Author Branding: A Simple Marketing Strategy Using Books and Your Network
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It's time to write a book.
Yes, you read that right. I'm talking about you writing a book. You're an entrepreneur and your message can help people all over the world in different ways — from how to start their own business to how to be more productive or creative in their day-to-day life.
Authors often ask me, "There are so many great books already out there on the topic I want to write on… why will anyone read my book?" The short answer is, your book will stand out from the rest because it's a mix of your personal story with your real-world examples and tips. You have been the one who has done the work and lived through it. Your story is unique; your strategies are tested. That is experience and knowledge others would want to hear about, too.
As I've written elsewhere, the root word in the term author is authority. Writing a book is one of the best ways to build your authority in any field and showcase your expertise as an entrepreneur or business owner. Authority is powerful. It's the reason people listen seriously to what you have to say. Being an expert in your field can make or break how someone perceives your business, especially if you are leading a new company that hasn't built much of a track record yet. By sharing your story and your business tips and tricks, you'll position yourself as the go-to person in your niche. And that's powerful!
Your book will also help you establish credibility with your audience. Why do you think so many people are eager to read books by entrepreneurs like Steve Jobs, Elon Musk or Mark Cuban? It's because their stories and advice resonate with their audience. They have forged a path and are living it and sharing their learnings to help the world. People want information with the substance they feel confident about trusting, so it's important for business owners to take advantage of the opportunity to establish their business as a valuable source of knowledge through their books.
Many entrepreneurs have written books to share their message with the world, and it's a great way of bringing awareness to what you do. Your book can show people that you care about this topic enough to dedicate an entire project to it. Even if they don't read the whole thing, they will see you as an expert on the subject, which in turn can lead to more opportunities and resources for your business. The last thing entrepreneurs need is more competition from other businesses that can say they're experts, as well — or have been around just a little bit longer. A book can help you rightfully claim the expert title in your field.
A book is perfect if you have a unique idea or perspective that is specific, personal, compelling and could help people all over the world. Your book is a way to get your ideas, thoughts or philosophies out there — without any filters from other people who might have opinions about what you're trying to say. If you have a unique idea for the next "big thing" or want to tell your story in a new way, then writing a book is an excellent opportunity. You may be able to solve some unmet needs of your industry or your community by sharing your message in a book.
Your book is the best way to stand out and get in front of the right people. When meeting new prospective clients, venture capitalists and business allies or while speaking at events, you'll be able to break the ice by handing out your book. Yes, you can speak at a conference, but writing a book puts you in their bookshelf at their home or office — so they will take notice of your work long after the event is over.