Recently, I corresponded with the CEO of a rapidly growing company that offers high-tech, state-of-the-art services to other businesses. To help him understand whether writing a book would be a good investment, I asked him if any of the following statements described his situation:
- Your potential clients have difficulty understanding what you offer and how it will benefit them
- Explaining your services consumes a lot of your sales reps’ valuable time
- Each new sale you close can bring in substantial additional revenues
- Relating stories (case studies) about how others have profitably used your services helps to close sales
- You and your company would benefit if you received more invitations to speak at conferences, etc.
“If most of the above apply,” I explained, “writing a book would probably be a very profitable investment for your business. It would serve as a valuable tool for selling your services in a professional, persuasive, understandable, and time-efficient manner, and it would allow you to support your promotional claims with actual success stories. As an author, you will automatically be viewed as an authority in your field. More speaking invitations will come to you, and clients will come to you predisposed to buy.”
He replied to my email, “Yep, we’re 5 for 5.”
Valuable Byproducts When Writing a Book
This CEO and I have an appointment to talk about his book project and my ghostwriting and publishing services when I come to New York City in April. If he does decide to move ahead, he will be delighted to see how the book-writing process can produce other benefits, in addition to the ones mentioned above.
For example, he has been struggling for some time to come up with a brief, easily understood description of the services he offers. Because writing a book forces one to see things with fresh eyes, we should be able to develop this one- or two-sentence description as a byproduct of the process. And if he wishes, we should be able to produce one or more white papers and possibly even a magazine article or two while writing the book, all of which could be very helpful marketing tools.
It sounds like this company could reap a very high ROI from writing a book. Before I work with any client, that’s what I like to see!
For additional information on the subject of writing a book, you might like to download these two free white papers: