I like writers. They know how to work with words on the page. The real magic in most books isn’t what the author says, but rather, how they say it. Voice is one of those qualities that can make a book unique from others on a crowded bookstore shelf. Description of a scene can draw a reader in; a proper turn of phrase can expose another face truth. Readers want to be surprised and good writers find many ways to do that.
I like salespeople. They understand that things don’t sell themselves. They understand ‘no’ is a standard part of the conversation. They keep looking for the next opportunity. Persistence is a quality they cultivate. A book needs that kind of force—an author looking to put it in the right person’s hand. They can see the book as a product to sell as a premium alongside another engagement or give away as a bonus to seal a deal.
I like marketers too. Good marketers understand what the customer wants. They are one step removed from salespeople, so they think hard about messaging and packaging. Their work needs to stand without introduction or explanation. So, clarity and economy are something they are familiar with when we discuss book titles and marketing copy. Their work has a persistence too.
I like professional speakers, because they are great storytellers.
I like CEOs because they bring a big view to a project.
I like coaches and trainers because they are right next to the people they are helping and they see the problems up close.
I like consultants because they bring strong frameworks from working with so many clients.
I like every author and the amazing combination of perspectives they bring to their book project.