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.

Key Takeaways

• 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.

Memorable Quotes

• "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)

Episode Timestamps

• 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? Email [email protected]