Over the last few years I have written 15 books about leadership which have sold over 1 million copies in many languages.† I am often asked about writing, publishing and how to become an author.

First, here are some facts you should know:

According to Garrison Keillor there are 18 million authors in America, each with an average of 14 readers, eight of whom are blood relatives. The average annual earnings of those authors is $1.75.

Around 600,000 new books are published in America each year, another 150,000 in the UK, and countless tens of thousands more in the English language in other countries.† The book industry is in disarray – the recent descent of the Borders chain into Chapter 11 being another canary in the publishing coal mine.† Digital media, print-on-demand and e-books as well as changing reading habits are reinventing publishing. Only about 25,000 books ever sell more than 5,000 copies. About 100 business titles are stocked in small bookstores and around 1,500 in superstores – yet there are more than 250,000 business titles in print competing for this small amount of shelf-space.

But the good news is this:† There are few things in life that offer as much joy as the knowledge that your ideas have helped to change the world, or change a life, or make a difference somewhere, or for someone.† Every letter received by an author which describes a shift caused by his or her writing is a sacred blessing.

So despite all the hurdles (and there are many more than the ones I have described above)†sharing your message with the world – in analogue or digital form -†is well worth the challenges.

Here are my 10†tips for non-fiction authors:

1. There is only one reason for writing a book and it is not to sell lots of books.† It is to share a burning passion leavened with creative and original ideas that will inspire others and make the world a better place. Any other reason is a waste of trees.

2. Keep it simple, compact, clear and concise.† This is the Internet age.† People are busy.

3. Pay attention to the lyrical.† As much energy should be invested in editing as writing. Poor editing (a condition found in most books) ruins a great project. And great prose engages – even sometimes seduces – the reader. And always pay tribute to another author for anything you borrow – plagiarism is stealing and will ruin your message.† Besides, your passion is more likely to†illuminate the pages of your book†than a copied passage.

4. Make it beautiful – the design and the tactile nature of a book plays a bigger role than most people think – especially at that critical moment when a decision to buy or not to buy a particular book is being made. Don’t skimp or try to save money during production – it will show.

5. The majority of non-fiction titles are sold to each author’s own networks – be sure your networks are well tended.

6. Publishing success comes from critical mass. Understand where major book sales can be achieved (corporations, trade associations, industry groups, book clubs) rather than onesies and twosies. This builds momentum and word of mouth – known as “hand-selling” in the trade.

7. Learn how the industry works – production, pricing, distribution, listing, best-seller lists, launch plans, publicity, marketing and who are the knowledgeable experts in the industry. Talk to other authors and invite them to share their expertise, connections and advice.† There are a number of former publishing executives who now run advisory services and they can offer excellent advice also.

8. Be creative.† One of my earlier books, “The Way of the Tiger” (still going strong, 22 years later) was a runaway hit because†a major media corporation†agreed to saturate the market with billboards and advertising for the book in return for my consulting services offered to their leaders. Search for alliances and creative ways of marketing and distributing your book. Build social campaigns around your book.

9. Always live what you teach.† The moment someone spots a discrepancy between the messenger and the message, they will brand the author as a phony and leave your books in the warehouse. And always be inspiring – say what you have to say in a way that will inspire readers to action rather than frightening them.† There is already too much fear in the world. The great novelist E.M Forester†wrote, “There’s enough sorrow in the world, isn’t there, without trying to invent it”.

10. Never give up. If you believe in your work strongly enough, persistence will pay off – even if it takes many years.† Wayne Dyer travelled across the country, selling his first book from the trunk of his car.

…and†in his classic novel, “Howard’s end”, E. M. Forester also wrote, “Only connect the prose and the passion and both will be exalted, and human love will be seen at its height.”