When someone is thinking about writing a non-fiction book - a memoir, a self-help or a business book - it never even occurs to them that their book might be about anyone other than themselves.

They are the author after all. Who else would it be about?

If they are writing a memoir then it is about their life story, or a portion of it, and that makes the book entirely about them.

If they are writing a self-help or a business book, then naturally it is about them, because it is their experience and their expertise they will be writing about.

They will be writing their book in an attempt to show their ideal customers and clients that they know their business and that they know what they are talking about. They need to be seen as an expert in their field, as someone who can be trusted to advise and help the reader.

That is the reason for writing the book for many. But…in a twist of irony, it turns out that one of the most important things an author needs to know about writing a book about himself is…