Performance Magazine By Milli Brown

Volume 12, Issue 4 — On a Wednesday, Jim Whiddon, a certified financial planner, proudly mailed a copy of his new book to a contact on his mailing list. The following Monday, he got a call from this new prospect who informed him that after reading There for the Taking: The Methods of Wall Street Exposed and How to Create Wealth Without Worry, he was anxious to meet him and hand over his million dollar account.

How did that happen? How could a 160 page book convert a stranger into a customer—virtually overnight?

“I've never experienced anything like it. This process would have normally taken up to a year.” Whiddon says. “In the four hours it took to read my book, this total stranger learned enough about me, and my investment concepts and philosophies, to know that he wanted to do business with my company. Not being a writer, I took my two-hour Power Point presentation and converted it into a manuscript that obviously gave this potential client enough information to make a buying decision . . . in the comfort of his own home, no less.”

So exactly what is it about a book that transcends verbal communication?

A book allows you to introduce yourself to the reader. It showcases your expertise in a way that is not a sales pitch, but as a purveyor of information. It can be a very effective form of passive sales.

A book can give you instant credibility. A professionally packaged book affords you a vehicle to be able to introduce yourself and take your message directly to your target audience in a very strategic way. But there is a fine line between giving away the store and not providing enough information to satisfy the reader's need. That's where a good editor comes in.

A book positions you as the expert. It is tangible evidence of your expertise. Let's face it, if you are considered an expert in your field, you are literally expected to have written THE book on the subject. Try and think of one high-powered expert these days that doesn't have a book. See, I told you.

An author coming out with a new book is newsworthy. You will have a greater opportunity to get media attention by debuting a new book. I have had many publicists send their clients to me because they needed a book to help them get publicity. Done right, the launch of a new book can be a media event.

People literally “buy” what you have to say. A book allows people to learn about you and your company or area of expertise and pay you for the information. If I were a marketing guru . . . I'd say that is pure genius.

A book is a viral form of publicity. People will pass it around and recommend it to their business associates or family and friends. It certainly pays greater dividends than simply handing out marketing materials or a business card, which often end up in the circular file. When is the last time you threw out a book?

A book affords you a certain celebrity status. This is a good thing in the celebrity driven culture that we live in today. There is a perceived value to having the word “author” after your name.

Now, while I tout the power of the book to elevate your status in the professional world, I also would be remiss if I didn't mention The Power of the Book to also hurt your image. Unfortunately, today we have all seen those much too common self-published books that look like they were produced in a third world country: poorly edited copy, inappropriate or unattractive cover design, misspelled words, inferior binding, photos poorly reproduced, covers that curl, etc.

Remember that image is important. Even if the content is great, if the production values are chintzy—you will be perceived as chintzy. If the book looks unprofessional—you will be perceived as unprofessional. If there are lots of mistakes in the book–people will have reservations about the level of quality of work that you do.

So please understand that while I talk about The Power of the Book in a positive light, a poorly created rendition of your message can do you more harm than good. An award-winning version, on the other hand, can help you to reap great rewards for years to come.

Milli Brown is the president of Brown Books Publishing Group in Dallas , Texas . She has been called an “entrepreneurial publisher for entrepreneurial writers.” Her award-winning publishing house specializes in allowing authors to retain the rights to their work. For more information go to www.brownbooks.com or call 972.381.0009.

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