The document outlines a seven-step process for creating a brand-building book, emphasizing the importance of defining core strategies, customer focus, and effective content marketing. It includes tools and templates for positioning statements, personas, and strategies for creativity, collaboration, and credibility. Alison Jones, the business coach and publisher, provides guidance on leveraging these strategies to achieve business goals through effective publishing.

1. +
7 Steps to your
Brilliant,
Brand-Building
Book!
Alison Jones
www.alisonjones.com

2. +
Hello!
Alison Jones
Business coach, content consultant, publisher

3. +
The wisdom of Rudyard Kipling:
I keep six honest serving-men
(They taught me all I knew);
Their names are WHAT and WHY
and WHEN
And HOW and WHERE and WHO.

4. +
The 7 steps

5. +
Core Strategy

6. +
Core Strategy Tool:
Positioning Statement
KEY QUESTIONS
 Who are you?
 What is your business?
 Who is your ideal customer?
 What are the needs of your ideal
customer?
 Who are your competitors?
 What is the key benefit of your
company over your competitors?
 What is the unique benefit you offer?
TEMPLATE
 For (target customers)
 who (have the following
problem)
 I offer (describe the solution)
 that provides (cite the
breakthrough capability).
 Unlike (cite the competition),
 I (describe the key point of
competitive differentiation).

7. +
Positioning Statement example
 “For [small business owners] who [want
to build their brand and their business], I
provide [integrated coaching,
consultancy and publishing services]
that [position you as the go-to expert in
your field]. Unlike [traditional
publishers], I [focus on making your
book work effectively to achieve your
business goals].”

8. +
Customer Focus

9. +
Customer Focus Tool: Personas
Persona: USDA Senior Manager Gatekeeper
Fictional name: Matthew Johnson
Job title/major responsibilities: Program Staff Director, USDA
Demographics:
51 years old, married, father of three children, grandfather of one child.
Has a Ph.D. in Agricultural Economics.
Goals and tasks:
Focused, goal-oriented within a strong leadership role. One of his concerns is maintaining quality across all output of
programs.
Spends his work time:
Requesting and reviewing research reports, preparing memos and briefs for agency heads, and supervising staff
efforts in food safety and inspection.
Environment:
He is comfortable using a computer and refers to himself as an intermediate Internet user. He is connected via a T1
connection at work and dial-up at home. He uses email extensively and uses the web about 1.5 hours during his work
day.
Quote:
“Can you get me that staff analysis by Tuesday?”
Persona developed by the U.S. Department of Agriculture's (USDA) Economic Research Service (ERS).

10. +
Content Strategy

11. +
Content Strategy Tool:
Content Marketing Template
CONTENT MARKETING TEMPLATE
channel (replace as
required)
strategic functions key message key target persona(e) calls to action (in order of
importance)
launch/pub
date
frequency of
update
responsibility
of:
KPIs & 2014/15
targets

12. +
Creativity

13. +
Creativity Tool: Mind Mapping

14. +
Collaboration

15. +
Collaboration Tool: SurveyMonkey

16. +
Credibility

17. +
Credibility Tool: Book Launch

18. +
Continuity

19. +
Continuity Tool: Promotion Planner

20. +
Over to you…

21. +
Enjoy the
journey!
Alison Jones
www.alisonjones.com
Thank you for your time. If you want to know more, email me:
alison@alisonjones.com