In today's crowded marketplace, establishing yourself as an expert in your industry can be a significant challenge. As an entrepreneur, you may have already gained valuable insights and experiences that set you apart from others, but how do you showcase this expertise and differentiate yourself from the competition? In this article, our PR and growth experts delve into the benefits of publishing a book as a powerful tool for establishing thought leadership and enhancing your PR efforts. By sharing your entrepreneurial journey, business learnings, or area of expertise through a book, you can attract new customers, build your personal brand, and gain a competitive advantage. We'll highlight real-life examples of successful entrepreneur authors who have leveraged the power of publishing to enhance their PR and thought leadership, and first steps to start working on a business book.
Robin Waite, The Fearless Business Coach, explains: "Having a book is one of the greatest marketing assets available to a thought leader. It raises your profile, authority, and credibility. A well written business book will show the reader how in depth your knowledge is on a subject, and if it's structured well will walk a potential customer through your framework, i.e. how you work, as well as the sorts of results your clients get when they work with you via case studies and examples."
He adds: "There are two other major benefits to having a book over other forms of marketing: 1. You can leverage marketplaces such as Amazon and Audible to sell your book for you, if you garner plenty of reviews, your book will eventually start selling organically with minimal marketing effort. Compared to other marketing activities, which mean constantly posting and coming up with new content, a book is timeless and sells itself if it's well planned and structured. 2. At events, I've found a book is a great asset to be able to sell as part of the "package". When someone books me to speak, I always come armed with a box of books to give away and create new fans this way."
As an example of an entrepreneur turned author, Robin says: "A friend, and entrepreneur, Simon Alexander-Ong, has leveraged his book "Energize" incredibly well over the past few weeks, leveraging it to form partnerships with Chris Evans and even Simon Sinek. It's incredible to see the power of the book and how Simon has been using it to his advantage."
Paige Arnof-Fenn, Founder & CEO at Mavens & Moguls, also emphasizes on the opportunities to raise your profile: "Publishing a book to showcase your expertise opens doors, sets you apart from your competition and makes you a go to source for media. If you do a lot of public speaking you can encourage the host or conference to buy/offer/make available your books to attendees which further reinforces your position as a thought leader in your industry. I always recommend to my clients who are authors to give signed books to everyone they meet with along with their business card, it leaves a great impression. Whether you are an entrepreneur or consultant you build your brand, raise your profile and increase visibility by becoming a published author too."
When asked about entrepreneurs-turned-authors, Paige says: "Seth Godin, Guy Kawasaki, Phil Knight and Sheryl Sandberg have all benefitted from publishing books, helping them connect and share their stories with even more people so everybody wins."
Emily Reynolds-Bergh, Owner at R Public Relations, suggests: "Think of books as massive pieces of content. You can break out your chapters, and even sections of chapters, into stand-alone thought leadership articles, blogs, long-form social posts, and beyond! Then, in turn, you can use your short-form content that’s based on your book to promote book sales. Books are sometimes considered when selecting speakers for conferences and panels, so you may be able to leverage this accomplishment to secure future thought leadership opportunities." When asked about entrepreneurs who have become authors, Emily says: "Malcolm Gladwell is a great example of an author that has become a prominent thought leader by using his ideas to expand across mediums like podcasting."
If you're an entrepreneur considering writing a business book, where do you begin? Here are some first steps to get started:
By taking these initial steps, you can set yourself on the path towards writing a compelling business book that showcases your expertise and enhances your PR efforts. Remember, writing a book is a significant accomplishment, and it can open doors to new opportunities and expand your reach as a thought leader in your industry.
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