Welcome to module six, this is going to be all about content. In order to build out content channels, you first have to have that initial content catalog in place, really a foundation. And make sure you love this foundational content and enough to speak about it for the next five to 10 years. Just like a popular musician has to sing the same songs over and over again, that's going to be your world. You also need to believe in your content 100% because anything less is going to come across as inauthentic. You're not selling an app or a product or just thinking about what you could potentially monetize.

You're sharing knowledge that's aligned to your belief system, your truths and your experience. Now one hint is those who build a large following on any of the social media platforms are the ones that just don't give up. It's consistency. That's key. Back when I ran a blog, a health care blog for a company back in about 2010, we published a new article every single day, we always had a two week queue of articles ready to go. And even with this type of consistency, it took years to build a substantial following.

Things like podcasts most people give up about after about a year. Success is cumulative. And if you give up after only one year, you'll know you'll you'll never think you're going to be able to win. You have to keep with things long enough, and you'll eventually hit an inflection point and suddenly grow considerably more quickly. And another thing to keep in mind is that your followers engagement with your content is significantly more efficient. And then the number of followers that you have.

So when you think about a substantial following substantial here refers to the number of followers who are actually interested and engaging with your ideas, because engaged followers more easily become customers, a small number of engaged followers who convert to some sort of sale. And remember, we've mapped out your revenue streams. That's significantly better than a large number of followers who aren't interested enough in your content to convert through one of those defined revenue streams. So let me lay out the landscape of building content. Because today, it's not easy to make money being a writer of any kind, whether you're an author or a journalist. The competition for those very few paid spots is significant and fierce.

And even in the world of just books, publishers have only a few open spots for new authors. authors, newspapers and online platforms can only hire so many journalists. hardcopy magazines can only use a handful of writers. So when you first launch yourself as a thought leader, you have to find ways to publish your written current content, and not worry about potentially turning those those particular articles or monetizing them directly. Now, the huge benefit of this new publishing landscape out there is that you can have full ownership over your content. And when you have total control over your messaging and your brand, it's, it's the what's important there is your revenue model, which isn't based just on books and writing.

If you're taking this course, I know that you have a lot more revenue streams that you're thinking about besides just trying to monetize a book. So when a publisher or a newspaper or magazine hires you and pays you for content, They have a say in that content, because their revenue comes directly from selling and packaging that specific content. So start thinking about each content channel as a lever to open doors to new opportunities. Now the good news is that once your content catalog is in place, you can reuse your content by repackaging it and repurposing it. It doesn't matter whether you build a following with podcasts or video or a blog. The same content can be used over and over again in different forms, which we're going to explore explored later on.

First thinking about your audience and channels, a lot of courses and instruction type books or articles focus on how to reach your, your audience through specific content channels. The truth is that the channels themselves are constantly shifting. Right now. videos and photos are hot. Over the next five years, we're likely going to see a lot more augmented, virtual and mixed reality platforms. And in addition, social media platforms regularly change their algorithms, which affects how what they promote and which channels might be most useful for you.

The key is to know where your audiences at any given time. So if you aren't using social media yet, totally fine. Or if you're not very active on it totally fine. Take some time to think about what type of content your dream audience consumes. And these your dream audience. Are those people that translate into your revenue streams?

Do they like video form? Do they like to download podcasts and listen to audiobooks when they're driving? Do they like Twitter? Do they read a lot of trade specific journals or what content channels are they using? Now in order to understand this dream audience, it's helpful to create custom avatars are profiles that really translate and convert to your particular revenue streams. Who do you need to reach for your thought leader business model, you Inc to be successful.

So when you're outlining avatars, and you're going to be either doing this now or you're going to be doing this at the end of the module and the action items, so go ahead and jot some things down if you want to just outline one particular avatar. Think about these questions. What's their job and their education level? What generation are they in? Are they Gen Z? Are they a millennial?

Are they a baby boomer? What do they have children and how old are those children? Are they married divorced, widowed single will life partner long term relationship is your dream and you? These some of these questions may not apply to everyone but you're really trying to get a good picture. So think about are they in debt. Are they investors are they from?

Are they affluent are they middle or low income, what are their goals and their motivations, the more detail you have around each one of your top five to 10. State customer profiles, the better, because then you start understanding who these people are and what their lives are like. So you can have a better idea of what channels they might be using. And at the same time, you'll understand what messaging to use to speak to them. Now you can also think about your audience as a primary audience and a secondary audience, your primary audience, or are those people who will pay you for something money that actually converts into one of your revenue streams, your secondary audience or those people who influence your first audience? Your second, they might be the primary audiences, spouse or children or boss or colleagues, friends, educators, doctors, accountants, lawyers, when you influence the secondary audience, they can potentially influence your primary audience through either referrals or just, you know, sitting down and talking to them.

Now also consider what channels you like to use because we're designing your life perfectly around you and your career perfectly around you. So, think about what do you love to do? If you hate Twitter, do not be on Twitter, right? If it's an important channel, you think that you need to use to reach your audience. hire someone, hire someone to manage for you. There are a lot of people who will manage social media for you on a daily basis.

For instance, if you love to create video, you have a ton of choices to go from. I mean, first of all, they all handle video now, but there are some very specific ones of course, like Instagram and YouTube and Vimeo. Find those places where you and your audience interact. Now, whenever you're posting, make sure there's a photo that populates or a video that populates with the post. Because this has been true for years. And it's still true today, photos and videos get a lot more attention than just text.

Now I'm typically active on three or four platforms on and off, depending on what I'm doing in my career at any given time. And I know I'm going to shift that as augmented and virtual reality starts to go bigger over the next five or six years. I'm definitely going to switch over into those. Right now. I'm on Facebook and Instagram to share like my life and my career, but LinkedIn and Twitter are purely for the career or for thought leadership articles or things on medical technology. Now, when you're thinking about content, you're likely thinking about the possibility of Don writing a book.

So when people ask me about this And they say, Robin shit, should I write a book? The short answer is yes. The long answer. Absolutely. Seriously today, today's business climate, you need your LinkedIn URL and you need your Amazon URL. writing a book is the single biggest catalyst you can do.

And it was the single biggest thing I did in order to become a professional speaker. I was charging before my book came out my first book, but this really catalyzed my career. The only reason I was able to do it though and capitalize on is because I had that solid platform in place and foundation in place, which is what you are going to have if you're doing the action items after each one of these modules. Now, think about a book as a $3 business card. Because that's about what a small, softcover book costs at at cost through Amazon. It's going to be about dollars.

The point is not primarily to make book sales, you care about the credibility a book gives you that app costs paper book copy of your book can really act as your business card. Keep a box of 50 of them in your home, and you can hand them out to people at any given time. Now, the good news is, you have a lot of options now to go about writing and publishing your book. This is no longer sit down in front of a computer for one to seven years, and then try and shop it around to the big publishing houses to get published. And if you can't find one, then you don't get published. That is no longer this world.

And it no longer needs to be scary or intimidating because you are thinking about your life as a business you Inc you can bring people on to help you with us. Lots of hacks you can use. Now the traditional publishing route, that is an option. I don't recommend for first time authors, or, or unknown authors, if you are already have a name for yourself or you are, say a C suite executive of a large corporation, who already has made a name for themselves, different story. But if you are an unknown or you're just starting out this journey, don't even bother trying to go through the traditional publishing route. Because if you do want to go this route, you're gonna have a difficult time getting an agent or in front of the front door of the traditional publishing house to get signed by one and get a big advance.

You already need to be a well known expert and have a massive engaged following to buy your book because when a publisher gives you advance money, they are giving you advance money because you are coming to them with a built in audience for them to market to people who fit this are celebrities, politicians. CEOs. If you sign with a traditional publisher, and this is your first book, so that does happen, you are likely not going to get an advance fee. So that is not a revenue stream that you should be thinking about on the outset. Now, to go this route through the traditional publisher, you also typically need to have an agent. Not always, but that is the traditional route.

Now, if you were to try and go get an agent, you look on their websites, and there are thousands and 10s of thousands of agents out there probably. So you go to their website, and they apply here or click here to talk to us. Tell us a little bit more about you. Now, when you see those forums, and I did a little bit of research behind this, I never ended up getting an agent by the way. It seemed like they all they cared about was my ability to format and squish my book into very rigid boxes that they had on their website, I had to very put it into a very specific form for them with a perfectly written thesis. I looked at that and I was like, I cannot possibly go with an agent and work with an agent who's more worried about my ability to format my content into their rigid forms than my actual content and marketability.

You can imagine I would just never bring someone like that onto my team. They can do that for me, but they can't expect me to be the one who's formatting. What agents will do is shop your book around for you, and that can be helpful again for the right person, if this is a good route for you. Now, the reasons to potentially sign with a large publisher or a traditional publisher is that it might gain added credibility and reach a little bit more people. By getting on maybe daytime or network TV, or the New York Times bestseller list without having to hack the system, which I'm going to tell you about a little bit later on in this module. It can also get you into brick and mortar stores.

Because if you are, say self publishing, you're not going to be in brick and mortar stores, I can get you a traditional publisher can also get you into libraries. But the thing is, I haven't gone into a brick and mortar store to buy a book in 10 to 15 years, I think. I get everything through Amazon or AI most of the time now just use ebooks. And with all of retail pretty much going digital, it's hard to imagine you're having your book in a store, a brick and mortar or a library is actually going to be a perk for much longer. And one thing to think about sometimes a traditional publishing house with standard contracts Ultimately control your content. You'll have a difficult time pulling out some of that content from the book and repurposing it into articles, online video programs, keynotes, workshops and events.

This is obviously an issue for many thought leaders because we want to be able to package up our content. Now, I did go myself with for my second book, I went with a traditional publisher. But I did have a clause in my contract that I own all of my content 100% so that I can repackage it. Unfortunately, I have a really fantastic patent attorney. And so he looked over the contracts for me because it's all about licensing. Now, as a thought leader, you want to use your book too, as a lever to open up doors.

Now, a traditional publisher, a lot of the time only concentrates Of course on the book sales because that's their main revenue stream. But for you, if you want to build yourself up where you're getting five or $10,000, a keynote from one speaking engagement, you're really not concerned with book sales or copies of your book sold. You're concerned with having a quality book that shares your message with your voice, and that you can use to build your credibility. That in turn is what feeds your main revenue streams. Now, one option for a first time author who does not have that substantial following already, just go the self publishing route. It's the fastest and easiest route.

If you're self directed, and taking care of things like the cover or the formatting, you can totally outsource that to someone on Upwork. Now, if you outsource, like a lot of those little tasks that are involved and required setting up Amazon, all that type of things, all you have to do is as I mentioned earlier, publish a PDF Write 20 pages or 80 pages like Monica did, turn the document into a PDF and upload it to Amazon. Now, if you don't want to go this route and do 20 pages or 80 pages really quickly like Monica did with blockchain 101. And by the way, you can even hack that further because you can use companies like scripted which connects you to copywriters and they can write, say 10 or 15 articles for you in your voice that you could stitch together and put out as a book.

So you don't even have to do the majority of the writing at all. Because we tell you, you're not alone if you have a hard time writing a book because most people find this difficult. Actually, actually, I've never met anyone who didn't find it difficult. Now, now that I've been doing it for years, I actually love writing it is fun for me and it's creative, and I enjoy my time when I get to sit down and just write but let me tell you, I did not enjoy this process of writing. When I, when I first started out years ago, I absolutely hated it, it was complete torture. So it's just because it was hard and unknown to me.

But now that I have a lot of practice, it got really, really easy. Now, that hack I told you with scripted, make sure that, um, you know, you upload, make, like examples of your voice, and you are really directed in what they should be writing the articles about. Because if you think about it, um, you should really know your content backwards and forwards. And so if you have other people writing it for you, that can be a little bit difficult because they're writing about things you might not actually know. You're going to need to answer Q and A's on stage and podcasts and talk about your message over and over again. Now there is another option, which is what I've done with both of my And this was to get them written not specifically published.

Although I did. Let me explain it with the patient as CEO, I used a new category and publishing services, which is lions cross publishing through scribe media. Now, with the thought leader formula, I went with a traditional publisher. It's called Indigo river publishing, because they let me keep my IP. But another reason I went with that particular publisher is because they are young, and a young company, they're eight or 10 years old, and they're full of entrepreneurs, which of course, I absolutely love. They take a percentage split instead of giving me an advance which I did not get, I am keeping my IP and they take a percentage split of the profits, which is pretty traditional.

Now, that means they have a vested interest in helping me succeed. Now scribe media, get back to that because that's how I wrote my book and I actually published the first one through them. There main purpose is to help you write your book efficiently, quickly and extremely professionally, while you own all of the ownership, right, so you don't even have to worry about copywriting here. And you own all the ideas in the content. It's really cool the way this works. First of all, you get on the phone with scribed media.

And this is a process that takes about six months to six to nine months to write your book. And that's if you are efficient, meet your deadlines. But you are not going to be sitting behind behind a computer at all writing a full book, way it works as you get on the phone with scribe media for about, say two phone calls that are two to three hours apiece. They work on your outline like the perfect solid outline and the person you're talking to on the phone first of all is recording the call so everything gets transcribed afterwards. But that particular person from scribe media is going to be an expert in outlines the Because that is a skill. Now, they're great at extracting the right information from your brain.

And then they organize that content into extremely detailed professional organizer, professional outline. Then you have another three to six calls with your scribe, which is the person who's going to transcribe your entire book, different person from the person who is an expert at outlining. Now, what that what you do is that scribe gets on the phone with you for two, three hours and they dive into the details. Going through the outline very specifically without hearing from it. So you you pretty much make sure that you just stick to that because all of the calls are recorded, they can then be transcribed, which means you are essentially talking your entire book. They take that transcription of you going through your outline and explaining every single point in detail and they edit it How cool is that a couple round editing rounds later, you know, they send it to you, you send it back, they send it to you, you send it back, bam, the books done, and they take care of everything else from the formatting to cover design to your Amazon profile to putting it into the hardcover format or the paperback format or the ebook format.

They can even do audiobooks for you know, to be clear, the book is 100% your words and ideas, they are inserting facts, they do not do fact checks. They do research if you pay them extra. I haven't used that particular aspect of of scribe media yet so I don't know the pricing or anything like that around it. But this is 100% you and they just package it so it's considerably more professional than you would have done. And because you're working with someone, it's no longer this isolating scary thing of staring at a computer screen all by yourself and it Turns out, the book comes out. All you it's in your voice with your tone and your phrasing.

Lots of other companies besides scribe media out there doing similar processes. And what they're do, what they're all out there to do is to design to capture and package your ideas, your voice and your material. And this is a fantastic option going with either scribe or another company that's similar to scribe for people, especially who liked systems and built in deadlines, and working with people to get something completed. So if you like the team environment, or you like having people to bounce ideas off of fantastic way to go, now it can get it done in six months, as long as you stick to that schedule and the work required. Now, another option of course, is a standard ghostwriter. But I would not recommend this unless you can afford one that is $100,000 or more And which is a little bit outside of my budget, I don't know about you.

Now, ghost riders are independent consultants most of the time unless you can find a company that does it and and has Ghost Riders similar, not similar setup. But their abilities are going to vary all over the board. And this is a really big deal to have a book you can waste six months to a year of your time, and energy and money if you hire the wrong person, but if you hire a company for something that is this important, then they've got guarantees behind it and they can find other writers for you to pick up the slack. Now, even though I use scribe media for both my books, I approached writing them very, very differently. And I want to tell you about a system that I created for the patient as CEO. I didn't use it for the thought leader formula, but I did use it for my first book.

Now, the reason is is because the patient as CEO required a huge amount of research this these were facts and figures. I interviewed entrepreneurs and scientists and investors and patients and healthcare professionals and more. And I did a lot of my other my own research online as well. So the way I organized it is really cool. For three months leading up to starting writing the book was scribe media, I read technology and medical publications for about two to three hours a day, because I already knew kind of what I wanted to cover. I pasted entire articles into a Word document.

And then I divided the word document by chapters, so I would just tag it, I would say, this article goes into chapter two on sensors. This article goes into chapter eight on artificial intelligence, and so I would tag it now, each one of my chapters of that book focused on Just one technology. So after the article was pasted under the correct chapter, including the URL, so I have a complete record of all of the sources from my first book in a 300 page word doc. Now I made sure to highlight in yellow. And you can do that in Word documents, the paragraph or two that really encapsulated the concept I wanted to add to the book. So by the time I started the phone recording, I had all of the research and back and backing, content gathered.

And on the recorded calls, I would just scroll through the docs and I would look up and look for those highlighted sections. So I'd have to read through 300 pages, I could just bam scroll through and to see the bright yellow, say, Oh, yeah, okay. This is a concept or this is a company I wanted to mention in the patient as CEO at that point. Well, with the thought leader formula, I did it very differently because before I started the calls, I just did a study stream of consciousness and I just wrote about 20,000 words and it came out to a little over 50,000 words all in. That's long for a business book, by the way, scribe media is going to tell you about 30,000 words, maybe 35 is good. This one went a bit a little bit long.

Now, essentially, because the book and this online program is my personal project plan, I use to become a speaker combined with years and years of education and works work experience in the industry of conferences, events and professional speakers. This required virtually no effort out mean research in terms of effort into research or fact checking because there aren't these are this is my opinions all through. Now because I've been living, breathing and living and breathing events and entrepreneurship, and the speaking world for my entire career. I just had to get all of that info out of My head into a well organized package. So I bet you, you have a book in you that is just like the thought leader formula without having to do the research that I did for the first book, you probably have one that's just in your brain. And if you have somebody or a company there to help you organize that into a perfect book, it's only going to take you half a year.

Now, I want to switch over and start talking about your book cover because I think this is really one of the most important aspects of your book. Right now, of course, we're living in a digital world and fewer people are going to actually hold your physical book in your hand, then buy it. Now, even less than that are going to click through ever and buy your book if they see it online. And of the people who buy your book, not all of them are actually going to read it. It's just the reality. Right now we're publishing a book.

Now while a lot of people aren't going to either hold Your book or even open your book ever, what they will all see all of them is your book cover image. And in all of your marketing on all of your social media and every single one of your emails, anytime your book is talked about the photo of your book cover populates. Now because the photo because the cover is so important, it needs to get your entire platform across in a memorable way. People buy the book, that's great. But what's more important here is that you're building your brand. So here's the breakdown of the strategic cover design for the patient, a CEO, I made sure to have a very strong title, the patient CEO was obviously about health care and patient empowerment.

So you want that title to be clear and concise. By the way at the end of this module, you are going to be brainstorming your own book title. So if you have any ideas, jot them down now. Have seen book titles that are the author was trying to obviously be a little bit clever or obtuse. That doesn't work well. People will potentially remember the title, but they will have no idea what it's about, or how it connects to the author's platform.

Because most people are going to see ads for your, your book online. don't have the time, the desire or the attention, as we all know, to click through and figure out what the book is going to actually teach them. Make it effortless for people to understand the focus of the book, which should be directly connected to your entire platform. So what are those three or four words that sum up the main theme? If you have someone's attention for less than one second? Will they remember and associate you with your subject matter expertise?

Always think back to the back of the napkin method, right. Secondly, you want to start Strong subtitle or tagline. This tells that deeper story about the content of the book, and can include an interesting point that makes the viewer consider what's inside. That subtitle helps your audience understand a little bit more about your unique angle or perspective. Know my subtitle for the patient as CEO was how technology empowers the healthcare consumer. This is a really big deal.

All of those words I chose very, very carefully, because it tells an entire story that reinforces that main title describes how patients can become CEOs specifically by using technology that empowers them, and even using the word healthcare consumer. In the second line, redefined patients as the customer when buying with buying power and choice, which is a concept that was unheard of in healthcare until recently. Every single word thought through. Another thing you might want to have on your cover, you don't have to. But definitely, it's a nice reinforcing thing is the endorsement or the credibility quote. So for instance, on the patient as CEO, I have a quote by a physician.

And it's a must read for patients to understand the current medical revolution driven by accelerating technology. And it's by that physician, which helps give me credibility. And I chose a very well known thought leader in the world of technology to write that quote, and the way it was worded is very, very strategic as well. And I worked with Peter to make sure that that his quote, reinforced my title and my content. Now, the best way to get highly relevant quotes from extremely busy people, is by sending them suggestions. I have pages of quotes from top thought leaders for both of my books.

Some of them right wrote their own, but For a bunch, they asked me for suggestions and I would send them suggestions written in their voice using phrasing i'd either heard them use, or I google. In fact, for Dory, who's on who was one of my endorsement quotes for the salt eater formula, I found under good reads, there was a whole bunch of quotes from her that was extracted from her book. So I used her wording to help her write her quote, which she then looked at and edited and sent back to me. Another thing you want to think about on your cover is potentially a strong photo. You're selling you you're not selling a book. Through this photo, you can impart subtle messages to that can be remembered.

For instance, I wore white on the cover of my first book because doctors were white nurses were white. So as the patient I was part of the healthcare team, I'm going to be dressed like them. And because your book populates that every single article, it's your face. At that point, if you put yourself on the cover that also populates every single article, social media post, or anything that's written about your book. Now, let's talk about how to become a best seller. Because this is a question I get a lot too, you should go into self publishing route, you're most likely not going to get on the New York Times bestseller list.

Don't even worry about it. In the business category, it's extremely difficult to get on that list period, naturally. Naturally, that is some of those who do game the system. Not everyone but there's a lot of authors that I know personally that have gamed the system. And they spend between 100,100 and $50,000. for companies to buy a certain number of books in certain areas on a certain calendar.

And they understand these companies that you can hire to do that. They understand how to do that and they strategically have caught contacts, buy the right number of books at any given time. Now, I wouldn't recommend that in the world of Amazon, it's much easier to become a best seller there. You can tag yourself with industry specific keywords, which makes your book easier to find to begin with. within two days of the release, patient as CEO was a number one bestseller in biotechnology on Amazon because I tagged it with biotechnology or actually I didn't do that scribe media did that for me. Now, of course, becoming a best seller even on Amazon, for me and for you.

Absolutely. It's gonna need to be supported by a lot of marketing around the book. I had a big email list that I targeted and I had a marketing company and I hired a PR company. I also had a friend of mine he offered. It was fantastic Brian Rashid, and he's also a professional speaker and he wrote an article on my book that went out on his Forbes column. Where he had 15 or 20,000 views on it in just a few days.

If you're a first time author, focus on your Amazon rankings, don't be concerned about being a New York Times bestseller, a lot of insanity. You're creating a robust platform as a thought leader, you really do not need that extra seal of approval. And those of us inside the industry know it's game anyway. When we see a New York Times bestseller list, it doesn't impress us. Rather than spending all that money to gain the system. I prefer to use my money to invest in early stage biotechnology startups.

Now, there are other content channels. Of course, besides the book, you can do things like have your own blog where you consistently publish content. And if you're doing this by the way, and you do it 15 or 20 different articles, those can all be packaged up into a book now blog can act as a hub for your content catalog for ongoing videos or articles. And if you do a lot of video blogs, you can have someone transcribe your video blogs and package that up into a book by the way. Now, when you share your content on social media channels, you can share it from your blog, so it drives traffic there. And of course, you will want to have some type of an action item if possible.

That so they can sign up for your email newsletter, or reach out and contact you or even buy something that you're selling. Now, other content channels include online magazines, industry specific publications, and LinkedIn. Now, a lot of my earlier content especially was in trade publications, and very specific publications like Becker's hospital journal, which is well respected or frost and Sullivan in the world of health care. They're relevant to my particular vertical and they were the audience I wanted to reach at the time. But let me tell you LinkedIn is a fantastic place to publish or republish all of your articles, just because you published it on medium or some other platform or even in Becker's hospital journal or the like, you can still republish it on LinkedIn. And I recommend you have a lot of your content there.

Because when people read the article, they are more more more likely to visit your profile. And then they find out even more about you right then and there. And the opposite is also true. Anyone who looks up your profile, can then see that you have a significant number of articles that they can click and read about right then in there. Now, you can also potentially go into the world of podcasts, they're very, very popular. They're on the rise, and some are even being funded now by venture capitalists because even though they've been around for almost 20 years, I think it's about year 2000.

They couldn't be tracked until recently. But now as of December 2017, Apple has podcast episode analytics just like Google Analytics for websites. But now Apple can give you analytics behind your podcasts. And that means you can Metra size it, you know, when your listeners are engaging, and you can respond in that way. That way you can get a podcast funded or you can just use it as a way to seamlessly drive traffic to your higher ticket items. Now, I want to think about your action items at this point.

Remember how I mentioned you're going to be writing out your book title. So let's do that. Grab your pen or something to type on. action item number one, what's the title of your book, three or four words to sum up the main theme of your platform. This is a draft You do not have to use this but if you were to write a book or publish a book tomorrow pretended to done. What, What's the title?

And then what's the subtitle that, that six or seven words or so and it could be anything, it could be for eight, or 10 that expands and reinforces that same idea. Now, third thing to do is to write that ideal quote that would be on the cover and who might be a fantastic option to actually write that quote, you can use phrases like must read fascinating book enthralling, compelling, if you x, then buy this book right provocative page turner. If you need help, all you need to do is just look at the front cover of any of the books that you have in your house or on the back cover. Or go back to the thought leader tab on your agenda. And look at what their books now envision what the photo looks like on the cover. If it If you have a fear in it, and I would recommend, that's a good way to go.

What are you doing in the photo? What is the background look like? Is it a plain color background or is there scenery, and if there is scenery it needs to relate to your book, do not have a photo of you standing outside, if your book is about engineering, right, there's no relevance there. So make sure that whatever your book is about is if you have something in the background, for instance, if you're writing a book about tennis, you could have a tennis court in the background or a tennis racquet. Now, after you brainstorm your book, let's talk about outlining your avatars because now we need to choose content channels. Now, I would recommend up to 10.

But for the action items here, start with 123. I just want you to write something down and move forward. The point of my system here the TLS system, thought leader formula Is that you actually do it. So I don't want you to think it's overwhelming. Just do one or two, if that's all you have time for. first think about their age, and what generation they're part of their gender, their job, their industry, their education, their location.

Are they in the south? Are they in California? Are they in New York City? Are they in Europe? What's their marital status? Do they have children?

What's their health status, if relevant? What are their interests and hobbies or values? What social media channels do they already like to use? And what kind of content Do they like to consume? Whether it's audio books or reading articles or looking at videos or what have you? After you do a couple of avatars outline what you like to do or what you already use?

Right? Are you already using LinkedIn or YouTube or Twitter or Instagram? And how do you like to create content? Do you like to record videos? Do you prefer writing articles? Do you prefer to tweet things out and compare?

Where do your avatars and yourself intersect? choose those 123 channels to focus on, at least initially. Alright, so that's it for now. I'll see you in the next module. And don't forget to write things down.