How to Write a Book for Your Business that Meets Your Business Goals
If you’re a business owner, you’ve probably heard by now that one of the best ways to reach new customers these days is by writing a book. You need look only as far as Netflix to see how authors of all kinds are using books to attract new followers and investors.
Let’s take Marie Kondo for example. Kondo is an organization consultant with a business base in Japan. In 2012, she wrote the Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing. From this book, she introduced the world to her process and inspired millions of Americans to loosen their grip on material belongings. That’s no small feat.
Since the original publishing of her first book, she’s had her work translated into several languages and even transformed into manga, potentially spreading her organizational philosophy to a new generation of young people. Kondo is now also the star of a popular Netflix serial called Tidying Up with Marie Kondo.
No doubt, Kondo put in the work to build up her reputation and proved the efficiency of her system client by client. But it was her first book arriving on the shelves of local bookstores that helped fuel her tremendous rise.
You can have your own version of Marie Kondo’s success by publishing your own book. By writing a book that is specific to the subject you care about, you can reach new audiences and even inspire a movement in the same way that Marie Kondo has.
What you decide to include in your book should be based on your business goals.
For Product Sales
With a focus on product sales, the main focus of your book should be not only on introducing your product but demonstrating how your product is useful.
Some time ago, I came across a marketing book that discussed the utility of direct mail. The author talked about the success rate of direct mail, the different options available, and case studies she had from clients who had found success using this method. What she selling? Not direct mail.
The author was the owner of a small print shop. She was selling printing and mailing services. She didn’t just write a book about how you should buy postcards. She wrote a book about how to use postcards and similar print products to further one’s marketing goals.
If you want to sell products, write a book about how that product can help your potential customer.
To Attract More Clients
To secure more clients, write a book that describes your process. For example, fitness gurus can describe their exercise routines. Marketing companies can describe their philosophy. Teachers can describe how and what their students will learn.
Despite numerous examples in bookstores of successful business coaches, teachers, and B-to-B businesses who have adopted this approach, there are still some of you who don’t believe this could be possible. You think that if you reveal everything you know in a book, no one will be interested in hiring you. Wrong!
Potential clients want to know that the person or company they hire really does know their stuff. They want to be assured that you can do what you claim you can.
Furthermore, many people who read books will still find the need to hire someone. If they are professionals themselves, they don’t have time to “steal” you ideas. They want someone who can come in, fix what they need, and help them move their business quickly to next level.
Marie Kondo exemplifies this principle. As her book and their offshoots have taken off, she has more demand for clients than any single person could handle. She explained her entire process in a book.
Yet, people still want to hire her.
To Establish or Maintain Credibility
Even businesses that are thriving can use a book to help strengthen credibility and their brand. Sometimes just keeping your company top-of-mind in the eyes of both your potential and current customers can be useful.
Example of these types of publications may include commemorative books highlighting company milestones or anniversaries. Long standing companies like Ford, McDonald’s, and Procter & Gamble don’t need to publish books for recognition. But they do because these books raise the company’s profile and illustrate for consumers the long history they have had serving families like yours and mine.
Books like these are not meant to be best sellers. They do keep the companies current in the eyes of their stakeholders, both old and new.
Once you’ve narrowed the goal you have for writing your book, you’re in the best position possible to begin writing. You can write with a focus on including only the things that will matter to your reader and your business.