‘I went into this book with an open mind, then slammed it shut again. It just didn’t give me what I needed.’
These are words you never want your readers to say. Worse still, write in a review about their minds and your book!
When you’re publishing practical non-fiction – especially if you’re introducing concepts and methods to them – delivering for your audience is the no. 1 priority. While passion for your topic is great, it isn’t really enough for a how-to book.
Of course it’s important – as an author you need to present as enthusiastic, engaged and, indeed, engaging. But much of the work of convincing a potential reader to buy what you’re selling is a rock-solid offer.
This means showing them you have the knowledge, experience and road miles to help them – and that the solutions or system you’re providing for their pain points actually work.
Readers start out from the first page looking to go on a journey with you as their expert: they have expectations, want to be shepherded and have put their money down for it.
How to do this?
1. Power-pack your introduction
- Show your authority – what entitles you to write this book and be their guide on the page?
- Show your experience – explain how realising and identifying the problem led you to creating this solution.
- Show the method – give a brief outline of what the book covers, so readers can see upfront what it will do for them.
2. Deliver
Commit to serving your readers’ needs in every chapter. Give them:
- examples or scenarios – to show the problem and how the solution works
- interviews or case studies – nothing adds more authenticity and proof than real-world reference
- practical tools to facilitate insight and tackle their own situations – exercises, top tips, questionnaires, a further reading and resources section, action points and active takeaways.
3. Offer reassurance
Showing support creates relationship and makes readers warm to you. If your book is acting as a lead magnet to your business or service, this is essential!
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- Be direct, positive and empathic – save the 10X, full-on alpha stuff for the Grant Cardones of this world. That’s their own MO and brand; for your reader, it might be a turn-off.
- Pitch to their level – establish rapport by offering your knowledge as a friend, not a teacher. Choose language and tone to reach them rather than alienate.
- Write to reflect who you are, not what you think readers should see – don’t be afraid to be conversational. You’ll be publicising your book, so what’s on the page needs to align with how you express yourself in real life.
Putting a practical book together is so much more than sitting down to write what we think, it’s a complete package.
Apply these top tips to your writing and you’ll be set for success!
Lisa Cordaro Publishing Services 