How to Set Yourself Apart From Your Competition
Tuesday, November 16, 2010 at 12:52AM
If you are a professional competing for business in a tight market, you must stand out from your competition. You can have a fancy brochure, great business cards or a great website. But, is that enough? Think about the experts in your field. What are they doing that you are not? Good chance they have author credentials as the best way to be seen as an expert in your field is to publish a book.
You can use your book as a calling card. Think about leaving a brochure or a book. Which one do you think will have the most impact? Even if the prospect does not read the book, he most likely will not toss it in the trash like a brochure. It may set on his table for several weeks before he picks it up. Whenever he looks at the book he will think of you.
People assume you are an expert if you have published a book. At Our Little Books, we have several authors that have experienced spikes in their businesses after they published their book. One author said that she had been prospecting the same client for years. Shortly after her book was published, he made an appointment because he said that he had never met an author. He became a client of hers, just because her book opened the door. But you do have to be careful. On the reverse side, a book could ruin your credibility if you have no idea what you are talking about! Your content must be worth reading.
As a published author you will be invited to more speaking engagements and you will be a guest on more radio programs. You will be introduced as a published author. For example, if you wanted to hire a business coach and had a choice between these two, which one sounds more credible? Which one would you choose?
I have the honor of introducing Mary Ross, author of The Little Book of Success. Her book outlines 5 Keys to Success that every small business owner must read. She has worked over 15 years with small businesses teaching them ways to increase profits with these Keys to Success.
Or
I have the honor of introducing Mary Smith. She has worked over 15 years with small businesses teaching them ways to increase profits.
Your book should be a big part of your business marketing plan. Think about how many times you can promote your business with your book. When you are at a speaking engagement you can sell your book in the back of the room. A book can add value to your services. You most likely will not see large revenue from your book, but your book will bring you opportunities that you may not get if you did not become a published author.
How do you feel about people who are published? Do you think of them as an expert? Are you more likely to respect a published author than one of their non published peers?
Reader Comments (2)
Some other people who were in business thinks that they must win n=the competition, but they don't think to enjoy the flow of their business. Just be calm and everything iwll be under control.
Yes, we often think that in business we must take place of our competitors.