Questionable insights from a first-time author: lessons from “Groundswell”

I was incredibly lucky. My first book Groundswell, written for Forrester Research with my fellow analyst Charlene Li in 2008, took off like a rocket soon after it was published. I thought, “Ah, I have this book thing figured out.”

Fifty-plus book projects later, I’ve learned which of the lessons I took away were actually valid, and which were illusions. I thought it might be instructive for other authors if I compare what I imagined at the time to what I now know is true.

Ideas matter

What I thought was true: Charlene and I conceived a framework for explaining the value of social media, including four steps and five objectives. We sought and wrote about case studies for each of the objectives. We believed that the compelling nature of our insights and stories would cause the book to sell.

What is actually true: A great idea and great stories are necessary — but not sufficient. We also had the benefits of great timing and a powerful set of marketing assets through Forrester and Charlene’s social media presence. The ideas and frameworks are the most visible part of the success, but by themselves aren’t enough to sell a book to a publisher or to readers.

Collaboration is effortless and efficient

What I thought was true: Charlene’s and my collaboration as coauthors went extremely well. Because I am a fast writer and had been given time to work on the book, I wrote the first draft of most of the chapters. I regularly checked in with Charlene both before writing the draft — since most of the ideas came from her — and after she had read and commented on it. There was an enormous amount of mutual respect, which made all the difference.

What is actually true: Collaboration can go wrong in a dozen different ways. I worked on two other coauthored books after Groundswell and also ghostwrote and edited books for coauthors. I’ve learned that unless you put solid work in up front to agree on a shared concept as well as a plan for who is responsible for which tasks, books can easily go off the rails. More authors means more problems at least as often as it means greater efficiency. (Also, almost no one is as smart and agreeable as Charlene.)

You can write a great book quickly

What I thought was true: We wrote Groundswell in 11 weeks. Once we had the book contract, I just put my head down and motored on both research and writing. Charlene’s contacts with people in companies putting effort into social media were mostly happy to be interviewed for case studies. The result was a great book, assembled very quickly.

What is actually true: We were incredibly lucky. I was able to dedicate full time to writing — that’s rarely true for other authors. The case studies are rarely so easy to find and convince to participate. There are often snags along the way in the writing process. Most great books take at least six months to write, not 11 weeks.

It’s easy to get a publishing contract

What I thought was true: It seemed that if you put a good book idea with good promotion in front of publishers, they would jump at it. Our agent put the proposal in front of multiple publishers, Charlene and I visited a few of them, and a few days later they actually participated in a bidding war, generating a six-figure advance from the winning publisher, Harvard Business Press.

What is actually true: The combination of Forrester’s promotional power and my agent’s contacts are what enabled us to get publishers bidding. While I’ve written or cowritten two traditionally published books since then and helped several other authors to get book contracts, it’s gotten much, much harder in the last 15 years. In the absence of a highly convincing author promotional platform that promises to sell 10,000 copies or more, you’re basically out of luck for a traditional book contract, although you can successfully publish through a hybrid publisher.

Promotion is a piece of cake for a good book

What I thought was true: Our promotional efforts went swimmingly. With the help of both Harvard Business Publishing’s and Forrester’s crack publicity teams, Groundswell generated a host of opportunities for promotion, including Charlene’s and my blog, bylined articles in various publications, quotes in media, and high profile speaking slots at both Forrester events and other conferences. The Forrester organization also mailed hundreds of copies out to clients as a way to promote its business.

What is actually true: Few organizations have the promotional skill and contacts that Forrester and Harvard did. In general, publishers’ publicity teams have limited ability to generate coverage, and they’re juggling lots of authors at once. Outside publicists can help, but the author’s own contacts and platform are crucial. Promotion is always an uphill battle.

Bookstores matter

What I thought was true: Groundswell was available in all major bookstores. It was highly visible and sold well on those channels.

What is actually true: The heyday of business book sales through bricks-and-mortar retail is over. Borders is gone; Barnes & Noble carries a shrinking number of business books, and almost none from unproven first-time authors; airport bookstore placement require payment from the publisher or the author. Think about it: where was the last place you bought a business book? If it wasn’t an airport, I bet it was online. Dream all you want, but bookstores aren’t where successful business books get noticed.

Timing is everything

What I thought was true: If you time a book to a major market trend, it will take off, right? Groundswell came out just as social media was transitioning from silly consumer pastime to useful business tool, so organizations were eager for useful advice and data at just the moment we provided it.

What is actually true: Timing is important, but no guarantee of success. My second book Empowered in 2010 was timed to catch the wave of people using social media for word-of-mouth, including new data tools for that purpose; it sold 20% as well as Groundswell. My third book The Mobile Mindset was designed to take off along with the rise of mobile internet in 2013; it also failed to capture the market. Great books with great timing don’t always take off.

What this means for authors

Beware advice from first-time authors who are big successes. Sometimes they’re brilliant. Sometimes they’re lucky.

You can certainly learn from successful authors. But keep perspective. Experienced authors and editors may have more to teach you than those who succeeded on the first try.