The good news is it’s not as hard as people think. New and established businesses across Australia are now beginning to use this marketing tool. These books are a message by, or biography on, the owner; a history of the company’s growth; messages about the business owner’s performance or business secrets; flashy coffee-table books on the company’s work. One architecture company recently created a gorgeous book of its most prized designs. The book is now being circulated across Australia and has positioned them as a leader in the field.

With a book, you suddenly have a credible marketing tool which you can use as a premium, incentive or giveaway; as a Christmas, anniversary or holiday gift; to retain existing customers or acquire new ones. The awe around authors and books in general is amazing. Despite the new age in which we live where the internet rules, people still love books. And a book’s impact continues long after the first print run.

But before you begin thinking, ‘great idea, but way too expensive’, consider this: books are often cheaper than other merchandising such as golf umbrellas or desk clocks. And books have an incredible value and perceived worth.

With a book, you can:

Drive brand awareness and enhance credibility – distribute through bookshops, other businesses, charities, your website, specialty stores, catalogues, schools, universities, and conferences.

Create an additional source of revenue– if you pre-sell customised copies to corporate companies or individuals, you can underwrite costs and form distribution alliances.

Celebrate a milestone – use them as giveaways to all employees and stakeholders to thank them for their contribution.

Fundraise and create cause-related marketing – support a charity by partnering with them for mutual benefit.

Attain customer retention and acquisition – give away premium books to up-sell clients or acquire new ones.

Offer business gifts and rewards – reward customer loyalty. For example, a mechanic can leave a book on the car seat after servicing a customer’s car.

Offer dealer incentives – reward retailers and other dealers for displaying your wares prominently or for selling a significant amount. Books can supplement other promotions.

Offer sales and employee incentives – to encourage them to improve their performance.

Offer subscription premiums – offer your business book to business magazines, who can give away copies to readers who take up an annual subscription.

Offer coupon redemption – Get customers to collect 10 coupons and receive a free book

Value add – bundle your book with your own products, or other products that match your company’s vision and values.

Where to begin?
Before you being writing, work out the aim of the book and how you will offload it. Will it be something you’ll give away – an expensive business card? Or will it be an extra revenue stream for you, a new message you want to sell? If it’s the first option, then you can underwrite the cost of the book from company or personal funds and watch your profile grow as you hand it around. But if you want the book to actually make money while it raises your profile, you’ll need to sell it through non-traditional means such as speaking engagements, websites, your customer database and through corporate alliances and bulk sales which, of course, will be explored over and over in your marketing plan.