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In the past, Hinge has explored the way public speaking can build an expert’s reputation. In fact, in our study of 220 Visible Experts, speaking was the number one most impactful marketing technique for individual experts:
In this post, Liz explores the technique in second place: writing a business book. In her experience—and that of many high-profile experts—writing a book can be just as effective as speaking, and maybe more so. As the co-author of three marketing books (and three children’s books), including The Visible Expert Revolution, Liz has seen them pay dividends again and again. Keep reading to hear more of her insights.
Books Build Experts’ Reputations
In fact, writing a book can be the tipping point for many experts, shaping the way they think and talk about themselves. When Rhondalynn Korolak wrote her second book, it helped her develop her revolutionary way of thinking about cash flow.
“I highly advocate writing books,” she told me. “For me, writing a book has two benefits: One, you get your message out. Two, you codify what you think you know.” This is a powerful combination. And because a book requires you to delve deeply into your topic, the process of structuring, researching and writing is almost guaranteed to sharpen your expertise.
“A book is a place where you can assimilate all your knowledge,” adds Rhondalynn. “You have to put things down in a way that you can communicate them to anybody. As you write, you start to formulate new systems and processes.”
Sarah Susanka was already a successful Minneapolis architect when she wrote The Not So Big House. Almost overnight, however, she was launched into the spotlight, fielding media requests and being interviewed by heavyweights like Oprah, Charlie Rose and Diane Rehm. Through her books, Sarah has found a way to define her career and build a cultural movement.
Books Drive Firms’ Revenue
A book not only raises the profile of its author, it can elevate a whole firm.
I can’t tell you how many times I’ve heard something like this from a prospect: “Our management team has read your book, and it really reflects what we would like to do…. So obviously you are already at the top of our short list.”
I’ve had a prospect walk into my office with one of my books, post-its sprouting from its pages.
I’ve even had clients choose our firm on the strength of our book alone.
That’s powerful stuff.
8 Tips for Writing a Successful Business Book
I can’t sugar coat this. Writing a book is hard work. It takes a lot of time. So you want the end result to be something you are not only proud of but also creates true value for your and your firm. Below are a few lessons and tips I’ve learned along the way.
1. Write the Definitive Book on Your Area of Expertise
You know your stuff. So why not produce THE book on the subject you know most about? If others have written on the topic before, do the due diligence and read their work. If it’s outdated, produce the modern guide. Or find a new, maybe even controversial, angle. If the standard text on a subject is dry and technical, write a book that cuts through the complexity and explains the issues in simple, easy-to-understand language.
2. Write in an Entertaining Style
As much as I hate to acknowledge this, attention spans aren’t what they used to be. So write your book in a style that’s engaging and fun, and easy to digest–but equally authoritative. Most bestselling business books are written in this style. Books written this way can be real page turners that deliver “aha” moments on almost every page.
3. Use Real-World Examples
Books come alive when they include real-life examples, stories, and quotes to illustrate the points you make. These can come directly from your experiences working with clients. If you feel you still need more oomph, you can supplement them with case studies of well-known projects, situations, or issues. And if you are able, interview key clients or experts to get new perspectives and quotes that will make your points more relevant and practical.
4. Keep it Short
Aim for between 40,000 and 60,000 words—200 pages or less. Most business readers are busy and often choose shorter books over long ones. So give them what they want.
5. Hire an Experienced Book Editor
You may be a talented writer, but most people are not. An editor can take an okay manuscript and make it engaging and fun. It can take a thick skin to work with an editor. Your ego may take a hit. They may reorganize your material and rework whole passages. But that’s how average books become great ones.
6. Co-Write It
All three of my business books were written with others. It’s a great way to share the burden. However, this approach can come with serious drawbacks. If one writer is a procrastinator or doesn’t execute at a high level, it can sour the whole project. In my experience, it helps if one person takes the lead, with the others contributing chapters, gathering supporting materials, or conducting interviews.
7. Hire a Ghost Writer
Most experts will never write a book because the task is simply too daunting. Using a ghost writer is a common way to dramatically reduce the strain on you, the book’s author. You will still need to spend time preparing outlines, collaborating with the writer and pulling together case stories, data and proof points. But this approach can cut the author’s project hours by 60 or 70 percent. Expect to pay a premium for the convenience, however.
8. Decide What Your Goals Are Up Front
Are you hoping to produce a best seller? (And how do you define “bestseller”? An Amazon bestseller is not necessarily the same as a New York Times bestseller.) Or is a book aimed primarily at clients and prospects sufficient? Are you trying to maximize sales and income, or is your main goal to build your visibility and reputation? Will you use a traditional publisher, or will you self-publish your book? Will your book be digital or paper, or both? How you answer these questions will affect your timeline, budget and how much effort you need to put into promotion. If you are targeting the New York Times or Wall Street Journal lists, you will almost certainly need to hire a book promotion expert—and while that can greatly improve your chances, there are no guarantees.
I hope this article spurs at least a few readers to consider embarking on this challenging but rewarding journey.
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