We now have all seen books composed by high-profile business commanders and other professionals. We know writing a book creates or maybe enhances the aura of respect surrounding such people. Nevertheless, do we really understand how publishing and marketing books can assist in building a business or occupation?
Ron Kaufman knows. He’s got built a business around customer satisfaction training and motivation, which include two book series. Ron has generously agreed to talk about his thoughts and expertise with us.
Ron: This pleasure! Let’s get started.
Bobette: By my count, you could have 14 books in the pair of series. That is quite a fulfillment! What motivates you to preserve writing?
Ron: As an asking professional, I speak, instruct, write newsletters and content, and facilitate educational situations. Writing books is an organic “next step” to put the feeling I have gained over the years into written form.
Book composing also forces me to consolidate and organize my thinking into a coherent kind of knowledge. The rigor necessary to organize each chapter as well as articulate each page offers improved my own thinking, as well as my ability to serve the clients.
Bobette: Has composing and publishing resulted in a rise in demand for your professional solutions? In what ways?
Ron: Composing and publishing improve your credibility. After all, “author” may be the foundation of “authority” — whenever you write (and write well) people take you much more seriously.
Also, I now demand that each person in my business audience receive their own duplicate of at least one of the 14 books. This provides value to the participants — they can “take home” and study my writing following the program. But this also boosts the number of very influential “Ron Kaufman business cards” available in the market — books!
Bobette: The books also develop a marketing synergy that works each way — your publications gain your consulting company, and the consulting business raises book sales?
Ron: Indeed. Books and live classes support each other toward the typical learning objectives, enhancement, and commitment. Attending a scheduled appointment allows for interaction with the trainer and colleagues while reading through the book and gives more of their time to reflect and look at each of the critical learning details.
Bobette: The books, along with live sessions, “feed” off of each other to accelerate your online business growth. Are there other cross-marketing tips you can share with us all?
Ron: Gladly. My cost-free e-mail newsletter keeps us “top of mind” and is intended for decision-makers worldwide. Each issue has plenty of backlinks taking readers to the internet site where they will find a great deal of added value. All my textbooks include references to other textbooks and to the website. On level, I refer to my textbooks and even read small segments to highlight critical points.
One confirmed way to get people’s consideration is to give them something cost-free. So I created two particular “free gifts” circling the globe as a virus-like gift, from person to person to man or woman…. and back to me.
Bobette: I noticed that in some cases, you might customize a book handle and certain pages for any organization. How is this excellent for marketing your business?
Ron: When you allow a customer to customize for their specific requirements, they value your content much more. And they remember where these people got it! One unexpected advantage is when someone leaves an organization and brings a few of their books and contents together. If your book travels with these, they can introduce you to the new workplace…. one step closer to an additional new client.
Bobette: An additional area non-fiction authors frequently agonize over is whether to approach a traditional, established author or publish through their own company. Personally, I like the liberty and control enjoyed via self-publishing. What are your thoughts?
Ron: Self-publishing gives you freedom as well as control. It also gives you a significant financial advantage. A guide in print costs about $2-3 per copy (after the original editorial and production expenses. ) When you GIVE a guide to a client, it’s really worth a LOT more in their eyes — it is the most credible business card/brochure you can imagine. They NEVER toss it away, and if a person signs it for them, they may treasure it.
Imagine promoting your book in level to your client — hundred people in the room, and everyone obtains a copy of your book. Naturally, you sell the reserve to your corporate client at the handsome discount of forty-five or 50% (which they consider a significant investment), though the book only costs you some dollars to print. Start to see the economics? Over years and years (and books do last that long! ), the financial benefits to the speaker/author are tremendous.
Typically the publicity benefits are unlimited, too, because EVERY BACKUP of your book takes on a lifetime of its own — passed all-around, loaned to others, transferred from office to office. You never recognize when someone will see your own personal book, go to your Website and give us a call or write to you for any engagement. But the more you set out there, the more often it can happen.
Ron: Costs depend on how you want to place your book. If you do large research and publish a guide or directory, you can charge a lot — and also deserve it. If you build a booklet of simple ideas, you may want to charge a meager selling price — and encourage organizations to buy from you in quantity. I like my books to get access, so I choose a sensible price and then offer significant discounts for my clients whenever they buy a copy for everyone inside the company — which they usually do.
Ron: Two final points:
1) There is something called “the webpage experience” that authors need to reckon with today. The changing times of simple words on-page are over. Readers desire images, graphs, charts, designs, photographs, cartoons, exciting styles, etc. Authors should hang out in the bookstore studying the other books (of course), but also the interior models. Find several that you like and after that, study them carefully: how can the design add value to the reader? What elements of style and design do you find most beneficial and attractive? How can adding style and design elements to your book help the reader’s “page experience”?
2) I have a personal phrase, which will read like this: “I like writing, but I hate to post. ” What that means is the joy of writing is inside writing. The agony connected with writing is in knowing that you must write, but you haven’t gotten started. The hard part is becoming the keyboard. The fun element is in bringing out the words.
Bobette: Thank you so much, Ron, when deciding to take the time today to share your personal expertise!
Ron: My joy! To all aspiring writers, sound system, trainers, coaches, and instructors everywhere — you have my very own encouragement for your efforts, the popularity of your passion, and admiration for your commitment to providing for others. Keep it UP!
Bobette Kyle draws upon 15+ regarding Marketing/Executive experience, online marketing practical experience, and a marketing MBA seeing that inspiration for her writing. Bobette is the proprietor of the Web page Marketing Plan Network — to which she recently added a non-fiction book advertising and marketing section is also the author of the marketing plan and Net promotion book “How Significantly For Just the Spider? Preparing Website Marketing For Small Price range Businesses. ”
Ron Kaufman is an internationally acclaimed instructor and motivator for developing superior service culture and delivering quality customer service. He or she is the author of the bestselling sequence ‘UP Your Service! ‘ and the founder of Improve Service! College.
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