The Unseen Power of a Thought Leadership Book
Ponder the achievements of today’s most influential thought leaders, and you’ll notice a pattern: they’ve all published at least one book.
If you want to be recognized as an authority in your field, writing a book isn’t just an option; it has become a necessity.
According to Grant Butler, author of Think, Write, Grow, thought leadership is “putting forward ideas to solve problems and realize opportunities.” One of the most powerful ways to do that is to publish a book.
In this post, we’ll explore how authoring a book can position you as a thought leader, boost your business and build your personal brand, helping to make you stand out in a crowded market
We’ll also discuss the power of self-promotion, and what most people get wrong when publishing thought leadership books.
The Benefits of Writing a Thought Leadership Book
Publishing Positions You as the Expert
In Authority Marketing, Adam Witty and Rusty Shelton write, “[Publishing] a book is a force-multiplier. It establishes instant respect and credibility with whomever you meet.”
Why do we buy a non-fiction book? Because we believe we will learn something. Why do we think we will learn something from its author? Because they wrote an entire book on their area of expertise.
A book is magical, because it signals to others that the person who wrote the book knows a lot about a topic.
That’s why we often say “they wrote the book on it” when referring to an expert on a specific topic.
Not every book is written by a true expert, but the act of writing one still carries weight in establishing credibility.
Even if its author might not be the epitome of expertise, a book at least proves that the author took the time to put down all their ideas in one place in a structured way, and probably did some research. It signals that the author can work hard and finish a project.
Writing a book takes work, time, energy and knowledge. It takes much more of those things than, say, writing a LinkedIn article.
A Book Strengthens Your Brand
“In today’s competitive economy, it’s not enough to simply do your job well,” writes branding expert Dorie Clark in her book, Stand Out. “Developing a reputation as an expert in your field attracts people who want to hire you, do business with you and your company, and spread your ideas. It’s the ultimate form of career insurance.”
In short, becoming a published author is a great way to market yourself and build your business brand. A book consolidates your ideas into one thought-provoking selling point for your brand.
To become a strong selling point, your book needs a clear focus. As Ryan Law, the Director of Content Marketing at Ahref, notes in a blog post, “the more diffuse the focus of your ideas and content creation, the harder it is for other people to intuitively understand what you’re about, and why they should care about you.”
Clark shares this sentiment, writing, “Most recognized experts achieved success not because of some special genius, but because they learned how to put disparate elements together and present ideas in a new and meaningful way.”
Not sure which idea you should write about? Clark advises experimenting to see which one sticks. That can mean writing about different topics on your website or newsletter and noting which topics get the most traction, either through likes, shares or engagement. “If you’re unsure, let the market decide.”
Authorship Brings New Opportunities
With a published book backing up the assurances you make to clients, they are more likely to trust you.
“Authority Marketing isn’t about ego or attention—it’s about affinity, which equals trust,” write Witty and Shelton, “It turns you and your business into a magnet for potential clients.”
The credibility authorship provides can open doors to many opportunities to expand your reach and build your brand.
With a book on your resumé, people are more likely to hire you for speaking engagements, feature you in articles and interviews, or pay you to teach them what you know.
Publishing Can Impact the Bottom-Line
A 2024 Edelman-LinkedIn survey of 3,500 management-level professionals worldwide confirmed the power of thought leadership in business.
According to the survey, at least 90% of decision-makers and C-suite executives say they are more likely to be receptive to sales from a company that consistently produces high-quality thought leadership.
In the same survey, 73% of decision makers said that thought-leadership content is a more trustworthy basis for assessing capabilities and competencies than claims made in marketing materials.
Why Most Thought Leadership Falls Short
In the Edelman survey, 70% of decision-makers reported questioning whether they should continue working with an existing supplier after being influenced by the thought leadership of competitor suppliers.
Unfortunately, in their 2020 survey, only 17 percent of respondents rated the quality of most thought leadership as excellent.
In other words, much of your competition is simply attempting to create thought leadership, and few are truly effective at it.
This means you have an opportunity to stand out in a busy market, but to succeed you’ll need to produce quality content.
Think Long-Term: Your Legacy
Publishing a book is not just good for business. As Witty and Shelton note, your book gives you an opportunity to make a lasting impact on your readers. The title of “author” is one that cannot expire and that no one can ever take away from you.
Ultimately, the thought leadership you show by publishing a book can amplify your authority, generate opportunities, and position you as a go-to expert in your field. Whether you’re looking to grow your business, secure speaking engagements, or solidify your legacy, a book is one of the most effective tools to get there.
The best time to start writing? Now. The business world rewards those who take action, and your book could be the key that unlocks your next big opportunity.
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