If you're an entrepreneur working to expand your brand and business, a great content strategy is invaluable to your success. Though smart entrepreneurs understand the power of sharing content on their blogs and social media accounts, many overlook the cornerstone of an effective content strategy - writing a book.
In a world of short attention spans, businesses and customers are the most enthusiastic about doing business with you when they trust and connect with what you stand for. Publishing a book creates an engaging way for your audience to get to know your viewpoints more deeply than short pieces of content allow.
Here are four reasons why you should consider writing a book to drive business growth.
1.) The right people know your name.
Once your book is published, audiences may see your name on bookstore shelves, in airports, and in media mentions. This high visibility can catch the attention of prospective leads who are excited about your perspective, as well as potential partners who are interested in having you share your ideas with their organizations or write guest blog posts on their websites.
In your media mentions and on the back of your book, always list your website and social channels to make it easy for potential new clients and partners to connect with you and learn more about your offerings.
2.) There is proof of your expertise.
Experts are authorities on a specific topic, and the more specific and differentiated your area of expertise is, the more value your audience will gain from what you have to say.
Your book demonstrates the knowledge you've accrued in your career, so use your experiences and your track record of success to support your points.
For example, if you are a consultant who specializes in identifying pitfalls in operations, include stories about the challenges you've helped clients overcome and the rewards that followed (with your client's permission, of course).
Stories resonate with customers who are a good fit for you, and a book demonstrates your expertise without making your reader feel overly pressured to buy from you.
3.) You solidify your brand.
You may be writing on a topic that your competitors and peers are also writing about, but your perspective is all your own. Your book gives you room to share your solutions to challenges in your field and make the case for your point of view versus that of your competitors.
After taking a thorough look at what you stand for, potential customers will either be excited by your message or disagree with it, and both of those outcomes help the right people find you. By putting what you stand for and the way you do business out in the open, your clients will self-select and your most aligned leads will seek you out.
4.) Your business grows in more ways than one.
The positive effects of your book on your business do not end with book sales. Because your readers are familiar with your perspective, they know you deliver great content and are more likely to invite you to consult for their company or speak at their events. They're also more likely to share your ideas with their peers, creating a continued stream of interest in you and your book.
You can create even more business opportunities by repurposing parts of your book for workshops, online classes, training seminars, webinars, and white papers. Customers who read your book are more inclined to take advantage of these resources because if your book is compelling, it's likely that your other products will be, too.
Seth Godin said, "Marketing is no longer about the stuff that you make, but about the stories you tell." When you publish a book, you're providing an introduction to you and your business as well as an in-depth story about the principles that have made you successful and trustworthy.
With your book in the hands of people who are inspired by your message, you'll drive business with loyal clients who become advocates for your brand.