Nancy Peske 2017 April
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April 2017


 

Why should someone hire you as a coach or consultant, subscribe to your blog or newsletter, come to see you speak, or hire you as a speaker? Because, of course, you are awesome, original, and a unique expression of divine light in human form. Okay, but besides that, why should someone pay you attention or money, or give you opportunities, when there are a gazillion people who do something similar? Because truly, you are unique—and that allows you to create a brand for yourself that is different from every other brand. Branding yourself with a book is an excellent way to expertise yourself and convey to potential clients, followers, and fans who you are and what your message and work is all about. Maybe you will give away your book, maybe you will sell it, and maybe you’ll do a combination of both. Whatever you choose, figure out your brand and brand yourself with a book that serves as your credibility card.

 

For branding purposes, you don’t have to write a full-length book of 50,000 to 80,000 words (or longer—self-help books years ago were typically 100,000 words but the average length has shrunk considerably). You don’t have to get a book deal, although you might want to work with a book publisher or a book publishing coach or service to handle the technical issues involved with turning your document into an actual physical book and eBook (electronic book). Focus on the editorial questions “What is my book about, how does it help the reader, who is my reader, and how will my book help establish my credibility as an expert?” for that’s at the heart of writing a book will solidify your brand. You can give the book away or sell it when you do personal appearances and have interviewers hold it up to the camera when you do local (or national) television shows or Skype interviews that get shared on social media. A snappy title for a book will help people remember you and do an Internet search to find you. Books help you build your platform for your work (consulting, teaching, etc.) just as your work helps you build your author platform. Your work supports your book and your book supports your work.

 

To start conceptualizing a book that fits into your brand, take your personal story of how you became interested in the work you do. After all, that is the very foundation of your brand and what sets you apart from others who do similar work. You have to be present in your brand, and your followers will want to know about you and your life. I give parenting advice and my brand is the Sensory Smart Parent, which derives from my coauthored book Raising a Sensory Smart Child. My expertise is in raising a child with sensory processing disorder who has “sensory smarts”: that is, he understands his sensory processing differences and can meet his sensory needs and self-advocate in a socially acceptable away. You, too, will want to be able to sum up your brand in a few words that capture what kind of parent, teacher, entrepreneur, healer, or speaker you are that sets you apart. You’ll want to be able to quickly describe your expertise. My other brand is Cinematherapy, which is the title of a book I coauthored with my cousin Bev West. Like so many women, we find that movies are more than just entertainment, they’re self-medication that can cure anything from a bad hair day to the dumped-and-out-for-blood blues. (That’s a carefully crafted pitch we used everywhere in promotion.) Bev and I learned the art of Cinematherapy from our mothers and mutual grandmother who made time to watch movies as part of self-care, which for them meant letting themselves feel their emotions fully. Notice that we’re not film experts or therapists, yet we have an identifiable brand we can describe briefly and that is captured in the book’s title. Our story gives our spin on talking about movies a personal touch. And now you know the story behind the brand!

 

So let’s start with your story of how you came to have the idea for your work, whether it’s paid work or volunteer work, volunteering or coaching, healing or teaching, or whatever it is.

 

Know how to pitch your story. Everyone has a life about which a story can be told, says my client Carl Greer, PhD, PsyD, a Jungian analyst, clinical psychologist, shamanic practitioner, and author of Change Your Story, Change Your Life. But if you had to summarize your story of how you developed your message or came to do the work you do, what is your story? Take a look at short author biographies on the back of books you admire that are in your genre (for example, inspirational self-help or memoirs centered around life lessons the author learned). Take a look at what authors write in the introduction of their books. They don’t go on for many pages, but they do succinctly tie in what happened to them with how they became interested in their topic and developed expertise.

 

branding book author self-help life lessons

A book can serve as a credibility card. Figure out your brand based on your story and start thinking about a book tied into your brand.

Know what is universal about your story. Your personal story is absolutely key to your brand. Your unique perspective is shared by no one else, yet what you do can’t be so very personal that people who hear about you have no idea what you have to offer that they can use. They have to make a connection and say “I can relate to that person’s story! He seems like someone who would understand my situation and could help me.” Your message has to be clear, and people have to know what they are getting from you that will help them with their problems and challenges. Your services may be nutritional coaching, helping mothers of babies to find time for self-care, or training professionals to be better at creating YouTube videos that help sell their products and services. Those are common services with universal appeal. A story such as “I came to be a nutritionist because I grew up eating poorly and after becoming very sick, I taught myself about nutrition” is universal. That’s a good start to branding yourself because it’s rooted in your story, but you need to go further, so read on.

Know what is compelling about your story. Perhaps there is a startling, dramatic detail to your story, such as that you nearly forgot your baby in your car because you didn’t take time for self-care and that woke you up to the urgency of this common, universal problem of new mothers not taking care of themselves. Perhaps your own YouTube videos got such devastating bad reviews saying that you seemed stiff and authentic that you vowed to learn how to overcome your stilted performances and now you teach and coach others into creating awesome videos that sell their products and services. Think about emotional extremes–what would make someone go, “Wow, that’s devastating/hilarious/amazing!” when hearing your story. Strong emotions strengthen brands, so find the emotionally compelling aspects of your story.

Find what is different in your approach or voice. Maybe your business model is different from others’ because your approach is different: You coach people with check-ins every week, or you send them daily reminders through mobile devices to keep them on track. Maybe your gentle, warm, kind approach sets you apart from others who coach people who are used to a “boot camp” approach. Ask your clients, fans, followers, and friends what they find different about your approach if you aren’t quite sure what makes you different. And really ponder what’s different in your approach or voice. Close your eyes, meditate for a moment, and pose the question, “What makes my approach unique?” See if an insight doesn’t appear.

What makes you different is key to your brand and to branding yourself with a book. Now I hope you are closer to figuring out your brand and a book that will establish that brand.

Questions? Comments? As always, I’m here to help you!

 

 

During the process of beginning to write your nonfiction book, you’ll want to start thinking about titles. I find that at least having a working title will allow you to stay focused on what you want in the book and what you can skip. If you have a general title such as “Surviving the Worst,” “Living Fully,” or “My Memoir of Being a Child Prodigy,” it will be easy to become lost in the writing process. You’ll write and write until you say, “Oh boy. I have no idea where I’m going with this!” Sure, start writing. See how it feels. But soon you’ll wonder, “What belongs in this book? What’s my focus?” That’s when you need to consider titling your nonfiction book with help from the Internet. It will focus and motivate you!

Once you have started writing and shaping key scenes or sections of the book, you need to improve on any working title that is too general, like the ones above. Think about word combinations that capture the heart and soul of your mind-body-spirit nonfiction book. Sure, you may be writing a memoir about being a child prodigy, but why are you writing it? Because you had to learn that “Good Enough Is Good Enough” and the focus of your memoir is on letting go of perfectionism imposed upon you by your parents? Or maybe you ended up becoming a Buddhist practicing non-attachment and now, as a parent of a prodigy yourself, you want to write a short, self-published self-help book or life lessons book incorporating your stories of being a child and being a parent, offering advice to other parents. And let’s say a quick Internet search reveals no one has used that title Good Enough Is Good Enough except in one article and certainly not for a book. Yes, you have yourself a title for now. If you like, reserve the URL (www.GoodEnoughIsGoodEnough.com) and a Facebook page with that title. (By the way, that short, self-published book can later be expanded into a longer book, and you might have enough of a fan base for The Nonattached Parent or Good Enough Is Good Enough to get a book deal at that point.)

Or let’s say you want to write an inspirational self-help book and your working title is “Living Fully.” That’s much too general for a book title. Before you even do a search for it, ask yourself, “What sets my self-help book apart from the hundreds of thousands of inspirational self-help books in print? What promise do I offer that no one else does?” Perhaps the key original exercise, or practice, in your potential self-help book on living fully is a habit of expressing gratitude every day to at least one person, whether you know them well or not. That’s not a lot to build a book around, at least on first glance. But what if you blogged about the experience daily for a year and ended up with eight lessons you learned about practicing gratitude? Now you could come up with a title with the number 8 in it—Eight Ways to Become More Grateful could be your working title, or Eight Principles of Gratitude may be possibilities. Maybe you can explain in the book that you felt that to live fully, you needed to feel more grateful for the blessings of your life. Now your title isn’t “Live Fully” and your book isn’t a general book with a vague promise that doesn’t speak to anyone specific. Instead, it’s a book called The Gratitude Project: Eight Principles for Feeling Grateful and Blessed, and you have identified your audience: People who aspire to practice gratitude, and feel more positive and grateful, but need help learning how to do it. Your personal stories will flesh out a simple list that could be an article they find on the Internet, and you now are on your way to establish credibility as an expert in learning how to feel more grateful.

Of course, if an Internet search shows your title was already used for a book, play with it. Maybe your title will be The Thankfulness Project: A Year of Saying Thank You Each Day, or Everyday Thankfulness, or Everyday Gratitude, or “Today, I Say Thank You”–the possibilities begin suggesting themselves when you get more specific about what your book’s key message and idea is. Reid Tracy, CEO of Hay House, says, “A book for everyone is a book for no one.” Everyone wants to live fully–or at least, that vague promise would sound pleasant to just about anyone. But does everyone want to know about the “Thankfulness Project” or how to experience “Everyday Gratitude”? No–you have a specific audience now, with a specific problem your book addresses in a practical way: How to become more grateful or thankful through a practice or habit that is part of a larger program and message about the value of practicing gratitude daily. You can start writing stories about your original response to the standard advice to “be more grateful” and putting yourself into your book.

So yes, go ahead and skip the titling process to start writing if you’ve written nothing, or only a few pages or even just a chapter or so. But as you write more, begin to think about what your book is about, specifically, and what promise it offers to an audience with a need. Try to capture that idea in a few words. And pick up your mobile device and ask:

OK, Google, are there any memoirs on overcoming perfectionism?
Siri, how can I feel more grateful?

nonfiction title self-help book memoir just right

Your mind/body/spirit nonfiction title needs to be just right for YOU!

 

Now, take a look at the top links that come up. How can you compete with those articles or books to get people’s attention? What’s different about your experiences and what you have to say that will make people interested in the topic check you out? How will you get people to discover your book (and buy it!) rather than gravitate toward someone else’s website, blog, social media account, or book page? Keep in mind that when it comes to memoir and self-help, people will often buy more than one book on a topic, so don’t worry too much if your book isn’t the most original book on the face of the planet. Even so, you have to be a part of your book, sharing your story and your voice. And you have to be reflected in the title you pick. It has to feel right for you.

Try out your titles on your friends and family, and anyone who knows your work in this area. Listen thoughtfully to their feedback. And keep trying for that “just right” title that fits your book, your message, and your stories. Then, use the Internet to see if it’s original enough to work for your book. If it is, plant your flag in the ground by saving the website address (which costs about ten dollars) and/or a Facebook page in that name.

Now that you have your title, you’re ready to start writing an article of 600 to 800 words on that topic. Your article can be posted on your blog and shared on social media. Congratulations! You have a title you’re happy with. You can always change your title later, but this step in the titling process can be extremely motivating and helpful for solidifying your title. And Siri, Google, and the Internet were helpful companions, weren’t they?

As always, feel free to ask me any questions or leave a comment! And if you’re interested in getting my help with your book, check out my services page. I am doing vision plans right now, helping authors who have a book proposal to maximize its potential for getting a book deal or for guiding them in writing and marketing their own self-published mind/body/spirit nonfiction book.