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“Soft” Business Writing: A Hard Job By Marlene Caroselli
There are two halves to the world of business. One is the hard side-- with profit-and-loss statements, marketing, sales, finance, manufacturing, and all the other highly specialized, highly technical elements that are part of the terrain.
The other half of the business globe is the soft side. Its landmarks are professional topics that every businessperson needs, but not necessarily subjects on which MBA programs are founded. Soft skills include topics such as motivation, leadership, time management, interpersonal skills, problem solving, et cetera.
It is as an inhabitant of this latter world that I have earned a living for the last 20 years, as both a corporate trainer and a writer of corporate curricula. I've authored 50 books with soft titles-- only a few of which have been self-published. My very first book, The Language of Leadership, was named a director's choice by the Executive Book Club. That book was published-- with only a query-letter-effort on my part-- by Human Resource Development (HRD) Press.
But the times, they are a-changing. Chris Hunter, former vice president with HRD, notes that, “It's now more difficult to get published, due to competing media such as the Internet and DVDs, et cetera."
In the world of publishing, it's not necessarily who you know but who knows you. As Hunter affirms, “It certainly helps if you have a recognized name. Donald Trump, for example, seems to get anything he writes published. Sports notables such as famous coaches frequently publish books on leadership techniques.”
Hunter admits it's tough for an unknown author to find a publisher, but offers hope nonetheless. “Engaging books with a really simple message can sometimes make it,” he concedes. Another possibility for the author seeking a publishing deal: “Authors who are authorities can put up chapters on their website for free, and then sell the complete book through the mail.” This may lead to publication at best, and book sales, at least.
Another route for wannabe authors to consider: speaking engagements. “Conference speakers,” Hunter reminds us, “can sell their books when they speak.”
From my own experience, 50 books after my first contract with HRD, I've learned it is indeed harder to get published but easier to find audiences. The Internet has worked its magic in ever so many ways.
There may not be “magic bullets,” as Hunter asserts, but he offers this advice for the unknown author: “Believe in yourself and persevere.”
Here's my spin on the believe-in-yourself advice and the persevere advice as well. Know what you believe. Commit those beliefs to paper. Then, begin offering workshops-- even if you're not paid-- that contain the dressed-up version of your best thoughts about your beliefs. Call appropriate places-- the PTA if your beliefs concern education; the chamber of commerce if your beliefs involve business; the local library if your beliefs center on topics that would interest readers.
After you've made at least three presentations, prepare a handout of at least five pages. For your next three presentations, charge a minimum of $5 per person for the delivery of your ideas and the hard copy of your concepts. Refine as necessary. You're a long way from a full-fledged book but you have two things at this point:
1. A sell-able list of ideas that can be marketed through your website. 2. Validation of the worth (or lack of worth) of your ideas. This information will guide you as you decide if the world of “soft” business writing is too hard. (Of course, the information may also be telling you that you need to choose a more interesting topic.)
If it's not too hard and if your customer-responses have been positive, it's time to start thinking about converting that five-page, five-dollar handout into a real book.
Dr. Marlene Caroselli, author of 53 business books (see Google, http://www.caroselli.biz, and Amazon.com), is an international keynote speaker and corporate trainer for Fortune 100 companies, government agencies, educational institutions, and professional organizations. She contributes frequently to a number of well-known publications (among them Stephen Covey's Excellence publications and the National Business Employment Weekly). Her first book, The Language of Leadership, was chosen a main selection by Newbridge's Executive Development Book Club. A more recent title, Principled Persuasion, was named a Director's Choice by Doubleday Book Club. Her latest book, 50 Activities for Promoting Ethics in the Organization has been co-released by HRD Press and the American Management Association.
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