How to Build a Million-Dollar Business with Ann Carden | Ep. 55

What if your book could do more than sell copies? Most authors stop at the book launch. But what if your book was the beginning, not the end, of something bigger? 

Allison Lane sits down with marketing strategist Ann Carden to uncover how authors can reverse engineer success by building a business around their book. Whether you're writing, launching, or already published, this conversation will shift how you think about book promotion strategies and author visibility. It’s not just about selling more books, it’s about expanding your reach and turning your book into a brand.

Ann Carden is a business strategist and founder of Expert in You®, helping authors and experts scale with high-end strategies and standout positioning.

Press play to learn how to turn your book into a business and reach more of the people you’re meant to serve.

What You’ll Learn

• Why the book launch is just a milestone, not the destination.
• How to create a strategy beyond “just sell the book.”
• The key to positioning yourself as a high-value expert.

Resources Mentioned

• Ann Carden’s website: annlcarden.com
• LinkedIn Learning Course: Think Bigger About Your Career by Allison Lane: 
• Allison Lane’s tech stack and marketing resources: https://www.lanelit.com/tech 
• Book Recommendation:
  • Rich Dad Poor Dad: What the Rich Teach Their Kids about Money That the Poor and Middle Class Do Not! by Robert Kiyosaki -  https://bookshop.org/a/55773/9781612681139 
  • Gap in the Gain: The High Achievers' Guide to Happiness, Confidence, and Success by Dan Sullivan - https://bookshop.org/a/55773/9781401964368 
  • The Slight Edge: Turning Simple Disciplines Into Massive Success and Happiness by Jeff Olson - https://bookshop.org/a/55773/9781626340466 
  • 10x Is Easier Than 2x: How

Your book launch is your chance to build your visibility and grow your audience. In the Bestseller Launch School guided program, I'll show you how to get buzz before your book hits the shelves, master pre-orders and early sales to get attention and keep sales going long after launch day. Live trainings start April 30th - June 11. Grab your seat now: https://lanelit.com/bestseller 

 No matter how you're publishing, you need to launch your book like a pro. Join me 7-week guided program: Bestseller Launch School. Live trainings start April 30. Grab your seat NOW!  https://lanelit.com/bestseller  

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Transcript

Ann: 1:34

Why would you say the sky is the limit when there are footprints on the moon? Welcome to the podcast. I am your host Allison Lane, and I am here for you because I know that your book is important to you, and I know that you don't want it to wither away on the vine. What you have to share is needed in the world. And it's my job to give you the insights and the practical tips and the guest experts to help you make that happen. So today, I'm welcoming a marketing genius who is going to share with you how she helps people think bigger so that they can speak and sell and scale and reach so many dollars. I'll let her tell you, but with and develop a business from their book. Our guest today is Ann Carden. She helps authors and coaches and entrepreneurs and anyone who wants to go bigger. And you know what I say, you have to think bigger. And as you'll hear, she has some of the same power statements as well. So you'll hear how we realize. Huh? We're saying the same thing. How do we just meet each other? It's so exciting. Anne is the founder of the Expert in You Brand and marketing agency, a bestselling author, host of Expert in You podcast. I'm so grateful that she's here. Welcome, Ann Carden. I'm so glad we're talking today, and thank you for coming on the show and sharing your genius because oh my gosh, we need to know what you know, everyone really does. And those of you who are listening along thinking, gosh, I hope she gives me a tip to go bigger. Wait for it. It's coming people. So, welcome. Thank you. Thanks for being here. Allison, thank you. It is my pleasure and honor, I love talking about talking about stuff and sharing. it's going to be great.

Allison: 4:21

okay, well let's start with the problem because that's usually, people don't know what the solution is, so they don't know what to ask for. They know what is giving them a thorn in their side. They know that they're tripping up on something. So what's the biggest mistake that people are making when they're trying to grow, when they're trying to expand their career or think bigger? Or even when authors want to grow their audiences, what are they tripping up on?

Ann: 4:55

I think the first thing is that they don't really create the strategy that will get them the results they're looking for, or they don't really know what those results. Are that they want. So often people write a book and they think, oh I am gonna sell enough books and make a million dollars. But the average book sells about$15,000 worth of books over its lifetime. Now, not saying that you can't do much more than that, but most of the business comes from using that book as sort of the anchor in your business. It becomes sort of the core of your business, and then you can actually build out from there. So, it's really understanding, okay, how do I really accomplish what I want? And what is that? For a lot of people, they don't even really have that game plan, so you can't get somewhere if you don't know where you're going. Right.

Allison: 5:45

That's what I say. We can't get there if we don't have a map. We can spend hours and hours just driving around town, or we can drive cross country.

Ann: 5:56

Exactly.

Allison: 5:57

a map. You just said two things though. I wanna back up before we get there. You said they don't have a strategy and they don't know what results they want. Those are two different things, friends. The strategy is how you get somewhere. Are you driving or are you flying? The result is. Where do you end up?

Ann: 6:20

Right.

Allison: 6:21

It's the destination,

Ann: 6:23

The strategies, it's the journey that you're gonna to get to that destination.

Allison: 6:29

So when people think about their book, whether you're writing your book or you wanna write your book, or you're prepping for your book launch, the book launch isn't the destination. And it feels like it because it's a milestone. But really it's a catapult. And it can be. We want it to be because we want you to reach more people. Right. And that's what you're so good at, is helping people turn a book into a powerful brand.

Ann: 7:05

Yes.

Allison: 7:05

That they can do better things and more things and help more people. I mean, from an audience centric point of view, it's so that you can serve more people. From a marketer's point of view, it's grow your reach, but it's not for you. All the authors I work with are, feel like they're called to help people. So, I just wanna help people understand that when we say grow your reach, we know that your instincts are to help.

Ann: 7:39

Mm-hmm.

Allison: 7:40

So please forgive our marketing jargony.

Ann: 7:42

Can I speak to that for just a second?

Allison: 7:45

Yes, ma'am.

Ann: 7:47

Okay, so it doesn't have to be'either or,' can have more impact. So if you're not looking for your book to make money or you're not going to use it as leverage to make money, you reach is really going to be limited. So that's one thing to really understand and a lot of people don't. It takes money to be able to do bigger things. And it takes. for example, you wanna go speak on stages. That's great. Go speak on stages. But if you're not getting paid big dollars for those stages, it's going to cost you money. It's going to cost you travel money. It might cost you money to get those stages booked to begin with. You might have to have some help to find those stages so. Money, whether people think this way or not, it makes the world go round. It does. And so one of the things that I teach people is it doesn't have to be either or. Why can't it be both? I don't care if you wanna give the money away, But you're still going to need money to make the impact that you want. You need money to publish the book, you need money to get the book done to begin with. Right? Most people do.

Allison: 9:00

And. Well, even if even those who are traditionally published. You will need a website and don't have you. Please don't have your neighbor's niece develop your website. She's going back to college. She doesn't know anything about messaging or how to monetize your site or to make it so that you can also have a CRM integrated in it. I do, and I'll put my tech stack in the show notes as well as everything we talk about today, by the way, will be in the show notes. But I love what you're saying because I'm thinking, particularly about some clients I have who recently had book launches, but they knew two years ago that they were publishing their book so that they could transition from one leadership level in their career to a leadership level outside of their industry. On a national or global stage, which means that they needed to have some new photos taken. I'm not talking about fashion photos, I'm talking about good lighting. You're talking about branding photos? just branding photos. These are not your friend coming over with her iPhone. Which those can work for a while, but we only need a couple of photos, but we do need them. You do need a functioning website. You do need to have a vision, and you need to know that even when you are showing up at other conferences, are you prepared for what's there? Do you have one sheet? You know, Do you have some tools? And when then someone says, I'd love to have you speak at this event. Do you know what you charge? If you don't know what you're supposed to be charging? If you say a number, that's what I would consider low. They're not gonna take you seriously.

Ann: 11:14

Right. It goes back to you have to know what you want that book to accomplish. And also to even publish the book in the right way. What do you want it to accomplish? You need a strategy for your book, but then you need a strategy beyond your book. I remember having a conversation with someone on social media one day and he said he wanted to use this book to speak and to get on stages. And which is a lot of people do that is their game. And I said, what kind of money are you wanting to make, to do that? And he said I wanna sell a million books. And I said, okay. How many stages do you need to get on to sell a million books? And these are things he had never thought about. So there, it's all part of the strategy. You have to know what you're trying to accomplish. And can it get you to where you wanna go.

Allison: 12:03

I'm so glad we're having this conversation. Okay. Perfect example. And let me back up by saying, when you know that you are the brand and your book is the product. You understand that your speaking is also a product, or your collaboration is also a product. And by product I mean it's another way for your audience to interact with you. They might not buy your book, but they're gonna spend a thousand dollars to come to the conference that you're keynoting. And what I want people to realize is that, yes, I know you've worked so hard on your book and you think that's the end. But it's not the end. It's the beginning because it is proof that you are a big effing deal that you can now offer to someone in addition to all the other ways you're offering to them.

Ann: 13:04

Yes.

Allison: 13:05

And what I see people do that is such a mistake is that they think that their book promotion is about selling the book. And when you try and sell a book and all of your interviews are, so go and buy the book. Nobody likes it. Nobody likes to be sold to. People hate it. It's not, it smells bad, it turns people off because they don't wanna be sold to, they wanna lean in and feel like they're getting value out of knowing you. And then they realize, oh, I can get the book too. Awesome.

Ann: 13:49

Well, not only that. One of the mistakes I think people make is they think somebody's gonna be transformed from their book. People aren't typically transformed from a book. And so if you are not offered, they might get a nugget, they might get a breakthrough, but they're not typically, going to get major results from a book. They're gonna get a new idea. Maybe a paradigm shift, you're gonna expand their thinking, whatever that is. But where people make this mistake is they don't give people a way that they can go deeper with them. They don't offer anything other than the book. To me, it does a disservice to people. It leaves them hanging.

Allison: 14:30

It is very limiting. It's like saying to someone, I would love to get together, but I'm only available on this day at this time, and if that doesn't work for you, try and catch me at a different time. It's what? No, I thought we were gonna be friends. But this is the one, the only thing that I can offer. I'm never available at that time, and it's just rude. Oh, I don't offer anything. Every author should expect that someone will end up emailing you, asking you to do something that is outside of just buy your book. They will want to pick your brain, which PS you need to charge for.

Ann: 15:15

Right.

Allison: 15:16

As soon as you have three people picking your brain, that's your afternoon, and an afternoon is worth charging for.

Ann: 15:22

And time you'll never get back. So, yes.

Allison: 15:24

Time you'll never get back and you really wanna record that because more than three people are gonna wanna pick your brain.

Ann: 15:30

Mm-hmm.

Allison: 15:31

And then you have to notice that people not only wanna know you, but your website is not the destination. They're not seeking out your home base.

Ann: 15:43

Right.

Allison: 15:43

That's why when people wanna meet new friends, they leave their freaking house. So no one's coming to your website and discovering you. You've gotta go out there and be where the people are, the audiences to grow your reach. So, one of the effective ways that people can position themselves as a big effing deal is whatever that is for you. You need to figure that out. Now, and what's one of the most effective ways that people can and stand out as an expert in their industry or beyond? I'm putting you on the spot, but I think people really wanna know like, I know there's no one way, but can you give us a hint?

Ann: 16:39

Of course, yeah. In fact, I'm running a workshop around this right now.

Allison: 16:43

Oh, perfect. Yeah.

Ann: 16:44

First of all, you do not have a choice anymore to not be online. One of the mistakes that people make is they often don't build up a really robust online presence. And it's not just about being Being online, but but, be congruency. There should be congruency in your brand. There should be congruency in what you do and who you help and how you serve. There should be congruency in your message that you're putting out there. And and. that helps build what we call positioning. Positioning is the outside perception people have of you what you're all about. And I love to use this sort of, analogy or this metaphor so often, and I say, if I say the word Lamborghini, what comes to your mind? You have a visual of what that is, right? You have a visual of what that car looks like. Maybe you get a certain feeling or certain emotions, you instantly think luxury or expensive or sleek. If I say the word cheap used car, what comes to your mind? You get a visual image, that's positioning. Positioning is that idea, that feeling, that perception, that people have of you when they see you. So, one of the things that I share with my clients is if even if you wanna get on more stages, you wanna sell more books, whatever that is. You should be out there singing about that book everywhere. You should be out there, talking about that book everywhere. You should be building up that online presence around your book. Your book can become your part of your brand. If you are looking at the video here, you can see behind me, expert in You. I've written books. I have another book, my fourth book coming out. This next book coming out is around Expert In You. Mic Up, step into the Expert Spotlight, speak, sell, and Scale the millions. But that is all built around. My expert in new brand. My other expert in new book was released, I don't know, four years ago. But you can go and you can actually search expert in you, or you can search my name and everything's gonna come up. That's what I'm talking about. If you're not doing that in the marketplace today, you're really going to have a tough time doing much of anything if that makes sense. And when you do it in the right way, you'll stand out against everyone else. You won't look the same. You'll have your own brand, your own identity to what you're doing, and people will be able to clearly see when you have this done right, what you're all about, and you'll start attracting things to you. So, it actually makes everything easier for you to market, whether it's a book or market your business, it makes it easier for you. I like to say it does the heavy lifting.

Allison: 19:35

It's helpful to know who you are so that you know what you're not.

Ann: 19:41

That too. That should we should be part of it.

Allison: 19:45

I love it when people are specific about saying no to a podcast interview or a speaking opportunity, or are you going to that conference? Oh no, that it would be nice, but it doesn't fit with my priorities. AKA, it's not a strategy to get me to my chosen destination. And it's helpful, I think if we assume success, and I think this gets in people's way, that they don't assume success. So they think, oh my God, I don't wanna say, no. Did you hear my breathy voice too? That's my tentative voice of I, I know her, so I think I should do this. Like, mm. I will give you three of those, and then you need to prioritize the things that are going to help you help more people and grow your reach, right? And so, that means that for particularly for authors, going to writers conferences will not help you grow your reach. It will help you connect with other authors who will not buy your book.

Ann: 21:53

Right. And if you don't know that, you're gonna burn up a lot of time and energy and maybe money.

Allison: 21:58

It's gonna feel good. You're gonna feel like, oh, well, this is a peer group and they've asked me to speak. Of course they have because you're speaking for free and that's super nice, but it's like going to any industry conference. You're giving back and that's great, but it's not a way to grow your reach of your audience.

Ann: 22:22

It doesn't mean you can't do things to give back. I'll go and speak to give back. when I know no one in the room could be an ideal client for me, or is really going to be better. It literally is an act of service. But know, that's okay to do. It's just know that's what you're doing when you take that offer from someone. So it really comes down to that clarity around where do you wanna go and what are the steps that you need to take to get the results that you're looking for? It will help you cut away a lot, say yes and say no to the right things.

Allison: 22:57

Yeah. And allow yourself to say yes to a few of those things that feel right, but realize that you will need to diversify in order to grow. Can you share some strategies that you've seen work best for authors when they are trying to market and sell more books?

Ann: 23:20

Mm-hmm. Sure. So, first of all getting on stages, getting on podcast in front of your ideal people. Being very active on social media is, I mean, the resources and the tools that we have available today is crazy. So to not be out there in the spotlight, sharing about your book, talking about your book, getting other people to talk about your book, giving away some books so they'll read it and talk about your book, whatever it takes, all of those things. It's about just getting active. It's about getting passionate about what you wanna do with that book. And if you're really interested in getting that book into more people's hands and having more people buy it, you've gotta go out and earn that business. And a lot of people don't think like this. They think, oh, it's just gonna come to them. You can also partner with people that could sell your book for you. There's so many different ideas and options and strategies. But at the end of the of the day, it all means you need to step out there and you need to do the work get the business.

Allison: 24:29

Mm. And I would say once you decide what that work is going to be, you don't have to do everything. I mean, let's,'cause I can feel the crush of the pressure of all of the options. You don't have to do everything for the, you know, you listener as you're sitting in the target parking lot thinking, holy crackers, Allison, Ann. Now, I feel even more stressed. No, we're saying these are some options. Choose what works, and then remove the rest from your dance card. You have to make choices and then make this something that's manageable'cause you will not stop the world from turning so that you can have more time in the day. And it'll take all the enjoyment out of it. It's supposed to be fun. You wanted to write this book and you wanted to share your message and your experience. So we want you to enjoy the entire process, right? I would say, choose a few strategies and stick with those. If podcasts and speaking and one main social platform, make one your home. You don't have to be on Blue Sky and threads and Instagram and TikTok. It is too f-ing much

Ann: 25:59

No, that

Allison: 25:59

start a Pinterest. Yeah.

Ann: 26:01

you can repurpose so that you are everywhere.

Allison: 26:04

Mm-hmm.

Ann: 26:05

Especially if you're creating content or you're getting out there and you're online, you're doing a podcast, you can repurpose all of that content so that it can go on YouTube so it can go on linkedIn, it can be on TikTok, it can be on Instagram. You can still do all that. You don't have to be all those places, and that's a mistake people make too. But it comes back to really knowing the end game that what is it you really wanna accomplish with that book? And then having the right pieces in place. Because some platforms wouldn't even really be a good fit. Depending on what your book is and who you want to read that book and who you wanna sell that book to. Some platforms wouldn't even be the right place. So why would you even wanna waste your time? So if you don't have a good strategy mapped out or you don't understand this, get help because you will burn up a lot of time and energy and waste even maybe money if you don't have this piece in place first. It is really the precursor to any activity you do.

Allison: 27:07

I think it's a very common action to take to turn to the other people who just did what you wanna do and say, well, this worked for them. But they also were a debut author and their book came out two months ago. They have launched one book that is not a good focus group for you. And when I see, debut authors create a accountability group, and they're all taking advice from each other. I just think, oh boy, none of them is informed about what they might do that's more efficient. Or because TikTok works for one, TikTok for instance, doesn't necessarily convert to email subscribers or even paid programs, but it is great for reaching other influencers. So, do you have a plan to collaborate with those people? Because people think like, oh, I wanna grow my TikTok. Like really, but for what reason? Like we need to know, and there's always maybe a different way to go about things. And I think getting help and informed support will save you from some angry cries.

Ann: 28:36

With someone that knows what they're doing.

Allison: 28:38

Right. That's what I mean with someone who's been down that road. Yes. Whether it's Ann or me or someone else, we want you to. Enjoy this and feel like things are smooth and silky because you're still living your life. You're still teaching at the university, or running your medical practice and putting a book out, and now you're speaking on stages. Which means you have to take a sabbatical for the semester. So how many stages are you gonna speak on, and are you making the choices? Are you grabbing the marketing assets while you're there that will fuel your branding for the next four years? That's probably another podcast episode and we'll have to do something else about all the marketing assets that people gather that are trash when they could focus on, three or five everywhere you go. And then be pleasantly surprised with, wow, I'm really able to do fewer efforts. But they pay out so much more because I'm focused. And then you can actually take a vacation and vacate, you know? Then you can enjoy your time away without feeling like.

Ann: 30:12

That's why building on the back end of your book is gold. I talk about building a million dollar business from your book, not building, not making a million dollars with your book, but how do you build a million dollar business around your book? There's so much more opportunity there, and it goes back to what we were saying. You're leaving so much on the table and you're making things harder for yourself. I guess I would just have to say again. I get that you wanna impact people. That's why we write our books. We're passionate about what we're sharing about the expertise or the information. What are you going to do beyond that? Because you will eventually get tired of doing everything for nothing. If that's what you're doing, you will get tired of that.

Allison: 30:56

Yep. So when you think of a piece of advice that everyone needs to hear, when they feel stuck or overwhelmed with their growth. What's one thing that you need to take everyone by the shoulders and just help them really absorb.

Ann: 31:20

Besides, you should work with someone that can help you. That would be Yeah. the fast track. I'm just gonna say, I don't say that just because I help people, but that is a fast track. That's something allison, I've been building businesses for 34 years, 35 years. I'm in my sixth and seventh business. And for the first four or three, I didn't have someone that could help me that wasn't a thing. Business coaches were not everywhere. They weren't a dime a dozen. We couldn't write our own books. We couldn't self-publish, we couldn't, even going to a publisher was so out of reach, none of those things existed. Now, we have access to all of that. And so, for people to not take advantage and fast track their success. I mean, Think about this, and there are 1700 new millionaires a day in the United States, 1700. When I started 35 years ago, I didn't even know a millionaire. That wasn't even a thought in my mind. And yet, these are the opportunities we have today. But so many people don't get help to speed that success. And the more they don't do that, the more opportunity they're missing. There's a thing called opportunity costs. You're losing. You're missing out every time. Even people that a year ago said they wanted to be a coach, they didn't come into the market. Guess what? Now, 400,000 new coaches have entered the market. Now, you're competing with 400,000 more people, you're already behind. I'm on my fourth book. Some people are just starting their book. That's what I'm talking about. That would be the one thing that I would say is leverage the expertise of other people and speed your success. You don't have to do things all yourself anymore. You don't have to try to figure things out. That would be the first thing. And then, the second thing I would say is think about expanding your mind around what is possible around the people. Now, you can impact millions of people. We're global, right? It's a global audience. Think bigger. I don't see people thinking big enough.

Allison: 33:39

They don't. And everyone should be thinking bigger about their career, which happens to be the title of the LinkedIn course that I just recorded for LinkedIn learning, which is so funny. And we have, so we're like sisters from another marketing mom. But it's so funny. No one's thinking big enough because I think that they've been taught that there's a hierarchy or a path. No path anymore. You don't have to wait in line for your turn. You don't have to wait until the kids are out of the house or everyone has what they need. No one will ever have everything that they need. They'll always want more. It's up to you to take the space to say, this is what I'm doing and this is what I'm doing it. And for those of you who think, well, if I could just get this time or find the time. Time can't be found. It just exists. You have to devote the time and make the decision to take action. And I'll share my own struggle with starting this podcast, which I had been saying for two freaking years, which is so annoying. I'm so annoyed with my past self for not putting this forward. Because I enjoy it so much and I've simplified the process so much and I have the support that I need to make it happen. And now, I'm reaching out to people who I don't know and who don't know me. And suddenly, we find that we have the same marketing mama clearly and we should have known each other this whole time. It is my delight to talk to you and make sure that people understand that they can think bigger and bigger is possible. It's not a dream, it's a goal. You mentioned the cost. What did you say? The cost opportunity?

Ann: 35:44

The missed cost. The missed opportunity cost. Yeah.

Allison: 35:47

Yes, the missed opportunity cost, which makes me wonder about a book you love because that term is ringing a bell for me. So, can you share with us your book Reco?

Ann: 36:02

Oh, gosh. There are so many. What I'm talking about pro, I probably wasn't in one of those books. One of my favorite, oh, gosh. I would have to say, Rich Dad, poor Dad was the book that completely changed how I thought about things, so I love that Robert Kiyosaki. That's one of my favorite books, and I've read it so many times. But there's a book I read several years ago called The Slight Edge by Jeff Olson. And I loved that book. For me, it was a game changer. It talked about the small, incremental changes that you can do that will add up if you think about compound interest, that was the whole idea behind the book, but not just with money. It was with other things in your life. And I thought that was so significant. I loved that book. I probably need to go back and read it again because it's been several years since I've read it, but it's never left my mind.

Allison: 36:59

I will make sure that is in the show notes as well as I want to just ask you,'cause I think we have another favorite book or author. I have recently, and re overhauled my entire schedule and priorities based on the kick in the tookus that I got from reading. 10 X is easier than two x

Ann: 37:28

That's a good one too. Mm-hmm.

Allison: 37:30

By Dr. Ben Hardy and Dan Sullivan. And I think that term that you use, the missed opportunity cost.

Ann: 37:40

Mm-hmm.

Allison: 37:41

Is that from Gap in the Gain by Dan Sullivan?

Ann: 37:44

It's probably, several books. It's really not a new concept. It's something that really, CPAs and financial people use that terminology a lot. But Dan Sullivan is excellent. I love the Gap in the game. That's another really good book. And so, it may be in there, I don't remember, for sure. But it is definitely something that's been around for many, many years that accountants use, CPAs use, and now coaches use it because it's so true. People don't think like that. And when you really realize, hey here's another example. You didn't buy a new car last year and now this year it's$20,000 more. That's just an example That is what it means, a missed opportunity cost. Now it's costing you$20,000 more. I've had people that have reached out to wanna coach with me. And as I got better in coaching, my fees went up, up, up. Until they would come back and they would be like, what? No, that was missed opportunity cost right there. Plus you could have been making a lot more money because I could have been helping you all that time. And so, those are other things that fall into that. So just to give people an idea what that means.

Allison: 39:01

I think that people also, when they think about the gain, when you think bigger, even if you don't reach the pie in the sky result that you're aiming for, and you reach 70% of it. It's so much more than the realistic goal that maybe your critique partner set for themselves where they wanted to be on three podcasts.

Ann: 39:32

Exactly.

Allison: 39:33

This is my third podcast today.

Ann: 39:35

Yeah.

Allison: 39:36

Three podcasts is nothing. I mean, I had to have a firm talk with myself and limit myself to three podcasts a day, because I could do this all week long, but I did have to sit myself down.

Ann: 39:49

Well, and it goes back to how does this align? Is this doing what I needed to do? Right. But no, what you're saying about the goal thing. Here's the thing people need to understand too about how the mind works. When you set your sights on a goal, when you actually write a goal down. This is my goal. You will subconsciously start moving towards that goal. But even if you don't achieve it I heard a saying many years ago, why would you say the sky is the limit when there are footprints on the moon? Think about that. I know, it blew my mind when I heard it too. So if you're reaching for the stars, you may not catch'em all, but what if you catch a lot of'em? Right? So I talk about this all the time. You may not think like if you set your goal at a million dollars I help people create million, what I call million dollar offers and brands around that. If you set your goal on a million dollar offer and then making a million dollars, even if you only make 700,000, would you be disappointed? But if you set your goal on six figures, you said you're goal a hundred thousand. And you only make 50, is that gonna be good enough for you? Now, that's not to say you can't achieve a hundred thousand, but in reality, a hundred thousand dollars in your business is only going to be about a$45,000 paycheck.

Allison: 41:12

Right.

Ann: 41:12

That's just reality. Yeah, people. That's what I mean by people. big enough.

Allison: 41:18

They don't, oh my gosh. I'm gonna get a tattoo with that. Because I say it, you say it. I'm gonna put it right here and signed and, okay. And let's bring it home. Ann, if you could share one tip that our listeners can put into practice today so that they can grow their audience. What should they be doing? Just one simple step they can do today.

Ann: 41:48

Get on social media and start connecting with the right people. You and I are connecting right now. We reached out, we found each other on a platform. Actually, my assistant found you or you found her, I'm not sure. But go and start having conversations with people. Start trying, reaching out and connecting with people. But you have to give them a reason to wanna connect. So, you have to kind of get that positioning right? Otherwise, they're gonna be like, who is this person? Why would I wanna connect with this person? So, I would say, get your positioning, then go connect with the right people that will start growing your audience.

Allison: 42:22

Perfect. Ann Carden, thank you so much for being here. Tell us again where everyone could find you.

Ann: 42:29

Yes, you can go to annlcarden.com, on my website and you can see my podcast, you can see books, you can see free resources, and you can connect with me.

Allison: 42:44

Perfect. Thank you so much. And listen folks, I know you're out there and you're thinking, but I'm just at the beginning. Everyone is just at the beginning of whatever they're gonna be doing today. Even if your book came out six months ago, it's new to the person who learns about it today. So, you are never finished. There is no like, check, I'm done. Now we can all go to Aruba together. You can always envision your next step, and it starts with whatever you're going to do today. So, take the action. And also, share what you already know. Stop right now. Pull over if you're driving. I'm always driving, so this is what I always say. I'm always in the car with the carpools. And forward this podcast episode to someone you know is struggling with. How do I go bigger? Ann is literally telling you, here's what you can do now. And she gives so many great resources on her podcast and on her website. Don't wait. Do it now because you'll forget later, and then I'll have to remind you later, and I don't wanna be that person who's nagging.

Ann: 44:07

And there's always missed opportunity cost.

Allison: 44:09

Right, and there's always a missed opportunity cost. That person will thank you and do me a solid. Please leave a review a good one. If you have nothing good to say, keep it to yourself. But leave a review that helps people find the podcast. We are here helping the podcast is free, and we wanna help people who are looking for the answers and the solutions and the encouragement that we're providing. So, share what you know and please share the podcast so it reaches more people. Because there need to be more books in the world. We need to find a way to help each other, and podcasts are so important, share it. Last request, send me a text in the episode description at the very tip of the top, it says, send me a text. If you click that, it sends me a text. You can ask me a question. Offer me some insight. Tell me about your book. Lament about a problem you are having. Allow me to answer your question or offer you some guidance on my Thursday quickie episodes where I answer your questions in my quick Q A because I am here to help. And just a last reminder, you are a big effing deal. So you have to think bigger. No one's gonna think bigger for you. I know you're a big deal and you know you're a big deal, so make a big plan. Reach big and take and guidance. She's here to help too. Thank you. I'll see you next week and make sure you keep writing.