Publishing and Writing – basics business experts need to know (from The Media Coach podcast with Alan Stevens)

Listen in as Richard (MD of Immersive Publishing and mPowr Publishing) was interviewed by international speaker, Alan Stevens (the Media Coach), for his podcast.

They explore the basics required for business books—and how to make sure business experts come across as experts when they write.

Enjoy!

You can find out lots more about Alan’s work here, subscribe to Alan’s weekly e-zine or listen to further editions of his terrific podcast.

You Know You Want To…

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…but can’t find the time, money or energy to Write Your Book!

Authority publishing is an essential aspect of any modern SME business.

Every serious, savvy and trustworthy business needs to get its message out in the most powerful way possible. Amongst the marketing mix there is a way of demonstrating your authority that is more compelling and persuasive than any other.

The book is where an expert in their field reveals their authority; not only demonstrating their expertise and offering guidance to the reader, but also forming a relationship with your audience over many hours of interaction. This level of trust-building is of immense value to your business—it transforms your role from an expert in your field, to the leader in your field.

Overcome the challenge of less-competent competitors

Yet, your authority book is not simply about you and your reader; it is a powerful solution to the challenge of competitors who know less than you in your field, but are more willing to employ slick, usually slimy, sales and marketing techniques.

This not only loses you potential business, but damages the reputation of everybody in your field—when the sleek-marketeer-and-professional-novice doesn’t deliver.

Writing your authority title takes time, a lot of time and real commitment… and the frightening, yet absolutely vital, need to be bold in your narrative choices. Bland and generic business books are everywhere, saturating an already overcrowded arena.

To stand out you need to author something that is unlike anything else… something uniquely you!

This takes time and a commitment to learning how you match your authoring skills with your professional expertise.

Do you really want any weaknesses in your writing abilities to undermine the reader’s perception of your professional expertise? Yet, most wannabe business authors ignore this danger, forgetting that when the reader sees poor quality or boring text they also think that your expertise is of poor quality or uninteresting.

Yet, take the time to begin to match your writing skills with your field of expertise and you’ll stand out powerfully, for all the right reasons!

Your book… Your business!

With such a high commitment of effort, time and money, developing and writing your authority book is daunting and often perceived as an impossible goal. Thus, many well-meaning and excellent professionals regard authoring their authority book as second in line to running their business. Your book is not an addition to your business… it IS your business.

Every day you do not have a book to offer your potential clients is a day your business is gradually diverting away from success.

However, there is an alternative in the short term. This other option does not negate the need for an authority title, but it will buy you time, whilst you learn your new craft and get your authority title written.

If you are daunted… start with a little step, a little book…

The answer is a little book that demonstrates your expertise in a quick, easy to read and highly transportable way. As an introduction for your audience (and for yourself into the realm of authoring), the pocket-sized wealth of wisdom does something the authority book does not…

The little book becomes a daily pickup and delve, rather than a large time commitment for your reader. The power of the authority title exists with your reader investing a large amount of time reading it… they explore the many themes and stories within; they walk with you and learn to like you, trust you, learn lots more from you.

However, if someone is cold and unprepared, this hefty commitment of time can be a challenge and cause them to disconnect. If this happens, the authority book will never be read.

Pitch your little book just right and your new audience will get into the habit of taking it with them as a quick-fix reference and inspirational tool. As this habit forms and sticks with them, they will become desperate to read your next book… the authority title… and will be much more enthusiastic about spending time exploring your meatier efforts.

The empty promise: ‘Write your book in thirty days…’

The little book is so powerful as a temporary solution that many book coaches and media content gurus actually sell programmes that create little books that pretend to be authority titles. These are padded with extra pages, large font sizes and lots and lots of white space—something that makes the author appear to be overreaching and content-light.

Crafting a little book with finesse and an appreciation for what the book needs to achieve is a very different goal than writing a little book disguised as a bigger book!

One is intended to be a portable, quick win… The other is a temporary fix hidden behind the promise of a lasting solution… Are you prepared to stake your brand, your business and your livelihood on a bland, safe and throwaway Band-Aid?

The big idea behind the little book

Writing a little book brings great rewards. When you know how to sculpt and develop your book it can also be completed very quickly. So, if you are planning to write a book, make that book part of a longer-term, bolder strategy—a series of books that will achieve so much more for you and your business.