Bonnie, you feel that writing a book is an effective way to market a company. Why is that?
Today’s consumers and service buyers have been enlightened. They are looking for companies, products, and services that exhibit reliability, substance, innovation, and value. They’re not fooled by outlandish marketing slogans and vaporware. They research everything by comparison shopping, collecting opinions, and sampling to know their options and exercise the best ones.
With information so plentiful, it’s easy for a business to get lost among the competition. A big buzz word in marketing now is “discoverability”: How can your audience find you? How can you attract the right kind of attention to your company? Maybe your business needs you to write a book.
So, how exactly does publishing a book help market someone’s business?
When a nonfiction business book or biography is used to help market a business, it’s a marketing tool, a big business card, introducing your company’s offerings, starting conversations and providing a path to “get your foot in the door.” With international and electronic distribution from companies such as amazon.com, your book is a plane ticket, taking you and your business to places you haven’t been before – new geographies, new industries, and new customers. A book is also a “Chance” card, opening opportunities to distinguish your business from your competitor’s.
How do you know you’re the right person to write the book?
You should consider writing a book in your company if you hold one of two roles:
Company Leader - Take a lesson from Jack Welch or Starbucks' Howard Schultz. If you are the founder, chief, or president, writing a book will help you to: establish your company’s brand; attain speaking engagements at major events; garner positive coverage by media; communicate directly with consumers; inspire new lines of business; and leave a legacy for the next generation of business.
Subject Matter Expert - Would we have known Stephen Covey without The 7 Habits of Highly Effective People? Or Suze Orman without The 9 Steps to Financial Freedom and the other books that led her to Oprah? If you want to be recognized as a thought leader, writing a book can help you to raise your visibility; increase your credibility; position yourself as a peer to established authorities; teach; establish complementary streams of revenue; and build new social and professional networks.
Remember what your consumers want: reliability, substance, innovation, and value. Company leaders or experts can describe your company’s history – its successes and its failures. They can give insight into the strong people that comprise strong companies. They can provide the “backstory” of strategic decisions and idea generation. They can also illustrate how the company’s offerings are important to their markets.
Writing any book can be a daunting task; what’s the best way to approach to writing book for one’s business?
How can someone ensure that the book they write/create to bolster their business credibility?
Those are some of the steps that will ensure your book is a high enough quality to represent your business well.
Before becoming CEO of Write Advisors, Bonnie Daneker was President of BD Donaldson Publishing and she is the author of Publishing as a Marketing Strategy. Read more of Bonnie Daneker’s insights about writing and publishing books.
Considering writing a book to help market your business? Also read about:
Crafting a book proposal
How to create a “selling” book title
How to publish and/or market your book around an event
Book marketing and publicity