What can you learn from writing a Thought Leadership book for your professional brand?

Writing a thought leadership book forces you to crystallize your professional philosophy and unique insights into a coherent message, ensuring that every chapter contributes to a larger narrative that defines your brand. This process not only solidifies your stance on key issues but also challenges you to disrupt conventional wisdom, positioning you as a forward-thinker in your industry. Ultimately, it serves as a powerful platform to broadcast your message, allowing you to weave your personal stories and professional experiences into a compelling narrative that resonates with your audience, thereby enhancing your credibility and authority in your field.

I’ve helped lots of people with the books that established their thought leadership. In every case, the work we did to refine their messaging in the book also gave them confidence in their knowledge and expertise. As an author they speak more boldly, step up more often and become known for their important ideas.

Defining your message is the cornerstone of crafting a Thought Leadership book. It's about identifying your main point, the problem you aim to solve, and the value you offer. This clarity guides your writing, shapes your book's structure, and enhances communication with readers. It's also a chance to hone your unique voice and style, setting you apart from others in your field.

Ultimately you want your book to feel like a friend to readers – warm, wise and supportive. And sometimes bluntly honest. Seize any opportunity you have to speak with people you feel may be interested in your book and ask them questions so you understand them better before you assume you know what they want to read and learn. Do your market research!

I would put this one as the first step. I wrote an internal thought leadership manual that in many ways was similar with some of the books that are out there. But the first thing we did was to talk to all our stakeholders to find out what was useful to them, what issues they had. We identified the problems to solve with them. I find that most books or content about thought leadership is pretty predictable and doesn’t really tell you how to solve the hard issues that practitioners have, which very often come down to the fact that your job is not a top priority for a large number of your client facing people - not that they don’t care, just not enough hours in the day.

Just like professional athletes, actors, and others need a coach, thought leaders also need a coach. And, not just a mentor or a network to cheer you on. A book coach will do the developmental edit and assessment that will ensure your book captures your particular magic. I've coached academics and scholars, as well as people who just got passionate about a subject and *had* to write a book. The consistent thread is that you need a trusted resource to help you see the big picture that is essential while you're digging into the solitary hours of writing and editing. Writing, especially in the AI Age, is a craft. Readers will see through hollowness or inauthenticity. Get help from someone who has been there and can be a guide!

A critical element to writing a thought leadership book is to focus on your target audience and what their key challenges are. There's no way you can capture ALL you know in one book, so you need to work out the following things first. 1. Who is your target audience 2. What are their top 3-4 challenges 3. Of all the knowledge/insights you can share what is most relevant to your target audience 4. What is your compelling statement story - why will your book stand out and why should people buy it. 5. Structure your book around the key challenges of your target audience. If you follow this approach you'll be able to write more effectively and create a book that meets the needs of your audience.

Is there a book in you? Yes. Probably. I've written two (but only published one). The very act of writing the second taught me to be disciplined, structured and focus on getting it done. But the lesson is: don't 'talk' about writing your book. Write it! Get an accountability partner (could be an editor or a friend who's also trying to write theirs) to make sure you create and meet deadlines, and then write. Get your sh*tty first draft out there. Then refine, polish and perfect it. But don't obsess about perfection initially.

Something I’ve heard and noticed from many writers is that writing a book is hard work. There is the draftingand planning, then editing. It’s a series of events have to happen before the book gets out the door. Sometimes we enjoy one part of the process better than the other part and that can hold us back unless we find helpful coach or mentor. There is an entire world of writing advisors and it depends on how open you are to feedback. Based on experience, the less you have your ego tied up into the book the more you can learn from others and their perceptions about your book. In conclusion : 1. Decide the topic of your book 2. Make a work plan and put it on your calendar 3. Write the darn thing 4. Use professional help 5. Celebrate

There’s a world of difference between writing a book and writing a great book. An “okay” book never spreads beyond the people you reach directly, whereas a great book takes on a life of its own as readers turn around and recommend it to other people like them. Unfortunately, this is also the step with the least clarity and the one that can feel the most isolating. To give the shortest possible write an effective book 1) choose your ideal reader very deliberately (now you know where they start) 2) define what you want them to do after reading the book (now you know where they end) 3) chart a path that gets them from point A to point B— being careful to think about what beliefs and feelings you convey (now you’ve got an outline)

Promoting a thought leadership book is a medium-term commitment. Simply launching your book is not marketing it. Here are 4 tips for how to promote your book. 1. Create a Content marketing strategy and plan that you can execute consistently over time...at least 12 months. 2. Decide if you are going to focus on organic or paid content/advertising and build your budget based on this. 3. Research where your target is and engage there. You can't market to everyone so you need to focus on where your potential readers/clients are 4. Visibility over time is essential if your target audience/potential clients are going to 'see' your book, so consistently execute over time and review every three months. Analytics are your friend, use them.

Promoting a Thought Leadership book is crucial. Market to your target audience, influencers, and media outlets. Learn to create a marketing strategy, use various channels, measure results, engage with readers, and generate feedback.

Thinking about marketing your book begins in the planning stage. Then, as you write you set more marketing foundations in place, so you are ready to go when the book is ready. But it is not a race. It's better to market your book steadily over several years and reap the benefits it brings in other forms than to blow a marketing budget on a big launch and other showy things within a month. Think 'before - during - after'.

Writing a Thought Leadership book allows you to find your unique voice and philosophy to empower people around you. It can also become part of your creative strategy driving your business strategy.

Your book becomes a lever to open new doors. The better-known the book becomes, the longer the lever gets. Books are an essential tool for thought leaders and anyone who wants people to see the world in a new light, like founders, visionaries, change agents, and activists. They are also perfect for anyone who is uncomfortable with self-promotion but knows they should do it. That’s because with a book you can promote your IDEAS, which will lead people to pick up the book, and then let the book promote you. Eventually, if your book is good, the opportunities you’d have to chase currently will start walking right up to you.

If your book sits on your shelf it's useless. Here's a sad fact: hardly any authors make money from their books. The profit margins are too low. But, if you use your book as a 'thick business card', you can elevate yourself above the competition. The book is just the first step. The next step is to promote and leverage it. For more tips on this subject check out Jaqui Lane, the Book Adviser.

You will want to tear your hair out. You will probably cry. You will want to quit many times. Don't. Writing a book is a process - at times, a painful one. But it can also be transformational. Whatever your goal is (to write it, publish it, leverage it or sell it) only tenacity and dedication will get you there. But when you finish it, you will be a different version of yourself, I promise.

For senior executives about to step back from fulltime roles, writing a book is often about Legacy. I hate to see these leaders just fade into the sunset, taking all their wisdom with them. I've watched clients find it deeply rewarding to ensure another generation can benefit from their experience.

The research processes in writing a thought leadership book will expand your own ground. Your existing thoughts and beliefs will be challenged. Do they still hold ground, or did you pivot? Are you willing to admit you changed your mind halfway through the process? You will be introduced to new material and other thought leaders, and your resources and support grow.

Once upon a time only a handful of people could call themselves a "published author". Today, the barriers are much, much lower. But that doesn't make it easy. As you're writing, try to keep the end goal in mind - maybe that's just finishing writing it. Maybe it's publishing it. Maybe it's leveraging it. Maybe it's selling lots of copies (don't expect this without a great marketing strategy). Whatever your goal, give yourself credit for reaching it. You may never be a best-selling author. You may never make money from the effort. But you need to be proud of yourself for doing it in the first place. And, if you've done it, I'm proud of you!

Self-doubt will show up during the writing stage. Karen Brook, High-Performance Mindset and Results Coach says, "You cannot out-perform your self-image. Improve your self-image and you will improve your results." So, begin today to build a new self-image of yourself as a highly successful, published author making the impact you want to have and earning the amount of money you really want to earn. Begin to visualise and write down your new self-image, as you want to be 12 months from now. As you complete your new author self-image script, written in the present tense using positive language, with a goal date, begin at once to read and write it out at every opportunity you get. And show up as that person when you write.