Know Your Reader with Julie Broad (Re-Air)

In this episode, you’ll also hear:

• How Julie went from being rejected by a major publisher to self-publishing her book anyway – and why that turned out much better for her in the end
• Why Julie says a book is better credentials than another degree
• Mistakes to avoid when writing nonfiction to keep your book from being boring
• How knowing your reader helps you create a successful marketing plan
• Different avenues you can take to publish your book, and considerations for each
• Julie’s advice for the writer who feels discouraged by rejections or lack of support

The Path to Book Publishing

Today, Julie Broad helps business leaders publish books that help grow their impact and influence – but that’s not the career path she intended to take at first. Instead, Julie started out as a real estate investor. And yet, even that business venture began with a book: Rich Dad Poor Dad by Robert T. Kiyosaki. 

“It’s funny how books have such a powerful impact on our lives,” Julie says now. After reading Kiyosaki’s book, Julie bought her first investment property. Eventually, that purchase led to a full-time career in real estate. It wasn’t an easy job, but as she gained more properties and people expressed interest in her story, Julie started building a platform on YouTube and through an email newsletter. 

Before she knew it, not only did she have a real estate training and education business, but she was also being approached by publishers about the possibility of writing a book. 

There was just one problem: the publisher Julie spoke to wasn’t interested in Julie’s book idea. They offered an idea of their own instead, and helped her develop a proposal, only to shut the whole project down months later because their marketing department decided her platform wasn’t strong enough to sell books. 

Julie was disappointed. But, after taking some time to process the rejection and with encouragement from her husband, Julie decided to write and self-publish the original book she’d suggested. 

“In many ways, I felt like self-publishing was giving up or that it wouldn’t be a real book,” she admits. “But in the end, I think it was the greatest thing that ever happened to me.”

Julie’s self-published real estate book made it to #1 on Amazon. On top of that, she kept full rights and all of her royalties, allowing her to make much more money from it that she would have under that traditional publishing house. Best of all, her book’s success led to an entirely new business venture, because other aspiring authors started coming to her for advice. 

“My love was in the books, not the real estate,” Julie realized. “Finally, I started Book Launchers, and I feel like everything I have done in my life has prepared me for this company and for what I'm doing right now.”

Furthermore, the experience taught Julie that writing a successful book can actually be a greater form of credentials even than earning a degree. Although Julie has an MBA in Real Estate and Finance, her efforts to raise capital for her investment business didn’t really take off until her book came out. “The MBA didn't raise money – the book did,” she says. 

Julie’s story is an important reminder for aspiring business owners. Simply having a degree doesn’t guarantee that you actually know what you are talking about, and that you are able to apply the information you were taught in school. Books, on the other hand, allow you to demonstrate what you know and prove your expertise – with minimal investment from your audience.

The Value of Assistance

Another important thing for aspiring authors to keep in mind is that your book is a representation of you and your business. And that means sometimes you need assistance in making it the best representation that it can be. As Julie says, “Just because you can do something all by yourself doesn’t mean you should.”

In