When you open a new business, the first step is telling the world about your company. If you’re smart, you’re already on social media and have an amazing website, but you should take advantage of every platform available to maximize the buzz around your business. You need a secret weapon.
The launch of your business is an ideal time to write your first book. Publishing a book in your area of expertise has several benefits:
- It gives you credibility as an industry expert. There’s no better way to get a little press for your experience and insights. Having your name on a book cover immediately helps people view you as a trustworthy, knowledgeable leader, which in turn helps you grow your client base.
- It’s a great way to build your brand. Use real-life client examples (with their permission, of course!) to help spread the word about your company, values, and unique capabilities.
- It connects you with potential clients. Writing a book instantly makes you easier to find on the Internet and introduces you to a completely new audience.
- It’s a great promotional tool. Book signings, public talks, and giveaways won’t just help you sell more copies of your book. They’ll help you grow your business by allowing you to connect with your target audience directly.
How to Choose Your Topic
Deciding to write a book is the easy part. Actually setting pen to paper (or opening your laptop) is where the real work begins.
First, you need to pick a topic that aligns with your business and long-term goals. Where does your expertise lie? When you’re choosing a topic to write about, remember that the best advice is what your grade school teachers told you: Write what you know.
It’s important to create a book that’s as unique as you are and shaped by your personal experiences. For example, Frank Gruber, CEO of Tech Cocktail, created “Startup Mixology: Tech Cocktail’s Guide to Building, Growing, and Celebrating Startup Success” based on what he’s learned about how startups can grow into smarter, stronger businesses. It’s a topic that’s specific to his expertise and experience, which is exactly why it’s a strong addition to his personal brand.
With that in mind, treat your book like you’d treat a talk with your clients: Give knowledgeable advice, insights, and feedback. The best way to figure out what to include is to let questions you’ve received in the past guide your writing. For instance, if you’re writing a cookbook to go with your nutritional coaching business, ask your clients what types of recipes they’d like to see.
Crafting Your Story
In addition to the information you include in your book, there’s another important factor to consider before publishing: What’s the best method to convey your message? Should your book be available in audio? Should you supplement the text with exclusive video tutorials? The options are endless, but make sure you’re putting out a product that will sell.
Writing quality matters, too. Many businesspeople have lots of valuable knowledge to share but might not be the best writers. Consider hiring a ghostwriter to help you convey your ideas in a way that’s compelling and easy to read.
Here are a few other tips to make the publishing process as painless as possible:
- Set a reasonable timeline. Don’t overextend yourself with deadlines that aren’t realistic. Decide how much writing you can commit to per day, dedicate time to write, and stick to it.
- Surround yourself with people you trust. Writing a book takes lots of time and effort. Make sure you have a strong support system that understands your vision and can help you throughout the process.
- Hire the right editor. Once you’ve organized and captured your thoughts on paper, make sure you find an editor you trust to polish your manuscript.
Sharing Your Message
When you’re ready to go to print, it’s time to start rallying the people around you. First, build a list of potential clients and readers to make sure your book will have an audience once it’s published. You can also use social media to build a following of potential readers.
Don’t underestimate the power of your local community, either. Host an event with family, friends, and clients, and invite them to bring others to support the launch of your book and business. You can also use crowdfunding to build awareness and raise funds for publication.
Above all, harness your entrepreneurial spirit as you create and promote your book. It’s hard work, but with the right audience and a high-quality finished product, your book will help your business grow. Just find your audience, figure out what they want to know, and tell your story.