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 is Not the Only Goal
When you set out to write a business book, you have two completely different goals: Unfortunately, most first-time authors don’t know this.
The obvious first goal is to finish writing the book. Nine out of ten people who start writing a book never finish, so, it’s a totally valid goal. 😊
The second goal is using the book to grow your business.
Most people focus entirely on the first…
and assume the second will happen automatically.
It won’t.
Here’s why:
Actually, Here’s a Lot of Whys
Problem #1: Completion Doesn’t Equal Conversion
You can have a polished manuscript, a professionally published book and even great feedback and still have no leads, clients, or revenue.
That’s because nothing in the book was designed to create those outcomes.
Problem #2: There’s No Built-In Next Step
Most books end without direction. There’s no defined pathway that leads to the next step (which is hiring you). People need a compelling reason to do so. Sometimes people just need a little enticement, such as a free consultation or invitation to join an online group. You are after their names and email addresses so you can continue marketing to them. (Your book should have multiple points of entry for this.)
What you don’t want is for the reader to finish the book and then move on with their lives.
Problem #3: Visibility Isn’t Guaranteed
Ugh. This one stings.
Publishing a book does NOT mean people will find it, much less read it or talk about it. There are approximately 11,000 books uploaded to Amazon/KDP every day. Without a marketing strategy (and really, a solid audience in place before launch) your book is invisible.
Problem #4: The Book Isn’t Connected to an Offer
Even if someone loves your book, if you don’t have a clear way for people to work with you, hire you, or go deeper to see if you’re the right fit for them, your book is wasted energy.
Having a page at the back of the book that tells people how to contact you or even goes so far as to carry the heading “Work with Me” is often not compelling enough to cause someone to take action. Your entire book should be leading them to work with you.
Problem #5: You Optimized for the Wrong Outcome
This is the heart of it.
You were so focused on getting it done and grabbing that credential of “published author” that you didn’t think about the power you could have packed into your book. Your book should do the heavy lifting of attracting the right clients, pre-selling your expertise, and supporting your business. And yes, when you write about your area of expertise, you do some of this, but it’s like shooting arrows blindfolded. You might hit something, but it may not be what you wanted to hit and can cause real damage.
The Real “Win”
The real win isn’t:
✔ “I finished my book.”
It’s:
✔ “My book is working for my business.”
How does a book do that?
It Attracts the Right People
Not everyone. You want the right readers—the ones who:
- Recognize themselves—they self-select
- Need what you offer
- Are ready for help and frankly, can afford you
It Builds Trust Before You Ever Speak
By the time someone reaches out:
- They understand your thinking
- They value your approach
- They already see you as the expert
- They feel as if they know you
It Shortens the Sales Process
This is huge, especially for people with high-end offers. Your book does the heavy lifting by educating your prospect, pre-qualifying them, and subtly handling objections before they can be raised.
It Supports Premium Positioning
We all know the struggle of justifying our fees. Your book can demonstrates your value and elevate your authority so people come to you already valuing what you have to offer.
It Creates Ongoing Opportunities
A well-designed book leads to:
- Speaking
- Referrals
- Media Attention
- Partnerships
You can not over-estimate the value of a referral business. One thing leads to another and the domino effect can accelerate your progress.
The “Finish Line vs. Starting Line” Principle
Most authors treat finishing the book as the goal.
But in a business context finishing the book is the moment it becomes usable.
Your business book should not be an ego-booster. It should be a honed marketing tool that attracts, converts, and most important, opens doors.
If it’s not doing those things?
It’s not finished.
It’s just written.
Designing Your Book to Convert
Most business authors spend a year or more writing their book. They publish (and celebrate). They announce it to their list. They may even advertise a bit. Then they wait for the results.
Nothing much happens. Crickets, in fact.
My Authority Book Platform Program works with you to design the book around your specific ideal client and offer. It connects the book to your business and builds in a clear reader journey. And it actively creates connections to your target audience.
The Result:
- There’s a built-in audience at launch
- Readers reach out
- Conversations start warmer
- Opportunities appear
Less effort on your part. Completely different outcome.
Authoring a book is an accomplishment.
I hate to say it, but finishing the book doesn’t matter if it doesn’t attract, convert, and support your business.
It’s just a very well-written dead end.
If your goal is simply to finish a book, that’s one path. And I’m not going to lie, writing a book is not easy. It requires time, effort, thought. That’s a LOT of work just to tick off a box on your bucket list. (Jumping out of an airplane is much faster and easier—gravity!)
HOWEVER,
If the goal for your book is to:
- Grow your business
- Attract better clients
- Increase your authority
Then the book has to be designed to work—not just exist.
Before you celebrate finishing your book, ask:
- What is this book designed to do?
- Who is it meant to attract?
- What do I want the reader to do when they finish the book?
You need to have clear answers to these questions before you start writing. That’s where the real work begins.
And that’s exactly why I start with the Platform Book Reality Check.
It’s not a fluff discovery call. It involves market research, stress-testing your core concepts, evaluating ROI, and develops a positioning strategy for you and your book.
Because writing a book is just the start.
Writing a book that successfully markets you and your business is the goal.
