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George C Keefe of GLOBAL Encasement: How To Grow Your Business or Brand By Writing A Book

Study up on promotion and marketing. Personally, this has been an important way to get the word out. You may have the best product, service, or information in the world: but what good is it if no one knows about it?

As a part of our series about “How You Can Grow Your Business or Brand By Writing A Book”, I had the pleasure of interviewing George C. Keefe — Encasement Guy.

Also known as Encasement Guy, George C. Keefe, is a contractor, consultant, coach, lecturer, author, technical writer, CEO and founder of GLOBAL Encasement Inc. On March 11, 2011, the Fukushima Daiichi Nuclear Power Plant was damaged by the tsunami that resulted from the disastrous 8.9-magnitude Tohoku earthquake, emitting a large amount of radiation due to a hydrogen explosion. He was contacted, flown into Tokyo, and asked to evaluate the situation and present viable solutions. Drawing from his over 40 years of hands-on worldwide jobsite experience in dealing with toxic/hazardous building materials, he authored the book “Just Encase They Think You’re Stupid”, a guide for Managing Asbestos and Lead-Based Paint.

Thank you so much for joining us in this interview series! Before we dive into the main focus of our interview, our readers would love to “get to know you” a bit better.

Can you share a story about what motivated you to become an expert in the particular area that you are writing about?

Early in my career, there was a worldwide backlash against asbestos as a building material. I often found myself on job sites where there was an overreaction to asbestos. Even though the building material was in good shape and doing what it was originally intended to do. I later found the same reaction with Lead-Based Paint and solid PCBs (polychlorinated biphenyls): a serious health concern when released into the environment. Through experience, I knew all these materials and others could be easily, safely in place managed with tested and proven industrial green coatings. This process economically reduces risk.

Can you share a pivotal story that shaped the course of your career?

I was on a job bid walkthrough in a low-income area of Los Angeles for a school that wanted to remove large amounts of asbestos. However, it was stable: not being released into the environment. It was in good shape, functioning as intended. Removing and replacing it would be extremely expensive, easily costing over a million dollars. This seemed like a massive waste of money. It would be better spent improving the teachers’ low salaries; providing children with needed books, desks, and other essential supplies. At that time, I knew there was a more acceptable way. I made it my calling to educate people on its superiority.

What are some of the most interesting or exciting projects you are working on now? Are you working on any new writing projects?

Launching my online course and advertising it through all means available. I’m also writing another book; that continues to educate people with simple stories that convey my important message of easy property fortification and a simple, safe, and economic in-place management of solid hazardous materials.

Thank you for all of that. Let’s now shift to the core focus of our interview. Can you please tell us a bit about your book?

Just Encase They Think You’re Stupid is a fictional, easy, and entertaining read on the hot environmental topic of green coatings solutions. It answers how and why potentially hazardous materials such as asbestos, lead-based painted surfaces, and other questionable building stock can benefit from high-performance, low VOC green coatings. The credible characters in my book explain the history and present uses of the hazardous materials and discuss the complications associated with their removal. Common misconceptions are corrected, revealing a simple method that can safely and cost-effectively manage them in place. Studies show that large amounts of CO2 emissions contribute to Climate Change/Greenhouse gases coming from landfills filled with unwanted waste, much of it from roof tear-offs. Green coatings can be used to recycle and renovate existing buildings and roofs, extending their life cycle and avoiding expensive demolition, tear-offs, transportation, and disposal.

Can you please share a specific passage or story that illustrates the main theme of your book?

The priority of the day was to gather all the facts and solutions to the issues concerning environmentally hazardous materials, especially asbestos and lead based paint. Only three options would be presented. The first was costly full blown removal and replacement; the second was to ignore the situation at hand and do nothing: and the last to safely in place manage such materials”

Which three-character traits do you feel were most instrumental to your success when launching your book? Can you please share a story or example for each?

1. Persistence /Grit. There are many steps to go through when writing, publishing, and promoting a book. Some can be daunting. It takes sticking with it all and staying focused on the big goal as well as the individual sub-goals. All of which are important.

2. Clarity is an important characteristic to have: so there is a clear path to follow when starting any endeavor. Its importance lies in ensuring that there is no wasted motion or resources.

3. I’ve found that being optimistic and staying positive despite facing challenges, is the best way to overcome obstacles and to avoid stressing yourself; the people you are working with or are in contact with you. Optimism also has the favorable effect of motivating and inspiring better character from others.

In my work, I have found that writing a book can be a great way to grow a brand. Can you share some stories or examples from your own experience about how you helped your own business or brand grow by writing a book?

The straightforward process of getting the word out on green products increased our business. People became aware of green products designed to provide a logical simple solution to complicated and urgent issues worldwide.

What was the “before and after picture?” What were things like before, and how did things change after the book?

After the book “Just Encase They Think You’re Stupid” was published, people’s awareness and the importance of what we were offering increased. The book increased my presence and brought attention to my valuable service. The book also led to my being part of one of the largest clean-up projects in the world. I was involved in locking down radioactive and gross debris from the devastating tsunami that struck the Japanese coast and severely damaged the TEPCO Fukushima Daiichi Nuclear Power Plant.

If a friend came to you and said “I’m considering writing a book but I’m on the fence if it is worth the effort and expense” what would you answer? Can you explain how writing a book in particular, and thought leadership in general, can create lucrative opportunities and help a business or brand grow?

The simple answer is yes. The reality is that you can only be in one place at a time. If you can duplicate your efforts getting the word out and increasing your message to the market, the better. Writing and publishing a book can also increase your credibility and being recognized as an expert in your field.

What are the things that you wish you knew about promoting a book before you started?

The number of areas a book can be promoted and a game plan to do that.

What did you learn the hard way?

That the editing process can be extensive and may take more time than expected.

Can you share some stories about that which other aspiring writers can learn from?

There were so many times that other priorities delayed my writing. I felt that there might not be the opportunity to finish what I started. I pushed that thought away by realizing that I needed to prioritize writing. If I could only find small blocks of time to work on it, that would add up to a completed work.

Based on your experience, which promotional elements would you recommend to an author to cover on their own and when would you recommend engaging an expert?

If one has the time, one can personally handle social media promotion. If there is enough subject material, you can write a blog that helps promote and adds credibility to your subject. Market expertise is always a welcome addition to any promotional effort. Like all other aspects, such as financial capabilities, it needs evaluation on a case-by-case basis.

Wonderful. Here is the main question of our interview. Based on your own experience and success, what are the “five things an author needs to know to successfully promote and market a book?” If you can, please share a story or example for each.

1. Use all avenues available for promotion. I have found that this is constantly changing and growing and requires being up-to-date.

2. If possible, get expert advice. Since my expertise is in other areas, I had never realized how intricate and important having professionals was.

3. Study up on promotion and marketing. Personally, this has been an important way to get the word out. You may have the best product, service, or information in the world: but what good is it if no one knows about it?

4. Don’t hesitate to get the word out any way possible.

5. Expect challenges but face them with a positive attitude.

We are very blessed that some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US, with whom you would love to have a private breakfast or lunch, and why? He or she might just see this, especially if we both tag them :-)

Oprah Winfrey and talk about her philanthropic efforts and also be part of her ongoing effort to help humanity through her Angel and other networks.

How can our readers further follow your work online?

Encasement Guy Website:

Encasement Guy Blogs:

Encasement Guy LinkedIn:

Encasement Guy Facebook:

Encasement Guy — Twitter:

Encasement Guy — Instagram:

Encasement Guy Thinkific Course: Sustainable Architecture with Green Coatings Encasement

Thank you for these excellent insights, and we greatly appreciate the time you spent. We wish you continued success with your book promotion and growing your brand.



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