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Beating a Recession -11 February 18, 2009

Posted by David Dirks in business strategy, Buzz Marketing: Lowest Cost/Highest Payoff, Public Relations Strategies, Recession: How to Beat It!, Sales Strategy/Tactics.
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David DirksWhat if you could develop a product that could create excitement in your business and elevate your status as an expert in your field?  What if that product could be profitable and help you to get into the door for new business?  And, what if I told you that most of your competition, bar none, might think about it but never really execute on it.  Would you be interested in that?

You should be.  I don’t care if you’re a retailer or service-based provider, you can do more with that stuff that’s in your head.

Are you ready for the product?  Here it is:  write and publish a book. I can’t think of a better way to promote your and your business than by sharing it with customers and future customers.  I know and you know plenty of people who have a great body of knowledge but it’s all locked up in their heads.  In 99.9 percent of the time, it will never see the light of day in a book.  That’s completely your advantage if you commit  and invest the time to write and publish one.

“But I don’t know how or have the time to write a book”, someone might say.  From my perspective, you can’t afford NOT to do it.  In most cases, you can self-publish your book without spending a fortune on it.  As a matter of fact, with print-on-demand publishing capabilities today, almost anyone can publish a book.  I suggest you look at POD publishers like BookSurge (www.booksurge.com).

Let’s get one thing clear here: writing a book is not easy at all.  It takes a commitment of time and intellectual capital from you.  I know because I’ve already written three books and have more on the way.  It takes time and effort to produce a product you’ll be proud to showcase.

The rewards for the effort you make to publish your expertise are excellent.  First, I can almost guarantee that most business owners will never publish a book.  Might talk a good game but won’t do it.  A few might even atttempt it but never finish it.

A book that shares your expertise is a market differentiator.  If you’re looking for a way to survive in the long run and create some separation from you and your competition, write and publish a book.

I have a good friend of mine who is in the herbal business.  He’s already written two books that he sells at an amazing profit margin and he has created for himself a recognition for his expertise.  He promotes his business and his expertise everywhere he goes.  It clearly separates him from the crowd.

I don’t care what business you are in…you can do this.  Landscaping business?  Write a book about tips for keeping your yard looking like a million dollars.  CPA advisory firm?  If you haven’t written a book on a multiple number of topics to help your customers already, shame on you.  Own a resturant?  Share your favorite recipes and tricks/tips for making meals at home that are “5 Star Quality” but economical.  Own a heating business?  Graphic artist?  Whatever business, you need to consider writing and publishing a book.

“But I don’t know how to write”.  Then find someone who can write and help you develop an outline and draft.  If you want to do it bad enough, you’ll find someone who will help.  There are too many tools available out there to help you publish a book (and most are free).

Differentiate yourself from the crowd by sharing and selling your expertise.  I know it won’t solve your immediate problem of dealing with a slowdown in business but the investment of time will pay off in the long run.  Trust me on this, your competition isn’t going to do it.

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