As an entrepreneur, why would you want to write a book? Marketing is the primary reason. Putting a book out there on your product or your service places you in the position of being a person with recognized knowledge about the topic. It gives you the opportunity to develop status in your domain. Finally, you are able to demonstrate your expertise through the content of your book.

The media are always looking for experts, and published books are the first place they go to find them. Promoting books and their authors is a staple of most talk shows. Those in charge of lectures and other speaking engagements also look for those business people who have raised their visibility through publishing.

People rarely talk about a business person or their product/service for very long unless they have a book which can be discussed or shared. If you create a book that has value for others, word of mouth will make it an incredible marketing tool.

​Search engines, Amazon – people use these to find out about people like you. Once they find you on a search engine, where do they go from there? If they are trying to understand more about your products or your service, Wikipedia is not going to answer their questions. Your website may not go into enough depth either. What they need is a book filled with your expertise to help them determine if they can use your product or your service.

​A book is a multi-purpose marketing tool. Don’t overlook the possibilities.

Times have changed post-internet. Buyers, whether businesses or individuals, have the advantage of researching what they desire a long time before the two of you interact. So, unlike those days when the buyer knew little and the seller was in control, today the seller must provide value in addition to the standard pitch.

In seeking business clients (B2B), you need to be the one looking for answers.

• What are they trying to achieve in their business?
• Do they have a plan for achieving their goal with tactics outlined?

As you acquire these answers, you should be asking yourself how your business/service fits into their plan or could help expand it. What value will it have for them?

Despite your need for answers, when dealing with a potential business client, it is imperative for you to listen, to affirm what they are saying in your own words so they know you understand.

So, what does this have to do with publishing a book? Well, if you are an entrepreneur engaged in B2B sales, drawing clients to you increases exponentially with a book. Today people are looking for guidance, not sales pitches. They want to determine through the experiences of others who have succeeded if they are overlooking anything important. In other words, they are looking for a mentor/coach for guidance and feedback.

Your book can establish this role between you before you even meet or pave the way for a meeting. If the potential client is familiar with your book, a relationship has already begun. The awkward stage is behind you. Now you can move into developing the elements for a long-term business relationship.

Isn’t it amazing what a book can do? Heart Song Ghostwriting can help you with that.

​How many managers do you know who have no management skills? I bet it didn’t take long for you to come up with several. It’s quite the phenomenon, but today I’m more interested in their ability to damage a business. A manager has a lot of leeway in how things are done. Consequently, it is important for the manager to be invested in the success of the company or the project.

​If a manager is incompetent, it’s obvious how they can damage the business. What about if the manager is all about themselves? If this is the case, they can deliberately make sweeping changes to a business which will run it into the ground. I have seen this done.

​So what attitudes should make you consider cutting your losses before it’s too late?