There is new thinking about the way businesspeople and companies are using books.
Gone are the days when a book’s success was solely measured by its sales figures. Now some of the most popular books are actually distributed for free (though you might not know it). In fact companies use books as freely as they would pamphlets, brochures, and business cards. Books are being used as thank yous, gifts, and tools to leverage publicity.
But books are also used in other creative ways….
There are many reasons why people write books, but a growing number of publishing and marketing experts realize it’s not to make money from book sales. At least not directly.
There has long been a notion that in order for a book to be of any value to its author, it must sell. But what many people don’t realize is many books are more successful when used in entirely different ways.
Besides being used as enhancements to careers on the rise or as codas to careers well spent, business books have, more often than not, had far greater impacts when they’ve been distributed for free.
Offering the book for free can pay off big.
Consider the option to distribute the book for free:
- to every employee, associate, and manager
- to business partners and subcontractors
- as giveaways at trade shows—they sure beat bags and pens
- at conferences
- at commencement exercises
- at speeches
- to current clients
- to your sales team to leave with new clients as “remember” cards for future business
- in mailings to future clients
- online—use parts of chapters as entries on your blog
- as op ed pieces—use parts of chapters as the bases for newspaper opinion pieces (print and online)
- as articles—use parts of chapters as articles in e-zines or print media.
- as holiday or anniversary gifts
- at book signings and public-speaking engagements
- to business-school students
Then there are the marketing advantages:
- Garner publicity
- Get on TV and radio
Finally there are the twenty-first-century reasons:
- Reputation management
- Reputation rehabilitation