The Kara Sutra #7—Satisfy Your Desire

Be Passionate About Your Book—Don’t Just Write the Book You Feel You Should
Things to avoid when writing your business book—Part Seven
Many new authors, especially in the business arena, set out to write the book they feel they should be writing. They focus on what everybody else is doing, what others say is on trend and constantly ponder how they will be perceived by others.
As a business author, you want to share a powerful and transformative message with the world, to be authentic and to claim your space within an already overcrowded market. You want to make a difference, to be successful and to catapult your business to new levels of achievement.
You have a burning desire within… a unique and extraordinary perspective. This is your truth, your life-experience, your distinct message to the world. Chances are, however, the book you want to write—the book about this very personal passion is not the book you will actually start to write.
You so want to reveal your mastery—to become a leader—yet the prospect of doing that, goes against the norm. It is different to what other authors and business people are doing.
On the one hand you have this extraordinarily different perspective and on the other you have the pressure to be accepted. The thought of what your existing clients would say, the negative reviews and the embarrassment of being all on your own within your field, all push you away from your core message.
The heart says, write that book on Accountancy for Cat Lovers…
Talking Crystals and How to Market Them…
…Interpretive Dance on Your iMac,
The head says, write a book on accounting, marketing and using an iMac. And so on.
Every profession is so jam-packed with experts, preaching their expertise and trying to outdo each other, it is just boring to audiences. We now live in a world where just doing what everybody else is doing just gets you lost in a smog of content.
To achieve what you want to achieve, do not do the norm, do what you are passionate about. Take your special and unusual perspective and allow it to change you from yet another expert in the field, to the leader of the field.
The audience for the book you want to write is out there… if your current audience are advocates of your brand, they will also follow you. Those who do not like the finished book—even if they write a bad review to prove it—will only demonstrate their own lack of innovative thinking.
And as they get lost in the same smog of content that threatened to drag you down, you will be rewarded for being the pioneer; the one who journeyed where nobody had dared venture before.

The Kara Sutra #6—Keep ‘Em Wanting More!

It is vital you play hard to get when writing your book…

Things to avoid when writing your business book—Part Six


Behind the scenes of most businesses, there is no time or patience for stories. Most people want you to get to the point and to do it yesterday! So, we find ourselves constantly running full pelt to the finish line as quickly and concisely as possible.

When writing a book, however, getting to the point is not the point of writing the book.

As an author, you are seeking to engage your audience; to lure them into your world and once they are there, to tease them, play with them and generally have your way with them!


This is achieved through story—the more you master your art as a storyteller, the greater your storyselling.

For, once the audience is in your world, you can lead them from moment to moment, product to product.

They will not mind being sold to, because they enjoy the experience of the story… and you will not have to force them to buy, because storyselling is subtle and offered with an open hand (rather than a closed fist held to your client’s throat).

The challenge is, before you can master the craft of storyselling, you will need to transition from… getting to the point, to meandering to the point.

Most business authors charge out of the starting gate and head, in a dead straight line, to the finish. They have no time to offer their reader except when stating facts, figures and the occasional anecdote for illustrative purposes.

That approach has worked well for many years, but now it is failing more and more.

Why? Because the audience is so saturated in sales and marketing, they have become exceptionally adept at filtering it out of their awareness.

It takes microseconds for the savvy, modern brain to make a decision. If you are attempting to get to the point in that time, you will lose them, whether or not you are going at light speed with those facts and figures or not.

In less than a second, you have time to do one thing and one thing only…

Raise their heart rate.

If you achieve this, you will have them for them for a minute more, maybe several minutes. Then you can begin to tell your story, engage them and compel them to keep going on this journey. All the while you are walking beside them, sharing your story and meandering past different events.

The building of these events through narration, creating tension and the release of tension are not to the point—the purpose is not to get to the point, but to enthral your audience; leading them from one dramatic event to the next.

Everything in your story needs to be designed to keep the audience wanting more. And if you craft your narrative with powerful storyselling techniques, there will come a point in your book where the reader will relax into the story and begin to trust you.

Their trust is the most important aspect of the author/reader relationship. For when they trust you, you can offer them value in the purchases they make and the relationship you develop together. You can turn basic information into profound transformation.

The Kara Sutra #5—Fluid Desire

Keep the adventure in this moment…

Things to avoid when writing your business book—Part Five

When you write your book, you are doing so in the moment. In this moment right now. Regardless of how long it actually takes you to complete your book, you will always write in the moment and within the context of that moment.

Your reader always reads your book in the moment. In this moment right now. Regardless of when you actually completed your book, they will always read in the moment and within the context of that moment.

So, your reader may be in this moment a few months after you are in this moment. They may be in this moment, two-hundred years after you are in this moment.

Think about that for a moment. Take it in.

You have the ability to change the life of a person, two centuries from now. You will never meet them or know of the impact you had upon their life, when they reach the end of theirs. You will never know important your book is or was or could be.

Yet, they will know you through your book. They will grow a relationship with you. They will love you in a way that transcends time and space. And in this moment you will know them too. You know your readers so well—so completely—they are real, whether they are alive today or in the distant future.

So, when you fully realise the importance of your book and its place in the world, you will also understand how important it is to keep your narrative relevant, no matter when it is read.

Be aware of factors that date your book and—unless your book needs to be firmly indicative of this time period—avoid these as much as you can.

The easiest way to date your book is to use time specifics. Telling your reader the year, presenting a year and then describing your temporal relationship to that year, or indeed qualifying a relationship to any fixed event or period in time, will date your book.

Technology and science can also date your book, as well as many social, spiritual and political attitudes. Your linguistic and language patterns may date your book. And the big no-no is attempting to be futuristic from the present moment!

This is when an author describes the future with their current range of experiences. Think Tomorrowland! However, you can be futuristic from a retrospective point of view, such as the Steampunk realisation of Space Mountain.

Dating your book in an earlier timeframe may date the book, but because you have positioned it with the sophistication of future-proofing, it will always be a retrospective, yet relevant narrative.

Chances are that social, political and spiritual attitudes will shift and change as well, therefore, if you want to maintain your book’s fluid nature, you will need to be ultra aware of sharing your views on these. Many a profound personal development book has not aged well, because of throwaway, unnecessary and outdated comments on race or gender.

Authoring your book in a moment; one that can be any moment, will ensure your work stays fresh and relevant throughout time… Offering the promise of a better world, a lasting legacy and a deeply rewarding paradigm for all time.



The Kara Sutra is the Author’s Way of using the written word as a powerful tool (from the Sanskrit Kara, author/creator, and Sutra, law). A tool that impacts the reader and transforms their lives in some way.

In this series of blogs, author and ghost writer, Martyn Pentecost, explores the foundations of authoring through a series of Author Laws… The Kara Sutra.

The Kara Sutra #4—The Narrative Position

Invite your reader in by opening the door, rather than demanding they enter!

Things to avoid when writing your business book—Part Four

The narrative position is such a simple factor in your authoring, yet so many new and self-published authors fail to realise how important it is. The position involves that of the reader and where they feel they are in relation to the narrative.

Are they in the story—a character fully immersed in your narrative? Are they sitting beside you in some unknown place faraway? Or are they at their desk on their lunch break, reading your book whilst scoffing a sandwich?

The narrative position that is ignored will achieve one result… the reader may read your book, but will never be touched by it, moved by it, transformed by it. This could be called the Report position, because it amounts to simply reporting information to your reader.

The narrative position of you as a disembodied narrator will have the reader come to you, but they will never be sure of their bearings, unless you make these very clear.

The reason this is the most popular form of narrative position is not because it is the most effective, it is down to how much we use it. People are so accustomed to reading in this style—it is so acceptable and safe—that it has become the default.

More than sufficient for blog posts, articles, reports and other everyday forms of media, the Narrator-Out-There position will suit many needs. However, when it comes to writing your book, this same position will create a finished book that promotes your bland, not your brand.

The Story Narrative position, grabs your reader and pulls them in, not by shouting at them to be a part of the story, but through inviting them into the excitement, drama and thrills that exist within the world.

Storytelling—or in the case of business books, storyselling—is the most powerful form of narrative. It will enthral, enchant and literally transform your reader’s life, through the emotions they feel and the relationship you share together.

Yet, this approach does meet with resistance on both sides… new authors find storyselling very challenging to write, because there is a lot to learn if you are going to get it right!

Readers find it easy to escape the story and just go for the bullet points… because the author has not fully committed to their narrative position. Even confident writers are known to play it safe with a get-out clause! This sends a message to the reader… There is a really good story here, but if you do not have the time/inclination to read it, here is a summary…

The Story position builds a world, opens the door and invites your audience in. The summary is a signpost outside that describes what is inside. So, not only is there no need for the reader to enter the world, they have also destroyed any mystery or value for them.

When a storyseller gets it right; the audience not only immerse themselves in the world, they never want to leave! This is where they are transformed by your expertise, their lives changed for the better and you gain an army of loyal, fervent advocates.




The Kara Sutra is the Author’s Way of using the written word as a powerful tool (from the Sanskrit Kara, author/creator, and Sutra, law). A tool that impacts the reader and transforms their lives in some way.

In this series of blogs, author and ghost writer, Martyn Pentecost, explores the foundations of authoring through a series of Author Laws… The Kara Sutra.

The Kara Sutra #3—The Textuality Paradox

Beware of paradoxical contentment!

Things to avoid when writing your business book—Part Three

One of the more subtle, yet most commonplace of rookie author errors is the creation of internal paradoxes within a narrative. This is not necessarily the story-based paradox that is frequently involved in time-travel fiction, but a paradox of logic.

For instance, the phrase…

Don’t do what you are told

…creates a paradox. To do what you are told, you cannot not do what you are told. When you do not do as you are told, you are doing what you are told! And so on.

This is an obvious example, yet so many authors, particularly when it comes to business books, create more convoluted forms of paradox.

These transition from the very mild—yet very damaging—telling your reader not to do a thing that you then proceed to do yourself, to complex and hard to detect paradoxes.

The challenge created by every paradox—unless you are using them knowingly—is they undermine your authenticity as an author and business person. This is because paradoxes highlight gaps in your own expertise, logic or self-awareness.

  • The self-proclaimed pioneer who just does what everybody is doing.
  • The sales guru, who fails to sell their readers.
  • The authority in their field, who writes without authority in their book.

Here are some actual instances of the narrative paradox—can you spot them?

A Selection of Tweets…

Are you giving too much value? Don’t give people advice they haven’t asked for. 

Where there is light there can be no darkness. 

I can imagine haha any1 can write a book now cause 2days world we tak authority(author) as truth instead vice-versa [sic]

58 Experts Share their Best Personal Branding and Authority Tips…

Several times per year, I do something that is difficult and original. There are three of them:

  1. Publish a book
  2. Run a conference
  3. Do original research

I’ve done each of these for years. They all started small, but they’ve gotten easier (and bigger) over time. The book, Content Chemistry, is in it’s fourth edition. This was the fifth year for our conference, Content Jam. The research, our Survey of 1000+ Bloggers, was just published for the third time.—Andy Crestodina


But in order to reach this level of influence, you have to be known and on people’s minds regularly. You have to be everywhere at once… We know exactly where our target market is and we go there. —James McAllister


The New Pioneers, by Tania Ellis…

Einstein’s famous quote: ‘No problem can be solved from the same level of consciousness that created it’, says it all: the finance, environmental and social challenges of the 21st Century cannot be met with solutions based on 20th Century mindsets, models and designs.

Inspirational Book Writing, by Dave Thompson…

This is a book written in my unique tone and conversational style. I don’t know anyone that reads 18th century [sic] English literature, so I may not always follow the perfectly proper conventions of spelling and grammar. Honestly, I’m not fussed about it—the message you hold in your hands is FAR more important than a missing full stop 😉 [sic]

Communication Mastery, by Zayne Parker

[The first paragraph of the first chapter]

In this first chapter, we have given you a lowdown on the importance of being a good communicator and in the subsequent chapter we have covered the above-mentioned 50 techniques in a detailed and comprehensive manner.


The textuality paradox is not merely a slip of narrative tongue; it is a demonstration of how your professional expertise is diminished by your lack of authoring skills.

There are powerful, noble and transformative ideas beneath the text, but the act of writing from own’s own perspective, rather than authoring with an understanding of what it is to be the reader, develops the paradox.

And, whilst most will not notice the paradox consciously, somewhere inside they will feel uneasy—and this sensation will be linked to your writing, your brand and your business.



The Kara Sutra is the Author’s Way of using the written word as a powerful tool (from the Sanskrit Kara, author/creator, and Sutra, law). A tool that impacts the reader and transforms their lives in some way.

In this series of blogs, author and ghost writer, Martyn Pentecost, explores the foundations of authoring through a series of Author Laws… The Kara Sutra.

The Kara Sutra #2—Aural Pleasure

You are having a conversation, but not THAT sort of conversation…

Things to avoid when writing your business book—Part Two

A mistake so many new authors make is writing as they speak. The written word comes from a different part of you to the spoken word. This is true even for those authors who dictate their writing—they dictate for the narrative word, not the conversational.

Even when we consider audio books, the writing immerses the listener in narrative; it evokes a sense of reality that impromptu conversation does not necessarily have. Whilst in conversation, the listener is usually preparing a response—when listening to audio they are imagining they are in the story-world.

When in discussion, all parties use the same parts of the brain whether they are listening or speaking. When conversing through writing and reading, the author and audience are using different areas of the brain. If they encounter a narrative tone, too similar to a spoken conversation, they will start replying in their head, rather than just letting go and enjoying the story.

Now, the written word is a form of dialogue—an interaction between you and your audience. However, the conversation is sculpted, designed and polished to very specific effect. The cadence of writing is different to that of speaking.

Simply writing down words as you would speak them (without subsequent honing of the narrative), does not come across as informality or friendliness—it provokes a defensive/offensive position, instead of a trusting relationship.

To avoid the conversation trap when you are authoring, pay particular attention to these aspects of your work…

  • Shortening words such as I’m, Don’t or Wouldn’t (possessives are fine, for instance… Sandra’s car). Remember that it’s is not possessive, it is a shortened version of—it is—and therefore it is not suitable.
  • I believe, I would say, In my opinion—of course you believe, you would say, it is your opinion… it is your book!
  • I remember… As I recall… When I think about it… any form of conversational position that places the reader with you, rather than in the narrative world.
  • We use a lot of superfluous words in spoken conversation, for example: All of the decision-making vs. all the decision making.
  • Habitual words (or phrases), are another example of superfluous words, such as—do not overuse that… the people that we know/the people we know
  • Vagaries, such as perhaps, maybe, should, etc. Also be sure of yourself—I was fourteen or fifteen at the time—this really does not work when immersing the reader!

When you are in debate, discussion or generally conversing with others, you are improvising, giving impromptu information, getting to the end as quickly as you can so they stay interested. When authoring, you are storytelling—even in a non-fiction, educational or business book.

You are seeking to meander along a path, so interesting, enthralling and profound, your audience follows. You are creating a trusting relationship. You are focusing on the effect your words are having upon the reader as they journey onwards…



The Kara Sutra is the Author’s Way of using the written word as a powerful tool (from the Sanskrit Kara, author/creator, and Sutra, law). A tool that impacts the reader and transforms their lives in some way.

In this series of blogs, author and ghost writer, Martyn Pentecost, explores the foundations of authoring through a series of Author Laws… The Kara Sutra.

The Kara Sutra #1—The Ego Trap

It is all about you, but it is not about you…
Things to avoid when writing your business book—Part One
You want your readers to view you as arrogant; a self-centred, smug egotist!
You cannot wait to bore people to tears with your book—to make it difficult for them to get through the first page!
Your book needs to demonstrate how simplistic, rough and amateur your writing abilities are!
…or NOT!
Nobody sets out to write a bad book—one that bores reader, sends clients elsewhere and generally gets you disliked. Yet, so many inexperienced authors do this without knowing.
They plan to write a book that shares valuable information with their readers, yet what they write is…
It’s all about me and what I think, because you know that my option is so much more important that anything anybody else has to say—and even when I’m talking about somebody else or even you as my reader, it’s not really about you, it’s about me and what I feel you need to hear about me and my opinions!
Not pleasant.
The secret to creating a magnetic, powerful and valuable book that your readers will cherish is to stop just giving information and focus on transformation.
Avoid writing about what you know and instead, translate what you know into the experience of your audience members and what they want to know.
What are the benefits?
How will your book help them achieve their goals and lessen the pain?
Why will their lives be better when they make your words their mantras?
When you filter your experiences of the world through their experiences of the world, you share wisdom with them, instead of ramming your ego down their throats.


The Kara Sutra is the Author’s Way of using the written word as a powerful tool (from the Sanskrit Kara, author/creator, and Sutra, law). A tool that impacts the reader and transforms their lives in some way.
In this series of blogs, author and ghost writer, Martyn Pentecost, explores the foundations of authoring through a series of Author Laws… The Kara Sutra.

Your Book: Bland and Generic or Distinctive and Powerful

The ninth (bonus!) secret the gurus don’t tell you when you’re writing your book.

Of business cards and books…

If you’ve ever been to a business networking event there’s often a curious dance that takes place around business cards… Despite modern tech and apps the simplest way to share our contact information is still via our business cards.

After a few years networking I’ve now got a massive collection of cards—at the time of writing it stands at around 800 cards. I know of others who have thousands…

During this period I’ve heard many marketing gurus telling business owners and entrepreneurs that they need a book, that a book is the new business card.


There’s a bigger question about this statement, however, if I put that aside for the moment and just take it at face value there’s still an interesting way to explore it…

When I look at my collection of 800+ business cards about 60 of them stand out clearly.

Most are incredibly bland, generic and don’t in any way remind me of the person I spoke with. Most will have a name, contact info, logo or business title on them but no explanation of what they can help me with.

What kind of book do you want yours to be?

Unfortunately most business books I see, which are developed through anonymous marketing-led processes, end up like the vast majority of the business cards I receive. They’re bland, generic and don’t communicate anything of lasting value.

Of the other 60 business cards—the ones that do stand out and are in some way memorable—there are two different kinds.

There are the cards that might have a photograph of the person or a striking company design on it. So these cards tell me about the person.

The others may also have a striking way of presenting their company’s mission and services in a way that I can see what they can do for me or for someone else I know. Ultimately these are the cards that are truly useful and can genuinely lead to new business conversations.

Your book is so much more than a business card, however, you can take some cues from the best business cards that are out there…

Your book—Your business

Your book isn’t a business card… it is your business… the way you create it, present it, share it and focus it on solving your readers’ problems is the way you and your business will be judged.

Careful preparation, development of new skills and approaches, a rigorous fixation on meeting the needs of the readers at the highest quality will show that you are genuinely an expert, an authority who has something meaningful and powerful to share that can make a real difference.

Yet, there’s even more to it…

The time, energy and investment you put into creating your book can be leveraged in a much broader sense.

If you imagine the creation of your book as laying the foundations for a comprehensive product business (other books, audio programmes, online training, etc.) there is a tremendous opportunity to build a business that sits alongside your current business.

When you’re thinking about working with an author services company, a book coach or a traditional publisher see if they’re strategically thinking about more than simply the book… Do they also have the ability to help you design, structure and build a comprehensive product business?

The ninth secret—create your book, not as a business card, but as your business.




Is it ever better not to work with a book writing coach?



The eighth secret the gurus don’t tell you when you’re writing your book…

Have you ever been at a business or networking event and found it tricky to make small talk?

Imagine my delight when I met a young marketer at a networking event who mentioned he was in the midst of writing a book. I said to myself, “This is going to be fun!

If only…

I was keen to find out

  • how the writing was going
  • who his ideal readers were
  • what the message was
  • what results it would offer
  • how his own personality and quirkiness were going to appear in the book, etc.

Then I discovered he was writing his book as part of a write-your-book-claim-your-space-become-the-go-to-authority-in-your-field sausage factory that one of the big internet marketing companies has created.

He was about two-thirds of the way through writing the book, but struggled to explain what it was about.

One of the big selling points is that the budding author is coached through the process so that they can complete it and get it out there. He was two-thirds of the way through the book, had been working on it for a couple of months… and couldn’t remember the name of his book coach or really describe what they’d helped him with.

The role of a book writing coach

If you’ve already written books and enjoyed success with them (whether through large sales or through fewer sales to perfect readers who then become big-ticket clients), then it is unlikely you need a coach to take you through the book planning, writing, development and publication process.

For everybody else…

A great book coach:

  • Has a personal, professional relationship with the author
  • Is able to probe, question and uncover layers of expertise the author doesn’t value yet
  • Encourages the author to clarify their message and audience
  • Helps the author to write the book the reader wants and needs
  • Assists in the development of all the writing and structural skills that other kinds of writing don’t need

The list goes on an on.

So, how do you choose a good book coach?

Well, if you meet someone who is a book coach and you’re thinking about working with them review your first encounter or conversation with them.

On reflection did they:

  • Connect well with you—were they professional and able to listen?
  • Ask great questions that made you think about things in a new way?
  • Help you get clarity about how to speak with your audience?
  • Inspire you with confidence that they could help you turn your information into real results for the reader?
  • Suggest ways in which you could build on your existing skills?

There’s a lot more to research afterwards. Look at the kinds of projects they’ve worked on previously. Are they distinctive or dull, generic or genius, plain or passionate?

Think about how you want your effort, your message to be sculpted—then you’ll be in a position to know who can coach you to authoring success.

Then, at the very least, should we ever meet at a networking event, you’ll leave me inspired rather than deflated…

The eight secret—Not all book coaches are created equal…




How to Get Your Book Out—From Obscurity to Smash Hit

deadpoolattractanaudienceThe seventh secret the gurus don’t tell you when you’re writing your book.


Deadpoolthe R-Rated superhero movie that smashed the box-office records…

How did this obscure, minor hero with a potty mouth and repulsive face get cinemagoers flocking to see him? And what does this have to do with your book?

When you’re planning on writing your book what do you want most?

When you sit down to start writing the book itself what do you want most?

When your book is edited, designed and finally published what do you want most?

There are lots of possible answers, among them:

  • making a big impact
  • changing many minds
  • reaping rich financial rewards
  • being seen as the go-to expert in the field
  • attracting many more clients to your business
  • knowing your ideas and experience will live on after you are gone

All of these are noble intentions and desires. BUT there is a fundamental target that underpins every single one of these loftier goals…

What should you want most?


This may seem ridiculously simple and obvious but it is something that most aspiring authors, whether fiction or non-fiction, seem to forget…

Without an audience for your book you cannot have the impact you desire, the ability to influence the way people think, the financial rewards you deserve, etc.

Where are you starting from?

If you already have a sizeable audience through your existing business (an extensive email list or social media following for example) then you start from a strong position. If not, then it is vital that you begin to develop an audience-building strategy that kicks into play long before the book itself is published.

You have a unique opportunity today with the advent of social media, internet marketing and your own web presence to communicate directly to your potential fans and customers. This needs to happen before the book launches—why not share some of the ideas and strategies from your book  and get feedback as you work through it?

We sometimes fear giving away our best stuff but it is one of the best ways to cement the relationship with our audience and potential clients.

You may not have the challenges of the cancer-ravaged Deadpool—the unknown with a $60M budget to recover. But there are plenty of lessons to learn from his success.

The Deadpool Strategy for Audience Building

Ryan Reynolds, who plays the ex-mercenary, clearly loved the character, the story and the movie.  He couldn’t resist spreading the word in funny, challenging and provocative ways in video, tweets and public appearances above and beyond his contractual obligations… and a growing audience loved it and paid their money to watch.

Be thankful you don’t have to dress up in tight lycra, leap into the air or turn the air blue—your audience will likely thank you too… if you enchant them, intrigue them, provoke them and above all support them.

The seventh secret—Grow your audience first, publish your book after…

Please use the comment button above to share your own thoughts, questions or experience.