Business professionals considering writing a book tend to cite familiar rationales: to gain increased credibility and authority, a stronger speaking platform, or a valuable marketing tool. After publication, those perks often arrive—but sometimes the unexpected bonus shows up.
Stephanie Scotti is the author of Talk on Water: Attaining the Mindset for Powerhouse Presentations. Since publishing her book in September, she’s discovered four surprising benefits of writing a book. Maybe some will apply to you…
Benefit #1: The opportunity to reintroduce your business.
After many years in business, Stephanie knows a lot of senior leaders and executives, some of whom have been clients or connections for a decade or more. When she talks with them about new consulting opportunities, her book gives her an excuse to freshen their perception of who she is and how she works. She gets to make a brand new “first impression.”
Which of your connections could use a reintroduction to your business?
Benefit #2: Giving clients a tool to promote you.
Working in a referral-based business, Stephanie counts on her clients’ word-of-mouth “advertising.” Her clients also frequently “take” Stephanie with them when they change business units or enterprises; sometimes that means they have to convince new colleagues of the value of working with her.
In both cases, Stephanie has found her clients are sharing her book. “Writing a book has an aura about it. It’s almost like my clients get to brag, ‘This is who we work with.’” That pride in associating with an accomplished author lets them promote Stephanie to others without having to sell her.
Could your clients become your secret sales force?
Benefit #3: A set-the-stage business card.
After reading her book, clients and colleagues have suggested she send it to prospective clients before she sends a proposal. A book is an impressive way to set the stage.
Stephanie comments, “I knew my book would become a business card, but now I’m experiencing how compelling it is as a business card.”
What’s your advance publicity for prospective clients?
Benefit #4: Perspective that can reshape your marketing.
For Stephanie, a book has become more than just another tool in her marketing toolkit. It’s caused her to rethink her entire strategy. She recognized some of her longtime marketing approaches might not hit the mark for her prime, high-level clients.
For example, instead of writing frequent, short articles for a general audience, Stephanie realized she can write fewer, yet deeper, thought-leadership articles. By sending them directly to the clients who will benefit most, she provides greater value and connection.
“In my business, personal relationships are critical. I wouldn’t have realized I needed to refresh my marketing if I hadn’t written my book and talked through so many strategic issues in the process.”
How could your marketing reach your best audience in a more meaningful way?
What will your surprises be?
Of course each author’s situation is different, so you may not realize the exact benefits Stephanie has. But I can almost guarantee the benefits of writing a book will surprise you.
Curious what benefits a book might bring you? Give me a call—let’s talk about your situation.