I’ve been reading, writing, and evaluating business books for almost forty years. Good business books help you understand the world in a new way and take action in new ways. Great business books do that and are memorable and easy to read, too. If you want to write a great business book, here are some things to think about.

The best books are based on and built around stories.

People learn and understand best when you give them a concrete example and then explain its general application.

Simple words, constructions, and book structures win the day.

The Table of Contents should be both a guide and a sales tool.

If you want your book to read well, write for the ear.

Cuteness and clever phrasing are the enemies of understanding, no matter how good they feel to you.

Generalizations should be supported with examples, statistics, or anecdotes.

Assume that there is a reader out there who is an absolute expert on everything you say, because there is.

The 7 Habits of Highly Effective People is a great business book. Since it was first published over twenty years ago, millions of people have read it in dozens of languages. It’s the basis for a string of other products and other books. There’s no mystery here. It’s simple and well-written and, most important, helpful.

That’s why I wanted to share some writing advice from Stephen R. Covey, the book’s author. Alas, I couldn’t find any writing-specific advice, but I kept returning to 7 Habits and especially to the seventh habit: “Sharpen the saw.” Here’s a little more from Covey’s web site.

“Sharpen the Saw means preserving and enhancing the greatest asset you have–you. It means having a balanced program for self-renewal in the four areas of your life: physical, social/emotional, mental, and spiritual.”

If you want to write a great book or do great things of any kind, that’s advice you can use. Note the two parts, preserving and enhancing. You need to preserve yourself so can give your best effort every day. And you need to enhance your knowledge and abilities so you can produce better results tomorrow.

Want more? Check out the complete list of Advice from the Masters posts.

We judge another person’s knowledge of things we don’t understand by what they say or write about things we do understand. I learned that the hard way in one of my very first books.

The book was about management by exception, which was management fad of the day. In the book I described a procedure that a trucking company might use. I got it wrong. I relied on a single written source and didn’t check the facts.

We sent the manuscript out to some readers. Usually it took a month to get the reactions back, but this time one came back in a few days. The reader had circled the procedure I just mentioned. Then he wrote “This is wrong! You don’t know what you’re talking about!” in giant letters. There was other language that’s not fit for a work-safe blog.

My editor, Jon, pointed out that the reason the manuscript came back so fast was that the reader stopped reading where he made his comment. He knew the procedure I described and he knew I got it wrong. As far as he was concerned, the rest of the book probably wasn’t worth reading.

That’s how readers will treat your book. If you’re accurate about the things they know, they’ll trust you on the things they don’t know. But if you get something wrong and they catch you, that’s it. They stop reading. If they’re deciding whether to buy your book, they make a no-buy decision.

Bottom Line

Always assume there’s an expert reader out there on everything you write, because there is

Joseph Campbell noticed that many different stories from many different cultures followed a similar plot pattern. Campbell called it, “The Hero’s Journey.”

That “journey” turns out to be the basic plot of a lot of great stories. You don’t even have to go to mythology or folks stories. Think Star Wars, The Silence of the Lambs, or The Hunt for Red October.

You can use the same structure for your business book. You don’t have to use Campbell’s seventeen stages, either. I’ve found that three phases do quite well.

Remember that the core idea here is that the hero and the reader go on a journey of discovery, growth, and change. You set the stage for that journey in the first part of the book.

People who analyze the Hero’s Journey use several different names for the beginning. Some call it “The Departure” In this stage, things are “normal,” but something happens that calls for change.

If your book is about meetings, for example, describe how most meetings are now. Even better, describe how you experienced meetings and (TA DA) realized that something needed to change. That’s where you begin the learning journey.

In the Hero’s Journey, the “journey” is through unknown territory. Some analysts call it “The Road of Trials.” Other experts describe the hero travelling through an enchanted wood. In your business book, this is where the learning happens.

This can be an actual learning journey, either factual or fictionalized. In Employees First, Vineet Nayar tells the story of change at HCL, from beginning to end. I wrote Performance Talk as a story about a new manager who was learning to be a good manager.

But the ‘journey” can be a collection of stories or learning points, too. When Rod Santomassimo and I wrote Brokers Who Dominate, that’s what we did. The “journey” part of the book tells the story of more than twenty top performers in commercial real estate.

That gives you basically four options. You can tell a sequential tale or not. And you can tell a factual tale or a fictional one. Whichever you choose, when you’ve described the learning, it’s time to wrap up the journey.

In the Hero’s Journey, the hero returns to the everyday world as a different person. He or she has been changed by their experiences on the journey. In your business book, this is where you summarize the learning.

Here’s another way to think about it. The beginning of your book shows why a learning journey is necessary. The main part of your book describes the journey itself. At the end, you describe how things have changed because of the journey.

Larry King is a big deal. Today, he’s best known as the premier interviewer of celebrities on cable television. When King moved to television he adjusted his program to the audience. That’s just smart. But I remember when he did a late night radio talk show and the best author interviews ever.

Every other interviewer prepared to interview an author by learning about the author’s book. Not Larry. He asked the questions you would ask if you wanted to know if the book was worth buying and worth reading.

“What’s this book about?” Larry would ask. That was just the start. There were other simple, but powerful questions, too.

“Who should read this book?”

“Why should anyone read this book?”

“What will I get out of it?”

The great thing was that Larry asked the questions an ordinary reader would ask. By the end of the interview, you knew if a book was for you and, if so, why you should read it.

If you’re an author, you’ll write a better book if you can answer those Larry King questions crisply and clearly. You’ll also do better at marketing the book. Here’s my version of the basic Larry King-type questions you should ask and answer about your book.

Who should read the book?

Why? What will they get out of it?

Why are you qualified to write it?

Can you sum up the core of the book in a sentence or two?

That’s it. Now go imagine your own Larry King interview and write a better book.

Many people who contact me are experts. They know their subject well. They often give training programs and speeches about their subject. Often they want to turn that expertise into a how-to book.

How-to Books are Like a Recipe

A good how-to book is like a recipe Your reader should be able to get good results by assembling the ingredients and following your directions.

Don’t Expect Master Chef Results

You’re the master chef. You can adjust the recipe so it works well in any situation. Don’t expect your readers to be master chefs. Keep things simple.

Don’t Expect them to Learn Outside the Recipe

Define your ideal reader. Outline your expectations of what he or she should know. Write the recipe with that in mind.

Test Your Recipe

Find some people like your target readers. Don’t just have them read your recipe, have them try it out. If the results are good, move to publication. If not, revise, revise.

Good how-to books can be perennial best sellers. You’re more likely to produce a good one if you keep it simple, test it, and revise until everything works.

I spent part of yesterday afternoon in an Options Review Session chatting with a young man who’s thinking about writing a book. He’s worried that he won’t have anything new to say. I’ve heard that more than a few times. Usually, it’s worry about nothing.

It’s true, as Michael LeBoeuf said that “The greatest truths are too important to be new.” But a book is more than the truths you tell. A great book tells the truth in a unique way. Here are some unique ways to add value to your book.

Weave in Your Personal Story

When Rod Santomassimo and I worked on his Amazon best-seller, Brokers Who Dominate, Rod’s life story added richness and insights to the profiles of the top brokers we wrote about. Rod’s experience as a top producer and a supervisor of top producers and from his experience as a coach gave him a unique perspective on the commercial real estate business. His family, his Duke MBA, and his experience as a Division I college lacrosse player all made his book a book no one else could write.

Bring Things up to Date

Things are sure changing fast. Today’s world is simply different from the world of even a decade ago. You’re writing today, with the perspective that today brings. When Tom Hall and I reviewed the research on the characteristics of top performing companies, we found that many of the exemplars of yesteryear had fallen on hard times. That gave us a starting point. We looked back over business history to find out what separated companies who achieved long term success from those who only succeeded for a little while. We called it Ruthless Focus.

Add Original Research

Susan Finerty’s Master the Matrix would have been a great book if all she drew on was her experience as a consultant. But she went a step further and did some original research to make her book even better and unique.

Use Fresh Examples

If you want to use business examples, don’t use the ones that everyone else uses. There are plenty of new stories out there and the business press will bring them to your attention.

You can also use a different metaphor for a truth that others have written about. For decades, authors have urged us to “do one thing at a time” and to concentrate on a single goal. But when Jim Collins wrote about it as “The Hedgehog Concept,” it clicked anew for many readers.

Bottom Line

The truths you tell in your book won’t be unique. What makes a great business book is the unique way you present the truth.

People filed slowly back into the room after lunch and sluggishly took their seats. The room was warm. The air was still. Soon heads were nodding as the presenter droned on. Then he turned off the projector.

“Let me tell you a story,” the presenter said.

As he launched into his tale, you could see heads come up and backs straighten. People began to pay attention.

Stories have been our favorite way to communicate since we first cobbled language together. We use them to make sense of complex situations. They help us remember important things. We even tell stories for fun.

That’s why stories should be the core of your book. It’s the stories we love.

Statistics are great. We’ll write those down. Your important points should be stated, but they’re hard to remember without stories to help. People remember your stories. Let me tell you one of mine.

I was in Phoenix, about ten years ago, speaking to a business audience. After the speech there was the usual cluster of people around me, but as they drained away, I noticed an older woman standing off to the side, obviously waiting for something. She wasn’t dressed like anyone else in the hall, and I idly wondered what she was doing there.

When the last well-wisher had gone, I turned to pack up my things. The woman’s voice came over my shoulder.

“Are you related to Natalie Bock?”

I said that was my mother’s name.

“I hoped so,” the woman said, “I saw your name in the paper and I hoped so.”

I waited.

“Here.” The woman thrust a piece of paper at me. It was a photocopy of an old magazine piece. I looked closer. My mother wrote that piece in the 1940s. It was titled, “My Life with the Dominie,” a story about life in the small rural parish they served right after my father graduated from seminary in 1941.

“I bet you don’t have that.” I pulled away from my thoughts. “No, I said, “I don’t, but I’ve heard about it. Don’t you need this copy?”

The old woman told me that she had the original and also another copy. She said she re-read it often. I asked her why.

“Oh,” she said with a big smile, “It’s such a wonderful story.”

I just had a marketing call from one of those companies that promise to “make it easy to create your book.” If you want just something between covers, maybe they can deliver on that promise, but if you want to create a great book with your name on the cover, there are no shortcuts.

Great books are the product of thought and care and feedback and revisions. None of those things happen quickly.

Anyone who tells you that there’s a shortcut or an easy way to write a great book and market it well is either delusional or trying to sell you something.

You don’t have to take my word for this. Read Cali Yost’s great post, “Why I Disconnected to Write My Book.” It inspired me to write “Cali’s Writing Cave.”

What comes after the writing is done takes time and effort, too, though you can hire more help there. Read the post Whitney Johnson and Bob Moesta wrote on “Procrastination is Essential to Innovation.”

It’s really one of the basic laws of life. Good things, and great things, take time and attention.

I received an email over the weekend from a young man who’s thinking about writing a book. Here’s the core of what he asked.

“I’ve read the material on your site about all the help you can give someone writing a book, but I’m pretty sure I can write this book on my own with no help from you or anyone else. Why can’t I do that?”

Of course he can do that. So can you. In fact, pretty much anyone who can read a book can write one. But … it’s a big BUT, you need to have or acquire the knowledge and craft to do the job well. Here’s why.

Writing is not as easy as it looks.

I once had a prospective client offer me starvation rates for a writing project. He said, “I’m going to do the important part and come up with the idea. All you have to do is write it down.”

The response that I gave that person was, “Thank you, but I really don’t think I’m the person to work with you on this.” The response that I wanted to give was, “Oh yeah, buster, try the writing part and see how it turns out.”

Even if you’re pretty sure you write well, you should check with others and see what they think. If your writing needs to improve, there are plenty of courses and coaches that can help. Even if you write well, you will find that a book project is different.

Writing a book is a different kind of project

Writing a book is different than writing almost anything else. For one thing, the writing goes on for a long time. You can probably conceive and write a blog post in part of your morning. You can probably conceive, research, write, and re-write an article in a week. Compared to those projects, writing a book goes on and on and on.

When you write a book, you must be consistent throughout. That takes attention and effort. What you write in the final chapter, must be consistent with everything you’ve written so far.

Your book will live forever

In the old days, a crappy book would embarrass you, but it was survivable because books that didn’t sell went out of print quickly. No more. Today, you can count on your book outliving you and either enhancing or tarnishing your reputation for decades.

The Bottom Line: What’s the wise choice?

It doesn’t take an extraordinary amount of intelligence to write a book. Pretty much anyone can acquire the necessary skills. The question you should ask is whether doing the writing yourself and without help the best choice. If it is, get to work. If it’s not, figure out what combination of acquired and hired skills is the best choice for you and your situation.

© 2012 Wally Bock's Zero Draft Suffusion theme by Sayontan Sinha

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