A book is a tool — a catalyst — that enables results for you (and, by extension, your business) in the form of credibility, growth, and visibility. What makes a book unique is that it’s an evergreen product that benefits from continued marketing efforts in a way that doesn’t necessarily happen with courses and other products. Think of Amazon as a search engine — in addition to a place where people go to buy books. (That’s not always the case on Facebook, or your website, or…you get the idea.) Listing your book on Amazon isn’t free marketing, but it certainly doesn’t hurt (especially if you’ve paid attention to your author profile and selected strong categories/keywords). Your book marketing plan slows but does not stop after the book launches. You can do as much or as little marketing as you want; that’s both the beauty and the curse of book marketing. Of course, the more you do, generally the more fruitful the results will be.
Writing a book establishes you as an expert in your field. This can help you attract ideal clients in line with the services and/or products you offer. Testimonials from clients who are recognized in their industry will do wonders for your credibility. People will begin to associate your name with the topic you’re writing about, which allows you to become the go-to person for people seeking information about your topic. Your credibility is tied into visibility.
Here’s a personal example: I speak annually at the American Copy Editors Society annual conference. Speakers submit a bio, of course, for the conference program, and I included my book title in mine. To my surprise and delight, the morning of one of my sessions, the Society tweeted out, “Be sure to stop by merch table after @JodiBrandon’s session to pick up a copy of her book.” They were showing their audience that their presenter is credible (as a published author), and I had several people approach me to congratulate me on my latest book. Win-win!
Here are just a few possibilities that I’ve seen my clients achieve:
A second book, which can lead to a discounted/bundle price on your website
Speaking engagements, which often involve back-of-the-room sales opportunities
A live workshop or a signature course based on your book
A giveaway item at conferences and retreats, which can put you in front of a new audience.
Being able to include “Author of X” in your bio can benefit your business in many ways, and increased visibility is certainly one of them. A book can give radio/TV personalities and producers, podcast hosts, print journalists, and others a reason to reach out to you. And being featured in the media can grow your audience like nobody’s business! You’ll have an added blurb for press releases, starbursts on your next cover, and so forth that say “As Seen in X” or “Featured on X” — and that is just what helps you get more of these opportunities.
Want to learn more about how a book can serve your business? Book a complimentary Book Brainstorm Session today.