Amplify

In talk #2 with first-time author, Chris Massie, we jump into the mechanics of actually writing the book…

Yes, you need the MESSAGE and you need the MECHANICS.

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Chris talks about the importance of realizing that some things are hard because they’re “hard,” and other things are difficult because they’re just new…

He talks about shifting into a “student mentality” so you can reach greater levels of success…

He discusses how to know when it’s “good enough” and it’s ready to ship— and when it’s not.

And, when you should get others involved in helping you and when you should just bootstrap it yourself.

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Finally, we talk through the process of aggregating your content, assembling (and reassembling it), and then amplifying your message.

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Links referenced in the talk—

👉 Chris’ book, The Clarity Question = https://amzn.to/3RagfKo 

📣 The mega-course Chris attended live— available on-demand = https://www.amplifyonline.info/course 

📗 Making & Marketing Your Book course = https://www.amplifyonline.info/MMB 

⚙️ Free “Process Over Permission” book = https://www.amplifyonline.info/process 

📱Free non-sales call / strategy session = https://www.amplifyonline.info/talk 

🤔 Be the first to know when Beth launches the “book club” by registering at https://www.amplifyonline.info/bookclub 

Chris Massie attended the live recording of the Amplify workshop when we created it a few months ago— before we went live with the Amplify site. While attending, he said, “I’m ready to write my book, now… I’ll get started when I get home.”

He had been coaching and speaking… and even writing blocks and emails for a season. At some point, in the training, it clicked, “I DO have a message, and this is it…”

(Oddly enough, the MESSAGE is part 1 of the Amplify framework— and though we can help you clarify AND communicate it, it’s the only thing we CANNOT supply for you— YOUR message.)

Chris learned the processes and began “running the play”— of aggregating his ideas, assembling (and re-assembling) them into usable formats, and then (finally!) amplifying the message.

In this multi-part series, we begin with the basics…

Where did the message come from?

How did you take what you know, the season of life you’re in now and move that from a “potential” idea to an actually product— on the printed page?

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Links referenced in the talk—

👉 Chris’ book, The Clarity Question = https://amzn.to/3RagfKo 

📣 The mega-course Chris attended live— available on-demand = https://www.amplifyonline.info/course 

📗 Making & Marketing Your Book course = https://www.amplifyonline.info/MMB 

⚙️ Free “Process Over Permission” book = https://www.amplifyonline.info/process 

📱Free non-sales call / strategy session = https://www.amplifyonline.info/talk 

🤔 Be the first to know when Beth launches the “book club” by registering at https://www.amplifyonline.info/bookclub 

In this episode we continue our discussion on making & marketing your own book. In the previous talk we discussed myths & misconceptions about self-publishing.

Let’s go further.

First there are five realities you need to know about traditional publishing.

✅ Your publisher will get you some PR, placement in stores, etc., but...

✅ You still have to market your own book.

✅ You might or might not get an advance... which will need to be paid back AND there may be other expenses you incur.

✅ Yes, you may need to hire help.

✅ You probably WILL NOT own the rights or IP / intellectual property.

Second, the reason for all of this… the industry has changed (making NOW one of the best times— and easiest periods in history— to get your message to the masses).

Consider…

📙 The top 5 publishers now account for less than 20% of the best- selling eBooks.

📙Less than 1/2 of author earnings come from traditional publishers.

📙The average authors sells less than 100 books, while the top 1% of authors make most of the $$$ in traditional publishing.

📙Long-term the money is in self- publishing, whereby you can earn more (re: $.50/book vs. $6/book).

Third, there are solid reasons for this. Specifically, four major changes have caused this…

🚛 Distribution has changed— the only way to sell a book in the past was through a bookstore. That’s no longer the case. 70% of sales now occur online.

💵 Royalties have adjusted… and the game changes when you sell 1,000 copies— if you market it correctly and do upsells.

💵 The cost to publish has dropped. The traditional outlets will cover all of your financial costs on the front end, but the total “cost” of this might be greater…

⏰ Time. Self-publishing wins, every-time, at “speed to market.”

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Some examples of self-published books:

Process Over Permission = www.AmplifyOnline.info/process 

LifeLift = www.Jenkins.tv/free 

Soul Wholeness = https://www.jenkins.tv/FSW 

Stronger = https://www.jenkins.tv/stronger 

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Links for this talk

Download your free PDF, the Book Launch Timeline— https://www.amplifyonline.info/BLT 

Access the BIG Amplify book referenced = https://www.amplifyonline.info/BIG 

The “Making & Marketing Your Book” on-demand course = www.AmplifyOnline.info/MMB 

Join Amplify Pro = https://www.amplifyonline.info/pro 

Let’s talk = https://www.amplifyonline.info/talk 

The writer’s framework = https://www.amplifyonline.info/WSCCC 

Be the first to know when Beth launches the “book club” by registering at https://www.amplifyonline.info/bookclub 

For the majority of writers, self-publishing is THE BEST way to go— it enables you to maintain control of your message as you begin making an impact with your ideas.

(Plus, it’s faster than traditional publishing AND it may be easier for you to find a publisher if you have a book that’s already in print and has a track record of selling. You can contract your self-published book as a re-print to a traditional publisher.)

There are FIVE misconceptions you need to know about self-publishing—

❌ Some people say it isn’t legit, but it is…

❌ Others think it’s for people who can’t get a book deal, but it’s often for people who want to do MORE than a book deal will allow— especially if you want to maintain control of your message long-term.

(I’ll share a list of super-famous writers who all began— or went back to— self-publishing.)

❌ A few believe that traditional publishing proves you’re a better writer (it doesn’t— it just means someone was willing to invest in your book on the front end, covering all the initial expenses).

❌ A lot of people believe traditional publishing earns you more money— turns out, it doesn’t, unless you have a massive audience, get paid a fat advance, and have a superb contract.

❌ Several believe the publisher will do “all the work for you” if you go the traditional route.

In this episode, we talk through each of these misconceptions and discuss why— for 99% of authors— self-publishing is the best way to begin (and, may be even be the way you want to continue).

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Some examples of self-published books:

Process Over Permission = www.AmplifyOnline.info/process 

LifeLift = www.Jenkins.tv/free 

Soul Wholeness = https://www.jenkins.tv/FSW 

Stronger = https://www.jenkins.tv/stronger 

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Links for this talk

Download your free PDF, the Book Launch Timeline— https://www.amplifyonline.info/BLT 

Access the BIG Amplify book referenced = https://www.amplifyonline.info/BIG 

The “Making & Marketing Your Book” on-demand course = www.AmplifyOnline.info/MMB 

Join Amplify Pro = https://www.amplifyonline.info/pro 

Let’s talk = https://www.amplifyonline.info/talk 

The writer’s framework = https://www.amplifyonline.info/WSCCC 

Be the first to know when Beth launches the “book club” by registering at https://www.amplifyonline.info/bookclub 

We ALWAYS suggest that writers, speakers, coaches, communicators (and others) START with the book…

“Don’t aspire to eventually write the book,” we say. “START with the book.”

Here’s why— once you write the book you have all the content you need for everything else you need to teach, lead, guide, speak, promote…

And by everything, we mean EVERYTHING.

At the same time, there’s not— for the most part— a lot of money to be made in books.

Unless you leverage the book to make a bigger impact, that is. With the right strategy in place, you can use the book to clarify your message, communicate it clearly, and connect to the people you’re called to serve in a more precise (and greater!) way.

We talk about HOW to begin doing all of this here…

A few things to pay attention for as you move through this episode:

💰 Set your expectations— honestly— about the income books earn. Don’t over-inflate the number (and don’t under-inflate it, either).

👉 Use the book as a “next best step” for people— as a way to take them from a conversation and initial interest to a more thorough intro to your framework.

💥 Provide your reader with a clear “call to action” in the book— to go further with you.

Finally, we talk more about marketing the book—

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Links

📣 This module comes from the complete Amplify Course— from the one of the four sections on books = available on-demand = https://www.amplifyonline.info/course

👉 Download your free PDF, the Book Launch Timeline— https://www.amplifyonline.info/BLT 

📗 Making & Marketing Your Book course = https://www.amplifyonline.info/MMB 

⚙️ Free “Process Over Permission” book = https://www.amplifyonline.info/process 

📱Free non-sales call / strategy session = https://www.amplifyonline.info/talk 

🤔 Be the first to know when Beth launches the “book club” by registering at https://www.amplifyonline.info/bookclub 

Blog posts which are helpful on this topic =

👉 Making the first & last page of your book a lead generator = https://www.amplifyonline.info/blog/firstlast 

👉 How to market the book = https://www.amplifyonline.info/blog/better 

One of the most important, overlooked aspects of the launch = your launch team…

Not only will it enable you to increase your reach, but the launch team will also help you refine your message.

Notably, this works TWO ways, including what they do FOR YOU and what you do FOR THEM.

Here’s what your request of the team—

⭐️ #1 = Reacting to each of your posts during the pre-launch and launch week.

If people comment on some and re-share some, that’s a massive help.

⭐️ #2 = Buying the book the week of the launch (we’ll give you a copy of the book BEFORE-hand if you don’t already have one).

Note: we’ll set the price on Kindle, so can do this for as low as $.99, even, during the launch week. This allows them to have a “verified” Amazon review...

⭐️ #3 = Leave a review on Amazon, which you can collect and add to our webpage, in our emails, on social media, etc...

(As well, this causes Amazon to show the book to others— based on the reviews and ratings.)

⭐️ #4 = Post an “I bought the book” type of post... the day your book goes live!

⭐️ #5 = Attend the launch team Zooms, leading up to the big push (once a week, the 5 weeks before we launch, for 15 minutes each).

A few things you need to do for your team...

⭐️#1 = Free access to the digital version of your book— immediately.

⭐️#2 = Provide them with other bonus resources they can use.

⭐️#3 = Clear instructions as to what they're committing to (see above).

⭐️#4 = Access to your marketing team (and to you, even) to answer questions and be available to serve them

⭐️#5 = Excellence— Start and stop meetings on time, give good copy they cut and paste to share, graphics, etc.

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Download the worksheet linked below.

Then, enter your dates, building backwards from the week you want to go live.

Finally, calendar your assignments ASAP— and only work on the things you’ve calendared as they come up.

You can do this with little-to-no-stress by working well ahead of the big day.

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Links for this talk

Download your free PDF, the Book Launch Timeline— https://www.amplifyonline.info/BLT 

Access the BIG Amplify book referenced = https://www.amplifyonline.info/BIG 

The “Making & Marketing Your Book” on-demand course = www.AmplifyOnline.info/MMB 

Join Amplify Pro = https://www.amplifyonline.info/pro 

Let’s talk = https://www.amplifyonline.info/talk 

The writer’s framework = https://www.amplifyonline.info/WSCCC 

Be the first to know when Beth launches the “book club” by registering at https://www.amplifyonline.info/bookclub 

We continue talking about what to do to make sure people know about your book when it goes live for sale…

(If you haven’t listened to the previous episode, go there to get the “other half” of this one.)

Here’s your timeline— counting down to your launch:

-10 = begin posting 2x per week about the book directly, 36:27

-9 = recruit your launch team… will begin meeting in week t-6, 38:27

-8 = finalize book endorsers and initial website reviews, 40:17

-7 = begin emailing your list 2x per week about the project, 42:08

-6 = finalize the bumps and upsells— the offer, 45:10

-5 = build your webpage for this book / product, if not already done, 47:50

-4 = begin the “pre-launch” with blogs and podcasts, etc., 48:45

-3 = order books, shipping supplies, etc., 50:51

-2 = check your tech stack, test it, 52:05

-1 = final week pre-launch, go live on social media every day, 53:18

Launch week = live all week, every day, 53:44

Note: the launch doesn’t “end” with the launch.

There are a few things to do post-launch, as well!

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Download the worksheet linked below.

Then, enter your dates, building backwards from the week you want to go live.

Finally, calendar your assignments ASAP— and only work on the things you’ve calendared as they come up.

You can do this with little-to-no-stress by working well ahead of the big day.

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Links for this talk

Download your free PDF, the Book Launch Timeline— https://www.amplifyonline.info/BLT 

Access the BIG Amplify book referenced = https://www.amplifyonline.info/BIG 

The “Making & Marketing Your Book” on-demand course = www.AmplifyOnline.info/MMB 

Join Amplify Pro = https://www.amplifyonline.info/pro 

Let’s talk = https://www.amplifyonline.info/talk 

The writer’s framework = https://www.amplifyonline.info/WSCCC 

Be the first to know when Beth launches the “book club” by registering at https://www.amplifyonline.info/bookclub 

Most writers think about creating the book, but we don’t think about “launching it” and getting it out there. But, if we want people to read it, we’ve got to let them know it’s available…

That’s the topic of this podcast series.

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Here’s why you should prepare for— and then execute— your launch:

📘 You live with the book for months— but others do not. Invite them into your process.

📘 People connect with people— not products. This enables them to connect with you.

📘 The process builds anticipation, just like a Hollywood release.

📘 It gives you a longer runway to connect with many people (you don’t yet know) who will actually promote your book.

📘 You can refine this process and continue relaunching the same product.

So, let’s talk about what to do, step-by-step, beginning 5 months before you launch your book, week by week, in reverse order…

-20 = Begin talking about it online, etc.

-19 = Continue sharing

-18 = Contacting podcasters, etc.

-17 = Look to week t-6 and start determining the upsells, offers

-16 = Off week to catch up and work ahead

-15 = Shift your conversation online, to asking questions

-14 = Follow-up from week 18

-13 = Make contact to reviews, recommendations

-12 = Cover design and vote

-11 = endorsements, more, like week t-13…

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Continued in the next episode.

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Download the worksheet linked below.

Then, enter your dates, building backwards from the week you want to go live.

Finally, calendar your assignments ASAP— and only work on the things you’ve calendared as they come up.

You can do this with little-to-no-stress by working well ahead of the big day.

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Links for this talk

Download your free PDF, the Book Launch Timeline— https://www.amplifyonline.info/BLT 

Access the BIG Amplify book referenced = https://www.amplifyonline.info/BIG 

The “Making & Marketing Your Book” on-demand course = www.AmplifyOnline.info/MMB 

Join Amplify Pro = https://www.amplifyonline.info/pro 

Let’s talk = https://www.amplifyonline.info/talk 

The writer’s framework = https://www.amplifyonline.info/WSCCC 

Be the first to know when Beth launches the “book club” by registering at https://www.amplifyonline.info/bookclub 

One of the best way to view grant-writing (and see how to “win” even when you don’t get the grant) is this:

⭐️ When you write a grant proposal you have the opportunity to put the mission of your organization into the hands of someone who has decided that THEIR MISSION is to fund organizations like yours. ⭐️

And sometimes the timing is right and your mission and their mission intersect. Other times it doesn’t. And a “no” doesn’t always mean “no forever.”

So…

Develop a workflow that actually works— so you can do this ultra-part time and still get massive results WHILE staying focused on the mission.

Here are a few tips:

⚙️ #1 = Create a filing system for all of your information.

✅ Make a folder up updated information that’s “the same” for every request (501c3, Form 990, Annual organization budget, financials, etc.)

✅ Make a folder for each project— including a narrative, the budget, partnering organizations, etc.

✅ Make a folder for each grant maker— including all requests you make to them

⚙️ #2 = Build a calendar— and work from it.

✅ Organize by the month

✅ Make a list of all grant makers who receive requests that month

✅ Include the relevant info— approximate amount, how to apply, other details

✅ Do the work a month ahead of time (i.e., do your March requests in February)

⚙️ #3 = Create your monthly workflow— based on that calendar.

✅ Week 1, write $100-200K in requests, for instance— or whatever number you determine (just stay consistent)

✅ Week 2, follow-up with “old” requests, and scout for new grant makers

✅ Week 3, Finish any work that’s been left undone.

✅ Week 4, Email all grant makers in your database— a “not-a-funding- request communication.”

Some of the best practices include…

📫 Communicate with a written thank you immediately.

📈 Some donors will want a follow- up report after the monies are spent. Always do this ASAP, b/c you can’t apply again until you do.

📣 Communicate monthly with a “not-a-funding-request communication” to everyone on your “grant-making list” to keep them updated on your progress— build the relationship so they know who you are and what you do when the proposal time rolls around again.

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Links for this talk

Free access to the grant template = https://www.amplifyonline.info/GPP 

How we can help nonprofit leaders— the framework = www.AmplifyOnline.info/501c3 

The “Grant-Making Machine” on-demand course, with worksheets, templates, etc. = https://www.amplifyonline.info/GMM 

Need help? Let’s talk = www.AmplifyOnline.info/talk 

After learning WHO you can apply to for a grant, as well as WHAT goes into a request, you need to tackle the HOW and WHEN questions. We outline them both in this episode…

First let’s talk HOW…

📫#1 = Some, you send in the mail

🖥️ #2 = Increasingly, more are going to online applications

Note: don’t discount “mail in.” Those are the ones for which we’ve received some of our highest awards.

Next, let’s talk WHEN…

📌 #1 = Anytime applications (send at any point in the year)

📌 #2 = Specific time applications (some foundations take requests only at designated times)

(Also, some foundations require “permission to apply.”)

How do you tackle this and then manage it?

Here’s a pro tip that will help:

👉 Make a calendar of when each of these are due.

👉 Fill in the “specific due dates” first and then back-fill the gaps with those which have no deadline— such that you send out the same amount of grants each month, keeping the workflow the same.

Let’s go a step further…

7 suggestions related to the above:

#1 = Make a master list of grant makers— and add to it constantly.

#2 = Make a note of how much you think they will give, the kind of applications they require (online or mail-in), and other things you learn about them.

#3 = Review your list each month— and work on the “next month” that is due (i.e., if grants are due September 15, work on them August 1).

#4 = Spend 1-2 days per month doing nothing but grant requests— all day.

#5 = Keep good records of what you apply for— and what they accept / reject.

#6 = Follow-up with everyone (they generally tell you how long it takes to get a decision), so you can build a relationship the “gate-keepers.

#7 = Send the same— or similar— grant requests to all grant makers.

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The 5-part nonprofit framework highlights the core areas you need to address to move the mission forward:

⚙️ Path (or program) = what clients do, what they’re taught, how you impact the people you serve

⚙️ People (job descriptions, staff expectations) = clarity for both paid staff and an army of volunteers alike

⚙️ Proceses = policies, procedures, and more… so the mission can move forward without micromanagement

⚙️ Place = the environment or culture you set (because it’s not only WHAT we do that matters but also HOW we do it)

⚙️ Purse = your funding strategy (because it takes money to fund the mission and you can only run the mission as far as they money will fuel it)

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Links for this talk

Free access to the grant template = https://www.amplifyonline.info/GPP 

How we can help nonprofit leaders— the framework = www.AmplifyOnline.info/501c3 

The “Grant-Making Machine” on-demand course, with worksheets, templates, etc. = https://www.amplifyonline.info/GMM 

Need help? Let’s talk = www.AmplifyOnline.info/talk