There is a difference between running a business, and establishing oneself as the authority in that business. Running your business includes doing what you’re good at — practicing law, meeting with clients, managing the day to day. Many assume being good at what they do will in-turn result in becoming an established authority in the field; however, this too requires deliberate action to achieve. Although your clients, team members, and others you have worked with may know that you’re excellent at what you do, how will the rest of your community recognize this? There’s always advertising of course, but anyone can buy an advertisement. How can you demonstrate that you really know the intricacies of the industry in a way that may surpass the knowledge and experience of others in the field? 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 through demonstrating your expertise.
Author or Co-Author?
How do we differentiate between a co-author and an 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.
Superior Marketing Opportunities
When you put your name on a publication, you are equipped with a valuable and versatile marketing tool. Printing posters or mailing brochures gets your name out, but they don’t provide any insight to your strengths as a professional. A book is not considered an advertisement, and giving a prospective client, referral, or center of influence the gift of your own published book creates an impression that cannot be recreated with a pamphlet or business card. However, it still features the information you want easily accessible to others, including your name, photo, practice information, as well as clearly stating your “Why” — and what it is that you actually do. Books will rarely be discarded or ignored as one would with an email or other print marketing material. In fact, we find that clients will share their copies as a means of referring you to others. The key to successfully putting your book to work for you, is by getting it out there! Mail them to prospects before their first consultation, distribute them at seminars, and conduct book signings. These are only a fraction of the ways you can ensure your book arrives in the best possible hands — those of your future clients!
Attract the Right Clients
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.
Build Credibility
Who wouldn’t want to work with the attorney who literally wrote the book in their field of practice? Becoming an author or co-author means you have superior knowledge of the area in question. Having a book of your own sets you apart from others, and gives people the opportunity to consider why they are best off working with you. It provides content, exposure, and legitimizes your knowledge and experience, while also giving you the opportunity to share your purpose and add a personal touch.
Whether your goals are to grow your practice, 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.
Chloe Slovinsky
Event Manager
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
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