By Jonathan Kranz
Of all the credentials desired by professional service providers, perhaps the most coveted is authorship, publishing a book under your own name. A book conveys solidity, credibility and expertise. In the mind of the marketplace, it often distinguishes the serious players from the also-rans.
But if you write and publish a book with the hope that new leads and fresh business will magically arrive at your doorstep when your book arrives on store shelves, you’re woefully mistaken. Without your active effort, your book may become little more than an attractive footnote on your resume.
With careful planning and an aggressive campaign, however, your book can do more than catalyze a few fresh leads – it can open up new opportunities you may not have even considered possible before.
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