How To Sell Your Book with a Stand-Out Signature Talk

A guest post from business coach and sales strategist Jeannie Spiro

I'm so excited to share this wisdom from my good friend (and personal business coach) Jeannie Spiro! I've been working personally with Jeannie since October, and I have to say, this woman is a powerhouse - and she really knows her stuff.

I know that many of you are using (or are planning to use) your books to step into the world of speaking; this is a reverse-engineering approach that lets you use your existing platform to get your book out there on a bigger scale.

So dive in, and enjoy! 
-Bryna


How To Sell Your Book with a Stand-Out Signature Talk

Your book is now published. It's a dream come true! But the battle is only half-won. Now it’s time to let the world know about the work you’ve just poured your heart and soul into.

But how?

Not knowing the "how" is the very thing that will keep your book out of the hands of the people you most want to read it. What you now need is a marketing plan.

Now there’s a long list of ways you can market your book. Some are simple; others are far more complicated. But one of the best ways to do it is to use speaking as a strategy to sell your book. Why? Because it’s one of the best ways for your ideal readers and clients to get to know you and your work!

In this post, you’ll discover how to start the process of creating a signature talk to sell your book.


Step 1: Choose Your Content

The wonderful thing about having a book is that you’ve already got an outline of your content. Now you need to decide how much or how little you should share.

There is absolutely no way that you’ll be able to talk about your entire book and all of its chapters in a signature talk, so you must decide what’s the most important content to share. 

An easy place to start is to think about what your ideal readers are dealing with when they come to hear your speak. What are they struggling with? What can you share with them that will help?

Choose no more than 5 things to talk about, but make sure that they give the reader a preview of what your book is about.


Know Your Message

In writing your book you likely came up with a message that you felt was important to share. That same message needs to be shared in your talk.

If I were writing a book about how I used speaking to grow my business, I’d make sure my talk includes why I believe speaking was one of the reasons why my business grew so quickly.


Reveal Your Story

If your book is about something you experienced, you'll want to make sure you tell your audience some part of your story in your talk as well. Sure they’ll read it in your book, but give them a glimmer of what made you write your book, or why you do the work you’re doing today. 

This approach is often called the Hero’s Journey. In it, you’ll explain where you were before, what happened along the way, and how you transformed as a result of what you learned.

Your book has likely given you many stories to choose from, so pick the story that is most relevant to your message and content and you’ll be in great shape.


Selling Your Book

We’ve now covered a little about how to design your signature talk, and although there are more components to designing and structuring it, I’d like to cover how to sell your book using your talk. 

The key to selling your book at your events is making sure that you’ve designed a signature talk that makes your audience want to follow your advice, strategies, lessons, etc. Your talk must be designed in a way that helps your readers see that the answers they need are waiting for them in your book. As soon as someone can see themselves in your solutions, the more likely they are to purchase your book!

In this stage of your talk, you’ll make an offer for your audience to purchase your book, with the promise that, when they read it, they will learn something they really want and or need. You’ll also want a Call to Action (CTA) - a statement which tells them how to purchase your book and what to do next.


Decide Where to Speak

The final thing you'll want to think about when using speaking as a strategy to sell your book, is where to offer your signature talks!

Determine what organizations or venues are gathering your ideal audience already and ask them if you could share your work with them.

So, are you ready to get out there and start selling your book? I thought so!


If you’d like to learn more about how you can create a signature talk that closes the room, click here to get Jeannie’s FREE Guide, “The Speaker’s Guide to Closing the Room."


Known for her insightful, authentic and engaging approach, Jeannie Spiro is a top-notch speaker, sales strategist, and business coach. She teaches coaches, consultants, and service-based entrepreneurs how to deliver an engaging Signature Talk, close sales conversations without feeling pushy, and generate consistent revenue. Having earned six figures in her first twelve months of speaking and selling her coaching packages, Jeannie is passionate about sharing her proven formula with others so that they can build equally fulfilling and lucrative lifestyle businesses. You can learn more about Jeannie at www.JeannieSpiro.com.