Most business books don’t generate clients. Let’s ignore for the moment, all the business books that are basically vanity projects or pamphlets filled with fluff to stretch thin material and common knowledge to look like a real book. You know what I’m talking about: A book because the author needed a book to pass a…
Marketers talk about creating a funnel to attract, nurture, and convert your leads into clients. A book is often described as a “top of the funnel” marketing piece: It is low-cost, provides real value, and widely accessible. It creates authority and credibility, which I discuss in other blog posts ad nauseum, so I will spare…
The biggest mistake people make with business books? They start writing. Not outlining.Not strategizing.Not positioning. Just… writing. And it feels productive—until you realize you’ve written 30,000 words that don’t actually do anything for your business. And that you’ve been writing in circles. In fiction, it’s called being a pantser, not a plotter. In nonfiction? It’s…
Congratulations! You’ve finished writing your book. It’s a huge accomplishment. That’s the good news. Finishing your book feels like the finish line. It’s not. It’s the starting line. (Yeah, I know. I hate this, too.) And if no one has told you that yet, you’re about to be very disappointed with what happens next. Finishing…
Too many people think publishing a book will automatically bring in clients. It doesn’t. Perhaps I should say that people are TOLD that publishing a book will automatically bring in clients… …by people selling them on writing a business book. Thousands of smart, experienced professionals write books and see no measurable increase in leads, fees,…
(Without You Defending Them) If you’ve ever found yourself explaining your pricing, you’re already on the back foot. Not because your fees are too high—but because the conversation has shifted into justification mode. And once you’re explaining, you’re negotiating.Once you’re negotiating, you’re discounting—whether in price, scope, or confidence. Here’s the uncomfortable truth:People rarely question price…
Your authority book defines who you are, what you do, and—equally important—who you work with. The right book doesn’t just attract attention. It attracts the right level of client. Lead generation tools—quizzes, eBooks, freebie offers—help build your list. The better ones even do some initial qualifying of prospects for you. But your authority book, the…
Some people just want to author a book. And that’s fine. Professional speakers know that having a book—and the words bestselling author next to their name—can help them command higher speaking fees. Coaches and consultants may want a book to support their clients. Or attract new ones. (Those are two very different strategic decisions, by…
Every week, I speak with successful, busy professionals who tell me, “I just need to get my book done.” As if the book itself is the finish line. As if once it’s published, clients will line up, podcasts will call, and the clouds will part. I understand the instinct. A book feels substantial. Impressive. Legitimate.…