Avoid This Common Mistake When Writing Your First Business BookNew authors are often full of ideas for their first book. That's not always a good thing.
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我有一个有趣的项目遇到我的桌子the other day. The author had worked out a solid marketing strategy for the business book he was writing. (Having astrong marketing planis essential when writing nonfiction — professional publishers expect it.) He had secured two published authors to contribute to the book, one of whom had sold millions of books himself. And he had also partnered up with several leading executives to assist him in getting the word out once it was published.
I was excited about the marketing plan, but something about the book itself didn't "click" for me. I suggested the author chat with a literary agent I know for some market advice. The agent managed to put into words what I had only had a gut feeling about.
Your book needs to solve a problem
Too many new authors think of a "mega-concept" for their first book. They want to goepic; they want towrite a bookthat answerseverythingand isso usefulthat it will have something in it foreverybody!
Well, that book already exists. It's called an encyclopedia. And, if you take a cursory look around, not many business owners are hunting the Amazon bestseller lists for the latest version of Britannica.
A business book needs to answer aspecificproblem.
Related:的Recipe for the Perfect Business Book
As an example, let's look at bestselling author Annie Duke's latest book:How to Decide。What problem does that title tell you it solves? Indecisiveness. What would you expect to read about in that book? How to make better decisions, orhow to make decisionsin the first place. Would the book have some theory aboutwhypeople can't make decisions? Probably.
Oneproblem, clearly stated.
But would the book also spend several chapters talking about a company's HR department, how to hire better staff andhow to keep employees happy? Probably not. (And, if it did, an editor would chop that out of the manuscript pronto.)
Here's another example:的New York Timesbestseller,How to Lead, by Brené Brown. Looking only at its title, do you think that book would spend a third of its content discussing the reasons CEOs need to reduce their company's carbon footprint? Nope. Would it enter into a detailed discourse about the types of software an enterprise needs to increase its efficiency?
I don't think so.
Business books need to solve a problem, preferably one major problem. They should be focused on a single major concept. If you have more to write about, you should include it in a second book.
This is one of the biggest mistakes new writers make: They go too broad.
Related:5 Pitfalls to Avoid When Writing Your First Business Book
Why your book needs to solve a problem — let's talk SEO
We all want to beNew York TimesBest Sellers. Those of us who have been writing for many years know that this goal is akin to the hackneyed tale of the young hopeful who travels to Hollywood to make it big, only to end up serving coffee and cakes at the local diner for the rest of her life.
Unless you're Richard Branson, a better goal for your first business book is to write something that establishes your presence as anexpert in your field。Another good goal for your first book is to get some direct business from it. A successful first book also opens the door to a better-selling second book.
So, if you'renotRichard Branson, how would people find your book? They'd search Google, Barnes & Noble, Amazon or Apple. And they would searchfor the problem they are trying to solve.
For example, they might search for "how to decide better," and up pops Annie Duke'sHow to Decide,which we discussed above. Or they might search for "how to lead more effectively." Hello, Brené Brown's latest book.
Publishers like this because it increases the chances of a book being found on its own merits.
This is a good rule of thumb: If your nonfiction book's subject isn't something specific that people might search for, you're probably going too wide.
You are not your own brand in people's minds — yet
Before February 2021, few people would've equated Bill Gates with climate change. And yet his book on climate change rapidlyhit the top spoton的New York TimesBest Seller list.
I imagine that if Elon Musk wrote a book titledWhich Pokemon Is My Favorite and Why, it would probably also hit national bestseller lists — at least for a while.
That's because Bill Gates and Elon Muskaretheir brands. As one literary agent once put it to me, the author's network is key in nonfiction.
Until you have that network, relying on SEO andanswering a specific problemwith your book are better options when settling on a topic for your book.
Related:6 Steps to Improve Your Personal Brand on Google
In Australia, there's a company called的Printer Guy。我不需要问什么公司。的title solves my problem. After getting a few printers satisfactorily fixed, I might discover that they also bake bagels as a side hustle. Sure, I'd buy a bagel from them later. Because now I know them. They have grown from "just printers" to a brand in themselves.
If your book answers a problem, does it well and really helps the reader, that reader will soon start to look atyouas the brand. Perhaps, then, six books later, you could also write a book about anything and have it sell.
For now, sticking withonespecific topic is the safer bet.
