David Holland – Building a Sales Circuit
Since first deciding on a concept for my book, I had been jotting down thoughts and ideas to the point I had reached about 3,000 words. I then realised I was finished – that was as many words as I was ever likely to pull together! That realisation led to me reaching out to peers and fellow business owners, asking for recommendations for a ghostwriter to take what I had and make it into a book worth reading. When Martin’s name came up, I realised I’d heard of him so I made contact – and The Sales Circuit became a published book I’m proud of…
Ideas are explored and enhanced to create the perfect book structure
On my first call with Martin, he explained his process was to spend some time together to understand my goals for the book and the message I wanted to get across to readers – a debriefing if you like.
During that meeting, he was able to get me talking, and the conversation uncovered lots of ideas outside the parameters of my notes so far. He was able to help me fill in the blanks hovering around the edges of my thoughts, which led to a lot more content. For example, although my original concept was a tech book, I knew I wanted it to be a methodology for my business – one that would be a better alternative to a manual or videos. Martin recommended we should alternate a technical chapter with a personal chapter. I don’t know that I would have reached that decision alone – yet it’s what gave the book structure and made it a far better read.
The finished book became a framework for my business that I can now use to sell services and that my team can use to deliver coaching sessions for clients.
I really admire Martin’s ability to guide the structure of a book. He must talk to so many people who (as I did) have preconceived ideas but his skill lies in taking those ideas and improving them. He doesn’t just agree with you and write what (you think!) you want – he’s able to enhance your ideas with his own. I felt 100% comfortable with my decision to let him run with his ideas to improve on what I had started.
The process doesn’t take up hours of valuable time, and the final book is in your voice
What was interesting and helpful was this advice from Martin, “…don’t write anything else… and stop typing stuff!” I thought I would have to spend hours writing notes and bullet points so he could write the finished book. But he explained that whatever I wrote, he would have to unwrite. So instead, he asked me to record my thoughts on video (I used Loom). He reviewed them and asked me to clarify or expand on anything he thought necessary. Using this method, Martin could find my voice and write as if it were me. I’ve read snippets of other books Martin has written, and they are not my voice; they are the voice of those authors. It’s an enviable skill – very clever.
Writing a book can be emotionally draining and time-consuming
Initially, I was incredibly excited at the thought of creating a book, as it had been a goal of mine for some time, but I soon felt overwhelmed. However, once I engaged with Martin, my overriding emotion was, in fact, relief: both emotionally and physically. Because, once I had reached my stumbling block of 3,000 words and completed the Loom recordings, Martin ‘relieved’ me of the task of writing, and that brought emotional relief. So, what at first felt like an onerous task, even though it was one I had instigated, was now being taken care of, and I knew the result would be far better than any I could achieve alone.
Getting a professional to write your book is the sensible thing to do
If people say they are considering writing a book, my advice is always, “Yes, you need a book – but for heaven’s sake, don’t write it yourself!” Some people may prefer not to say their book is ghostwritten; however, I tell everyone that it’s my book… because it is. The content came from my life experiences and my ideas relayed through the Loom recordings. To me, getting a professional, like Martin, to write your book is the sensible thing to do. We use coaches and enlist professionals to help in every other area of our business; why should this be different?
If I had not collaborated with Martin, I’m sure I would not have a finished book. Maybe I could have stretched my 3,000 words to 5,000 (at a push!), but that’s not enough for a book.
A business book brings credibility… and is a cost-effective marketing tool
Just after launching the book, I started an accelerator programme. I’m convinced the book gave me additional credibility and encouraged people to sign up. It also gave me something to send them, and our feedback from delegates on that and subsequent programs consistently reinforces that they love the book – either because they have already read it or because it exists as a tool that the program hangs off.
I believe that compared to a marketing campaign budget, the cost, flexibility, longevity, and potential uses of a book make it an investment – an asset – rather than an expense. A well-written book could never be considered a waste of money. There is no doubt: being a published author elevates your position as a business owner and expert in your field.