Four Questions to Help Your Book Stand Out from the Crowd

Do you know whether your book is marketable? Do you know what it means for it to be marketable? People have to be willing to put money down to access the content. So, one important aspect of marketability is competitive title analysis: Are there already other books on the market that offer the same content in the same way? Unless your book is based on entirely new research into a new area of science or exploration, you…

Your Book’s Genre: What Is BISAC and Why Does It Matter?

A mysterious organization that operates behind the scenes. A list that influences the entire publishing industry. A mark on every book. To what nefarious plot am I referring? The BISG’s BISAC list! Okay, it’s really not nefarious at all, but to most authors it is mysterious. What is the BISG? The Book Industry Study Group. It produces the list of official genres—the Book Industry Standards and Communications, or BISAC, subject headings—used by most distribution systems.…

Writing Prompt #3: Message and Promise

Message and promise communicate what your book is about and why readers should care. Read my post on how promise and message are different, consider the analysis you did on your audience (or go back to Writing Prompt #2), and and then: 1. Describe the core message of your book in fifty words or less. 2. Describe the promise of your book in fifty words or less. I can almost guarantee that what you first write down…

Message and Promise: The Two Most Critical Elements of Every Book

So what? Who cares? These are two of the questions that Jane Friedman—former publisher of Writer’s Digest, publishing industry veteran, and educator—says that you have to address in your book proposal. Less pithy industry vets say that you need to be able to explain what your book is about and why readers will care. More pithy industry vets use the terms message and promise. There’s a difference, and these two pieces, once you’ve clearly defined them, can…

Marshall Goldsmith, the King of Persona

Marshall Goldsmith: King of Persona

I had a few of Marshall Goldsmith’s books on my reading list and just hadn’t gotten to them. It was rather inexcusable; I mean, the majority of my work is business book editing and writing. He is the winner of the Think50 Leadership Award (the world’s most influential leadership thinker), has been recognized in a Business Week article for being one of the most influential leadership development experts, teaches at Dartmouth’s business school and speaks…

How Will Your Book Change the Future

How Will Your Book Change the Future?

Last year, I attended the last O’Reilly Tools of Change for Publishing conference. I wasn’t looking for a way to redefine my work as an editor, but that’s what happened. Brian David Johnson, futurist for Intel and author of Vintage Tomorrows, gave a phenomenal speech called “How to Change the Future.” How? “You change the story people tell themselves about the future they will live in.” I have to tell you, I got a little choked…

Writing Prompt #2: Defining Your Audience

Yes, I’m putting an analysis of your audience before a discussion of your idea, your core message, or what you think your readers need to hear. You need to understand your audience deeply before you can consider how to craft a promise to the reader that will be compelling. Always, always write with your reader in mind. So, read this post about understanding your core audience, write answers to the questions below, and discuss your answers with…

Writing Prompt #1: Goals and Platform

Begin with the end in mind. This is the advice of the late Stephen Covey, author of The 7 Habits of Highly Effective People, which has sold more than 25 million copies since it was first published in 1989. If it worked for him . . . Read my post on four questions to help you determine your writing goals. Then consider the following questions and discuss your answers with somebody who knows you and your ambitions well:…

Engage your book audience by giving them what they want

Four Steps to Engaging Your Audience

Your audience needs to be bigger than your mother. I’m not trying to start something here. I’m sure your mother maintains an ideal weight and that she’s a supportive audience member. However, if you want to sell more than one book, you need to consider carefully who else it is that you’re writing for and how you’ll fulfill their needs and expectations. Writing is an art, but there’s also a bit of science behind it, and science…

Align your book content with your goals

Four Questions to Help You Align Your Goals with Your Content

“Why would you want to write a book?” If you’re considering writing a book and have told people about your plans, it’s likely at least one person asked this question. It’s a good question, because writing a book—a good book—isn’t easy. When I ask authors the “why” question, I get a range of answers, from “I’ve always wanted to” to “It’s part of a seven-step plan to launch my speaking career” to “My story is…