Using Books to Drive ROI: How Founders Turn Authority Into Clients (with Karen Strauss)

Guest Bio

Karen Strauss is the founder of Hybrid Global Publishing and a publishing veteran with over 40 years of experience. She helps entrepreneurs, coaches, and thought leaders turn books into powerful business and marketing assets.

Episode Overview

In this episode of Making Big Shifts, Josh Anderson sits down with Karen Strauss to unpack how books actually function inside a modern business. Rather than treating publishing as a passion project or vanity goal, Karen explains why books are one of the most underutilized revenue and authority tools available to entrepreneurs. The conversation explores traditional, self, and hybrid publishing models, the hidden costs of control and speed, and how founders can use books as lead generators, credibility builders, and long-term growth assets. At its core, this episode reframes publishing as a strategic business decision tied directly to ROI.

Key Takeaways

• The real ROI of a book comes from clients and opportunities, not book sales
• Hybrid publishing gives entrepreneurs speed, control, and ownership
• Books function best as gateways to speaking, podcasts, and warm leads
• Post-launch strategy matters more than publication day
• A book validates expertise faster than almost any other marketing asset

Favorite Quotes

“It’s not how many copies you sell. It’s how many new clients you get from the book.” (16:24)
“Your book is content. It gives you social and visible proof that you are an expert.” (03:57)
“There is nothing that beats having a book when it comes to authority.” (05:43)
“Most people never finish their book because they get lost or life gets in the way.” (07:11)
“Get comfortable with the uncomfortable and write every day.” (20:41)

Playbook: How to Apply

1. Start with intent, not format. Before writing a single page, define what the book is supposed to do for your business. Is it meant to generate leads, support speaking, anchor a course, or open higher-level conversations? Your ROI depends on this clarity.
2. Build a framework-driven outline. As Karen explains, the outline acts as a GPS. Whether you start with a rough idea or a detailed structure, working with a developmental editor or accountability partner dramatically increases your chances of finishing and producing something usable.
3. Design the book as a lead engine. Instead of giving away the full book, use chapters, excerpts, or audio samples as lead magnets. Capture emails, start conversations, and treat readers as warm leads who already trust your thinking.
4. Commit to post-launch execution. The launch is only the beginning. Speaking, podcasts, summits, and follow-up campaigns over six months or more are where books generate real returns. Shift focus from selling ebooks to using print and conversations to reach your ideal audience.

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