Thursday, November 1, 2018
Greenleaf Book Group CEO Tanya Hall Encourages Authors In Her New Book
Authors must create “a differentiated message in an authentic voice’ says," Tanya Hall, CEO of the hybrid publisher Greenleaf Book Group, in her new book, Ideas, Influence and Income in Write a Book: Build Your Brand and Lead Your Industry.
What else does she say about authors? Based on her years of building Greenleaf into an Inc. 5000 Fastest Growing Company and prior to that in TV production for Extra! and E! Entertainment Television, she tells us:
“When thinking about your brand, I encourage you to ask yourself what problem you are solving, why and for whom?
How to Stand Out
“How do we cut through this clutter to be seen and heard?” The answer boils down to differentiating two things in the marketplace: you and your content.
Start by ensuring that your message is relevant and differentiated. What specific areas of your expertise do people consistently draw on? How is your approach or philosophy different from that of your closest competitors? Once you’ve refined your unique positioning, boil the value proposition down into a succinct elevator pitch.
Identify Your Targeted Reader
Try to build a clear profile of your targeted reader. The more conclusions you can draw around their demographics, their lifestyle, their goals, their passions, and so on, the easier it will be for you to churn out content that strongly resonates with them.
Hire A Publicist
Authors often ask me if hiring a publicist is worth the investment. For the majority of books, I would say yes. A successful publicity campaign can bring in a level of media coverage that lands more clients, more brand cachet, more book sales, and additional media opportunities.
A Good Publicist Will Tell You What You May Not Want To Hear
When choosing a publicist, stay away from the yes-man. You may need a dose of tough love from your publicist to ensure your expectations are reasonable. (We all think our stories are great, after all, and it’s hard to imagine that someone doesn’t care, isn’t it?)
Make the Reporter’s Job Easy
Don’t you love it when someone walks into your office with a problem and then presents a well-thought-out solution or two for your consideration? Of course you do. It makes your job easier.
The same is true of reporters. The easier you can make it for them to pull together the story, the better. For example, note who is available for an interview and whether you have license-free footage or images available that could be used to build out the piece.
The success of your book’s initial launch is important for a few reasons beyond celebrating the culmination of all your hard work. We’ve established that a book launch is a product launch, and product launches provide an angle to pitch the media and raise awareness of your ideas and message. A good book also gives the community of people you can reach through your platform something to talk about, which lies at the heart of creating word of mouth - the most powerful influence tool of all.
Make It Happen
Overall, there’s no getting around the fact that creating influence requires a lot of hustle. If it were easy, everybody would be an influencer. If you’re serious about establishing thought leader status, take the time to set up the systems and strategies described in this section before your book launch. As with any product launch, planning and execution will make or break you.
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