by Cameron Marschall

Traditionally, a trade book is paid for by its publisher, whose goal is to balance the risk of investing in printing, promotion, and staff time versus perceived commercial returns. The manuscript becomes a book in the publisher’s catalog. Author and publisher share credit in the physical expression of the original creative vision. (Granted, to the public, the author gets almost all the credit.) This common book-building process is most widely known but it is not the only way books are born. Sometimes books are conceived to enhance a reputation.

Imagine three consultants, equally respected for their expertise, ability to attract clients, and delivery of solutions to customer problems. All three wish to become known as the premier expert in their field. The first, in an effort to secure such a reputation, attends several local business associations where her clients gather. By volunteering time and offering free advice, she becomes known locally and eventually gains new business. The second consultant also networks and volunteers. In addition, she publishes a blog with valuable information and industry news. Even more new business results.

What about the third consultant? She too wants to position herself and her company as an expert, with the ability to demand better-paying work for more difficult consulting jobs. What more can she do to build a powerful reputation, both locally and nationwide? She decides to combine her experience, testimonials, and articles for trade magazines and write a manuscript for a book. Identifying the most common problems encountered by her clients, she sets out to help ease their pain by offering solid advice and simple steps to solve their problems. Our happy writer has a good beginning to the contents of a useful book.

The other two consultants find themselves being compared to the new author/consultant, or asked if they can perform at her level! All things being equal, the book raises the perceived value of the third consultant above the rest.

Her goal is to have the book available for sale on Amazon.com and at her speaking events. Working with a custom book publisher, she pays for the editing and design of her manuscript into print-ready files. Print-on-demand (POD) technology provides a good solution to her selling goals and soon she is able to offer potential clients free seminars and web content based around her book. Interviews, reviews, and requests to speak at events increase, as her status as an expert steadily builds. The other two consultants find themselves being compared to the new author/consultant, or asked if they can perform at her level! All things being equal, the book raises the perceived value of the third consultant above the rest.

Rose St. John, originator of the St. John Birthing Method, is one such professional putting her experience and expertise down on paper. Her book, Fathers at Birth: Your Role in Bringing Your Child Into the World, will be released this fall. Working with Ink & Paper Group, she polished her manuscript and refined her marketing plan. Reviews and requests for interviews are already coming in, and her status in her field is growing markedly.

Custom books offer different value to each person or organization; consultants are just one line of professionals who can benefit. The options for each custom book are great, and it takes experience and training for a publisher to determine the best solution to meet the client’s goals. Books offer the perception of authenticity and expertise that other mediums and formats rarely garner.

*Fathers at Birth: Your Role in Bringing Your Child Into the World will be distributed nationally by Franklin, Beedle & Associates. Preorders available at 800.322.2665.