If you don't market your business book who will?

I've worked with hundreds of business owners, consultants and entrepreneurs on their business book. It's a fantastic journey that I am always inspired by.

But there's a challenge most of them face.

They're not confident about marketing their book.

This sounds odd right? Successful, confident business leaders, professionals, consultants who are, more often than not, out there and quite comfortable marketing their business, showing up across social media, delivering keynote presentations to hundreds . . .

Somehow all this confidence evaporates when it comes to their book.

It got me thinking, why is this? What's so different about a business book, your business book, and your business or public profile? Lots.

The 4 biggest book fears to overcome.

1. It's permanent.

You may recall an TV advertisement for a Circulon frying pan where an older person is washing some dishes and there's a tattoo on her arm. The link was that the pan and the tattoo were 'forever'. I've had a quick look online and it seems the ad has been removed. Shame.

A business book is the same...in fact it has way more longevity (which is why I love them so much). A book is forever. Once it's published (print form with an ISBN at least) it's on the record for-ever. That's a pretty scary thought for most people. And in the online world its there for eternity.

It's one thing to write a post or article, share a photo with a comment. It's another thing altogether to write a book that captures the key elements of your knowledge, insights, perspective for eternity.

2. It's public

Odd as it may seem, once you've published your book it's out there for all to see and for all to comment on.

It's one thing to write your business book, it's another thing altogether to share it with the world. Here's a bit of insight. Most of my clients have several moments of self doubt when they have to send me the first draft of their manuscript. Hitting the SEND button is a huge challenge. Sometimes it takes a few days, others weeks, occasionally months.

I get it. I am a writer. I face the same fear, perhaps more so as I am commissioned to write, so when I send my first draft off to a client (really it's about my 3rd or 4th draft) I usually let it sit on my desktop for a few days and then take a deep breath before I hit the SEND button.

Why do I delay? Because I am worried about what they'll think about it. What if they don't like it? What if it's not good enough? Did I follow the brief well enough? And more.

I feel this EVERY time I hit the SEND button. However, I've come to understand the feeling and, having written 27 books I've got a level of confidence that I didn't have with my first book. I do remember though what I felt the first time I sent my draft off and I draw on my experience to guide the business people I work with to feel more confident from the start.

3. You are accountable

When you publish your book you're putting yourself out there. There's no hiding anymore. You're accountable for what you've written, your knowledge, insights, bold statements, action plans, templates . . . whatever you've put in to your business book and linked to your website, PodCast, Blog. . .

I often use the analogy of an artist at their exhibition opening. They've spent a year painting and now it's opening night. They walk around the gallery incognito listening to what people are saying about their work. Some love it, some hate it, some simply don't connect or understand it. The artist has to listen to all the comments and somehow front up and speak about their work.

Your business book is the same. Not everyone is going to like it, get it, agree with everything in it. And that's OK. You want your book to start a discussion, create engagement, encourage others to explore and ask more questions.

Be ready for this, embrace it.

4. Sell your book . . . if you don't who will?

Publishing your book is the middle of your book journey it's not the end of it. This comes as a bit of a shock to some business people. 'What, I have to market (sell) my book?' they ask.

Yes. YOU HAVE TO MARKET YOUR BOOK. If you don't who else would, could or should?

You are the best person to talk about your book.

I get it, some of you might not be that confident in presenting let alone presenting your own book. This said, if you want your book to be successful, to achieve the goals you outlined for it, you're going to have to get out there and market it. Well, let me be more direct. You're going to have to sell your book, stand up in front of different audiences and ask for the order – ask people to buy your book. If you don't ask who will?

Of course, you can outsource the PR and marketing of your book to any number of professionals but, at the beginning of the day, unless you're prepare to talk about and ask people to buy your book, it's not going to achieve the things you want it to.

And the secret to be able to do this?

Make sure you've written the best book you possibly can.

That way you'll be excited and proud to stand at the front of a room or Zoom full of people, holding your book up and sharing why it's a book that will help them.

It's that simple . . . and that hard.

If you want some advice or help on your business book journey, contact me.

Thanks to Annie McCubbin and Jacinta Whelan + Caroline McAuliffe