What to Write Before You Write Your Business Book | Book Writing | Peter Thomson


– Do you know the first
page that you must write, when you come to write a book, or an audio programme,
or a video programme, or an online webinar? Let’s talk about books. Do you know what that first
page is that you must write? I know the answer to that question, and I’m gonna share it with you now. My name’s Peter Thomson, I’m the UK’s most prolific
information product creator, and over the last 27 years, I have created an amazing amount of stuff. 870 TGI Mondays messages, 13 years of running an audio newsletter, 15 books or something, 100 audio programmes, 100 video, oh, so much stuff. And I know that this is the
first page you must write. Now, when I ask this question, people say to me, “Oh, is it the title page?
Is it the list of contents? “Is it”, the list goes on and on and on. No, it’s none of those. This is the first page to write. The order page. And there’s three key
elements of the order page, and in fact there’s some other extra ones, but three key ones. I’ll come back to the extra
ones in just a moment or two which will add some real power for you. But here are the three elements that must go on the order page. Number one, and by the way, you can use this little process, little three step process
for writing headlines, for writing all sorts of other good stuff, here we are, number one: it must identify the reader. So who are you aiming the book at? Be absolutely crystal clear. It’s a bit like having a pre-head
on a piece of direct mail, or a webpage, the better quality that we have, the more focused and targeted that is, so that when somebody sees that, they go, “Aha, that’s for me.” And if it’s not for them, they go, “Aha, that’s not for me.” That’s equally good as
a marketing message, because part of marketing is to push away the people we don’t want, at the same time, attract
the people we do want. So it must identify the person. Secondly, if you’re
gonna use this formula, and there are other formulas to use, but if you’re gonna use this formula, it must clearly state the
problem that the reader has, and possibly even the downside that that problem creates for the reader. So that’s point two. And thirdly, it must indicate that there is a possible
solution to that problem. Now it might be implied in
the way that it’s written, for example, it’s like
writing a headline that says, “Why so and so so and
so gets this benefit, whilst others don’t.” There’s an implied benefit there, because you’ve indicated with the word why, that you’re going to be providing the answer. That makes sense, doesn’t it? So, three stage process. The person, the problem,
and the possible solution. It’s a great way to write a headline, and it’s a great way to
write a title for a book. You’ll find lots of books, if you look around, you’ll find lots of
books with that formula. Now, the possible solution, you gather I’ve got my notes just here, the possible solution
is going to give this, it’s another P, it’s going to tell the
person reading that title the big promise of the book. And this is why we write
the order form first, because we want to have in our own mind, before we start writing, what is the big promise that
we’re making with the book? If you think of some
of the fantastic titles of books that have come out, particularly over the last few years, I think Allan and Barbara Pease’s book is the one that always resonates with me, just a brilliant title, “Why Men Don’t Listen and
Women Can’t Read Maps”. Awesome. Absolutely awesome. And because it starts with why, you know the solution is in the book. And who’s it aimed at? It’s a very clever title, it’s aimed at everybody. Because why men don’t listen, and women can’t read maps. I think it’s absolutely, it’s a genius title, it really is. Allan and Barbara are really
good at that sort of stuff. So, here’s the additional elements that I think you can put in. There’s three of them. Number one is price. So you could obviously
put the price of the book before you even write it. Because how about this? How about if you write a book, and you’ve decided that the cover price is
going to be £500 per book. £500 a book, wowee. £500 a book, I know people have sold
books at far higher than those numbers, and done really well with it. But what about if you were going to do a book and it was going to be a book and it was going to be 100 pages. So it’s not a long book, but you decided to make
the ticket price £39. Would that change how you wrote it? Of course it would. What about if you were
going to sell these at £5? Would that change how you wrote it? Yes it would, absolutely. So having that people, problem,
possible solution in mind, having that price in mind. If you get all this out there and back into your mind
when you come to write it, what a difference it makes. The other thing you
could put onto the book is any bonuses or extras
that you can provide. For example, you might be suggesting that people go to your website and download a template
of some description. And the other bit is social proof. Social proof on the order form, on the book cover. You’ve seen this many many times, really powerful. So if you sat down to start with thinking about the book
you’re going to write, and if you haven’t written a book yet, I would urge you to get on with it, because it’s a great idea to have one, if you’ve seen my previous video on this, about the 18 reasons why
you would write a book, then if you haven’t already watched that, it’s the previous one in this series, or it was when I made them, then certainly having a look at that, because that will tell you great
reasons why to have a book. So if you haven’t done that yet, I would suggest you do, and once you’ve written that, you’re fully loaded, ready to write the book, of which I’m going to talk
about more ideas on that on another video. So if you’ve got any
comments, thoughts, ideas that you want to add to this, then simply put them in the
question stuff down there, in the boxes, and we will engage in a dialogue. I enjoy putting all of these
ideas together for you, and I’m looking forward to the next one, and I’ll see you there. Goodbye for now. Thanks for watching. Subscribe and hit the notification bell for more videos. Then click to watch the next video. Remember to visit our website at peterthomson.com, and download your free
copy of my latest book, “How to Write Your Business Book “in Five Days or Less”. Until next time, every success. (upbeat electronic music)

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