves.
What is your culture?
The American culture is not producing healthy people. In fact, I believe it is hurting us.
Our culture teaches us that we are what we consume. We are what we buy. We are what others say about us.
Now, this is not unintentional. It is used because it keeps us buying things. It keeps us feeling self-conscious and unworthy and afraid.
This culture produces unhealthy, unstable people instead of leadership and responsibility.
But we can fight back.
The culture that we nurture within our own organizations can impact America’s culture. We can produce healthy people. We can produce real leaders.
So let’s take a look at our own culture—the one we can control.
What are our core beliefs? Which of them would we die for? Would you die for any of them?
I have to say right now that having a cause or a mission or a church is hard work, and it is not for the faint of heart. We have to feel a very real and compelling reason to keep doing what we are doing in order to push through and succeed.
When we have a strong set of core beliefs at our organization, we are empowering our internal team to make good decisions even when we are not there.
For example, when my team is working on a cover for an author’s book, they don’t need to ask me what is right. They just need to go back to the principle of “Honor the author”. They need to ask, “Does this align with the author’s identity and message? Will they like this? Will they look at it, nod, and say, ‘Yeah—I like this—this is me’?”
That is what we are going for. That is what matters to us.
What matters to you?
Does one of your principles or messages stand out above the others for you? Which one is the most important?
What is the ultimate message that you want others to hear?
Make sure it shines through within your book.
How Your Book Will Make Your Impact Exponential
This might be my favorite chapter in the whole book, simply because it’s about my favorite subject: mentorship.
A mentor is simply one person who is willing to sit down and spend time with someone else.
Now, a mentor can be beyond us in years, beyond us in knowledge, or beyond us in wisdom and experience. But they do not have to be.
When a mentor sits down with a mentee, what really matters is that the mentor is willing to offer all that they are to that person in the form of their wisdom, knowledge, and experience.
A mentor is literally a living sacrifice for the mentee sitting there with them.
Mentorship is one of the most precious relationships we can have. I say this because mentorship completely transformed my life.
Now, even the best mentors are limited by time and space. There are only 24 hours in a day, and no one can be in two places at once. But a book negates those limits.
A book allows us to exponentially mentor others. It allows us to offer our heart, wisdom, experience, and energy through the book to any number of people at any time. It can go places that we cannot or will not go.
Our book will mentor and change the lives of people we will never meet. In doing this, it will give us exponential impact.
How Your Book Will Leave A Lasting Legacy
What is a Legacy?
That is a huge question.
I think when we hear the word “legacy,” our minds immediately consider financial legacies.
That’s not wrong. Financial legacies are important. As King Solomon said, “A wise person leaves an inheritance for the third and fourth generation.”
But, before we talk about any kind of financial legacy, I want us to consider a legacy of identity.
How are we going to leave a mark on the world? How will our family, friends, associates, and other people we care about remember us?
We can only pass on a legacy of identity when we truly know what it is, when we live it out, and when we communicate it through our actions.
When we are incapable to act on it anymore, we need something that will act on our legacy on our behalf.
This is why I help people leave legacies with books. A book is going to be there when we are not. A book is going to act when we cannot. It will move and breathe for us when we can’t.
A book is the ultimate time capsule of who we are – our stories, values, and dreams. When it’s done right, it can impact our families for generations.
How To Start Your Book Today
The Automatic Author Program
This is the fun part. This is where we walk through the book publishing process, step by step.
I created the Automatic Author Program to give you everything you need to start your book. But I want to absolutely stress the fact that you do not need to be the one who is writing every word. With our process at Throne, we leverage your ability to talk about your content and with the right people and process, we get your book done in 6 hours of your time as opposed to 200 hours typing.
It’s a lot easier than you think. But here’s how the process works and how you can get started.
It begins with what I call the Four Pillars: chapter titles, chapter subtitles, content creating questions, and trigger points for discussion.
These four elements will provide the structure you need to create your outline, which is the basis of any successful book.
In addition to the four pillars, we’ll also talk about determining the purpose of your book.
We’ll refine your vision.
We’ll hone the topics for your chapters to ensure a solid narrative thread.
And finally, we’ll work toward getting you the desired outcome of your book using a strategic questionnaire.
The only caveat is that you follow the pillars closely, in their exact order. That way, you’ll get the very best results, with little to no resistance.
Trust the process.
Sound good? Let’s get started.