Questions Ad Agency Principles Should Consider before Writing a Book

In my previous post, I discussed the benefits to ad agency principles of writing a book. The following is a list of questions to consider before getting started:

1. What is the purpose of the book?

2. What are your objectives for it?

3. Who is the target audience?

4. What are the three most compelling reasons the target audience would want to buy your book?

5. How would you describe the book in one sentence?

6. What are the key points and takeaways you want readers to get?

7. What is your book’s desired personality?

8. What topics will it cover?

9. How many chapters/pages/words do you estimate for your book?

10. Are there areas you want to cover that you don’t have the expertise to personally address? If so, who will cover those areas?

11. Have you researched competitive books already on the market?

12. How will your book be different?

13. What unmet marketplace needs does it address?

14. Within what time frame would you like to have the manuscript completed?

15. What percentage of time can you devote to the book each week?

16. How much of your book’s content is in notes, speeches, case studies, presentations, etc., vs. what is in your head?

17. Who will you approach for endorsements?

18. How will the book help your agency generate new business?

19. What spin-off agency services could be created that tie into the book?

20. What strategies could be employed to market the book in advance of its release?

Writing a Book Has Many Advantages for Ad Agency Principals

Having recently completed the manuscript for one of my clients, whose book is about his life story, I was again reminded of the many advantages to being a published author.

My client is a true American success story and I believe his book, Life in the Turn Lane, will inspire and motive many individuals who are discouraged and ready to give up, as well as provide practical advice to young executives seeking to advance in their careers.

But Life in the Turn Lane also highlights his expertise in the world of mergers and acquisitions, and how he got where he is today.

My client started out as a heating and air conditioning repairman, and he learned how to do mergers and acquisitions by reading The Wall Street Journal. No kidding.

After losing everything in his first major deal, he recovered and today is the founder of an international private investment firm that buys distressed manufacturing companies, turns them around and then sells them. Dubbed the “billion-dollar repairman” by one business publication, his never-give-up entrepreneurial spirit has paid off in a highly successful business career and financial independence.

Clients aren’t the only ones with interesting stories to tell. Last year I wrote a guest blog post titled “Why Ad Agency Principals Should Consider Writing a Book.”

At one time or another, I suspect just about every agency principal has toyed with the idea of writing a book. And with good reason.

Ad agency principals know a lot and have plenty of valuable insights worth sharing.

Those who dislike writing should not let that discourage them from pursuing a book, because there are some very talented ghost writers around to help. A good ghost writer will ask probing questions, serve as an objective sounding board and distill the essence of your thinking into clear, lively copy that keeps readers engaged.

Writing a book allows you to clarify your thoughts, get to the core of your message and discover the best way to convey important information.

It positions you as an expert, increases your visibility and helps market your agency. It also gives you material to use for your agency’s blog posts, Ezine articles and e-newsletters.

Finally, imagine how impressive it would be to conclude a new business presentation by giving prospects a signed copy of your new book.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.