Friday, November 11, 2016

Using a Book As a Marketing Tool

Over the past two years I have seen an increasing number of people in my professional network writing and publishing books.  Truth be told, I am contemplating the same for myself.  A book is a terrific idea for many small business owners, as a marketing tool.  While the cost equation makes it unlikely that a book can be a revenue stream for most business people, it makes sense as a loss leader.  Here's why:

1) There's that word "author", the root word of "authority".  A book can enhance credibility.  There's something about being a published writer that attracts attention.

2) A book can deliver your ideas 24/7, when you're not there.

3) Books can also be an entre to customer development.  It is easy to set up seminars, workshops, and "author talks" at any number of places.  This is a great chance to introduce yourself, pick up a little extra income, and expose yourself to people who can become customers and clients.

4) Books are also a way that friends, colleagues and happy clients can share the word about you with their own networks.  I find many people love to tell others about their friends' books.

Caveats:  A book should be produced with care.  I strongly recommend using the services of a professional editor and guide.  Photographs and illustrations are also best produced by pros.  And if it's possible seek a publishing house unless you're really confident you can do a self-publish.  Every improvement in quality will buttress your image as a professional and credible authority.

Bottom Line: If a book makes sense, especially if you are a service expert or sell products that depend on your establishing a knowledge credibility, look into the world of publishing!  This is a tool that is ever easier and cheaper to execute.  Do you have that book in you?

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