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I don’t know about you, but I have a reverence for books. I love them. I read at least a book a week. I hang out in bookstores just to soak up the atmosphere. I follow authors on social media, and frequently I buy products and services they’re selling.
And I’m not alone.
Millions of books are published every year—millions!
Some of them are wildly successful marketing strategies for smart entrepreneurs like coaches, speakers, and other experts.

But why?
Have you ever wondered that?  
Why are authors are so special?
What’s the big deal about writing a book?
Why do books have the power to drive traffic to websites and local retail stores?

I’ve been thinking about this for a while, and I’ve come to the conclusion that it’s the perfect storm of childhood conditioning that’s happened generation after generation.
Think about it, as children…

1. We learned that reading is important:
The first really important “big person” job we’re given as children is learning how to read. And whether you succeeded at that task or struggled with it, you knew it was important. Your parents, your teachers, all the major authority figures in your life stressed the importance of reading books at some point. Maybe you had a favorite bedtime story. Maybe you enjoyed curling up with Stephen King or J.K. Rowling. Or maybe you were a Goosebumps kid. It makes sense that somewhere deep down we have a reverence for the written word.

2. We learned that authors are special:
Why do we still know the name William Shakespeare? This dude who lived hundreds of years ago—what makes him so special? He’s an author.
And how about Socrates or Dr. Seuss, what’s the big deal about them?
They’re authors.
We learn from childhood that authors are special. Teachers make us learn their names and memorize their words for tests.

3. We learned that books have the answers:
All through school, we were given text books and told to study them. If we wanted to pass the test, we needed to look at the book for the answers. If we had a question, we were told “look it up in the book”. If we had a problem, we could count on a self-help book to provide at least a clue to the solution. Books have the answers we need.

4. We learned that writing is hard:
Now, think forward a little to your high school and college years. Did you dread writing papers? Even if you loved to read, did you love to write? Whether you got As on every paper or they all came back covered in red marks, writing was a task.
A graded assignment. Something that was judged.
No matter how hard we worked, or how great the paper was, there was always something written in red ink that told us it wasn’t quite good enough.
School taught us that writing is hard.

When you look at it this way, it makes sense that many of us feel like writing is a burden. It’s a big deal. If you struggled to write a twenty-page paper in college, how in the world are you going to write a two-hundred-page book?

With these four pieces of conditioning in our belief systems, it’s only natural to feel like writing a book is for other people, not you.
It’s understandable if you think you can’t do it, that it’s too hard. (Even if you’ve never tried!)

And that’s good news for your business…
Because your competitors probably have the same beliefs…
They won’t write a book, because they think they can’t…
But I know you can!

You can because you have a unique message to share…
You can because your business helps people do something cool, or overcome a major pain…
And you’re a do-er. You don’t let obstacles stop you.
Am I right?

So, take a moment right now to thank your parents, grandparents, and even your English teachers for creating that perfect storm of conditioning…
Because that conditioning is why books work so well as marketing tools. Your readers know you (the author) are special, and your book has the answers they need.
And then take another moment to decide you’re not going to buy in to this whole “writing books is too hard” nonsense.
I believe in you.

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