By Jonathan Kranz
What's the easiest way to bring a noisy ebook kickoff meeting to a silent, awkward halt? Ask, "So, what's the subject of our new book? What's it going to be about?"
Seems silly, but it's not. After establishing a will to write an ebook, many professional service organizations stumble over the way--the substance. At this point, a speed bump is a damned good thing: it forces you and your colleagues to give careful consideration to your most important decision--what should go inside your book?
Ask yourselves:
- What do we know that's of real value to our prospects and customers?
- Where are our areas of distinctive expertise?
- How can we show/demonstrate/illustrate our best ideas?
- Who do we know (internally or externally) that can provide the content/material for the ebook?
- What lasting impression do we wish to make on readers?
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