Ally Machate on Building Authority Through Books

Unscripted Small Business

Unscripted SEO Podcast Show Notes

Episode: Writing the Right Book for Your Business with Ali Machate
Host: Daniel Hill
Guest: Ali Machate, CEO and Founder of The Writers Ally

About the Guest

Ali Machate is the CEO and founder of The Writers Ally, an author services company that helps serious authors write, publish, and sell high-quality books. With a background at Simon & Schuster (one of the Big Five publishers), Ali brings traditional publishing expertise to independent authors and business owners looking to leverage books for business growth.

Key Topics Discussed

The Evolution of Publishing

• How digital technology has made reading more accessible through eBooks and audiobooks
• The shift from traditional gatekeepers (Oprah, NY Times bestseller list) to platforms like BookTok
• The democratization of publishing and audience building

Should Every Business Owner Write a Book?

• The short answer: No. Not everyone should write a book
• Common scenarios where book writing isn't the right choice:
  • Too early in business (lack of case studies and client stories)
  • Wrong timing or insufficient platform
  • When other content formats might be more effective

Writing the Right Book vs. The Wrong Book

• The memoir trap: Many coaches want to write memoirs when they should write prescriptive business books
• The importance of understanding your target market (memoir readers vs. business book readers)
• Strategic thinking: What do you want the book to accomplish for your business?

Key Questions to Ask Before Writing

• Who are you trying to reach?
• What do you want readers to do after reading your book?
• What transformation do you want to create for your readers?
• How does this book fit into your broader business strategy?

The Authority Effect

• The connection between "author" and "authority"
• How books can open doors to speaking engagements, podcasts, and media opportunities
• Books as tools for attracting new clients and boosting visibility

Pricing Strategies

• Book pricing windows:
  • Paperback: $14-18
  • Hardcover: $22-30
  • eBooks: Free-$0.99 (indie) or $8.99-10.99 (traditional publishers)
• Strategic giving: Using free book distribution to build momentum and reach target audiences
• Independent authors can be more flexible with pricing than traditional publishers

Professional Quality Matters

• The importance of professional editing and design
• Reader expectations and assumptions about indie vs. traditionally published books
• Investment in quality pays off in credibility and results

Actionable Takeaways

1. Timing is crucial - Wait until you have enough experience, case studies, and client stories to fill a compelling book
2. Think strategically - Design your book to lead readers toward your desired business outcomes
3. Know your market - Write for your target business audience, not memoir readers
4. Consider alternatives - Sometimes an online course or other content format might be more effective than a book
5. Plan the transformation - Structure your book as a journey that transforms your reader's thinking or situation

Guest Resources

• Website: thewritersallied.com
• LinkedIn: Connect with Ali Machate
• Free Resources: Blog and resources available via mailing list signup
• Free Book Strategy Call: Available through contact form on website
• Special Gift for Listeners: offers.thewritersallied.com/unscripted
  • Pre-recorded webinar: "Don't Write the Wrong Book"
  • Less than 30 minutes
  • Covers key concepts from this episode

Services Offered by The Writers Ally

• Developmental editing (most popular service)
• Complete author services for writing, publishing, and selling books
• Book strategy consulting
• Professional publishing support for serious authors