For a business leader, professional, or consultant, a book is the number one marketing tool.
Imagine you are searching for a book on Amazon. After seeing the title and the book cover, you read the book’s short description. Does it give you a great reason to read the book? Do you say to yourself, “The author understands me and my problem! I have to buy this book!”
Those are questions posed by Dan Janal, author of the new book Write Your Book In A Flash.
Janal has written more than a dozen books to help businesses build their brands. Six have been translated into other languages. He is an award-winning daily newspaper reporter and business newspaper editor. As a publicity and marketing expert, he has helped more than ten thousand authors and experts build their platforms over the past 17 years with his highly regarded PR LEADS services (that is how we met, I am a client).
“After working with thousands of speakers, authors, coaches, thought leaders, and small-business professionals who have written books, I’ve seen these major genres,” says Janal.
Janal suggests you might model one of these examples:
- Legacy. Business executives who want to leave their mark on the world and to help future generations will write memoirs. These books include tips for success and stories of overcoming obstacles. Suggested reading: Basic Black: The Essential Guide for Getting Ahead at Work (and in Life) by Cathie Black, first female publisher of USA TODAY. Uncontainable: How Passion, Commitment, and Conscious Capitalism Built a Business Where Everyone Thrives by Kip Tindell, founder of the Container Store.
- Tools. Similar to legacy books, executives write these books to share ideas that brought them their successes. Their motivations could be personal branding and helping others. Examples include The Real Life MBA by Jack Welch and Suzy Welch or The 4-Hour Workweek by Tim Ferriss.
- Manifesto. Authors who are visionaries, have a certain point of view, or want to change the world write these books. They want their readers to take up their causes. I’ve read manifestos on new ways of thinking about using the Internet, customer service, and many other topics. Suggested reading: Good to Great by Jim Collins. Thinking, Fast and Slow by Daniel Kahneman. Any book by Seth Godin. Setting the Table: The Transforming Power of Hospitality in Business by Danny Meyer, founder of Shake Shack. Conscious Capitalism: Liberating the Heroic Spirit of Business by John Mackey, copresident of Whole Foods.
- Proof. Authors present a hypothesis. They use case studies and statistics to prove their points. These authors—usually consultants at well-respected companies—want to establish their thought leadership. Suggested reading: The Tipping Point by Malcolm Gladwell. Freakonomics by Steven Levitt and Stephen Dubner.
- How-To. Perhaps the most popular kind of book shows readers how to do something. Suggested reading: How to Win Friends and Influence People by Dale Carnegie. Life Is Good: How to Live with Purpose and Enjoy the Ride by Bert Jacobs and John Jacobs, founders of Life Is Good.
- Process. These books offer research and show how to perform a task. Suggested reading: Influence by Robert Cialdini, Ph.D. The Only Negotiating Guide You’ll Ever Need by Peter B. Stark and Jane Flaherty.
- Training. These books are extensions of educational sessions. Suggested reading: Loyal for Life by John Tschohl.
- Fictional. These books use fictional stories to show why certain business principles work. Suggested reading: The Go Giver by Bob Burg and John David Mann. Who Moved My Cheese? by Ken Blanchard and Spencer Johnson, MD.
- Inspirational. Books offering motivational tips. Suggested reading: Lifestorming by Alan Weiss and Marshall Goldsmith.
“Your readers will buy your book if you write a great book summary,” says Janal. “Bestselling authors start writing their books with the book description. This exercise helps you get focused and lets your ideal readers know immediately if they want to buy your book.”
