Should I Write A Book?

November 1^st is Author’s Day—what a perfect time to discuss a topic that comes across our desk, as public relations professionals, more often than you might expect.

Establishing thought leadership is of critical importance for our clients—especially for their C-suite executives. Nothing says ‘thought leader’ more than authoring the definitive book on a trendy business subject. Writing a book takes vision, persistence and a unique point of view. With today’s publishing tools, it has never been easier to get started.

We have recommended writing a book to several of our clients throughout the years and have talked through the process many times. We walk our clients through the process from start to finish: first identifying the vision for their book, choosing the right approach to drafting, then helping them execute on writing and finally working on promotion once released. Here’s how we most often approach it:

The ‘Why’

Determine the purpose of your book. Is it to establish or enhance your bona fides? Is it to drive public and media exposure? Is it to sell for profit? Or is it a marketing platform for the services you provide. These are the most common reasons to write a book. Rarely can business books accomplish all of these goals. Decide which most closely fits your rationale and be sure to stick to it.

The ‘What’

Am I covering a unique subject? Or do I have a unique point of view on a topic? This is critical. Research your topic and point of view thoroughly before writing. Being the first to cover a topic is writing from a position of strength. Hone your point of view and make it yours.

The ‘How’

There are many ways to write a book, and all demand a considerable time commitment. Hiring a ghost writer still requires hours of conversations, clarifications and editing for voice and tone. Dictation and transcription require careful review and organization to put streaming thoughts into a cogent narrative. And both come with a price tag. Writing a book, oneself, means having the discipline to write regularly and staring at the dreaded blank screen over and over again. Finding the right approach that matches your personality is top of the author’s to-do list.

The ‘Everything Else’

Will you share your byline? Who might help with the concepting, thinking and writing? Will you self-publish or seek a publisher? Who will write the foreword and book jacket reviews? When and how will you release and promote the book, and to whom? What type of binding and cover art should we use? How big a print run should you have for your first edition? Where will you store copies of the book? And finally, what’s your budget?

Lots of questions that require answers before the first word is typed—all are critical to success. Walk through each one carefully as you consider why, what and how to write.

In the meantime, begin or continue to author pieces in shorter formats: op-eds, essays, white papers and blogs. Build your writing muscles. Make a list of topics you wish to cover—this may become your eventual book’s table of contents. Read. Research more. Socialize your ideas.

When you are ready, sit down with trusted advisors inside your organization—as well as external consultants that specialize in professional communications—and answer the questions above. Be brutally honest with yourself—only then will you be ready to write.