Have you ever noticed that most “expert” guests on talk shows are the authors of books? Or how about the “Oprah Effect,” in which an author on her show would experience exponential credibility and business growth. It happened to Dr. Oz, Rachel Ray, Jean Chatzky, David Bach and more. The Oprah Show may be off the air, but the effect a book can have on your business and career still exists. A book sets you up as an expert, which can lead to greater publicity and ultimately expand your market reach. Here are some tips to writing and publishing a book.
Build your platform: Although you want the book to expand your reach, you need to have already built a market foundation from which to launch. Especially if you want to be published by a traditional publisher, you need a base of fans who already know and love you. Publishers are not likely to take a risk on a first-time, unknown writer. Instead, they want you to have a market who knows you and is ready to buy. But even if you go the self-publishing route, which is fast and affordable now, having a platform means you have customers ready to buy your book and share it with others when it’s published. Platform building takes time, but not necessarily a lot of money. Blogs, social media, article writing and speaking are all effective ways to build your platform.
Outline your book: If you want to be published traditionally, you don’t have to have the book written before pitching your idea, but you do need a proposal that includes details about what will be covered in the book. Most book proposals include an introduction to you as an expert and your book idea, a bio, market information (who will buy the book), a chapter-by-chapter outline, marketing plan and one or two sample chapters. If your book doesn’t sell to a publisher, you have a great start on a completed manuscript that you can use to finish your book and self-publish.
Prepare a marketing plan: Second only to platform, publishers want to know what you’re going to do to support the sale of the book. It’s a myth that publishers will send you on tour or give you marketing budget, unless you’re already famous. If you’ve built your platform, you have a group of buyers and evangelists already established. Even so, come up with other ideas to promote the book, such as speaking, interviews, and tours, all of which you’ll need to arrange on your own. If the book doesn’t sell to a publisher, you still have a marketing plan if you decide to self-publish.
Leverage the book: Once your book is published, either through a publisher or self-published, take advantage of the credibility being an author affords. Actively reach out to media for opportunities to appear on radio or TV shows or to be interviewed for articles. Having a book makes it easier to get your foot into the media’s door, which leads to more book sales, as well as business growth.
Authorship carries a level of status and authority that can boost your career. A quality book requires time to write, but the payoff in terms of creditably and increased growth, is well worth the investment.
