This is a guest post by Ginny Carter. Ginny is a business book ghostwriter, book writing coach, and author. She’s on a mission to transform entrepreneurs, coaches, and consultants from everyday experts into respected thought leaders and in-demand speakers, through the book that grows their reputation and expands their business.

A business book, like any other, isn’t a one way street; it’s a powerful communication tool. As such it needs both a talker and a listener.

In J.K. Rowling’s words: ‘No story lives unless someone wants to listen’.

As a business author, how can you make this happen? To answer this, we have to ask one further question:

1) What makes your book readable?

Is it what’s in the book, or what you say about it, or both? Let’s break it down so we can see the elements that need to be in place in order to create a book that’s read time and time again.

2) Your book’s got a big idea

Your business book needs to reflect that big ‘something’ you offer which is unique and effective, in the way that only you can do. Base it around that (and that alone), and your readers will want to listen.

3) You’re so passionate about your idea you’ve GOT to write a book about it

The most inspiring books – the ones we recommend to our friends and read over and over again –  are the ones we can just tell the author was fizzing with excitement to write.

4) Your topic is a killer one

In order for your readers to choose to give up their precious time for your book, you need to be clear on the distinction between what they need to know and what they want to know. What they don’t want, they won’t buy. And what they don’t buy, they won’t be able to read.

You can still tell your readers what they need, but just make sure it’s written from the perspective of what they want to learn. Angle your content, title and marketing so it approaches it from the perspective of want, not need.

5) Your book is relevant and helpful for your readers

Again, a deceptively simple concept, and of special relevance if you’re basing your book or memoir on your own personal story.

Your own experiences are no doubt of huge value to your audience, but only if you approach them from the point of view of what your readers will learn, and not just from the perspective of your own life.

6) People know about your book

The biggie! You’ll notice I avoided using the ‘m’ word (‘marketing’, if you haven’t twigged). But that’s actually what I mean. Your story won’t live unless people listen to it, and if they don’t know it exists, their ears are closed.

Are you using all the channels available to you to get the word out there? Your social media profiles and content, website, email list, blog, interviews, joint ventures, Amazon keywords, and so on? Speaking is a brilliant way to bring your book to life, and you may be an established speaker already who’s using your book to gain you more gigs (and better paid ones at that).

I would so love for your business book to really live, and for that to happen it has to be written about the right thing, for the right people, in the right way.

Do you want to get seen, heard and hired with your own book? Claim your free guide How to Stand Out as an Expert With Your Own Book here: http://marketingtwentyone.co.uk/expert