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

... packed fill of good advice in bite-sized chunks for those who want to make a stronger impact with their presentations.

The Irish Times.

Humorous and accessible - This book explains clearly how modelling can help you identify the difference that makes the difference. Really useful in a business context when what creates high performance can be counter intuitive or difficult to quantify. The author gives real examples from his consultancy experience to illustrate how NLP can have a positive impact in practice.

Catherine Noel, L&D Manager, Canon UK

When I started my NLP journey I found tons of book repeating the same few concepts in a very boring way, then suddenly I found this manual and everything became interesting and I started to be keen to know more and more. It is the perfect first step for anyone who wants to use NLP for working, coaching or just to understand better life.

Giuliano Papadia

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

Peter Freeth has a unique approach to putting theory into action. I recommend his book to Learning and Development professionals, HR managers or trainers.

Manny Richter, Human Resources Manager, Bostik

Jaw-droppingly simple but fabulously effective. Time Out

I thoroughly enjoyed the ups and downs of Trudie and Lloyd's heartwarming battle to become parents. I would recommend reading this book.

K Lawrence

The Pitching Bible is an enjoyable and thought-provoking book that is written with clarity, insight and humour. It takes you on an illuminating journey through the seven secrets of a successful business pitch. Paul Boross explains that he learned the hard way about what does and does not work when pitching. As a consequence he has used his vast and varied experience to create a book that is overflowing with practical ideas and techniques for preparing and delivering a winning pitch.

With subtlety and skill the book challenges the assumptions that the reader brings to it. To support this process Paul regularly offers questioning, reflection and information points for the reader. You are encouraged to work your way through each `secret' and reflect upon your thinking and practice in key areas of pitching. For example, when do you think a pitch actually begins? Who is vital in the process of making you win a pitch, is it you or is it your audience? How is it possible to always remain in control of your pitch? What type of language makes you more persuasive when pitching? Paul Boross offers solutions to every question that he raises. What I like about his solutions is that they are based on real-world experience and have real-world application.

This is an impressive book that actively engages you as a reader. When you finish reading The Pitching Bible you will notice that there is an eighth `secret'...buying a copy of this book will give you a competitive edge when pitching and will help you win more business. I recommend that you buy one.

Dr. Tim O'Brien

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

Boross is the boss when it comes to successful, effective, memorable pitching. Gavin Duffy, Dragon's Den Ireland