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The Extraordinary Business Book Club

Alison Jones, publisher and book coach, explores business books from both a writer's and a reader's perspective. Interviews with authors, publishers, business leaders, entrepreneurs, tech wizards, social media strategists, PR and marketing experts and others involved in helping businesses tell their story effectively.
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Mar 27, 2017

'Noble embodies what we're trying to do here because it is about being in the service of others but in this case in business... Noble Purpose is about the impact you have on customers.' Or, in this case, readers.

Lisa Earle McLeod writes from two key drivers: frustration and passion. Her book Selling with Noble Purpose embodied everything she'd learned and passionately believed in her career as a sales consultant, that selling is for the benefit and the maximum impact for the customer, not just giving them what they think they want. 'It gives you more courage with your customers,' she explains. And there's a very clear parallel with writing for your readers, too. 

There are some great examples too of how the book works with the business, with a useful taxonomy of ways in which she as the author can work with clients who've read the book and want more. 

And if you're bored of me banging on about structure, you'll love Lisa's top tip for would-be business book authors:

'Think about what you're excited about and think about what you're angry about and just start writing. Everyone thinks they have to have this big outline for a book, you don't. Just sit at the keyboard, bang it out. Don't start at the beginning. If you've got something for the end in mind, start there. If you've got the middle in mind, start there. Just start.'

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