This is a very exciting week, friends, and one that I have been a little nervous about for the last six months.
You already know that my book, Podcasting for Business is written and available for pre-order here.
But what you don’t know is that my coach, Amy Collette and I documented the entire process of writing it in a 7 episode podcast series that you can listen to right now.
All of it. The good. The bad. The grumpy. And there is some grumpy.
All 7 episodes are live, and if you want a glimpse behind the curtains of writing a book – from the idea to the manuscript, I suggest you check it out.
If writing a book has been on your radar – or you’ve got half a dozen on your shelf and you want to enjoy watching struggle through title one – check out the series. It’s truly a tell-all, and I admit, I’m a little nervous to be so visible in public. So be kind.
Today, I want to share the first full episode of Unleash Your Inner Author. This is where Amy and I talk about the book I planned to write, what worries and concerns I had about it, and what the process was going to look like.
Listen to Episode 1: The Kickoff or continue reading the blog post!
Tune in to the full episode to learn:
- The Business Podcast Blueprints
- Procrastinating for purpose
- Fear, confidence, and excitement
- Done energy: The pros and cons
- Leveraging a Book for Credibility and Client Engagement
- The Intensive Two-Day Retreat: Jumpstarting Your Book
- Managing the Urge to Jump into Content Writing
- Streamlining Decision-Making with Filters
My book, Podcasting for Business is coming out this September — learn more about it here.
The Kickoff
Amy Collette: “Do you want to write a book, but you just don’t know where to start? Well, you’re not alone—that’s where most people start.
I’m Amy Collette, founder of Unleash Your Inner Author. I love to help people get that story, that transformation that they’ve been carrying around in their heads, onto the page of their book, of their finished manuscript.
In this behind the scenes podcast you’re going to get a backstage pass to a real author going through the process of writing her book in real time.
I’m going to be talking to Megan Dougherty, who is starting at the very beginning. She hasn’t started writing yet and that’s a great place—that idea stage where nothing has really taken shape yet.
The first part of the journey is what I call a two-day intensive retreat and it’s to get all the foundations set before you start writing.
What’s really fun about this conversation that I had with Megan is that I didn’t know going in that she may have felt a little resistant about that. So you’ll have to wait till the end to see what her aha moment was.
I really appreciate so much that Megan stayed open to the process because when you go into this it’s like taking a leap. You don’t really know what you’re getting into.
She was trusting the process, staying open, and she reached a place where is perfect place for her to be before we go into the retreat and really start to bring her book to life.”
The Business Podcast Blueprints: A Comprehensive Guide to Podcasting for Businesses
Megan: “We wanted to write a book that will really explain and dig into and teach the podcasting framework that we use in our business and with our clients—that is The Business Podcast Blueprints.
There are five of them, and they each represent a different high-level reason that a business might be podcasting.
It’s possible to develop a podcast to really effectively do one of those five things as well as possible and that’s what we’d like to explore and communicate with the book.”
From Concept to Reality
Megan: “We probably said we should write a book about this five to twelve minutes after we came up with the concept and really identified what the blueprints were. That would have been sometime in early 2020 at least.
It’s been a while. We have not [written it] because we are here, so the time is now.”
Shoulda, Coulda, Woulda
Megan: “It’s not like we’ve spent the intervening time, like I haven’t spent it sitting around twiddling my thumbs with nothing to do. It’s been busy. We run a business. People work at it. We have clients.
I guess it is very much on the list of things I feel I should have made time for or I feel I should have done. I feel like we should be able to say, here’s our company, check out our book—and I can’t currently.”
The Perfect Time to Publish The Blueprints
Megan: “A lot has changed in our business. We’ve gotten, since we first came up with this concept, we’ve worked with it a lot more. So we really have tons of great examples of how this works, really great methodologies for any business owner to be able to apply to their podcast.
We’re also more clear about who we are as a company and who I am as a business owner. I think that feels to me like it makes it a really good time to just stop putting off this big stance-taking project.”
The Upside of Delay: Procrastinating for Purpose
Megan: “In this moment, I’m glad that we did wait because over the years when we’ve used this more and more and we have done more and more research as well to back it up and learn more about the industry.
We’ve discovered that what we initially thought was a framework of three or four was actually a framework of five.
Now that we are doing this, we can release something that feels a lot more complete. There’s not that missing, really highly compelling thing that there had been. So maybe I was procrastinating for purpose.”
Amy: “I love that. That’s a new tagline: procrastinating for purpose. That works.
Maybe that could be a tagline for some kind of podcast or a book. Could be a subtitle. That’s really funny.
It really is true where you grow, you expand, and then you’re finally ready to birth this new creation into the world as it’s evolved and I’m sure it’ll continue to evolve over time.
I always hear from people that they’re busy, they’re doing all the things and they’ve got all this, all the balls in the air. As entrepreneurs, we know that’s absolutely true.”
The Fear of Silence
Megan: “Something that we have never done well as a company is build audience. We consistently create content that goes out in the world, but we don’t like to talk about it. We don’t tell people that we do things very much, which is a foundational problem.
And I am so worried that a book would fall into that category of something great that we did that no one ends up hearing about because we don’t talk about it for whatever reason.
We’re all behind the scenes people at the company. So I’m worried of creating something that’s really amazing and it’s sitting on the shelf, not doing anything.”
Amy: “That’s really interesting because I think that’s a hidden fear of a lot of authors.”
Visibility and Vulnerability
Amy: “Being behind the scenes people, sometimes that vulnerability is being seen, is being more visible. How does that feel to you?”
Megan: “So accurate. I cannot think of anything more likely to keep me up at night, stewing and wanting to like tear out my hair than thinking that there are people out there in the world talking about me. What a horrible notion.
Even if it’s good, I don’t want it to be happening. So I think that’s a really, really true thing and I guess there’s also the, this is on a more personal element of it too.
What if it’s just I that think it’s, like, what if only I think it’s really good? What if it’s actually not very good or not very clear or, yeah, what if I think it’s great and it actually sucks?
I’m really, really freaked out by that notion.”
Amy: “What I hear when you say that is it’s not going to be good enough. The fear is that it’s not going to be good enough and I think this is something that I as an author and every author that I’ve ever worked with fears.
You’re going to get some bad reviews on Amazon or somebody’s just not going to like it or think it’s very good. So we can talk more about that.”
Confidence, Audience Connection, and the Fear of Promotion
Amy: “In the program, when we start working through this, Megan, we’ll talk about that and many other things that come up.
Thank you so much for saying that because when you talk about your soulmate, I call it your soulmate reader, your audience, the people who really need this and really get it, they’re gonna love it and think it’s awesome.
Because we’re not going to produce a book that’s not good. It’s going to be good quality, it’s going to be good. You’re a content creator, so I have a high degree of confidence in you but what matters is that you have that sense of confidence.
And so talking about our audience I think will really help you reconnect with the people who really do need your message and who do connect with it. Because you have clients who really love your ideas.”
Megan: “Oh yeah, when we talk to most people and explain what we work on, most people think, oh, that’s really cool. I’ve never thought about it this way before, or I’m going to change what I’m doing on the basis of this.
I’ve got every reason to expect it will be for the right audience, a perfectly acceptable, even enjoyable and useful work product but it’s still, I guess, on that level of just it’s a new thing we’ve never done before. It’s going to involve just learning a lot of processes that I’ve never done before.
I’d love if you could tell me otherwise, but I’m pretty sure we’re gonna have to tell people about it at some point. That makes me a little nervous too.”
Amy: “Do you feel like you’re well set up in your business to be able to talk about it and be excited about telling the world about it when it’s done?”
Megan: “I believe I can convincingly fake it one way or another.”
Amy: “Okay, so let me come at it from a different angle, Megan. I’m convinced you can. I’m a good fake it till you make it person too. I’m a big believer. You’ve got to feel it first.”
A Balancing Act of Excitement and Fear
Amy: “So let me step back and say, okay, Megan, in your mind, like even close your eyes for a second and imagine if you can, your book being done, the writing is done, all the editing, all the design, everything is done.
Now it’s come the day when you get your first box of books delivered and you open them up. How does that feel?”
Megan: “I guess it would be pretty exciting. I feel the successful completion of a big project.
Amy: “What does that mean to you personally? Like, how does it, what’s that feeling that you get when you see that first book printed for real?”
Megan: “I think it’d be pretty cool.”
Amy: “Imagine doing an unboxing video.”
Megan: “Oh yeah, my social media guy is going to love that. He will absolutely make me do that.”
Amy: “Exactly. It’s a really fun way to record your own reaction because it’s hard to imagine what that’s going to be like because it hasn’t become real for you yet.”
Megan: “I think I said, I am struggling to visualize it because I’ve even opened up like, our clients often have books, and so sometimes they’ll send a copy and opening it up.
It’s very exciting to see what they have created and they’re so proud of to share. I don’t know, maybe maybe I’m just not willing to let myself feel too much about it before we get into the process.”
Amy: “I’ll be asking you about that later as we get further into the process but even to check those boxes of done, it’s actually done after having carried it around in your heart for so long.
Now, wow, it’s in reality and you get to tell people about it but that’s where I see you, that fear of really marketing it and telling people about it show up too.
Is that not quite getting too excited about it yet?”
Megan: “There may also be… If I get really excited about it, then I have the potential to be really disappointed.
Whereas if it’s just some work that I’m doing, it can go well, it can go poorly, and that’s cool. It’s just part of a work day.”
The Duality of The Book: Work Project vs Personal Creation
Megan: “For me, it’s very much a work project.
As a business owner, we provide a valuable service to people who need it at a high level of quality, but we’re not curing brain cancer. This is podcasting.
It’s work. I keep my work fairly separate from my personal life. This isn’t to say I’m not very proud of the work we do. I am very proud of the work that we do and I think we’ve come up with something really, really cool.
I am really excited to put it into a more formal context to make this formula that we’ve developed, this methodology, it’s real. I’m excited about that but I don’t stay awake most nights thinking about podcasting.”
Amy: “A book, for entrepreneurs, it’s always a work project. In some and I always say in some ways, just think of it as another project because then it becomes less intimidating.
It’s less of this big, huge, hairy monster that you have to approach and it’s just like any other project where you have a plan and you you do things to make it happen. You’ve done that a million times before.
But it’s also personal.
Because just like your business, this is a creation that has never existed before on the planet and it’s come right out of your head and your heart. You and your team have created this. So, yeah, it’s also a personal accomplishment.”
Megan: “It certainly will be. It certainly will be. It’s been interesting to start letting people know a little bit this project is happening, because I guess we’re at a stage, and maybe you can let me know if this is a common stage.
Right now, other people are way more excited about it than I am. So I’ll get on a networking call, and they’re like, oh, what’s new with you? And I’m like, oh, I’m starting to write a book and they go, ah, you’re writing a book? That’s amazing and I’m just like, I guess so.
I told my parents, and my dad’s just like, this is amazing, we have to go out for dinner. So I’m very well supported by people around me, which is amazing.”
Amy: “That’s awesome. It is common, Megan, I think sometimes people get too excited beforehand but I also feel you holding back a little bit and that’s perfectly fine.
It’s just like, a new relationship. Where some people get super excited and just over the top and it’s too much, makes you want to run away. Other people are more reserved and they’re going to like, wait and see what happens.”
Avoiding “Done Energy”: Pacing for the Journey of Writing
Amy: “Writing the book is building a relationship with this new creation and along the way with your reader. So how does that feel to you?”
Megan: “I like the take it slow idea and keeping in mind that this is a process that’s going to be going on for at least the next three months.
I’m thinking one of the reasons maybe that I’m holding a little back on the excitement or the enthusiasm is I’ve got a personal tendency, and I think I’m probably not the only one in the world who has this, but once I start thinking of an idea, mentally it’s done.
And it’s like, okay, I’ve got the dopamine from having made the decision to do this, and I don’t want to fall into that trap and end up not putting in all of the effort required or to do a good enough job because I’ve already got that, oh, it’s done, I’ve celebrated already feeling.”
Amy: “When you think of it as done, I have another client who calls that done energy.
Megan: “I don’t want done energy yet because it’s not done yet.”
Friend or Foe? Reframing “Done Energy” as Motivation
Amy: “It can be a very positive thing in terms of—does that done energy feel like it gives you some confidence or what does that done energy do for you?”
Megan: “It completely throws me off. Done energy is done. So I’m not going to work on it. I’m not going to prioritize it. I’m not going to give it the attention it deserves because it’s done.
So I do not want this project to fall into that bucket.”
Amy: “That’s really interesting, different take than I’m used to. It’s like I think of that done energy of like giving you the feeling and motivation to like actually carry it out, but you know it will be done. It will be completed and it will be great and all of that.
Maybe we can work on turning that energy or just keeping an eye on that energy because that’s one of the things I want to know up front before we really dive into the book is what are those fears or barriers, I call them fear dragons, that might be circling around ready to target you, when you’re in the middle of the process—and we’ll talk more about that as we get into it.
Thank you for sharing that, because I think that’s really interesting and if we can turn that energy around a little bit.”
Leveraging a Book for Credibility and Client Engagement
Amy: “When you tell people that you’re writing a book, what are you excited about that? What gets you jazzed?”
Megan: “I am excited to be done and have a book and I really love the thought of being able to send a new client our book when like they first signed with us and being able to send them a physical copy in the mail. I think that’ll be really, really cool.
And I also love the strategy at conferences. I love when people bring books to give out as almost like business cards at conferences. I just think it’s nifty. I always take them. I always read them. So I’m excited about that.”
Amy: “How does that make you feel about the authors of those books?”
Megan: “I guess I feel like they must be very well organized and I really admire that. It’s good strategy and I respect good strategy and I would like to have good strategy.
Amy: “One of the reasons people bring those books to conferences and shows and speaking events and all that stuff is that it does really lend you credibility—a level of credibility that puts you above those folks who haven’t written a book.
Because when you think about it, so many people say they want to write a book but very few actually do it and there are statistics about that.”
Joining the Exclusive Ranks of Published Authors
Amy: “I have searched high and low and I see these statistics all over the place, but not the scientific study that says this is where they came from. So I just call it conventional wisdom. Because I can’t track down the actual source.
And that is… 80% of people say that they want to write a book, whether it’s a nonfiction book like we’re doing or a novel, Great American Novel or whatever it is—3% of the population actually publishes a book in their lifetime.
It’s pretty interesting. I’ve talked to a lot of people who want to write a book too but those who follow through are definitely the minority—so you’re you’re joining really interesting and a small group that’s kind of an elite club.”
Megan: “I guess I also really like one of our company, One Stone Creative, our foundational principles is we do what we say we’re going to do.
So now you’re watching this out there in the world, viewers and listeners, we said we’re going to do it. So we’re doing it. Come hell or high water.”
Defining Success and Celebrating Milestones
Megan: “Amy, if you can grab me by the scruff of the neck and actually get me to outline and then write to the point where we have a finished manuscript, they’re going to build a statue in your honor.
I like the act of writing. I love the act of teaching and explaining via words, written words the way I like to do it the most—I have no idea how to write a book.
It’s always felt in my head as something like, oh, just write a book. One summer, take a couple weeks and write. I used to work with someone who could write a book like that and it was possibly damaging to my idea of how the process works.
I think just success is going to be, like you say, it’s going to be a physical book that we can give to someone. My dad’s going to be really proud of me, so I’m really excited about that.”
Amy: “There’s going to be another celebration then.”
Megan: “There’s going to be another celebration.”
Amy: “The thing is, I love to celebrate all throughout the process. You got to celebrate those small wins because it’s easy to check off that accomplishment.
Got that chapter done. I got to move on to the next chapter. I’m already feeling behind—without taking a minute to pause and reflect and celebrate. This is a milestone.
I’ll help you do that, too.”
Megan: “This is like all of the self-reflection personal work we’re going to have to do in this process. Like we’re done that part after, after today.”
Amy: “We’ll see about that. We haven’t done the next two days yet. That’s the next two days.”
Megan: “The intensive it’s coming up tomorrow.”
AMY: It is intensive but the goal is to have some fun. It’s creative. You’re creating something new.”
Establishing Accountability for the Writing Journey
Amy: “You also mentioned that if I can grab you by the scruff of the neck and make you do this. That’s not my job, but my job is to help keep you accountable to yourself.
So I’ll ask you right now if I have your permission during our work together to do that?”
Megan: “Absolutely, yes.”
Amy: “Your goals of creating a beautiful professional book that you can be proud of and gladly and proudly hand to your new clients is definitely one that I share with you.
Let’s make that our goal.”
Megan: “Absolutely agreed. Cosigned. Let’s do it!”
Amy: “We really kick off the process tomorrow and the next day and it’s going to be conversational like this and so we’ve already touched on what it’s going to be like and how we can work together.
I think we’ve already established that we have a good rapport and we’re going to have a good time doing it.”
The Intensive Two-Day Retreat: Jumpstarting Your Book
Megan: “For both my edification and everyone who’s watching and listening to this in the future, what’s going to be happening over the next two days? What exactly am I in for as we go through the intensive process?”
Amy: “I call it the intensive two-day retreat because it gets your book jump-started in two days together.
So what we do is we start with—you’ve already filled out the welcome stuff. So if there’s some personal stuff that I ask you, that’s just between you and me that never gets shared with anyone else about.
Your goals, your dreams, some of your background—nd that just really helps me understand you better so that I can help support you along the process.”
Day 1
Amy: “So what we’ll start with in the first day is, understanding your mission, what is the actual goal for the book? And we go through a whole series of questions that we that dig into that topic and discuss those.
Then we take a break for lunch and then we come back in the afternoon and we talk about your ideal readers or what I call your soulmate readers. Who exactly is this for and why? What problems does it solve for them? What pains do they have?
I think our businesses are so similar in some ways, Megan, that people struggle with not knowing how to do it. They don’t know how to start.
It seems overwhelming to start a podcast, to write a book, when we know there’s a system and there’s a little magic involved in both of those.”
Megan: “That word, Amy, system, is just so relieving to my mind.
Amy: “Yes, and you are not alone in that. People love to know, oh, there’s a system, like there’s a roadmap. I call it a roadmap for a reason because you really want that path to go down so that you’re not going off in 50 different directions or tangents or not staying focused.”
Day 2
Amy: “So we do the mission, we do your ideal readers, then the next day we start with you as the author. So we talk about your goals, what fears and things might come up, we touched on that today, and what’s going to serve you best to help you bring this dream to life. So we also talk about that, your biggest, absolute biggest dreams for it.
All those things together, I think they’re very intertwined. So that’s why I like to do them in this intensive way because they all are woven so closely together. Sometimes it’s hard to pull them apart. So doing them closely together, you can see those commonalities between the topics.
Then from all of that, then we can create your roadmap, which is your detailed outline so that you can tell your stories and show your processes in a way that’s super helpful for your ideal readers, that’s going to actually move their needle forward.”
Megan: “I love that. It’s like, did you ever read or watch the Cider House Rules? There’s this one great line in it, it says, whatever you do, I expect you to be of use. I’ve always really loved that and so I would love to create something that is of use.
Amy: “That’s the thing. We want to provide absolutely massive value for our readers. You’ve created this program over the last few years and you know it works. You know it’s fantastic.
It changes people’s lives and businesses and that’s what we’re going to do through your book, too.”
Managing the Urge to Jump into Content Writing
Amy: “How are you? How are you feeling right now about getting started tomorrow?
Megan: “I’m feeling a really strong urge to start the work of the book itself. I would like to skip the next two days and jump right into outlining content.
But I’m feeling and I’m hearing and I very much trust you in the process that all of this work, the intensive work that I’m probably going to find personally difficult and challenging, is really going to help create a better outcome when we do actually get to that point.
Is that accurate?”
Amy: “That’s a really good point because earlier we talked about, Oh, you should just be able to sit down and write your book, and I think we all want to just know how to write a book and be able to just bat that out, no problem.
But again, most people don’t do it that way. It’s hard to do it without a little bit of guidance and without the clarity and that’s what I found.”
Cautionary Tales from the Editor’s Desk
Amy: “I’ll tell you a little tiny story and that is that I was a writer and editor for years. So when I started, when I wrote my first book, people started bringing me manuscripts. Hey, I wrote this book, can you edit it for me? Can you help me get it published?
I’d read these manuscripts and it was really hard because these people wrote their book in a vacuum without any guidance or feedback or anything like that. What needed to happen is that book needed to get torn apart.
There’s great content in there, but it was poorly formatted, put together, outlined—there wasn’t all this clarity beforehand and was usually way too much.
Nobody’s going to sit down and read an 800-page book.”
Megan: “I do in my leisure time, but it’s fiction.”
Amy: “Some of us read Michener and those books and that’s fine. Harry Potter, even.
But most people don’t have the attention span for that and that’s not really the goal. You don’t want to make your your client read 800 pages, that you want to get them the information in a more direct way.”
Streamlining Decision-Making with Filters
Amy: “So having that clarity beforehand works as a filter.
What I mean by that, when questions come up later in the process and you’re thinking, well, should I tell this story or should I give this example or should I go this direction or that direction, you can run it through your filters.
Does it meet my mission? Does it serve my audience? Does it serve my goals as an author? It will answer your question 90% of the time.”
Megan: “I love it and Amy, you’ve just absolutely 100% short-circuited any resistance I’m going to give you over the next time that we’re in this process.
Because using it as a filter, that’s exactly what the model that we teach does and it’s exactly how we expect people to use it. So, thanks for that. I’m going to have to be very compliant.
Are you going to be able to say you’re being a hypocrite?”
Amy: “No, I’m really glad that we landed on that. Something that really connects with you and how you do things because for me, that really makes sense.
When I come to a fork in the road, and I have to decide, does it make sense to do this or that? If I’ve got those filters in place, it makes my life a whole lot easier and reduces the stress and the churn.”
Pre-Writing as a Time-Saving Tool
Amy: “You can waste a lot of time and that’s what happens when people write their books on their own—they go off in a direction and then realize two months later, oh, I don’t think I wanted to do that. I don’t think it serves my people in the same way as if I had gone this way. So they’ve wasted that time and that effort.
That’s what I really want to help you do, too, is stay on track and having those filters in place is absolutely a resourceful tool that you can use every time.”
Megan: “I absolutely love that. It really makes me feel good about approaching all of this work that is work. That preparation and planning and thinking, I’m always very happy to tell other people they should do.
So I really love having this context for how we’re going to be using the mission, the reader, the author, and creating that.
It’s a decision filter, basically, and that’s going to make everything else so much easier because the decision making work is done.”
Amy: “We did it.”
Megan: “We worked really hard at it and so we just have to apply it—that is such a game changer.”
Embracing the Pre-Writing Journey
Megan: “Is there anything else I should know before, as I get ready for the beginning of this work tomorrow?
Amy: “No, I feel like you are ready and I’m really glad that we landed on that because that really is the true purpose of these roadmap sessions, this intensive.
Why we do it so that we can get that clarity and then you can get started on the writing and you don’t have to wait for weeks or months to do that.
We do that in two days and so just another couple of days and then you can then now you can get started with the writing in a confident way and and feel good about it. You’ll even have homework your first writing assignment after the after our second session.”
Megan: “I’m feeling good. I’m feeling excited. I can’t wait to do this.”
Amy: “Okay, good, good. I feel like you changed up your energy a little bit.”
Megan: “We did. It did change. I feel much more excited right now than I did before we had this conversation.”
The Writing Framework
Amy: “Your energy, I felt that resistance of getting excited about it and now you’re there.”
Megan: “I think because you told me I’m going to get to have a framework for my own writing and that really excites me on a personal level.
So you’re going to help me build a little mini framework for the purpose of writing this book and I think that is such an exciting idea, and I can’t wait to do it.”
Amy: “You create your own roadmap, really and we have a fun process to do that. We’re gonna have a great time and you’ll learn a lot.
The book will start talking to you. It’s had a lot of time to marinate and gel and come to life and so these next two days is opening the door to that and inviting the book to come in and really talk to you and start coming to life.”
Final Thoughts
This was such an interesting process, and really, a strange one for me. It’s truly a tell-all about the experience, and there are parts that, looking back on, I find a little embarrassing. But none of us are our best all the time – and I’ve learned that it is pretty common to get a little grumpy and resistant during the coaching process.
It was important to both me and Amy to show the whole process – challenges and all. This series really does go through everything that we did together to get Podcasting For Business ready to publish – and I’m so happy with how it’s come together.
I want to publicly thank Amy for all of her support, amazing advice, wonderful accountability and grace.
Check out all of the episodes here.
And if you want to grab a copy of the book, you can do so, and get a free ticket to the Podcasting For Business Conference by visiting this link.
Key Quotes
“I don’t want done energy yet because it’s not done yet.” – Megan Dougherty
“I love to celebrate all throughout the process. You got to celebrate those small wins because it’s easy to check off that accomplishment.” – Amy Collette
Resources
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