Angi Egan is one of the UK's leading retail experts and author of Initial Lust: The Key to Visual Communication and Brand Marketing(book one in the Romancing the Customer series of business guides) and Holistic Skincare: An Essential Guide for Therapists. 

HH: We believe most authors of successful books have a burning desire to share their passion with the world. Has this been the case for you in the writing and publishing of your books, Holistic Skincare and Initial Lust, and if so what were the passions that you felt you needed to share? 

AE: I agree entirely. The reason for writing a book must be because you have a message that just has to be heard, otherwise I believe you set yourself up for major disappointment. In Holistic Skincare, my passion was to to dispel some of the myths created by the skincare industry that play on on our vulnerabilities about ageing! I wanted to give therapists, and coincidentally the wider general public some skin facts. I passionately believe in clients receiving informed, objective and practical advice about the best ways to achieve healthy, glowing skin ......and it rarely, if ever, comes out of a jar!
Initial Lust is born from a passion about detail, standards and the fact that creating and building a strong brand identity is really simple (or it should be) and needn't cost a fortune. Focus energy on what customers want and then deliver this consistently and  brilliantly.  Iconic businesses have a strong relationship with their customers. That's why they have loved- up customers who are loyal and who rave about the brand. Personally, I am sick and tired of being served by people who are uninformed, don't have any passion for their product and yet take for granted the fact that we will keep buying their product - we won't!  I truly hope we can see a renaissance in service excellence.

 

HH: How do your passions for the subjects in question help you in writing your books? 

AE: It helps to construct something which creates resonance with the reader. My passion helps to drive me on, especially when self-doubt comes knocking at the door. Theory abounds and most people are tired of theory.They  want  something that comes from experience and especially something that speaks from the heart. Passion is infectious, so let's create an epidemic!

HH: What tips could you pass on to aspiring authors to get their books written and published?

AE:  Firstly, just get started! So many people assume to become an author you must have been to writing classes - you don't. Dump your ideas onto paper, then structure them together, then start to expand on each idea - before you know it you have a book
Next, it's important that you know who the book is for. The 4 why's: Why you? Why your message? Why this audience? Why now?
If you aren't certain how to go about starting your book, take baby steps. Begin by writing articles, blogs or short stories. Test the response and then bring them together. Wow - you have the beginnings of a book before you know it!

 

HH: How has publishing a book helped you in your business?

AE: Massively - publishing a book gives

you  a new authority and credibility -

there remains huge respect for authors in the business world which is a huge privilege. It also establishes you very quickly as the 'go to' person or specialist in your chosen field. I have found it a brilliant dooropener too - business leaders love to receive great books, and it's far more impressive than a brochure.

HH: Now you are a successfully published author will you continue to write and publish books? What do you have planned? 

AE:  It would be a sure sign of insanity not to! Firstly I love writing. Secondly, books create such a connection with people that they just love to share this connection with others: fantastic viral marketing and a permanent legacy for the author.  I have the second in the' Romancing the Customer' business books, Espresso Yourself, written and due to be published in late summer. It's great fun and an easy narrative for businesses to use. Fingers, eyes and legs crossed, it will create that much needed renaissance in service!  
 

Initial Lust is the first book in the Romancing the Customer

series, a series of business guides packed with fun, practical 

and cost-effective ideas to avoid the curse of customer promiscuity. It costs £6.95. Available to buy now - click here! 

Holistic Skincare is a valuable and easy to use reference for therapists. It details the successful principles, approaches and attitudes that enable therapists to make a positive difference in the lives of their clients.It costs £19.95 Available to buy now - click here!