‘I don’t have time to sit down and write a book. Doesn’t it take years?’
Well, first of all, I'd like to remind you that you have 24 hours a day, seven days a week, just like every other published author on the planet. As for it taking years, I've found that, with a good design and my foolproof plan, anyone can finish a manuscript for a 200-page book in just 90 minutes a day, over eight weeks.
I don't have enough EXPERIENCE
‘I have a lot of experience in my field of expertise, but I certainly couldn’t write an entire book about it.’
Writing a book is easier than you think. If you follow the system outlined in this book, you will write a book proposal that will easily demonstrate that you have more than enough material to write a book. Of course, you could just choose to publish your book in a smaller format. For example, a pocket-sized book, which could be given away for marketing purposes, need have only 72 or 80 pages in order to have a proper spine with its title printed on it. It need be only 7,000–15,000 words long and could easily be written in a week or even a weekend.
People won't want to read it
‘I’ve often fantasised about writing a book. I have the material, but I’m not sure how to write something that people will pay for.’
Good point! Why don't you ask them before you start? I recommend that you first write a book proposal. Not only does this ensure that you avoid common mistakes, but it addresses any uncertainties about WHO to write for (see Chapter 2 of my book, The Seven Secrets of Successful Authors). You see, successful authors don't write a book and then wait to see if anybody wants it. Instead, they decide exactly who needs their information, so that they know those people will want to read it.
I'll never get PUBLISHED
‘Even if I wrote a book, I could never get it published.’
We’re lucky these days. Never in the whole of human history has it been easier for ordinary people like us to become published authors. That's because costs have dropped dramatically and there are now three publishing strategies you could choose from:
1. Traditional publishing. This is perfect for those who want to “sell” their book. It's only good, if you have a large following of people who are eager to buy your book. It's a 'do it for you' strategy.
2. Independant-publishing. This strategy is not for the technically challenged, nor for those who are short of time. It's a 'do it yourself' strategy.
3. Strategic publishing. This strategy is perfect for those who want to exploit their book as a marketing tool. They're not focussed on the book for it's own sake, but on getting more clarity, credibility and collateral for themselves and their business. It's ideal for authors that simply don’t have the time to ‘sell a book’, but just want a book to ‘sell them’ instead. It's a 'do it with you' strategy - providing you can find someone to do it with; someone who understands the benefits and how to make the strategy work!
What do you mean by CLARITY?
To clarify and focus the author's often muddled thinking. That is, to create a more coherent set of ideas that are more easily communicated to others. Sometimes people get by, with no clear sense of purpose or direction because they’re incessantly swamped and distracted by competing ideas and conflicting pressures. Their heads are continually in a spin and that means they often suffer from distraction and overwhelm. Writing a book requires laser-like focus, with clear purpose and direction. So, when you’ve finished your book by focusing on the correct topic and framework, everything becomes so much easier.
What do you mean by CREDIBILITY?
Many business-owners, entrepreneurs and specialists are finding business fiercely competitive these days. It’s difficult for them to differentiate themselves from their competitors. So to win business, their prices and fees spiral ever lower. Writing a Strategic Book turns them into experts in their field – experts write books, therefore all authors must be experts! And when you’re an expert, you don’t have any competitors. That means you can charge premium prices for your products and services because you are ‘the authority’ in your field.
What do you mean by COLLATERAL?
To create tangible evidence of competence. For example, after people finish reading a Strategic Book, they’ll probably understand the author’s business better and may even contact the author, having become pre-sold prospects. Most of what we do in our service-based economy is intangible, yet potential customers and clients still look for things they can touch and feel before making a buying decision. A business card and a brochure is not quite enough if you want to charge a premium for your services. Handing your published book to a potential client, or emailing them a link to your book’s entry on Amazon, provides all the collateral you’ll ever need to win more business.
Why write a book?
Our authors give many reasons for deciding to write a particular book and their reasons definitely affected their choices of TOPIC. Here are a few more examples to consider:
• MARKETING MATERIAL. You will always have a never-ending source of marketing material for your business. Your book will be a source of coherent extracts that can be re-purposed as articles, blog posts and newsletters; your book will also be a ready-made script for videos and podcasts on the topic about which you've written.
• SALES BROCHURE. You could choose to design and write your book as the ultimate sales brochure, or even as just an industrial-strength business card that you can hand out at networking meetings or to potential clients.
• BUSINESS PROMOTION. Your book could promote your business services directly, via links to your website, for example by including a 'next steps' chapter at the end or a simple one-page advert on the last page. However, bear in mind that not all publishers will be amenable to this.
• CASE STUDIES. You could promote your business or services more discreetly, by publishing a series of successful case studies that function as testimonials for you and your business.
• TRAINING FRAMEWORK. If your business is based on selling your expertise, your book becomes a powerful framework upon which to build coaching programmes, training courses, sales seminars, webinars and practical workshops.
• REFERENCE. To support their internal business processes (for example, this is how we carry on the business of ... ).
• LEGACY. To leave a legacy (to 'give something back').
• PUBLICITY. To get free publicity – becoming an author makes you noteworthy.
As Helen Turier, one of my authors, once said: ‘I was immediately booked for a radio interview on my topic of Resilience (the ability to bounce back after a setback) as soon as I’d mentioned having published a book on the subject.’
How do I choose a TOPIC?
We offer a strategy planning consultation that covers this in detail. We use a technique that I call, ‘The Three ‘P’s of Purpose’. We use it to help aspiring authors select their best, most motivating TOPIC.
Here are a few other things to consider:
• Firstly, MOTIVATION. If an author's topic isn't important enough to them, they will eventually lose interest and may not even finish - because finishing depends upon motivation!
• Secondly, the REASON. Without a topic that provides a compelling reason to write a book, it's difficult to avoid changing topics if we're distracted by other, equally valid ideas. Without a good reason for choosing a topic, an author can get distracted and lose focus. As a result, they may broaden their book's original topic and it may become incoherent, which will confuse their readers. Or else the aspiring author may get overwhelmed by all the options and simply be unable to cope, and then they will give up.
What consultancy services do you offer?
Aspiring authors first develop their marketing, writing and publishing strategy during a half-day one-to-on consultation and may then choose to follow up with another half-day planning consultation where they'll define what will be covered on every page of their book.
These two consultations provide everything you need to start writing your book the next day. You'll have your own workbook, and will create a Sure-Fire Strategy, a Bullet-Proof Book Outline, and a Fool-Proof Writing Plan.