Avoid
Paying to Speak
In the Manifesto's view, paying to be on a stage signals your quality is not yet at the level to be paid. Build toward paid engagements instead.
Content Ideas: The Skyline Strategy for Authors and Speakers
All consumed media educates, entertains, inspires, or connects. The Skyline Strategy asks for two pieces about your work for every one about your life. Here is one of each, for each purpose.
| Purpose | Brand Post | Personal Post |
|---|---|---|
| EducateTeach something useful. | One idea from the book in sixty seconds. | Where and when you write. |
| EntertainMake it enjoyable to follow you. | The chapter that was cut and why. | The worst writing advice you ever got. |
| InspireShow what is possible. | A reader's message that stopped you in your tracks. | Why you had to write this book. |
| ConnectGive people a reason to reply. | Host a reading or a discussion. | Ask readers which idea they applied first. |
Plan the ratio with the free Skyline Planner (opens in a new tab).
What to Avoid
Avoid
Exclusive Distribution
Staying exclusive to one retailer means your book can never be on a bookstore shelf. Choose omnipresence nearly every time.
Avoid
No Record of Past Appearances
Without a media kit and a list of appearances, every booking starts from zero.
Measure It First: The Identity Positioning™ Brand Audit
Twenty-five questions, about seven minutes, free. Choose Author / Speaker on the intake and the audit scores all five pillars, places you on The Hierarchy of Personal Branding, and returns the three moves that would raise your score most, each traced to the subchapter it comes from.
Frequently Asked Questions
How do authors build a personal brand?
By building themselves beside the book: a consistent presence under their own name, wide distribution, and appearances that compound into a track record.
How do speakers get more paid engagements?
Deliver, then let the delivery travel: post clips from every talk, keep a media kit and a list of appearances, and earn introductions from organizers.
Is self-publishing bad for an author's brand?
How you publish matters less than distribution and quality. A low-quality book is reviewed in public, so quality is the first requirement.
