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What You Need to Know Before You Write a Book

What You Need to Know Before You Write a Book

Many people want to write a book.

I think it’s great.

Books are a fabulous way to document your philosophies, share your beliefs and experience, build credibility around your expertise, and drive leads for your business.

But there is one important realization that virtually all first-time authors completely overlook.

Before you write a book, you need to build an audience.

Before you create the book, you need to create the audience that is going to buy it from you.

Before you think about what your book is going to say, you should first think about how you’re going to sell it.

Every author loves to write but very few know how to sell.

And this creates a conflict because…

Writers write.

Editors edit.

Publishers publish.

Distributors distribute.

Retailers retail.

But no one actually ever SELLS the book!

And what good is all of the work of creating a book if it never gets sold and never gets into the hands of those it was intended for?

Which is a good reminder of why Robert Kyosaki said “Remember, it’s not called New York Times best writing author; it’s New York Times best SELLING author.”

And in order to sell it, you have to have someone to sell it to.

You have to build the audience for it.

You have to build a sales plan for it.

You have to do the work that most people aren’t willing to do.

You have to “Take the Stairs.”

So, before you start daydreaming of all the pearls of wisdom you’d include in your life’s work, spend some time thinking about how you would sell it.

Pretend for a moment that the book is done and you’re holding the first copy in your hands. Then what would you do?

Who would you tell about it?

How would you tell them?

What would you do to compel them to buy it from you?

If you don’t know how to sell, or are afraid to, then you might consider getting a sales coach.

If you have a book and you don’t know how to market it then you might like this free 1 hr training on doing book launches.

But if you’re an aspiring author, build an audience first.

Develop fans and followers first.

Construct a platform first.

Create a sales plan first.

And then once you have it, write the best book ever that captures everything you believe in and go out and sell it like crazy!

The 5 Love Languages for Leaders with Dr. Gary Chapman – Episode 206 of The Action Catalyst Podcast

Dr_Gary_Chapman

Dr. Gary Chapman has degrees from some of the most respected colleges and seminaries. He’s written some of the best-selling books of the past decade and appeared on thousands of radio and television programs across the country. But Dr. Gary Chapman knows more than just a lot of scholarly theories and practical advice—he knows people. He knows how to relate to people, how to have fun and how to make people laugh.

Chapman is a well-known marriage counselor and director of marriage seminars. He hosts a nationally syndicated radio program, Love Language Minute, and a Saturday morning program, Building Relationships with Dr. Gary Chapman, that air on more than 400 stations. The 5 Love Languages, one of Chapman’s most popular titles, topped various bestseller charts for years. It has been published in 50 languages, sold more than ten million copies and is currently on the New York Times best-seller list. 2017 marks the 25th anniversary of The 5 Love Languages book.  Chapman has been directly involved in real-life family counseling for more than 35 years. Dr. Chapman also serves as senior associate pastor at Calvary Baptist Church in Winston-Salem, North Carolina.

Chapman is a graduate of Moody Bible Institute and holds B.A. and M.A. degrees in anthropology from Wheaton College and Wake Forest University, respectively. He has received M.R.E. and Ph.D. degrees from Southwestern Baptist Theological Seminary and taken postgraduate work at the University of North Carolina and Duke University. Chapman and his wife, Karolyn, have been married for more than 45 years and reside in Winston-Salem, N.C. The Chapmans have two grown children, Shelley and Derek.

Show Highlights:

The 5 love languages applied to leadership with @DrGaryChapman

Life and death are in the power of the tongue. Proverbs 18:21

Actions speak louder than words when acts of service is your primary love language. @DrGaryChapman

It’s universal to give gifts as acts of love. @DrGaryChapman

Quality time is giving someone your undivided attention. @DrGaryChapman

We have long known the power of physical touch. @DrGaryChapman

Out of the 5 love languages, each of us has a primary love language. @DrGaryChapman

When you realize the importance of quality time, it is easy to carve out time for it. @DrGaryChapman

All 5 languages can be learned. @DrGaryChapman

64% of people who leave a job say they left primarily because they didn’t feel appreciated. @DrGaryChapman

If they feel loved, they will stay. If they do not feel loved, they will leave. @rory_vaden

10 phrases you can never say too often as a leader. @rory_vaden

5 acts of service you should engage in to increase the morale and retention in business. @rory_vaden

 

This is a special extended interview! Send an email to RoryPodcast@gmail.com with your first name in the subject line to gain access!

Learn more from Dr. Gary Chapman at 5lovelanguages.com and appreciationatwork.com

The Action Catalyst is a weekly podcast hosted by Rory Vaden of Southwestern Consulting every Wednesday. The show is regularly in the Top 25 of Business News Podcasts, has listeners from all around the world and shares “insights and inspiration to help you take action.” Each week Rory shares ideas on how to increase your self-discipline and make better use of your time to help you achieve your goals in life. He also interviews special expert guests and thought leaders. Subscribe on iTunes and please leave a rating and review!

6 Elements of Great Communication with Dianna Booher – Episode 203 of The Action Catalyst Podcast

Diana_Booher

Dianna Booher is the bestselling author of 47 books, published in 60 foreign-language editions, with nearly 4 million copies sold. Her personal development topics include leadership communication, executive presence, writing, and life balance. Her most popular titles include:

  • Creating Personal Presence: Look, Talk, Think, and Act Like a Leader
    • What MORE Can I Say? Why Communication Fails and What to Do About It
    • Communicate With Confidence: How to Say It Right, the First Time and Every Time
    • Speak With Confidence: Powerful Presentations That Inspire, Inform, and Persuade
  • Communicate Like A Leader: Connecting Strategically to Coach, Inspire, and Get Things Done

National media such as Good Morning America, USATodayThe Wall Street JournalInvestor’s Business Daily, Bloomberg, Forbes.com, FOX, CNN, NPR, Success, FastCompany.com, and Entrepreneur have interviewed her for opinions on critical workplace communication issues.

Keynotes, consulting, and training clients include IBM, Exxon Mobil, JP Morgan Chase, Lockheed Martin, Raytheon, BP, Chevron, Conoco-Phillips, PepsiCo, Novartis, Honeywell, Merrill Lynch, Department of the Navy, and NASA, just to name a few.

She has been inducted into the Speakers Hall of Fame by the National Speakers Association. Success Magazine has named her to its list of “21 Top Speakers for the 21st Century.” She also appears at #54 on the Richtopia “Top 200 Most Influential Authors in the World” list (2017).

Show Highlights:

A leader improves the situation beyond what it was when they took over. @diannabooher

A Leader improves the status quo. @diannabooher

People micromanage because of fear and misunderstanding. @diannabooher

Micromanaging is a sign that a leader hasn’t developed the necessary strategic perspective. @diannabooher

Leaders need to think strategically about the long-term effect of their actions. @diannabooher

The one question every leader must answer correctly: “What are you working on?” @diannabooher

On social media: have a strategy, choose your channels, be consistent and engage. @diannabooher

People have to take responsibility for their own career development. @diannabooher

Fire people to be fair. @diannabooher

Great communication must be clear. @rory_vaden

Great communication must be concise. @rory_vaden

Great communication is consistent. @rory_vaden

Great communication is strategic. @rory_vaden

Great communication is always straight forward. @rory_vaden

Great communication is servant minded. @rory_vaden

Learn more about Dianna and check out her book by visiting: communicatelikealeaderbook.com

The Action Catalyst is a weekly podcast hosted by Rory Vaden of Southwestern Consulting every Wednesday. The show is regularly in the Top 25 of Business News Podcasts, has listeners from all around the world and shares “insights and inspiration to help you take action.” Each week Rory shares ideas on how to increase your self-discipline and make better use of your time to help you achieve your goals in life. He also interviews special expert guests and thought leaders. Subscribe on iTunes and please leave a rating and review!

How to Recruit Top Talent for Your Team

Recruit

How do you recruit good people?

It’s one of the biggest challenges that our clients struggle with and why they come to us at Southwestern Consulting.

Recruiting is an important topic and it’s one of my favorite.

My start at Southwestern in college was catapulted because I loved and figured out recruiting early on and happen to break a 150-year-old record in recruiting.

Today, we see lots of different companies and industries that struggle to find top talent and team members.

So, how do you recruit good people? Essentially there are 2 key parts to recruiting that you have to do.

  1. Build the Magnet – This is that you have to do the work of creating an amazing opportunity for people. This involves strategic work with how the company is set up. And also involves the heavy lifting about how you present and position your opportunity.
  1. Build the Fishing Boat – This is that you have to do the work of creating a number of amazing systems and methods (ie. Poles in the water) for actually finding good people and then going after them to get them on board.

They both take a tremendous amount of skill, knowledge, discipline and work.

Typically, we spend most of our time training people and organizations how to build the Fishing Boat. In other words, we teach them about all of the different sources of where to find good people and then also the skills of actually how to recruit them.

How you recruit someone is about exactly what to say, what the process looks like, and what behaviors you need to take to convince someone to join your team.

[BTW bringing people to your company who currently don’t have jobs is hiring; that is not recruiting. Recruiting typically means you are recruiting someone away from some other opportunity that they are already (typically successful) in over to join your better opportunity.]

The “Building the Magnet” part is also critical though. This is doing the heavy strategic work of creating an attractive place to work. It really helps when you are out “fishing” for good people to have a highly compelling and appealing opportunity to be recruiting them for!

Here are 5 of the most important parts of “Building the Magnet” and making your opportunity a compelling and attractive one for people to join:

  1. MISSION – Your organization needs to have a crystal clear (less than 1 sentence), inspiring, statement about serving a human purpose that is higher than profit. And it needs to be repeated so often that everyone in the organization needs to be able to recite exactly what it is. Today people don’t just want to work somewhere to earn pay; they want to work somewhere to do good in the world. If you want to attract great people, you need to have a great why.
  2. CULTURE – Your organization needs to be a fun and enjoyable place to work. People have to look forward to coming there! That means you want a place that is positive, vibrant, innovative, inviting, and energetic. It also means you want a place where people feel recognized, valued, and important. Also, it helps to have a brand that is “cool” and fresh that people want to be a part of. Remember, part of people’s personal reputation and perception in the world is who they work for, so create something they are proud to be associated with and they will flock to you.
  3. LIFESTYLE – You want to spend a lot of time planning, strategizing, and being intentional about crafting what “a normal day in the life” looks like for one of your team members. You can’t just provide people a job anymore; you have to provide them a meaningful and uplifting way to use their life. Remember, people typically spend about ½ of their waking hours at work! Lifestyle is typically composed of: hours, pay, location, work environment, stress level, type of work, and of course the culture which is made up of the other people they work with.
  4. RECRUITING PAY – One of the simplest reasons why organizations don’t grow and recruit is because there isn’t any financial incentive to do it! Most people are simple creatures, we do what we’re incentivized to do. So if you’re not seeing the recruiting numbers you want, you might need to look at the incentives that are in place to do so. Also, recruiting (like selling and service) shouldn’t just be a department; it’s something everyone has to do!
  5. LONG TERM VISION – People want to work for a place that is inspiring and part of what inspires people is working towards a bright future. Your organization needs to talk a lot about what the future of the business is going to look like. What are the pursuits your team is looking to accomplish? What are your goals for who you’re going to help? What career paths are available to your team members? And what does their long term pay plan look like? What is the future of your company literally going to look like?

These are just a few of the elements that help you “Build the Magnet” and make your organization attractive. It’s only part of the battle because even if you have a great magnet, you still have to do the hard work of going out to “fish.” But those skills are longer than this post allows for.

If at any point, you would like to talk to us more about how we can help you with recruiting just reach out to me.

Here’s what is great about recruiting though…

You can recruit your way into a great organization!

If you’re just starting out, you can (quickly) build something great by recruiting great people.

If you’re an experienced but stagnant company, you can grow (dramatically) by simply starting to focus more on recruiting.

And if you’re in any kind of struggling business, organization, or enterprise you can recruit your way out of it! Recruit, recruit, recruit and it will help you turn around!

Good people changes everything.

Which is why a great leader is always a great recruiter.

Why Competition is Over Rated

Competition

You don’t have to beat other people to dominate in business. 

There doesn’t have to be a loser in order for you to be a winner. 

And the business world today, seems to be rewarding those who have more of a selfless focus on serving than those who have a relentless focus on competing. 

Those getting ahead seem to have more of an intrinsic drive to improve than an extrinsic drive to defeat. 

Success in business today doesn’t really allow time to be concerned about how you rank compared to other people. 

Because in order to survive and compete in this fast moving generation, you need every extra ounce of that energy focused on how to improve your customer experience. 

You have to have more of your creative capacities going into innovating and less going into comparing. 

It’s not about finding ways to defeat your competition; it’s about finding ways to serve your customers. 

The speed of communication, the speed of technology and a growing overall climate of customers becoming accustomed to having their needs and preferences hyper-tailored to, means that we need every resource possible focused on keeping up with and surpassing their expectations. 

If we do that we’re more likely to win. If we don’t we might be in trouble. 

Many of the industries that have experienced disruption have resulted from the traditionally stable providers benchmarking against their competitors more so than thinking about how to better solve the customers problem. 

That line of thinking encourages the status quo inside an industry and opens the door for those outside the industry to come in and find a better way. 

It’s as if innovation is sometimes forced to come in from outside an industry when the age old players inside the industry are squabbling for market share instead of obsessing over customer needs. 

AirBNB, Uber, digital cameras and Netflix were all created from players outside an industry. 

When it could’ve been hotels, taxi companies, Kodak and Blockbuster that figured out a smarter way to serve customer interests. 

The point is that when we focus on beating other people, we might risk missing out on something more valuable. 

When we focus on serving other people we activate our senses. We come alive. We invent. We innovate. And we combine time tested principles with modern tools to find a smarter and better way to solve customers problems. 

The same is true of personal success. 

Our success is irrespective of what is being accomplished or not accomplished by those around us. 

Our success is measured by how we perform compared to ourselves. How we perform compared to our potential. And most importantly how we perform compared to our capacity to best serve those around us. 

We are only trying to beat who we were yesterday. 

We are only trying to crush the way we’ve always done it. 

We are only trying to compete with the best possible ways to get ourselves and our clients to the next level.

The Essence of a Leader

leader

Everyone wants to be a leader…until that moment where they have to truly step up and lead. 

Because we often associate leadership with impressive titles, more pay, and additional job perks. 

Yet leadership isn’t made in corner offices or fancy boardrooms. Real leadership happens on the front lines. 

And what most leaders don’t understand about leading is that it isn’t telling people what to do; it’s showing them what to do. 

Which means that essentially a big part of leadership is simply this: “I’ll go first.”

Whatever I’m asking you to do I will do. 

Whatever needs to be done won’t be done by you; it will be done by us. 

And whatever sacrifices need to be made will be made by me first. 

I’ll be the first to risk. 

I’ll be the first to invest. 

I’ll be the first to do the work. 

I’ll be the first to create the model. 

I’ll be the first to invent the path where there is none. 

I’ll be the first to take the heat. 

I’ll be the first to make the difficult decisions. 

I’ll be the first to take the blame. 

I’ll be the first to learn. 

I’ll be the first to change. 

I’ll be the first to cut. 

I’ll be the first to meet that standard. 

I’ll be the first to break that belief barrier. 

“I’ll go first.”

That kind of leadership isn’t assigned; it’s assumed. 

That kind of leadership isn’t demanding; it’s inspiring. 

That kind of leadership isn’t bestowed; it’s activated. 

That is the part of leadership that can’t be taught in classrooms; it can only be revealed in battle. 

But if you’re willing to be that kind of person…

If you’re willing to step up…

If you’re willing to go where no one has gone before…

Then you don’t need a title. 

You don’t need an office. 

And you don’t need perks. 

You are already on your way to developing the essence of a great leader.