The best thing I ever did for my career was to write a book. The first one was called How to Make Money with Social Media, which ultimately led to TV appearances and speaking gigs around the globe. The second one was called Go Mobile, which, when it was first released, was the #1 book about mobile on Amazon.

I’m in the process of writing my next book, which has prompted me to jot down a few notes about how to write a book. These are just “back of the envelope” tips (literally), but I thought might provide some good suggestions for anyone taking on the task.

Here, in no particular order, are the tips:

Write the Way People Talk

Imagine yourself sitting down with a friend while drinking a cup of coffee. Would you say “One should never use social media to sell,” or would you say, “Using social media to sell is a bad idea.” Of course, you’d say the second option. That’s the way you should write, too.

Say Something. Then Say it Again

The brain is a funny thing. It actually takes a second or two for it to process big ideas. If you move from one concept to the next too quickly, the reader loses the big idea (because they’re focusing on what you’re saying next). So, when it comes to a key concept, say it once. Then say it again (using a phrase like “In other words,” or “What this means for your business is…”). That’ll help the brain catch up and really remember the concept you’re trying to convey.

Write When Your Brain Wants to Write

I write best in the afternoons because I’ve spent all morning running my mouth, which warms up the communication center of my brain. You might write better in the morning. Or in the afternoon. Or late at night. No matter — just try to write when the words flow most easily for you.

Keep Chapters to About 3,500 Words

There’s no rule that says 3,500 words is best. I’ve just found that chapters of around 2,000-ish words don’t cover enough ground, and chapters of around 4,000-ish words get long winded. Again, that’s my perspective. Others may disagree.

Understand Why People Read Business Books

There’s only one reason people read business books — they want to learn something new today that will help them with their career or business tomorrow. They’re not interested in your philosophical musings. They’re not interested in your grand perspectives about business. They’re interested in practical information that they can put to use immediately. 

Each Page Needs a Thought Provoking Idea

A single page of a Word document has about 300 words (Helvetica; 14 pt type; double spaced). In order to keep a reader engaged, you need at least one big idea per page. (A big idea can be an actionable piece of information; or a strategic insight; or an important data point from a research paper; etc.)

Don’t Try to Write the Perfect Chapter

Do you think Michelangelo painted his masterpieces in one sitting? Of course not. He started by putting down a layer of paint. Then he came back and fixed the bad parts. Then he came back again (and again, and again) and fixed the other bad parts. In the end, he had a masterpiece. When you write, just get it down on paper. You can fix the bad stuff later. (And then your editor will fix the parts you missed after that!)

Set a Goal for Deadlines and Don’t Miss it

You can either set a daily goal, or a weekly goal. Either one is fine. But don’t miss the deadline. In other words, if you’ve agreed to write one 3,500 word chapter a week and on Sunday night you’ve only written 2,000 words, stay up until you’ve finished the chapter so you can start fresh on Monday morning with a new chapter. Missing these micro-deadlines is the #1 reason most people who start writing a book never finish them.

Include Crossheads and Side Bars

People like to read in chunks. When a book goes on and on without a break, the reader gets tired. So be sure to include crossheads (designed to frame up the next section) and side bars (designed to shine a spotlight — briefly — on a related concept).

Paint a Picture of Your Reader

I like to think of my reader as an executive standing at an airport book store in New York City getting ready to catch a flight to San Fransisco. They’re looking for a book they can read in 3 hours or so on the flight. By the time they land, they want to have learned something new and learned how to put it into action. Your particular book might have a different target audience, so you’ll paint a different picture. The important thing is to paint a picture. Otherwise, your book will be written for nobody, and that’s not good for you or the reader.

I hope these tips help you as you’re thinking about your next book. If you have thoughts and suggestions of your own, feel free to share them in the comments section below.

About the Author: Jamie Turner is an internationally recognized author, speaker, and CEO who speaks about business, digital media, and leadership at events, conferences, and corporations around the globe. He has been profiled in one of the world’s best selling marketing textbooks, is the author of several business books, and can be seen regularly on network TV news. He can be reached at +1-678-313-3472 or via email at Jamie.Turner@SIXTY.Company.