One of The Most Important Things Any New Author or Speaker Must Do

If you have something to say or sell, whether that be through a book, speaking or releasing a product… there is something you must do if you want to build an audience or achieve any level of significant impact.

It’s to define your unique value proposition and differentiate yourself from everyone else.

In other words, you have to figure out what makes you unique… what will help you stand out.

You Don’t Need More Information – You Need More Action

Paralysis by Analysis… it’s a condition that holds many of us back.

I know because I’ve been guilty of it myself. Maybe you can relate.

Have you ever found yourself wanting to do something… like write a book, start a business, create a nonprofit or pursue an idea? Or maybe you follow others who have done it and you find yourself wishing you could emulate their success.

Self Promotion – How to Make It Not All About You

“I struggle with promoting myself. How do you navigate that in a tasteful way that doesn’t make it seem like it’s all about me? I just want to get the message out.”

It’s a common concern for a lot of people (authors, speakers, pastors, and thought leaders especially).

No matter who you are, if you have something to say or sell, there will likely come a time when you are faced with the tension of self-promotion. Most of us despise it but often it’s for the wrong reasons.

In reality what it boils down to is this…

Why Authors Should Rethink Becoming a Bestseller

Almost every day I hear from authors who want me to help them make their book a New York Times bestseller.

Most of these people are looking for silver bullet type advice.

My first question back is always this… “Why?”

“Why do you want to be a bestseller?”

There is normally a pause and then some sort of scattered response like:

If I am on the bestsellers list then…

-I’ll get the attention of national media.
-All these opportunities will start the flow in.

On occasion someone will say that it’s not the list so much but it’s what the list represents that matters (number of people actually reading the book). I like these people. : )

Regardless of which perspective you fall into I want you to be honest for a moment. Without going to Google, tell me 4 of the top 10 bestsellers last week. Or the week before that. Can you? I bet your answer is no. Most people, especially the general public, have no idea which books are hitting the lists. FYI… They don’t care. In fact, there are many one hit wonders that hit the lists this week and are gone next week, never to be heard from again.

But that’s not really my point here.

There IS indeed value in having a bestselling book but let me debunk a few myths for you.

1. Just because your book hits the NYT list does not mean the media will come knocking at your door begging you to be on TV. It might give you a greater chance at landing a media hit with proactive outreach saying that your book is a bestseller but hitting the list alone won’t do it. However, if your book has legit staying power and stays on the list for multiple weeks… then people might start to take notice.

2. Same goes for opportunities. A lot of authors think that by simply making a list that the flood gates of opportunity will open. That’s untrue as well. Now, like media, if you use your bestseller status in your marketing to position yourself with more authority… chances are you can increase your impact and conversions on other things like speaking gigs, etc. But again, that is something that benefits are found in from proactive effort (not passive inbound activity).

Now, here’s the really important part…

Your goal shouldn’t be to just have a bestselling book. Your goal should be to build a bestselling platform. (Tweet That)

When you have a platform that can propel your book to bestseller status that means you have tapped a significant tribe of followers. And when you have that, all the other things that you thought landing on the NYT’s list would bring will start materialize. Why? Because you made a list? No. Because you’re making an impact to a wider audience? Yes.

So ask yourself… “Why do I want to be a have a bestselling book?” Is it for the accolades or the impact?

It’s a subtle but significant distinction. The difference, however, will make the difference between your short term and long term success.

3 Ways to Sell More (Ideas, Books, Products, etc)

If you want to increase your influence, sooner or later you are going to need to SELL something.

For some that is a product or service. For others it’s simply an idea.

Selling isn’t just the physical act of exchanging money, it’s also persuading someone of the merits of something.

Pitching your book idea to an agent…
Inviting people to join your email list…
Recruiting volunteers…
Getting people to support / follow your vision…
Launching that product…
Asking for a raise at work…
Convincing your kids to eat their veggies…

Like it or not, we’re all in sales.

Let’s be honest though, do you cringe a little bit when you hear the word “SELL”?

Most of us do. Selling has become a dirty little word that often evokes a love / hate relationship. We know we need to sell but we don’t want to be thought of as “salesy.”

Can you relate?

So how do we overcome that? Here are 3 ways…

1. Believe In It – If you truly believe in your product, service, or idea and you know that it will be of benefit to others then you owe it to them and yourself to share it. Sharing it doesn’t mean you have to give it away for free. It simply means that if you have value to share, you should and you shouldn’t feel guilty about it. Your confidence (or lack thereof) contributes to your  level of success.

2. Don’t Let the Negative Voices Stop You – No matter what you do in life, you will face obstacles. For those with something meaningful to say or sell, often an obstacles comes in the form of negative voices… sometimes it’s our own doubts and fears but it’s also those people who you can’t please no matter what. The moment you start to put a price tag on something you will undoubtedly get a few who object to you “selling.” You can’t let them stop you. Trust me. Those people are the people who want everything for free but are likely not putting anything you say into practice. The people who pay are those who are more engaged, who have invested and who want to participate at a deeper level so they can get some form of return. Those are the people you want to listen to and they are far more numerous than you might think.

3. Give Value – This may seem obvious but the best way to sell is to be a giver. Put relationships before opportunities. Be helpful. Build your tribe by providing value. People will want to buy your product or follow your ideas in exchange. The more you give, the more you get but make sure that your primary motives are rooted in the giving.

P.S., Sure, there are strategies and tools that can help us sell (such as this Five-Part Framework for Writing Better Sales Copy by Ray Edwards on Jeff Goins blog) but for this post I wanted to focus on something far more important… your mindset. How you approach the sell determines a great deal of its outcome.