I had the privilege of conversing with Josh Bernoff, author of the new book, “Build a Better Business Book: How to Plan, Write, and Promote a Book That Matters.” Bernoff is a seasoned expert in the field of business writing. The insights from this conversation, drawn from Bernoff’s extensive experience and unique perspective, are invaluable for anyone looking to make their mark in business literature. Bernoff brought up a few crucial and helpful points, including the following:
1. Business Books: Catalysts for Thought Leadership
“Business books are a way to propel thinkers to prominence,” Bernoff shared. This statement underscores the power of business books. They are not just compilations of ideas or theories, but catalysts that can elevate thinkers to new heights of recognition. Bernoff’s experience is a testament to this, with the book projects he’s been involved in generating over $20 million for their authors. But the benefits extend beyond monetary gain.
A well-crafted business book can bolster a career, establish authority in a field, and unlock doors to unexplored opportunities. It’s about creating a lasting impact and contributing to the knowledge reservoir of the industry. It’s about making a difference, and leaving a legacy that goes beyond the confines of personal achievement and extends to the broader business community.
In the world of business, thought leadership is a coveted position. It allows you to influence, guide, and inspire. And a business book is a powerful tool that can help you achieve this position. You had better get the book right if you want to be a successful thought leader.
2. The Necessity of an Author’s Platform
In the digital era, an author’s platform is an indispensable asset. “The platform supports the book,” Bernoff pointed out. “The book is not the platform.”
Whether through regular speeches or keynotes, a column in a trade magazine, a newsletter, or a significant social media following, a platform is a conduit to readers. It’s a megaphone, amplifying ideas to the world. As Bernoff aptly put it, “A book without promotion will just lie there, and it won’t do much for you.” Your platform can be a promotional powerhouse, ensuring a book doesn’t just lie there but leaps into the hands of eager readers.
But a platform is more than just a promotional tool. It’s a bridge that connects you with your readers. It’s a way to engage with your audience, understand their needs and interests, and provide them with value. It’s a way to build a community of readers who share your passion for business and your desire to make a difference.
3. Engaging Readers: The Art of Creating Urgency
While it may sound unconventional, Bernoff recommends a unique opening approach to a book. “The first chapter of your book needs to scare the crap out of people,” he said. This doesn’t imply resorting to shock tactics or sensationalism. Instead, it’s about presenting a compelling problem or challenge to which a reader can relate while promising a solution.
This scary first chapter creates a sense of urgency and curiosity, compelling the reader to continue reading to discover more. “You need to make them uncomfortable,” Bernoff added, “and then you need to make them comfortable by showing them that you have a solution.”
Engaging readers is about more than just grabbing their attention. It’s about holding their interest, and keeping them hooked from the first page to the last. It’s about creating a narrative that is not only informative but also compelling. It’s about creating a narrative that resonates with the reader, speaks to their needs and interests, and provides them with value.
4. The Power of Stories and Evidence
Bernoff emphasized the importance of stories and evidence in writing a business book. He said, “You need to fuel the book with case study stories about the kind of people who you’re trying to help, what worked and what didn’t work.” This doesn’t just happen; you have to put an enormous amount of effort into collecting those stories from your clients, from people you’ve heard about, from the news, or by reaching out and collecting those stories elsewhere. When you start to write, the stories are the fuel that makes it possible for you to create an entertaining and interesting book.
Stories and evidence are the backbone of any good business book. They provide the context and credibility that your ideas need to resonate with your readers. They bring your ideas to life, making them tangible and relatable. They make your book more than just a collection of abstract theories and concepts. They make it a guide, a roadmap that your readers can use to navigate their own business challenges.
5. The Importance of Differentiation
Bernoff also highlighted the importance of differentiation in writing a business book. He said, “Your book has to be the first book that makes it different from all the other books in the space that you’re in.” This differentiation could come in various forms. Your book might be the first to have actual data from consumers. Or it could be the first book with clear step-by-step instructions and diagrams on a new concept.
Differentiation is what sets your book apart from the rest. It’s what makes it unique, what makes it stand out in a crowded marketplace. It’s what gives your readers a reason to choose your book over all the others. It’s the difference between your book being a must-read or a must-have resource for anyone looking to succeed in business versus other boring ones.
Ultimately, the art of writing business books is a delicate balance of presenting compelling ideas, leveraging a platform, engaging readers, and aiming for a larger goal. It’s about creating a narrative that not only informs but also transforms. It’s about making a difference in the world of business, one book at a time.
Build a Better Business Book: How to Plan, Write, and Promote a Book That Matters is an essential read for those would-be and already-established business book authors. I’m so glad I was able to read it before publishing my fifth book in late 2023.
Watch the full interview with Josh Bernoff and Dan Pontefract on the Leadership NOW program below, or listen to it on your favorite podcast.
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Pre-order my next book, publishing in November, Work-Life Bloom: How to Nurture a Team That Flourishes, (You won’t want to miss digging in. Available November 7, 2023)
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