How to write a business book: constructing the layout

At the moment I'm helping a client organise material she already has written in various forms.  Her book is aimed at people who own their business but are new to running a business and people who are given a role in business but haven't done it before or want to upgrade their skills.

Sorry I can't be more precise about the exact topic but it's confidential.  But there are some general principles I thought it might be helpful to lay out.

You know what you're writing about but your reader doesn't

This is a problem I see all the time.  We tend to write our books from our perspective.

That won't do because someone who picks up your book may be many steps behind where you are.  I know it may seem like a chore but you have to approach this from a beginner's mind if that is the kind of book you're writing.

If you are writing an advanced primer of some kind then fine.  But even there you have to make clear where your baseline is.  What are you assuming they already know? 

Terms of reference if you like.  Because I can guarantee if you don't make it clear, someone will have an issue with it.

When I worked as a librarian, I taught new staff how to manage our book issuing system, part of which was based on alphabetical order.  Simple you might think. 

Not so.  You wouldn't believe how many queries people have about alphabetical order.

So it's never as easy as ABC.  Assume you know nothing about your subject and start again.

You may process information in a different way from others

Have you ever noticed how people read out phone numbers or read them back to you?  Some break them down into blocks of 2 or 3.  Others read them straight through.

We all have a unique way of absorbing and processing what we see or hear.

What that means for you as a writer is that you have to provide different ways of absorbing information.

One way I like to offer as a suggestion is the basic talk structure.
Tell them what you're going to tell them.
Tell them.
Tell them what you told them.

In a chapter you can break this up by creating summaries at the beginning or end or create action plans that underline what you said. Too much material on a page without white space is difficult to absorb.

Material you've written before can be adapted

People who want to write books often have written other material.  Articles, blog entries, course material.

There's no point in reinventing the wheel if you already have many of the spokes there.  It's a matter of finding some structure that connects them together.

Yesterday we had a breakthrough because I offered her a way of working through the processes in the subject.  It's often difficult for you if you're inside your subject.  An objective view is always helpful.

As soon as she heard my suggestion, she understood how she could 'borrow' material already available in her writing elsewhere to drop into the proposed layout.

AHA moment.  I love it when I help people find one.  Now she'll make faster progress because she's not struggling thinking she has to start over again for the book.

So if you want to write a book and have no idea where to begin, look what you've already done.  You may be pleasantly surprised about how fast you can turn it into a book format.

Writing a business book: 10 essential rules

1. Start your book:. I have no official statistics but my informal research tells me that the ratio of would be writers to actual starters is 10:1. 
2. Write something every day.  Even if you only manage half a page in Word, that's better than going a week then exhausting yourself by writing 50 pages.  Writing is like other activites, the more often you do it the easier it gets.  Try for 15 minutes every day.
3. Be disciplined. When you write make sure that's your time.  Ignore the phone, the email and everything else.  Even if you only allocate that 15 minutes, ring fence it.  Get up early.  Stay up late.  Do whatever it takes to create that space.
4. Send your internal critic on holiday. One of the commonest problems for new writers is to review their work as they go along.  That's the worst thing to do because writing is a seaparate activity from editing.  Confusing the two will stop you putting anything down on paper.  When you write, only write.
5. Find your best time to write. Morning or evening?   Short bursts or lengthy sessions?  When and how are you most efficient at anything?  Writing is no different in requiring your concentration and focus. 
6. Do your research - before you write.  You may need to do a substantial amount of research for your writing.  If so then do it before you begin to write; give everything itime to settle in your brain beofre you start writing..  Like editing, research takes a different mindset and stopping in the middle of writing to check a fact will slow you down and break your train of thought.  If you need to check something then write that into the text in capitals soyou'll pick it up easily when you edit.
7. Be approachable.  The whole point of writing is to communicate something to your reader and make a connection.  Remove as many obstacles as possible.
8. Be flexible.  Changing the structure of what you write can help you communicate better.  Keeping to a rigid structure is wrong if it makes you less effective.  Your priority is not to produce the perfect structure but one that works for your reader.
9. Be passionate.  Enjoy what you want to communicate.  Passion sells.
10. Finish your book.  There are thousands of unfinished manuscripts hidden in desk drawers and computer discs.  Make sure yours sees the light of day.

Writing your book: 5 ideas to begin

If you see writing a book as a major task, then you're not alone.  Since few business people attempt it even when they think there are benefits to be gained, it's one of those tasks that will be done, "When I have time.".

What if instead of it being a major undertaking, it becomes only a progression of the writing you do anyway?  Thinking about it that way can transform it into an end in sight as you write daily.

Here are 5 ideas on what you can use:

1      Blog entries

You're already writing these on a regular basis aren't you?  If not then you should make it a priority because it works for you on two levels.  It provides interesting material to send to your contacts and just as important, search engines love content.  Think about constructing your blogs around thems that would provide section or chapter headings for your book.

2.     Frequently Asked Questions 

Most websites have sections based around this them.  Sometimes they're called other things, but offer information that is searched for on a regular basis.  In your busienss you'll have something that voers all the basic informaiton about what you do.  It's the type of topic often covered in offline brochures.  again you can adapt the contents of your basic informaiton into a short book.  This will carry more weight with readers than a brochure, no matter how substantial.

3      How to manuals

These can be an extension of or an alternative to the FAQ segment.  They need to be easy to read and understand for the reader.  Comprehensive but not intimidating.  All businesses contain large amounts of information that often goes to waste because it's in jargon form or seen as 'internal' documents.  Sharing how you produce your products or services can  make a connection with prospective clients or purchasers.

4      Journals 

Depending on the type of writing you do, or your prospective audience, journal entries you make anyway can form the foundation of a book.  Many books by journalists have started life as regular column entries which at a later date have been turned into books.  If you think that a column may be 250-500 words per entry, over the course of a year you may have written between 20-25000 words.  More than enough for a 100 page small book, especially when you add in a foreword, an introductory section and closing chapter.

5      Social media entries 

Already this has been done.  Maybe you think it's stupid but if you accept that a book can be any size you want it to be these days, and you can produce as few or as many copies as you want, then it becomes less stupid.

Any book can enhance your reputation as an expert, speaker, business consultant or what you want it to be.  Focus on how you can fit the book into your marketing strategy... before you begin to write it.  Check out what esists already then create your unique take on the subject.

Writing a book? How do you decide what to include

When I was writing essays at school, many years ago, they were often returned to me with paragraphs crossed through with the comment(in red ink of course) 'is this relevant?'

It's tempting when you start a book to bung everything in that you know. But that isn't always the best approach.

Here’s an except from my upcoming book How to construct your book that will take you through the process oc putting a book together

I’m talking here about non-fiction.. this isn’t a creative writing text though if you want to try it on the structure of your novel do have a go.

Most topics that we want to write about can be quite easily divided into subtopics.

If we take my own expertise of writing then whenever I plan any piece of writing the first step is always to break it down into the elements I want to include.

Why do I use this method?

1. Because it makes you focus on the essential information you want to get across.

2.You can rank the topics in a logical order or in order of importance to the reader.

3. It provides you with an immediate structure to organise your text.

With writing, the sub topics might include:
- how to find inspiration
- why you should research your subject before you start to write
- the two stages of writing you should never confuse
- how you make the process of writing easier

and so on.

If you’re still not sure about the topics you’ve chosen, here are 3 ways of checking them out:
1. Look at the FAQ section on your website.

2. What questions come up time and again with your existing clients. They’re the ones you have a successful business serving

3. Do an online survey. Using Survey Gizmo or similar programme you can soon find out what’s important or not.

Sometime I think about comparing the structure of the book to a human skeleton. Without the bones you’d flop about all over the place. So will your book without a structure.

Make it a priority to have yours down and clear. Trust me – if you have to write to deadlines or number of words then this is the fastest way to do it efficiently.

Business books: write or construct

‘If you can gain one idea or insight from a book then it’s worth reading.’

This was the statement of a multi-millionaire, writer with serial business start-ups under his belt and more fingers in more pies than most of us could imagine.

His method of speed reading was very specific and targeted on gaining the maximum benefit from his reading for the least investment of time.

Which might come as a blow to the many authors who sweated at their laptops or notebooks long hours to produce their work.

But and it’s an important but… it’s a great lesson in how to think about writing a business book.

How many business books have you read and really benefited from?

Probably not as many as you might first think. That is if you assume you have to read the whole thing cover to cover in depth. But if you have a strategy to extract the nutrition of the bone marrow from the book like a juicer, then you can turn this strategy on its head to give you the perfect guide to constructing a book.

Since I published my first book last January, gosh was it only last January, I’ve shared many conversations with fellow business people who really, really, really want to write books. But worry about starting, about keeping going and about finishing.

And what they worry about most is the writing.

So then I say, think about constructing your book.

It’s very odd the expression that unfolds across their face at that point. As if I’ve suggested they steal a toy from a child or drown a puppy.

Write a book versus construct.one

They can’t be one and the same thing can they? Writing is a venerable art practised over centuries by the most intelligent, the most academic, the most artistic of the population.

Construct on the other hand refers to, building, manufacturing and industry.

And they definitely want to be WRITERS.

Except they aren’t because they can’t get started, or… you know the rest.

The bottom line for me is this. Whatever business you run there is a book there waiting to emerge. A book that will proclaim your expert status to the world, enhance your reputation… and lead to profitable business for you.

And for me if you are in business that means you can construct a book.

Constructing a book takes away all the fear of writing because you are working from the known and understood instead of leaping off a cliff without a safety net.

Or remember Indiana Jones leaping off his cliffs – well he had stepping stones waiting for him and so will you on your leap to become a writer/constructor.

More on this in a few days.

Generating ideas for your business book

Here's a quick way to generate ideas about how to write for your own business.

1. Look at your business books.
2. Choose 3 you have gained something from.
3. Write down why you bought them, borrowed them or stole them from friends.
4. Study them in more depth and jot down how you can use a similar method, way of writing or layout for your own topic.

This should get you started. It's always easier to say, that's interesting but I would do it a different way than have to start from scratch.

This is just one of 3 ways you'll find to generate ideas, in Writer's Little Book... with Big Ideas.

How to survive writing a book

How's your book coming along?


Most people I meet feel either they have a book inside them or that they'd never dare to write one.


The first group I'm always intrigued to know how they're doing and the second group I always want to know what's stopping them.


I've no idea where you are with regard to writing a book but you may well have begun one, then given up. I'm sure for you that hurts and/or proves that you couldn't but it isn't an uncommon place to be.


Certainly I've been there and I've only made my way to becoming a published author because of stubbornness, bloody mindedness and a mad belief in myself.



How to survive writing a book: 5 strategies

1. Be kind to yourself - award yourself, chocolate, warm socks, alcohol(not too much) or whatever it takes to keep up your motivation.


2. Find support - if that doesn't exist around you because you're hiding it from your friends, family colleagues, then go online and join forums, (dare I suggest you join Writer's Little Book Club).


3. Understand you need help - if not with the writing, then with the editing, printing, build your author's website etc etc.


4. Remember Rome wasn't built in a day - you'll have times it's more difficult to write, times you want to take a break from the manuscript.


5. Accept you're a hero - for beginning, for keeping going and for finishing.

95% of the population never make the effort to begin let alone to finish. So award yourself gold stars for every day you keep at it.

Whatever you do - keep on writing.

You can download a longer free article on the 5 strategies at http://www.writerslittlebook.co.uk/

How to write a business book

Without losing your mind or taking years.

Every time I go to a networking event, I can guarantee at least one person says to me,'I probably should write a book to help market my business.'

My reply is always a resounding YES.

So what stops otherwise intelligent and market focused entrepreneurs from using this strategy?

Fear, procranistination and mental paralysis.

Trainers who wouldn't hesitate to come up with a speech lasting 45 minutes, or a workshop lasting 2, 3 or even 5 hours, freeze at the thought of... a book. What happens in their brains to cause such panic?

Well it's a book isn't it? Yes but we aren't asking you to write War and Peace are we?

What's required, in this instance is a practical book based on your experience doing what you are good at doing.

Which means that if you produce information as part of doing what you do, then you already have the basis for a book. In my experience, most trainers, coaches and mentors already have at least 50% of their book written. And people with businesses based on products or skills have a fund of information and expertise they can use.

It may need editing to fit into a marketable format but I'm sure you'd agree that's nowhere near as scary as starting with a blank page.

So come on - resolve now, not on 1 Jan 2010 but NOW, that you'll not only think about writing your book but TAKE ACTION.

Here's where to start to write a business book.

1. Look at the construction of any workshops, coaching programmes or mentoring schemes you run. Or jot down 20 questions people always ask about your product or area of expertise.
2. Write down any headings, segment titles or parts of your workshop or programme.
3. Re-arrange to form the chapter headings of book
4. Add Introduction at beginning, summary after each heading and Conclusion at the end of the headings.

Now you have a basic outline of your book.

If that doesn't generate some thoughts about what you can put in your book I'll be stunned.

Simmer it in your unconscious mind for a few days then get moving on collating all the material you need.

Let me finish by asking you a question?

If you could complete a book by focusing all your energy on it for only 7 days, would you do it?

If the answer is no then it's not the right time or activity for you.

If the answer is YES then I'll have something of interest to you in the next couple of weeks. I'll keep you posted.