How did you know you wanted to be an author? I didn’t really – it just kind of happened that I wanted to share what I knew. After years of working with large marketing companies through my media career, I had been accustomed to thinking that the knowledge that was in my head was known by everyone. It wasn’t until I went out on my own and launched a consulting businesses I worked with so many businesses that I realised how many businesses needed help with social media and digital marketing. The reality was that most of these businesses weren’t able to afford one-on-one consulting fees, and sadly as much as I wanted to help them, I couldn’t afford to spend hours with them if they couldn’t. So I decided created a series of products that they could afford.
I’m a bit old school – I love books, and writing notes in margins, and highlighting as I go through the content. So, writing a book to share my knowledge was my medium of choice. And of course for those who are digitally inclined I created an e-book and e-learning course, as well as a digital tool that enabled brands to measure the readiness of their business to commit to content marketing.
What is your advice for aspiring authors? Always put your audience first! It doesn’t matter what you know; make sure that your content delivers something of value for your audience.
Do you have any writing rituals or practices?Hmmm…no, I just make sure I write when I’m in a good mood. Nothing good comes out of my head if I’m not feeling it.
What message to you want readers to remember?Always consider your customer’s needs before your own. Nobody wakes up in the morning and wants to be sold to today.
If you are a brand trying to sell products to consumers, give them something that they are interested in first. If you are lucky enough to have caught their attention, you need to reward them by engaging them with something of value – and then sell to them only once you’ve built trust; or you may as well forget about talking to them altogether.
How can fans get in contact with you?Philippa@philippaspork.com