You’ve seen them in many business and self-help books. At the beginning of each chapter, the author includes a pithy quote from a famous person or a business guru. Favorite “quotees” include Thomas Edison, Steve Jobs, Jack Welch, Zig Ziglar, Henry Ford, Jeff Bezos, Seth Godin, Ghandi, Lao Tzu… the list is long. The chosen quote is designed to inspire the reader and set up the chapter. The use of quotes also subliminally links the author of the book to this pantheon of Great Minds.

Having ghostwritten or edited over a hundred business and self-help books, I can categorically advise my clients of one thing: Please skip the quotes.

Why? For two reasons.

1. Everybody uses the same tired quotes from the same population of Great Minds. I guarantee you that if you have discovered a nifty quote to use in your book, the same quote has already been used in a hundred other self-help books. Using quotes makes your book look generic.

2. Of course we all respect the achievements of the Great Minds, but think about this: What has Jack Welch ever done for you? Why steer your readers to Seth Godin? I tell all of my valued clients the same thing: In the book that bears your name, YOU are the expert. Not Lao Tzu or Zig Ziglar or Dan Kennedy. Your goal is to become the Great Mind whom others want to quote. Let Seth Godin write his own books. Don’t be a follower of anyone; be a leader.

– Thomas Hauck is a leading ghostwriter, editor and author who helps both emerging and veteran authors reach their literary goals.