You’ve worked hard to establish your practice; If you’re anything like our Academy Members, you have vigorously studied your area of law, accumulated valuable experience, and are on the path to creating a lasting legacy through your dedication to helping clients and investing in your firm. Maybe you’ve done some marketing and made efforts to engage both prospects and centers of influence, but now it is time to take things to the next level by becoming a co-author. Sounds like too much work for a busy professional? Not necessarily, so stay with me here. Authoring or co-authoring a book pertinent to your field is one of the absolute best ways to promote your firm and ensure your future success.
Co-Authoring Vs. Authoring
What exactly does it mean to be a co-author? A co-author is someone who makes valuable contributions to a book along with one or more additional writers or contributors. This is often a much more achievable option for the working professional due to the amount of time it takes to write a book entirely on one’s own. A perk of being an Academy Member is the ability to participate in our co-authored book projects, where Members are assisted in their publication by Academy team Members who provide frameworks and content from which to work with. Regardless of whether you chose to write a book from scratch or collaborate with others, an author is an author nonetheless, and it is definitely worth your efforts! The following are some reasons why.
Who wouldn’t want to work with the attorney who literally wrote the book on their area of practice? Becoming an author means not only do you know the law or topics in question, it establishes you as an expert. Having a book of your own sets you apart from everyone else in your community when it comes to creating a profile of who you are, and why people are better off working with you over anyone else. It provides content, exposure, and legitimizes your knowledge and experience, while also giving you the opportunity to share your “Why” and add a personal touch.
When used properly, books can be very powerful marketing tools. For starters, a book is not perceived as an advertisement. Printing posters or mailing brochures gets your name out, but it doesn’t say anything about your ability to perform. Books are objects of value and giving a prospective client, referral, or center of influence the gift of your own published book creates an impression that could never be recreated with a pamphlet or business card. However, it still contains all of the elements of advertising that one would hope by featuring your name, photo, practice information, as well as clearly stating your message and what it is that you actually do – therefore selling your services before they even walk into your office.
Books will rarely be thrown away or deleted as one would with an email or other print marketing material. On the contrary, we find that clients will even share their copies as a means of referring you to others. The key to this type of marketing is getting your book out there! Mailing them to prospects before their first consultation, handing them out at seminars, and conducting book signings are only a fraction of the ways you can ensure your book ends up in the hands of your preferred audience, which brings us to our next point.
Attract the Client YOU WANT
When prospects look for an attorney or professional, they want someone who not only can do the job, but a true expert who can serve as a trusted advisor. You’ve likely seen it all; the client looking for the cheapest deal, the DIY-er who would rather be their own attorney, the one who questions your every recommendation… these are not the clients you will attract with your published book. As we mentioned before, publishing a book sets you apart from the rest and also sets a higher standard for you as a firm. Prospects who do careful research and read your book are generally more serious about the services they are looking for, will recognize you as a leader in the field, and are more valuable as clients in the long-term.
Whether your goals are to grow your practice, attract more clientele, or become more active in the community through speaking engagements and education opportunities, publishing a book is an excellent way to make these goals a reality. Your book will be a timeless way to set your practice up for success, and create a lasting legacy that will be shared and cherished for years to come. If you are an Academy Member interested in learning more about the benefits of becoming a co-author, contact your Practice Building Consultant for more details.
Projects and Events Coordinator
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
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