Written by: Vickie Sullivan | May 15, 2014
Why Many Thought Leaders Shouldn’t Write Books
If I had a dime for every thought leader who wanted to work with me after their book is written…well, I would be writing this post from my own private island. Because I am tired of repeating myself, here are three reasons why thought leaders don’t get the most bang for their book-writing buck:
- Too little strategy. Too many business owners write a book as a large business card. That’s all well and good if you already have a large following and you want to cement your brand. But now, too many books are seen as “old wine in a new bottle.” With the rise of ebooks and Amazon, the barrier to entry is gone. Therefore, having a book is no longer a big deal. A book without strategic positioning gets ignored.
- Too little promotion. Many thought leaders think a book will get them more media. And in the good ol’ days, it did. But now, big book campaigns are easier planned than implemented. Here’s why: national media pays attention to authors who are getting a lot of attention already. If you don’t look like you are on your way up, they ignore you. (The exception: if they are looking for an expert to respond to a controversy or bigger trend.)
- Too little revenue. In the past, books did generate paid speaking engagements. Now, getting those invites is a happy accident. Here’s why: there are too many authors speaking for free to promote book sales. Therefore, buyers assume you will do the same. Good luck convincing them otherwise.
Books are great for putting a spotlight on your brilliance. They get your ideas “out there.” And…understand that the market has changed. Books are only as good as the strategy behind them. Without a clear plan on how that book adds to a crowded conversation, it’s just an expensive door stop.
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