9 Powerful Mental Triggers to Pull When You Launch Your Book

From Jeff Walker, Launch:

1. Authority

People tend to follow others in positions of authority. Think about doctors in their white coats…If you want to be more influential in your business and marketing, it pays to be seen as an authority…

2. Reciprocity

Reciprocity is the idea that if someone gives something to us, we will feel some obligation to give them something back in return…When you give out [free and helpful] content, you’re creating a large reciprocity imbalance…In the end, when you ask for something back, your prospect will have a greater tendency to want to reciprocate…

3. Trust

Building trust is the ultimate shot circuit to becoming influential in someone’s life…One of the easiest ways to create trust is through time.

4. Anticipation

…Anticipation is omen of the triggers that allows you to cut through the marketing fog. It lets you grab your market’s attention and not let go…If you use anticipation right, people will put the date on their calendar and look forward to your launch. It’s like you’re putting your prospects into your storyline. They can’t wait for the next installment, they can’t wait to see what’s going to happen, [and] they can’t wait to get your product.


5. Likability

The simple fact is that we enjoy doing business with people we know, like, and trust. We are more influenced by people we like than those we don’t like…When you’re seen being gracious, kind, generous, and honest…well, people will like you more. And the more likable you are, the more influence you will have.

People generally like to do business with other people more than with a large faceless corporation.

6. Events & Ritual

When you turn your marketing into an event, then you instantly make your marketing truly magnetic. People log events, and they get pulled in by them. It makes them feel as though they are part of something bigger than themselves…When people go through an event together, it becomes something of a ritual. Rituals pull people together and create some of the most powerful experiences we as human beings can have.

7. Community

Community is a very powerful mental trigger. We act in accordance with how we think the people in our community are supposed to act…Once you get people interacting with you, with your marketing, and with each other, you’re on your way to forming a community.

8. Scarcity

Scarcity is one of the most powerful mental triggers in existence, period. It’s simple—when there is less of something, we want it more…One of the things that scarcity does is force people to make a decision…To create a well-executed launch, you absolutely need to build scarcity into that launch.

9. Social Proof

Social proof is the idea that if we see other people taking action, then we will be inclined to take that action as well. Typically we take fuse from the people around us when we’re unsure of how to act.

Content adapted from Jeff Walker’s, Launch: An Internet Millionaire’s Secret Formula To Sell Almost Anything Online, Build a Business You Love, and Live the Life of Your Dreams (New York, NY: Morgan James Publishing, 2014), 61-68.



“Some” Christians Can Change the World

The church wasn’t going to be the same.

The gospel of Jesus Christ was breaking new ground in dramatic ways.

Beginning from Jerusalem, the gospel rapidly advanced throughout the area. And the message of Jesus’ life, death, burial, and resurrection was being proclaimed exclusively to the Jewish population.

This was about to change.


God was preparing his people to reach beyond their comfort zone by proclaiming the gospel to the non-Jewish—Gentile—population for the first time.

God expressed his desires originally to the Apostle Peter by revealing them to him in a vision. He then confirmed his intention when the Holy Spirit visibly came upon a group of Gentiles who heard the gospel proclaimed for the first time (Acts 10).

At this point the church decided that they must make a concentrated effort to reach the non-Jewish people—and consequently the world—with the gospel of Jesus Christ (Acts 11:18, 20).

From here God didn’t decide to launch this new shift with mind blowing miraculous deeds. He didn’t send in the “big guns” like Peter and Paul to orchestrate this change. And he didn’t even need a platform.

God carried out this new work through “some” people.

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12 Quick Tips for Marketing Your Book

1. Clarify Your Motivation

There are multiple reasons why someone desires to write a book.

Clarifying your motivation will help you better identify your marketing tactics.

Unearthing your motivation will also provide the foundation for your marketing plan.

2. Define Your Audience

Writing a book is not like writing in your personal journal. You’re writing for a public audience, not yourself.

Knowing who your audience is will not only help you connect with them—it will keep you sane.

The options available today to market your book are endless. You don’t have the time or resources to promote your work everywhere people are online. And besides, your book isn’t for everyone. So it doesn’t need to be everywhere. Just where your audience is spending time.

You have permission to not be all things to all people.

Define your audience. Discover where they spend their time online, who they follow, what their favorite websites are, and more. This knowledge will help you concentrate your efforts and create meaningful connections with your audience.


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The Newbie’s Guide to Pinning a Tweet

Tweets are like a mist.

They appear momentarily. And then they’re gone.

But not forever.

They vanish from your followers newsfeed into the hole of your timeline.

But this doesn’t have to be the case.

Twitter provides a way for you to highlight specific tweets for your followers.

Twitters not-so-recent redesign placed a greater emphasis on user profiles. This means that your current and would be followers may spend more time on your profile—not just their newsfeed.

You can help potential followers see your best content by “pinning a tweet.”

Pinning one of your tweets will tack that specific tweet to the top of your timeline. It will be the first tweet people see on your profile when they view it directly. (It will also stand out from the rest of your tweets since “Pinned Tweet” and an icon will be placed in the top left-hand corner of your tweet, too.)

Don’t worry if you don’t know how to pin a tweet.

Below is the newbie’s guide to pinning a tweet to help get you started.

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6 Tips to Help Your Writing Connect with Your Mobile Audience

Words do not exist in a vacuum.

They take shape and form as we mold them together and deliver them through the various mediums available today (e.g., visual, audio, print, and digital).

The tips for writing killer content online are applicable to producing amazing content for your mobile readers, too. However, the way you format, structure, and support these words on your site play a significant role into how well your audience can read your content on their phone.

Below are six often overlooked elements that will help connect with your mobile audience and provide them with an amazing reading experience.

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15 Ways You Can Build Marketing Tools Directly Into Your Book

Rob Eagar, author of Sell Your Book like Wildfire,

1. Reader Quizzes

A well-crafted quiz can build emotional curiosity and desire within people to buy your book…

2. List of helpful questions or communication scripts

…You can use your expertise to educate and assist people by providing a list of specific questions to ask or a script to follow that guides them down the right path…

3. How-to articles

…You want to maximize the power of the article and increase your ability to use it as a portable marketing tool that can work in different formats, both online and off. If your article is good, it will lead the reader to believe that your book is even better.

4. Bonus back matter and appendices

…Seed business books with sample scripts that readers could use with clients, diagrams and worksheets for strategy meetings, resource and vendor guides to find outside labor, or employee hiring questionnaires…

5. Study guides

An integrated study guide can also be used to boost group sales of a book…I recommend putting study materials or discussion questions at the end of reach chapter, than the appendix because it’s easier for the reader to follow along…Depending on the nature of your content, you could also include a separate guide that helps leaders foster group interaction with your book…

6. Key research or statistics

If your book is focused around important research, consider creating a stand-alone marketing tool based on the summary of your key findings…

7. Exclusive or rare content

If your manuscript is a memoir or biography, you could include a section of exclusive photos, letters, or documents made available only within your book…


8. Author interview or Q&A section

Book shoppers appreciate authors who explain why they wrote their book, what drove them through the process, and what led them to the book’s conclusion…

9. Add bits of humor: cartoons, jokes, top ten lists

…If you have funny jokes, cartoons, pictures, or top ten lists pertinent to your book’s teem, you can build them into your manuscript…

10. Maps, drawings, or illustrations

…any manuscript can benefit from pictures. Authors can include maps, behind-the-scenes photos, drawings, how-to illustrations, or pictures  of the book’s main settings…

11. Resource guides

You can also add value to your book by offering a guide to additional resources…

12. Secret codes to web-based content

…Consider…creating a unique website or set of hidden web pages that is only available to those who buy your book…

13. Bonus audio and video content

…You can provide readers with a behind-the-scenes look at your life, author videos, instructional audio tracks, lost chapters, success stories or artwork…

14. Teasers and cross-promotion

…promote related items that you sell…By including cross-promotional content within your book, you make it easier for reader to discover your other works and make a purchase.

15. Integrate multimedia with QR barcodes

Modern technology has made it possible for authors and publishers to incorporate audio, video, website links, and imagery directly onto a printed page. This feature is based on using QR…barcodes embedded in your manuscript…
Content adapted from Rob Eagar’s, Sell Your Book Like Wildfire: The Writer’s Guide to Marketing and Publicity (Cincinnati, OH: Writer’s Digest Books, Cincinnati, 2012), 58-66.

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5 Ways Copyblogger Built an Amazing Membership Site: A Case Study

Membership programs have been around for years.

Many organizations require some type of membership to participate in their service or derive a benefit.

Whether it’s a gym, country club (which I know nothing about), zoos, AARP, and on and on and on, organizations utilize membership programs for a variety of reasons.

In recent years, there has been an observable uptick in online membership sites.


From Michael Hyatt’s Platform University, Jeff Goins Tribe Writers, to Justin Wise’s Think Digital Academy, there is a growing trend in creating membership sites for your readers.

All of these membership sites appear to be great services, but I’ve only participated in one: Copybloggers Authority.

For full disclosure, my time in this membership site was short lived and around one year ago. My quick departure had nothing to do with the benefits of the program, but my need to focus upon other professional areas at that time.

Though things may have been updated since my participation, below are five observations I made during my time. (I recently came across my notes and believe they are still relevant today.)

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10 Crucial Reasons Why You Should Lead with a Story

Paul Smith, Lead With a Story:

1. Storytelling is Simple

Anyone can do it. You don’t need a degree in English, or even an MBA.

2. Storytelling is Timeless

Unlike fads in other areas of management, such as total quality management, reengineering, Six Sigma, or 5S, storytelling has always worked for leadership, and it always will.

3. Stories are Demographic-Proof

Everybody—regardless of age, race, or gender—likes to listen to stories.

4. Stories are Contagious

They can spread like wildfire without any additional effort on the part of the storyteller.

5. Stories Are Easier to Remember

According to psychologist Jerome Bruner, facts are 20 times more likely to be remembered if they are part of a story. Organizational psychologist Peg Neuhauser found similar results in her work with corporations. She found that learning derived from a well-told story is remembered more accurately, and for far longer than the learning derived from facts or figures.


6. Stories Inspire

Slides don’t. Have you ever heard someone say, “Wow! You’ll never believe the PowerPoint presentation I just saw!” Probably not. But you have heard people say that about stories.

7. Stories Appeal to All Types of Learners

…Storytelling has aspects that work for all three types. Visual learners appreciate the mental pictures storytelling evokes. Auditory learners focus on the words and the storyteller’s voice. Kinesthetic learners remember the emotional connections and feelings from the story.

8. Stories Fit Better Where Most of the Learning Happens in the Workplace

…”Up to 70 percent of the new skills, information and competence in the workplace is acquired through informal learning” such as what happens in team settings, mentoring, and peer-to-peer communication. And the bedrock of informal learning is storytelling.

9. Stories Put the Listener in a Mental Learning Mode

…As author and organizational narrative expert David Hutchens points out, storytelling puts listeners in a different orientation. They put their pens and pencils down, open up their posture, and just listen.

10. Telling Stories Shows Respect for the Audience

Stories get your message across without arrogantly telling listeners what to think or do…Telling a story, where you underline the moral, is a great way of explaining to people what needs to be done, without saying, “do this.”

Content adapted from Paul Smith, Lead with a Story: A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire (New York: Amacom, 2012), 11-12.

Not All Practice Makes Perfect

Geoff Colvin, Talent is Overrated:

We commonly use the term “practice” when talking about two domains, sports and music, but that habit can lead us astray. As already suggested, what we think of as practice frequently isn’t what the researchers mean by deliberate practice…

Deliberate practice is characterized by several elements…Let’s consider each of those attributes of deliberate practice and what it implies.

1. It’s designed specifically to improve performance

While the best methods of development are constantly changing, they’re always built around a central principle: They’re meant to stretch the individual beyond his or her current abilities.

…Deliberate practice requires that one identify certain sharply defined elements of performance that need to be improved, and then work intently on them.

2. It can be repeated a lot

High repetition is the most importance difference between deliberate practice of a task and performing the task for real, when it counts.


3. Feedback on results is continuously available

You can work on technique all you like, but if you can’t see the effects, two things will happen: You won’t get any better, and you’ll stop caring.

4. It’s highly demanding mentally

Deliberate practice is above all an effort of focus and concentration. That is what makes it “deliberate,” as distinct from the mindless playing of scales or hitting of tennis balls that most people engage in.

5. It isn’t much fun

Doing things we know how to do well is enjoyable, and that’s exactly the opposite of what deliberate practice demands. Instead of doing what we’re good at, we insistently seek out what we’re not good at. Then we identify the painful, difficult actives that will make us better and do those things over and over.

Content adapted from Geoff Colvin, Talent is Overrated: What Really Separates World-Class Performers from Everybody Else (New York: Portfolio/Penguin, 2008), 66-72.