Halving Your Book's Content Will Double Your Results

Thinking of writing a book for your business?

Here's why halving the content will double your results.

The key to a successful book is to start with the end in mind, know who you want to be in conversation with, and understand what questions they are concerned about.

Pick a Single Target Audience

To be effective, you need to create an "I want that" response when people see your book. Being specific in selecting your audience makes this much more likely.

If you're a financial advisor, writing "The 2024 Social Security Guide" will attract those reaching retirement and thinking about the choices they need to make. If you prefer to work with young families, "The 529 College Savings Solution for New York Families" will attract families in New York thinking about college savings.

Too many business owners are concerned about excluding potential clients, but the truth is, most niches are more than big enough. Starting the conversation being specific establishes you as their go-to person.

You're not a writer. Your job is running your business, so every word you write is taking you away from that.

Writing the Right Amount

Over the years, hundreds of people have asked me how big their books should be. The truth is, it doesn't matter. Here are a few important things to remember.

You need to write enough to answer the question you promised to in the title of your book. No more, no less.

Your readers don't want to read. They are choosing your book because the title promises to help them achieve something. Write the right amount to provide value without making it hard work.

Your book is the start of the conversation. Trying to convince, persuade, or worse, guilt people into working with you in the pages of your book is a waste of everyone's time. Instead, consider the book the first introduction and lead the reader to an obvious next step. The effort you could put into more content is far better placed creating a follow-up that helpfully educates and motivates people over time until they are ready.

Add value in the beginning, and there is always a next step. The same should be true for your book.