In this episode of the SpeakersU Podcast, James Taylor and Maria Franzoni dive into one of the biggest decisions every professional speaker faces — whether or not to write a book. With reading habits changing and attention spans shrinking, is publishing still worth it?
Maria shares what she learned from writing The Bookability Formula, including how a book clarifies your thinking, protects your IP, and raises your authority. James discusses his upcoming SuperCreativity book, why he waited five years before writing it, and how books can elevate your speaking brand. Together they explore the pros and cons of traditional vs. self-publishing, how to use your book as a marketing tool, and creative ways to launch and promote it.
Whether you're a new or established speaker, you'll discover why books still matter — and how to make yours work for your business, your brand, and your audience.
Books clarify thinking – Writing forces structure and helps you refine your core message.
Authority comes from authorship – The word "authority" literally begins with "author."
Timing matters – Don't write too early; live your content first.
Books as business cards – A book opens doors and elevates positioning, even if it doesn't make big money.
Hybrid publishing is a smart middle path – Keeps quality control without losing autonomy.
Tie your launch to an event – Use an existing audience for maximum visibility.
Give books freely – Strategic giveaways amplify goodwill and social proof.
You must market it – Promotion, interviews, and podcasts are on you, not your publisher.
AI audiobooks are here – Tools like Eleven Labs can narrate your book in multiple languages.
"Writing a book unravels your thinking — it turns spaghetti into structure." – Maria Franzoni
"A book is the summation of years of ideas, handed to you for £20. That's incredible value." – James Taylor
"Authority comes from author. A book changes how clients perceive you." – Maria Franzoni
"You don't need a book to be a successful speaker — but it can unlock a higher level of opportunity." – James Taylor
"Attach your book launch to an event that already has your perfect audience." – Chris Gardner (via Maria Franzoni)
00:00 – Welcome & why reading is declining
01:16 – Why Maria wrote The Bookability Formula
02:15 – Books as clarity tools and IP protection
04:01 – James on the value of books for idea transfer and legacy
05:47 – Speaking first, writing later – when to start your book
07:09 – Avoid writing too early; live your material first
08:23 – How writing affects your speaking income short-term
09:38 – Books as brochures and positioning tools
10:59 – How bureaus view speakers with books
13:44 – Branding your book and keynote under one concept
15:01 – Why bureaus love books but don't profit from them
16:54 – Micro-books and multi-series publishing
17:46 – Traditional vs hybrid vs self-publishing
18:12 – Finding a publisher who respects your voice
19:36 – Owning foreign rights and global expansion
21:27 – The marketing reality: sales depend on you
22:08 – David Allen's 25-year book promotion discipline
23:08 – Maria's tip: attach your book launch to an event
25:02 – Free books as social-media gold
25:50 – James' tool: Eleven Labs for AI audiobooks and voiceovers
26:58 – Closing thoughts and listener questions
👉 Have a question or topic suggestion for James and Maria?
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