Credibility is the single most important thing that a service business needs in order to succeed.

A book not only impresses potential clients, it is also a unique way to package the intellectual property that is the foundation of your business.

 

Service businesses try to demonstrate credibility with case studies, testimonials, high quality brochures, staff uniforms and other tangible signs of an established business.

Some authors worry that, if they give away their ideas in a book, the client will just buy the book and not their services.

This is exactly why you would use the book as a sales and marketing tool, as part of a methodical approach to winning new clients, and not just give the book away to anyone who asks for it.

Some people won’t buy your services because they think they can do better themselves. They are perfect readers for your book.

Some people will buy your book as a result of using your services, because they want to find out more about the subject.

Some people will want to buy your services, but will need to be convinced of your credibility, and they are the people who will read your book as part of a sales process.

A book gives the author credibility, so a business book is a very valuable asset to use in building a service business. Anyone can write a glossy brochure but a book is a unique way to convey your ideas which will make a far better impression than almost anything else you can do.

When a brochure costs only 50p to print, it’s easy to send them out to anyone who asks for one and also to many people who didn’t ask. It’s easy to go to conferences and give them out to anyone who passes by. It’s easy, when someone says, “Send us a brochure and we’ll keep it on file”, to think that they’ll do anything with it other than file it in the bin.

If a brochure or business card cost £2 to print, would you give them out as readily?

A book might cost £2 to print, so think of it as a very valuable brochure. It makes you think harder about who you might give it to, and it makes you follow up with them to make sure they are reading it. As a minimum, you expect their feedback on the book itself. You have given them something of value and you can expect value in return.

One of the benefits of having a book is that it gives you an event to market. Marketing your business is a difficult activity because the mainstream media sell advertising space and so don’t give it away for free when you’re not doing anything news worthy.

Launching a book and being able to offer the media something for their audience, such as a regular column or books to give as competition prizes is newsworthy. A book gives you something to announce, and news will always be more valuable to the reader than advertising.

Your book contains your personality, so if you send it to someone who is considering using your services, if they like your book then they’ll probably like you. If they don’t then you have saved time; your most valuable asset.

Therefore, a book will lend credibility to your business, help you to qualify potential customers and lead to better relationships between you and your clients. By using your book properly, you will grow your service business, and by growing your service business, you will develop the brand and reputation which will help you to sell more books.

Reviews

I have no doubt that Peter Freeth is on course to be one of the most influential and effective leadership guides of the early 21st century. If you've encountered Peter before, you’ll probably already have this book. If you haven’t – be prepared for a fundamental shift in your approach to business. He really is that good.

David Nicoll, MD Certax Accounting

Change Magic is not just another book about how to think outside the box. No check list or recipes to follow but definitely full of ideas that challenge your established routines and conventional thinking. No matter how successful you have been in the business world, a must read for all. Very inspiring book... should be given to all employees and managers at every level of the organization when they come on board.

Jean-Baptiste Gruet, VP Global Sales, Workplace Options

The Pitching Bible is the recipe for any successful business pitch. Ainsley Harriott, Celebrity Chef

Working in a dynamic environment with foreign management with differing work ethics and cultures can lead to a lack of cohesion. The Business Cohesion Model highlights the challenges that leaders face and recommends the course of action to be taken to achieve cohesion. A must read for all leaders.

Ian Price, Senior General Manager Dealer Operations, Automobile Division, Suzuki GB PLC

Genius At Work tells you, step by step, what it takes to harness the intelligence of individuals, and disperse and install that intelligence throughout an entire organization.

Paul Colaianni

This is another exceptional book by an exceptional author, trainer and consultant.

Jeff Zadzilka, NLP Certified Master Practitioner

Peter's fine and nuanced way of delivering background knowledge, comparison, experience and explanations on how to measure e.g. human performance stimulates my mind to further understand myself and others in order to excel human behaviour and talent. It is indeed a very exciting and must have read when you work with people and organisations.

Sharing knowledge this detailed requires a person with a high degree of authenticity and such an open mind. It will thus require for me to also share.

Genius at Work is a huge step on my personal learning curve, and I have already excelled on my Master NLP modelling skills.

Rene Reinar Svendsen "Reinar"

Can’t close those deals? Learn the Seven Secrets of a Successful Business Pitch. The Pitching Bible is great advice on sales and life.

CNBC Bullish On Books

In the fast paced environment we work in, the senior sales managers really welcomed the opportunity to spend an hour thinking about how they manage talent and can get the best from their sales teams.  The (Genius at Work) concepts were simple to grasp and apply whilst being easily overlooked!

Catherine Noel, Canon UK

If your business or personal life depends on great communication, then you need the Pitching Bible by Paul Boross.

Tom Ziglar, CEO, Ziglar Inc.