I love when trainers question my suggestion that they write a book to stand out. One trainer recently quipped, “The people I want to talk to won’t even take a phone call, let alone read a book!”
I get it—I’m a sceptic too. But here’s what I’ve learned:
Yes, reading is declining among adults. The National Endowment for the Arts confirmed that. But successful business leaders are readers, according to the Harvard Business Review.
If you’re a trainer whose programs help leaders solve real business problems, they’ll read your book.
When their business is stagnating, and your training jumpstarts their marketing or sales, they’ll read your book. If their teams are dysfunctional and your training restores productivity, they’ll read your book.
Pain is a great motivator. And leaders share solutions. They lend each other books and recommend resources that work. That’s how your book becomes so powerful—it’s not just read, it’s shared. Imagine your book being passed around boardrooms, your name in executive discussions.
So, write the book that leaders lend, and become the expert they refer to others.