Transcript
WEBVTT
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this episode of the customer experience
podcast and the C X Siris on B two b
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growth is releasing on the last day of
2021 of the longer and more interesting
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years in my life, and perhaps in yours
as well. And this time is a time of
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reflection and gratitude and perhaps
more so, one of looking ahead
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of goal setting, of resolving to do
something better or more often or
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differently, or even to do something
you've never done before. If for you
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that includes writing, publishing and
selling a book, you will definitely
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enjoy this two part. Siri's the six
piece of writing, publishing and
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selling your book. My name is Ethan
Butte. I'm chief evangelist at Bom Bom.
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I'm the host of the customer Experience
podcast, as well as the C X Siris on B
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two B Growth and the co author of the
book Re Humanize Your Business. How
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Personal Videos Accelerate Sales and
Improve Customer Experience. It's a
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book I co authored with my longtime
friend Steve Personally. He's also a
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team member of mine. He is the chief
marketing officer at Bom Bom. The book
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was published by Wiley about a year and
a half ago, I'd say it's exceeded our
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expectation in terms of the number of
copies sold, closing in on 25,000. That
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is a hard number to track down. By the
way, it doesn't include audio books.
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Some of the ways that you look at it
don't include international sales, but
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it's in that zone, so I'll be sharing
with you in this two part. Siri's some
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important lessons we learned as we
wrote, published and sold Re humanize
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your business. By the way, if the title
and subtitle are interesting, you can
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learn more about it right now at bom
bom dot com slash book. That's bom bom
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dot com slash book. Or you can search
re humanize your business at Amazon or
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wherever you prefer to buy books. So I
put this six peace framework together
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as part of an expert corner in the
marketing community Peak community. Now
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we talk about community a lot on the
customer experience podcast and the C X
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Siris on BTB Growth. A few episodes
that come to mind are Episode 74 of the
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Customer Experience Podcast with Steph
Caldwell of Narrative Science Episode
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93 with Joe Huber of Sprout Social as
well as Episode 84 10 Rules for
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Building a Category and a Community
with Sandra Mourvedre. Now syndrome is
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chief evangelist determinist. He
created the Flip My Funnel community.
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He created the peak community, and I'm
a member of his peak community. It's a
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marketing community, and there are all
kinds of member driven presentations,
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conversations Q and A sessions. And
that's why and where I created and
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delivered this framework. The six piece
off the process, our purpose proposal
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process, publishing people and
promotion again. Purpose. Why are you
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doing this at all? Proposal. Why you
need to create a proposal. Three is
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process. How are you actually going to
get the book written? Because there are
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a number of ways to do that. We'll be
covering those first three piece in
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this episode, and then in a subsequent
episode, you learn about the fourth p
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publishing. There are a number of ways
to bring books to market. The fifth is
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people who do you need to get involved
and keep involved from the start of the
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process. Through the completion of the
book through the release and in a
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sustaining effort behind the book. And
finally, of course, promotion. You have
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to sell your book no matter what. No
one is going to do it for you, so I'll
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share some tips and insights that we
learned in launching and supporting re
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humanize.
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So the first P is purpose. This effort
requires a lot of energy. It requires
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perseverance. There are a number of
decisions to make all along the way,
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and as we go through, the six PS will
be talking about how to make some of
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those decisions. But if you're not
first and foremost clear on the reason
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you are writing the book, you'll
struggle to make decisions effectively.
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There are no wrong answers around your
purpose, but you must have clarity of
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purpose, and you must have conviction
behind that purpose. One of the most
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common ones is something I'll call the
business card. I want something to send
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ahead or leave behind with potential
customers, perhaps to help with
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customer on boarding, to establish
expertise and thought leadership to
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share your point of view. And this book
is typically going to be for a smaller,
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more targeted audience, then a broader
purpose.
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I know a number of people who've gone
to market with a book functioning as a
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business card. A misguided purpose is
to make money. Unless you're someone
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like Michelle Obama, you are not going
to make a lot of money by writing and
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publishing a book. Now you may
downstream, but the process of selling
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a book is not going to make you rich
now, though, of course, there are
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exceptions here, too. You may tap into
something really powerful and timely.
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It may get some momentum. It may be one
of those books that continues to sell
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Justus well, six or seven or eight
years from now is it did upon release.
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But those are the exceptions. You're
typically not going to undertake this
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process in order to generate a lot of
direct revenue. So our purpose was to
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live and work in a better world. I am
confident from my own experience and
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from the stories of customers and of my
team members and from all the people in
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our community who are replacing some of
their plane typed out text with casual
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conversational videos know that this is
a mawr effective way to communicate,
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connect and convert. It's clearer
communication it builds human
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connection. We actually feel like we
know people before we ever meet them
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when we meet them through video. And,
of course, it can help us convert. Get
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all those micro yeses and macro yes, is
that we need in order to be successful
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and effective in our role, no matter
our seat in the organization. Our
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primary audience was salespeople and
sales managers and sales leaders,
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secondarily customer success and
customer service professionals. But
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more broadly, anyone working in a
professional capacity could benefit
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from the philosophy and practice that
we laid out in re humanize. So our
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purpose was to get this into his many
hands as possible to help people be
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more personal, more effective and more
authentic in the way they're reaching
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out to people every single day. That
guided, ah, lot of our decisions again.
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There is no wrong purpose, but you need
to be clear about it. You need to state
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it, perhaps bounce it off other people
and one of the places you'll express.
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This purpose is in the second P
proposal. I encourage everyone to write
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a formal proposal for your project,
whether or not you're going to try to
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take it to publishers or agents or
other people. Traditional publishers
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and even a lot of self publishing
options require a proposal, so it's
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something you'll probably want to do
anyway. But if you need a little extra
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encouragement, I'll refer you to Dan
Pink's conversation with Tim Ferriss on
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Tim Ferris's podcast Shortly after Dan
released When The Science of Perfect
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Timing Dan Pink is a New York Times
Wall Street Journal and use a today
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bestselling author of multiple books,
he has a book deal. He probably is
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making decent money from his books,
unlike most of the rest of us. But even
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though he has a book deal, he doesn't
need to pitch the project to anyone. He
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always creates the proposal in order to
be perfectly clear what he's doing, how
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he's going to do it, why he's going to
do it. So this is helpful and necessary
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work. Hey, here's a fun bonus for you
if you visit bom bom dot com slash
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podcast to check out the block post
associated with this episode Episode 1
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14 You can access the story of why and
how we reached out to Dan Pink to get
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him to endorse re humanize your
business. He had very kind things to
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say about the message of the book. You
can see those words and get the story
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by visiting bom bom dot com slash
podcast. Hey, everybody, Logan with
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sweet fish here if you've been
listening to the show for a while, you
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know we're big proponents of putting
out original organic content on like
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dead. But one thing that's always been
a struggle for a team like ours is too
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easily track the reach of that linked
in content. That's why I was really
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excited when I heard about Shield the
other day from a connection on you
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guessed it linked in. Since our team
started using shield, I've loved how
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it's led us easily track and analyze
the performance of are linked in
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content without having to manually log
it ourselves. It automatically creates
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reports and generates some dashboards
that are incredibly useful to see
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things like what contents been
performing the best and what days of
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the week are we getting the most
engagement and our average views
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proposed? I highly suggest you guys
check out this tool if you're putting
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Again, that's shield app dot ai And
that promo code is be the number to be
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growth. All one word. All right, let's
get back to the show with Smooth Steve
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and I put together a proposal for re
humanize, which is fun to look back on
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now. We titled the book At the time
relationships through video learned to
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master the new old way to communicate,
connect and convert. It was a 20
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something page. Google Doc. We had it
designed by our design team. It turned
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out to be a 43 page layout. They're
yours. Maybe shorter might also be
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longer. But if you include the elements
I'm about toe list, it should land
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somewhere near where hours did. The
first element is an overview. What is
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this book? What is it trying to
accomplish? What does it say? Second,
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of course, is who it's for. Who is the
target audience. How large is that
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audience? What would motivate them to
pick up and read the book? What are
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they going to get out of it now? This
can change over time, but you wanna
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have a pretty clear sense of where it's
going to go, what it's going to cover
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and in what order? How is the book
going to be structured? The next
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element we included was comparable
titles. What other books is this like
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in terms of theme or structure or
audience? What is it similar to? And if
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you're going to be pitching a specific
publisher, of course it always helps to
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have comparable titles that they have
published. That's what we did in our
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proposal for Wiley. Again, you'll learn
more about publishing options in Part
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two of this two part series, the six
piece of writing, publishing and
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selling your book. So that's overview,
target audience, table of contents,
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comparable titles, and then the next
part is author and or company
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background. We opted early on to make
this a bomb bomb project. Even though
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the book is not about bom bom it all.
The company is just a background
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character in the story, but we included
one pagers on me on Steve and on our
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company, our community, the movement,
the philosophy that guides us, who we
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are, what we're about, what drives us,
of course, our personal and
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professional backgrounds. Why are we
the people to write this book, and how
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will our experience come into play?
Next is the marketing plan. As with the
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table of contents, it's not written in
stone. As I already said, their title
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and subtitle aren't even written in
stone. But you do want to illustrate
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that you can sell the book and you want
to explain how this is work that's
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going to serve you very, very well.
Later on down the line again. The sixth
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p is promotion where we'll go deeper
into this topic. How are you going to
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market and promote the book? If you're
going with a traditional publisher,
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they want to see that your clarity and
your muscle and your thoughtfulness
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around the marketing plan are going to
mitigate their risk. You want them to
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know with confidence that they're going
to get a return on their investment in
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you. And then finally, is the writing
sample by the time we put the proposal
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together, we probably had 10,000 or
12,000 words written, so we included
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our introduction and the entire first
chapter as part of the proposal. This
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illustrates the tone and the style as
well as a number of other elements that
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air helpful in someone judging whether
or not they want to participate in the
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project. If you want to see all of
those elements and even get access to
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the slide deck I put together to share
this information, visit bom bom dot com
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slash podcast. That's B o M b b o m b
dot com slash podcast. This is Episode
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1 14 there. So if you're visiting a
month or more after this episode
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releases, you may need to scroll to it.
I'll provide links to a variety of
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supporting elements there because
you're probably listening while you're
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walking or running or hiking or biking
or gardening or cooking or cleaning or
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something else. And so if you want to
double back on some of the details that
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I'm sharing here, I'll have that
rounded up at bom bom dot com slash
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podcast. So the third and final P off
the first part of a two part series
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here on the customer experience podcast
and the C X Siris on BTB. Growth is
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process. How are you going to get this
done? There are so many ways you could
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do it. One of the things that I did as
soon as I realized that I wasn't quite
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sure how I was going to get a full book
written, and I had no idea how to bring
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it to market. I was truly ignorant. On
the way into this process was I reread
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books written by people I knew. And
then I reached out to them toe. Ask
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them if they would spend time with me
in conversation about how they got
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their book written and how they got
their book to market. I talked with
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people who self published and who had
been formally published. I talked with
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a gentleman who holed himself up in a
room for 12 days and wrote his book in
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less than two weeks start to finish.
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I also talked with someone who took six
years to get the book written. You, of
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course, will probably land somewhere in
between there, Justice Stephen I did
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with re humanize start to finish. It
was probably five months or so, but
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this is also part of the process. Be
clear what the book is going to be
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built from. Is it personal experience?
Is it interviews? Is it primary or
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secondary research? Is it case studies?
Is that some combination of these? Is
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that all of these elements? Is that
other elements? I didn't even list. One
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of the reasons we were able to move
quickly is that he and I do teaching
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all the time about this philosophy and
practice that we call relationships.
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Through video, I had written about 550
blawg posts for the bomb bomb Blawg. I
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had written a number of what were
essentially downloadable PDFs. We've
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both created stage presentations,
webinars, conceptual frameworks and all
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kinds of other things. And so our
challenge in the key in our process was
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What do we want to include? What do we
need toe exclude for the sake of
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brevity and focus? And what order are
we going to structure it in? So that
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it's a nice experience for the reader
that complete what? Why, who, when and
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how off this movement. So for us. It
was more of a roundup Digest collection
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of learnings and teachings for you. It
may be the same. Or it may be all new,
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something that you're documenting or
researching and ultimately sharing for
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the very first time. Be clear about
that. Here's a pro tip. Get a co author
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or a committed colleague. It was so
helpful to have someone else on the
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journey. It could be long. It can be
daunting. It can be scary. It can be
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frustrating and there is no reason to
do it alone if you don't have to. As we
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got into it, I had been working with
Steve professionally side by side for
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several years, and we were friends for
a couple of years before that. We know
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each other well. We have a great
working relationship and that
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translated directly into this process.
The give and take between us. As I was
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writing the words he was coming behind,
adding comments, suggestions, check out
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this article. You may want to include
this research here. Hey, do you
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remember this particular story? Hey,
it's been too long since we've had a
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very specific and practical take away.
So he was serving his reader's advocate
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while I was down in the weeds. And so
this give and take these regular
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conversations the back and forth, even
in the Google doc that we were working
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in so helpful. So whether you have a
formal co author or just again a
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committed colleague, someone with you
along the way, not someone where you
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spent six months or 12 months writing
this thing where you turn it all over
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and say, Hey, here's a year's worth of
work Would you give it a look? But
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someone to be with you, step by step
along the way, So helpful and I promise
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it will make a better experience. So
that's a pro tip. Here's a mantra that
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we carried. You cannot edit what is not
written, and by that we mean get the
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words down, even if they're in perfect.
Even if they're ugly, even if they
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don't all make sense. Even if they're
incomplete, you cannot edit what is not
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written. The writing process is Justus,
much, if not more so, about editing as
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it is about the writing. Steve had
nothing to react to and advise and
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clean up and fix up and make more
useful for readers if I didn't get
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something down on the page. So
understanding the give and take between
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writing and editing is also an
important process consideration. Are
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you going to write for a week and then
take a couple days toe edit? Are you
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going to write one day and edit the
next? Are you going to write for a
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month and then do editing later so many
different ways to do it? It's partly a
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process of trial and error and again
reach out to people you know who have
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written books to get some guidance.
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So those were the first three of six
piece purpose. Proposal and process be
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on the lookout for Episode 1 19 off the
customer experience Podcast or Episode
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00:18:55.620 --> 00:19:02.700
89 of the Sea X Siris on B two B growth
for the next three piece publishing
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00:19:02.810 --> 00:19:09.010
people and promotion again. My name is
Ethan Butte, co author of Re Humanize
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00:19:09.010 --> 00:19:13.750
Your Business. How Personal Videos
Accelerate Sales and Improve Customer
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00:19:13.750 --> 00:19:19.100
Experience. Get Mawr Links and Resource
is related to this topic by visiting
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00:19:19.100 --> 00:19:23.920
bom bom dot com slash podcast, check
out the book itself at bom bom dot com.
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00:19:23.920 --> 00:19:28.650
slash book or by searching it in your
favorite bookseller and check out more
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00:19:28.650 --> 00:19:33.220
episodes of the customer experience
podcast by searching the customer
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00:19:33.220 --> 00:19:38.290
experience podcast in your preferred
player and when you're there, be sure
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00:19:38.290 --> 00:19:42.540
to add an extra click an extra click
toe. Leave a rating if you want to
250
00:19:42.540 --> 00:19:46.520
write a review. That would be amazing
to, But at least give that one click.
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00:19:46.530 --> 00:19:51.630
It's helpful in bringing other people
into this ongoing conversation about
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00:19:51.630 --> 00:19:56.960
how to create and deliver better
experiences for your customers. Thanks
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00:19:56.960 --> 00:20:01.400
so much for listening to the C X Siris
on B two b Growth and the customer
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00:20:01.400 --> 00:20:03.560
experience podcast. Have a great day.
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00:20:06.640 --> 00:20:10.230
One of the things we've learned about
podcast audience growth is that word of
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00:20:10.230 --> 00:20:14.670
mouth works. It works really, really
well, actually. So if you love this
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00:20:14.670 --> 00:20:18.820
show, it would be awesome if you texted
a friend to tell them about it. And if
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00:20:18.820 --> 00:20:23.160
you send me a text with a screenshot of
the text you sent to your friend Meta,
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00:20:23.170 --> 00:20:26.790
I know I'll send you a copy of my book
content based networking. How to
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00:20:26.800 --> 00:20:30.240
instantly connect with anyone you want
to know. My cell phone number is
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00:20:30.240 --> 00:20:35.550
4074903328 Happy texting