The Real ROI on Writing a Non-Fiction Book

by Christine Sheehy

The first time a client put our book coaching work on hold to focus on other priorities, I felt disappointed. 

She was a leadership coach, with so much expertise to share. Her idea was so good! We’d done a lot of work to shape a compelling book concept, plan the content, figure out where it fits in the marketplace and find the voice of the book. She was excited with how it would fit with her other business offerings.

Like many of my clients, she was also in demand. Her busy schedule of corporate workshops, consulting roles and speaking gigs was mapped out for months ahead, plus she was planning a major house move. The book was just one of her priorities and while she reiterated that it was an important one, for the next few months it would not be top of the list. 

Such is life. We agreed to stay in touch and keep the book idea warm until she could return to it with full attention and focus. 

When we reconnected for a virtual cuppa six months later, I was astounded by what she had to say.

“The work we did together was so incredibly valuable,” she said. “It changed the way I think about my entire coaching program. 

I’ve redesigned the teaching framework, started recruiting facilitators to deliver it under license, and hired an agency to help with a major rebrand and launch strategy for the refreshed program.

Most importantly, the work we did together has given me so much confidence in my message and the material I already have. I can’t thank you enough.”

At the time I was stunned. Fast forward a few years and I have seen this sort of shift unfold multiple times, with many different clients. 

An expert or coach comes to me for help with a book, only to find the work we do together unlocks ‘aha’ moments for their wider work and positioning as a thought leader. 

When we begin working together, the client usually has an incredible bank of knowledge, ideas and professional expertise, but they don’t know which book to write, where to start or how to pull it all together in an engaging way. Sometimes they have an established framework and a solid body of work; other times they have a sense that they are ‘onto something’, but haven’t yet defined the concept or the building blocks for learning. 

We begin by figuring out who they are really writing for and the ultimate impact they want this book to have, both for the reader and for their own work as a thought leader or expert.

We work together to hold their ideas up to the light. We pull them apart, look for flaws in the logic, debate the flow of the concepts and test out different frameworks. We seek out anecdotes and stories that will engage the reader, make the concepts memorable and anchor their expertise in real life scenarios. 

I challenge the writer to let go of what’s unnecessary or not working, get rid of any jargon, and focus on how the work can best serve the reader (rather than impress the author’s peers).  

This work can be a difficult, intellectual exercise. It requires focus and commitment, plus a willingness to pause, take feedback, reflect, allow the ideas to percolate, and see things differently. 

And the rewards can be profound.

Soon they are reorganising their teaching framework, or designing an entirely new one. 

They’ve come up with a new idea for a workshop or programme.

They’ve found a fresh topic for a signature talk, keynote speech, podcast or even book number two.

This is why I’ve come to see the work of non-fiction book coaching as a thought partnership. 

There’s a sort of alchemy that comes with the process of pushing the ideas and the words onto the page. The pieces get rearranged and then forced back together, allowing new links and connections to emerge.

It is deeply satisfying and rewarding for both the author and the coach. 

Best of all, clients start to see themselves or their work in a new light. 

Over the years, I’ve observed that most people don’t appreciate how brilliant they are. As the saying goes, you can’t see yourself the way the world sees you. 

But once we’ve worked together to develop a book concept that has the client fired up, excited and inspired to share their ideas, they start to see how powerful their work really is. They value their expertise in an entirely new way. 

It’s such a joy to watch that switch flick and the possibilities start to open up. 

The results can be transformative for their entire business, their practice as a thought leader or coach, and their belief in themselves and the power of their work. 

Of course, just as I can’t promise clients they’ll get a publishing deal or the book will be a bestseller, I can’t promise they will have these incredible insights, come up with a new idea for a course or come up with an ideal TED talk pitch. 

Sometimes these breakthroughs happen when you least expect them.

But I can promise them they’ll be supported, challenged and encouraged as we dive deep into their body of work and elevate their ideas together. 

There’s something incredibly powerful about the process of bringing two heads together in service of the work. 

And when the breakthroughs happen? There’s nothing quite like it. Even if the book goes on hold for a little while, it’s all in service of the work. 

Bio:

Christine Sheehy is a non-fiction book coach certified by Author Accelerator. She works with purpose-driven experts, coaches and thought leaders who seek to inspire positive change with fresh ideas, thoughtful perspectives and great storytelling. She’ll help you find your core message, develop a compelling concept and write a book (and a signature talk) that will help you grow your audience AND your business. Christine currently writes and dreams from a seaside village in New Zealand. Learn more at www.bookcoach.co.nz