your say ...

Posting up articles on the web is a great way to generate inbound links to your website and drive traffic to it.

If you'd like to submit an article for publication on Women at Work, email it to jane@womenatwork.co.uk

Why not attach a photo of yourself too.

articles

books build brands

How to use a book as part of your marketing strategy to build brand awareness

What if I told you that publishing a book would:

• Generate income for your business while you sleep
• Provide PR opportunities for you to speak and give workshops
• Build credibility amongst your peer group and customer base
• Create passive income opportunities through e-learning tools

In short, do everything to build your brand. Publishing success story Bill Ford, is the author of the highly acclaimed, HIGH ENERGY HABITS: The Busy Person's Guide to More Energy Without Diets or Exercise, Simon & Schuster.

Bill is the MD of Coaching Directors Ltd. He coaches senior and board level executives in blue chip corporations. When I met Bill he was giving talks to executives around the country on how to improve their energy levels - WITHOUT EXERCISE OR DIETS. I thought this was a unique selling point which had mainstream appeal, so I suggested to Bill that he write a book.

We worked together for 3 months on positioning the message, and I coached Bill to write the book which I then sold to Simon & Schuster for a five figure sum. The book is now in its second reprint, and has been published in 4 foreign languages. He has been featured in the Times and the FT. He is a popular speaker and destined to be the next Steven Covey.

5 Secrets to writing a book to build a brand  

1. Tell a cracking story   Behind every business success is the art of telling a good story, and wrapping this around every piece of marketing that you do. Anita Roddick's passion for social change led her to build a business around fair trade, and along the way she also introduced us to strawberry shampoos and buttermilk body butter! But her real story was how she built trade links and relationships with different cultures, and brought their stories back to us, to inspire us to play our part in the social change process. Readytowrite question: What have you learnt to do differently in your business?  

2. Convert your gift into your message   On the back of every book cover is a "hook" to draw you in to buy. When you read this part that's when you have an "Aha" moment, before rushing over to buy the book. The author has done her homework, and boiled down her message, which comes directly from her gifts.   I admire Erin Brockovich because she "brought a small town to its feet, and a big corporation to its knees." Her real gift was in sticking up for people who didn't have a voice. She was the original girl in the playground who always fought off the bullies. Readytowrite question: Write about 3 successful businesswomen you admire and why. Write down 3 things you admire about yourself.

3. Find your "gutsy woman's" writing voice   This is the voice that makes you get up and change things versus the voice we call the "inner critic" who tells us we can't. Women are conditioned not to speak their minds, put their elbows on the table and be too big for their britches. The secret to finding your voice is to find your inner "gutsy woman". This is the part that wears her heart on her sleeve. For inspiration, read "Why Good Girls Don't Get Ahead But Gutsy Girls Do" by Kate White. Readytowrite question: What does your gutsy woman want to say?  

4. Position your book in the market   Every book has to find its place on the bookshop shelf. It's important to visualize on which shelf you would find your book. The secret to this is to understand who you are writing for. Who are you trying to reach with your message? Once you can answer that question, you are well on the way to "getting your book out there".   Readytowrite question: Where will I find your book?

5. Write a saleable book proposal A book proposal is your marketing blueprint, the document you will show to agents and publishers to attract a book deal, so invest time to write a stellar one.   Once you have that deal, you can begin the exciting journey of becoming a published author, receiving royalty cheques, and developing those all important "spin-off" products that will earn you passive income while you sleep. Writing the book is just the beginning.  

Article by Amanda Seyderhelm  

Amanda is a publishing and creativity expert, and has been coaching individuals and small businesses to tell their stories since 1999.  

www.readytowrite.com
020 8930 5060 (t)
020 8930 5061 (f)

back to articles