Build Small Business Credibility as a Self-Published Author
Books are one of the most powerful promotional tools a small business owner can use to enhance their reputation. However, it’s also one of the most misunderstood and under-used strategies that many entrepreneurs are ignoring. This article is around different strategies to help local businesses use independent publishing to their advantage.
From Hobby to Hitting It Big
Self-publishing is often seen as more of a hobby than a valued accomplishment by the traditional publishing industry. The fact is, most people don’t think about that or care. Their end goal is information or entertainment.
If you are writing a book and actually complete it, then edit and publish it, you’ve done something that 99% of the population could not imagine accomplishing. When someone browses Amazon’s bookstore, they don’t search by publishing company; they search by keyword or book title.
These days, an aspiring author can produce a finished book and have a printed copy in their hands without hiring an agent, visiting a printer or meeting a publisher. They can have that book in the hands of their readers with a few clicks.
That’s one reason being an author is still such a big deal. There are a lot of significant reasons for small business owners to self-publish. Many small business owners read books by other business owners for mentorship and inspiration, but never imagine that they could be an author.
Working on Communication Skills
Often, new authors assume that because they have a good understanding of their topics, they don’t need to work on their writing skills. I will explain why business owners should also learn the business of writing to get the most benefits from their work.
Having a book with your name on it opens doors of opportunity you never imagined would open to you, especially if you’re good at what you do. However, the material needs to be accessible to the target audience.
My three basic rules for new authors who are writing a non-fiction book are:
· When writing, have a conversation with one person.
· Keep your book simple and short.
· Leave the reader with a call to action at the end.
It’s more workable for you to do all of it yourself, from writing to publishing and distribution through Amazon.
Since it doesn’t need to be expensive, you can tailor your products to a narrow market. For example, if your research shows that there are a lot of CrossFit athletes using acupuncture for pain relief, conduct a preliminary test to see if that’s a viable market.
Set the Goal of Your Book
The primary goal of your book as a small business owner is to promote your ideas, your brand, and your company. Sadly, you will not be writing a bestseller that gets optioned for a movie right out the gate.
You are looking to engage with interested readers and turn them into buyers of your products or services. The owner of a local massage therapy office in the middle of a city may not really grasp how a book on acupressure can bring in new business until they realize that there are hidden opportunities right there in her town.
Her book on acupressure for stress relief offers great promotional possibilities. Consider the following tactics:
· Sell the book in the office and online as well as in specialty shops.
· Get in front of your target market with book signings and events.
· Provide excerpts or reviews to online publications and websites.
· Host webinars or other events related to the book topic.
· Submit press releases online and to local news outlets.
· Take part in group functions and events.
· Feature your products in the book.
· Create a series of books on the subject.
· Transform the series into courses.
· Leverage the books into podcast interviews.
No Time to Become an Author
Being an entrepreneur is already a full-time job. Who has time to write a book? You may find writing a book challenging, but consider these returns on your investment of time. If you are blogging for promotional results, plan your content to coincide with your publication blueprint.
If you blog weekly (or daily) your content can be turned into chapters for your book. Organize your material so that it can be expanded into book form later in the year. Invite readers to engage with questions and comments. You’ll be growing your readership and preparing them for your next book.
Get Help from a Ghostwriter
Many of the famous business and self-improvement gurus have used ghostwriters for their work. Small business owners can do the same thing. If you have an outline for your next project, consult with a freelance writer.
Not only will you be able to get the project out on time, you’ll be able to avoid the writer’s block and hesitation that comes with feeling overwhelmed by a writing project. Working with an experienced ghostwriter is also great for helping you establish the structure of your book.
They will help you move the project forward to meet your deadlines. You’ll still have to contribute your part, but this makes the process much easier.
Shape Your Authority as an Author
Authors write books to inform or entertain people who need or desire them. Many authors are considered leaders in their fields. Your clients and peers will view you as an authority once you become an author.
It’s not even necessary to be an expert in your field. The majority of readers are aware that writing a book involves a lot of time, research, and hard work. This gives you and your business credibility, which can lead to an increase in trust and acceptance.
Through social media, your books can be promoted to a larger audience. Using your book as a source of content, you can make articles, podcasts, webinars, and courses. Be your own publicist and get interviewed on various podcasts related to your niche.
Books and authors are frequently covered by the media in book reviews, feature articles, or as guest speakers on television and radio.
Video marketing options are also available when you write your book. Create videos and promote your book on the call to action.
You might want to speak at your local business club, such as the Chamber of Commerce. With more visibility and recognition, your brand will grow and give you an edge in the market.
Can You Make Money with Your Books?
Usually, business books generate little revenue by themselves. There are authors whose books make it on the bestsellers’ lists. Don’t count on that. That’s not where the money is for you.
Create a book so you can stand out from the crowd and give your business a boost. As an author, your clout and credentials will allow you to attract more clients. You can turn your authorship into local recognition and increase your brand’s visibility. Sell your book in your place of business.
You can use your increased brand awareness to your advantage. Promote your business at every turn. This is how you’ll increase your revenues.
Writing a book is a challenging process. Identify your audience and identify their needs. Mike Capuzzi is an advocate for small business owners becoming authors. He promotes the idea of short 100-page books (shooks) that focus on one specific issue.
A 100-page book can be completed in just a short time and produced on the Internet through Amazon. You can produce a Kindle eBook and a paperback for no money.
The Key of Making Money in Self-Publishing is Marketing
A crucial skill for a new author is knowing what readers want to know. It’s not enough to master a subject, a writer must also know what interests the audience about that subject. They must be able to use marketing insights when outlining the work. Market research is critical, although this skill is one of the most underappreciated.
Not only do authors need to understand who they are writing for, they need to speak in the style and tone of their intended audience. Narrow your intended target in order to compete with the larger marketplace.
For example, a wellness professional who writes about acupuncture benefits needs to approach the material from the point of view of her readers. Are they other seasoned wellness professionals or lay persons looking for answers on particular topics?
The Heavy Lifting to Success is in Book Promotion
Be aware that most of your success in book publishing comes from promoting your products. Create a promotional campaign before you finish your project. That’s another reason preliminary market research is important.
Some basic ways to promote your book include:
1. Use online resources to get word out about your book. There are many online platforms that can help you market your book, including social media, blogs, and websites.
2. Always have your call to action ready. Use it on everything. Post your CTA about the release date, where to purchase it, and how to take part in author interviews or contests.
3. Write blog posts or articles about your book and use social media to promote them.
4. Talk to other authors, book bloggers or reviewers who might be interested in reviewing your work.
5. Be sure to include all essential information about your book in the published write-up and share how others can purchase it from Amazon as well. This ensures that visitors are provided with sufficient resources (particularly if they lack knowledge) for purchasing your product online.
6. You can post a link to your book on review websites such as Goodreads or Amazon and ask readers to write a review. If you have a blog, you can also post additional book-focused content and encourage readers to buy your book.
Publishing a book is a great way to build your brand, gain recognition for your business, and even promote your products and services. As you can read on my blog, leveraging books for marketing is not as difficult as you might think.
By following some steps mentioned in this article, you will be well on your way to publishing your first book and achieving the same benefits as those who have done it before you! Keep reading to learn more!
