Leverage your personal brand to become a thought leader (and make a lot of money doing it)! Join our guest, Aurora Winter, as she shares the 7 ways you can make 7 figures as a thought leader.

Specifically, Aurora shares:

• How you can attract premium clients at premium prices by leveraging your authority
• How to leverage the neuroscience of communication to ma
• How a free book offer can create explosive growth for your business
• And more!!

Mentioned in This Episode:

• Free Resource: Marketing Fast Track
• More Free Resources: www.TurnWordsIntoWealth.com
• Aurora's Book: Turn Words Into Wealth
• Aurora's YA Novel: Magic Mystery and the Multiverse
• Follow Aurora's Kickstarter
• Free Resources for Authors: Same Page Publishing

About Aurora:

Aurora Winter, MBA, is a successful entrepreneur, bestselling author, TV writer-producer and the founder of www.SamePagePublishing.com. Using her expertise in film and neuroscience, she helps people tell memorable stories that build brands, books, and businesses.

Experts turn their words into wealth. Winner of the Outstanding Nonfiction Book of the Year Award, Aurora’s book “Turn Words Into Wealth: Blueprint for Your Business, Brand, and Book" shares 7 ways to generate 7 figures. Aurora will share how the right words can dramatically increase income, impact, and influence.

Everybody needs a bit of magic in their life. Aurora’s new fantasy series, “Magic, Mystery and the Multiverse” is a fun, fast-paced adventure for young adults. It won the Readers’ Choice award, Best Teen book.

Aurora loves to talk about issues that matter and create engaging and entertaining content that adds value. Business topics: the neuroscience of communication, marketing, pivoting, and creating multiple streams of income. Creative topics: how to turn books into movies, lessons learned writing fiction and non-fiction, publishing, and more.

A popular media guest, Aurora has been featured on ABC-TV, CBS-TV, KTLA-TV, Huffington Post, Elle magazine, Oprah Radio, The Rebel Author podcast, and more. To learn more, visit: www.AuroraWinter.com/media.

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About Angela

Angela Frank is a fractional CMO with a decade-long track record of generating multimillion-dollar marketing revenue for clients. She is the founder of The Growth Directive, a marketing consultancy helping brands create sustainable marketing programs.

Her new book Your Marketing Ecosystem: How Brands Can Market Less and Sell More helps business owners, founders, and corporate leaders create straightforward and profitable marketing strategies.

Angela is the host of The Growth Pod podcast, where she shares actionable tips to help you build a profitable brand you love.

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Welcome to The Growth Pod.

Today on the podcast we have Aurora Winter who is a successful entrepreneur, bestselling author, TV writer, producer and the founder of SamePagePublishing.com using her expertise in film and neuroscience, she helps people tell memorable stories that build brands, books and businesses.

Aurora's book Turn words into blueprint for creating your business Brand and book shares how the right words can dramatically increase income, impact and influence. Aurora, welcome to the podcast.

Oh, it's great to be on the podcast with you. Angela and I look forward to helping the listeners turn their words into wealth.

Yes, we were chatting quickly before we started recording and I have had a chance to read through your book and I found many good takeaways in it and so I am very excited for our chat today where you'll be sharing seven ways to make seven figures as a thought leader. Before we get started, can you share a little bit about why you're the expert that we should listen to on this topic?

I love that you asked that question. All right, so the reason that I have something of value to offer on the topic of turn words into wealth is a couple fold. 1.

I launched a six figure business in six months starting from zero on the back of a book. So I know how to do that. 2.

I pivoted a business and launched a brand new business and tested whether or not the market wanted it using a book within 90 days I thought oh yeah, they actually do want it. And then I turned that PDF into a real book and in 90 days generated $250,000 of new revenue.

So in other words, I do have a lot of expertise taking a book and turning it into a revenue stream which is one of the things we're going to be talking about today. Other fun fact, my background's in film and television.

I've over been responsible for over 250 hours of programming and a development budget of a million and a half dollars a year. Launched my own film and television production company and raised 5 million to do that.

So I know a little bit about communication, including the entertainment side of it and also the practical side that we'll be talking about today for the listeners who are entrepreneurs or thought leaders.

Amazing. So with all that in mind, I'm anxious to know what are the seven ways that we can make seven figures as a thought leader.

Okay, well real quick and I've gone into great detail in the book Turn words into wealth. Number one, attract premium clients at premium prices by becoming the authority. Number two, attract investors or launch a startup.

All the companies that I'VE helped raise capital, have raised at least seven figures, sometimes eight, just by understanding how to communicate the right words at the right time to the right people. Number three, movies and merchandising. You've got a copy of my new fantasy book Magic Mystery in the Multiverse.

A meeting with BBC in two weeks and they're interested in a 12 part TV series based upon that book series. So that's, you know, the Harry Potter example. But Harry Potter also has all kinds of merchandising.

You know, at Universal Studios they've got the games, they've got the wands, they've got the costumes, etc. Number four, a free book and an upsell. If you want to see an example of that, you can go to turn words into wealth.com.

so that's where you give a book away for free or an ebook or an audio book or part of a book, even a couple of chapters. And then you offer people more value so they know, like and trust you.

In the case of turn words into wealth.com, you'll get five free videos that show you how to attract capital clients and media coverage. And then at the end you're offered a business breakthrough session for free.

If you are a thought leader or expert or entrepreneur and want to get help with your message, it offers you that. That's another example. Number five, speaking. Speaking is the highest paid profession. For example, Hillary Clinton makes $250,000 per talk.

I hear that Tony Robbins apparently makes a million dollars per talk. If you would like to be in that circle of people who make the most amount of money per minute, then you basically need a book.

Number six, training and certifications. I use this, I used a book as a lead magnet for a company called Grief Coach Academy.

And the book very effectively identified people who might like to learn more. So training and certifications. And number seven, my all time favorite is the evergreen bestseller.

So that would be an example like Magic Mystery in the Multiverse, that fantasy series or other book series like the Miracle Morning or I'm helping a client with a series of legal thrillers based on a character called Jake Fox. So that really quick and why I wrote a book about how to monetize your book is because it was heavy on my heart.

The average first time author spent spend three and a half years writing a book and they would put all that effort into their book and then they would drop the ball at the finish line. They didn't have somebody like you, Angela, coaching them on the marketing, coaching them on how to turn this all into Business.

And so a wonderful book wouldn't offer a next step for people. So I wanted authors and experts and thought leaders to think about what will people want after they've read your book?

And can you provide a service that can offer, you know, that can generate six, seven, or eight figures for you and add more value?

Absolutely. So it sounds like there are so many different ways that you can take a book and make six, seven, or eight figures, like you mentioned.

And it also sounds like you've dabbled in a lot of these. All of them, actually. So do you recommend that we do all seven? Should we pick just one, or do you recommend that one?

And focus. And it really depends where you're at. So, for example, I wrote a little book called Marketing Fast Track when I wanted to pivot my business.

At the time, I was known as the founder of the Grief Coach Academy. People knew me as somebody who helped people through grief.

But more and more people were coming in there, said to me, you know, how did you get on tv? How'd you get on radio? How'd you write so many books? So I wanted to test if people were really interested in getting my help as a marketing mentor.

Well, being a marketing mentor is completely different from being the founder of the Grief Coach Academy. As you know, you're in marketing. Angela. So I wrote a quickbook. Well, I had somebody interview me who had interviewed me before.

I had been interviewed for Tony Robbins team of coaches by the director of coaching at Tony Robbins. He'd interviewed me about grief coaching. I called him up and said, hey, do you want to interview me about marketing?

And he knew that I had expertise launching several different businesses was like, sure. So I choreographed the interview. You have to choreograph it. Like, Angela's very, very well organized.

She sent me a list of the questions she was going to ask anyway, so we. I answered those questions on a live training seminar for Tony Robbins Coaching. I liked the interview. I transcribed it.

I turned it into a little baby book because it was only a PDF. And I got on. I got two TV interviews from that and used it to also help fill an event that was. And then people got that marketing funnel.

They got the videos, added value, and then they were offered a free business breakthrough session. And within, I don't know, a month or something, it generated $15,000. So I'm like, okay, not a bad test.

I think people are interested in having me as a marketing mentor. And that book is called Marketing Fast Track. You can actually get it for free anywhere you get books.

And I Do that because so many people only write the finished book. Like this big fat Turn Words into Wealth book is polished, but I wanted people to be able to see what is a minimum viable product book.

It's a very short book. It adds value. And you can do a book like that very quickly by having somebody interview you.

Yeah. So you're really thinking about the reason behind why you're writing a book.

And for something for your example, where you're testing the market, it's a little bit of a shorter book than you would do when you've already proven your concept, like you had with Turn Words into Wealth. So it sounds like you need to learn a lot about what goes into communication.

And so I'm interested in what can you share about the neuroscience of communication and how that plays into the seven ways that you outline in your book to make seven figures. As a thought leader, most of us.

Who are very well educated kind of learn the wrong message at university about how to communicate.

We have the idea, because this is what we're trained to do in university, that if we send somebody the verbal equivalent of an Excel spreadsheet, that that is optimal communication, and they'll just open it, understand what we're saying, and go from there. And that is not at all how the human brain works.

So to leverage the neuroscience of communication, you need to understand that the brain has got different components. And what's best is first address the croc brain. That's the ancient reptilian brain. And it's Is this interesting? Is this dangerous?

Is this something to mate with? Is this something to eat?

It's kind of the looking for the shiny, sexy interesting, but not a little bit scary is okay, but not so scary that it shuts down. So you want to appeal first to that. So that could be the title of a book. For example, Turn Words into Wealth is attracting.

It's telling you very quickly, what category are we in? If you're not interested in that, you move on. Or magic mystery in the Multiverse, it's telling you what category we're in.

It could be considered to be the subject line on an email. It doesn't have to be clickbait, but it's something like, what are we talking about here?

Not the meat of it, but so you want your communication to always start there. And then the second step is.

And you want to have a pause in between, Like, I'm going to ask Angela, does she has anything to add to that before I go on to step two?

You can continue.

Okay, so step two appeals to the middle brain. So human beings survived because we lived in tribes. So we are alone. We do not survive.

So we're very vigilant about social status and messages of connection.

So, for example, being on this podcast is social proof that Angela thinks I am worth talking to and social proof that I think Angela is worth talking to.

So what can you offer in the next little sound bite that will reassure your listener that other people, just like them, think that this topic is worth exploring? So, for example, turn words into wealth. You see, like on the COVID it's got some award seals.

It won Outstanding Nonfiction book of the Year in its category, which is publishing. And what's this other one that's got another award there? It won a bunch of awards you see on the back.

So that could be something to say right at the beginning of your talk. Or Magic Mystery in the Multiverse won a Reader's Choice Award. It also won the American Fiction Award. It's won a bunch of awards.

So that's social proof. My first published book, From Heartbreak to Happiness, was endorsed by My hero, Dr. Wayne Dyer.

You know, so whatever you can say, well, for example, I mentioned earlier that BBC has expressed interest in turning Magic Mr. In the multiverse into a TV series. That's social proof. Somebody else that you've heard of BBC is interested.

Okay, so that's step two in the neuroscience of communication. And then step three. Now you can go ahead and talk to the cerebral cortex or the cerebral cortex, but keep it short.

It's very expensive for the human brain to process taxing inf new information. It requires the use of a lot of fat, and we have been programmed to minimize that. So don't over tax with too long of a message.

People can only really listen fully, attentively for about 20 minutes, which is why TED talks are 20 minutes or less. So communication is not speaking at length. Communication is when the message sent is the message received.

I love that.

I think that there were so many good takeaways in what you just said, from making sure that you're stepping through the brain, from the reptilian brain to the midbrain, all the way to the cerebral cortex. And also I loved your point about communication is when the message sent is the message received.

I think a lot of people can become overwhelmed thinking about the most effective ways to communicate when at the end of the day, if you are communicating a message in a way that it's.

Received, you've done your job exactly right. And a common mistake that people make is because they're so deep into their expertise.

Like in your case, Angela, you have expertise in marketing, so you can anticipate 14 steps down what you need to do in marketing.

And so mistake to talk about step 12, 13 and 14, you need to back it up and first talk about step one, two, and three, which is meeting the audience where they're listening.

Yeah, that's something that I've recently, well, in the past year started incorporating with my conversations with clients is giving the context behind the actions that we're taking and bringing them up to speed on everything. I definitely fell into the trap where I would just get into the nitty gritty and get too far down the rabbit hole.

And so when I started bringing it back up to that surface level, this is why we're going to do this. This is what we're going to do, and this is how we're going to do it. People started understanding the power of marketing a lot more.

Exactly right. And what you did there is another key thing to do with neuroscience, which all the listeners can do is framing.

So when you set up expectations and get a buy in of what you're going to do, that's also very powerful because then the other person can relax. They know where this is going and they've agreed to it.

So, for example, before you started recording, you're like, here's how this podcast is going to go. We're going to shoot for this length of time and at the end, don't hang up because I need you to stay on. Like, that was framing.

How can you frame whatever you're doing? Because that really helps the listener relax and know, I'm in. I'm in safe hands, I know what's going to happen.

And framing is very decisive, which is another valuable thing about being an author. The root of the word authority is author.

So when you show up and you are the author, you are the expert in that, in that topic, and that changes the result of the meeting.

Yes, absolutely. So you just said, when you are the author, you are the authority of the topic. I'm interested.

When you are using the seven ways to make seven figures and you're leveraging this authority from being an author, which of the seven is your favorite? You've dabbled in so many. And why is that?

It's hard to say which is the favorite because it's like saying, well, if you have a workshop, which tool is your favorite? It depends what you're trying to do. Right. I like a saw for certain things, a hammer for something else, a screwdriver for something else.

I mean right now I'm excited to see if I can turn Magic Mystery in the Multiverse into a TV series. I've got a background in film into television. I'm an award winning screenwriter. So that's, that's pretty compelling to me.

But that's not the first step for all of the listeners. Right. So if you're at the stage where you're not sure if your idea is something the market wants, then do a little book like marketing Fast Track.

Do a quick book, test the market, see if it's, do a minimum viable product as we say in Silicon Valley. Right. And see if the book can prove your concept is a dud or a winner. And then once you.

But if you already have a thriving business, it's already working. You're already making six, seven or eight figures in your business. Then write a book that will help you attract people worldwide.

Maybe you can do the free book giveaway or maybe you can take advantage. Amazon is actually the number three search engine and people on Amazon already have their credit card usually pre installed.

They're looking for the answer to a problem.

So if you already have a working business, for example some dentists, I helped them create their book and they grew their business from 1.5 to 6.5 million. Everything was already working, nothing was broken.

But it helped them launch to the next level and attracted people who wanted a beautiful smile after 40 and the they were on average spending 10 times more than people who were in their 20s who just wanted to do something for 20 bucks.

Yes, that's great. So it sounds like the most important one of the seven ways is really the one that will help you achieve your goals.

Exactly.

And so you just need to figure out in your business where you want to go and then which one of these will help you get there.

Exactly. Right.

Amazing. So it sounds like you have some really exciting things in the work. What is next for you?

Well, I am about to do a Kickstarter for Magic Mystery in the Multiverse. I'm just putting the finishing touches. It's at the editor with book number two. So you've got book number one there.

So I'm doing a Kickstarter of book one and two.

And on Kickstarter you can offer all kinds of special things, special editions, bookmarks, color, you know, I've got the maps, I've got character art and also I can offer, for example, I'm having a lot of fun. Some one lucky person is going to be able to name a character. So kind of a legacy thing.

So all of the books will be printed with that one character having the name of the person who decided to name themselves or their children or grandchildren. So that's kind of fun. I always like to try new marketing things. Never done a Kickstarter before.

Although I've written 10 books, it'll be my first Kickstarter so I like learning something new so that that's fun for me. Have you ever supported anything on Kickstarter, Angela?

I yes, one time in college, but I can't remember what it is.

But I'm definitely going to check out your Kickstarter and see what goodies I can get when I support if listeners want to keep up with your Kickstarter or anything that you're doing online, where's the best place for them to do that?

The best place for them to follow the Kickstarter is go to Magic Mystery and the Multiverse.com when the Kickstarter is like right now you can follow on Kickstarter, which is free. You do need to set up a Kickstarter account, but it's quite fun seeing everything on Kickstarter.

After the Kickstarter is not live, it will redirect you to get more bonuses and goodies for that fantasy series.

And then if people are interested in getting help with their book, they'd like to check out, go to same page publishing.com same page publishing.com and they can get a free Thought Leader starter library.

And once you've consumed that, if you'd like to get more help, you can sign up for a free business breakthrough session with myself or somebody on my team. Of course, I think the good place to start is by reading the book.

Turn Words into Wealth, put a lot of effort into that and I think it will answer your questions about neuroscience and you can take a deeper dive and get examples of how different people, myself, my clients, famous people like David Goggins or Tim Ferriss have used these different processes and hopefully there's one of those that will just be the perfect fit for you and your business and help you go to the next level as a thought leader.

Yes, we've just barely skimmed the surface in our conversation today, so the book and all of the other links that you just mentioned will be listed in the show notes. So if you're listening at home and something that Aurora said sparked your curiosity, it will all be there for you.

Thank you so much, Aurora for joining us today. I really enjoyed our conversation and I know our audience did as well.

Thank you, Angela.