![\"\"](\"https:\/\/immersive.pub\/wpip\/wp-content\/uploads\/2017\/01\/chart_G18oVIqO.jpg\")
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If you settled down to read The Lord of the Rings<\/em> hoping to find out about space flights to Mars and the colonisation of distant planets you would be very disappointed.<\/p>\n Likewise, if you cuddled up with Steven Covey\u2019s The Seven Habits of Highly Effective People<\/em> looking for a series of quick-win, instant-fix tools you would also be disappointed.<\/p>\n Each book is unique, has its own message, style, method of communication and purpose for the reader and for the author.<\/p><\/blockquote>\n Yet, when business owners have heard that they should write a book to turn themselves into an authority in their field they are presented with a simple one-size-fits-all template.<\/p>\n Now, I\u2019ll come back to the mistaken notion that writing a book somehow magically turns you into an authority at another time\u2026<\/em> For now, let\u2019s see what many of those who are seduced into cobbling together an \u2018authority\u2019 book do.<\/p>\n They go through a simple brainstorming, listing, mind-mapping process which elicits their knowledge together with some anecdotal incidents. Next they structure this brain-dump into discrete chapters and then write up their book (within anything between a seven- to thirty-day process) and get it published.<\/p>\n After this, it usually joins the mass of other business titles that disappear into the aether.<\/strong><\/p>\n Usually, the resulting books are between 80 and 120 pages long. They use quite big print and lots of white space. They claim to be authoritative guides but only have the content of a large pamphlet. They merely regurgitate common information and approaches together with a sprinkling of personal anecdotes that add no real depth to the material.<\/p>\n In the business publishing world in recent years many, many authors have thought they were creating an \u2018authority\u2019 book when they were merely going through a basic information-giving process.<\/p>\n Now, don\u2019t get me wrong\u2014there is a place for books which are created using a relatively simple template<\/strong><\/em> in a rather brief period of time. But they are not authority books.<\/p>\n If the authors had sat down to create a simple, powerful book that would deliver great results for the reader then the brain-dump could be harnessed much more powerfully.<\/p>\n These little books can act as great introductions to your existing business and raise interest in your own skills and expertise. At first they seem quite insignificant, but they can deliver real results for the reader.<\/em><\/p>\n The padded-out pamphlet pretending to be an authoritative guide to everything about a topic<\/em> delivers only frustration for the reader.<\/p>\n Before you begin writing your book get clear on what kind<\/em> of book you want to write.<\/p>\n Just as there are places for The Lord of the Rings<\/em> and The Seven Habits of Highly Effective People<\/em> there are places for the little marketing books and the meaty authority books.<\/p>\n Avoid the mistake so many other businesspeople make, of <\/strong>thinking<\/strong> they\u2019re making one when they\u2019re really doing the other\u2026<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":" If you settled down to read The Lord of the Rings hoping to find out about space flights to Mars […]<\/p>\n","protected":false},"author":1,"featured_media":2609,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[9,14,17],"tags":[21,25,62,51],"post_folder":[],"class_list":["post-2607","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-quality","category-writing","tag-become-an-authority","tag-business-book-writing","tag-templates","tag-write-your-book"],"_links":{"self":[{"href":"https:\/\/immersive.pub\/wpip\/wp-json\/wp\/v2\/posts\/2607"}],"collection":[{"href":"https:\/\/immersive.pub\/wpip\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/immersive.pub\/wpip\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/immersive.pub\/wpip\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/immersive.pub\/wpip\/wp-json\/wp\/v2\/comments?post=2607"}],"version-history":[{"count":0,"href":"https:\/\/immersive.pub\/wpip\/wp-json\/wp\/v2\/posts\/2607\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/immersive.pub\/wpip\/wp-json\/wp\/v2\/media\/2609"}],"wp:attachment":[{"href":"https:\/\/immersive.pub\/wpip\/wp-json\/wp\/v2\/media?parent=2607"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/immersive.pub\/wpip\/wp-json\/wp\/v2\/categories?post=2607"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/immersive.pub\/wpip\/wp-json\/wp\/v2\/tags?post=2607"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/immersive.pub\/wpip\/wp-json\/wp\/v2\/post_folder?post=2607"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}They are marketing-oriented little<\/em> books.<\/h5>\n
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