Friday, September 2, 2011

Three Things a Book Can do for Business

Some authors I meet with are not in the least interested in writing a book as a best seller. They are business people who recognize the value and opportunities business books can bring their businesses. Yes, a book and not a brochure. A book can be an exceptional marketing tool, and most people don't look at it that way. They think novels and books to sell in bookstores. Yet a book can be one of the most powerful business tools in your marketing arsenal.

Here are three things a book can do for your business:

Credibility -- a book positions you as an expert and lends credibility to your business. People take books much more seriously than brochures. The very substance of a book tells people you have that much knowledge. People who enjoy reading will sit down and read what you had to say. This same credibility also gives you more of a chance of being asked to speak in front of audiences.

Speaking Opportunities -- authors are asked to come speak to groups, associations and conferences. The number of business opportunities you will have when you get in front of a room of sometimes thousands of people is like an instant commercial for your services. When you work in an industry where a single contract can pay for your entire year, the opportunities generated from speaking gigs are worth the costs to produce the book. I always encourage authors to consider that just one great opportunity would provide their return on investment.

Gravity -- as many of you know when someone hands you a brochure nine times out of 10 where does it end up? The trashcan. A full-color brochure that costs you perhaps $10 a copy in the trash. Someone just threw away a $10 bill. Most people don't feel comfortable to throw away a book. In fact, it's more likely that the person will resell or give away a book than he/she will toss it. And the print cost per book is about $1.50 to $2 when you do bulk print runs.

Now 3L Publishing doesn't do all business books under our premier publishing brand. If we feel the business book is really well done and would sell well in bookstores, we will publish it under our 3L brand. If we think it will simply do well as a custom publication, our team will produce it for you with the intent of you using it as a marketing tool. If you are interested in producing a custom publication with us, please send an email to

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