It wasn’t too hard coming up with the topic. As discussed in FAQ #3, it just sort of came to me.
And it wasn’t too hard getting my thoughts on paper. When I sat down to write, the copy flowed pretty freely.
Far and away, the hardest part about writing this book was doing the research and coordinating interviews with key industry professionals.
I knew that no-one would want to read 300+ pages of what Aaron Goldman thinks about Google and marketing. Rather, to make this book truly compelling, I’d need to offer up a comprehensive point-of-view shared by the most thoughtful and influential folks in the marketing world.
As you can image, the most thoughtful and influential folks in the marketing world are also the busiest folks in just about all the world. Trying to coordinate interviews around their schedules proved to be a most tedious and arduous task.
In some cases, I wasn’t able to get the information I needed until weeks or months after I had written the chapter into which the material would be inserted. This made things difficult for me. I’m definitely a linear writer. I do best when I start at the beginning and proceed to the end.
Having to juggle an un-chronological (and sometimes illogical) research process definitely threw me for a loop. Ultimately, though, I was able to nail down a good 75%+ of the peoples whose input I sought and the manuscript came out all the better for having done it.
Note: this post is part of a series. For more, see the full list of FAQs.