Marketing

Why do people publish books?

Everyone has their own reason. But ultimately, it comes down to two things:

  1. There’s something so monumentally important that you need to share it with someone else.
  2. There’s something you need to prove to others about your own personal expertise.

Today, we’re going to focus on the second.

In academia, it’s often called publish-or-perish. The easiest way to show that you’re an authority within your field is to publish a book about it. The problem is that people who are skilled experts within their field aren’t always able to convey it to those who are outside of their field.

Consider an expert in artificial intelligence and machine learning. They may be able to discuss the intricacies of AI to their colleagues, but they may not be able to do it in a way that really “sells” it to those who are interested in their services. Even though they can discuss it from a technical standpoint, they can’t publish a book that is readable to the average person—and it’s the average person that they need to reach.

Ghostwritten books are the perfect way for those who have technical expertise to articulate their thoughts to those who have a need for that expertise.

Books can be used by:

  • Business coaches to describe their point-by-point business-related strategies.
  • Financial managers to introduce their new and revolutionary financial strategies.
  • Medical professionals to explore new medical processes from a patient point-of-view.
  • Software companies to explain the pain points that their software solutions address.

Any time a professional needs to describe something that is intricate and technical, a ghostwritten book can help.

Professionals often understand their industries too well. They don’t know what the consumer or client doesn’t know about their field, and can consequently move too fast or leave too much unsaid. A ghostwriter’s role is to make sure that these gaps are filled, so that the layman has a more thorough understanding of why the professional is an expert and what role the professional can fill.

And there’s a certain weight that comes from having a book. While the professional may not have “written” the book, they came up with all the ideas and concepts within the book. The audience for the book knows that the professional has this incredible body of knowledge, whether or not they actually read the book.

This is an incredible benefit. Simply having a library of books under one’s name imparts some level of authority even if no one reads those books. Of course, it’s better to have a good book. It’s even critical. But even when the title and the subject are all that an individual knows, it still indicates that a professional at least has put that amount of thought into their career.

With all other things considered, a book is something that imbues a person with an automatic level of authority. It’s a process and an endeavor: No one “accidentally” writes a book. No one simply gets a book because they have tenure. It’s a conscientious effort, and something that not everyone can do.