iUniverse recognizes that books on how to improve your company’s financial situation are very popular. It’s no coincidence that the bookstores in airports have special sections for business literature. Traveling businesspeople choose business books as their top form of reading when on the move. With this in mind, iUniverse offers some advice on how to craft a business book and what to include.
To begin, there are two main types of business books that sell well:
Sales books: These books are written for both types of sales: long-term and short-term. Long-term involves a “cycle” or duration that lasts for over six months, whereas short-term sales involve anything from six months down to a brief phone call. For sales, the most important factor is that the author is able to provide information based on personal experience. Just as the ability to “tell a story” is critical in sales, so is it also critical in writing a sales book! The more concrete examples you can provide, the better.
Good examples of sales authors are Stephan Schiffman, who offers titles such as Cold Calling Techniques That Really Work, Ask Questions Get Sales, and Closing Techniques That Really Work, and the many titles of Zig Ziglar. The crucial thing to remember, when writing a sales book, is that salesmen want advice that they can use RIGHT NOW – not theories or complex charts and graphs. The style should be easy to read, straightforward, and very organized.
Corporate organization books: This is the more “macro” subject matter, written from the point of view of a company director. It addresses how to re-organize the company or corporation, focusing on streamlining, maximizing profits, and other large-scale issues. Just as sales books are typically written by salesmen (or rather, sales managers), corporate business books are generally written by other CEOs or occasionally MBA professors.
Titles in this series are abundant; one classic from the early 90s, which made the genre popular, was Reengineering the Corporation by Hammer and Champy. In books of this nature, the aim is to give the reader guidance that is more long-term, and to keep in mind that the reader – usually a company director – has to get things done through a team effort.
The writing approach can be slightly more theoretical than with sales, though again, CEOs don’t have a lot of time to weed through highly complex verbiage. Stories will be important as well, but they will be “case studies” rather than personal anecdotes. Finally, feel free to use a few charts and graphs, as corporate execs tend to appreciate this way of seeing information.