Welcome to a powerful episode of the That's Audacious Podcast! Host Lauren Clemett sits down with the fabulous Katrina Sawa, a sought-after business coach, international speaker, and book publisher who's all about making your book a core part of your business strategy. With over 25 years of experience, Katrina has helped thousands of entrepreneurs simplify their marketing and automate their business, and she's guided over 150 authors to success. The Mindset Shift: Your Book is a Business, Not Just a Product Katrina’s journey into publishing is surprising: she never wanted to be an author and doesn't even like to read. Her interest in books came from observing others. Initially skeptical of selling a low-cost item like a book, she had a breakthrough when she realised a book is a powerful marketing tool for opening doors to speaking engagements, media appearances, and high-value clients. A critical point she and Lauren discuss is that writing the book is only half the job; the other, and arguably more important, half is marketing it. Katrina emphasises that you must view your book as a business or a funnel into your existing business. If you don't, you risk spending thousands of dollars on a book that just sits on a shelf. For those considering writing a book, Katrina's first piece of advice is to write the back cover copy first. This exercise forces you to think about the book's marketing, purpose, and audience before you've written a single word. It’s all about having a clear goal, whether that’s to launch a speaking career, gain new clients, or just share your story with family and friends. From Information to Income A book should be more than just a collection of information. Katrina suggests that authors use their books to create a sales funnel. This can be done by including: Exercises or journal prompts at the end of chapters. QR codes or links to a landing page where readers can download a free workbook or resource. Bundles that include the book and a separate, more detailed workbook or course for purchase. This strategy turns a $20 book into a lead generator for high-ticket coaching, consulting, or speaking. She shares a story of a client who initially wrote a massive 500-page book and workbook combined, only to realise that nobody would want to read something so long. By separating them, they created a powerful bundle and a clearer path for their audience. Katrina also advises authors to consider a book's physical size. A massive, expensive-to-ship book isn't ideal for a media kit. Giving away a smaller, concise book can be far more valuable, as the cost of printing is minimal compared to the revenue gained from a new client who reads it and hires you. Why Your Publisher Should Be a Marketer Katrina explains that many traditional publishers fail to offer marketing support because they aren't marketers themselves; they are simply book production specialists. She warns against paying for a book and receiving no help with promotion, as this is a recipe for a business-building failure. Her business coaching background gives her a unique perspective, allowing her to assess not just the book, but your entire brand presence—from your social media to your website—to ensure everything aligns to support your book's success. Lauren and Katrina agree that a well-marketed book, especially one that has won awards, positions you as a "go-to expert". This makes you more attractive to event organizers and media outlets, leading to more speaking gigs, more visibility, and higher pay. Actionable Steps to Promote Your Book For anyone with a book gathering dust in a garage, Katrina has a clear call to action: perform an audit of your online presence. Audit your visibility: Can people easily find you and your book? Check your contact information: Is your phone number, email, or a contact form easily accessible on your website and social media profiles? Optimise your profiles: Ensure your LinkedIn and other social media profile