The Power of Story with Karl Weber

The power of storytelling is one of the most important skills that you must master if you want to write a book that people will buy, read, and love. As an author and editor with years of experience, Karl Weber has seen many examples of the power of storytelling in communicating a point, but few are more effective than the story told by Muhammad Yunus.

The Story of Muhammad Yunus

Muhammad Yunus was born and raised in Bangladesh, a small, poor country nestled between the Asian giant of India and China. He came to the US to study economics, and then returned to Bangladesh as a professor. He was living the life of a typical college teacher when disaster struck his homeland. A terrible famine claimed the livelihoods and lives of millions in an already poor country. Yunus was horrified by the suffering he saw around him, but he approached the catastrophe from a unique perspective. As an economics professor, he was driven to investigate the causes of poverty.

Yunus spent time with the poor people in the village of Jobra, and observed the people working very hard as farmers and in a variety of trades making clothing, stools, and baskets. No matter how hard the people worked, they couldn’t work their way out of poverty. Why?

Most of the people in this village were in debt to a money lender. When they needed cash for basic supplies for their business, the money lender was the only source. The interest rate was often as much as 10% per week. The people of Jobra practically became the money lender’s slaves because no bank would lend to this group of illiterate and extremely poor people no matter how hard they worked.

Yunus Finds a Way to Make a Difference

Muhammad Yunus wanted to help the people find a way out of their plight. After a investigating the situation, Yunus found that the debt in the village was only the equivalent of about $27 US Dollars spread out among 42 people. Yunus gave them money from his pocket to pay off the money lender. These 42 people worked their way out of extreme poverty and paid Yunus back every penny that he had given them. This inspired him to found Grameen Bank which pioneered the development of micro credit, a way of lending small amounts of money.

Based on this work, Yunus won the Nobel Peace Prize in 2009. Karl has worked with Yunus on 2 books: “Creating a World Without Poverty” and “Building a Social Business.” In his books and in every speech that he delivers, Yunus uses the story of how micro credit was born, just like Karl did in this video. Why does he lead with his story instead of a technical explanation of micro credit? There are 5 primary reasons.

  1. The story explains the concept of micro credit in an understandable fashion.
  2. The story shows how a familiar financial activity can be used not only to earn profits, but also to help people in need.
  3. The story defines micro credit without economic jargon. It gives the abstract idea a human face.
  4. The story helps you understand the kind of person professor Yunus is, an economics professor who combines a compassionate heart with a practical approach to problems.
  5. The story teaches some truths about poverty that you might not have realized.

The story accomplishes all of these things while capturing your interest to learn more. What impact has micro credit had? How has it spread to other countries? What is the future of finance in poor countries?

All great leaders have used stories to illustrate their points including Franklin Roosevelt, Winston Churchill, Martin Luther King, Jr., and Abraham Lincoln.

The best business authors do the same. Malcolm Gladwell, Stephen Covey, and Michael Lewis are great examples of business authors that have all used stories to make strong connections with readers.

Advice from Karl

There is one important piece of advice that Karl shares with aspiring business authors. Once you have defined the message you want to convey in your book, start to look for some great stories that will capture your readers attention. You could use personal stories like Muhammad Yunus, stories from people you have known or interviewed, and stories from history or the daily news

The source isn’t important. Capture what is important and interesting about your message in a vivid way.

Learn More from Karl

Karl has gained many insights during his years in the publishing industry. His knowledge has made the difference between success and failure for many aspiring authors. We are proud to feature Karl Weber as a keynote speaker at the Annual Business Writers Conference April 19-21 at the Ross Bridge Resort in Birmingham, AL. You will have the opportunity to hear Karl along with 17 other publishing industry experts. Whether it is in keynote presentations, or one on one sessions, you do not want to miss this opportunity to jump start your book project.

Passion, Expertise, Experience, and Your Book with Patti Phillips

Patti Phillips is President and CEO of the ROI Institute and an accomplished author. Since 1983, Patti and her husband Jack have had the opportunity to author or edit over 125 books on the topics of measurement, evaluation, and ROI. Based on their success, there is one question that comes up frequently.

How do you write so many books on the same topic? In this video, Patti shares how the combination of your passion, expertise, and experience identifies the book that you could write.

Passion, Expertise, and Experience

The key to becoming a successful business author is identifying the unique perspective that you bring to your focus area. Patti illustrates how the passion, expertise, and experience that she and Jack share led to their successful publishing career.


They have a passion for measurement, evaluation, and analytics because through these processes, they can help organizations gain insights that they wouldn’t have had otherwise.


Jack and Patti are some of the leading experts in the world on measurement and evaluation. They built this expertise through extensive research into what others have done in the past, what others are currently doing, and what others could do in the future.


While passion and expertise are critical and necessary to write a book, it is experience that will really provide the content for your book. Jack and Patti actually apply what they teach.

The Book that Only You Can Write

It is at the intersection of these 3 areas that you will discover the book that only you can write. Taking the time to identify how your passion, expertise, and experience relate to each other provides what you need not only to write a book but to build a vibrant business around that book.

Tools for Starting Your Book

While Jack and Patti are the industry leaders in measurement, evaluation, and ROI, there is another area where their passion, expertise, and experience intersect– business writing.

  • They share a passion for helping aspiring authors accomplish their dream of writing a book.
  • They know exactly what it takes to successfully complete a project and get published.
  • With over 125 books authored and published, Jack and Patti have a lot of real world experience with a variety of topics, authors, and publishers.

This passion for helping authors led them to create the Business Writers Conference. This is a one of a kind opportunity to hear 18 publishing industry experts like Karl Weber, Elaine Biech, and Dottie DeHart speak about what it takes to become a successful business author. This conference is a one of a kind opportunity to jump start your book project.

Business Writers Conference
April 19-21, 2017
Ross Bridge Resort, Birmingham, AL

Download our brochure to find out more, or Register Today!

Discounts are available. Email for more information!

Do You Need an Agent for Your Business Book? (Most Likely, and Here Are Ten Reasons Why)

For an interview with Jeff Herman or for more information, please contact Dottie DeHart, DeHart & Company Public Relations, at (828) 325-4966 or

Do You Need an Agent for Your Business Book? (Most Likely, and Here Are Ten Reasons Why)

Jeff Herman, veteran literary agent and keynote speaker at the upcoming Second Annual Business Writers Conference, says getting an agent is your best shot at getting published. Here, he explains the benefits of working with an agent to get your work out to the rest of the world.

Birmingham, AL (March 2017)—You’ve spent years mastering the finer points of your industry. In fact, you’ve innovated and excelled to the point that you’re considered a thought leader in your field—or at least you want to be. That’s why you’re finally ready to write the business book that’s been brewing for quite some time. But what happens next is a little unclear. How do you get your book off of your computer and onto the bookshelves?

“No matter how great your ideas are and how well written your book is, you still need to get your manuscript into the hands of a publisher,” says literary agent Jeff Herman, keynote speaker at the Second Annual Business Writers Conference and author of Jeff Herman’s Guide to Book Publishers, Editors & Literary Agents (New World Library, 2016, ISBN: 978-1-608-68404-5, $29.95, “Most people need some help with the process. A literary agent is the bridge between the editors—and the publishing industry as a whole—and your book.”

The conference—which will take place April 19-21, 2017, in Birmingham, Alabama—is expected to attract 100 executives, service professionals, and entrepreneurs from an array of industries seeking to network and learn best practices from some of the most accomplished experts in business book publishing. Herman’s keynote session, “The Business Writer’s Advantages & Challenges,” will reveal “hidden” success strategies that will help business authors navigate the publishing and marketing processes.

If you’re ready to get your business book in the hands of readers, a great literary agent can support and guide you throughout the writing and publishing processes. Here are ten benefits of working with one:

  1. Agents provide access to the inner circle. Unless you have a direct referral, it’s unlikely that editors will pay any attention to your book submission. They are receiving thousands of submissions, and more than 99 percent of them are probable rejects, so they don’t bother looking at most of them.
  2. Agents screen your work so editors don’t have to. Busy editors at publishing houses don’t have the time or incentive to do a raw screening of your work. They rely upon the agents to vet new works and present the worthy books to them. Therefore, a submission from an agent is more likely to get an editor’s attention.
  3. Agents already have a working relationship with publishers. Agents have already built trust with editors, and that trust carries over to you. When a publishing pitch comes from an agent an editor knows and respects, it is given fast-track consideration. “Editors don’t know you and your book from Adam,” says Herman. “It can be tough to grab their attention on your own.”
  4. Agents understand who does what. Literary agents know which publishers and agents are acquiring what kind of books. Authors shouldn’t waste their time and resources pitching business books to alternative health imprints, but this is likely to occur if you aren’t familiar with the industry already.
  5. Agents can make multiple submissions. Agents are able to get your book in front of many publishers at the same time. Not only does this process save time, it creates competition between publishers and puts your message more in demand.
  6. Agents know how to pitch. Agents know how to package your work to make it shine. They tweak and polish what is actually shown to the publishers for the best possible results.
  7. Agents work only for commissions, not fees. An agent can’t get paid unless a writer gets paid. This dynamic creates incentive to produce results and ensures that an agent will work hard for you and your book.
  8. Agents can negotiate terms and contracts. Agents are well versed in contract language and in helping authors get paid for their work. A good agent will be able to walk you through the contract period and help you get a fair deal.
  9. Agents know how to network. Literary agents are experts at massaging relationships with editors and publishing staff. They already know all the players in the industry and can help foster your connection with them.
  10. Agents advise you over the life of the book. Your relationship may culminate in a publishing deal, but the author-agent relationship goes further than that. Agents are advisors and consultants throughout the entire process—from managing expectations with publishers and fielding general questions to referring authors to specialists for legal issues and marketing.

Whether your business book is currently a manuscript tucked away in your sock drawer or it’s “pitch perfect” and ready for editors to review, remember that an agent could be the solution you need when the time is right.

“There’s really no reason not to work with an agent,” concludes Herman. “You’re a busy executive with little time to pitch your book to the many publishers out there. Your job is to write a great book that shares your message. Let a great agent do the rest.”

# # #

Jeff Herman is founder/owner of The Jeff Herman Agency, LLC, one of the leading literary agencies in the business. Herman has personally made more than 1,000 book deals for clients. He’s also author of Jeff Herman’s Guide to Book Publishers, Editors & Literary Agents (New World Library, 2016, ISBN: 978-1-608-68404-5, $29.95,

The Business Writers Conference is an immersion experience that provides you with access to the experts, resources, and inspiration to learn how the book-writing process works and how to develop books and articles efficiently. Attendees will have access to keynote presentations, breakout sessions, and hands-on workshops.

Why Every Consultant Needs to Write a Book

For an interview with Elaine Biech or for more information, please contact Dottie DeHart, DeHart & Company Public Relations, at (828) 325-4966 or

Elaine Biech, keynote speaker at the upcoming Second Annual Business Writers Conference, says every consultant needs to write a book. Here, she shares five reasons why.

 Why Every Consultant Needs to Write a Book

Birmingham, AL (March 2017)—If you are like most consultants, you’ve thought about writing a book. You know intuitively that it will be valuable to your brand and your consulting career. Yet finding the time is difficult—if not impossible—in your busy consulting schedule.

According to Elaine Biech, an established expert on both the profession of consulting and authoring books (she has published almost 80 books), writing a book has become a requirement for every consultant who desires to demonstrate authority. And, she adds, you don’t need to give up your consulting practice to write a book.

“It’s become a cliché to say that ‘a book is the new business card,’” says Biech, keynote speaker at the Second Annual Business Writers Conference and author of Training and Development for Dummies (Wiley, 2015, ISBN: 978-1-119-07633-9, $26.99). “But it’s so much more. Calling your book a ‘business card’ underestimates the true value of just how important a book can be to your career.”

The conference—which will take place April 19-21, 2017, in Birmingham, Alabama—is expected to attract 100 executives, service professionals, and entrepreneurs from an array of industries seeking to network and learn best practices from some of the most accomplished experts in business book publishing.

Biech will deliver a keynote as well as a full-day pre-conference workshop where she will help new authors understand the publishing industry, compare the differences between using a publisher and self-publishing, and gain skills to market a book. Most importantly, she will share her secrets for writing a book in two weeks. Biech states, “It doesn’t need to take a year to write your book.”

Biech’s most important message is that every consultant needs a book to demonstrate their expertise to current and potential clients. Here are five reasons why she makes this bold claim.

  1. Your book is a marketing tool. A book can generate new business, close a pending deal, and remind previous clients that you are still available. Consider all the ways you can use your book to market your consulting. You can give it to contacts who will spread the word about you, your book, and your skills. You can send it to potential clients. You can send a copy to people you would like to meet or with whom you’d like to network or partner. A book can be a powerful tool to help open doors that may not have been within your reach in the past or close a deal that’s been hanging open for a while.
  2. Your book helps you establish your expertise. You are probably already an expert in what you consult about, but a published book adds legitimacy to your career. When people see that you have a published book on bookshelves, they naturally assume that you are a top-notch authority—more brilliant than before you wrote your book. And actually you will be. The act of writing a book forces you to think more clearly and more deeply about your area of expertise. The content that readers can hold between the two covers in their hands boosts your credibility.
  3. Your book can help you build your reputation and your brand. Writing a book about your consulting practice sets you apart from the rest. If given a choice of someone you would hire to solve your most pressing problem, whom would you choose? A published author or an unknown entity? Yep! Most people would choose the author. By writing about your models or the principles upon which your consulting practice is based, you help your clients and potential clients understand what you represent, what you value, and how you will be valuable to them. A book demonstrates the philosophy, skills, and tools you incorporate into your work better than any discussion can.
  4. Your book can increase your name recognition. You will be viewed as a thought leader, and people will recognize your name and the name of your book. It raises both your profile and respect for your company. This can help when submitting proposals to speak at conferences or to keynote for corporate or association events. Your book generates attention, raises your visibility, and gives you multiple excuses for media coverage. A book can position you as the expert in your field.
  5. Your book can help you make money. Don’t be fooled into thinking you will get rich from book sales. Almost no one does. However, your published book gives you and your consulting practice the legitimacy to increase your rates and an entrée to attract more work with less marketing investment. A book can help potential clients find you. When people look for experts, they often search for “who wrote the book on…?” Having a book helps people find you with their search. That’s one of the reasons selecting a title is extremely important. Remember, you will make more money through the business it generates than the sales it produces.

A book serves double duty for a consultant. “It can be a quality marketing tool and at the same time prove your capability and expertise,” says Biech. “Your book doesn’t take a lifetime to write. You can do it in as little as two weeks. Don’t waste your life wishing you could write a book. Get that wish out of your head and between two covers. Start your book today!”

Attend the Second Annual Business Writers Conference and meet the person who literally wrote the book on The Business of Consulting.

# # #

Elaine Biech, president of ebb associates inc, an organizational development consulting firm, has been helping clients work through large-scale change for 30 years. She is an award-winning consultant who has authored and edited almost 80 books including The Business of Consulting and Training and Development for Dummies. She has presented at over 100 national and international conferences and has been featured in publications such as The Wall Street Journal, Harvard Management Update, Investor’s Business Daily, and Fortune Magazine. For more information, please visit

The Business Writers Conference is an immersion experience that provides you with access to the experts, resources, and inspiration to learn how the book-writing process works and how to develop books and articles efficiently. Attendees will have access to keynote presentations, breakout sessions, and hands-on workshops.

Interested in Writing a Book? Here are 5 Critical Questions to Ask Before You Do.

We are proud to feature Karl Weber’s second video in his series on becoming a successful business book author. Karl has spent over 30 years in publishing, both inside publishing houses as an editor and author, and as a freelance writer, editor, and consultant serving editors, authors, and agents.


5 Questions to Ask Before Writing a Book

As Karl has worked on countless book projects over the years, he has identified 5 critical questions that every author needs to consider before they start their project. Take time to reflect on these questions in order as you prepare to make your dream of writing a book a reality.

Question 1: What’s Your Subject?

The answer to the first question might seem obvious. Your career in business has probably made you an expert in a specific topic. Whether you are a salesperson, an entrepreneur, an expert in human resources, a communications guru, or an expert manager.

The challenge comes when you start to narrow your focus to what is special about you. Try to define the specific subject matter that you know better than almost anyone in the world. While you may not know more about marketing than anyone else in the world, you might know more than almost anyone about marketing professional services to nonprofit organizations.

A more narrowly defined subject tends to be more interesting, and it also increases the likelihood that you will write an incredible and powerful book.

Question 2: What’s Your Message?

Your subject is what you want to write about. Your message is what you want to say about that subject. The key insight about your subject that you want to share with readers.

You should be able to state your message in one sentence. Stating your message in a sentence with a subject and a verb forces you to make it an active, definite statement rather than a mushy mess.

For example, you might want to focus on how someone can turn a group of workers from very different backgrounds into a cohesive team. Stated as a sentence, you might say “The key to turning a group of people from differing backgrounds into a cohesive work team is to develop and teach a strong set of company values that everyone can agree upon and that will produce economic and personal rewards for each team member when they are put into action.”

This will also help the process of developing and outline for your book. Based on that statement, you could write about what kind of company values to develop, how to teach them, and how to make sure they produce rewards for everyone.

Question 3: Who are Your Readers and Why Should They Care?

The answer to this question should grow naturally out of your subject and your message. Your target readers should be people in the real world that care about your subject, and who will find your message interesting, relevant, and useful.

Be as specific as possible when you define your readers. Take time to write a description of your readers and why your message will matter to them. For example, Karl’s book on managing a tutoring company will be of interest to people that currently run that type of business and to teachers that are considering starting or buying that kind of company.

Don’t feel tempted to define your readership too broadly. Karl learned long ago that that when an author says “My book will be of interest to practically everyone in the world of business”, it probably means that their book will be of interest to no one. A specific, definite audience is more likely to be a real one.

Question 4: What benefits will you offer your readers?

Think about your book as a product, specifically, a product customers want to buy because it gives them something that they want or need. This is especially important for business books. People seek out books that will help them in specific ways. Try to define exactly how your book will help readers. For example, you could say “My book will help people who want to save for retirement to develop a savings plan tailored to their age and personal circumstances.”

Question 5: What will make your book unique?

The book business is one with enormous competition. Thousands of new business books are published every year, and that is on top of all of the books that are already on the market. Your book should offer something that is unique in order to differentiate from the competition.

Start by doing some research. Spend time in local bookstores and on Amazon studying books that cover topics similar to yours. Make notes about their strengths and weaknesses, and try to understand the benefits that they offer. Try to determine what you can offer that is better or different. It could be something dramatic, like a new angle on your topic that no one has ever addressed. Or it could be something modest like a new and clearer way of explaining complex issues that readers will find important.

If your research reveals your message isn’t new or different, then you may need to go back to the drawing board. Rethink your subject and your message, and figure out what you have to offer that will make writing a book worthwhile for you and your readers.

Once you have discovered what is unique about your book, find a way to write it in one or two clear sentences.

Jump Start Your Book

You have probably noticed the process of thinking through these questions is fairly demanding. It may take a while to work through this process, but these questions will help you plan a book that reaches an audience with a message that makes a difference in their lives.

This is just the tip of the iceberg. Join Karl at the Business Writers Conference in Birmingham, AL April 19-21 to accelerate your writing and network with Karl and 17 other authors and publishing industry experts.

Download our brochure to find out more, or Register Today!

Discounts available. Email for more information!

The Business Writers Conference Experience

The Business Writers Conference is the best opportunity to put your book project on the path to success. Download our brochure now for our incredible list of speakers and experts. This is a unique event, so we thought that it might be helpful to share a little bit about attending the Business Writers Conference and what you can expect to take home. One attendee in 2016 said, “I finally have a clear understanding of what is needed and a plan to get it done!”

So how will this event educate, entertain, and connect aspiring business authors? Let’s take a look.

Pre-Conference Opportunities

The conference is Wednesday, April 19 through Friday, April 21st, but the opportunities don’t start there! We have 3 exciting pre-conference workshops to lay the groundwork.

Business Writers Boot Camp with Jack and Patti Phillips, April 17-19
The Business Writers Boot Camp will explore how to develop specific ideas for a book, how to write a compelling book proposal, how to take the first step to secure a publishing contract, and how and where to be published.

Pre-Conference Workshop with Elaine Biech, April 18
Elaine Biech will help you explore the book that lives inside you fighting to get out, and strategies for bringing that book into the world, publishing, and promotion.

Pre-Conference Workshop with Chris Kennedy,April 19
These workshops focus on a variety of topics that will prepare aspiring authors for the conference. Chris Kennedy’s session will explore Amazon’s algorithm, its importance for getting exposure for your book, and strategies for using it to your advantage.

The Business Writers Conference

The conference kicks off on Wednesday. The first 3 keynotes dive right into some of the most important aspects of business publishing.

  • Karl Weber kicks off the conference with a focus on writing a book that people will love
  • Jeff Herman reveals “hidden” success strategies that will help you navigate the publication and marketing process.
  • Kevin Oakes, Jack Phillips, and Patti Phillips talk about how to build a business around your book or use a book to drive your business.

In between sessions you will have one of the most important opportunities of the conference. Each break provides an chance to network and build relationships with aspiring authors, published authors, and publishing industry professionals. As great as it is to hear the presentations at the workshop, it may be even more beneficial to network and connect directly with the experts about your book and your goals.

Ross Bridge Image 7.5 x 4.75


Thursday kicks off with another networking breakfast, and then we transition to a deeper focus on some on key strategies and the logistics of writing a book. Neal Maillett leads off with a presentation on developing an elevator pitch for your book, highlighting key strategies for presenting your book effectively. Then Elaine Biech will focus on key practical strategies and benefits of writing book.

Later on Thursday, we transition to breakout sessions with Sara Taheri, Maureen Orey, Dottie DeHart, and Chris Kennedy. These sessions explore hands-on topics in smaller group settings, allowing each attendee to focus on an area of specific interest.

The Thursday afternoon sessions explore 3 key areas in 21st century business publishing that many authors have never considered.

  • Andrew Mueller, Tanya Hall, and Karl Weber present “Let’s Explore Hybrid Publishing: A New Option for Business Writers”
  • Fauzia Burke presents: “New Digital Tools: Make Your Social Media Marketing Easier and More Effective”
  • Bob Andelman presents: “The Business of Your Words and the Glory of Others: How a Successful Co-author is Born”

By Thursday evening, we will need a little time to unwind. There is no better way to do this at the beautiful Ross Bridge Resort than a round of golf. While we may not have time for 18 holes, everyone will enjoy our glow-in-the-dark putting competition.

ross bridge golf


On Friday, we conclude with 3 keynotes that tie all of these concepts together. Best-selling author Chip Bell will share secrets for creating, promoting, and integrating business writing into your competitive strategy with “Writing in the Color of Kaleidoscope.” David Hahn shares critical insights for establishing your brand across all media platforms.And finally, Scott Mautz explores how a book can help you leave a lasting legacy.

At this point, you will have gained tremendous insight into why you would write a book, how you would write a book, and what to do once it is written. The information gained at this conference could be the missing ingredient that helps you turn your dream into a reality.

Don’t miss this incredible opportunity to jump start your publishing project!


The post-conference workshop with Karl Weber talks about one of the greatest challenges aspiring authors face: getting started. How do you initiate a project, and then how do you follow a plan for completing it. You may already be a skilled communicator, good at giving speeches and presentations or writing effective reports and articles. But creating a powerful book of 200 pages or more—one that readers will find fascinating and rewarding, and will eagerly recommend to friends and colleagues—is a much more daunting task. Karl will put you on the path to success.

After Karl’s workshop last year, one attendee said, “I learned the fundamentals of starting from scratch, concrete examples of what to do and ask, and specific techniques to start writing.” This session will bring the concepts and ideas of the conference into focus with a practical plan that you can follow to accomplish your goals.


The Business Writers Conference is an unparalleled opportunity for aspiring authors to gain insight and knowledge that would have taken decades to learn the hard way. Don’t miss this opportunity! Download our brochure, register today, or call us at (205) 678-8101 for more information!


Today we feature a guest post from featured speaker David Hahn, Managing Director of MEDIA CONNECT.

Have you ever been to Alabama? Other than listening to “Sweet Home Alabama” a couple hundred times, neither have I!

So naturally I’m very excited to visit the Deep South for a business book conference April 19-21. Southern fried chicken, BBQ pulled pork, biscuits and gravy…and oh yes, a terrific opportunity to mingle with colleagues and aspiring business book writers.

We’ll be gathering at the Renaissance Birmingham Ross Bridge Golf Resort & Spa to discuss how to create, write and market business books. I’m not much of a golfer so catch me at the spa. I’ll also be there to speak about expanding your brand through all the different media platforms available today: TV, radio, podcasts, blogs, web sites and on line video. Having worked in the business book field for over 25 years I’ve had lots of opportunity to learn from the masters: Harvey Mackay, Stephen Covey, Ken Blanchard, Herb Kelleher, Bill George, Charlene Li, Tom Davenport and Vijay Govindarajan to name a few.

Learn tips and techniques to book yourself on some of the most influential media outlets available:

  • What are the holidays, annual reports and seasonal trends you can leverage to book yourself on major business media outlets
  • How do you become a regular contributor to a major online business web site
  • Who are the major podcasters discussing business topics and how do you get on their shows
  • What are the secrets for landing yourself on a major business TV or online video interview?

These media credits will greatly benefit your business, your speaking opportunities and book sales. In addition, other colleagues will be discussing social media and what that can do for your brand.

If you’re a first time business author, then this is the conference for you. Or perhaps you’re already a published author and just want to up your game. Not only will there be plenty of media and marketing advice for your book promotion, experts will also be discussing how to build your business around your book. And if you need help writing your book, some of the top ghostwriters and editors in the industry will be attending the conference. And one of the top literary agents in the business genre will be speaking at the conference.

For more information, visit See the whole line up of speakers and register if you like what you see! I’ve always found these conferences to be lots of fun and extremely stimulating. Hope you can join us.

David Hahn
Managing Director of MEDIA CONNECT

Eight Top Secrets of Business Book Marketing

For Immediate Release

For an interview with Fauzia Burke or for more information, please contact Dottie DeHart, DeHart & Company Public Relations, at (828) 325-4966 or

Eight Top Secrets of Business Book Marketing: A Cheat Sheet for First-Time Authors

Fauzia Burke, keynote speaker at the upcoming Second Annual Business Writers Conference, says social media is a great platform for building your brand and ultimately selling your book. Here, she shares eight tips you (yes you) can use to build a long-term marketing plan.

Birmingham, AL (March 2017)—You probably know writing a business book will give your brand—and your career—a huge boost. Yet for most first-time authors, it’s a daunting undertaking. And here’s a bigger problem: Once the book rolls off the presses, you don’t get to relax with a glass of celebratory champagne and just admire its glossy cover. Oh no. Now you have to sell it.

According to Fauzia Burke, an established expert on digital marketing and publicity, it’s often this “Phase 2”—the marketing process—that discourages people from writing the book in the first place. But if you’re one of them, you shouldn’t let fear of the unknown stop you.

“The good news is that building a strong brand and marketing your book is not beyond your reach,” says Burke, keynote speaker at the Second Annual Business Writers Conference and author of Online Marketing for Busy Authors: A Step-by-Step Guide (Berrett-Koehler Publishers, 2016, ISBN: 978-1-62656-785-6, $16.95). “It’s just a matter of learning how and doing it. Thanks to the Internet, anyone who is willing to do the research and who has the discipline to keep sending out carefully targeted marketing messages can capture readers and eventually turn them into buyers.”

The conference—which will take place April 19-21, 2017, in Birmingham, Alabama—is expected to attract 100 executives, service professionals, and entrepreneurs from an array of industries seeking to network and learn best practices from some of the most accomplished experts in business book publishing.

Burke’s keynote will focus on new digital tools business book authors can use to make their social media marketing easier and more effective. Here is a sneak peek at some of the kinds of advice she offers:

#1: Know your audience.

“Understanding your readers will help you devise the best digital marketing strategy for you. Online marketing is customized and personalized. It is essential for you to know your audience so you can find them and serve them best,” Burke explains. “You should know your readers’ age group, gender, interests, which social media outlets they use, and where they hang out online. The more you know your audience, the better your marketing will be.”

#2: Get a professional website.

“Your website is the only place online where you are in total control. No one else can change the rules like they can on other social media sites. Other social media platforms don’t cancel out the need for a website because your website is where you call the shots,” Burke attests. If you are on only social media sites, you are always playing another person’s game. You don’t want your online presence to be in the hands of someone else.

#3: Be selective.

Choose one or two social media platforms to start. Don’t feel like you have to do the next shiny thing online or keep up with all social media platforms. Just start conversing with your audience by selecting a platform where you think you will find your readers. You can always adjust accordingly as you build your community.

#4: Engage.

You can’t be a bullhorn. You have to go for engagement. You want people to talk on your page. “Don’t get wooed by big numbers. You want a smaller community that’s engaged as opposed to a large audience that’s not engaged. Look at ways to engage the audience you do have,” Burke states. “Take very good care of the people who have given you their permission to talk with them—whether that’s through a newsletter, blog, or on Facebook. Give them your best.”

#5: Put your reader first.

When you are creating content to connect with your community, always filter your content through a lens of your reader. Burke suggests asking yourself some questions: “How are you serving your reader? What value are you providing? What problem are you solving? Look at your engagement and see what people are sharing. Be natural but ask yourself: What is my audience telling me? When the content you create solves a problem your audience has, that’s when you authentically build lasting relationships.”

#6: Think marathon and not sprint.

“It’s okay if your marketing efforts don’t immediately go viral. Be consistent in creating a buzz about your brand and book by communicating daily on your social media sites,” Burke explains. “Think big picture, because carving out your niche, creating a presence, and building a following takes time.” Write down the goal for writing your book and read it for inspiration when things get hard.

#7: Follow the data.

Internet publicity is customized. “Everything you do online has a digital footprint and analytics. Take a step back and assess what you need to do by following the data. Measure what works and what doesn’t and adapt accordingly,” Burke advises. Now you can spend your time on the things that are most effective for your brand and not what worked for someone else.

#8: Tap into your professional and personal networks.

Consider reaching out to people individually to create buzz and spread the word about your upcoming book. “You might think a blanket email will do the trick, but a one-on-one grassroots effort will be more effective in the long-term for connection, social shares, testimonials, and sales of your book,” Burke assures.

If you haven’t written one word yet, so much the better. It’s never too early to kick-start the marketing process. “As soon as you have an idea for your book, you should start marketing,” says Burke. “Start sharpening your message and communicating with your future buyers now, and you’ll become a familiar and trusted voice. You’re laying the groundwork for their buying your book—maybe even becoming a client or customer—even if these things happen well into the future.”

# # #

Fauzia Burke is the founder and president of FSB Associates, one of the first firms to specialize in digital branding and online publicity for books. Founded in 1995, FSB Associates has successfully launched more than 2,000 online book publicity campaigns. Burke has worked on books by Alan Alda, Sue Grafton, Brian Tracy, Ken Blanchard, Tom Rath, Philip Kotler, James M. Kouzes, Barry Z. Posner, Joel Peterson, Joe Pantoliano, Marina Keegan, Kathy Freston, Deepak Chopra, and many others. For more information, please visit

The Business Writers Conference is an immersion experience that provides you with access to the experts, resources, and inspiration to learn how the book-writing process works and how to develop books and articles efficiently. Attendees will have access to keynote presentations, breakout sessions, and hands-on workshops.

6 Myths that Stand in the Way of Writing a Great Book with Jack Phillips

by Jack Phillips
Chairman, ROI Institute

Each year, 13,000 business books are published. That sounds like a lot, but according to the New York Times, 81% of professionals want to write a book. What is the difference between the people that write the book and those that just dream about it?

Jack Phillips created this video to share the myths that prevent many important books from becoming reality. Jack and Patti Phillips have written 125 books, and they have built a number of businesses based on these books. They first published Handbook of Training Evaluation and Measurement Methods 34 years ago in 1983, and that book turned into a business that they sold for millions of dollars. Now they have a business, the ROI Institute, based on their book Show Me The Money.

While many of Jack and Patti’s books were best sellers, some weren’t. They learned the difference between books that succeeds and books that don’t the hard way, but you don’t have to! The Business Writers Conference was created to help aspiring authors plan their project and benefit from the expertise and guidance of some of the top names in business publishing.

The Top 6 Myths about Publishing a Book

These myths are blocks that keep many authors from achieving their goals. Jack shares the fallacies behind these myths and the strategies that successful authors understand.

Myth 1: Print Books are Dead

Stories about the demise of the publishing industry have been greatly exaggerated. Print publishing peaked in 2007, and then started a gradual decline. Many don’t realize that the print publishing industry has been growing since 2014, and continues to trend upwards. Print publications are reaching a balance with new options like ebooks and audiobooks.

How do you decide which option makes sense for your book? We will talk about where your book should be at the conference.

Myth 2: No One Will Publish My Book

They will. There are a lot of publishers available. As we mentioned earlier, 13,000 business books are published in print each year, and new options like ebooks and audiobooks are compelling options to consider as well. We will help you understand the differences and find the right option for you at the conference.

Myth 3- I Can’t Write a Book

You can write a book based on your unique blend of experience, expertise, and passion. At the Business Writers Conference, we will help identify the book that only you can write, and we will help you plan your project. Best-selling authors like Chip Bell will share the expertise that they bring to projects like his next best-seller, Kaleidoscope. We will also hear from his publisher, Greenleaf Publishing, about their role in helping his books succeed.

Myth 4- When My Book is Published, It’s Done

Writing the book and getting it published are just the beginning of a successful project. You must have a plan for marketing and promotion. There are many new options for promoting your book, and the Business Writers Conference will help you understand what a successful strategy look like for your book.

Myth 5- A Best-seller is Driven by Quality

Many of the best books each year fail to reach their audience. Quality is important, but it is not the key to a successful project. In order to succeed, you will need a comprehensive plan for writing, publishing, marketing, and promotion that fits your skill set. The Business Writers Conference is designed to show you how the most successful authors approach their project from start to finish.

Myth 6- I’ll do this when I have time

You will never have time. The time to realize your dream of writing a book is NOW. We created the Business Writers Conference because we have a passion for helping industry leaders share their expertise with those that need it most.

Join us April 19-21, 2017 at the Renaissance Ross Bridge Resort for the conference that will help you turn your dream into a reality.

Download our brochure or Register today!

Ready for a Giant Leap Forward in Your Career? Write a Book!

For an interview with Jack or Patti Phillips or for more information, please contact Dottie DeHart, DeHart & Company Public Relations, at (828) 325-4966 or

A business book yields instant credibility and gives your brand a huge boost. And if you think you’re too busy to write one, you’re wrong. Jack and Patti Phillips, organizers of the Second Annual Business Writers Conference, debunk a few objections that keep people from taking this potentially lucrative career move.

Birmingham, AL (March 2017)—We live in an era of personal brand building. For most people, company loyalty, gold-watch retirements, and company pensions are relics of a quickly fading past, and it’s up to us to take responsibility for our own professional development. So what can you do to ensure that you are visible and respected in your industry? Consider writing a book, say Jack and Patti Phillips.

“Distinguishing yourself as a published author is a great way to build your credibility and differentiate yourself from the horde,” says Jack, chairman of ROI Institute and organizer along with his wife, Patti, of the Second Annual Business Writers Conference, both authors or editors of more than 100 books. “In fact, I’d go so far as to say that for high-profile professionals, having a book is the price of admission these days.” (Click here to download our tip sheet on why you need a book.)

The conference—which will take place April 19-21, 2017, in Birmingham, Alabama—is expected to attract 100 executives, service professionals, and entrepreneurs from an array of industries seeking to network and learn best practices from some of the most accomplished experts in business book publishing.

“Many people would love to write a business book but just don’t know how,” notes Patti, who is president and CEO of ROI Institute. “They have a mental block that makes it feel undoable, but the truth is, writing a book is not rocket science. I find that once we help people get past their fear and debunk some misconceptions, they get really excited about the idea.”

So what are the main misconceptions? Jack and Patti identify a handful that they hear regularly from prospective business book authors:

MISCONCEPTION 1: “It costs too much money.”

Yes, you will most likely need to lay out a certain amount of cash, though that amount will vary depending on how much of the work you are able to do yourself. But Jack and Patti (who do, after all, have “ROI” in the name of their company!) say a well-thought-out, well-written book is an investment that pays off in huge ways.

“Writing a book is the best marketing money you will ever spend,” notes Jack. “It’s the silver bullet approach rather than the shotgun blast approach. Rather than doing a million little things, you do one big strong thing.”

MISCONCEPTION 2: “I’m not a great writer.”

Whether or not you’re a good writer is the wrong question to ask yourself. The right question is, 
Do I have strong, viable ideas that will be meaningful to my target audience?

“The quality of your ideas is everything,” says Patti. “The good news is that there are great ghostwriters and editors out there who can help you organize them, frame them in a meaningful way, and compile them into a compelling book.”

MISCONCEPTION 3: “I don’t have time.”

Yes, you do, says Jack. People who write business books tend to have incredibly full calendars. They write their books in short, manageable chunks of time. They schedule in time to work on their books (alone or with a ghostwriter) the same way they schedule any other kind of appointment.

“I find that when a writer gets serious and focused, he or she can write a book in a matter of months,” says Jack. “Of course, you can take more time if you need it. I suggest that people get super-organized and set fairly tight deadlines, though. When we allow too much time, we tend to fall prey to procrastination.”

MISCONCEPTION 4: “The book market in my industry is way too crowded.”

What that really means is you have a lot of competition for your professional services. All the more reason you need a book as well. Just make it a good one so it will attract the right clients.

“A book goes a long way toward helping you differentiate yourself,” says Patti. “Believe me, there is something you do better than everyone else in your field. That should be the focus of your book. If you aren’t sure what it is, figure it out before you start writing.”

MISCONCEPTION 5: “I’ll never be able to find a publisher!”

Finding a publisher—not just any publisher, but the right one for you—is simply a matter of going through the right processes. Like any other aspect of creating a book, it requires doing your research, shoring up your platform, networking with people in the field, etc. And of course, there’s always the self-publishing route, which has definitely shed the stigma it once had.

MISCONCEPTION 6: “What would I even do with a book once it’s published?”

If you’re worried about distribution, don’t be. Amazon and other online retailers have made it easy to sell books. And whether you go with a publishing house or self-publish, you’ll be expected to do a lot of the legwork yourself, so be prepared to really talk up your book.

“Marketing a book is not as hard as most people imagine,” says Jack. “And while you won’t get rich from book sales, the process of marketing the book can, itself, be lucrative as you can end up generating plenty of business. Again, take time to network with people who’ve been there and done that and harvested the best practices, which they can share with you.”

MISCONCEPTION 7: “All that sounds great in theory…but I don’t even know where to start!”

You’re far from alone. Most people feel so overwhelmed by the process of writing a book that they never try. But there are many professionals who can shepherd you through the process. Events like the Business Writers Conference are good venues for meeting them and also talking to other professionals like you.

“I cannot stress strongly enough the value of being around other people who are also writing books,” says Patti. “Meeting people, networking, and asking questions will drastically increase your knowledge and, ultimately, your confidence. Once you start thinking, Okay, I can write a book, you’re more than halfway there.”

# # #

Jack J. Phillips, PhD, and Patti P. Phillips, PhD, are organizers of the Second Annual Business Writers Conference.

Jack is the chairman of ROI Institute, the leading provider of services for measurement, evaluation, metrics, and analytics. A world-renowned expert on measurement and evaluation, Phillips provides consulting services for more than half of the Fortune 100 companies and workshops for major conference providers worldwide. He has authored or edited more than 100 books.

Patti is president & CEO of ROI Institute. Her clients include Fortune 500 companies, federal and state government agencies, and non-governmental organizations. She serves as faculty for the UN System Staff College in Turin, Italy. Patti is author, coauthor, or editor of over 75 books and dozens of articles on the topic of measurement, evaluation, and ROI.

The Business Writers Conference is an immersion experience that provides you with access to the experts, resources, and inspiration to learn how the book-writing process works, and how to develop books and articles efficiently. Attendees will have access to keynote presentations, breakout sessions, and hands-on workshops.

The 2017 conference will be held Wednesday, April 19, through Friday, April 21, at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, Alabama.

To learn more, please visit or email

10 Steps to Writing a Successful Book

Download the Guide:

10 Steps to Develop a Successful Book & Build Your Business Around It - by Jack & Patti Phillips, authors or editors of over 120 books