When most people say they want to write a book, what they mean is that there is a message bubbling up inside them, a bunch of stuff that they feel needs to be told.
But a little prompting usually reveals that they really have more in mind. For example, an individual professional or entrepreneur usually wants to produce a credential, something that will tell the world that they are an authority.
The book can serve several purposes. It can get your message out. It can serve as your “uniqueness credential.” It can help people get to know you, and your approach to problems that concern them.
But that is only part of the picture.
Here’s why: the Internet has changed the world. The Internet has made it possible to publish words pictures, sounds, and video — inexpensively and instantaneously.
No doubt you plan to promulgate your book over the Internet, whatever your purpose in writing it. You can, of course, simply post where people can download it. However the Internet gives you an unprecedented opportunity to create and maintain a relationship with people who were interested in your book. But it is up to you to make that relationship possible, by capturing their e-mail address.
Once you have you reader’s e-mail address, you can communicate with her. If you communicate respectfully, and send her information that is likely to be of use to her, format that is not annoying — you can create a relationship with her. She can come to know you, like you, and trust you. Then, if you have something to offer her, it will be given the consideration it deserves.
This does not happen by itself. You need to create a framework for the continuing communication. It must include a way to capture the visitor’s e-mail address, a presentation that will induce the visitor to leave their e-mail address, a mechanism for follow up communication — like an auto responder — perhaps a store or a shopping cart for selling things, and all the attendant scaffolding that makes it all work together.
Your vision for your book may have brought you down this path, and it may even be the centerpiece of your new business, but you must recognize that it is only part of the story.
Create a cluster or a mind map of your overall vision. Make lists of the actions you will have to take to bring it all to fruition. Prioritize the actions. Create a business plan.
Now — execute.
