What a terrific post. I am brimming with ideas. Isn't it wonderful how just opening the door, giving permission to NOT BEING SMALL, is a force! I'll check out the authors and resources you mention here. Creativity is an open, free, overflowing fountain and I love how you demonstrate that beyond the fear is another plane. Phew! Life is fun. (Also...perfect post for the beginning of a new year!)
@DanBlank actually mentioned this to me too -- that maybe it's not all about ME but perhaps is about the state of the world. In my myopic state, I did not think about that. I only thought about ME, ME, ME!!!
That is so kind of you to say, Morgan -- it makes me so happy to hear this. And of course I love that you made back your investment. How it your work going??
Welcome to Substack! Coming here to say that the new and improved course is absolutely worth the increased price point. It's a great value for the education, training, support, and community it provides. I signed up at the lower price point and remember feeling like it was a STEAL. I also made back my investment within a few months of enrolling. Thanks for all you do, Jennie!
I didn’t make the decision to spend the money on the AA book coaching program lightly or easily, but I remember being only a month in and thinking it was worth the cost even if I never coached one client. I’ve learned so much that has helped me with my own writing, and this is coming from someone who attended an incredible MFA program and loved it. There’s always more to learn and a different way of looking at things! The cherry on top is that I’ve created a growing business over the past year, made nearly twice what I’d expected in 2023, and now spend much of my time doing work I love with people I love--writers! Thank you for this post which is super helpful as I prepare to raise my own prices, which even Courtney Foster-Donahue said are way too low. :)
I paid the new price Jennie, and I don’t have a shred of regret. I’m learning so much, and love being part of the Author Accelerator community. Hold your nerve! Your offering is worth every penny.
I’m one of those 35 and my only regret is that I didn’t learn of this program even sooner! For those considering Author Accelerator…I strongly agree with those who say they’ve learned more in this program than through higher education (and I say this as someone not even new to the publishing industry). I signed up under the initial course, but switched over to the new curriculum when it was released and I love the updated course design. Thank you for continuing to share your knowledge, Jennie!
Jenny, this is such a timely and encouraging post for me. Since I became a certified nonfiction book coach, I have offered two Blueprint for a Book workshops - one in December for free which 11 people signed up to attend, and one this past Saturday for a fee, which no one signed up to attend. I initially became discouraged that no one attended the recent workshop because of my fee and wondered if I should have offered the workshop for free again, or at a lower price. Until I read your article to help me understand that the problem was not my price or my content, but that I had not accurately conveyed the value I was offering my writers and how the workshop could really help them think through an effective plan for writing their book.
Heny Ford said that " failure is the opportunity to do things again, but this time more intelligently."
Thanks again for sharing this post, for the next time I offer my workshop on the Blueprint, this time I plan to promote it more intelligently!
I really appreciate the honesty here, Jennie! I think it's something more business owners need to share openly: that sometimes we try things and they don't work right away. It happens at all levels of business but so few people are willing to admit it. Thank you for sharing!
I love this and respect your honesty, Jennie. I've taken a bunch of your courses dating back to 2015 or so and I trust you implicitly. But I was one of those who kept almost pulling the trigger in November on book coaching, and what held me back wasn't the price, it was ME. I already have to market my published works and the thought of even more marketing and social media makes me want to hide! And yet I know your program would be stellar! and that book coaching activities would help me to stay engaged in the writing world in a way that I keep avoiding (introvert here!). So yes, it's not necessarily the price! I am sure many of us are just scared of commitment and being seen "out there" in the world.
Thank you for sharing this experience, Maya. I appreciate YOUR honesty! There is so much to say in response to this. I'm going to make a note to do a FAQ on it. Because it is a FAQ -- not so much related to the course I am selling but to the idea of investing in yourself and taking that leap AND to the idea of social media making you want to hide. More soon!
I truly appreciate your candor here, Jennie. Your shift in advertising book coaching as a new career versus a side gig is brilliant and I'm sure it will resonate with A LOT of folks (like moi), who since 2020 have been searching for a flexible and meaningful career that excites them.
Looking forward to reading more of your advice here on Substack. :)
You're welcome, Jennie. Content around audience building, the first couple steps to starting your book coaching business (maybe as a teaser to the resources you provide coaches after receiving certification), and best places / ways to find your ideal client (once you've done the niche down homework) would be most helpful. 😀
I'd add one thing: in services businesses, you can do cost-based pricing or value-based pricing. Cost-based pricing is when you figure out how much it costs you to deliver a service, then you add a markup based on what you think you need to earn. This helps you not lose money, but it's limiting. Value-based pricing is when you think about the value to the client. It's a completely different analysis. If you go from feeling lost to having a career you love, if you avoid doing an expensive and useless MFA and instead end up with a credible business, if you stop hating yourself for spending ten years not writing your book and actually write it - what's the value? A lot. (I anchored on this concept 15+ years ago: I coached a lawyer on negotiating a raise. She ended up getting a $100,000 raise. At the time I was charging $200 per hour and we did 1.5 hours of coaching. Was $300 the right rate for perhaps $500,000 in cumulative earnings? Maybe not!
The other factor is competition. If you are in a commodity business, competition will push the price down. So I can buy 200 ibuprofen at Costco for maybe ten bucks. But if I had to, I'd pay $25 or $50 for an ibuprofen. I just don't have to because someone else could sell me the ibuprofen. The way around this in services is to make your service non-fungible. Ideally the buyer ONLY WANTS YOU.
Loved reading your insights here and how you think through challenging issues in your business. Regarding those feelings of despair that come up when something you tried doesn't work, I had a similar experience recently - I put out a free offer in an online writing group I've been apart of for years, and was bummed when I didn't get immediate responses. I definitely started questioning my fledgling book coach business and whether this was the right thing for me to do. But then I took a step back and decided I didn't want to take it personally. It wasn't a reflection of me or what I was doing, but rather there was some issue with how I made the ask. I plan on regrouping, reviewing what I did originally, and trying again in a couple weeks, but I know that if I don't get the response I want again, it's not about me, and I shouldn't give up. Your framework is a helpful way of thinking it through in times of despair!
Having spent more than 30 years in the tolling industry (stick with me for just a second), we always agonized over tolling increases...people call their representatives. The representative who told you they want the increase (to pay for projects) go on television and curse the secretary of transportation and call for resignations. And there's no guarantees at the end of it all, the organization will make more revenue. But the cost of everything is going up, so occasionally the tolls have to go up. For the first six months, revenues take a nose dive. One bright side is that traffic flows smoothly for a change, at least on the toll road. But invariably the volume comes back and then some, making up for the short term loss. Patience!
Oh this is fascinating! Thank you for that insight.
What I *love* about people becoming book coaches as second careers is that they have their whole FIRST career to learn from and lean on. In your case, you have an engineer's experience to bring to the work. This is going to be such a boon to your clients who think the same way you do BUT also want to write good thrillers!
Love the honesty here, and taking us through the process. Thank you for the kind mention!
What a terrific post. I am brimming with ideas. Isn't it wonderful how just opening the door, giving permission to NOT BEING SMALL, is a force! I'll check out the authors and resources you mention here. Creativity is an open, free, overflowing fountain and I love how you demonstrate that beyond the fear is another plane. Phew! Life is fun. (Also...perfect post for the beginning of a new year!)
YES! And YAY!!!!
@DanBlank actually mentioned this to me too -- that maybe it's not all about ME but perhaps is about the state of the world. In my myopic state, I did not think about that. I only thought about ME, ME, ME!!!
That is so kind of you to say, Morgan -- it makes me so happy to hear this. And of course I love that you made back your investment. How it your work going??
Welcome to Substack! Coming here to say that the new and improved course is absolutely worth the increased price point. It's a great value for the education, training, support, and community it provides. I signed up at the lower price point and remember feeling like it was a STEAL. I also made back my investment within a few months of enrolling. Thanks for all you do, Jennie!
Thank you! And thank you!
I didn’t make the decision to spend the money on the AA book coaching program lightly or easily, but I remember being only a month in and thinking it was worth the cost even if I never coached one client. I’ve learned so much that has helped me with my own writing, and this is coming from someone who attended an incredible MFA program and loved it. There’s always more to learn and a different way of looking at things! The cherry on top is that I’ve created a growing business over the past year, made nearly twice what I’d expected in 2023, and now spend much of my time doing work I love with people I love--writers! Thank you for this post which is super helpful as I prepare to raise my own prices, which even Courtney Foster-Donahue said are way too low. :)
LOL -- sometimes we have to hear it from ten people before we really HEAR it!
I paid the new price Jennie, and I don’t have a shred of regret. I’m learning so much, and love being part of the Author Accelerator community. Hold your nerve! Your offering is worth every penny.
Thank you so much for saying this. I appreciate it!
I’m one of those 35 and my only regret is that I didn’t learn of this program even sooner! For those considering Author Accelerator…I strongly agree with those who say they’ve learned more in this program than through higher education (and I say this as someone not even new to the publishing industry). I signed up under the initial course, but switched over to the new curriculum when it was released and I love the updated course design. Thank you for continuing to share your knowledge, Jennie!
Than you for sharing your experience!
Jenny, this is such a timely and encouraging post for me. Since I became a certified nonfiction book coach, I have offered two Blueprint for a Book workshops - one in December for free which 11 people signed up to attend, and one this past Saturday for a fee, which no one signed up to attend. I initially became discouraged that no one attended the recent workshop because of my fee and wondered if I should have offered the workshop for free again, or at a lower price. Until I read your article to help me understand that the problem was not my price or my content, but that I had not accurately conveyed the value I was offering my writers and how the workshop could really help them think through an effective plan for writing their book.
Heny Ford said that " failure is the opportunity to do things again, but this time more intelligently."
Thanks again for sharing this post, for the next time I offer my workshop on the Blueprint, this time I plan to promote it more intelligently!
We'll be doing that together! The fact that you had a good showing for FREE indicates that you are offering something of value.
Thanks, Jennie for the kudos! (:
Amazing job turning your mind around. It is the hardest and most important work I've found of being in biz!
So true! It's so hard....and we keep getting opportunities to practice!!
And some days I would like a few fewer opportunities 😬
I really appreciate the honesty here, Jennie! I think it's something more business owners need to share openly: that sometimes we try things and they don't work right away. It happens at all levels of business but so few people are willing to admit it. Thank you for sharing!
I hope I will have a positive ending to the story to share someday!
I'm confident it will. I wonder if it has anything to do with the recession and the holidays?
I love this and respect your honesty, Jennie. I've taken a bunch of your courses dating back to 2015 or so and I trust you implicitly. But I was one of those who kept almost pulling the trigger in November on book coaching, and what held me back wasn't the price, it was ME. I already have to market my published works and the thought of even more marketing and social media makes me want to hide! And yet I know your program would be stellar! and that book coaching activities would help me to stay engaged in the writing world in a way that I keep avoiding (introvert here!). So yes, it's not necessarily the price! I am sure many of us are just scared of commitment and being seen "out there" in the world.
Thank you for sharing this experience, Maya. I appreciate YOUR honesty! There is so much to say in response to this. I'm going to make a note to do a FAQ on it. Because it is a FAQ -- not so much related to the course I am selling but to the idea of investing in yourself and taking that leap AND to the idea of social media making you want to hide. More soon!
I truly appreciate your candor here, Jennie. Your shift in advertising book coaching as a new career versus a side gig is brilliant and I'm sure it will resonate with A LOT of folks (like moi), who since 2020 have been searching for a flexible and meaningful career that excites them.
Looking forward to reading more of your advice here on Substack. :)
Thank you, Karen, and thank you for being a paid subscriber. What content would be most helpful to you?
You're welcome, Jennie. Content around audience building, the first couple steps to starting your book coaching business (maybe as a teaser to the resources you provide coaches after receiving certification), and best places / ways to find your ideal client (once you've done the niche down homework) would be most helpful. 😀
Very thoughtful article, Jennie.
I'd add one thing: in services businesses, you can do cost-based pricing or value-based pricing. Cost-based pricing is when you figure out how much it costs you to deliver a service, then you add a markup based on what you think you need to earn. This helps you not lose money, but it's limiting. Value-based pricing is when you think about the value to the client. It's a completely different analysis. If you go from feeling lost to having a career you love, if you avoid doing an expensive and useless MFA and instead end up with a credible business, if you stop hating yourself for spending ten years not writing your book and actually write it - what's the value? A lot. (I anchored on this concept 15+ years ago: I coached a lawyer on negotiating a raise. She ended up getting a $100,000 raise. At the time I was charging $200 per hour and we did 1.5 hours of coaching. Was $300 the right rate for perhaps $500,000 in cumulative earnings? Maybe not!
The other factor is competition. If you are in a commodity business, competition will push the price down. So I can buy 200 ibuprofen at Costco for maybe ten bucks. But if I had to, I'd pay $25 or $50 for an ibuprofen. I just don't have to because someone else could sell me the ibuprofen. The way around this in services is to make your service non-fungible. Ideally the buyer ONLY WANTS YOU.
A very excellent addition! I wonder where that lawyer friend is now!
Loved reading your insights here and how you think through challenging issues in your business. Regarding those feelings of despair that come up when something you tried doesn't work, I had a similar experience recently - I put out a free offer in an online writing group I've been apart of for years, and was bummed when I didn't get immediate responses. I definitely started questioning my fledgling book coach business and whether this was the right thing for me to do. But then I took a step back and decided I didn't want to take it personally. It wasn't a reflection of me or what I was doing, but rather there was some issue with how I made the ask. I plan on regrouping, reviewing what I did originally, and trying again in a couple weeks, but I know that if I don't get the response I want again, it's not about me, and I shouldn't give up. Your framework is a helpful way of thinking it through in times of despair!
Let us know how it goes!
Having spent more than 30 years in the tolling industry (stick with me for just a second), we always agonized over tolling increases...people call their representatives. The representative who told you they want the increase (to pay for projects) go on television and curse the secretary of transportation and call for resignations. And there's no guarantees at the end of it all, the organization will make more revenue. But the cost of everything is going up, so occasionally the tolls have to go up. For the first six months, revenues take a nose dive. One bright side is that traffic flows smoothly for a change, at least on the toll road. But invariably the volume comes back and then some, making up for the short term loss. Patience!
Oh this is fascinating! Thank you for that insight.
What I *love* about people becoming book coaches as second careers is that they have their whole FIRST career to learn from and lean on. In your case, you have an engineer's experience to bring to the work. This is going to be such a boon to your clients who think the same way you do BUT also want to write good thrillers!