Your New Business Card: The Entrepreneurial Benefits of Publishing A Book [Webinar Transcript]
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The following content comes from a free FriesenPress training session broadcast live on November 12, 2025 (edited for length and clarity). Register here to join us live on our next broadcast!
Business Benefits
Building Credibility
A professionally published book immediately is going to set you apart from your competition. It shows that you're invested in your business, your customers, and it shows that you've spent time and effort to share your expertise. It's social proof that you're serious about your craft and supporting your customers. It creates a credibility that you really can't gain from handing out a business card or just paying for a social media ad.
And that’s important, because people tend to trust authors. The book becomes something that speaks on your behalf before you ever enter the conversation. It positions you as a thought leader and that credibility carries over into your business, your services, and your brand.
Increasing Business Value
Your book becomes an asset. It’s something tangible that represents your knowledge, your process, your philosophy, whatever it is you bring to the table. It can support sales conversations, help close deals, and provide additional context for clients or partners who want to understand what you do.
A book often makes your business look more established. It adds depth to your brand, and because it’s permanent, it continues supporting you long after the initial launch. Even years later, someone might find your book, read it, and decide they want to work with you.
Attracting Attention
A book naturally draws interest. People share books, talk about books, recommend books, it’s built into our culture. When you have a book, you give people something to point to. It can lead to speaking engagements, podcast invitations, interviews, opportunities you may not have been considered for otherwise.
And the great thing is, a lot of this attention happens organically. The book becomes a conversation starter and a point of curiosity. People want to know more about the author behind it.
Your Book as a Walking Advertisement
A book is out there, people are going to be reading it on the bus, on the subway, while they're waiting for their coffee at a coffee shop. Wherever your book goes, your message goes with it. It carries your branding, your voice, your ideas. Someone might pick it up in a bookstore, someone else might see it on a colleague’s desk, or it might come up in an online search. Every time that happens, your book is doing work for you.
It’s promoting who you are and what you do without you having to be in the room. That’s one of the most powerful, and often overlooked, advantages of publishing.
Customer Benefits
Proving Your Expertise
From a reader’s perspective, your book shows you’re knowledgeable, and willing to share that knowledge. Many professionals hold information close, but sharing it positions you as a forward-thinking leader who supports your industry, not just yourself.
Delivering Professional Content
A well-produced book stands apart from blog posts or videos. It signals that you’ve invested time and effort into creating something of quality. Readers and potential clients will see your book as an investment in their growth, which deepens trust.
It also helps you stand out in today’s world of AI-generated content. Bringing original work to the table clearly differentiates you from material anyone could generate with a simple prompt.
Building a Relationship Before You Meet
Books create connections, whether they’re entrepreneurial, memoir, fantasy, or anything else. Your book helps readers understand you, your mission, and what you’re trying to accomplish before you ever speak. They’ll hear your voice in the writing and begin feeling like they know you. This familiarity builds trust and encourages referrals long before your first conversation.
Helping Customers Find You
A book expands your visibility far beyond traditional marketing. Someone may discover it in a bookstore, on Amazon, or in a retail listing. Once they’ve read it, they’re more prepared and more likely to engage with your services.
Professionals Who Benefit
Any professional can benefit, but the ones most likely to gain the most are:
Industry experts
Advisors
Coaches
Consultants
Professional speakers
Business owners
Thought leaders
Publishing formalizes your expertise and turns your insights into a reference people return to again and again. This positions you as the go-to authority in your field and can lead to speaking engagements, media features, guest writing opportunities, and more.
For advisors, coaches, and consultants, a book showcases your methods, success stories, and measurable outcomes. It pre-qualifies ideal clients because readers already understand how you work.
For business owners, a book can chronicle your journey and humanize your brand—something online marketing alone can’t always do. People want to work with businesses they trust, and a book builds that trust early.
Thought leaders benefit tremendously. A book allows you to present bold ideas, introduce new frameworks, and explore future trends. It positions you as someone who doesn’t just participate in your industry, you help shape it.
Where to Start
Define Your Objectives
Begin with a book proposal. This clarifies your purpose, message, and audience. It acts as a roadmap to keep your project focused and aligned with your business goals, and helps everyone involved, editors, designers, and others, stay on the same page.
Start Writing
As a professional, you already have the knowledge your audience needs. The key is simply starting to put your ideas down. One helpful framework is the S.L.A.M. method:
FriesenPress's book coaching service brings a structured, expert-driven approach to the creative process, helping you leap over writing obstacles while making progress on your book. No matter where you are in your writing, we empower you to confidently transform your output into a high-quality, publishable manuscript.
S – Story
Begin chapters or key points with a story, yours, a client’s, or something you’ve encountered. Stories build relationships and make your content relatable.
L – Lesson
Clearly state the takeaway or moral. Be direct so readers understand why the story matters.
A – Application
Show readers how they can use the knowledge in their own lives or businesses. Give clear examples and scenarios.
M – Methodology
Offer a step-by-step approach or tools readers can implement right away. This provides the payoff and actionable value.
Keep It Focused
For entrepreneurial books, aim for 25,000–45,000 (or up to 50,000) words and around 10 chapters. Keep the writing specific, relatable, and free of unnecessary jargon. Each chapter should deliver clear, actionable insight that supports your business goals.
Refining ideas and removing fluff results in a book that’s easier to produce, easier to read, and more effective at converting readers into clients or partners.
Editing
Once you have a draft, work with a professional editor. There are different types and levels of editing, but all help organize your thoughts, refine your ideas, and ensure your manuscript is polished and professional. Editing is essential, it's what makes sure your message is communicated clearly and persuasively.
Where to Start (If You’re Not a Writer)
Book Coaching
If writing feels daunting, you don’t need to be a writer to publish a book. A book coach guides you through the process, works with your goals, helps structure your ideas, and keeps you on track. You maintain creative control while benefitting from expert support.
FriesenPress now offers book coaching with pre-vetted coaches who are ready to support your writing process. If you're interested, speak to your consultant about options.
Ghostwriting
If you don’t want to write at all, a ghostwriter can turn your ideas into a narrative, often through interviews and conversations. While FriesenPress doesn’t offer ghostwriting, ghostwriters specialize in translating your expertise into content while still allowing you creative control over what makes it into the final book.
Elements Of A Great Book
Professional Editing
Behind every single great book is a great editor (and sometimes more than one). Professional editing isn’t just something that’s “nice to have,” it’s absolutely essential. Even one small mistake caught by a potential reader or client can affect how they perceive your book’s quality, and by extension, how they perceive you.
Editors bring a fresh pair of eyes to your work. They read it the way a future reader will, and that allows them to catch areas that need clarification, restructuring, or tightening. They’ll also help you avoid jargon or overly technical language that could alienate your audience. Their job is to help you refine your message so it’s clear, engaging, and professional. And truly, that level of polish is something you can only get from a trained editor.
Catchy Book Title
Along with the cover, your book title is your first impression—and we all know how important first impressions are. In a crowded marketplace, a strong title can spark intrigue and quickly communicate the essence of your book.
A well-chosen title supports your online visibility. Think of searchability: if someone is Googling a problem your book solves, your title should help your book show up. A clear, memorable title also shapes your reader’s expectations before they even turn a page. It should make a promise your book can confidently deliver on.
So what makes a title work?
Know your audience. You need to understand the language, interests, and challenges that resonate with them.
Reflect your core message. A good title captures what your book really offers.
Aim for a punchy, compelling main title. Something quick and easy to latch onto.
Use a clarifying subtitle when helpful, especially in business and entrepreneurial books. The main title grabs attention; the subtitle tells readers exactly what they’ll gain.
A good example is Lead Without Fear: The Five-Step Guide to Confident Decision-Making. The title hooks, and the subtitle delivers the specifics.
And lastly, check for originality. Similar titles are common, but you don’t want to enter the market with something already shared by five or ten other books. Originality helps set you apart and avoids confusing your audience.
Marketable Cover
A great cover is so much more than artwork. It needs to stand out, make a memorable impression, and entice people to pick up your book. If your book receives marketing attention, interviews, or online features, your cover will be up front and centre—so it needs to look strong across every format.
Your cover should speak directly to your target audience. And remember, covers aren’t only seen as full-size printed books. They must also look great as a tiny thumbnail online. Too crowded, too busy, or too complex can make it hard for digital viewers to process.
Your imagery and colours should also align with your brand. Even though people say “don’t judge a book by its cover,” we all know that most readers do, at least a little. A polished, professional design builds credibility and shows that you’ve taken your book, and your expertise, seriously.
Focused Back Cover Content
The moment someone picks up your book, after looking at the front, they flip it over. That back cover needs to speak directly to your reader’s needs. It should focus on what they stand to gain—the transformation, insight, or solution your book provides.
Your back cover should answer one key question: “Why should I read this?”
That means clearly communicating your unique selling proposition and what sets your book apart from others in your category.
Best practices here include:
Keeping the copy to 250 words or less
Making it strong, descriptive, and benefits-focused
Considering a compelling tagline
Including standout reviews or endorsements
Together, these elements communicate your book’s promise and reinforce your authority in the field.
High-Quality Print
It’s one thing to put tremendous effort into writing and refining your book, and another to have it printed cheaply. You never want the physical product to undermine your message. Think of your print edition as a reflection of your brand.
Consider the quality of the paper, the cover finish, and the overall craftsmanship. If your book feels flimsy or low-quality, it may not attract the readers or clients you want. For many people, this will be the only book they publish in their lifetime, and it should impress, not just when it’s read, but when it’s held.
That tactile experience matters. Choosing reliable print-on-demand partners and strong offset or bulk print options ensures your book has the durability and presence it deserves.
Optimize Your Book Promotion
Brand Recognition
Your book is a major tool for reinforcing your personal and business brand. You want to make sure that it carries your brand clearly, your logos, your visuals, everything should align with your overall identity of your business and you really should think of it as a living, breathing extension of your professional identity. If someone looks at your book, they should instantly pair it with your business. Think of your book as an extension of you and your business.
Media Kits & Info Packages
When sending out media kits or information packages to journalists, bloggers, or potential collaborators, include your book. Think of it just like handing out a business card, but more memorable. Your book provides tangible proof of your expertise and makes a lasting impression. Include your bio, high-resolution images, book summaries, key talking points, and any notable achievements to make it easy for others to feature you and your work.
Speaking Engagements & Virtual Events
Whether it’s a keynote, panel discussion, webinar, live Q&A, or an online book launch, these events let you connect with readers, clients, and peers from anywhere. They create opportunities for networking, lead generation, and media attention, so wherever possible, have copies of your book on hand, just as you would a business card, to reinforce your message and make a lasting impression.
Peer Reviews and Testimonials
Reviews and testimonials are crucial for building credibility. Peer reviews from experts or endorsements from early readers validate your expertise and demonstrate your book’s value. Sharing these on your website, social media, and book listings helps build trust and encourages engagement. A book that comes recommended by others carries far more weight than one without recommendation.
Partner with Reputable Companies
Collaborating with respected organizations can significantly amplify your book’s reach. Co-branded events, joint promotions, or distribution through established networks expose your book to new audiences and reinforce your credibility. Strategic partnerships help you leverage your book not just as a publication, but as a marketing tool and professional asset.
Q/A Section
Should authors literally hand out their book like a business card? And does it need to be a physical book?
Yes, it is recommended to have books on hand if you plan to give them out like business cards. If you’re doing that, keep it small and light—something you can easily slip into a purse, briefcase, or backpack.
Another great tool is a reader copy. Most publishing partners can provide a special file—usually a PDF or EPUB—watermarked as a “Reader Copy,” “Kickstarter Copy,” etc. This lets you share your book digitally when you're not carrying physical copies. You can send someone a link, provide a QR code, or email the file directly. It’s especially useful if you're planning to give copies away for free and want an easy, portable option.
How do you get book reviews from places like Kirkus or Clarion?
If you want reviews to feature on your book cover, timing matters. You need to get them early in your process, but not too early—you still want the manuscript polished enough that reviewers understand they’re reading an advanced reader copy.
Most publishing partners can prepare an Advanced Reader Copy (ARC) as a PDF. Kirkus and Clarion are paid review services, and if you’re working with a company like FriesenPress, your publishing specialist can coordinate those submissions for you once your manuscript is ready.
If you're seeking endorsements from professionals in your field, send your ARC to well-regarded people within your industry, local book bloggers, or journalists who review books. Since you know your niche best, you're the one who can identify which reviewers or thought leaders would make the most impactful cover quote.
What is the first step for someone who wants to start publishing after finishing a rough draft?
If you have a finished rough draft and want to move toward publishing, your next step is a manuscript evaluation. You’ll speak with a publishing consultant about your goals, what’s already been done to your manuscript, and what still needs work. Together, you’ll build a suite of services that will support your goals.
The very first step—whether you purchase it as a standalone service or begin a full publishing package—is always an evaluation. An editor will read your manuscript and recommend the appropriate editing level, along with metadata suggestions.
At what stage in a business’s growth does publishing a book make the most sense?
It depends on your experience and how established you are. If you’re newly launching a business but already well established in your industry, publishing right away can be the perfect complement—it supports your credibility, and people in your field will likely already know who you are.
If you're newer to both the industry and your business, it may be better to establish yourself first. Go through some early challenges and growth phases so you can speak authentically about those experiences in your book. You don’t need ten years under your belt, but you should have enough experience to tell meaningful stories and offer valuable insights.
What does a standard timeline look like to launch a book if someone already has a draft?
Timelines vary depending on your manuscript and how much editing is required.
If your manuscript is fully edited and you’re happy with it, your timeline could be around 4–6 months from the moment you start working with your publishing specialist.
If your manuscript hasn’t undergone editing yet, you’re likely looking at 6–10 months, since each round of editing typically takes 3–5 weeks, adding roughly one month per pass.
The average timeline most authors experience is 6–7 months, with longer paths approaching a year depending on editing depth, revisions, and your own availability. Staying responsive during reviews can significantly speed up the process.
Want more expert insights to help navigate your publishing journey?
Join our next free webinar! Presented by FriesenPress’s Scott Donovan, this free live webinar will help you turn your writing aspirations into something real in 2026. From writer’s block and self doubt to a lack of time, we’re digging into some of the most common obstacles writers face to give you actionable strategies for overcoming them.
