From Podcast Booth To Bookshelf: The Podcaster’s Book Launch Blueprint With Juliet Clark

Have you ever dreamt of taking your podcasting expertise beyond the headphones and onto the bookshelf? You’re not alone! Juliet Clark, the Founder of Superbrand Publishing, will be joining us as we explore several paths for podcasters to become published authors. Whether you want to leverage your existing audience, hone your writing skills, or establish yourself as an authority in your field, there’s a strategy here to turn your “mic drop” moments into a bestselling book. Dive in and turn your listeners into fans who devour your book and start realizing your podcast-to-publish dream!

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From Podcast Booth To Bookshelf: The Podcaster’s Book Launch Blueprint With Juliet Clark

Introduction

Welcome to the show. I have Juliet Clark here. For those of you who know and who have tuned in to the show many times, she has been a coaching crasher maybe 7 or 8 times over the years. Juliet and I used to do a live stream on Monday nights. We had cocktails and topics on marketing. We called it Monday Marketing Mixer. It was an MMM thing that we had.

Juliet Clark has Superbrand Publishing. It is a hybrid publisher. She can go into great detail about everything it does, but her experience helping authors launch their books is tremendous. There are so many pitfalls and content issues. There are contract issues and marketing issues. Marketing is the number one.

She has something fabulous called Author Traffic School. Author Traffic School is about getting traffic to your book. It sounds exactly like what we need for our podcast too. Juliet talks about that and interviews great authors in Promote Profit Publish, which is her podcast. How many episodes are you in on that one?

I went over 300. I’m at 305. You guys were my guest for 300.

 

Feed Your Brand | Juliet Clark | Book Launch Blueprint

 

That’s right. We did the 300th. I forgot about that. It was not long ago. That’s amazing. Congratulations. 300 episodes, that’s fantastic. It works. It’s been working for you. It serves your authors. It gives you lots of content. It’s moving things through to get attention and an audience, but it’s not enough.

Mostly, I use it for content. A hub of ROI is what I get from it. That is my ROI, which is like a book.

Podcasts As A Source Material For A Book

Let’s talk about this. In this episode, we wanted to discuss the podcaster’s book launch print. We’re talking about this idea of “If I already have all these episodes and all this content, do I already have a book?”

You probably do. Books for podcasters are about solving problems. If you have a lot of episodes, you probably have a key point that you coach or your message that you have done in several different ways that you can take 8 or 10 of those podcasts. Especially if they’re using you guys where they’re transcribed, you have a book. You can take that transcription, finesse it, and add more information if you want to, or take some out. You have a smaller book most of the time.

Books, for podcasters, are about solving problems. Share on X

When I did my first book that never got published, it was exactly that. You were speaking into a microphone. You were speaking your way to your book. It’s not all that different, but you’ve done it over time instead of sitting down. I felt like it was contrived when I was doing it in that way, but when I do my podcast, it doesn’t feel contrived at all. It flows.

It flows because you’re natural. You’re being yourself. When people sit down and write, they’re worried about grammar and spelling. I will be transparent. I’m not a great writer. I’m a good storyteller. When I wrote my fiction novels, I didn’t care about grammar and spelling. I would have a rockstar 3,000-word day. I will admit that later when I went through editing and went back, I would think I had a great writing day and I’d go, “What the heck were you thinking?” Tear to people would be tear, which I know better, but at that moment, you’re just writing away.

That’s okay. The AI translate does that anyway.

We didn’t have AI back then. The reason that it comes out so much better from the transcription is that you’re being yourself. The way you speak comes through. The way your personality is comes through. A lot of times, when we’re writing from an outline, we try to be too formal and the real us doesn’t come out.

That’s what I was going to say. It’s an energy issue. I’ve seen people who are great speakers and then I read their book and think, “This is the most boring thing I’ve ever read.” It’s so awful. It’s too static.

I won’t mention who the authors are, but you and I have had discussions about boring. I’ve heard that story so many times I could tell it myself now.

That’s right. It’s a story and it’s exactly the same way.” Even with ghostwriters, I find that same thing. If someone who did that spoke to a ghostwriter and then the ghostwriter wrote it, it loses the energy somewhere in that translation.

I will be the first to tell you. I ghostwrote one book and I would never do it again. It was because of that. The “author” didn’t help me much with it and it came out sounding more like my research than it did her personality.

Creating A Book Blueprint From Podcast Episodes

How can we avoid that by using our podcast? What are ways that we can use it to create this blueprint for the book?

The first thing is what is the problem that you want to solve with the book, and then go back through your episodes and choose up to ten. You don’t want to make a book too long these days. People don’t have the attention span for a 300-page book anymore.

We’re not choosing 24 chapters of the episode.

Go through and then start organizing what that topic is and what podcast you have. If you don’t already have them transcribed, you can easily send the whole recording over to someplace like Fiverr, and have it transcribed. Put those together and start writing from there. Were there things maybe you left out in an episode that you’d like to add? Have things changed since then? With me with 300 episodes, probably a lot of the material from 2018 when I started may not be relevant anymore. You want to keep it relevant.

It’s much easier. For anybody who has written a book, you can just sit there and stare at that blank page. That’s why they have writing prompts. If you have the material in front of you, you already have it mostly written. It’s a matter of finessing, cleaning up some grammar, and making it a more organized flow. You may need to do some segues between 1 podcast episode and the next 1 for a chapter. It cuts down the time to create a book as well to it.

Those segues are important. That’s what I found. Sometimes it doesn’t flow in the way that you want it from chapter to chapter. If you don’t write a new introduction and write a new close, that leads you into what’s next. If you’re laying it out, looking at it from that perspective, and then filling in those gaps, that’s going to help you.

 

 

For me, I found that if I wrote those, they were bad, so I instead treated it like I was going to do a new introduction to the podcast or a new close. I always do my intro and close separately except here on Feed Your Brand. I do it because we do it live, so I have to do it at once. I always do it on The Binge Factor that way. I would sit down and do those bookends to the chapter, have that transcribed, and then rewrite from there because otherwise, it didn’t feel like the same energy.

One of the nice things too, and we teach this in our AR book marketing class, is you can take those transcription and put them into something like Perplexity and say, “Write me a segue,” or “Write me a conclusion,” or “Write me this.” When you do that, it will read the whole manuscript that you put in and write some pretty good stuff that you can start even with that.

Challenges Of Turning Podcasts Into Books

That’s great. Save some shortcuts here. I love it. What are some things though that people do wrong when they’re laying out their book?

I’m not a book developer, but here’s what I will tell you that my book developers tell me. One is too much detail. Especially with the spiritual books, people want to know about your journey, but they don’t want to know every detail about your journey. Telling people that you threw up from ayahuasca is probably not going to be something that people want to read if they’re eating and reading. It’s too much information.

Not being vulnerable enough is another thing too. When you’re writing that book and it’s about your journey, I’ve had many authors that’ll tell me a story but they’ll say, “I didn’t put it in my book because I’d be embarrassed.” When we have them put it in the book, people write reviews and say, “That was the best tidbit. I felt like I’ve been there, I know her, and I know what’s going on.”

That’s the one thing I want to mention here. A lot of times, we do that in our podcast a lot better, which is why with you using your podcast episode, you are a little bit more vulnerable on the air. You’re a little more in that storytelling mode that is a little more dynamic and energetic. You’re not censoring yourself because it’s coming out of your mouth. That’s why you don’t want to edit those things out. Keep them in. That’s what Juliet is encouraging you to do.

If you listen to my podcast, it’s TMI. I probably tell you guys way too much. I’m like, “We can turn it off now.” The other thing is jargon. This is the thing I hear from every single book developer. You’re writing about a particular topic and you come in with jargon related to the industry that you’re writing the book about. Those people that are there to learn, unless you’re writing a book that’s a train-the-trainer and they’re already indoctrinated into that language, you’re going right over the heads of these people.

You have to meet people where they’re at, which requires you to know that audience inside and out. If you have a podcast already, you probably have a good idea of who your listeners are. That is the hardest part when we work with authors who don’t have content and don’t have a podcast. They don’t know their audience inside and out. That’s why most of their businesses are struggling as well.

You have to meet people where they are. That requires you to know your audience inside and out. Share on X

Strategies For Interview-Based Podcast Books

What about if somebody has a podcast that’s all interviews? What are some best plans or best practices and things that they might want to try and do to create a good book?

Have people who are influencers that others will be interested in hearing their views. There’s this book, Tools of Titans. The book was this thick. I would never buy an interview book. I can’t remember who wrote it, but I read that because there were influencers and they had great business tips. Make sure that people know the people you’re interviewing because you’re going to be highlighting.

That’s okay if they’re in an industry and people know them.

You and I have talked about real estate in the past. If you’re in the real estate industry, people know who the podcasters are. People know who the big guys are. They know the coaching programs, Tim Ferriss, Mike Ferriss, and the Todd Duncan programs if they’re mortgage brokers. If it’s people like that, then your audience is going to automatically know who they are. They’re going to be interested in seeing what these big players have to say.

That’s important. You want to choose someone who is not only going to do a good job of sharing your book later because you want that to happen, but you also need to make sure that their name is getting someone to read it and listen to it. Hopefully, you’ll also do the Audible version to listen to it as well.

That’s another good point. If you’re going to do your own book as a podcaster, people have an expectation because they hear your voice that you are going to record that book. That can be a monumental task, recording your own book. A lot of times, you don’t realize that you may speak on a podcast all the time, but when you’re reading a book, you may be huffing a lot. The microphones are sensitive. Reading your own book can be a challenge sometimes.

Another challenge with interview shows and interview models of chapters is, “How do I translate that?” The ones that do the Q&A don’t work as well as the ones that turn it into prose. That does require some actual writing, maybe some AI assistance, or a ghostwriter if you need it, but take that interview and distill it down to almost what would be like an article.

Also, you have some great promotional materials for your book in that as well. Let’s say I’m interviewing Tracy. It’s probably going to be an hour and a half interview, and then I’ve got all the clips to promote with as well. You need to think about how you are going to build that audience and how you are going to promote the book when you’re done. What happens most of the time is you launch your book, you have great book sales, and then it’s no man’s land.

Compilation Books

I’m going to call it the compilation model as well, the idea of doing a chapter within another book. Often, people forget that it would be so great to use one of their podcast episodes as long as they turn it into a real chapter and don’t just do the Q&A style because now you have something to send them to. You’re like, “Do you want to hear the whole story? Do you want to hear me talk about it? Here’s the podcast.” You could put that right in the chapter. It’s not as heavy a lift as, “Go buy my book,” “Go buy my program,” or “Go buy my thing.” It’s like, “Listen to this whole story.”

The thing with compilation books though that I see out there is you need to have a book that solves a big problem for people. A lot of them will be like that ass women in BossBabes or whatever. That has nothing for me. If I’m going to listen to other women entrepreneurs who I don’t know, it holds no value. If you have a compilation book where I can look at different ways of approaching a problem that maybe I haven’t thought of before and you’re an expert, that’s a helpful book.

The idea that all of these minds are putting to solving this problem, there’s bound to be one in there that’s going to work for my business or work for me. What are some other things? A compilation book is a good starter for people. You still have to do the problem of, “Where am I going to market it?” You could solve it at a smaller level because you do have other people helping you market it. Not all the heavy lifting is on you.

Yes and no. In the past, I have not been a big fan of compilation books. It’s to the benefit of the publisher or the person who puts it together. If you are someone who is doing a chapter in a book because you want more of an audience, then you have to look at a publisher who’s going to give you a landing page who does the copyright in a way that you still own the IP or the Intellectual Property of it.

I see that a lot like, “I have all of your chapters. Now, I’m going to go and file the copyright. It’s just me. Now, I own your stuff. You’re welcome to promote it, but now I’m going to take all your royalties too.” If you can come up with a compilation model that provides promotion and audience for each individual, it is a much stronger promotional tool for people.

Juliet and I have been debating this for quite some time. We came up with a little program that we’re going to announce soon, probably by the time this episode airs. We have a little program. If you’re in the real estate industry, you’re going to want to come check it out and stay tuned. Go back to the episode at PodcastersUnited.org to check out the link to what we’re doing in this compilation model because we think it’s broken. We’re doing our first test to see if we can resolve it and fix it in an interesting way. We’re going to have some fun with that. I can’t wait for that to come out and push the rest of the industry to correct the problems that are going on over there.

I hope so. We have a compilation book called Voices from the Prairie that we’re handling in a very similar way. People are going to like it because they’re going towards ranch women. It’s Canadian ranch women talking about the ranching life. I know it sounds weird, but gardening, cooking, and animal husbandry. While that may sound like, “Is that something I want?” There are a lot of people right now moving from the cities out to the country. It’ll be a helpful book in that sense so you have better expectations.

Successful Podcast-To-Book Strategy

It’s so narrowly focused. That’s the great part about it. That’s what we’re trying to get you to do here. Stop doing so many general books and use your podcast to narrow in on one particular niche area. We have a great podcaster, John Livesay, who has been with us for probably the whole time we’ve been in business here. He has done five books.

He does one every year. He does it from his podcast and it’s always got a different angle. One year, he did on selling. Another, he did on storytelling. He’s always doing it, so it’s his new marketing message for the year as well, the book, the podcast, and the guests that he has on. It helps him continue to move through what he’s doing personally, but he keeps it narrow.

The other thing is when you’re out there getting speaking gigs, a book has always been a more powerful get-the-gig than a podcast is. If you have both of them now, you have a strong platform that it’s hard to say no.

Platform Building As A Crucial Factor For Book Success

That’s right. That’s so true. We have a lot of podcasters who came to us because they were like, “The book isn’t enough, so I got to have the podcast too. Now that I have both, I’m getting gigs all the time. I’m on the news all the time. I’m on this talk show all the time.” It is working. What are some other tips that you have? You’ve been doing this for a long time. You’re good at this. You have all kinds of diverse books for coaches. You’ve got this wonderful niche in the woo-woo space. It’s always different all over and you’re always working on something fun and new, but what are you seeing that is working now?

First of all, this is one of the biggest mistakes. Let me go there first, the negative side. Build your platform. Get your audience out there. Many people think they have a terrific book. They write a proposal and send it to an agent. The agents tell us that unless you have 100,000 followers that they can verify, it’s going straight into the garbage can. Get those followers in place. Start at least a year minimum building that email list, watching the opens, and building on your content and what’s out there. If you don’t do that and get those engaged followers, you’re going to have a difficult time.

I’m going to share a story about why that’s important. Someone who started at the same time I did with her fiction novels, she gives a free book away about every three months. She also goes through her list. If you haven’t opened in the last 30 days, she writes a nice little note, “If we don’t hear from you, we’re deleting you.”

What that led up to over the years was she is now a New York Times best-seller because she had a list of opens. I believe her list is up to about 25,000. She has an incredible open rate because she leaves that so clean. I know for a lot of people, it’s scary because list-building is hard. There’s no doubt about it. To sit there and say, “I’m going to delete 100 people,” is pretty scary, but if you’re going to be an author, you want to be able to prove that you have this engaged audience. Platform-building is super important.

What we see with the books is when they go out on tours, if you get with a good booker who can get you on podcasts, radio, and TV that are appropriate, which is the key word there, appropriate and in alignment, you’re going to sell some books. We’ve seen that more. There are so many companies out there who are booking podcast tours like, “Tracy, will you take this guest?” and it’s not in alignment. They don’t get anything from it. We’re seeing that that’s a good way to get books sold afterward because that’s the big problem. Up until your launch, you’ll sell books from that existing audience, but once you get past there, chances are you’re not going to continue selling books at the rate you did before.

That’s a problem.

You always want to keep building that audience too.

Author Traffic School By Super Brand Publishing

Tell us a little bit about Traffic School. Why is that so special? You have Author Traffic School. I hear so many good things from the authors who are on our platform and have been through it. Why is that so critical to understanding the platform and all the other pieces and parts to grow that audience?

One of the things that authors don’t understand is that if you’re an author, you need a brand. You need content.

Content beyond the book. That’s the key.

Yeah. You need an audience. You need a website. You need that place where people can see how amazing you are, but you also need something to sell. When authors come into Traffic School, a lot of them don’t have landing pages, a list, or a YouTube channel, so they have no visual, which everybody wants the visual now. A lot of them don’t have a website that is digitally compliant. A lot of our woo-woo people are psychologists and they use Squarespace. You can’t do digital marketing on Squarespace. It’s an impossibility.

For those of you tuning in, you’ve heard Melanie Gorman on here. You’ve heard Tom on here. We beat that one to a pulp. Get a real website. Get it on WordPress. There’s a reason for it, and this is it. That’s because it’s not going to drive you outside traffic.

There are a lot of really great promotions you can do. The “Buy this book and pay for shipping” doesn’t work anymore because book printing has become so expensive, but there’s no reason why you can’t do a “Buy the book. Here’s a course at a reduced discount.” You can’t do that on Squarespace. We tried it. We even got Squarespace involved. You can’t do it. You do need that WordPress. That’s why Traffic School is so important. A lot of these people come into this and their goals are, “I’m going to sell a lot of books.” If you go to an agent, they’ll tell you that whatever your list is and whatever your following is, 5% of those people will buy.

I’m surprised it’s that high. I was thinking you were going to say 1% or 2%. That’s if you already have a decent list. You’ve screened your list.

That’s if you have a decent list. Think about it for a minute. You’re putting out a major investment and you have a list of 1,000 people. That means 50 people will buy.

Still, that’s not enough. It’s not enough to get anywhere.

Celebrity Endorsements And Book Sales

One helpful thing is celebrity endorsements. We have someone whose book is coming out that has a Gwyneth Paltrow endorsement. Probably our biggest seller ever had Jane Fonda.

I’m going to say this for you to qualify that. It’s not enough to have just a celebrity testimonial. They have to be willing to promote you and share your book.

It's not enough to just have a celebrity testimonial. They have to be willing to promote you. Share on X

I can tell that one of my big endorsers did something at the beginning of 2024 because all of a sudden, book sales for her kicked up again. It’s not just the celebrity endorsement. They have to be willing to be out there and promote you a little bit too.

Gathering Pre-Launch Interest For A Book

We did an episode. We were talking about the social media push for launching a new podcast. One of the things that I said that got a little controversial because I’ve gotten a lot of messages back on it was that I said not to launch your marketing or your show without having your show out yet. I did say that in book marketing, it’s different.

What we’re finding is that if you try to market a podcast and you don’t have a subscribe link because you can’t subscribe to it, nobody goes to a landing page to fill out their information for podcast listening. It’s too passive, so it isn’t working like that. How is it? Is it on the decline a little bit from getting people on your list ahead of time? Is that getting harder to do to get them in the pre-launch phase or is it still okay?

It’s still okay, but you have to be out speaking. You have to remember that nobody is going to arrive on your site and find the landing page. It has to be a place where you’re out there speaking and directing. We have a guy who is out on a radio and podcast tour. He has a landing page, and that’s where he drives people. His book isn’t even written yet. The outline is done. He is starting to write. He has a new concept that he is very invested in.

That’s building the audience right then and there. It’s him out talking about the concept and saying, “My book is coming out in January 2025. Go over here, subscribe, and we’ll send you updates.” I tell those people, “Send updates every week,” because that’s where you lose them. It’s when they sign up and then six months later, you send them their first email. You need to be giving them little tidbits about what’s in the book.

One of the things authors hesitate to do, and people with courses too, is share the information in the book because they think people won’t read it. The truth is when you share a methodology, a how-to, or something like that, 95% of the people are going to read it and are never going to do it. It’s that 5% that’s intrigued enough or needs the information enough to say, “I’m going to buy that book. I’m going to sign up for the course. I’m going to do X, Y, and Z because I’m intrigued.” You can’t overshare.

Share freely. I agree. I can’t tell you how many authors I’ve had on to just be so stingy with their information like, “It’s in the book.” Please don’t do that. When you do it in a podcast interview, it is not going to work with the audience. They will never buy the book at that point.

I sent you one of those that did it. I was shocked because she had a good publicist who should have told her that.

Final Tips For Launching A Book From A Podcast

Is there anything else we should know before we go about launching a book from our podcast?

It’s problem-solving. Make sure that the book is solving a problem that people are telling you they have. Maybe a little bit of market research there. Make sure that the problem is a problem before you go and write the book.

That’s my tip on the other side of it or the podcasting side of it. You have some information. Use it. You have statistics in your podcast portal wherever you’re publishing your show. You can see the episodes that are flying. You can see the guests who are doing a good job of sharing because their episodes have more listens than other episodes. You can see what’s happening in the chat on social media. Are they getting comments?

This is a good way for you to tell whether or not this episode is working for you or this topic area is working for you. Do some resharing and say, “If I wrote a book on this, what do you think?” Why not? Check it with your audience. Do some work at the beginning before you do a lot of work afterward and then it doesn’t resonate.

Here’s one thing else too. Check out the competition when you’re writing a book. Probably the biggest thing is that people who write books don’t do market research. They have an idea and think their idea is amazing. I would encourage you to look at your competition, figure out what they’re doing, and make sure that you have a different spin on whatever that problem is.

If you have something out of the box, people are going to buy the book because there are too many books out there that say the same thing over and over. To give you an example, I have had three people bring me the exact same book that they got from a coaching program where they said, “Here’s a book. Here are some materials. This is how you sell it.”

They bring me the already written book and say, “Can you publish this?” I will show them, “3 or 4 other people have already published this book. It’s exactly the same thing.” Make sure that you’re writing your own content or your own original material. Also, research and make sure that what you’re putting out there is different and exciting and that people want it.

Thank you so much for being here. Everyone, Juliet Clark, Superbrand Publishing, and Promote, Profit, Publish. It’s in that order. Keep that in mind as you listen to her podcast. As always, Juliet is a coaching crasher here and a high-level partner. We refer all of our clients to her. She’s a resource for you as well. You can go to PodcastersUnited.org and you can connect to all her things.

As we get a little more sophisticated in our Podcasters United nonprofit growth, Juliet is one of the main partners and sponsors here. Anything that she’s offering and available to the podcasting community will appear on the website. Everyone, thank you for being here with us. We’re going to pop off and end the show.

Thank you.

 

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Juliet Clark

Juliet, a prolific six-time author, speaker, and podcaster, has spent the past two decades empowering others to achieve success. Her journey began with her own challenges launching a book in 2008. This experience ignited a passion to help others avoid similar pitfalls. Through her company, Super Brand Publishing, Juliet champions an "expertise-first" approach. This philosophy, honed by her personal experience, has benefited a wide range of clients, including industry giants like Mattel, Nissan, Price Stern Sloan Publishing, and HP Books. Juliet's expertise extends beyond traditional publishing. She has transformed the lives of over 600 entrepreneurs and authors, turning a staggering 190 into bestselling experts! Juliet's mission is to help you silence the noise and amplify your message. Her methods empower you to cultivate a loyal following, boost sales, and achieve extraordinary results.
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