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Why Coaches and Thought Leaders Need to Write a Book
Who feels that it can be difficult to stand out in a crowded market of coaches and grow into a leveraged coaching practice?
When you’re in demand working one on one with clients, it’s great, but you hit an income ceiling, and you want to branch out into working one to many, e.g. group coaching, masterminds, retreats etc.
But the thing is, it’s harder to get people to sign up for a group program than it is to get them to sign up for a one on one. It’s also hard to sell if you don’t have much authority backing you up if you haven’t got a unique methodology that has proven results. Having a book that shows your unique methodology can help make this process easier.
When should coaches write a book?
I’m not saying every single coach should write a book. And new coaches won’t have the experience, proven results or methodology to base a book on. Some coaches also don’t want to move from one on one coaching to many or into the thought leadership space. If that’s the case, then writing a book based around your unique methodology won’t be for you.
Writing a book is for coaches who do want to move more into thought leadership. For coaches who want to ‘get leveraged’ by offering one to many services such as courses and programs and want to boost their profile to help make that happen.
So, if you are getting proven results working one on one and are starting to develop your own unique methodology, a book is a fantastic way to:
- systemise your methodology; and
- give you a tonne of authority and credibility.
A book becomes your key marketing tool.
When you write a book as a coach or thought leader, it’s not necessarily about ‘selling’ the book as a form of passive income. Although, it can partly offer a small income stream. Publishing a book isn’t a fast-track to easy amounts of passive income. Unfortunately, it doesn’t work that way.
For coaches and thought leaders, a book is a massively powerful leveraging tool. Think of it like a ‘marketing’ strategy rather than an end goal. Your book should be near the top of your marketing funnel as an entry-level offering for potential clients.
But the real interesting power that comes from having a book is using it as a marketing too. I often give my book as prizes at other people’s events, and I generate a significant amount of my clients using this avenue. Another option is to give your book to people in the media to help you drum-up media interest.
A book becomes like a super-charged, super-powerful business card. It has weight and authority to it; it backs up the fact that you can do what you say you can do. One copy of your book in the right hands can easily translate into thousands of dollars’ worth of business.
It really positions you as an authority, as a leader in your space. And if you’re looking to get leveraged, it’s an amazing asset to have.
How to write your book.
Writing a book, like any kind of creative endeavor, can take as long as you let it. If you don’t put a cap on how long you’re going to take to write it, it’ll take you forever. I wrote the first draft of my book in just three days. I’d mapped out my unique methodology for my signature course, and I booked myself into a book writing retreat. So I took my course outline and wrote the chapters based around those.
There are, of course, as many ways to write a book as there are people. But I want to share with you my process for getting my outline so you can try it too. This works for so many of my clients who are developing their own group programs, courses, masterminds and even books, so there’s a good chance it’ll work for you too.
The post-it note outline method.
I like to use a super high tech system involving … Post-it notes. Get out your Post-it notes. If you don’t have any, then a trip to a stationery supply store is 100 per cent necessary (I mean, who doesn’t love stationery?).
- Write down everything you take your clients through. Every step, exercise, process you can think of that you do.
- Then on a wall or big table sort and arrange the notes. Chunk them into memorable pieces.
- Take photos of the different arrangements. And once you find the one that works, write out your methodology. Use that as the skeleton of your book.
- You might have something like ‘7 Stages of Course Creation’ or the ‘5 Pillars of Presenting’ or something similar.
- And then give yourself a deadline to get it written. Whether it’s going on a book retreat (like I did) or something else.
Use your book to accelerate your coaching practice.
Once you’ve got your book in your hands, then it becomes much easier to sell it, give it to potential clients, send it out to the media. A book is a great, leveraged way to grow your coaching practice and will help you move more effectively into the one to many space.
Where are you on your path to writing a book? I’d love to know. Let’s chat in the comments below.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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