Most often, I work with people who choose to self or hybrid-publish their nonfiction books.
I think this is a GREAT idea. You get to control the timing of your book launch and earn more money from book royalties.
Of course, there are higher up-front costs with self-publishing. But there are opportunities to recoup those costs through: speaking fees, landing higher-paying clients, etc.
Even so--pretend you want to traditionally publish your book.
Just as a thought experiment. Here's why:
When you traditionally publish, you create a book proposal. Your book proposal is what you shop around to agents. In that book proposal, you provide things like:
-Summary/first few chapters: You give a summary of the book. You provide the outline and a summary for each chapter. You include the first 1-3 chapters of the book itself.
-Market analysis: Here's where you articulate which books currently in the marketplace yours is similar to...AND, crucially, you say what these books leave out. You make the case for how your book fills a gap.
-Marketing: You lay out your plans to market your book. These can include...
-The efforts you'll take on social media/your email list
-Your pre-order campaign ideas
-How you'll promote on your podcast
-And publicity: You identify how you will involve other people in your promotional efforts.
-Will you make a podcast tour? Go ahead and talk with hosts who will agree to help you promote when the book comes out.
-Secure blurbs from fellow big names in your field (hint: this can be done well before the book comes out, based on sample material)
-Maybe other folks have agreed to have you talk to their coaching communities--include who those people are, and the size of their communities.
When you write a book proposal, you begin with the end in mind.
You have a clear picture for the WHY and HOW of it all--as in, why is this book important (to the world and to me)? And, how will I let the world know about it?
Even if traditional publishing is not for you, pretend you're writing a book proposal and see what you discover about your project.
By the way--if you want help with this, I do this with authors in Your Big Book Plan intensives. In 2.5-3 hours, we write the book outline, identify how it will stand out in the marketplace, make a plan for writing, and talk best-fit publication paths.
Here's to make a plan and actually DOING the thing.