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Does Every Consultant Need To Write a Book

Marketing podcast with Guy Kawasaki

Consultant Books

photo credit: Patrick Gage via photopin cc

I asked the question contained in the title of this post in a community I moderate on Google+ (Consultant Exchange- join us if you are a coach or consultant)

Somewhat predictably answers fell into two camps – those with a book said yes it was very helpful and meaningful to their business. Those without a book said no they didn’t think it was necessary and that a well written blog might be more important.

In my business having a book (and now three) made a significant difference in terms of creating more speaking, branding and consulting opportunities. Now, a key measure in the equation is that these books are well regarded and sold well enough to stand on their own – but there’s no question my books have led to a bigger brand for Duct Tape Marketing.

I posed the same question to my friend Guy Kawasaki and his take was a little more reserved – “Writing a book to open other opportunities is the wrong reason to write a book. You should write a book because you have something to say or are passionate about promoting a cause or idea.”

Kawasaki has written twelve books, including the just released APE: Author, Publisher, Entrepreneur – How to Publish a Book. Kawasaki wrote the book to reveal everything he’s learned along the way as an author and entrepreneur with the added lessons gained from publishing his last two books without the aid of the traditional publishing machine.

APE is meant to introduce the concept of “artisinal publishing” as a powerful avenue for anyone wishing to get their message heard in the form of a book much like an artist practicing and promoting their craft might do.

As someone that’s written several books I can tell you that if you have a desire to write a book, but have no desire to publish on your own, the section on writing a book is worth the money. If you do plan to write and publish your own work the guidance on the very specific elements of editing, formatting and submitting digital books is a gold mine.

I do believe that we have come to a point where honing and communicating a specific point of view is an essential practice in the worlds of coaching, consulting and marketing and a book is one format to do so.

More importantly perhaps is that you practice your craft in a way that allows you to gain the experience and insight needed to construct a point of view worth sharing – do that and you’re on your way to writing that book.

Free Copy of What the Plus Book and Interview with Guy Kawasaki

Marketing podcast with Guy Kawasaki (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

Update: Guy offered 500 free copies of his book What The Plus and they were snapped up in a matter of hours. We’ve added another 1,000 so grab your free copy of What The Plus and pass the word. (Update No. 2 – the additional 1,000 have now been given away – thanks again Guy.)

Depending upon who you listen to, Google+ is either the Holy Grail of social networks or another passing fade, but make no mistake, Google is Google and Google thinks this is important. So, even if you’re still waiting for some sort of critical mass from your industry to join Google+, you can’t ignore the fact that Google is starting to weight its search engine results with content from Google+.

In this episode of the Duct Tape Marketing Podcast I visit with one of Google+’s biggest evangelists and power user, Guy Kawasaki. Guy has written a very down to earth book on using Google+ called What the Plus-Google+ for the Rest of Us (Read on to see how to get a free copy of Guy’s book)

What I really like about Guy’s book is that it is filled with tons of very practical little tips gleaned from using the network on a daily basis. Beginners and more advanced users alike will get plenty from reading this book.

For example, I picked up a much better way to use Google Hangouts and a totally clever way to run your own polls on Google+.

Guy is selling fully functioning Kindle, eReader and Google Play versions for $2.99, but you can download a free PDF copy of What the Plus courtesy of Guy here. (8.5 mg PDF file limited to the first 500 downloads – expires April 23, 2012)

And Now The Enchanting Mr Kawasaki

Marketing podcast with Guy Kawasaki (Click to play or right click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

Guy Kawasaki is launching his tenth book today – “Enchantment – The Art of Changing Hearts, Minds and Actions” –

Enchantment, according to Guy, is influence on steroids. It’s beyond a transaction and goes to a more permanent relationship. No surprise Guy evokes Apple as a brand that enchants.

If you want to enchant someone, it presumes a long term relationship – by definition then, if you’ve enchanted someone you have probably done something that is both good for you and for them and that’s what makes it such an ethical approach.

The pillars of enchantment are likability, trust and having a great cause/product. These must go hand in hand – you can like someone and still not trust them.

Guy covers the idea of personal enchantment – ala Dale Carnegie. Guy is one of the more likable folks you’ll ever meet. There are aspects of his personality that draw you in immediately and he passes some of this on in this book. Guy evokes Mari Smith’s smile as an element of likability. Dress is important – dress equal to your audience. Just like your dad taught you, a good handshake, including eye contact, may make or break a deal for you.

Trust is always a hot topic in business and Guy emphasizes, and I agree completely, that you must extend trust before you’ll be thought of as trustworthy. There are no secrets these days, disclose your interests. You must be a baker instead of an eater. The eater eats and the baker looks for ways to build bigger pies.

Enchantment is a quick read that allows Guy’s direct and enchanting personality to shine through.

I had an incredibly enchanting dinner with Guy at Roy’s Restaurant in Las Vegas during CES – Guy captured the entire meal in pictures

You can listen to the show by subscribing the feed in iTunes or a variety of other free services such as Google Listen (Use this RSS feed) or you can buy the Duct Tape Marketing iPhone app. (iTunes link – Cost is $2.99) or

The Referral Engine Launch Day Bonus

Note: When an author launches a new book (well, at least this author) it’s kind of a big personal deal. So, I know I’ve been a bit commercial of late in promotion of my new book, but the good news is today is launch day so regular old thoughts on helping your grow your business to return. Thanks for your patience, trust and support.

The Referral EngineMy new book, The Referral Engine – Teaching Your Business To Market Itself is finally available to ship! In fact, the online retailers are blowing it out at as low as 55% off during the launch. Go to The Referral Engine book site for details.

The buzz for the book online has been tremendous and the reviews over the top positive. To continue the momentum I want to make you an offer to take action today. I have a library of incredible interviews available exclusively to those who buy my new book today.

Here’s the deal -

The book has received praise from the following thought and business leaders in the form of a blurb on the book’s jacket.

As a bonus for purchasing today you’ll receive audio recordings of the interviews I did with each. These are not pitches for the book, these are deep conversations about their thoughts on marketing and business.

  • Chris Brogan, coauthor of Trust Agents
  • Seth Godin, author of Linchpin
  • Guy Kawasaki, cofounder of Alltop
  • David Meerman Scott, author of The New Rules of Marketing and PR
  • Tony Hsieh, CEO, Zappos.com
  • Bob Burg, coauthor of The Go-Giver and Go-Givers Sell More
  • Marcy Shinder, vice president, American Express OPEN

I addition I’ve included double bonus interviews from some of the people you’ll meet in the book who also know a thing or two about referrals.

  • Ivan Misner, founder of BNI
  • Stephen MR Covey, author of The Speed of Trust
  • Scott Ginsberg, The Nametag Guy
  • Zingermans Community of Businesses, a chat with Ari and Mo

That’s 11 interviews in all with some folks I consider the brightest minds in marketing today.

Order today and send a copy of your receipt to [email protected] and you’ll receive your special link to download or listen to this entire library.

Go to The Referral Engine book site to choose your favorite online retailer – you can also send me the receipt from an offline retailer to qualify as well.

Thanks for all your support, you truly inspire me.

Word of Mouth Versus Key Influencers

This post is a special Make a Referral Week guest post featuring education on the subject of referrals and word of mouth marketing and making 1000 referrals to 1000 small businesses – check it out at Make a Referral Week 2010

This summary of an article from the December issue of the Journal of Advertising Research (good luck finding the issue online because I couldn’t) says that common word-of-mouth advertising by regular folks is more powerful than “key influencers.” Which is to say that sucking up to A-list bloggers may not be all that it’s cracked up to be. It seems like it’s bad day for celebrity endorsements.

James Coyle, assistant professor of marketing at Miami University’s Farmer School of Business, Elizabeth Lightfoot of CNET Networks, and Ted Smith and Amy Scott of MedTrackAlert conducted the study by surveying website visitors, conducting in-depth reviews, and analyzing website usage patterns. Said Coyle:

“We find that trying to track down key influencers, people who have extremely large social networks, is typically unnecessary and, more importantly, can actually limit a campaign or advertisement’s viral potential. Instead, marketers need to realize that the majority of their audience, not just the well-connected few, is eager and willing to pass along well-designed and relevant messages.”

I agree. I think that most key influencers are pompous, insecure jerks who take themselves way too seriously. And I say this knowing that you can rightfully accuse me of being one of them. The marketing lesson is this: Create something great, sow fields (not window boxes), “let a hundred flowers blossom,” and pray that “regular folks” will spread the word.

Guy Kawasaki is a managing director of Garage Technology Ventures, an early-stage venture capital firm. Previously, he was an Apple Fellow at Apple Computer, Inc. Guy is the author of nine books including Reality Check, The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way.

Snackfest Continues – 2009 Marketing Advice

This is part two of a two course helping of snack sized small business marketing advice for 2009. Find the 1st course here.

With 2009 just around the corner I thought it would be fun to collect the thoughts of some of the leading marketing folks around the web, but do so in what I am calling snack size fashion – so welcome to Snackfest 2009.

In keeping with the current trend in social media for small bites of info, think twitter sized responses – Plain and simple I asked some thought leaders this question:

2009 will be the year for small businesses to . . .

Want to play along? Here’s how, post your comment answer to the same question, comment on the snack answer of each expert and tweet your thoughts using #snack09.Follow the Twitter Stream on this here

Here’s how some thought leaders responded to my question.
Guy Kawasaki, author of Reality Check said . . .Stop believing that Wall Street and investment bankers are any smarter than they are.Twitter ID

Ann Handley, chief content officer for Marketing Profs said . . .Swell in ranks. Corporate downsizing spawns a host of new businesses. Many decide to cut their own path, as traditional paths close up.Twitter ID

Clate Mask, CEO of Infusionsoft said . . . market to prospects and customers without increasing marketing expenses or staff size.Twitter ID

Bob Burg, author of the Go-Giver said . . .focus on adding even more value to existing and future relationships and being truly authentic.Twitter ID

Laura Lake, Guide of About.com/Marketing said . . . make a major shift into social marketing and online relationship building. It’s no longer an option, it’s vital.Twitter ID

Scott Allen, author of The Virtual Handshake said . . . get funded. Cap gain tax cuts & revitalization of SBA = available equity & credit $$$. It’s time to make a big move that needs big capital.Twitter ID

Chris Baggott, CEO of Compendium Blogware said . . . take advantage of their inherent advantage in local SEO. Targeted business blogging empowers small business to control their own destiny and win the online battle.Twitter ID

Anita Campbell, editor of Small Business Trends said . . . Get serious about making money! When times get tough, tough business owners get going. 2009’s economy means no fooling around.Twitter ID

Rich Sloan, co-author of StartUpNation said . . . Home-Based businesses will be launched at unprecedented rates. Attrition will decrease as people use tools like email marketing.Twitter ID

Jim Gilmore, co-author of The Experience Economy said . . . act boldly and take sales from retrenching big businesses.

Andy Sernovitz, author of Word of Mouth Marketing said . . . Stand up and say “Happy customers are our greatest advertisers. We’re going to find a million ways to make people happy.Twitter ID

Ken Yancey, CEO of SCORE said . . . get back to the true managerial basics of running their businesses. Businesses that were marginal in previous years will really struggle and well run businesses will survive and hopefully thrive.

Lee Odden, publisher of TopRank blog said . . . stop wasting time on tactics du jour, and start looking their online marketing holistically to find the right mix of measurable marketing efforts that generate sales and build value over time.Twitter ID

Bo Burlingham, editor-at-large, Inc. Magazine said . . . take advantage of the opportunities for growth in a recession.Twitter ID

So, what do you have to say?

Reality Check with Guy Kawasaki

Reality CheckGuy Kawasaki stopped by the Duct Tape Marketing Podcast to discuss his newest book Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition.

Reality Check is a compilation of some of Guy’s greatest hits, posts and articles, but it is not simply a rehashing. This format brings his down to earth style into much greater overall context. When you read one of Guy’s blog posts you get his thoughts at that moment, but a collection of his posts framed in a category, makes for a much more strategic read.

The thing I love the most about his book is that you can plop it open to any page and just start reading. You don’t have to read it cover to cover, every single page seems to hold a nugget of great, or at least amusing, advice.

Some of Guy’s gems include the 10,20,30 rule of presentations – no more than 10 slides, delivered in 20 minutes, no type smaller than 30 point. Or, sales fixing everything – get selling and worry about creating the sock puppets when you have cash flow. Go check it out!

AT&TThis episode of the Duct Tape Marketing podcast is brought to you by att.com/onwardsmallbiz. Resources for the small business owner.

Live Call with Guy Kawasaki and Penelope Trunk Today

Join Guy Kawasaki, author of Reality Check and Penelope Trunk, Boston Globe columnist and author of Brazen Careerist as we talk about whatever comes out Guy’s mouth!

Seriously, you need to read Reality Check and get in the right frame of mind and maybe some tough love in order to grow and business.

Sign-up here – and join us at 3pm EST today.