10 Mistakes Entrepreneurs Make When They Write a Book

Books can make, break or elevate a brand. For an entrepreneur, a book is the ultimate business card and a creative way to expand your voice. Most of all, publishing a book is a powerful way to share your story and expertise in a way that can change someone’s life. I can’t imagine my entrepreneurial journey without the writings of Zig Ziglar, Seth Godin and countless other wise voices.

As someone involved in the book industry for 20 years, I’ve seen plenty of successes and flops. And the ever-changing publishing landscape has created unprecedented opportunities for entrepreneurs to stand out.

Since I already know you want to publish a book — every entrepreneur does — here are seven common mistakes and how to avoid them.

1. Do it for the money.

Yes, a successful book should be cashflow positive. But there are other ways to measure ROI. Some clients measure their book’s effectiveness by the doors that open or the clients they land. It’s quite possible to sell 10 books, and earn $100k in new business as a result. Not a bad return, right?

Additionally, if money is the main motivation, the quality of the book will suffer. When writing your book, keep your reader in mind, and hold nothing back to help them.

2. Fall in love with the title.

No matter how much you love the working title of your book, if there are 12 other identical titles available on Amazon — or one by Malcolm Gladwell — it’s time for another brainstorming session.

Do the painful work of brainstorming a title and subtitle early in the process. This will help you center the writing around a theme or word-picture. That said, be open about changing the title and subtitle as the book evolves.

3. Design the cover.

Your book is a product, not just an art piece. Unless your business creates bestselling book covers, hire a professional, and utilize focus-group testing. Cover design is an art form unto itself, so don’t be a control freak.

If every focus group prefers a design that’s not your favorite, consider a new favorite, or keep trying. Bottom line — don’t settle until your cover is amazing.

4. Don’t plan the book like a business.

The most helpful books, in my opinion, are equal parts visceral expression and strategic planning. Purposely decide how you want the book to position you and build your brand.

I always begin a project by interviewing the author and drawing out what the…