Some coaches, speakers, and authors give away everything. As a result, they cheapen their brand; they burn out too. Others never give away anything. They come off as greedy and stingy; they repel people too.

FREE is a tool.

It can catapult or cannibalize your business. The difference depends upon how you use it.

So what’s the balance?

Are there guidelines for using FREE effectively?

In today’s podcast episode I share a proven strategy to help speakers, coaches, and authors level up. (Listen to this episode via itunes, audioboom, or stitcher)

 

Using FREE Too Much

Many authors, coaches, and speakers struggle charging money for their products and services. Maybe they don’t believe in themselves? Maybe they worry about others rejecting their prices? Regardless, giving everything away will put you out of business quickly.

Even if you could afford not charging for anything, your customers would soon devalue your products and services. An ancient saying goes:

“Where your treasure is, so is your heart.”

In other words, if you don’t invest any money, you’ll probably never invest your heart either. Commitment follows cash. (Tweet This)

Think about your own life. Have you ever failed to read a FREE book, attend a FREE webinar, or show up at a FREE event? If so, you’re not alone. When something is always FREE then it’s not usually taken seriously.

Using FREE Too Little

But never using FREE is a mistake too. If you never use FREE then the barrier of entry is often too high. Some people will never sample your products or services. Brands and businesses know this.

iTunes let’s your sample a song via an excerpt.

Amazon let’s you sample a book via look inside feature.

Producers let you sample movie via a preview.

FREE works when it’s used the right way.

My wife (Kelly) and I now love Nature Box. They give away their products to first time customers. We found a link like this and got $20 in healthy snacks. Not only was the food FREE, it was also painless process. Although I normally wouldn’t order snacks online, since it was FREE Kelly gave it a try.

To this day, we’re Nature Box fans. The dried peaches are my favorite and I now anticipate their arrival on our doorstep. (Go ahead and give them a try by clicking on the pic below. It’s FREE.)

Using FREE Just Right

I’ve found that free done well answers these four questions:

F: Filter = Who should I invest in?

R: Repurpose = Where can I repurpose this content?

E: Expand = Will this expand my influence?

E: Engage = What is their next step to go deeper?

If you’re a speaker, author, or coach you can use FREE just the right amount. I’ve helped hundreds of thought leaders catapult their business by using FREE the correct way. Here are a few examples:

Speakers can use FREE…

I’ve seen speakers use FREE effectively by creating a speaker’s reel.

Potential customers can view past appearances via a one minute highlight video.

Also consider including a TV excerpt or audio sample from a podcast.

I do a FREE monthly event called the Igniting Souls Fellowship. (Check out our next one. It’s FREE.)

Coaches can use FREE…

Many coaches have success by offering a FREE complimentary coaching session.

This FREE coaching session could be face-to-face or virtual via skype or Zoom.

Consider doing a 3 session FREE mastermind. This is group coaching.

I like the combo of speaking FREE and then offering a coaching package at the end.

Authors can use FREE…

Most authors already use FREE on Amazon with the Look Inside Feature.

Consider doing a FREE KDP Select campaign for your Kindle. (There are pros and cons.)

Use an excerpt from your book in an article or blog post.

Do an audiobook. It’s the hottest publishing platform. Plus people can get a FREE sample.

I have something FREE for you

On October 9, 2014 I woke up in the middle of the night with an idea. I wanted to write a story that would help us see the power of our dreams and the obstacles that often prevent us from achieving them. That book—Elixir Project—took more than 2 years to research and write.

 

(Listen to this episode via itunes, audioboom, or stitcher)

We don’t get what we want, we get who we are.

If we want to attract excellent clients then we must strive for excellence ourselves. After all, we can’t lead others where we haven’t led ourselves.

In this episode I share how attracting excellent clients comes down to one word: GIVE.

G = Generosity
I = Initiative
V = Victor
E = Enthusiasm

Enjoy your gift for a limited time. 

In the second half of this episode I also give a gift, as much as I am legally allowed to give away. Just listen and you’ll see what I mean.

———–

To download the entire gift for FREE use this link:
https://bit.ly/2gBpQIE

And then select the Elixir Project Audiobook:
https://amzn.to/2gDHIlX

OR if you’re already an audible member, for a limited time the complete audiobook is $1.99 here:
https://adbl.co/2mtylYx

(Listen to this episode via itunes, audioboom, or stitcher)

The Problem with Outliers

Too many times we pay attention to obscure examples of success.

We obsess about the exceptions, the outliers, and the one-offs.

But patterning yourself after these people is a recipe for regret. If you want to tilt the odds in your favor pay attention to these 10 Trends instead.

The best part is anyone can do them. Ironically, that’s also the problem. Because they’re available to any of us at anytime, these 10 Trends are underrated. As a result, hardly anyone implements them—except these Rockstars. They found a way…and now you can too.

 

The Solution with Rockstars

1. Brian Wagner = Relentless Serving

2. Laura Harris = Pure Courage

3. Shanda Heilman = Unwavering Resourcefulness

4. Laura Diehl = Authentic Compassion

5. Chris McClure / Mark Williams = Imperfect Action

6. Renee Vidor = Savvy Integration

7. Pat Gano / Erica Foster = Generational Collaboration

8. Jim Akers = Systematic Storytelling

9. Stuart Lamont = Methodical Preparation

10. Merrilyn Hughes = Committed Victor

Each of these Rockstars are part of the Igniting Souls Tribe. This unhackable community is comprised of our clients. One recent member said this about the Tribe:

I just wanted to take a minute and share with everyone how unique I have found this tribe to be. I am a part of six groups…three are free and three I pay between $20 and $30 per month to participate. Some of the groups have more members than Igniting Souls, but they all fail miserably in the area of support and interaction.

 

“I’m going to build my platform before I become an author.”
“Just like all those other big-time authors, I need a bigger following first.”
“I don’t have enough fans to publish now.”

These statements might sound wise or even prudent, right?
And you might have said them or heard other people say them.
But these aren’t justifications for delaying your dream of becoming an author.

It’s time to label them for what they truly are.

EXCUSES!

Stop comparing. Start creating. 
We need you and your message.

 

As an author of 7 books—spanning the past 13 years—and as a coach to over 300 authors I’ve gotten pretty good at smelling fear. The truth is I used to believe these same lies. When I first started, before I saw my writing dreams come true, I was scared and stuck. I didn’t know whom to trust or what to believe.

An author named Max took a couple hours and invested in me way back in 1998. He helped me believe that I could one day become an author.

Seems like many aspiring authors can relate to feeling stuck. They cling to the soundbites above so they can rationalize their tendency to procrastinate. Besides, they’ve heard that unless you have a big platform they don’t have a chance in the marketplace. Focusing on getting a bigger platform gives them the illusion that they’re being productive.

The truth is it’s a delightful distraction that keeps you from making your dream come true. 

In this post we’ll separate fact from fiction. We’ll unpack the real issues one at a time. Then you can decide for yourself if you need a bigger following before you write your book.

What is a platform?

While platform is a buzzword that strikes fear into would-be authors, the truth is many people toss around the word without having an accurate definition.

Platform is the ability for you and your message to be seen and heard. 

In the old days, people would stand on “soapboxes” and communicate their message. These raised platforms were often wooden crates originally used for shipment of soap or other dry goods from a manufacturer to a retail store. “Soapboxes” functioned as inexpensive and portable temporary platforms for street corner speakers attempting to be seen and heard at improvised outdoor meetings. Today our platforms are more sophisticated.

How big should your platform be?

I get this questions all the time.

Hey Kary, I don’t have a big platform. I don’t have a big following. Should I still write a book or should I focus on building my platform first?

The answer is start NOW…wherever you are!

You’ll be building your platform for the rest of your life. It’s true for everybody. Look at the biggest celebrities. Did you know the Pope has a twitter account? And Oprah Winfrey and her team are trying to increase her reach every single day. She is focused on getting more listeners, viewers, and touching more people around the world. Why? Because there are more people around the world who do not know about her.

The Pope and Oprah are still focused on building their platforms. Therefore, you and I will be building ours for quite a while too.

If you wait until your platform is “big enough” or until you have “enough followers” before you publish then you will be waiting for the rest of your life. It’s just another excuse.

How do I know this?

Because way back when in 2004, when I published my first book, I didn’t have a platform. But I wrote it anyway. And then guess what happened?

I gained readers. Then I wrote another book and got more readers and more media gigs. And then a few years later, I published again and then again. The point is I got started.

You have a dream inside you for a reason. Don’t let your story die inside you. If you do you’ll regret it. I meet people all the time who are full of regrets.

3 Ways to get a Bigger Platform

Don’t think I’m against platforms. They certainly help you spread your message by getting you seen and heard. But from the beginning, my strategy has always been both/and NOT either/or.

The most successful authors do BOTH. They write their books AND increase their platforms.

Also, don’t think getting a bigger platform is a one size fits all. There are 3 ways to get a bigger platform. Intuitive authors know this and use it to their advantage.

1. You can BUY a Platform

Investing money to increase your platform is usually classified as Interruption Marketing. According to Seth Godin, interruption marketing is communicating messages that interrupt customers while they are doing something of their preference.

Examples include advertisements on television, radio, or social media. Most businesses prefer interruption marketing because it’s faster, easier, and cheaper. Here are a few examples:

Purchasing email lists
Spamming (illegal)
Running ads
Placing flyers on windshields
Delivering free community papers to your door

Unfortunately, this type of marketing doesn’t work in the long run. For starters, think of the internet as one big, noisy room. Over time people naturally tune out these interruptions. Secondly, it requires more and more money to get people’s attention. Consider this year’s Super Bowl. According to Forbes, the cost of a 30-second spot is a whopping $5 million dollars, the equivalent of $166,667 per second.

2. You can BUILD a Platform

Building a platform is effective, it just takes a very long time. I should know. My first book released in 2004 and I’ve been building my platform ever since. Examples of building a platform are:

Writing a blog
Launching a podcast
Shooting a video

When you build your platform you’re usually engaging in permission marketing versus interruption marketing. Notice the difference, also explained by Seth Godin:

Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. Real permission is different from presumed or legalistic permission. Just because you somehow get my email address doesn’t mean you have permission. Because I don’t complain doesn’t mean you have permission. Just because it’s in the fine print of your privacy policy doesn’t mean it’s permission either. Real permission works like this: if you stop showing up, people complain, they ask where you went.

3. You can BORROW a Platform

There is a much faster and effective way to getting a bigger platform. It’s not a result of buying or building. I increased my platform exponentially by BORROWING other people’s platforms.

Borrowing someone else’s platform means that they invite you on their stage. They extend their trust to you and promote you and your message. Over the years I’ve:

Stood on other people’s stages
Spoken on other people’s podcasts
Talked on other people’s TV stations
Written on other people’s blogs
Shared on other people’s radio stations

If I waited to get a big enough platform before I wrote any of my 7 books I would have been waiting forever. Thankfully I didn’t.

I wouldn’t have been able to buy or build a platform fast enough. Instead, I wrote my books AND borrowed other people’s platforms. Don’t get me wrong. Buying and building aren’t bad. However, they have limitations.

Buying a platform often costs a bunch of money.
Building a platform often takes a bunch of time.
Borrowing a platform doesn’t require time or money.

Over the past 13 years I’ve discovered how to have other people invite you onto their platform. Here are just a few examples.

 

I Want to Help you Like I Helped Them

I love to help aspiring authors. Over the years I’ve helped hundreds write, publish, and market their books. They all began just like me…scared and stuck. They didn’t know whom to trust or what to believe.

They clung to the soundbites floating around so they could rationalize their tendency to procrastinate. They heard that unless they had a big platform they didn’t have a chance in the marketplace. Today these people are authors. Here’s a picture of just a small amount of authors I’ve helped. They’re each holding their book. Many have gone on to do amazing things. They’ve spoken all over the world and helped many people. They’ve also increased their influence, impact, and income. (I’m the bald guy with a girl’s name in the middle.)

 

One aspiring author named Dalia asked me to help her get in front of a particular celebrity with 2 million followers. I shared my process with her and within days she was featured on this actress’ instagram account.

 

 

Enjoy my Free Author Training

I’ll never forget how Max invested a couple hours in me. To this day I still have his letter way back from 1998. He changed my life by believing in me. His encouragement convinced me that one day I could become a full-time writer. (See a picture of that letter below.)

As a result, I want to pass on what Max did for me and help you overcome your obstacles and help you achieve your dreams. I have a FREE training that has helped over 50,000 authors. There is nothing to buy in this FREE training. I give you nearly ninety minutes of solid content.

Since I believe in practicing 100% integrity, I’ll tell you up front that at the end of that training if you want more from me, there is a simple form where you can request more information. My FREE training even comes with a helpful interactive guidebook to help you on your author journey. I know you’ll enjoy it.

Most importantly…just get started. Stop delaying your dream and remember…I believe in you. 

Please comment below and let me know a little bit about yourself. What do you want to write about?

 

(Listen to this episode via itunes, audioboom, or stitcher.)

Are you ready to sell your first online product or program?

Using our latest Elixir Project Experience launch, I share the backstory behind all of our Transformation Invitations (sales pages). Integrating these 6 tips will make yours a much smoother experience:

1. Pain
2. Proof
3. Picture
4. Process
5. People
6. Purchase

(Listen to this episode via itunes, audioboom, or stitcher.)

(Listen via itunes, audioboom, or stitcher.)

Audiobooks are on the rise

Unless you’ve been hiding under a rock, you’ve probably heard of audiobooks. Maybe you’re even one of the millions of people who use an audiobook subscription service? Places like Audible are getting smarter. They remove all the risk by giving you a 30 day free trial with audiobooks included.

 

The “Try Audible and Get Two Free Audiobooks“ offer got me started on audiobooks a few years ago. Now I’m hooked!

Like many people, I found my margin for reading getting smaller and smaller. Yet, I also realized I had unencumbered time when I was driving, running, and doing errands. Rather than wasting this time, I popped in my bluetooth earpiece (when driving) OR wore some inexpensive headphones (when running). {There are hundreds of options for both, including the pair I use for driving and running.}

Business guru Brian Tracy reveals what’s possible in our daily “drive time.” He says:

The average person drives 12,000 to 25,000 miles per year which works out to between 500 and 1,000 hours per year that the average person spends in his or her car. You can become an expert in your field by simply listening to educational audio programs as you drive from place to place.

 

After a short amount of time, I found myself working out my brain and my body simultaneously. Since then, I’ve consumed many quality books and kept my edge physically, emotionally, and professionally—even as a husband and father of three little ones.

I’m not alone. Audiobook downloads have doubled in the past 5 years.

 

3 Reasons why audiobooks are exploding

In episode 96, I share several reasons why audiobooks are quickly becoming the preferred medium (listen via itunes, audioboom, or stitcher).

1. Audiobook players (a.k.a. smart phones) are always within our grasp.
2. Audiobooks create an entirely different experience. (The spoken word adds a new dynamic.)
3. Audiobooks allow us to do two things at once (1 cognitive and 1 non-cognitive).

Heather Masters, the narrator of Elixir Project, joins me on the Igniting Souls Podcast.

We reveal key business principles like:

• How to attract top level talent to work with you and for you.
• Why your first email to top talent says everything about you.
• How vision-casting is essential to drawing out the best in your teammates.
• Why you should treat the people you hire as your clients.

Enjoy episode 96 and click HERE to  Try Audible and Get Two Free Audiobooks. Who knows? Elixir Project might be one of two you choose.

(Listen via itunes, audioboom, stitcher, or click on the pic below.)
There comes a time when the stakes are so high that you need to lay it all on the line.
This is that time. And this is that episode.

Are you with me?

• P = Party
• O = Order
• G = Group

(Listen via itunes, audioboom, stitcher, or click on the pic below.)

Your book needs a party

If you’re going to launch a book effectively then you need to tie it to an event. As a seasoned author I coach all my clients to consider having a birthday party for their book. In this episode I teach you how to create a killer book release party. I share 6 essential ingredients you can’t overlook.

Forget theory, I give you a front row seat as I unpack the who, what, when, where, why, and how of an effective book release party.

Click HERE to see the page, or scroll below. And don’t forget to check out the behind the scenes podcast.

 

 

 

Who:

You are the guest of honor. We’ll also have readers, leaders, coaches, authors, entrepreneurs, and everyone else in between. If you’re interested then we want you there. ELIXIR Project is a near-future fiction thriller with elements that mirror where our world is headed.  

What:

The world’s largest book release party. It’s called a global release and it’s live streaming worldwide. Expect 90 minutes of pure engagement. We’ll mix up the components and add tons of flavor to the experience. Want a sneak peek? Think film, giveaways, Q and A, interview, entertainment, mini “TED talk,” and much more.

 

 

Prize Pool

 

 

GRAND PRIZE
PUBLISHING DEAL = $5000 Value

 

 

As Your Coach Kary Will Help You
Write, Publish, and Market Your Book
(Must Apply Here to Qualify for the Grand Prize)

 

 

 

 

 

Elixir Project Experience = $597 Value
30 Day to Experiencing Unhackability in Work & Life

 

 

 

 

Igniting Souls Conference = $497 Value
Community | Content | Conversation

 

 

 

 

 

Your Secret Name 5 Week Journey = $297 Value
IDENTITY: Discover Who You Were Created to Be  

 

 

 

 

Dream Job Bootcamp = $297 Value
DIRECTION: Turn your Passion into a Full-time Gig

 

 

 

 

Deeper Path Coaching Cohort = $297 Value
PURPOSE: Find your Way by Clarifying your Why

 

 

 

 

My Book Blueprint = $297 Value
Take your Book Idea to its Full Potential

When:

December 6th, from 7 PM – 8:30 PM Eastern (World Time Converter Here)

Where:   

Choose 1 of 3 ways to attend:

(1) In Lewis Center, Ohio 

Attend in person: Life Point, 7719 Graphics Way, Lewis Center, OH 43035 
(North of 270, right of 23, just north of Orange Rd. and South of Menard’s – Click Map Here) 

(2) At a satellite party location 

Attend in person via one of the live stream locations. 
(Click Map Here OR Register to Host Your Own)

(3) On your own electronic device 

Attend via your smart phone, tablet, computer, etc. 

Why:

FICTION

Elixir Project is near-future fiction thriller. Advance readers of all ages and demographics have loved it…even people who swear “they never read fiction.” Click on the pic to see the trailer or read the description below:

EVERYTHING CAN BE HACKED, EVEN THE TRUTH.
Will this fact set Sienna free or plunge her into an even bigger lie?

Sienna Lewis lives in a world constantly threatened by a hacktivist group known as SWARM. After SWARM executes its deadliest attack yet, Sienna and her three college friends learn they have been chosen for the ELIXIR Project—a master plan designed to overthrow SWARM—and participation is mandatory.

As she faces the deadly challenges of the Project, Sienna confronts layers of conspiracies that force her to question everyone she trusts and everything she believes about her friends, her parents’ untimely deaths, and herself—all while staying one step ahead of SWARM. In this fast-paced, near-future thriller, will love and loyalty have time to catch up with Sienna? Or will she crack under the pressure of a future already chosen for her?

FACT

Elixir Project can also be interpreted as a modern day metaphor. The book reveals how most of us are in danger of being hacked personally and professionally. Click on the pic to see more or read the description below:

 

Have you ever had an idea or dream? Have you ever started out excited, ready to implement your plan? What happened? Chances are you got sidelined somewhere along the way. Maybe you got distracted or lost focus. If you’ve experienced this, then you’re not alone. Just like phones and computers get hacked, people get hacked too. And unless you find a solution then you’re destined to repeat the same pattern and remain stuck and frustrated. Isn’t it time you discovered how to become unhackable?

What if….

• You had the power to create ideas and implement them effectively and effectively?
• You were able to architect your attention and invest in the things important to you?
• You knew how to find and utilize the needed resources to accomplish your dream?
• You understood how to exponentially increase your impact upon the world?
• You could organize your life around flow: where you feel your best and do your best?

What if you could experience unhackability on a daily basis?

How:

All you need to do is register. It’s simple and FREE. Once you do, your name will be automatically entered to win from the prize pool with prizes valued more than $6,000.

For every Elixir Project book you pre-order (any format, any online store) receive 10 more chances to win from the prize pool. Simply send your receipt to support@karyoberbrunner.com

For example: 1 Book = 10 chances,
10 books = 100 chances,
100 books = 1000 chances, etc.

SPECIAL BULK ORDER PACKAGES:

In addition to receiving 10 more chances to win from the prize pool for every book you purchase, with these special bulk orders below you get even more value. Check out these limited time packages:

 

For bulk orders please email support@karyoberbrunner.com with the subject line “bulk orders” and your “package of choice” BEFORE purchas

(Listen via itunes, audioboom, stitcher, or click on the pic below.)

In 2012, I bombed big time. I sat outside a big corporate office in our minivan, dressed up in a suit and tie. I had just tried pitching my first corporate client and I had made a fool of myself.

I held a big 3 inch thick binder full of someone else’s content. I talked way too much. I listened way too less. I stumbled and bumbled along with the worst presentation known to humankind.

On the verge of tears, I told myself all kinds of lies:

“I’m not cut out for this.”
“I’ll just stay stuck in my day job the rest of my life.”
“No one will ever hire me.”

I stood at the plate, taken the biggest swing of my life, and struck out big time. I felt hot and sweaty from embarrassment and I wanted to crawl under a rock for the rest of my life.

In this raw and candid episode I tell this story for the first time.

If you want to track my progress over the past 5 years, this was one of the lowest points. But then something changed. I made one major tweak and then literally overnight my results shifted. I began to super rocket my success as an author, coach, and speaker.

I think you’ll find encouragement in this episode as you realize you can make this one tweak too.

And if you want more on this topic, after listening to this episode, check out this special webinar. It’s only a limited time replay though and it expires November 7th.