By The WBR Team
Writing and publishing a non-fiction book is rarely ever a linear journey.
In most cases, it plays out like this. You decide to write a book. You spend the next few weeks (or months) pouring your heart and soul into it. And then you just… stop.
Several months down the line, you’re still unable to get back the momentum you lost.
If this is something you can relate to, the good news is that you’re not alone.
According to The Synergy Whisperer, ninety-seven per cent of people who start to write a book NEVER finish it. Luckily, however, there are ways to get unstuck and actually finish your book.
Let’s dive in, shall we?
Why your book is stuck
Understanding why you feel stuck and overwhelmed is the first step to regaining momentum. There are many reasons why authors struggle to finish writing their business books. It could be writer’s block, a general lack of clarity, no time, etc.
We’ve boiled it down to three main reasons:
- The wrong book positioning
- The author’s fear that they’re not good enough
- A lack of a clear, systematic process
For the purpose of this article, we’ll focus on the first problem and how to create a strong positioning strategy to steer your book project in the right direction. In our next two blogs, we’ll explore strategies to eliminate fears that might be hindering your progress and lay out a clear, step-by-step process for writing and publishing your book.
How are you positioning your book?
Positioning is the most crucial part of any book creation process. Many marketing experts describe it as the “battle of the mind”. In layman’s terms, book positioning is the perception readers have of your book. It’s the specific image that readers will automatically associate with your book.
For instance, when we think of Tim Ferriss’ The 4-Hour Work Week, the immediate image that comes to mind is that of early retirement, financial freedom, and true wealth. That is the power of proper book positioning.
Essentially, book positioning is about clearly answering the reader’s question of “Why should I read this?” “What’s in it for me?”
If you’re stuck halfway through your business book, it’s probably because you do not yet have an answer to any of these questions.
So, here are four steps you can take right now to create a strong positioning for your book.
1. Define your goals
2. Define your target audience
3. Outline your big idea and what makes it so different
4. Conduct competitive analysis
1. Define your goals
Before you even begin writing your business book, it’s crucial to establish a clear set of goals. What do you hope to achieve with your book? Are you looking to establish yourself as a thought leader in your industry, share innovative ideas, or provide solutions to common problems?
Setting specific, measurable, achievable, relevant, and time-bound (SMART) goals will not only guide your writing process but also ensure that your book has a purpose. This clarity of purpose is what will eventually resonate with your readers, compelling them to pick up your book.
More importantly, knowing your goals will help you identify the right metrics for success and give you some clarity on how to frame your book around those goals and metrics.
2. Define your target audience
Understanding who you’re writing for is just as important as knowing what you’re writing about. Your target audience will influence not just the content of your book but also its tone, style, and even the examples you choose to include. Start by asking yourself who would benefit most from your book.
Are they industry professionals, aspiring entrepreneurs, or individuals looking to improve their personal skills? Creating reader personas can be a helpful exercise in this step. By defining your target audience early on, you ensure that your book addresses their specific needs and challenges, making it a must-read for them.
3. Outline your big idea and what makes it so different
Every successful business book has a big idea – a unique perspective, a new methodology, or an innovative solution to a common problem. The question here is: what’s yours?
If you’re struggling to come up with your own big idea, check out our blog, What Makes A Great Business Book And How Can You Write One?
It’s crucial to note that the whole point of a big idea is uniqueness – showcasing why your book or brand is different and better than what’s already out there.
Highlight the unique insights, experiences, or research that you bring to the table. This differentiation will not only help your book stand out but also answer the critical reader questions which we highlighted earlier in this blog.
4. Conduct competitive analysis
Finally, take a close look at other books in your niche. What topics do they cover? What do they do well, and where do they fall short? A thorough competitive analysis can reveal gaps in the market that your book could fill, positioning it as an even more valuable resource.
This step also helps you refine your big idea and ensure it’s not just different but also addresses areas that others have overlooked. By understanding the competitive landscape, you can position your book as the go-to resource for readers seeking fresh insights and practical advice.
Ideally, you want to get your positioning right before you even start writing. However, if you’re feeling stuck, revising your positioning could be the key to getting your book back on track.
Once you have a vivid picture of what you want to achieve by becoming an author, who you’re writing for, how you want to be perceived, and the path your competitors have taken, you’ll be able to frame your book around these parameters and resume writing.
Stay tuned for next week’s blog, where we’ll explore some common fears that keep authors stuck and how to move past them.
In the meantime, if you’d welcome professional help and support with writing, publishing, or marketing your book, get in touch today to see how our team of experts can help.