Want to Write a Business Book…Write a Paper First

Having written a book on marketing and nurtured other nonfiction books from concept to shelf, I have learned much. Clearly, there are tangible and personally rewarding reasons to write a book. They establish you as a thought leader. Business books are proven to boost awareness, establish leads, and help close sales. Books are a ton of work but pay back in many ways.

It is a shame that the majority of them should never have been written.

There is an overwhelming amount of substandard work out there and more every day due to self-publishing and assisted self-publishing. I am not talking about books that have typos, horrendous grammar, and downright awful writing. My issue is with books that lack premise or have lazily and greedily repackaged what is commonly known and previously published. This happens across the nonfiction spectrum, from business books to self-help to the how-to varieties.

I have read over 500 marketing books and the law of diminishing returns kicked in 480 books ago. Further, when I was Chief Marketing Officer at DDB Worldwide, many colleagues were interested in writing to boost their personal brand. The global advertising agency had over 12,000 employees, so I expected waterfalls of thought leadership.

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What is a Group of Authors Called?

You have heard of a murder of crows and a pod of dolphins. Not to mention, a parade of elephants and barrel of monkeys. How about a warren of rabbits? Those are a bit obvious. Digging deeper, it is fascinating to see, how other wildlife groups are identified. Most are quite fitting. Let’s check them out before describing a group of authors.

Look out for that Cauldron of bats and Army of caterpillars. Don’t get run over by a Caravan of camels or fall prey to a Coalition of cheetahs. It is tough to join a Convocation of eagles or partner with a Business of ferrets. I’m too short for a Tower of giraffes and intimidated by the Flamboyance of flamingoes.

Time to run if you hear a Thunder of hippopotamuses or are threatened by a Mob of kangaroos. It is a Conspiracy of lemurs that led to a Prickle of porcupines and the Unkindness of ravens. All true!

Oh, and then there is Wisdom of wombats. No joke, it seems those critters get smarter in large numbers. When it comes to authors, hats off to tripfiction.com for soliciting submissions to name a group of authors. These are great…

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Yogababble: The Spiritual Disguising of Brands

Language is fascinating. Written, spoken and designed communications are my trade, so my senses perk up when I happen across something new. That occurred while listening to one of Wondery’s entertaining and informative podcast series. WeCrashed covers the rise and fall of WeWork and its faux messiah leader, CEO Adam Neuman. 

On a side note, Wondery produced the insanely popular, Dirty John, among other titles. Its growing library and model of partnering to develop content, made it attractive to Amazon. The giant company paid US$300 million for Wondery on December 30, 2020.

One word hooked me through the WeCrashed series. It was, yogababble. According to Urban Dictionary, it means, “Spiritual-sounding language used by companies to sell product or make their brand more compelling on an emotional level. Coined specifically about WeWork’s IPO prospectus in 2019, which was full of phrases like “elevate the world’s consciousness” and at the same time showed problematic financials. Yogababble is intended to disguise or compensate for practical or financial weaknesses in a business or product.”

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