The Customer Experience Podcast
The Customer Experience Podcast

Episode 114 · 9 months ago

114. The 6 P's of Writing, Publishing, and Selling Your Book (Part 1 of 2) w/ Ethan Beute

ABOUT THIS EPISODE

If one of your goals for 2021 includes writing, publishing, and selling a book, you might be looking for a roadmap right about now.

I’m Ethan Beute, Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and co-host of the CX Series on the B2B Growth Show. I am here today to share Part 1 of the 6 P's of Writing, Publishing, and Selling Your Book.

A very quick overview:

- The 6 P's: purpose, proposal, process, publishing, people, and promotion

- Purpose is knowing why you are writing

- You absolutely need to write a book proposal

- Your new mantra for the writing process

Check out these resources to help you navigate the 6 P's:

- This is a blog post of reflection on writing my book

- Check out this slide deck of the 6 P's

- Building Relationships Through Video (my talk about writing)

Subscribe, listen, and rate/review the Customer Experience Podcast on Apple Podcasts, Spotify, Google Play or Google Podcasts, and find more episodes on our blog.

Oif You're not first in foremost, clearond. The reason you are writing the book you'll struggle to make decisionseffectively. There are no wrong answers around your purpose, but you must haveclarity of purpose and you must have conviction behind that purpose. The single most important thing you cando today is to create and deliver a better experience for your customers,learn how sales marketing and customer success experts create internalalignment, achieve desired outcomes and exceed customer expectations in apersonal and human way. This is the customer experience podcast. Here'syour host ethand Baute, this episode of the Customer Experience Podcast and theCX series on BTB growth is releasing on the last day of two thousand and twentyone of the longer and more interesting years in my life and perhaps and yoursas well- and this time is a time of reflection and gratitude, and perhapsmore so one of looking ahead of goal, setting of resolving to dosomething better or more often or differently, or even to do somethingyou've never done before. If for you, that includes writing, publishing andselling a book, you will definitely enjoy this. Two part series: The sixpiecs of Writing Publishing and selling your book. My name is Ethan Bute, I'mchief evangelist at Bombam, I'm the host of the customer experience podcast,as well as the CX series on Bto, be growth and the CO author of the book,Rehumanize Your Business, how personal videos accelerate sales and improvecustomer experience? It's a book. I coofthered with my longtime friend,Steve Passonelli, he's also a team member of mine he's the chief marketingofficer at Bombam. The book was published by Wyley about a year and ahalf ago. I'd say it succeeded our...

...expectation in terms of the number ofcopies sold, closing in on twenty five thousand. That is a hard number totrack down by the way it doesn't include audio books, some of the waysthat you look at it don't include international sales, but it's in thatzone, so I'll be sharing with you in this two part series some importantlessons. We learned as we wrote, published and sold rehumanize yourbusiness by the way. If the title and subtitle are interesting, you can learnmore about it right now at Bombomcom book, that's Bombomcom, lbook or youcan search rehumanize your business at Amazon or or wherever you prefer to buybooks. So I put this six PS framework together as part of an expert corner inthe marketing community peak community. Now we talk about community a lot onthe customer experience podcast and the CX series on BTB growth. A few episodesthat come to mind are episodes. Seventy four of the customer experience podcastwith steff called well of narrative science episode. Ninety three with JoeHuber of sprout social as well as episode. Eighty four ten rules forbuilding a category, an a community with sangramvajre no singrum is chiefevangelist determinis. He created the flip, my funnel community. He createdthe peak community and I'm a member of his peak community. It's a marketingcommunity and there are all kinds of member driven presentations,conversations QNA sessions and that's why and where I created and deliveredthis framework, the six pes of the process, our purpose proposal, process,publishing people and promotion again purpose. Why are you doing thisat all proposal? Why you need to create a proposal? Three is process. How areyou actually going to get the book written because there are a number ofways to do that well, be covering those...

...first three ps in this episode and thenin a subsequent episode. You'll learn about the fourth pe publishing. Thereare a number of ways to bring books to market. The fifth is people who do youneed to get involved and keep involved from the start of the process throughthe completion of the book through the release and in a sustaining effortbehind the book and finally, of course, promotion. You have to sell your bookno matter what no one is going to do it for you. So I'll share some tips andinsights that we learned in launching and supporting rehumanize. So the first P is purpose. This effortrequires a lot of energy. It requires perseverance. There are a number ofdecisions to make all along the way and as we go through, the six pies will betalking about how to make some of those decisions. But if you're not first andforemost clear on the reason you are writing the book, you'll struggle tomake decisions effectively, there are no wrong answers around your purpose,but you must have clarity of purpose and you must have conviction behindthat purpose. One of the most common ones is something I'll call thebusiness card. I want something to send ahead or leave behind with potentialcustomers, perhaps to help with customer on boarding, to establishexpertise and thought leadership to share your point of view, and this bookis typically going to be for a smaller, more targeted audience than a broaderpurpose. I know a number of people who've goneto market with a book functioning as a business card. A misguided purpose isto make money unless you're someone like Michel Obama, you are not going tomake a lot of money by writing and publishing a book. Now you may downstream, but the process of selling a book is not going to make you rich nowthe course there are exceptions here to you may tap into something reallypowerful and timely. It may get some...

...momentum. It may be one of those booksthat continues to sell just as well, six or seven or eight years from now,as it did upon release, but those are the exceptions- you're typically notgoing to undertake this process in order to generate a lot of directrevenue. So our purpose was to live and work in a better world. I am confidentfrom my own experience and from the stories of customers and of my teammembers and from all the people in our community who are replacing some oftheir plan typed out text with casual conversational. Videos know that thisis a more effective way to communicate, connect and convert its clearercommunication. It builds human connection. We actually feel like. Weknow people before we ever meet them when we meet them through video and ofcourse it can help us convert, get all those microyeses and macro. Yes is thatwe need, in order to be successful and effective in our role, no matter ourseat in the organization, our primary audience was salespeople and salesmanagers and sales leaders, secondarily customer success, ind customer serviceprofessionals, but more broadly, anyone working in a professional capacitycould benefit from the philosophy and practice that we laid out in rehumanize.So our purpose was to get this into as many hands as possible to help peoplebe more personal, more effective and more authentic in the way they'rereaching out to people every single day that guided a lot of our decisionsagain, there is no wrong purpose, but you need to be clear about it. You needto state it perhaps bounce it off. Other people and one of the placesyou'll express this purpose is in the second P proposal. I encourage everyoneto write a formal proposal for your project, whether or not you're going totry to take it to publishers or agents or other people. Traditional publishersand even a lot of self publishing...

...options require a proposal. So it'ssomething you'll probably want to do anyway, but if you need a little extraencouragement, I'll refer you to Dan Pink's conversation with Tim Ferris onTim Ferris's podcast, shortly after Dan released when the science of perfecttiming, Dan Pink is a New York Times, Wall Street Journal and USA Today BestSelling author of multiple books. He has a book deal. He probably is makingdecent money from his books, unlike most of the rest of us, but even thoughhe has a book deal, he doesn't need to pitch the project to anyone. He alwayscreates the proposal in order to be perfectly clear what he's doing, howhe's going to do it? Why he's going to do it? So this is helpful and necessary.Work, Hey here's, a fun bonus for you! If you visit Bombamcom podcast to checkout the blog post assoceted with this episode episode, one fourteen. You canaccess the story of why and how we reached out to Dan Pink to get him toendorse rehumanize your business. He had very kind things to say about themessage of the book. You can see those words and get the story by visitingBOMBOMCOM's Lash, podcast Steve and I put together a proposal forRehumanize, which is fun to look back on now. We titled The book at the Timerelationships through video, learn to master the new old way to communicateconnected convert. It was a twenty something page, Google dock we had itdesigned by our design team. It turned out to be a forty three page lay outthere. Yours may be shorter might also be longer, but if you include theelements I'm about to list, it should land somewhere near where ours did. Thefirst element is an overview. What is this book? What is it trying toaccomplish? What does it say? Second, of course, is who it's for WHO's thetarget audience. How large is that audience? What would motivate them topick up and read the book? What are...

...they going to get out of it now? Thiscan change over time, but you want to have a pretty clear sense of where it'sgoing to go, what it's going to cover and in what order? How is the bookgoing to be structured? The next element we included, was comparabletitles. What other books is this like in terms of theme or structure oraudience? What is it similar to and if you're going to be pitching a specificpublisher? Of course, it always helps to have comparable titles that theyhave published. That's what we did in our proposal for Wiley again, you'lllearn more about publishing options in part. Two of this two part series, thesix pies of writing, publishing and selling your book, so that's overviewtarget audience table of contents, comparable titles, and then the nextpart is author and or company background. We opted early on to makethis a bombom project, even though the book is not about Bombam at all. Thecompany is just a background character in the story, but we included onepagers on me on Steve and on our company, our community, the movement,the philosophy that guides us who we are, what we're about what drives us,of course our personal and professional backgrounds. Why are we the people towrite this book and how will our experience come into play? Next? Is The marketing plan, as withthe table of contents? It's not written in stone, as I already said, theirtitle and subtitle aren't even written in stone, but you do want to illustratethat you can sell the book and you want to explain how this is work. That'sgoing to serve you very very well later on down the line again, the SIXTP ispromotion where we'll go deeper into this topic. How are you going to marketand promote the book if you're going with a traditional publisher? They wantto see that your clarity and your muscle and your thoughtfulness aroundthe marketing plan are going to mitigate their risk. You want them toknow with confidence that they are...

...going to get a return on theirinvestment in you and then, finally, is the writing sample. By the time we putthe proposal together, we probably had ten husand or twelve thousand wordswritten, so we included our introduction and the entire firstchapter as part of the proposal. This illustrates the tone in the style, aswell as a number of other elements that are helpful in someone. Judging whetheror not they want to participate in the project, if you want to see all ofthose elements and even get access to the slide deck I put together to sharethis information visit. Bombomcom podcast, that's bomb Bombcom podcast.This is episode one fourteen there. So if you're visiting a month or moreafter this episode releases, you may need to scroll to it I'll, providelinks to a variety of supporting elements there, because you're,probably listening while you're walking or running or hiking or biking orgardening, or cooking or cleaning or something else, and so, if you want todouble back on some of the details that I'm sharing here I'll have that roundedup at Bombomcom podcast. So the third and final P of the first part of a twopart series here on the customer experience podcast and the CX series onBTB growth is process. How are you going to get this done? There are somany ways you could do it, one of the things that I did as soon as I realizedthat I wasn't quite sure how I was going to get a full book written, and Ihad no idea how to bring it to market. I was truly ignorant on the way intothis process. Was I reread books written by people? I knew, and then Ireached out to them to ask them if they would spend time with me inconversation about how they got their book written and how they got theirbook to market. I talked with people who self published and who had beenformally published. I talked with a gentleman who holled himself up in aroom for twelve days and wrote his book in less than two weeks start to finish.

I also talked with someone who took sixyears to get the book written. You of course, will probably land somewhere inbetween their Justis Stevhe, and I did with Rehumaneye start to finish. It wasprobably five months or so, but this is also part of the process, be clear whatthe book is going to be built from. Is it personal experience? Is itinterviews? Is it primary or secondary research? Is it case studies? Is itsome combination of these? Is it all of these elements is hat other elements. Ididn't even list. One of the reasons we were able to move quickly is that heand I do teaching all the time about this philosophy and practice that wecall relationships through video. I had written about five hundred fifty blogposts for the Bombam blog ihad written a number of what were essentiallydownloadable. PDF we've both created stage, presentations, webinarsconceptual frameworks and all kinds of other things, and so our challenge inthe key in our process was what do we want to include? What do we need toexclude for the sake of brevity and focus, and what order are we going tostructure it in so that it's a nice experience for the reader, the complete?What why? Who Wen and how of this movement? So for us it was more of aRoundup Digest, collection of learnings and teachings for you. It may be thesame or it may be all new, something that you're documenting or researchingand ultimately sharing, for the very first time be clear about that. Here's,a pro tip, get a coauthor or a committed colleague. It was so helpfulto have someone else on the journey. It can be long, it can be daunting, it canbe scary, it can be frustrating and there is no reason to do it alone ifyou don't have to as we got into it. I had been working with SteveProfessionally side by side for several years and we were friends for a coupleof years before that we know each other.

Well, we have a greatworkingrelationship and that translated directly into this process the give andtake between us as I was- writing the words he was coming behind. Addingcomments, suggestions, check out this article. You may want to include thisresearch here. Hey, do you remember this particular story? Hey it's beentoo long since we've had a very specific and practical takeaway, so hewas serving his reader's advocate. While I was down into weeds, and sothis give and take these regular conversations the back and forth, evenin the Google dack that we were working in so helpful, so whether you have aformal coauthor or just again a committed colleague, someone with youalong the way, not someone where you spent six months or twelve months.Writing this thing where you turn it all over and say: Hey here's, a year'sworth of work, woul o you give it a look, but someone to be with you stepby step along the way so helpful, and I promise it will make a betterexperience. So that's a pro tip. Here's a Montra that we carried. You cannotedit what is not written and by that we mean get the words down, even ifthey're imperfect, even if they're ugly, even if they don't all make sense, evenif they're in complete, you cannot edit what is not written. The writingprocess is just as much if not more so, about editing as it is about. Thewriting. Steve had nothing to react to and advise and clean up and fix up andmake more useful for readers. If I didn't get something down on the page,so understanding the give and take between writing and editing is also animportant process. Consideration Are you going to write for a week and thentake a couple days to edit? Are you going to write one day and edit thenext? Are you going to write for a month and then do editing later so manydifferent ways to do it? It's partly a process of trial and error and againreach out to people. You know who've written books to get some guidance,...

...so those are the first three of six PSpurpose proposal and process be on the lookout for episode, onenineteen of the customer experience podcast or episode. Eighty nine of theCX series on betobe growth for the next three PS, publishingpeople and promotion. Again, my name is Ethan bute coauthor of Rehumanize, yourbusiness, how personal videos accelerate sales and improve customerexperience, get more links and resources related to this topic byvisiting Bombomcom podcast check out the book itself at Bombomcombook or bysearching it in your favorite bookseller, and check out more episodesof the customer experience podcast by searching the customer experiencepodcast in your preferred player and when you're there be sure to add anextra click, an extra click to leave a rating. If you want to write a reviewthat would be amazing to but at least give that one click it's helpful inbringing other people into this ungoing conversation about how to create anddeliver better experiences for your customers. Thank so much for listeningto the CX series on btob growth and the customer experienced podcast, clearcommunication, human connection, higher conversion. These are just some of thebenefits of adding video to the messages your sending every day. It'seasy to do with just a little guidance, so pick up the official book.Rehumanize, your business, how personal videos, accelerate sales and improvecustomer experience learn more in order today at Bombamcom Book. That's Bo, MB,bombcom fuck, thanks for listening to the customer experience. podcastremember the single most important thing you can do today is to create anddeliver a better experience for your...

...customers, continue learning the lateststrategies and tactics by subscribing right now in your favorite podcastplayer, or visit Bombomcom podcast.

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