How to differentiate yourself from 99% of your rivals
In a crowded industry, standing out can feel impossible. Whether you’re a mortgage broker, buyer’s agent, accountant or any other professional, you’re facing thousands of competitors. So how can you set yourself apart from 99% of them?
One powerful way to position yourself as an expert is to publish a book.
How many people in your field have written a book? Chances are, the number is extremely small. A book is the ultimate differentiator.
The benefits of publishing a book
- Authority and credibility: Having a book with your name on it instantly positions you as a thought leader. It gives clients, potential clients and referral partners a reason to trust your expertise over someone else’s.
- The ultimate business card: Imagine handing a potential client or referral partner a book instead of a standard business card. A book leaves a lasting impression and shows that you’re serious about your profession. And unlike a business card, people tend to hold on to books.
- Everlasting content marketing: A well-written book can keep working for you for years. Whether you sell it, give it away or use it to gather leads through your website, the book becomes a tool to continuously attract clients and referrals.
The four steps to writing a book
You don’t have to be an award-winning writer or spend years crafting the perfect manuscript. The process is simpler than you might think. Here’s how to get started:1. Think of a title that describes exactly what your book is about. For example, if you’re a buyer’s agent, it might be: “How to build a property portfolio that generates $100k in passive income”.
2. Make a list of 10-20 chapter headings that describe exactly what each chapter is about. For example: “How to use equity to grow your property portfolio”.
3. Make a list of subheadings for each chapter. To continue the example above, you might have subheadings like “What is equity?” and “How much equity you can borrow against”.
4. Fill in the gaps with your expert content now that you’ve written all the chapter headings and subheadings. By breaking the process down into manageable steps, you can make writing a book much less intimidating. You don’t have to complete the book all at once: you can write it one page at a time, over several months or several years.
Alternatively, Sydney copywriting agency Hunter & Scribe can help you with the creative writing.
FAQs about publishing your book
How do I get my book published?There are three options:
1. Pitch the book to a publisher. If your book gets accepted, the publishing company will handle the printing, distribution and marketing, in exchange for a fee.
2. Self-publish the book. Send the manuscript to a printer, store the copies in your home or office and distribute the book yourself.
3. Self-publish the book through Amazon. It’s free to upload your book to Amazon and have it listed in the Amazon marketplace. If someone buys your book, Amazon will print a copy and distribute it for you, in exchange for a percentage of the sale price.
We suggest ignoring the first option, as it’s difficult and time-consuming to get a publisher to accept a book. Instead, we recommend you choose either the second or third options (or a combination of the two), because they’re entirely within your control.
How much money will I make from my book?
It’s best to assume that your book won’t generate any sales revenue. The real value is in the doors it opens, not the sales revenue it generates. Use your book to get your foot in the door with potential clients and referral partners. Offer it as a free giveaway on your website (potential clients provide their phone number and address; in return, you mail them a free copy).
What should I write about?
Choose a topic that demonstrates your expertise and solves a problem for your clients. For example, a mortgage broker might write about “How to build a successful property investment portfolio through strategic mortgage decisions”, while a financial adviser could write about “How to secure your financial future in 10 easy steps”.
The value of a book as a marketing tool
Your book will differentiate you from almost everyone in your industry because so few professionals take the leap to write one. A book is a tangible representation of your knowledge and expertise and it can help you attract clients, referrals and new opportunities.
Imagine a potential client Googling you. Instead of just finding your LinkedIn profile and website, they find your book on Amazon or your website, positioning you as a leading expert. That’s the kind of visibility that sets you apart.
Ready to elevate your social media game? Ready to take the plunge? Content marketing agency Hunter & Scribe can guide you through the process and use our expert writing skills to ensure your book resonates with your target audience and helps you stand out. Contact us to learn more.
