Publishing a book is a defining step for most thought leaders. But why do they do it?
The natural answer is to gain credibility and trust with their target audience. Most well-positioned industry experts use their book as social proof and to highlight their expertise, making it accessible to their target audience.
While that’s the desired outcome, and we strongly believe that outcomes should be a driver of your publication process, we work best with authors whose goals and motivations have deeper roots. That’s often a key component of making a book successful.
Of the hundreds of authors my team and I have served during the last fifteen years, here are the most common goals:
- Educate
An author’s passion for a specific topic is what drives this goal. They want to reach people who are interested in the topic and share what they have learned. Sometimes, the goal goes deeper, and the author may want to change someone’s mind using research and reason. Other times, they may be looking to connect with like-minded individuals and become another resource in their community. We all learn best from people we can connect and relate to, and a book is a wonderful tool for it. - Draw Attention to a Cause
Sometimes the best way to draw attention toward a movement is to make that cause more accessible and, quite frankly, commercial. Writing a book that sheds light on a cause or a major player within a movement can be a more bite-sized way to introduce someone to it. Business leaders have the power to give back and become ambassadors for important causes. A book sparks conversations and drives attention. - Inspire
What moves me, and how can I do the same for others? This is a question a lot of people ask themselves throughout their lives. Authors take it a step further by offering their stories, experiences, and thoughts to others to do with as they will.
These authors want to give their readers a hand to hold and a shoulder to lean on, and they know that being vulnerable themselves is the first step. This intimate process allows one to gain trust, which is often naturally translated into a positive outcome.
- Leave a Legacy
These authors have thought through what they want to leave behind for future generations and are taking the time to make sure it’s available and accessible.
Often, it takes the form of a memoir or biography where the author tells a powerful story through the actions of their life.
What is driving you right now? How can that goal help you achieve the impact and the outcome you are seeking?
I’d love to hear it from you. Reply with a sentence or two about your goal.