It’s not unusual for subject-matter experts to consider writing a book at some point in their careers. After all, they believe they have something valuable and important to say and have a desire to share their knowledge, intelligence and/or story with others. Is writing a book is the best way to accomplish that goal? Perhaps. Before embarking on that journey though, first consider these key issues.
- Clarify your expectations and purpose. Are you writing a book to generate revenue? Do you think your book will become a bestseller and earn you fame and recognition? Do you want to produce a book to generate more credibility for you or your company? The likelihood that a book will become a blockbuster and result in substantial revenue is slim, so would-be authors need to consider the expense versus the reward. On the other hand, writing a book can be an effective and essential part of an overall business strategy to increase visibility, credibility and name recognition in the marketplace.
- Define and focus on your target audience. Who are the intended readers? What is their profile? What are their interests, pain points, concerns? What level of reading skill do they have? Determining your target audience will help you appeal to more of the people who will ultimately buy your book.
- Investigate the competition. Is the market already flooded with books similar to the one you want to write? What content or approach will you include to make your book different or provide you with a competitive edge? In other words, create a unique and compelling hook that motivates buyers to choose your book over another.
- Hone in on your subject. Create an outline and/or list of chapters. Review it critically. Does it have a logical flow? Is the content meaningful, innovative and engaging? Do you have an interesting, readable format? Are you passionate about your subject? Write a few chapters. Share the work in progress with trusted advisers and/or colleagues. Get feedback early and then make a decision whether or not to proceed.
- Evaluate your resources. While you may be a subject-matter expert, are you a competent and skilled writer? The two don’t always go hand-in-hand. If you are not, consider working with a professional writer. That’s an important issue to address and an even bigger decision to make. Remember, writing a book requires an investment of time, money and personal commitment. Very often, authors are gung-ho in the beginning, but their enthusiasm wanes over time. You have to be in it for the long haul. The process requires time, energy, dedication and perseverance.
- Identify your publishing options. Do you want to write a traditional or e-book? Do you know the difference? The publishing industry has changed dramatically in the last 20 years. Working with traditional publishers is more competitive and difficult than ever before. Authors are required to submit detailed proposals that take a lot of time and sometimes involve a financial investment that may never pay off. Even if the proposal is selected, authors often lose control over their content and timing of the publication of their work product. In addition, contracts can be very restrictive and one-sided. To make matters worse, many traditional publishers will not accept submissions from authors because they work through agents only. That policy puts more distance between publishers and authors. Yet, having a recognized publisher take on your project can be a feather in your cap and simplify the production process. On the other hand, authors who are interested in self-publishing have more choices and flexibility. There are companies that provide turnkey operations including editing, graphic design, production and in some cases marketing support. A word to the wise: choose carefully and make sure your expectations are realistic.
If you are running a business or have other pressing responsibilities, day-to-day priorities can interfere with your desire to produce a book. Face it. We’re all human. It’s easy to procrastinate. Writing a book is a highly personal experience and can tap into one’s fears, doubts and uncertainty. However, if you are still committed to the task, becoming an author, while challenging, can be fulfilling and produce many unexpected rewards.To discuss any aspect of book-writing, from original content development, to editing, production, marketing and distribution, please call Gerri Knilans at (805) 496-8850 for a free consultation.
Marketing Tips
Writing a book can be a daunting task. Follow these tips to help streamline your efforts.
- Create a project folder. Save articles you read, ideas you have, resources to use and other information that can be used throughout the process.
- Produce a realistic timeline for your book and stick to it. If it takes more than a year to write the book, something may be amiss.
- Sit down and write. Create weekly deadlines by word count, percentage of progress, etc., and hold yourself accountable.
- Seek feedback from others and be open to their input.
- Writing is only half the story. Make sure you develop a pre-production and post-production marketing plan.
Quarterly Quote
“Write your first draft with your heart. Re-write with your head.”
–From the movie Finding Forrester