Go deep
If you’re married, have ever been married, or been in a long-term relationship, you’ve likely had an experience like this: You meet someone. They seem nice, attractive enough and share a common interest. You go out for a cup of coffee or a drink … and from those 30 or so minutes spent together, you can look back from your current vantage point and say, “That deepened X-years of my life.”
If we think about it, the world is full of opportunities to go deep—to take advantage of the structure of things—relationships we want to improve or create—businesses we want to improve or create—and books/ideas we want to improve or create.
In my most recent book, I wrote that a book is most profitable when we recognize that it starts with an idea—a fleeting thought. However, you can’t stop there. The thought has to be nurtured—it has to be cultivated—it has to grow from a passing moment to something tangible, impactful, and (one hopes) profitable.
The work is in the “going deeper.”
And it strikes me that, far too often, in the book world we think that the work isn’t in these depths—it’s in the sell. We think that the systems we’re taught (book launches, SEO’d titles, guesting on podcasts, and so on) are the “trick” to success in the book publishing world.
In my experience they do help—but they are not complete answers. There is only one complete answer: Go deep into the idea and explore what you find there.
Ensure that the depth of that idea is investigated in such a nuanced way that your audience can’t help but see that it benefits them to buy the book, and to start a relationship with you.
We need help, often, in exploring the depth of our ideas. Simply writing social media copy or even 100-page books that function as (suboptimal, too often) explorations of ideas to benefit either the reader or establish the credibility of our businesses doesn’t quite cut it fully.
We have a depth issue, not necessarily a book-marketing issue. And depth begins with the framework I try to explore in my own book writing, and in my coaching: Who is the target market? What is the thing you understand about that target market that they miss—and that all your competition misses?
IF your book is written around those ideas—at that depth—the book suddenly has nuance, and potential virality, that truly establishes you as an expert.
Our lives can change in a moment. This is true when we meet our spouses. This is true when we meet ideas worth writing about—but the process of developing a book, or a relationship, is not momentary—it is deep work.
And if we understand that it is deep work, and take on that deep work, we reap the benefits of the effort.
If I hadn’t done the deep work, I wouldn’t have been ready for my current husband, whom I’ve been blissfully married to for heading into 8 years. And, if I hadn’t done the deep work, I wouldn’t have unearthed the framework I share in my book.
If we don’t do the deep work—the spouse, and the reader—recognize it. We fall flat.
I encourage you to go deep … your future clients will thank you.
If we think about it, the world is full of opportunities to go deep—to take advantage of the structure of things—relationships we want to improve or create—businesses we want to improve or create—and books/ideas we want to improve or create.
In my most recent book, I wrote that a book is most profitable when we recognize that it starts with an idea—a fleeting thought. However, you can’t stop there. The thought has to be nurtured—it has to be cultivated—it has to grow from a passing moment to something tangible, impactful, and (one hopes) profitable.
The work is in the “going deeper.”
And it strikes me that, far too often, in the book world we think that the work isn’t in these depths—it’s in the sell. We think that the systems we’re taught (book launches, SEO’d titles, guesting on podcasts, and so on) are the “trick” to success in the book publishing world.
In my experience they do help—but they are not complete answers. There is only one complete answer: Go deep into the idea and explore what you find there.
Ensure that the depth of that idea is investigated in such a nuanced way that your audience can’t help but see that it benefits them to buy the book, and to start a relationship with you.
We need help, often, in exploring the depth of our ideas. Simply writing social media copy or even 100-page books that function as (suboptimal, too often) explorations of ideas to benefit either the reader or establish the credibility of our businesses doesn’t quite cut it fully.
We have a depth issue, not necessarily a book-marketing issue. And depth begins with the framework I try to explore in my own book writing, and in my coaching: Who is the target market? What is the thing you understand about that target market that they miss—and that all your competition misses?
IF your book is written around those ideas—at that depth—the book suddenly has nuance, and potential virality, that truly establishes you as an expert.
Our lives can change in a moment. This is true when we meet our spouses. This is true when we meet ideas worth writing about—but the process of developing a book, or a relationship, is not momentary—it is deep work.
And if we understand that it is deep work, and take on that deep work, we reap the benefits of the effort.
If I hadn’t done the deep work, I wouldn’t have been ready for my current husband, whom I’ve been blissfully married to for heading into 8 years. And, if I hadn’t done the deep work, I wouldn’t have unearthed the framework I share in my book.
If we don’t do the deep work—the spouse, and the reader—recognize it. We fall flat.
I encourage you to go deep … your future clients will thank you.
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