Michael DeLon, Why You Need to Write a Book and How to Do It Right – InnovaBuzz 461

Michael DeLon

Michael DeLon, Paperback Expert

In this episode, I’m really excited to have as my guest, Michael DeLon, Founder and President, Paperback Expert. Michael believes that believe that a book is the ultimate business card. In this competitive market, you either differentiate yourself or die. Having a book will help you convert leads to clients and put more money in your pocket.

Michael helps you convert more leads using your Amazon Bestselling Book without spending more money on advertising. A book will position you as The Expert in your market. You’ll be different from everyone else and have instant authority and credibility. In under 24 hours of your time (and about 90 days elapsed time), you’ll be using your book to convert more leads and generate more sales. And as an Amazon Bestselling Author, you’ll be seen as THE Authority people look to.

In our discussion, Michael talked to me about:

  • The speak to write process and how to write in your own voice
  • The importance of storytelling in connecting with your audience
  • Using a published book in your overall marketing strategy

Jason Van Orden in episode 275 and Michael Roderick in episode 328 introduced us to Michael. 

Listen to the podcast to find out more.

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Having a book is a powerful way to grow your business. When you publish a book, you gain credibility in the eyes of your audience. Michael DeLon on #InnovaBuzz podcast Click To Tweet

Show Notes from this episode with Michael DeLon of Paperback Expert

Key points and takeaways from this episode include:

  • You shouldn’t write a book. You should speak-to-write your book.
  • Typing your book on a computer is a terrible way to write. You’ll never get anywhere because you’ll keep on self-editing.
  • Use the dictation function of MS Word or Google Docs to build an outline of your first book. And then, record yourself speaking about each topic. Let the MS Word or Google get all the content on paper, then go back to actually edit the book.
  • Always start with your brand strategy first. You’ve got to have a clear and compelling message that is going to differentiate you from everybody else, and then structure your book chapter by chapter based on what you want to share. 
  • Stories are huge. We remember everything through stories.
  • Having a book is a powerful way to grow your business. When you publish a book, you gain credibility in the eyes of your audience. 
  • Having a book is great but it’s not the end game. You have to know how to market your book as well as how to tell stories because that is what people will remember.
  • Data and logic are all important but are just secondary to emotions. You need to bond with people’s emotions first. Those emotions come from stories.
  • We are storytelling people. We get connected by stories. 
  • You can integrate your book into any marketing you are already doing in your business.
  • You are not creating a book to sell on Amazon and make money. You are creating a book to give to your ideal prospects, and you become wealthier because you are going to make more clients. 
  • A book is the best business card you’ll ever have. People don’t throw away books as they do with business cards.
  • eBooks are cheaper but don’t have the return that physical books have. Physical books create a tactile aspect that is going to stay around for a long time. 
  • Having a book is a very servant-hearted approach. 
  • When you allow your prospects to read about your story and your process, it makes them feel better about you, and that creates the emotional connection. 
  • We all have stories to tell. We just need somebody to ask us questions. Grab a friend. Go to a coffee shop and let them just ask you questions about your business. Record your answers to capture it. 
  • Writing a book is not as difficult as most people make it. It just takes a bit of thinking. 
  • Think about the questions that your prospects are asking you on a regular basis. These could be chapters of your book. If they are asking you these question, it means there are hundreds of other people asking the same questions.
  • If you have a message that is crystal clear and resonates with who you are and how you help your audience, then stick with it. Say it over and over to the point where your prospects are coming in to meet you. 
  • Use a print-on-demand system for your physical books. Start with 50-100 copies to give to your family, friends, and colleagues, and then always have at least 25-50 copies on-hand at any time. 
  • People are going to want your book. Always carry it with you when you go to work or attend networking events. Always sign your book for the person you are giving it to. 
  • Use your book to stimulate referrals through your best clients. 
  • The three stages of business are Attract, Engage, and Retain. Your book works in all these 3 stages. 
  • Good marketing connects with people throughout the entire process. 
  • You can clone your best client and get more clients like them by asking them to hand a copy of your book to people they know.
  • Creating a podcast around your book is a great strategy because it allows people to hear you and see you as well.
  • The marketing battle is either won or lost in the mind of the audience. 
  • Everybody has a story to tell. There’s a reason you do what you do. The more you tell your story and explain your process to help somebody go from where they are to where they want to be, the more successful you will be because you are going to gain clients and referrals. 
  • Your book is going to be there for the rest of your career, so go and tell your story.
A book is the best business card you'll ever have. People don't throw away books as they do with business cards. Michael DeLon on #InnovaBuzz podcast Click To Tweet

The Buzz – Our Innovation Round

Here are Michael’s answers to the questions of our innovation round. Listen to the conversation to get the full scoop.

  1. #1 thing to be more innovative – Take some time away from your business.
  2. Best thing for new ideas – Surround myself with smarter people, being around business owners who are not necessarily in my industry.
  3. Favourite tool for innovation –  Loom
  4. Keep project/client on track –  Automation. Have systems in your business to follow-up and make sure everybody is on board.
  5. Differentiate – Be the author of your own book. 

To Be a Leader

Be yourself and tell your story. Be able to explain to people why you do what you do. There’s a reason for your passion and purpose. Tell that in your marketing. You’ll be amazed at how people will connect with you. Stop trying to be what you think people want you to be. Just be yourself.

Reach Out

You can reach out and thank Michael through their website.

Suggested Guest

Michael suggested we have a conversation with Tom Ruwitch of Storypower Marketing. So Tom, keep an eye on your inbox for an invitation from us to the InnovaBuzz Podcast, courtesy of Michael DeLon.

Links

Ready to start your own book? Sign up here and get access to Paperback Expert’s Book Writing Bootcamp. 

Books

Cool Things About Michael

  • He is a voracious learner. You’ll always find him with a book (or 2 or 3) and an audio series going on his iPhone or iPod.
  • He and his family are deeply involved in The Bible Church of Little Rock.
  • He loves spending time with his family, traveling with friends, and living life on the edge.
The more you tell your story and explain your process to help somebody go from where they are to where they want to be, the more successful you will be. MichaelDeLon on #InnovaBuzz podcast Click To Tweet

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Jürgen Strauss

Dr. Jürgen Strauss is a transformational marketing strategist, podcaster, speaker, the chief innovator and founder of Innovabiz who partner with innovative, exceptional business coaches and consultants to enable you to build visibility, professional credibility and a deep connection with your ideal, dream clients, so that you will achieve growth and be able to make a difference to more ideal clients. Jürgen's mantra is Let's Make Marketing Human again. He believes that marketing is the art and science of creating and sustaining exceptional, remarkable customer experiences and relationships. You can find Jürgen on LinkedIn, as well as on Innovabiz' Twitter, Facebook, The InnovaBuzz Podcast, The Tales of Marketing Transformation Show and his personal Photography website.

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