The DO Lectures - Writing a Non-Fiction Book?

Hi there,

A book cover only has to do one thing: stop people in their tracks.

Yet most authors spend years writing a book and barely a day on the title and cover.

Big mistake.

Here’s why:

Over 500,000 books are published in the U.S. annually.
Most sell fewer than 200 copies.
If your book doesn’t stand out, it’s invisible.

This hit me hard when I listened to James Clear talk about "Atomic Habits."

How many titles did he go through? 400.

Result? 15 million copies sold.

It’s not 15 million times better than other books on habits—but its title is.

That’s when I knew: a breakthrough title isn’t optional—it’s everything.

So, I dove in. I started helping other authors do exactly this: find their breakthrough title.

The process works. It’s structured, rigorous, and creative.

Here’s the essence:

Write 400 titles.
Test relentlessly.
Make it impossible to ignore.

This is the kind of work that takes a book from “nice idea” to attention getter.

The 400 Club Mastermind.

That was the back story to how this Mastermind came about.

It will be a 10-month journey to get your book title (and cover) to the next level.

2 hours/month.
One in-person pitch day.
Only six authors.
Starts January 2025.
£5K investment.

Who’s it for?

Authors who are serious about standing out.
People writing non-fiction books that will define their brand and business.

This is not for dabblers or “someday” authors. This is for people ready to work and win.

Why this matters:

A book doesn’t just sell copies—it can open doors to podcasts, keynotes, and life-changing opportunities.

“Your book is not a business card; it’s a product that can create a new world for you.” Tim Ferriss.

Your book deserves that chance.

Interested? Let’s set up a call: lia@thedolectures.co.uk

Details for 400 Club Mastermind:

Six people only.

This is for those who are writing a non-fiction book or are in the research stage and about to start writing it.

And want it to stand out. This is not for dabblers.

Because you understand how a book cover, with the right set of words on, can change your entire business.

- It is how you get invited on to the better podcasts.

- It is why you get asked to do big Keynotes.

- It’s why your business gets quoted in articles and blogs.

A book can help your business, a breakthrough book changes it.

That is why I got obsessed on book titles.

I wanted to learn why some get attention, and some get ignored. If I understood this, I could write an attention getting title.

I have skin in the game. I am going through this process, too. This is important to me, too.

But I have learned how powerful a small Mastermind group going through this together can be.

The results will be exponentially better. And it will be fun.

David Hieatt

Co-founder

P.S. There's only one place left on this Mastermind.

About me:

David Hieatt.

Bankrupt at 16. Thrown out of college at 18. Joined Saatchi & Saatchi at 21 as a copywriter. Had a ball. Left advertising to go back to Wales. Started howies in 1995. Sold it to Timberland. Left. Started The Do Lectures, which was voted one of the top 10 ideas festivals in the world by the Guardian.

And in 2012, started a company making jeans called The Hiut Denim Co in his hometown of Cardigan. A town that used to have Britain’s biggest jeans factory. Its purpose is to make the lowest impact jeans in the World. As of today, it employs 22 people.