Guilty pleasure: tuning in Friday nights (or whenever I get around to watching the DVR) to ABC’s Shark Tank. It’s interesting to see entrepreneurs offer up their new ideas and follow along to see their progress. And yes, I’ve succumbed to more than a few of their cool product offerings. I think of it as a TV shopping spree on steroids.

But there’s also plenty of hidden advice for authors on there! So, taking from some of the Sharks’ most common (sometimes rude but usually on point) comments, here’s some valuable author advice straight from the mouths of sharks Mark Cuban, Robert Herjavec, Kevin O’Leary, Lori Greiner, Daymond John and Barbara Corcoran!

You’re Not Ready Yet (Also Called: You’re a Product, not a Company)

In the case of authors, this is about whether you’re ready to get out there and promote your book in its various channels. If you have multiple books, even better, but let’s start with that first book. Is it also an e-book? An audiobook? Are sample chapters available? Do you have an author website? All these elements contribute to you being an author  brand, a company vs. a product.

What Stops Me From Doing the Same Thing?

(Uh, intellectual property, Kevin, or uh, integrity) but O’Leary’s common lament rings loud and clear for authors. If you’re not bringing a fresh take to the table, rethink it. If you’re a copy of a copy of a copy of a halfway decent vampire tale, you’d better be able to tell me, your reader, what really fresh take you’re bringing to the table. (Not usually a fan of vampire tales myself, but fell in love with Anne Rice’s work because of her unique brat prince Lestat, and Louis, a vampire with a conscience — a fresh take).

The other thing that will set  you apart is KNOWLEDGE. Know your market, know your readers, know everything you can about the publishing business. Knowledge is power, no matter your entrepreneurial skills…

Are You a Hero or a Zero?

This is Lori Greiner’s favorite (and with her QVC influence, she ought to know). A product (and a book is a product) needs to be a hero, not a zero. The more focused its audience appeal and messaging, the better!

Your Product Needs Help But I Like YOU

Have you seen this on the tank? The product may be a little lame, but the person presenting it is a real go-getter, high energy, salesman type. Often the sharks buy in just to get a person of that calibre/energy/intelligence on their team. As an author, your words are MOST important, but then comes YOU. Are you connecting with your readers? Are you a story people want to tell?

Your Product Is Okay But I Can’t Bring Anything to the Table (Translation: You Won’t Shut Up)

The opposite of above is when you have a great book but don’t stop talking long enough to let anyone tell you it’s a great book. Art is just another form of communication; so recognize that the art can only improve if you’re letting the communication flow both ways.

The same goes for your messaging — talk to your audience, not at them. Engage them, listen to them, ask for their insights. They’ll become bigger fans and in turn bring you new readers!

You Have to Be Willing to Work Hard

This is a universal truth. The sharks want to see entrepreneurs working their butts off; I want to see the same of writers trying to engage new readers. Not that everyone has to work 16 hour days — rather the point is that the work product, the energy behind it, demonstrates a belief and passion in your book that’s more valuable than any cash investment!

Have other Shark Tank insights (or warnings!) you’d like to share? Please do with your comments below!