I get asked all the time, “How do I write a book? Where do I even start?”

The truth is, writing your own book—especially if you’re planning to self-publish—doesn’t have to be overwhelming or expensive. Whether you’re an entrepreneur, speaker, or creative professional, a book is one of the best ways to establish authority, generate leads, and create passive income.

After writing 10 books and 24  Human Resource training film scripts, I’ve created a repeatable process that works. Here’s how to write and publish your book step-by-step.

1. Start with the Content: Capture Everything

Before you worry about structure, editing, or publishing platforms, get your ideas out of your head and onto the page. Don’t edit while you write. Just dump every thought, story, lesson, or framework you want to include—on a yellow pad, in Microsoft Word, Apple Pages, or using voice-to-text tools on your device.

Once you’ve captured everything, import your text into a single document. You can always organize later.

2. Organize Your Material

When you’re ready, begin grouping your ideas into chapters or themes. A table of contents helps both you and your readers follow the flow.

Let your content drive the structure. Don’t stress about perfection—your editor will help smooth things out.

3. Hire an Editor (Yes, You Need One)

Even if you’re a strong writer, a professional editor can polish grammar, fix structure, and catch what you missed. Expect to pay around $300 for a 13,000-word manuscript—more words = more cost.

Recommended editors:

• Andria Early – Email

• Versana Tikovsky – Email

• The Book Butchers (an editing and proofreading company) – Visit BookButchers.com 

I have not personally used The Book Butchers but I’ve heard good things about them and their pricing is excellent; especially considering the wide range of services they provide (proofreading? content organization? plot and pacing?).

Learn how to choose the right editor for your genre

4. Publish Fast with an E-Book

The easiest and cheapest way to publish? Go digital. E-books cost less than $1,000 to launch and are incredibly profitable. Use software that formats your manuscript for platforms like iTunes or Google Play.

• Apple Users: Try Apple Books Author (now integrated into Pages). Free and intuitive.

• PC Users: Use Microsoft Publisher to format and publish your e-book.

5. Add Images and Links

Want to include visuals? Use your own or purchase royalty-free images from Shutterstock. Or explore this list of 12 free high-res photo sites.

Best part of an e-book? You can embed links and videos. In my e-book Absolutely Necessary, we added YouTube links to enhance lessons—and gained more subscribers to our YouTube Channel.

6. Want to Sell on Amazon?

Publishing on Amazon Kindle Direct Publishing (KDP) is slightly more complex but 100% worth it. Follow their step-by-step instructions to upload your Kindle-compatible file and set your pricing.

Have questions? Email: kindledirectpublishing@amazon.com

Read how to price your book for Amazon

7. Prefer Print? Here’s What You Need

Publishing a hardcover or softcover book takes more time and budget (expect $6,000–$10,000 total), but it’s a fantastic marketing tool—something tangible you can autograph and sell at events.

Book Design

I highly recommend The Book Designers in San Francisco. They’ll design your front and back covers and interior layout for around $3,500 (for a 45,000-word book). Contact:
alan@bookdesigners.com
(415) 637-9550

Want something cheaper? Check out:

• DesignCrowd – Designers bid on your project.

• Fiverr – Affordable book layout and cover designers.

8. ISBNs, Copyrights & Barcodes

Books always have a barcode on the back of the book. Some have the actual price. You don’t have to add a price. There is only one place to go for barcodes and they are only $125.

• ISBN & Barcodes: Get yours from Bowker. Cost: ~$125.

• Copyright: Register through Bowker or the U.S. Copyright Office.

• Library of Congress: Optional. Learn more.

9. Print Your Book

You need a book printer. I have also used a lot of them over the years and have settled on this company. They are reliable. They books always look great. They keep my files on hand to make it easy to reorder. They always ship on time. For quality printing, I use:

LSC Communications Book Group
4101 Winfield Road, Warrenville, IL 60555
www.lsccom.com/solutions/books
jason.m.jacobs@lsccom.com

They handle reorders, keep your files on hand, and always deliver on time.

10. Selling Your Book

• Amazon Advantage: Get started here.

• Email your network, hand out copies at events, and always carry a few in your bag.

• Speaking gigs are my #1 driver of book sales. (One talk = 300+ books sold.)

Remember: a book is the best business card you’ll ever hand out. Nobody throws away a book written by someone they know.

Final Thoughts: Writing a Book Is Easier Than You Think

Yes, there are moving parts. But once you’ve done it, you’ll have created an asset that pays dividends for years. Regardless, it is the best business card you will ever have. Nobody throws away a book written by someone they know. If I can do it, so can you.

Want More Game-Changing Advice from Ross Shafer?
Whether you’re writing your first book, navigating business change, or mastering the art of relevance, Ross has a book that will get you there faster.

Explore all of Ross Shafer’s books on Amazon and find the one that speaks to your next big move.

 

 

DON’T FOCUS ON WINNING

By leadership author and keynote speaker Ross Shafer

Meet John Lloyd: A Life Fueled by Curiosity, Not Competition

In this inspiring video, Ross Shafer introduces us to his long-time friend, John Lloyd—a man whose relentless pursuit of excellence offers a powerful alternative to traditional ideas of success. Rather than focusing on winning, fame, or fortune, John has spent his life honing a mindset of continuous personal growth. He’s the kind of person who doesn’t chase accolades but consistently ends up at the top of whatever field he enters.

Humble Beginnings, Extraordinary Work Ethic

John’s story begins modestly. Raised in a family without wealth or status, he learned early on that if he wanted something, he had to earn it. This mindset, instilled by hardworking parents, pushed him to be resourceful and disciplined. He became a champion diver at the University of Oregon, not because he dreamed of being #1, but because he dedicated himself to mastering the craft. That same work ethic carried him through an entry-level job in the pharmaceutical industry to become one of the industry’s top consultants.

Mastery Across Disciplines: From Golf to Gardening

But John Lloyd’s achievements don’t stop there. At 50 years old, he taught himself how to play golf—and became a near-scratch golfer. He’s also a skilled photographer, gardener, motorcycle enthusiast, and global traveler. Each new pursuit is taken on with the same internal drive: not to win, but to learn, grow, and avoid boredom. His latest endeavor? Competing in national-level swimming competitions at age 63, where he ranks 59th in the country out of more than 400,000 competitors.

The Secret? Focus on Process Over Outcome

What’s striking is John’s approach to life: he never sets out to be the best. Instead, he asks, “What do I need to do right now to get better?” Whether that means reading more, training harder, or simply being present in the moment, John’s process-oriented mindset consistently leads to excellence. He lives fully in the present, refusing to be distracted by long-term expectations or obsessed with outcomes. That counterintuitive strategy—focusing on effort over results—is what sets him apart.

Do What You Love—Even If You’re Starting from Scratch

When Ross asks John what advice he would give young people trying to find direction in life, his answer is simple but profound: do what you love. Don’t waste time chasing a career or life path that doesn’t bring you joy. Even if you have no experience or proven talent, pursue your passion with intensity and discipline. Try and fail—then try again. Because success, in John’s world, is about mastery and meaning, not medals or money.

Redefining Success: Progress, Not Perfection

John’s story is a reminder that fulfillment doesn’t come from external validation—it comes from the satisfaction of knowing you’ve given your best. His commitment to excellence is self-driven. He’s not motivated by rankings or recognition. He’s motivated by the thrill of learning, the challenge of growth, and the joy of doing something well.

A Masterclass in Living with Purpose

Ross Shafer’s interview with John Lloyd is more than a profile of an accomplished man—it’s a masterclass in living with purpose. It challenges viewers to reconsider their own definitions of success and to adopt a mindset that values progress over perfection. Whether you’re an aspiring entrepreneur, an athlete, a student, or someone simply looking for more meaning in your day-to-day life, John’s story is a compelling case for shifting your focus inward and committing to doing your best right now.

Watch the full video interview to gain insight into John’s extraordinary mindset and discover how letting go of the need to win might be the secret to reaching your own potential.

Click here to explore more motivational videos from Ross Shafer on YouTube.

 

 

 

 

The Best Two-Word Motivational Phrase EVER

By leadership author and motivational keynote speaker Ross Shafer

Looking for a Simple Way to Motivate Yourself and Your Team?

When it comes to workplace motivation and personal growth, sometimes two simple words can be more powerful than an entire speech. I learned this truth decades ago on a college football field—but the message has stuck with me throughout my entire career as a motivational speaker and leadership coach.

Meet the Man Behind the Mantra

In college, I played linebacker for the University of Puget Sound in Tacoma, Washington. Our coach was the unforgettable Paul Wallrof, a 6’5″, 260-pound powerhouse we all called Big Wally. Imagine a man whose enthusiasm made Tony Robbins seem reserved. His voice could be heard two zip codes away—and when he was fired up, everyone listened.

Big Wally had a way of cutting through the noise with one phrase that changed how we viewed failure, setbacks, and mistakes.

The Two Words That Built Resilient Leaders

Whenever something went wrong—whether it was a fumble, a missed tackle, or a blown opportunity—Coach Wally would yell, “SO WHAT?!”

• The other team scores a touchdown? So what?!

• You miss a key block? So what?!

• You make a costly mistake? So what?! Fix it and get back out there.

Those two words became our rallying cry for resilience.

And you know what? They still are.

Why “So What?!” Still Works Today

In business, setbacks are inevitable. But how we respond to them defines our trajectory. Here’s how the “SO WHAT?!” mindset can transform your workplace:

• Missed a big sale? So what—learn and move on.

• Late to a meeting? So what—fix the calendar error and do better next time.

• A young team member fumbles a task? Don’t shame them. Walk up and say, So what? You’ll crush the next one.

That mindset builds confidence, accountability, and emotional intelligence. And it prevents us from letting one mistake define our entire career.

The Long-Term Impact of Letting Go and Moving Forward

Years later, I attended a football reunion with 60 of my former teammates—and guess what phrase came up again and again?

SO WHAT.

Those two words helped shape us into resilient, successful adults. It’s a mindset I carry with me to every keynote stage—and it’s one your team needs now more than ever.

Bring the “So What?!” Energy to Your Next Event

If you’re planning a leadership retreat, sales meeting, or company conference, give your audience the tools to bounce back, own their mistakes, and thrive under pressure.

As a motivational keynote speaker, I specialize in helping teams stay relevant, agile, and resilient in uncertain times. I’ll deliver a message your people will never forget—and it starts with two powerful words.

 Book Ross Shafer to speak at your next event and inspire your team to embrace mistakes, adapt quickly, and move forward with confidence.

How to Start a Small Business Without Going Broke

By leadership author and keynote speaker Ross Shafer

So—you want to start a small business, but you don’t want to blow your life savings doing it. Smart. I’m talking to you—the dreamers, the doers, and the side-hustlers who’ve heard that 50% of small businesses fail within five years and are rightfully cautious.

Yes, that statistic is true. But let’s talk about why they fail—and more importantly, how you can beat the odds and succeed.

Why Do Half of All Small Businesses Fail?

Simple. They run out of money.
That’s why you see so many entrepreneurs going on shows like Shark Tank—they need funding to stay alive. But let’s say the Sharks don’t bite. That’s OK. You can still make it… if you understand cash flow.

Cash Flow: The Lifeblood of Your Business

Cash flow is the money coming in versus the money going out. Outflows include rent, licenses, internet, taxes, and any equipment or help you need to launch. Just like running a household, you won’t survive if you’re spending more than you’re bringing in.

Poor cash management is the #1 reason small businesses go bankrupt. So here’s my first hard truth: Don’t quit your day job.

You’ll need that steady income to pay your existing bills while your business gets off the ground. Your startup isn’t going to support you—yet.

Start Small. Start Smart. Start From Home.

I recommend starting your small business at home or online. That way, your overhead stays low. Work at night. Get up an hour earlier. Just carve out the time.

Why online? Because you don’t even know yet if your product or service is in demand.

Here’s a simple, low-cost way to test it:

• Create a free website

• Sign up for PayPal to accept payments

• Promote your idea by emailing friends and posting on social media

There’s truly no better time to start a small business for under $500.

The Second Biggest Business Killer? Ego.

Some people get caught up in the fantasy. They lease a storefront before making a sale. They hire employees too early. They buy a car thinking they’ll “write it off.” Don’t fall into these traps.

Keep expenses low for the first 9 months. Figure out:

• What sells (and what doesn’t)

• What customers are willing to pay

• Where to get cheaper supplies

• Who can refer business to you

Being frugal is being smart. There’s no shame in running lean—only power in staying in the game.

Obsess Over the Books

If you’re serious about winning in business, become an obsessive bookkeeper. Track every dollar you make and every dollar you spend.

Don’t buy anything new—not until your bank account is consistently growing. That’s the kind of financial discipline that will set you apart from the 50% who didn’t make it.

Take Action, Start Smart, and Stick With It

If you manage your cash flow, keep your ego in check, and start small, you can build a business that’s profitable, sustainable, and personally rewarding.

And remember:
You’re not just starting a business. You’re starting your freedom.

Want to Empower Your Team or Audience with Real-World Business Advice?

Book Ross Shafer as your next keynote speaker. With decades of experience and a track record of helping entrepreneurs succeed, Ross delivers motivational, no-nonsense strategies that get results. Perfect for corporate events, business seminars, or entrepreneurial workshops.

 

How to Be a Better Negotiator: 4 ways to Close the Deal

By leadership author and keynote speaker Ross Shafer

Are you a decent negotiator—but not quite great? Do you want to land better deals in business, real estate, or partnerships without feeling like you’re getting taken for a ride?

Whether you’re buying a business, securing a lease, or negotiating better vendor terms, becoming a better negotiator is a learnable skill. And I’ve got five practical negotiation tactics that will help you get what you want—without burning bridges.

The ability to negotiate well isn’t about being aggressive—it’s about being smart, strategic, and empathetic. Whether you’re sealing a deal at the boardroom table or bargaining over coffee, these four proven negotiation tips will help you close more deals and build stronger business relationships.

1. Start by Negotiating from the Seller’s Point of View

Didn’t expect that, did you?

Too often, people walk into a negotiation focused entirely on their wants. Big mistake. If you want to make a deal that sticks, ask yourself:
What does the seller really want?

Are they looking for quick cash? Trying to dissolve a business partnership? Hoping to eliminate debt? Once you uncover the seller’s true motivations, you’ll be better positioned to offer a deal that works for both parties—and avoid the common missteps that can kill the deal early.

2. Don’t Be Desperate—Confidence Wins Deals

Desperation is loud. It shows in your voice, your offers, and even your posture. When you look too eager, you lose leverage—and potentially overpay.

Instead, walk in calm, prepared, and willing to walk away. This is especially important when you’re negotiating a business acquisition, lease, or vendor agreement. When you signal that you’re not dependent on this particular deal, you instantly gain power.

That doesn’t mean playing games—it means knowing your numbers and understanding the marketplace. Spend time researching comparable deals in your industry so you can confidently justify your offer.

Additionally, know your walk-away point. That’s the maximum you’re willing to pay or the minimum you’ll accept. Without that, emotions can easily push you into overcommitting. The best negotiators expect alternatives and believe they’ll find other opportunities.

For a deeper dive into this mindset, check out Forbes’ guide to business negotiation.

3. Offer Something Different (Especially When Others Are Competing on Price)

In a crowded negotiation, the winning offer isn’t always the highest—it’s often the most creative.

If others are driving up the price, don’t join the feeding frenzy. Instead, give the seller reasons to choose you:

• Offer a faster closing date

• Let them keep a sentimental item

• Volunteer to help with asset liquidation at no charge

Make your offer memorable. Show them what they’d lose by going with someone else.

4. Keep It Friendly—Your Reputation Is Everything

A guy once told me, “When I negotiate, I’m a Grizzly Bear.” My response? “Most people avoid bears.”

Don’t be a bear. Be someone sellers want to do business with again.

A tough negotiator isn’t someone who dominates the room—it’s someone who builds trust, maintains integrity, and leaves both sides feeling like they won. Fair and friendly will get you further than aggressive and abrasive—especially in long-term business.

Let’s Review:

• Negotiate from the seller’s point of view

• Don’t be desperate—stay cool, stay in control

• Offer more than money—get creative

• Be fair, be friendly, be someone they recommend

---

Book Ross Shafer to Speak at Your Next Event

Want to sharpen your team’s negotiation skills and boost your business outcomes? Book Ross Shafer, leadership strategist and Emmy-winning keynote speaker, to deliver proven insights and humor-infused guidance at your next event.

Whether you’re hosting a corporate retreat, business conference, or leadership summit, Ross will inspire your team with practical tools to become confident, persuasive negotiators.

Click here to book Ross

 

 

Whether you’re in an actual elevator, introducing yourself at a networking event, giving a virtual presentation, or hopping onto a quick Zoom call, a clear and compelling elevator pitch is one of the most powerful communication tools you can master. In these fast-paced times, attention spans are short and first impressions are formed instantly. You often have just a few seconds to make a memorable impact, and your pitch is your best chance to do that with confidence and clarity.

A strong elevator pitch allows you to quickly communicate who you are, what you do, and—most importantly—how you create value for others. It helps you establish credibility, spark curiosity, and open the door to deeper conversations that can lead to job opportunities, partnerships, or new clients. Whether you’re speaking to a potential employer, investor, or collaborator, a well-practiced pitch ensures you’re never caught off guard and always ready to present yourself with purpose.

What Is an Elevator Pitch?

A 30-second elevator pitch is a concise, engaging explanation of what you do, why it matters, and how you solve a problem. The term was coined when skyscrapers made it possible to pitch someone during a short elevator ride—usually 30 seconds or less.

It’s still one of the most important tools in your business or career toolkit.

Why Most Elevator Pitches Fail

Let’s be honest. Most elevator pitches fail because they’re boring, vague, or filled with corporate jargon. If you say, “I’m a senior solutions specialist in operational systems support,” you’ve likely lost your listener by word four.

The truth is, job titles don’t sell. Solutions do.

You have to make your pitch about them, not just about you. You’re not trying to impress people with your resume—you’re trying to make them curious enough to ask, “Tell me more.”

The 3-Part Elevator Pitch Formula That Works

Here’s the formula I’ve used for years, and it works whether you’re trying to land a client, secure a job, or explain your business at a dinner party:

1. Start with the problem.

2. Explain how you solve that problem.

3. Connect your solution to their world.

Here’s a real example:

• Step 1 – The Problem:
  “You’ve probably seen pro football players get knocked out during a game. Then, trainers rush out and carry the player off the field.”

• Step 2 – The Solution:
  “My company administers a six-step Concussion Protocol—on the sideline and in the locker room—to assess trauma and cognitive function. We determine if a player can safely return to the game or if it’s time to begin recovery.”

• Step 3 – The Relevance:
  “We now provide that same rapid injury analysis for workplace injuries. We help businesses reduce downtime and lower healthcare costs.”

That’s infinitely better than, “I work in medical testing,” right?

Tips to Make Your Elevator Pitch Stand Out

Here are a few additional tips to make your 30-second pitch more impactful:

• Use real-world examples. People remember stories, not stats.

• Make it conversational. You’re not delivering a monologue—you’re starting a dialogue.

• Be clear and jargon-free. Simplicity sells.

• Practice until it’s natural. You don’t want it to sound rehearsed, but you do want it to be polished.

Pro Tip: This same technique works on escalators, in coffee shops, on planes, and in DMs. Wherever you meet people, your pitch goes with you.

Your Elevator Pitch Could Open Big Doors

Think of your pitch as a door opener—not a sales pitch. When done well, it invites questions, builds curiosity, and leaves people thinking, “I need to talk to this person again.”

So don’t wing it. Write it down. Practice it. Refine it. And above all, make it about how you add value.

Click above to watch the full video and learn how to master your 30-second elevator pitch today.