By Stephanie
Chandler
No matter what kind of
business you are in, there is no better way to become an instant
expert than by publishing a book. Better than any business card,
brochure, advertisement, website or blog, a book is a powerful tool
that will open doors and lead to tremendous business growth
opportunities.
Think about it from
the consumer point of view. Let’s say that you want to hire a
personal trainer. You interview a trainer with typical credentials.
He’s friendly, says the right things, and his price is just right.
You interview a second
trainer. He is also friendly and says the right things. At the end
of your meeting he hands you a copy of his book “The Healthy,
Wealthy and Happy for Life Program.” He even autographs it for you.
Who are you most
likely going to hire? (Did I mention that the author’s rate is also
higher than his competitor?)
Still not convinced?
Here are 14 reasons why business owners who are authors have the
leading edge:
1. Increased
Credibility
Writing a book demonstrates your expertise in your subject matter.
It is a form of mastery that can elevate your status in the eyes of
your potential clients, peers, the media, and many other key
contacts. The potential is truly unlimited.
2. Sharpen Your
Competitive Edge
Just as in the example
above, there is nothing like a book to impress prospects and close
deals. Give away books like you hand out business cards and your
business is sure to grow.
3. Earn Higher Fees
If you are a service
provider, such as a consultant, coach, graphic artist, doctor,
therapist, financial advisor or other service professional, your
book gives you a license to charge higher rates. It all comes back
to that credibility factor. You are not just an average expert in
your field, you are a published expert. Of course your rates are
higher than everyone else.
4. Capture Hard-to-Get
Appointments
Want to speak with the
CEO, head of Human Resources, a political leader or some other
unreachable contact? Send them a copy of your book along with a
personal note. Odds are much better that your next call will go
through. “This is Annie Author calling...”
5. Generate Referrals
Several years ago, a
family law attorney sent copies of her book to marriage therapists
all over town. Since therapists were often talking to her potential
clients, she took a chance that the book might make an impression.
Her practice quickly became the largest of its kind in her city.
6. Capture Media
Attention
Open any newspaper or
magazine and notice how each article includes quotes and advice from
experts. Most often, these quotes come from authors. Tune in to any
talk radio show, The Today Show, or even your local news programs.
Authors are constantly in the spotlight. In fact, media
professionals from print, radio and television frequently search
Amazon.com for authors of books related to their needed subject
matter.
7. Stand Out at Trade
Shows
Your typical trade
show booth won’t be ordinary once you showcase your book and your
work as an author. Prospects and potential alliance partners will be
eager to meet the author.
8. Get Known Online
If you want to develop
celebrity status and build a following of fans, there is no faster
or more effective way to do that then by showcasing your author
platform online. Share tips and resources through your website, blog
and social networking sites like Facebook and LinkedIn. Host
teleseminars and promote videos on YouTube. The Internet is an ideal
place to capitalize on your author status and reach a global
audience.
9. Generate Passive
Income
As you become known
online and build a following of loyal readers, adding information
products such as ebooks, special reports and teleseminars can
generate passive income—money you make while you sleep. Information
products are quicker and easier to produce than a book, and they
perfectly compliment your efforts as an author.
10. Develop Programs
that Support Your Book
If you don’t already
have programs that support the theories in your book, you will want
to have them available. Whether you ask them to or not, readers will
call, write and send e-mail inquiring about how to implement the
strategies in your book. Consider developing coaching programs,
training packages and various products and services that compliment
your subject matter.
11. Build a Team
Around Your Brand
You can use your book
as the foundation to teach others your system for doing what you do.
You could develop your own certification program and recruit agents
who deliver services under your brand, while they also promote your
book and generate revenue for your business. For examples, check out
Jay Conrad Levinson’s Guerrilla Marketing Master Training program (www.gmarketing.com),
Jim Horan’s Consulting Team (www.onepagebusinessplan.com)
or Michael Port’s Book Yourself Solid Certified Coach program (www.michaelport.com).
12. Schedule Speaking
Engagements
Commanding the
attention of a room is a phenomenal way to grow your business.
Authors are often invited to speak at trade association meetings,
the local Chamber of Commerce, non-profit organizations, corporate
functions, conferences and events. Once you have captivated an
audience, wrap up your presentation with a special offer for
consulting services, training programs or other package offering.
Also, be sure to sell and autograph copies at the back of the room.
13. Become an
Instructor
Authors are welcomed
as instructors at adult learning programs like the Learning Annex
and many colleges. The organizations will promote your classes
through their catalogs and direct mail campaigns and that publicity
can bring tremendous exposure and new business opportunities.
14. Hold Your Own
Events
Authors like Jack
Canfield, Tony Robbins, Robert Kiyosaki and countless others
leverage their notoriety and experience to host their own
revenue-generating events and workshops. Events can range from
half-day meetings in a rented office space to week-long events at a
hotel or even on a cruise ship.
The sky is truly the
limit when it comes to leveraging your own book to grow your
business. If you have ever considered putting your thoughts on
paper, stop thinking and start writing. The sooner you get started,
the sooner you can reap the rewards. Publishing a book is one of the
quickest and easiest ways to build the business of your dreams. It
is up to you to harness the power and make your dreams a reality.
About the Author
Stephanie Chandler is an author of several business and marketing
books including “The Author’s Guide to Building an Online Platform”
and “From Entrepreneur to Infopreneur.” She is also founder and CEO
of
AuthorityPublishing.com, which provides custom book publishing
and author marketing services for business, self-help and other
non-fiction books. A frequent speaker at business events and on the
radio, she has been featured in Entrepreneur Magazine, BusinessWeek,
Inc.com and many other media outlets. For hundreds of resources for
entrepreneurs, authors and speakers visit
http://BusinessInfoGuide.com. For author and speaker details,
visit
http://StephanieChandler.com.
*You are welcome to reprint this
article provided the author bio is included.
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