How to Turn Your Book Into a Client-Generating Business Asset

Name: How to Turn Your Book Into a Client-Generating Business Asset | H.J. Chammas
Uploaded: 2026-10-30T21:52:45+00:00
Duration: 32 min 12 s
Channel: Workforce Alchemy

00:05Welcome to the Mason Dugacheck Show, presented by WorkforceAlchemy.com, where business leaders

00:11discover practical ways to select, engage, and retain their best employees.

00:16Today's guest is H.J. Shamas, founder and publisher of Authority Publishing.

00:22He's a four-times best-selling author, coach, and investor.

00:26He helps leaders, coaches, consultants, and legacy builders turn their expertise into

00:32authority-building books that open doors, attract premium opportunities, and create

00:37impact beyond the page.

00:38Welcome to the show.

00:39Hey, Mason.

00:40Good morning.

00:40Thanks for having me on the show.

00:42Quite excited to be here.

00:43So you often talk about a book as more than a book.

00:46What was the moment when you realized that a book could become a serious business asset

00:50instead of just something people sell on Amazon?

00:53The whole story started with my failure on my first book.

00:58When I published my first book back in 2017-18, the objective for me was to publish a book,

01:04to become visible, and to earn royalties.

01:06This was my whole plan.

01:08My big why, and if you look at it, was really that small, that I wanted to earn royalties

01:12from the book and be in bookstores.

01:14What I learned later on after my failure, because I invested a lot of time, money, and energy

01:19on my first book, and when I speak of money, I invested $65,000 that all went down the drain.

01:24When I republished the same book, but now with a different lens, with a different intent,

01:30so when I change my big why, rather than to be about me and become about them, my audience,

01:35how can I serve them better?

01:37How can I add value to them?

01:38And when I change the dynamic from being in bookstores and really looking at how many books

01:43I'm selling to how many people I'm helping, and when I change that lens, the whole thing

01:49changed, and the same book, Imagine, repackaged and repurposed differently, had a different

01:55result that's 180 degrees from the first failure.

01:58Can you give me an example of what that looked like before and after?

02:02Definitely, definitely.

02:03When I started my first book, I was really kind of ignorant on the whole journey, because

02:09actually, nobody educated me, and I think that's the same challenge a lot of authors

02:14face about the whole journey.

02:16They think that the book is the product.

02:18So when I thought that the book is the product, I relinquished control to a publishing company

02:23that they ran the show for me, and I was very passive.

02:27Being passive, I never challenged back.

02:29I never really took part of decision-making from the whole promotion plan, from the whole

02:33marketing plan.

02:34So the whole objective for them was certain KPIs that fit their model and not my business

02:41objectives.

02:41So long story short, Investor 65K only sold a handful of copies, possibly to my friends

02:48and family and a few connections that I know.

02:52And this was, I think, the biggest mistake, but also it was the $65,000 tuition fee to my MBA

02:59or PhD on how to do it right.

03:00When I flipped the table now and I started to really study back, we kind of reverse engineer

03:06all those successful entrepreneurs, coaches, and experts who built a certain brand, a brand

03:13positioning and a personal brand on the back of their book, and then they built their businesses,

03:18everything changed.

03:19I followed their model, which I'm happy to talk about later on.

03:22Sure.

03:22And with the same book now, with following a different model and different approach, it

03:27opened doors for me.

03:28I started to help other authors.

03:30I started to become a thought leader on that topic and that niche, started to help other

03:36authors.

03:37And the whole business grew.

03:38Actually, we came from a very small company as a startup to a company that has 50 plus authors

03:44under its umbrella.

03:46And all of them, we're talking about bestselling authors that have businesses in, and a few of

03:51them, they get into the multimillion dollars annually.

03:54Sure.

03:54So how do you know when a leader actually has a book-worthy idea versus just a collection

03:58of stories or opinions?

04:00Yeah, I think basically it all goes down if what you want to speak about, is it unique

04:07or is it only noise?

04:09Because what happens here is a lot of authors, they want to talk about what they know best,

04:13which is perfectly okay.

04:14But they often disregard who the target audience is.

04:19But once we know who the target audience is, or who's the niche, as we call it in marketing,

04:23we need to understand their pain points, their challenges.

04:26So what wakes them up at 2 a.m. in the morning?

04:28If the author can get that, and now they map their content versus the challenges that audience

04:35is facing, they're offering value.

04:37If what they're offering is a solution to no problem, it's only noise in the market.

04:43So that's the first angle.

04:45The second angle, when they need to study other authors out there speaking to the same

04:50audience, are they going to be a Me Too book, which is noise, or are they bringing to the

04:55table something unique, a fresh perspective, maybe challenging the status quo, rocking the

05:01boat on certain things, become a thought leader.

05:03And this unique proposition they bring actually becomes a personal brand, what they become known

05:08for, and this is what really makes now a book become well-received by the target audience

05:14than just being another Me Too book.

05:16That's blending out there and getting diluted in the market.

05:18So I think you hinted at it, but it's going to sound better coming from you than it would

05:22for me.

05:22So I'm going to go ahead and ask it anyway.

05:24What are the biggest mistakes that CEOs, consultants, experts make when they decide to write a book

05:28to build authority?

05:29The biggest mistakes would be, first of all, if their lens and their big why is about them.

05:36So I want to write a book, I want to write a book to become famous, or I want to

05:41become

05:41visible, or a celebrity, or whatever.

05:44Actually, this was part of my first failure.

05:47This was my intention, and it doesn't work.

05:49The energy, people could feel that you're not here to help them, you're here to help you.

05:54And this automatically changes the whole perspective.

05:56So when you change the lens, it's become about them, about really serving others, about really

06:02making an impact, about really making the world a better place.

06:06The universe will put the right people in front of you, and we start to have impact.

06:10So it's all about intentions.

06:12It's all about them really crafting the message to really help people rather than help you.

06:17Love that answer, and I agree with you 100%.

06:20People can tell.

06:21So when someone is already successful, but they're extremely busy, how should they think

06:26about capturing their ideas without letting the book become a distraction from running the

06:30business?

06:31Yes, so basically, if you look at Trump, actually behind me a few books from Trump, Trump is

06:36no author.

06:37He's no writer.

06:38Apologies.

06:38He's not a writer.

06:39He's an author.

06:40So imagine the guy's super busy, as you know.

06:43So my recommendation is for CEOs who are so busy, you do not need to be the writer.

06:49You don't need to spend your time writing the book.

06:51What you need to do is to share your message, to share your journey, to share the learnings

06:56by helping others.

06:57And let someone else who's a writer, we call them technically ghostwriters, do that for

07:02you.

07:02So you speak up.

07:03You share your knowledge.

07:05It could be via a Zoom call or any kind of meetings.

07:09They record that and they start to write on your behalf, bringing your tone of voice,

07:15your message to the world without you spending all that time on publishing the book, even

07:20on promoting the book later on.

07:21Sure.

07:21So what should a CEO do when they want to be seen as a thought leader, but they don't want

07:26to come across as self-promotional?

07:28What's your thoughts on that?

07:29What they need to do is, as I mentioned earlier, determine what's the biggest pain in the market,

07:35what the market or the target audience is really suffering from, and genuinely solve

07:40that for them.

07:41Even if solving that for them could be on the account of your business, because some

07:45CEOs tell us, if I offer them the solution, why my business will be there?

07:49And that's okay, because you can serve anyone in the world.

07:53You don't have maybe scale enough people and talents to do that.

07:57For those who can't afford you, or for those who can't really become your clients, you still

08:01need to serve them through long-form content, be it a book, a podcast, or courses, or master

08:08classes, you name it, you need to serve those audience.

08:11And guess what?

08:12Those audience that you serve, even without them becoming your client, they become your

08:17brand ambassadors.

08:18They start to tell others about you.

08:20They are the best marketing tool you could ever have in your marketing.

08:26I love what you're saying there, because I do think there are people out there that that

08:31is an issue for them.

08:32Well, I've got all this stuff that I can share and that will help people, but I don't want

08:35to come off as self-promotional.

08:37And I get that to a degree, but if you've got the cure for what's ailing people out there,

08:44then in my mind, that's kind of selfish of you to not want to share that.

08:48And if you're torn between two things, like, well, I don't want to be self-promotional,

08:51but I also don't want to leave people suffering when I have something that can help them.

08:57As an author myself, I feel a moral obligation to share ideas and perspectives that can make

09:03their life better.

09:03And I can get over the mind trash, if you will, about being self-promotional.

09:07Exactly.

09:08Because I really think that's just mind trash between the ears.

09:10If you've got something that can help people and you've been given a gift of perspective

09:14or an experience that can keep people from tripping over the same rocks and you don't share

09:18it, shame on you.

09:18Exactly.

09:19And I always tell authors or CEOs or business owners, you need to help people when you're

09:25not able to be in the room.

09:27So if you're in the room or in a Zoom call or with them, you could help them.

09:30They could become your clients.

09:31But there are so many people out there that you're not with them physically.

09:35And this is how a book or a long-form content could help.

09:38So it's a moral obligation.

09:39You need to share that.

09:41It's a kind of a legacy as well.

09:43You're leaving your footprints behind.

09:44And other people, other authors could build on that for the next phase.

09:48It's just a way to exponentially amplify your influence.

09:52I love how you're describing that.

09:54So before we continue, I want to share an opportunity for listeners who are ready to

09:58put better workforce practices into action.

10:01I want to invite them to apply for the Workforce Alchemy Challenge to receive expert training

10:05and the opportunity to qualify for up to $1,000 in practical assessment tools you can use

10:10to help reduce turnover, workplace drama, and unnecessary labor costs while generating more discretionary

10:16effort.

10:16You can learn more about that at workforcealchemy.com.

10:19Now let's get back to the good stuff and continue here.

10:21You have written books about starting with positioning before writing.

10:26What does strong positioning look like before a single chapter is created?

10:30So it all starts with identifying the audience, understanding their aspirations and challenges.

10:36And if you genuinely, from your experience and your journey in your professional life,

10:41have helped similar people and you got them results, now you found your niche and now you

10:47could package all of that.

10:49Because writing a book or authoring a book could also help you as the author package all

10:54of your information into a system that's well documented and actually it even helps you

10:59in maybe a speaking engagement or in other and how to share your message because you package

11:04all of that, you thought of it in a systematic way rather than just having everything playing

11:09around in your mind here and there.

11:11So it does help.

11:12So it's all about position yourself on how you can solve a genuine big problem to your target

11:19audience.

11:20And once you do that, the whole publish, promote, monetize becomes only steps, a system

11:25you follow, but without the foundation of positioning, you cannot be like ejected to all trades.

11:31You need to serve a certain niche.

11:33I love what you're saying there because what I hear you saying is that when you do what

11:38you're suggesting, you put you in a position to attract your ideal audience rather than pursue

11:43them and speak in engagements and things like that come as a result.

11:45I literally, I'm in Tampa, well, between Tampa and Orlando, Florida is where I am now, but

11:51I spent last week in Alaska, like 5,000 miles away because someone read our book on a plane

11:57and shared it with someone who was booking a meeting and said, hey, can we fly you up here

12:02to Alaska to bring this to life and to help the people that are struggling, that are in

12:07our association or struggling with the challenges that you guys covered?

12:11Absolutely.

12:12That just literally someone read a book on a flight from Milwaukee to Denver and handed

12:17it to the right guy and it works exactly like you're saying when it's done right.

12:21Exactly.

12:22And that's what's happening to us and to our authors, our clients.

12:25Like if somebody is based in Dubai like me, sometimes I receive a call from someone in

12:30Australia from a continent that I never visited.

12:32They just read my book or saw me on a podcast and they kind of connected to what I'm trying

12:39to say and voila, they, instead of me trying to convince them about our business, they

12:43can't kind of pre-sold.

12:45You sort those who get it, you sort those who get it from those who don't.

12:49It's easier to sort than convince.

12:51I totally get it.

12:53So can you share maybe a real example of someone who had valuable expertise but needed help

12:57turning it into a clearer, more marketable message?

13:00Yeah.

13:00So I could share a few here.

13:02So one of our authors, actually they are co-authors of a book, they had their consultancy

13:08experience in North Carolina in the States and their niche is SMEs and they want to help

13:14them in training their people on how to become more accountable.

13:18So it's all about accountability.

13:19It's an HR kind of challenge.

13:21So they published the book.

13:23They already have a successful business.

13:25But when they first published the first edition of their book, it didn't do well because it

13:29lacked the positioning, it lacked the right promotion on the personal branding before

13:34promoting the book, actually.

13:36And it really didn't do them well.

13:38When they just republished the book after we spoke together and we started working together,

13:43with a clear positioning, the whole book started from previously selling 50 copies.

13:48It's not about the number of copies, actually.

13:49To getting them an incremental $500,000, so half a million dollars in sales coming through

13:57the book only.

13:59So they already have an established business, but now when they did the math, that's half

14:03a million dollars a year on the first year coming from their book.

14:07And that's amazing because this is now how a book got them the right leads that are really

14:12pre-sold and actually they know everything about them.

14:16So actually it's more like inbound calls.

14:18So they had a conversation and when they found themselves, they're able to help that company,

14:23they signed an agreement and voila.

14:25So it really could be as simple as that.

14:28Another author is we have on our portfolio, he's helping the hotel industry and how to train

14:34their staff on the best customer experience.

14:36The guy from only training hotels, five-star hotels in the region, in the Middle East, like

14:42Dubai, Abu Dhabi, Saudi Qatar, just to train those hotels and the staff in the hotels.

14:48The guy is making a multi-million dollar business and his book became the authority that allowed

14:55initially when he was starting up, all those hotel management or the decision makers in

14:59those hotels get their services.

15:02Now, will that be the case for every author?

15:05No.

15:06Because it's positioned right.

15:09It's literally a virtual salesperson.

15:11It's a literary infomercial or a literary salesperson that can, in the hands of the right prospect,

15:18generates a phone call.

15:19The prospect calls back and says, hey, I just read your book.

15:22We want this here.

15:24How do we do that?

15:24Exactly.

15:25But also, you have to be really legit.

15:28You have to be organic and true.

15:30Because we have an example, I'm not going to name now, of a person who did direct positioning

15:33for him.

15:34The book did well.

15:35It got awards.

15:37It got traction.

15:38The guy landed a lot of those clarity calls, whatever you call them, discovery calls, and

15:43landed zero clients.

15:45When we started to go deep into that, we found that his business model lacked something.

15:51When he got on those calls, rather than serving and rather than helping people out, he was

15:58being just like the car salesman.

15:59You know, I want to be pushy.

16:00I want to, but it won't work.

16:02So because it's not about the pushy, sell your service.

16:05No, it's a whole journey.

16:07It's a whole funnel.

16:08You need to master that, all the journey of the funnel the right way with always one

16:14lens about serving others.

16:15And when I help and keep on helping and help some more, they will ask for my business.

16:21So we don't need to sell.

16:22It's all about serving others.

16:24So what are the warning signs that a business book is too generic to create real authority?

16:28Basically, when you do the mapping with other books and you just find yourself, you've written

16:33the same kind of copy paste with different wording about what others are saying without

16:38bringing something new to the table, it's going to be noise.

16:41It's going to be generic.

16:41And the audience have read a lot of books that do not bring anything new to the table.

16:47So you need to go back to positioning and what is your unique perspective that you're

16:53adding to the conversation.

16:55Talk to me a little bit about that because you've mentioned a couple of times, it's a

16:59theme that I've picked up on about the importance of positioning and knowing who your audience

17:03is.

17:03And when you talk to someone who might be writing their first book or think about writing their

17:07first book and they think everybody could benefit from this.

17:09How should leaders decide who the book is really for?

17:12From experience with 50 plus authors and from myself as well, your audience is usually your

17:19previous version of yourself because you, as an expert, you went through certain struggles

17:24in your career, in your life.

17:26You tend to overcome them.

17:28You developed a system how to do that.

17:30And you went to the other side of the hole.

17:33Now, if you look at your version 1.0, if you're now version 2.0 of yourself, if you look

17:38at

17:38version 1.0 of yourself, the old version, and you understand what you're going through,

17:43it's under your nose.

17:44This could be your target audience and your niche that you understand, you correlate to,

17:49you relate to because you've been there before.

17:51I love that.

17:52You've talked and you hinted at this a little bit, but I'd like you to expound on it.

17:55You've talked about measuring a book by ROI, not royalties.

17:59What should an executive measure to know whether their book is actually working?

18:02It's not about being in the bookstores, as every author we meet say, I want to sell more

18:07books and be in the bookstore.

18:08It's about how many target audience have you served.

18:12It's about how many people, other people are referring to what you're saying.

18:16Like I have one of my books, and this always surprised me, by the way, it's called Millionaire

18:20Mindset and Success Habits.

18:21The book sold more than 120,000 copies, and when people meet me, they tell me, we saw your

18:27book being discussed on a certain YouTube channel.

18:30They tell them, really?

18:31I was never aware of that.

18:33So it's becoming a trend, and this is when you know that what you shared is really adding

18:39value and people having conversations, even without you knowing.

18:42Actually, in that book, I never placed any funnel.

18:45I just placed the book to really share a certain journey.

18:48That's it.

18:49And maybe because there was no sales aspect to it, people started to pick it up and they

18:54started to learn from it because I was genuinely sharing what did best for me in my career and

18:59how I transformed myself from being an employee to financially independent.

19:03But later on, without me putting that as a strategy, it became a proof that how a book

19:09could position you.

19:10And this is now when I meet your authors, they say, oh, we want to kind of emulate that

19:15kind of journey you had.

19:17So your previous model and proof of what you've done becomes what others would like to go through.

19:23Right.

19:23So what are the biggest mistakes leaders make when trying to monetize a book after it's

19:27published?

19:28Usually they think of monetization after they publish and promote the book.

19:32We always tell them, you need to understand your monetization strategy before you even write

19:38the book, because when you put the strategy and you start to structure the book around it,

19:43of course, we spoke about helping others.

19:44We spoke about offering solutions.

19:47But this is where you plant the seeds at least to have the next step after the book,

19:52which could be a workbook, which could be an assessment, which could be a conversation

19:56with you.

19:57So we need to we need to map your monetization strategy and then build the book around it

20:02without appearing as a brochure and without being saisy in that book.

20:06So what should a CEO or founder do when they already have visibility, but their message is

20:12not converting into better opportunities?

20:14What's the lesson there?

20:15Visibility is different than authority.

20:17You could be visible, man.

20:19You could have thousands of viewers on a certain channel or social media page.

20:24And I've seen that happening.

20:26You could have a lot of visibility.

20:27We know someone, also no names, who has almost a million followers.

20:33That's a lot, by the way, on Instagram.

20:35And that person, before publishing her book, didn't have authority.

20:40So it was all OK, getting the love, getting all those things and shares and all those KPIs

20:45that for me never put anything in your, you know, in your career or the bank account, you

20:51know.

20:51So when she changed perspective and she put her journey into a book and she studied her

20:58monetization strategy, the whole thing flipped.

21:01So being an authority is really about helping your niche.

21:04Being just known or become famous is another thing.

21:08So exposure is different than authority.

21:10And we need to differentiate both.

21:11So looking ahead, how do you think authority, trust and personal brand will change the way

21:18executives win clients, partnerships, media and speaking opportunities?

21:22So going forward, I believe AI could be either it's a double edged sword.

21:28It might either potentialize you or it might kill you in a way.

21:33So let me explain.

21:34OK, so how does that potentialize you?

21:37Because moving forward and it's really happening, actually, now AI can write courses and can

21:42write a seminar and can do the slide deck for you.

21:46For them, for some, it can write a book, which I don't like.

21:48It's another story we can talk about.

21:50But all of that it can do.

21:52And with the proper English, with the proper, you know, design of all this kind of stuff.

21:56But AI doesn't have your story, doesn't have your journey, doesn't have your expertise

22:02and your connection with your audience.

22:04So you could use AI as an assistant to assist you to potentialize your message, maybe to

22:11do more with less resources.

22:13Yes, this is the right way of using AI.

22:15And if you do it now, you could preserve authority and trust because AI cannot offer you trust.

22:21It could write robotic content for you.

22:23But if you use it the right way, it could help you package your own story and content in the

22:28right way, helps you in the strategy.

22:30But it's still you.

22:31You are the person leading the conversation and not AI taking over your business.

22:36If you had one or two of your favorite book promotional secrets or strategies, what do

22:43you think would that people out there that maybe have written books?

22:46Because some people I'm listening probably haven't.

22:49They've got one in them and they haven't done it yet.

22:50We've talked on some of those things.

22:52Some of the others have probably written some books.

22:54Hey, I'd like to do better with it.

22:56What's your favorite one or two promotional secrets that you might share?

23:00My favorite promotional secret is don't promote the book first.

23:04Promote you as the personal brand, as the authority first.

23:08And when you promote your personal brand, it becomes the launchpad based on which you

23:13promote your book or you launch your book or even launch your business.

23:16A lot of people do the mistake.

23:18They treat the book as the end product rather than the tool or the medium to help them gain

23:24the authority and credibility to start establishing the personal brand.

23:28And to do that, there are so many ways.

23:30The most important way I discovered is being on podcasts on a very regular basis.

23:37Not a podcast here, not a podcast there.

23:39Our strategy with our authors, at least four podcasts every month.

23:44And I live that.

23:44I do that also in the way I operate.

23:47So why?

23:48Because that's what we call leverage.

23:51Each podcast has its own audience and they trust their host.

23:54If the host trusted you as a guest, automatically their audience, they're going to trust you.

23:59Plus, if you added impact and you added value without appearances, you want to sell them

24:04anything, people would tend to follow you.

24:07You become an authority on that topic and you start to build your followers.

24:11One podcast after the other.

24:13Then you can make speaking gigs like what you're doing when you do like speaking at events.

24:17Also, there are people in the room who could be your target audience if you select the

24:21event, of course, and eventually you are positioning yourself as the authority on that specific

24:27topic that you own.

24:28Because I think it's a big mistake.

24:29And you hinted at it earlier when people just like, they think that the book is the end

24:34all.

24:34Like, hey, I've written my book.

24:36Amazon is going to promote it.

24:37I just sit back and get royalties.

24:38And you and I both know it doesn't work like that.

24:40You've touched on a couple of things.

24:41You've talked about going on podcasts.

24:43You've talked about speaking engagements.

24:45What are some other things that people need to know they need to be prepared to do if they

24:49want to promote?

24:50Just some of the basics.

24:51I'm going to ask you first.

24:51Sure, sure.

24:52But can you let them know, here's what a promotional plan entails?

24:57And you might want to be thinking about just dropping a book and waiting for Amazon to do

25:02their thing.

25:02Yeah.

25:03So dropping the book and waiting for Amazon to do their thing, it will never happen.

25:06Praying for that will never happen.

25:08So what you need to do is, we spoke about the positioning and the personal brand.

25:13We spoke about podcasts.

25:14We both spoke about speaking gigs.

25:15The third thing, in my opinion, is borrowing kind of social proof before you get the actual

25:20social proof.

25:21How do you do that?

25:22You get your book nominated for literary awards.

25:26Even if you don't win the award yet, being nominated lowers the friction because people

25:30start to have curiosity.

25:31Wow.

25:31I know an award-nominated author, it raises curiosity.

25:34If you have zero customer reviews, you're borrowing kind of that kind of social proof.

25:38Fourth thing, thought leadership.

25:41Each one of us is connected to thought leaders in their industry.

25:45Imagine now publishing a new book.

25:47What about gifting each one of them, the people you know either personally or on your LinkedIn,

25:53a copy of that book as a gift and maybe a one-page summary of the book, a chapter-by

25:58-chapter

25:58summary because they don't have the time to read it.

26:01Gift it to them without any condition.

26:03Then follow up with them.

26:04If you've read the book or at least the summary I've sent you, can you share with me your thought

26:10about the book?

26:11You only want to send as a phrase.

26:13We call it like a book blurb.

26:15That sentence could mean a lot because if you go, those actually, what it became an

26:21opinion, people see it as an endorsement about your book as a new author coming from

26:25thought leadership.

26:27And that's amazing.

26:28That's also another way of borrowing social proof before getting the actual social proof.

26:33So when you do all those kinds of stuff, then you can do whatever you want on social

26:37media and Amazon ads and book promotion sites and what have you.

26:41But don't do them before you do the basics, really building the foundation and because

26:46it makes it easier to launch the book afterwards.

26:48There's a lot to what you said there.

26:50And I'm smiling because when I launched my last book, I wrote a book called Built Right,

26:56W-R-I-G-H-T with a guy by the name of Bryant Wright.

26:59He was a legendary coach here in the United States who won 13 state championships, eight of

27:04them in a row.

27:04And in the last 17 years, the worst finish his boys' cross-country team had in the state

27:09was second place at the state championship.

27:12The guy's amazing.

27:13And we put a book out.

27:14And when I got it, I learned a lot from him.

27:17And when I got it, I sent signed copies to people that I had done business with who had

27:22also become friends.

27:23So, you know, if you've been in business a long time, you develop friendships with people

27:26so they know it's not just promotional, but it's purposeful.

27:29Like I care about these people that are in my, I don't want to use the word network.

27:32I'd say community because network is just an email or a follower, but community is people

27:37you know that you can pick up the phone, you can call, you can talk to, and we've done

27:40business with.

27:40And those people that were in my community, a lot of them, I just sent a copy of the books

27:44and I think this, you might find this helpful and enjoyable.

27:47Enjoy.

27:48That's it.

27:48No ask, no nothing.

27:50Just I wanted to share.

27:51And I couldn't believe it.

27:52Like literally one of them bought it for all their managers and another one bought it for

27:56all their HR managers.

27:57I mean, just boom, boom, boom, boom, boom.

27:59Another one bought it for a bunch of their customers because it conveyed the same type

28:04of values, which these are people that I already like and know and do business with and trust.

28:07And we have commonality anyway.

28:09So some of the things that I value and I see as important, they value and they see as important.

28:15And when Coach Wright's influence was resonating with me and them, it just worked.

28:21But you're right about just simply sending it out.

28:24And then guess what?

28:24When those people think, hey, my boss thought enough of this book to buy it for me.

28:28I ought to read it.

28:29And then they find out it's not terrible.

28:31This is actually helpful.

28:33Wow.

28:33They start talking and it creates conversations, which drives more sales and more influence.

28:37And, you know, it's a long time.

28:40You know, people, it's easy to kick that off just by being not selfish enough to sit there

28:47and say, oh, I want to sell more books.

28:48You will eventually, but you got to give to get.

28:51Actually, there's a story.

28:53One of our authors did the same approach.

28:56And part of her list, she was connected to Stephen Covey Jr. on her LinkedIn.

29:01She sent him a copy.

29:02Yeah, that book.

29:03She sent him a copy of that book.

29:05And without anything in return, Stephen Covey wrote her back, told her, hey, I'm going to be in Dubai in

29:12a couple of weeks on a speaking gig.

29:14I would love to meet you.

29:15It became a conversation.

29:17They met and he invited her on stage with him and she became his host as if she's like the

29:23emcee talking to him because she's kind of a celebrity in the region as well.

29:27So what happened after that conversation, he wrote the foreword for her book after being published.

29:33And this really had the book to jump to another, you know, to another level.

29:36So it's all about just being genuine and share things for the sake of sharing, not because you want to

29:42ask things in return.

29:43And things will fall in place by their own.

29:45I love that you said that without asking for anything in return or without expecting anything in return.

29:50Because at least the people that I sent it to right out of the gate, those are people that have

29:54given me plenty.

29:55And it's like they've already given to me.

29:57And it was just, I felt it was a chance for me to do something good and kind and helpful

30:01that I thought would support them personally and professionally.

30:04And I wanted to do it.

30:05It felt good to do so.

30:05So I, you and I are very congruent on our vision of what promotion should look like and why.

30:11If people want to know more about you and the work you do, what are the best ways for them

30:14to connect?

30:15So they could find me on LinkedIn and Instagram under my platform, HGHMS.

30:22Or they can find us on authority-publishing.com if they want to connect with us on a call.

30:27And what we do on those calls, we only have conversations.

30:30Only virtual coffee.

30:32Our mission, because I failed earlier, I don't want any other author to fail.

30:37We offer genuine advice.

30:39And that's it.

30:39People get always surprised.

30:40Why do you do that?

30:41Because this is our purpose.

30:43We just help people.

30:44And whenever you're ready, people will come back to us.

30:47Hey, can I get you services?

30:48And if they cannot afford us, they become our brand ambassadors.

30:51So please connect with us.

30:53I also would like to offer them a free copy of my book, Publish, Promote, Monetize.

30:57And guess what?

30:58If they read it, they don't need us or they don't need any other publisher.

31:02They will get how to position, how to publish, how to promote their book and their personal brand.

31:08And most importantly, how to monetize their high-ticket services while, and this is underlined, while making an impact and

31:16serving others.

31:17Wonderful.

31:17Before we wrap up, I want to leave people listening with one practical next step.

31:21If you want less turnover, less workplace drama, and more discretionary effort from your team, again, I want to invite

31:27you to apply for the Workforce Alchemy Challenge at WorkforceAlchemy.com.

31:31You'll receive expert training and have the opportunity to qualify for up to $1,000 in tools that you can

31:36actually use.

31:37Thank you so much for joining us.

31:39I hope that those in the audience have learned from and enjoyed this conversation as much as I have.

31:46I appreciate it.

31:47Thank you for having me, Larry.

31:48I really enjoyed that.

31:50And please, I shared with you also the link.

31:52I don't want to share links like when talking.

31:54If you can share that in the description, the link to my book, it's easy to click on it and

31:58they can download a free copy of it.

32:00Awesome.

32:00Thank you so much.

How to Turn Your Book Into a Client-Generating Business Asset | H.J. Chammas

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