How do you stand out in a crowded market? Good question. Especially when you are writing an expert-positioning book on a popular subject.
If you plug in the keyword “leadership” on Amazon, up will pop 60,000+ titles on the subject. That’s right, 60,000 PLUS.
On the first page, you’ll spot the big hitters. Patrick Lencioni, Simon Sineck, John Maxwell, and David Marquet. Brene Brown has now gotten into the action, and Jocko Willink, and Henry Kissinger.
(I’m sorry, but how can anyone compete with Henry Kissinger?)
Big, big names, for sure. So, why pray tell, would you enter that fray?
I’ll tell you why.
You want to write a prescriptive non-fiction book on a topic that sells. I mean, if you get it into your head to write a book on Jack Russell terrier breathing techniques and you see no other books on this topic, you’re setting yourself up for failure. If no one else is writing on this topic, the market does not yet exist.
I don’t know about you, but I’m not willing to break trail into a wide open wilderness. You see how that turned out for the Donner party.
Let’s assume you’re a credible authority in the leadership arena. Someone with experience solving a particular problem that falls under this header. Why are you the person who should be writing this book? What’s your relevance?
We need to establish that first because your reader wants to know why you’re someone they should listen to. No one wants to listen to some rando taking innocent people on a 250-page joyride.
What’s your claim to fame? How are you relevant to the reader of this type of book? Own your credibility, because I’m assuming you have it.
Second, get clear on how your book will be different than these other popular books on the market. Do some market research before you start writing.
Explain the hole your book will fill or the fresh angle or present staggering statistic that shows how badly it’s needed. Prove this point via comparisons with 5-7 books currently on the market. You can find them on Amazon, at the bookstore, or in the library.
- What is your book bringing to the party that’s different or better?
- What is your book going to do that has been proven successful by other books?
- Why does it need to be written?
- What are some interesting statistics, stories, or studies that support your argument for why it needs to be written?
If you can’t answer these questions, stop what you’re doing and gain some clarity here first. Otherwise, you’re going to wring your hands and doubt yourself every step of the way.
You want to minimize doubt so you can successfully complete your project. And enjoy the rewards.
