Episode 458: From Author to Authority: How to Turn Your Book Into a Business-Driving Content Machine

Karlyn Ankrom 00:00
For me, making sales social is going beyond what we view in the social space as organic. It’s really connecting the dots from conversations happening online into a sales conversation that feels in alignment with who you are and what you do.

Intro 00:15
Welcome to the Making Sales Social podcast, featuring the top voices in sales, marketing, and business. Join Brynne Tillman and me, Bob Woods, as we each bring you the best tips and strategies our guests are teaching their clients so you can leverage them for your own virtual and social selling. Enjoy the show.

Brynne Tillman 00:40
Welcome back to Making Sales Social. My guest today is Karlyn Ankrom, the founder and lead strategist of OH SNAP Social and the creator of the Expert Excellence Engine, a strategic support system designed to help published nonfiction authors turn their books into consistent, compelling content that drives business results. A former journalist turned social media strategist, Karlyn built her reputation helping authors and thought leaders who are brilliant on stage or in print but feel stuck when it comes to showing up online. She designed the Expert Excellence Engine for those who find social media overwhelming or aren’t sure how to connect the dots between their book and their business. Her work is rooted in real-world results, helping authors move beyond the expensive business card trap and instead use their book to create a clear content plan that builds authority, grows their audience, and drives ROI. I am so excited to have you here today, Karlyn. Welcome to the show.

Karlyn Ankrom 01:52
Thank you so much. I will say you did a great job with all that alliteration you packed in there.

Brynne Tillman 01:59
Thank you. I read it about four times. That was pretty good. I’m really excited to jump into your genius around this. This is a subject that, when we were talking maybe a week ago, I thought my listeners would love. There’s so much to unpack here. Before we jump into your genius, we ask all of our guests the same first question: what does making sales social mean to you?

Karlyn Ankrom 02:30
For me, making sales social is going beyond what we view in the social space as organic. It’s really connecting the dots from online conversations into a sales conversation that feels in alignment with who you are and what you do. Sales gets a bad rap sometimes. As a marketer, I know that people can approach it like an “icky” car salesman, but I have found—and it took me a while to get here—that when you are just human and having social conversations, you can sell pretty much anything, as long as you believe in it and it feels in alignment with what you’re doing and who you are.

Brynne Tillman 03:13
Yeah, I love that. I’m on a mission that you might see popping up: I’m writing a fable called The Narcissistic Salesperson Journey to Recovery. I think that’s exactly what you’re saying. The bottom line, which I’m hearing everywhere, is that when you show up socially, engaged, and curious, it works. I agree 100%.

Karlyn Ankrom 03:45
Yeah, those journalism roots help too: who, what, when, where, why, and just being human.

Brynne Tillman 03:51
I love that. Okay, so I want to start with the pitfalls. There are tons of authors today, and self-publishing has expanded authorship to anyone with a great idea and a computer. What are some of the biggest mistakes you see authors make once their book is published?

Karlyn Ankrom 04:26
One of the biggest mistakes I see is thinking the work is done once the book is out. Publishing is really the starting line of this marathon. Another big mistake is treating a book like a business card that just looks pretty and sits on a shelf or in a computer, instead of as an asset to drive leads, authority, opportunities, and sales. Finally, many authors don’t have a consistent plan for amplifying their book, whether on social media, pitching podcasts, or pitching conferences. They post once or twice, hope it sticks, pitch once or twice, and then feel frustrated when they hear “no” or nothing at all. The book should be a content gift that keeps on giving. A lot of authors think they know this, but it’s easier said than done. After putting in all that effort to write a book, they’re just holding it and asking, “Now what do I do?”

Brynne Tillman 05:55
Right. The book can feel like an expensive business card. We didn’t write ours expecting tens of thousands of dollars in direct revenue, but to give us credibility and help us get more business or keynotes. Why isn’t it converting for a lot of authors?

Karlyn Ankrom 06:29
A lot of it is a false sense of expectation. On social media, we see everyone’s highlight reels. Many authors don’t understand the work required after launch. There’s a mindset shift needed: it should feel intentional, in alignment, and not overwhelming. Many authors feel vulnerable: “What if no one shows up?” They second-guess themselves. The mindset shift is knowing you don’t need to create new content every day—you already wrote a book, and hundreds of content pieces are waiting in those pages.

Brynne Tillman 07:44
Overwhelm is a big factor. Writing a book was already overwhelming. Now, doing more can feel impossible.

Karlyn Ankrom 08:21
The stuckness comes when authors take their foot off the gas. Writing a book is exhausting, and it’s hard work. Continuing to build momentum is key. Don’t wait for the confetti to settle—take the next step, one foot in front of the other.

Brynne Tillman 08:58
So they feel overwhelmed and unsure where to start. Let’s talk about repurposing content from the book. What works? Can you give real-world examples of things you’ve done with clients that have made an impact?

Karlyn Ankrom 09:22
One of my favorite strategies is the “one story, one liner” approach. Take a powerful line or concept from your book, post it as a standalone quote, graphic, or reel, then expand it in the caption. Storytelling is making a resurgence on social media. You have a book full of concepts and thought leadership. Build on one quote or knowledge nugget and expand on the story behind it, almost like behind-the-scenes content.

Brynne Tillman 10:19
Love that. I don’t see that often.

Karlyn Ankrom 10:23
One page can become a week’s worth of content.

Brynne Tillman 10:31
Across platforms like LinkedIn, YouTube, TikTok, or Instagram, what content is working? Images, carousels, one-minute videos?

Karlyn Ankrom 11:04
It depends on the platform. Instagram thrives on short-form video, reels, and carousels. Carousels are underrated—they give three opportunities to show up in a feed: the first slide, the second slide, and if you add music, a third in the reels feed. Many people don’t know this.

Brynne Tillman 11:47
So take your carousel and make it a video.

Karlyn Ankrom 11:54
Just add music. That flags it to the reels feed.

Brynne Tillman 12:04
My daughter does that. I don’t use Instagram much, but I get why she does it.

Karlyn Ankrom 12:15
It takes the stress out of editing. Bite-sized content works best. If you don’t like talking to the camera—which is the most powerful way to communicate ideas—use carousels or short-form videos. Audio is next, which is why podcasts are popular. Storytelling text-based content on LinkedIn also works well, paired with simple, human photos—reading your book, drinking coffee, or hanging out. That’s what people want to see.

Brynne Tillman 13:16
That’s great. I love that. So now we understand we need to create these mini pieces of content and repurpose from the book. How do you know when an author has moved beyond that “expensive business card” and is actually leveraging their book to create impact and ROI?

Karlyn Ankrom 13:43
It starts with being hyper-clear on their goals. Goals might shift from when the book was first published to whatever their next goal is. One of my authors has been on stages next to former presidents, and that part is dialed in. What he’s not great at is telling people he has a book related to the topic he just discussed. It’s also about connecting the dots. He’s not a salesperson or a marketer; he’s a thought leader and a brain scientist.

I helped him connect those physical-to-digital dots by adding a slide at the end of his talk. He didn’t even think to do that because he didn’t want to feel like an “icky salesperson.” The slide was a simple, soft pitch: show the book cover, add a QR code to the website, and that’s it. I also suggested he say something like, “In my book, we go deeper on this,” which feels natural. People hear it a few times, and it’s not a pitch—it’s just sharing additional value, like saying, “I eat blueberries with my oatmeal every morning,” then tying it into brain health in the book. His goal wasn’t necessarily to sell more books but to let people know there’s an additional resource.

Brynne Tillman 15:35
That’s vital. When you’ve written a book with your expertise, if it truly brings value, you’re doing a disservice by not letting people know there’s an option to change their life.

Karlyn Ankrom 16:15
Exactly. Shifting that mindset is critical. It’s like selling any service—if you truly believe it can help, you’re doing people a disservice by not telling them. Many people don’t share what they offer enough, online or elsewhere, because of outdated ideas about being humble or not pitching. But it’s really about solving problems.

Brynne Tillman 17:03
Right, if we’re not solving, that’s a disservice. I love your perspective. So now we’ve talked about examples from the stage. What about 60-second reels? What’s the right call to action so it’s clearly valuable, not just “buy my book”?

Karlyn Ankrom 17:39
It always ladders back to the goals. There are two types of calls to action: external and internal. External is, “Buy my book” or “Learn more here.” Internal, especially on social, is about engagement—generating conversation and understanding the audience’s pain points and needs. Spice it up—don’t use the same CTA every time. For example, “Buy my book” is fine, but you can say, “In chapter three, I go deeper—check it out.”

Brynne Tillman 18:35
I see that a lot with “Download my chapter for free.”

Karlyn Ankrom 18:40
That’s more common in launch mode, but it’s a good way to bring in new eyes and remind people they can still get the book.

Brynne Tillman 18:57
I like lead magnets too. For example, a checklist from the book: “If you like this, download the checklist.”

Karlyn Ankrom 19:25
Yes, authors should think about inserting these moments in the book. Then, repurpose the lead magnet on social to collect emails and market the book, programs, or speaking opportunities.

Brynne Tillman 19:45
I do this in my book with a 25-minute webinar. Talk about integrating social media or lead magnets so authors understand their importance when writing a book.

Karlyn Ankrom 20:32
A blessing from 2020 was the widespread use of QR codes. Previously, people needed special apps, and no one scanned them. Now QR codes are everywhere—coffee orders, coupons, appointments. Most readers now know how to use them.

Brynne Tillman 21:29
If they don’t know, they’re probably not your audience.

Karlyn Ankrom 21:33
Exactly. In an anthology I worked on, at the end of my chapter on “Connecting to Convert: The Art of Power Partner Promotion,” I include a social media kit checklist and an email template checklist. There’s a QR code linking to a free resource to optimize your next big thing on social media. People scan it, join my email list, and get additional resources. It’s a simple way to connect the physical book to digital action.

Brynne Tillman 22:23
I love that. You can expand it beyond the book too. Brilliant. I could talk to you all day, but we have to wrap up. Is there a question I should have asked that I didn’t?

Karlyn Ankrom 22:49
It’s always a challenge. My background with authors in my eight years owning my social media agency includes over 40 authors. I created this program because “done-for-you” wasn’t as effective as “done-with-you”—coaching, consulting, and supporting where the publisher left off. That’s how this program was born.

Brynne Tillman 23:28
I’m so excited we had you today. Authors and future authors can learn a lot from this—it doesn’t end at launch day. How can they get in touch with you and learn more about your offerings?

Karlyn Ankrom 24:01
I’m open to coffee chats—book them on my website, ohsnapsocial.com. You can learn about the Expert Excellence Engine program there. Connect with me on LinkedIn or Instagram for behind-the-scenes content and photos of my little munchkin.

Brynne Tillman 24:26
I love that Google still works! Thank you so much. And to all our listeners, don’t forget to make your sales social.

Outro 24:39
Thank you for streaming this episode of Making Sales Social. Remember, make your sales social every week. Join us for more guest instructors bringing marketing, sales training, and social selling strategies. Subscribe to get the latest episodes on  Apple Podcasts, Spotify, Youtube Music, and Amazon Music. Visit our website, socialsaleslink.com, for more information.