Some of our subject-matter expert clients and spearheads have already published books showcasing their expertise. Others would very much like to do so. However, few are clear where to start, or even whether it will be worth starting. We believe that the first place to start is with an idea—and particular, whether your idea will be viable as a book.
Once you have an idea, here are a few questions that you might want to consider in assessing its potential.
What do you hope to get out of writing a book?
This may seem like an odd place to start—but it is absolutely critical to consider. Identify your objectives or personal goals in writing a book. Is this for you, or your audience? Do you have things you want to share—or do your audience need your knowledge? Dig deep, and really explore your motivation. Writing a book is hard work, and you need to be sure you’ll keep going.
What is your proposed subject matter and angle? Do you have enough content to fill a book?
Just wanting to write a book is not enough. You need to have a clear idea of what you are going to write about, and a unique angle. You also need enough content to fill a book. One way of testing this is to write first, a short synopsis (about 100 words) of your planned content. This will force you to think about your proposed subject clearly and succinctly. The next step is to write a longer synopsis of about 1000 words. If you find this a challenge, you may not have enough material for a book.
Why is your proposed book needed, and why now?
Why would someone need to read or buy your book? When academics are drawing up research proposals, they read around the subject and identify a clear gap in current knowledge. They then design a study to fill that gap. What is the ‘knowledge gap’ for your book? It is also worth considering why now is the right time to write this book. If the answer is ‘because everyone else is also publishing’—then that suggests that now is NOT the right time because of the likely level of competition and noise in the marketplace.
Who would buy your book? And why would they buy your book, rather than one by someone else?
Realistically, who is the target market or audience for your book? Try to be specific about the precise market that you are considering, including its size and buying power. Also consider why your audience would want to buy something written by you, rather than anyone else. Consider your credibility to your target market, and whether it is realistic to expect that people would buy a book written by you on this subject. One aspect that agents and publishers consider is domain expertise—so make sure yours is in order.
What books and other media will be competing with your book for attention?
When your chosen audience is considering buying your book, what might they buy, read or view instead? This does not necessarily mean what other books have been written on the same subject—although this may be part of the answer. It also means what else is competing for your audience’s attention. This might be books, or it might be web-based content, or activities, or even people. This question is about seeing your book within its market and niche, and understanding your audience’s priorities. You therefore need to be as specific as possible about what each of these books or content offers your audience. For each competing resource, carefully consider the similarities with and differences from your book. Consider what your book can offer that these competitors cannot.
Will you be able to market your book?
A common perception among potential first-time authors is that publishers will market their books. However, this is not really true. Publishers will market your book, but they will also expect you to help identify the ideal marketing plan and be active in the marketing process. This is particularly true for non-fiction books written by subject matter experts, because you are likely to know your audience best. You therefore need to consider how your book should be marketed, and how you can contribute. For example, are you active on social media, with an established audience? Do you regularly attend conferences as a speaker? This might give an opportunity for publicity and some light piggybacking.