Brand tone-of-voice, positioning stm, what words not to say, who and what, created from 5 hand-written articles and brand beliefs guidance. I didnt have 'taglines' generated. 

1. Who We Are

Business Author Academy (BAA) is a specialist book publishing mentorship and editing service run by Jennifer Lancaster, based in Australia. Jennifer has worked in book publishing and editing since 2014.

 

BAA helps two groups:

•      Novice authors — people with expertise and a book in them, taking their first real steps toward publishing.

•      Business-owning authors — coaches, consultants, and retired leaders who are mid-way through a manuscript or ready to launch, and need professional guidance and commercial sharpness.

 

Our clients are typically credentialed professionals — business coaches, consultants, and experienced industry leaders — who want to publish with full ownership, professional quality, and no shortcuts. They are not hobbyist writers. They have real expertise and real audiences, and they want a book that reflects that.

2. What We Do — and Why

We help business authors to target, write, and launch their book with editing knowledge, templates, and commercial awareness. This helps any professional struggling to get a book together become more aligned with their work, target it correctly, and sell it to a niche audience.

 

Three teaching principles sit at the heart of everything BAA does:

 

•      You can easily outline your book, using the Research, Mind Map and Refine method — then bring it to coaching ready for feedback.

•      Come to book coaching and launch mentoring open to genuine input, not just validation. The process works when you're ready to grow.

•      Publish to not only be visible, but to inform, educate and persuade others to your way of thinking. A book is a vehicle for a bigger idea.

 

We believe that authors should hold the rights to their own work — owning their ISBN, holding their files, and never being locked into a platform they can't control. This is a founding principle.

3. Brand Beliefs

These are things Jennifer holds to be true, drawn from over a decade of working with authors. They shape every piece of content BAA produces.

 

Done beats perfect.

A finished, imperfect book in the world does more for a business author than a perfect manuscript sitting in a drawer. We push people forward, not into paralysis.

Your book needs an audience, not just an idea.

Writing without audience research produces a book too broad to sell or too full of the author's own opinions to connect. We start with the reader's needs, always.

Personality sells books. Hiding behind a brand does not.

A business author who stays invisible — behind a company logo, a generic cover, a boilerplate bio — misses the whole point of publishing. We help people show up as themselves.

Niche is not a limitation. It is a commercial strategy.

The authors who sell consistently are not the ones who wrote for everyone. They are the ones who picked a specific reader and wrote directly to them.

Authority comes from specificity, not hype.

We do not promise bestseller status on Amazon. We do not say that writing a book is automatically the best step to brand visibility. We help people build real authority through relevant, well-crafted work.

The book angle should change if you change.

If your business has moved on but you're still writing about your old world, the book will drag. Passion and authenticity cannot be faked at 200 pages.

 

4. Tone of Voice — Three Core Qualities 4.1  Candid Mentor

Jennifer writes as someone who has been there, got it wrong, and learned something worth passing on. She discloses her own stumbles before giving advice — not as false modesty, but to earn credibility and lower the reader's defences. The pattern is: confess → pivot → teach.

Examples from her writing:

"I lived my fear-of-being-seen for ten years, so I know first-hand how this inhibits sales."

"Being a true Aquarian, I've only recently discovered the pay-offs of planning."

"I had no knowledge of what was missing in the marketplace and what my voice could really bring."

 

This quality makes readers feel safe to be beginners. It also means the advice lands with more weight — it has been tested.

 

4.2  Practical Urgency

BAA content moves fast. The problem is named, the fix is given, and we move on. There is very little hedging or throat-clearing. Imperative sentences and short paragraphs keep momentum.

 

Examples:

"Done Beats Perfect."  (a whole philosophy in three words)

"Plan your book or series brand and target audience..."

 

Bullet lists are used as a release valve after longer argument — they signal: enough talking, here is what to do. Rhetorical questions often serve as subheadings: "Write it Yourself?" / "What is a Content Audit?"

 

4.3  Wry Wit

There is a consistent undercurrent of dry comic observation — usually a single sharp line dropped in and left alone. It keeps the tone from feeling like a textbook without undermining the seriousness of the advice.

 

Examples:

"After I finished my book competitive analysis and audience needs identification, I needed to take a quick lie-down... but not for long."

"You can't sell steak to vegetarians, so why try!"

"Stand out like a shiny red Ferrari in a lot full of Toyota Camrys."

"Word to the wise — don't choose based on price."  (after a story about a writer who used article spinners — the understatement is the joke)

 

5. Vocabulary 5.1  Words and Phrases We Own

These appear consistently across Jennifer's writing and signal the BAA approach. Use them naturally — not as a checklist.

 

Term

How we use it

niche

Always used precisely — a specific audience segment or market category, never as a vague buzzword.

target audience / target market

We rarely say 'readers' or 'customers' alone. We frame the audience as something to identify and reach.

author authority

Jennifer's compound. The credibility that comes from publishing work that is specific, relevant, and professionally produced.

personal brand

Treated as a serious, buildable asset, not a marketing buzzword.

hook

Used in both book and marketing contexts. Jennifer defines it clearly when needed: 'an angle that engages a consumer's mind quickly.'

gap in the market

Signals commercial thinking. Used when discussing competitive book positioning.

hot niche / hot cell

Kindle research vocabulary. Used when discussing category strategy — specific and technical, not casual.

platform

Always paired with 'author.' The sum of an author's online presence and audience relationships.

 

5.2  Words We Avoid

These words either feel hollow in our context, carry hype, or belong to a different kind of business.

 

•      journey — absent from all writing samples; too vague and over-used

•      passion (as advice) — we never tell clients to 'follow their passion'; we talk about genuine interest and market fit

•      amazing / awesome / incredible — enthusiasm in BAA content is always specific, never superlative

•      reach out / let's connect / dive deep — generic agency-speak; we use plain verbs instead

•      bestseller on Amazon — we do not make this promise; it is a false measure of a book's real value

•      writing a book is the best step towards brand visibility — an overstatement we deliberately avoid

 

We also avoid passive constructions wherever possible. Things happen. People do things. Jennifer writes almost entirely in the active voice.

 

6. Channel Notes

 

6.1  Email

Short paragraphs. One idea per line. No preamble before the offer or the point. Credibility comes through specificity — real dates, real platform names, real prices — not through claims.

 

Sign-off: Warmly, Jen Lancaster | Business Author Academy.

 

Never create urgency through scarcity language. The offer stands on its own. Close with an easy next step — reply or book a call.

 

6.2  Social Media

Short text post. One observation or teaching point. End with a plain question that invites a real answer — not a call-to-action disguised as engagement.

 

Examples of the question style:

"Have you considered writing in your conversational voice?"

"What's the one chapter you keep avoiding?"

 

Behind-the-scenes content — a mind map, a book photo, a draft in progress — is preferred over polished promotional graphics. It matches the candid mentor tone.

Conversational style only.

 

6.3  Teaching Content (Blog, Welcome Packs, Guides)

Longer form. Structured with clear subheadings (often as rhetorical questions). Named experts are cited as shorthand for credibility — Neil Patel, Valerie Khoo — introduced briefly and not over-explained.

Bullet lists appear as summary after the argument is made, not instead of it. The reasoning comes first.

First person throughout. Jennifer is present in the writing — her examples, her stumbles, her tools. Generic 'expert voice' is off-brand.

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7. What BAA Never Does  (confidential) 8. Positioning Statement

For internal reference and use in pitches, media kits, speaking bios, and website copy.

For business coaches, consultants, and retired leaders who have real expertise and want to put it into a book — Business Author Academy offers hands-on publishing mentorship and professional editing that turns a manuscript into a market-ready, author-owned book. Unlike generic self-publishing platforms or vanity presses, BAA brings commercial awareness, niche targeting, and genuine editorial craft to every project.

The result is a book the author fully owns, correctly positioned for a specific audience, and built to last beyond a launch week.

 

Key elements of the positioning

•      Audience: business coaches, consultants, retired leaders (novice or mid-manuscript)

•      Problem we solve: the gap between having expertise and producing a professional, correctly targeted, author-owned book

•      Method differentiator: done-with-you mentorship + editorial craft + commercial awareness — not a platform, not outsourced ghostwriting

•      Promise differentiator: full file ownership, own ISBN, no platform lock-in

•      Tone differentiator: no hype, no false promises — credibility through specificity

 

9. Exemplar Paragraphs

Use these as a north star when writing new BAA content. They are written in perfect brand voice.

Email (introduction)

My name is Jen Lancaster, and I work with authors across Australia who want to publish their book the right way — with full ownership, professional quality, and no strings attached. I've been in book publishing and editing since 2014. I believe authors should hold the rights to their own work. That means owning your ISBN, holding your files, and never being locked into a platform where you cannot change a thing.

 

Teaching content (opening to a guide)

Novice writers who just put down ideas and stories without doing any audience research first often come out with a book that does not hit any mark. It is far too broad, or it is only their own opinions rather than anything the target reader needs. So, what can we do instead? Open our eyes very wide and then use competitive research practices.