Writing a book needs to have purpose. Just because you can, doesn’t mean you should!
That may seem counterintuitive coming from someone who helps people to write books, but the first learning on my Author Guide course is all about Purpose; the author’s big ‘WHY?’
A book is a great marketing tool, but only if it’s a good book. A mediocre book doesn’t do anything for your marketing. That doesn’t mean don’t write your book, but that you need to dig into your accumulated knowledge and experience and choose what to share.
Gather insights
People tell you what they want, if you’re listening.
Let’s start with your clients. What facts, processes or structures do you find yourself telling different clients over and over? Start your list with those things, they’re obviously something you know that others don’t, but need to.
When you’re networking, what are the problems that keep coming up in conversations – that you can solve or prevent? Add those to the list.
Then there are the things you’ve said that have got an enthusiastic response “That’s brilliant!”, “What a good idea!” “I’m going to steal that, I never saw it that way before.” And, in your head (or sometimes out loud) you’re saying “But doesn’t everyone know that?” Big lightbulb – No, they don’t! Add these things to the list.
These are all things that you need to dig into your book, the why and how.
Then you’ll have things that you want to share.
Share with focus
We all have our soapbox subjects. They’re the things that we can talk about for hours. With years of experience and knowledge to draw on, you obviously know stuff. The question you have to ask yourself is, ‘Will my reader find this equally fascinating?’
When you get on your soapbox do people you’re talking to respond enthusiastically, or glaze over? If you’ve been asked a question and you’re over-answering, you’ll need to work out what they want to know and what they don’t need to know. This can be a fine line to tread, and your editor may help to you to work out what should and what shouldn’t be included.
Ideally, you’ll have done enough research to know what your ideal reader is looking for – and then build your book around that.
This doesn’t mean you shouldn’t share other wisdom that you feel will be helpful, but it will ensure your book hits the target for people who fall into the category of reader you want to help.
Know your reader
Having an ideal reader avatar is a helpful place to start. If you already run a business, it won’t be a big surprise to discover that your ideal client and your ideal reader are not a million miles apart. If it helps, when you’re writing your book keep your best client in mind and reflect on how you think they will respond to what you’re writing.
When you know someone well you can usually predict, fairly accurately, how they will receive certain pieces of information. If you think that ideal reader will raise an eyebrow or will get that ‘Really?’ look on their face, it may be that you need to add more depth and a sound rationale behind the wisdom you’re sharing.
When you have a plan for material that you know will help others like your clients, you’ve got a great foundation for a book that will make an impact.
