“Wouldn’t it be funny to write a book about two suburban mothers selling weed?”

My client and I laughed as we looked at each other across the table. It had been over a year since she (a former engineer) and her business partner (a retired OBGYN) had opened their medical cannabis dispensary in Maryland, much to the chagrin of some of their friends, some community members, and as we ultimately found out, some “good old boys” cutting them out of industry deals.

Our laughter faded, and our expressions turned serious— that familiar “Wait-is-this-actually-a-good-idea?” look suddenly being exchanged.

“Screw it. Let’s do it. It will be fun,” my client said in her true entrepreneurial nature.

The next day I went to work. I sourced publishing experts, publicists, and all the contacts I could find from the book industry and double-downed on building their personal brand as founders alongside their company’s brand. 

About 8 months later, the book was out, and they sat across from Maria Shriver on The Today Show, making the case for the medical efficacy of cannabis. An influx of website traffic to their dispensary nearly crashed the site.

“Holy Sh*t. It worked,” we said after their debut.

The story behind the glory

 Spoiler alert #1: 

The above is NOT the approach I advise taking if you want to convert your business and leadership acumen into a book.

 Spoiler alert #2:

These ladies did not cash a million-dollar check from book earnings afterward. However, their business increased, their demand for speaking increased, and their awareness and credibility in the industry were bolstered. 

…And that's the takeaway.

Even if the book started as a late-night joke, my client ultimately knew precisely how she wanted to utilize it. For that reason, she succeeded. 

So, what do you need if you finally release your book?

1/ Clearly Defined Concept and Unique Selling Proposition (USP) 

A lot of authors hate hearing this universal truth…  

 Your business book is ultimately one extended marketing play.

Before putting pencil to paper for your manuscript, you must develop a clear, compelling concept that addresses a specific need or gap in the market.  

 Reality check #1:  On the low end (it's hard to get publishing data with various publishing models at play), recognize that several thousand business and leadership books are published every year.

Understanding what makes your book different from existing titles in business and leadership will be pivotal in marketing and selling your book and, ultimately, your brand. 

2/ Target Audience Identification

Let me tell you the most hated 5 words you could mutter to a publisher:

"Everyone can read this book!"

What you see as a "wide-market opportunity" is viewed as a lack of clarity to publishing veterans. And they're right. You lose book sales when you don't narrow your target reader's demographics, professional levels, and challenges.  

Clearly defining your target market will guide your writing style, content depth, and marketing strategies.

3/ Author Platform and Personal Branding

 Reality Check #2:  Some traditional publishers won’t even talk to you before you have 10,000 followers on social media.

Now, I find that to be short-sighted, but you have to understand publishers are in this to make money, and a large following is a nice insurance policy that their new writer is going to pay off. 

Having said that, you likely shouldn’t publish traditionally (more on that later), nor do you need a minimum of 10,000 followers to launch your book. But (and this is a big but), if you haven’t prioritized building some kind of following (on social media, via an email list, etc.), you are at a severe disadvantage.

Many authors spend years writing their books, then start to build their readership. This is backward. First, build a community and get them to buy into you as a thought leader, then sell them the product of your thought leadership (your book). 

4/ Professional Network and Relationships: 

There’s no getting around it. A strong network is highly correlated to book sales. When you have good relationships with industry experts, potential endorsers, and influencers in the business and leadership realm, your book sales will increase. 

Think about the last time you read a book. Did you find it willy-nilly on Amazon, or did your favorite business thought leader or friend make a suggestion about a book that changed their business life? For most people, the answer is the latter.  

5/ Marketing and Promotion Plan:

Before you even write your book, outline a marketing plan that includes pre-launch, launch, and post-launch activities. This should encompass social media marketing, email campaigns, book reviews, speaking engagements, and potential media appearances. 

Why do you need to do this before you write your book? Because after you write your book, your energy will be depleted. You’ll feel like you’re at the finish line of your book journey when in reality, you are only at the starting line. 

Knowing the game plan ahead of time lets you activate it versus squandering precious, rushed time putting something together. 

 Reality Check #3: You could write a Pulitzer-worthy book, but with no marketing plan, no one will read it.

Case study:  

Many people have heard of the international bestselling book Sapiens: A Brief History of Humankind by Yuval Noah Harari. That’s no surprise. The book has sold 25 million+  worldwide and consistently dominates “must-read” nonfiction lists. What few people realize is that Sapiens was initially a flop. The original English title, From Animals Into Gods, sold around two thousand copies. 

Then, Harari’s husband got involved, brought in different publishing and marketing professionals, and re-translated and re-released the book under the new title in 2014. That year, it sold more than one million copies. 

Remember: Effective marketing ensures your book reaches its audience and achieves sales goals.

6/ Understanding of the Publishing Process

Gone are the days when publishers were the ultimate gatekeepers to releasing your work into the world. Now, you can decide whether you want to pursue traditional publishing, hybrid publishing, or self-publishing.  

Each comes with pros and cons (too lengthy to go into individually in this article). Realize that the features of each path, including the level of creative control, financial investment, distribution channels, and the publishing timeline, depend on your book goals. 

Are you in the game to retire from your business book sales, or are you in it to boost your brand awareness and service pricing? Your answer will inform which players are right to bring on board. 

# 7/ Financial Plan and Budget:

 Reality Check #4: Few authors will sell more than one thousand copies of their book. 

My point in sharing this (beyond fortifying your need to build your audience and marketing plan) is to share that selling millions of books may not be your goal.  

Your goal may be to invest $20,000 into publishing a great book, break even in sales, and use the book as leverage to charge $20,000 per speaking engagement, ultimately netting you $100,000 plus long-term gains. That’s a prevalent path for many authors. 

 Remember, a book is often not a payday. It’s an investment in your brand.

The Recap:

Writing a book is one of the most impactful things you can do for the business of “you.” By going in eyes-wide-open, you’ll find the path to publishing and beyond is much smoother and more lucrative.

Looking for a community of high-income experts growing their personal brand online?

Join our Brand Inner Circle Community. For $250/month, you’ll get access to weekly 90-minute writing labs led by yours truly, monthly Q&A, networking, and content prompts galore.