Six Tips for Writing Success
Lisa Messenger
As entrepreneurs, we’re always looking to share our knowledge with the masses. These days, almost everyone has a book or is talking about having one, because they understand the undeniable value: books are powerful marketing tools for us and our businesses. Whether you’re an experienced writer or a first-time author, here are some things I’ve learned about the book-writing process that can help you put your thoughts to print:
Content is gold. The content of a book is what ensures its long-term
success. Clever marketing campaigns initially can propel almost any book, but to make it last, it’s the content that will carry a book. It’s important to invest significant time, research and energy into your
content. Here’s my policy: Write, polish, re-polish, re-write, produce.
Never edit your own work. Refine, yes, but never edit. Even the best
communicators have their work edited and re-edited. Releasing your
manuscript to an expert is liberating and empowering, so ensure you
recruit an experienced and well-regarded editor. Fight the essential
battles with them over content, but otherwise, trust their judgment.
Engage experts. Many first-time authors think they can save
money—and even time—if they do everything themselves. They say
the content is all in their head and they just need to extract it, but I
have watched this scenario fail over and over again. Engage experts
from the start to help in your areas of weakness. It will ensure a
premium product, and oddly enough, it often ensures that the
product is created at all.
Support your book with a business plan. Books are businesses in themselves. Whether you are self-publishing or taking the traditional publishing route, the investment of your time and resources deserves a well-researched and calculated plan. Know why you’re writing it, how you plan to use it and the possible and/or expected return,
financial or otherwise.
Understand the commercial realities of books. Books can be
amazing money spinners ... they can also fall flat on their faces. I know many authors with thousands of copies sitting in their garages. Creating the book is truly the easy part; selling it is where it gets tricky. For most people, it takes a lot of marketing to offload thousands of copies. I was lucky to sell 55,000 copies of my first book, but it took time and diverse sales initiatives. That should not deter you, but it should help you understand that your sales strategy must be multi-dimensional and enduring.
Realize the value in a book. It’s more than just something to read.
It’s one of the most potent marketing tools in your arsenal. Sell it for revenue, give it away to generate publicity and interest in your
business or use it as an expensive business card for prospective
clients. Whatever your motivations for writing the book, do not miss
the marketing opportunity in your hands. When those boxes arrive,
make sure you already have a plan for distribution.
When it comes down to it, writing a business book can help you stake your claim in your industry, and more importantly, the business world. More than a million new titles are produced every year— could yours be one of them?
