Publishing a book can produce direct and indirect income for the author. Direct income results from sales of the book itself: retail sales; course adoptions; subsidiary rights (book clubs; movie, television, stage, and audio adaptations; serializations; premiums; translations; large type books; international reprints); as well as from back-of-the-room sales at in-person presentations.
Indirect income might come from the increased business that the writing of a book produces. This is what I have done on occasion when I have pitched my services as a writer to a potential client: After the meeting’s opening pleasantries and a brief discussion with the client about what the assignment entails, I have reached into my briefcase and pulled out a book that I wrote and laid it before the client.
Human nature is such that the client will inevitably pick up the book and begin leafing through it. That’s when I mention a few characteristics about the book––its content, the circumstances that led to its creation, any recognitions it has received––and then I allow a few moments for questions or comments before leading the conversation back to the client’s need. I limit this presentation to only a couple of minutes of the client’s time. I have nearly always received the assignment. That book has power!
A published book equates with believability, trust, and confidence. If you’ve written a book, the perception, if not the reality, is that you are an expert––perhaps the expert––in your field. At the point when you place your book in your client’s hands, you’re no longer selling your services. Your book sells you.
The same phenomenon attaches to books sent to a physician’s patients or the clients of an attorney, accountant, financial adviser, engineer, or any other professional. A salesperson’s customers are especially impressed to learn their representative has written a book.
Corporate or association histories are worth their weight in gold. They can be enormously effective in building goodwill and introducing, renewing, and cementing relations with customers and donors. Public speakers earn extra points for credibility and helpfulness when they have a book to offer their audience following presentations. Attendees like to have an authoritative book to take away with them. Even a slim volume can enhance the reputation of a speaker or trainer and lead to invitations for more appearances or workshops.