Back in the day, when I was coaching in a high-level (read: expensive) mastermind, the vast majority of my clients were consultants and coaches: business, career, life, health, executive, to name a few. Many had been in business for years, but had plateaued as far as revenue goes. They were very good at their jobs. They sucked at marketing and sales.
The main problem that I saw, across the boards, was that most did not have any lead generation system in place. All had websites with a blog (the original three posts on average), and a mailing list that they were not in touch with because they didn’t know how to send out emails. They had all the things; they just couldn’t use them.
It didn’t really matter because no one was going to their websites and signing up for their mailing lists or reading their blog posts.
First, because they weren’t doing any outreach. Second, because there was nothing to distinguish them from the thousands of other coaches and consultants in their markets.
They needed to be seen as authorities in their field. They needed to be seen as special—as that one person who could help the person searching for help.
They needed to stand out from their peers.
In the ever-evolving world of business, standing out and establishing yourself as an expert in your field is crucial. One powerful strategy that often goes overlooked is writing a book. As a seasoned ghostwriter with over 15 years of experience writing business books, I’ve witnessed firsthand how crafting a book can be a game-changer for entrepreneurs like you.
In this post, I spout off (as I do when anyone gives me an opening) a few of the myriad benefits of writing a book for your business and how it can elevate your credibility, set you apart from the competition, and supercharge your success.
1. Elevating Your Credibility:
One of the most significant advantages of becoming an author is the instant credibility it brings. When you publish a book in your niche, you position yourself as an authority figure. Your book becomes written, tangible proof of your knowledge, expertise, and dedication to your field. Clients and potential partners are more likely to trust and respect someone who has authored a book on their subject of interest. A book is physical proof of your expertise.
2. Setting Yourself Apart:
In a crowded market, differentiation is key. Writing a book allows you to distinguish yourself from your competitors. It showcases your unique perspective, insights, and approach to solving problems. You become the go-to expert in your niche, making it easier to attract clients and opportunities.
“But a lot of business people have written books” you might say.
Authoring a book is the new minimum expectation if you are taking your business to the next level. If you haven’t written and published a book, you’re already behind those of your contemporaries who have. You’re playing catch-up.
I advise my clients: “Don’t play catch-up. Leave them in the dust.” (’cause I’m a bad-ass that way.)
Many of the books that coaches and consultants have published are not good. They were hastily written, poorly thought out, and slapped on Amazon with barely a pass through a proofreader, much less a real editor. Worse, there is no strategy behind the book beyond “I need to have a book.”
You need to have a solid book that appeals to your ideal prospects and demonstrates that you are the person who can help them, all wrapped in a professional package.
I’ve been called in as a fixer after business owners have paid well over $10,000 for group coaching(!) and a “publishing package” only to find their books are an unorganized gathering of ideas, poorly (if at all) edited, with generic covers, and no follow-up strategy in place.
In short, an embarrassment. Sad to say they would be better off to have no book than to have that book in the marketplace.
This is the longest section in this blog post for a reason… You can tell I am passionate about this–it’s IMPORTANT!!
3. Building Trust and Connection:
Books have the power to form lasting connections with your audience. A well-written book puts your voice in the reader’s mind. Think of the time someone spends reading a book. How often do you get several hours to make your case to a prospective client?
When readers engage with your book, they feel as if they know you on a deeper level. Your personal stories, experiences, and advice become tangible, fostering a sense of trust and relatability. This connection can translate into long-lasting client relationships.
4. Effective Marketing Tool:
This is, of course, why so many speakers, coaches, and consultants write a book, beyond the desire to be an author. A well-written book can be a formidable marketing tool. It’s a physical representation and extension of your brand that you can use across various marketing channels. Whether it’s handing out copies at speaking engagements, using it as a lead magnet, or leveraging it in your online presence, your book becomes a powerful promotional asset.
I tell my business clients that the “real money” from a book is not in the royalties; it is in the opportunities that your book opens up for you. For speakers, coaches, and consultants, the return on investment can be nothing short of amazing. While your book may generate a passive income stream from royalties, the real money comes from increased business.
I have a short video that shows you seven different ways you can use “little books” as lead magnets to start bringing prospects to you. If the idea of a full-fledge book is a bit intimidating, know that you can start small and grow from there.
5. Expanding Your Reach:
Books have a global reach. By publishing a book, you extend your influence beyond your immediate network. Your ideas and expertise can impact individuals and organizations far beyond your geographical location, attracting a more diverse client base and partnership opportunities. A book also gives you a reason to reach out to groups that you might not have had access to before.
Writing a book can be the game-changer in your business.
Authoring a book serves so many purposes, from differentiating you from your competition to helping you find your ideal clients. Over the past 15+ years, I have written and ghostwritten over 60 books, eBooks, and courses for small business owners as well as myself. I have seen how authoring a book increases people’s self-confidence and brings them to the next level in their business. If you have been thinking of writing a book for your business, let’s set up a time to talk and see if a book is the right next step for you.
Contact me: Barbara@BarbaraGrassey.com