Stephen B. Henry

About 45 years ago, when I was first getting involved with outreach style business (largely responsible for me eventually finding my way into the coach, guide, and menoring fields), an early mentor of mine spoke to me about the methods and tools used by the New Thought Movement and its relationship with evolving printing technology.

This was a fascinating historical perspective back then and an interesting parallel to how digital and print-on-demand (POD) technologies empower various fields today, including coaching.

The New Thought Movement and the Printing Revolution

The late 19th and early 20th centuries were indeed a golden age for the New Thought Movement, and the rise of more accessible and affordable printing capabilities was absolutely foundational to its rapid spread and influence. Here's why:

Cost-Effectiveness: Before this era, printing was more laborious and expensive. New technologies like steam-powered presses, improvements in paper manufacturing, and advances in typesetting dramatically reduced the cost per unit of printed material. This made it feasible for individuals and nascent movements to publish their ideas without needing vast financial backing.  

Mass Production and Distribution: Cheaper printing meant mass production of pamphlets, tracts, newsletters, and softcover books became possible. This allowed New Thought leaders and practitioners to distribute their philosophies—focused on the power of mind, positive thinking, spiritual healing, and self-improvement—to a much wider audience than ever before.  

Accessibility of Information: These affordable printed materials democratized access to ideas. People from various socio-economic backgrounds could purchase and read these materials, which was crucial for a movement that emphasized individual empowerment and mental cultivation.

Establishing Authority and Community: Publishing materials helped establish the credibility and authority of New Thought authors and teachers. It also fostered a sense of community among geographically dispersed followers who could read the same materials and feel connected to the movement's shared principles.

Key Figures and Publications: Figures like Prentice Mulford, Ralph Waldo Emerson (who influenced it), Emma Curtis Hopkins, Charles Fillmore (Unity Church), Myrtle Fillmore, Ernest Holmes (Science of Mind), and Mary Baker Eddy (Christian Science) extensively used books, magazines (like Unity Magazine), and pamphlets to disseminate their teachings. These publications became the primary medium through which people learned about and engaged with New Thought principles.

In essence, the printing revolution of that era acted as the internet of its time for the New Thought Movement, enabling the widespread dissemination of ideas that would otherwise have been confined to small, local groups.

Digital Print-on-Demand Services Empowering Coaching Today

Fast forward to today, and the parallels with digital and print on demand (POD) services empowering information-rich fields like coaching are striking. Coaches, consultants, and thought leaders are leveraging these technologies in ways that echo the successes of the New Thought pioneers:

Lower Barrier to Entry for Publishing

Elimination of Upfront Print Costs: POD services (like Kindle Direct Publishing, IngramSpark, Lulu, Blurb) mean coaches don't need to order thousands of copies of a book upfront. They can print one book at a time, only when it's purchased, drastically reducing financial risk.

No Inventory Management: Coaches don't need to store boxes of books. This frees up space and capital.

Ease of Creation: User-friendly platforms and readily available design tools (often free or low-cost) make it simpler than ever to format and upload a manuscript for publication.

Global Reach and Distribution

Digital Ebooks: A coach can publish an ebook that is immediately available for purchase and download anywhere in the world with internet access. This is unparalleled global reach.  

POD for Physical Books: POD services can distribute physical copies of a coach's book to major online retailers (Amazon, Barnes & Noble, etc.) and even some brick-and-mortar bookstores globally.  

Instant Access: Clients and potential clients can access a coach's insights instantly, whether through an ebook or a quickly printed POD physical book.

Building Authority and Credibility:

Author Status: Having a published book instantly elevates a coach's perceived expertise and credibility. It demonstrates a deep understanding of their niche and commitment to their message.

Thought Leadership: Books allow coaches to articulate their unique methodologies, frameworks, and philosophies in a comprehensive manner, positioning them as thought leaders in their field.

Trust and Connection: A book can build a profound level of trust and connection with potential clients even before direct interaction. It allows the coach's voice and wisdom to resonate on a deeper level.

Scalable Business Model and Client Acquisition:

Lead Generation: A book can serve as a powerful lead magnet, attracting individuals who resonate with the coach's approach.  

Passive Income Stream: Books can generate passive income, supplementing coaching fees.

Client Education: Coaches can use their books as pre-work for their clients, ensuring everyone starts with a foundational understanding of their core principles. This saves time in coaching sessions.

Program/Course Companion: Books often serve as companions to online courses, workshops, or group coaching programs, providing a tangible resource for participants.

Diverse Content Formats:

Beyond Books: Coaches can create and distribute not just full-length books, but also workbooks, journals, guides, and even short, impactful "manifestos" using these same platforms.  

Audiobooks: With the rise of audio content, coaches can also easily convert their text into audiobooks, reaching an even wider audience.

Final Thoughts

In essence, just as the printing press democratized knowledge and empowered movements like New Thought, digital publishing and POD services have democratized authorship and entrepreneurial reach for coaches and other knowledge-based professionals today.

The tools and methods available today enable a powerful and efficient process for solopreneurs to amplify their message, attract ideal clients, and build a sustainable and impactful business or practice, without needing large teams, expensive equipment, or engaging pricey support services.

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