PUBLISHED BOOKHOW I TURNED MY PODCAST INTO A

Jeff Sanders

#ccn16Author @JeffSandersTV

JeffSanders.com/ccn16 Video, Audio, Slides, & Pics

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Every content creator should have premium recurring content + published book.

Me#ccn16author

WHAT I’M NOT COVERING TODAY▸Book Marketing

▸Sales

▸Contracts

▸Design

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WHAT I AM COVERING▸ The Joy of Publishing

▸My Story from Podcast to Published Book

▸4 Strategies to Create Premium Content

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WHO’S HERE?▸ Future Authors?

▸Bloggers?

▸Podcasters?

▸ Filmmakers?

▸ Speakers?

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Your Goal = Convert Your Premium Content into a Physical Book on Amazon

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Your Audience Wants a Book From You

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THE JOY OF PUBLISHING▸ Increased Credibility for You (you can call

yourself an author!)

▸ Increased Value for Your Audience

▸Future Book Deals, Interviews, Speaking Engagements, etc.

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PODCAST TO BOOK EXAMPLES▸Lewis Howes: The School of Greatness

▸Gary Vaynerchuk: #AskGaryVee

▸Jon Nastor: Hack the Entrepreneur

▸Shawn Stevenson: Sleep Smarter

▸Scott Sigler: Infected#ccn16author

Podcast —> Book How Did This Happen?

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—>

MY FIRST DEAL DIDN’T HAPPEN▸Graduated and Clueless

▸Wrote a manuscript

▸Pitched to Literary Agents

▸Turned Down (many times)

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My 2nd Attempt Worked . . . and I didn’t have to pitch anyone

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1. THE PUBLISHER▸Looking for an author

▸Found my podcast

▸Contacted me for a book deal

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2. THE CONTENT CREATOR▸Created premium content (which publishers

are looking for)

▸Marketed my premium content (to attract the right people)

▸Used premium content to write a great book (could be traditional or self-published)

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How can you do this? —> Turn your premium content into a published book

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First, get a publisher. Second, write a great book.

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Both Models Work Traditional or Self-Publishing

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Q: Why Did a Publisher Approach Me? A: Long-Term Premium Content Strategy

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The leap to a published book is much shorter with premium content.

Me#ccn16author

PREMIUM CONTENT▸High value content, in excess of what is

normally expected.

▸aka - YOUR BEST STUFF

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AIM HIGH▸Audiences Don’t Have Time for Low-

Quality Content

▸Publishers Don’t Work With Low-Quality Content Creators

▸Why Bother if Your Content Isn’t Designed to be Excellent?

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4 Strategies to Create Premium Content

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Content Strategy #1 Consistency

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CONSISTENCY▸Separates the pros from everyone else

▸Attracts advertisers, audiences, and book publishers

▸145 weekly podcast episodes

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Content Strategy #2 Focused & Targeted

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FOCUSED & TARGETED▸Stick to a Theme that Attracts Publishers

(e.g. leadership, sales, health & wellness)

▸Focused content is much easier to create and consume

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Content Strategy #3 Variety in Your Approach

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VARIED APPROACH▸ Interviews

▸Self-generated content

▸Tips

▸Strategies

▸Stories

▸Recommendations

▸Resources

▸ Instructions (how-to’s)

▸Action steps

▸Quotations#ccn16author

VARIED APPROACH▸Makes Writing the Manuscript MUCH

Easier

▸Experiment in Your Recurring Content, NOT in Your Book

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Content Strategy #4 Create a Through Line

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THROUGH LINE▸A connecting theme or structure

▸A constant from beginning to end

▸The spine of your content

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THROUGH LINE▸Two Possibilities

▸1. Create Random Content (and find the through line later for your book)

▸2. Design a Through Line Now (and craft your ongoing content around it)

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THROUGH LINE▸Random Content ▸ 5 AM Blueprint 7-Step System

▸Predetermined Through Line ▸ Donald Miller’s Story Brand Podcast

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PREMIUM CONTENT STRATEGIES▸1. Consistency

▸2. Focused & Targeted

▸3. Varied Approach

▸4. Through Line

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Every content creator should have premium recurring content + published book.

Me#ccn16author

REVIEW▸1. Create Premium Content (and stick with it!)

▸2. Get a Publisher (or self-publish)

▸3. Write a Great Book

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FINAL ACTION STEPS▸1. Decide what book you want to write

▸2. Make a premium content plan that leads up to your new book

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Thank You!

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Questions?

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