One of the saddest comments I hear from trainers, coaches or speakers is this: “I wrote a book once, and it didn’t really go anywhere.” All that work, and no results. It’s crushing.
Because if you are anything like the clients I work with, you are outstanding at what you do. And you’re determined to change the world with your work, so you want to grow, grow, and grow some more.
A book is one of the most powerful tools for you to realise your ambition, so how could you write a book that flops so badly?
Well, in my experience, sometimes authors undermine their authority and damage their brand with their books. Sound unlikely?
Here are the three most common ways you might sabotage your success:
- You dilute your expertise
Some authors lay out a process for readers, then backtrack with a comment like: “Of course, you don’t have to follow these steps. Feel free to adapt them.” When you do this, you undermine your authority. If you’ve developed a method, stand by it. Your readers want confidence and clarity, not ambivalence. - You express opinions without backing them up with evidence
Another common mistake is writing statements like “I think leaders who listen create happier teams.” This is an authority buster. A book is not the place for vague personal thoughts. It’s a place to present your knowledge, backed up by solid evidence. For instance: ‘A 2016 study published in the “Harvard Business Review” found that “The most effective listeners… periodically ask questions that promote discovery and insight.” ‘ Quoting this study proves that listening isn’t just a good idea, it’s a proven leadership strategy. By anchoring your points in credible research, you shift from offering opinions to demonstrating authority. - You shy away from promoting your book
Sadly, some authors lose faith in themselves at the critical moment of marketing their book. Instead of confidently sharing their book with clients or prospects, they keep quiet. They don’t promote it, don’t sell it, don’t even give it away. Boxes of books sit unopened in the garage. Putting your work out into the world can be scary. But the first sale is always to yourself, as my sales coach, Rachel Bourke always says. Confidence is key to success, and that starts with sharing your work widely.
A book is one of the most powerful ways to amplify your authority and grow your brand, but only if you avoid these common pitfalls.