Everything has a story behind it, but if that story isn’t told, who cares? If no one had written down the tales of Camelot, King Arthur and the Round Table would be unknown today. No matter how great a story is, it doesn’t pass itself down on its own merits. Someone has to share it.
Your company’s story is no different: It must be told to make an impact. And leaving behind a legacy isn’t the only benefit — there are a number of ways it can help your business now.
One of the main objectives of any business is to build trust with potential clients and partners. Not only does writing a book give validity to your expertise, but it enables prospects to learn more. A book can also provide added revenue through sales.
It’s important, however, to tell the right story about your business to succeed. Here are two ways to find the best angle:
If you’re going to put the time and energy into writing a book, you might as well do it right. Keep these things in mind:
However, avoid writing about others (especially if you can’t cast them in a positive light), getting uncomfortably personal, or supplying boring information.
By crafting the right story, you’ll find new opportunities at your doorstep. For example, Gary Vaynerchuk ( author of Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World) and Dave Ramsey (author of EntreLeadership: 20 Years of Practical Business Wisdom from the Trenches) both became New York Times bestsellers. While they were undoubtedly successful before, their stories propelled them to titan status in their fields.
So start looking for your company’s sword-in-the-stone moments. You just might end up the King Arthur of your field.
Nicolas Gremion is the ceo of Free-eBooks.
Using the right tool for the job is important in any business, and it is no different in the world of content.
Valuable content is an essential part of any marketing strategy. From basics like websites through to business books, a portfolio of good content can become a valuable toolkit for your business.
Not every business will need all the tools, it’s about getting the communications mix right for you and your customers. Understand how your customers like you to communicate with them, and talk to them that way.
Website: Pack it full of value. Make it a hub of useful resources for your clients. The answers should all be there. Needs to engage. Keep it up to date.
Articles: Give away some of your hard-earned knowledge and show thought-leadership. Generate interest and understanding in return. A business blog is a fantastic way to publish and share your articles.
Whitepapers: Positioned somewhere in between a magazine article and an academic paper, this powerful form of content can super-charge your thought-leadership efforts.
Newsletters: Keep in touch. Short, sweet, relevant. Should be regular.
Social media: Join the community. Be seen. Social media offers a good way of showing what you know. Interact and make yourself useful. Twitter and LinkedIn are among the best.
Email marketing: The best campaigns are targeted, responsive and useful. Email can be a clever way of carrying on the conversation with potential buyers.
Case studies: The kings of content. Make sure yours show potential clients exactly how you help people like them.
A business book: If case studies are the kings of content, business books are the Masters of the Universe. Sure fire way of positioning yourself as an authority in your field. Big commitment to create, with bigger pay-off if you get it right.
What collection of content tools is right for your business?
By Sonja Jefferson and Sharon Tanton