It’s Never “Just” a Book…

By Sophfronia Scott

“And then what?” I find myself asking that question a lot lately as entrepreneurs and speakers approach me about getting a book done. We usually get to a point in the conversation where I ask the person what they want to happen after they get published. They’ll often say something like, “I really just want to get the book out there.” Okay, we can do that, I say. “And then what?”

I ask the question because these days, especially where a business is concerned, you’re leaving a lot of opportunity-and money-on the table when you think of your book as just a book. If you take some time to think it through, you’ll see that your book can actually become your business. Jack Canfield has done really well at doing this. His latest book on the Law of Attraction just came out, but if you’re paying close attention to everything he’s doing, you’ll see the book is really an introduction to his new line of “Dream Big” products.

You can do this too. You take the content or system you’ve created in your book and expand on it in a way that’s almost like the relationship between a movie and its merchandising. As the Mel Brooks character says in the film, Spaceballs, “Merchandising! That’s where the real money from the movie is made!”

At a very basic level, you can take the system you teach in the book and turn it into high-fee workshops or keynote speeches. It can become a series of products–or even a series of books when you apply the same system to different situations. Take The E-Myth by Michael Gerber, for instance: not only is the E-Myth a whole coaching program, it’s also a line of books for managers, medical professionals, different types of companies. If you look at the material closely, it’s not all that different. It’s just been repackaged.

Why You Can Re-Purpose Your Material Again and Again

Some people might be concerned that if the material is in the book, why would they come to a workshop or pay to come see you speak. When people connect to the material, they usually want more, even if it’s just to see you in person. Don’t be afraid to re-purpose your material over and over again. If you need confidence, just look at how the big guys have been doing this for ages! Here are a few formats to consider. All or none may suit your purposes, but you get the idea-your book can be so much more:

Workshops/Boot Camps
If you’ve done a good job of developing your material, there’s no reason it can’t translate really well into a 2 or 3 day workshop or boot camp. A workshop or boot camp can be a great moneymaker since you can charge as much as $5,000 for each attendee.

Audio Programs
A benefit of CDs is that it helps people relate to you as a real person. They get to hear your voice and connect to you. They also hear your authority and your command of your material.

Videos/DVDs
DVDs have a higher perceived value than CDs or books-you’re moving right up the media ladder! They also boosts your credibility because your customers will get to see the faces of the people you’re helping. Many speakers even record video testimonials from the attendees and include them in the product.

Workbooks
Your first question might be “How is a workbook different from the book I’ve already written/or am writing?” Never underestimate how much people want more. Many authors follow up popular how-to books with workbooks that allow readers to apply the method to their particular project. Writing the Breakout Novel was followed by the Writing the Breakout Novel Workbook. Likewise The Marshall Plan for Novel Writing was followed by The Marshall Plan Workbook.

How Will You Broaden Your Business?

Choose the ways you would like to re-purpose your book material and how you plan to produce it or make it happen. Remember, be imaginative. You know your business better than anyone else. But I encourage you to think big and make the commitment to follow through and implement your ideas. You’re really stepping out in a major way here-make every moment and every idea count!

© 2009 Sophfronia Scott

WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, but you must include this complete resource box with it: Sophfronia Scott is Executive Editor of the Done For You Writing & Publishing Company. Learn what a difference being a published author can make for your business. Get your FREE audio CD, “How to Succeed in Business By Becoming a Bestselling Author” and your FREE online writing and book publishing tips at www.DoneForYouWriting.com.