Face it, the love of words isn't part of the American ethos in the 21st century. Books, at best, are platforms for ideas which can be branded. Sure, Sarah Palin's blockbusters are well-written but, like, who really cares. The idea of small well-managed government is the message of the books and those drawn to those concepts enjoy how the themes are played out in words. Palin is the brand. Palin is what matters. Not the books.
So, should you keep writing books? Sure. In fact, they're still considered the cost of entry for being taken seriously. But configure those books to create or reinforce a brand. Former ad guy Michael Gill did just that with his "Starbucks Saved My Life." The brand is salvation through hard work. Gill's brand is geared for the lecture circuit. And that's exactly where he is these days.
To be more specific, put together any well-organzed book that's a compelling read. Self-published is fine. Knocked out on your computer is fine too. Every word, every bit of layout, every thank-you inside should be a brand-builder. Therefore, it's perfectly okay in terms of perceived value to allow the book to be downloaded free from your brand website. If you're doing this right, the brand will earn plenty.
The struggle is not writing the book. It's coming up with a brand that is needed and resonates. For those over-50, the brand I found was needed was hope, with a nice side of not giving up before the miracle. The platform has been the free download "Geezer Guts" [Download Geezerguts]. The digital community is here. And the brand earns its revenues through coaching, speaking engagements, and writing assignments about careers and jobs. It also nourishes me. Weekly those over-50 call and say I saved their lives.
Should a book with a retail price be thrown into the mix supporting the brand? Try it. My print book "Over-50: How We Keep Working" has gotten me influential forums to talk at. Some people still frame a book's value in sales and the revenues from those. You can order "Over-50: How We Keep Working" here.
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