The New Identity Of The Non-Fiction Book

I was driving with my father-in-law the other day and in the back seat of his SUV were stacks and stacks of the same book. The cover had a picture of a businessman walking into the sunset and the title was something about “how to become a better business leader.” He noticed me looking at them and said “the world of non-fiction books has officially changed.” I knew exactly what he was referring to and I agreed.

I was driving with my father-in-law the other day and in the back seat of his SUV were stacks and stacks of the same book. The cover had a picture of a businessman walking into the sunset and the title was something about “how to become a better business leader.” He noticed me looking at them and said “the world of non-fiction books has officially changed.” I knew exactly what he was referring to and I agreed.

Your probably sitting there wondering “how does that useless story correlate with the world of non-fiction changing?” Well, as a matter of fact it has everything to do with how books are changing and I will explain why.

I read an article the other week about an interview between two non-fiction writers. One of the three-time, big-six published authors stated, “You don’t understand, books aren’t designed for you, the customer. Today, non-fiction books are business cards--for speaking, consulting, and deals.” What he meant by this was that non-fiction authors are a dying breed and in taking their place are businessmen, CEO’s, layers, politicians and celebrities.

Consider the last time you went to a bookstore like Barns and Noble. When you walked through the non-fiction isle did anything look different? If you cannot remember then let me refresh your memory. The shelves are now covered with books just like the one I saw in the back seat of my father-in-law’s car. Books about success, empowerment, leadership, wealth, fame etc are taking the place of books of the non-fiction authors we have grown up with. We have always had these types of books on the shelves, but not to this degree.

It is very apparent that these books are being published less for the interest of the consumer and more as a marketing tool. More and more individuals and companies are figuring out how to create a book of their own. Businessmen are writing books entirely for credibility in their field. Layers are publishing their own books to gain a stronger clientele and politicians are publishing books to gain popularity in their election. It is plain and simple; if you have a book to back up your story, then your success and credibility have no limit.

Any way you look at it, the face of non-fiction books has changed. “Call it a business card, a resume, a billboard, or whatever you choose, but the short of it is that books are no longer just books. They are branding devices and credibility signals.”- Ryan Holiday, Fast Company

Although it may seem it, this is not bad news for books and authors. The world of publishing is constantly changing and adapting to consumer demand. Using a book as a form of personal marketing is a new and exciting addition to the world of books. We have never seen or understood their promotional potential until now.

By Kipp Grange