It's no secret that I believe authoring a business book is one of the best credibility building efforts you can do to develop business. In fact, I don’t even see it as a “book”… I see it as a BIG, audacious business card! The power of a book to establish credibility and development more business is impossible to overstate.
But whenever I say this to lawyers, I can see the blood drain from their faces. And then I hear all the reasons why they couldn't possibly write a book. Last week Copyblogger contributor Ali Luke wrote How to Beat 7 Common Self-Publishing Fears and I would suspect Luke's first 4 fears are the real reasons why more lawyers don't take the plunge. You tell me!
"Fear #1: I’m not ready.
Fear #2: I don’t know what to write about.
Fear #3: Nobody will buy it.
Fear #4: It won’t be good enough."
All of these are usually hidden in the... "I don't have time" excuse. Granted TIME is always an issue, no matter what business development initiatives you are undertaking.
Let go of the fear and the excuses! Writing a book isn’t nearly as difficult process as it may seem to be. Let’s take a look at each of these common objections:
I'm not ready: I'm not asking you to write another "War and Peace". An effective book doesn’t have to be hundreds of pages long... not even close!
I don't know what to write about: You advise clients every day. So what information would be helpful to your current clients and potential clients?
Nobody will buy it: Generating sales isn’t even the goal. The point is... Will clients and potential clients find it valuable? Lead with what your clients WANT to know not what YOU want them to know.
It won't be good enough: Of course it will be good enough... you satisfy your client’s everyday, don't you? Remember who your audience is and speak to them.
Building a personal brand has two fundamental requirements. Demonstrating your points of differentiation and building credibility. A book will do that for you! Luke advises to set a date when you will start, I agree with her. And trust me, I know EXACTLY how you feel right now, because I put off writing my own books for many years. Looking back now, I don’t know why I waited so long! Set a date and just start!