We all know the three pillars of marketing, right? Know, Like, and Trust. Then why do so many non-fiction authors, many of whom intend to use their books as marketing tools, ignore this when they write? They dive straight into their material as if that’s enough for us to trust what they have to say.
Sorry, but it isn’t.
Perhaps such authors think that back cover blurbs or page upon page of “praise” from third parties will do the trick. But that’s like asking me to do business with someone because they’ve come highly recommended, without being able to discover for myself whether we’re a good fit.
Superior nonfiction authors never segregate themselves from their topic.
Mike Figliuolo accomplishes this skillfully in One Piece of Paper: The Simple Approach To Powerful, Personal Leadership (Jossey-Bass, 2011). This book takes you through a series of provocative questions from which you can express your leadership philosophy – not in a document the size of War and Peace – but on a single sheet of 8.5- x 11-inch paper. And in a way that not only makes that philosophy unique and easy to remember but ensures it more effectively engages your audience.
The “leadership maxims method” that Figliuolo shares was something he says he “stumbled upon” after graduating from West Point and serving in the US Army as a combat arms officer.
To establish his leadership without resorting to meaningless jargon that inspires nothing in no-one, Figliuolo learned to communicate two clear expectations to his soldiers: work hard; be honest. He further developed his approach as a rookie consultant with McKinsey and Co., before launching his own professional services firm specializing in leadership.
It didn’t take me long (by page 10, actually), to get a clear sense of who this author is (know) and to admire his openness and honesty (like). Certainly, the clarity and confidence of his writing style helped engender a sense of trust, but also the way he shared his own development story.
The author could have limited referencing his military career to the dust jacket and simply focused on telling me about his extensive consulting experience. That wouldn’t have been anywhere near as interesting or engaging. To successfully differentiate yourself as an author these days, when so many coaches and consultants are publishing books, it helps to have something to share that goes beyond bog-standard professional knowledge.
For example, in Chapter 6 of One Piece of Paper, Figliuolo explains that one of his maxims (and to get a full appreciation of their power either read the book or someone’s review) is “What would Nana say?” (Nana was his grandmother). He relates the story of how, as a young platoon leader, he discovered his unit had “lost” a tank tool that would have cost $2,600 to replace. But this isn’t the usual whitewashed story; Figliuolo reveals that he didn’t follow Nana’s example of integrity but opted instead “to reinforce a culture in which barter and white-lie extortion were acceptable behaviors.”
It’s that kind of human frailty, and admissions of such, that endear us to others because we recognize the same tendencies in ourselves. That’s what makes the method Figliuolo shares so authentic and motivational.
Know. Like. Trust. That model works for marketing products so why not use it to better engage with your readers? After all, if I don’t know who you are, I can’t determine if I like you or not. When I do, I’m of a mind to forgive authors a heck of a lot more than if they never bothered to introduce themselves at all.
Coming Next on Thought Readership: What’s wrong with “chocolate fireguard” books — and what to do instead.
—Liz Alexander is a prime example of how childhood passions are the best indicators of future careers. She’s been writing since she could pick up a pencil, was reading newspapers at age two, and Homer’s epic poems by the age of 8. As “Dr Liz” (granted after five years in the educational psychology doctoral program at UT Austin), she draws on 25 years of commercial publishing experience to transform subject matter experts into best-selling thought leaders. Instead of the usual bio blah, blah, you can find an infographic depicting her communications career here, as well as social media links. Liz loves mutually respectful, intelligent arguments; feel free to challenge anything she writes here, or on her website