and visibility in my field, get more speaking gigs, and be able to grow my business.” Note: You’re going to specifically define these benefits as the very next part of the process, but put something down now, even if you come back and refine them later. Then speak these benefits out loud, making sure to frame yourself as excited about them. Literally say, “YOU should be excited, because this book will get YOU increased authority, additional speaking, and a bigger business.” Do it three times. And you MUST say it OUT LOUD. And make sure to phrase it as you, talking to yourself. I know, this sounds hokey, but saying it out loud has a very different impact on you than just thinking it. Without going too deep into the psychological explanation, saying it out loud makes it more real to your brain. [If you want to know why saying this out loud makes such a dif- ference, Google “inner speech of behavioral regulation” or “Von Restorff effect.” Warning: these will take you down a serious rabbit hole.] STEP 5: ASK YOURSELF, “WHO’S HELPED BY YOUR BOOK, AND WHAT DO THEY GET?” Did you notice a trend with the fears you mentioned? What did they all have in common? It’s actually pretty simple: All fear is selfish. 46 · ThE SCriBE METhOD