The likelihood is, you already have a book inside you.It’s just not on paper yet. Let’s change that!Here are three reasons why:1. To boost business revenues.2. To establish your standing as a thought leader. “ Our book was definitely a major contributor to experiencing a 300% increase in our daily billings. We know this because this happened within 1-33. To leave a legacy and support your successor. ” months of our book being published. Gershon Mader, CEO & Co-author ofReason #1: The Power of Strategic Commitment (AMACOM, 2009)Boost Business Revenues A few years ago RainToday.com, an online resource “ When one of my top salespeople is in touch with whoever is going to make a difference in the sale moving forward they’ll often say to that for leaders in various professional services industries, published the results of a research study entitled: The Business Impact of Writing a Book: Data, Analysis, prospective client: ‘Here’s a book on project and Lessons from Professional Service Providers management written by our CEO.’ It establishes Who Have Done It. trust in the sales cycle. The book helps differentiate Out of a pool of 200 authors, the vast majority of the ” us. professionals who were interviewed said they had Wes Balakian, CEO True Solutions and author of experienced some form of positive influence on their Harnessing the Power of Project Management business, as a result of publishing a book. These (Brown Books, 2009). benefits included: www.drlizalexander.com
Bear in mind that while indirect revenues tend to beimmediate, book sales represent more of a “long tail”i.e., revenues accrued over time.Let’s now take a look at the different ways in whichyour book could help boost revenues, as exemplified Wes Balakian, CEO, True Solutionsby a number of CEO-authors I interviewed, all of whomconfirmed the RainToday findings and offeredadditional examples of how their books have earned “ We did a little campaign when my third book on project management came out, targeting C-suite executives in major metro areas. I sent them a copytheir businesses more money. of the book knowing that maybe 1 in 50 would read it, but the other 49 would pass it on to another John Jantsch, President, Duct Tape Marketing person in their organization. That led to a big pay- off. Out of the thousands of books we’ve given away “ I consider my books as part of an overall convergence strategy: books get speaking engagements and speaking gets clients. Any one of we have won three or four projects worth hundreds of thousands of dollars. Much more money than would come from selling those books. these avenues makes for a fine business model, but the intentional blending multiplies each. The good news is that kind of ROI doesn’t rely on: • Your book being published by a big name publisher. Richard Wilson, President & CEO, Hedge Fund • Distribution through bookstores (bricks & mortar Group or online). “ I offer full day $400 - $2,000 live workshops and at my last one a few people came up to me and thanked me for the program and said they first heard • Actual book “sales.” But boosting indirect revenues isn’t the only way a of me through buying my book on amazon.com. book can help you grow your business, as you’ll discover next. www.drlizalexander.com
Credibility 1. A best-selling book. Builds Trust 2. Dozens of speaking engagements (which typically come as a consequence of being an author). 3. An article in the Harvard Business Review that generates sales for reprints (again, the odds of Enhances Relationships achieving this are higher with a book). Most aspiring authors erroneously believe that first you have to become a thought leader before you write a Benefits the Bottom Line book:As you may have noted from the definition cited earlier, Thought Leader Author“thought leader” is not something you call yourself; itis a quality that is attributed to you. In my experience, the relationship is bi-directional:How does that happen?A survey conducted by The Bloom Group entitledAttaining Thought Leadership indicated there were Author Thought Leaderthree signs: www.drlizalexander.com
Reason #3:Leave a Legacy, Support YourSuccessor planning. It can also be an important way to spread your ideas and communicate your values to others “ I wrote Working for Good because people ask me all the time for advice and insights related to integrating work and business with purpose, values outside of your organization. According to Gershon Mader, founding partner of and service… I realized that my experience and Toronto-based Quantum Performance: insights could serve and support others who are “Writing a book is a powerful and effective way to working to integrate purpose and profit, business capture and communicate success stories: what ” and service, values and wealth creation. worked, how we did it, lessons learned, all of which Jeff Klein, author, could be invaluable to whoever takes over your role Working for Good: Making a Difference While and perhaps even become a strategic part of your Making a Living succession planning. (Sounds True Inc., 2009) “But the benefits need not be limited to your own company. Once in the published domain your book can become an executive development tool. Many booksThe desire to make a difference and leave the world a have had that kind of influence with business leaders.better place is a strong one. We all want our lives to Your book could become the means by which youhave meaning and to be remembered after we are share your philosophy and ways of managing andgone—including following acquisitions and retirement. leading that extends far beyond your ownWriting a book can be a key factor in your succession organization.” www.drlizalexander.com
Do these current strategies represent as powerful areturn on investment as writing your own book? Arethese strategies generating short and long-termrevenues and enhancing your reputation as a thoughtleader? Do they help contribute important insights topeople both inside and outside of your organization? How We Can Work TogetherAre they fulfilling your need to make your biggest Here is a sampling of ways in which I can help you.possible contribution to the world? • From “Vision to Viral” Coaching/Consulting:Chances are, only a fraction of the readers of this I work directly with you – the author – to create ae-booklet will take action--which offers you a compelling concept for your book, plus help youconsiderable competitive advantage. You will have a source, organize and create the core content. I thenbook and they won’t. take care of whatever you need from book design to marketing & promotion in order to have aAs Jim Collins pointed out in Good to Great, Level 5 well-received book in your hands.leaders represent a paradoxical blend of personalhumility and professional will. Since writing a value- • Accelerated Content Creation Intensive:creating book requires both of these characteristics, A cross-functional team event, facilitated off-site overit’s perhaps not surprising that the names of Level 5 2-3 days, during which we mine the collectiveleaders appear on so many book covers. intellectual capital and creative insights of the group to scope out, structure, and capture the core materialSome 11,000 business books are commercially for a book or other strategic document(s).published every year. Not one of them has your nameon it…yet. To discuss how my experience and expertise can best serve your needs, contact me today.Together, let’s change that. Email: firstname.lastname@example.org www.drlizalexander.com
About Your Collaborator: Dr Liz Alexander is an In addition to her Ph.D. in educational psychology from internationally experienced The University of Texas at Austin (UT), Liz has a communications professional psychology degree from The Open University in the whose diverse range of clients UK, and a Master’s in program evaluation, also from have included the British UT. Dr Liz is the developer/instructor of the Strategic government’s Appeals Service, Communication Certificate Program for The University Cathay Pacific Airways, of Texas’ Center for Continuing and InnovativeChildren’s Advocacy Centers of Texas, Environmental Education.Protection Agency, Philips Electronics, and SunMicrosystems, in addition to individual businessowners and professional service providers. AcknowledgmentsOne of her services is to guide business leaders My deepest thanks to Britton Manasco of Manascothrough the book development process and publish Marketing Partners; Tom Carroll of Evolutionarybooks that help boost awareness of their brand, Learning; and David Motto, Shankar Ramamurthy andgenerate more leads, showcase thought leadership, Ambal Balakrishnan for their invaluable insights andand leave a legacy. feedback on this content.She is a nine times commercially published author Thanks also to Nilesh Kapse and his team at 3 Keyswhose books have sold more than 500,000 copies Graphics & Printing for the cover design and interiorworldwide, and has most recently self-published a layout. As my strategic partners, their superior skillsnumber of eBooks. can be applied to the production and publication of your book! Now you have read this e-booklet, please consider sending it to other leaders in your network who could also benefit from this message!