The internet is full of white noise – with thousands of competing voices making unverified, unsupported claims. A published book, by comparison, is refreshing on account of its authority and gravitas. It has essentially been endorsed by everyone who fought to bring it into existence – publishers, marketers, and editors, who all saw value and truth in its message.
For this reason, we invest trust and confer a great deal more value onto the content of a published book. In the realm of marketing, a book poises you for success in a way nothing else can. As business leaders Adam Witty and Dan Kennedy write in the definitive volume on the subject, Book the Business:
“The paradigm shift, in part, is the result of our belief in the value of books. We consider books to be independent and authoritative sources of information… We immediately attach a retail price to them… as such, we view books as objects of value.”
More than ever, books have become the trump card in your marketing toolbox. Few things convey the authority, expertise, and position in one’s field that a published book does. If the end goal is to show your superiority over the competition, to generate leads and income for your business, turn your attention to the behemoth of print media – the published book. For everything a book can be – a bestseller, a beloved cult classic, an object of derision, a conversation starter – it holds a fundamentally different relationship with business leaders. By adding a published book to your resume, and the designation of author to your greater title, you afford yourself an unparalleled competitive edge; you are now a cut above your competition.
At the risk of sounding trite, have you ever noticed the word authority begins with the word “author?” Despite the prediction that digitized media and short-form content would stifle publishing and long-form media, the internet unwittingly endowed publishing with newfound merit, if only by contrast. The internet and short-form serve to highlight the unmatched quality and authority one finds in the pages of print media. As such, the power and relevance of the printed book endures, indisputably.
As a leading professional in your field, you may be our next author. Apply here to potentially become a published author under the ForbesBooks imprint!