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As you have undoubtedly figured out by now, I’m a strong advocate of you publishing a book in your area of expertise as a major component of success in the seminar business. There are a number of reasons for this, but here are the most important and obvious.

First, a book is a marvelous credibility-builder. Nothing gives you instant credibility like having authored a book on a topic. We all know the expression “He wrote the book on that.” It gets used lots of places where people didn’t write a book at all, but have become the acknowledged experts by virtue of their long experience.

Second, a book makes a terrific front-end product. Its price point (generally in the $20-50 range) is sufficiently low that new customers will be relatively willing to give you a credit card to purchase it (as opposed, for example, to a $300 seminar) without having to know much more about you than that you wrote it.

Third, a book is an amazing entree to a conversation. I once found myself on an airplane with a person who turned out to be a prospect for my consulting business. He asked if I had a card. “No,” I said, “but how would you like a copy of my book?” That blew him away.

Fourth, a book can be a good source of revenue if it’s marketed right. (We’re not going to go into marketing books in this book, but if you’re interested, you should look at my program, Publishing for Maximum Profit.)

Now that I have convinced you that you need a book, what do you do next? If you are a good writer and are comfortable with the process of writing a book-length manuscript, just do it! Write the book. Selfpublish it. Shamelessly promote it. Build a product line around it.

But what if, like most people, you have never written a book, aren’t sure of the process, or perhaps aren’t even comfortable writing much of anything (like me)? There’s hope!

You should get in touch with my friend and partner Dan Shafer at Publishing Profit, Inc. ( and check out his services. He can help you in any (or all) of three ways.

First, he can personally ghost-write your book for you or assign your book to one of his professional freelance writing associates at Publishing Profit. Your personal ghost writer interviews you, gathers other written or taped information you have, follows your additional research leads, and outlines the book. After you’ve signed off on the Table of Contents, the writer produces the manuscript for you.

The book has your name as author. As far as the world’s concerned, you wrote it.

Second, he can have one of Publishing Profit’s outstanding team of editors review your draft manuscript and polish it into shape as a book. This can include not only reviewing and editing your material and, if necessary, organizing it, but also suggesting ways to lengthen the book if it’s too short, pointing out content that might be missing, and otherwise working with the manuscript as a book in process.

Finally, Dan takes on a limited number of clients to coach their writing skills. These people work on their own projects and get a weekly phone consultation with him during which they can get answers to tough questions, solve writers’ block problems, get additional training in areas where they may be weak, and discuss project progress. 

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