credibility card


Are you trying to establish your brand as distinct from others? A book written by you can serve as a credibility card for your expertise in your field of interest.

 

Branding yourself with a book can help set you apart from experts that do similar work. It gives you a chance to show people what’s different about you, your message, and your methods.

 

To get started, or unstuck if you began writing but ran out of enthusiasm for your book, think about what sets you apart. What’s your story? How did you come to start your business or organization?

 

How did you begin writing and speaking about the subjects you cover? What inspired you?

 

What did you do to go from your lowest point to your highest point of success, whether it’s success in business, managing the challenges in life, parenting, or something else?

 

If I come to your website’s About page, what will I read? What photos of you will I see? If you’re a physician but also a motivational speaker, will I pick that up quickly by looking at the images of you and any other graphics? If you don’t yet have a website, start to build one. I like Wix and find it very easy to use if you know nothing about coding. Some people prefer WordPress or Squarespace or Godaddy’s website builder.

 

Also, think about who will connect with your brand. Reid Tracy, CEO of Hay House Publishing, has said that a book for everyone is a book for no one. The truth is that no brand and no book will appeal to every single person. That’s okay: You’ll have a brand and a book that appeals to a defined audience.

 

credibility card expert brand yourself with a book

Brand yourself with a book that serves as a credibility card for your expertise.

 

Maybe your followers will be business owners—in other words, you have a business-to-business or B2B brand.

 

Maybe your followers and fans will be parents who are in a similar situation to one you were in when you began developing your expertise in a particular area of parenting. My book Raising a Sensory Smart Child: The Definitive Guide to Helping Your Child with Sensory Processing Issues originated when I was desperate to find a book that would answer my questions and give me strategies for parenting a child with sensory issues. The book appeals to parents of kids with sensory issues but also to a secondary audience: professionals who work with these kids. For example, occupational therapists, psychologists, and teachers make up a big part of the book’s fan base. Raising a Sensory Smart Child has served as my credibility card and helped me book speaking engagements and teach workshops on the topic of helping kids who have sensory issues. What’s more, it has helped me to create a legacy book (with the help of my coauthor, Lindsey Biel) and fulfill my desire to make a difference in the world. It feels wonderful to know my book has changed many family’s lives for the better!

 

Another thing to think about when conceptualizing your book is that you need to have enough experience to be able to offer valuable insights and strategies to readers, using stories from your life and your work to illustrate your ideas. I often hear from clients who are eager to get started writing a book that can help other people but haven’t yet done the actual work of researching what else is out there on their topic. They aren’t clear on what they have to offer that no one else does. Put simply, they aren’t ready to write an entire book. They may, however, be ready to write a mini book, start writing and speaking publicly, and begin researching what else is being said on their topic and what has yet to be explored.

 

If you’re an aspiring author who isn’t established as an expert in your field but you feel you do have a fresh take on a topic, think about getting a foreword for your book or teaming with a coauthor who can help you boost your book’s visibility and your brand’s credibility. Many moms of kids with sensory issues did what I did: researched our children’s issues and joined support groups and exchanged ideas, strategies, and insights. However, I teamed up with a professional who treats kids with sensory issues and we got someone with a highly recognizable name and credibility among parents of kids with sensory issues to write us a foreword. I then did original research, including interviewing experts who had worked with teenagers who have sensory processing disorder. I knew that other books on sensory issues that were available had nothing about how to help kids once they reach adolescence. Through doing my own research, I came to know more about this particular topic than many people who were already writing about sensory issues.

 

I wasn’t coaching parents when I cowrote my book, and you don’t have to be a coach or consultant if you’re writing a book on a topic, but it helps if you can draw on stories other than your own. If you want to interview people for your book, where will you find them? How will you disguise their stories to protect their privacy? You can also draw anecdotes from wisdom tradition teaching stories (think of the blind men and the elephant, or the story from Buddhism of the overflowing cup of tea) and from current and historical events.

 

Exercises and action plans that are typically a part of a self-help book are important takeaways readers expect. If you are only just beginning to work as a coach or consultant, you might want your book to be more focused on themes and lessons: You can write a book of lessons, principles, or strategies or a short memoir. Even so, it’s good to have some exercises. You might want to create a quiz or exercises that are unique to you. These could be guided visualizations, meditations, journaling questions, or something else. Here’s an example of a guided visualization a client created and developed a video for that is tied into his messaging about working with the Earth for healing and accessing the wisdom of the unconscious.

 

Finally, as you think about writing your book, remember that people think of a book as a substantial document that also has a shape and structure rather than simply being a long document that got printed and stapled. Begin envisioning what your book will look and feel like as a physical object. Get a sense of how many words you need to write. A typical self-help book has somewhere around 50,000 to 70,000 words, for example.

 

Start typing or dictating into software that turns speech into text and see where you go. How much can you get down before you get stuck on what more you want to say?

 

You might have the basis for a strong book for your brand but need help fleshing out your ideas and expanding on them. Many aspiring authors are used to short-form writing and could use some help turning their ideas into a long-form book. Don’t give up! Get some insights from a professional writer, editor, and consultant who works with authors aspiring to brand themselves with a book. Check out comparative books and see what is out there on the Internet if you do a search for the type of information, strategies, and support people will find in your book.

 

Search Amazon, too. Use keywords but also use questions people might ask, such as, “How do I help my middle schooler do better in school” or “What’s the best way to way to pay off my student loan earlier?” Ask yourself, “Given what’s out there on this topic, why would someone want to hear what I have to say, buy my book, and read it?” If you can answer that, you have a solid foundation to begin branding yourself with a book and firmly establishing yourself as an expert on your topic.

 

Where are you in your writing and publishing journey? Do you need a few tips, a fresh strategy, or feedback on what you’ve written so far? Contact me if you’re feeling stuck and need help: info@nancypeske.com

 

 

 

credibility card


Why should someone hire you as a coach or consultant, subscribe to your blog or newsletter, come to see you speak, or hire you as a speaker?

Because, of course, you are awesome, original, and a unique expression of divine light in human form.

Okay, but besides that, why should someone pay you attention or money, or give you opportunities, when there are a umpteen people who do something similar?

Because truly, you are unique—and that allows you to create a brand for yourself that is different from every other brand.

Branding yourself with a book is an excellent way to expertise yourself and convey to potential clients, followers, and fans who you are and what your message and work is all about. Maybe you will give away your book, maybe you will sell it, and maybe you’ll do a combination of both. Whatever you choose, figure out your brand and brand yourself with a book that serves as your credibility card, giving weight to your credentials.

For branding purposes, you don’t have to write a full-length book of 50,000 to 80,000 words (or longer—self-help books years ago were typically 100,000 words but the average length has shrunk considerably). You don’t have to get a book deal, although you might want to work with a book publisher or a book publishing coach or service to handle the technical issues involved with turning your document into an actual physical book and eBook (electronic book).

Focus on these editorial questions: “What is my book about, how does it help the reader, who is my reader, and how will my book help establish my credibility as an expert?” for that’s at the heart of writing a book will solidify your brand. You can give the book away or sell it when you do personal appearances and have interviewers hold it up to the camera when you do local (or national) television shows or Skype interviews that get shared on social media. A snappy title for a book will help people remember you and do an Internet search to find you. Books help you build your platform for your work (consulting, teaching, etc.) just as your work helps you build your author platform. Your work supports your book and your book supports your work.

To start conceptualizing a book that fits into your brand, take your personal story of how you became interested in the work you do. After all, that is the very foundation of your brand and what sets you apart from others who do similar work. You have to be present in your brand, and your followers will want to know about you and your life. I give parenting advice and my brand is the Sensory Smart Parent, which derives from my coauthored book Raising a Sensory Smart Child. My expertise is in raising a child with sensory processing disorder who has “sensory smarts,” that is, he understands his sensory processing differences and can meet his sensory needs and self-advocate in a socially acceptable away. You, too, will want to be able to sum up your brand in a few words that capture what kind of parent, teacher, entrepreneur, healer, or speaker you are that sets you apart. You’ll want to be able to quickly describe your expertise.

My other brand is Cinematherapy, which is the title of a book I coauthored with my cousin Bev West. Like so many women, we find that movies are more than just entertainment, they’re self-medication that can cure anything from a bad hair day to the dumped-and-out-for-blood blues. (That’s a carefully crafted pitch we used everywhere in promotion.) Bev and I learned the art of Cinematherapy from our mothers and mutual grandmother who made time to watch movies as part of self-care, which for them meant letting themselves feel their emotions fully. Notice that Bev West and I are not film experts or therapists, yet we have an identifiable brand we can describe briefly and that is captured in the book’s title. Our story gives our spin on talking about movies a personal touch. And now you know the story behind the brand!

So let’s start with your story of how you came to have the idea for your work, whether it’s paid work or volunteer work, volunteering or coaching, healing or teaching, or whatever it is.

Know how to pitch your story. Everyone has a life about which a story can be told, says my client Carl Greer, PhD, PsyD, a Jungian analyst, clinical psychologist, shamanic practitioner, and author of Change Your Story, Change Your Life. But if you had to summarize your story of how you developed your message or came to do the work you do, what is your story? Take a look at short author biographies on the back of books you admire that are in your genre (for example, inspirational self-help or memoirs centered around life lessons the author learned). Take a look at what authors write in the introduction of their books. They don’t go on for many pages, but they do succinctly tie in what happened to them with how they became interested in their topic and developed expertise.

branding book author self-help life lessons

A book can serve as a credibility card. Figure out your brand based on your story and start thinking about a book tied into your brand.

Know what is universal about your story. Your personal story is absolutely key to your brand. Your unique perspective is shared by no one else, yet what you do can’t be so very personal that people who hear about you have no idea what you have to offer that they can use. They have to make a connection and say “I can relate to that person’s story! He seems like someone who would understand my situation and could help me.” Your message has to be clear, and people have to know what they are getting from you that will help them with their problems and challenges. Your services may be nutritional coaching, helping mothers of babies to find time for self-care, or training professionals to be better at creating YouTube videos that help sell their products and services. Those are common services with universal appeal. A story such as “I came to be a nutritionist because I grew up eating poorly and after becoming very sick, I taught myself about nutrition” is universal. That’s a good start to branding yourself because it’s rooted in your story, but you need to go further, so read on.

Know what is compelling about your story. Perhaps there is a startling, dramatic detail to your story, such as that you nearly forgot your baby in your car because you didn’t take time for self-care and that woke you up to the urgency of this common, universal problem of new mothers not taking care of themselves. Perhaps your own YouTube videos got such devastating bad reviews saying that you seemed stiff and authentic that you vowed to learn how to overcome your stilted performances and now you teach and coach others into creating awesome videos that sell their products and services. Think about emotional extremes–what would make someone go, “Wow, that’s devastating/hilarious/amazing!” when hearing your story. Strong emotions strengthen brands, so find the emotionally compelling aspects of your story.

Find what is different in your approach or voice. Maybe your business model is different from others’ because your approach is different: You coach people with check-ins every week, or you send them daily reminders through mobile devices to keep them on track. Maybe your gentle, warm, kind approach sets you apart from others who coach people who are used to a “boot camp” approach. Ask your clients, fans, followers, and friends what they find different about your approach if you aren’t quite sure what makes you different. And really ponder what’s different in your approach or voice. Close your eyes, meditate for a moment, and pose the question, “What makes my approach unique?” See if an insight doesn’t appear.

What makes you different is key to your brand and to branding yourself with a book. Now I hope you are closer to figuring out your brand and a book that will establish that brand.

Questions? Comments? As always, I’m here to help you! Contact me and tell me where you are in your process of writing your book and where you’re stuck.