FYB 70 | Super Brand Publishing

 

There are so many things that podcasters do out there that doesn’t serve their interest. It’s the same with authors and speakers. There are so many tools that the world gives you that’s not serving your best interest and serving your overall. Your authority and ability to sell your books or your speeches or whatever it is that you want to sell is not helping you. Juliet Dillon Clark developed her own publishing company, Super Brand Publishing, to do just that – to make sure that authority, that sales process, and the best tools come back to you. Juliette shares her amazing advertising experience and talks about her platform and her mission to help podcasters grow their platforms and their businesses and turn into authors.

Listen to the podcast here:

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

I am interviewing a fabulous friend of mine. An amazing connection that I’ve made, Juliet Dillon ClarkShe’s helped other authors publish themselves. Your book is fiction. It’s a murder mystery, that very first one you ever wrote. It has a twist to it. We’ll talk about her experiences. You’re going to be fascinated by it. While diving into this author world for herself, she realized how it doesn’t serve the author’s interests. You know that because we’re always talking about how many things you do out there that doesn’t serve the podcasters’ interest or the video casters’ interests. It’s the same with authors and speakers.

There’s so much in the world that doesn’t serve you. There are 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 is not helping you. Juliet’s developed her own publishing company, Super Brand Publishing, to do just that. To make sure that authority and that sales process and the best tools come back to you. She has an amazing experience. She has an advertising experience. She used to with worked ChiatDay. She has worked with some billion-dollar companies, ad accounts and everything. I want to bring it to Winsome Media Group that started in 2010. Her mission was to help nonfiction authors so those of you who are building a platform for your business. Welcome, Juliet.

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

A lot of our audience are aspiring authors, I hear it all the time, “I want to publish a book.” 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 was fiction only. It wasn’t as much fiction as I would like it to be. There was a lot of healing. I decided to write my first mystery novel. I always loved mystery. I was going through a divorce. I wasn’t particularly happy with the direction that my ex-husband was going in. I murdered him in my first book. It was 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, it’s just not my color. It wasn’t going there. It was a dark book.

You learned so much in that process though. It was about promoting, publishing and not about the writing part.

I started right out of college in traditional publishing. I worked at HP Books and Price Stern Sloan. I had a good idea of what went on in the inner workings of the publishing world. I used that when I published my first book. I went with a big publishing company. 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 crap.

I’m a gigantic reader. I can tell you that I can list on one hand good, well-written and well-published books. That’s how rare it is now, which is so sad.

FYB 70 | Super Brand Publishing

Granny Heist

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. In my third book sold a lot of copies. It was called Granny Heist. For the first time, I had this mass reading audience. They did let me know what they thought of my editor. At one point they asked if the book was edited by a monkey on the Amazon book review. It was enlightening too to hear those comments. It’s like your baby. It was like someone opened the carriage and said, “You have the ugliest baby ever.” They love the story but it was not well-written. The editor didn’t do me justice.

When you have something that is well-written, and you have an occasional typo I have to admit that I have like not then gone and slammed anyone on a few typos. You overlook it and I hate that we do that but that’s the truth. When it’s badly edited, it doesn’t make sense. It’s like there’s a mistaken order and things aren’t flowing well. That disrupts the story. That’s something I certainly would have written a comment. I don’t think I would have said a nasty thing about monkey editing. I would have mentioned that, “It’s a good story but.”

It wasn’t so much the flow. It’s that I write like I speak. It was more in that. Truly she was trying to save my authentic voice, but there were some problems with my authentic voice.

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. It’s therapeutic. It’s fabulous for them. They enjoy all of the writing. Then there are people who are busy who want to take shortcuts. I’ve done it both ways. Whatever you’re most comfortable with is what works. Either way, start from a good outline and know where you’re going. You can speak it and have it transcribed and it’s still in your authentic voice so either way.

That’s the model that we’ve recommended to many podcasters because they’re very comfortable in their speaking world. It’s an efficiency in time. That’s where the key is and where someone like you comes in is that strategy of, “What’s the right book for me to write? How is that going to serve my business well? What is that chapter outline? What are those topics that I need to run through? What is the right flow for that?” 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. Why not do both things at once?

One of the things that we transitioned to in about 2015 was we saw that upswing. People going to writing seminars and that the guy at the front of the room was like, “Write a book. Become an expert. Your products and services aren’t selling because you don’t have a book.” One of the things we did at that time was we started evaluating our authors and said, “If your products and services aren’t selling, this book is going to be nothing more than another failed product. Let’s take hold of our marketing here and go back and find out why those things aren’t selling.” 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 asking them what they want. That’s part of producing all that is are you producing the right thing or are you guessing?

Whatever you're most comfortable with is what works. Click To Tweet

It’s probably the size of your platform. That they don’t have one and they think, “A magic publishing company is going to make that all right for me.” Let’s define platform because you have your own definition of it.

Let me say that size matters. It definitely does when it comes to your platform. For me, platform-building is you gathering that audience. The audience who will be the people who buy your products, services and books. What that entails is getting yourself not only out there but having a strong digital presence and having a strong stage presence. Having an assessment marketing presence that helps you understand your audience and start connecting with them. Part of the problem is as experts we talk way up here because we know this stuff. Our audience is probably way down here. The best example I can come up with is we’re assuming first world problems when they’ve got third world problems. We have to speak to them at that same language and that same level. That’s what all of that encompasses is us getting to know our audience. It’s like any consumer product. The more you know your audience, your avatar, your client or whatever you want to call them, the more successful you’re going to have selling to them.

This is the prove it model. This is what you’ve seen me teach on my product side of my business. In the prove it model, that’s exactly what you’re doing. You’re making sure your product and market fit or match. 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. It’s automatic and it starts to grow on itself. It has an organic growth model already built into it. We do assume this separation of us. We are supposed to be the authority. We’re supposed to be at this top level, but we have to bridge and communicate.

Not only we have to bridge and communicate, we have to treat that book like a product. For many people they one day say, “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,” or in terms of, “I need to find out what people want.” We make a lot of assumptions that hurt.

We also have that happen here. We have a lot of podcasters who they don’t even know why the audience loves them because they don’t do that communication. They’re like, “I have this audience. I keep selling them courses and it’s not working.” I’m like, “Did you ask them what they want?” “No.” That’s what you’ve got to do. You have to find out why they’re there. You have a great program and I love this program. I’ve been using it. It is not in your field if you’re not in the product business but I have The Big Brand Quiz. It’s at BigBrandQuiz.com and Juliet helped me create that. I love it.

I had one of my calls from someone who went through the quiz. While he was not probably the right exact client for me, we had a great call. I know that he’ll refer me on because we had a great synergy as to my helping to reinforce where he was going. 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. That’s what I know will happen from that call. It’s worth it. Explain the assessment program because that’s what you call it a quiz. Assessment is hard to spell so I do not recommend you use that in your URL.

FYB 70 | Super Brand Publishing

Super Brand Publishing: One of the biggest misconceptions about digital marketing out there is thinking that running an ad will immediately get people to buy.

 

What we do is we use a proprietary platform that someone else developed, 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 stop and reflect. Then we also get a lot of the answers as the business owner about what our people want and need, where they are struggling or what their obstacles are. What the beauty of this is it has a commitment section in it that runs an auto-responder. That is where we find that that’s a lead generation system. That’s perfect for those people who have come in with the book and they have products that aren’t selling. Then we get to go back and find out why weren’t those products selling. We start connecting and having conversations, building relationships, which is essential with the people who are ready to buy now. We are able to take those medium people and give them something to nurture. There’s that group that is a low commitment. They probably won’t buy anything ever, but they’ve connected. There’s a possibility. We give them something free.

Maybe they’ll subscribe to your podcast or your Facebook group, and they’ll hang out there. At least you can keep touch points with them. They’ll nurture themselves along the way. That’s what I like to think about them. Let them come around themselves and decide when they need you.

They’re even referral sources sometimes, “I’ve been listening to this podcast. It’s great. You have to go listen to it,” when they run into people. It’s a great system because then you begin as a business owner to see what these people need. It’s like digital listening. When they’re highly committed, you’re already connecting with them and you’re building a relationship. That doesn’t mean you’re going to get on the phone and sell them something now, but at least you created that personal relationship touch point. I’ve used it where people come back three or six months later and said, “I’m ready. I loved our conversation. That wasn’t the right time and now I’m ready to do this.”

There are all kinds of ways you could be using this quiz that I found fascinating. You can use it straight over your website. I tried one. I had somebody else who was running one. Because of the way it was supported, it definitely wasn’t one of yours. I could see that it suffered from that, the consistency of the way they are 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?” You’re starting to think about these things but it’s also planting in your head, “This is an important criteria for being successful as a published author.” You’re starting to think about those things. I tried theirs and then they immediately serve you up the $1,500. I was like, “I just met you.” It was the weirdest thing. I don’t even know anything else because your website was only the quiz. That’s a misuse of it.

I gave a talk on digital marketing. That’s one of the biggest misconceptions out there is that I will run an ad and people will buy. To me, it’s like dating. If you walk into a restaurant and you sit down and have dinner with a new gentleman, 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. It’s too soon. It doesn’t feel genuine. It just feels like you’re selling me something. That is one of the biggest misconceptions about digital marketing is you forget the courting period. You forget we have to date for a little while before I marry you.

That’s why I’m not a huge fan of the chat programs that go right into your Messenger. There’s an assumed intimacy there and they jump right into things. I’m like, “No, I didn’t even want to let you into my Messenger. Facebook just did it on my behalf.” It wasn’t even a real date. That’s why I’m not a fan of it. It’s done wrong almost 99% of the time. 1% of the time, there’s something 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.

We see funnel disconnects when we see a lead magnet that doesn't resonate with the end product. Click To Tweet

That’s why the quiz from the stage is a great idea for a lot of authors and speakers. You do establish a rapport with your audience. This is a way to do a deeper connect with them afterwards that feels to them more personal. They got an opportunity to be personal with you. It’s a reach out. Diving in deeper from there and getting to be offered up a one-on-one, maybe not $1,500 but maybe $500 or something. They may do it because they had that hour with you in which they felt connected. That’s different than pushing it out and then add it to your website. It’s a totally different place.

We’ve been having tremendous results from the stage. One of my people shared with me that she’s spoken a room of seventeen people and sold three people right away. That’s decent and 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. It’s an easier sell. When you’re talking about what you did, you were very bold and sold something from that stage. Most of my people don’t, but they still have tremendous results.

What Juliet is referring to is I sell strategy sessions. It’s a mini-consult with me, but I spend an hour setting up the value of how that can help their business, shift it and move it forward. From my strategy session, about one in four ends up becoming a client from there. The three others end up referred out to my JV partners and the rest of the experts in my group. They never stopped there, they all move into the next stage of serving someone within my circle.

How many of you would die to have one in four people who when you’re speaking in a room say they are highly committed and sell them into something? 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 close. There’s a whole spiral there that happens that you have to start connecting first. This is designed for consumer research and as a lead generation system.

In that process, this is one thing that I have learned in my market research side of product business is that you can’t ask people, “What do you want?” It’s too broad. If you think that I’ll have this communication with this platform that I now have, my audience and my readers. I’ll ask them what they want and they’ll tell you, that happens so rarely that it’s any good. Here what you have to do is look at a pattern of answering and they don’t understand this. They’re all rating themselves low on this. I should create a product to serve that. That’s where you start bringing people up so that they can get up to the level where they need you.

Even on a more basic level, most people struggle with content. What if you pretended that was digital listening and you started creating great content to address that? Do you think people would take notice and they go, “I’m weak there and look at this article. She told me how to do this.” That’s an amazing way to connect as well.

FYB 70 | Super Brand Publishing

Super Brand Publishing: Only 47% of the people who are on your Facebook business page actually see the content.

 

It can help you build your content strategy. Let’s talk a little bit about some of the biggest mistakes people make. There are a lot of wrongs. I get so many people go, “My book doesn’t sell. That’s why I’m starting a podcast.” I have this community and I don’t know what to say to them. They’re in this world of it not being successful. What have you seen? What are those common mistakes?

Thinking that the book marketing is going to be the end-all be-all. It’s not. It’s too late. Not building a platform, 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. There have been some shifts in the marketplace and the cheapest guys out there will prevent you from making a credible bestseller list. The last thing thinking that an Amazon bestseller will bring you credibility. There are so many people cheating. You and I have a mutual friend who’s a TV producer and she’s told me that when people come in and say, “I’m an international Amazon bestseller,” the producers laugh. As you can sell free books and be an international bestseller. The biggest mistakes are not aiming for those big lists and not having a big list to promote to. If you have 10,000 people on your email list because you built it, you have enough to go to a traditional publisher if you choose that route. You also have the list that can launch you into a USA Today or Wall Street Journal bestseller.

Thinking about what you were saying it’s like if you built the time to get this list. Let’s say you do sell your books and you get readers. Then you have nothing to follow up with them on, then what’s the point? My daughter says this all the time, “Then what?” If I do this, “Then what?” What will I get? You have to be thinking about, “Then what do they want from me? Then what’s next? Then how much can I keep in my list?” To get them to your list, you’ve got to do something with that after than just sell them a book.

That’s the part of why you need that digital marketing platform, 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 complicated but the truth is you’re selling a product and there is a consumer journey. It is a little complicated and it’s worked.

Do you have a lot of authors who do a lot of Facebook communities and Facebook pages? Do you recommend that?

We don’t do Facebook pages as much anymore because of the algorithm changes. Only 47% of the people who are on your Facebook business page see the content. Facebook, in reality, has made it 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 and who create communities. They do amazing things inside those communities. I have one who fills an event twice a year with the people who are in those communities. That’s a way to connect but you need to be getting on and doing Facebook Lives when you’re in it. I encourage more people to do a lot of hot seats because that’s connective, “I’m going to be on Thursday. Tracy, bring me your problem. Let’s jump on Facebook Live together. I’m going to solve a problem with Tracy.” The genius of that is that I don’t have to tell you, “I’ve got all these clients. Buy me.” I’m showing you my value without saying buy something.

There is no magic bullet in digital marketing. You have to build relationships. Click To Tweet

What are the money wasters? You and I are testers. We test something out and like, “Is this working? Are they valuable for me before I refer my clients to them? There have got to be a lot of money wasters on the marketing side and publishing side of things.

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 three million readers.” The reality is that their list is three 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.

The same thing on the podcast side, don’t buy into the programs that claim that they’ll get you noteworthy on iTunes because it’s not going to do any good anyway. The list is arbitrary. It’s not an algorithm. You waste money and there’s a chance you’re going to get some of your reviews taken down because they do it with bots.

The other big money waster is for those who are more sophisticated. When they hire a marketing company and say, “Build me out a launch funnel,” and they are completely disconnected from it. They don’t understand how a funnel works. Nobody’s saying you have to do your own, but you better understand what you’re doing. Without a doubt, they can come back and say, “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, you have to get clicks all the way through. It’s called conversion. I have people bring me funnels all the time that somebody else set up and they’re like, “It’s not working.”

Thinking about what an author funnel looks like. For most people, they recommend their funnel that free eBook, the free thing at the beginning rather than the thing that you want them to buy. 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 that next point, sell them a book, then next point sell them a course or a program.

What we see a lot when we talk about funnel disconnects is we see a lead magnet that doesn’t resonate with the end product. These people have been taken on a fake and disconnected journey. They don’t get, “Why am I going from point A to Point B?” When they get to Point B, it doesn’t seem to make sense. The thing with the funnels is so many people think, “I have an eBook. I have an opt-in. Why aren’t people opting in? How do I get traffic there?” That’s when they start digital advertising. If you don’t know what you’re doing, you are going to waste thousands of dollars. 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. You have to build relationships. You have to have the marketing together. It all works in concert.

FYB 70 | Super Brand Publishing

Super Brand Publishing: We would rather have hundreds of engaged people than a thousand people who don’t give a damn.

 

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. They go side by side. When you have the organic first, 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 pay because you know who you’re talking to. That’s when you can save money around the paid side of it, plus your organic keeps growing. There are people out there typing at 2:00 in the morning and Googling a problem, looking for an answer and they’re finding you. Getting found essentially. That’s where less money can be spent if you’ve got that right from the beginning. If you don’t have that right, be prepared to pay and get wrong a lot.

I probably wasted $15,000 before I got it right. I had people who said, “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.

There are a lot of new things going on. Amazon is allowing book authors to advertise. There are some new things going on in social media and other places. What’s new in publishing or what’s working?

The Amazon advertising if you can identify your keywords and there are some programs out that you can use for keywords. 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 give you access to your author’s central account so you’re able to promote your own book.

I’m going to dig deep dive in a little bit into the technical because we do have some authors who are our audience. That means that you put up your own author page. You have a log in access to that and you’re in control of that. You can put your credit card to do the advertisements. 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. I can’t imagine they do because then they’re doing it across multiple. I can’t even imagine getting a can of worms if I were a publisher.

That would be a pretty big can of worms to try to fair it out whose money is where if you’re self-published. You need to have control of your own. We’re doing a lot around LinkedIn. You have a content strategy that is beautiful over there, but we just hired a LinkedIn expert. The best day to be over on LinkedIn is Sunday. We’ve been pushing a lot of our stuff out on Sunday. Communities, they’ve been on Facebook for a while. We actually used the assessment as the entryway or the gateway to our community. If you don’t fill out the assessment, you don’t get in.

Be powerful at the point where you choose who you want to work with. Click To Tweet

You created a LinkedIn group essentially?

Not on LinkedIn. I moved over to Facebook. We could do that over 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. It’s been interesting because it has slowed the growth of our group. On the other side of it, we would rather have hundreds of engaged people than a thousand people who don’t give a damn. We have a very engaged group of people over there. 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.

LinkedIn and Facebook and the assessments and being able to advertise on Amazon. These are a lot of new tools we have for authors. What do you think some of the secrets are to getting to be that author though that can command more speeches in stages?

I would definitely have a content strategy and assessment. You need the assessment marketing, a content strategy and writing the right book. A good speaker sheet to get yourself in the right places to speak. Knowing who your audience is and being discerning about who you speak in front of, is the difference between walking away with nothing and walking away with half the room. If you’re able to put right on your speaker sheet, “My ideal audience is,” take that and talk to people. Have the ability to be powerful and say, “Thank you for the opportunity, but I don’t feel like this is my group.” It’s powerful in everything we do from this. Many entrepreneurs are saying, “I feel so powerless. I don’t know when they’re going to buy. I have no idea.” Being able to have all of this information and this content and be powerful at the point where you choose who you want to work with.

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

I do not do paid speeches. I speak to sell.

FYB 70 | Super Brand Publishing

Super Brand Publishing: Knowing who your audience is and being discerning about who you speak in front of is the difference between walking away with nothing and walking away with half the room.

 

Being discerning about the audience because that’s your time, that’s the big thing. Is it a match to you? I usually do it and the thing is when I’m at an event, I book my next event with somebody else. It happens because they are there so they must be the right people. Event organizers and cooperatives, they tend to become vendors at different events. The international ones become vendors in the US. It’s easy for me then to ask them and say, “I’d love to speak for you. Let’s hear more. Are your audience a match to this one?” They say, “Yes, definitely. 10% of this audience comes over and joins our events.” That’s how I do that because then you know you’re more likely to be dialed in.

That happens most of the time. I will get one or two additional speaking gigs out of someplace I’ve been. The more you get out there, the more you’ll get.

A podcast interview or something that leads you to the next one. We are looking at doing some fun things together. Do want to talk a little bit about it?

Tracy was in town for an event. We had the opportunity to sit down and talk about what we do that people both need. We have a friend, Chris Johnson, who’s a writing coach. We are creating a new product. We’re going to sell it probably in 2019. We have to get our act together a little bit more here. He is coming in and being trained on assessment marketing. Sitting down with Chris Johnson the writing coach and in laying out the outline for your book, then doing podcasts along the lines of, “What do you want to have in that book?” Following the outline, getting podcast guests and doing this podcast that are right onto your book. Tracy has the transcription service that she uses for her podcast. Then that goes back to Chris for editing. You have content. You have an assessment to bring those people in. You’ve got a platform built. Then we’ll edit your book and publish it. You’ll get launch protocols. It’s all built into one program. It’s in your authentic voice because you have 25 podcasted episodes that we’re going to be creating the book from.

We’re going to encourage you to do more than the 25 because there will be lots of ways for you to do it. I’m going to encourage you to plan 50 because we want to do a guest interview and your topics so that you’re doing both. Thinking about it this way, if you were structuring a book is that you might tell a story in the book. You might tell a case study or an example of how this works. Wouldn’t it be great if you did a full interview with that person as well? You almost have 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 podcasts as well. You’re cycling between your podcast and your book because story sells and we know that. Other people and your association with them will also help with the credibility of the book and your podcasts. Keep that going in that way. I want to help people plan that. I’m going to do my 2019 contact plan. I’m going to walk a group of people through it.

I love that plan you generally laid out for me. I’ve already contacted the person who does my posts on social media.

The audience is more than a statistic. Click To Tweet

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. How you find out that data. 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. You then start planning an editorial calendar in the magazine marketing and platform world. It’s going to be a three-part series with a little bonus fifteen minutes on turning that into a social media calendar as well. It’s all free. You’ll get it. Make sure that you go to FeedYourBrand.co and you register on our mail list.

My goal is to run it. 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? We’ll be able to dial in and do some of those one-on-one coachings where we are dialing into answering in like a hot seat situation the questions that you have on building this and what you’re struggling with. Maybe do a demand one in January if there’s a big push of people who say, “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.”

The wonderful thing about podcasts too is that you have so much material you can re-purpose. You do it once. I can’t even tell you, I get lazy every December because I’m working on my plan for the next year. I re-purpose content from earlier in the year.

You should do that all the time. When you’re talking about social media channels, for instance with Facebook only pushing out 4% to 7%, 90% plus didn’t see what you put out. Why shouldn’t you re-post it? Is 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. There are different ways. We have a social media masterclass that I ran on Facebook Live. It is one of our podcast episodes. In it, I list seven different formats of the same piece of content that you can utilize.

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. They do visuals 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. They’re re-purposing that on their site, not just in social. Why not do that? They have a full-time person who does all this re-purposing for them. I am excited as to what we’re going to do together and how we’re going to help this Feed Your Brand audience grow their platforms and their businesses and turn into authors. I know many of them aspire to be that. Juliet has some amazing programs. You have programs that help people who are 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 if you’re a beginner, getting you in on that ground level with the assessment and taking care of finding out who your audience is. We have done-for-yous and that we’ve done for many companies. They don’t want to be as engaged, we work with them and we push it out the door, and it’s all done for them.

FYB 70 | Super Brand Publishing

Super Brand Publishing: The wonderful thing about podcasts is that you have so much material you can re-purpose.

 

Including in some cases hiring a ghost writer for you if you need that.

Most of the time I do the copywriting. If you have a business that I don’t know well-enough to copyright, we get somebody else to ghostwrite. They are great tools and great programs.

We have quite a few podcasters who are using your quiz program already. If you 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 understanding your audience better. 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 interested in? You should contact Juliet as well for that.

With the benefit that people don’t understand with their podcasts, iTunes has stats but you don’t have information about those people. This is a way to capture that audience, it’s more than a statistic.

Who doesn’t want to take a quiz? We all are competitive against ourselves. That’s what I find. I’m like, “I’m going to take it because I want to know where I am.” They do it and they don’t unsubscribe because then they start finding valuable content once they’re through it. It’s a great tool. Juliet, I’m so glad you came on. This was a much longer episode than we normally do. I thought we needed a deep dive into this because I know this subject matter is so important to our audience here. I’m so glad to be partnered up with you.

Thank you so much.

Until next time, this is Tracy and Juliet on Feed Your Brand.

 

Important Links

About Juliet Dillon Clark

FYB 70 | Super Brand PublishingJuliet Clark began her career in traditional publishing and then moved on to advertising. She has big agency experience, working on the billion- dollar Nissan account. She has also worked at Mattel Toys, another billion -dollar ad account.

In 2008, she wrote her first book and found the self-publishing world a strange world that rarely served the author’s best interests. Her third book was an international bestseller that spends time at # 38 on the Amazon bestseller list wedged between Sue Grafton and Janet Evanovich. She began her publishing company, Winsome Media Group in 2010 with a mission to help non-fiction authors understand how to build a platform, sales and marketing funnels, and visibility in the marketplace for their books and their businesses. In 2015, this business expanded to help authors, coaches, speakers, and small businesses build funnels with a proprietary system that allowed for more lead generation and revenue growth.

Book a call to find out more about Juliet’s assessment program and get $500 off for coming from Feed Your Brand. Just go to this link and book a free call today. https://authorsuccessacademy.lpages.co/brandcasters/

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