Meryl's Notes Blog

I asked friends and colleagues a question regarding a book topic. Quite a few people told me to write what I want to write about. But I want to provide something people need, not satisfy a personal desire.

In the October 2007 of Sam Horn’s “Take Action” Newsletter, best-selling author Scott Turow (Presumed Innocent and Burden of Proof) shared a lesson he learned:

… an attendee asked, “What’s been your biggest lesson as a writer?” Turow thought about it for a moment and then smiled and said, “I once spent 6 months writing a book that was centered around a legal precedent called the ‘Law of Inhabitability.’ “I turned my finished manuscript into my editor who got back to me a week later with some bad news, ‘Scott, you may think this topic is fascinating – but nobody else does.’” Argghh. Scott had to scrap the project because he had violated the cardinal rule of writing and speaking, “We may care about a topic, but the more important question is will our audience care about the topic?”

This isn’t suggesting that you shouldn’t write about a topic that fascinates you. Do it. Maybe you’ll find a market. Maybe you won’t. Just be prepared for a long road in finding an interested publisher and don’t expect it to sell many copies.

I’m interested in many things, but would much rather write a book that inspires, informs, or both. Scott Turow and Sam Horn continue:

Over the years, many people have consulted with me to craft a presentation or develop a book. One of the first questions I ask is, “Why are you writing or speaking on this subject?” Reasons frequently given range from “I want to:

• Leave a legacy
• Make a lot of money
• Establish myself as a nationally-known topic expert
• Catapult my visibility and media coverage
• Drive consulting business and attract clients

These are all decent reasons. But they’re not enough. The more important question is, “Why will people find your information and approach interesting, useful, and worth their valuable time, attention, and money?” Will your material:

• Save them time or make them money?
• Motivate them or inspire them to take action on a priority progect or goal?
• Prevent trial-and-terror learning and provide a short cut to success and better results?
• Connect them with people experiencing the same challenge so they know they’re not alone?
• Teach them how to acquire a needed skill?
• Point out how they’re doing something wrong and show them how to prevent it, change it or improve it?
• Expand their horizons and give them experiences they’d never have otherwise?

All of the above are valid reasons for writing and speaking on a topic because they focus on how your audiences and readers will benefit, not just you. Clarify up front why your information will serve people and keep that in mind as you produce pages or present ideas. Your intent to serve will be self-evident and people will care about what you’re saying and feel connected to you because they’ll sense this is not an exercise in ego.

We must admit that having a book in your portfolio impresses people and can help your business. But the key reason should be to provide value to the reader.