5 Secrets to Writing a Book that Scales Your Revenue and Impact by Stacy Ennis
When I launched my business back in 2009 from my apartment in Santo Domingo, Dominican Republic, I had no idea what was in store for me. At the time, I was a high school English teacher, guiding my students to develop a love of reading and writing. At night, I’d come home and build my side hustle as a freelance writer. On weekend trips with friends, I’d be the one back at the hotel, finishing grading and working on my business, while my compadres swam in the ocean and drank poolside.
Fast-forward to today, and I’ve contributed to 100-plus books throughout fifteen years in publishing, given a TEDx talk, and hit number-one bestseller alongside authors I admire, like Brené Brown and Stephen Covey. As I write this article, I’m on a flight from my home in Portugal to Edinburgh, then on to London, where I’ll deliver a workshop and participate in events for an entrepreneurial group, of which I’m a board member.
I don’t mean to make myself sound fancy—though I’ll admit there is a sparkle to this life I’ve built. I share these successes because they are accessible to you too.
Yes, hard work was involved. And yes, time. Success is a long game. But if there’s one thing you can do now to expedite your pathway to success, it’s this:
Write a book.
I’ve seen time and again, for myself and my clients, that a book can be the single most important game changer for a business. Not only is author status a ticket to new opportunities and revenue growth, but you’ll likely emerge from the journey of authorhood with greater clarity, new frameworks, and anchored confidence in your message and story.
Of course, this advice is nuanced—you can’t write just any book. In my fifteen-plus years of experience in publishing, here are five secrets to writing a book to scale your business or brand.
1. Clarify your “catalyst book.”
A catalyst book helps you get from point A (where you are today) to point B (your big vision). Begin by getting crystal clear on the right book for right now that will be the catalyst to help you achieve the vision that’s on your heart.
In my book-coaching program, Idea-to-Draft, we start by digging deeply into your big vision, one reader, and core differentiator, and then push to define how readers will be transformed through reading your book. We roll up our sleeves and wade through the muck and mire of ideation to arrive at a structurally beautiful book outline.
If you’re just beginning this journey, get started with some daydreaming. Grab a sheet of paper and a pen, set a timer for ten minutes, and respond to the prompt, “If I could write any book, what would it be about?” Let your ideas flow without judgment.
Sit with those ideas for a day. Make notes as inspiration arises. If you’re facing a nearly blank page, don’t stress. Trust that the book is within you and instead answer the question, “What could a book do for my life, business, and impact?” (And if you’re feeling extra-inspired, respond to both!)
2. Define your book type.
Once you’ve narrowed in on a topic, consider which of the three core types of nonfiction books is the right fit for your consulting business: big idea, how to, or narrative. Think creatively here and give yourself freedom. You might even write a blend: storytelling, big idea, and a touch of practicality. (There is a lot more to say about book structure—I teach an entire module just on the three types in my step-by-step coaching program.)
As you think through the right structure for your book, ask: What’s the number-one thing I want my reader to experience, feel, and do after finishing this book?
You’ll also want to get crystal clear about the book’s role in your broader vision for impact. Many aspiring authors have several book ideas or a single, way-too-broad idea that would result in a tome rather than a compelling, engaging book. Spend time clarifying your vision using my visioning guide. Then, chart out the steps to get there.
3. Write your book—with generosity.
From here, it’s time to take action. Absorb everything you can about book writing and authorhood. Begin working on your outline. Create a realistic plan to accomplish your goal of writing a book. Find a coach or program. Then, go all out and make that dream happen, because on the other side of writing and publishing your book are transformative growth and meaningful impact.
As you write, remember that generous authors win fans for life. Hold back too much, or make readers access additional steps to get basic value from the book (e.g., by visiting your website), and they’ll quickly abandon your title for another one. Instead, ensure you provide great value directly in the pages of your book.
Here’s the thing: information is always out there. But when people hire a consultant, speaker, service provider, coach, or another business service, it’s because they don’t have the time, energy, or interest to cobble together fifty Google searches—or execute every point in your book themselves. So teach what you know. If you have a clear view of the job your book is doing for them (transformation, how to, inspiration, etc.), and where your potential reader is on their journey, you almost can’t provide too much.
4. “Seed” your business as you write—with subtlety.
There is nuance to effectively mentioning your business, speaking, programs, or website. I suggest actively avoiding reader-centric language, such as “if we were to work together” or “if you hired me.” Rather, a subtle way to show the value of your work is through case studies and stories of past clients (with their permission, of course!). I find that mentioning your site or service directly more than a couple of times per chapter can be overkill and feel salesy.
But the right balance depends on the book. For example, if you’re writing a how-to book that provides a lot of value but has all the editable templates available on your website, you might mention your site multiple times as a value-add to the reader.
All that said: don’t leave out your work or site entirely! If you don’t let readers know you can help them, they won’t know. Write what feels natural and then turn it over to your (highly qualified) editor to provide guidance on whether you’re striking the right balance.
5. Build your platform—and market the heck out of it.
Since you’re reading this as part of the Women in Publishing ecosystem, you probably already know how important marketing is. At the risk of being repetitive, I want to be incredibly clear:
“Write it and they will read it” is a myth. And I’ll add, “Write it and they will hire you” is an even bigger myth.
As you write and publish your book, be sure to develop your platform. A platform, in the simplest terms, is the sum total of how you are perceived, including how you show up online and in person. It includes your website, social media, interviews you do, emails you send your list, speaking engagements, and everything in between.
Here’s a helpful platform guide to get you started. Start early and begin building your audience well before the launch date of your book and/or business. That way, you’ll have an already nurtured audience who is hopefully ready to buy your book—and hire you!
And once your book is in hand, utilize it! Gift it to new clients. Reference it in speaking engagements, presentations, or during potential client calls. Utilize portions of it in programs. Place it on a shelf in the background of video meetings. Create opportunities for subsequent book “launches,” such as releasing an audiobook, being featured in a bookstore or airport, awards, and other notable accomplishments. Long-term success takes effort and requires a thoughtful, ongoing marketing and PR plan, and a book is one of the best tickets to credibility you can have. It’s a true asset for your business and brand.
Of course, there is much more to this discussion. But these high-level points should get you going and provide strong guidance as you write a book to grow your business to new heights. And if you’re stuck on your journey and need support, guidance, and accountability, send me a message—I’d love to connect.
I’m cheering you on as you write your book—and scale your business, brand, and influence.
Stacy Ennis is a best-selling author, book strategist and coach, and speaker on a mission to help leaders clarify their ideas and harness their unique story to make an impact. Stacy has impacted more than 100 books throughout her fifteen years in publishing, and has been featured in Yahoo!, Inc., Insider, Publisher’s Weekly, and the TEDx stage. Stacy is the host of the podcast Beyond Better and holds a master’s in writing and editing from the University of Cincinnati. Learn more at www.stacyennis.com.
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