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.


Must have books this month: Get your pitch down with The Pocket Pitching Bible. Irish Tatler

As a ghostwriter focusing on writing books that my clients use to promote their service businesses, I highly recommend working with Christopher Greenaway at CGW Publishing, who understands how to effectively promote business books better than most; for example, a recent client, published by CGW, found his book at the top of UK's most recommended list.

Martin Smith, Professional Writer

A skillful mix of psychology, art, method and sheer experience to help win any pitch.

Dr Ayan Panja, Presenter of BBC TV's The Health Show and Street Doctor

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

Jeff Zadzilka, NLP Certified Master Practitioner

Every trainer's handbook. I recommend it to those who are open minded and eager to learn more for their benefit and of others.

Joan E. Rhodes

The CGW team's focus, creativity and service business expertise has resulted in The Pitching Bible gliding gracefully up the Amazon charts. I highly recommend CGW Publishing.

Paul Boross, The Pitch Doctor & author of The Pitching Bible

What a lovely book, so touching, amazing, informative, heartwarming and with a touch of sadness, but what a wonderful outcome, and also a brilliant read very well written by the Thompsons,I loved the way it gives his and hers points of view I couldn't put it down will recommend it to all my friends. A Wonderful read. Can't wait for the sequel!!

Gilly Sage

Page after page, I rediscover ideas from a completely new perspective. I highly recommend it. 

Jeff Ford, Director of Programmes, Channel FIVE

This book is full of practical and proven lean manufacturing principles and techniques. Bill's "Back to Basics" approach to lean manufacturing implementation is easy to understand and provides the foundation for a successful lean manufacturing transformation. Many companies in the process of Lean Manufacturing implementation will find an easy tool in this book.

Enrique Mora

After hearing positive remarks about this book through repeated mentions on various forums, blogs, etc., I made the purchase.

Peter Freeth has a clear writing style that feels like a relaxed conversation between the author and reader. The chapters aren't filled with unnecessary dialogue in an attempt to be overly complex. The material is very thorough, well structured and clear...and the exercises included are relevant to the material presented in the prior chapter. Hard to put down.

With about 20 NLP books on my "shelf", this is one I wish I had purchased earlier in the game.