SPS 120: Building An Email List, The Long Game & Becoming A Full Time Author with Dorie Clark (Behind The Scenes On My Next Book Launch)


Find out how Dorie Clark, a consultant, keynote speaker, and leading business coach, uses books to build her brand and her business. Listen to find out how Dorie uses books to promote her speaking gigs, how to monetize your expertise, and why she decided to over-index on her credibility early on in her book writing.

Meet Dorie Clark

Dorie Clark has been named one of the Top 50 business thinkers in the world by Thinkers50 and was recognized as the #1 Communication Coach in the world by Marshall Goldsmith Leading Global Coaches Awards. Clark, a consultant, and keynote speaker, teaches executive education at Duke University’s Fuqua School of Business and Columbia Business School, and she is the author of The Long Game, Entrepreneurial You, Reinventing You, and Stand Out, which was named the #1 Leadership Book of the Year by Inc. magazine. A former presidential campaign spokeswoman, Clark has been described by the New York Times as an “expert at self-reinvention and helping others make changes in their lives.” A frequent contributor to the Harvard Business Review, she consults and speaks for clients including Google, Microsoft, and the World Bank. You can download her free Long Game Strategic thinking self-assessment at dorieclark.com/thelonggame.

Why Books are a Major Part of Her Brand

Dorie is a fan of books for many reasons, but mainly for the recognition she receives as a speaker due to being an author. “What I’ve come to realize is that there are three elements: content, creation, and social proof.”

Using Books as a Brand-Building Credibility Tool

For Dorie, she isn’t looking to make her primary income from her books; she is, however, looking to build her brand and brand credibility with her authorship. Dorie decided to create multiple income streams, and her books are responsible for about a third of her income. Most of her business revenue is generated from speaking, online courses, and webinars.

How She Built Her Email List

Dorie is a big fan of email lists, as they are the only social connection you own. Even if you’re on social media, these platforms change the algorithms constantly, creating a new type of environment and new rules to get followers. So you can trust social media to promote your venue, you need to create a good lead magnet to incentivize visitors to your site to sign up for your emails.

Show Highlights

  • [02:06] Why Dorie has built her brand and company around being a book author.
  • [04:29] What she has learned from book sales over the past few years.
  • [10:09] Standout: How to find your breakthrough idea and build a following around it.
  • [14:20] The importance of over-indexing on credibility.
  • [20:00] How to build your email list quickly and effectively.
  • [25:11] Lead magnets and follow-up email auto-responders are effective marketing tools.
  • [30:54] Dorie’s tips for getting more reviews for your book.
  • [37:15] Promoting your book through podcasts.

Links and Resources

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