Lisa Apolinski, CMC is an international speaker, digital strategist, and author. As CEO of 3 Dog Write, a Gilbert, AZ company she founded in 2012, she works with business leaders who want to accelerate revenue and take market share using digital growth strategies.
She has been featured on Forbes.com on multiple occasions for her expertise on digital marketing growth strategies. Because of her work with companies to help them develop and share their digital messaging, she has been dubbed “America’s Digital Content Futurist”. Her latest book, Persuade With A Digital Content Story, was named one of the top content marketing books in the world to read in 2021.
Tell us a little bit about your background and how you ended up writing a book?
I have been in marketing for nearly 25 years, working for several Fortune 500 companies in a variety of industries. One thing I discovered in these positions was that many of the digital marketing strategy struggles are common, regardless of industry or company size. Many Fortune 500 companies have similar roadblocks. The most common one is how do I get customers to read my digital content and how can I create content that cuts through the digital noise.
My first book, Weathering The Digital Storm, was published in 2019, and I had no aspirations to write a book (yet I am now finishing my third book). The year was 2018 and the place, Oceanside, California. I had finished reading a fantastic consulting book co-authored by Henry DeVries. Henry had provided contact information and his office address in Oceanside. I was going to be in Oceanside for a few weeks, so I called him and set up a breakfast meeting.
What was supposed to be a 45-minute breakfast turned into a 3-hour conversation. Henry runs a publishing company called Indie Books International. When we started discussing marketing, he commented that I needed to write a book. Of course, I immediately dismissed the idea, but Henry was insistent. After several more discussions, the book was outlined and the writing began. I am not sure how the conversation turned to me saying yes to writing a book, but it was the best reversal decision I have made to date.
What do you hope your readers take away from this book?
I have written this book so that businesses can never again publish random acts of content. By being strategic and purposeful with digital content, organizations are able to tap into the power of digital content. Many may think content is dead, and that is because there is so much subpar content floating around the digital universe. Great digital content can still be created, and with the 6 Step Digital Content Story Formula, organizations can master the art of storytelling in every facet of their digital engagement.
What were the top three mistakes you made publishing your book what did you learn from them?
- The first mistake that I made was believing that I did not have a book within me to write. Getting over the initial inertia of saying yes to writing a book and the resistance to writing a book took up valuable time to getting my first book written and published. Everyone has a story to tell and everyone has a book in them waiting to be written.
- The second mistake I made was wanting my book to be “perfect”. As a professional writer, I had it drilled in my head that when you write, you go back and rewrite and rewrite again. If I had been allowed to do that with my first book, I would still be rewriting chapter 1. I was fortunate that, with Henry DeVries’ guidance, I wrote one chapter a week and then handed it over with no rewriting at that time. That kept the book writing process moving.
- My last mistake was the testimonial request phase. In my first time asking for testimonials, I was a bit timid in my requests and didn’t recognize that my book was worth reading. I had to send out second requests to those individuals and truly sell my book. For my second book, I talked to the people who would provide testimonials in advance and got them excited to read my book. We are our own worst critics and that can affect how we approach testimonials. I had to get out of my own way.
Can you share a snippet that isn’t in the blurb or excerpt?
In our work, clients often object to being cast as the mentor instead of the hero. “What we did should be defined as heroic – we saved that client,” they say.
“So,” we ask them, “if you cast yourself as the hero, what role does your client automatically take on as the opposite?”
What have been your biggest challenges and how did you overcome them?
After getting over my resistance to writing a book, I have had a couple of interesting challenges. First, I started to come up with new ideas for future books (I think I am up to six or seven book ideas now). The challenge is to pull out the book ideas that are relevant today and will be relevant tomorrow. Not every book idea is gold.
What has been even more of a challenge is to hone my book idea into something that is more manageable, for both myself and my readers, and provides applicable advice and tips that a reader can use immediately. One of my frustrations with some business books is there seems to be a great deal of hypothetical advice and less clear tips and strategies.
Every book I write shares clear advice on how to overcome the obstacle that is identified in the book. Business owners do not have time to waste trying to figure out what the strategy or tip is. Being direct can be the best thing a writer can do for the reader.
What is the one thing you wish you knew before publishing your book?
I had been under the impression that a book had to be almost written in your head before you start the writing process. Having a clear outline of how the book will unfold is paramount, but thoughts and formulations will come up as the writing begins. There is a balance between the preparation and the writing process and they can oftentimes be in motion simultaneously.
Can you share some of the marketing techniques that have worked for you when promoting your book?
The book is your marketing tool and should be promoted early and often. I look at my books as my tools to increase work for my agency and to help with requests for keynote speeches. I will mail books to prospects to highlight what my agency can provide. Having a book also helps to increase your credibility in the field in which you are an expert.
And the focus should not just be on you promoting your book, but also what others say about your book. Provide a discount on the book when it first comes out to ask for real reviews on Amazon. Set up a Google alert for your name and the book title so that you can see who else has mentioned your book (or ranked it, which happened with my book). Add the book cover onto your LinkedIn profile and add the book in your bio. When in doubt, share, share, share.
I have also used a publicist (Russell Trahan at PR/PR Public Relations) to promote both my book and my agency. He has helped me get podcast placements and interviews to discuss my book.
What’s a productivity tip you swear by?
I always map out my work week on Sunday and have two to three items that I have prioritized each day to complete, whether that is business development, sending my book out, or completing a business assignment. My goal in the morning is to complete the “must do” items. I also have two or three additional “try to complete” items that are not as time-sensitive. When I am able to complete my tasks for the day, I have a real sense of accomplishment and it encourages me to stay productive.
What helps you stay driven and motivated to finish writing your book?
- I mentioned a few things that bear repeating. First, I work on an outline of my book – how will I move a reader through the book, and how does each chapter take my readers along that path.
- The second thing I do is to write one chapter per week. If you are developing a 10 – 12 chapter book, then you will have written a first full draft within 3 months. By breaking down the writing into smaller segments of one chapter/week, you can focus on just completing the chapter for the week.
- The last thing that I believe helps get a book completed is to keep moving through the chapters. Write a chapter, and then move onto the next one. Your publisher will have a team of editors that will go through the book with a fresh set of eyes and redline your manuscript until it is bloody, so don’t get caught up in trying to make chapter 1 perfect (because they will find something wrong with it anyway).
What’s your best piece of advice for aspiring and new authors?
Have a conversation with a publisher first and foremost. There is no reason you need to be moving through this process completely alone. Publishers know how to get a book out of an author and make the process less daunting. Even if you end up self-publishing the information you get from that conversation will be priceless.
How do you personally overcome fear?
Fear is our anxiety over future events that may or may not come to pass. What I have noticed of people who are courageous is that they recognize the fear and they move into action anyway. Fear can make us feel powerless, but when I take even a single action, I am dictating the outcome and not leaving it to chance. Every time I have any thoughts of fear or anxiety, I look at how I can take an action to alter the outcome. The action may not always work but it does move me closer to a positive conclusion.
How can readers get in touch with you?
Readers can get in touch with me by sending me an email at lisa@3dogwrite.com. They can also follow me on Twitter (@LisaAblogger) and they can visit my website (3dogwrite.com). I would also ask for readers to subscribe to my agency’s YouTube channel.
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