As a small business owner, you know how important it is to stand out in your customer’s mind. But the more crowded the marketplace gets, the harder it is to do that.
If you want to stand out, you need to separate yourself from your competitors.
One of the most effective ways that we’ve seen business owners accomplish this is to write a book. A book is not only one of the best ways to share valuable wisdom with your audience, but it’s a medium that most business owners aren’t doing.
Because, to write a book, you need real expertise. The pseudo-experts can’t fake it.
Here are three reasons you should consider writing a book for your business.
1. To Build a Human Connection With Your Customers
If you’re like most business owners, you pour your heart and soul into your company. Your customers deserve to know that.
By telling the story behind your business, you can add a human element to your marketing by pulling back the curtain to connect with your customers.
Maybe you went through some crazy experiences and learned important lessons along the way. Maybe your market is a tough nut to crack, but you figured out how to do it.
Maybe your business went through years of trial and error before you learned just what works for your customers.
That’s what Stephan Aarstol did. As the founder and CEO of Tower Paddle Boards, Aarstol was running a successful business, but he realized that making his team work typical 8-hour workdays was counterproductive. So he developed the concept of the five-hour workday.
After seeing the positive impact it had on his team, he shared it with the world in his book. The company’s fans read about the concept in Inc, Forbes, Entrepreneur, and Fast Company, and immediately felt a connection with the team behind their paddleboards.
People make emotional buying decisions. Giving people a peek behind the curtain gives them an opportunity to build a deeper connection with you.
Being honest about your business’ trials and tribulations can be much more persuasive than an online ad that screams, “Buy from me!”
2. To Become Someone the Media Wants to Write About
What small business doesn’t want to be featured in the media? But how many are?
The secret is that there are journalists and reporters who are in need of expertise from someone just like you — but who do they go to? The experts.
And how do they know someone is an expert? Because they wrote the book.
That’s the #1 signal of authority and credibility to the media.
A great example of this is Deb Gabor. As the founder of Sol Marketing, she often tried to get in with the press to discuss branding, but she was swimming in a sea of thousands of other branding experts and struggling to break into the mainstream.
After her book “Branding Is Sex,” all that changed. She became the media’s go-to expert on all things branding, and was quoted in The Washington Post, USA Today, The New York Times, on NPR, and Fortune when they needed an expert’s opinion (you can read how she did it here).
3. To Become So Noteworthy They Won’t Shut Up About You!
A simple truth of business, especially small business, is that there is no better marketing than word of mouth. When someone you trust tells you to use something, you listen and you use it.
One of the ways to accelerate word of mouth is by giving people reasons to talk about your business. The fact is that a book enables word of mouth better than almost anything else.
By sharing your knowledge, you are literally crafting the words that others will use when they speak about you. A good book causes people to repeat your terms, phrases, and ideas to other people.
We use this idea to help our authors position and frame their writing. We say, “Imagine someone at a cocktail party who read your book, talking to someone else in your potential audience. What would they say? Imagine what you want them to say to the other person.”
By picturing that conversation happening naturally between two people, you can construct the positioning and narrative of your story.
The bottom line is that, if you can write a book that is valuable to a people and solves a specific problem (ideally the same problem as your business), they will want to talk about it with someone else who has that problem.
Why? Because that makes them look better. That’s how word of mouth works.
So Is It Time?
As a small business owner, attention is the pathway towards more loyal customers and more consistent income.
One of the biggest things holding business owners back from creating books is their perception of how much time it will take.
The truth is that publishing doesn’t have to be as time-consuming or difficult as many believe. As business owners, you understand the power of leveraging your team to grow your business.
Why shouldn’t you leverage a team to create your book?
There are plenty of ways to do this. At our company, we surround experts with a team of publishing professionals who are skilled at extracting ideas and turning them into a manuscript in 25-30 hours of time, all spent speaking on the phone.
Other business owners use their existing teams, hire a ghostwriter, or partner with a co-author who enjoys the writing process and wants to leverage their ideas.
The point is this: If you believe that a book — and the authority, media, attention, and word of mouth that comes with it — can contribute to your business growth, you owe it to yourself and your business to find a way to make it happen.
And you will. You’re the business owner, after all.