Feeling pushed to publish? Read this
Okay, friends. I have something to say that goes a bit against the grain in my industry, and that is ...
Don't let someone talk you into writing your (nonfiction) book too soon.
Books are AMAZING. I know. And they can absolutely provide massive value to your brand and business when properly leveraged.
I'm talking 6+ figures in new contracts, massive visibility, and the ability to get in the room and on the stage with incredible #changemakers who will inevitably become your peers and friends.
Yes, a book can do all that. (Witness our client Amber Swenor in the photo at right, rocking it during her Wall Street Journal best-selling book launch for Unleashed!)
But like everything else, there's a right time and a right place.
And if you jump the gun, you'll end up investing in a product that won't be able to do all of the above for you, because either 1) your content won't be at a place where it can create that level of impact, or 2) you won't be prepared to leverage the book in the most powerful ways to get a massive ROI.
Books that are written too early, or before the author is ready to leverage them, all too often end up falling short of their potential.
So, how do you know when you're really ready to write your book?
Here are some indicators to consider:
The business model, program, or theories upon which you intend to base your book have been proven repeatedly through your work with clients or customers. More succinctly: make sure your ideas don't just work in your head, but in real life, and for real people. (Bonus: when you get to this stage, you probably have lots of killer feedback, testimonials, and client stories to share in your book!)
You have a plan to actually leverage the book once it's written. Here's an industry secret: very few people, including major international bestselling authors, make the bulk of their ROI from book sales. Instead, it's all about whose hands you can get your book into, and how you can partner with them to serve their (and your) audience. Think top-level podcasts, speaking engagements, client contracts, and bulk sales at live events. THAT's how nonfiction books make money for their authors.
You have an aligned audience and peer network to lean into. Having a big audience is great. Having an aligned, engaged audience is better. That said, you WILL need some kind of audience to launch your book to. That audience can belong to you, or to a group of biz besties who agree to share their audiences in a collaborative launch effort because they love and respect you and your work.
And, most importantly, even if you have all of the above in place:
DOES YOUR BOOK IDEA SUPPORT WHO YOU ARE BECOMING AS A THOUGHT LEADER? So often I see people leaning toward book ideas that ultimately don't match with their long-term goals. For example, writing a book on a tangential but provocative part of your business may seem like a great idea now ... but do you want to be known as "The ___ Expert" in five years? Or is that shiny idea only a portion of what you have to offer? Remember, just because it's a great idea doesn't mean it's a great idea for you. If you don't want the "job" that the book will create for you, don't write that book. #noshinyobjects
Here's the reality: There are new #publishing companies cropping up every day, and this is a GREAT thing.
Fee-for-service publishing options mean that authors retain their #intellectualproperty, can work on accelerated timelines, and ultimately make more money from their books. The more experts making offers in this space, the better.
However, these companies need to sell their products to thrive, just like all other companies. And, in the push to enroll authors, some sales processes may not take into account the factors I discussed above. This doesn't mean that anyone is doing anything "wrong," only that they're looking through a different lens. In the end, it's up to YOU, not them, to ascertain your readiness to write your book.
On my discovery calls, I always ask potential authors, "How do you plan to 10X your investment if you work with us?" If we can't both see a path forward, I know it's not the right time for them to work with me. And THAT'S OKAY! Because when we DO work together, I know they will knock it out of the park, and we'll get to celebrate outrageously awesome results.
(Brief aside: To me, a client's clarity of vision and commitment to creating results is actually more important than the details of their book idea. My expertise is the creation of information delivery systems. I’ve written award-winning books from some scribbles on a napkin and a couple of audio interviews. If you know what you want and how to get there, I can create you a product that can accomplish that -- but if you're not clear on where you're going, even the greatest book won't be enough to get you there.)
Bottom line: if your gut says "Not yet" -- and you've ruled out the possibility that your imposter syndrome is acting up -- trust in divine timing. Wait until you've got all the pieces in place, and your platform and intellectual property has evolved to the place where it can support something like an award-winning thought leadership book.
Because when you write and publish the RIGHT book at the RIGHT time, magic happens.
Love to you all.
Bryna