I was asked by the printer of my second book,
Skin Care A to Z,
if I’d be willing to write an article for their newsletter about
why and how it can be beneficial to author a book. I love to write so I
set out to write my thoughts on the subject. Below is the article that,
although it’s not about how to take care of your skin, I think you may
find interesting nonetheless. With that said—Enjoy!
Over the years I have met numerous people who have a book in their head and a dream to “one day” write it and have it published. I was that person 15+ years ago. Now two publications later, I have to say that writing books has been a wonderful way to promote my business as well as myself as an expert in my profession. If you’re one of the many, consider writing and publishing a book in your given field. Here are some reasons why:
1. Writing a book can help people. Writing about what you know offers people the ability to learn from your years of experience. I’m in a personal service industry, and prior to my first book coming out I was basically helping one person at a time. Now through my books, I can help people who may not be able to come to my office, yet they are able to absorb the knowledge I am imparting through the written word.
2. Writing establishes you as an expert in your field. As I mentioned, many people want to write a book, but few actually do the work. Holding up a book you have written helps to elevate you as an expert in your field like no other. Become a trusted resource with a published book.
3. If you want to reach a wider audience, write a book. Perhaps you’re a coach, a consultant, you own a small business or are in the personal services arena. By writing even a short book, you can enlarge your area of influence. You’ll not only reach your target audience, but your book may spill over into an even wider group of new followers. Reaching a larger audience equals more credibility for you and can translate into more clients for your business.
4. Writing a book brings self-gratification. I love to write, so publishing books is a wonderful way for me to get information out to the public while giving me a huge amount of self-satisfaction. I love the entire process, from the initial outline to opening a newly printed book. Writing a book will give you the confidence to excel in your chosen field. There’s nothing better than accomplishing a long-standing goal.
5. Writing puts you in the media’s headlights. If you have a published book, you are more likely to be approached by the media for quotes and interviews. After all—you’re the expert! You have taken the time and trouble to write down what you know, and the media is always looking for new ideas or even a new angle on an old story. They need content, so provide it for them
.
6. Writing a book can and will drive traffic to your website. If you are looking for a great way to get people to your website, then get that book out into the world. Within the pages of any book you write, you have endless possibilities to promote yourself. With an
About the Author page you can add information to drive people to your website, other books you’ve written; the list goes on. However you want to promote yourself—include it in your book
.
7. Increase your revenue with the written word. Counter to what many people think, writing a book doesn’t necessarily make you a millionaire (unless you’re JK Rowling!). But having one or more products (books) out on the market can bring in extra revenue year after year. This is especially true if you write about an evergreen subject (something that doesn’t go out of style), then you can sell books forever.
8. A published book is the best business card ever. I think of my books as a marketing tool for my business. Yes, they are information books and have helped a lot of people. But they are also the best marketing tool I have at my fingertips. Put two experts side by side: One has written one or more books, the other has not. Who would you choose as your go-to expert? I would pick the author over the other expert every time. And so will your prospective clients.
9. You have a large knowledge base, why not write it down? I’m sure you’ve heard that it’s best (and perhaps easiest) to write about what you know—and it’s true. The subject you are well-versed in is the best one to write about. Even if you’re just an expert in your own mind, writing and publishing a book will establish you as an expert in everyone else’s minds too. When you write about what you know, you may find you have so much to say, the pages just write themselves!
10. Don’t be afraid to write a book! Perhaps you can come up with many reasons for
not writing a book, but my suggestion is to acknowledge the fear and publish anyway. Even if there are already 10 books on the subject you want to write about, you may have a different angle that hasn’t been explored or you have something entirely new to say about your subject matter. Write about the topic you know well and are passionate about, and don’t let fear be your guide.
Publish a book to establish yourself as an industry leader and an expert in your field. The rewards you will experience far outweigh any apprehension you may have about starting the process. So—
write! You’ll be so happy you (finally) did.
A special thank you to PUBLISHERS’ GRAPHICS for doing such a great job printing my 2nd book,
Skin Care A to Z. You do great work!
For more information, see:
Generally I don’t have anyone come in just for a consultation. I always encourage first timers to come in for a facial treatment. That way I can have at least an hour with their skin and that same amount of time to discuss my ideas on how best to take care of it. With that said, a thorough analysis of the skin is one of the first steps in my facial.
Samples are provided at the end of the treatment for new clients to
take home and learn about how the [Yonka] products can benefit their skin—without
any high-pressure sales pitch. By getting the facial that includes a detailed
consultation, you can see how the products and the information you
receive in the facial will help you achieve the results you are looking
for.
I like to say it’s never too late or too early to start taking care of
your skin. Obviously, until you are in your teens (going through
puberty), there really isn’t a need to be concerned about your skin. But
a teen with problem skin up to an adult with or without problems who
wants to get into a routine, yes—it’s
a good idea to start a program, which ideally includes regular facials.
On the other hand, if you are 30, 40, 50 or even older and have never
really taken care of your skin and want to start, it’s not too late! It
comes down to priorities. We do in life what is highest on our priority
list. Once skin care gets on someone’s list, that’s when I start seeing
that client.
8. A published book is the best business card ever. I think of my books as a marketing tool for my business. Yes, they are information books and have helped a lot of people. But they are also the best marketing tool I have at my fingertips. Put two experts side by side: One has written one or more books, the other has not. Who would you choose as your go-to expert? I would pick the author over the other expert every time. And so will your prospective clients. 
Animals have always been a part of my life, from a little girl longing for (and getting) her first kitten, to my current passion: helping rescued horses at Colorado Horse Rescue. Dogs, cats, goats, pigs, cows, horses—you name it I want to eventually rescue and love all kinds of 4-leggeds.
While at the world famous Spa at the Crescent, her talent as an aesthetician quickly became recognized. In 1986 and ’87 she received the distinction of “Best Facial in Dallas” by D Magazine and “Best Facial” by W Magazine.
Celebrities such as Kim Alexis, musician Lisa Loeb, and journalist
Robin Leach also discovered Ash’s talents as a skin care expert and many
celebrities have continued to seek her advice over the years.
In 2002 Carolyn moved to Chicago and opened a successful storefront
salon on Lincoln Avenue in Lincoln Park. Then in 2007 she moved to the
state she grew up in, Colorado, where she currently has a salon in the
wonderful front range town of Boulder. Since opening her salons, she has
built a clientele that includes people from all over the country. Based
on her experience with literally thousands of clients, she was inspired
to write about how to have and maintain healthy skin.
“We are all concerned about aging. But aging
is a natural process—one that we should embrace not run from.
Accepting this inevitable process, acknowledging your inner beauty, and
realizing that The Fountain of Youth is found within, is what aging gracefully is all about.”
RELAX. Simply breathe, get in touch with your body, and relax. Find things throughout the day that can help your body and mind relax. For me, sitting in a bubble bath is very relaxing. I can let the thoughts flow out of my head and into the hot, steamy water, giving my mind a rest for a little while. You may find reading a book brings you relaxation. I recommend uplifting, inspirational books, where you may find some pearls of wisdom that help you cope with the stress.
Be strong. Know that you truly can handle anything—you just may not want to have to. The adage that “we are not given more than we can handle” has probably been proven to you at some time in your life. Go to that place within yourself, that strong place, and look at your problem head on and know you can conquer anything.
Be kind to yourself. This is so important. Being kind to myself means letting go of the rules sometimes. It means not blaming or berating myself for the position I find myself in. It means being my own best friend. When you go to a friend for comfort, do they rake you over the coals for getting yourself into a pickle? No, a best friend will love and support you through thick and thin, without judgment, just understanding. I’m not suggesting enabling inappropriate behavior, but when someone is in the midst of a crisis, it is not the appropriate time to offer a critical analysis of the hows and whys; it’s a time to lend a hand and offer a shoulder to cry on. Be this friend for yourself. Be kind to yourself, it will help keep you on track.
