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.Read more