In the publishing world, viewing your book as a business is a smart move. And realistically, to become successful you must learn to combine your unique gifts with artistry and business acumen. The alchemy of your success as a published author lies in determining the best way to present your personal brand and message to the public.

Writing can be a rigorous process best suited to those with a passion for their subject matter. Aspiring authors often have a specific topic they’ve considered writing about for years, but passion isn’t always enough to get a project going or to keep the writing fires burning.

If this sounds all too familiar, some soul searching and a few practical steps could solidify the decision to move forward with your publishing goals or concentrate your energies on other pursuits. Before you open your laptop with fingers poised above the keyboard, here are some suggestions:

Take a personal inventory.

Not everyone has what it takes to start a business of their own, and not everyone has what it takes to write their own book. Passion isn’t always enough, and business acumen takes time. A personal inventory reveals information about your attitude, motivations, strengths, and weakness. Ask yourself the hard questions. Are you willing to be vulnerable to public opinion? Are you prepared to commit the personal time required to market it? If not, are you invested enough to hire a team to help you? In short, your answers will help you decide if you’re a good fit for the job.

Identify your audience.

Chances are you’re already working in a field relative to your life’s purpose, or you‘ve at least begun to associate with a few groups who share common interests. These are model starting places to identify your ideal customer. Having an idea of who they are in advance affords you the opportunity to demonstrate your value to an audience who is already interested your message, product, or service. Statistics can help you identify a niche, but it doesn’t guarantee your message will resonate with that particular demographic. Get started looking for your future fans and followers, but keep an open mind about where to search. People will surprise you, so be careful who you rule out.

Develop your book concept.

Chances are you also know the plausibility of your book idea. Your book won’t be the final word on the ideas or experiences you want to share, but it’s where the dialogue begins. The concept of your book should create heightened affinity towards your brand, so make sure it’s an accurate reflection of how you want to be known, heard, and seen publicly. Developing your concept is the impetus to establish your brand’s voice, identity, and digital presence in the global marketplace, so make certain it highlights the value of your unique contributions and what you have to offer. And, let us not forget that becoming a trustworthy voice starts with high-quality content.

Start the conversation.

Publishing your own book can lay the groundwork for the entire future of your business enterprise. And because it’s evidence of hard thinking and concerted effort, people often grant you a certain measure of authority than if you haven’t written one. Books open doors to people’s minds, boardrooms, auditoriums, and opportunities that would otherwise be closed. The point is to get your book finished and get the conversation started. After all, the hearts and minds of your readers won’t be won by lack of follow through.

Push the Limits.

Writing a book is an invaluable lead generation tool that can become an unlimited resource for content marketing. Thanks to the internet and untold social media platforms, there is no limit to where you can share your ideas, with whom you can share them, or how far you can reach. If you’re still wondering where your book will fit into the big picture, the answer is anywhere you want.