Write a book for ad agency new business.
This is a guest post written by Don Beehler. Don is the author of the blog, The Art of Telling Your Agency’s Story. He provides public relations consulting services to small- and medium-sized advertising agencies and businesses.
At one time or another, just about every agency principal has toyed with the idea of writing a book. In fact, as any publisher can attest, there are all kinds of people in all kinds of professions who believe they have a book or two in them. So, why aren’t there a lot more good books around?
English economist and journalist Walter Bagehot had a theory: “The reason why so few good books are written is that so few people who can write know anything.”
Ad agency principals know a lot and have plenty of valuable insights worth sharing.
Those who dislike writing should not let that discourage them from pursuing a book, because there are some very talented ghost writers around to help.
When I was in graduate school, one of my writing professors made the point that sometimes a person doesn’t realize what he or she really believes about a topic until that person begins writing about it.
Writing a book allows you to clarify your thoughts, get to the core of your message and discover the best way to convey important information.
A good ghost writer will ask probing questions, serve as an objective sounding board and distill the essence of your thinking into clear, lively copy that keeps readers engaged.
Here are a few other benefits of having a published book:
- It positions you as an expert.
- It gives you an advantage over your competitors.
- It increases your visibility.
- It helps market you and your agency.
- It can open new doors for speaking engagements and media interviews.
- It can be a passive source of income.
- It gives you material to use for your agency’s blog posts, EzineArticles and E-newsletters.
- It can help with business. For example, after making a new business presentation, think how impressive it would be to give prospects a signed copy of your book.
- It enables you to leave a legacy for future generations.
A few examples:
Steve McKee, president of McKee Wallwork Cleveland a full service ad agency in Albuquerque, NM. Steve has gained national attention for his agency through the ADBOWL, his columns for BusinessWeek.com and other articles published in the New York Times, USA Today, Advertising Age, Business Daily, just to name a few. He’s the author of the new book, When Growth Stalls. Steve generated pre-sales of his book using Facebook, LinkedIn and Twitter as well as through his blog. I’m sure the book will provide additional promotion for his agency and greater positioning as an industry leader.
Bob Hoffman, ceo of Hoffman/Lewis advertising in San Francisco and St. Louis, wrote the book “The Ad Contrarian, which is now being offered as a eBook to help generate traffic to his blog and build awareness. 20,000 downloads in the first week it was offered. You can get a copy here at no cost: The Ad Contrarian
Linda Kaplan Thayer, the CEO of Kaplan Thayler Group, wrote a book, The Power of Nice, that put her agency, on the map. Linda has been featured on The Martha Stewart Show, Nightline, The Today Show, Inside Edition and Fox News to name just a few. There is also the Power of Nice website and Nice Blog.
Please feel free to email your questions on writing a book, best practices, costs, etc.: firstname.lastname@example.org
Additional articles that may be of interest:
- 8 Benefits to Writing A Book and Six Ways to Publish It Online
- How to Write a Book and Generate New Business for Your Agency
- When Growth Stalls For Ad Agencies
- Ad Agencies Need A Consistent PR Strategy for New Business