Resources  >> Why Writing a Book Now is a Double-Edge Sword

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  January 05, 2009

Why Writing a Book Now is a Double-Edge Sword

Yes, 2009 is going to be a wild ride. Now is not the time to hide. And those hidey-holes are insidious.

Biggest victims for 2009 will be those who write books with the belief that their tome will save them. Very tempting for low-cost experts who see their opportunities fade in favor of free authorities. Newsflash: not gonna happen. The role of books on your brand is still important — but the roles have switched. In this economy, books will not revive a sagging market presence. It will not catapult a weak brand into a higher-fee bracket. Books are now booster-rockets, not launch pads. They are momentum continuers, keeping those strategically branded high-flyers in orbit. They are another revenue stream for already established communities.

Poster-child for strategic use of books: New York Times columnist Tom Friedman’s latest best-seller, Flat, Hot and Crowded. This book is a timely follow-up to his blockbuster hit The World is Flat. It keeps him in the game and fuels another round of publicity. It continues his voice and extends his prominence in foreign affairs. The book showcases an already good brand.

Bottom line: Take a hard look in the mirror. Quit hiding behind a computer screen. Brand first, then write your showcase. Those who put out weak branded stuff will not recover from this economy.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.