How to Publish a Book and Build Authority with Angela DeCaires (The Price and Value Journey, Episode 145)
For many professional service providers, writing a book is more than just a dream. Becoming the author of a well-crafted book is one of the most effective ways to establish authority, strengthen client trust, and create new opportunities. Yet the world of publishing can feel confusing and overwhelming. Should you self-publish, go hybrid, or pursue a traditional deal? How much time and money should you expect to invest? And what are the most common mistakes first-time authors make?
In this episode of The Price and Value Journey, John Ray welcomes Angela DeCaires, CEO of BookLogix, a non-traditional publishing company based in Alpharetta, Georgia. Angela has guided countless authors through every stage of the publishing process, and she shares her insights on what it really takes to turn your expertise into a professional book that supports your business and your brand.
Angela explains why a book enhances credibility far beyond a LinkedIn profile or a polished website, the mindset shifts needed to get from “I want to write a book” to actually finishing it, and why editing and design are non-negotiables if you want your book to carry weight with clients. She also unpacks the realities of book sales versus the far greater return that comes from speaking engagements, consulting opportunities, and client trust. Angela also discusses how artificial intelligence is affecting publishing, both where it can help authors and where its limits and risks show up.
If you’ve ever thought about writing a book but weren’t sure where to start, or whether it’s worth the effort, this conversation will give you direction and the encouragement to move forward.
The Price and Value Journey is presented by John Ray and produced by North Fulton Business Radio, LLC, an affiliate of the Business RadioX® podcast network.
Key Takeaways You Can Use from This Episode
- Writing a book cements your authority and credibility in ways no website or LinkedIn profile can.
- Most conferences and speaking events expect authors to have a published book—they literally want it in the room.
- Don’t underestimate editing and design. A well-written book with a poor cover or structure undermines your credibility.
- The average nonfiction book sells only a few hundred copies; the real value is in how the book builds your practice and opens doors.
- Fear and self-doubt derail many would-be authors. Start by getting ideas out of your head and onto paper—or use dictation, recordings, or a book coach.
- Be clear on your audience: the narrower and more defined your “tribe,” the more effective your book will be.
- AI is changing publishing: it can be a useful tool for editing and brainstorming, but authors must understand its limits and the restrictions around using AI-generated content.
Topics Discussed in this Episode
00:00 Introduction to The Price and Value Journey
00:11 The Dream and Reality of Publishing a Book
01:16 Introducing Angela DeCaires and BookLogix
03:00 The Importance of Writing a Book for Credibility
05:56 Challenges and Mindset of Aspiring Authors
11:53 The Financial Realities of Publishing
12:59 Marketing Strategies for Your Book
17:20 The Role of Editing and Design
20:01 Navigating AI in the Publishing World
26:00 Understanding Non-Traditional Publishing
27:25 Navigating the Overwhelming World of Publishing
29:17 Red Flags to Watch Out For in Publishing
31:03 The Role of Marketing in Book Success
32:44 Collaborative Approaches to Book Marketing
38:01 Reviving and Refreshing Older Books
41:52 Using Books as Business Development Tools
44:04 Common Mistakes Authors Make
46:05 The Impact of AI on Book Credibility
47:28 Success Stories and Final Thoughts
Angela DeCaires, CEO, BookLogix
Angela DeCaires is the CEO of BookLogix, an Atlanta-based publishing company dedicated to helping authors from all backgrounds publish, market, and sell their books. With a strong background in public relations, writing, broadcasting, and journalism, Angela began her career as a TV news producer and news writer in New York before moving into public relations roles for health systems in Florida and New York. She holds a BA in Communication/Journalism from St. John Fisher University and has held previous roles at BookLogix, including Director of Publishing and Marketing & Communications Manager.
Under Angela’s leadership, BookLogix has become known for offering comprehensive publishing support, including project management, editing, design, printing, and marketing services tailored to each author’s needs. Angela is passionate about educating authors on the nontraditional publishing industry and is a frequent speaker at writers’ conferences and publishing events. Her extensive industry experience and commitment to author success have helped position BookLogix as a trusted resource for writers seeking to publish high-quality, market-ready books.
Connect with Angela: LinkedIn | Connect with BookLogix: Website | LinkedIn | Facebook
John Ray, Host of The Price and Value Journey
John Ray is the host of The Price and Value Journey.
John owns Ray Business Advisors, a business advisory practice. John’s services include business coaching and advisory work, as well as advising solopreneurs and small professional services firms on their pricing. John is passionate about the power of pricing for business owners, as changing pricing is the fastest way to change the profitability of a business. His clients are professionals who are selling their expertise, such as attorneys, CPAs, accountants and bookkeepers, consultants, coaches, marketing professionals, and other professional services practitioners.
In his other business, John is a podcast show host, strategist, and the owner of North Fulton Business Radio, LLC, an affiliate of Business RadioX®. John and his team work with B2B professionals to create and conduct their podcast using The Generosity Mindset® Method: building and deepening relationships in a non-salesy way that translates into revenue for their business.
John is also the host of North Fulton Business Radio. With over 880 shows and having featured over 1,300 guests, North Fulton Business Radio is the longest-running podcast in the North Fulton area, covering business in its region like no one else.
John’s book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices
John is the #1 national best-selling author of The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices.
If you are a professional services provider, your goal is to do transformative work for clients you love working with and get paid commensurate with the value you deliver to them. While negative mindsets can inhibit your growth, adopting a different mindset, The Generosity Mindset®, can replace those self-limiting beliefs. The Generosity Mindset enables you to diagnose and communicate the value you deliver to clients and, in turn, more effectively price to receive a portion of that value.
Whether you’re a consultant, coach, marketing or branding professional, business advisor, attorney, CPA, or work in virtually any other professional services discipline, your content and technical expertise are not proprietary. What’s unique, though, is your experience and how you synthesize and deliver your knowledge. What’s special is your demeanor or the way you deal with your best-fit clients. What’s invaluable is how you deliver outstanding value by guiding people through massive changes in their personal lives and in their businesses that bring them to a place they never thought possible.
Your combination of these elements is unique in your industry. There lies your value, but it’s not the value you see. It’s the value your best-fit customers see in you.
If pricing your value feels uncomfortable or unfamiliar to you, this book will teach you why putting a price on the value your clients perceive and identify serves both them and you, and you’ll learn the factors involved in getting your price right.
The book is available at all major physical and online book retailers worldwide. Follow this link for further details.
Steve Zylstra serves as president and CEO of the Arizona Technology Council, a role he assumed in 2007. He is responsible for strategy, operations, finance and policy development. Zylstra is a vocal spokesman for the value technology can provide in raising social and economic standards in Arizona.
Karen Nowicki is a successful author, speaker and the creator of Deep Impact Leadership™ and SoulMarks Coaching™. She is a two-time recipient of the prestigious national Choice Award® for her book and personal development retreat. Karen was crowned the first-ever “Mompreneur of the Year” Award in 2010 for the southwestern states. She was recognized for her leadership, business acumen, and work-life balance.
Leslie Cooper Marquez is a dynamic marketing professional with over 17 years of broad-based marketing, public relations and advertising experience in both in-house and agency environments.
