The Process Of Writing Leadership Is/Isn’t Easy

Let’s get this out of the way first: I’ve just released my newest book on leadership, Leadership Is/Isn’t Easy, as part of a big package deal of goodies and such, and for the next two weeks that’s the only way it’s going to be sold. If you’re into leadership, or even if you’re only interested in marketing, go see the types of things I’m offering. This is one of the ways of internet marketers these days; instead of just selling one thing, package a bunch of things in there, set a big discount price off its value, and see where it goes. I just launched yesterday, so I have no news to share with you as far as sales and such. 🙂

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This is my second book on leadership. I finished writing my first one in 2002, Embrace The Lead, which is over there to the left, and in the first link I talked a little bit about the process of writing it. At this link I gave the outline points of the book (it’s on my business blog) in case you’re interested in seeing what it’s all about.

Back to this book. I first thought about putting it together in 2012, after I’d been sitting at home for a long time, making my living as a writer for hire and just feeling kind of bored. At that time I had two newsletters I was writing, one on leadership and one on health care. I gave up the health care newsletter around the time I started thinking about putting the leadership book together and hadn’t thought about giving up the leadership newsletter then, which I eventually did in 2013 before I started traveling again.

My idea… take some of my earliest newsletters and some of my earliest blog posts from my business blog, which celebrated its 10th anniversary this past December, and create a book out of them. I ran the idea by a few people they all liked it, and off I went.

I had a lot of articles to go through on both fronts. Luckily, not every newsletter was specifically on leadership, but I still had to look at all of them, and all of them were in HTML format so I had to keep pulling up files online instead of just keeping articles on my computer; I still haven’t learned that lesson with blog posts. At least the blog posts were fairly easy to go through.

I worked a list of 65 posts down to 31, based on the topics I wanted to show. At that point I actually thought I was 90% done; oh, I was so wrong!

What I discovered, at least on the newsletter, is that my writing style had drastically changed, luckily for the better. My early newsletters were all over the place. I found myself with a nice idea and then spent a lot of time trying to make it a long newsletter instead of getting to a point and then leaving it. These days I call it the “Mozart Principle”; write until you’ve said all you wanted to say.

Now I knew this was going to be a daunting project; or was it? I thought about putting it out the way it was, telling my hoped-for audience that I wanted them to see the progression of my writing from the early days until 2008, which is where I stopped; I figured 5 years worth of articles was enough. I shared it with my buddy Mitchell Allen and he told me what I’d already figured out: if I couldn’t stand to read them what made me think anyone else could stand reading them? Ugh!

Thus, I had plans to rewrite… and then I didn’t… and didn’t…

Blind Date/Just Friends with a Book
Pioneer Library System via Compfight

I just couldn’t get myself to start on it. This was around March 2013 and my mind wasn’t into it. However, it turns out I should have started when I had the chance.

Because in April of 2013 I started negotiating what eventually turned out to be a long term gig in Memphis, TN; 18 months in fact. Suddenly, flying back and forth from New York to Tennessee and then working as I was pushed almost all thoughts of the book into the background.

It sat in Dropbox for a year, then additional months. Every once in a while I’d open it up, change a few words, and close it back up. I was a mess! lol

Then I had an ending date for my gig and realized I had to get back to it. Thus, I finally opened it in early September while I was in Memphis and finally went to work. Man, those early posts were depressing, and I just wanted to write every person who’d ever subscribed to that newsletter and apologize for all those horridly written early newsletters.

In essence, it was like how some people take an article off the internet and rewrite it to make it seem like an original. I didn’t quite have to do that… but the new versions looked nothing like the originals. Heck, two of the articles were so unwieldy that I ended up turning them into two articles, and each one was over 1,000 words.

I finally finished the entire book last November, the first week I was home for good. Luckily, since my style had gotten better, the last 10 or 11 articles hardly needed any work at all; whew! Then it was time for the first edit, then the second edit… I’m not saying it’s perfect even now, but I tried.

When I had it set, then I sent out a request for readers. I had 7 people say they’d read it and let me know if they understood the concepts. This is something I’ve written in the past; if you ever ask people to review something you’ve written tell them what you want them to look at. I didn’t want people arguing with me on my concepts of leadership; I wanted to know if they understood the language I was using, if any sentences were confusing… grammar!

Then I waited… and waited… by New Years Day, all of them had said they would be done. Not one of them got back to me. I followed up with all of them via email; nope, nada zip. Sigh…

What to do? Nothing. I did nothing.

Once again, it was sitting on the computer as I worked on getting my next contract. I had lots of nibbles but wasn’t landing anything. It was another cold winter and I just rolled with it.

A few weeks ago I lost out on another contract that would have paid exquisitely; I was irked. And then I remembered I had the book sitting there in Word and decided it was time to put it out. One night, just before I fell asleep, I remembered an article I read back in 2002 by Paul Myers talking about “thud factor”, that being to pack a lot of related things into a package to show how much value was there, then market it at a price higher than the product would go as a standalone because of all the extra stuff, and at a later date you could offer the product on its own for the normal rate.

Thus, the book package idea was born. The steps…?

62:365 - Concentration
Creative Commons License phil wood photo
via Compfight

First, I ended up having to reformat the book twice because there was some kind of error in the original file. When I tried a trick that normally works, copying the book into Notepad and then into a new Word document… it taunted me for my stupidity. What finally worked was copying each article individually into Notepad and then copying the entire thing into another Word document.

Then I had to reformat the entire thing, but I’d messed up and forgotten what I’d done the first time around. Suddenly, the book went from 157 pages down to 127 pages, and I couldn’t tell you how. Still, I printed a few pages to see what it looked like in print, because at some point I hope to have it in print also, and it looked… like a book. 🙂

I don’t want to tell you everything that’s in the package because I want you to go check out the product page. However, I put all the files into one folder so I could compress them into a .zip file. That bad boy still came out to 442MB; ouch! But it’s the best I could do; value is big!

Next, I had to write the sales copy. I wrote 3 different versions of it, then ran it by my friend Kelvin because he had some knowledge of how to market via sales copy. He made a few suggestions, I implemented them, then created the sales page, coding the entire thing; yeah, some of us still write code.

Next, I tried to get it to fit under Google’s stupid mobile friendly rules… oy! I spent about 90 minutes on that, going back and forth with numbers. At one point it looked like it was pretty close to Google’s standard on mobile but it looked horrible on a browser. That wasn’t going to work for me so I decided to just format it so it looked good to me. I got that, and when I checked Google gave me 87 out of 100 for user experience and 97 out of 100 for speed; good enough for government work.

Once I set up Paypal, which also meant creating a “thank you” page with a link so people could download the file, I was set. All I had to do was wait until my business blog’s post went live Tuesday; whew!

I’ll save how I’ve worked on marketing it for the next post, which will probably be on Friday. Normally I only have two posts a week but since this is for a special event you’re getting three; how special you must feel! 😀 I hope you’ve stuck around to read this, and I hope you check out the product page. More on Friday!
 

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Get “Don’t Lie” By Beverly Mahone For Free Today

There wasn’t a post planned for today, which ends up helping our friend Beverly Mahone a great deal, and you as well, and I guess me because I have another day to write another post and that never hurts.

Don't Ask book

Some of you know that recently Beverly released her latest book, which I wrote about, titled How To Get On The News Without Committing Murder. Well, last January she’d released a different book titled Don’t Ask And I Won’t Have To Lie, which did pretty well and even spawned some kind of reality card game that turned out to be really popular.

For a short time, as in a day, Amazon is releasing her book at an ebook for free, part of their one-click program that I actually use to download books here and there. Often you don’t know what you’re really getting when you do something like that, but in this case since I wrote a review on this blog you can know exactly what you’re getting. And her book got no greater endorsement than the fact that my wife read it, and she doesn’t read almost any books. 🙂

Here’s a little blurb Beverly wrote:

I am giving away a FREE digital copy of my book ‘Don’t Ask and I Won’t Have to Lie‘. You don’t have to have a Kindle reader to download. Amazon will give you an Amazon Cloud Reader for FREE. Help me take this book to Number 1! (Even if you’ve purchased a printed copy, please download the free one) If you do and let me know, I’ll send you a bonus THANK YOU gift. Here’s the link“.

There you go; short post and a free book to boot. So, what are you waiting for?
 

My Website Marketing Book Again

By now, everyone who reads this blog knows I wrote an ebook called Using Your Website As A Marketing Tool. I first wrote about it on this post as a pre-launch. Then two days later I upped the intensity of the pre-launch here. Then it was launch day, and I wrote about it here and on my business blog.

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Enjoy the puppy;
the book’s there to the left

I didn’t stop there. I had to visit it again here and in August, and again in October. On that one, I even put in the Paypal button where you could purchase the book right from the post, without having to go to the website first.

I’ve made some sales, and that’s not such a bad thing, but I want to make even more sales. A big part of me realizes that the ebook isn’t necessarily for most of the people who come to this blog. It’s for people with little sense of how to use their website to help market their offsite businesses, although it does have some ideas for those who want to market online but may know way less than I do, since I also build websites, so I know a few things on that front. I didn’t turn this into a “building websites” blog, but I easily could have gone that way; I’m just not sure all that many people would stick around to read it.

I got kind of a wake up call earlier today during an online conference I was participating in, and I asked a question about marketing information products and pricing them. The person conducting the seminar told me that I was charging way too little for it, based on what it was, and that I should raise the price.

I’m going to do that; just not today. Of course, digital products have fluctuating prices all the time, so I could raise it now only to lower it at some point in the future. That makes sense, right?

There you go. Will this spark sales over the next couple of weeks? I’m not sure. In life there are no real guarantees except the fact that if you don’t try anything you won’t get anything.

This probably won’t be the last time I talk about it, since I know I’ve alluded to it in many other posts, but I won’t be talking about it again here for the next two weeks. That leaves me a day or two before the month ends to mention it one last time before that deal is gone forever. Pressure; it’s on!
 

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