Only you can know why you want to write a book, and it is always fascinating to me when I read the responses to my having asked aspiring authors to write out for me, “Why do you want to write this book?” My purpose in asking the question is that I want to know:
- from a marketing perspective who they subconsciously(or in some cases, deliberately) plan to market to;
- whether they have a clearly deliverable message they want to share with the world or if their purpose is to more to challenge themselves with the task of completing a book; or
- if their sole (soul) purpose is to generate revenue and gain notoriety.
There obviously are a myriad more reasons for writing a book, but if I can get clients to a point of really putting some thinking into the question and put it in writing, the focus suddenly become much clearer to them, and I know better what direction I need to take them, what the missing pieces are and the actions I need to encourage and direct.
Something recently came up with a client who had a broad array of ideas floating around in her head, having given herself the privilege of taking time to really steep herself in knowledge in many areas of interest to and passion for her. The problem created, however, was she was not sure how to manage or deliver the myriad of programs and messages which had become her wealth!
The strategy to help her through this maze was encouraging her to look at her book as a “business.” One of the tools I find that works really well in having aspiring authors look at the possibilities beyond the publishing of a book is reading the work of Ben Mack, Think Two Products Ahead. I fervently believe much of my creativity in helping clients see their book as a “business” stems from being able to see the bigger picture in the manner Mack so astutely directs his readers.
The book helps you to gain extreme clarity about how important branding is – and if you are going to have more than one book to sell – that knowledge becomes critical! Having more than one book or associated products and services requires you are very clear in your direction, and can use a practical, commonsense approach to marketing that can accelerate your success.
Although the general essence of the book is about branding, it serves to make you stop and think… “What if I have more than just this book? What all must I consider in structuring and pacing the delivery of those additional products and/or services?”
It also talks of the importance of the relationships you must build between your customers and what you feel compelled to deliver if you have any intention at all of delivering future products or services. The singular message I derived from Ben Mack is the importance of aligning your business plan with your marketing plan to create an indefinite relationship with customers.
Lest I go on and on… your task for the day is to head right over and grab Think Two Products Ahead and set aside some time to read it and embrace how it transforms your viewpoint on what you have to deliver, how you can best deliver it, and how to structure and pace the sequencing of future products and services.
Anna Weber… showing you how you can be highly compensated for leaving your mark on the world!