Strategic books are specifically planned and designed to attract more customers for your business. They act like a brochure or business card on steroids.
If you write a strategic book correctly, you won’t need to waste time promoting it to earn less than £3 per copy – it will promote you instead!
Business authors become more successful when they focus on planning, publishing, and productising a strategic book – a book that becomes a laser-focussed marketing tool because it creates more clarity, credibility, and collateral – but only if it’s done right!
Let’s look at these three strategic goals one by one:
1. PLAN: TO ACHIEVE STRATEGIC CLARITY
One benefit of writing a book is that it often clarifies and focusses the author’s thinking – planning it creates a more coherent set of ideas that are more easily communicated to others. But don’t expect to achieve clarity by accident. Sometimes people try to get by with no clear sense of purpose or direction, but they become swamped and distracted by competing ideas and conflicting pressures. Their heads are continually in a spin and they get overwhelmed. So they procrastinate, become lost or stuck, or eventually become demotivated and give up. Writing a book requires laser-like focus, with clear purpose and direction. Planning ensures that everything you do will directly support your goal. When you’ve planned your book – focusing on the correct topic, promise and structural framework – everything then becomes so much easier.
2. PUBLISH: TO BOOST PERSONAL CREDIBILITY
Publishing a book is guaranteed to boost your personal credibility. So make credibility your primary goal, rather than just trying to make money from book sale royalties. Many business-owners, entrepreneurs and specialists are finding business fiercely competitive these days. It’s difficult for them to differentiate themselves from their competitors, so their prices and fees spiral ever lower. Writing a strategic book turns them into overnight experts in their chosen field – Experts write books therefore authors must be experts! When you’re an expert, you don’t have any competition. Experts charge premium prices for their products and services because they are ‘the authority’ in their field.
3. PRODUCTISE: TO CREATE PROFITABLE COLLATERAL
Most services we provide are intangible, yet potential customers and clients still need things they can touch and feel before making a buying decision. A business card or a brochure is just not enough if you want to charge a premium for your services. Your book provides collateral just by itself – it’s your tangible evidence of competence. Handing your published book to a potential client provides all the collateral you’ll ever need to win more business. After a prospect reads a strategic book, they’ll understand the author’s business much better and are therefore more likely to contact the author, having already become ‘pre-sold’. Productising your book simply means that you extract the knowledge and skill you’ve shared within your book and re-purpose it to provide even more collateral.
Sadly, the majority of authors never get as far as discovering any of this. They simply start writing at line one, paragraph one, page one, then they give up – somewhere between page one and page twenty – when they’ve run out of time, content, self-belief, or motivation. They call it writer’s block!