10♣️ The perennial business card: Publish a business book
A good first impression matters—but a lasting one is even better.

One way to stay front of mind with potential clients is to give them something they can come back to. A book does exactly that. It’s not just a one-off interaction—it’s something that continues to represent you and your expertise over time.

Personal context

I’ve found that writing a book can be a powerful way to build both your personal reputation and your business brand.

Done well, it helps position you as someone who knows their subject, while also opening the door to new conversations and opportunities. It’s something I’ve used myself, and I’ve seen it work for others too.

Problem or challenge

For many leaders, the idea of writing a book feels out of reach.

Time is usually the first barrier. Then there’s the question of where to start, what to say, and how to promote it once it’s finished.

It can feel like a big commitment alongside everything else you’re managing.

Complexities

Writing a book does take focus and consistency.

You need a clear sense of who it’s for and what they’ll get from it. And once it’s written, getting it in front of the right audience takes effort too.

Balancing that with the demands of running a business isn’t always easy.

Solution

If approached in the right way, a book can become a practical business tool.

It allows you to share your thinking, demonstrate your expertise, and offer genuine value to your audience. Rather than telling people what you do, you’re showing them.

It also works well as a relationship-builder. Giving someone your book is different from handing over a business card—it’s something more thoughtful and more memorable. It gives people a reason to spend time with your ideas.

Over time, it can also strengthen your brand. Your name becomes associated with a particular area of expertise, and that visibility builds naturally as the book is shared.

Another advantage is that it creates content you can reuse. Ideas from the book can be turned into articles, talks, or social posts, helping you reach a wider audience without constantly starting from scratch.

To make the most of it:

• Choose the right focus – Pick a topic that aligns with your business and what you want to be known for

• Make it useful – Focus on practical insights your audience can apply

• Keep it clear – Write in a way that’s straightforward and easy to follow

• Use it actively – Share it with clients, prospects, and your wider network
  
  

Benefits

A well-used book can deliver a number of advantages:

• Stronger positioning – You’re seen as a credible voice in your field

• More opportunities – It can open doors to new conversations and clients

• Greater visibility – Your ideas reach further than your day-to-day interactions

• Improved trust – People gain confidence in your expertise before they even meet you
  
  

Why it works

A book demonstrates depth.

It shows that you’ve taken the time to think things through and articulate your approach. That builds trust in a way that shorter content often can’t.

It also stays with people—long after a meeting or introduction has passed.

Measurement

You can gauge the impact of your book in a few practical ways:

• Enquiries and leads – Are people getting in touch after reading it?

• Visibility – Are you being referenced, invited to speak, or approached more often?

• Engagement – Are readers responding, sharing, or discussing your ideas?

• Feedback – What are people saying about its usefulness?
  
  

Conclusion

Writing a book isn’t just about publishing—it’s about creating something that represents your thinking over time.

Used well, it can support your reputation, strengthen relationships, and open up new opportunities.

Because in the end, it’s more than a book—it’s a way of making your expertise work for you, long after the first conversation.