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5 Mistakes That Cost Authors Book Publicity

Written by Assistant on August 6, 2024. Posted in Blog, Marketing, Sales. No Comments on 5 Mistakes That Cost Authors Book Publicity

By Mary O'Donohue, Media Coach for Women Nonfiction Authors

Why are so many authors struggling with getting the publicity they deserve?

I recently spoke to a nonfiction author who had a compelling topic, but she was very frustrated that she wasn’t getting any book publicity. Once we chatted and I had looked her up online, I quickly found the 5 reasons she wasn’t getting booked.

And I wasn’t surprised, because I see these same media marketing mistakes quite often. The sad thing is, they’re costing authors valuable national publicity.

I don’t want that to happen to you, so I’m sharing these common marketing mistakes – and how you can avoid them. Knowing these strategies will boost your chances of getting valuable publicity and doing media interviews that move the needle on book sales.

Mistake #1: Your bio reads like a resume.

Challenge: Surprised that your bio is costing you book publicity? It’s true! A resume-style bio is effective for HR folks, but it doesn’t speak to producers, columnists, and journalists who aren’t looking to hire you! So, listing out the 7 book awards you’ve won is impressive, but “award-winning author” says it better and faster. Media folks want an expert who knows how to convey their expertise succinctly and strategically.

Plus, a TV interview for example, often only runs about 5 minutes long, so if the host is stating your bio and it’s filled with lots of details about your work history, accomplishments, and awards, that will simply take up too much time. Ideally, for a short TV or radio interview, your Media Bio should be no more than 15 seconds when read aloud. If it’s longer than that, the person interviewing you usually won’t read the entire thing out loud. Instead, it will get edited, which is not ideal because it makes more work for them (not good) and they’re likely to take out key details that you’d rather keep in (not strategic.)

Solution: When your bio is media-savvy it becomes your brand ambassador, attracting the media rather than overwhelming them. So, your Media Bio should include the key elements like your name, title of your book, your unique expertise, and who exactly your reader is. It should clearly convey to the media and their audience that you’re the right person to be interviewed on this specific topic.

Action Step: Use this fictional example as inspiration to write your own Media Bio.

Kayla Suchandsuch is the author of the new book, Traveling With Toddlers: From Diapers to Denmark. Her year long experience globetrotting with her husband and 3-year-old twin daughters has transformed her into the go-to expert for adventurers who don’t want to give up traveling after becoming parents.

Mistake #2: You’re targeting an audience in media that is too broad.

Challenge: When you try to appeal to an audience that’s as wide as possible, you water down your appeal to the media. Think about it, when was the last time you listened to a podcast episode or radio program that appealed to everyone? It’s just not that common these days. That’s because we as individuals are interested in specific niches like book marketing podcasts, or radio shows about raising teenagers, or magazines specifically about pickleball (which totally exists, by the way.) You search out content based on your specific needs and interests, and your audience does the same thing.

Solution: Think about the specific audience who benefits from your book. If you want to get more readers and you focus on media outlets with as broad an audience as possible (or a completely different audience because you want to get your message out to the masses) you’re just going to confuse and alienate the people who need your wisdom, insights, and guidance.

But when you confidently target your book publicity to your true audience, it’s strategic and much more likely to move the needle on book sales. So, it’s worth your own time and effort, plus it benefits both the media outlet and their audience. That’s a win-win-win!

Action Step: After reading this entire article, take 5 minutes to do an internet search on your subject matter using this formula: your key words + “article” or your key words + “TV interviews,” etc… and you’ll quickly uncover the media outlets that are already serving your target audience. Make a list of these magazines, columnists, podcasts, etc… because they’re already interested in your subject matter.

Mistake #3: Your messaging lacks clarity.

Challenge: When I ask an author to tell me what her message is and she starts to explain, I know she’ll have a hard time getting book publicity. Why? Well, do you remember the old marketing adage, “A confused mind never buys?” My version is, “A confused producer never books.” If a media person doesn’t understand what you do or whom you serve, how can they know if you’d be a good fit for their audience?

Solution: These days our attention is spread really thin with so many messages coming at us in social media, ads, and about a gazillion websites. So, it’s more essential than ever to have a clear and concise core message that conveys your value to the media and potential readers. They need to know exactly:

What you do
Whom you do it for
The problem you solve
Your specific solution

When you do this effectively, you become memorable and much more bookable. For example, years ago I met a woman at a networking event whose message was so clear I still remember it. She said her company sold reversable infant clothing – pink on one side, blue on the other – for parents who didn’t want to know the gender of their child in advance. I wasn’t a media coach back then, but I told her that her message was “high concept” which meant a media person could immediately picture her product which helped make it extremely bookable. Producers love clarity. And that clarity helped her products to
be featured on The Today Show 3 weeks later. Clarity is a powerful asset!

Action Step: Use this example of a clear and concise core message as a jumping off point for writing yours. Let’s say an author is an expert on solving sleep issues in toddlers. Her core message could be:

I provide effective bedtime routines for toddlers so they – and their sleepy parents – can get consistent sleep every night.

Mistake #4: You’re pitching from a point of need.

Challenge: When I worked for The Oprah Winfrey Show, I often received pitches from authors and experts. I was a post producer, so not only were those pitches sent to the wrong person because I worked on shows that were already taped, but the emails almost always started with a variation of these 7 words: “I was hoping you could help me.”

I call that “The 7 Word Pitch That Costs You Publicity” because when I received those emails, I always deleted them after reading just those 7 words. Why? Because media folks are not in the business of helping random strangers get publicity. Sorry. I know that was harsh. But as someone who has worked in high profile television for more than 30 years, I want you to know the truth so it will help you avoid the pitfalls that ruin your chances of getting coveted national media interviews. (Plus, to be fair, we often work 16- hour days and we eat lunch at our desks, if we’re lucky enough to have time. Or desks. So, random strangers asking for help are not our priority.)

The truth is, people who work in media like producers, columnists, and journalists are in the business of serving a specific audience. When you help us do that, you make yourself more bookable. But when you ask for help, you immediately convey that you think you have nothing to offer that media outlet. So, your pitch gets deleted, and you never hear back.

Solution: The truth is nonfiction authors like you are highly bookable media guests who can – and do – get publicity because of the value you bring to the audience of national media outlets. Producers are busy, so they’re looking for experts like you who can make their jobs easier. Experts who pitch with confidence and relevant content have a massive advantage when getting booked!

So, embrace your specific expertise. Own it. Know that you have something unique and important to bring to media audiences. Pitch from a position of service rather than promoting your book. The nonfiction authors I work with get book sales because they bring value to the listeners, viewers, and readers of a particular media outlet.

Action Step: Your specific topics are hidden in plain sight in your own content! Look through your manuscript or published book for 5 potential interview topics that would be of service to your audience in the media they consume. Start with chapter names if you have them. Write them down. That’s your starting point for pitching with purpose!

Mistake #5: You want national publicity, but you don’t have proof of “media viability.”

Challenge: You have your eye on a Good Morning America appearance. You know you can bring value to their audience of millions, and your topic has national relevance, but you’ve been pitching for months and you’re just hearing crickets.

I know one big reason why. Let’s take a peek behind-the-scenes of a national morning show. I used to work on The Today Show in Washington D.C. and just about every day we had live guests appearing on the show from our studios. So, I know first-hand that a national producer will be hesitant to book you if there is no proof that you’ve done local television interviews, or in a pinch, some kind of on-camera appearance. (FYI, even if you have experience giving prepared speeches, that’s not necessarily proof to a producer that you can do live TV.)

A TV newsroom is a hierarchy. A producer who books an inexperienced guest who freezes on live TV is a producer who may be looking for a new job. That’s how consequential your interview may be for their career. If you demonstrate that you can convey your message with confidence and can handle unexpected questions with ease in local TV interviews, bringing that level of skill to a national interview may just help the producer who booked you get a promotion. I’ve spent decades in control rooms and have seen careers change after a single interview.

So, when you pitch a national producer but don’t have the experience to back it up, your chances of being booked go down. Do producers take risks when the guest is THE expert on the topic, and they need to confirm the booking ASAP? Yes. Do they get burned for that decision if the guest doesn’t deliver? Absolutely.

Solution: If your aspirations are national, start local. Get experience. Use the tips in this article to get clarity on who you are, your core message, and to get ideas for what to pitch.

Action Step: If you want to be on a national talk show, start watching local or regional talk shows in your area. Chances are they’re recorded and edited so that producer will be less concerned if you haven’t done live TV appearances because a post producer like me will work with editors to refine and streamline your interview. If your goal is to get on a national morning show, those shows are in the news divisions of their networks, so focus on watching your local news.

So often, nonfiction authors are only focused on getting publicity. But the preparation you do in advance of your media appearances will make all the difference in how effective and successful your media marketing will be. Taking the time to create a media marketing strategy with intention will set you up for publicity that helps you sell books, grow your audience, and make the kind of impact only you can make.

More About Mary O'Donohue

Mary O’Donohue is a media coach for women nonfiction authors, #1 bestselling parenting author, and former post producer for The Oprah Winfrey Show. She has worked in high profile TV for decades, including years on The Today Show and NBC Nightly News. Mary’s mission is to teach women nonfiction authors how to get national publicity and confidently do media interviews that sell books, grow their impact, and change the world. Her unique coaching framework, The Media I.M.P.A.C.T. Method™ has consistently led to author success in national Media with her clients
reaching audiences of more than a billion. So far.
She can be reached through her website maryodonohue.com or by email at mary@maryodonohue.com

Reduce Stress by Taking An Emotional Velcro Vacation

Written by Assistant on July 2, 2024. Posted in Blog, Leadership, Personal Development, Productivity, Vocal Leadership. No Comments on Reduce Stress by Taking An Emotional Velcro Vacation

We interrupt this Hot Girl Summer for an Emotional Velcro Vacation!

Thus far, 2024 has been characterized with the typical uncertainty we all experience during a presidential election year, regardless of politics. But add the extra seasoning of social and economic unrest, and that is one spicy meatball!

As a leader, do you feel like you’re carrying the weight of their world on your shoulders?

Need some quick ways to reduce stress without sacrificing productivity?

What is Emotional Velcro?

Simply, it’s the stress, anxiety, and emotional baggage you accumulate over time when interacting with other people.

It’s the “waxy buildup” of emotional residue that you often unconsciously adopt when leading teams, parent kids, partners, friends, and so on.

Taking Your Emotional Velcro Vacation

It’s time for some much-deserved relief and rejuvenation.

When you are stressed, ask yourself, “Why am I feeling this way?”

Are you carrying the emotions of someone else, even by accident? Figuring out the source of the emotional velcro can help bring about immediate relief or at least help you get to the next step.

First, talk with someone else like a coach, counselor or other trusted source. Or simply spend some time in reflection and analysis to discover the truth inside yourself or about the situation.

From there, it’s time to shift your mental state, which is a lot easier said than done. Find out more about how to apply all three of these steps in this article I wrote for Forbes about creating psychological safety in the workplace by freeing yourself of Emotional Velcro.

Vocal Techniques to Reduce Stress Immediately

For some quick relief or practice, here are two vocal techniques you can use right now: sigh and rant. It’s like the “bend and snap” of 2024.

A deep sigh triggers your parasympathetic nervous system and your body’s relaxation response. It’s easy to do, and you can do this anywhere – which is why it’s one of my favorite techniques.

And the “rant” in question here is actually much less long-winded than it sounds. When I say “rant” I’m talking about unleashing a single word, done in a specific way that also has fantastic benefits for your nervous system.

Read more about these 2 vocal techniques for immediate stress relief in another article I wrote for Forbes, so you can perfect them in no time.

Remember, taking care of your emotional well-being is not a luxury; it’s a necessity. So, take that first step today and start shedding the Emotional Velcro that’s holding you back. Your future self will thank you.

Additional Resources:

How to Free Yourself from Emotional Velcro And Create Psychological Safety In The Workplace

How To Reduce Your Stress Immediately With 2 Vocal Techniques

About Tina Dietz:

Tina Dietz is an award-winning and internationally acclaimed speaker, audiobook publisher, podcast producer, and vocal leadership expert whose work and shows have been featured on media outlets including ABC, NBC, CBS, The Wall Street Journal and Chicago Tribune, Inc.com, and Forbes. She’s been named one of the top podcasters for entrepreneurs by INC.com, and Tina’s company, Twin Flames Studios, re-imagines thought leadership through podcasting and audiobooks for experts, executives, and founders.

The State of AI Audiobooks in 2024

Written by Assistant on June 12, 2024. Posted in Audiobook Marketing, Blog, Publishing, Vocal Leadership. No Comments on The State of AI Audiobooks in 2024

Is authenticity dead in the age of AI?

All the publishing world was abuzz in 2023 with the inclusion of AI Audiobooks on the “Big 5” retail outlets Audible, Google Books, Apple Books, Barnes & Noble, and Kobo. Impassioned pleas for authenticity have clashed with diatribes on accessibility and cost across virtual platforms and conference rooms alike.

In 2024, the news cycle on this topic has simmered down considerably, leaving some important questions unanswered.

Are AI narrated Audiobooks selling?

Is it cost effective to use AI narration for Audiobooks?

Does the technology actually work?

Will I damage my reputation by using AI narration?

What about any innovations or “special cases” where AI narration can help with Audiobook production or sales?

Are AI Narrated Audiobooks Selling?

The short answer is NO.

It turns out that in 2023, resistance to AI narrated Audiobooks intensified. Audiobook listeners reported they weren’t likely to listen to AI generated audiobooks, even if the voice of the author was cloned.

Reviewing the presence of AI audiobooks in the marketplace, there are fewer than two thousand AI voiced audiobooks on the market, most with not great reviews, if any reviews at all.

For contrast, remember that 2700 books a DAY are published in the US alone.

Let’s call this initial reception to AI narrated Audiobooks “cool to lukewarm at best.” With all the buzz around AI in general throughout 2023, why didn’t AI Audiobooks perform well?

I’ll sum it up in one sentence.

NO ONE WANTS A ROBOT VOICE IN THEIR EARS FOR 4, 5, OR 8 HOURS.

This isn’t new. I interviewed a former long-time employee of Learning Ally, a respected and long-standing company devoted to providing accessible materials for children with learning differences, Michael Kinsey. Michael specializes in audio production and, in particular, Audiobooks. He’s also one of our Audiobook directors here at Twin Flames Studios.

“When text to speech came out, we wanted to use the technology to make more books available and accessible. The problem was, no one wanted to listen to a synthetic voice,” explained Kinsey.

“For example, we had a text to speech version of the book The Outsiders, which was taught in a lot of high school English classes for many years. Not very many students accessed it. But when we brought in a professional Audiobook Narrator to create a new version, suddenly the Audiobook version became one of our top titles. Students were listening to the Audiobook even when they didn’t have an assignment related to it.”

While the state of text to speech technology has come leaps and bounds in recent years, our ears and brains are discerning. When it comes to longer-form content like Audiobooks and podcasts, the numbers show that the technology isn’t good enough yet to replicate the nuance of the human voice.

Is it Cost Effective to Use AI for Audiobook Narration?

I keep hearing AI Audiobook narration being referred to as “cost effective.” That implies that you can get the job done for less and still reap the benefits. But if AI narrated Audiobooks aren’t selling well, we can’t call this a cost effective solution.

AI Audiobook Narration cost can range from free to about 5K per Audiobook. For the sake of comparison, our full Audiobook packages tend to range from 3-5K in either the case of author narration or professional narration.

This isn’t just about numbers; it’s about impact. Just think what those 250 people will accomplish by taking action in their lives, in their businesses, in their communities – because of what they learned as a result of your book.

If you go with one of the free options, you’re going to spend a considerable amount of time learning how to edit your Audiobook to get it to a finished product, and not even a finished product that would compare well with a human narrated audiobook.

Does the Technology for AI Audiobook Narration Really Work?

I do believe that at some point, AI audio will become pretty much indistinguishable from human voices. Since it’s not there yet though, here’s what we know is possible, based on research across Audiobook platforms and AI voice options.

1. AI audio narration voices are available in more than 25 different languages. HOWEVER, the translations are wildly inaccurate, particularly for long-form audio like an audiobook.

Want to know more about how inaccurate? Leave a comment on this post and if there’s enough interest, we’ll do a video demo!

Besides errors in translation from language to language, here are some other pitfalls of the current technology that it doesn’t handle well:

2. Dialects and diverse expressions

For example, one publisher of Judaic books noted to me that he had to abandon AI as a feasible option because AI can’t make the “Jewish” sounds denoted by Hebrew glottal [ʔ] (א) and [h] (ה), uvular [χ] (ח), and pharyngeal [ʕ] (ע).

3. Pronunciation issues and regionalisms

Getting AI to correctly pronounce names, or understand if you want the word “aunt” pronounced “ant” or “awnt,” or if you’re a Canadian author and want “process” pronounced “pro-cess” instead of “praw-cess,” is an exercise in frustration.

I could give you at least 50 examples of single words that have multiple pronunciations like the ones above.

4. Emotional nuance, pauses, and humor

We know from decades of sales data that what sells an Audiobook is the quality of the narration. The more a narrator, be they the author or a voice actor, feels like they’re right there with you and drawing you in, the better and more impactful the audiobook.

AI doesn’t know how to breathe, and lacks the natural cadence and pacing of human voices. This not only gives us that “uncanny valley” feeling when we listen, it also impacts the performance. AI doesn’t understand where nuanced pauses should go, or sometimes what words need to be emphasized. It definitely doesn’t understand jokes, irony, or sarcasm.

Imagine a romance novel where the narrator doesn’t understand longing, or desire…

Imagine a business book where you’re trying to learn something important, but the pauses aren’t in the right place, or the author meant something to be ironic and now you’re left feeling confused.

Our Senior Audiobook Director, Paul Stefano, has narrated many, MANY dozens of Audiobooks in his career, both fiction and nonfiction. Recently, he decided to license his voice to a reputable AI narration company, and they sent him a professionally edited audio sample of his AI voice clone. The voice clone was created from a recording of an audiobook that Paul owns the rights to, and this represents the best current technology in AI cloning that is easily accessible to the public.

Listen to both brief samples, and then imagine listening to each voice for 4, 6, 8, or 10 hours.

AI Narration Sample:

Natural Sample:

Will I Damage my Reputation by Using AI narration?

The Internet has a long memory. Back when The Gifts of Imperfection was originally published in 2010, Brene Brown’s publisher didn’t have her narrate the audiobook. In fact, the narrator wasn’t even close to Brene’s vocal style.

Things did not go well.

The book sold 3 million copies, but the audiobook did NOT.

One of the biggest requests that Brene had over the years was a version of that audiobook with her narrating, because Brene is highly known for her voice. She originally went viral via her TED Talk, she has podcasts, and her candor and combination of deep research and insight combined with a naturally enthusiastic “folksy” presence gives Brene a vocal thumbprint that is unmistakable.

What does this have to do with AI?

Well, if a highly produced Audiobook plus a professional, but ‘off the mark’ casted narrator hurt Brene’s Audiobook sales and ratings that much, just imagine what the reaction would be to an AI narrator.

When Brene released the 10th anniversary edition of The Gifts of Imperfection, she narrated a new version of the audiobook, and the ratings and reviews speak for themselves.

Not everyone is going to have Brene Brown’s level of notoriety and success, but she didn’t start out a multiple NYT bestseller. She was a college professor and researcher. If you are planning on being known for your voice as an expert, speaker, or industry leader, you need to cherish and cultivate your voice as a unique asset. If you’d like to get started with some exercises to help you develop your voice, here are some tools and resources for you.

What About Any Innovations or “Special Cases” Where AI Can Help with Audiobook Production or Marketing?

Yes, there are several places where AI is super helpful!

Overall, short-form content like social media is a good place for the current state of AI audio. We’re already used to hearing AI voices in social media on many viral reels, and this can save creators time and energy. Plus, if you’re not someone who loves being on camera, using an AI voiceover can work just fine for short content.

I personally love a good doggo voice over.

AI tools for promoting your Audiobook are becoming more abundant as well, which we love. I’m a fan of Vidyo.ai, which automatically edits longer video into clips for social media, blogs, etc.

PRO TIP: Convert your Audiobook files from .mp3 to .mp4 and get the AI to suggest short, interesting clips of your audiobook for promotional Videograms. You can also reach out to us to create these for you, they’re great for evergreen marketing campaigns, and cross promoting your articles, blogs posts, and newsletters with your audiobook.

And as a final thought, we’d love to see AI continue to evolve so that we could use it to make Audiobook edits. While an entire AI Audiobook narration is hard on our ears and brains, being able to replace some words using AI narration would be a great use of time, energy, and money for authors, narrators, and producers/publishers alike.

Audiobooks continue to sell at an accelerated rate, with double digit growth year on year for the last 12 years. They’re an enduring format, but what makes an Audiobook truly endure the test of time is the quality of narration. If you’re ready to create an Audiobook that you’re proud of for decades to come, contact us and let’s get your work into more ears and hearts.

Read and watch more Frequently Asked Questions about Audiobooks and benefit from our expertise, or Contact Us for more information and forthright advice about producing, distributing, and profiting from Audiobooks. Plus, download our Vocal Leadership Workout to develop and refine your the most influential tool you have — your voice!

About Tina Dietz:

Is A Book Still Worth It: How to Write a Book for Today’s Market

Written by Assistant on May 1, 2024. Posted in Blog, Publishing, Vocal Leadership. 1 Comment on Is A Book Still Worth It: How to Write a Book for Today’s Market

Let’s get real for a second and talk about how to write a book for today's market and what it really means to do so.

The book publishing industry tells people to make dreams meet paper.

How? Write a book. They’ll tell you, “Publish that book! It’s your ticket to authority, uniqueness, and that indescribable je ne sais quoi that an expert needs to stand out.

But here’s the tea…

Peeling Back the Curtain on Publishing

Every single day, the U.S. greets 2,700 new titles. Yet, catching those 100,000+ sales is like finding a unicorn in a haystack.

The average self-published author?

They’re looking at 250 sales. But before you toss your manuscript out the window, hold up – because this is where it gets interesting.

The Mighty Power of 250

Imagine those 250 sales not as numbers, but as people – each one an individual connecting deeply with your message. This select audience could be the very people you’ve been aiming to reach, ready to champion your cause.

True Influence vs. Follower Count

In our digital era, it’s easy to get caught up in the follower frenzy. But here’s the kicker: real influence isn’t about how many, but about how much – the depth of connection, the conversations sparked, the actions taken. Authors like Brene Brown and Malcolm Gladwell didn’t just gather an audience; they built communities moved to action by their words.

Their books came first.

Nonfiction: A Catalyst for Change

Nonfiction books have this incredible capacity to not just share knowledge but to inspire action.

Think Rachel Carson’s Silent Spring or Betty Friedan’s The Feminine Mystique – these weren’t just books; they were movements that continue to shape our world today, many decades after they were published.

Your book could be the next catalyst for change, reaching those who are ready to listen and act.

How to Write a Book in the Digital Age

While the digital world whirls with tweets and snaps, nonfiction books stand as islands of depth and reflection. They offer a pause, a chance to dive deep, and a platform for authors to share their most potent thoughts.

The advent of digital media has revolutionized the way knowledge is consumed, giving rise to questions about the relevance of traditional books in a fast-paced world. Yet, despite the proliferation of social media, short videos, and online courses, books remain unparalleled in their impact. Here's why:

Depth of Engagement: Books offer a depth of thought and analysis that short-form content simply cannot match. They allow authors to explore ideas comprehensively, fostering a deeper connection and understanding with their audience.

Perceived Authority: Publishing a book establishes an author's credibility in a way that transient digital content cannot. It is a tangible testament to an author's expertise and commitment to their field.

Longevity: Unlike social media posts or videos that quickly fade into the background, books have a lasting presence. They continue to be cited, referenced, and read years, if not decades, after their publication. Simply put, books endure.

Market Reach: Books open up opportunities to reach audiences beyond digital boundaries, including speaking engagements, workshops, and academic citations.

To Write, or Not to Write?

So, we circle back to the big question: Should you write and publish that book? If you’re looking to do more than just win a popularity contest – if you’re aiming to truly resonate and make a lasting impact – then yes, a thousand times yes.

This journey is about tapping into the unique power of books to connect, to inspire, and to mobilize. It’s about embracing the opportunity to share your voice, your vision, and your message with the world – and maybe, just maybe, change it for the better.

Writing and publishing a book isn’t just an item on a to-do list; it’s a path to creating ripples of change, fostering a community of engaged readers, and contributing something timeless to the global conversation. So, are you in? Because the world’s waiting for what you have to say.

About Tina Dietz:

Authors’ Advocacy Leads to Positive Changes at Spotify and Audible

Written by Assistant on April 8, 2024. Posted in Blog, Leadership, Vocal Leadership. 1 Comment on Authors’ Advocacy Leads to Positive Changes at Spotify and Audible

Did Mercury retrograde specifically target the Audiobook industry in Q1 this year?

Between Spotify’s bewildering attempted rights grab and author Brandon Sanderson swinging his influence like Excalibur over Audible, the news around Audiobooks in 2024 is wild!

Here’s what’s been happening, and what authors need to know to make sure they are getting the most out of their Audiobook investment and rights.

Planet wearing headphones in a city setting with people and audio symbols all around — Is *Mercury retrograde affecting the audiobook industry*?

Spotify’s Thwarted Audiobook Rights Grab

Spotify positioned itself as a would-be competitor to Audible over the last 2 years, launching a monthly subscription service and retail audiobook sales on their platform. Spotify also purchased FindawayVoices, a long-time Audiobook distribution company that had been growing an Audiobook self-publishing and production platform for authors as a competitor to Audible’s ACX platform.

Currently, the only way for independent authors to have their Audiobook distributed on Spotify is to use Findaway.

On February 15, 2024, Spotify changed their terms of use on Findaway, requiring authors to grant broad rights to Spotify for translating, modifying, and creating derivative works from submitted audiobooks. This sparked immediate concerns among authors and publishing professionals who were worried this was encroaching on their Audiobook rights. The Authors Guild, among other industry watchdog groups, warned its members not to accept the new terms.

In fact, the response was so overwhelming that Spotify responded immediately. The new terms of use, released a day later on February 16, removed the overly broad rights and clarified that the rights granted were solely for the purpose of improving discoverability, anti-piracy, and anti-fraud measures – not for creating new content or AI voice training without permission.

For more on the specific changes to the Audiobook terms at Spotify, read the Authors Guild’s response to these changes here.

Is it “safe” to publish your Audiobooks to Spotify at this point? I would say yes, given the updated Terms of Use. At the same time, we here at Twin Flames Studios will be keeping an eye on the situation and gathering industry news as always to make sure that authors are getting the best options for their Audiobooks.

Higher Audiobook Royalties Coming Soon from Audible

Brandon Sanderson, the esteemed science fiction and fantasy writer with more than 40 million book sales, is largely to thank for Audible’s impending new royalty structure, which is said to offer better terms for Audiobooks from independent authors.

This change comes after Sanderson's proactive discussions with Audible. Sanderson, who previously withheld the Audiobook versions of his Secret Projects series from Audible to encourage industry reform, will soon release them on the platform, recognizing Audible's steps towards improvement.

Sanderson noted that his desire for a more transparent and equitable system emerged from Audible’s ambiguous royalty and audio sales structure. As a result of Audible’s “credit” system, authors are often unsure of how their royalties are being accounted for.

Another point of contention Sanderson had with Audible was the percentage of sales authors receive in royalties. He explained that “While video game creators and musicians get 70–80% of a sale of their products… Audible is paying as low as 25%–with the high end being instead 40%.”

As a result of new negotiations with Audible through Sanderson’s team, minimum royalty rates for Audiobooks are increasing and the company is going to be more transparent about authors’ pay as it relates to “credits” spent by users. Additional changes include authors being paid royalties monthly instead of quarterly and the inclusion of additional documentation of how royalty amounts are calculated.

While the new structure doesn't fully meet all his expectations, it represents a significant step forward in the right direction for Audiobooks. My team and I at Twin Flames Studios will be the first in line to announce to our Audiobook clients that their royalties are increasing as soon as Audible makes these changes.

About Tina Dietz:

The Simpsons Copywriting Policy to Convert More Customers From Your Sales Page

Written by Assistant on October 5, 2023. Posted in Blog, Leadership, Vocal Leadership. No Comments on The Simpsons Copywriting Policy to Convert More Customers From Your Sales Page

By Sage Polaris, “Conscious Launch Strategist for the Internet Rich and Famous”

As online business owners, we draw inspiration and ideas for promoting our own business from all kinds of sources: our peers, TV, music, sports, fiction, and even the movies.

Early on in my copywriting career I learned about DISC, a personality-based system created to better understand your strengths. It quickly dawned on me when I learned about this system that it could also be applied to the way people make buying decisions and I could teach this system through the lens of the Simpsons TV show. Yes, those Simpsons – Marge, Lisa, Bart, and of course the most unforgettable one, Homer.

And the results I have gotten speak for themselves. I’ve used this system to support writing launch copy for my clients, and they have made upwards of $1.25 million in a single launch. I’ve also written copy for more than 475 clients with millions more in sales results.

Now, getting your copy to that level of performance is rare enough in and of itself, but bringing it into the frame of everyone's favorite cartoon, dysfunctional family is what makes my method for tripling sales results truly unforgettable and super actionable.

So the question is, how do you use these four main characters in the Simpsons to write better copy that sells? This system can be applied to writing your sales page, ad copy, sales emails, landing pages, or even convincing your partner to walk the dog.

The 4 Buyer Types You Want to Invite Every Time You Make an Offer as an Online Business Owner

Image of Homer thinking with text describing the fun-loving decision maker

Buyer Type #1: Yellow – Homer // Fun Loving Decision Maker

This buyer is driven by humor. They love it when you seem fun and they make buying decisions based on funny music lyrics, puns, and gifs throughout your sales pages, sales emails, Facebook ads, and brand photos. This person thinks you seem like a good time and fun to work with so they want to be a part of whatever you’re offering.

Buyer Type #2: Red – Bart // Fast Decision Makers

This buyer knows in their gut they want to work with you. This person is the type of buyer who will never read a long-form sales page. They will scan your offer, and if it’s not clear how to buy right away they will get frustrated, forget, and bounce off your website page.

Image of Bart leaning on skateboard with text describing fast decision makers

Image of Marge with text describing deep connection decision makers

Buyer Type #3: Blue – Marge // Deep Connection Decision Makers

This buyer is very visual and feels connected to your brand through strong visual imagery, videos, and stories that paint a picture. This person wants to buy when they feel connected to your story and you can pull them in with a vision without having to push with pain.

Buyer Type #4: Green – Lisa // Detail-Oriented Decision Maker

This buyer is driven by details and data. They want to know right from the beginning if the offer is specifically for them. They’re also the type who will read your entire long-form sales page. Once they start reading, they have to finish and they will still write you to ask questions. Asking questions is how they start the sales conversation to make a buying decision.

*All photos from @marketandmedia on Instagram

Image of Lisa with text describing detail-oriented decision maker

Checklist for Optimizing The Words on Your Website to Sell More Using The Simpsons Framework:

1. Red/Bart: Did you include a button at the top of your offer page that sends them directly to the pricing section or put the pricing right at the top? Did you include a testimonial near the top button? This is for the Reds/Barts buyer types. They are a fast decision-maker and want to purchase right away.

2. Blue/Marge: Did you include strong branded visuals/photos near the top of your offer page? Did you share your story about what inspired you to create the offer further down the page? This is for the Blues/Marge buyer type. They want to feel deeply connected to you and your story.

3. Green/Lisa: Did you make it super clear and identify who the offer is for at the top of the page before they scroll? This is for the Greens/Lisa buyer type. They will be asking themselves, “Is this really for me?” if you don’t clearly indicate who the offer is for from the start.

4. Yellow/Homer: Did you add something fun or funny at the top of the offer page? It could be music lyrics, puns, gifs, or even doing something funny in the branded photos of yourself. This is for the Yellow/Homer buyer type. They want to know that you don’t take yourself too seriously and you like to have a good time.

Whether you’re an established or emerging business owner these methods will help you triple your sales results when you apply them to any copy you need to write for your online business.

Are You Ready to Write Better Copy and Increase Sales Results? Here are some of my personal recommendations for writing better copy…

Read great writers’ books:

Hire a copywriter for the following:

Messaging for your website, product, or next offer
Storytelling in your emails, sales pages, and organic/paid copy
Gathering customer voice data for your launch
Marketing for your launch sales page or sales emails

Podcasts to get inspiration for writing better copy:

The Copywriter Club (Episode 32 with me)
Copywriters Podcast by David Garfinkel (Episode 267 with me)
Conscious Launch Strategies with me and Nathalie Lussier from Access Ally

Join my free newsletter or paid copywriting membership (good for when you’re on a budget):

Grab my Triple Your Email Open Rates to get started with my free newsletter. Maybe you’ve ghosted your email list or you can’t remember the last time you scrubbed your email list. Grab my triple email open rates and know exactly what to say to make your next offer.
My Copy Sales Booster Template Membership for emerging and established service providers, ecomm folks, and course creators. Get a taste of what it's like to shave 15 to 20 hours off your work week with my copy templates. Go to this link and USE CODE: TWIN7 to get started with your 2 week trial for $7

I have written high-converting copy for more than 475+ projects earning my clients millions of dollars. I am also the copywriter for personal brands and service providers who want to sell more of their service or offer with the words on their website.

More About Sage Polaris

Sage Polaris has written high converting copy for more than 475+ projects earning them millions of dollars. She helps personal brands and service providers sell more of their service or offer with the words on their website.

She has worked with Teachable, Rick Mulready, and Lynne Twist. Basically, she makes money for the “internet famous” people we all look up to.

If you want to learn more about Sage Polaris, you can visit her company's website here.

Leading With Influence and Compassion, Not Just Management and Instruction

Written by Assistant on September 19, 2023. Posted in Blog, Leadership, Vocal Leadership. No Comments on Leading With Influence and Compassion, Not Just Management and Instruction

By Chris O'Byrne, CEO of JetLaunch Publishing

Leadership is no longer limited to a position or title. It’s a dynamic interaction that relies heavily on influence and compassion and goes beyond mere management and instruction. As industries evolve, the characteristics that make for successful leadership are changing, and the role of a leader is being redefined.

A leader’s influence includes authority over team members and the ability to inspire, motivate and guide them toward common goals. It’s about understanding individual team member’s unique strengths and needs and leveraging them to align with the organization’s vision.

Compassionate leadership adds another layer to this intricate balance. It recognizes the human side of business and knows that empathy, caring, and a genuine interest in the well-being of others can create a more positive and productive work environment. Combining influence and compassion in leadership goes beyond the traditional approach and paves the way for a more human and practical leadership style.

Building Influence in Leadership

Influence in leadership is an important trait that impacts how leaders manage their teams, interact with peers, and contribute to the organization’s success. Knowing how to cultivate and exercise influence is critical for seasoned professionals, especially those on the path from success to prominence.

Understanding influence

Influence isn’t just about wielding power or control; it’s also about knowing how to lead, inspire, and create positive change. It’s about being a role model, shaping opinions, and achieving results that align with the organization’s values and goals.

The importance of influence in leadership

Influence plays a critical role in leadership, helping to align teams around common goals, foster collaboration, build trust, and establish stable professional relationships. Effectively influencing others can make the difference between simple management and authentic leadership.

Methods for building influence

Building influence requires a combination of skills, behaviors, and strategies. These include clear communication, consistent action, integrity, active listening, and empathy. Building influence doesn’t happen overnight; it requires continuous effort, practice, and self-reflection.

Challenges in building influence

Like any complex skill, building influence has its challenges. These include overcoming skepticism, navigating organizational politics, or dealing with conflicting interests. To successfully build influence, it’s important to understand and prepare for these challenges.

Influence and ethical considerations

The use of influence must be based on ethical principles. This includes respecting the autonomy of others, being transparent, acting with integrity, and ensuring that influence is used for positive outcomes that align with company values.

Measure and evaluate influence

Measuring influence can be complex, but looking at results, feedback, team engagement, and alignment with business goals can provide valuable insights. Regular assessments and adjustments help to continually improve and build your influence.

Building influence is an essential component of effective leadership, including understanding, meaning, methods, challenges, ethics, and evaluation. Developing this capability helps leaders inspire teams, drive positive change, overcome challenges, and contribute to the organization’s overall success. This multi-faceted approach requires ongoing effort and commitment but is important for anyone seeking to build their authority and influence.

Compassionate Leadership

Compassionate Leadership is a philosophy that combines empathy, understanding, and genuine care for employees with the tasks and goals of the leader. In the following, we address the most important facets:

Understanding and empathy for employees

Actively listening to employees and being present is the essence of compassionate leadership. Understanding what your team members are saying, their challenges, and what they want and responding with empathy fosters a sense of appreciation and connection within the team.

Create a culture of well-being

Compassionate leaders value work-life balance and create an environment that promotes mental and physical health. They recognize the importance of well-being to overall performance and productivity and work proactively to create a positive atmosphere.

Recognition and appreciation

Recognizing and appreciating team members’ accomplishments is vital in compassionate leadership. Regular feedback, positive reinforcement, and celebrating successes large and small contribute to a strong sense of accomplishment and belonging.

Leading with authenticity and vulnerability

Authenticity in leadership fosters trust, and showing vulnerability makes leaders more approachable. Genuine interactions and a willingness to admit mistakes can build a deeper connection with team members and enhance the overall leadership experience.

Mentoring and supporting professional development

Compassionate leadership includes investing in personal development plans and providing opportunities and resources for success. These efforts demonstrate a genuine interest in individual success and professional development and align with the organization’s overall goals.

The far-reaching impact of compassionate leadership

Compassionate leadership impacts the workplace, community engagement, and organizational reputation. A compassionate approach often leads to long-term employee loyalty and contributes to the stability and success of the organization.

Compassionate leadership goes beyond mere management and recognizes that organizations are made up of people with individual needs and emotions. Compassionate leaders create an environment where individuals thrive by focusing on empathy, well-being, recognition, authenticity, and growth. This humane and effective approach fits perfectly with modern business values and can be a critical factor in a company’s success.

Practical tips for building influence through empathetic leadership

Building influence through empathetic leadership is a delicate balance that, when done right, can lead to remarkable results in an organization. Emotional Intelligence by Daniel Goleman has been influential in understanding empathy in leadership (Goleman, D. 1995. “Emotional Intelligence.” New York: Bantam Books).

Here are some practical tips:

Build trust through transparency and integrity

Trust is the foundation of influence, and leaders can foster it through transparency and integrity. Honest communication and consistent action help employees feel safe and aligned with their leaders’ vision.

Empathy and connection with team members

Part of being an empathetic leader is understanding your team members and connecting with them personally. Leaders can create meaningful connections that increase their impact by showing genuine interest in their well-being and professional development.

Set clear goals and expectations

Clear goals and expectations help team members understand their roles and responsibilities. A shared vision promotes alignment and enables effective collaboration, strengthening the leader’s influence on the team.

Lead by example

Leaders who lead by example set a positive standard for the team. They demonstrate commitment and integrity by aligning with the team’s values and expectations, further strengthening their influence.

Promoting collaboration and open communication

Encouraging collaboration and open communication within the team creates a supportive environment where ideas can flourish. Leaders who actively engage with their teams foster creativity and problem-solving, key influence components.

Invest in professional development

Investing in team members’ professional development shows that the leader values their growth and success. Offering training and development opportunities can foster loyalty and engagement and strengthen the leader’s influence.

Meet challenges with empathy and determination

Meeting challenges with empathy and determination builds team resilience. Leaders who address problems with empathy and determination demonstrate strength and compassion, strengthening their influence.

Building influence through compassionate leadership is a multi-faceted approach that requires commitment, empathy, clarity, leading by example, collaboration, investment in growth, and resilience. By focusing on these practical tips, leaders can cultivate powerful influence that resonates with their teams and contributes positively to organizational success.

Wrapping it up

Leading through influence combined with the principles of compassionate leadership is a powerful paradigm for modern leadership. This article has shown that influence is about understanding, inspiring, and creating positive change. Compassion adds depth to this influence by recognizing the intrinsic value of people in the workplace and treating employees with empathy and care.

Experienced professionals will find practical strategies for integrating influence and compassion into their leadership style in this article. The path to success has many facets, from building trust and rapport with team members to setting clear goals and investing in professional development. It requires dedication, authenticity, empathy, and ethical consideration. Read The Speed of Trust by Stephen M.R. Covey (Covey, S.M.R. 2006. New York: Free Press) to learn more.

The fusion of influence and compassion creates an effective human leadership approach. It recognizes that people with individual needs, emotions, and aspirations drive organizations. Leaders who take these principles to heart can inspire their teams, drive innovation, foster long-term loyalty, and contribute positively to organizational success.

Even as the business world evolves, influence and compassionate leadership principles remain relevant. They are consistent with today’s values and timeless qualities for those seeking to build authority, influence, and prominence in their industry. By embodying these principles, leaders make themselves successful and contribute to a more empathetic and innovative business world.

More About Chris O'Byrne

Chris O'Byrne is the CEO of JetLaunch Publishing and COO of the Strategic Advisor Board. He makes leaders influential by turning them into international bestselling authors and featuring them on the cover of Pivot, a leading business magazine that reaches over 30 million people.|

If you want to learn more about Jess Todtfeld, you can visit his company's website here.

The Four Critical Levels of Being a Great Communicator & Why They Matter

Written by Assistant on August 8, 2023. Posted in Blog, Leadership, Vocal Leadership. No Comments on The Four Critical Levels of Being a Great Communicator & Why They Matter

By Jess Todtfeld, President of Success In Media, Inc.

As we navigate the ever-evolving digital landscape, it's crucial to remember the significance of personal connection, especially in leadership roles.

After dedicating the past 18 years to teaching media training skills and presentation skills, I've come to realize that the essence of leadership is found in speaking – in connecting with people face-to-face, or in today's climate, virtually. Yes, we've adapted, we've embraced technology, but as leaders, we must not forget that at the heart of every interaction, there's a human need to connect.

woman speaking in front of crowd with a microphone

The modern world presents a unique challenge: How do we maintain this essential human connection amidst the screens and devices that dominate our lives? The answer lies in understanding the power of speech in leadership and harnessing it effectively.

Speaking as a leader isn’t just about giving orders or delegating tasks. It’s about engaging people, sharing visions, inspiring actions, and fostering a spirit of teamwork. And achieving these goals requires mastering The Four Critical Levels of Being a Great Communicator: Understanding, Remembering, Action, and Passing on to Others. These stages serve as the foundation of impactful leadership speaking.

Understanding: The first step to effective communication is making sure your message is understood. This requires clear, concise language free from jargon or complicated concepts. As a leader, you need to deliver your message in a way that your team, clients, or audience can easily grasp. The clearer your message, the better the understanding, and the stronger the connection you can establish.
Remembering: A message that's understood but quickly forgotten will achieve little. To make your message stick, stories are invaluable. They weave a narrative around your message, turning it from mere information into a memorable journey. Remember, people may forget statistics or figures, but they rarely forget a compelling story.
Action: Great communication isn’t passive; it drives action. Once people understand and remember your message, they should feel motivated to act upon it. As a leader, your words should empower others, giving them the tools or knowledge they need to improve their lives or make a difference.
Passing on to Others: The ultimate level of communication is when your message is shared by those who heard it. Word of mouth is one of the most powerful forms of communication. When someone shares your message, it signifies a deep connection – they found your words impactful enough to pass on to others.

In a world where face-to-face interactions are increasingly being replaced by face-to-screen encounters, the need for leaders to effectively communicate and connect with others has never been more paramount. True leaders don’t just speak – they connect, inspire, and motivate. They use their words to create shared understanding, memorable narratives, actionable insights, and messages that resonate deeply enough to be passed on.

Here’s some good news…

Pie Chart in newspaper with people looking from all around to see it

We have more opportunities than ever to speak and connect. These include:

Podcasts: In an era where multimedia content is increasingly popular, starting your own podcast can be a great way to share your insights, experiences, and messages. Podcasts create a personal, intimate setting, allowing for more in-depth discussions and providing an opportunity to connect with your audience on a deeper level. They offer a unique space where you can share your stories, inspire action, and get your messages passed on.

Social Media Videos: Platforms such as Instagram, Facebook, YouTube, LinkedIn, and TikTok have become vital tools for modern leaders. Social media videos allow for dynamic, engaging communication. You can share short motivational messages, elaborate on complex ideas, or give behind-the-scenes glimpses into your leadership journey. These videos are easy to share, increasing the chances of your message being passed on and reaching a wider audience.

Webinars and Virtual Events: As we adapt to a more remote way of working, webinars and virtual events have become commonplace. These platforms offer an opportunity to reach larger, global audiences. They also allow for real-time interaction, Q&As, and instant feedback, helping you gauge understanding and tweak your communication strategies accordingly.

Communication Apps: Apps such as Slack, Microsoft Teams, or Zoom have revolutionized the way we connect with our teams and peers. These apps provide a space for both formal and informal communication, promoting transparency and fostering a sense of community.

Blogs and Articles: Writing blogs and articles for your own website or guest posting on other platforms is another way to connect. You can delve into subjects in more detail and leave a permanent resource for others to refer back to.

Online Courses and E-Learning Platforms: Sharing your expertise through online courses or e-learning platforms can help inspire action. You can educate your audience on a particular subject, provide them with the tools to make positive changes, and continue to foster their growth long after they've finished your course.

LinkedIn Live and Clubhouse: Platforms like LinkedIn Live and Clubhouse offer live audio and video broadcasting opportunities. They allow real-time conversations with audiences, which can lead to lively discussions, idea exchanges, and networking opportunities.

As leaders, it's our responsibility to bridge the digital divide and maintain the human connection that's so vital in our world today. By mastering these four levels of communication, we can transcend the boundaries of the screen and connect with people in meaningful, impactful ways. And in the process, we can redefine what it means to be a leader in the digital age.

More About Jess Todtfeld

Jess Todtfeld is the President of Success in Media, one of the leading communication and media training authorities in the U.S. With more than 15 years as a media trainer and consultant, Todtfeld helps CEOs, business executives, spokespersons, public relations representatives, experts, and authors to become more confident, more in control, and to create more results from their speaking engagements and media appearances.

If you want to learn more about Jess Todtfeld, you can visit his training site or his Guaranteed Publicity agency, Media Ambassadors.

How to Improve Your Corporate Book Sales and Sponsorships

Written by Assistant on July 5, 2023. Posted in Blog, Marketing, Sales. No Comments on How to Improve Your Corporate Book Sales and Sponsorships

By Charmaine Hammond, CEO/Founder of Raise a Dream

Selling books in bulk through securing corporate sales and sponsorship is the goal of many authors, but the HOW (to do this) gets in the way. When authors understand the sponsorship process, how to position corporate book sales with buyers, and how to step into action, the results (and book sales) can be off the charts!

Corporate book sales and sponsorship can provide powerful and effective opportunities that help authors sell more books. These sales also assist authors in making a bigger impact with their message and reaching more people.

In reality though, authors put so much time, energy, passion, and resources into writing their book that, often, they’re not ready for the next phase of hard work, which is the marketing and selling of the book. As an 11x best-selling author, I know first-hand how much effort goes into bringing a book to life and keeping sales alive on a regular basis. Your writing will reach more readers when you treat your book like a business. With that in mind, your book needs a business plan to ensure its ongoing success.

When you think about your book as a business, you will find you are more creative and more focused in your marketing and sales strategies. Part of this same shift in thinking involves considering corporate sales, bulk buys, and sponsorship. Let’s dive into this a little deeper.

Bulk Book Sales with BOGOs

What does it mean to sell books in bulk? Bulk sales can be a bundled set of books (e.g., if you have more than one published title or selling anywhere from 5 – 500 quantities of the same book).

You can dip your toe in the “bulk” pool by using our Raise a Dream BOGO (Buy One, GIFT One) method where you encourage attendees at book signing events to purchase two books (you do not have to discount the price). The purchaser takes one purchased copy of the book home to read while the second purchased copy is donated by them to a charity that you have preselected.

Having a basket to put those donated books in is a powerful visual. It is great to have a charity representative onsite / present at the book signing to accept the donated books. This strategy provides an effective way to “start small” selling books in bulk. From our experience, implementing this strategy increased our book sales by at least 80% at live events.

A quick note of advice: Always discuss the arrangements with the bookstore first. Most stores are more than fine with the strategy as they see the potential to sell more books (without discounting the price), while also doing good for the community.

Now let’s turn the page to look at selling by the box, increasing the number of books in a sale.

Selling Books by the Box

Taking bulk sales of books to a higher level, consider how you can sell books by the box. In selling by the box, one strategy is to identify what schools, charities, groups, and organizations would benefit from having copies of your book for their staff, clients, or events. Who is a fit for your book?

Here are some ideas on how to sell books by the box:

Partner with service clubs (such as Rotary, Lions, or Optimist Clubs) to purchase a box of books to donate to:
- a) local libraries,
- b) local organizations,
- or c) to hand out at their service club events.
Approach past clients to purchase a box of books to provide to their staff or their own clients as gifts. You can also encourage them to buy books that could be donated to the charities that they support.
Approach businesses you deal with to purchase a box of books to sell at their location. The owners can either keep the money or donate it to their favorite charity.
- Note: My first attempt at this was with my hairstylist and clothing store I shop at. One box of books led to more and more throughout the year. Then my optometrist purchased a box of books (a book for children) to hand out to his clients who were parents with young children.

Be creative. Ask trusted colleagues and friends for their ideas.

Corporate Book Sales

Would your book be appropriate for attendees at a conference you are attending, exhibiting at, or speaking at?

If yes, what about approaching potential sponsors (who have an interest in the audience that is attending the event) to sponsor books for everyone in the audience or for the first 25 or 50 people who register or show up at the event?

Take Action

The key to selling books in bulk is to first be creative and think outside the box and beyond the bookstore, then:

Create a strategy.
Identify those businesses (and individuals) that you will be approaching.
Step into action.
Repeat the processes that are successful all year long.

Corporate sales and bulk sales are one of the best ways to make a bigger impact with your message and book (and create more sales in the process). If you’d like to learn how to sell more books without leaving home, discover how to create a sharing circle that spreads your marketing messages, and receive tips for marketing your book on social media in a way that gets traction, register for this complimentary video, 5 Ways to Sell More Books in the Next 90 Days.

More About Charmaine Hammond

Charmaine Hammond, CSP, has been in the business of changing lives and raising dreams for more than 25 years through teaching the principles of collaboration, partnership, and sponsorship. As a Certified Speaking Professional and best-selling author, Charmaine shares her unmatched speaking, sponsorship, and entrepreneurial experiences with business owners, nonprofits, authors, and speakers looking to expand the funding and reach of their projects. She is also the Founder and CEO of Raise a Dream, which provides the training and support needed for you to take your idea from big vision to global brand.

How to Grow an Aligned Audience as a Thought Leader

Written by Assistant on April 4, 2023. Posted in Blog, Business Development, Marketing, Sales, Vocal Leadership, Voice. No Comments on How to Grow an Aligned Audience as a Thought Leader

By M. Shannon Hernandez, CEO/Founder of Joyful Business Revolution

Colorful hands raised on a pink background

If you're like most thought leaders, you've spent time developing a course or program that you were beyond excited to share with the world. It checked all the boxes:

It answered every question your ideal client might have.
It solved a frustration or pain point your ideal client shared with you.
It aligned with your brand's core mission and values.

And you were SURE it would sell out in minutes.

…but when you announced your shiny new program or product…instead of sales, you heard the sound of crickets. OUCH. We have ALL been there.

Now, part of owning a business is taking risks. And while you can't eliminate every chance of disappointment that comes with running your business, you can lessen the risk of selling a whopping zero programs or products with a very simple (yet often ignored) tactic: testing your messaging.

Instead of spending too much time thinking about creating a new offer or program…

Or spending months (or years) developing an entire suite of programs and offers…

…today, we are excited to share our tried-and-true method that will allow you to assess whether your idea is perceived as genuinely transformative to your audience – instead of just assuming that it will be.

Growing an aligned audience excited to learn from you requires cultivating a community eager to receive your wisdom, support, and guidance.

If you want to cultivate an aligned audience of humans who are excited about you and your business, you need to take a hard look at three key things:

Your niche
Your voice
The Invitation

Once you master those three things, you'll find that selling your programs and products becomes more straightforward and practically effortless.

Know Your Niche

It's not enough to assume that you're “niched down” – you've got to go deep here because surface-level “knowing” is no longer enough.

While you can narrow your niche in many ways, you want to focus on the ways that will result in them being able to say, “OH, THAT IS ME,” followed by, “I BELONG HERE.”

And, no, targeting people based on their Netflix obsession or their passion for crocheting isn't going to work. You'll waste precious time focusing on these things.

Instead, please focus on the actions they would be taking before working with you.

Use Your Voice

Please note that this does not refer to your volume–and this is where using your Content Personality® makes a massive difference in the energy of how your message is received.

Person on stage in front of a large crowd with colorful lights

The internet is a loud place – and that's before we even take a peek at social media.

When we talk about using your voice, we're talking about communicating your mission-driven message using your Content Personality® so that your narrowed niche can hear you, get excited, and get on board with your solutions, values, and more.

That is how aligned community growth happens!

Invite Them to Join Your Community

You may have already discovered this, but it's not enough to “post and pray,” hoping your aligned audience will find you as if by magic.

Instead of just hoping, be tactical with your messaging – invite your audience to share your vision for a changed world. This type of “leaning in” allows others to see you as human and amplifies the need to spread your message.

Suppose you're determined to create a lasting impact on your business and spread your mission. In that case, you'll need to become highly committed to being visible (using your Content Personality®), so your aligned audience can get to know you and cultivate a relationship with you.

Growing an aligned audience is possible, but it takes time, dedication, and courage!

When you share your mission and services with your audience in a way that is genuinely aligned with all the parts that make you UNIQUE, you'll earn their trust and create invaluable relationships (which will make offering your fantastic, ground-breaking, life-changing programs and products much easier).

The thing about growing an engaged, aligned audience is that everyone you're connected to absorbs and processes your messaging at their own pace.

This naturally means that some of your audience isn't ready to buy…yet. As a business owner, it's important to realize (and accept) that if someone doesn't invest with you today, that does not mean they won't be ready to invest with you later (maybe tomorrow or next week!).

Don't assume that someone not clicking the “buy” button means they don't want to work with you – they may need to grow your relationship first.

But wouldn't it be nice to know if, next time, introducing your brilliant idea makes sense for where the majority of your audience is right now?

(Yes, yes, it would.)

Take Action

If you're ready to make an impact and share your vision for change, take some time to review those three key things that can make or break your next offer.

Ask yourself:

Your Niche: Am I niched down enough? Is the audience I'm speaking to engaging and interacting with me?
Your Voice: Am I communicating effectively so that the people who read or listen to or watch my messaging understand my point of view, values, and mission?
The Invitation: Have you given the humans who follow your content time to get to know you and grow into a trusting relationship that will naturally lead to them investing in your program or product?

If you don't score perfectly across the board, that's normal (and expected). Review some of your more popular posts, videos, or emails and note how you highlighted your niche, used your voice, and invited your audience to take action.

If you don't have any posts that seem popular, take a broad overview of your messaging and identify areas where you need to improve for clarity and understanding. A great place to start is by learning your natural Content Personality®, and lucky for you, we've created a simple, 3-minute (seriously) quiz to help you understand precisely what your Content Personality® is and how to best utilize your natural talents in your messaging.

More About M. Shannon Hernandez

M. Shannon Hernandez is ALL ABOUT THAT JOY in life and biz. She is specifically known around the globe for The Content Personality® Wheel and is the Founder of Joyful Business Revolution™, a business growth strategy and consultancy company that works with coaches, consultants, and service-based business owners. Shannon and her team specialize in organic mission-driven marketing and creative campaigns that help their clients grow aligned audiences and deepen community relationships, so they grow their business for GOOD, resulting in more joy, more time-off, and more profits with purpose.