What Would It Look Like If Everything Worked Out?

“If everything worked out, what does that look like?”

That’s the first question I ask my clients.

Sometimes, authors want their books to be New York Times bestsellers so they can use that imprimatur on everything (maybe even their Tinder profile). 

But more often, the answers include beach chairs. 

I work with entrepreneurs, experts and thought leaders who dream big.

These creatives tend to think of publishing a book as a stepping stone.

And I don’t disagree. 

I think that at its best, a book creates what I call the “snowball of awesome” — it helps readers and expands the author’s potential for profit. 

A total win-win.

But to get there, you need a special sauce. 

You need a combination of editorial and marketing that will satisfy your existing fans — many of whom may have bought a more expensive, or custom, service —  while also bringing new people in.

That’s a delicate balancing act. 

I help my clients achieve that feat by reverse-engineering the content of their book. We work from that dream outcome backward, to fit the book into their existing business while also keeping the end goal in mind. 

Want to land on a beach with passive income supporting your excursions?

Cool. Then you probably want your book to feed into an online course where you can. As my client Rachel Rodgers says, work hard once and be done.

Want to make a bigger impact with your revolutionary message?

Awesome. Then you should focus on writing something that will send shock waves into the community you’re trying to change. 

By keeping your end goal in mind, you avoid a common mistake — writing the book that comes easiest or that everyone is saying you should write. 

Instead, by designing your book into your dream business, you avoid trapping yourself in a life or a message that won’t feel right in the future.