Super Brand Publishing: Podcasting Your Way To A Book with Juliet Dillon Clark

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Hey everyone, welcome to Feed you'd Brand. And this is Tracy Hazzard and I am interviewing a fabulous friend of mine. An amazing connection that I have made over the last year. Juliet Dylan Clark. And she is an author that has helped publish. How many books have you helped publish?

A lot. I think we've lost count now.

You've lost count. Yeah, exactly. So she's helped other authors published. She's published herself. Your book is fiction. It's murder mystery, that very first one you ever wrote, and it has a twist to it. We'll talk about her experiences. You're going to be fascinated by it. She has, while diving into this author world for herself, she realized how it doesn't serve the author's interest. And you guys know that because we're always talking about how many things you do out there that doesn't serve the podcaster's interest or the video caster's interest. Well, it's the same thing with authors and speakers. There's so much in the world that doesn't serve you and so many tools that they give you that's not serving your best interest and serving your overall authority and ability to sell your books or your speeches or whatever it is that you want to sell. It's not helping you. And Juliet developed her own publishing company, Super Brand Publishing, to do just that, to make sure that that authority and that sales process and the best tools come back to you. So I'm super excited. She has amazing experience. She has advertising experience. She used to work for Chia Day. She has really worked with billion dollar companies, ad accounts and everything. And so I really want to bring her to her. Her Winsome Media group started in 2010 and her mission was to help nonfiction authors. So those of you out there really building a platform for your business, so welcome. Juliet.

Thank you. I'm so excited to be here. Thank you for asking me.

Well, you know, I think a lot of our listeners are aspiring authors. I hear it all the time. I want to publish a book and there's a lot of book people out there pushing them to start a book. What made you decide to Start yours for the first time. Let's start at that beginning.

My first fiction novel of course, was fiction. Only it wasn't as much fiction as I would like it to be. I was, I was.

A lot of real world worked itself in there, sort of.

There was a lot of healing, let's just put it that way. I decided to write my first mystery novel. Always loved mystery. Was going through a divorce. I wasn't particularly happy with the direction that my ex husband was going in and so I murdered him in my first book. And it was really cool. There was a lot of anger there. I probably wish I could have done it in person, but the reality is as a blonde felony orange, just not my color. So wasn't going there. But yeah, it was a really dark book.

So Branders, you see why I love this woman and why I'm so happy. She's just blunt and to the point, just like I am. And I totally love that.

But that's actually, you know, you learned.

So much in that process though, didn't you? You learned that so much about. It was about promoting and publishing and not about the writing part.

I did actually. I started right out of college in traditional publishing. I worked at HP Books and Price Turn Sloan. And so I had a really good idea what went on in the inner workings of the publishing world. And I used that when I published my first book. I went with a big publishing company. I won't say who they were. It was self publishing. I quickly discovered that the things they were selling were more to the benefit of the company and not to the author. They were selling authors, for lack of a better word, crap.

So I'm a big reader and I don't know if I've mentioned this on the show before, but I read about some years. I read about 300 books a year. So I'm a gigantic reader. And I can tell you that I can list on one hand maybe well written books, well written, well published books, like that's how Rare it is Today, which is so sad.

Yes, yes, it really is. And I have to admit one of the big mistakes I made early on was I had an editor who I didn't realize how bad she was. And my third book sold a lot of copies, was called Granny Heist. And so for the first time I had this mass reading audience and boy did they let me know what they thought of my editor. And at one point they asked if the book was edited by a monkey on the Amazon. It was really enlightening to hear those comments. I mean, it's like your baby. So it was really literally like someone opened the carriage and said, oh, my God, you have the ugliest baby ever. They really loved the story, but it was not well written and the editor didn't do me justice.

Wow, that's so important. I think when you have something that's really well written and you have an occasional typo and something like that, I have to admit that I've, like, not done then gone and slammed anyone on a few typos, you kind of overlook it today. And I hate that we do that. But that's the truth. But when it's badly edited, it's like it doesn't make sense. It's like there's a mistaken order and things aren't flowing well, and that disrupts the story. And so now that's something. I certainly would have written a comment. I don't think I would have said a nasty thing about monkey editing, but I would have mentioned that I was.

Like, it's a good story. But, yeah, you know, it wasn't so much the flow. It's that I write like I speak. And so it was more in that. So I think truly she was trying to save my authentic voice, but there were some problems with my authentic voice.

So do you recommend the sit down and write it model or the speak it model?

It depends on your time. There are people who truly love to write, and it's therapeutic. It's fabulous for them. They enjoy all of the writing. And then there are people who are busy who want to take shortcuts. So I've actually done it both ways. So I think whatever you're most comfortable with is what works. But either way, start from a really good outline, know where you're going, and you know, you can speak it and have it transcribed, and it's still in your authentic voice.

So either way, yeah, that's obviously the model that we've recommended to many podcasters because they're very, very comfortable in their speaking world, and it's an efficiency in time. So if you really do have. And that's where I think the key is and where someone like you really comes in, is that strategy of what's the right book for me to write and how is that going to serve my business well? And then what is that chapter outline? What are those topics that I need to run through, and what is the right flow for that? Now, you can record them in any order you wanted, but putting them back into that order and assembling them in the right way makes a lot of Sense. But why not do both things at once?

Yeah, that's a really great point. And one of the things that we Transitioned to about 2015 was, was we saw that upswing in people going to writing seminars and that, you know, the guy at the front of the room, rah, rah, write a book, become an expert. You know, your products and services aren't selling because you don't have a book. And one of the things we did at that time is we really started evaluating our authors and saying, hey, you know, if your products and services aren't selling, this book is, you know, going to be nothing more than another failed product. So let's take hold of our marketing here and go back and find out why those things aren't selling. Because in my mind, one of the big reasons that your products, services and books don't sell is because you're not connected to your audience and actually asking them what they want. And that's part of producing all that is are you producing the right thing or are you guessing?

Yeah. And then also I think it's probably the size of your platform, I call it.

Right.

That they don't really have one and they think, oh, a magic publishing company is going to make that all right for me. Right. Let's define platform because you have your own definition of it and you know, we expand that a little bit here.

But I do let me just say in a really non sexual way that size matters. It definitely does when it comes to your platform. For me, platform building is you gathering that audience. The audience that will be the people who buy your products and services and books. So what that really entails is getting yourself not only out there but, but having a strong digital presence, having a strong stage presence, having an assessment, marketing presence, that helps.

We're going to talk about that in a minute.

We're going to talk about that a lot. That helps you understand your audience and actually start connecting with them. Because part of the, like I said a minute ago, part of the problem is as experts, we talk way up here because we know this stuff, but our audience is probably way down here. And we're assuming that, I guess probably best example I can come up with, we're assuming first world problems when they've got third world problems. And so we have to speak to them at that same language and that same level. So that's what all of that encompasses, is us really getting to know our audience. It's like any consumer product. The more you know your audience, your avatar, your client, whatever you want to call them, the more success you're going to have selling to them.

Yeah, absolutely. You know this is the Pruvit model, right? You've seen me teach on my product side of my business, and in the Pruvit model, that's exactly what you're doing. There's, like, making sure your product market fit match. Right. And so your product could be a book, it can be a service, it can be a coaching program, it could be a course. It doesn't matter what the product is. But if that fit is right between the two things, then it sells like it's automatic and it starts to grow on itself. It has an organic growth model already built into it. But again, we do. You're right. We assume this sort of separation of us. Like, we are supposed to be the authority. We're supposed to be at this top level, but we have to bridge and communicate.

Yeah, well, we not only have to bridge and communicate, we have to treat that book like a product. And for many people, they just one day say, okay, I'm going to write a book, and they don't think about it in terms of a product, in terms of I need to connect this with my audience. In terms of I need to find out what people really want. We make a lot of assumptions that really hurt.

Yeah, well, you know, and we also have that happen here. So we have a lot of podcasters who I think they don't even know why the audience loves them because they don't do that communication. They're just like, I have this audience and I keep selling them courses and it's not working. And I'm like, did you ask them what they want? No. Yeah, well, that's what you got to do. You got to find out why they actually are there. And you have a great program. And I love this program. I've been using it. I'm going to just go straight out there so you guys can all see it. It is not in your field if you're not in the product business. But I have a big brand quiz, bigbaronquiz.com and Juliet helped me create that, and I love it because it really does. I just had one of my calls today, Juliet, from someone who went through the quiz, and while he was not probably the right exact client for me, we had a really great call, and I know that he'll refer me on because we had a great synergy as to my helping to reinforce where he was going. So sometimes you don't get quite the.

Right fit for you, but you get.

Someone who's going to influence and share you with others. And that's what I know will happen from that call. So it was really worth it. And so explain the assessment program, because that's what you call it, a quiz. Assessment is a little hard to spell. Assessment is hard to spell. So I do not recommend you use that in your URL.

Yes. So what we do is we have a platform, a proprietary platform that is actually someone else developed it, but we found some new uses for it. What we're doing when we use it is we are setting up a consumer set of questions where we ask them to self reflect and then we also get a lot of answers as the business owner about what our people really want and need, where they're struggling, what their obstacles are. But what the beauty of this is is it has a commitment section in it that runs an autoresponder and that is where we find out that's really a lead generation system. And that's perfect for those people who have come in with the book and they have products that aren't selling because then we get to go back and find out why weren't those products selling and then talked. We actually start connecting and having conversations, building relationships, which is essential with the people who are ready to buy now. And then we're able to take those medium people and give them something to nurture. And then there's that group that is the low commitment. They probably won't buy anything ever, but they've connected, there's a possibility. So we give them something free.

They'll subscribe to your podcast or your Facebook group.

Right.

And they'll hang out there so at least you can keep touch points with them and they'll nurture themselves along the way. That's how I like to think about them. Let them come around themselves and decide when they need you.

Exactly. Or there are even referral sources sometimes. You know, oh my gosh, I've been listening to this podcast and it's great. You have to go listen to it when they run into people. So it's just a really great system because then you begin as a business owner to really see what these people need. I almost call it. It's like a digital listening. And then when they're highly committed, you're already connecting with them. You're building a relationship. That doesn't mean you're going to get on the phone and sell them something today, but at least you created that personal relationship touch point. And I've used it where people come back three, six months later and said, okay, I'm ready. I really loved our conversation, but that wasn't the right time. And now I'm ready to do this.

And there's all kinds of ways you could be using this quiz that I found fascinating. So you can use it straight over your website, which I found. I tried one I had. Somebody else was running one. I don't think it was yours because of the way that it was worded. It definitely wasn't one of yours. And I could see that it suffered from that, like the consistency of the way they're getting you to self rate. That's why it's an assessment to getting you to self rate. It makes you reflect on am I ready for this? Where do I feel that I am in this? And so you're starting to think about these things, but it's also planning, planting in your head the this is an important criteria for being successful as a publisher or as a published author rather. And so you know you're starting to think about those things. But I tried theirs and then they immediately just serve you up a 1500 dollar and was like, I just met you. Like, it was just like the weirdest thing. I was like, I just met you and you're asking me to spend fifteen hundred dollars to have a call with you. I don't even know anything else because your website was only the quiz. And I was like, that's a really misuse of it.

No, it definitely is. And see, I just gave a talk last week on digital marketing and I think that's one of the biggest misconceptions out there is that I will run an ad and people will buy. Well, to me it's just like dating. If you walk into a restaurant and you sit down and have dinner with a new gentleman and five minutes into the conversation he says, you're beautiful. Will you marry me? I don't know about the rest of you, but I'm looking for the bathroom. I'm hoping the bathroom is connected to the back door.

Phone a friend really quickly. I have an emergency.

It's too soon. It doesn't feel genuine. Feels like you're selling me something. Yeah. You know, that I think is one of the biggest misconceptions about marketing out there, digital marketing is you forget the courting period. You forget we have to date for a little while before I marry you.

Yeah, that's why I'm not a huge fan of like the chat programs that go right into your messenger. There's an assumed intimacy there and they jump right into things and I'm like, No, I didn't really even want to let you into my messenger. Facebook just sort of did it on my behalf. So, you know, so like it wasn't even a real gate. And so that's why I'm not a fan of it. I think it gets done really wrong almost 99% of the time and 1% of the time, wow, there's something really good there. And a relationship build happens, but it's very rare. It's too risky in what is supposed to be an intimate setting. And so that's why I think the quiz from stage, I think is a great idea for a lot of authors and speakers because you do establish a rapport with your audience and this is a way to do a deeper connect with them afterwards that feels to them more personal, like they got an opportunity to be personal with you. And so it's a reach out. So diving in deeper from there and getting to be offered up a one on one, maybe not $1,500, but maybe a $500 or something, they may do it because they had that hour with you in which they felt connected. That's different than just pushing it out in an ad and on your website. Totally different place.

It is. And we've been having tremendous results from this stage. One of my people shared with me yesterday that she spoke in a room of 17 people and sold three people right away. That's without making calls. They got on her calendar. She closed the call the next day and she hadn't even picked up the phone and called the other highly committed people in the room yet. So it's an easier, easier sell. And when you're talking about what you did, you actually were very bold and so sold something from that stage. Most of my people don't, but they still have tremendous, tremendous results with.

Right, yeah. So what Juliet's referring to is I sell strategy sessions. So it is essentially it's a mini, mini consult with me. But I spent an hour setting up the value of how that can help their business and just shift it and move it forward. Now from my strategy sessions, I would say about one in, I don't know, maybe one in four end up becoming a client from there and the three others end up referred out to my JV partners and the rest of the experts in my group. So they never just stop there. They all move into the next stage of serving someone within my circle.

And think about that for a minute. How many of you would die to have one in four people who, when you're speaking in a room, say they're highly committed and sell them into something. I think that's the biggest thing I hear day after day is I don't have enough leads. I hardly ever talk to people, which means you're not practicing your clothes. So there's a whole spiral there that happens. You have to start connecting first. So this was designed for consumer research and as a lead generation system. Right.

So in that process, this is the one thing that I've learned in market research side of product business is that you can't ask people, what do you want? It's too broad. I'll have this communication with this platform that I now have and my listeners and my readers and all of these things, and I'll ask them what they want and they'll tell you. That happens so rarely that it's any good. Right.

So here, what you have to do.

Is look at a pattern of answering. And so, wow, they really don't understand this. They're all rating themselves low on this. I should create a product to serve that. And that's where you start bridging people up, as you were telling, so that they can get up to the level.

Where they need you. Yeah. And even further, even on a more basic level. You and I talk about this all the time, that everyone struggles, or most people struggle with content. So what if you pretended that was digital listening and you started creating really great content to address that? Do you think people would take notice and they go, oh, wow, I'm weak there. And look at this article. She just told me how to do this. I mean, I think that's really an amazing way to connect as well.

Right? Yeah. So it can help you build your content strategy.

Let's talk a little bit about some of the biggest mistakes people made. Because I'm a hazard, so I like to dive into the hazards of stuff.

Right.

You know, I know this is in my product launch hazards where we definitely.

Never miss this question, but I think.

There'S a lot of wrong because I really hear. So I get so many people go, my book doesn't sell. That's why I'm starting a podcast. Or, you know, on the other side of it, I have this community and.

I don't know what to say to.

Them, you know, and so they're in this world of it not being successful. So what have you seen? What are those common mistakes?

Common mistakes. Thinking that the marketing, the book marketing is going to be the end all. Be all. It's not. It's too late. Not building a platform. So you're so busy writing your book that you forget to talk to those people and build your audience. Publishing with the wrong people. Cheap is not always great. And there have been some shifts in the marketplace and the cheapest guys out there will actually prevent you from making a credible best seller list. And the last one, I know, it's very scary and the last thing thinking that an Amazon bestseller will bring you credibility. There are so many people cheating that you and I, I think, have a mutual friend who's a TV producer. And she's actually told me that when people come in and say, I'm an international Amazon bestseller, the producers laugh. Yeah, you can sell three books, be an international bestseller. So really the biggest mistakes are not aiming for those big lists and not having big list to promote to. Think about it, if you have 10,000 people on your list, your email list, because you've built it, you have enough to actually go to a traditional publisher, probably, if you choose that route. But you also have the kind of list that can launch you into a USA Today or Wall Street Journal bestseller.

Right. And that's, I think, so interesting. So thinking about what you were saying there, is that like, look, if you built the time to get this list, and so let's say you do sell your books and you get readers, right? And then you have nothing to follow up with them on, right? What was the point? Right? So that's what I always think is like, my daughter says this all the time. And then what? And then what if I do this? And then what? You know, what will I get? You know? And so you have to be thinking about, and then what do they want from me? And then what's next? And then how much can I keep them in my list? Because just getting them in your list is.

You can get them in your list, but you got to do something with that after. Then just sell them a book.

Yes, you do. And that's the part of why you need that digital marketing platform with that which that assessment platform is a mini funnel. You need that because in order to keep those people interested, you always have to, with clarity, tell them what their next step is. Where are they going next? Where am I taking you on that consumer journey? This all sounds really complicated, but the truth is you're selling a product and there is a consumer journey and it is a little complicated and it's work.

Yeah. Do you have a lot of authors do a lot of Facebook communities and Facebook pages, that kind of thing? Do you recommend that we don't do.

Facebook pages as much anymore because of the algorithm changes? Only 4 to 7% of the people who are on your Facebook business page actually see the content. So Facebook in reality has made it a little more than a credit card holder. So you can run ads so they can make money. We have a lot of people who do communities, who create communities, and they do amazing things inside of those communities. I have one who, she fills an event twice a year with the people who are in those communities. So that's a way to connect. But you really need to be getting on and doing Facebook lives when you're in it. I encourage my people to do a lot of hot seats because that's connective. Hey, I'm going to be on Thursday, Tracy, bring me your problem. Let's jump on Facebook Live together and I'm going to show you guys I'm going to solve a problem of Tracy's. The genius of that is that I don't have to tell you, hey, look, I've got all these clients or, you know, buy me, buy me, buy me. I'm showing you my value without saying buy something.

Yeah, yeah. So what are a lot of money wasters? Because I'm sure some of your clients, I know you have, like we all have, because you and I are kind of testers. Like we really test something out and we're like, this is really working. Are they really valuable before I'm going to refer my clients to them. So I know we do that. But there's got to be a lot of money wasters on the marketing side and publishing side of things.

There are. So if you publish with one of the big publishing houses, don't buy into that list where they say, we're going to send your book out to our 3 million readers. Because the reality is their list are 3 million people who want to publish books. They're not interested in mysteries, they're not interested in self help books. They're not interested in any of that.

We have the same thing on the podcast side, by the way. Don't buy into the programs that claim that they will get you on new and noteworthy on Apple, because on itunes, because it's not going to do you any good anyway. The list is arbitrary. It's not an algorithm. So you'll just waste money and there's a chance you're going to get some of your reviews taken down because they do it with bots.

Yeah. I think the other big money waster is for those that are more sophisticated when they hire a marketing company and say, build me out a funnel, a launch funnel. And they're Completely disconnected from it. They don't understand how a funnel works. And nobody's saying you have to do your own, but you better understand what you're doing, because I will tell you this, without a doubt, they can come back and say, oh, we're getting 5,000 clicks on Facebook from the ad. Clicks aren't going to make your car payment if somebody figures out how. I want to be the first to know. But you have to get clicks all the way through. It's called conversion. And I have people bring me funnels all the time that somebody else set up, and they're like, it's not working.

You know, that's an interesting thing. So thinking about what an author funnel looks like, because for most people, they recommend their funnel, that free book, that ebook is like the free thing at the beginning rather than the thing that you want them to buy, Right? So it has to have a different lead generator. It has to have a different free item that's drawing you in. If your goal is to then next point, sell them a book and then next point, sell them a course or a program.

Yes, that's really an important point because what we see a lot when we talk about funnel disconnects is we see a lead magnet that doesn't resonate with the end market product. So these people have been kind of taken on a, I don't know, like a fake journey, a disconnected journey, because they don't get, why am I going from point A to point B when they get to point B, it just doesn't seem to make sense. And the thing with the funnels is so many people think, okay, I have an ebook, I have an opt in. Why aren't people opting in? How do I get traffic there? And, you know, that's when they start digital advertising. And if you don't know what you're doing, you are going to waste thousands of dollars. So, you know, I think that what I could tell people about that is digital marketing in this sense, you need it, but it's not the magic bullet. There is no magic bullet here. Have to build relationships. You have to have the marketing together. It all works in concert.

Yeah. This is why we podcast the way that we do, because we're big on the organic traffic that you have to have organic and paid, you know, they go side by side. But when you have the organic first, so you've spent the time to build up the organic, you're starting to see who's attracted to you. You start to get an audience understanding, which helps you save money. When you go to paid because you know who you're talking to and that's when you can save money over on the paid side of it. Plus your organic keeps growing and so there's people out there typing at 2 in the morning and googling a problem and looking for an answer and they're finding you. So getting found essentially. So that's really where I think less money can be spent. If you've got that right from the beginning. If you don't have that right. Yeah, be prepared, be prepared to pay and get it wrong a lot.

So I can't even tell you how I probably wasted $15,000 before I got it right because I had people who said oh yeah, we can get it right but it's going to take six months, it shouldn't take six months to get your funnel to a sale. Even with ads. There's a test period and then there's a ramp up period. Six months is way too long.

Yeah, I agree. I absolutely agree. So you know, there's a lot of new things going on. So you and I talked about this, that Amazon is allowing book authors to advertise and there's. So there's some new things going on in social media and other places. What's new in this sort of publishing world? What's working?

So the Amazon advertising, if you can identify your keywords and there are some programs out there that you can use for keywords and I can't even think of the name of it off the top of my head. So. But getting the right keywords, you can start advertising your book from your own Author Central account. That's one of the things when you use a publisher, be sure that they've given you access to your Author Central account so you're able to promote your own book. Yeah.

So I'm going to just deep dive in a little bit into the technical because we do have some authors who are our listeners. So that means that you put up your own author page, you have login access to that and you're in control of that and you get to put your credit card in to do the advertisements. Right. Many, many publishing groups group all of it and manage all of it under their platform, which means they're in complete control of it, which means you don't have any ability to do that unless they happen to offer a program where they're going to do it. And I can't imagine they do because then they're doing it across multiple. I can't even imagine getting into that can of worms if I were a publisher.

Yeah. That would be a pretty big can of worms to try to ferret out whose money is where. If you're self published, you really need to have control of your own. What else is new? We're doing a lot over on LinkedIn and you have a content strategy that is beautiful over there, but we just hired a LinkedIn expert who actually I'm going to give you guys a little tidbit. She gave us the best day to be over on LinkedIn is Sunday.

It is. I know that.

I didn't know that. And so we've been pushing a lot of our stuff out on Sunday. Now, communities, they've been on Facebook for a while. We actually use the assessment as the entryway, the gateway to our community. If you don't fill out the assessment, you don't get in.

So you've created a LinkedIn group, essentially not on LinkedIn.

I had moved over to Facebook. We could do that over on LinkedIn. But over on Facebook they have the three questions to get into the community. We've made our assessment one of those questions and if you don't fill it out, you don't get to come in because you're not motivated enough.

I love that.

I know it's been interesting because it is slowed the growth of our group, but on the other side of it, we would rather have 100 really engaged people than a thousand people who just don't give a damn.

Yeah, exactly.

Now we have a very engaged group of people over there.

Yeah.

And think about it this way. Everybody who's in my group, I have their name, address and phone number and I know exactly where they're at in the process.

Yeah, that's wonderful. So, you know, that makes a lot of sense. So LinkedIn and Facebook and the assessments and being able to advertise on Amazon, these are a lot of really new tools we have for authors. That's amazing. Now, what do you think some of the secrets are to getting to be that kind of author, though, that can command more speeches and stages.

Oh, wow. Okay. I would definitely have a content strategy. An assessment. You need the assessment. Marketing a content strategy and writing the right book and a good speaker sheet to get yourself in the right places to speak. Knowing who your audience is and being really discerning about who you speak in front of is the difference between walking away with nothing and walking away with half the room. Yeah. If you're able to put right on your speaker sheet. My ideal audience is. And take that and talk to people and have the ability to to be really powerful and say, you know what, thank you for the opportunity. But I don't feel like this is. My group is really, really powerful. It's powerful in everything we do from this. Because so many entrepreneurs say, I feel so powerless, like, I don't know when they're going to buy, and I don't have no idea. And being able to have all of this information and this content and be really powerful at the point where you choose who you want to work with.

Talking about paid speakers versus speak to sell situations or other things like that, I typically speak to sell, which means that I don't get paid to go. I sell there, and I walk away with that. Now, I have this year taken expenses from two companies. One because I was going overseas. And so I was like, that's a big risk, but they wanted me. And so I said, okay, I'll take fees, but that allows me to at least do soft sell. And in this case, I just offered the quiz, the quiz to a call, and that worked really well for me. But typically, I make a whole lot more than I would if somebody paid me $10,000 to give a speech.

Yeah, I do, too. I do not do paid speeches. I speak to Seth.

Yeah. So being discerning about the audience, because that's your time, like, that's the big thing. So is it a match to you? And I usually do it. And the thing is, when I'm at an event, I book my next event with somebody else. Like, it just happens because they're there. So they must be the right people. And event organizers and cooperatives, they tend to become vendors at different events. So the international ones become vendors in the US and so it's easier for me to then to ask them and say, oh, yeah, I'd love to speak for you. Let's hear more. Are your audience a match to this one? They say yes, definitely. In fact, you know, 10% of this audience comes over, actually comes over and joins our event. So that's how I do that. Because then, you know, you're like, more likely to be dialed in.

Right. And that happens most of the time. I will get one or two additional speaking gigs out of someplace I've been. So, yeah, the more you get out there, the more you'll get.

That's right. Or a podcast interview or something that leads you to the next one. Right. So wonderful. Well, we are looking at doing some fun things together.

Yes. I'm so excited.

I know. Do you want to talk a little about it?

So Tracy was at my house over the weekend in town for an event, and we had the opportunity to really sit down and talk about what we do that our people both need. And we have a friend, Chris Johnson, who's a writing coach. So we are creating a new product. I think we're going to sell it probably in 2019. We have to get our act together a little bit more here. But it is actually coming in and being trained on assessment, marketing, sitting down with Chris Johnson, the writing coach, and laying out the outline for your book and then doing podcasts along the lines of what you want to have in that book. So following the outline, getting podcast guests and doing these podcasts that are right along to your book. Tracy has the transcription service that she uses for her podcast anyway, and then that goes back to Chris for editing. You have content, you have an assessment to bring those people in.

You have a platform built in already with your podcast.

Right. You've got a platform built. And then we will edit your book and publish it. And so you'll get launch protocols for. I mean, it's all built into one program. And so. Yeah. And it's in your authentic voice because you have 25 podcasted episodes that we're going to be creating the book from.

Right. And we're going to encourage you to do more than just the 25, because there'll be lots of ways for you to do it. So I'm going to actually encourage you guys to plan 50.

Yay.

Because we want to do a guest interview and your topics so that you're doing both. So thinking about it this way, if you were structuring a book, is that you might tell a story within the book. Right. So you might tell a story, a case study or an example of how this works. Well, wouldn't it be great if you did a full interview with that person as well? So you almost have like a sidebar if you wanted to use it that way in your book, or a reference to the interview within your book. So it drives people right back to your podcast as well. So now you're cycling between your podcast and your book. Book. Because stories sell. Like we know that. So other people that your association with them will also help with the credibility of the book and your podcast. So keeping that going in that way. So I want to help people plan that. So I'm actually going to offer in next month, actually, by the time this airs, it will be probably within days, but I will keep it on record. So you will be able to just access it as a webinar. But I'm Going to do my 2019 content plan. So I'm going to walk group of people through it.

Oh, I hope I'm part of that.

Of course you are.

I love that plan you kind of generally laid out for me. And I've already contacted my person who does my posts on social media so I want it changing.

Yeah, exactly. So it's laying out what's the best content strategy where you can find topics, how you can maybe do some market research into maybe competitors that are out there that you want to model, like how you find out that data. I'm going to share with that with the audience and then the next week we'll talk about good guests and how we are going to structure guest shows so that you plan them so that they tie together your topics and your guests. So you then start planning what we call an editorial calendar in the magazine marketing and platform world. Right. We call it an editorial calendar, what that looks like. And that will be the third. So it's going to be a three part series with a little bonus 15 minutes on turning that into a social media calendar as well.

I can't wait.

And that one's gonna be all for you guys. So you'll get it. So make sure that you go to FeedYourBrand Co and you registered on our mail list and or you are listening to our next episode on time so you can get in on the live version of it so you can ask your questions. So my goal is to run it so that you know, the first week I set you off on doing a little homework on your research and those of you that do it the next week you'll be able to ask me some questions about it. Did I get the right answers?

I have this list.

What do I do with it? And so we'll be able to dial in and do some of those one on one coaching kind of things or group coaching kind of things where we really are dialing into answering in like a hot seat situation the questions that you have on building this and what you're struggling with. So you don't want to miss the live. Yeah, but I will run it again, like I said, on replay so that people can get that afterwards and maybe do a demand one in January if there's a big push of people who just say, hey, New Year's resolution. I didn't get what I wanted last year. I think I need to start a podcast because everybody else is.

Yeah, you do get a lot of those. And you know the wonderful thing about a podcast too is all that you have so much material you can repurpose. You do it once and I mean, I can't even tell you. I get lazy every December because I'm working on my plan for the next year and I repurpose content from earlier in the year and yeah, and you.

Should do that all the time. Like when you're talking about social media channels, for instance, Facebook only pushing out 4 to 7%, 90 plus percent didn't see what you put out. So why shouldn't you repost it? Because it's not new. No, that's not an excuse. You can reformat it. You can show an image, you can show an audio file, you can write a written post. Like there's all sorts of different ways. We have a social media master class that I ran on Facebook Live. It is one of our podcast episodes. So you guys can look that up on featurebrand.co. but in it I list seven different formats of the same piece of content that you can utilize and some of the best in the business. The best magazines do this all the time. Dwell magazine is one of my favorites. They do listicles and they do visual like best products that do this and coolest sofas. But it's the same blogs that they all come from. Every single piece of content came from that. And they're actually repurposing that on their site, not just in social. And so why not do that? They have a full time person who does all this repurposing for them.

Yeah, no, it's great.

Well, Julia, I am so excited as to what we're going to do together and how we're going to help this feed your brand audience, really grow their platforms and their businesses and turn into authors, because I know many of them aspire to be that. So guys, getting in touch with Superbrand Publishing and being able to take her assessment, Juliet's assessment will all be in the post for this episode@feedyourbrand.co. so you'll be able to get direct in touch to her, go directly through and fill out her quiz and really see where you're at if this is.

What you're looking for today.

And Julia has some amazing programs. I know many, many people and you have programs and I just want, you know, without talking about pricing or anything like that. But you have programs that help people who are just sort of thinking about it all the way to ones who are like, I need to be doing this. I need it done for me. I need help today.

Yes, we do. We have, if you're very beginner, getting you in on that ground level with the assessment and taking care of, you know, finding out who your audience is. And we have done for yous that we've done for many companies. They don't want to be as engaged, so we work with them and we just push it out the door. And it's all done for them, so.

Including, in some cases, hiring a ghostwriter for you if you really need that.

Yes, yes, yes. Most of the time I do the copywriting, but if you have a business that I just don't know well enough to copyright, we send a ghostwrite. But yeah, it is. And it's really great tools. Great program.

And we have quite a few podcasters who are using your quiz program already. So that's also something is that if you just want to even try the assessment program and you're not interested in writing a book, but starting with the.

Assessment program to see if you can.

Start really understanding your audience better and how you can serve them more with better topics and. Or build a better community so that you have the right to sell them something they're actually interested in. Right. You should contact Juliet as well for that.

Yeah. And just a second with that, the benefit people don't understand with their podcasts. ITunes has stats, but you don't really have information about those people. So this is a way to really capture that audience is more than just a statistic.

Right. And just think about it this way. Like, who doesn't want to take a quiz?

Right.

We all are competitive against ourselves.

Right.

That's what I find is like, I'm just going to take it because I want to know where I am. Like, you know, and so they do it, and then they don't unsubscribe because then they start finding valuable content once they're through it. So, yeah, it's a great, great tool. Well, Julia, I'm so glad you came on today, and this was a much longer episode than we normally do, but I thought we really needed to deep dive into this because I know the subject matter is so important to our audience here, so. And I'm so glad to be partnered up with you.

Well, I am, too, and thank you so much.

Well, until next time, this is Tracy and Juliette on feed. You'd brand.

It.