Publishing a book can help boost
your SMB. Here's everything you need to know
BY SAMMI
CARAMELA
As a small
business owner, you might struggle to recruit loyal customers, especially in
the beginning. There are many ways to market your business and products or
services, but one way to achieve a connection with your community is by sharing
your thoughts and experiences with them.
One way this
can be done by writing and publishing a book. It doesn't have to be a 400-page
story about your business, but it should be relevant enough for readers to be
engaged. Whether it's a self-help on entrepreneurship or a memoir about how you
got where you are today, your book can build trust and foster a more genuine
connection with your audience. Here's everything you need to know.
How to publish a book
Before starting
your book, think long and hard about what you want to say. Is there a gap in
the industry you want to fill? A specific point you want to make? A story you
want to tell? Whatever it is, make sure you're passionate about it. That is
what will get the job done – and well.
"I believe
it is important to write on a topic that you deeply know and have a depth of
direction, insights, experience and wisdom to share," said Brad Deutser,
founder and CEO of Deutser and
author of "Leading
Clarity: The Breakthrough Strategy to Unleash People, Profit and Performance"
(Wiley, 2018). "When a book is personal, it has the chance to be more
powerful and authentic."
Writing a book
is no easy feat, but if you approach it one chapter at a time, it won't feel so
daunting. Set realistic goals for each week and hold yourself accountable to
meeting them. Once you dive in, you might even find yourself doing even more
than you expected.
It's important
you enjoy the entire process, not just the idea of having a book published and
seeing your business thrive from it. Both of those are important, sure; but if
you dread the hard work you're putting in each day, it shows in your writing.
Keep in mind
that you don't have to (and shouldn't) do this alone. Involve other people. Ask
for advice from other writers or publishers, hire an editor, collaborate with
another writer – anything that might ease the process.
"As with
any profession, having an expert is helpful, especially to build a great
structure for the content of the book, much like we build a structure for
companies when consulting," said Deutser. "It was … very helpful to
have someone to spark ideas about what readers might find most interesting
about the topic you've spent years understanding."
The editing
stage might be grueling, and it might take months going over the same chapters.
That's why it's crucial to have a second pair of eyes look over your work. It's
easy to miss errors or become attached to work you've spent months, even years,
on.
When you feel
your book is ready to be read, you can either self-publish or
find an agent and/or publisher to represent you and your story.
Deutser opted
for the second option. "The wisdom, expertise and support of an
established publisher has been invaluable," he said.
How it might help your SMB
Deutser's book
helps leaders become more innovative and purpose-driven. Through his experience
writing it, he was able to build on his own ideas and share those lessons with
his audience. He told Business.com that the experience has been one of the
greatest growth periods in his life and has elevated the dialogue around his
business.
"The
process was invaluable in challenging 'traditional' thinking, elevating
thought, creating new concepts and further validating our research and
work," said Deutser. "It has been transformational to the
intellectual well-being of the company and … important for clients' deeper
understanding and acceptance of the platform. It has ultimately raised our
profile as thought leaders in our space."
He added that
writing a book can establish you as an expert in a particular field or on a
specific topic. This will build trust in your business and both professional
and personal connections with customers.
"One of
our core values is love what you do, and it shows," said Deutser. "My
book is a living example of that value. I have loved learning, growing and
sharing. And, it will be the foundation for our growth for many years to
come."
Sammi Caramela
Sammi Caramela has always loved words. When
she isn't working as a Business.com and Business News Daily staff writer, she's
writing (and furiously editing) her first novel, reading a YA book with a third
cup of coffee, or attending local pop-punk concerts. Sammi loves hearing from
readers - so don't hesitate to reach out!
https://www.business.com/articles/writing-book-smb/?itx[idio]=8812325&ito=792&itq=2015cd13-b28d-4232-a44e-2a3e3f8a09ba
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