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Why Write A Non-Fiction Book


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									Why Write A Non-Fiction Book?

When people approach me about writing a non-fiction book, my advice often disappoints them
because of their expectations about the publishing world. There seems to be a pervading myth
that simply publishing a book, on its own merits, is enough to bring fame and fortune to any
author. This may come as a surprise, but if your purpose in wanting to write a book is to make
money, then read on as I shed some light on the real truths behind book publishing.

The truth is that very few non-fiction authors make much money from their book alone.
Publishing a book and getting nationwide distribution is an exorbitantly, and in most cases
prohibitively, expensive process. It's time and energy intensive, and will take massive amounts
of resources. In fact, non-fiction authors will spend anywhere from $400-800,000 before they
even break even with book sales (anywhere from 200-350,000 copies sold). So if it's that
difficult and expensive, what's the point of publishing a book anyway?

There are two main reasons to write and publish a non-fiction book, and to make money
certainly isn't one of them. The two reasons are to market your business and to gain credibility.

Reason #1: Marketing
Unless you have a baseline business platform, other than your book idea, to drive traffic to,
there's very little point in publishing a non-fiction book. You won't make any money and it won't
be worth the effort. The successful non-fiction authors are those who understand that their book
is nothing more than a marketing tool to drive traffic to their business, and who exploit this
knowledge effectively.

For example, Stephen Covey's books drive traffic to Franklin Covey, T. Harv Eker has Peak
Potentials Training, Mark Victor Hansen and Robert Allen's book The One Minute Millionaire
markets the Enlightened Wealth Institute, Killing Sacred Cows by Garrett Gunderson and myself
leads to the Freedom FastTrack process, marketing guru Seth Godin built Squidoo, Ken
Blanchard's company is a global leader in workplace learning and productivity, just to name a

The real money to be made from publishing a book doesn't come from the book itself; it comes
from the business that the book is designed to market. So what does this mean for you? You
should spend far more time and effort developing a legitimate business, rather than writing a

Besides, you don't even need to write the dang thing yourself–that's what guys like me are for.
You build your business, and let me get your book written. Your time is much better spent
focusing on your business, products, and services. This approach will ultimately result in far
more dollars to you than trying to make money from book sales alone.
Reason #2: Credibility
In the Information Age, your audience is drowning in information. They're constantly
bombarded with television, radio, books, advertising, Internet, blogs, music, etc. So why should
they listen to you, especially when there may be countless competing factors sending them
conflicting messages? When faced with information overload, people listen to and buy from
those they deem to be credible.

Think about it: why are quotes so powerful? It's not because of what is said in a quote that makes
it relevant and important to you–it's because of the credibility of the person saying it. When you
hear the words, "Be the change you want to see in the world," the quote sticks with and impacts
you not because of the actual words, but because you know they came from Gandhi, a man who
earned ultimate credibility on the subject of changing the world. Your neighbor could say the
same thing, but unless he has credibility on that subject, the words will impact you far less and
you will quickly forget them.

The phrase "Imagination is more important than knowledge" could be seen as nothing but a trite
adage, but coming from the mind and mouth of Albert Einstein, it carries substantial weight and

Credibility is a precious commodity in the business world, and it's one that, once gained, will
dramatically increase your bottom line. There's something about being a published author that
gives a person instant credibility. Imagine being at a party and meeting three new people.
Suppose the first two people you meet are incredible businessmen (or women), and the third is
actually far less accomplished than the first two. But if you learn that the third is a published
author, suddenly you pay more attention and give more weight to their words. And the chances
are high that the published author, despite any of their other accomplishments, is the one that you
will remember months later.

If you are thinking about writing a non-fiction book, my advice is that you must first understand
that publishing a book is not a good way to make money in and of itself. You absolutely must
develop a world-class business that the book is deliberately designed to market, and it's through
increasing traffic to this business that you will make your real money. And by gaining
credibility, which comes from being a published author, the chances of getting people to
consistently buy from your business are considerably greater.

In other words, what you need isn't a good idea for a book, but rather, a good business to market.
Build a business and use a professional ghostwriter to write your non-fiction book.

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