Want to Build Your Business? Write a Book
Biff Barnes
How many times have you heard someone say, “You should write a book?”
It turns out that if you are building a business they were right.
Forbes reported that in a study of business book authors titled The Business Impact of Writing a Book released by The RAIN Group of Wellesley, Massachusetts found that:
49% of authors said that publishing a business book affected their business positively
·47% of authors said that publishing a business book affected their business extremely positively
Writing a book can help you build your personal brand and that of your business because:
· A book demonstrates your authority and expertise.
Max Tucker in an article for Entrepreneur said, “…a book is the new college degree. It used to be…only about 10 percent of people had college degrees. It was a major signal of credibility and authority. It meant something. But now that everyone goes to college, it doesn’t signal as much credibility.
So what is a signal of credibility and authority now – one that’s reliable and rare? Writing and publishing a book.”
Erica Anderson, the author of Leading So People Will Follow, saw a significant change after her book was published. “I knew I was the same person, but previously closed doors magically opened, and people I knew wouldn’t have paid much attention to what I said before were suddenly listening hard. It was (and still is) enormously helpful in establishing initial connections with potential clients and business partners.”
· A book builds the credibility and visibility of your business.
The RAIN Group study found that authors reported that publishing a book had a strong or very strong influence on generating more speaking engagements (75%), charging higher fees (53%), generating more leads (56%), and generating a more desirable client base (48%).
A book creates opportunities for increased opportunities for media reviews or interviews which draws more attention to the author’s company. Says Tucker, “ ’Has a new book’ is a standard, and often required, box to tick for the gatekeepers who control access to areas you most want to enter … How many people in your field have you seen get a lot of attention simply because they wrote a book? Even if you knew more than them, they got the attention that you didn't, only because of the book.”
A book creates brand clarity.
Andersen advises, “Having a book or books that lay out the key intellectual property or the core models or principles of your business really helps potential clients understand what you're about and how you can be valuable to them.”
“A book puts your story into people's mouths -- in your words, says Tucker. “When people talk about you, they're literally just saying what you want them to say. A good book causes people to repeat your terms, phrases, and ideas to other people.”
Best of all, writing a book works for companies across the business spectrum. The Rain Group study included firms providing legal services, accounting, financial services, management consulting, marketing, advertising, public relations, information technology, human resources consulting, architecture, engineering, and other.
As Susan Daffron of the International Freelancers Academy wrote, “Book Author = Expert Being a book author sets you apart and positions you as an authority in your field.” Whatever that field might be.
https://www.flickr.com/photos/guybrariang/7074486195 Graham Lavender on Flicker