A Book May Be the Best Marketing Investment You Make This Year. Here’s why.
March 11, 2021
We’ve been talking about the myriad marketing trends and opportunities to consider in 2021, from the latest marketing movements to social media strategies that have the potential to set your brand apart from the competition. But it’s been a while since we’ve focused on just how powerful a book can be when it comes to marketing your business.
Here, we’re taking a look at why your book may just be the best marketing investment you make this year. Let’s touch on just a handful of reasons why that’s the case:
Authority at your fingertips:
At Advantage, we often talk about the incredible potential of Authority Marketing, which we define as the strategic process of systematically positioning a person, community and marketplace to command outsized influence over all competitors.
A book does just that, building credibility by positioning you as an expert in your field.
Potential clients, customers and collaborators don’t even have to crack your book’s spine (or scroll past the title page on their Kindle) to get the message—simply having a book to your name speaks volumes.
With that said, the more they read, the more your audience will understand why and how your approach, insight, message or product could be a real difference-maker for them.
Media material: You’re likely already familiar with the vast business potential of being featured in the media. Even a short mention on the news or a line or two about your business in a big outlet can drive your leads and sales. Just think about how frequently your favorite experts and thought leaders are consulted on television, podcasts, blogs and more—and if and how those media clips have influenced your behavior, past or present.
In fact, we’re willing to bet many of those you follow got their start by producing something consumable, like a book, that a member of the press—or even an industry peer—picked up.
A book can be a media magnet, highlighting your expertise for those in the field and upping the chances that they’ll reach out for an interview. Each interview has the potential to draw in new customers and clients, and to further bolster your reputation as an expert and/or thought leader.
The power to repurpose your message: You may think of your book as a detailed brochure or business card: a window (or door) into your company and all it has to offer. But it can be used for so much more—especially when it comes to the marketing content you generate.
While marketing trends come and go and material can be tricky to come by, a book has the potential to be an evergreen resource from which to draw for years to come. With a book, you can fuel numerous marketing initiatives as they arise, today and tomorrow, by pulling from what you’ve already compiled.
Social media content, blog posts, conference material, speaking engagements, and more can all be crafted from your book—adapted to fit the format that best engages your audience. That translates to more results with less effort on multiple channels.
An investment in yourself: This one falls outside the marketing lens, but is nonetheless worth noting. Taking the time to write a book—whether with a ghostwriter or on your own—is not only an investment in your business; it’s an investment in yourself.
In this day and age, it’s rare to get the opportunity to spend any number of hours meaningfully reflecting on how we got where we did, what helped make it so, what threatened to bring it all crashing down at any given moment and how the insights we’ve gleaned along the way can help others.
That deep dive into your experience and expertise can also be extraordinarily helpful to you—highlighting growth patterns, effective operational strategies and even self-knowledge that you may have overlooked previously. As a result, working on a book may enable you to find and refine a way forward, just as much as it can assist you in closing out a past chapter or two (or six or ten!). That makes it a win-win in our book (and probably in yours too).
So, what’s holding you back? If the process of writing a book seems overwhelming, we’re here to help. We can bring your project from a jumble of ideas to a full-fledged, beautifully packaged and published book in hand in as little as 180 days, and just twenty-four hours of your time.
Ready to take the first step? Reach out here.