Is Your Book a Good Business Card?

Is Your Book a Good Business Card?

Is Your Book a Good Business Card?

Posted on 12/09/2022 Evan Swensen
Is Your Book a Good Business Card?

Nowadays, folks need a way to stand out in the crowds of people in their chosen fields, whether art, science, or raising children.

We have always felt that your book can present you as a leader in your field. This is because an author becomes an expert in the public mind. Many of our authors have experienced this.

Ms. Marsha Friedman is a veteran of the public relations industry. She kindly allowed us to re-publish an article we think will be very useful to you in your quest for success.

Want the Best Business Card Ever? Write a Book

Nearly every day, someone asks my advice on the best way to promote their business or themselves. I get the question at speaking engagements, at the office, and, yes, sometimes at home. I don’t mind at all because I’ve always got a good answer:

Write a book.

“A book?” some say — with obvious horror. “I’ve never written a book!”

Precisely my point. But let me back up a bit.

When I started years ago, I soon realized the clients who got the media’s attention most quickly were those who’d written a book. Not just any book, mind you, but one aligned with their promotion. The apple salesmen who wrote about apples were far more successful getting media coverage than those who wrote about oranges – and those who hadn’t written anything.

Why? Because yesterday’s business cards are today’s books. They give their authors immediate credibility, establishing them as experts in their fields. Credibility opens the door to journalists, talk show hosts, bloggers, and anyone else creating content for hungry audiences. So who will they turn to as an expert source of information when a mysterious apple worm destroys orchards? Johnny Appleseed, author of Red All Over – The Core of the Apple Industry.

There are some caveats. A poorly conceived, poorly designed, poorly written, or poorly promoted book is worse than no book at all. Your book must capably and professionally represent your unique message – and you.

Not a writer? Not a problem. There are thousands of talented freelance writers and editors out there – especially in the wake of all the newspaper layoffs in recent years – who can help. So don’t worry about that just yet. The first step is planning, and that’s up to you whether or not you will do the writing.

• Decide on your book’s main idea. The central focus will be what drives the entire project, so it must match the message you want to convey and excite you. You’ll likely never see your project through to the end if you’re bored from the get-go. A great way to test ideas is by running them through these five questions:

1. What message am I enthusiastic about that I want to convey?
2. Who can benefit from it?
3. How will it help them?
4. Why am I the one bringing this idea to them?
5. How can I make my points unique and different from what has already been said on the topic?

• Pay attention to your own reactions as you test-drive your ideas. Which idea makes you smile? Which excites you creatively? Which hits the essence of what you’re about – what you enjoy, think about, and create daily? It may be an idea you never even realized inspired such passion in you.

• Consider what you want to achieve by promoting yourself or your business. Business owners want to grow their businesses and see them flourish; some want to build careers as speakers. But often, something deeper drives us, and we may not even be aware of it. Doing some soul-searching to identify your real motivation can help you clarify your message and find your book’s focus.

A real-life example: When I sat down to write Celebritize Yourself, I planned a how-to book on commonly asked publicity questions. But, when I ran that idea through the five-question test, I had trouble with No.

6. So, I asked myself, “What do I most enjoy about my professional life?”

The answer was easy: helping people identify and value what’s unique about them and their message.
In writing a book about how to get publicity, I realized I needed to explain why everyone has expertise that should be shared.

It’s never too late to write your book. I know it seems daunting, but remember, the first time you do anything, it’s often a challenge. Remember how hard it was wobbling down the sidewalk on your first bicycle? You may have crashed a few times, skinned your knees, and bumped your head, but you got back on and kept trying.

Call on that brave 6-year-old you and start planning your book!

We thank Ms. Friedman for this. If you’d like to look at her website, here’s the link:

If you’d like to talk over your book ideas and directions, please send us an email or give us a call.

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