NOT all BOOKS are CREATED EQUAL

Let me explain by associating publishing with something you’re already familiar with: public speaking. You already know there are several types of speaking engagements. You might be invited to give an opening keynote, host a workshop, contribute on a panel, or to promote your paid services—a.k.a, “selling from stage”—or at the end of a webinar.

Each of these different talks incorporates different content strategies and delivery styles.

For example, a keynote speaker’s role is to build excitement for the rest of the event, while a TED Talk must share “ideas worth spreading.” You wouldn’t train an audience during a keynote, and you’ll get kicked off stage if you promote a business in a TED Talk. The format and purpose determine your content strategy.

Now, consider your book content in a similar way. Since this will be “your stage,” you get to build your strategy to meet your business objectives. You’ll want your book to be a business asset. So: what does it need to do? Does it need to help you spread an idea, teach a skill, encourage a community, supplement a course, sell your services, entertain, etc.? Those factors determine the content approach and organization, the length, the design, and more—even the distribution channels.

How your information is packaged can make or break your audience’s interest.

The infographic above outlines the 10 Publishing Strategies™ for business growth. You won’t find this type of information on a typical publisher’s website. Most publishers aren’t concerned about what type of book you need unless it fits the mold of what they produce, and most of them only accept one or two models. You can’t blame them; they’re book people. They love books, particularly long ones, and the only profit model they focus on is theirs.

You, on the other hand, have your own needs and unique profit model. That’s why you must start with your business priorities. You’ve got to be very clear on your main objectives, your ideal audience and their needs, and the right book(s) to solve both. (Those are the type of decisions you’ll make in the Planning Phase.)

For now, just know that four of the ten strategies tend to be the most effective at helping business leaders build, engage, and monetize an audience: Signature Books, Pep Talk Books, Niche Books, and Periodic Publications. I generally recommend you start with one of them.

The remaining six strategies are often great products to sell (or upsell), or they complement other initiatives you may have going on, or both. Ultimately, you may want to build a publishing strategy that encompasses several types of books.

The bottom line is always your bottom line. Let your mission and your audience determine what type of book(s) you need to reach your audience most effectively. Get it right, and you’ve got a game-changing asset to share for years!