Making a Business Book Pay Off

Business books remain a popular marketing tool among professionals such as consultants, accountants and attorneys—and for good reason. A book provides an outlet by which professionals can communicate their insights and expertise, and the possibility of becoming a best-selling author can be enticing. Furthermore, having a book as one’s calling card conveys credibility and authority, and instantly sets the author apart from competitors who don’t—thus helping to influence prospects and sell more work.

However, many professionals underestimate what it takes to develop a powerful, substantive book that engages and energizes readers and motivates them to call the author to learn more. Identifying the right topic, creating a logical structure for the chapters, developing the point of view that is conveyed, and ultimately writing the manuscript and marketing the book once it’s published all take considerable investment in time and money. But they also can pay off in a big way if done right.