What's the best way to start a prescriptive nonfiction book?

• As soon as possible, win your reader's trust and interest.

If they don't trust your insight or expertise, they won't keep reading.

And if you're not interesting, they have a billion other options.

In Cues, Vanessa Van Edwards says that warmth plus competence equals charisma. She's talking about in-person and online communications, but of course this works for books too.

Watch this short clip and think about how this advice could apply to your book (or article or next email):

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How do you earn trust?

Don't be humble. This is your moment to tell readers who don't know you all about what you've accomplished. You'll also want to share how your book will help them because you've witnessed it helping others.

Anecdotal evidence has its place, but social proof tends to hold more weight (especially if you're seeking traditional publishing.)

Talk about your credentials, awards, followings, speaking engagements, prior books, etc. But make it snappy.

How do you show warmth?

Make sure your voice is on the page from the outset.

Don't write to sound like a writer. Write to sound like you. The barometer for that is: If a stranger met you in person and then later read your book, would they have heard the same person?

Warmth is hospitality. You're inviting a friend into the world of your book. How would you want to be greeted? To be led through the house? To feel once you've left?

If you can show competence plus warmth from the outset, you'll win over your readers. They'll be more prone to forgive your faults and more apt to follow your advice.

And, one would hope, more willing to write a positive review.

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Housekeeping note: I changed my weekly delivery day of this email to Thursdays. Earlier in the week was getting too full. I kept feeling rushed to just create something. The better answer was to move my self-imposed deadline.

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You subscribed to Every Word Tell by nonfiction ghostwriter, editor, and book coach Blake Atwood.

Every Thursday, you'll receive 300 words or so about writing, reading, editing, or publishing.

Always feel free to reply. Ask a question you'd like to see answered here. Reach out for help with your next nonfiction project. Or just reply to let me know, Yeah, me too.