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You’re an expert. You know what you’re doing. You’ve copious notes and handouts. You’ve years of experience, and now it’s time to show what you know. Writing is powerConsultants and service professionals market their businesses by referrals, networking, and speaking engagements. Think about the words author and authority. You can write your book yourself, or you can get help. A ghostwriter can write it for you, or act as an editor and help you organize those notes you’ve used in seminars and presentations. Keep it simpleEinstein said that things should be as simple as possible but no simpler. While every complex concept can't be distilled to its essence in just a few words, keeping communication as simple as possible makes sense. Effective writing is aimed at a specific readership. There is no one style that is appropriate for all readers. Today, some of the most popular business writers use a one- or two-page formula. A clear topic headline lets the reader know instantly what the subject is about. Short text isn’t intimidating, and a bold one or two sentences conclusion summarizes and reinforces the message.Just say no to business jargon Today, the most popular—and accessible—business books use a relaxed and conversational style. Straightforwardness does not have to be dull and boring. Your book should be easy to understand, and not some academic tome which you expect your reader to pore over with furrowed brow, trying to grasp what you mean. If you have to use an acronym, spell out what it means.Who are you writing for?Think about why people would read your book. You must write clearly for people who are new to your area of expertise. Your readers probably don’t have a lot of time, so make your information quick and easy to access. If something is enjoyable people are more likely to do it. Business writing can be serious without being somber, so make your writing lively, relevant and fun wherever you can.Demonstrate what you know. Write a book.
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