I’m often asked, "Leo why do I need to write a book? I mean, I get it, it’s the latest craze and it’s become super easy to do so, but still .. why me and why now?"
Well, the reason is very simple. Positioning.
Positioning is a part of marketing strategy that aims at making a brand occupy a distinct position, relative to competing brands, in the mind of the customer.
Companies apply positioning strategies either by emphasizing the distinguishing features of their brand (for example, what is it you do, how you do it and why) or they may try to create a suitable perception through visual, sensory, and verbal messaging through advertising in the mind of the customer.
The aim is to create a desired perception by creating an image of either being premium, inexpensive, utilitarian, luxurious, entry-level or high-end in the mind of our intended audience.
Positioning is a concept in marketing which was first introduced by Jack Trout in 1969 and then popularized by Al Ries and Jack Trout once again in their bestseller book "Positioning - The Battle for Your Mind.”
This epic book defines Positioning as "an organized system for finding a window in the mind. It is based on the concept that communication can only take place at the right time and under the right circumstances."
What does this mean for you, specifically? Writing a book is, for many, a distant dream. 80% of Americans have admitted they want to write a book sometime in their lifetime. How many of those folks you think have followed through and made that dream come true? Not nearly enough...
There are many reasons why would someone not make their dream of being a published author a reality, and I cannot possibly know all of them.
But what I do know is that for many years, and to some extent still to this day, the so-called "traditional publishing industry" has been very difficult to navigate, to break into, and to succeed in it.
I will not dive into the particulars of why that is, but suffice it to say that it was not entirely easy to publish a book... until now.
What this means to you is that today you could literally become a published author in print, digitally, or in audio in less time than you could possibly imagine.
I’ve seen people publish (and profit) from a book in as little as 18 days. On average it takes folks 30-90 days to be on the Amazon.com virtual bookshelf, realizing a lifelong dream for many. Today, you too can be one of them.
The reason why publishing a book is a positioning tool is because of that 80% of Americans that want to do it but haven't gotten around to do it yet… that's good news for you!
Being a published author is a desirable accomplishment for many, but the reality is that most never get there... and WHEN YOU DO, that makes you, the published author, a rare bird; therefore your POSITION is immediately improved in the eyes of those who don't have a book yet.
People respect authors. It’s a big deal. And don’t worry, it hasn’t become that mainstream yet to self-publish that it has lost its luster. That time hasn’t arrived yet. You’re still in time to get your book published and enjoy the benefits of being an author.
Now, aside from the motivation and encouragement I'm giving you to take your turn in history and write your first book, I want to address the possible next question in your mind... Why should YOU write and publish a book?
Well, let’s go back to positioning. Let’s say you are in a crowded industry and you own a veterinary clinic or you’re a family dentist, and the marketplace is competitive at your location (apply the following paragraphs to your own situation)... How could a veterinarian or a dentist benefit from inexpensively publishing a book? Positioning.
The fact that you have a book published where you could easily answer your customer's FAQs is an amazing positioning tool as compared to the rest of your competitors in the marketplace.
The veterinarians and dentists I'm using as an example here could literally give a copy of their book for free to every one of best prospects and customers to create a special relationship with them... it is a lot less expensive to be a published author and give away a book for free than you think! ... I want you to stay focused on the upside of doing so... keep reading :-)
Publishing and printing books is at the lowest cost they have ever been in the history of books. Trust me, I’m a big book nerd and my finger is on the pulse of the publishing industry.
If you worry about giving your book away for free and them end up in the trash, think about this first... When was the last time you threw away a book someone you valued gave to you for free?
If you're not convinced that being an author could be massively beneficial for your business, remember that your competitor is also listening to the advice I'm giving you here and they could literally be out there right now doing what you might not be willing to do because it sounds far fetched.
Now is the time to be decisive and write your first book.
Another way of visualizing the benefits that a book can generate for our example veterinarian and dentist (or any service provider, thought leader or influencer for that matter) is like this: Imagine yourself hosting special workshop sessions for your best customers at your clinic or any other suitable location where you use your book as the reference material to explain an item of high and relevant interest to your prospects and customers...
...then giving them the book to take home… or even better, creating a series of short, inexpensive books addressing topics they care deeply about such as traveling with pets, immunizations, demystifying a certain aspect of pet surgeries, and other high-value topics.
For the dentist, foe example, educating families about braces for their children and hosting free workshops with your book for your best customers could be a powerful tool to grow your business in a different way.
Oh, and by the way, it doesn’t have to be you the actual veterinarian or dentist that hosts the event. You can have your best go-to associate handle it. Not only will you free up your time, but you’ll also get to practice your leadership skills when you allow a member of your team grow their capabilities by having them become presenters of your material. How’s that for a benefit, eh!
The last question to answer is "Why Now?" Well, the better question would be, why not now?
We’re living in an era where there are literally no barriers to entry in almost any industry or niche. It’s all wide open and ready for the taking, if you're willing to make it happen. It’s up to you to realize the potential that becoming a published author can have for your career and your business.
You might not be in the position to do this for yourself just yet, but maybe you can pass this message onto someone else that can benefit from this strategy.
As far as the how to do all this publishing on your own, don’t worry. Feel free to contact us and we’ll be more than happy to help you make your dream of becoming a published author a reality.
5 essential steps to follow anytime you want to scale your business online.