The story of your book and the story of your brand are not the same story. But to be a brand you have to think like a brand. So you need both stories not just to tell but to live. And you need to be able to juggle the differences.
This is where two heads are better than one. Or barring that, at least two hats!
When you get it down it’s not as hard as it may seem. In fact, it can be amazing and wildly profitable.
So here are Three Signposts for knowing your book is also on path to becoming their brand:
- WHEN YOUR BOOK IS WELL WRITTEN:
- WHEN YOUR BOOK IS ABOUT READERSHIP AND YOUR BRAND’S ABOUT LEADERSHIP:
- WHEN YOU RECOGNIZE YOU CAN BE MORE:
Is it compelling, well conceived and written with heart and soul even you didn’t write a word? May sound obvious, but a book has got to be a valuable read. Give it your best shot if you want a shot.
Your nonfiction book can open doors faster and more consistently than any marketing tool you can buy and if it's not well written, it can slam them shut just as fast.
Your book can be your businesses’ best calling card. But first and hopefully forever foremost, a book’s design is to be read. It has to seep into people’s consciousness and imagination in the way only a book can. You need a readership. But a brand is first about leadership. Being bold and standing out with a new idea or product or book or way of seeing and living better in the world. A leader needs followers.
Your readers now become them. They want more: more books, more message, media, products, speaking gigs, webinars and whatever other ways you offer to connect them deeper with you and themselves. They are your fans and your brand tribe. (Think Suze Orman or Deepak Chopra or Seth Godin).
Whether you’re writing a book with the dream of getting only readers or a book you hope and plan to grow bigger than its binding, the question to get clear on for yourself with all the blood, sweat, time and unparalleled satisfaction that can go into it, is: Am I marketing a book? Or am I also sparking a movement?
I’d love to hear from you. Thank you for reading!