Building Thought Leadership With a Book
Upon reaching a certain level of success, many men and women understandably will want to expand their sphere of influence. Affluence and prominence within an industry adds power and the likelihood of even greater success. Industry titans seem to have an intangible something that money can’t buy: they have the power to guide thoughts, attitudes and opinions of thousands of people–even millions. Their success lies in the fact that they have become true “thought leaders.” People look to these leaders to dictate the future of industries, economics and culture in much the way we look to our political leaders for guidance and perspective.
How do some top executives make this massive leap from successful businessperson to thought leader? What can an aspiring leader do to make inroads into the public eye faster than their competition that is also seeking greater status? One of the most effective ways to do build greater thought-leadership status is to write a book. CEOs, entrepreneurs, and other business leaders have discovered that they can benefit immensely from having a book touting their name as author. Authorship boost perception of authority in ones areas of expertise, while also simultaneously enhancing earning potential. Having authored a book creates this vital authority, which can be thought of as a combination of credibility and reputation. Becoming an author offers business professionals a greater level of interpersonal communication to build trust with their consumers or clients as well as the world-at-large.
Authenticity is one of the most important things in the modern economy, and a book establishes authenticity in a way nothing else can. Customers or clients are often basing their purchasing or engaging decisions on such questions as: How genuine is this product or office of service? Can I trust the organization or person making this offer? Customers seek out products and brands that are special, and remain loyal to those that ring true and honest. Becoming an author vastly increases reputation for honesty and credibility.
CEOs often mistakenly believe that to be a writer you need to write a literary masterpiece. This mindset keeps many would-be authors from hitting the keyboard. The task might seem daunting, and writing a book may be the last thing on the mind of a busy chief executive or business owner, but that executive may not be aware of how easy the process can actually be, and that they are leaving a pile of money and influence on the table.
“I can’t overestimate the level of trust people still have n the printed word,” says Judy Katz, a New York based ghostwriter, editor, and book promoter. “Nearly every thought leader of major prominence has written a book. It is the ultimate tool for establishing a kind of authority you can’t buy.”
Ms. Katz should know. As the award-winning founder of Katz Creative and Ghostbooksters.com, with 40 business, finance, motivation, health and company history books as well as memoirs to her credit, she has worked with many CEOs who came to her with no more than glimmer of a concept, and turned their ideas into effective marketing tools. Ms. Katz has experience working with CEOs, CFOs and COOs who want to write expansive business books that will help grow their client base as well as books that trace the growth of a company or brand. She has also trademarked the term Bookini,™ which is a smaller book, one no more than a hundred pages, that tells a story on one focused topic. After the book’s conception she guides her authors through the publishing and marketing process.
One thing every good CEO knows is that the key to success in any endeavor means working with talented men and women. No one should even try to do it all themselves—and that includes writing a book. Skillful ghostwriters and editors are out there, eager to help. It’s just a matter of finding the right collaborator: one who truly gets that CEO’s story and can turn it into a book!