Creating "Ah, ha's" when writing

Upload Publishing Experience

“Upload a lifetime of experience in a single moment”

by Jason C. Steinle

“Interestingly, the second most common comment I get is, ‘I don’t read books, but I read yours non-stop, straight through.’”
Michael Gerber

Ever wonder why some books run off the self, where as others slump into hibernation? Take The E-Myth Revisited by Michael Gerber, it’s wearing marathon shoes. Originally published as The E-Myth in 1986 and then as The E-Myth Revisited the book has sold over 2 million copies and continues to make the business best-seller lists. In fact, the August BusinessWeek Long-Run Best Seller List ranks The E-Myth Revisited as #6.

During a recent interview I asked Michael why The E-Myth Revisited continues to sell and spread by word of mouth. “I think it resides in what people say to me who have read my book,” Michael told me. “They say, Michael you saw me. You’re talking about me.”

“You see as business owners, people are working their tails off--12 hours a day/ 7 days a week. They never seem to get it done,” Michael continued. “They never seem to solve the problems. And in one fell swoop I explain it to them in a way that is immediately available. They instantly get it and it’s liberating.”

As authors, whether we’re drafting our third book or writing our first pamphlet, we can all learn from Michael’s experience. When writing create “Ah, ha” moments where the reader pauses and thinks “this person is just like me.” He or she really understands me. Michael did it with The E-Myth Revisited. Business owners see themselves in his book and 2 million of them have responded with interest.

All Rights Reserved 2005 Nasoj Publications, LLC

Jason C. Steinle is the author of Upload Experience: Quarterlife Solutions for Teens and Twentysomethings. He is the host of The Steinle Show talk radio and television programs and director of Health and Harmony Chiropractic.

www.jasonsteinle.com

Personal vs. Professional Brand

Upload Business Experience



"Upload a lifetime of experience in a single moment..."

By Jason C. Steinle, DC


“Eric, I want you to meet Jason, my chiropractor,” was all that Heidi said at the dinner party.

Heidi didn’t say, “Jason specializes in posture correction.” or “Jason has helped me stay active.” No, all she said was “chiropractor” and yet for the next 45 minutes, Eric talked nonstop about his aches, pains and accidents.

Have you had similar experiences?

Like it or not, we’re branded. Chiropractic has a brand—back pain specialists, quacks, wellness doctors, etc... Just ask anyone and they have a story of what chiropractic is and isn’t. What it does and doesn’t do?

Beyond our professional brands as chiropractors, our individual offices have a brand. Your office may be known as the practice that specializes in gentle adjustments, athletes, women, nutrition, etc…

On a more personal level you and I have our own individual brands. We have brands such as caring, knowledgeable, disorganized, etc. Our personal brand is how people think and feel about us.

Because of the one-on-one nature of most chiropractic offices our personal brands become integral to our professional success. In other words, our professional success depends upon what our patients feel and think when we interact with them—from the first phone call to the scheduled adjustment on Monday.

Recently I asked a guest on my radio show--who is an executive at Yahoo! and a best-selling author--how we can build a good personal brand.

“A brand is a promise that you make,” he said. “On a personal level Tiger Wood’s delivers the brand promise “I will win”. Michael Jordan delivered a brand promise of joy, excellence, and being all that you can be. So, what you need to think about is when someone says, Jason—what promise has Jason made.”

He continued, “The way you measure it is by asking, ‘Would it put a smile on some bodies face to say, ‘Jason is here to see you.’ That’s your brand talking.”

“If the person goes, ‘Oh man! Do I have to talk to him?’ Jason’s got a bad brand. The promise is not exciting. “

But if someone says, ‘Jason’s on the phone.’ and I say, ‘All right man! Put him on right now!’

What’s happening is I heard ‘Jason,’ and a little trigger went off inside of my head, not much different than ‘Coke is refreshing’ that said “I like Jason. I want to talk to Jason. He’s a fun guy to talk too.” Whatever that brand attribute is, it happens that fast in our mind,”

What is your personal brand? What is it people feel and think when they hear your name? This next week take a moment to ask patients, family and your staff the following question. “If I were to die today what words would you use to describe me?

By asking that question and listening to the responses you will get a clearer sense of how others perceive you. Remember, no national chiropractic campaign or local advertising can offset the experience people have of chiropractic once they are in your office. You are chiropractic to them. If you want to improve chiropractic’s brand and improve your professional success, improve your personal brand.

All Rights Reserved 2005

Jason C. Steinle, DC is the director of Health and Harmony Chiropractic and Wellness Center in Evergreen, CO. He is the host of The Steinle Show talk radio and television programs, and author of Upload Experience: Quarterlife Solutions for Teens and Twentysomethings. Jason can be contacted online at www.jasonsteinle.com and www.uploadexperience.com