How to turn your coaching programme into a business book

As an established coach with a signature programme that works, you’ll know that writing a book for your business is the next logical step. It’s the same if you’re a speaker with a great keynote talk – the book’s the next thing for you. Being a published author gives you that podium to step onto, from which you can show potential clients and partners that you know your stuff. New business will be attracted to you, as your readers seek out the person (yes, you!) who has already proved you can help them, via your book.

But herein lies the problem, and it’s a big one. Planning your book has been on your weekly action list for a long time, hasn’t it? Maybe you’ve sketched out some rough ideas; you might even have had a stab at the first chapter. But really, you’re just putting it off because it’s a monumental task  you’re never going to finish.

So what if I were to tell you there’s an easier way to get going, using what you already have?

Using your coaching system to plan your book

The first step is your book outline. If you’ve got a signature system, or a step-by-step process for how you work with your clients, then outlining your book is relatively simple. Here’s how it works:

Introduction: Describe the problem your readers have and give a brief overview of how you’re going to help them solve it in this book. Mention your credentials (why they should listen to you), and encourage them to read on.

Chapter 1: Step 1 of your programme. With each step think about the questions your readers might ask (in your programme they would have the ability to ask you in person, but in a book they can’t).  You may want to follow a common internal structure for each chapter/step of the programme, eg story/example, learning point, exercise and summary of main points. You may also want to break the chapters down into sub sections. Plus, one step of your system could become more than one chapter.

Chapter 2+: A new chapter for each step of your programme, up to a maximum of around 7.

Summary: You might need a chapter to pull all the learning points together.

Conclusion: What should your readers do next? Any additional resources you want to leave them with?

About the Author: Your bio with contact details. You can include incentives and links to join your email list  – you want to keep communicating with your readers, who may become future clients or referrers.

You can see how mirroring your book against how you already work makes sense. It uses what already gets your clients great results, it gives your readers a taste of how you work, and it’s unique and authentic to you. What’s not to like?

Is it really as simple as that?

Well, yes and no.

The thing about writing a book, as opposed to working with a coaching client face to face, is that you don’t get the chance to sense whether they’re in agreement with you or not. When you’re with someone – whether in person or on the phone – you can make judgements by sensing their body language or listening to their questions and challenges.

So how do you get around this?

Include the following within each of your book chapters

WHY? What’s the purpose of what you’re about to write? Why should your readers pay attention?

WHAT? What steps does your reader need to take in order to get the results you’re promising?

HOW? In what way should they do it? Are there different methods they could use?

WHAT IF? How will what you’re advising them to do work in the ‘real world’? What could go wrong? What will work most quickly and what could take longer? This is a great place to include some case studies or stories, to bring your theories to life.

Are you convinced?

I hope so. The structure of your signature system is an excellent basis for your book, as long as you think like a writer rather than purely as a coach. By adapting what you already have, you’re making the process of planning and writing your book so much easier than starting from scratch.

It’s not just about the outline, though, it’s about keeping going, month after month, writing the book that’s going to transform your business. If  you feel like you could use some help with this, apply for one of my free, half hour Author Maker Strategy Sessions. In it, I’ll get your clear on your next steps. There’s no obligation and no pressure, just you and me talking on Skype to get your book off the ground. Click here to apply.