How can you write a book or e-book that sets you apart in your field?

When writing my first non-fiction book, I wrote about a topic that I had a lot of expertise in. After doing research in my category, there was a unique area that I could own in the career development space. I coined a new term 10 years ago, career agility. Before I wrote the book, I created a foundation article on LinkedIn and defined the term. Google searches LinkedIn articles. My definition soared to #1 on Google. Defining a new category is a smart way to stand out, secure interest, and market books.

It is almost impossible to get too niché, but it is very easy to not be niché enough. Consider these titles: “A guide to business” “A guide to the consulting business” “A guide to the consulting business in France” “A guide to foreigners wanting to break into consulting in China” “A guide to foreigners wanting to break into tech consulting in China” “A guide to foreigners wanting to break into tech consulting in Shenzhen” “A guide to Americans wanting to break into tech consulting in Shenzhen” “Tips from an American from Idaho, who got into fintech consulting in Shenzhen” It’s really that simple. If you’re not an established voice, the simplest way to become one is to go narrow.

Nothing beats authenticity and so be real and original. People can see through imitations. If you truly want to be a blessing it will shine through the pages of your book. Also, what is your personal brand? What do people know about you, what do they admire about you? When you write about those things you won't need to convince them about the value of your book, people would want to read your work because they already value you as a person and can trust that your book will deliver.

Rather than thinking of your niche in terms of basic demographics think about what transformation you want to create for your audience. This will help you communicate clearly and craft your niche at a deeper level.

It’s much easier to find your niche and write a book when you’ve lived it first, or are living it in your day to day. I have 4 published non-fiction books to date. All of them were written from practical experience. The first two are on CV (résumé) writing and job hunting. At the time of writing those books I was running a business serving people in that area, alongside delivering training and blogging on the topic. The books pretty much wrote themselves from those activities. Same with my 4th book, Start Being Visible, which speaks to what I do now - training and coaching women on how to build their personal brands on LinkedIn. What are you doing in your day to day that you know a lot about? That right there is your niche.

Reflect back on your experience, feelings, learning, and strategies that you have unconsciously adopted to overcome past challenges. We all have a unique value proposition. Don't bury it with imposter syndrome.

My book helps Boards, CEOs and C-suite leaders develop customer strategy and become more customer centric. Customer strategy is the next frontier of competitor advantage. Companies that do not orient towards and around the customer will not survive.

Presell your book before you write it so that the content is dependent on market demand. Your value proposition should be aimed at what people are asking you about already.

Anyone can write a book. Seriously. Anyone! But not everyone can write a GOOD book. What's the difference? You can start writing and keep going until you've met your word count. Or you can start with a plan! I wrote my first book (a novel) the first way. I was too embarrassed to find an agent once I'd finished it. And I had a plan and an editor for the second one. Happy to say that The Secret Army: Leadership, Marketing and the Power of People is still for sale, years later. And people are still getting value out of it. What's the difference? Planning.

I think to set your book apart, you should dive deep into your own experiences. Think what's more unique than your personal journey? I've found that sharing my own stories, challenges, and lessons offers a personal perspective. It's not just about facts and figures that are common to anyone, but it's about real-life experiences that are unique to you. So, when you're writing, let your true voice shine. Readers can tell when you're genuine, and that's what will make your work stand out.

Use the read-aloud feature in your text software. It will be awkward, but it will absolutely show you where your language does not flow or where you missed a "the" or "a" and your brain supplies it automatically.

You should start promoting your book BEFORE you’ve even written it! Yep, from the moment you have the idea of the book, that’s the time to start talking about it publicly. Build an audience before you need it and they’ll be there when you’re ready for them to buy. Most people make the mistake of waiting until the book has been written and published before starting promotion. By then you’ve already lost precious time in gaining fans and readers. Make use of LinkedIn as a platform to build and showcase your expertise and thought leadership on the topic of your book. Give people an option to opt in to a mailing list to hear about your book in advance. Build up excitement so that when launch day comes, you’ll be off with a good start!

Don't be afraid to talk about your book. You spent all that time writing it. It would be a waste if you didn't market it well.

Remember that even if the topic you are writing on has been written on before. Your unique stories, path, and perspective can differentiate your book from all the others.

Write an e-book that your audience wants to read, not an e-book that shows what you want to tell. Know your audience better then they know themselves, research what they want to achieve and only add value. Ones they trust you, the sell will follow. Never the other way around.