February, 2007
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February, 2007 |
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Seventy-some-odd inches of snow and counting. After seven straight weekends with measurable snowfall, Colorado has been blessed with more frozen, liquid sunshine than any of us really wanted. But even as I dig out, week after week, I can’t think of a better place I’d rather be than settling into our beautiful new home in the rolling hills of Castle Rock, Colorado. Like so many of you, I have also been spending these early days of 2007 working, not only in my business, but on my business. A major goal for this year is mining my brain full of content to produce dynamic information products that will create sustainability. As they say, we are not selling speeches, we are selling wisdom – and that wisdom can be delivered across a variety of media such as books, DVDs, workbook guides, audio programs and much more. This month’s feature article explores the value of the book – and not just a book, but YOUR book. Whether you are a prolific author, or still have your book in your head, read on and get a new perspective on why publishing your expertise is important to both your visibility and credibility. For now, I am gearing up for another adventure as I head out in late February for speaking engagements in Singapore, Bangkok and even…Indiana! Up, Up and Awaaayyy! David Avrin |
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By David Avrin – The Visibility Coach Here a quick question for you: What’s the difference between someone who is very smart and someone who is a recognized expert in their field? It could be an advanced educational degree. It might even be a measure of achieved fame or public accolades for a significant feat or discovery. The reality is that for many, often the missing link between credibility and obscurity is simply having written and published a book. Being the author of a book – on almost any subject – can make you an instant "expert" in your chosen category. Right or wrong, it’s an interesting dynamic that plays itself out with decision makers every day. “Why is this person credible?” a meeting planner, or television producer might ask a colleague. “Oh, they are the author of “Something or Other,” is the response. “Sounds good. Get them on the phone.” Regardless of the quality of the content, there is an unmistakable mystique that surrounds someone who has written a book. Like the woman who wears a white lab coat at the Clinique makeup counter at the major department stores, credibility can sometimes be a simple accessory away. Now, let me be clear: I’m not advocating a shortcut around earned credentials and expertise, I’m merely highlighting the reality of our culture that allows for creative means of bringing your hard-won expertise to the forefront. Write the book – gain the credibility. Write a best-seller – gain fame and fortune.
The irony is that the book itself is rarely newsworthy. Unless you are blowing the lid off some current scandal, or penning the tell-all memoir of a well-known politician or movie star, few will actually care about the book itself. It’s you, your message and the subject matter that can earn you the spotlight to share your views. Having written the book can earn you the platform. Aside from the potential financial return from publishing your own book, the real payoff is in the doors a book can open. Experts who are also authors are more attractive to prospective clients, news producers, meeting planners, etc. A book makes you appear to be a “safer” choice. You must know what you’re talking about – you wrote a book on the subject! I have seen it first hand when I wrote my book: The Gift in Every Day - Little Lessons on Living a Big Life (2006, Sourcebooks). This was a big departure from my marketing, PR and branding work. I am not a certified life-coach, parenting expert, psychologist, or any kind of credentialed guru on how to live a fulfilling life. I’m just a guy who decided to check in and take stock – and got my book published. Because I went through the process of putting my thoughts on paper, I now have the opportunity (and the great privilege) of speaking to thousands of people through media appearances and my new keynote presentation, about a subject that I feel passionate about. I don’t offer myself as an expert, just an introspective and humorous guy with an important personal message to share. Would I have had the opportunity to speak (and get paid) about this subject had I not written a book – not a chance! So many of my coaching and consulting clients have a lifetime of expertise and wisdom that they share with their clients and audiences. Unfortunately, too many of their brilliant thoughts, insights and solutions simply dissipate into thin air the moment the words leave their mouths. Get your thoughts down in the pages of a book – for so many reasons detailed above. For some of my clients, I have begun to help them through their writer’s-block, by simply interviewing them on their subject and recording the conversation. I then take the MP3 file and send it to a transcription service who takes the recording and converts it into written text. Voila! – the beginnings of a book. Now, all they need to do is to edit the manuscript. There are so many services available to help people get their book to print. With the rise of Amazon.com, a real “book deal” with a major publisher is no longer required to achieve national distribution. Print-on-demand makes small quantities affordable and allows for simple and quick self-publication. There has never been an easier or less-expensive time to self-publish. There is a wonderful old African proverb that says: “When an old person dies, a library burns to the ground.” Don’t take your knowledge with you. Share it in a tangible way and watch your visibility grow. Now, if you’ll excuse me, I'm taking my own advice and finally writing my new business book. Watch for the big splash this spring! David Avrin is known internationally as the Visibility Coach. A noted speaker, author, publicist, branding consultant and executive coach, David shows professionals how to stand apart and raise their profile in a competitive marketplace. Visit him online at www.visibilitycoach.com |
 Speaking and Training
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Interested in learning more about David Avrin’s Inspirational Keynote based on his new book: The Gift In Every Day – Little Lessons on Living a Big Life? Click Here.
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For more insights, check out Dave’s Blog at: http://visibilitycoach.blogstream.com Interested in learning more about the Visibility Coach? Click here!
Interested in having David Avrin, The Visibility Coach, For more information on a full day private coaching session To access past issues of The Visibility Coach newsletter click here. |
