The Publishing Performance Show

Aurora Winter of SamePage Publishing - Turn Words Into Wealth: 7 Blueprints for Creating 7-Figure Income from Your Book

• Teddy Smith • Episode 93

Share episode

Use Left/Right to seek, Home/End to jump to start or end. Hold shift to jump forward or backward.

0:00 | 39:20

Aurora Winter is the founder of SamePage Publishing and author of "Turn Words into Wealth." With a background as a film and television executive producer and award-winning screenwriter, Aurora now helps entrepreneurs, experts, and business leaders leverage books to grow their businesses. Her "Spoken Author Method" helps clients create high-quality books faster by speaking their content, which is then polished by her team. Aurora focuses on strategic book creation that can generate a 10X return on investment through backend products, speaking opportunities, and premium client acquisition.


In this episode:

  • Seven blueprints for creating seven-figure income from your book
  • Using short books as lead magnets to test market demand
  • Building a business beyond just book sales
  • Developing a speaking career through strategic book positioning
  • Creating premium client funnels through targeted books
  • Importance of proper book testing before publication
  • Effective book launch strategies for maximum impact
  • Tips for becoming more charismatic as a speaker
  • The importance of ongoing business improvement
  • Benefits of independent publishing vs. traditional publishing


Resources mentioned:


Book Recommendations:



Connect with Aurora Winter:


Connect with Teddy Smith:




Support the show

Discover More with Our Curated Starter Packs: https://teddyagsmith.com/starter-packs/



[00:00:00] Teddy Smith: Hi everyone and welcome to the Publishing Performance Show. Today I'm delighted to be joined by Aurora Winter, who is the founder of Same Page Publishing. So thank you for joining the show, Aurora, 

[00:00:15] Aurora Winter: it's great to be on the show with you, Teddy, and my hope is to add so much value to the listeners that they can turn their words into wealth. 

[00:00:21] Teddy Smith: No problem. So that's your book. This is, I'm holding it up, but for people who are listening, I've got your book here, Turn Words Into Wealth and I've read through it. It's, it's awesome. It's really comprehensive guide into basically what you just said, turning words into wealth. so the beginning, going all the way from like writing your own first book and how you can turn that into a bit of a wider business. 

[00:00:38] So I, I loved it, I loved reading the book, so thank you for sending it over to me. 

[00:00:42] Aurora Winter: Oh, I'm glad that you liked it, Teddy. 

[00:00:44] Teddy Smith: Yeah. So what was, what was your background and what was the reason why you wrote this book in the first place? 

[00:00:49] Aurora Winter: My background is as a film and television executive producer, and I'm an award-winning screenwriter. 

[00:00:54] I've loved writing since I was nine, and the reason I wrote Turn words into wealth is because more and more my clients and friends were writing books, and then my heart was just torn up because time and time again, they would, they would drop the ball right at the finish line. They, on average, first time authors spent three and a half years writing their book. 

[00:01:16] Wow. But most people. Just kind of rush through the last stages, and it's like icing on a cake. But the icing on the cake and the like, the happy birthday and the, and the, the birthday candles, that really makes it, you know, if you want your book to be like a gift for the listener, and if you want the book to be a gift to your bank account. 

[00:01:36] So the things that most people forget to do is think about if your book is an appetizer. If your book is. Meeting somebody at a networking party, what's the next step? If your book is an appetizer, what's the full meal? How could you add more value? What's the next problem that they're going to have immediately after they've gotten all the value from your book, and how can you let them know about that? 

[00:02:01] In your book, so in the book, turn Words Into Wealth, there are seven different blueprints for creating seven figures. With your book. Don't get overly attached to seven figures. It could be eight figures, it could be nine figures, it could be five figures, it could be six figures, but 10 x whatever you are making now. 

[00:02:16] Yeah, by using your book effectively. 

[00:02:19] Teddy Smith: Perfect. And so what, so what are those blueprints? Let's go through them. So the first one you've got talking about attracting clients in the first place. So let's go through some of those blueprints. 

[00:02:27] Aurora Winter: Yeah. So let's go through some of those blueprints. Well, one of the blueprints, is actually in this book, a little book called Marketing Fast Track, a little book that launched a new business By the way, people can get the ebook of Marketing Fast Track and they can get the ebook of Turn Words Into Wealth Absolutely for free yet. 

[00:02:46] Turn words into wealth.com, but what my experience was and the little book marketing Fast Track is an example of if you want to launch a new business or you want to pivot from your existing consulting business, coaching business, service business as a whatever dentist or whatever you do, why not do a quick little test and see if the market is interested? 

[00:03:08] So I was known as a coach trainer. My list, my small email list, it was 12,000 at that time, uh, knew me as a coach trainer, but more and more people were asking me for help with their marketing and their messaging and writing a book and how could they do that. So I wanted to see. If it was just a couple of random people asking me, or if there was actually demand. 

[00:03:28] So I was interviewed by, um, the, the coach at Tony Robbins who was in charge of TE training, the Tony Robbins coaches, and I asked him if he'd interview me about marketing and messaging instead of about coach training. And he's like, absolutely, I know that you're a successful entrepreneur. And so I liked, obviously I choreographed the interview, I gave him the questions to ask me. 

[00:03:50] I had my answers ready, and then I. Liked the interview. I transcribed it and I turned it into a book basically in the weekend. Then I offered that little book marketing fast track to my email list, and then followed it up with a series of five videos that added more value around what is marketing, what is messaging, what about this book thing anyway, and how could I do that? 

[00:04:13] And then after people received more value with the five videos, The email offered. Hey, if you'd like more, you'd like to have a business breakthrough call with Aurora or somebody on her team, it's free to sign up here@bookcall.biz. And the result of that was that little book Marketing fast Track based on a one hour interview yep. 

[00:04:32] Generated $250,000 of new business in 90 days. Wow. That's an example of using just a short book as a lead magnet and then following it up with videos and adding more value and then having an irresistible offer, and it's gotta be more than a $20 offer. Obviously, if you're gonna speak to people one-on-one, I recommend that your offer at least $2,000 or the numbers don't work out with your time. 

[00:05:01] But that would be an example of. A little short book just to test the market and see if you should offer that new product or service or start that new business or what have you. And then later I turn the basic ideas, you know, into a much bigger book, turn Words into Wealth. But you don't have to start with that mammoth book that answers all the questions you could possibly answer. 

[00:05:24] You could just do a little textbook and in fact, on Amazon, there's a category for books under 100 pages and you could fall into that category. Now most people, you know, most people might delete that book after they have the big one, and I was tempted to do that, but I'm like, no, I want to leave it up as an example of what a little short book that was made from a one hour interview could look like. 

[00:05:48] And it even at the back of the book has examples of the emails that I sent out. So it's there for you to model. 

[00:05:54] Teddy Smith: Yeah, of course. So what's really interesting, one of the reasons I wanted to speak you in the first place was. When you are the sort of clients you're talking about are quite similar to the sort of people who I speak to on this podcast now. 

[00:06:05] A lot of people have maybe got a book already, especially a nonfiction book and it started to do quite well. So your book's really about trying to expand that topic they've been talking about and build it into a much wider business. So what are the sorts of people that you see, trying to do that? 

[00:06:22] What sort of businesses are they that you see trying to build that? more advanced business from their book. 

[00:06:28] Aurora Winter: Well, another one of the seven keys to making seven figures with your book is speaking. Yeah. So I think a lot of people are aware that speaking is the highest paid profession, but in order to become a public speaker of any, you know, great stature, you really do need at least. 

[00:06:43] One book. So that would be a common example. And I think most leaders, experts, and entrepreneurs may also have the capacity of being speakers. Whether it's speaking on a podcast like this amazing podcast that you've got Teddy, or speaking on a TED stage or speaking, you know, to audiences of thousands, that is a really great, thing to do. 

[00:07:03] So a lot of my clients. You know, come to me. They're not clear in their message. They're not clear what their book is about, but they have clarity in their heart that they'd like to make a bigger difference. They'd like to have a bigger impact and they'd like to have a bigger income. And so a book is one of the ways to do that. 

[00:07:18] so I highly recommend, like for example, I. Hillary Clinton's speaking fee is $250,000. So just one speaking fee could make your book a a, a lot of money. But if you don't mention in your book, if you don't mention your author bio that you're a speaker or you don't give stories about. This talk that you gave, I don't know, recently at the Rotary Club, then the person will end up finishing your book going, oh, that was a great book. 

[00:07:43] And then they'll read the next book tomorrow and they'll forget about you. But if you put, you know, a, a little stories about a couple of times that you spoke, and it doesn't have to be the hugest talk, you could have made a difference speaking at the Rotary Club or at the Chamber of Commerce. and then if you just add to your author's bio that you're a popular. 

[00:08:01] Speaker and how to contact you. You know, that can make a big difference. The other thing I'd love to leave people with or let people know is you don't have to withhold any information from your book in order for it to bring you business. In fact, I would recommend the more you tell, the more you sell. So I found surprisingly. 

[00:08:23] The more that you give, people want the same information, but delivered in a different way. So for example, if your book is, I don't know, turn words in 12 like this one, then I've, I've, I've personally hosted events around the world where people come and they practice their million dollar message. They first figure out what is their million dollar message, and then they get to practice it in front of a live audience. 

[00:08:47] And some people have gone from doing that. At one of my events, one person went. Three weeks later, Diane Burton gave her TEDx talk, and that's been part of her marketing ever since. Another person went to speak at a conference with thousands of people and secured a deal with Intel. So, you know, but what is it for you? 

[00:09:06] So people may want the same information delivered as a weekly zoom call with a small group of people. My clients want. Kind of the same information, but delivered in a VIP method with coaching with me one-on-one. You may have, you know, remote events. You may have, automatically delivered content if you've got a lower price point with videos and, and training. 

[00:09:31] So the think through, what else can you offer so that people can get more value. An, an example of that would be Marie Kondo. She's got these wonderful books about the joy of tidying up. Yeah. I don't know if you've read them, Teddy. 

[00:09:45] Teddy Smith: I have. She's, I think she's actually rejected her own message now though, hasn't she? 

[00:09:49] She started saying, I I'm not gonna tidy anymore. I'm going to go back to being messy again. 

[00:09:53] Aurora Winter: Oh, I didn't hear that. I have to have to check on that. Yeah. Um, but she's an interesting example. She, uh, shows two of the different ways of monetizing your message. Yeah. Even though she's Japanese and doesn't speak English, uh, very well. 

[00:10:08] Netflix did a TV series with her. So that's another way to make six, seven figures or eight figures with your message. And I have a fantasy book called Magic Mystery in the multiverse. BBC has expressed interest in doing a half hour TV series, so that's an example of that. Or Marie Kondo is an example. Or another, example of how to have a million dollar message that makes actually a million dollars without selling a single book is to have a training program. 

[00:10:35] Yes. So Marie Kondo is an example of that as well. These figures may, uh, be slightly wrong, but as. As memory serves me, I think it's something like $2,000 to become a Marie Kondo certified joy of tidying up, coach. And then it's about $500 a year or was the last time I checked to maintain that membership. 

[00:10:55] Well, it doesn't take many people enrolled in that, especially with the ongoing plan to make seven figures. So. But many people have some kind of knowledge that could be packaged and other people can either benefit from it and then just take it away. Or at the next level is train the trainer. 

[00:11:13] Teddy Smith: Yeah, no, nice. 

[00:11:15] Yeah. Now, could you have any case studies or examples of people you've worked with where they've got that message like down and it's, they've been able to turn it into a wider business? 

[00:11:25] Aurora Winter: Absolutely. So I helped some, uh, dentists actually write a book about dentistry. They were already amazing dentists. Uh, Janice and Justine Don are their names, and they've got a plus, dentistry in the San Diego, California, Los Angeles. 

[00:11:41] I. So California USA area, and, uh, they were expert dentists, but they were marketing the way that most dentists market, which is, you know, the free exam and et cetera. Yeah. And they were attracting, you know, young people or people who were on a very tight budget who would come in for the free exam and then maybe spend $200. 

[00:12:02] So the average lifetime value of that customer was $200. Or on the other hand. Although they were not marketing for this person, somebody could come in who's in their forties or fifties or sixties who needed extensive work done, and the average value of that person could be $4,000 that year, or maybe $40,000 over the life of the, the, the patient. 

[00:12:24] So working with them to understand their business. I have an MBA and I've launched multiple businesses. So working strategically, we decided to write a book about, the keys to a healthy Smile after 40. So by positioning them as the go-to experts for Smiles after 40, they attracted those kind of people. 

[00:12:42] Now they give their book away. It's just not particularly well selling on Amazon, but they give their book away and it's a great lead magnet and it makes it easy for happy patients to say, Hey, these are my dentists. Here's their book. Maybe you wanna go see them. Right? So it has increased their referral rate and it's. 

[00:13:01] 10 x the value of the average patient that they're attracting. And also they've now set themselves apart, even though English was not their first language. They're actually, pretty good at English, but it's not their first language. You know, they became paid public speakers. Yeah. And were hosted on various podcasts, so. 

[00:13:18] Then there are 40 under 40, honored as 40, under 40, dentists in the United States, and they were greeted as celebrities amongst their peers of other dentists because they had a book and they were asked to, you know. Autograph their book and that made them feel very special. So that's another, that's another one of the seven different ways that I've listed and turn words into wealth. 

[00:13:38] And each one has examples from myself or from my clients or from other people, so that you can, you can really see how to do it. So the dentist example I just gave you is an example of using a book to attract premium clients. They don't turn away anybody, but by positioning themselves as the go-to expert. 

[00:13:58] The title of their book Being Keys to a Happy, to a Healthy Smile Over 40, how to Look and Feel 10 years Younger. They're getting those 40, 50, and 60-year-old clients who are spending 10,000 to $40,000 instead of $200, so that it changes the whole, return on their investment. 

[00:14:16] Teddy Smith: Yeah. A a lot of people I speak to who are writing books, they always. 

[00:14:20] Especially if they're writing their first book, they often tend to make their book quite broad. But it sounds like what you're saying is that, but may, by making it more niche, you can actually start finding your target audience. Like in your example, going for the people over 40, you're really finding your target audience rather than just saying, I'm a dentist, I. 

[00:14:36] Aurora Winter: Exactly. So I really advise don't go broad, go narrow. And when you're starting a business, or even considering your book, or when you're thinking through how can I add more value? How can I make a bigger difference? What other problems can I solve? If you're writing a nonfiction book, presumably your book is solving a problem, but um, think through what other problems you can solve or what's the next problem, and then. 

[00:15:00] I mean, you know, you, you've got expertise, teddy, and advertising on Amazon. If you try to be all things to all people, you will sink like a rock. 'cause you, you're not a dead hit for any one person searching for something particular. But if you're solving a particular problem, the book can take off and then it can even appeal to a wider audience. 

[00:15:19] my first published book was called From Heartbreak to Happiness. It's an Intimate Diary of Healing after my husband died suddenly at the age of 33, I wrote it for one person. One hypothetical person. I, I filtered that book. It is based on pages from my diary. Um, and I decided, well if, if I was gonna die tomorrow and my hypothetical best friend's husband just died, what book would I give her as a meaningful gift that would help her along her journey from heartbreak to happiness? 

[00:15:48] And that's how I edited the book. And then I was shocked that it helped people who had. Who had lost a career. It helped people whose dog had died. It helped people who were actually in the hospital on their deathbed and grappling with, you know, their end of life issues. I didn't write it for people who'd lost a dog or lost a career or were facing death. 

[00:16:07] I, I filtered it through that, the lens of that one avatar, and that made the book more specific, more unique and more valuable to a wide range of readers. Hmm. Yeah, that I, I think going as niche as possible I think is really important. Yeah. Because it, I think it really helps to get your message down now. 

[00:16:27] Teddy Smith: Absolutely. When you're talking about, just now, you're talking about how you, some of the books, maybe they don't sell that well at first, but I. Ideally, you want that book to be selling as much as possible. So do you have a particular process that you follow when you are trying to launch the book to make as many sales as possible? 

[00:16:42] Aurora Winter: Oh, yes. I have a whole, I have a whole book launch process that I do with my clients. So most of my clients work with me and to, to create their book. And then of course, uh, they usually would also like my help, you know, with the publishing and then. I don't wanna help them with the publishing unless they're also willing to put in a little money into, um, marketing the book appropriately. 

[00:17:04] So here are some steps that anybody can do. When you think your book is done, stop. Don't publish it. Test the title. I. Test the subtitle. Look on Amazon. You can use Publisher, rocket or Lytics are great resources. Uh, see what is selling in the categories that your book might fit in. Sometimes your book is perfectly positioned for a category that is not selling, but. 

[00:17:31] With a slight tweak of the content by 10%, you could hit a category that's selling like hot cakes. Well, why not take advantage of that? Right? I also recommend testing the title and subtitle. I use, um, service called fu.com to do that. I'm sure there are may be other services to do that. I've also gone up, when I had I ideal readers and I've said, you like this title or this title? 

[00:17:54] So test your title, your subtitle, make sure it's. In a category on Amazon that that is selling. Well, uh, work on your keywords and then I, I recommend sending the book out to beta readers and to reviewers so you can get their feedback and that you can make those last changes. Again, it's like adding the icing to the cake and putting on the, the candles and then lighting them. 

[00:18:18] You don't wanna rush the cake right outta the oven, right to the market. Why not? You put so much love and effort into it. Take a pause and make sure. Is there anything else you could do to make the book even better and test the cover image? Some books are, the content is so great, but the cover image is so suboptimal. 

[00:18:38] I'm searching for a non insulting word. Let's just say suboptimal. 

[00:18:45] And then, um, work with somebody like Teddy, like I've just got, uh, he's just started me on his, his Amazon ads program, which you can get@publishingperformance.com. Fantastic. But you wanna set these things up in advance. You, you don't wanna miss the, the 30 days, or maybe it's. 60 or 90 days, but there's a window, a honeymoon period on Amazon where Amazon gives your book a chance. 

[00:19:09] You want your Amazon ads to be set up from the get go. You want your reviews to be all organized. You've given people months to read the book, but they're ready to post their review the week it comes out as a courtesy. You don't wanna ask them to read it the week it comes out. You wanna give it to them a month or two in advance so they've got time to read it, but they can post their honest review the week it comes out. 

[00:19:30] You wanna apply for awards. Sometimes it takes maybe three months or so to hear back, but if you apply in advance, you could possibly have an award-winning book the day it comes out. So these are the kinds of things I, I recommend that everybody do does, and that's what we do at St Page publishing to help people publish, you know, award-winning bestselling books that make a difference. 

[00:19:51] Teddy Smith: Yeah, definitely. Now, one of the main parts of your book, or the bit that I found the most interesting when I was reading it was about. It was about the speaking 'cause that's something that I'm personally interested in. So if you're using a book to try and do more speaking, and part of it was about being a bit more charismatic. 

[00:20:05] So yes, that's obviously something quite difficult. I, I, I don't, I'm not shy at all about speaking on stage. I'd very happily go up and speak in front of a thousand people. Not that I'd necessarily be very good, but I'm, I'd be very happy to do it. Whereas some people might be a bit shy now in terms of trying to. 

[00:20:22] Be more charismatic. What advice would you give to authors who are trying to build up to do more speaking? 

[00:20:29] Aurora Winter: Well, I think there are two things to consider. One is to practice your message and your stories. Get stories ready so that you have powerful stories that illustrate your points. Research them, practice them in front of the mirror, get them down to the essence and have them available as a go-to that's available, you know, for you and in the moment. 

[00:20:53] The second thing I'd love to encourage everybody to do is. Most people freeze, not like Teddy, but most people freeze when speaking in public because they have in their mind's eye, the spotlight is on them. They're thinking like, is there spinach in my teeth? Am I being coherent? Like, um, am I, am I charismatic? 

[00:21:15] And they're feeling self? Conscious. One way to get rid of that is to be really focused on how can I serve? How can I add value? What does the listener need? What does the audience need? This is how I'm showing up in this moment. So I'm really committed to how can I deliver the most value in the least amount of time? 

[00:21:35] But that's one way to be charismatic. So one of the things we always want to be considering is how can we help others? And I think. You know, get in a habit of being a giver. One way you can be a giver is, you know, when you read a book and you like it, take a moment and leave a starred review. Make that a habit. 

[00:21:54] It takes a second to leave a starred review, but you know, only 1% of people who read a book bother to leave a review. That author has probably put three and a half years of love and energy into that book. You've consumed it, you've gotten value. Even if you paid 30 bucks for the book, really, you know, the person may have put it. 

[00:22:12] A decade of their life into it. So take a moment and leave a starred review. Or even better, write one sentence about one thing from that book that stood out to you. And I think if we, if we have a habit of showing up as somebody who's contributing to others, it will come back to us tenfold. 

[00:22:29] Teddy Smith: I love that. 

[00:22:29] Creating stories to try and it really brings to life the stuff that when you hear people talk on stage, when people can give examples of exactly how something's worked or exactly what they're trying to illustrate, I think it really brings it to life and it makes it much more understandable. I. 

[00:22:44] Aurora Winter: Exactly. 

[00:22:45] And then for anyone who might be still thinking that independent publishing is for, beginners, I want to share. I point out Taylor Swift's recent success, you know, her bestselling book, uh, is. Independently published, if she had gone with a big publisher, probably would've cost her $20 million of of revenue and profit like she is committed to reaching her fans her way. 

[00:23:09] And she independently published or look at David Goggins. He independently published his books, which started with Can't Hurt Me and his Backend. From what I know is primarily being a speaker, but he went on a thousand podcasts, I believe the first year that Can't Hurt me came out, and as a result, they sold a million copies of his book and 600,000 copies of his audiobook. 

[00:23:32] Now, if he had done that same promotion and if he had been with a publisher, in most cases, that would've cost him. About $20 million because he would've given the lion's share of it away to the publisher. So I really am a big fan of independent publishing, especially if you have somebody like Teddy to work with who can help you with your Amazon ads and use AI to make that easy so you can focus on the things that you do best, uh, writing and whatever your business is, and delegate the Amazon ads. 

[00:24:03] I think that, uh, unless you get a six figure advance, I think in my opinion, it's hands down a no-brainer that independent publishing is the way to go. You can create it an evergreen bestseller. You can improve your book. I have one of my people that I was working with, her book came out a couple of years ago. 

[00:24:19] It's won many awards, but she's improving it and, and adding more value to the book. So you can have the joy of doing that. It's not like the old days where you, you know, print 5,000 copies and then your book's remainder and. You're done. 

[00:24:33] Teddy Smith: Yeah. 

[00:24:33] Aurora Winter: Independent publishing gives you so many options. 

[00:24:36] Teddy Smith: I spoke to quite a few successful authors, uh, through this podcast and I find, yeah, you're right. 

[00:24:41] Self-publishing is really good at first. Then some people think, okay, I'm gonna try and get published. But then as they become successful, they kind of get their own deals with publishing houses, which means they're kind of self-published, but just using the publishing houses to print their books. Yeah. So kind of, but the more you success you get. 

[00:24:56] They, they, you almost go back to self-publishing again. So it's, it shows it is the right path to do. 'cause you're keeping so much more of your, your income, especially at first. 

[00:25:04] Aurora Winter: Exactly right. And then if you really lean into the principles in turn, roots into wealth. If you really lean into any one of those seven ways to make seven figures with your book, you don't want the publisher saying, ah, no, you can't mention that offer. 

[00:25:18] Or No, you can't have a link to your website. Or no, you can't tell them that they can have a business breakthrough call. With you or, or whatever is your, if you're using a book as a lead magnet, you don't want somebody else who has completely different business interests to sabotage you. 

[00:25:35] Teddy Smith: Now, one thing in the book is one of the last chapters. It was about continuously improving your business, working with the coach to make sure that you are keeping on the right track. Do you work with a coach in your business to try and keep yourself working forward? 

[00:25:48] Aurora Winter: Oh, that's a very good question. You know, I do not at the moment work with a coach, although I have been, uh, actively considering it. 

[00:25:56] I've been reading some books of some excellent coaches, like, uh, Dan Sullivan actually is an excellent coach. He's got Strategic Coach, so he's, he's come to mind as well as Joe Polish. But no, I am not working with a coach at the moment, although I am a coach and I love coaching people, and I do believe that everybody can benefit from coaching, even if it's your. 

[00:26:17] Husband or your wife or your friend, but preferably a professional helping you. Although I actually am. Investing in a, in a course about dreams. Right. Which is quite interesting with a bestselling author. Her name is Kelly, Kelly Sullivan Walden. So, um, that's kind of interesting. And she's, she's, she helps people debate their daytime dreams and, and leverage the hidden messages and their nighttime dreams. 

[00:26:42] So that's fun. Oh, wow. But I think, like, I love the book, the Talent Code by Daniel Coyle, and he points out that. Talent is not born. It's grown. And one of the three ways of growing your talent is to have a coach. The other two ways is you gotta gotta know what you want. Mm-hmm. And really activate the ignition of desire for what do you want. 

[00:27:03] And then the second thing is deep practice. So deep practice means working at the edge of your capacity, whether you're playing tennis or you're writing a book, or you're a public speaker, like. Push yourself to be right at the edge. Don't, don't throw yourself in the deep end, but, and then working with a coach or mentor. 

[00:27:21] And the, the, um, thing that stood out to me from reading the talent code, which I've mentioned in my book, turn Words into Wealth, is you can actually, at any age. Build more myelin and you can increase the speed that your brain responds, or that your physical body responds from two miles an hour to 200 miles an hour. 

[00:27:41] So we can, not only 10 x, but we can potentially 100 x our capability, which is amazing and inspiring. 

[00:27:49] Teddy Smith: What does, um, what does working with you look, look like, uh, if you were a coach? 

[00:27:54] Aurora Winter: So what working with me looks like, people usually read the book Turn Words into Wealth, which again, they can get for free at turn words into wealth.com. 

[00:28:02] Then they sign up for a business breakthrough call at book call do biz. And then I usually work people with people for just one month to do, uh, basically a mini market feasibility study. So I look at their business, I look at their offers, I look at what they'd like to achieve with. Their book and I make sure that, that it has a high probability of delivering a 10 times return on their investment. 

[00:28:26] And then, um, if, if it doesn't, then they've just invested for one month and then they can go, oh, I need to go back to the drawing board and think of a completely different book idea. And often they work with me to do that. Um, and then usually people will continue to work with me one-on-one. And what happens is. 

[00:28:45] I call it the spoken author method. Most people can speak with ease about their topic that they're passionate about or their life experience or their expertise. And we do, uh, podcasts like episodes. So first we structure the book. Maybe we say there's 10 chapters in this book. This is the problem this book solves. 

[00:29:01] This is the ideal reader. This is what the backend looks like, and how this book can make seven figures or more for this person. And then we, I would interview them for each chapter so they get. Um, maybe an hour of content and most people can talk easily. 8,000 words an hour, but most people cannot write 8,000 words in a week. 

[00:29:22] Yeah. Especially first time authors. So it just makes it fast and fun. And then my team and I take the transcript from that one hour and we polish it up and turn it into a book. But the really cool thing that I really love about the spoken author method is people. Um, either my team or they can take that one hour content and slice and dice it into short social media posts. 

[00:29:43] So before the book comes out, they start having hundreds of pieces or thousands of pieces of social media content showing their passion, showing their expertise, revealing their stories, creating buzz about their book, and even filling their. Business, uh, before the book comes out. 'cause the book is only part of their whole business. 

[00:30:02] You don't have to wait for the book to be published to start attracting your ideal clients. For example, people over 40 who need a dentist. Um, and so, and then we work to polish up the book, make it all just so, and then we take a pause. The one I recommended. Double check the title. We double check the subtitle. 

[00:30:20] We double check that the cover image is good. We double check that there are invitations for the person to go to their website or hire them as a speaker or hire them as a coach or consultant or come and have their teeth cleaned or whatever their thing is. Um, and then I usually recommend a three month period between when the author says book is done. 

[00:30:40] It's perfect, and the publication date we can even more double down on. Um. Getting the buzz, getting the promotion, setting up the reviews, setting up the ads, applying for book awards, and then the book's published. And then what usually happens is they love it so much they wanna write another book and we start on another book. 

[00:30:57] So, for example, one of my, uh, one, one of my clients. This is his first book, confessions of an Accidental Lawyer by Michael Stockham. And now his second book just came out. It's called Jake Fox Ties That Blind. It's another legal thriller and we're working on eight more legal thrillers 'cause he loved it so much. 

[00:31:18] Oh, he's, he's actually an example of somebody who completely changed the idea for his book after, after our first month working together. He initially thought that he would call the book something like the Mirthless Troll. Because he, he wanted to write at that time, he thought, well, I'll write a nonfiction book, warning other lawyers about how miserable it is to be a lawyer. 

[00:31:41] And then after I spoke to him and I realized, oh my gosh, this guy's got so many interesting stories. He's a litigation attorney, you know, he's right in the courtroom. Like he's got all the stories from court and from, you know, visiting clients in jail. And I'm like, these are amazing stories. And he, uh, was like, oh yeah, let's write a legal thriller instead. 

[00:32:01] So. 

[00:32:02] Teddy Smith: Yeah, that's interesting. He's using fiction it to as his sort of lead magnet in the first place, or least he's 

[00:32:08] Aurora Winter: using. He's using fiction exactly right. In fact, you might wanna interview him, Michael Stockham. He's very, um, poised and passionate public speaker, as you could imagine, from somebody who's a litigation attorney. 

[00:32:20] So we're actually using his books as a way to, um, boost his. Appeal as a public speaker, even if he's speaking at a legal conference. How many other lawyers have books that are bestselling books? His first book won 10 awards, including Be a Fi, a finalist in American Fiction Awards. And, um, so that makes him much more interesting as a public speaker. 

[00:32:43] And now he's going on podcasts either talking about, you know, the path of becoming, uh, a bestselling author and inspiring other creators and authors, or also talking about his. Expertise as a rainmaker and as a litigation attorney so he can talk about what to do when your, the value of your stock plummets. 

[00:33:03] And the um, IRS is calling and I dunno, you're threatened with a, a lawsuit. What do you do? So he can talk about that. So he's using his, um. 15 minutes of fame, shall we say. I wouldn't say he's super famous, but he is a lot more famous than other litigation attorneys to become, um, known as a rainmaker, as a litigation attorney. 

[00:33:25] And then he is also offering value to other, other people who might wanna become a bestselling author, especially of. Thrillers. 

[00:33:33] Teddy Smith: Oh, brilliant. I'll try and speak to him. He sounds really interesting. Um, he is 

[00:33:35] Aurora Winter: really interesting. Yeah. I'll, I'll connect you two, Teddy. 

[00:33:38] Teddy Smith: Oh, thank you. Yeah, that'd be really good. 

[00:33:39] Yeah. What's been great chatting to you. I've loved hearing, I mean, I've really enjoyed your book. I loved reading about building your book as a way of building your business wider. I think it's a really good strategy for people to follow, especially if you've are working in services. You know, it's like a no brainer. 

[00:33:52] It's a already. To get your, your stuff that you already know loads about, turn it into a book, to turn yourself into a bit more of a, a known person in that, in your industry. I think it's, it's absolutely a no brainer and your strategy makes perfect sense. So I'd really encourage everyone to go to the go to, turn Words into Wisdom website so that you can get a copy of that free ebook. 

[00:34:11] And then turn words into 

[00:34:12] Aurora Winter: wealth.com, Tom 

[00:34:13] Teddy Smith: words into wealth sorry.com and get the book into, uh, get the paperback as well. I've got a PayPal version, which I really like. I like, it's nice 

[00:34:19] Aurora Winter: to have the paperback. You can Well, I like writing on 

[00:34:21] Teddy Smith: especially nonfiction books. I like writing them down, so, 

[00:34:24] Aurora Winter: exactly right. 

[00:34:25] Teddy Smith: So if people wanna get in touch with you, let's just go through where, where to get in touch with you again. 

[00:34:30] Aurora Winter: So if people would like to get in touch with me, they can go to same page publishing.com and they can see some people that I've helped and get the, get the flavor of what I do at same Page publishing. 

[00:34:41] Or they can go to my website, aurora winter.com, A-U-R-O-R-A. W-I-N-T-E r.com and then a, after they've read Turn Origins Wealth, if they think, oh, I'm the kind of person that Aurora helps. I only help entrepreneurs, experts, leisures, and business owners because I'm really committed that my services will generate a 10 x return on investment. 

[00:35:04] So I, I love to help people who already have a business or an idea for a business or are already. Earning already six figures or seven figures 'cause I can easily help them. Whereas to be honest, I wouldn't be the best resource. If you're working on a poetry book or you're working on a memoir and it's just a one-off and you don't have a business to go with it, you can get help from many other people for those projects, which I, I recommend you do, but I would be the resource for you if you're a strategic business person or leader looking to 10 x your results. 

[00:35:33] Teddy Smith: Great. That's really good. Well, thank you very much Colin, the show, RO it's been great chatting to you most weekend soon. Sounds good, Teddy, thanks. Thank you so much for tuning into the Publishing performance podcast. I really hope you found today's episode inspiring. I love chatting to authors, writers, and people in the publishing world. 

[00:35:50] Now, just before we wrap up, let me tell you about publishing performance, the number one platform for authors who want to increase Amazon book sales, but I'm not really sure where to start. Now, this show is all about helping you to sell more books. And if you are looking to boost your publishing game and to maximize your book's potential on Amazon, then publishing Formants is designed to help authors just like you to grow your readership and to reach a much wider audience. 

[00:36:15] Now I know who the Amazon ads can be slightly complicated, which is why publishing Formants is like having a personalized ad account manager to create your ad campaigns, to choose your best keywords and to make adjustments in real time. Now if you are investing in ads, you really want to make sure that your investment is being used effectively and publishing performance does just that It aims to make your budget go further, improve your organic rank, and target keywords more effectively. 

[00:36:42] Just go to publishing performance.com to get started with Amazon ads for just $1.