Written by: Vickie Sullivan | December 04, 2014
Why Thought Leaders Write The Wrong Books
For many thought leaders, books are the best tool of the trade. Media loves books and, yes, the right book can open doors.
The key word: the right book. Too many thought leaders write books that don’t go anywhere big. They keep the author in the “free promotion” speaker circuit which begets more free opportunities. The result: a spotlight that feels good everywhere except the bank account.
Why this happens: lack of market strategy before writing the book. Many of us get so caught up in writing the book that we don’t step back and ask ourselves: how do I position this book? It’s tempting to write the book first, then ask around for help to promote the tome. That’s a day late and a dollar short. And a receipt for getting little results from publicity efforts.
The poster child for doing this right is Kirk Dando, author of Predictive Leadership. He got help messaging the book before publishing. And the results speak for themselves: On the CEO Reads bestseller list in four days after launch; first speech after launch (at a $15k fee).
Market strategy is like the wind; we don’t see it, but we know it’s there. Market strategy can be the difference between a blockbuster book and a year of too much work for too little results.
Click here for Kirk’s story.
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