The essence of being an Info Guru is promoting yourself as an
expert, and nothing brands you as an expert better than writing
and publishing a book. In this interview, we explore three of the
biggest fallacies that hold many back from going into print. I interviewed my friend and colleague John Eggen, who has helped some of the most highly, recognized Info Gurus in America to succeed. If you've ever thought about authoring a book, John has some compelling insights for you to consider.
RM: Based on your 21 years as a publishing and marketing guru for professionals and experts, what are the main fallacies people have about publishing a book and what is the truth about them?
JE: A big one is that authoring a book really isn't that important
to your career. In fact, a book is the ultimate credibility builder
for a self-employed professional.
If you want to set yourself apart from mounting competition,
3000 years of history have made a book the ultimate symbol of
expertise. The word "author" and "authority" have the same root meaning. Therefore, as soon as you start writing, begin telling all your prospects and clients you are authoring a book. Watch the shift in how they treat you.
A book is also the ultimate lead generator, if it is developed in
the right way. Which would you trust more, a glossy brochure or a how-to book written by an expert? Also there is a lucrative,
symbiotic relationship between the media industry (which needs fresh content daily), and book authors (as culturally-respected authorities who provide valuable content). Your book is the ticket into this elite club.
In return for author interviews, the media gives authors highly-
credible, client-attracting exposure you could never afford to buy.
RM: That's significant. What's another misconception?
JE: Robert, a key one is that authoring a book takes a long time and is a lot of work. Sure, it takes some work, but it can be done in as little as 90 days with the right approach.
If you want a book quickly, there are simple, time-tested systems to do it, keeping you accountable so you get it done. About five years ago, an associate of mine used such a system and wrote his 292-page book in 90 days. It became a bestseller. Since then he has been teaching others to use the system, too.
RM: What is another big fallacy?
JE: Robert, most think the way you make big money with a book is to do a lot of time-intensive, nationwide book promotions like celebrities do, and sell a lot of your books.
But, for independent professionals, there are alternative, simple, low-cost tactics that typically make you a lot more money. First, your book should be developed as a lead generator for your niche.
Although there are several keys here, a priority is your cover.
Decades of testing have identified about nine elements that can turn it into a client-magnet, starting with the choice of title and subtitle.
Next, because it is the ultimate symbol of expertise, focus on
using the book to leverage your existing marketing efforts. Out of dozens of tactics, a powerful way to start is to simply give away free copies of your autographed book to prospects and clients.
John thanks for your insights on the importance of getting
published as an Info Guru and for addressing some of the common misconceptions about writing and publishing a book.
JE: Thanks, Robert. It was my pleasure.
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© 2004 Robert Middleton, All rights reserved.
