Published on February 21, 2014
The Secrets of Influential Authorship FOR EXPERTS & THOUGHT LEADERS WHO WANT TO REACH MORE PEOPLE CHANGE MORE LIVES. Based on Original Research by Lori Anne Rising Authorship for Experts &
Where does this information come from? From 2012 to 2013, for my master’s thesis project at Marylhurst University, I decided to take a look at authorship from a totally unique angle. An angle NO ONE has ever looked from before. When it comes to books, most people look at the content to see what makes one different from another. I decided to look at everything BUT the content and ask a very, VERY different question….
The Question: HOW DOES A NONFICTION AUTHOR CREATE INFLUENCE THAT IS INCREDIBLY POWERFUL & LONG-LASTING?
The Research I took the two most influential books published in the United States in the 20th Century and compared three things: What did the author bring to the project? How did the culture in which it was published respond to the book? What kind of marketing did the author do or not do?
#1 Most Influential Nonfiction Published in 1962 Author had multiple bestsellers previouisly. Results: Congress changed national policies regarding pesticides The Green Movement began Ecology as a science was legitimized
2nd Most Influential Nonfiction Published in 1962 Author had no bestsellers, no marketing plan, & struggled with writing throughout his career Results: Took the hard sciences off their pedestal Legitimized social sciences Made “paradigm” & “paradigm shift” household words.
The Research By comparing author characteristics, culture & the marketing of these two books, I discovered 10 very important principles…
#1: Passion WITHOUT PASSION NOTHING ELSE MATTERS.
Passion is… the drive that got the author through the challenges the motivation that kept the author coming back to their book to keep working on it the curiosity that drove the author to look at their topic in unique ways, and go deeper and further with it than anyone else ever had the emotion that comes through the author’s writing and connects with the reader
#2: Clarity CLARITY IS A LENS THROUGH WHICH ALL ELSE IS EITHER MAGNIFIED OR OBSCURED.
Clarity… helps the author to stay on target helps the author decide what goes in and what stays out helps the author know how to organize, structure and develop their content helps the author decide both WHAT they need to say and HOW they need to say it
#3: Message GETTING TO THE CORE OF THE MESSAGE IS ESSENTIAL
Messaging: If the author knows their message well enough to craft it for more than one distinct audience without watering it down or losing the core of it, it will allow them to reach more people more effectively and make a more powerful difference. If the author is not clear on their message, they may lose control of it as readers begin to interpret their work for themselves.
#4: Know Thy Audience MAKE SURE YOUR MESSAGE SPEAKS TO WHOM YOU INTEND IT OR THEY MAY NEVER HEAR IT.
Knowing thy audience…. ensures the author actually connects with who they intend to allows the author to retain control of their own message allows the author to repurpose and repackage their message for different audiences – without watering the message down allows the author to stir their audience’s emotions and generate deeper engagement – and therefore, influence
#5: Completion DUH… BUT THERE’S A REASON IT’S INCLUDED…
Completion… …is the act of following all the way through, not just to publication, but into marketing and wherever that may take the author. Both Rachel Carson and Thomas Kuhn faced many challenges including including lawsuits, being forced out of jobs, illness, and more that could have stopped them. Each took over 10 years from idea to publication. Each could have chosen NOT to follow through many times. How many authors’ manuscripts are still in their drawers unfinished? COMPLETION MATTERS.
#6: Engagement IT’S NOT ABOUT SALES OR EVEN READERS. IT’S ABOUT WHAT THOSE READERS DO AFTER THEY READ THAT MATTERS.
Engagement… is about connecting emotionally with the audience in such as a way that it stirs them into wanting and choosing to take action it is about connecting with their deepest values it can be inspiring or controversial or both, but it is best when it is intentional and directed toward a positive outcome – the change you want the reader to make
#7: Relationships THE RIGHT ONES WILL TAKE YOU PLACES YOU NEVER DREAMED POSSIBLE
Relationships… Strategic alliances, partnerships and professional relationships have always been the backbone of success. The publishing industry is no different. While it is wise to consider who you want to get to know strategically, the more genuine and real the relationship, the more fruitful and lasting it will be for all involved.
#8: Publish THE MORE YOU PUBLISH THE EASIER IT BECOMES TO GET PUBLISHED
Publish… Rachel Carson had multiple bestsellers before Silent Spring was published, establishing her on many fronts. Thomas Kuhn struggled to publish. His work took much longer to be recognized. The more you publish, the more you learn about the publishing industry, make connections, build your audience, find your unique voice, and find additional opportunities to get published. It is a cycle that builds on itself.
#9: Marketing MARKETING HAS A PLACE, BUT IT IS NOT WHAT YOU THINK IT IS…
Marketing.. Rachel Carson had an excellent strategic marketing plan. Thomas Kuhn had none. Yet, both authors’ influence shifted American culture irrevocably, and are still recognized over 50 years after each book was published. Which means, influence is not created by marketing, nor even by book sales. Carson’s influence was felt in less than 1 year from publication. Kuhn’s influence took 10 years to be felt. Use marketing to strategically shorten the time span between publication and impact.
#10: Time THERE ARE SOME THINGS TECHNOLOGY CANNOT SHORTEN
Time… It will take time to generate your ideas It will take time to develop them It will take time to build your audience It will take time to get published It will take time to manager your message Simply put, creating powerful influence will take time to create, manage, and perpetuate. Which means, if you truly want to make a powerful difference, you must be in it for the long-haul, stand by it, and be consistent about working for it.
Bonus WRITING SKILL IS IRRELEVANT
On Writing Skills: Rachel Carson was winning writing awards before she graduated high school. Kuhn struggled with writing his entire life. Skills can be learned. Passion cannot be faked. Editors, coaches and others are available to help. Technology provides tools to make it easier than ever. Never let a skill stop you from sharing your message!
About Lori Anne…. Founder of Authorship for Experts International bestselling author Author’s coach and editor with over 20 years experience. MA in Leadership, Organizational Communications & Influential Authorship. Work with authors around the world including the U.S., Israel, Canada, Spain, Belgium, England, and Jamaica. Mom who loves spending time with her two kids in the great outdoors of the Pacific Northwest, and enjoys cross stitch, hiking, painting, and the company of friends.
Authorship for Experts • Website: www.AuthorshipforExperts.com •Free Downloads •Link to YouTube Videos •Blog Join the Community Online •Facebook: facebook.com/AuthorshipforExperts •Twitter: @LoriAnneRising Inviting experts & thought leaders into influential authorship through inspiration, collaboration & strategic planning.
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