In this episode of Between Two Coaches, Norbert Orlewicz sits down with Ally Machate, former Simon and Schuster editor and founder of The Writer’s Ally, to cut through the noise around publishing and show coaches how to make a book that actually grows their business.   Most experts write a book because they feel they should, not because they have a strategic plan. Ally reveals the real mistake that dooms many business books: they are written without a clear purpose or a tested audience. A great book can be your best marketing asset when it is designed to attract the right clients, not just win praise.   Drawing on more than 25 years inside big publishing and hundreds of author launches, Ally breaks publishing into four practical paths and explains which route fits different business stages. She shows how to test your material early, build a launch that matters long term, and use reviews and giveaways to make your book discoverable and profitable for your coaching practice.   Whether you are planning your first book or iterating a draft, this episode will help you: Decide if you are ready to write a book or whether you should validate ideas first Tell the difference between the wrong book and the right book for your business goals Choose the publishing path that matches your timeline, budget, and control needs Use mini books and lead magnets to test concepts and build an eager launch list Structure a launch that generates reviews and sustained discoverability on platforms like Amazon Turn free copies into high value client conversations and long term revenue streams Avoid costly production mistakes by investing in editorial and professional design that actually converts Plan post launch uses for your book including workshops, funnels, and speaking opportunities If you want clarity on publishing without wasting time or money, Ally’s practical playbook will save you from costly mistakes and get your book working as a true business engine.