Advertising and marketing Podcast with Josh Bernoff

On this episode of the Duct Tape Advertising and marketing Podcast, I interview Josh Bernoff. He is the bestselling writer or ghostwriter of eight enterprise books and contributed to 50 e book tasks which have generated over $20 million for his or her authors. Josh was previously Senior Vice President, Concept Growth at Forrester, the place he spent 20 years analyzing expertise and enterprise. 

​​His most up-to-date e book Construct a Higher Enterprise Guide: How you can Plan, Write, and Promote a Guide That Issues, is a information for authors who wish to create affect of their enterprise books. Josh teaches them refine their thought, select a publishing mannequin, and analysis, write, publish, and promote their books.

Key Takeaway:

enterprise e book ought to have a novel concept that solves a selected downside for a focused viewers, incorporating real-life tales and a story construction that engages readers. It ought to observe a pure development from presenting an issue to offering an answer and explaining the small print of that answer, utilizing case research to assist their concepts. It’s vital for authors to know the continuum between big-idea books and how-to books, as each will be problem-solving.

The promotion plan of the e book is essential, and authors should not assume individuals will discover their books with out correct promotion and by constructing a platform. Josh shares a five-step course of referred to as “PQRST” which entails: Positioning, answering the Question, Reaching the target market, Spreading the e book encouraging word-of-mouth, and Timing the e book launch.

Questions I ask Josh Bernoff:

• [01:59] What are the important components {that a} enterprise e book must be good?
• [02:49] Can a enterprise e book have an identical narrative to a fiction e book?
• [04:03] Some enterprise books are horrible. What are they doing unsuitable?
• [04:59] There are two varieties of enterprise books: those that keep within the huge thought class and others which can be perspective. Are there completely different approaches that should be taken for these two completely different sorts of books?
• [06:43] Are you able to clarify the completely different sorts of authors?
• [08:59] Do publishers care about concepts or do they care in regards to the platform or do you must have each?
• [11:16] There are two e book approaches, those that embody analysis and case research, and those that discuss from the writer’s each day data and experiences. What do you consider that?
• [15:09] You could have been a ghostwriter on some tasks. What are some causes someone who has a good suggestion would possibly use a ghostwriter?
• [16:01] Let’s speak about editors. In a enterprise e book, are they certified to provide a lot enter and provide help to get your concepts down?
• [17:16] What function does the design of the inside pages in addition to the duvet play within the success of a e book?
• [19:36] In case you’re going to put in writing a e book as we speak, how vital is having audio finished?
• [20:54] Are you able to clarify the promotion plan of the e book?

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