Authors don’t (or shouldn’t) write books for the primary purpose of getting rich off book sales.
Book sales are the way in which authors achieve their goals, but the ROI from sales is not the main purpose.
Authors typically want to make an impact, generate leads, snag more speaking opportunities, or increase their credibility, among many other potential reasons.
To accomplish any of these goals, you need your reader not to just buy your book, but to actually read and finish your book.
The name of the game is: engagement.
The way you accomplish your goals as an author is by keeping your reader engaged throughout the book.
Let’s talk about some of the most effective ways to do that.
Strong Intro and Conclusion
The introduction and conclusion are the most important chapters of your book. I can confidently say that no matter the structure or the nature of your book.
A strong introduction is what engages your readers in the first place. If they don’t get engaged in this portion of the book, there’s a strong chance they’ll move onto a different book or just get bored and put it aside for “later”.
A strong introduction involves having a good hook, typically a great story related to what you’re teaching that draws the reader in. I also like to use this section to let the reader know what they’ll learn, so they keep turning the pages to get that content. Lastly, when it makes sense, I use the intro for “character development,” in other words getting to know the “why” and background of the author that will be important to know for the book itself.
The conclusion is just as important. Although the reader has made it to the end of the book, their engagement is no less crucial. This is where the impact comes into play. You want to really motivate your reader in that last chapter to take the actions you’ve taught and to become part of your ecosystem. If your conclusion is a flop, they’re far less likely to do that.
In my process, the conclusion and introduction are always written last because they are that important and need to capture the essence of the book.
Storytelling
Storytelling is one of the most important aspects of a book to maintain engagement. You might be thinking, “That’s obvious. It’s a book…” It’s probably less obvious than you may think. Sure, it’s obvious for fiction books and memoirs, but in the world of business and leadership, it can be easy to get caught up in the actual teaching and frameworks.
Without stories, those teachings become a textbook. Most people don’t willingly read a textbook in their free time. Instead, they’re captivated by stories. Your own personal stories. Stories of others in your life. Stories of your clients. You get the idea.
Stories are how humans have passed down information for thousands of years because they work. Your stories help the reader relate to your content, see it in action, and be able to apply it to their own lives.
As a bonus, readers also see how you’ve been successful using these insights, which helps you build your own credibility by showing that you’re good at what you do.
You don’t need to talk about yourself the whole time. A variety of examples is beneficial. But the key is to have a healthy dose of stories to accompany your teachings.
Overcoming Objections
I believe that overcoming objections is an area that is frequently overlooked. Every reader is coming into your book with their own experiences and perspectives. That includes their opinions.
If you’re not overcoming objections the reader may have throughout the book, they may come up with excuses or opinions as to why what you’re teaching won’t work for them or doesn’t relate to them.
By consistently (and subtly) doing this throughout the book, you keep them engaged because they’re able to see that maybe your approach or insights are different from what they’ve experienced in the past. You want to show them that you can actually help solve their problem or help them reach the next level.
You don’t need to call readers out the entire time, but instead, you can add content that will naturally help counter their objections.
If you’re interested in creating a book that holds your readers’ attention but you don’t have the time, request a book consult using the button below!
Disclaimer: This blog should not be construed as providing, or intending to provide professional financial, legal, psychological, or other professional advice. It is simply meant to share my experiences with those who may find them relatable and helpful.