Influential authorship is for experts and thought leaders - speakers, consultants, coaches & trainers - who want to reach more people, make a powerful difference, and change lives through their nonfiction books.

1. The Secrets of
Influential Authorship
FOR EXPERTS & THOUGHT LEADERS
WHO WANT TO REACH MORE PEOPLE
CHANGE MORE LIVES.
Based on Original Research by
Lori Anne Rising
Authorship for Experts
&

2. Where does this information come from?
From 2012 to 2013, for my master’s thesis project at
Marylhurst University, I decided to take a look at
authorship from a totally unique angle. An angle NO
ONE has ever looked from before.
When it comes to books, most people look at the
content to see what makes one different from
another.
I decided to look at everything BUT the content and
ask a very, VERY different question….

3. The Question:
HOW DOES A NONFICTION
AUTHOR CREATE INFLUENCE
THAT IS INCREDIBLY POWERFUL
& LONG-LASTING?

4. The Research
I took the two most influential books published in the
United States in the 20th Century and compared
three things:
 What did the author bring to the project?
 How did the culture in which it was published
respond to the book?
 What kind of marketing did the author do or not do?

5. #1 Most
Influential
Nonfiction
Published in 1962
Author had multiple
bestsellers previouisly.
Results:
Congress changed
national policies
regarding pesticides
The Green Movement
began
Ecology as a science
was legitimized

6. 2nd Most
Influential
Nonfiction
Published in 1962
Author had no
bestsellers, no marketing
plan, & struggled with
writing throughout his
career
Results:
Took the hard sciences
off their pedestal
 Legitimized social
sciences
 Made “paradigm” &
“paradigm shift”
household words.

7. The Research
By comparing author characteristics, culture & the
marketing of these two books,
I discovered 10 very important principles…

8. #1: Passion
WITHOUT PASSION
NOTHING ELSE MATTERS.

9. Passion is…
 the drive that got the author through the challenges
 the motivation that kept the author coming back to
their book to keep working on it
 the curiosity that drove the author to look at their
topic in unique ways, and go deeper and further with
it than anyone else ever had
 the emotion that comes through the author’s writing
and connects with the reader

10. #2: Clarity
CLARITY IS A LENS THROUGH WHICH ALL
ELSE IS EITHER MAGNIFIED OR OBSCURED.

11. Clarity…
 helps the author to stay on target
 helps the author decide what goes in and what stays
out
 helps the author know how to organize, structure
and develop their content
 helps the author decide both WHAT they need to say
and HOW they need to say it

12. #3: Message
GETTING TO THE CORE OF THE MESSAGE
IS ESSENTIAL

13. Messaging:
 If the author knows their message well enough to
craft it for more than one distinct audience without
watering it down or losing the core of it, it will allow
them to reach more people more effectively and
make a more powerful difference.
 If the author is not clear on their message, they may
lose control of it as readers begin to interpret their
work for themselves.

14. #4: Know Thy Audience
MAKE SURE YOUR MESSAGE SPEAKS
TO WHOM YOU INTEND IT
OR THEY MAY NEVER HEAR IT.

15. Knowing thy audience….
 ensures the author actually connects with who they
intend to
 allows the author to retain control of their own
message
 allows the author to repurpose and repackage their
message for different audiences – without watering
the message down
 allows the author to stir their audience’s emotions
and generate deeper engagement – and
therefore, influence

16. #5: Completion
DUH…
BUT THERE’S A REASON IT’S
INCLUDED…

17. Completion…
…is the act of following all the way through, not just
to publication, but into marketing and wherever that
may take the author.
Both Rachel Carson and Thomas Kuhn faced many
challenges including including lawsuits, being forced
out of jobs, illness, and more that could have stopped
them. Each took over 10 years from idea to
publication. Each could have chosen NOT to follow
through many times.
How many authors’ manuscripts are still in their
drawers unfinished? COMPLETION MATTERS.

18. #6: Engagement
IT’S NOT ABOUT SALES OR EVEN READERS.
IT’S ABOUT WHAT THOSE READERS DO
AFTER THEY READ THAT MATTERS.

19. Engagement…
 is about connecting emotionally with the audience in
such as a way that it stirs them into wanting and
choosing to take action
 it is about connecting with their deepest values
 it can be inspiring or controversial or both, but it is
best when it is intentional and directed toward a
positive outcome – the change you want the reader
to make

20. #7: Relationships
THE RIGHT ONES WILL TAKE YOU PLACES
YOU NEVER DREAMED POSSIBLE

21. Relationships…
 Strategic alliances, partnerships and professional
relationships have always been the backbone of
success. The publishing industry is no different.
 While it is wise to consider who you want to get to
know strategically, the more genuine and real the
relationship, the more fruitful and lasting it will be
for all involved.

22. #8: Publish
THE MORE YOU PUBLISH THE EASIER IT
BECOMES TO GET PUBLISHED

23. Publish…
 Rachel Carson had multiple bestsellers before Silent
Spring was published, establishing her on many
fronts. Thomas Kuhn struggled to publish. His work
took much longer to be recognized.
 The more you publish, the more you learn about the
publishing industry, make connections, build your
audience, find your unique voice, and find additional
opportunities to get published. It is a cycle that
builds on itself.

24. #9: Marketing
MARKETING HAS A PLACE, BUT IT IS NOT
WHAT YOU THINK IT IS…

25. Marketing..
Rachel Carson had an excellent strategic marketing
plan. Thomas Kuhn had none. Yet, both authors’
influence shifted American culture irrevocably, and
are still recognized over 50 years after each book was
published. Which means, influence is not created
by marketing, nor even by book sales.
Carson’s influence was felt in less than 1 year from
publication. Kuhn’s influence took 10 years to be felt.
Use marketing to strategically shorten the
time span between publication and impact.

26. #10: Time
THERE ARE SOME THINGS TECHNOLOGY
CANNOT SHORTEN

27. Time…
 It will take time to generate your ideas
 It will take time to develop them
 It will take time to build your audience
 It will take time to get published
 It will take time to manager your message
Simply put, creating powerful influence will take time
to create, manage, and perpetuate. Which means, if
you truly want to make a powerful difference, you
must be in it for the long-haul, stand by it, and be
consistent about working for it.

28. Bonus
WRITING SKILL IS IRRELEVANT

29. On Writing Skills:
 Rachel Carson was winning writing awards before she
graduated high school. Kuhn struggled with writing his
entire life.
Skills can be learned.
Passion cannot be faked.
 Editors, coaches and others are available to help.
Technology provides tools to make it easier than ever.
Never let a skill stop you from sharing your message!

30. About Lori Anne….
 Founder of Authorship for Experts
 International bestselling author
 Author’s coach and editor with over 20 years experience.
 MA in Leadership, Organizational Communications &
Influential Authorship.
 Work with authors around the world including the
U.S., Israel, Canada, Spain, Belgium, England, and
Jamaica.
 Mom who loves spending time with her two kids in the
great outdoors of the Pacific Northwest, and enjoys cross
stitch, hiking, painting, and the company of friends.

31. Authorship for Experts
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Inviting experts & thought leaders into
influential authorship through inspiration,
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