By Larry Marion, Editorial Director, Triangle Publishing Services Co. Inc.
In this era of iPads and short attention spans, is it worth writing a book to establish your (or your client’s) thought leadership?
Yes, but only if you plan from the start how to reuse parts of the book in other forms (such as white papers, Webinars and case studies) in lead generation campaigns, insist on top quality research and writing, and ride herd on all concerned to meet their deadlines. Done right, you can produce a book (with all the associated prestige, lead generation and other benefits) for little more than the cost of the standalone content elements that make it up.
Here’s how it worked with the recent publication by McGraw-Hill Professional of The Customer Experience Edge, by Reza Soudagar, Vinay Iyer and Dr. Volker Hildebrand. The three authors, executives at enterprise software company SAP, approached me in the summer of 2010 with a book idea and a vision of how to economically and efficiently produce it. Together we created four white papers, four case studies, two surveys, two mini books and other assets in addition to the book. Essentially, the total investment for the variety of assets produced a book for free—the normal spend on the co-branded white papers and case studies covered the cost developing the book, including a massive order of copies to be distributed by SAP.
The reasons for doing a book are not what you may think (ego and self-aggrandizement.) Seeing a great idea take shape in a way that drives sales of the book is what drives the publisher. For the authors and their corporate sponsor, a commercially published book is more than just a door opener for sales people. Properly leveraged through webinars, industry events, white papers, case studies and other venues, a book becomes a clear lead generator.
In addition, many authors view a book as a critical component of their C.V., establishing their credibility in an industry in addition to the internal recognition.
Here are some other benefits we’ve seen from helping our clients produce books:
If the book includes leading edge customers, the corporate sponsor ends up with a much tighter bond with them. The process energizes the customer base in ways you can’t imagine. For example, one of the users/customers cited in the Customer Experience book agreed to write the foreword. In addition, customers quoted in your book enjoyed increased status as visionaries.
Besides the obvious leadgen, distributing a free copy to select customers instantly establishes your vision for a credible and compelling approach to a business problem or opportunity. Think of it as presales tool for your target market.
Here’s how SAP, Triangle Publishing Services and McGraw Hill delivered a book in October 2011, 12 months after the project began. Yes, you read that right: we delivered all of these assets in a year.
- Plan in advance. We created a content development strategy knowing the goal is repurposing content, yet preserving enough unique content for the book to maintain the sanctity of the publisher’s copyright. McGraw Hill would not bother publishing a book that had already appeared as a series of free reports. The strategy also included recruiting the right team of researchers and editors—extensive prior experience required.
- Research. Our goal was to approach every leading edge user and consultant/analyst. Together we identified 40 potential sources and approached them all. Most agreed to discuss their views and experiences, as well as alert us to other qualified sources. Working with Bloomberg Businessweek Research Services, we conducted two surveys to identify the current state of customer experience goals and challenges among a global audience of senior executives. The surveys, and polls by others, enable us to deliver an evidence based narrative.
- Writing and editing. We supported the authors with a style guide, to make sure the book would read as if it were written by one person. This guide also established the tone, the target audience, our goals and other details in the beginning, with examples. Repurposing the huge amount of information and survey data required two experienced editors who knew the customer experience domain as well as packaging content. They were intimately involved with every word and sentence, before the files were sent to McGraw Hill. We knew its standards and how to meet them.
- Project management—this program could only succeed in delivering the key assets within 12 months if publishing industry discipline was enforced. The bureaucratic delay cycle typical of corporate content development would not only stifle creativity, but would doom the book to a forbidden multiyear schedule. The presses rolled on time due to a huge effort by all of those involved.
- It is possible to do a book in one year, from start to finish.
- It is possible to derive white papers, case studies and other collateral/assets from book research, but you must have a plan.
- And you must be flexible—your original plan may be no more than a series of informed hunches.
- Non writers are not familiar and typically uncomfortable with publishing industry style, work cadence and deadlines. In publishing, deadlines are not a wish list item. It takes continued vigilance to maintaining the schedule.
- Of course, while you stick to the schedule, you don’t sacrifice quality or content.
- Credibility is everything—the book should not be used to overtly sell a product. The book can sell ideas and techniques and capabilities.
- Partners. Pick a publisher who is flexible, creative and focused on delivering great books. Avoid those who just want your client’s money and don’t care that the book would be replete with errors.
- Insist on evidence for the points you’re making. No data, no credibility.
Take as much time to market the book as to write the book. Promotion is not just the publisher’s job—the authors must take the lead.
Bottom line: For most nonfiction authors, and especially IT vendors, the financial rewards come from leveraging the book as the ultimate marketing tool, not as a direct revenue generator.
Want to hear more? Contact me at firstname.lastname@example.org. And to learn what NOT to do, read on…
One day last year I had an urgent telephone call from a vice president at a major public relations agency. The Chief Information Officer (CIO) of a software company client had paid a ghostwriter to spend six months interviewing the CIO and doing other “research.” The PR team didn’t think the resulting 40,000 words was a real book. Would I review and make recommendations, given my 20+ years of media experience (including the writing or ghostwriting/editing of four nonfiction books)?
It turns out the CIO and the ghostwriter together made a series of serious errors. The manuscript was devoid of examples or enough proof points for a white paper, let alone a book. It turns out that the CIO had hired a writer who knew nothing about the topic area and had never written a book before.
Only about 20% of the manuscript was good enough for a book, so the CIO’s idea needed a lot of research to develop enough proof points to make it credible. The client didn’t want to fund the additional work, legitimately complaining that it had already spent a lot of money and didn’t have much to show for the investment.
So a great book idea died, even though I knew a publisher that would be interested in the idea. The lesson: Choose your author carefully, set your goals for the book and above all, plan for where you want to end up before you begin.