I just found out this week that my most recent book, Masters of Sales, hit the New York Times Bestsellers list. Of course I am ecstatic about this, but it also got me thinking about what an amazingly powerful advertising and branding tool it is to be a an author. With each article and each book that I write, I am building brand recognition for me and for my business. This is a technique that has worked well for many people I know. For years I’ve recommended that people write as a way of developing personal and professional credibility in their business. I’m always amazed at how many people say it’s a great idea but then don’t actually do anything about it.
Recently, I’ve formed a small mentoring program for people within my business to brainstorm and talk about writing and how to get published. Since then, many of these people have published dozens and dozens of articles. As a result, I thought I would share some of my thoughts on how “you” might like to begin this process.
Let’s be real here—most business people certainly do not have time to sit down and write an entire book, but writing articles are something that most people could find time to do at least once a month. Writing articles consistently and for an extended period of time is a plausible, virtually costless way to brand yourself and your business by increasing visibility and enhancing credibility in the community—it’s just an idea that most people are simply too lazy to implement.
But for those who are willing to step up to the task, here is my best advice:
• Think about the things you know and understand best, pick out the elements of that knowledge that might be of interest to the general public, and then review the types of media outlets that write for that audience.
• Either by phone or letter, tell an editor why readers will be interested in the feature idea you have or why it’s newsworthy (or better yet, use your network to connect with the editor).
• Stick with it and remain consistent in submitting articles and before you know it, you will be well on your way to branding yourself as a local expert through being a recognized, published author.