We’ve all seen books authored by high-profile business leaders and other a course in miracles bookstore. We know authoring a book creates or enhances the aura of prestige surrounding such people. But do we really understand how writing and marketing books can help build a business or career?
Ron Kaufman knows. He has built a business around customer service training and motivation, including two book series. Ron has generously agreed to share his thoughts and experience with us.
Ron: As a consulting professional I speak, teach, write newsletters and articles, and facilitate educational events. Writing books is a natural “next step” to put the experience I have gained over the years into written form.
Book writing also forces me to consolidate and organize my thinking into a coherent body of knowledge. The rigor required to organize each chapter and articulate each page has improved my own thinking, and my ability to serve my clients.
Ron: Writing and publishing absolutely increase your credibility. After all, “author” is the foundation of “authority” — when you write (and write well) people take you more seriously.
Also, I now insist that each person in my corporate audiences receive their own copy of at least one of my 14 books. This adds value to the participants — they can “take home” and study my writing after the program. But this also increases the number of very influential “Ron Kaufman business cards” out there in the market — books!
Bobette: The books also create a marketing synergy that works both ways — your books gain you consulting business and the consulting business increases book sales?
Ron: Yes. Books and live sessions support each other towards the common objectives of learning, improvement and commitment. Attending a session allows for interaction with the instructor and colleagues while reading the book gives more time to reflect and consider each of the key learning points.
Bobette: The books and live sessions “feed” off each other to accelerate your business growth. Are there other cross-marketing tips you can share with us?
Ron: Gladly. My free e-mail newsletter keeps me “top of mind” for decision makers around the world. And every issue has plenty of links taking readers into the website where they will find lots of added value. All my books include references to other books, and to the website. On stage I refer to my books and even read small sections to highlight key points.
One guaranteed way to get people’s attention is to give them something free. So I created two special “free gifts” which are now circling the globe as a viral gift, from person to person to person….and back to me.
