Are you an expert?

I was surprised to be asked at a networking meeting, “what do you mean by ‘expert’?” I hadn’t been asked that question before. My answer was, and I stick by it: Someone who has information in an area that is of interest to others and is able to express that information.

Note that I’m not including highly skilled people in this category. We can’t include people who, may be brilliant at doing unless they’re brilliant at explaining what they do to. To be our kind of expert, the expertise needs to be conscious. There needs to be a understanding of the subject rather than just the craftsmanship. If someone is brilliant at tennis then they are exactly that, brilliant at tennis and they probably win a lot of matches. They are not nessesarily an ‘expert tennis player’ – that’s something different. The expert tennis player may not win a lot of matches, but does know a lot about tennis.

I imagine you’re pretty good at what you do. To become the expert that can write the book on that expertise you need to be able to think about what you do in a different way. You need to be able to step out of the ‘doing’ and see the holistic big picture. It might not be easy. Which bits of what you do should you include? Which bits are so obvious they can be left out?

This is why you should be using some of the elements of storytelling to create our expertise material. Sometimes the reader needs the how, the why, the detail and the backstory but sometimes they just want to cut to the chase, get involved in he drama and delight in the thrill of the plot.

Putting your expertise across is a journey you will take your readers on. We need to make sure it’s an interesting and worthwhile journey that gets them from where they are to where they need to be in the most exciting and compelling way.

Call us today on +44(0)1865 779944 to discuss how we can turn your expertise into a brand or create a book with selling power.

Turn your Blog into a book: www.blogtobook.co.uk 

Book Ayd to speak at your event.
www.aydinstone.com

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Image is everything

Everyone loves the Royal Family. Or at least they do now. We saw that wonderful wedding. What a lovely couple. The Queen has gone to Ireland. What a nice old lady she is. It was only a month or so ago when nobody gave a monkey’s. So what’s changed? The Royal Family hasn’t changed. We’ve changed. We’ve changed the way we think about them. We’ve shifted our old view of staid, old and irrelevant to something else. They suddenly seem exciting, vital, relevant, nice.

So how did they do it? Was it by delivering clever sound bites? Was it great oration, wonderful storytelling? Was it by giving great case studies, testimonials? Was it by giving the top tips on this or that or the answers to some carefully compiled FAQs? Was it a re-telling of a story of triumph over adversity? Did they climb a mountain or win an award or medal? Did they have a hit record or tell some great jokes? Were they top TV pundits or political insiders? Was it particular industry information that they gave us or insight into the future? Was it tips on psychology, fitness or weight loss support? Did they deliver cutting edge info on NLP? Did they teach us how to sell, how to increase profits, be more creative, use social media?

No. They did none of these things. They did nothing. Said nothing. They just looked good.

You’re probably used to crafting your speech, delivering your training or providing your consultancy. But when it comes to your book, you need to really think, really think about image. Image makes people feel. If they don’t feel good, or whatever the relevant emotion is for the right state of mind for them to take on and read your book, it will all have been for nothing.

You have to start thinking like this or you’re just in the vanity publishing game. If you really think it’s all about the words you’ve written just email it to your readers. Just take it down the local photocopy shop and print out a load of copies of your Word doc and stick a spiral comb down the side. If you think image isn’t important why do you want to waste time making it into a book?

People judging a book by its cover? Forget that. The cover IS the book. The stuff in between is just padding whose sole purpose is to separate the front cover from the back.

Get the free e-book ‘How to Make Your Book Look Rubbish‘ here: www.sunmakers.co.uk

Call us today on +44(0)1865 779944 to discuss how we can turn your expertise into a brand or create a book with selling power.

Turn your Blog into a book:
www.blogtobook.co.uk 

Book Ayd to speak at your event.
For more interesting info see:

www.sunmakers.co.uk
www.aydinstone.com



Business SOS by Paul Avins

Business SOS

Paul Avins is an Award Winning Business Coach and International Speaker. He was almost ready to go to print on his book ‘Business SOS’ which was needed for a large event. He showed me the draft but he knew there was something about it that wasn’t quite right but couldn’t put his finger on it. I could see that the content was excellent and yet the product looked less than world class. Everything Paul does has an attention to detail and a quality about it but the design of this book had those attributes missing. I said I would be able to turn it around in a week, and I did. We kept the front image of a life-ring but started again with every other aspect of the design.

Something interesting happened that would be the key to the design of the book.

I noticed that Paul asked a lot of searching questions in the text of the book. The original typography inside had been cluttered and messy and the questions were lost in the text. I put forward the idea of inserting a space, a box for the reader to write the answer to the questions in. This isn’t to say that the book became a ‘workbook’ but it had the workbook elements in there. It also didn’t mean that we were forcing people to write in the book, some people will never do that. But by creating a discrete space for the answer, it allowed the reader to pause and reflect on the question (the space gave them an idea of the required length of their answer) whether they chose to write it down or not.

This turned out to be the key to the success of the book. Business owners loved the dip-in nature of the book and the proactive way it helped them analyze areas of their business.

Within six months Paul was able to connect the success of the book to a tangible increase in his business. See the video below. A year later he would revise that figure upwards by a factor of ten as the book became the foundation stone to position his Business Networking and Coaching Group as a Franchise Business and open five other Clubs around the UK.

I was commissioned to design Paul’s Turbo coaching materials and the brand for the exciting Business Wealth Club itself. The distinctive and powerful look we came up with for the Club helped to position it as a valuable and different networking and coaching experience that hundreds of business people have now joined and are reaping the benefits. We are now working on Paul’s next book, ‘Rev Up Your Business’ and the Business Wealth Club is set to go global with Clubs about to open all over the world.

 

Call us today on +44(0)1865 779944 to discuss how we can turn your expertise into a brand or create a book with selling power.

 

Turn your Blog into a book:
www.blogtobook.co.uk 

 

Book Ayd to speak at your event.
For more interesting info see:

 

www.sunmakers.co.uk
www.aydinstone.com

Business Wealth Club