| For business professionals there is both good | | | | reader. True, all any book HAS to do is entertain |
| news and bad news when it comes to publishing a | | | | the reader. But a book that tends to sell usually |
| book. | | | | does MORE than that. It gives the reader some |
| First, here's the good news: With the availability of | | | | directions or tips that he can apply to his own life |
| a wide variety of self-publishing and | | | | or at least something to think about deeply (the |
| print-on-demand publishing options these days, it's | | | | book has an important universal theme, for |
| never been easier for anyone to write and publish | | | | example). A book that tells how the author |
| a book. | | | | overcame personal hardships and struggles can be |
| Now...here's the bad news: With the availability of a | | | | very motivating and inspirational. But the reader |
| wide variety of self-publishing and print-on-demand | | | | will expect the book to include tips or steps that |
| publishing options these days, it's never been | | | | he/she can follow to overcome his/her own |
| easier for anyone to write and publish a book. | | | | hardships and struggles. |
| Yep, the fact that there are so many easy to | | | | 3. The author has no marketing plan for |
| find, affordable publishing options these days is | | | | promoting and selling the book. Unless the author |
| both the good AND the bad news. | | | | works with a publisher who has some distribution |
| It's good news because it's now so easy for | | | | plan for the book, getting the book in bookstores |
| business people to become credible experts in | | | | and libraries is the complete responsibility of the |
| their line of work. But it's bad news because it | | | | author. And most new authors have no idea how |
| tends to result in many, many people writing | | | | to get their books in bookstores. In fact, many |
| many, many books that simply don't sell. And a | | | | bookstores will not carry self-published or P.O.D. |
| book that doesn't sell isn't necessarily a poorly | | | | books because they cannot return copies when |
| written book. Here are just a few other reasons | | | | people do not buy them. Also, many authors |
| that so many people are writing so many books | | | | simply want to have their own book to sell in the |
| that just don't sell. | | | | back of the room when they give presentations |
| 1. There's no market for the book. Anyone can | | | | at professional events. This is a great idea. But it |
| write a book. But that doesn't mean there will be | | | | should be only PART of an overall marketing plan. |
| anyone out there who wants to buy it - at least | | | | If you're thinking of writing a book to build |
| not anyone other than family and friends. Yet, so | | | | credibility as an expert in your field, gain publicity |
| many first-time authors are in such a hurry to | | | | for yourself and your business, and help readers |
| write and publish their book that they don't bother | | | | solve a significant problem in their lives, avoid |
| to study the markets first to see if anyone | | | | these 3 common mistakes and you'll be much |
| wants to read a book like the one they wish to | | | | more likely to create a good book AND a book |
| write. | | | | that sells. |
| 2. The book has nothing of real value to the | | | | |