Someone told me I should write a book the other day.

And before you go thinking that it was anything to do with my literary prowess, don’t worry, I’m not blowing that particular trumpet.

Because it wasn’t bespoke advice, tailored to me and my situation.

I was at an event, the room was full of business owners, and we were all told the same thing: if we were serious about success, we should get busy writing and publishing a book.

It wasn’t the only thing on the “must do”list – producing a podcast, launching a membership site, devising a 5-day challenge, the list went on.

Thing is, for a huge proportion of business owners, publishing a book shouldn’t be anywhere near the top of their list of ‘things to do’.

Not because it’s the “wrong” thing to do. But because – for most businesses – there are better, faster and more cost-effective ways to get customers.

Yes, in the right market, publishing a book can position you as an authority and help you grow your business.

Yes, in the right market, a podcast will help you reach and engage with the people you want to sell to.

Yes, in the right market, a membership site will be a good way of generating revenue.

The key word in ALL of the above? Market. It should always come first, and every other decision should flow from it.

Define your market, craft a message that speaks powerfully to that market, and then select the media that’s most appropriate to deliver that message.

Beware those who start with media – when all you’ve got is a hammer, every problem looks like a nail.

Seb

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