Why Author-ity is Your Greatest Business Asset: The Power of Being a Published Expert

The Six Letters That Change Everything

Let me share something with you that took me years to fully appreciate, but once I understood it, everything changed.

Have you ever noticed that the first six letters of the word "authority" spell "author"?

That's not a coincidence. It's a fundamental truth about how we establish credibility in our marketplace.

I've been in business for over 50 years now. I've built three successful companies, semi-retired at 42, and spent the last three decades helping coaches, consultants, speakers, and trainers become more successful. And I can tell you with absolute certainty: becoming an author is the single most powerful positioning tool you'll ever have.

Think about it. When you meet a new prospect, what happens? You exchange business cards, perhaps share your LinkedIn profile, maybe show them your website. But when you hand someone your book, with your name proudly displayed as the author, something magical occurs.

The Authority Multiplier Effect

Professor Robert Cialdini, in his brilliant work on persuasion, identifies authority as one of the key factors that influence decision-making. He breaks authority down into three components: title, trappings, and clothing.

Your book fits perfectly into factors one and two.

When you're an author, you're not just another consultant in a crowded marketplace. You're the person who literally wrote the book on your subject. You've taken the time to codify your knowledge, your experience, your expertise into something tangible and valuable.I've experienced this firsthand more times than I can count.

Years ago, I was on a plane back from Los Angeles, seated next to the sales and advertising director for a major newspaper. We had a great conversation throughout the flight. When I got back, I sent him a signed copy of my latest book.

The result? He engaged me to speak for his senior management team. That session went so well that he asked me to fly to Sweden to keynote their yearly sales conference. All because of a book.

How a Book Transforms Client Conversations

Here's what happens in the real world when you're an author.

You walk into a meeting with a potential client. After the pleasantries, coffee, and the usual small talk about the state of the nation, it's time to get down to business.

This is when I do something that never fails to shift the entire dynamic of the conversation.

I say, "This is my latest book. I thought you might like a copy."

I've never, ever had a prospect or client do anything other than thank me and take the book. They look at the front cover, flip it over to read the back (where there's information about me, my previous successes, my history in business, and the content and benefits of the book). They might even open it and start reading some of the pages.

Then, in a very calm, quiet voice, I ask: "Would you like me to sign it for you?"

Now, I realise this is a bold move. But it works because of the positioning it creates. And here's the remarkable thing: I've never had anyone say no. In fact, everyone smiles and says, "Yes, please."

What has this done to my positioning in the client's eyes? Everything I could possibly wish for.

And here's the kicker: I've never experienced a client meeting where I offered the book and asked if they would like me to sign it where I didn't do some form of business with them, either then or shortly thereafter.

Standing on Your Book: Visibility in the Marketplace

Think about this metaphor for a moment.

Imagine everyone in your industry standing in a large field. Everyone's roughly the same height, wearing similar clothes, saying similar things. How does a potential client pick you out from the crowd?

Now imagine you're standing on your book. Suddenly, you're taller than everyone else. You're more visible. You stand out.

That's not just a metaphor. It's the reality of what happens when you become an author in your field.When potential clients are searching for solutions, when they're evaluating consultants or coaches, when they're trying to decide who to trust with their business challenges, the author gets noticed first.

Why? Because writing a book demonstrates commitment. It shows depth of knowledge. It proves you've thought deeply enough about your subject to create something of lasting value.

The Credibility Factor: Title, Trappings, and Clothing

Let me tell you about a powerful concept I learned years ago.

Imagine you're driving down the motorway. You see a flashing blue light behind you. What do you do? You pull over, don't you? You don't question it. You don't debate it. The authority of that uniform and that vehicle compels you to stop.

Now imagine you're at a pedestrian crossing. A person in a uniform raises their hand. You stop. A person in casual clothes raises their hand. You might slow down, but you probably won't stop.

That's the power of authority markers.

Your book is an authority marker. It's a uniform that says, "I'm serious about this. I'm committed to this. I've invested the time to become a genuine expert."

And here's what I've discovered over 30 years of helping professionals: the confidence that comes from being an author changes everything. Your feeling of self-worth increases. That new level of confidence shines out of your eyes and through everything you say and do.

From Consultant to Recognised Expert

How many other coaches and consultants in your field have written their business book?

I know the answer to this question. Very few.

As soon as you become an author, you widen the separation gap. You give your clients yet another reason to consider you their first choice. You showcase your unique expertise throughout the pages of your book.

And here's something that might surprise you: you don't need to stop at one book. Once you know how to write a book (and I'll show you how simple it can be), you'll want to become a regular writer.

I've created over 100 audio programmes and 100 video programmes. I'm Nightingale Conant's leading UK author. I've written numerous books. Each one has opened doors, created opportunities, and positioned me as the go-to person in my field.

You can do the same in your field.

Your Next Step: Writing Your Business Book

Now, I know what you might be thinking. "Peter, writing a book sounds wonderful, but I don't have time. I wouldn't know where to start. I'm not a writer."

I hear these concerns all the time. And I understand them. But here's what I want you to know:

Writing a business book is simpler than you think. It doesn't have to be a 500-page tome. Even a short, focused book on your area of expertise can make a huge difference.

Think about it this way: if you can speak for two hours about what you do, you already have enough material for a book. You just need to know how to organise it, structure it, and get it down on paper (or screen).

Here's the mathematics: If you can type at 25 words a minute (and most people can type faster than that), and you write just two pages a day, you can finish your book in 8 weeks. That's it. Eight weeks from now, you could be holding your book in your hands.

But even more importantly, think about what your book will do for you:

Establish your authority immediately in every client conversation

Differentiate you from every other consultant who hasn't written their book

Create reciprocation and obligation when you give it as a gift

Open doors to speaking engagements, media opportunities, and high-value clients

Build your brand in a way that no amount of social media posting can match

Give you confidence that transforms how you present yourself

Money is simply the silent applause for a job well done. And when you're an author, that applause gets a whole lot louder.

I've spent over 50 years in business learning what works. I've helped thousands of coaches, consultants, speakers, and trainers become more successful. And I can tell you with absolute certainty: if you want to establish authority, if you want to be seen as the expert in your field, if you want to command the fees you deserve, you must become an author.

Not next year. Not when you have more time. Not when you feel ready.

Now.

Because every day you wait is a day you're leaving opportunities on the table. It's a day someone else is positioning themselves ahead of you. It's a day you're not standing as tall as you could be in your marketplace.

Ready to establish your authority and write your business book?I've created a comprehensive guide that shows you exactly how to write a book for your business in 10 weeks or less. No fluff, no complicated processes, just the proven methods I've used myself and taught to thousands of professionals.

Get your copy of "How to Write a Book for Your Business in 10 Weeks or Less" and start building your author-ity today.

Here's the amazon link: https://amzn.to/4onwZgt 

Remember, the first six letters of authority are "author." It's time to claim yours.