How to Write a Book

Writing a book can be a career-changing move for any PR professional. Last month we explored the critical question of “why.” Why bring another book into the world?

The answer defines your purpose, and it will drive every decision you make along the way about content, design, distribution and marketing. 

This month we start digging into the “how,” beginning with the writing process. 

Find the point of difference.

When I first thought about writing a book on communication, I quickly realized there were already tens of thousands of books on the subject. What could I possibly add to the conversation?

But every writer since Aristotle has faced the same question. So if you’re looking to cover a popular topic, here’s how to set your book apart:

• Offer updated information or do original research, such as interviews or surveys.
• “Thin-slice” the topic for discrete audiences (accountants or engineers) or situations (negotiations, job interviews) or industries (manufacturing, health care).
• Find a “hook” — a unique take, angle or spin on the subject.

The hook is more than a marketing tactic — it’s a practical framework for organizing the content and making it more engaging and meaningful for readers.

My own hook was to apply what I learned in my acting career to the subject of business communication — lessons from show business to help you succeed in your business. But I soon discovered that even that was not a completely original premise.

Which brings us to one final, unassailable point of difference: Nobody else has your unique voice or stories.

Leverage existing content.

Keep in mind that you don’t have to start completely from scratch. Collect up every presentation, article, blog post or client memo you’ve written on the subject and use some of that content.

Not verbatim, of course. You should adapt it. A book that’s simply a cut-and-paste of old material is easy to spot and a slog to read.

Create a process.

There is no single, magical writing process that works for everyone. Me? I’m a highly linear person. Whether I’m writing a short article like this or a full-length book, I have a clear path in mind and I go sequentially from start to finish.

Other writers like to visualize the project, covering their walls with color-coded sticky notes representing topics, ideas and chapters, and shifting them around as inspiration hits.

There are countless approaches. The right one is the one that works for you.

Make it a priority.

To get this done you’ll need to reshuffle your priorities. What work can you offload? Or how much leisure time can you sacrifice?

Block out time on your schedule and make it as sacred as any other critical activity. 

Don’t be too rigid.

Writers are known for their affectations. The time, the location, the conditions must be “just so.” But we don’t always have that luxury.

I always fancied myself a morning writer — that was my peak creative time. But for my first book, mornings didn’t fit my schedule. So I tried something different, and really surprised myself.

It was summer in Chicago — a brief, glorious time to get outside. So every day after work I’d grab an outdoor seat at a favorite corner café, order an Earl Grey tea, and write (or edit) until the sun went down. 

By the time the leaves started turning, I had a completed first draft of the book. And the welcome realization that my creativity wasn’t confined to mornings.

Have fun.

If you make the writing fun, a ritual you look forward to, the process will go much, much smoother.

Speaking of fun, this really is the easiest part of creating a book. The hard part is bringing it into the world. So next month we’ll tackle how to produce and publish your book.