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How to Write an E-Book for Your Business in 90 Days (Part 1)

How to Write an E-Book for Your Business in 90 Days (Part 1)

April 03, 2015

Want instant credibility?  Write a book. Seriously!     



     Consider this: You’re a TV journalist and you need an expert to interview for a top story.  You’re on a tight deadline. You have two candidates to choose from, one has published a book, one has not…who do you choose?


      Books give you a halo effect. For example, if you go to a doctor and see that he has an article about him on the wall from the New England Journal of Medicine, you will immediately have a greater sense of confidence in that doctor. And if his book is sitting on his desk, you will be that much more impressed. Having a book changes the dynamics. Suddenly you are seen as the “go to” source for information. Books have become amazing business cards, even in an era of fewer ardent readers.


Have a Purpose for Writing a Book


     Before I continue singing the praise of writing a book, keep in mind that books can also be evil! If you expect to get rich from the sales of your book, you are in for a rude awakening. Very few books are bestsellers. If you’re not James Patterson, John Grisham, Lena Dunham or J.K Rawlings, don’t count on making a bundle on the sales from your book.


     There are, however, some powerful ways in which to still use a book to your advantage. Consider Roger, a popular motivational speaker from Texas who wrote a book, not to sell a million copies, but instead to reap the rewards of being a published author. His speaking engagements doubled and his speaker fees tripled! Entrepreneurs have seen similar results – as credible experts in their fields, new customers reach out to them which results in more sales.

    If you are in a competitive environment and trying to position yourself not based on pricing but on something else, your book is that something else. Competing solely by price is a race to the bottom that you will not win.


Race to the Bottom


What’s in it For Them?


       Of course, a book has to provide readers with something they need. The idea is not a brochure about what you do, but about helping them solve a problem, achieve a goal, make a key decision or manage their lives better. You need to step outside of yourself and outside of your business and give them something beneficial on a broader level.


     Don’t make the mistake that most businesses make. They get too narrow and think solely about their product. Get broader and delve into the needs of your prospect. For example, if you sell exercise equipment your book should be about healthy living, eating right, exercising, the pros and cons of exercise products. Don’t just write about your exercise equipment. Even if they choose to buy from someone else, it’s okay. A financial planner should not be writing about her own experiences but explaining financial risks and rewards, tax strategies, retirement tips, estate planning and so forth. By providing your expertise on a topic, you are engaging in content marketing, which is all about drawing your customers in by providing valuable information. This makes you the “go to” expert and plenty of people (not everyone) will “go to” you.

           Remember, providing your knowledge is one of the secrets of life, which is to live abundantly and share abundantly. It always comes back tenfold.  



Getting Started


     First ask yourself two questions.


  1. What is the goal of the book?

  2. Who is it written for?


     If your goal is helping people solve the problem of what to do during their retirement, you provide as many solutions as possible. Your audience is baby boomers.


     If you sell baby care products, you talk all about caring for an infant. Your audience is new parents. Get into their, heart, their head, only then can you get them to open their wallet.


     If you own a home landscaping company, your goal is to address the common problems people have trying to take care of their home landscaping needs. Your audience is private homeowners.


     Now you need to find a time to write. Some people write first thing in the morning while their mind is clear, others figure out which mediocre television show they only watch out of habit and give it up. Some people shorten their lunch breaks by eating less so they can write more – it’s called “The Author’s Diet.”


     Once you have a goal and know your audience, it’s time to do an outline.


      Start your outline with two-word descriptions of each thing you could possibly write about in your area of expertise. Next, make a list of the most common problems faced by your audience. Then, look for all of the commonalities in these lists and make a new list of what you know that they need to know. This new list is your topic list and will ultimately lead to table of contents.    


      Now you are ready to get started. While writing a book sounds like a Herculean task, it’s really not. Like most everything else, a book is the sum of its many parts. In the next e-letter I’ll break down for you the key strategic steps to actually organize and write your content.  


      Want help getting started on your book (print or e-book)? Contact us.


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