• People do business with people they know, like, and trust. – Bob Burg

  • When you are a published author, you are gaining instant credibility. There’s power in being a published author.

  • Use a book as your business card; people won’t want to throw it away. People place so much value on a printed book.

  • Your message is well-received by people when they understand that you are the author of a book on the subject.

  • Someone challenged her by saying: “You want to make a difference, but you can’t make a difference if you aren’t sharing your story.” She made the decision to do a book launch, and then the book became a full-time business.

  • Your story is what you can offer to someone else that will make an impact. A book is for the reader, not for the author.

  • You should be asking: “What can I share that will make a difference in their personal life or their business life?”

  • Getting your first book out is the most important because you’ll have the credibility to get out your next book.

  • The reader cares less about who you are and more about what you can teach them.

  • Your personal stories give people real examples they can relate to.

  • It doesn’t just have to be your story; you can tell other people’s stories, too.

  • We are craving authenticity.

  • How would you speak to your friend? If your kids came up to you and asked about a subject, how would you respond?

  • All you need to be an author is a desire to help people and a great story.

  • If you just sit down and start talking, you can get out so many thoughts.

  • Mind mapping comes after you determine what you want to write about. You use it to develop all of the small details.

  • The rule is: “Don’t write a book to make money.”

  • “Every time I started writing, I’d hear a voice saying, ‘Who do you think you are, you’re not Zig Ziglar!”‘But I realized that some people might not have ever read Zig Ziglar but need the message.”

  • If the book helps one person, would that be enough?

  • I visualized myself sitting down with the person I was writing to and having a conversation with them.

Check out Michelle’s event in 2018 by going to: Book Bound by the Sea

Show Transcription 

[00:00] Welcome to The Ziglar Show. This is episode 480, and I bring you Michelle Prince. At the age of 18, Michelle had a life-changing experience with none other than…Zig Ziglar. She went on to work for him, and today is a primary speaker for Ziglar. In October 2017 we expand The Ziglar Show and Michelle will be one of three regular co-hosts in our new format. Zig was big on saying everyone should write a book. Today, Michelle tells us how, and specifically for those in business, a book can be one of the most valuable things we can do for our business — even if you have a carpet cleaning business, as you’ll hear about in a true story from Michelle in the show.

[00:48] We cover the credibility a book gives, how your personal story is paramount and, in many ways…the primary point. And then into the specifics, like discovering your primary topic and how to literally get started. Listen in!

[01:28] Quick bio on Michelle Prince. She is the best-selling author of her first book, Winning In Life Now and is a highly sought-after Zig Ziglar motivational speaker. She has gone on to author dozens of additional books and products in the areas of achievement, motivation, productivity, and success. She owns her own publishing company and is the founder of the “Book Bound Workshop,” which helps soon-to-be authors get their story “out of their head and onto paper.” Michelle knows we all have a story and is passionate about helping others tell their stories so they can impact other people’s lives.

[02:07] And yes, you’ll soon hear her joining me often as co-host as we ramp up this show to meet the growing demand.

[02:20] Thanks to all you Ziglar fans who have been giving us great reviews and ratings on iTunes recently, we got a lot of feedback on show 479 with Christopher Lochhead. I’m asking…will you leave us a review?

[02:38] OK, folks, here I bring you…Michelle Prince.

[02:43] Michelle, you have been in the Ziglar family a long time, it’s about time we had you here on the show, and even better to announce you will be a consistent cohost with me!

[02:51] Yes, I am so excited Kevin!

[03:09] So your bio starts out with this, “Michelle’s entire life changed in 1989 when she met her mentor, Zig Ziglar. It was at that time she made a commitment to become a motivational speaker and make a difference in the lives of others.” I won’t presume to guess your age, but I’d wager in 1989 you were fairly young, especially young to already have Zig Ziglar as a mentor. How did all this come about?

[03:35] Well, I was just 18 years old and I was just getting ready to go after college. My parents sent me to a seminar, which was my graduation gift from high school. It literally changed my life. It was three days of learning, goal setting, and everything you need to be successful. At the end of the conference, I walked up to Zig, I shook his hand, and I said,  “I wanna work for you one day, just wait and watch.” And, literally, it was almost five years when I started working for him in his corporate office.

[07:13] My question is for you on self-image. We know so many people struggle with that, “who am I to write a book?” I think, sometimes, even those who are self-aware are often the most frequent to discount themselves, too. For those who teach book writing, how do you address them?

[07:53] I think everybody thinks that nobody cares about their story, but the truth is that we all have the story and every story matters and every story is unique. I learned a lot from Zig, but one thing I learned is the importance of giving hope. That’s what Zig did. He provided hope to his audiences. And that is what our story does. Even if our story isn’t necessarily good, that story can give somebody hope.

[08:55] I am gonna ask you about the business focus of book writing. In that, I am gonna think that I want to write a book on business, but what business can I offer? And, how do you start off your story and how it matters. So help me figure that out.

[09:21] People can do business with whom they can trust. So, if that’s the case, the easiest way for your clients, your colleagues, to know you, like you, and trust you, is to know your story. Because we really don’t understand why somebody got into business, why they are passionate about their business. Even if you think nobody cares about your business, they do. They wanna know why do you want to serve them.

[15:10] So the topic of book writing. I mean writing a book is a big ideal for many people. You, however, focus specifically on the business world, and you titled your book, Your Book is Your Business Card. So tell us about this.

[15:44] Two things, Kevin, I experienced it myself. I began writing the book many, many years ago. I started the story as I was working for Zig after college. Didn’t work many years, I quit for more money and I switched in sales. This is the true story. While working in sales, I always felt like writing a book. I wanted to share my story for my kids, for my family. I didn’t realize that until I had the book in my hand and it got published. And Zig told me that you cannot help others without sharing your story. And that point hit me, and I realized that I do have a story that can help others.

[17:43] Your tagline actually in the book says, “The ultimate guide to writing, publishing, and marketing your own book to build your business.” What jumps out to me is you are not promoting, “Write a book as a business focus,” and I’m sure this is intentional.

[18:10] It is, because just like anything else, marketing, the intentional marketing, is to attract more people to your business. And this book is essentially about this. It is the same exact concept. You are giving great concepts in hopes of getting back. So, there is a big difference in business-card books. The whole writing a book was not my only intention to help others. So it is also, if you really wanna make a difference, if you really wanna help people, if you really wanna share with other people, it is your story that will do that.

[19:24] You keep mentioning “story, story,” and it keeps coming back, I think I’ve got a pretty interesting story to share, but there are some people who maybe don’t have the robust life. They can’t see the story in that. Just help us out.

[20:00] I love that. This is the kind of exercise we do that “I may think that I have the story, but mine is boring and people can get hung up.” That’s the story, but what story can you offer to someone else that can make an impact personally or professionally? Think about that. A book is for readers, not for authors, although the benefit comes back to the author. The point is, what can you teach us from your story? Here is the key. Your experiences are everything you experience in your life, whether it is good or bad.

[24:43] On the aspect of business and story, maybe this question is too technical, but if I am thinking about my story, if I am thinking about what the topic of my book will be, what will be the ratio of, you know, this much should be personal or this much should be of business aspects?

[27:28]  Coming from the perspective of readers, the reader doesn’t care about who you are as much as they care about what they can learn from you. So, definitely, it can be what you teach them personally that they can benefit from. However, Zig is the perfect example. We learn from story-telling. The reason story-telling is so effective is it makes you more real. And the other thing is that your story doesn’t need to be about you. It can be of others, too..  

[33:30] So, many people will think that I am not a good writer. And this is interesting. In a lot of ways I get paid by my vocational pursuits, my business pursuits. In that way, I am a proud writer, but I am not a story-teller. I am highly aware of that and struggle with that. There even are different types of writing. Please explain this.

[34:20] I am one of them. Honestly, Kevin, I am not a great writer. I have some great stories and the desire to help people. That’s all we need to be an author. And there is a reason why we have editors. It’s their job to make your writing sound right. But no editor will ever know your story. Your book and everything you want to share with people you already know. No one else can get it out for you. They don’t necessarily have to be good writers. They only need to have a story.

[37:26] To some logistics of writing…I love to write. I would nearly be happy not speaking at all, but communicating via the written word! My wife is the opposite; she would rather speak everything. To that end, some people are visual rather than auditory. I had a client a year back who wrote his book using Dragon – a naturally-speaking dictation device – and having someone edit. Others go even further with a “ghost writer.”

[38:45] You say the number one question you get from potential authors is “Where do I start?” And you take people into a formula you’ve developed. You’re a fan of mind-mapping, so how do you use this in book writing?

[39:10] To find your topic, to get the pinpoint, like from where do I start, that’s the passion and experience exercise. And that will get you there. The mind mapping comes after  you decide what you are going to talk about. It is a very powerful tool. And that is what we use to get the story out of others’ heads And the key is that it is already in there. When people get hung up, it is just circling around your head and trying to put it in a logical order. So mind mapping helps get that thing out of your head logically, and then we take that and build in the order.

[40:48] You mentioned earlier about credibility of a book, often just having a book you can hold up that is bound and exists is half the battle, half the benefit, even if the content is not rocket science. In that similar way, is it relevant for some people to not even worry about a lot of sales? They literally just want to use a book as, in essence, a business card?To give them credibility and opportunity? And forget about many sales?

[41:48] Yes, I have three rules for that. Third, do not write a book to make money through sales, because it is irrelevant. If you are writing your book for your business, then think of it as a business card. You are not selling your business card; you are not selling your brochures. But it has a purpose to bring people back to you.

[43:36] In this aspect, we are doing it as a point of credibility and opportunity and building our business. We talked about it, and you have a section about media needing authors. I know most people think getting media attention is super hard.

 [44:30] Media desperately needs you. So think about what is that media need. They need experts, people that do talk shows, who are credible. Now, who is credible in their eyes is somebody who is published. So, in their eyes, in order to get on the shows you need to prove yourself credible. And a book will automatically do that.

[49:40] You mentioned a minute ago that you were struggling with your own comparison with Zig, and then realized that somebody may not pick up his book, somebody may not connect well. Who is that person you are going to write to? Who is the target market?

[51:16] I am very visual. For example, when I was writing my second book, it was totally for working moms, because that was my world. And I visualized somebody coming to my office, some working mom, and I feel like, ok, I will tell her everything, like how to stop juggling and get more done in less time, and that’s how I am going to do that. I think no matter what the book is about, you have to come to that perspective. And if you have the passion about the topic, you will have the help for people.

[52:28] I want to wrap up with that question. We have a big audience out there, a lot of people who are in business for themselves, a product or service or a message even that they care about. I am betting that you have the example of somebody who is unlikely to write a book. Is that value for them?

[55:05] It doesn’t matter what the business is. And, in fact, sometimes an industry is not saturated with authors. You have enormous opportunity. Think of your book as the one way to get into competition.

[56:01] Well, friends, go to michelleprince.com and you will find everything. If you want to go to a three-day “Book Bound” workshop, the next one is January 26-28, 2018, in Captiva Island, FL.  You can read more about it at https://www.BookBoundByTheSea.com. Thank you, Michelle, for sharing your thoughts, your expertise, with us. Thank you so much for being with us today.