When I was a partner in a small publishing house we had a client, Matt, who became a friend, who was also creating our website (which was $10,000, but has nothing to do with the title of this post — then again, maybe it does, please read on). He had previously written and published a short book he made available on his website as a PDF, but was not yet published broadly otherwise.
His book project backstory is a good one, and a part of it is this: He was certain publishing broadly would be beneficial as he had already enjoyed at least one windfall by having a book. He had a previous client who he later found out was skeptical about rehiring him. That client, on a weeknight, started looking over the websites of the service providers he was considering. Matt’s business phone started “blowing up” that evening, and right around start of business the next day this fellow had Matt on the phone.
Matt was immediately and excitedly hired that morning for a $10,000 (USD) project. Something in the book the client read really connected with him, as well as evidenced a work philosophy and expertise he was eager to get involved with.
I believe in a world made more and more disgusting by omnipresent advertising (see Positioning: The Battle for Your Mind, by Al Ries and Jack Trout, as at least one great thesis on this) books present a kind of miraculous opportunity for businesspeople. With a book, you can potentially spend hours of time with a potential client, time in which you have prepared a carefully crafted message, shared deeper thoughts and philosophy, and proven your expertise — not only to convince someone to hire you, but at the same time to help find your proper tribe. And that means a lot to me, as a service provider of larger projects and relationships, a great deal!
I think the above anecdote proves my blog title, and that it encourages and states the simple power of having a book. I’m not pushing for more business-oriented titles, necessarily, but as part of my deeper philosophy hoping to encourage you to get “that book” started or progressing or finished. Remember, I’m a bibliophile and think a high tide raises all ships.
As a little bonus note, another client, an expert on investing for retirement, chuckled and told me something we all kind of knew but is neat to hear from time-to-time in “reality” in specific. He said, “Rodney, I think most people never fully read my book. They see I have it, they start it, and they realize they need my help.”
As another little bonus thought here, the credibility route (versus a book sales route) professionals seek with their books is one I kind of took for granted as most of my initial clients years and years ago were publishing with the purpose of getting speaking gigs or becoming coaches and consultants.
Well, I’ve recently started a new project with a man who sits on a rather fabulous career. He doesn’t need the money. He doesn’t need more clients. He doesn’t seem to want them, either. Yet what he states he does seek is the “credibility.” Now, he may enjoy getting on stage more, according to our conversations, but I’m so excited about this particular project because what he really wants is a BOOK HE WILL ALWAYS BE PROUD OF. I see it also as a way to memorialize and share what he has done and learned in his exceptional career.
From early on I kind of decided MY standard for collaborating on books was that the author-client ended up with a BOOK THEY LOVE, THAT THEY ARE PROUD OF ALL THEIR LIFE, AND THAT THEY FONDLY REMEMBER THE EXPERIENCE. That’s ideal, anyway.
On the credibility all of the above clients seek, I would prescribe a path that in the least creates both a “healthy” and a “seasoned” book, but more on that in an upcoming post.