I know that may seem crazy—the idea of starting a book without knowing exactly what the topic should be.
Many of my clients wondered the same thing.
They knew they wanted or needed a book for business or personal reasons, and they weren’t sure exactly which book to write.
The good news is that helping you figure that out is part of my job.
It’s almost impossible to be objective about your own intellectual property, your own life experience, everything you’ve learned in your job.
The first part of the BusinessGhost book-writing process, therefore, is where the client and I meet, typically on the phone for an hour to 90 minutes, and work through this very issue.
Here’s how we do it.
“I put an additional $5 million under management in six months, thanks to the book you wrote for me,” my client, a financial advisor, told me.
“So I’m calling to thank you. But I’m also calling to apologize. When we first met, I didn’t like you. I thought you were slick.”
I’ve been called a lot of things in my time, but slick was a new one.
“I’m happy you’re having all the success with the book,” I said, laughing, “But how do you figure I’m slick?”
Let’s face it—the Internet has almost biblical power to raise the humble and lower the mighty.
That’s a fancy way of saying that if you can work the algorithms, Google doesn’t care whether you’re a huge wire house or a one-person firm.
The Internet, because it offers buyers so many choices, tends to turn pretty much every seller of goods and services into a commodity.
And commodities are judged primarily, if not entirely, on price.
His name is Gary Kadi, and he looks like George Clooney.
George Clooney does something sexy-he makes movies.
Kadi does something you might not consider sexy.
He consults to dentists.
Kadi recognized years ago that dentists were underserved in terms of the quality of consulting they were receiving.
He saw a market opportunity.
I don’t like to go to my list twice in a week – actually, I’d really like to go to you daily with thoughts – but I’m making an exception right now.
Yesterday, friend and client Garrett Gunderson interviewed me in Forbes.com.
You can see the interview as it appeared on Forbes.com here, or you can read it here:
Ghostwriter Michael Levin Says: When You’re The Author, You’re The Authority
Garrett Gunderson, Contributor, Forbes.com
Yes, you can.
Carrie Fisher, in Postcards From The Edge, put it perfectly: “The problem with immediate gratification is that it takes too long.”
In today’s world, waiting for something can be unbearable.
Writing a great big book?