Writing a book as a business marketing tool

A good proportion of my self-publishing clients are writing their first book as a method of supporting their business goals. Yes, writing a book is a big thing: it’s hard work and often a long process. But those who pen a book – as part of a strategy to market their services, grow their brand awareness and offer customers more – are bold, brave and grabbing attention away from competitors. Self-publishing as a method for business development is not a gimmick, it can show you to be a real expert in your field, a pioneer and the first expert ‘owner’ of a niche or new service/technology. Just as Dario Sipos – author of Digital Retail Marketing – and Martin Gaine – Chief Executive of Just Planning – have found since writing their first books.

What is self-publishing for business development?

My savvy clients who are doing this technique of marketing have spotted a gap in the information available online or in print where they can provide their expert voice. The aim of the book, or ebook, is to inform, educate and advise – not to sell, sell, sell. A book in this category is by no means a glorified sales brochure. The book can be used to get your main message out there, to spread the word. It can increase brand awareness, provide a further element of customer service or after-sales care, help gain more speaking gigs, supplement a service with further information, or be a product to gift at conferences and shows. Additionally, the book can be published through platforms, such as Amazon KDP, and boost income through the form of royalties, further increasing your brand reach at the same time.

“The book establishes me as an expert in the field. The point of the book is not to focus on selling the book. The book is actually used to sell my services.”

Dario Sipos

If content is king then the book is royalty itself

In the age of rapidly available digital content, a book is still established as a form of high-quality information – an exclusive form of authority. This is because a book takes time to develop; an expert has likely spent more than a year, perhaps even several, distilling decades of experience into an easy-to-access format. Most would-be writers know that books need thorough, deep research and good editing; they are revised and revised, read by alpha readers and beta readers, development edited, combed over by one or more non-fiction copy editors, proofread and often professionally typeset. Clearly this level of work represents a significant time and money investment, even with the help of a trusted editor to guide you through the process. Whereas, online content, which often only scratches the surface of a subject, can be written by anyone and published within minutes. Unfortunately, not all online content is given the same proportionate attention that a manuscript receives. All of that means that as an author of a book you are not only seen as an expert, who stands out as an authority on the subject, but as professional and credible too.

“If I quote for a job and someone googles my name and discovers I have written a book, they will think me credible.”

Martin Gaine

That’s not to say that online content isn’t valuable, of course it is. Online content is an important way of being found, for interested clients to get to know you, and of providing a service to your customers and followers. But a book provides an extra edge by offering so much more information because you have the time and space to set out compelling arguments, and potential customers can really get to know you.

Don’t think of articles and books as separate strategies for marketing and business development; they can both work together as part of your content strategy. The book will provide ways to develop further social media or article content, and vice versa you can communicate with your audience base prior to publication. Perhaps ask them what they’d like to see in the book, include acknowledged case studies, or gather input on the front cover design. Then you have a segment of your audience that is already engaged with your book.

Create a buzz and stake your claim

There’s an opportunity to create a really lasting buzz around a book publication; pre-launch, launch and post-launch. And with new editions, and the eBook, and any content you can spin off from the book (think bonus chapters released as articles, for example). Publishing a book presents so many opportunities to link build through reviews and promotional articles and is a great talking point to start conversations with potential customers. Also, you can really stake a claim on a niche area if you’re the first to publish a book on it, particularly if it’s highly targeted and you’ve compiled the most thorough information on the subject.

“When my existing clients introduce me to new potential clients, I hand them a copy of the book, which so far has resulted in a stronger relationship with the potential client.”

Dario Sipos

Don’t ignore the power of Amazon in marketing your business

Amazon is one of the biggest search engines; rank well on there with your book and you’ll rank well among people looking for information on your topic – and for people looking for information on topics related to yours. What a great way to expand your brand reach. And consider the additional return on investment through the sales royalties.

Writing and publishing a book is a significant investment (and perhaps you’re thinking that the opportunity cost is too high) but it can be worth it if used smartly. Alison Jones in her book, This Book Means Business, takes a deep dive into how to write a book that can market and develop your business, provide invaluable information to readers and be something you are proud of.  

A book won’t dry up your business

One only natural worry about publishing a book including all your trade secrets and hard-won expertise is that it will make your services redundant. Although this may be true for a very small proportion of readers, most will have really gotten to know what you offer and understand the value you provide. Not everyone has the time, money, skill level or inclination to DIY everything – particularly if your topic niche is very specialised or requires a high skill and qualification level. Aim to build trust through the book, don’t obviously hold back information or only give half-useful titbits. Try to be genuinely informative, generous and approachable to build a lasting and loyal network who will turn to you – the published expert – first when they need help. I’ve even seen in some books authors give their direct contact details to the readers, welcoming questions or queries. 

“My book is my business card.”

Dario Sipos

Conclusion

It takes a bold business owner to devote the time to writing and publishing a book or ebook, which in turn only helps you stand out from the competition. It’s a big investment but the potential return on investment is growing brand awareness, generating leads, winning new contracts, retaining customers, improving customer satisfaction, increasing media coverage, establishing credibility and invites to speaking gigs, and more. And as an extra bonus you’ll have shown passion and perseverance to your audience, and you’ll have created something to be proud of. Being a published author will rank among the biggest professional achievements of your career. Be the first in your field or niche to publish a book, don’t wait for someone else to do it first. And it goes without saying, to enjoy all the benefits outlined above then a well edited, clear, concise, consistent presentation is a must. For an authoritative and credible reputation, a professional edit from a non-fiction specialist is a must-have.

If you have a great book idea but aren’t sure how to publish it, get in touch and I can help you plan the next steps.