This article isn’t about how publishing can boost your business by introducing the world to the next major book or movie franchise. If you can bring the next Avengers or Harry Potter to the world, you’d better make the switch into publishing or movie production full-time.
No. This article is about how entrepreneurs and business owners, large and small, can extend their reach, establish their credentials and get new business by publishing about their area of expertise. Ashley Dudarenok, a specialist in China digital transformation, took this path herself starting in 2018.
“I was part of a group known to some as Alibaba’s Global Influencer Entourage that’s specially invited by the company to tour their headquarters to see their newest tech, meet the top leadership and understand better where the company is headed. Each member of the group was an established expert in their own China-related field. I realized after the trip that I was the only person in the group that hadn’t published a book, so I knew what I needed to do.”
She started with a book about China’s vast e-commerce market called Unlocking the World’s Largest E-market. She knew she had to write about her work and help people understand China’s digital sales and marketing landscape.
“At the time, I was also getting a lot of inquiries from brands that wanted to enter the Chinese market, but they didn’t understand it very well. Their ideas on budgets, timing and all kinds of things weren’t realistic at all. On top of that, things in China change fast, and some of them couldn’t keep up with the pace. I knew I had a lot of educating to do. I also knew I couldn’t cover everything in one book. I knew it would have to be a series.”
So, she set out to make a set of larger books with co-writers and a series of mini-books on more niche topics.
“If you want to go for it, I suggest making a series. It allows you to keep reaching out to the market and gives you a chance to talk about the latest issues in your industry. Plan it out. It helps to talk it through with people who will be helping you to do the research and writing. It also helps to partner with other experts in the area your book is about. Your co-author can help to fill in the gaps that you aren’t as knowledgeable about, and it can save both of you some work.”
Great. So in no time, you’ll have a book that you can put up on Amazon, and the sales and leads will come rolling right in.
“Not really. It takes a lot of time to research and write and coordinate with co-authors and check it and get it formatted etc. etc. You need to have editors and designers to make sure it’s checked thoroughly and designed nicely. I got help from a coach to help me get up to speed on how Amazon publishing works. You also need to promote the book. You’re the publishing company now, so Penguin Random House isn’t going to be arranging PR for you.”
She suggests making use of your strongest social media assets, your email lists and also arranging events like talks and book signings to get the word out. These events and promotions also let your audience know more about your areas of expertise, so if they have questions or business needs, your name is top of mind for them.
“The books also make great outreach and gifts. People really appreciate them. My latest mini book is about the metaverse, and it’s an area that a lot of people don’t really understand, especially business people, so a little book called Metaverses for Business: How Companies in China and the Rest of the World Are Exploring Web3 is an easy read that can explain a lot of things quickly.
So, anyone can do it, but you have to go in with a plan, be ready for a lot of work and put in the time. But the rewards are well worth it.
