I was advising an author recently about her book launch and realized that she was pouring all her time and energy into making sure this book was a success.

What’s the problem with that, Mike?

Well, books come and go. In five years, this book will be a memory, and at best, a nice backlist title. But if your book doesn’t elevate your platform and strengthen your brand, the priorities are mixed up.

In other words, you can use all your energy, empty your bank of favors, and tap your network to raise awareness about BUYING this book, OR – use this book to raise awareness about YOU and elevate your brand influence.

This assumes that the book is aligned with where you WANT your brand to go.

Your brand is the center of attention – not your book!

Send your book out on an AUTHOR tour – Don’t send yourself out on a book tour.

Send your book out on a secret mission to tell other influencers about YOU!

Don’t focus all your time trying to hook people into buying your book – Send your book on a mission to hook more people to your voice.

If people are interested in YOU, they are more likely to buy your book (and connect with you for speaking, paid work, etc.)

After the book celebrates its first birthday, will you be most happy with book sales, OR how the book grew your platform, influence, and opportunities?

Book launches are important! But I’ve seen plenty of authors spend all their emotional and social capital serving their book, (which is but a vapor).

At the end of the launch, they’d used up all their “asks” – instead of using the attention as an opportunity to get to the next level.

Just remember who’s boss… You!

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