There’s not a day that goes by that I am not working with a client who shares that they they don’t think their writing is ‘good enough’. That’s what I call ‘book imposter syndrome’.
For many, the decision to finally start writing their books is a HUGE step, something they’ve thought about for years (sometimes decades). They’re excited and a bit scared as they are heading into the unknown.
What most first time authors and self publishers focus is writing their book.
What they don’t really think about is marketing and promoting their book, and this is where book imposter syndrome comes in. It’s one thing to write your book, it’s another whole level to continue to self publish and then market (sell) it. In fact most people don’t like the idea of ‘selling their book’. They don’t want to be seen as self promoting, ‘salesy’, pushy. They are fearful of what their peer group with think about them, their book and their efforts to market it.
Book imposter syndrome writ large.
One of the many aspects I work with my clients on is helping them to prepare for and embrace the emotional aspects of their self publishing project. And it’s a hugely emotional process.
So I’ve developed the Guide that leads this post: The Emotional Road of Writing, Publishing and Selling a Business Book.
If you’re thinking about writing and self publishing your business book, take a look at this guide and print it out. Keep it somewhere close, because there’s a 100% certainty that you’ll feel some or all of these book imposter syndrome feelings/moment as you work through your book.
I’ve summarised the key highs and lows below.
This is the best book idea ever
You’ve made the commitment, finally, to get your book written and self published. You have a sense of excitement and energy. Yeah!!! I’ve wanted to share my knowledge, insights, thoughts for so long now I am finally doing it.
But wait! I’m sure what to write, if my idea really is any good. What if I spend all this time on writing it and it’s not good enough? What do I do? Who can I talk to? Who do I trust to give me honest feedback. You’re in book imposter syndrome territory.
I’m stuck…and I’ve only just started.
Then fear creeps in – the Dark Swamp of fear and insecurity.
Hmmm, I’ve heard of a business book coach…how do I find one, how do I know they are any good?
Hurray, I’ve finished my manuscript
After several versions of your manuscript you’ve reached the top of the mountain…well it’s actually only the first of two peaks and one longer, more gradual slope.
What! There’s more to do?
Oh yes, a lot more.
Completing your final draft is the first milestone of several. At this point you might need to lie down, rehydrate, recalculate your initial plan, resources and route. It helps to have someone as your guide – they’ve been there done that and know what’s coming up, in what order and the time it will take.
Most critically, you have to confront book imposter syndrome and send your draft to someone who isn’t a family member, colleague or friend. It’s time to bring in the professionals and this can be scary. I often have to cajole my clients to ‘hit the send button’ so that I can read their draft…and this takes courage.
Every journey starts with a single step and sending me your draft manuscript is the first one of your book journey.
The next step is waiting on the feedback, book imposter syndrome becomes an ever-present monster at this stage…breathing helps. And, once the feedback comes…it’s time to get to work, improve the draft, revise and revise…and then off to the proofreader.
Having rested you get up, boot up, pack up and start the next phase, the production and self publishing of your book. It’s a real challenge as you’re learning so many things on the go. And there’s the whole ‘thing’ of marketing and selling your book. This is where more fear and uncertainty comes in. We call it ‘The Pit of Imposter Syndrome’. It’s real and can be debilitating.
It’s one thing to write your book, it’s another thing altogether to get it out into the world, to stand up holding your book in front of you to a room full of people, the media, influencers, podcasters, your colleagues/friends/family.
Your hiking buddies are a support but here’s where a guide really comes to the fore. With the right guide you’re confident your book is the best it can be, reflects your values, delivers value and will make a positive, actionable difference in the lives of others…your target audience.
The launch of your book
You’ve done it. You have published your book and are now planning the launch. Book imposter syndrome rears it’s head again. You are about to stand up in front of your closest colleagues, friends and family and talk about your book, what’s in it, what it means to you and how you believe it will make the world a better place. This is NOT easy. Doubts creep in. But this is where ALL the hard work, thinking planning and execution come to the fore.
Your book is ‘good enough’. In fact, it’s more than ‘good enough’. It’s the best you have been able to do with the resources and time that you have been able to allocate. It may not be perfect, what is? You’ve worked through your doubts. You understand that what you are putting out there is your expertise, knowledge and perspectives, and you’re proud of it.
You’ve published and launched your book! Goal achieved, you’re on one of the highs of your emotional path.
The after launch slump
Get ready for one of your biggest emotional slumps. The effort and adrenaline you’ve experienced up to and including your book launch is massive. And then it’s over . . . and you still have lots of books to share, sell, promote. But won’t it sell itself? Do I really have to keep working on it? How come no-one told me about this part?
This is the BIGGEST book imposter syndrome stage.
If we work together you’ll know all about ‘this part’ and developed a strategy and plan to work through it.
Leverage your book
Ahhh, No. Don’t get me wrong your book launch is a great moment to celebrate your effort and commitment and it’s probably the highlight of your book self publishing journey. But there’s more to come, a lot more to come.
At this point it seems the valley in front of you is a long way down and the end far away, and there’s an appealing diversion right in front of you (your business, life…anything).
This is when the committed recommit, and it’s a time and place where all your efforts will really pay off (a bit like when all that training I do before a major hike). You’ve done the work, the planning, executed well to this point…now is the time to leverage it all and secure the real upside…if only you can stay focused on the marketing plan you built, deliver the content within it, follow up on media, speaking engagements and more.
And, this is when around 70% of people choose the appealing diversion. Some reach The Valley of Realisation (about half), munch on a chocolate bar or two and refocus. This group resets, sells more books, secures speaking gigs, presents to company/industry conferences, events, get quoted in the media, invited to podcasts and more.
And this result is…..book sales, more business, increased recognition, reputation and relevance.
From ‘this is the best idea ever’ to ‘more business’‘
If you look at the Emotional Path you might see something…the beginning and the end in orange.
This is how most people see their business book project: a great idea that generates more business (or substitute any goal you might have). I get it. I am a hiker. I LOVE the idea of heading off on a new hike with a clear start and end point and imagine the feeling I’ll have when I’ve finished, but I am a particularly goal-orientated person. This said, I know that I don’t really know how hard it’s going to be, what I’m going to be blown away by or beaten by. What I do know is:
- I choose GREAT guides with proven expereince
- I train well in advance
- I check my gear, upgrade if necessary and always add in something I didn’t know I needed to have until I did. There are some absolute essentials that are always in my pack.
- I listen to the advice of the guides
- I embrace the fact that I am in a new landscape and I don’t know much about it…that I have to be open to listening, looking and learning . . . and occasionally stop and look around…more often than not in awe.
- I hike with a great buddy. We’ve been on lots of adventures together. We know each others’ strong points and weak ones (one of mine is I hate downhill, my buddy hates uphill)…and we support each other.
EVERY hike is an adventure . . . and I want more adventures always. Which is one of the reasons I am a self publishing book coach. Every book I work on is a new adventure. I can apply my experience and expertise to every one, but every book is different.
Every business book author has their own emotional path. Each one is unique. As a corporate storyteller/company historian I experience a different emotional path with every book I research and write and it’s one of the reasons I love what I do. I’m learning, extending myself, meeting new and different people, trusted with their business stories and family history. It’s deeply personal and emotional.
The Self Publishing Expert
As The Book Adviser my role is a bit like a hiking guide. I’m here to guide the way, fully prepped and carrying the tools for every eventuality (even carrying a metaphorical oxygen mask). I’ve been there and done it – writing, production, publishing and marketing – hundreds of times before. I train and keep fit, so I am across the latest inventions, AI tools and gear. If I don’t know something I go and find out.
If you’re thinking about starting your business book self publishing project email me and let’s talk about your plan.
If you’re half way through writing your book and are stuck…email me. I will be able to help you. And, if you’ve self published a book and it isn’t selling the way you had thought, perhaps it’s time to confront your book imposter syndrome, plan to relaunch your book in 2026.