Thursday’s profit tip for authors
Why do readers immediately snap-up new books by certain authors? My recent experience with an advance copy of Guy Kawasaki’s latest book, Reality Check, The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition, provides an interesting perspective.
My copy of Reality Check arrived on a Monday. The next day, I was moderating a Published & Profitable panel discussion titled “Writing with a Co-Author.” Although I have previously interviewed hundreds of authors, I had never moderated a panel.
When Guy’s book arrived, I began to skim the Table of Contents, where my eye was attracted to Chapter 51: How to Be a Great Moderator. I immediately turned to the chapter, and in less than 2 minutes of reading, gained an entirely new perspective on what I should do–and what I should not do–when I moderated my call the next day. (And–I should add–the call came out perfect.)
Reader satisfaction–the key to an author’s continued success
That’s why Guy Kawasaki is such a successful author. Guy delivers! Guy understands that all the search engine optimization and all the other glitz and tools are worthless without concise, meaningful content. So he delivers relevant content, concisely stated as simply as possible in his books.
For the record, I’ve never met Guy, and we’ve only e-mailed back and forth a couple of times. I know him primarily through Reality Check and his Entrepreneur Magazine columns. But, whether it’s a book, a magazine article, or an e-mail, Guy’s brand is consistent. He’s brief, he’s helpful, and he’s polite.
That’s why, like hundreds of thousands of others, whenever I see something with his name on it, I immediately reach for it. Because he doesn’t flim-flam me, and his advice is solid and actionable. The more time I spend with Reality Check, the more I like it, learn from it, and am entertained by it; ( i.e., his description of venture capitalists acting as though they don’t need entrepreneurs: “This dance is akin to acting prudish in a brothel,” page 227.)
Takeaway. When you find yourself spending more and more emphasis upon “technique” and the latest “tip d’jour,” ask yourself: Am I neglecting the relevant, actionable information that my readers really want?