Ready to Write a Book? Find Your Why

**Originally published at YFS Magazine

Why do you want to write a book? Nearly every entrepreneur with an expert-led business believes they “have a book in them.” It’s no wonder that over 2 million books are self-published each year in the U.S. alone.

Clearly, there’s a lot of competition in the business book space. And as a business owner, there’s a lot of competition for your time, too. So, why do you want to write a book instead of starting a podcast, or creating a course, or developing a lead magnet? Why do you want to write a book rather than an email nurture sequence sharing your main marketing messages? These are all legitimate questions to ask.

Before you decide whether to write that book, another important “why” question is “What is your book’s why?”

Start with Why

American author and inspirational business leadership speaker, Simon Sinek first introduced the idea of starting with your “big why” in his 2009 book, Start with Why: How Great Leaders Inspire Everyone to Take Action and in his viral TED Talk. The basic idea is that while most business owners start with the “what,” (i.e., their products and services) then move to the “how” (i.e., the methods or activities used to deliver) and the “why” (i.e., the purpose, cause, or belief that explains why your business exists), the most successful leaders start with the “why.”

The reason: People don’t buy what you do, they buy why you do it. Successful companies know how to tap into the limbic brain, which handles feelings and decision-making, rather than just the rational, analytical part of the brain. And the same goes for successful authors.

Just as your brand needs to resonate with your clients on an emotional level, your book needs to connect with your reader on an emotional level. This is what I mean by finding your books’ why. It’s about connecting with your audience.

You vs. Why

Most authors start out focused on themselves. This is natural because the motivation for writing your book is likely personal. Imagine you’re writing a book about how to avoid burnout as a manager because when you were a manager, you had a heart attack, which forced you to drastically change how you work.

You may be tempted to start your book with your personal story. This is a mistake. You aren’t writing your book for yourself (though you’re probably thinking a lot about “past you” and how to help others avoid your fate). You’re writing your book for your reader—a burned out manager, in this case.

Will a burned-out manager care about your story? Maybe, but only if you do a good job of connecting the dots between your experience and theirs. You have to make that connection on page one, or you’ll lose your reader.

Define Your Why

To engage effectively with your audience, consider the specific individuals you are addressing. You might also find it helpful to develop a persona or avatar that represents your target reader. Furthermore, while you write your book, imagine having a conversation with one specific person. Envisioning a chat with just one person can really make your writing feel vibrant and engaging.

Audience connection questions to ask your ideal reader:

• When you think of [your book’s topic], what first comes to mind?

• Have you ever considered [one of your book’s recommendations]? Why or why not?

• Where have you struggled the most with [your book’s topic]?

• What are your favorite resources for [your book’s topic]?

Find Your Why

Finding your book’s why will not only hold your reader’s attention, it will also help you stay motivated as you’re writing your business book. Just as what I call your “die-in-a-ditch” belief about the work that you’re doing for your clients keeps you grounded in your business, staying anchored in your book’s why keeps you from getting stuck while writing.

Your book’s why is related to your reader’s transformation. Here are three exercises designed to encourage reflection on the purpose of your book. The responses to these questions may reveal the underlying purpose for your book.

Exercise #1

Consider what transformation you want your reader to make. Guiding readers through this experience constitutes the fundamental purpose of your book.

• Before the reader is aware of your book, they are at point A. Describe point A.

• After they read your book, they’ll arrive at point B. Describe point B.

Exercise #2

The purpose of your book could also be about you. Suppose you’re writing to a younger version of yourself (at point A) in the hopes that you can help others avoid the mistakes you made on your way to point B. In this case, you experienced the same transformation you’re now guiding others through.

• Describe your point A—where you were before.

• Describe your point B—where you are now.

Exercise #3

Your purpose of your book could also be about the idea itself. You have a big, hairy, audacious idea that you can’t shake off.

• What would happen if everyone in your industry (or everyone in the world) adopted your way of thinking?

• How would the world change?

  
  

Once you find your book’s why, write it down somewhere, and post it in a place where you can see it whenever you work on your book. Let it be your North Star.

*** 

Emily Crookston is a best-selling business book ghostwriter, author, and developmental editor. As the Owner and Decider of All Things at The Pocket PhD, she helps self-published authorpreneurs find their Big Idea, get it out into the world, and grow their businesses. Emily is also a former philosophy professor, a speaker, and a podcast guest. Her new book is Unwritten: The Thought Leader’s Guide to Not Overthinking Your Business Book. Learn more at The Pocket PhD.