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16.5.18

When your reader doesn’t believe you, call them out

When you decide to write a book, you face one significant barrier: no-one likes being told what to do or think. In fact, the harder someone tries to convince me of anything, the harder I resist, and the more sceptical I become. I might even fling a book onto the couch with a bit of righteous anger, exclaiming, ‘How stupid do you think I am?’ That is how one-sided arguments make us feel: insulted. ‘Pollyanna-style’ panacea to the injustices of the world have the same effect.   Read More

 
2.5.18

Don’t overcomplicate your book promotion program

A business book has a simple and powerful value proposition: to help you sell more of your valuable mentoring, training or speaking programs. Here’s the scenario. You sell a two-day leadership training program for veterinary practices for $10,000 a program. Each year, you sell 10 programs and make $100,000 a year.

You self-publish 200 copies of a book about leadership in veterinary practices. You get 50 new leads from giving away and selling your books. As a result, you get an extra 10 training gigs a year. You just made an extra $100,000 a year and doubled your income.  Read More