What If Your Business Was a Book

Approach your content plan as a total body of work

Let me first state that I think anyone who has figured anything out about a market, industry or innovation has proper reason to write a book. If you’ve perfected a process of methodology, your process, methodology and your entire world will benefit from the mere act of documenting it in a way that makes it teachable and transferable.

But, that’s not what this post is about. (sort of)

 

Image jr3 via Flickr

For some time now I’ve been trying to get marketers to approach their educational content plan as a total body of work rather than a daily or weekly event.

 

If you would actually do that you might have a central theme for your content, specific structure, chapters based on important keywords – perhaps even stories, characters and plots.

If you were to move away from your business even further you might even see how your entire business could be properly and effectively cast as a book.

If that were so your business would have a value filled title, hook, narrative, backstory and structure.

I’ve written three books now and I can tell you that the process involved in proposing, outlining and writing a book has powerful applications for building and marketing a business.

A publisher considering your book would need to know who the book was for, why this book was different, what the reader would get from the book and ultimately the topics contained within the chapters.

An author writing a book would start with this framework and then evolve, adapt and learn as the book unfolds in ideas, drafts and edits. Ultimately the book would have to produce value for the reader. It would not have to be a prize winning piece of literature, but it would have to be organized, properly researched and worth reading.

The parallels between what it takes to write a book and what it takes to communicate the essence of a business to an ideal client market are stunning.

So, I guess it’s time to start your book.

Let me repeat that I think anyone who has figured anything out about a market, industry or innovation has proper reason to write a book. If you’ve perfected a process of methodology your process, methodology and your entire world will benefit from the mere act of documenting it in a way that makes it teachable and transferable.

But, even if you don’t have any plans to actually write a book your business will benefit from a book like mindset.

Look at your business and pretend that you are writing a book proposal. Your proposal should reflect the core elements of your business, process or methodology that are central to what makes you unique and central to what your ideal client is searching for.

Include:

  • Title – how can you position this book to stand out?
  • Author – what expertise, knowledge or experience do you have that makes you qualified to tell this story?
  • Audience – who specifically must read this book and can they afford to pay for your services?
  • The hook – what tantalizing knowledge will the reader get from this book?
  • Competition – what other books are out there right now that might compete for this reader?
  • Chapters – what are the key concepts and structural elements that make this a body of work?

Do you see how this framework might also apply to more than a book? Do you see how it could also apply to creating a marketing strategy, writing a sales letter or putting together a new service?

In the end, we’re all publishers of information of one sort or another. Why not truly embrace this thinking by approaching your content creation, marketing and entire business as though it were a book? And maybe, just maybe, you’ll get a book out of it as well.

Comments

There are 3 Comments. Add Yours.
  1. John, I like the concept but suggest screenplay as a tighter analogy. When pitching a screenplay to the industry, you must hook the reader with the logline (one or two sentence intro). The longline should also give the reader a snapshot of your concept. The first 10 pages must hook and engage the reader building off the logline. I think small businesses, especially online businesses, must be able to have incredible focus in concept from the ground up. I learned this lesson the hard way.

  2. Hi John i Think that it’s not too late to take advantages of books by sharing all ideas all problems faced and the ways you managed them.The best way to get knowledge is to share yours with others and the best mean is by books. But unfortunately people are less keen on books and too much miser on sharing their company’s experiences, fearing to allow their opponents to learn from their mistakes or feats

  3. I suppose the concept is simple, but what if you’re not the CEO or owner of the company… How does a team partake in the book writing?

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