From Book to Business: How to Turn Your Thought Leadership into a Marketing Powerhouse with Katrina Sawa

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:

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 organisers and media outlets, leading to more speaking gigs, more visibility, and higher pay.

For anyone with a book gathering dust in a garage, Katrina has a clear call to action: perform an audit of your online presence.

Katrina's final advice to her younger self is to stop settling. She believes that settling in personal or professional relationships closes the door on great opportunities. She encourages listeners to stop putting up with things that are not serving them and to reach out for support if needed.

Katrina Sawa is a sought-after business coach, international speaker, and book publisher. Known for her direct, humorous and inspiring style, Katrina delivers actionable insights that leave audiences equipped and motivated to take their businesses to the next level. With 25 years of experience, she has helped thousands of business owners level up their confidence and pricing, simplify their marketing, automate operations, and build sustainable revenue streams. As the founder of Jumpstart Publishing, Katrina has also guided over 150 entrepreneurs through the process of becoming a published author, using books as powerful tools to boost their visibility, credibility, and their business

To learn more about Katrina Sawa's business coaching and publishing services, and how she can help you turn your book into a business, find her contact information below. If you're a published author, consider entering your book in awards to further boost your credibility and visibility. You deserve to be well-known, well-paid, and wanted!