What to be an AUTHORpreneur?

“I’d like to have money. And I’d like to be a good writer. I hope these two can come together.” - Dorothy Parker

A woman raised her hand during a recent conference and said, “Sam, I was thrilled to get a book deal, land big-name endorsements, and get a hundred 5-Star reviews on Amazon. But the book hasn’t sold that well. Any suggestions?”

I told her, “Writing a quality book isn't enough. You've heard the saying, 'If a tree falls in a forest and no one is around to hear it, does it make a sound?'

The literary equivalent of that is, "You can write and publish a quality book, but if no one is around to buy and read it, does it make an enduring difference?"

If you want your book to become an evergreen that makes money in perpetuity, it's up to you to take/initiate responsibility to generate ongoing visibility/sales.

She pushed back, “But I don’t know where to start. I’m an writer, not a marketer.”

I smiled, “If you want to succeed in the short and long term, you'll need to become an AUTHORpreneur. The good news is, there are in-integrity ways to get your body of work out into the world that scale your income/impact - for good."

(I coined the term AUTHORpreneur 25 years ago at the Maui Writers Conference when I witnessed first-time writers naively expect their publisher to turn their book into a financial success. Uhm, nope. The success ball is in OUR court.)

She said, “I’m in. How do I do this?”

Here are the 4 P's I use with my consulting clients to make sure they're taking the initiative to keep their book relevant and revenue-producing.

1.       PRESENT:

Start looking for a TEDx where you can present your big idea worth sharing. The good news is, many TEDx's now accept open submissions. Here's a list of ALL the TEDx programs around the world this year.

I know from experience (for myself and my clients) that a quality TEDx can take your message viral in perpetuity. For example, a client's TEDx talk - Dewitt Jones Celebrate What's Right in the World - has received more than a million views and has kept his work visible, viable, global - even though he lives in Molokai.

2.    PODCAST:

Identify your most INTRIGUING INSIGHTS and pitch yourself to selected podcasts. Follow Joe Polish's advice and ask yourself "What's In It For Them?"

It's not enough to be true, what are you saying that's new? Ask yourself, "What is most surprising, contrarian, or urgent about my message?" Pitch that.

Check out this list of the top 101 current podcasts to see which ones are most popular and which might be a match for your topic/target demographic.  

Be sure to pitch ONLY to podcasts that are relevant to your area of expertise and strategic business goals. Before you pitch, preview their previous guests and show tittles, and suggest something that is in alignment with their theme but that does not duplicate previous offerings.

During your interview, be sure to replace wah-wah INFObesity with 60 second real-life stories so you pleasantly surprise the host and audience. Here’s how to create put-people-in-the-scene stories that have people at hello.

3.       POST

Instead of posting solely on your website (how many visits does it get a month?) start posting original articles and videos on LinkedIn to go global - for free.

I love posting on LinkedIn because it reaches business decision-makers who can bring us into their organization for corporate book clubs and training workshops.  For example, this article on why NEVER to give an elevator SPEECH has more than 6000 shares and has driven full-fee speaking engagements for years.

Remember, this isn't about selling your book; it's about sharing immediately useful techniques readers can apply on and off the job. Instead of pushing people to purchase your book, your purpose is to add value on public platforms so more people become aware of, impressed with, and inspired by your work.

I've had the pleasure and privilege of earning a good living (literally and figurtively) from my books for 25+ years. I know from experience - being a good writer and making good money can come together.

If you believe your work has value, it’s up to you to get it out to as many people as possible ... starting today, not someday.

If you're suffering from "Imposter's Syndrome," READ THIS to get crystal clear that writing does not come from arrogance, it comes from service.

The good news is, if you add value every time you post, present and podcast, people will check out your website, hire you to keynote, inquire about your consulting services, sign up for your membership community, buy your products, and ask to interview you for their TV show, podcast or publication.

The joyous life of being an AUTHORpreneur awaits you ... if you'll just start integrating these three P's into your life and career. Let me know how it goes.

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Sam Horn, CEO of the Intrigue Agency, 3x TEDx speaker, author of 10 best-selling books from POP! to Tongue Fu!, and former Executive Director of the Maui Writers Conference, has helped hundreds of people create quality books and businesses that have been pebbles in the pond of their Ikigaki and legacy.