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Media & Communications: “Why Writing A Book Doesn’t Make You an Authority!”

“Without incorporating a multi-faceted consumer outreach strategy, your book will gather cobwebs rather than rave reviews.” 
~ Raj Girn, Founder, The Open Chest® Confidence Academy

Hi Friend,

This week, as we wrap up week 2 of the month with our regular theme of ‘Media & Communications,’ I’m going to focus on why writing and publishing a book is not enough to build authority.

Here’s the thing guys – unless you incorporate a multi-faceted consumer outreach strategy, your book is more likely to gather cobwebs than rave reviews. You have to go that extra mile for the win (sale), by getting it into people’s hands and encourage them to read it so that they can advocate (amplification strategy) for it (you) to gain momentum.

Gone are the days when product placement without marketing resulted in sales. There’s far too much marketplace saturation for that to work today. The truth of the matter is, that without a multi-faceted consumer-facing strategy and diverse distribution, sales will be a stalemate at best, unless you’re a well-known celebrity, thought leader, or serial book author (which still doesn’t guarantee that the book will resonate with audiences, even the most vested of them).

People need to be courted, followed by a hand-delivered product/service with very little effort on their part.

So, a product (book) needs to inform people why it’s relevant to their lives (create a connection) on some level that’s important to them, and then be highly accessible to procure.

There are two main ways to do this . . .

1) Messaging: This is where an experiential value proposition is created through various forms of owned, earned, shared, and paid media-marketing campaigns, telling people whether the purpose of the book is to entertain, teach or help them? Going deep (granular) with this will pay dividends (sales/advocacy conversions) in the long run, because you’re walking them (providing rationale) down the yellow brick road, to the Emerald City (buy-in). I cannot emphasize this enough. It’s the holy grail in creating connections with cold audiences (people who don’t know who you are). This cannot be undervalued.

2) Distribution: This is how the book is made accessible to the public – is it available in print and digital formats, can it be purchased online and in brick-and-mortar locations everywhere, etc?

If this is something that you struggle with, aren’t sure about, or completely oblivious to, I have some good news for you . . .

I have just finished putting the final touches on a new series of 5 guided mastermind courses for you, that speaks to an intentional journey towards real growth and elevation in mindset, branding, communications, media-marketing, and leadership.

It’s available HERE.

I introduced this to you in last week’s newsletter (still not formally announced outside of this community yet), where I have gotten some great, initial feedback – thank you to those of you who have reached out to congratulate me and to reserve your spot!

For those of you who missed it, here it is again . . .

I’m THRILLED to announce the launch of the ‘Transformation 31 – A Guided Mastermind Series’, where I am pledging to assist 25 people in mastering their authority in 31 days.

Yes, you read it right!

This series has not yet been publicly announced, as I wanted to notify my newsletter community first, before rolling it out to the masses.

Here’s what you need to know . . .

In phase one launch (October – December, inclusive), each one of these courses will be delivered by me personally working with people one-on-one live.

This is a very limited time engagement, where I’ll be personally coaching, mentoring, and guiding your journey, because I want to ensure that the transformation you receive, as truly life-changing as the courses are designed to accomplish before I offer them up as pre-recording training.

This will be the only time that the courses will be served up with this level of customization because once they are placed into the recorded training model, they will be strict to a specific mandate, which the “guided by me” live version that I’m offering throughout October, November, and December, will be adjusted slightly to accommodate each person who commits to the phase one rollout.  

The courses are created around 5 specific areas that take people on a journey to master their personal brand, where it needs the most help, which may be one, more, or all of the following . . .

  • Master Your Mindset: Know Your Why!
  • Master Your Brand: Know Your Worth!
  • Master Your Authority Pt. 1: Cultivate Your Communication Skills!
  • Master Your Authority Pt. 2: Define Your Go-To Market Strategy!
  • Master Your Leadership: Create Global Advocacy!

So to be clear, if you purchase the course this quarter, you’ll be getting to work with me live one-on-one (and not in a group setting), and once we hit January 2022, you will only be able to access these courses as pre-recorded training with the live, weekly question asking sessions being in a group environment for 4 weeks (where minimal customization will be possible by default of the setting).

So, if this is something that resonates with you, don’t delay. Take advantage of having me as your exclusive coach (available until the end of 2021).

CLICK HERE to reserve one of the 25 spots and to find out more about the curriculum (per course) that I’ll be taking you through, how I will be delivering it, and what you will be responsible for in order to maximize on the transformation to mastery (no matter what level you’re currently at). 

Now, in case you’re wondering why there are only 25 spots available this quarter, that’s because as previously stated, I’ll be delivering them one-on-one live, so with all of my other client commitments, this is the absolute maximum I am able to take on, without compromising anyone. So if a high touch, one-on-one process is what you prefer, I highly recommend that you sign up now, to avoid disappointment. Again, so that we are completely clear . .

I will only be taking on 5 people per course (that’s 25 people in total) this quarter, after which the course will be pre-recorded on a membership site. 

So, for those of you who want to learn how to market your product/service, I recommend that you look seriously at this course – Master You Authority Pt. 2: Define Your Go-To Market Strategy! Here’s the full breakdown of the curriculum:

Phase 1 – Your Collateral:

  • Define ‘media’ and ‘marketing.’
  • Identifying your current media and marketing collateral, and grouping them into a systemized “value pyramid,” based on a holistic approach.
  • A 41-point diagnostic on the efficacy of your current collateral to determine what needs to be re-worked, based on your available resources.

Phase 2 – Your Marketing:

  • Using the findings from phase 1, create your marketing blueprint, based on the 7 main types of digital marketing.
  • Phase 3 – Your Media:

  • Using the findings from phase 1 + 2, create your media blueprint, based on the 4 main types of media.
  • Phase 4 – Your Plan:

  • Using the findings from phases 1 + 2 + 3, create your go-to-market plan.
  • A reminder that the other 4 courses focus on mindset, branding, communications, and leadership. To reserve any of the courses and for the full curriculumCLICK HERE.

    Now before I close off for this week, I want to share why these courses are all 4 phases, journeying you from beginner to mastery level, so that you can understand the science behind my thought process here.

    I’m a firm believer that real coaches, consultants, and mentors are those who have mastered the journey of transformation by having experienced it (and not just having taught it from text books). As such, they are able to deliver it in the smallest amount of steps, with the biggest impact. So if you’re used to the hundreds of trainings, dozens of workbooks, and long periods of time to get through them, then my method will be a breath of fresh air for you, because that’s not what will happen here! My method is simple . . .

    4 phases each working through 3 steps guided by me – that’s it! The minimum commitment of time, with maximum results. 

    guide my clients through a proprietary system that includes coaching, consulting, and mentoring one-on-one. This high touch, customized environment, is best suited for focusing on you and your needs exclusively.   

    I have garnered my stripes through a combination of lived, learned, and earned experience, where I have created and cultivated 3 brands to respectable authority – professional development brand: The Open Chest Confidence Academy (est. 2020); personal brand: Raj Girn (est. 2011); cultural brand: Anokhi Life (est. 2002). My tenure-ship includes working with Fortune 500 companies, media houses, global thought leaders, celebrities, and influencers/creators on their branding, media, and marketing campaigns.

    >>> I have worked with over 5,000 brands over 20 years in the media and communications space, so you’re in good hands with me <<<

    I hope to have the opportunity to work with you when you’re ready! And if that’s now, access the 5 courses HERE and our one-on-one services HERE.

    In the meantime, thank you so much for hanging out with me here each week; I sincerely hope I bring some value into your world.

    Until next week, take care of yourself and your loved ones!

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