Books are not frequently thought of as promotional tools, but just might prove to be the right promotional tool for you. Books command attention in ways that advertisements and brochures do not. Business owners can gain known for their expertise by writing a book.
Being published by a major publisher is the best known way to get your book in print, but it can be difficult to convince a publisher to cover your production and marketing costs.
Self publishing is another way to go. If you decide to self-publish your book, consider the following:
Hardback Books
An obvious drawback to hardbound books is the high cost of publishing and the limited distribution outlets. However, if there is a strong business case for you or a key member of your company to author and publish a book on a topic of general interest or on a unique topic that is not covered well elsewhere, this can be a valuable markeing tool that is worth the expense.Paperbacks and Minibooks
You can use paperback and minibooks or booklets like you use newsletters to inform and educate. However, paperback book topics can be less time-sensitive. For example, a CPA might include an article in a year-end newsletter about last minute financial transactions that reduce taxes. On the other hand, the CPA might produce a minibook on estate planning.
The best way to use books as a marketing tool is to distribute them personally, such as giving them as a gift to a client or prospect. A limited direct mail campaign can also be effective.
