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Posted on April 9, 2008
Blogging and Book Authoring for Expert Positioning
BY JAMES CLARK
It's said if you want to be an expert go write a book. Even if the book is self published, as long as you walk in and hand someone a physical book - you're a perceived authority on the topic.
Playing off my public relations days, getting visibility and driving book sales is a huge, huge effort. There are publicists and PR agencies focused on planning, strategy, distribution deals, executing book tours, media tours, radio tours, author events, etc. The cost can be astronomical if you really want to hit it big.
Blogging and Amazon Changes the Landscape
Blogging has created a new entry point for expert positioning, and Amazon has created the simple and fast book distribution platform. The two combined provide a powerful, inexpensive and authentic approach to expert leadership.
Case and Point: Direct Response Radio
Our Room 214 client Brett Astor of Strategic Media has been blogging for close to two years now at Direct Response Radio Advertising Blog. After many posts and immersion into the direct response radio world, Brett realized that he had created enough content and more importantly knew the hot button issues people faced with radio advertising.
Using his unique perspective from his personal experience Brett was able to put forth a book that is now the definitive guide on radio advertising.
That book is now available on Amazon - for you or anyone in the world to buy.
Was it easy? Heck no. It took a commitment on Brett's end to keep the blog fresh, to look for ways to connect and integrate radio advertising in the overall marketing mix.
But he did it, and now he can just throw those business cards into the circular file.
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