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Kanzleikommunikation – Marketing mit Büchern – Buchexposé


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Schritt 4 zum Sachbuch-Exposé: Die Inhaltszusammenfassung.

Wenn der Lektor Ihres Buchverlages bis zum Alleinstellungsmerkmal gelesen hat und ihn das Geschriebene überzeugt hat, können Sie ihm den nächsten Schritt zumuten:  nämlich die Inhaltszusammenfassung. Hier bekommt der Lektor mehr als nur einen Appetithappen, er erfährt in Kurzform, mit welchen Informationen der Autor sein in der Buch-Idee gegebenes Versprechen einlöst.

Wieder gilt: Je kürzer, desto besser. Widerstehen Sie als Autor der Versuchung, umfassend Ihr Wissen aufzuzählen. Wichtig ist an dieser Stelle lediglich, dass Ihre Inhaltszusammenfassung „rund“ ist. Meine Klartext-Zusammenfassung erspare ich Ihnen hier. Wenn Sie das Buch (mittlerweile hoffentlich) interessiert, können Sie es per Mausklick in der rechten Spalte bestellen. Kommen wir hier lieber zu Schritt 5, der Kapitelübersicht.

Schritt 5 zum Sachbuch-Exposé: Die Kapitelübersicht

Jetzt kommt ein schwieriger Schritt. Aufzuschreiben, was in den einzelnen Kapiteln stehen soll, wenn man das Buch noch gar nicht geschrieben  hat. Ein Buch zu konzipieren, braucht Erfahrung. Und wenn es ein Ratgeber sein soll, will zusätzlich ein didaktisches Konzept entwickelt sein.

Der beste Trick, das zu lösen, lautet: Fragen potenzieller Leser zu notieren und zu beantworten. Fragen Sie sich: Welche Fragen würden Sie als interessierter Leser in einem Buch mit dem speziellen Titel beantwortet bekommen wollen? Und dann notieren Sie sie. Genau.

Soll ich Ihnen ein Geheimnis verraten? Was in meiner Kapitelübersicht fürs Exposé in Kapitel 1 stand, kam im Buch später nicht in Kapitel 1 vor. Und in Kapitel 6 stand wieder etwas ganz anderes als später in Kapitel 6 des Buches. Warum? Weil meine Kapitelübersicht fürs Exposé eine logische Nacherzählung des Inhalts ohne Anspruch auf Vollständigkeit war.

In meinem Exposé lautete der Anfang der Kapitelübersicht:

“Kapitel 1: Anwälte sind Sprachvirtuosen. Realität oder Einbildung?

Sie sind der Meinung, dass Sie die deutsche Sprache hervorragend beherrschen? Dann sind Sie nicht allein. Die meisten Juristen glauben das und behaupten von sich die deutsche Sprache zu lieben. Wer außer ihnen hält sonst noch Begriffen wie Erblasser und Gehilfe die Treue? Die öffentliche Meinung weicht geringfügig davon ab. Öde, spitzfindig oder schlicht unverständlich lautet ihr Urteil über Juristen- und Anwaltsdeutsch. Und das nicht erst seit gestern….”

Das erste Kapitel meines erschienenen Buches hieß:

“Kapitel 1: Anwälte sind Sprachvirtuosen. Warum reden sie dann Anwaltsdeutsch?

Die vier liebsten Ausreden der Anwälte – und wie man sie entkräftet. Ausrede 1: Die Gesetze sind schuld; Ausrede 2: Bürokraten und Richter sind halt keine Dichter; Ausrede 3: Im Kartell der Angsthasen; Ausrede 4: Nicht ohne meinen Floskelkoffer….”

Sie sehen: ziemliche Unterschiede zwischen beiden ersten Kapiteln. Doch das ist normal und stört keinen Verlag. Wichtig ist für Ihre eigene Planung, dass Sie sich nicht völlig verzetteln und mit der Kapitelübersicht einen roten Faden haben, an dem Sie sich entlang arbeiten können. Wenn Sie unsicher sind, ob Sie den roten Faden gefunden haben, sollten Sie einen Buchexperten oder eine Expertin zu Rate ziehen und Ihr Exposé prüfen und verbessern lassen.

Wenn Sie beim Formulieren der Kapitelübersicht Probleme haben, könnte das daran liegen, dass sie nicht logisch und stringent ist. Wichtig auch: Die Kapitelübersicht muss nicht alle Details des späteren Buches enthalten, doch sie muss in sich rund und schlüssig sein. Lassen Sie sich gegebenfalls coachen oder beauftragen Sie Hilfe. Zu lang darf die Kapitelübersicht auch nicht sein. Für ein Buch von 200 Seiten Länge sind höchstens 2-3 DIN-A Seiten ausreichend.

Schritt 6 zum Sachbuch-Exposé: Die Leseprobe

Wenn Sie die Kapitelübersicht fertig haben, kommt die Leseprobe. Hier können und dürfen Sie zeigen, dass Sie formulieren können und dem Lektor einen Vorgeschmack auf das Buch geben. Sie müssen nicht das erste Kapitel abliefern. Wenn Sie einen Teil des Buches schon vorliegen haben, können Sie auch den nehmen. Das ist in Ordnung. Wenn der Lektor bis hierhin gekommen ist, wird er auch die Leseprobe lesen. Wenn nicht, war Ihr Exposé nicht überzeugend.

Das war es auch schon mit “Making of Klartext für Anwälte, Teil 2.
Wenn Sie noch Fragen haben, kontaktieren Sie mich gerne!

Seiten: 1 2 3 4 5

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