TL;DR
Most business books fail at their actual job. Not at selling or getting reviews, but at producing something real for the business: more clients, more credibility, more conversations with the right people. They fail because the author built the wrong book. There are two kinds of business book, one written for the public and one written for a purpose, and authors keep writing the second kind as though it were the first. They make it broad and general, which strips out the specificity that makes a lead-generation book work. Getting the purpose right before writing a word is most of the real work.
Most business books fail because the author built the wrong book. Getting the purpose right before writing a word is most of the real work.Share on X
I have read a lot of business books. I have written quite a few. And I will tell you something that most people in my industry will not say out loud: the majority of them fail at their actual job. Not at selling. Some sell very well. Not at getting good reviews, or landing their author on a conference stage, or earning a mention in an industry newsletter. Those things happen all the time. I mean they fail at the thing the author actually needed the book to do, which is produce something real for the business. More clients. More credibility. More conversations with the right people. A demonstrable return on the time and money invested.
I have written enough of them to know why this happens. It is almost always the same reason. The author built the wrong book. Joe put it in terms specific to his own field that apply just as directly to the publishing one:
Features and benefits do not move products. Emotional connections do.
A business book packed with information that never creates an emotional connection with the reader’s actual situation fails for exactly the same reason a features-and-benefits sales pitch fails. Nothing happens at the end of it. The reader nods, closes the book, and goes back to whatever they were doing before. The author waits for the phone to ring. It mostly does not.
And Joe’s bigger position, the one that underlies everything he does:
Sales will heal the world.
The argument underneath that phrase is worth taking seriously. Genuine selling, the kind that actually connects with what someone needs and shows them how to get it, is one of the most valuable things a person can do. A business book that operates the same way does the same thing. It does not move information. It moves a person. Those two outcomes require completely different books.
Two kinds of business book
There are two completely different kinds of business books, and the failure almost always happens when an author confuses one for the other. The first kind is written for the public. It is designed to reach the widest possible audience, to be accessible and useful to a stranger who has never heard of the author. Writing this kind of book well is a legitimate and genuinely difficult craft. The authors who succeed at it usually have a platform already, or a publisher willing to build one, or both. Most business authors have neither.
This confusion is not the author’s fault, exactly. The publishing world treats all business books as one category and measures them all the same way, by sales rank and review count. Nobody tells the consultant writing a lead generation book that they are playing a different game than the author writing for a general audience, so they default to the only scoreboard they have ever seen. The result is a book optimized for a goal the author never actually had.
The second kind is written for a purpose. It is a lead generation tool, a credibility piece, a door-opener for a specific kind of conversation with a specific kind of person. It does not need to sell a hundred thousand copies. It needs to reach two hundred of the right people and make them want to talk to the author. That is a completely different book, requiring completely different decisions about what goes in, how the reader is addressed, what the book withholds, and what it asks the reader to do at the end.
Here is the part that trips people up. The second kind of book often sells far fewer copies than the first and is worth far more to the author, because a thousand strangers who enjoyed a book are worth less than ten qualified buyers who recognized themselves in it and picked up the phone. Authors who measure the wrong book by the right book’s scoreboard, copies sold, reviews collected, conclude they failed when they actually aimed at the wrong target. The metric for a lead generation book is conversations started, not units moved.
The mistake almost everyone makes
The mistake most business authors make is writing the second kind of book as though it were the first. They make it broad, accessible, and general, which strips out exactly the specificity and point of view that makes the second kind work. A lead generation book that does not take positions, does not say anything that could be wrong, and does not reveal what makes the author different from every other expert in their field is not going to generate leads. It is going to generate polite reactions and no action. Polite reactions and no action is the worst possible outcome for a tool designed to produce action.
The opposite mistake also happens, and it costs just as much. Some authors go so deep into the details of their methodology that the book functions as a training manual for their competitors. If a reader can finish the book and replicate the author’s process without hiring them, the author has spent their time and proprietary knowledge producing free consulting for anyone willing to pay the cover price. Joe identified this risk explicitly during our sessions and it shaped every decision we made about what goes in the book and what stays in the engagement.
Joe understood this intuitively because it is the same problem he solves for his clients. A sales team that treats every prospect the same way, with the same pitch, converts almost nobody, because the pitch that works on one kind of buyer actively repels another. A book is no different. A book written to please everyone connects with no one, because connection requires specificity, and specificity always excludes someone. The authors who are afraid to exclude anyone end up reaching no one, which is the exact failure mode Joe spends his days helping sales organizations escape.
Getting the balance right requires a clear and specific answer to one question before a word gets written: what is this book supposed to make a reader do? Not feel. Not think. Do. A business book with a commercial purpose needs to produce an action. That action is almost always a conversation with the author, though it takes other forms. The answer to that question shapes every decision that follows.
When Joe and I sat down to define the purpose of his book, his answer was specific. He wanted the right clients to find the book, recognize their own situation in it, and reach out because they wanted help applying what they had read. He had written a previous book, Casino Sales Master, that served a different purpose for a different audience at a different stage of his business. That book did what it was built to do. This one needed to do something different, reach the specific kinds of organizations where his current methodology produces the most dramatic results and give them a reason to start a conversation.
No hype. Just structure.
That answer, functional, specific, free of vanity, shaped every subsequent decision about the book. What goes in and what stays out. What the reader needs to feel by the end and what they are supposed to do next. How much of the methodology to reveal and how much to hold back. A book built on a clear purpose is a completely different product than a book built on a vague one, and readers can feel the difference even when they cannot articulate it.
Getting that balance right is most of the real work of a business book. The writing, when it finally starts, is the easier part.
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Frequently Asked Questions
Because the author built the wrong book. They may sell copies and collect reviews, but they fail at the real job: producing clients, credibility, and conversations with the right people. The usual cause is writing a book that moves information instead of moving a person, with no emotional connection to the reader’s actual situation.
One is written for the public, to reach the widest possible audience as a stranger-friendly read, which usually requires an existing platform. The other is written for a purpose, as a lead generation and credibility tool aimed at a specific reader. They demand completely different decisions about content, voice, and what the book asks the reader to do.
Writing the purpose-driven book as though it were the public book. Making it broad, general, and inoffensive strips out the specificity and point of view that actually generate leads. A book that takes no positions and reveals nothing distinctive produces polite reactions and no action, the worst outcome for a tool meant to produce action.
Yes. Going so deep into the methodology that a reader can replicate the process without hiring you turns the book into free consulting and a training manual for competitors. The fix is teaching the principles while keeping the proprietary application inside the paid engagement, a line drawn before the writing starts.
What is this book supposed to make a reader do? Not feel, not think, but do. A commercial business book needs to produce an action, almost always a conversation with the author. That single answer shapes every decision that follows, from what goes in to how much of the method to reveal.
By conversations started, not copies sold. A thousand strangers who enjoyed the book are worth less than ten qualified buyers who recognized themselves in it and reached out. Authors who judge a purpose-driven book by a public book’s scoreboard conclude they failed when they aimed at a different and more valuable target.