I find that a lot of the book writing advice is geared towards marketers who are interested in doing the least amount of work possible to sell a book fast. In short, they look for a topic on Amazon, see what’s selling like hotcakes, then hire someone in the Philippines to write a 75-page book for $42 USD (and I’m not even exaggerating…).
However, thought leaders think a bit differently about the ideas they want to share with the world, so those “get rich with no effort” publishing schemes don’t apply here.
Thought leaders think deeply about the ideas they want to share. You’ve spent a number of years in a particular industry so you’ve witnessed all the developments — for better or worse — and you have an idea that can potentially revolutionalize how people work with one another. Maybe you’ve had an experience and you sat back and said, “If only people knew what I knew, they wouldn’t have to go through such hard times…” Or maybe you’ve gotten really great at doing a “thing” and you’re tired of watching other people bump into the same wall over and over again trying to find success.
These are all legitimate reasons to write a book. But how do you know if your book is going to sell? Here are a few questions to ask yourself before you get started.
#1 Do you have an audience of people who want to hear what you have to say?
When I start talking about building a personal brand, some people get turned off. And it’s usually because they look at personal brand building as more of a narcissistic self-promotion campaign rather than the leadership building exercise it is.
Creating a powerful personal brand has attracted a number of opportunities to me that I wasn’t necessarily looking for. I’ve been invited to teach classes on blogging, speak at major events related to my expertise, train and consult, write books for others, and more. While other people were getting laid off from their jobs mostly due to no fault of their own, a powerful personal brand has always helped to keep my eyes on opportunity rather than wallow in fear.
When you have a powerful personal brand, you start to build up an audience of people who support your work. And here’s the most powerful point of a personal brand that a lot of people miss: Your audience will tell you what they want you to write about! When you thoughtfully create a personal brand that attracts the right audience, they will tell you the exact book they want you to write. You share your book writing process with them via email and social media to keep them in the loop and they’ll be able to celebrate on the date of your book release by buying a copy.
#2 Are people buying books in your area of expertise?
This is where Amazon comes in handy. Do a search to see what has already been written on your topic or industry. Have people left comments on these books? Make note of what they are saying. What did they enjoy most about reading this book? What do they wish was included in the book?
#3 How can you spin your book to serve a certain niche that is underserved?
Your success is in your niche. For example, I’m a ghostwriter who focuses specifically on thought leaders who want to write nonfiction self-help books to grow their coaching, consulting, or training business. I use my expertise as a freelance content marketer for Fortune 100 companies and tech startups to help thought leaders create content that builds an audience. My nonfiction self-help book niche is a lot more focused than a lot of other ghostwriters I see who market to any and everyone who needs a book. There’s nothing wrong with being multi-talented and being able to write in a number of genres. I’ve just homed in on where I can be most helpful.
You can do the same thing with your book. Are you a finance expert? Instead of writing another general book on budgeting, how about creating a guide to making and saving money by starting your own business while still in college. Are you a life coach? Please don’t write another book on 5 steps to finding happiness. Your book will be a lot more attractive if you niche it down to helping newly divorced women easily transition into life as a single woman (as an example…).
#4 Do you have something more than just a book to sell?
Books sell better when you have a product or service to go with it. Are you a speaker? Ask the event organizer to buy 500 copies of your book as part of your speaking fee. Do you offer online classes? Give a signed copy of your book to everyone who enrolls. Are you a corporate consultant? Give away (as in for free) a copy of your book to companies who are serious about working with you. The fee they pay you to be a consultant will more than cover the cost of the book. Plus, giving away the book is an opportunity for you to share your genius with them in a way that most consultants don’t do — making you stand out from the rest of the pack!
Write Books Specifically for Your Audience
I write specifically for thought leaders who want to do more than just write a book and wait for the money to roll into your bank account. You’re a world-changer, a firestarter, a mold-breaker! You are more interested in creating a legacy while still being paid handsomely for the value you bring to the world.
That means that you thoughtfully write books and create content that is attached to marketing goals that attract real readers who want to hear what you have to say.
I’ve got more opportunities to work with me 1-on-1 and in groups coming up ahead in the coming months. I invite you to stay in touch to get more book writing and content marketing advice that is made specifically for thought leaders like you.
Download your free ebook, 7 Keys to Writing a Self-Help Book That Grows Your Business.
Halona Black
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