Your Book Is Not the Argument

This changed everything for me.

And I have used it with every client since.

I was in a room with Tucker Max reviewing a manuscript.

The author had great credentials, clear expertise and a story worth telling.

Tucker stopped mid-page and said something I have not forgotten.

"You are not writing a book. You are building a case for why someone should trust you. The book is evidence. Not the argument."

That one sentence rewired how I think about author marketing.

Most nonfiction authors think the goal is to get people to read the book.

It is not.

The goal is to get people to trust you enough to hire you, invite you to speak and or buy your services.

The reader could also refer you to someone who needs what you do.

The book is evidence.

Your online presence is the case for the case.

I now start every client relationship with one question before we ever talk about their book.

What do you want people to do after they discover you exist?

If the answer is clear, everything we build points toward that moment.

If the answer is fuzzy, no amount of great content will fix it.

What do you want people to do after they discover you?