Want to Be a Noted Expert in Your Field? Write a Book!

The cost of publishing a book yourself is several thousand dollars (for design, printing and distribution), but think of it as a marketing expense. The benefits are immeasurable — instead of a brochure, you can use your book as a powerful tool to market your services and advertise for your company. Colleagues will regard you as an industry leader, and you may be called upon to speak at conferences and industry shows, enhancing your visibility tenfold. And the sense of accomplishment and confidence that comes from being a published author? As the MasterCard commercial says — priceless.

The first step is to decide what you want to write about. Create an outline, including a table of contents, so you have an organized format to keep you on track. To make sure this doesn’t end up being another great idea that never sees the light of day, give yourself a writing deadline and stick with it. The task won’t seem as daunting if you break it into measurable chunk  — for example, in 15 days, have 30 pages written. Consider dictating your ideas into a recorder and having them transcribed. Another option is to hire a ghostwriter to write the entire book, or an editor to help you with organizing and polishing your copy.
You can find a good writer or editor by looking at the classified advertising sections of writer magazines like Writer’s Digest. Check out Mediabistro.com’s freelance marketplace for talent. Or post help wanted ads on websites that specialize in matching independent contractors with businesses in need of talent. Monster.com, Elance.com and Guru.com are worth looking into. According to the writersmarket.com guidelines, a ghostwriter may charge anywhere from $15,000 to $50,000-plus for a book of about 240 pages. When it comes time to print the book, check out www.printindustry.com — you submit the details of what you want to print (hardcover book, softcover book, estimated number of pages), and vendors from around the country will bid on the project.

Since you are not a known author being published by a major publishing house, you need to get creative about promoting your book. One way would be to create a version of your book in electronic format and try to sell it to people through your newsletter or website. You could offer a sample chapter in your newsletter to entice readers. Or, make a version in PDF form and set up a shopping cart on your website. When customers pay for your book via credit card, they will receive an automated response with instructions on downloading the PDF.

You can also sell the finished product on Amazon.com. You’ll have to apply to their Advantage Program online and submit a title for consideration. If your application is approved, you list the book in Amazon’s catalog, provide descriptive content, and ship units to their warehouse for Amazon.com to process.

Margie Fisher of Margie Fisher Public Relations decided to write her book before she gave birth to her daughter. Fisher’s finished product, a public relations “kit” of about 150 pages, has provided a good revenue stream for her. More importantly, she thinks the book has built up her name, which is crucial if you’re in a professional service business — an attorney or accountant, for example — where people are buying your reputation.

Once the book is completed, think of a unique way to market it. When she approached her local newspapers in Florida, Fisher pitched the idea that she was birthing a book and a baby simultaneously. This quirky idea secured her numerous placements in the media.

Finally, pursue speaking engagements at local chambers of commerce or associations and sell the book after the event. You now have a solid reason to bill yourself as a speaker/expert — and a product to sell directly after the show!

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