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?