How To Publish A Book And Build Authority (with Adam Witty)

John McDougall founder of authoritymarketing.comJohn McDougall: Hi, I’m John McDougall and welcome to the Authority Marketing Roadmap. Today, my guest is Adam Witty, founder and Chief Executive Officer of Advantage Media Group – the Business Growth Publisher. Advantage, which began in the spare bedroom of Witty’s home, holds a roster of 750 authors from 40 US States and 13 countries. Adam is the author of Lead the Field: How to Become the Authority and Dominate your Competition. 

Welcome, Adam.

Adam Witty Interview PhotoAdam Witty: John, thank you so much for having me.

Industries that Benefit Most from Publishing a Book

John McDougall founder of authoritymarketing.comJohn: Absolutely. So, what industries and/or people benefit the most from thought leadership marketing such as writing a book?

Adam Witty Interview PhotoAdam: Yes, great question. My opinion, John, is that it’s very rare that I can find someone who cannot benefit from being seen as the authority, a leader, an expert in their field. But, there are some industries where – it’s the lower hanging fruit, if that makes any sense. And the industries that are the lowest hanging fruit I found, are what I call professional services industries. So, financial advisors, accountants, insurance brokers, stock brokers, health care and medicine, doctors, dentists, chiropractors, orthodontists, lawyers and attorneys in the legal field. The reason why those are the lowest hanging fruit is because you are hiring them for their expertise. If you want to go to the dentist and you live in – let’s just say, Boston, Massachusetts. You could open up the phone book and there would be hundreds of dentists in the greater Boston, Massachusetts area. So, how do you pick the best one for you, for your children, and for your family? Typically, you’re going to make a decision based on a referral or a recommendation. You’re going to base the decision on somebody that you’ve heard of before, maybe he’s gotten high marks, maybe it’s the dentist that you’ve seen on TV, or you’ve heard them on the radio or maybe you’ve seen an interview with them in a newspaper or magazine. The same would be true with any industry in the professional services realm. So a financial advisor or an attorney – you are looking for the person, arguably that knows the most and is most qualified.

And when it comes to being seen as an authority – when it comes to being seen as a ‘thought leader,’ there is nothing better that can cement your place as an expert than being the author of a published book. That’s a long answer to a short question John, but the truth is, there are most, if not all industries where a book can make sense. We’ve done a book for an undertaker as an example.

John McDougall founder of authoritymarketing.comJohn: Wow, that’s a good one.

Adam Witty Interview PhotoAdam: But, there’s no doubt that professional services are probably the lowest hanging fruit, if not the most obvious.

Being Qualified to Write a Book

John McDougall founder of authoritymarketing.comJohn: Yes. I would agree with that. Should every thought leader write a book or an eBook, or is that level of writing beyond some of the people in those areas?

Adam Witty Interview PhotoAdam: It’s a great question. There’s a lot of people that say, “Well, I’m not qualified to write a book.” And the truth is, that’s a self-limiting belief. If you don’t know enough about your topic to create enough content for a book, well that’s a different story. For most people, they know a lot about their topic, they’re just not gifted at writing. The idea of sitting down in front of a computer and typing out 40,000 words – they can’t do that.

At Advantage, we created a program many years ago John, called ‘Talk Your Book.’ And the concept of it was really simple. Most people that know a lot about something — entrepreneurs, CEOs or professional service providers like we just talked about. If I ask them to start talking about their ‘thing’, their business, their industry, their expertise, they could talk for days. And what we did is that – “Okay, if we can get you to talk for days about it, let’s leverage that strength of yours and turn it into a book.” With our ‘Talk Your Book’ program, instead of you sitting down to write, you talk, we record, and then we ghost write those telephone recordings — which is essentially [turning] an interview into a 150-page business book.

Challenges of Creating Content from Interviews

John McDougall founder of authoritymarketing.comJohn: Yes, that’s a great way to do it. We’ve had so  many experts  that we want to get content initially for SEO over the years – over 20 years of doing SEO, trying to get content from people. It’s always a challenge and once we opened up podcasting, it gushed out of people. It takes a little bit though to get people even to do that. Do you find that sometimes people say, “You’re going to interview me?” or, “You’re going to podcast? What the heck is that?” Do you have some of that reaction too even though from our perspective [it’s going to be easy]. They don’t have to sit down and write. But do you even have resistance to that?

Adam Witty Interview PhotoAdam: People are their own worst enemies. And it’s amazing how people think that they can’t do something and we have to motivate and coach and cheerlead them to get it done. But to answer your question, what we’ve tried to do John, is make a real simple interview. They help us direct what those questions are going to be; so [it’s the] questions that they know a lot about, the questions that they have good answers to. And when we structure that way, the results have been really, really positive. For some people, it’s just the inertia of getting them to do it. They don’t have time and making time or finding the time to get it done is hard. But for most people, it’s just a matter of, “Let’s just talk about this.” Once we get them talking, it’s sometimes hard to shut them down.

First Time Book Mistakes

John McDougall founder of authoritymarketing.comJohn: Nice. That’s good. What are some of the biggest mistakes that people make when writing their first book?

Adam Witty Interview PhotoAdam: There’s a lot. It depends what category we’re talking about. I’ll give you just some examples. The first mistake that some people make is they say, “I’m going to write an eBook and not a print book.” And I’ll tell you why I think that’s a mistake. The hard work in creating a book is writing the book or creating the content, even if you don’t write it yourself. That’s the hardest part that there really is. I always tell people, “If you’re going to do all the hard work,” which is writing a 20-30-40,000-word book; “Why would you not go the extra effort and turn that into a real book?” Have a cover design, design the interior, print it so it’s beautiful and you can literally hand it out to your friends, your colleagues, and your prospects.

When somebody hands you a book, [or] when they slide a book across the table and they open up that front cover and autograph it for you; the transference of power is great. Meaning, people straighten themselves up in their chair and they look at you as though you are a special being, as if you are a king or a queen. Their perception of you just completely changes. If you email somebody your eBook, it’s not nearly as impressive as FedEx-ing an autographed copy of your book to them. So I always tell people, “If you’re going to go through the effort of actually creating a book, publish a real book; because the return on investment, the ‘wow factor’ that you get from it is a whole lot higher.” The other mistake that I would tell you most people make is they write a book that they want to write. Meaning, they write a book to suit the fishermen, not the fish. Okay?

John McDougall founder of authoritymarketing.comJohn: Yes.

Adam Witty Interview PhotoAdam: If you’re out fishing and you like to eat Oreo cookies, if you put an Oreo cookie on the hook and cast it out in the water, I’m having a hard time thinking you’re going to get trout, snapper or catfish – whatever it is that you’re looking for.

John McDougall founder of authoritymarketing.comJohn: It’d be impressive though if you could get a trout with an Oreo.

Adam Witty Interview PhotoAdam: It wouldn’t be bad, right? That would certainly make the news. 

John McDougall founder of authoritymarketing.comJohn: Not likely.

Adam Witty Interview PhotoAdam: But most people, when they write a book, they make that mistake. They write the book that they want to write. They don’t write the book that their target customer wants to read. And so the business that we’re in John, is helping business people productively use a book as a marketing tool to grow their business. And if you really want to productively use a book, what that means is that you’ve got to create a book that your ideal target prospect can’t wait to get their hands on.

John McDougall founder of authoritymarketing.comJohn: Yes, I’m sure you’ve heard the joke over the WIIFM radio — What’s in it for me? You have to give the reader the [answer]. [Find out] what’s keeping them up at night and really give them the answers to their questions. I think your point is, don’t give them the big bragging point or all the stuff that you want to write to make yourself look good or, something like that.

Adam Witty Interview PhotoAdam: Yes, that’s exactly right. You’ve got to write the book that people will actually care about and that they’ll want to consume. The whole point of having a book that people will consume is to have an opportunity to educate and ultimately, to persuade them. And the persuasion that you’re hoping to do is to persuade them to want to pick up the phone and call you or call your office and possibly hire you or engage your company in helping them. And so if you don’t write a book that just hits them right in the face like a two by four in between the eyes, you’re missing that opportunity.

I’ll give you one more mistake and there’s a lot of them. I think we could spend hours on the podcast.

John McDougall founder of authoritymarketing.comJohn: I’ve made quite a few so I can relate to that.

Adam Witty Interview PhotoAdam: The other big mistake that people make is that they expect that they’re going to write this book, they’re going to push it off the cliff and into the world and the world is going to be a path to their door to buy the book. I can’t tell you how many authors we have worked with that just expect their book is going to fly off the shelves. And nothing could be further from the truth. The average book, John, in its lifetime, sells less than 2,000 copies and those 2,000 copies usually [from] selling your book to your friends, to your family, and to your colleagues. People aren’t going to be running into Barnes and Noble to find your book.

And so the reason that’s so important is that you need to know what your goals are, and you need to have goals that are aligned with reality. I’m not saying that you can’t be a New York Times best seller, but if you set that out as your end goal, 99 out of a hundred times you’re going to be really disappointed. So use the book as a means of generating leads. Use the book as a means of getting invited to give speeches. Use the book as a means to get invited on television, on radio, or to be the expert author on a podcast.

Use the book to build your authority, your credibility, your expertise, and make sure that the goals you have are in alignment with reality and have ways to make money off your book that don’t involve selling copies.

John McDougall founder of authoritymarketing.comJohn: You could sell 200 copies and land a $10 million dollar project or $10 million worth of projects and you wouldn’t be considered the best seller, but you make a huge amount of service fees.

Adam Witty Interview PhotoAdam: That’s exactly right. You could sell 200 copies of your book and make more money than the guy that sells 20,000 copies of his book.

John McDougall founder of authoritymarketing.comJohn: Or even better, give them away. That’s one thing that I didn’t realize at first, [that] it’s okay to give them away, because if you’re setting that goal of, “I want to get business from this,” you don’t have to worry so much about giving it away. My father at first was like, “Why are you giving all your books away?” I said, “Well, I want the contract more than I’d want the ego of how many book I sell.”

Adam Witty Interview PhotoAdam: That’s exactly right. If you’re giving the book to the right person, [it’s] well worth it to give the book away versus hoping that they’ll spend $19.95 to buy it.

How Long a First Book Should Be

John McDougall founder of authoritymarketing.comJohn: No, that’s a big mistake that in terms of the goals and the perception. So that’s a good one. How long should your first book be from your perspective?

Adam Witty Interview PhotoAdam: Well, this is a great question and there’s not a black and white answer. It does depend on a lot of things, but I will give you this rule of thumb. If you’re a business person and you’re writing a nonfiction book, the book needs to be long enough where anybody that looks at it says, “Wow, you wrote a book.” That’s significant, that’s impressive. But it can’t be so big that it’s overwhelming. Some [authors] do it, [and their readers might] say, “I’m never going to have time to read that.” And what we found is that the fine line in the middle is about a 150 to a 160 pages.

Anything much more than a 150 to 160 pages, people look at it and say, “I don’t think I’ll ever have time to get to that.” If the book’s much bigger than probably 200 pages, people will look at it and say, “I’m never going to have time to get to that.” So we live in a world where everybody has an ADD attention span. The goal is to have a book that somebody could read on a plane ride. So if you’re flying from Boston to Chicago or Boston to Atlanta, if you can’t get the book read in either those plane rides, it’s probably too long.

John McDougall founder of authoritymarketing.comJohn: It’s amazing how many books I see now that I think that is just such a great sized small book, even 90 page books that are in a small format.

Adam Witty Interview PhotoAdam: Yes, to your point, John, a lot of the books are more like gift book-ish. I’ll give you an example. My most recent book, which actually comes out next week, is titled Lead The Field and the book is about a 110 pages. It’s a hard cover book with a dust jacket and it’s an unconventional size. The book is maybe 4” wide by 5.5” inches tall. And so it really could be a gift book and the purpose of the book is to get people very excited. It gives them the big idea of everything that we’re doing, but not to go into extreme detail on how to do it.

The point of the book is to explain how good the sausage tastes, not to go into detail about how the sausage is actually made.

John McDougall founder of authoritymarketing.comJohn: The mistake with my first book [was that it was] over 400 pages, 420 pages and a very large format. It’s now a college textbook at multiple colleges and has won some awards and I’m proud of all that. But stepping back, and what I tell our clients, is even that 90-page book is so much quicker to do. You’ll have so much more time to market the book. You can spend a lot more time building a platform. So there’s just so many advantages to your first book [being shorter]. You haven’t been through the proofreading, the copy editing and proofreading, and different phases of cleaning it up. And how long that takes, boy that was the shocker for me when you’re talking 420 large format pages. I spent many – 30 something hour weekends nonstop working. So [there are] a lot of reasons to keep it a little bit on the short side and be proud of that. How did people get started writing a book? What are some of your tips there?

How to Get Started Writing a Book

Adam Witty Interview PhotoAdam: The worst thing that you can do is just sit down and start writing. And that’s really because it goes back to [the fact that] you’re not writing the right book most likely. I use a little analogy, John, when I answer that question, and the analogy is that if you were going to build your dream home, you probably wouldn’t hire general contractor and simply say, “Go build something” and then six months later, come back and expect to find all that you had dreamed of. You would first start by hiring an architect, working with that architect to carefully create blueprints, and then giving those blueprints to the contractor with instructions on what to build.

Then, when you come back in six months, likely the house that you dreamed of is right before your very eyes. A book is real similar to building a house, and so we coach all of our authors that the first thing that you really want to do is to build the outline or build that strategic plan for the book. Who is the target audience for the book? What is the promise that the book is going to make? And how are we going to fulfill that promise? Meaning, what is the content that will make up the chapters [and how will we] deliver on the promise that the title of the book makes? So it’s very strategic. It’s very intentional, but the best thing that you can do if you want to write a book is not to simply start writing, but to first carefully create a blueprint of the book and to begin with the end in mind.

What to Know About Your Book Title

John McDougall founder of authoritymarketing.comJohn: Good advice, definitely. Be strategic and map that out. What about the title of the book, is that make or break or how important is that?

Adam Witty Interview PhotoAdam: The title of the book is everything and so is the cover. Your mom probably told you, John, when you were a little kid, because my mom told me that you don’t judge a book by its cover. That might be true as an analogy for people you meet. But it is not true for books that you buy. The truth is that every book is judged by its cover. The title and the cover design do more to get people excited about reading your book or buying your book than anything else, so the title’s very important. I have always believed that the title of the book really needs to make a promise and the subtitle of the book needs to say specifically who the book is for.

So [for] my newest book Lead the Field, the subtitle is “How to be the authority and dominate your competition,” so the subtitle clearly says what the book is about and what the benefit of the book is. So how to be the authority, that’s what the book is about, and the benefit is to dominate your competition. Now, on the cover of the book, John, there’s a starburst and the starburst says “For entrepreneurs and business leaders,” because the truth is, I don’t want a school teacher reading my book, simply because she’s not the target customer for our company. The people that I really want reading my book are the ones that ultimately have the capacity to take this big idea, put it into action, and if appropriate, hire advantage and engage advantage to help them get it all done. And so, if nuclear scientists and school teachers are reading my book, that’s not really the target audience. But if CEO’s and entrepreneurs and financial advisors and physicians are reading the book, well, all the better. So there’s actually a little starburst on the book that says specifically who the book is for. The big idea is that being intentional and really stating explicitly who the book is for, what the promise is, what the benefit to the reader is, it’s all very important.

Hiring an Editor or a Proofreader

John McDougall founder of authoritymarketing.comJohn: And do you need an editor and a proofreader? How many other people are involved when people go to do this on their own?

Adam Witty Interview PhotoAdam: So I tell people, John, if you’re going to do it on your own, you’ve got to promise me one thing. The promise is don’t be cheap. Don’t cut corners. Well, I’ll put it this way. If somebody says, “Your book looks self-published,” is that a compliment or is that a criticism? Well, it’s an insult. Even if you self-publish your book, you don’t want anybody to ever say, “It looks like you self-published your book.” That’s an insult. A book can build your credibility more than anything that you can ever imagine. A book can also drop your credibility more than anything you can imagine.

The reason is because if your book doesn’t look as good as any you would find on the front table of Barnes & Noble, I would tell you not to do the book at all. Just don’t spend the time. Don’t spend the money. Don’t do it half-way. Your book needs to look as good as any you’d find on the front table of Barnes & Noble, because that’s who people are going to compare you to, and you have to be on the same level or better than the top. And so, the great cover, great editing, and great writing take care of all that. The litmus test that I always say is your book has to read and look as good as those on the front table of Barnes & Noble. Until you can say “My book looks and reads as good as those on the front table of Barnes & Noble,” or until your friends tell you that, then it’s not ready to be published.

How to Publish a Book — Self-Publishing vs. Book Deals

John McDougall founder of authoritymarketing.comJohn: And what about self-publishing versus a book deal? There are so many stages. You can do it all yourself. You can have a mid-level publishing. Wiley, you know, people at the top of the game. What type of deal should you be looking for or how should you go about that?

Adam Witty Interview PhotoAdam: No size fits all. As a general rule of thumb, I would guess that [for] 99.9% of the people listening to the podcast, probably traditional publishing is not right for them. The reason it’s not right for them is they’re not going to have a big enough name, a big enough platform where a traditional publisher is going to come to them and offer them a contract, unless that traditional publisher is expecting them to open up their checkbook and pay for the privilege. So, getting a traditional book deal is very hard. They’re looking for platform. They’re looking for a track record of success. That track record of success usually comes by previously publishing and selling lots of copies of other books. The other big thing with traditional publishers is that it takes a long time. You’re going to expect it’ll probably take 18 to 24 months to get a book done and for most of the entrepreneurial authors that we work with, they want the book out in 6 months. They want to be promoting and making money off the book this year, not in 2018.

So, I would tell you that for most people listening, either self-publishing or what we call it at Advantage, hybrid publishing, is probably the [best] route. Now self-publishing, my definition is doing it all yourself. If you have the experience, if you have the talent, and if you have competent people to do the work for you, then managing it yourself is fine, as long as you can create a book that looks as good and reads as good as those on the front table of Barnes & Noble. If you can’t do that, then you don’t want to self-publish. The third option is what we call hybrid publishing. At Advantage, our publishing division is a hybrid publisher, which means that our authors are engaging and hiring us to create a beautiful book for them, to write it, to edit it, to design it, to print it, to distribute it, and to help them sell it. To create a beautiful book that looks and reads as those on the front table of Barnes & Noble, and our authors make an investment and hire us to do all that heavy lifting for them. So that’s the really quick lay of the land. Traditional publishing, if you can get somebody to pay you a lot of money, I’d say go for it. It does take a long time and the publisher owns the intellectual property and the rights to your work typically. But for most people, self-publishing or hybrid publishing is completely acceptable as long as your standards are really high and product looks really great.

John McDougall founder of authoritymarketing.comJohn: One thing that was helpful to me [was something] that someone told me while I was debating to go after a book deal or do it on my own. My friend’s an author of many books and has great contacts at Wiley, and he said, “But John, if I connect you to the people at Wiley and you get your book with them and it doesn’t fly, you’re kind of burning yourself because if you don’t have the platform already and it doesn’t sell, next time, good luck with that. You’re going to burn yourself, and then you also have to buy those books back from them.” It might be $20 or so, if I want to give away a thousand books to potential customers, now I’ve got to spend $20 times a thousand, which is a lot of money.

Adam Witty Interview PhotoAdam: Yes. That’s a really great point is that with traditional publishers, they typically allow you to buy the book back for a higher price. It’s anywhere from 30% to 50% off the cover price. I know a number of authors who have said it’s cheaper for me to buy my book directly from Amazon than it is to buy my book directly from the publisher. If you’re going to give a lot of books away, you don’t want to do that because you’ll spend a fortune buying your own book to give away. The other point that you made is really, really good too. There’s no absolute answer. It’s all situation-dependent, based upon your business, based upon your industry, and based upon how much work you want to do yourself, versus how much do you really want to outsource to others. The one thing that I will say is even with a traditional publisher, they’re going to still expect you to write the book or they’re going to expect you to hire a ghostwriter to write the book for you. So getting the book created, getting the book written is not something that you can just expect a traditional publisher to do, so be wary and be cautious of that.

Ensuring Your Book Has Your Voice

John McDougall founder of authoritymarketing.comJohn: Whereas with the hybrid model like you guys do, you can go ghostwrite the book for people, but people shouldn’t fear, correct me if I’m wrong, that you’re just going to make up some stuff that doesn’t come from their voice. You use what we call talk marketing and you say, “talk your book.” Because you’re doing that, you’re extracting the voice of the expert literally through interviews, audio interviews, and you go straight from their real conversation and the knowledge that they might have built up over even 45 years or 20 years of being in business, right?

Adam Witty Interview PhotoAdam: Well that’s one of the really cool things about the Talk Your Book program. A lot of people will have a ghostwriter write their book and when they get the book back, they’ll say, “The book doesn’t sound like me,” and we giggle and laugh and the reason is because, well of course it doesn’t sound like you, you didn’t write it. And with really good ghostwriters, that doesn’t happen. But for a lot of ghostwriters, especially those on the cheaper end, they’re just taking your ideas but then they’re writing it as though they were them versus writing it as though they were you.

So they’re not using your diction, they’re not using your voice. They’re not using your tone. They’re not using your language. The really cool thing about Talk Your Book is the book sounds exactly like you. It actually sounds like you’re having a conversation with that person at their dinner table, because we’re interviewing you, we’re recording you, and at the end of that, those recordings are then edited and turned into the book. So it’s really cool.

The Talk Your Book program completely eliminates the possibility of somebody ever saying, “A book doesn’t sound like me.”

John McDougall founder of authoritymarketing.comJohn: That’s really critical. [I went to[ your awesome authority marketing summit, which really was great. I had so much fun. Dan Kennedy was talking about Donald Trump and one of his early books, and I think he was saying basically they left in his voice and that was a good thing. That’s who he is. Donald Trump is brash and bold and big, and if a ghostwriter comes in and [says], “We got to clean him up.” How would he do in the polls and how would his book do? It wouldn’t do as good. You want that “you” in it.

Adam Witty Interview PhotoAdam: That is a great example. You’ve got to be you in the book, because the book is really a marketing tool to help grow your business and people are making a connection with you. The more authentic your book is, the more authentic you are, the [better] you’re going to be able to turn that book reader into a customer.

John McDougall founder of authoritymarketing.comJohn: I mean if the book was very tied up or lip English sounding, and then they get into a meeting with you and you’re Donald Trump on steroids say, the likelihood that the book that they got in the mail or got from someone, or even bought on Amazon is going to turn into a good customer, that would be pretty awkward.

Adam Witty Interview PhotoAdam: Yes, it would be incongruent.

How to Market Your Book

John McDougall founder of authoritymarketing.comJohn: What about tips on marketing your book? What are some things that people can do, or that you do for people?

Adam Witty Interview PhotoAdam: Well here is my biggest tip and takeaway. Marketing your book is a marathon, not a sprint and I want you to repeat that as a listener in your head. Marketing your book is a marathon, not a sprint and the reason that is so important is that most people make the mistake of thinking, “Okay. I got this book. It’s coming out next month and I got to tell the world about this in the next 25 days. I’ve got this finite little window where if I don’t get people interested and engaged in the book in this tiny little bit of time, then it’s all for naught.” If your only goal is to sell copies of your book in a bookstore, well then you’re probably right. If your goal of a book is to build your authority status and to become an expert and a thought leader, well then the book can be effective for the rest of your professional career. And if you want your book to last for the rest of your professional career, marketing, publicizing, promoting, and talking about the book is a marathon. It’s not a sprint. So that’s the biggest takeaway that I can give you on marketing.

Now what do you do to market a book? What do you do to market a book to market your business? Well there’s a lot of things that it involves and depending upon the outcome that you have with your book, [it will] dictate which of those things you do and [don’t do]. Some of our authors engage us to get them on television, to get them publicity, or to get them interviews. Other authors have us help them get speaking engagements and speaking opportunities as a result of their book. Still more of them will use us to build a digital footprint for them online, so taking all the content from the book, slicing and dicing it into content that can be marketed and spread to then generate leads.

Depending upon the outcome that the author has, we build a book marketing plan and what we call an authority marketing plan for each author to try to deliver and drive the goals and the outcome that they have in mind for the business through the book.

How to Publish a Book and Feel Great About It

John McDougall founder of authoritymarketing.comJohn: Those are fantastic tips spoken from a true authority, absolutely. I have one last question and it’s more on the emotional level. How good did you feel when you published your first book and you got that copy back?

Adam Witty Interview PhotoAdam: That’s a great question and the reason that’s a great question is because we spent the better part of 20 minutes on this podcast talking about all of the logical reasons that you should do a book. And there’s a lot of supporting evidence, but the one thing we haven’t talked about is the emotional reason or the emotional benefit. And I can tell you this, it will sound crazy, but becoming a published author will give you confidence that you can’t possibly imagine.

You might think, “Gee I’m already confident. I have enough confidence. I don’t need more confidence.” Well I’ve never met somebody that can’t always benefit from more confidence, and the truth is, the emotional process of going through this book, getting it done, getting it published, seeing it in the world is akin to climbing Mount Everest. It’s a lot of hard work and it does take time. And it does cost money, and you put a lot of energy and effort into it.

But when you get that first copy in your hands, when you autograph that first copy and give it to your mom or your dad or your spouse, or you give it to your business partner, that is for many a transformational process. John, I had one of our authors tell me, he said, “Adam, publishing this book was as significant to me as the birth of my grandchild.”

John McDougall founder of authoritymarketing.comJohn: Wow.

Adam Witty Interview PhotoAdam: That’s powerful.

John McDougall founder of authoritymarketing.comJohn: Very.

Adam Witty Interview PhotoAdam: And I don’t think people consider the emotional benefits. For some people, it’s very cathartic, it’s very therapeutic to go through the process of writing a book and for many, it’s a bucket list item. And certainly, if you believe in this idea of sharing what you know to help others, sharing your story, sharing your passion, and sharing your knowledge to help others, then there’s no better way that you can do that than through a book.

John McDougall founder of authoritymarketing.comJohn: Well put. [A new book] has that crisp, almost kind of the new car smell. It’s not a bad thing when you get that first copy back.

Adam Witty Interview PhotoAdam: It’s not and John, you brought it up first. I like to give a gift to any of your listeners. My new book Lead The Field comes out next week and if anybody listening would like a copy of the book, I’d like to offer them a copy of the book. We’re just getting the website and the landing pages up now, but anybody listening to the podcast that would like a copy of Lead The Field, just send me an email. My email address is If they send me an email, I will reply to them and send them to the website that we’re launching for the book where they could request and get a free copy of the book for anybody that’s really serious about expanding their thought leadership, their authority profile by being an author.

John McDougall founder of authoritymarketing.comJohn:  That’s a fantastic offer and what’s your main website address?

Adam Witty Interview PhotoAdam: Advantage Media Group is online at

John McDougall founder of authoritymarketing.comJohn:  And is the landing page going to be on there, or do you typically build a different URL for each book?

Adam Witty Interview PhotoAdam:  The landing page is going to be at, and that website is just getting built this week, so it’s not up as you and I are recording this live But has information about the company and will have the information for the book. And just to be safe, if you do send me an e-mail, I’ll make sure that we give you the right landing page where you can go online to actually get the book, just in case the main site doesn’t take you there.

John McDougall founder of authoritymarketing.comJohn:  That’s great, thanks for the offer, can’t wait to read the book myself. That’s very appropriate for and thanks for speaking with me today, Adam.

Adam Witty Interview PhotoAdam: John, this has been a lot of fun and to all your listeners I say go out, get it done, become an author and remember this: authority, the first six letters in it spell author.

John McDougall founder of authoritymarketing.comJohn:  Absolutely, thanks again, Adam. And I hope everyone enjoyed today’s topic. Check out for more interviews and information on authority marketing and then subscribe and review our podcast on iTunes and Stitcher. I’m John McDougall, see you next time on Authority Marketing Roadmap.

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