| It's crucial to ask one or two basic questions before | | | | reader in Tacoma, Washington. |
| you write and publish your book or engage in a lot of | | | | I believe quite strongly that you can waste a lot of |
| platform-building activity, | | | | time following the crowd into the blog-bog, a trendy |
| What do you consider SUCCESS? | | | | way of building a platform, and it will only get you |
| For example, I was just offered a contract from a | | | | stuck servicing the blog and non-paying readers. |
| prestigious publisher that I turned down. I'm certain | | | | When does all of this Internet activity become |
| 99% of other authors would have grabbed it. This | | | | monetized? When is the payoff, and is it worth all of |
| isn't the first time I have declined, and it won't be my | | | | the effort? |
| last. | | | | As authors, I believe we are conning ourselves into |
| I wasn't offered this deal because I have a platform. | | | | what is called The Secondary Gain Trap: Pursuing "A" |
| It resulted from pitching a unique topic that has wide | | | | when we're really hoping for "B." |
| appeal. The publisher tested the topic, and confirmed | | | | Let's ask the most fundamental question: Exactly |
| it is a winner. | | | | why must you publish a book? |
| To me, success isn't building a platform, getting a | | | | (Fame? Money? Prestige?) |
| contract, or seeing yet another title in print. It is | | | | And if you do publish, will this really satisfy that |
| investing my time wisely in publications that will pay | | | | need? |
| off in several ways: large advances, serious royalties, | | | | Before you invest another atom of energy |
| and most important in "futurity." | | | | promoting yourself or your book, address the |
| In my case futurity means bringing me consulting and | | | | questions I have raised, and it will help you to set |
| training clients. Example: I can trace more than a | | | | meaningful priorities while focusing on activity that |
| million dollars of consulting business to one book | | | | really produces the results you need. |