Dawn Josephson is a seasoned writing coach and book editor, specializing in assisting coaches, consultants, and professional speakers. She has ghostwritten over 5,000 articles and 30 books, edited approximately 200 non-fiction works, and coached hundreds of authors from idea to published book. With a background as Editor-in-Chief for a national magazine and various roles in publishing, Dawn brings a wealth of experience to her clients. She holds a BA in English from Rollins College and has been featured in prominent media outlets such as HuffPost, USA Today, and Investor’s Business Daily. Dawn's approachable style empowers her clients to share their expertise and create impactful, legacy-worthy books.
Dawn Josephson, Writing Coach and Book Editor
Can you start by telling us about your professional background and how you became a writing coach?
I started freelancing writing and editing in 1998. Back then I worked almost exclusively with professional speakers and ghostwrote and edited their books and articles.
In 2001, I started a full-rights book publishing company for professional speakers because I noticed a need for this group of people. They wanted to publish their books, but they didn’t want to go the traditional publishing route for various reason, nor did they want to self-publish because back then the technology was just emerging and wasn’t great. So I created a hybrid model of publishing that I called Full-Rights Publishing. In this model, the author paid a fee for services, kept all the rights to the book and received 100% of the royalties, and got the same publishing quality as a NY publishing house. I sold that business in 2006 after the birth of my first child.
After that I went back to my roots of editing and writing, and I quickly saw a new need. My clients wanted to write their books themselves rather than use a ghostwriter, but they lacked the discipline and know-how to take their ideas and transform them into a book. That’s when I focused on writing coaching.
Around that same time, coaches and consultants started realizing they needed a book written if they wanted to stand out. That’s when I started helping this group of people too.
What specific challenges do you help coaches, consultants, and speakers overcome when writing nonfiction books?
The biggest challenge I see is that people want to put everything they possibly know about their topic into one single book. That’s a recipe for disaster! I help them hone in on their book’s one main message, their ideal reader avatar, the key pain point they’re addressing, and the ideal content that showcases their expertise.
As they write, I’m there to be a sounding board and offer new insights and perspectives on how they can get their message across in the most effective way. I show them alternate ways to tell their story or make their points. I also offer motivation, accountability, encouragement, and even a kick in the pants when they need it.
Writing coaching goes so much deeper than just the writing. Many authors also struggle with various blocks, not just the classic writer’s block, but also things like imposter syndrome, self-doubt, avoidance behaviors, and even downright fear of sharing their ideas with the world. I help them work through those psychological barriers so they gain the confidence they need to push through.
Once the book is written, I help them through the publishing process, whether they choose to self-publish, go the traditional route, or do a hybrid approach. Each author has distinct goals, so what’s best for one isn’t the best route for others. I also help with book marketing strategies for those who want to sell beyond their current client base.
Because I’ve been in the nonfiction publishing industry for over 25 years, I have the breadth of expertise needed to guide people on this journey.
Speaking of that 25-year history you have, how has nonfiction book writing evolved over the past quarter century?
I’ve seen the writing style of coaches, consultants, and speakers evolve greatly. Back in the late 90s and early to mid-2000s, their books were a bit more heavy, serious, and long. Gradually, the tone got more relaxed and the books got shorter. Now, readers and potential clients want to see the real you—the authentic person. So today’s books are definitely more conversational, punchy, and to the point. This gives authors the chance to write several very focused niche books, which is great for their marketing and branding. Today’s authors are honing in on a topic and finding their true clients.
What are your thoughts on the role of technology, specifically AI, and how it will impact writing and publishing?
This is one of my favorite topics to talk about now. AI is definitely disrupting the world of writing and publishing, and some people are fearful that AI will soon replace human writers. Here are some quick points to note:
Yes. AI has emerged as a versatile tool for writers (and it's here to stay).
No. AI is not going to replace human writers anytime soon (relax ... writers and AI can co-exist).
Remember that AI, like any tool, is only useful if you use it the right way.
The key point here is to use AI in writing “the right way.”
Before I get too far on this, we need to review some recent history. Back when Amazon first emerged as an online bookstore (and a successful one at that), people feared that brick and mortar bookstores would disappear. I didn’t believe that would happen, and I was right. Amazon and physical bookstores can co-exist.
Then, when ebooks first emerged and gained popularity, people said that print books would disappear and they were lamenting the fall of the traditional book. Again, I didn’t believe that would happen, and I was right. Print books are still very alive and well, as are ebooks. The two can co-exist.
Today, people are fearful that AI will take the place of writers, authors, and original content—that AI will write everything we read and no one will ever have to write a book again. Again, I don’t believe that, and I’m already seeing signs that I will be right once again. Human writers and AI can co-exist.
AI is a tool that has its place in the writing world. Unfortunately, since it’s still relatively new, most people are using the tool completely wrong.
What mistakes are people making with AI?
There are many, but the three major issues right now are as follows:
People integrate AI too early in the writing process. They give the AI a one- or two-sentence prompt and expect it to magically produce a fully-developed piece. This approach results in uninspired content that falls flat with readers and offers little to no value.
They fail to realize that AI is a classic "yes-man." Think of it like a feedback loop. AI, unlike human editors or collaborators, lacks the capacity for critical evaluation beyond the parameters it's given. Therefore, it tends to affirm (agree with every idea you have) rather than challenge (give you real constructive advice). This often leads people into circular patterns, resulting in disjointed text that lacks true substance.
They forget that AI doesn’t have emotion. AI has never fallen love or cried at a funeral. Because of that, it cannot convey the depth of personal stories, emotional nuances, or lived experiences that make writing authentic and relatable—no matter how many prompts it receives. Human emotions, from love and grief to joy and anxiety, shape writing in ways AI simply cannot duplicate.
How should people be using AI to enhance their writing then?
As I said, AI is a tool. All tools have a specific purpose. For example, you pound nails into a wall with a hammer, not a socket wrench. You vacuum with a vacuum cleaner, not a plunger. You have to use your tools correctly in order for them to be useful. Just like that hammer and vacuum cleaner, AI is a tool. For writers, AI helps in several crucial areas.
It serves as a powerful tool for brainstorming and organizing ideas.
AI can efficiently proofread for grammar and style consistency, offering invaluable support in the proofing process.
It aids in rewording sentences to enhance clarity and coherence, providing a valuable second pair of eyes for writers aiming to polish their work.
AI can review your original content and rework it into new pieces, such as turning a book chapter into several blog posts or turning a blog post into a video script.
In all these instances, you first have to input original content! Why? Because when it comes to authenticity, connecting with readers, and sharing ideas in a meaningful and impactful way, AI falls flat. Readers know when you’re writing from the heart and soul.
So while AI is currently disrupting the industry due to its novelty, AI will not replace writers or original content anytime soon. Therefore, relax and keep writing, everyone!
Given your extensive experience and deep niche focus, what advice would you give to a coach, consultant, or speaker who is just starting to think about writing their first book?
Before you start writing or even outlining your book, get crystal clear why you’re writing a book. What do you want your book to do for you? Do you want your book to help you secure speaking engagements? Get new coaching clients? Expand your reach into a new market? Lead people to your courses or other “hands-off” type of training? Become famous? Make your mom proud? You get the idea. There are countless reasons for writing a book, and none of them are wrong. You just have to identify what YOUR personal reason is, as that reason will shape the book’s foundation.
Next, get crystal clear about your ideal reader avatar. Be specific. Please don’t say the audience is “business leaders” or “women.” That’s too general. Remember the publishing industry truth: “A book for everyone is a book for no one.” You can’t effectively market to a very large and general group. Your message will get lost. So be specific of your audience. For example, rather than say your audience is “business leaders,” you could narrow it to “C-suite leaders who have been in their position for at least 5 years.” You can even narrow it further by specifying the size of company they are in or even the industry. Now think about your topic and the type of people you would most like to coach. That’s your audience. Who are those people? Detail a specific person you’ll be talking to in your book.
Then, determine what is the main pain or challenge your audience has in relation to your topic. Your audience may have several pain points, but which one is the most pressing? Which one keeps them up at night?
This is just a glimpse into the kind of foundation work you need to lay before writing word one of your book. Just as a house needs a strong foundation if you want the building process to go smoothly and the house to last for many generations, your book needs a strong foundation too.
You obviously are passionate about what you do. What other interests or pursuits do you have beyond writing, coaching, and publishing?
I try to stay well-rounded and maintain a balance between work, pleasure, and personal projects. Just as I am passionate about coaching, writing, and publishing, I am also passionate about helping kids read and write better. I set aside about 10-15 hours each week to help children with learning differences master reading and writing skills. Let me tell you … seeing a child finally read and write independently after years of struggle and frustration is a high like none other!
I draw and paint, although not nearly as often as I’d like. I love hiking and being in nature, though not camping or sleeping in nature. I like to say that my idea of "roughing it" is a hotel without room service.
Ultimately, I aim for happiness in life above all other things. To that end, I’ll leave you with my favorite Buddha quote, “Happiness comes when your work and your words are of benefit to yourself and others.” I hope my words have been of benefit to you today.
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