Featured podcast: Establishing Your Authority As An Expert By Following A Short Book Formula For Authorship

Have you ever picked up a book, felt intimidated by its size, and put it back on the shelf?

You're not alone. In a recent interview with Michael Kitces on the Financial Advisor Success podcast, I revealed why the traditional approach to writing books is fundamentally flawed.

Authorship fundamentally helps you accelerate the speed of trust - the most significant constraint any advisor faces when growing their practice. I revealed how advisors can create a book in just six weeks that can be read in 1-2 hours, and why that's far more powerful than writing a long, comprehensive book that sits unread on someone's shelf.

The Truth About Book Royalties

While an average book might sell 200 copies and generate a few hundred dollars in royalties, that's not the motivation any advisor should have.

Let me share an interesting client story: One of my recent clients, Anton Anderson, wrote a book called "The Art of Collaboration" about how advisors and CPAs can work together. When I checked his Amazon royalties the other day, he had made a whopping $1,000. And that's fine - because making money from book sales isn't the goal.

When I had Anton on my podcast recently and asked about his monetization strategy, his response was clear: "I plan to make millions from this." As someone who already runs a thriving practice with multi-million-dollar revenue, he understands something crucial: a book's value isn't measured in royalties but in the trust, it builds with potential clients.

The Speed of The Short Book Formula

Here's the core principle I shared with Michael: authorship fundamentally helps you accelerate the speed of trust. Even if you do excellent work and your existing clients love you, creating awareness and trust with more people is the challenge.

Why Shorter Books Create Bigger Results

Here's the core principle I shared with Michael: authorship fundamentally helps you accelerate the speed of trust. Even if you do excellent work and your existing clients love you, creating awareness and trust with more people is the challenge.

Something fascinating happens when I speak at trade shows. After I finish my presentation, I give out physical copies of my book to attendees. Almost like clockwork, many of them schedule follow-up calls with me, and they all say the same thing: "Yeah, I read it on the plane ride home."

The ideal book should be:

• 12,000 to 25,000 words (about 100-160 pages)
• Readable in 1-2 hours
• Focused on one core message

I've experienced the opposite scenario, too. Someone hands me an impressive, thick book at an event. My first thought is always, "Wow, you're probably pretty smart" - but then something interesting happens. That same thickness that impressed me also intimidated me. The book ends up on my bookshelf, and I never read a single page.

I recommend keeping your book concise. The best book isn't the most comprehensive one - it's the one that gets read.

The Inner Circle Launch Strategy

One of the most powerful strategies I shared involves the "inner circle soft launch." Here's how it works:

• Identify your top 20% of clients (typically about 125 families for a successful advisor)
• Reach out individually (not through mass email)
• Invite them to be part of your book launch team
• Send them an advance copy
• Schedule a 15-minute feedback call

The magic happens when you ask, "I'm trying to get this book out to the world - what do you recommend?" Then, stay quiet. Your passive advocates suddenly become active supporters, eager to help spread your message.

The Six-Week Strategy

When I told Michael our process takes just six weeks, he was skeptical. Advisors already have the content - they need a structured way to share it.

Our process involves:

• Six one-hour coaching calls
• 1-2 hours of weekly preparation
• Professional writing and editing support
• Total time investment: about 20 hours

The Center of Influence Multiplier

Want to amplify your book's impact? Create custom versions with forewords by different CPAs or attorneys. When your Centers of Influence have ownership in your book, they're far more likely to share it with their clients. One of my clients recently used this strategy to send personalized packages to 500 pre-qualified prospects - all endorsed by their trusted CPA.

From Conversation to Clients

The traditional publishing model suggests the average business book sells 200 copies, earning you $600 in royalties. But one new client relationship can be worth hundreds of thousands in lifetime value. That's why I tell advisors: don't write a book to sell books. Write a book to transform your practice.

The Message Behind The Book

When it comes to marketing, authority is the priority. The book is more than just ink on paper - it's a well-thought-out, well-documented core message you want to communicate to the public. You've spent time developing this messaging, and now it's about finding the most effective way to share it with your ideal clients.

The goal isn't just to have a book - it's to create a tool that accelerates the speed of trust. Whether through an inner circle launch, centers of influence partnerships, or the virtual speaking tour we discussed, your book becomes the passport to creating meaningful connections with the people you want to serve.

Paul G. McManus is an accomplished author and expert in helping financial professionals grow their businesses. With over eight years of experience working exclusively with financial professionals, Paul has helped his clients generate tens of millions of dollars in fees and commissions.

Claim your free audiobook copy at: www.theshortbookformula.com