When CDs came out, everyone predicted the death of vinyl. And digital music was going to be the final nail in the coffin.
But vinyl didn’t die; in fact, it’s more popular now than it has been in a very long time. The vinyl sound is unique: chewy, velvet, almost touchable… a quality that digital music can’t replicate, even with special digital effects.
When email burst onto the scene, nobody would write letters anymore or buy magazines or send physical post.
(I never stopped writing letters, I subscribe to several physical magazines, and direct mail continues to be incredibly effective as a sales tool.)
Computer games would kill board games.
(Not in my world — my friend group is obsessed with board games and the popularity of gaming cafés would beg to differ.)
Video killed the radio star.
(Not if the enduring love for radio and podcasts is anything to go by.)
And when ebooks were invented, it was definitely going to be the end of physical books.
(My mushrooming book collection and ever-increasing book sales would beg to differ.)
Some technologies never die, and some make a comeback.
Right now, there is a big resurgence of love for everything analogue and offline: crafts and traditional skills like woodworking and knitting; dumbphones; typewriters (yes, really, updated ones in lemon yellow!); gardening; slow living.
We’re all tired.
Tired of the constant pressure to do, and buy, and be something we’re not, and consume.
When I spend money now, it’s to increase my skills, not to buy more stuff. And if I do want to buy more stuff, it’s from a junk shop or a vintage shop that I can customise and upcycle (unless it’s underwear, that’s gonna be brand new thank you very much).
One of my favourite magazines is The Idler which is devoted to helping people live more fulfilled lives.
Working less, and doing more of the slow living things that matter to them: reading, writing, learning to play the ukelele, keeping bees…
With so many people switching off (or trying to), we’re all going to have to find new ways to reach the people we want to serve with our businesses.
And new ways really means old ways: email marketing (you’re here, right?), direct mail (good stuff — letters, zines, postcards), and — yes — books.
I know of no better way to get into someone’s head in the best possible way than to write a book and get it into their eyeballs.
(Paper book or ebook or even audiobook, but paper is the best in my humble but correct opinion.)
They’ll spend hours with you, in all kinds of places, in the most intimate relationship with you (reading in bed, in the bath, on the toilet) and by the end of your book they’ll either love you and your point of view, or hate you.
Either is a massive win.
Those who love you will become your biggest fans; those who don’t will leave you alone.
The finished book will be your most amazing marketing tool.
And the process of writing it can be an absolute joy: no frantic social media posting or doomscrolling (unless you want to); no endless videos and dancing TikToks (unless you want to); no stressSTRESSstress (unless you want to).
Just you, your brain, a pen or laptop or even a vintage-style typewriter, and the freedom to allow your ideas to trickle out of your head, down your fingers, and onto the page, as fast or as slow as you like.
But I can’t let go of ALL the fast-pacedness of the world, so I love the idea of getting your MicroBook’s first draft done in 30 days.
What do you reckon?
I’m booking for August and September’s Book Coach In Your Pocket now: 3 spots for each month.
You could have your first draft done by the end of summer.
Wouldn’t that be amazing?
I’ve been working with 3 incredible writers during July. One is halfway through our time together and she’s written 16,000 words of her book. Another is reaching the end of her first week, and is crystal clear on her idea and her reader for the first time, and writing some incredible chapters. A third isn’t actually writing a book; she’s levelling up her content game and learning to write like she means it and like she means BUSINESS.
I’m so excited to see what they create and to be part of their journeys!
​Find out more and book your spot here.
p.s. I can only work with 3 people at a time on Book Coach In Your Pocket. July sold out.
August is the perfect month to do this: long sunny days, creating something that will last forever — and work hard for you and your business.