It’s true. Writing a book, becoming an author—especially the author of an actual printed book that your prospects can hold in their hand and flick through, rather than a Kindle or eBook—can hold the key to growing your business exponentially. As an author—especially as a bestselling author—you’ll experience a whole new world of opportunities simply by having your name on the cover of a book. I’ve done it myself six times, so I know how powerful it can be.
Imagine you need help with your branding (and I know for some readers that’s easier to imagine than others!). You’re at a conference or your local networking Meetup, and you meet two marketers who both specialize in business branding. One of them says all the right things. He’s been in business for years. He’s worked with some top-notch business owners. And he has great ideas for how he can help you solidify your branding. The other has a similar background and story, but with a twist: she hands you a copy of her latest book; a professionally printed, substantial publication that practically exudes confidence. Which marketer do you think shows more authority in their field? The one with the book, of course. The one who, quite literally, “wrote the book” on branding. And which one are you going to hire? More importantly, which one will you hire, even if her fees are higher than the guy who doesn’t have a book? When it comes to establishing your credibility and authority in any field, there really isn’t anything more powerful than having a book with your name on it.
Why does a book position you so strongly and establish your authority so well? Because it gives you a platform to showcase your expertise. It’s like being invited to present on any topic you choose on the world’s largest stage. Not only that, but your readers are a captive audience. Watch someone reading. They are engrossed. While they are reading your book, they are in your world, experiencing your reality, and listening—in that moment—only to you. That’s an incredibly powerful position to be in, and a priceless opportunity to really show that you truly know your stuff. Market Reach No matter how many visitors Google sends to your website, no matter how many views your YouTube channel receives, nothing will ever compare to the number of potential readers Amazon and other online booksellers can bring your way. Positioned correctly, your book can reach millions of new readers—and thousands of potential clients—all over the world. Combine that with the positioning that we know comes with being a published author—positioning that says you are an expert and authority, at the top of your field—and you have an unbeatable recipe for success.
If you’ve ever been to a conference, you’ve probably come home with a stack several inches high of business cards. What do you do with them? You probably toss them in a drawer, and six months later you toss them in the trash. And you probably never contacted the people who gave them to you. Go on, admit it. You know you’ve done it. And not just once. But did any of the people you met ever give you a book instead? What did you do with that? You’ve probably read it (or at least flicked through it). You almost certainly didn’t throw it away. And, more importantly, you remember the book—and the person who gave it to you. And when you’re looking for answers, you’ll remember “so-and-so gave me a book about that” long before you think “didn’t I meet someone somewhere who said something about that? Gosh, have I still got their card? Or did I get rid of it?”
Turn your TV on to any interview show, browse through Huffington Post, or listen to any number of popular podcasts, and you’ll soon see that most of the guest speakers and interviewees have written a book. Interviewers and hosts need interesting, insightful guests to keep their audiences listening and coming back for more, and there’s no better candidate than an author. When you write a book, it will open up many, many opportunities for appearances that you may never have without your name on that cover. Do you have to write a book to be successful? No. But there’s no denying the fact that a published author will have a much easier time growing a business than the professional who keeps putting it off until later.