Sunday, May 22, 2011

Learn to Market Yourself and Mentor Your Students with Cameron Herold's Double Double

Double Double: How to Double Your Revenue and Profit in 3 Years or Less
Double Double: How to Double Your Revenue and Profit in 3 Years or Less

No, I don't normally read business books.  But I've been trying to expand 12Writing into something profitable, and this book came highly recommended.  But you shouldn't read this book just because you're maybe interested in business - this is actually a book about building a solid foundation for any organization.

From setting visible goals to running meetings and fostering a productive (and happy) work environment, Herold's Double Double provides useful real-world examples of how to work well with others.

Although marketed as a book to help you raise revenues in business, Double Double's lessons are very applicable to other areas of writing.  The book is centered around Herold's idea of "The Painted Picture," in which you write down the goals which define your business.  Where he differs from other business plans I've read is that these goals focus on the human side of the business.  Sure, there's the goal to double revenues or to increase profits - add to this the way you want customers to feel after working with you, and the open integrity your business will need in order to attract the best employees.

I'll be honest - the book is written as a how-to guide for boosting profits, and that might turn some readers away.  Herold's methods and conclusions, however, are refreshing.  As a writer, I can see many applications for his views both in marketing a book and for teaching in the classroom.  Being up-front with your readers, knowing how to target your book to your target audience, and providing your students with a welcoming environment in which to learn and grow - these are some of the critical lessons that I've drawn from this book so far.

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