When I set out to write The Write Strategy, one thing became immediately clear: planning is not the boring bit you rush through so you can get to the writing. It is the foundation that determines whether your book actually does what you want it to do.
In Chapter 4, I introduce a structured planning approach that I now use with every client at SWATT Books. It removes overwhelm, sharpens focus, and ensures your book serves both your readers and your wider business goals.
That approach centres on three core decisions:
- Choosing a single, focused topic
- Defining a clear Ideal Reader Avatar
- Creating a realistic, strategic publishing plan
In this article, I’m going to walk you through each of these stages, sharing the same questions and frameworks I use with my clients every day. By the end, you should have a clear roadmap for your book, aligned to market demand and built with purpose.
Pinpointing Your Book’s Focus: Choosing the Right Topic
Before you write a single word, you need to lock in one clear topic.
This is where many authors go wrong. They try to cram everything they know into one book, hoping it will appeal to everyone. What usually happens instead is that the message becomes diluted and the reader walks away unsure what the book was really about.
A strong business book topic sits at the intersection of three things: expertise, passion, and demand.
Start by listing the subjects you know inside out. These might come from your professional experience, lived experience, or a method you’ve developed over time.
Then ask yourself two very honest questions:
Am I genuinely qualified to speak on this topic?
Is there clear evidence that people are actively looking for help with it?
You can test demand by looking at existing books in your niche, checking Amazon categories, paying attention to the questions people ask in online communities, or noticing recurring conversations on LinkedIn and podcasts.
Once you’ve identified a topic that aligns with both your expertise and market demand, commit to it. That doesn’t mean it can never evolve, but it does mean resisting the urge to bolt extra ideas on “just in case”.
Every chapter, example, and case study in your book should earn its place by reinforcing this core focus. That discipline is what positions you as an authority, rather than a generalist.
Zeroing In on Your Ideal Reader Avatar
If topic selection gives your book direction, defining your Ideal Reader Avatar gives it depth.
I’m a firm believer that the most effective books are written for one person, not an abstract audience. When you write with a specific reader in mind, your tone sharpens, your examples land, and your marketing becomes far easier.
To define your Ideal Reader Avatar, work through these five questions:
- Who are they?
Give them a name. Note their background, role, and stage of life or business. - Where do they spend their time?
Think podcasts, events, online communities, and platforms they already trust. - What motivates them?
What are they working towards, and what keeps them awake at night? - What problem does your book solve for them?
Be precise. Vague problems lead to vague books. - Why should they choose your book over others?
This is where your perspective, framework, or lived experience matters.
Once you’ve defined your avatar, use it as a filter for every decision you make. If a section doesn’t serve them, it doesn’t belong. If your language drifts into jargon they wouldn’t use, simplify it.
This clarity doesn’t just shape your manuscript. It informs your title, cover design, subtitle, sales copy, and launch messaging. Everything becomes more coherent when you know exactly who you are speaking to.
Crafting Your Publishing Plan
With your topic and reader locked in, it’s time to zoom out and look at the bigger picture.
A Publishing Plan is what turns a good idea into a finished book. I use a simple Who/What/Where/When/How/Why framework to keep projects realistic, strategic, and aligned.
- Who is this book for?
Revisit your Ideal Reader Avatar. This guides everything from endorsements to distribution. - What is the core promise of the book?
Crystalize your core message. If you had to summarise the value in one sentence, what would it be? - Where will the book be available?
Decide on formats and platforms based on how your reader actually buys and consumes books. - When do you want to publish?
Create a timeline that includes drafting, editing, design, and launch preparation, with breathing space built in. - How will you publish and market the book?
Clarify your publishing route and outline the marketing activities that make sense for your goals. - Why are you writing this book?
This has two parts. Why it matters to your reader, and why it matters to you. That second why is what carries you through when motivation dips.
Documenting these answers in one place gives you a living blueprint. Revisit it regularly and adjust as needed. A good plan evolves, but it always keeps you anchored.
The Building Blocks of a Standout Business Book
Beyond strategy and structure, there are certain ingredients that consistently elevate a business book from average to impactful.
These include:
- Clear structure and logical flow. Every chapter should build on the previous one, with signposts and transitions that guide the reader seamlessly step by step through your topic.
- Engaging introduction and strong call to action. Hook your reader in the first few pages and give them a reason to act and a clear action to take when they finish your book.
- Actionable advice and practical exercises. Worksheets or key-takeaway summaries reinforce learning and encourage immediate implementation. Plus quick wins you can give them straightaway will reinforce your expertise and make a reader more likely to want to work with you one-on-one.
- Real-world case studies and personal anecdotes. Stories break up the text and demonstrate your points in concrete terms.
- Visual elements. Charts, models, and frameworks help readers grasp complex ideas quickly.
- Concise, jargon-busting language. Write as you speak—keep it authentic and accessible.
- Thought-provoking in-text questions. These prompt reflection and deepen engagement.
- Compelling titles and chapter headings. Make each section instantly recognisable in terms of benefit and outcome.
When these elements are considered from the outset, the writing process becomes far smoother. You are no longer guessing what belongs in the book. Every decision is grounded in service to the reader and the wider purpose of the project.
Conclusion: Turning Intent into Impact
Planning your book with purpose is not a one-off task you tick off and forget. It is the strategic backbone of the entire project.
When you take the time to define a focused topic, a clear reader avatar, and a realistic publishing plan, everything that follows becomes easier. Writing feels less overwhelming. Decisions feel more confident. And the finished book is far more likely to deliver real results.
The key is to choose your next step based on where you are right now.
If you’re at the very beginning and want help mapping out your book idea, read The Write Strategy. It will walk you through the early planning stages step by step and help you build clarity before you start writing.
If you already have a clear book concept and want expert feedback before you move forward, book a Write Strategy Diagnostic. We’ll review your plan together and make sure it is commercially sound, strategically aligned, and set up for success.
Either way, the goal is the same: to turn your expertise into a book that does more than sit on a shelf. It should work for you, long after it’s written.
