How to Write a Book as a Subject Matter Expert

You Work Hard. You Want to Build Your Brand and Your Platform. Writing a Book is a Great Option.

A Step-by-Step Guide to Sharing Your Expertise with the World*

Writing a book is an incredible way to establish yourself as a thought leader, expand your influence, and make a lasting impact in your field. It also doesn’t hurt your future career prospects and/or your ability to jump into the profitable realm of paid speaking engagements.

If you are a subject matter expert (SME), whether that be in AI, B2B Marketing, Analytics, Education, Risk Management, or something else, you have a treasure trove of knowledge and experience that can benefit others. Translating your expertise into a compelling, accessible book, however, no matter how many years or experience you have under your belt, requires a unique blend of strategy, discipline, and creativity. In today’s post, I’ll walk you through the essential steps of the writing process on how to write a book as a subject matter expert, as well as provide practical tips to help you write a book as a subject matter expert, all the way from your initial idea conception through the final draft and publication.

How to Write a Book as a Subject Matter Expert

1. Define Your Purpose and Audience

Before you start outlining or drafting your book, take the time to clarify why you want to write this book and who you’re writing it for. Your expertise may be vast, but a successful book is a focused endeavor, and it must be tailored to a well-defined audience. You need to know who your readers are, what solutions they’re seeking out, i.e., what problem(s) they’re trying to solve, and how you, as the SME, are providing them with the actions they can take based on the information you’re providing. To do so, you must:

• Clarify your goals: Are you aiming to educate, inspire, influence policy, or boost your professional credibility? Your purpose will shape the structure and tone of your book, and must be written as such. The goal of your book should sound very much like the elevator pitch for it, e.g., “Mastering Digital Project Management provides project managers with all of the concepts, technical background, and project management steps for successful web and digital engagements proven to launch in time and under budget.”

• Identify your ideal reader: Are you targeting beginners, industry peers, or decision-makers? Consider their existing knowledge, challenges, and what they hope to gain from your insights. Writing a book “for Dummies” isn’t the same as writing a book for experienced professionals, and the writing should reflect that.

• Research your audience’s needs: Engage with your target readers through surveys, forums, or social media to understand their most pressing questions and interests. Interviewing other SMEs in the industry is also a great way to network while gathering critical information that’ll help you acquire other perspectives in the same industry and/or position. You may just get a blurb or two for your book, which never hurts.

• Provide actionable solutions: By centering your book around your readers’ needs and your own objectives, you’ll create a focused, relevant resource that stands out in the crowd of books that already exist. To do that, you’ll want to walk your readers through the actionable steps they can take to find solutions to the problems they face in their roles. This may include ten-step guides included within your book (as an example), or other prescriptive guidelines that walk your readers through the processes you’ve gone through firsthand. Your experience can prevent them from making the same mistakes you made on your journey to becoming an expert.

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2. Choose the Right Topic and Scope

As a SME, you probably have a wide range of topics at your disposal. However, you don’t need to cover everything you know in one book. Instead, pick a subject that aligns with your purpose and addresses a specific gap or demand in your field.

• Find your angle: What unique perspective or solution can you offer that isn’t already available in existing literature? Have you experienced something new that you hadn’t previously experienced? Is there a new theory or technology that you’ve explored and formed conclusions around? Remember when Agile software development became all the rage? I know PMs whose careers exploded once they became experts in Agile PM.

Are you targeting beginners, industry peers, or decision-makers? Consider their existing knowledge, challenges, and what they hope to gain from your insights

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• Define your scope: Avoid the temptation to be all-encompassing. A focused book is often more impactful and easier to write. It provides your readers with specificity. No one likes books that are all over the place.

• Test your idea: Talk to colleagues or potential readers to validate your topic and gather feedback before committing to a full manuscript. Have some experts in your field, whether they be friends or colleagues, read drafts of your book until you’re sure everything you’re providing makes sense, but also provides value to your potential readers.

  
  

Narrowing your focus will help you write a book that is both manageable and valuable to your audience.

3. Develop a Structured Outline

A strong outline is the backbone of any successful nonfiction book. It serves as your roadmap, ensuring your ideas flow logically and that you cover all essential points. If you’re seeking traditional publishing, you don’t need to have the entire book written before approaching a publisher or acquiring editor. Fiction’s a little different, as you do have to have your manuscript complete. But not for nonfiction.

1.     Brainstorm key themes: List all the major topics, subtopics, or steps you want to cover, then whittle them down to the ones you want to cover in detail.

2.     Organize logically: Arrange your ideas in a sequence that builds understanding, such as chronological, thematic, or problem-solution order. And stick to that structure. You want readers to speak the same language as you, and if you don’t have a structure they grow to expect, you may lose them along the way.

3.     Break down chapters: For each chapter, outline the main points, case studies, data, or anecdotes you’ll include. I like the plot definition in fiction for chapters: this happens, and so this happens, etc. Like a step-by-step sort of thing. Of course, that isn’t necessarily what you’ll end up doing, but a chronological order makes things easier when you’re not talking about something from a theoretical perspective.

4.     Stay flexible: Your outline may evolve as you write, but a solid initial structure helps prevent the dreaded “writer’s block,” and ensures consistency. How do you fix any issues? That’s what editing is for.

Consider sharing your outline with trusted peers or mentors for feedback before you start drafting. Get their advice and input.

4. Translate Expertise into Accessible Content

One of the biggest challenges SMEs face is translating complex knowledge into language that resonates with their audience. Here are some tips:

• Avoid jargon: Use plain language or explain technical terms when necessary. Remember, not all readers will share your level of expertise. I remember when I first started in marketing and business in general, I didn’t even know what a SME was. I didn’t know what SEO was, nor what critical paths were, or Kanban, or even MVP. Experience provided that. It’s your job to make sure your readers know what you’re talking about, even when it seems everyone in your industry should already know.

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• Use examples and stories: Illustrate concepts with real-world examples, case studies, or anecdotes to bring your points to life. There’s nothing quite as powerful as highlighting actual, real events that you (or someone else) went through to show what happened, what went wrong (or right), and how you (or they) handled the situation. It’s a good time to provide your readers with a “lessons learned” section.

• Layer information: Start with foundational knowledge before diving into more advanced concepts. If you’re in inside sales, start with a definition of what that means, including the differences that may exist between industries. The term is pretty self-explanatory, but younger/newer salespeople may not understand the nuances of inside sales versus outside sales roles, including the employer expectations, how the two types of salespeople interact in a complementary fashion, and so on. Your book should clarify that distinction for your readers.  

• Visual aids: Incorporate charts, diagrams, or infographics to clarify difficult topics. Visual aids may not always be needed, but you, as the SME, should know when they’re appropriate and when they provide no value to your learners.

Your goal is to empower readers—not overwhelm them. Strive for clarity, simplicity, and engagement on every page.

If You've Reached a Point in Your Career Where You Mentor Others, You Can Turn That Knowledge Into a Resource for Others to Learn From.

5. Establish a Consistent Writing Routine

This is one of the most important principles of writing, be it fiction or nonfiction. Even the most passionate experts can struggle with writer’s block or procrastination (I don’t believe in writer’s block—if you want to write, don’t make excuses. Just write through the stuff you’ll edit out later if it’s irrelevant). A consistent writing routine helps you make steady progress:

• Set realistic goals: Decide on a word count or number of pages to write each day or week and stick to it. Don’t let yourself wander. Writing is work, and you should treat it as such. You’re the boss—make it happen.

• Block out time: Schedule regular writing sessions and treat them as non-negotiable appointments.

• Use productivity tools: Consider writing software, distraction blockers, or accountability groups to keep you on track. Do whatever you have to to make progress.

• Embrace imperfection: Don’t aim for perfection in your first draft. Focus on getting your ideas down, then polish in later rounds. That’s what writing is all about.

Are you aiming to educate, inspire, influence policy, or boost your professional credibility? Your purpose will shape the structure and tone of your book

Remember, writing a book is a marathon, not a sprint. Celebrate small milestones and be patient with the process. Sit your butt in the chair at a specific time every day and get it done, even if it’s fifteen minutes at a time. Remember, one page a day equates to a 365-page book in a year.

6. Incorporate Research and Credible Sources

While your experience is invaluable, supporting your claims with credible research adds authority and trustworthiness to your book.

• Cite recent studies: Use up-to-date data, research papers, or industry reports to reinforce your points. As a SME, you should know what you don’t know, and you should do the research so that you do know. People seeking advice from SMEs expect that you’ve put the work in so they don’t have to.

• Include expert quotes: Interview other leaders in your field or reference recognized authorities for additional perspectives. Not all processes work for everyone. People learn best when they have various perspectives and ways of learning. Don’t exclude readers because of a rigid style or lack of input from other SMEs.

• Provide references: List sources at the end of chapters or the book, allowing readers to explore topics further. You’re writing this book to show you’re an expert, and part of that means sharing how you learned what you learned, and how you learned it, be it software, training, videos, and, most especially, other sources.

Balancing your insights with well-chosen evidence makes your book both informative and persuasive.

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7. Edit, Revise, and Seek Feedback

No first draft is perfect. Editing and revision are where your book truly comes into its own. That applies to anything you write—articles in trade periodicals, blog posts, white papers, collateral, and every other type of communication.

1.     Self-edit: Review your manuscript for clarity, flow, and consistency. Look for sections that are too dense or off-topic. The last thing you want to do is confuse your readers or make your book inaccessible in some way. There’s a saying in fiction: “Read like a writer.” In your case, you want to read like a reader.

2.     Beta readers: Share your draft with a small group of trusted readers—ideally from your target audience—and gather their feedback. Ask for specific feedback so that their feedback becomes actionable.

3.     Professional editing: Hire a professional editor to refine your language, structure, and style. Their expertise can elevate your work significantly. You may know your stuff when it comes to your career, but that doesn’t automatically make you a good writer.

Embrace feedback as an opportunity for growth. It’s a crucial part of transforming your manuscript into a polished, impactful book.

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8. Consider the Publishing Path

Once your manuscript is ready, it’s time to decide how you want to publish your book. As an SME, you have several options:

• Traditional publishing: Submitting your manuscript to established publishers offers broader distribution and marketing support but can be highly competitive. It also may require acquiring an agent to represent you. Do your research on other authors to see if they’re thanking an editor, or someone else who’s helped them along the way. You can often find this information in the “Acknowledgments” section of their books.

• Hybrid publishing: Combines elements of traditional and self-publishing, often providing some editorial and marketing support for a fee. It’s up to you if you want to invest financially in seeing your book in print. That’s an individual decision that requires considering how much time you want to invest beyond the writing.

• Self-publishing: Gives you full control over content, design, and royalties. Modern platforms make self-publishing accessible and professional. Again, this route will require more time, energy, and financial investment, but you’ll keep all the profits. But beware: there’s a certain amount of stigma to self-publishing. To many, it says “I couldn’t get anyone to publish my book, so I’m doing it myself.” If you have a platform, it makes sense. If no one knows who you are, it may not, as the sales likely won’t materialize.

Share your draft with a small group of trusted readers—ideally from your target audience—and gather their feedback. Ask for specific feedback so that their feedback becomes actionable.

Research each option thoroughly and choose the path that aligns with your goals, timeline, and resources.

9. Promote Your Book and Leverage Your Expertise

Writing a book is just the beginning. To maximize its impact, proactive promotion is essential. Writing a book is one thing. Selling it is something quite different.

• Build an author platform: Establish a website, blog, or social media presence to connect with your audience and share updates. Get yourself out there. Let people know you’re in the industry, and that you’re a SME. In marketing, there’s the Marketing Rule of 7. Some marketers recommend 4 to 12 exposures of a product, and in this case you are the product. That means you need to be what prospects hear and see at least 7 times before someone takes action/purchases your book.

• Leverage your network: Reach out to professional associations, speaking circuits, or industry events to showcase your book and expertise. Again, you need to get yourself out there. You are your brand, and your brand needs to be one that sticks out above the rest.

• Media outreach: Pitch your book to podcasts, magazines, or news outlets for reviews and interviews. These outlets are always looking for guest speakers and contributors. Be one.

• Engage readers: Host webinars, book signings, or Q&A sessions to interact directly with your audience. People like personal interaction, and what better way than to meet your prospects? You’re the SME, and some people learn via direct contact. Not everyone learns by reading a book or listening to an education tape or video. But if you provide your audience with value, they’re more likely to buy your book.

Remember, as a subject matter expert, your book is not just a product—it’s a powerful tool for building influence, opening doors, and making a difference in your field.

10. Embrace the Journey and Keep Learning

Writing a book as an SME is both rewarding and challenging. Along the way, you’ll sharpen your own understanding, discover new perspectives, and make meaningful connections with others in your industry and beyond. Stay open to learning, adapt to feedback, and remember the value your insights bring to others, because it’ll not only lead to sales—it’ll get you out there and into other leaders’ minds as someone to go to for advice.

Whether your goal is to educate, inspire, or innovate, your expertise has the power to shape minds and change lives. Start today, trust your voice, and take the first step toward becoming a published author. The scariest part is deciding you want to write a book. The rest is just putting in the work.

Conclusion

The journey from subject matter expert to published author is a transformative experience. By defining your purpose, focusing your topic, structuring your content, and writing with clarity, you can create a book that showcases your expertise and serves your audience. Embrace the discipline of writing, the humility of revision, and the excitement of sharing your knowledge with the world. Your book could be the next essential resource in your field—so why not start writing today?

Cully Perlman is an author, blogger, substantive editor and book coach. He can be reached at Cully@novelmasterclass.com

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*This post used Copilot for the structure, however most of the content was written by me.