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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

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. ┬áBecause I am tired of repeating myself, here are three reasons why thought leaders don’t get the most bang for their book-writing buck:

  1. 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.
  2. 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.)
  3. 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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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.