At one time or another, many agency principals have probably toyed with the idea of writing a book. And with good reason: They have plenty of relevant insights worth sharing.
Niche books can be a valuable new calling card for new business and help your agency stand out from competitors. That’s because writing a specialty book:
- Increases your agency’s visibility
- Helps market your agency to key audiences within a particular niche
- Positions your agency’s leadership as subject matter experts
- Reaches decision makers your agency might not otherwise be able to access
- Gives your agency material to repurpose in blog posts, newsletters, articles, etc.
- Provides an impressive way to conclude a new business presentation: handing prospects a signed copy of the book
Agency experts typically have busy schedules, and the thought of taking time to write a book can be a bit overwhelming. Plus, some people have a great deal of knowledge about a particular topic but dislike writing.
The good news is that your agency likely already has material on your blog, executive speeches, presentations, case studies, etc., that could jump start the book’s content. In addition, a talented ghostwriter can take a lot of the burden off an executive, while also bringing new thinking and perspective to the book.
The writer should learn as much as possible about how the executive thinks and speaks, and try to capture his or her personality. It’s vital that they work well together and have good chemistry. In some cases it may be preferable to have multiple authors from the agency each write a chapter to showcase the depth of your agency’s expertise.
A niche book truly can be a competitive advantage, and it may well be the best new business investment your agency makes in 2019.
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