The Business Bulletin
How writing a business book gives you a priceless marketing tool “Having a book published” still holds a certain kudos and perhaps in Pavlovdog fashion, people automatically associate someone who writes a book about something, with that someone being an expert on the subject.
The “$30 business card” gets people
book is a useful product. After your
merchandise. A book also makes a
recognised as experts, even if they
performance or presentation in pre-
good addition to your product range,
don’t deserve to be.
COVID-19 days you could sell your
if you’re selling “back of room” either
book or books “back of room” after
literally or virtually because it gives you
your events.
something to “bundle” with your other
In the USA, one prolific speaker on business topics has been heard to describe his books – which he self-
Today with pandemic restrictions
merchandise and therefore make
publishes – as “$30 business cards.”
you can still sell all formats of your
an attractive package with an overall
Cynical perhaps, but the folklore
book via online retailers or your own
discount. Most people find it hard to
about the author of a book being an
website after Zoom/MS Teams etc.
resist a bargain.
expert in his/her field is crystallised
meetings, webinars or as part of your
therein. However…
online courses.
If you work as a public speaker
Depending on which publishing route you choose, your mark-up on the direct sales of your book will
(even part-time) or as a coach,
Sales opportunities
trainer, lecturer, motivator, instructor,
Particularly if you’re a musician, actor
is relatively low, book sales will still
actor, comedian, musician, or in
or other celebrity, your biography or
enhance the overall marketing success
fact whatever occupation that gives
autobiography will sell very nicely
of whatever you do, add to your
you access to captive audiences – a
alongside your DVDs and other
reputation as an expert in your field,
28 | Issue 2 – Sales and Marketing
vary, but even if your profit margin
